Stephanie Booth's online ramblings
Very incomplete notes. What these guys are doing seems really exciting.
Quality and nature of work changing. Lots of people from our generation are discontent with the opportunities they find in organizations, career opportunities.
The Hedonistic Company. How do you integrate the new generation into companies?
7 NOs:
steph-note: guys, we need to talk about Going Solo! Gah, computer crash… rebooting
[fr] Le Website Pro Day 3 a porté ses fruits! Mon site professionnel anglais commence à ressembler à quelque chose. On y arrive!
A quand le WPD4?
After three days of hard work (which resulted, amongst other things, in a server move, a WordPress upgrade, plugin hacking, updating, and even writing from scratch) I finally got around to the meat: adding content to my professional site.
I picked a temporary design (Moo-Point theme with a little help from Carlos for the header image) and between yesterday and today I’ve added a little bit of information to my English-language professional site. For example, check out the speaking page (I’m still looking for a speaking agent). In the process, I’m discovering that I really suck at “information architecture” (I think I’m bastardizing the term somewhat to use it for this) — I mean what to put on which page and how to organise content.
It’s far from finished, but at least it’s starting to look like something.
When shall we organize Website Pro Day 4?
[fr] Un avant-goût du programme de Going Solo. Il ne suffit pas de "savoir faire des trucs" pour avoir du succès en tant qu'indépendant. Il y a plein d'aspects "business" au boulot d'indépendant que l'on sous-estime souvent au départ, et qu'on doit apprendre sur le tas. Going Solo, ce sera l'occasion d'apprendre des choses comme par exemple comment fixer ses tarifs, se faire connaître, effectivement décrocher des mandats (et se faire payer!), trouver des clients ou les laisser nous trouver, expliquer au monde ce que l'on fait, trouver un équilibre entre travail et "vie" (pas évident quand on a fait de sa passion son métier), ou encore gérer l'administratif qui accompagne la vie réseautée que nous vivons aujourd'hui.
Je donne dans ce billet un plan des sujets que je désire couvrir durant la journée de conférences que sera Going Solo. Trois orateurs sont d'ores et déjà annoncés: Stowe Boyd, Suw Charman, et Martin Roell -- vous les connaissez probablement de nom. Je suis à la recherche d'autres bons orateurs, particulièrement un peu à l'extérieur de mon réseau, donc n'hésitez pas à me faire part de vos propositions!
Here we go, with the promised post. I swear I’ve been wanting to write this “tomorrow” for a few weeks now, but something always gets in the way. It’s late and I have a mighty cold, but as I promised, here I am, typing away on my chubby MacBook rather late at night (my MacBook looks chubby now because the MacBook Air has just been announced… and it’d make any laptop look overweight).
When I decided to set foot in the event business, I pretty soon had a whole bunch of ideas for conference topics. As a first, I picked the one that seemed the most exciting to me: a conference about freelancing.
As a freelancer, I’ve learnt — sometimes the hard way — that it’s not sufficient to know how to “do stuff” well to be successful in business. I think many of us freelancers are in the business because we have a passion for which there is a demand (ie, people are ready to pay for this stuff!), and we often struggle with the “business” side of being self-employed.
Going Solo is a chance to learn how to do things like set your rates, make yourself known, close deals, find clients or let them find you, explain what you do to the world, find a life-work balance, or deal with administrivia in the networked world we web people work in.
I know that the best value people usually get out of conferences is the networking and the contacts, more than the actual content of the talks. I’ve had the impression, however, that this is starting to be used as an excuse for poor content, “false advertising” of talk topics, and lousy speakers. I want none of that. Of course, I want you to come to Going Solo and meet great people, chat with colleagues, enjoy the coffee with friends, and code in the bean-bags (I want bean-bags in the lounge — anybody got any?) But I also want the content to be rich, coherent, and well-presented. After all, that is primarily what you’re paying for.
Here is an initial outline of the topics I think are important. (This doesn’t mean that these are talk titles — this is stuff I want the various talks to cover.) I’d really like to hear you if you think I’m missing stuff out or including things that are irrelevant. This is for you, after all.
As you can see, there is plenty in there to keep us busy for a day!
I’m happy to announce that Suw Charman, Stowe Boyd, and Martin Roell (all three great speakers and good friends) have accepted my invitation to come and share their experience as soloists and help you benefit from what they have learned over the years. We’re still in the process of determining the exact topics they will cover in their talks, but I already wanted to let you know that they would be here in Lausanne on the 16th.
As we will have more than three speakers (four if you count me, as I’ll probably grab the microphone to say a few words ;-)), I’m open to suggestions. If you know good speakers who could cover part of the program I’m outlining above, do let me know. I’m particularly interested in bringing in people from outside my immediate network — and for that I need you.
I hope you find this first draft of the programme as exciting as I do, and I’m looking forward to reading your feedback.
Cross-posted on the Going Solo blog.
[fr] "On peut tout faire avec tout", me dit une copine designer avec qui je parle d'un mandat pour ma conférence, Going Solo. Ce qu'elle veut dire, c'est qu'il y a généralement moyen de s'adapter au budget du client.
C'est vrai pour moi aussi -- du moins dans certaines choses que je fais, comme apprendre aux gens à bloguer. On peut mettre en place un blog pour une entreprise pour 2'000CHF, mais aussi pour 50'000. Dans les deux cas le client aura un blog, mais les choses seront tout de même assez différentes:
Il n'y a pas une méthode plus juste que l'autre, c'est ce que je suis en train de comprendre. Ça dépend du client. Est-il prêt à être livré à lui-même, quitte à échouer misérablement ou à se décourager? A quel point tient-il à apprendre à maîtriser ce média? Son budget est-il limité? Je m'adapte.
