promotion – Climb to the Stars

Ecrire pour un blog [fr]

[en] A few tips on writing for a blog: don't advertise, be interesting, use your authentic voice, remember the media is conversational, and be a real person writing something. This is not easy to do if you've been formatted to spew commercial copy or marketing-speak, but it can be learned. Learning requires exercise, and often help from others (peers or a trainer).

Hier, séance de formation chez un client. Deuxième séance, quelques mois après la première. Les bases techniques du maniement de WordPress sont acquises, on parle donc plus en profondeur de:

quels sujets aborder sur un blog d’entreprise
quel style d’écriture utiliser?

Voici quelques éléments intéressants qui ont émergé de nos discussions, et que je reproduis ici.

Publicité

En y réfléchissant bien, peu de personnes vont volontairement aller chercher du contenu publicitaire à lire. Toute l’industrie télévisuelle tourne finalement autour d’un but: attirer des gens devant un écran pour pouvoir leur enfiler de la publicité (oui, je suis un peu cynique). Mais sérieusement, la publicité c’est ce qu’on met sous les yeux des gens quand ils ne peuvent (ou ne veulent) pas s’échapper. Si on leur propose de s’abonner à du contenu purement publicitaire, peu de chances qu’ils le fassent.

Avec un blog, et en ligne en général (je pense aussi à Twitter), le public n’est jamais prisonnier. Il peut s’en aller d’un clic de souris. Si on veut utiliser un canal en ligne pour faire passer du contenu publicitaire, il faut le faire avec beaucoup de délicatesse — au risque de crier dans le désert.

Etre intéressant

Du coup, la logique rédactionnelle d’un blog ne peut pas être purement publicitaire (ou purement “marketing”, au sens de “pousser à la vente, à la consommation, promouvoir directement”). On privilégiera du contenu véritablement intéressant pour le lecteur. Pour le lecteur — pas du point de vue de l’entreprise.

Qu’est-ce qui intéresse vraiment les gens, du coup? C’est ça la grande question, mais voici quelques pistes:

rencontrer les êtres humains qui sont derrière l’entreprise
en apprendre plus sur le fonctionnement de l’entreprise ou son histoire
se cultiver (surtout quand la culture est intéressante!)
avoir droit à des informations “insider” pas forcément accessibles ou évidentes pour tout le monde…

C’est assez vague, tout ça, et il est possible (malheureusement) d’aborder ce genre de sujet de façon totalement inintéressante… Ce n’est pas une recette magique garantie!

Un ton authentique

La clé réside le plus souvent dans le ton utilisé. Le language marketing, “communiqué de presse”, pub, ou trop journalistique est à éviter. Oui, me direz-vous, mais comment faire?

Ce qu’on cherche, c’est à parler comme des êtres humains. Il faut pour cela souvent se “dé-formatter” (beaucoup de professionnels de la communication sont des crispés du “je”, par exemple). Le ton juste, c’est celui qu’on utiliserait dans un e-mail à un ami, ou bien dans une conversation avec des amis autour d’une table. Bien sûr, c’est de l’écrit, mais on se rapproche de ça.

Pour faire ça, quelques trucs:

raconter des histoires ou des anecdotes vraies (ne pas inventer!)
se mettre en scène dans l’histoire: raconter depuis son point de vue et utiliser la première personne
élaguer au maximum les informations publicitaires/marketing (les lecteurs peuvent toujours laisser un commentaire pour demander des précisions)
se mettre dans ~~les chaussures~~ la peau du lecteur, ou du moins l’imaginer en face (“est-ce que ça l’intéresse vraiment, ce que je raconte?”)
rester dans un état d’esprit “dialogue, conversation”.

Un petit tuyau: quand on est passionné par ce qu’on écrit, ça vient plus naturellement!

Un média conversationnel

Le dernier point de la liste ci-dessus est capital: avec un blog, nous sommes dans une conversation. Bien sûr, pas dans une véritable conversation en face-à-face, mais quand même, dans une dynamique d’échange.

Vous avez déjà certainement dû subir des cours ou des conférences où l’orateur lit son discours ou débite un monologue assommant. Comparez cela au bon orateur, qui n’est pas en train de parler au public, mais de discuter avec les gens dans la salle (même si ce n’est que lui parle).

On cherche à faire la même chose dans un blog. Si on parle comme une brochure de marketing, personne ne nous répondra. Un être humain, par contre, c’est autre chose: on peut discuter avec!

Autre avantage d’un style informel et conversationnel: votre lecteur retiendra mieux ce que vous lui dites. En effet, il a été démontré que l’utilisation du “je” et autres marqueurs de la conversation dans le language écrit informel donnent au cerveau l’illusion qu’il est dans une conversation. Du coup… il est plus attentif! Kathy Sierra explique très bien tout ceci (en anglais).

Une vraie personne qui écrit

Bloguer nécessite de se dévoiler un tout petit peu. Pas de raconter ses pensées ou envies les plus secrètes, bien entendu, mais quand même de se livrer un peu. Si le blog “marche”, c’est qu’il met le lecteur en contact avec quelqu’un d’humain, d’imparfait, d’atteignable. Quelqu’un comme lui — pas une organisation ou institution désincarnée.

Il est important pour cela que le blog soit formatté de façon à ce que le nom de l’auteur apparaisse à côté de l’article — ou le cas échéant, que les auteurs signent leurs articles. Si c’est Julie ou Sophie ou Robert qui écrit, ce n’est pas la même chose! Je veux savoir qui me parle, et à qui je parle si je réponds.

Comment changer?

Le problème de beaucoup de personnes qui se mettent au blog, c’est d’avoir été “formatté” à écrire dans un language pseudo-neutre, impersonnel, journalistique, ou marketing/commercial. Il faut “désapprendre”.

Heureusement, on sait tous avoir des conversations avec nos amis, ce qui nous donne un point de repère.

