Disqus - Latest Comments for Tom_Vanlerberghe

Re: The Four Social Customer Engagement Scenarios

Tom_Vanlerberghe — Tue, 30 Nov 2010 07:34:20 -0000

I reckon number 4 is were most companies want to go, but 3 is were they ultimately remain.
4 is very much Utopian...
Very nice graph by the way, very understandable

Re: Keeping the perfect job?

Tom_Vanlerberghe — Tue, 10 Mar 2009 04:42:58 -0000

Mike, no worries... you're probablystill exploring what you want to do. Sooner or later you'll find something that fits you perfectly!

Re: Skittles Homepage Now Pointing to Wikipedia, What’s Next?

Tom_Vanlerberghe — Fri, 06 Mar 2009 04:19:24 -0000

Hey, if it's research, than I'm all for it. If this is the result of research, I have some serious doubts...
We'll see how it turns out right?

Re: Skittles Homepage Now Pointing to Wikipedia, What’s Next?

Tom_Vanlerberghe — Thu, 05 Mar 2009 03:44:11 -0000

I think it's a great experiment, but I wouldn't have approved it if I were marketing manager at Skittles.

1. It's too limited... unless they start to use every social media application out there, maybe they can stretch it for 2 - 3 months. And that's using every application, even the ones that don't make sense.
2. Most of these things are still ( I don't like it either) early adopter, while Skittles is mainstream. People get forced into something without proper explanation how to join, what to do or any other reason. What is this Twitter thing, how can I get it?
3. I just don't see the added value. I can understand that referring to a wiki page gives visitors the possibility to learn something about Skittles, but why not keep it at that? A referral, not make it your homepage.

I don't see any added value, don't see any seeds for an online community and I frankly don't see a clear and direct link with the brand. It seems like a nice experiment, and I really hope they do it because they want to research some stuff, because if they don't, it seems useless.

Just my 2cts

Re: Gary Vaynerchuk Using Adwords Ads to Buy Twitter Followers?

Tom_Vanlerberghe — Fri, 20 Feb 2009 05:46:43 -0000

It seems weird and I wouldn't do it, but he has always promoted himself as 'a brand' so I don't really see the difference between useing adwords for a person as using adwords for a product or service. He obviously has some goal in mind with what he's trying to achieve in the social media thing and is experimenting to get there...
It doesn't have to be 'dirty' or look like 'buying friends', it's just something we haven't seen yet. But than again, what things haven't we seen 365 days ago and are we seeing right now?

Re: Just say ‘no’

Tom_Vanlerberghe — Fri, 20 Feb 2009 03:12:01 -0000

I agree, but I can guarantee you that if I don't like the outcome of the call, it'll probably be the first and last time we ever do business.

Re: So you want to apply for a marketing gig?

Tom_Vanlerberghe — Fri, 20 Feb 2009 03:10:11 -0000

Also a good one... ask them where they see themselves in the company within 5 years... there are few who dare to say in your seat :)

Re: Believe what you sell

Tom_Vanlerberghe — Fri, 20 Feb 2009 03:07:46 -0000

Noel,
Thank you so much for the comment and it's true right? Even if you're not interested in a product, if the person trying to sell it to you is passionate about it you can't help but listen what he has to say... Don't know if it sparked curiosity or something else, but it works.
Thanks again,
Tom

Re: Experience is everything

Tom_Vanlerberghe — Thu, 19 Feb 2009 03:34:26 -0000

When he doesn't look or sound... especially salesmen right :)
I reckon your example is a great illustration on how being passionate at what you do makes you better without actually feeling you have to work harder.
Like in Dirty Dancing... You should have the time of your life... and it'll be over before you know it...

Thanks for the comment,
Tom

Re: What chefs can learn us about management

Tom_Vanlerberghe — Tue, 17 Feb 2009 08:56:07 -0000

And that was all it was... just an example (though exagerated) to illustrate the fact that even marketing people fail to communicate clearly (just look at some poor briefings sent to PR agencies, design agencies,...)

