Last night I presented to the SEMPO Vancouver meetup group on the different perspectives of generalists and specialists when it comes to Search Marketing.
In summary, marketing generalists are under a ton of pressure to understand and create effective marketing strategies that address the growth of marketing channels and device choices, on top of dealing with the explosion of marketing data and financial constraints. Search marketing specialists can play a key strategic role in answering business questions like “how should I allocate budget among each marketing channel,” “how can I get more leads,” and “what can I do to get more sales?” But specialists need to understand the social approach to winning support from generalists.
This presentation offers tips for Search Specialists looking to gain support from clients, managers, executives and other generalists.
The Vancouver Sun recently published an article by Sean Cranbury that highlights Monique Trottier’s presentation at BNC Technology Forum 2011. Tech Forum is an annual event that showcases experts and visionaries from the international publishing and bookselling scene. This year’s focus was on practical insights on the digital space and Monique presented on measuring the success of your online marketing campaigns.
Organized by BookNet’s Samantha Francis, the conference opened with keynote speaker Mitch Joel, President of Twist Image and author of Six Pixels of Separation.
In a summary of the day, the Vancouver Sun article mentions Monique’s presentation, titled “Beyond Fans and Followers, Measuring Your Online Marketing Campaigns.”
[Trottier] proceeded to demonstrate how tools like Google Analytics can be used to measure the success of online marketing campaigns.
The twitter hashtag #TechForum11 was tending at this time and many of the tweets that emerged from Monique’s session lauded her generous attention to detail.
Jack Illingworth, Executive Director of Literary Press Group Canada tweeted: “[Monique] has said more in 9 minutes that most do in an hour” while freelance editor Laura Godrey summed up the general mood by tweeting “@somisguided is totally #crushingit at #techforum11. I need to learn to use Google Analytics…”
It was the kind of presentation that seeks to be the example that others will follow in terms of commitment, content and practical value for the audience and it was arguably the best session of the day.
Thank you to Sean Cranbury for the very flattering representation of the session!
Friday, October 8 was Vancouver’s 3rd Interesting event.
Interesting was founded in London, UK by Russell Davies and now has chapters around the world. Friend and former Vancouverite Brett Macfarlane founded the Vancouver chapter and kicked off the event this year in a pre-recorded statement from Uraguay. If that wasn’t interesting enough, the evening progressed through a series of 5- and 10-minute presentations on the jazz scene in Vancouver, yarn bombing, the coincidence problem, how to take (and throw) your first punch to the face, biodynamic farming, transgender identity, the sex trade in Vancouver, food sourcing, the beauty in the data of 50K camera-phone photos taken by one guy, third spaces such as the Museum of Vancouver, and the notes of spaces in music.
Interesting, unexpected, ordinary and extraordinary.
Jer Thorp was one of my favourite speakers from Interesting Vancouver 2009.
I also had the pleasure of speaking at last year’s event. Here’s part of my presentation on natural perfume, the brain and how our sense of scent works.
October 1, 2010, was the second BookCamp Vancouver and it was a great success! Thank you to Crissy Campbell, our behind-the-scenes project manager extraordinaire, and the members of the organizing committee: John Maxwell, Sean Cranbury and Cynara Geissler. A big thanks to Jo-Anne Ray for her knowledge of all things SFU and her ability to wrangle rooms, caterers, AV equipment and other necessities.
A huge, huge, huge thank you to the session moderators who took time out of their busy days to share their knowledge with us and conversation skills!
BookCamp’s free admission is made possible by the generous support of BookNet Canada, who sponsored our lunch and breaks, and SFU Canadian Centre for Studies in Publishing for providing us the location.
Thank you to the 250 participants who shared, collaborated and exchanged knowledge throughout the day. I was thrilled by the buzz and pleased by the ongoing conversations.
Many thanks also to the fine folks at Steamworks who accommodated our after party and opened up the additional bar area for us.
See how sad we were before getting pumpkin beer!
Posted by Monique Trottier | Email to a Friend | Of course, you should follow me on twitter here
The International Digital Media Arts Association Conference 2010 (iDMAa 2010) is happening November 4 - 6 at Emily Carr University. This year’s conference will focus on the subject of The Digital Narrative: Pushing scholarship, creativity and imagination.