Last week, I recontacted a girl I used to do judo with, who is now a designer (not a “graphic designer” per se — an object designer). We talked about her work and what she did, and ended up trying to see if there was anything we could do together for Going Solo.
I met her to discuss this — it was a very strange experience for me to be “the client” and to feel totally lost about what she was going to do for me. And also, to be wondering how much this kind of thing would cost me. I had more than a few thoughts for my clients, who sometimes turn green when I tell them the price tag for what we’ve discussed.
What I’d like to talk about here is something she said: “on peut tout faire avec tout”, meaning “you can get anything for anything”. Not very clear out of context, I’ll admit. We were talking about budget. Basically, what she meant is “tell me how much you have for this, and I’ll figure out a way to give you something for that price”.
As the client in this story, I personally found that much more comfortable than to have to wait for her to come up with a quote (which would probably make my heart sink) and then get into painful discussions to see how we could reduce the cost.
My needs here aren’t very specific. I want a logo, a “look”, banners, some printed material, etc. And it makes sense: I can probably get that for 2000 CHF, and I could also get it for 8000. What I’d get would be different, of course — but basically, it would fulfill the basic need.
I liked what she said, because it resonated with some background thought process of mine which never quite made it to the surface. In my “industry” (let’s think of social media here, like corporate blogging), you can also “get anything for anything”. Want a corporate blog? Well, we can do it for 2000, but also for 20’000 — or even more.
Let me explain a little. This is something that’s been bothering me for a few months, and I’m glad I’ve finally figured it out.
When I quit my day job (or was about to do so), I set up blogs for some clients. It was very lightweight: evangelize, install WordPress, show somebody how it worked, adapt a design to a WordPress theme, give some strategic advice (not always received) — and there we go. Sometimes, I didn’t even go through all that. It was “talk a couple of hours, open a WordPress.com account, done”.
But I wasn’t that happy with the results. People often didn’t really “get” it. I felt they were under-using their blogs, that they could be doing so much more with them. Sometimes, people “didn’t get it” to the point that they actually didn’t really use the blog we’d set up.
So, I changed my way of working. Over the weeks and months, I came to understand just how vital training was when it came to understanding social media. Not just the technical aspects, but as I’ve written again and again (and probably elsewhere), the cultural and strategic aspects of it. So, I started to include that in my discussions with clients.
“Setting up a blog and learning how to publish a post is just the beginning. The big job is understanding the blogging culture, and figuring out how blogging fits into or changes (in most cases!) your communication strategy.”
I didn’t want my clients to be disappointed in their blogs, or to “fail”, or to mess up too much. It brought me to quoting healthy 5-figure prices for “we’d like a corporate blog” type of requests.
Not surprisingly, they thought it was a tad expensive. “Isn’t the whole point of this social media stuff the fact that it’s supposed to be cheap?” So, I didn’t get the gigs in question, and I wasn’t very happy either. The corporations I’ve been in touch with seem quite ready to be evangelized about social media, but not really ready to bet money on it.
(I know a lot of what I’m saying is old news, so forgive me if I seem to be stating the obvious to some of you.)
About a week ago I had a chat with one of my old clients, who told me that after about a year of having a rather non-bloggy blog things were slowly starting to change. Nothing very notable, but they were loosening up. They brought in somebody to help for the website who was more of a “web” person, and that had a positive influence on how lively the publication was becoming.
This seemed to bring me an answer to something I’d been uneasy about: lately, I’d caught myself explaining how blogging, as a tool, creates a certain kind of culture and communication strategy — but in the same breath, kind of negating that by insisting that throwing blogs at people doesn’t make bloggers out of them. I still think I’m correct about this, but it’s more complex than I make it sound. If you give somebody a blog, and they use it long enough, sooner or later they’ll start to “get it”. The catch is that there are high chances they will give up before they get there. And also, there is no knowing how long they’ll take to “get it”.
So, what do I do with this? On the one hand, it is possible to keep blogging “cheap”. On the other hand, I do believe it makes sense (particularly for corporations) to invest a hefty chunk of time and money in learning to get it right. (Corporations don’t hesitate much about spending lots of $$ — or even €€ or ££! — on software solutions… put that money you’ll save on the software in training and strategic consulting when it comes to social media.)
I realised that the key was compromise.
Say your budget for opening a corporate blog is 2K. We’ll open a WordPress.com account or install WordPress on a server somewhere, get you a domain name, maybe a cheaply customised theme with your logo in it. I’ll show you how to use the tool’s basic functions. I’ll give you some advice (blogger’s survival kit), recommend some other tools to try, and that’s about it. You’re on your own.
You’ll scrape your knees. It might take you a year or more to figure out for yourself that blogging isn’t about reproducing your “print” or “old marketing” content in a light CMS called a blogging tool. You might give up, or decide that this blogging thing is not all it’s hyped to be — it’s too hard, it doesn’t work, it’s just a fad. On the other hand, if you do hang on in there, feel your way through the crises, engage with your readers, learn to be part of the community, mess up and apologize… There is a lot of value in there for you.
If your budget is 50K, we’ll do things differently. I’ll follow and train your team over 6 months. I’ll walk you through the crises. I’ll help you prevent some. I’ll hold your hand while you learn. Talk with you when your communication strategy feels rattled by this alien blogging thing you’re doing. Help you see clearly so you understand what’s at stake more clearly when you have decisions to make. Spend time convincing the sceptics that what you’re doing really has value. Teach you to write better, as a blogger. Show you how blogging is part of this Bigger Thing that’s been happening online over the last years. When we’re done, I’ll have taught you almost as much as I know, and you’ll be autonomous.