Il vaut la peine de se mettre à plusieurs, de regarder ses productions et celles des autres avec un oeil critique et impitoyable:

est-ce que ça sent la pub?
est-ce qu’on y croit?
est-ce que le lecteur de passage a une chance d’y trouver un intérêt?
est-ce que le narrateur (celui qui écrit) est présent dans l’histoire?

Puis, si nécessaire, retravailler, récrire. Ça ne vient pas tout seul, mais ça peut s’apprendre.

Finding a Balance in Office Work: Long-Term Projects [en]

[fr] Quelques réflexions sur comment je m'organise pour mon travail "de bureau", et la difficulté que j'ai à avancer sur les projets "long terme, pas urgents".

Here is an umpteenth post about my journey figuring out how to “be the boss of me” — getting work done and still having a life as a freelancer.

Honestly, I have not been doing too badly this year. It’s even been pretty good. 🙂

The other day, when I was catching up with Suw, I told her that I was now pretty competent at managing my days, but not that good at looking beyond that. What I mean is that I have a system to keep track of the next things I need to do, and I’m much better than I used to be at evaluating what can get done in a given day. I still tend to be a bit ambitious, but overall my “day plans” are pretty realistic.

Proof of that, in my opinion:

I now very rarely have a day where I’m “running” or “scrambling”
I rarely have to work during the week-end or the evening to do stuff that “absolutely needs to get done and I haven’t managed to squeeze it in yet”.

So, the next step is the week. I’m still using maker days and manager days (it’s not perfect, sometimes I give in and sacrifice a maker day, but overall I’m getting increasingly better at sticking to my plan). What I’d like to think about here (you read me right, I’m writing this post to think something over) is what I do (or try to do) during my office “maker” days.

Here’s what I’ve identified so far:

daily business: checking e-mails, taking phone calls, hanging out on Twitter/IM, responding to prospective clients, journalists, people who want to pick my brains, dealing with little emergencies, reading stuff online
“regular” paid work: these are gigs that are long-term and require a little work every day or every week at least, and therefore fall in the “daily business” category too, but are for a client who is paying
my projects: taking care of eclau, Bloggy Fridays
my “promotional” stuff: blogging, keeping my websites up-to-date (technically and content-wise — ahem), writing, planning ebooks but not writing them, preparing general documentation to promote what I do to prospective clients, research
accounting and administrivia: personal and professional, including writing to the gérance to ask them to change the windows so we can save on heating
support network: I have a bunch of friends I’m in regular contact with to talk things over (their things, my things)

OK, the list is a bit messy, but it’s a start. I know that one thing that can usually “kill” an office day is when I’m asked to do a one-off, time-limited gig by a client: for example, a 2-4 hour WordPress training/coaching session. The reason for that is that this kind of gig pays immediately: shortest path to money. So usually, when I make exceptions and kill a maker day, it’s because there is immediate money at stake (as long as it doesn’t compromise the work I need to do for my “regular” paying clients, of course).

Items 1, 2, 3 and 6 of the list above are not really a source of trouble right now. I mean, that’s what I spend my time doing.

Items 4 and 5, on the other hand, are problematic: I keep falling behind. In the case of accounting and administrivia, as they are something I get in trouble about if I don’t do them for long enough, every now and again I go “gosh, am behind, gotta spend a day on it” and I get it done. But I have trouble with regularity (less and less though, to be fair with myself).

The big painful one is what I call “my promotional stuff”. It’s long-term. If I don’t do it, there are no direct consequences. It does not involve other people. Summary:

it’s for me, so it tends to end up less high priority than all the rest that is “for others”;
no time constraints, so it is less high priority than emergencies and deadlines;
some of it is actually difficult for me (preparing promotional copy for example).

So, here are some of the items that are on this long-suffering list of things I want to do but never get around to doing because there is always more urgent stuff to take care of:

upgrade WordPress and plugins on a bunch of my sites
do something about the horribly out-of-date content on my professional site (organize another WPD?)
get a proper lifestream up and running (as Nathalie aptly put it earlier this morning, “FriendFeed is nice and all, but I never go there”)
start writing the blasted ebook 😉
write more fiction
write up shiny material explaining what I do (including “terms and conditions”) that I can send or give out to my clients and prospects (including sending stuff to schools saying “I give talks” and “looking for somebody to teach a few hours on social media over the next academic year?”)
catch up with my photo uploading on Flickr (in a way, yes, this also ends up being a “promotional” activity)
blog more (you’re getting tired of hearing it, but look, it’s working).

I’ve tried a few times to state (to myself, that is) “Friday afternoon is for administrivia and accounting” but weeks are so short that my resolve usually falls down the drain. I’m thinking that I should firewall time to work on these “longer-term” projects each week — but again, I look at my calendar and think “ugh”. A day a week? Sounds like a minimum when I look at the list right above, but quite impossible when I think of what my usual weeks are like. On the other hand, I do have (what feels to me like) quite a relaxed workstyle, so maybe if I did firewall a day off I’d discover I’m perfectly capable of dealing with the rest of my work on the other four days.

So, the questions for me remain:

how many office days vs. meeting days in a week? (right now I try to have three office days, but don’t always manage)
what’s the best way to build in time for long-term projects which tend to stagnate at the bottom of the priority list? (firewall a day or half a day off each week, or every two weeks, or something else…)

Dear readers: your insight is much appreciated. How do you do this? Do you do it? What have you tried? How did you fail? How did you succeed?