These are just basic skills everybody doing a certain job should have, and still there are plenty failing at it.

I hope marketing managers don't start screaming or humiliating eachother and their team!

Tnx for the comment... Nice you took the time to read some of my posts, I really appreciate it!

Tom

Re: Tell them what they get…. not what they don’t get.

Tom_Vanlerberghe — Tue, 17 Feb 2009 08:49:41 -0000

I think you have an interesting point there. The need to be better than your competition often results in trying to do something that you can't do. Try to deliver faster, but it goes wrong, try to make promises that you can't keep,... while all they have to do is keep their promises.
I don't mind waiting longer if it means I get the product I ordered, and I'm sure a lot of people don't mind.

Re: Don’t live by the rules

Tom_Vanlerberghe — Sat, 14 Feb 2009 10:37:21 -0000

Hi Sudipta,
You're right, but we see that a lot of processes that require 'just' productivity are being outsourced to countries that can do it much better for less money. You're right that rules are needed, but you can't deny the fact that creativity and knowledge (first use) are what keeps us (or should keep us) on top of the economic food chain.

Thanks a lot for the comment,
Tom

Re: Experience is everything

Tom_Vanlerberghe — Mon, 09 Feb 2009 18:35:34 -0000

Great to hear there are actually people reading this stuff :)
Makes me feel all warm and fuzzy inside.

Thanks for the comment,
Tom

Re: Marketing: the art of succeeding with zero talent

Tom_Vanlerberghe — Thu, 05 Feb 2009 12:08:51 -0000

Who said I was joking? :-)
Great test by the way... go to a school, see students that want to be in marketing and ask why. Funny answers...

Re: Please take the time

Tom_Vanlerberghe — Mon, 02 Feb 2009 03:15:09 -0000

It's just an example I had from last week, but you don't have to think long enough to find more.

It seems so quick to send an e-mail, a tweet, a text,... that if the goal is to communicate something clearly, we get lost in our own comfort.

Re: Do you really need to ‘engage’?

Tom_Vanlerberghe — Tue, 27 Jan 2009 11:12:46 -0000

There's nothing wrong if they want to do it. I just gave an example. Mittal's customers are other companies, a group that's reached better by different means than creating a 'fanpage'.
They could use it for recruiting, press releases,... those things.
But... just an example that not every company has the same need to engage.

Thanks for reading!
Tom

Re: I really love my work

Tom_Vanlerberghe — Sat, 24 Jan 2009 15:23:05 -0000

So you watched the Dark Knight DVD last night? :)
It's a great quote though... We always fail... http://www.tomvanlerberghe....

Re: Marketing: the art of failing

Tom_Vanlerberghe — Sat, 24 Jan 2009 11:30:16 -0000

You could probably count that as an art too :)

Re: Marketing: the art of failing

Tom_Vanlerberghe — Thu, 22 Jan 2009 12:21:01 -0000

Yeah, my point exactly... we're all trying to find out if we can measure this and measure that of social media, while we still can't measure properly something that has been around for over 60 years.

Like you say... we have to experiment, hope we're lucky from the get-go but have to be prepared to fall flat on our face and quickly get up again.

Thanks for reading...
Tom

Re: Networking Thursday: Expect nothing, give everything

Tom_Vanlerberghe — Thu, 22 Jan 2009 05:53:41 -0000

Just as long as you don't help people expecting something in return. Creating expectations can jeopardize whatever relationship you could build with someone.

Thanks for coming to this place too :)

Re: Online communities, what’s luck got to do with?