In both cases, I’m compromising. The client is compromising. Blogging is about learning in the open, messing up in public, and getting scalded by the heat of real relationships and real people and real conversations. It’s about being human.
Where exactly is the compromise?
In the first scenario (the “cheap” one), the client isn’t really ready to invest much time and money in understanding blogging, or doesn’t have the means to do so. If he’s not committed or not passionate enough, the whole thing will fail. Remember that many people start blogging, and then stop. They’re just not around to tell us about it. All we see are the natural bloggers, those who have it in their blood, so to speak. Those who have a personality that fits well with the medium. On the flip side, the client gets the “real deal” right away. No training wheels.
In the second scenario (the “expensive” one), the compromise is in saving the client’s face. It spares the client the indignity of learning through making lots of mistakes, and in public. By investing time and money, and hiring competent people, you can avoid making gross mistakes, and appear to “get it” faster than if you jump in and half drown before you figure out how to float. We’re compromising here by preventing the client from looking too bad while he gets to grip with the new medium. Ultimately, the client will have to learn to lose face every now and again — nobody can prevent the business from messing up now and again. But it won’t be due to being uncomfortable with an unfamiliar medium.
I don’t think there is one right way to get into blogging. Just like there is not a “best” way to learn, between taking classes and learning all by yourself. Both of these scenarios are good — and all those in between. It will depend on the client:
Which brings me back to where I started. Translating what my friend says to my own business: if you want to get into blogging and your budget is set, it’s possible (within reason, of course). In all cases, you’ll get “blogging”, but you’ll get different flavours and intensities of it.
You just have to trust the professional you hire for this to be giving you your money’s worth.
[fr] Aussi bien le Website Pro Day 2 (WPD2) que le WoWiPAD1 (World Wide Paperwork and Administrivia Day, ou bien "Journée Paperasse" de son petit nom) ont rencontré un franc succès.
Du coup, on remet ça. WPD 3 (sur Lausanne, mais vous pouvez saisir la balle au bond et organiser des événements-frères ailleurs) le 16 janvier, et WoWiPAD2 dès que quelqu'un d'intéressé m'aura contacté pour fixer une date.
Je trouve aussi qu'une journée pour bloguer à 100% (finir les brouillons, écrire ces billets auxquels on pense depuis des lustres mais y'a toujours plus urgent à faire) serait pas mal, ainsi qu'un pour mettre à jour ses uploads de photos sur Flickr... (quoi? vous êtes à jour? zou!)
I’ll be brief, because I’m running around a bit like a headless chicken these days with tons of different things to do, and the blog gets neglected. So, here’s a short article, rather than no long article (because that’s what tends to happen).
Both WPD2 and WoWiPAD1 were a great success. I really think that gathering people together towards a common goal on a given day is a really good idea — especially for people working from home, or freelancers.
The Lausanne branch of the Website Pro Day initiative have already decided that we needed a WPD3. The date that has been chosen is January 16th. Make a note of it now! I’ll create a Facebook event shortly.
WoWiPAD1 (that Suw wants to rename the “Administrivia Day” because she doesn’t like the ugly acronym… who can blame her?) saw participants joining us from all over the place, including Ton and Elmine from the Netherlands and even Stowe Boyd from San Francisco. We posted updates to the event wall, Twitter (most of them private, unfortunately), and Seesmic. I’ve collected links to related Seesmic videos in the event links.
Personally, I’m ready for WoWiPAD2. If you are too, ping me and we’ll choose a date (better to be at least two people to set a date).
I’m also ready for “Write All Those Blog Posts Already Day” (100% blogging, a chance to finish drafts and catch up on old post ideas!) as well as “Digging Through That Flickr Backlog Day” to upload those photos you took six months ago and still haven’t seen the light of day. Ping me if you’re interested, and we’ll make them happen!
[fr] 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. Si ceci vous inspire des réflexions, n'hésitez pas. Je vais publier la liste en français dans mon prochain billet.
So, here I am at WPD2, giving my poor professional site a much-needed facelift. More than a facelift, actually — content rather than form is the subject of the day. Call it a complete overhaul.
I opened a mind-map and started brainstorming a bit. I’m really not sure what I’m going to put in this site, and how I’m going to present things. I must say I really like Euan Semple’s professional site: simple and straight to the point.
Here’s a snapshot of the work in progress. Feedback welcome of course (which is why I’m blogging this). It’s brainstorm-like, and there are redundancies.
Seen from the “outside”, am I leaving stuff out?
[en] A post by a French blogger made me realise the fundamental difference between being "paid to blog" (à la PayPerPost, to take the worst cases) and experiential marketing. In EM, publication of the post is a means, not an end. It is a "small" part of the mandate. The mandate itself is using the service/product and giving account of the experience in a transparent way.
A side-effect of this is that I'm actually doing work for the client in an EM campaign. If I'm just paid to blog about a topic n times a month, I'm not doing any work for them. Chances are, too, that I'm not really adding much value for my readers (witness to that the endless justifications some "paid" bloggers seem to feel the need to get into, and the tendancy to "bury" sponsored posts under "real" ones).
Chez Mercenaire, le blog d’un consultant web freelance que je viens de découvrir (via Ollie, qui nous envoie y lire quelques bons conseils pour freelancers), je trouve un article sur les articles de blog payés — publireportages qui m’interpelle.
Vous connaissez le refrain: un commentaire qui prend trop d’importance et qui finit par émigrer ici sous forme d’un billet de plein droit.
Ce billet m’a donc fait prendre conscience de quelque chose d’important. Commençons ici:
Si un éditeur de Blog veut faire du publi reportage, ce n’est pas pour le bien de sa ligne éditorial ou de son audience mais pour gagner de l’argent avec ce contenu et monétiser son audience.
