160 seconds look back to some 2018 highlights. Happy new year!
The largest tech conference in the world is also a place where a non-techy like me, can get great inspiration. My Web Summit in 3 words: convenience economy, digital communication, customer retention.
In the Future of Travel, Gilian Tans (CEO/Booking.com) explains why convenience economy and data analysis is important, i.e. when it comes to improving the users’ search and booking experience of hotel / holiday. The constant increase of information availability but also the different user needs stress the capability of any mobile or web app to deliver value through information and features. Think of the search experience within a portal packed with all kind of information like a hotel booking portal. Booking aims to the teach artificial intelligence to smooth the search and booking process using behavioral data to identify and relief pain points of the users.
Several panels shared best practices in digital communication and social media management.
David Schneider from That Lots helps brands and broadcaster be better on social media. He shared tips and tricks on how to shape the social communication more funny, like:
— BBC One (@BBCOne) 25 dicembre 2013
Ze Frank from Buzzfeed shared the story behind Tasty and how they went from an idea to publish, measuring signals and then understanding what made the signals engage, review, republish and boost through the roof.
The role of CMO need to be reinvented, Til Faida and Jason Harris debated whether a CMO that is not aware of the damage to the brand that his marketing activities (such as banner advertisement while you’re reading online news article through misplaced advertisement on a webpage) should be fired or helped to evolve together with the whole organization from transaction to value driven.
Lars Silberbauer from LEGO explained how fast the team can deliver brand communication initiatives, literally within one week and share the best practices with the $100 project. The project is a crowdsourcing campaign where Lego simply intiated the journey with a brick man and the customer around the world continued ever since (the brick man is still on travel and from the pictures got even married).
Brand recognition at zero? Not a problem. David Schneider and Gail Heimann explain based on a fictive product, a to z content creation that helps market any product/service. The fictive product is SPATNAV, a personal AI assistant for love life …
Julius Dein is a young magician that reaches with his magic tricks and pranks million of users through facebook, youtube and instagram. He believes that viral content has a clear formula so he shared how he managed to build such a huge audience… Julius, how many of this cans with the red bull did you have?
Tim Davie from BBC explained how they differentiate to Netflix producing high quality features and documentaries. He also pointed out the brand value of BBC and trying to match the high expectation the audience have toward such a well-established media brand. Not to surprised that the most wanted TV series are Earth 2 and Doctor Who.
How to make content viral, was build down to create meaningful content to get starts for free to promote your branded content. One panelist stated “don’t listen to the internet, develop your own ideas … ”
or that using brand archetypes in communication help trigger recognition. Also, the agile approach is better then planning too long in content production, so the panelist recommended producing, testing, measure.
Ragy Thomas (CEO/Sprinklr) shared last year his insights between customer acquisition and customer retention, stressing brands to take care of their customer care experience. This year from a different angle but still valid (an evergreen).
All talks are available on the WebSummitHQ Facebook Page
Web Summit, Lisbon and November are a perfect combination. Lot to learn, to network, great cuisine and sunshine.
One day, somebody at Fitbit Marketing woke up with a great idea. She or he may have slept bad because she couldn’t find a fancy name for a feature which is so what of standard for any wearables. Product management pushed her to come up with something and than that morning a lightening stroke her… Continue reading “What you need to know before buying the Fitbit Charge 2”
Lately I noticed an advertisement with Italian stereotypes. In fact it’s not big deal, as advertisers may share the conviction that Italian culture help selling stuff like food, drinks, cars or even detergent. At the same time, I feel upset when my neighbor reacted totally surprised that my Mamma doesn’t weight 120 kilo, that I don’t own a car and that I don’t have a Gaggia coffee machine at home.
However, how can I blame my neighbor when generations grew up with this.
Did I miss one? Please share it!
Everyday you may find in your newsfeed book suggestions either to improve your life, quite your job, become superman or simply better at work, in my case as social media manager.
I can’t claim to be an avid reader, however whatever I learn from non-fiction books I try to put immediately into practice (actually I do that with everything I pick up somewhere). As soon I realize that it’s to theoretical to do so, I (unfortunately) loose interest. The following books mean two things to me: first, they provide applicable know-how, second, I continue to use them as a reference thanks to Kindle Cloud Reader.