5 Lessons in Promoting Events Using Social Media (Back to Basics) [en]

[fr] Leçons apprises lors de la promotion de Going Solo:

communiquer directement avec les gens (messagerie instantanée, conversation offline, téléphone) est le mode de communication le plus efficace
ne pas négliger l'e-mail, les dossiers de presse, le matériel imprimable: tout le monde ne lira pas le blog ou Twiter
rien ne devient automatiquement "viral" parce que c'est sur internet: aider les gens à vous aider à passer l'info, par exemple avec un e-mail "forwardable"
aller où sont les gens, les retrouver dans leur communauté (Facebook, MySpace, Rezonance, LinkedIn... partout)
ça prend du temps... beaucoup de temps

J'ai été surprise à quel point tout ceci a été difficile pour moi, alors qu'une partie de mon métier consiste à expliquer aux gens comment utiliser les nouveaux médias pour communiquer plus efficacement. Une leçon d'humilité, et aussi un retour à certaines choses basiques mais qui fonctionnent, comme l'e-mail ou le chat. En récompense, par contre, un événement qui a été un succès incontesté, et tout cela sans le soutien des médias traditionnels (pour cause de communiqué de presse un poil tardif) -- mis à part nouvo, qui a répercuté l'annonce, mais qui trouvait que c'était cher!

One of the big lessons I learnt while organising [Going Solo](http://going-solo.net) is that [promoting and communicating about an event through social media](http://going-solo.net/2008/05/04/going-solo-all-over-the-place/) requires a huge amount of time and energy. In this post, I’d like to share a few of the very practical things I (re-)discovered.

Even though part of what I do for a living is explain social media and its uses in marketing to my clients, I found it quite a challenge when I actually had to jump in and do it. (Yes, I’m aware this may sound pretty lame. By concentrating on the big picture and the inspiring success stories, one tends to forget some very basic things. Sending managers back to the floor every now and then is a good thing.)

The **main lesson I learnt** is the following:

– **1. The absolute best channel to promote anything is one-on-one personal conversation** with somebody you already have some sort of relationship with.

Any other solution is a shortcut. And [all shortcuts have prices](http://climbtothestars.org/archives/2008/06/11/about-not-reading/).

This means I ended up spending a lot of time:

– talking to people on IM, IRC, and offline at conferences
– sending out personal messages on LinkedIn and Facebook.

Anytime you do something to spare you this time (like sending out a collective e-mail, writing a blog post, or even tweeting — situations where you’re not adressing one specific individual directly) you dilute what you’re communicating. You open the door to:

– imperfect understanding of what you’re trying to say
– people not feeling like it’s really addressed to them (lack of interest, or lack of awareness that their actions are important to you)
– people simply not seeing it.

I have many examples of this. I created a [page with material people could use to promote Going Solo](http://going-solo.net/support), in particular, [blog sidebar badges](http://going-solo.net/2008/02/04/badges-for-your-sidebar/). But not many people put them up spontanously, even amongst my friends. But when I started pinging people on IM and asking them if they would please put up a badge to support my event, they did it. They just hadn’t got around to doing it, hadn’t realised that them doing it was important for me, or it had simply slipped their mind. It’s perfectly understandable: it’s “my” event, not theirs.

Another example is when I started sending out my “forwardable e-mails” (lesson #3 is about them), most people stopped at “well, I’m not a freelancer” or “I can’t come”. It took some explaining to make sure they understood that the **main** reason I was sending them the e-mail was that they *might know somebody* who would like to come to the event, or who could blog about it, or help with promoting it. If I spared myself the personal conversation and just sent the e-mail, people were much less likely to really understand what I expected from them, even through it was spelled out in the e-mail itself.

And that was a big secondary lesson I learnt while preparing Going Solo: it’s not because people don’t get back to you, or don’t act, that they aren’t interested or don’t want to. The burden is on you to make it as easy as possible for them to help you.

Let’s continue on to the next lessons.

– **2. Blogs and Twitter are essential, but don’t neglect less sexy forms of communication: newsletter, press release, printable material.**

The first thing I did for Going Solo was to create [a blog](http://going-solo.net) and a [Twitter account](http://twitter.com/goingsolo). Getting a blog and Twitter account off the ground isn’t easy, and it took quite a lot of one-on-one communication (see lesson #1) (and [blogging here on CTTS](http://climbtothestars.org/archives/2008/01/22/going-solo-venues-open-stage-and-link-love/)) to get enough people to link to them so that they started taking off.

But the lesson here is that **not everybody is on Twitter, and not everbody reads blogs**. We highly-connected types tend to forget that. It didn’t take me that long to get the feeling that I had “exhausted” my immediate, social-media-enabled network — meaning that all the people who knew me directly had heard what I was talking about, linked to stuff if they were going to, or registered for the event if they were interested.

So, here are some less “social media cutting-edge” forms of communication I used, most of them very late in the process (earlier next time):

– [an e-mail newsletter](http://groups.google.com/group/going-solo-news)
– [printable (and printed) posters](http://going-solo.net/2008/05/03/more-cutting-edge-promotion-tools-posters/)
– a [press release](http://going-solo.net/press/) and other “old media focused” material

Some comments.

Our press release came out so late that we got no coverage at all from traditional media, bar [one exception](http://nouvo.ch/n-1279), which focused on how expensive the event was. This means Going Solo Lausanne is a great case study of successful event promotion entirely through social media.

When I [created the newsletter](http://going-solo.net/2008/04/30/going-solo-has-a-newsletter/), I spent a lot of time following lesson #1 and inviting people personally to sign up, through IM most of the time. I sent out invitations through the Google Groups interface, of course (to the extent that I got [flagged as a potential spammer](http://climbtothestars.org/archives/2008/05/01/google-groups-pain-in-the-neck/)). But I also went through the process of inviting people directly through IM.

A word of warning about newsletters: don’t *add* people to your newsletter unless you’ve checked beforehand that they were OK with it, or if you have a *very* good reason to do so (they are the speakers/attendees for your event) — but even then, it can be risky. I was recently added to a bunch of mailing-lists without having asked for it, rather than invited, and I find it really annoying. It’s way more impolite to unsubscribe from a newsletter than refuse an invitation to subscribe, so adding people can put them in an embarrassing situation (be impolite vs. be annoyed at getting newsletters one doesn’t want).