Thierry Bézier, C’est super d’être honnête avec son audience… alors pourquoi ne pas l’être avec son sponsor ?
Il y a quelque temps, j’ai essayé de mettre en avant mes services de marketing expérientiel, non sans une petite crise de conscience. Je me disais: mais où est la ligne avec le “publireportage” ou le “paid to post”, que je ne franchirai pas? J’ai toujours été assez férocement contre ce genre de pratique (Pay per post, en particulier, me hérisse le poil), et maintenant je comprends pourquoi, et en quoi ce que je fais s’en différencie.
Dans le marketing expérientiel, je rends compte d’une expérience utilisateur qui a une valeur en tant que telle, que ce soit pour le client ou pour mes lecteurs. La visibilité est un effet de bord — recherché bien entendu — mais le contenu n’est pas un simple prétexte pour celle-ci, comme dans le cas du “publireportage”. (Notons, dans un souci d’équité, qu’il y a sans doute publireportage et publireportage: de la pub de bas étage à peine déguisée à l’article qui apporte vraiment une information utile en soi.)
Ce qui m’a amenée au marketing expérientiel il y a un mois environ, c’est le fait que j’étais en discussion avec plusieurs clients potentiels qui voulaient tous que je “blogue pour eux”. J’avais d’ailleurs fait ma petite enquête pour tenter de déterminer combien étaient payés ceux qui “bloguent pour de l’argent”, et grosso modo, ça variait de $5 à plus de $500 par article. Voici un billet intéressant sur le sujet, et un autre concernant les tarifs, en passant. Mais dans l’ensemble, les sommes qu’on se proposait de me payer étaient vraiment très basses, compte tenu du temps à investir, de la prise de risque pour ma réputation, et… mes compétences (quand même!)
Donc, je n’aimais pas l’idée “d’écrire sur commande” (je ne suis pas copywriter), mais je sentais qu’il y avait tout de même quelque chose de valable à proposer à ces clients qui s’adressaient à moi pour que je leur fasse un peu profiter de ma visibilité.
Je gardais toujours à l’esprit le genre d’opération-test menée (gratuitement à l’époque) pour les blogs de Romandie.com (on m’avait d’ailleurs dit que j’aurais dû me faire payer pour ça), mes tests de plate-forme de blogs hébergées en 2004, et quantité d’autres billets écrits sur Dopplr, vPod.tv, coComment bien sûr, et hier, Kayak (il y en a d’autres, mais voilà ceux qui me viennent à l’esprit). En même temps, je parlais avec mon ami Stowe Boyd (qui a recyclé/inventé le terme “experiential marketing” dans notre contexte) qui me disait “tu devrais leur proposer une campagne de marketing expérientiel”.
Eh bien oui. Il s’agirait simplement de formaliser (et de me faire payer pour!) ce que je fais naturellement, spontanément, sur un coup de tête.
The basic idea is the following: a typical “customer” uses a service or product and chronicles their experience in public.
Focus > Experiential Marketing
En clair, le client paie [le blogueur] pour qu’il utilise son service/produit et rende compte régulièrement de l’expérience sur son blog durant une période donnée, en toute transparence. Ce qu’il y a d’artificiel dans cette démarche, c’est qu’on paie une personne pour consacrer une partie de son temps et de son énergie à l’utilisation d’un produit ou d’un service, partant du principe qu’il ne le ferait pas forcément autrement. On détermine également la fréquence à laquelle cette personne rendra compte de son expérience (positive ou négative!) avec le produit/service en question.
Prenons un exemple (tout à fait fictif, car je n’ai jamais eu de conversation à ce sujet avec eux): je n’utilise pas netvibes, même si je connais le service, lui préférant Google Reader comme lecteur RSS. Dans le cadre d’une campagne de marketing expérientiel, mon mandat serait d’utiliser netvibes et d’écrire, par exemple, un article par semaine sur mon blog pour en parler. On se rend tout de suite compte de l’investissement en temps (et aussi, en changement d’habitudes!) que cela requiert.
Le client y gagne du feedback utilisateur détaillé, un point de vue professionel externe sur son produit qu’on peut assimiler à du consulting (parce que j’ai aussi une casquette d’experte des outils du web, sociaux ou autres), de la visibilité (d’où “marketing”, une première fois) via les articles sur mon blog, et du “capital social” (très important, ça, et deuxième pour le “marketing”) pour avoir accepté de laisser le contrôle éditorial entre mes mains et de discuter ouvertement forces et faiblesses. (Il va sans dire qu’on va pas être extrémiste, si je découvre un gros problème de sécurité ou autre, je les avertis directement, comme je le ferais dans n’importe quelle autre circonstance.)
C’est donc bien une opération qui dépasse le simple “bloguer pour le client” et qui lui apporte véritablement quelque chose. Le contenu des articles que j’écris dans le cadre d’une campagne de marketing expérientiel a de la valeur pour le client et pour les lecteurs, qui ont l’occasion de découvrir un service/produit via une expérience authentique — sans la couche de fond de teint et le maquillage habituel de beaucoup d’opérations marketing traditionnelles.
Pour boucler la boucle: on ne peut pas vraiment dire que “être payé pour bloguer” soit populaire dans la blogosphère — voir cet article chez Embruns par exemple. Pour le blogueur qui envisage d’une façon ou d’une autre de tirer un profit financier de son lectorat, il est primordial de garder à l’esprit que ce ne peut être la seule composante dans le contrat avec son “sponsor/client”, sous peine que son lectorat se sente (à juste titre) utilisé.