Tom_Vanlerberghe — Wed, 21 Jan 2009 09:30:45 -0000

Hey Matt,

Thanks for the reply, I really like reading your posts about online communities. It's incredibly interesting reading from a mostly analytical point-of-view because that's something I'm not able to do (but really should)

While the definition of what a person is used to be created by a lot of social factors, online communities not being one of them, there are more possibilities now. More ways for people to define themselves and find likeminded people. So I'm trying to push 'luck' in as a less important factor (other than what most people think at first) because all the surrounding factors are more specified, more defined for people to identify themselves with it. And just because they're so defined, it's easier to trigger word-of-mouth when everything comes together. Online communities are in a way better defined than other historical communities/businesses where luck was/is a more dominant factor. (f.e. convincing customers to walk into a shop and buy something).

So trying to create a community without proper analysis of your target demographic and without proper management to define and control it (where possible), it MIGHT work, chances are slim though compared to a setting where everything falls into place. The 'luck'-factor diminishes because people tend to have a better understanding of who they are and what they want (the 'me' vs. 'us' or 'social networks' vs. 'online communities').

grtz,
Tom

Re: Question about brands/design

Tom_Vanlerberghe — Tue, 20 Jan 2009 05:45:12 -0000

I should tell you I quickly put these three images together. I know the third one is not in perspective, but didn't had the time to make it perfect, that's why I hire a graphic design agency to do that for me :).

My concern for the first one is that it stresses Mayumana too much and people will think it's the same show (again). For the second one that it doesn't stress it out much enough and the third that it doesn't stress it out at all.

Who would've thought we had these kind of problems at Kursaal Oostende right? :)

Re: Do we take responsibility?

Tom_Vanlerberghe — Wed, 14 Jan 2009 21:59:57 -0000

Hi Alexander... thanks for the comment and the inspiration!

First of all, privacy is an important issue. I feel like from the moment tv shows like Big Brother popped up people thought less and less of their privacy or at least how they should manage it.
It would indeed be better if the user could control his privacy. But will he do it? Ofcourse we'll never know untill we're able to do it, but with the knowledge today only the brave few will take the time and the effort to find out how, even if the tools are easy to use. If I was a company, I would make the service even more easier to use, because face it, like you said... data is the currency of the future (frightening thought btw)
So to put in perspective. I totally agree with you, 100%. Though I don't freakily manage my privacy, as anyone who've seen my facebook profile will acknowledge, I believe it to be an issue that can cause a lot of problems in the future. We're all laughing with identity theft and Nigerian money scams, but they pop up more frequently and more viciously.
I just believe it's the responsibility of the user to educate themselves what privacy is or should be (personally or as a set of rules). Only than, and combined with easy to use privacy management tools will users take control of their data.
Like in your example. The user visits a diner with the best intentions, but that doesn't mean he has total control over his privacy. I like to use the analogy of basic networking. If you tell me you just became father of a daughter, I could use that information to give you a gift. Based upon the fact that no person does something without any intention (even if it's just feeling good about themself). Total or even let's say 90% control over your privacy is an illusion.

Re: Be creative… be happy…

Tom_Vanlerberghe — Wed, 07 Jan 2009 04:59:27 -0000

Hans,
It's true that a lot of people find their love in life on a later age, but isn't it a shame that education is based upon knowledge a lot more than on being creative, expressing yourself in one way or another. I just think that in your case, for every adult that finds his/her happiness, there are a dozen people who get stuck in a (for them) meaningless job, wasting their talents.

I'll look into the ballet thing though... not sure if people want to pay to see me. Feel like should pay them to come and watch :)

Thanks for the comment,
Tom

Re: Why you should listen to customers even if they're wrong

Tom_Vanlerberghe — Tue, 06 Jan 2009 18:54:06 -0000

Spot- on. It's a sentence that has created a lot of misunderstandings, especially recently. From the companies point of view it might be a problem that customers know that they are always right and always want to be right. The heart of the problem is a distorted relationship that customers/companies are trying to mend by doing all the wrong things. They either don't acknowledge there is a problem (basically that's what your post is about) or they try to fix it by doing the wrong things.
Interesting read,
Tom