– **3. Don’t expect “viral” or “[organic](http://epeus.blogspot.com/2008/02/be-organic-not-viral.html)” spreading of your promotion to happen, but prepare the field so it can: the forwardable e-mail.**

There is so much talk about the fact that social media allows things to *spread* all by themselves (and indeed, there is an important potential for that, and when it happens, it’s very powerful) — that we tend to expect it to happen and be disappointed when it doesn’t. And let’s face it, it’s not something that we can control (sorry for stating the obvious again, I’m doing that a lot in this post) and it takes quite a bit of skill to create the right conditions so that it *may* happen.

So, now that we’ve set our expectations, what can be done to *help things spread*? I mentioned having exhausted my immediate network higher up, so I needed to come up with a solution which would help me reach beyond it. How could I get my friends to mention Going Solo to *their* friends?

Of course, our use of social media in general allows that. Blogs, Facebook Groups and Events, sidebar badges… all this is material which *can* spread. But again — what about the people who aren’t bathing in social media from morning to evening?

**Back to basics: e-mail.** E-mail, be it under the shape of a newsletter, a discussion list, or simple personal messages, has a huge advantage over other forms of online communication: you’re sure people know how to use it. It’s the basic, level 0 tool that anybody online has and understands.

So, I started sending out e-mail. A little bit of *push* is good, right? I composed a rather neutral e-mail explaining what Going Solo was about, who it was for, giving links to more information, and a call to action or two. I then sent this impersonal text to various people I knew, with a personal introduction asking them to see if they knew anybody who could be interested in information about this event, and inviting them to forward the message to these people. Nothing extraordinary in that, right?

I of course applied lesson #1 (you’re starting to know that one, right?) and tried as much as possible to check on IM, beforehand, if it was OK for me to send the “forwardable e-mail” to each person. So, basically, no mass-mailing, but an e-mail written in such a way that it was “forwardable” in a “here’s what my friend Steph is doing, could interest you” way, which I passed along as a follow-up to a direct chat with each person.

In a more “social media” spirit, of course, make sure that any videos you put online can easily be shared and linked to, etc. etc — but that will be pretty natural for anybody who’s familiar with blogging and “being online”.

– **4. Go where people are. Be everywhere.**

Unless your event is already very well known, you need to go to people, and not just wait for them to come to you. If you’ve set up a blog, Twitter account, newsletter, then you have a place where people can come to you. But that’s not enough. You need to [go where people are](http://going-solo.net/2008/05/04/going-solo-all-over-the-place/):

– Facebook
– Upcoming
– LinkedIn
– Xing
– MySpace
– Pownce
– Seesmic
– Existing communities big and small… (blogs, forums, chatrooms)

Again, this is a very basic principle. But it’s not because it’s basic that it’s invalidated by the magic world of social media. Where you can create an event, create an event (Upcoming, Facebook, Pownce, Rezonance — a local networking thingy); where you can create a group, create a group — I waited a lot before creating a [Facebook group for Going Solo](http://www.facebook.com/group.php?gid=12748128087), because I had a [fan page for it](http://www.facebook.com/pages/Going-Solo-being-a-freelancer-in-a-connected-world/13470503249) already, but as you can see the group worked much better.

– **5. It’s a full-time job.**

Honestly, I didn’t think I’d spend *weeks* doing nothing else but send e-mails, update Facebook pages, blog, send e-mails, talk to people, IM, tweet, e-mail again… to promote Going Solo. It’s a huge amount of work. It’s so much work that one could imagine having somebody full time just to do it. So when you’re (mainly) a one-person shop, it’s important to plan that a significant amount of your time might be spent on promotion. It’s easy to underestimate that (I did, and in a major way).

Working this way doesn’t scale. At some point, one-on-one communication takes up too much time and energy to compensate for the benefits it brings over more impersonal forms of communication. But that only happens once your event is popular enough. Before you’ve held your first event (which was the situation I was in with Going Solo Lausanne), you don’t have a community of advocates for your work, you don’t have fans (you might have personal fans, but not fans of your event) or passionate attendees ;-), you don’t have other people doing your work for you.

At the beginning, every person who hears about your event is the result of sweat and hard work. Hopefully, at some point it’ll take off and you’ll start seeing more and more people [blogging about the event you’re organising](http://del.icio.us/steph/goingsolo+coverage) — but even then, it might take a while before you can just sit back and watch things happen. But in case this moment comes earlier than planned, you’re all set: you have a blog, a Twitter account, a Facebook group and a newsletter. Until then, though, you’re going to be stuck on IM and sending out e-mails.

**A few last words**

I hope that by sharing these lessons with you, I’ll have contributed to making things a little easier for somebody else in the same situation I was. You’ll have understood that I haven’t tried to be exhaustive about how to use social media for promotion — indeed, I’ve skipped most of the “advanced” stuff that is more often spoken about.

But I think it’s easy to get so taken up with the “latest and greatest” tools out there that we forget some of the basic stuff. I, for one, was guilty of that initially.

Also, one thing I haven’t spoken about is *how* to talk to people. Of course, some of what you’re doing is going to be impersonal. Own up to it, if you’re mass e-mailing. Don’t pretend to be personal when you aren’t — it’s hypocritical, doesn’t come across well, and can be smelled a mile away.

I haven’t quite finished reconciling my practical experience with how I believe things “should” work. I’ve learnt a lot, but I certainly haven’t figured everything out yet. I would have wanted to do a lot more, but time simply wasn’t available, so I tried to prioritize. I made choices, and some of them were maybe mistakes. But overall, I’m happy with how things went and what I learnt.

If you have had similar experiences, I’d be really happy to hear from you. Likewise, if you disagree with some of the things I’ve written, or think I’m wrong on certain counts, do use the comments. I’m open to debate, even though I’m a bit hard-headed ;-).