C’est le problème que j’ai avec les opérations de publireportage: il n’y a pas tellement de valeur là-dedans pour le lecteur. Le fait que le billet pour lequel le blogueur a été payé offre du “contenu de valeur” au lecteur est à mon avis une faible tentative de justification. Thierry relève d’ailleurs deux attitudes de blogueurs qui le confirment à mes yeux (même si ce n’est probablement pas deans ce sens-là qu’il les partage avec ses lecteurs: les justifications à n’en plus finir, et la tendance à enterrer les billets sponsorisés au plus vite.
[…] En tant que communicant je dois dire que je suis contre ses pratiques de “déversement de justifications” qui vont tuer le publi reportage…
[…]
Ce qui est nuisible, c’est cette justification permanente
ce qui est borderline : la justification
Peu importe si c’est la version techcrunch, presse citron ou autre… tout ce que je lis concerne le saint lecteur, “je garderais mon intégrité” “je ne changerais pas mon ton” “j’en ferais pas beaucoup” “je ne te trahirais pas lecteur”….
Thierry Bézier, C’est super d’être honnête avec son audience… alors pourquoi ne pas l’être avec son sponsor ?
Je suis consciente que je sors un petit peu cette citation de son contexte. Thierry a raison d’être contre les justifications, mais peut-être pas pour les raisons qu’il donne. Il a raison d’être contre, parce qu’en général (au risque de faire de la psycho à deux balles) quand on ressent le besoin de se justifier encore et encore, c’est qu’on n’est pas tout à fait tranquille avec ce que l’on est en train de faire.
(On pourrait d’ailleurs retourner cette réflexion contre moi, et suggérer que cet article témoigne de mon malaise face au marketing expérientiel — c’est vrai, je ne suis pas 100% à l’aise avec l’idée. Reste ensuite à voir si c’est un souci légitime ou si c’est le fruit de mes angoisses personnelles internes et de mes sentiments de culpabilité souvent mal placés. Je penche pour la seconde. Du coup, le lecteur peut être assuré que je mets tout en oeuvre pour être certaine de ne pas “l’exploiter”, ça c’est sûr.)
Je l’ais vu avec Monabanq par exemple, qui n’est pas un mauvais produit, avec des retours positifs d’expériences, qui a laissé une grande liberté d’expression… beaucoup de ces publis ont été publiés hier dans la soirée 18h-21h et même plus tard…. et le lendemain à midi?
ben les billets ne sont pas en haut de page! très souvent ils ne le sont jamais et arrivent direct à la 2e ou 3e place et en fin de journée on ne les remarque plus, deux jours plus tard ils sont plus en home…
Thierry Bézier, C’est super d’être honnête avec son audience… alors pourquoi ne pas l’être avec son sponsor ?
A mon avis, si les blogueurs qui se font payer pour écrire des articles ressentent le besoin de se justifier à outrance, et ne sont pas à l’aise de laisser en haut de page ou bien en évidence ces “articles sponsorisés”, il y a un problème fondamental avec le modèle que l’on essaie d’appliquer.
Ce problème fondamental, pour être claire, c’est que le blogueur “vend” au client son lectorat, sans vraiment donner quoi que ce soit de valeur à celui-ci en échange. On a donc une situation où l’une des parties (au moins!) est “lésée” — je dis “au moins” parce que je pense qu’en fin de compte, le client l’est aussi. Le malaise dans la relation entre le blogueur et ses lecteurs va rejaillir (négativement) sur le client.
Le contrat est focalisé sur la publication et le lectorat. Le blogueur essaie de faire de l’argent “avec” le blog, au lieu de “parce qu’il a” un blog, ne tenant aucun compte du fameux “Because Effect”.
Ce genre de pratique est vouée à l’échec, à long terme, car il est une simple tentative de transposer dans le monde des blogs, avec un faible déguisement pour tenter de faire passer la pilule, la fameuse “pub”. Je ne dis pas que personne ne peut se faire d’argent comme ça (ce n’est clairement pas vrai, et ça va continuer encore) — mais j’affirme par contre que ce n’est pas un modèle économique qui tiendra. Quand on parle de la façon dont les blogs bouleversent la communication (et donc le marketing et la pub), des social media (en anglais), il ne s’agit pas de payer des blogueurs pour écrire ses pubs à sa place et les servir à leurs lecteurs.
On se déplace par contre vers des modèles de collaboration entre vendeurs, blogueurs, et lecteurs qui sont beaucoup plus complexes, car ils prennent en compte une plus grande part de la richesse des relations humaines et des interactions sociales. Le marketing expérientiel en est un exemple — il y a d’autres formules à créer. Elles auront en commun deux des leçons fondamentales du Cluetrain Manifesto (au risque de me répéter, à lire absolument si ça n’est pas déjà fait, oui, même si “vous connaissez”):
J’en ai écrit bien plus que j’en avais l’intention. Je pourrais continuer encore, certainement, mais je crois que l’essentiel est dit. Si vous avez des questions sur ce que j’essaie d’expliquer ici, ou si vous n’êtes pas d’accord, les commentaires sont à vous!
[fr] En mars, je vais en Irlande, puis à Austin (Texas), puis à San Francisco. Ça fait pas mal de vols à organiser. L'agence de voyage que j'ai contactée me propose un circuit à CHF 2800. En utilisant Kayak, j'arrive (non sans mal, sueur, et heures investies) à faire le tour pour CHF 1650.
Cet article est le récit de la façon dont j'ai procédé.
I have some serious travel planned for March.
First, I go to Cork, Ireland, for Blogtalk and the preceding WebCamp on Social Network Portability, from 2nd to 4th.
Then, I head for Austin, Texas for SXSW Interactive, from 7th-11th.
I’ll be speaking in both places.