Social Media ROI by Olivier Blanchard
I discovered Blanchard’s Social Media ROI while preparing a workshop about social media marketing. His exhaustive approach showing the impact of social communication in an organization is easy to read and extremely hands-on. I’m still using some of the graphs to show the difference between campaigning vs. the aim to building long-lasting relationship with customers.
Elon Musk by Ashlee Vance
It might look strange to find this book here, but to me Elon’s story inspires and motivates me to stay focused and try harder on what I believe in, particular if related to my job. If Elon managed to disrupt and redefine three industries (financial, automotive and space) I can manage to do my part even if in a slight smaller scale, which doesn’t mean it’s less important.
The Hero and the Outlaw by Margaret Mark and Carol S. Pearson
Lately I did a lot of research to explain better moderation styles for community managers through archetypes. The framework provided trapped my attention. The Hero and the Outlaws aims to enable efficient communication of brand meaning and value through stories and characters that are part of collective nature. To give you an example: does the apple of Apple remind you anything?
Buzzing Communities by Richard Millington
With Buzzing Communities, Richard Millington makes look Community Management so easy, straight forward and secure. It isn’t, as the reality with our Recipe Community teach me. However that doesn’t diminish the value of this book. The strategy framework and the pro-active approach to everyday community management is simply awesome and very much applicable.
Getting things done by David Allen
Getting things done or GTD is not just a methodology to become more productive and less stressed in life. It enabled me to rethink the way I managed tasks in order to develop a better more efficient way. Even if it’s not exactly David Allen’s method, I achieved some of the benefits (which compared to the bare chaos means a lot). So start with downloading your brain by writing down everything that matters to you.
MSP Survival Guide for Business Change Managers by Rod Sowden
Managing Successful Programmes (MSP) is best practice guide on Programme Management based on three concepts: MSP principles, governance themes and transformational flow. The survival guide by Rod Snowden in particular is fun reading without missing to provide great applicable knowledge. As self-appointed business change manager, it’s helping me tremendously in connecting benefits from my area of competence to the business and to focus on the outputs that shall enable the benefits.
One of my most favorite non-fictional books I read this year! Drive by Dan Pink takes you on a journey from motivation 1.0 to motivation 3.0 as it would be an operation system upgrade, trying to understand why Wikipedia succeeded where MSN encarta failed, how social process affects and shape economic activities and why growing artistic, empathetic and non-routine work will require what he calls motivation 3.0.
Reading right now
So here is my actual reading list:
- TEDtalks Storytelling by Akah Karia
- Start With Why by Simon Sinek
- PR im Social Web (German) by MC Schindler and Tapio Liller
Any other book you would recommend to me?
My first year at Vorwerk Thermomix feels like the equivalent of 5 years work. So much things I learned, so many great people I met, so many experiences, so many power point slides I created and so many workshops and meetings and key notes I held or attended.
What is Thermomix? It’s the kitchen appliance by Vorwerk. It’s a surprisingly outstanding cooking experience. And it’s one of those brands that tend to invoke religious overreactions from both the pro and con camps. Like Tesla, Apple or Harley Davidson.
Remember, I felt insecure to accept this challenge.
I was a fan and brand advocate as customer. Now I am a fan and brand advocate as manager. So what is my job at Vorwerk Thermomix… As International Social Media manager I’m responsible for communication on social media and for the Thermomix recipe community.
This are my most outstanding moments in my first year at Vorwerk Thermomix:
1. Testing bimby* recipe in Milan
*did you know? In Portugal and Italy Thermomix is not Thermomix but Bimby.
2. Paternoster ride at Vorwerk’s headquarter in Wuppertal
3. Discovering the threshold of German Engineering at Vorwerk
Yes, I was there where they build the Thermomix and saw this LIVE!
4. Working with in an international team
5. The opportunity to test Cook-Key
6. Discovering cities by jogging
7. My boss
8. Team events like the e-biking weekend with engineering and product management
9. Exploring the basement where you can always find jewels of Thermomix history
10. Delicious, great food everywhere!
Cooked with Thermomix, or enjoyed in always outstanding places (thanks to our assistant Maja, who really got a instinct for that).
Just back from 2 weeks spent by the seaside in Tuscany. Very relaxing. And I wished I would have booked for one week more. What I appreciated the most: Continue reading “Riva degli Etruschi … 2 weeks are not enough!”