Time to Sign Up for Going Solo [en]

[fr] Ça va commencer à être le dernier moment de vous inscrire pour Going Solo, si vous voulez profiter du prix de lancement. Aussi le dernier moment pour en parler autour de vous! C'est possible d'acheter des billets plus tard, bien sûr (et ça fera plus de sous pour l'événement si vous vous enregistrez plus tard) -- mais bon, ce serait dommage de laisser passer le délai.

Je ne serai pas dans le coin pour vous le rappeler à nouveau (serai offline jusqu'à la fin du week-end), donc c'est maintenant entre vos mains. Si vous connaissez des communautés de freelancers qui peuvent être intéressées par l'info, ne vous gênez pas pour la communiquer plus loin. Il y a quelques bons articles en français couvrant Going Solo -- fouillez dans ma collection de liens ou bien sur Wikio.

…and [plug it](http://going-solo.net/support). Earlier Bird prices (300CHF) [end this week-end](http://going-solo.net/2008/02/14/only-a-few-more-earlier-bird-days-left/), I wouldn’t want you or your readers to miss them (well, I’ll get more $$ for the event if you [register](http://going-solo.net/registration/) after the deadline, but I’m thinking of you too, see).

I’m really happy about how this is going. Much [coverage](http://del.icio.us/steph/coverage+goingsolo) (in four languages so far! want to add yours?) and a very encouraging number of registrations.

I’m going to be offline from tonight to the end of this week-end, so I won’t be around to remind you that time is slipping away. It’s in your hands now! If you know of any freelancer community who might be interested in the news, *please* pass it on to them. I’ve spent my last three days actively promoting Going Solo all over the place (I should write a blog post about it, because I think it’s an interesting case study on how to do the whole “social media” stuff right — at least, I hope I’m doing it right!) and I’m just “out”.

Next thing I need to concentrate on is polishing up a press and partner package (pretty PDF with all the relevant information neatly tied up together). Next week, when I come back.

I’m now wondering why I’m posting this on CTTS rather than the [Going Solo blog](http://going-solo.net) — I should probably cross-post it later. Opinions on that welcome. (I’m again stuck in a “where do I blog this?” phase).

Going Solo Venues, Open Stage, and Link Love [en]

[fr] Sur le site de Going Solo, vous trouverez le récit de mon après-midi passée à visiter des salles de conférences à Lausanne. Ma proposition d'Open Stage pour LIFT'08 semble avoir du succès mais a encore besoin de vos votes.

Je me pose ensuite des tas de question sur les raisons pour lesquelles Going Solo ne semble pas attirer plus l'attention des blogueurs. Est-ce trop tôt? Pas assez d'informations? Ai-je épuisé mon capital social? Est-ce que tout le monde pense que les autres s'en chargent?

Pour que des personnes en-dehors de mon réseau direct puissent entendre parler de Going Solo et s'y intéresser, j'ai besoin de votre aide. Voici la (modeste) collection de liens couvrant Going Solo. Julien a parlé plusieurs fois de Going Solo en français (merci!), mais je crois que c'est à peu près tout côté couverture francophone. Oui, la conférence est en anglais. Mais vos lecteurs francophones ne sont pas tous nécessairement anglophobes, ni les personnes qu'ils connaissent à leur tour.

Que ce soit clair: je ne veux forcer la main à personne. Si vous trouvez Going Solo inutile ou même bête, ne perdez pas votre temps à en parler (ou mieux, en fait, racontez pourquoi vous pensez ainsi, ça m'intéresse). Mais si vous désirez soutenir cette conférence et que ce n'est visible nulle part sur votre blog... Prenez un petit moment pour ça.

Et si vous avez un éclairage à offrir concernant ma difficulté permanent à "rallier" les gens autour des choses que je fais (pas les choses que je blogue, hein, celles que je fais), je suis toute ouïe. Merci d'avance.

Just a note to say I’ve published [a blog post on hunting for venues for Going Solo](http://going-solo.net/2008/01/21/venue-stories/) (yes, on the Going Solo blog — what? you haven’t subscribed yet? what are you waiting for?). If you have any thoughts on the points I raise there, go ahead.

In the good news departments, it seems [my open stage proposal about organizing a conference for freelancers](http://www.liftconference.com/going-solo-being-freelancer-connected-world) is attracting interest. It still needs votes though, so if you [want to help make sure I hit the big stage](http://www.liftconference.com/lift08-community-program-propositions#openstage) and you are going to attend LIFT, be sure to [vote](http://www.liftconference.com/going-solo-being-freelancer-connected-world). (Every vote counts. Thanks.)

*Prepare for slight digression.*

For some reason, I seem to always have trouble motivating people to “spread the word” about stuff I’m doing. There seems to be a disconnect between the picture people send back to me (“Oh, you have so much *traction*, you’re so influent, etc.”) and what actually happens when I try to get the word out about something.

I usually don’t have this problem when it’s somebody else’s stuff. If I sign up for your nice new shiny 2.0 service and like it, I’m going to convince dozens of people to sign up. Twitter. Dopplr. Seesmic. It’s even happening with offline stuff like [the neti pot](http://steph.wordpress.com/2008/01/19/morning-rituals/).

I guess one of the issues is that I’m not really comfortable promoting my own stuff. Some people seem to have no problem doing that — I always feel like I should shut up, and if what I’m doing is really worthwhile, other people will pick it up and blog about it. On the other hand, I am pretty comfortable [page-slapping](http://joi.ito.com/archives/2003/08/10/page_slapping.html) people with my own writings.

So, what is it? Do people underestimate the support I need from the community? Am I one of those annoying people who [ask for too much and don’t give enough](http://www.horsepigcow.com/2007/11/24/you-may-be-a-community-freeloader-if-you/)? Do I squander my social capital? Is the stuff I do so lame that nobody has any interest in talking about it? Am I simply just “missing” a little something somewhere that I still haven’t figured out? Am I just not active enough in self-promoting?