As I’m in the States, I’ll then head out to spend two weeks or so in San Francisco. Here are what my travel dates and destinations look like:
I chose the 25th to go back because it seems to be the cheapest day around there. The other dates are fixed by hotel or event constraints.
After fooling around with Kayak.com for a fair number of hours, and finding it a little confusing (I’ll detail below in what way), I caved in and called a travel agent in Lausanne to ask them to sort it out for them.
They got back to me, speedily and kindly, but with a surprising price tag: 2800 CHF for the whole thing. That’s $2400 for those of you who like dollars.
Now, even though I wasn’t very happy with what I came up on Kayak, I had figured out that this trip would cost me around about 1200$. Not the double.
So, back to Kayak. In the process, I’m starting to get the hang of how to do searches for long, nasty, complicated journeys, so I thought I’d share it with you.
A side issue before I start, though: flights to and from the USA have a much more generous luggage allowance than flights elsewhere (20kg + cabin luggage). If the first leg of a journey to the USA is inside Europe, though, you still get the “US” luggage allowance for that flight. I was hoping I could make things work out to have the more generous luggage allowance for the GVA-ORK part of my trip too, as I tend to have trouble travelling light (particularly for 3 weeks). But it seems that won’t happen.
As I understand it from the kind explanations a few people have given me, the GVA-ORK part of my journey is considered a completely separate one from ORK-AUS, AUS-SFO, and then SFO-GVA. In short, I’m dealing with four separate flights.
So, let’s do the obvious thing first, and ask Kayak.com to do all the work. My dates are fixed, but I’m open to the idea of using nearby airports. This is what I gave Kayak.com:
And here is what I got:
Oops. It seems Geneva dropped off the map. If I select the “neighbouring” airport LYS (Lyon), I get this. Slightly more encouraging, but…
…slightly expensive. Roughly what my travel agent told me, actually. Gosh, I wonder which part of the journey is costing so much? Let’s try and break things down.
First, GVA-ORK:
Wow, is that their best price? $384 and 9 hours of travel to go from Switzerland to Ireland? I should be able to find something better. So, I hunted around a bit on my own. I know I can get to London for around $100 or less with easyJet, so what about the other low-costs? From the Cork airport site, I got a list of airlines flying there. Then I went to individual airline sites — I’ll pass you the details, save to say that RyanAir has got some “virtually free” flights (1 penny + taxes) but as they only allow 15kg of check-in luggage (I can make sacrifices and try to stick to 20, but 15 is really low), flight + excess luggage fee actually comes down to not-that-cheap.
Oh, wait a sec! Let’s enlist Kayak’s help for this. Here are GVA-LON flights, according to Kayak:
That’s helpful, actually. I wouldn’t have thought to check BA. The flight is way too early, though. And Kayak.com now gives results with European low-cost airlines — I don’t recall it did this early December when I first tried.
What about LON-ORK?
I removed RyanAir from the results (they were the cheapest, around $48 — plus extra luggage tax!), and the winner is… Aer Lingus!
So, if I manage to get the timings right, and accept that I’ll have to pick up my luggage and check in again in London, I should be able to get a better deal than the $384 Kayak suggested “out of the box”.
Oh, another idea. Let’s tell Kayak I’m flying through London, and see what happens. Here are the results for GVA-LON-ORK:
Still no luck. The first flight is the same as the one I got when I asked for GVA-ORK. Clearly, Kayak introduces constraints (like… airlines must be working together) when asked for a trip. That probably explains why my total trip seems so horrendously expensive.
Right, now we’ve dealt (more or less — at least there seems to be hope) with the first part of the journey, let’s look at the rest.
ORK-AUS-SFO-GVA:
ORK-AUS: $509
AUS-SFO: $125
SFO-GVA: $530
Adding all that up, we’re quite far from the $2400 my travel agent or Kayak suggest for the whole flight.
Now, let’s dig in a little further. How about I ask Kayak for ORK-AUS-SFO-GVA? I’ve already identified that the GVA-ORK part was problematic, so maybe… maybe:
$1029! And all with American Airlines! That sounds nice. Add to that a bit less than $200 for the GVA-ORK bit, and I should manage to do all this flying for roughly $1200. Much more reasonable (though still a big hole in my bank account credit card, given the sad state of my finances these days).
So, ready for the details? Because, no, in case you were wondering, the fun doesn’t stop here. Sick around, there’s still work to do.
First, GVA-LON-ORK.
London has a problem: it has too many airports. Aer Lingus fly out of LHR to Cork, so ideally, I should plan to arrive there. I don’t think I want to go through the fun of commuting from one airport to another if I can avoid it.
That unfortunately rules out easyJet, who don’t fly to LHR. They fly to LGW, Luton, Stansted, but not LHR. So, let’s check out BA, who were actually cheaper (though at an ungodly hour, and for LGW).
Right, so for 144 CHF, I get to fly out around 10am, which is actually quite nice. I land around 11am. Let’s look at Aer Lingus flights to ORK, then:
I’m very tempted to take the 14:05 flight instead of the 18:05 one, but. That would leave me with only 3 hours in LHR to get my luggage, go from terminal 1 to terminal 4, and check in again. The London crew on Twitter tells me it’s a little tight, though others seem to think it’s OK.
So, well, that would be it for the first part of the journey.
Now for the rest.
Then, ORK-AUS-SFO-GVA.
Here are the details I get from Kayak for this multi-city journey:
As you can see, American Airlines seem to like Chicago airport, ORD. Dennis Howlett warns me against going through that airport, but it seems the other options are going to cost me an extra $1000.