Leading academics, professionals and artists will gather at Emily Carr University of Art and Design for the International Digital Media and Arts Association’s 8th annual conference to explore the world of digital technologies with a focus on the subject of The Digital Narrative. The conference will include workshops, keynote speakers, “extreme close-up” guest panels, paper presentations, networking, discussions, and social events as well as opportunities to explore Emily Carr’s state of the art facilities
New digital technologies and mediums are informing, challenging and reinventing our notions of narrative structures and storytelling. Non- linear, virtual, artificial, interactive, and cyber culture have become common terms and concepts when describing the emerging integration of science, art, and sociology. The Digital Narrative explores ideas of how storytelling and communication is influencing and influenced by new and emerging technologies.
Details:
November 4 - 6, 2010
Emily Carr University
If you register before October 20th, a member ticket costs $289, a non-member ticket costs $395 and a student ticket costs $89. See the list of speakers. Register here.
Posted by Crissy Campbell | Email to a Friend | Of course, you should follow me on twitter here
The second BookCamp Vancouver is this Friday, October 1. BookCamp is a conference that brings together 250 members from the technology and publishing industries to talk about digital aspects of book publishing and how online media is changing the game.
The early days of the internet brought to publishing:
Credit card payments
Shipping trackers
Inventory counts
Reviews
Buy and recommendation engines
Communities and tribes
Sharing, collaboration, organization and knowledge exchange were reinforced through easy tools, search and recommendation engines such as those available through YouTube, Amazon, Facebook, iTunes and Twitter.
With the social web, fresh insights into the community are possible. A publisher can:
Listen and learn: identify influencers; build up reputation and leadership
Build awareness: create compelling campaigns and, more important, movements
Facilitate participation: Contribute to the community, provide tools that empower others to speak on their behalf, and create connections
Support purchasing: Accommodate individuality (customizations), provide service on-demand and support multiple payment methods
Re-engage and empower: provide social rewards for positive behaviours that support the community and, with permission, encourage repeat behaviour
Ebook readers bring new insights to reading preferences, as well as a shift in reading from a linear model to an interactive one.
Big questions are forming. How long will we be in a transition from printed books to digital works? Will publishing houses continue to exist as they do today or will light-weight publishing condos develop instead (where a core group handles finding, making and marketing)? Will price points reflect more points along the demand curve? How will people behave in a market of infinite choice? What will they want to pay for, who will make money and how do we finance publishing new works?
Seth Godin says that publishers have done an excellent job for 100+ years. As curators, they pick the winners. As producers, they create and manufacture the works. As financial risk takers, they make the initial investment. As distributors, they manage inventory and shelf space. And as promoters, they disseminate press releases, earn publicity and buy advertising space.
His challenge to the industry is to focus on curation, leadership and connection.
This Friday, we’ll do just that. We’ll look at digital sales to libraries, ecatalogues, ebook production and the reading practices. We’ll explore how literary communities are supporting new works and the discovery of amazing authors. We’ll talk strategy, tools and tactics for fostering community and dialogue within and between online tribes.
All of this happens daily on the web, but BookCamp is a chance for us to have an in-person literary salon where innovators and problem-solvers in the technology space interact with risk takers and trendspotters in publishing to explore how digital technology continues to amplify and extend the discovery, production and delivery of new works of fiction and non-fiction, whether they be in tree format or pixels and bits.
Posted by Monique Trottier | Email to a Friend | Of course, you should follow me on twitter here
Starting Friday, I’m teaching at Simon Fraser University.
PUB 355-4 explores online promotion and marketing in the creative economy with a focus on publishers.
Students will learn about the formulation and analysis of marketing strategy, approaches to measurement (key performance indicators and return on investment), tactical implementation and campaign management, finding and nurturing audiences and conversations, branding, forecasting and budgeting.
Here’s a look at the course outline:
Anything missing? Different approaches? Want to contribute?
Feedback is welcome.
Posted by Monique Trottier | Email to a Friend | Of course, you should follow me on twitter here
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