Don’t get me wrong. I’m not complaining about my [technorati ranking](http://technorati.com/search/climbtothestars.org) or about the fact that some of my blog posts have already been around the world three times (my stuff on [MySQL encoding problems](http://climbtothestars.org/archives/2004/07/18/converting-mysql-database-contents-to-utf-8/) and [multiple WordPress installations](http://climbtothestars.org/archives/2004/09/02/scripts-for-a-wordpress-weblog-farm/) have remained popular for years — the latter with spammers, maybe, I’m afraid). It’s more about *stuff I do* as opposed to *stuff I write*.

Take [Going Solo](http://going-solo.net). I know I haven’t really started pushing it out there, because we don’t have branding yet and the price isn’t quite set. But still. When I [announced it here on CTTS](http://climbtothestars.org/archives/2007/12/14/announcing-going-solo/) (and before that, when I [said I was starting a company](http://climbtothestars.org/archives/2007/11/13/im-starting-a-company/)), a lot of people stopped by to leave an encouraging comment or send me a nice tweet. I really appreciated it.

Now, not trying to make anybody feel bad here, but here’s [the coverage of Going Solo](http://del.icio.us/steph/coverage+goingsolo) that I’ve been able to round up (or the [technorati cosmos](http://s.technorati.com/going-solo.net). I’m getting into the habit of bookmarking any “coverage” links, because they’re easy to find on the moment, but 6 months later you can forget about it.

Is it because I haven’t explicitly said “Going Solo needs your link love”? (If that’s it, I’m saying it now.) Is it because it’s “too early) — ie, people are waiting for the venue to be set, the full programme to be announced, sidebar badges to be available and the tickets to be on sale? I personally don’t think it’s necessary to wait that long. I’m convinced Going Solo is going to be a really useful event for many freelancers out there. I want to get the word out and create interest for it, also outside my immediate network. And for that, I need you. You’re the only people who can help me reach “outside my network”. Or maybe I’m being difficult, naive, or expecting too much?

I’d like to understand what’s happening. I’d like more people to talk about Going Solo and try to promote it to their networks, of course, but my main issue here is understanding. So any insight will be… more than welcome. If you think Going Solo is worthwhile, but you haven’t blogged about it, it would help me if you left a comment to tell me why you haven’t (yet, hopefully!) blogged about it. Again — I’m not asking for justifications, just insight from “the other side of the fence”.

This week-end, as I was hurrying to get [my LIFT workshop](http://climbtothestars.org/archives/2008/01/19/lift08-workshop-get-started-with-blogging/) out of the door, I was astonished (in a disappointed sort of way) to see how few people had come up with proposals for LIFT. I know people wait until the last minute to do it, but I also realised that I hadn’t really blogged about LIFT this year. I guess I was thinking that it was so popular anyway, a blog post of mine wouldn’t really make much difference. “The others” were already blogging about it.

Then I took a step back and thought of [Going Solo](http://going-solo.net) — how my frustration that people weren’t talking about it more. So I wrote a blog post to tell people it was [the last minute to send a contribution to LIFT](http://climbtothestars.org/archives/2008/01/20/very-last-moment-to-propose-a-contribution-for-lift08/). Did anybody make one because I blogged about it, I wonder?

So, done with the angst-ridden rambling. I welcome your comments. And Going Solo needs your link love.

Qu'est-ce que je fais, au juste? [fr]

[en] Roughly the French equivalent of the post Working on My Professional Site, with an added question in the end. I'd like to provide a list of the talks I've given and clients I've had. Most of my commercial clients have been public about my involvement, so that's not the issue -- it's more the dozens of schools I've spoken in. Some were long ago, I've lost my contacts, so I'm quite tempted to simply put the list online, and remove names if I'm asked to. Do you think it's blatantly unprofessional to do so?

Je suis en train de donner un coup de peinture fraîche (enfin, plus qu’un coup de peinture, parce qu’il s’agit de contenu) à mon pauvre site professionnel. Qu’y mettre? Voilà la grande question. Donc, je brainstorme.

Voici un peu où j’en suis. Si quelqu’un a une bonne traduction pour “social media”, je suis preneuse. Pour l’instant, je vais utiliser le vaguement douteux “nouveaux médias”. Vos commentaires sont les bienvenus. Attention, c’est brouillon et redondant.

### qu’est-ce que je fais?

– j’aide les gens à comprendre des trucs au sujet d’internet (nouveaux médias)
– j’apprends aux gens comment utiliser ces nouveaux médias
– j’aide les entreprises à voir comment elles peuvent utiliser les nouveaux médias
– je donne des conférences
– je connecte les gens
– je veux donner les moyens aux gens d’avoir une voix sur internet
– je fais profiter ceux qui en ont besoin de mon expertise sur la culture internet
– j’aide les entreprises à repenser leur stratégie de communication
– j’organise des événements (journées de conférences, congrès)
– j’aide les gens à démarrer avec les blogs et outils associés
– j’initie les gens à la gestion des aspects techniques de l’installation et la maintenance d’outils comme WordPress

### qu’est-ce qui m’intéresse?

– les questions linguistiques sur internet (multilinguisme)
– les adolescents et internet
– les nouveaux médias et comment ils changent la façon dont les entreprises, institutions, et personnes communiquent
– les “social tools” (“outils socialisants”?), comment nous les utilisons, à quoi ils servent, et comment ils fonctionnent

### qui sont mes clients?

– gens normaux qui veulent en savoir plus (sur les blogs, les ados sur internet)
– écoles et associations travaillant avec les adolescents
– personnes occupant des positions-clés côté médias et communication dans de grandes entreprises
– petites entreprises ou indépendants
– médias
– gens du marketing, de la pub, ou de la comm
– webmasters ou techniciens

### qui suis-je?

– polyvalente
– je connais bien internet (de l’intérieur et de l’extérieur)
– je comprends également bien le fonctionnement des gens et des cultures
– blogueuse depuis belle lurette, citoyenne du net
– compétences: expliquer, enseigner, inspirer, assister processus de décision ou de pensée, conseiller

De là où vous êtes, j’ai raté quelque chose?