But that’s not all. What exactly are the “layovers” here? I’d assume they are plane changes. But 55 minutes in Chicago and 1h35 in Brussels on my way back don’t really seem to allow time for that. Chances are I’d miss the connection — but then why would Kayak.com (and AA!) suggest this kind of combination?
It’s not the end of the world if I get home a day late, so I guess that for $1000, I’ll take my chances.
Let’s not stop there, though, shall we? I decided to dig a bit deeper into all this. See, for example, I tried asking Kayak.com about:
AUS-SFO-GVA: $1669
Why isn’t Kayak coming up with one of the (obviously cheaper) combinations for the SFO-GVA leg? Why is BA suddenly the cheapest option? I don’t get it.
See, for example, this flight option for SFO-GVA, $550, is much more exciting than the AA one via ORD and Brussels:
Just one change in Newark. And it’s a shorter overall flight, too.
That means I need to get the ORK-AUS-SFO part separate. Let’s look at it now:
The cheapest deal is $624 with AA and Frontier, which is an immediate (and logical! what a surprise!) combination of the two cheapest deals for ORK-AUS and AUS-SFO taken separately. I don’t seem to gain anything (financially) by booking them together.
Now, the problem here is that the flight times are really long (20h). I’m quite tempted to force my journey through some European city other than London and see what happens.
A quick trip to the Austin airport site seems to say there are no direct flights there outside the US. I can’t find that kind of information for DFW, unfortunately. I’m keeping an eye on DFW because I could land there and take a road trip to Austin with a friend. It’s 3.5 hours on the road, though, so I need a flight that lands early enough.
For example, let’s take Dublin, as I’m already in Ireland.
Here are Kayak flights from DUB to AUS: most interesting deal $484 with Delta for a 19h flight:
Come to think of it, you know what I’d like? I’d like to be able to place all the flights on a chart, with for example “price” on the x-axis and “total flight duration” on the y-axis. I’d be willing to pay $50 extra or so to cut of a certain number of hours of travel, but as of now there is no way to visualise this kind of thing easily. The “Matrix” tab in Kayak has a promising name, but all it does is give best price and number of stops per airline. Not very exciting.
What about ORK-DUB? Well, the fine folks at Blogtalk recommend Aer Arann (they have a great “travelling” page, btw, I’ll have to take example on them for Going Solo:
Cheap flight, $36. What would Kayak say?
Well, RyanAir is cheaper but I don’t want them, and the Aer Arann flights are there, but a bit more expensive than what I found. Hidden costs, maybe? Or maybe just an update glitch — I’m aware it’s difficult to keep everything perfectly in sync.
Gah. This is turning into another nasty headache.
Let’s go back to letting Kayak take care of ORK-AUS-SFO. I had a look at flights from Shannon, but the price difference is not worth the couple of hours by bus to get there. I also considered SAT (San Antonio) but it’s really out of Austin, so not interesting. I’m willing to fly in another airport than SFO though.
Sidenote: this is where I discover I can “favorite” flights in Kayak. I should have started doing that hours ago. So, here’s the flight I’m favoriting for the ORK-AUS segment. I don’t want to land at 12:15am in Austin, so the choice is easy to make. Will have to get up early in Cork, though. Ugh.
You know what would be really cool? If I search for ORK-AUS-SFO, I’d like Kayak to let me know which flight combinations contain that flight I’ve favorited. I wonder if it does that. Let’s see! But before that, I’ll go and favorite the flight I want for heading over to San Francisco. So, here is what Kayak gave me for that segment, remember?
The cheapest flight is $125, but if you have a close look, you’ll see that all these are either dreadfully early, or quite late. I’d rather leave sometime later in the morning. Luckily, Kayak provides a “filter” that allows me to select that. (Remember, earlier on, I was wondering why Kayak was suggesting routes with 55min stopovers? Well, there’s a “stopover length” filter too that I could have used to avoid that.) Here’s what happens if I decide to leave between 8 and 10am:
For roughly $200, I get to sleep a bit more. This is another case where the price/something-or-other graph would come in handy: it would help me visualise how much I have to pay to leave later. (I’m learning to factor in cab fares and stuff like that when making flight decisions.)
So, back to our combined ORK-AUS-SFO trip:
By playing with the time sliders for flights 1 and 2, I managed to filter out the flights that didn’t contain my two favourites (at no surprise, Kayak doesn’t tell me that this “multiple flight” actually contains a single flight that I favourited… too bad). Result: $695 and decent flying times.
So, let’s recap. (I’m going to be doing the actual booking tomorrow, it’s getting late and I’m tired, which is usually a recipe for mistakes. Also, the prices the airlines and Kayak give could be slightly different, so this is an approximation.)
GVA-LHR: BA, $125
LHR-ORK: Aer Lingus, $60
That’s $185 for me to go to Cork.
ORK-AUS-SFO: AA and Frontier, $695
SFO-GVA: United and Qatar, $550
Total: $1430 = 1650CHF
That’s a bit more than what it seemed I’d get away with at first, but there are less stopovers and the flying times are nicer than the cheapest deal. That’s worth a couple hundred $.
So, thanks Kayak. That’s more than 1000CHF less than my travel agent came up with. But God, did I have to work hard for it. There is definitely room for improvement in the business of helping people sort out their travels.
While I was writing this post and twittering about my trials, Bill O’Donnel (find him on Twitter, he’s the Chief Architect at Kayak!) sent me a message saying he wanted to read my post when I was done. He also added that he was forwarding my twitters to the UI team. So, guys, hope you enjoy the free experiential marketing! In a way, only — it’s not really an experiential marketing campaign because nobody asked me to do anything, but this is typically the kind of stuff I would write up in such a campaign, and an example of authentic user behaviour that experiential marketing “re-creates”.
