Posts Tagged ‘Work’

Quesque je vous?

Originally posted on Heliade by Danny Devriendt

Being a European here @ #SxSW is fun. I am like a little exotic curiosity… and you can hear it in most voices when they shake hands (or Bump iPhones): “Europe… right”. Wandering through the long walkways of the Austin Convention Center, I notice how very US and English centric most of the A-players here are. In the blogger lounge, I had a long discussion with people that want to export an social application to Europe. First question: “They speak English in Spain, right?”. Urgh. No? “But they have nothing against English, right?”

Let’s be clear: if you want to be social, and play an active role in social media in Europe, you’ll have to know the facts. Long story short: While it is completely cool to do stuff in English in England, it is not done elsewhere. Period. Courtesy towards the consumer market means you’ll have to engage in his home tongue. And that needs to be done by a native, and not by a San Diego based community manager using Google Translate.

Successful engagement requires mastering the local culture, language and specificities, and cannot be outsourced or offshored. There are no shortcuts in engagement: it is about authentic connecting…

Measurement tools and sentiment analyzers will have to be able to drill down to the core of communications being held in more than 400 languages worldwide, before they can declare themselves “global”. Just English with some notions of German and a flavor of French will not cut the cake ;-) .

It’s a long way to Tipperary :-)


My “check-in” beats your “like” anytime

Originally posted on Heliade by Danny Devriendt

For brands, creating engagement in any way is key… that’s why they are in social media in the first place. In recent months, a telltale signal to determine that engagement at a glance is the number of “likes” a brand collects all through the brands online ecosphere. Fueled by mostly Facebook, the hunt for likes is powering an important part of the Social Media roll out, and, between us: that is a bad thing.

A number of “likes” does not show you in any way the quality or quantity of engagement with your target audience in any way… for that more intelligent sets of data should be explored that give more relevant information on quality, sentiment, loyalty and behavior.

And a “like” is just a wrong metric. Clicking on it is often a gratuit gesture… for most consumers it means nothing more than a thoughtless “click”.  There is no bar, no effort, no real thinking, and thus way too often no real intention or engagement.

Personally, I have more respect for the location based check in. A check in, is like a “like”, but only better. Checking in means that people are linking their real life location and behavior (shopping, eating, going to a concert,…) with their offline social media ecosphere. They went through an experience that reverberates in the social spider web. Location based social check-ins are more and more combined with the ability to rate the experience, adding a tremendous potential added value for the brand. Having people checking in from stores, airports, planes, restaurants and events and giving a positive social rating turns every active “checker” into an active brand advocate.

People will trust the review of someone who actively ate at a restaurant way more than one from someone who just punched the “like” button on a website.

Check-ins new style will beat up likes big time ;-)


Ronald Reagan fathered Foursquare

Originally posted on Heliade by Danny Devriendt

There, did that get your attention? I thought it might… :-) Tim O’Reilly caused quite a stir @ #SxSW when he proclaimed that Ronald Reagan was the mental father of Foursquare.

But he has a point. Let’s go back into history: while the Beatles were working on their White Album, the U.S. Navy and Air Force slotted together a system that would enable navigation on a plethora of applications. A set of incompatible systems was developed, until the US Department of Defense decided in 1973 to unify the existing systems. With atomic clocks carried on geostationary satellites (predicted by Arthur C. Clark) , the Navstar Global Positioning System became a huge success. In the beginning, military use had priority, and accurate positioning was not possible for civilian systems.

The disaster with Korean Flight 007 in 1983, a mortal tragedy that could have been prevented with more accurate location awareness, made President Ronald Reagan decide that accurate GPS signals would be available worldwide and at no charge. Reagan’s directive angered quite a lot of military decision makers, but stood at the cradle of the location driven social media that is so popular today.

The military not only got us the backboned, dynamic rerouting internet (and an internet of things by that), but also stood at the very beginning of Google places, Gowalla and Foursqaure. Not to mention Augmented Reality, that made it directly from the cockpit of the Apache fighting helicopter into the smartphones. Presidents and generals at the roots of social media, a slightly disturbing thought….;-)