J’ai aussi commencé à compiler une liste de toutes les conférences que j’ai données (et il y en a un paquet, je peux vous dire). La part de moi qui a un peu froid au pieds me dit que je devrais demander à tous mes “clients” (surtout des écoles pour les conférences “privées”, en l’occurence) leur accord avant de mettre leur nom sur une liste publique. (La plupart de mes contrats commerciaux sont déjà publics d’une façon où d’une autre.)

Je suis cependant bien consciente d’une chose: en “demandant la permission” de rendre quelque chose public, on court bien des risques de se heurter à un “non” prenant racine dans des peurs infondées ou simplement du “on sait jamais, soyons prudents”. Alors que mis devant le fait accompli, probablement que personne ne trouverait quoi que ce soit à redire. Ce n’est pas un processus nouveau, clairement.

Que feriez-vous à ma place, sachant que bon nombre datent d’il y a lontemps, que je n’ai plus forcément les contacts de l’époque, et que je suis prête à courir le risque qu’on me demande de retirer un nom ou deux de la liste après-coup?

Comment se faire connaître comme indépendant [fr]

[en] I'm often asked how I made myself known as a freelancer. I was lucky enough to have quite a bit of coverage, but when you look closely, the way I got people to find me was through my blog.

Start blogging about your passion and demonstrate your expertise on your blog. The rest will follow.

Histoire de combattre [la paralysie du blogueur](http://climbtothestars.org/archives/2007/09/08/la-paralysie-du-blogueur/) voici un petit billet « sur le vif ». Il est fréquent qu’on me demande comment j’ai fait pour [me mettre à mon compte et devenir indépendante](http://stephanie-booth.com/). (Mon site professionnel, vers lequel je viens de faire un lien, a grand besoin d’être remis à jour, mais allez quand même jeter un coup d’oeil.)

Il y a près de dix-huit mois, j’ai [raconté un peu mes débuts](http://info.rsr.ch/fr/rsr.html?siteSect=1001&sid=6561399&cKey=1142842064000&bcItemName=declics&broadcastId=407128&broadcastItemId=6481009&programId=108616&rubricId=6500) dans l’émission « Déclics » de la Radio Suisse Romande. Vous pouvez probablement encore écouter ce que j’ai dit à l’époque.

En fait, c’est assez simple. En l’an 2000, j’ai un peu par hasard ouvert un blog, dans lequel je parlais de tout ce qui me chantait. Je pense que si on relit maintenant ces sept années d’écriture, on doit pouvoir voir comment mes intérêts ont évolué. Une des choses — parmi d’autres — qui m’intéressait, c’était l’intersection de la technologie d’Internet et des relations humaines. Les blogs tombent en plein là-dedans.

Petit à petit, alors que j’étais plutôt récalcitrante au départ, j’ai commencé à faire ce que l’on appelait du « metablogging » : je bloguais à propos du « phénomène blog ». Par ailleurs, mon blog gagnait gentiment en popularité. J’ai aussi créé le premier annuaire de blogs suisses.

Lorsque les premiers journalistes romands ont commencé à s’intéresser aux blogs, il n’ont pas tardé à s’adresser à moi (vu ma présence en ligne assez étendue, je n’étais pas très difficile à trouver) — d’une part en tant que blogueuse, mais d’autre part et assez rapidement en tant que personne qui y connaissait quelque chose aux blogs. J’ai eu droit à un véritable cercle vertueux en ce qui concerne [ma présence dans la presse](/about/presse/). Je suis tout à fait consciente qu’il y a là-dedans une bonne part de « au bon endroit au bon moment », et que les médias ont beaucoup aidé à me faire connaître du public.

Peu après, on m’a contacté pour me demander de faire une première conférence. J’ai rapidement mis en ligne [un site Internet professionnel](http://stephanie-booth.com) dans lequel j’annonçais quel genre de services j’étais en mesure de fournir. Entre le bouche à oreille, la presse, et surtout mon blog, la quantité de mandats a doucement augmenté durant la première année, jusqu’à ce qu’elle devienne suffisante pour que j’envisage de mettre entièrement à mon compte et de quitter complètement l’enseignement.

Comme je dis souvent, tout cela s’est fait « presque malgré moi ».

Si on me demande conseil, j’en ai un : bloguer, bloguer, bloguer.

Je sais que mon cas est un peu particulier : une partie de ce que je mets à disposition de mes clients, c’est mon expertise sur les blogs. Et j’utilise mon blog pour la démontrer.

Même si votre domaine d’expertise n’est pas les blogs, vous pouvez utiliser votre blog pour mettre en avant cette expertise. C’est l’outil idéal pour cela : relativement simple à utiliser, et qui permet une documentation au jour le jour de vos expériences, découvertes, réflexions et recherches dans le domaine qui vous passionne au point que vous avez décidé d’en faire votre métier.

Peu de gens aujourd’hui soutiendront qu’on peut se passer d’avoir un site Web si l’on se lance comme indépendant. Et en général, on désire que ce site Web [soit bien référencé](http://climbtothestars.org/archives/2007/08/14/le-placement-dans-les-moteurs-de-recherche/). Les blogs sont extrêmement bien référencés dans les moteurs de recherche : la page d’accueil est mise à jour à chaque fois que vous publiez un nouvel article, chaque article a sa page propre, vous encouragez autrui à faire des liens vers votre contenu, et l’outil que vous utilisez [a été conçu pour faciliter le travail des moteurs de recherche](http://climbtothestars.org/archives/2007/07/22/wordcamp-2007-matt-cutts-whitehat-seo-tips-for-bloggers/).

En bloguant, vous augmentez de façon importante votre visibilité sur Internet, et mettez sur pied du même coup une documentation fantastique de votre domaine d’expertise et de vos compétences. Pas mal, côté marketing, non ? Et le blog étant un extraordinaire outil de réseautage en ligne, il vous aidera également à rentrer en contact avec les personnes qui ont des intérêts similaires aux vôtres : des « collègues », des partenaires, des passionnés, et bien entendu… Des futurs clients.