So anyway, hope you enjoy this tale of user experience. And I also hope my fellow travellers will find useful input here to help them sort out their travels.
Thanks to everybody who answered or simply put up with my numerous questions and tweets during the process of sorting out this trip.
[fr] En plus du Website Pro Day, je propose de tenir début janvier le World Wide Paperwork and Administrivia Day, consacré à régler ces histoires de paperasses (j'ai des tas de quittances à trier et à envoyer à ma comptable, par exemple) une fois pour toutes. On fait ça chacun chez soi, bien entendu, mais on est solidaires et on fait ça en même temps. Ça motive!
Faites signe si vous êtes partants.
A couple of months ago, I came upon Chris Messina‘s Finish your %#&*@ drafts day. I thought: “what a great idea!”
Well, not the drafts thing (I have drafts in my WordPress installation right now for the first time in my life), but the “get people together to do something”. It’s not a new idea, of course. I’ve actually already used it to fight procrastination, with friends:
So, when my friend Olivier mentioned in passing that his professional website needed some work done, I said “oh, me too! let’s do it together” and organised the First Website Pro Day (it’s bastardised gallicised English, don’t worry).
There were four of us (a fifth had to cancel at the last minute because of a sick child) and it was a great success for all those who participated. Not only did we make progress on the “professional online presence” front (I actually moved this blog over to my server back from DreamHost, a move which had been stalling all my efforts to do anything to SB.com), but we also started talking about building a local coworking community again.
We also decided that one day was not enough, and that we needed to organise (at least) another similar day: Website Pro Day 2 is set for December 28th.
Now, obviously, this kind of gathering is local. But wouldn’t it be great of other freelancers or small business owners, in other cities, also got together to work on their professional online presence on the same day? All you need is two people to begin with. Announce it, put it on Facebook or upcoming, whatever catches your fancy. I’ll mention it here, too.
Being a freelancer is cool, but it can sometimes be a bit lonely. That’s why ideas like coworking and barcamp are very important to us: it’s a chance to get together with “colleagues”. Well, it can also be done in a slightly less formal way, too. Just grab a few “colleagues”, and meet to get something done.
So, another of these “get-together” initiatives I’m launching is the World Wide Paperwork and Administrivia Day, which we’ll call WoWiPAD from now on. Unless you’re super-organised or are already a GTD black belt, you probably have piles of receipts to sort, papers to file, expenses to invoice, forms to fill in, and various administrative things that just pile up and don’t get done, because, let’s face it, it’s way more fun to be earning $$ doing exciting stuff with clients than spending the day drowning in stuffy papers alone at one’s desk.
Obviously, we can’t really gather in one physical space for the WoWiPAD. No, you are not welcome to come to my place with your drawers, piles of papers, stapler — in short, your whole office. But what we can do, though, is decide on a date to do things together. Yes, just knowing that we’re not in this “alone” can be very supportive.
Whether you’re a freelancer, a small business owner, or just a somebody with stacks of paperwork to deal with on your desk, leave a comment here or sign up on Facebook if you’d like to participate in the WoWiPAD.
I’m going to suggest two dates, which I know are quite nearby — because I’m going to have to do this paperwork stuff soon anyway, or it’ll sprout legs and start running all over the place. The cat is enough trouble by itself, I have no need for paper pets.
As far as I’m concerned, Wednesday January 2nd would be good, as would Thursday 3rd (and even Friday 4th).
What about you?
Update, Dec. 26th: Date is officially Jan. 2nd, and the event has been rechristened WoWiPAD (much more pronounceable) — thanks to Greg for the suggestion.
[en] Website Pro Day, first edition, was such a success that we've set the second one for December 28th. If you're not in Lausanne, no problem: grab a friend or two and lock yourselves up to work on your professional online presence for the day. Let us know, so we can send you some good encouragement vibes!
I'm also planning the World Wide Paperwork and Administrivia Day (WWPAD for short), which will be held in participants' homes (obviously): sort those receipts and send them to the accountant, pay those bills, file those contracts, purge the piles of paper lying on your desk or in your drawers... Let me know if you're interested so that we can choose a date together.
Ils y étaient, ils ont vaincu! De gauche à droite: Anne Dominique Mayor, Olivier Tripet, Stephanie Booth (bibi) et Julien Henzelin sont ravis d’avoir pris le temps de travailler ensemble, loin du bureau et dans une atmosphère détendue, sur leurs sites “pro”.
La première édition du Website Pro Day a en effet rencontré un tel succès que nous avons décidé de remettre ça le 28 décembre. Vous pouvez vous inscrire sur Facebook si vous voulez vous joindre à nous à Lausanne pour venir lustrer votre plumage numérique.
Il s’agit donc de consacrer une journée à l’avancement de sa présence professionnelle en ligne. Oui, je sais, on a toujours plus urgent à faire :-).
On fait aussi des choses sympa comme manger de la soupe, ou discuter d’idées nommées par exemple “Coworking Léman” (plus à ce sujet dans un prochain billet).
Si vous n’êtes pas sur Lausanne, mais que l’idée vous tente, prenez le taureau par les cornes! Attrapez un/e collègue qui a les mêmes besoins que vous, et mettez sur pied votre propre Website Pro Day dans votre ville. Le même jour si possible, comme ça on peut tous s’encourager mutuellement!
Pour ceux que ça intéresse, je suis également en train de mettre sur pied le World Wide Paperwork and Administrivia Day, qui sera consacré (chacun de son côté, là) à avancer dans le triage de paperasse, le remplissage de formulaires administratifs, les coups de fils qui attendent depuis des plombes, le triage des quittances à envoyer au comptable… bref, vous voyez l’idée. Si ça vous intéresse, faites signe, et on posera une date ensemble.