Thorniley updates us on the state of the global economy

reporting live from Orange Business Live in Munich

Daniel Thorniley (left) runs his own private business consultancy, but in his own words, he is not a “loser”. He as 235 Corporate clients even though he is on his own. He was able to acquire so many clients because he knew them through partnership and trust and he had known them for many years.

How’s business?

What is going on in the world. The IT industry is doing well ane even extremely well in emerging markets. Pharmeutical and health is doing vell. Industrial and b2b products are doing rather well but b2c is more sluggish. There are several reasons why business ie emerging slowly from recession:

Reason 1 is that the banking sector is not yet functioning properly. Big companies need banks to borrow money. Whereas emerging countries like China or India are trying to slow down growth, western countries would like to be able to borrow more money to whip up the economy,

Consumption is strong in many emerging countries, but in many others like Britain, consumers are not doing that well. Interest on savings is very weak, unemployment is coming down slightly but is still strong. In the US, 9-10% of workers are jobless. But what is the average number of hours worked in US is the lowest number since 1945 with only 32 hours per week (37.5 hours in Austria, 35.6 in France, UK 41 hours). Just because people have been kept in jobs in the US doesn’t mean that they are happy and ready to spend more. The value of the housing market has fallen dramatically since 2006. The Greek issue shot up because of corruption and misspending.

BRIC should include Mexico too!

BRIC should also include Mexico. Emerging markets are low volume, fast growth, whereas western countries will be high volume and low growth. We cannot apply our western patterns to the emerging markets. In the middle East, competition is coming from new markets (BRIC and Eastern and Central Europe) competing on low quality and prices.

Thornliley’s advice for working in emerging markets

Daniel Thorniley delivered the following advice to companies which want to do business properly in emerging markets:

  • Don’t overburden yourself with KPI’s
  • talents in the emerging markets are great! give more independence to local staff on the ground
  • avoid short-termism: Quarterly reporting isn’t working in the emerging markets

Like Minds and Media Aces: Culture & Tech event in Paris – June 28

Paris: Culture+Tech

Like Minds and Media Aces present:

Paris: Culture+Tech

28 June 2011

An amazing line-up of speakers, a fascinating subject, in the City of Light

The printing press, the telegraph, the phone. Three devices that changed not only way that we communicate, but shifted the way an entire world thought.

Now in the digital age and with the rise of social media, how is our interconnectedness and the expectation of ubiquitous information changing the way we think?

From how to we talk to how we listen, we’ll be exploring the technological innovations and cultural phenomena that surround us on our voyage as human beings.

Join us at Like Minds Paris

Registration is €300 only. Early bird registration is available at 200€ before 1st June, with additional rates available for Like Minds Club Members and previous Like Minds Attendees.

for Like Minds Paris: Culture+Tech

SAP on its SAPPHIRE annual event: “SAP wanted to take this live event and make it virtual”

SAP is one of the founding members of the Social Media Business Council. On November 9, SAP was hosting Blogwell, SMBC’s open event dedicated to social media in which each presentation (8 in total) is delivered by a SMBC member. The opening presentation by SAP was dedicated to spicing up events with social media. SAP began working on its community 7 years ago, and it now comprises 2 million members. This community is about engaging with clients and starting conversations.  The SAP presentation was delivered by Brian Ellefritz, Global Social Media Marketing at SAP. Brian is a former Cisco representative and joined SAP to head their global Social media team. He is a seasoned Internet expert.

Very few in the audience had tried live video when Brian asked the question. So this kind of Social Media usage added to live events is still very new to many professionals (note: Orange Business Services is doing this quite regularly in all regions, check the http://orangebusiness.posterous.com live blog for details).

Context

Sapphirenow is SAP’s most important sales event, it’s about a decade old. In 2010 SAP organised two events in Germany and Orlando at the same time, that was quite ambitious. Social media took a big part in that event.

The objective was to treat the audience as peers, not recipients and showcase SAP as a savvy user of social media. They had done something the year before but they wanted to move beyond that in 2010. SAP wanted to “take this live event and make it virtual”.  “SAP had more bandwidth than CNN” during that event Brian added.

The social media Ambassador concept

Influencers, customers, partners were going to be active pushing the news that they were being told. SAP also wanted to talk to those who couldn’t be there. The way it played out was that most of the content was pushed to Twitter in realtime. The stream started in Germany in the morning and was taken over by Orlando in the afternoon. The Sapphirenow twitter feed was central to that event. Giant touch screens were also implemented.

The ambassador programme was started 2 months in advance. 6 topics were selected, and 6 ambassadors per location were recruited. They had to have large followings and had to be comfortable with social media and have a set of skills which fit in the programme. The initial expectation was 2 blog posts a day. Flip cameras were given and SAP explained what their expectations were. “permisssion forms” were signed and social media business cards were handed out to people as a courtesy. An audit was given to an impartial agency in order to “assess whether that was impactful or chaos!”

The outcome was 1.5 million views in Twitter reach (tweetreach.com), 41 blog posts written in 3 days, 152 videos were uploaded and 15,506 video views generated.

Lessons learnt

  • Picking personal or business account was an issue
  • Broad diversity of skills, it was very challenging (some didn’t know what Twitter was)
  • hastags were an issue (should we have one, one per topic etc.)
  • video “live” blogging: the camera team was just overwhelmed with too many cameras being brought to them and it was chaos
  • Once underway, “it’s just like one giant mashup !”
  • over time, we “stopped concentrating on the number of tweets and blog posts and starting enjoying the live experience” Brian added

The “1.5 million reach” Brian added when asked about what numbers really meant “is when management stops asking question” and the value is when you stop talking about the numbers and when people and managers start seeing the value in the energy and dedication put behind the event and the endeavour.