En pratique ? Vous [créez un un blog chez WordPress.com](http://fr.wordpress.com/signup/) ([c’est tout simple à utiliser](http://climbtothestars.org/archives/2006/07/20/bloguer-avec-wordpress-cest-facile/)), [ouvrez un compte chez Flickr](http://flickr.com/signup) ([attention à la prononciation](http://climbtothestars.org/archives/2006/09/10/flickr-ca-se-prononce-comment/)) pour héberger vos images ou photos (peu importe le domaine dans lequel vous vous lancez, il y aura des illustrations d’une façon ou d’une autre). Le compte illimité chez Flickr coûte $ 25, utiliser son propre [nom de domaine](http://gandi.net/) pour son blog $ 10, et avoir un look personnalisé pour son blog (autre que la cinquantaine de mises en page disponibles gratuitement) $ 15, mais tout cela est optionnel.

Donc, pour pas un sou, vous pouvez avoir entre les mains un outil de communication marketing très puissant. Il « suffit » de l’alimenter !

*Petite page de pub — et très franchement, je n’ai pas commencé à écrire cet article avec l’idée de finir comme ça, du tout. L’utilisation de base du blog, d’un point de vue technique, et simple. C’est une chose qui fait sa force. Les difficultés qui peuvent se présenter sont d’ordre rédactionnelles et culturelles. Il est possible et réaliste pour quelqu’un qui se met à son compte d’apprendre tout ça sur le tas. Si votre temps est compté, par contre, ou si vous désirez vous donner les moyens de tirer le maximum de profit du média conversationnel qu’est le blog, cela vous tout à fait la peine d’investir une partie de notre budget marketing dans [une formation à cet outil](http://climbtothestars.org/archives/2006/11/26/video-necessite-dune-formation-blogs/). Dans ce cas, bien sûr, vous savez [à qui vous adresser](http://stephanie-booth.com/contact/) : c’est tout à fait le genre de chose que je fais. Fin de la page de pub !*

Promote Comments Plugin Idea [en]

[fr] Une idée de plugin que m'a soufflée Bruno Giussani: pouvoir "promouvoir" un commentaire et l'intégrer sans peine au contenu du billet.

A few days before [LIFT’07](http://liftconference.com), I had dinner with [Bruno Giussani](http://www.lunchoverip.com), who now happens to be one of the lucky people to live in [beautiful Lausanne](http://flickr.com/photos/bunny/sets/1292407/).

Amongst other things, he told of [his frustrations](http://giussani.typepad.com/loip/2006/02/blogging_frustr.html) with current blogging software (he’s using [TypePad](http://typepad.com)) and how [the perfect tool](http://climbtothestars.org/archives/2003/10/10/requirements-for-a-perfect-weblog-tool/ “Old post I wrote when I was in the same state of mine.”) didn’t seem to exist. I guess one simple reason this is so is that “perfect” means different things to different people.

I use [WordPress](http://wordpress.org), like it, and generally recommend it around me, because to my mind it’s the most complete and user-friendly platform out there, **and** because the [plugin architecture](http://codex.wordpress.org/Plugin_API) allows for nearly any functionality to be added to it if somebody takes the trouble to code it.

Bruno shared with me one shortcoming of today’s blogging technology that he and [Robert Scoble](http://scobleizer.com) were talking about at LIFT last year (so this is not a “new” idea). Here is a write-up of this idea (with his permission of course), with a few implementation and interface details, in the hope that someone out there will pick it up and write the plugin. (I’ve heard enough people recently asking for plugin ideas to work their mad coding skillz on…)

**Here’s the basic idea:** there are often valuable contributions in the comments of a post, and we would like a way to be able to effortlessly “promote” a comment (or part of it) into the body of a post. This allows the blogger to easily act as an editor for the conversations taking place on his blog.

All this, of course, would have to be nice and ajaxy. Here’s how I could imagine it happening.

First of all, the plugin recognises that the author of the post is logged in, and adds a “promote” link next to each comment, in addition to the “edit” link. If that link is clicked, the comment text is automagically appended to the post content in a blockquote, complete with author name and link to original comment.

If part of the comment is selected when the promote link/button is clicked, then only that excerpt is quoted in the post.

Instead of the dreaded confirmation pop-up, a nice confirmation message should appear alongside the promoted comment in the post body, with an undo link.

From a back-end perspective, the promote link “knows” which post it belongs to (check the ID of the comment <div> it’s in). It shouldn’t be very difficult to grab author name, author url, comment permalink, format them all nicely (blockquotes, credit, microformats), edit the post, and add it to the end of the content with some introductory text (like “promoted comment”) and an “edited” stamp with time/date of promotion.

Possible problems:

– if part of a comment is selected and the wrong “promote” link is clicked, what behaviour would be expected? Probably an error message of some sort, or even better (but probably trickier to implement), a choice: promote the whole post (based on link clicked) or the excerpt (based on selection)?
– should promoted comments really be added into the post content, or stored as post meta data?

Taking this a step futher: wouldn’t it be nice to let the blogger introduce the promoted comment, or write a few lines after it? In this case, pressing the promote button/link would bring up a pop-up where more text can be added, with the option of displaying it before or after the quoted text.

And even another step futher (but I’m not sure it’s an interesting one): how about allowing the blogger to make a new post out of the promoted comment, instead of just appending it to the current post? Would this be interesting?

Additional thoughts on this basic idea are welcome (Bruno, let me know if I forgot something, it’s been a while since our conversation). If you’re a plugin author and you feel upto it, go for it (just make sure you give Bruno credit for the idea). I’ll be happy to try it out.

Tag: promotion

Finding a Balance in Office Work: Long-Term Projects [en]

Similar Posts: