Conference testimonials← Previous Next →
Serge De MunckSenior Consultant, Dun & Bradstreet Europe
You think you're on top of what’s happening in marketing? You think you know what's cooking in the digital marketing world? Then don't come to Fusion Marketing Experience. I go there to listen & learn from great people that are DOING it. I know a lot, but I keep learning at Fusion Marketing Experience, every time.
Erwin Jansen Chairman - CEO at Y&R Brands Benelux
The Fusion Marketing Experience conference is what it says: a real experience with probably the strongest program of all marketing events in Belgium. I am a big fan and will be there again. Top speakers, top content, a special atmosphere and excellent networking, Fusion Marketing Experience has it all. After just two events, Fusion Marketing Experience became the place to be.
Gert-Jan Schoppert Marketing Manager Capgemini Netherlands
Marketing conferences are usually more of the same: the usual suspects as keynotes, the obligatory panel discussion and more of that. Fusion Marketing Experience was a relief: knowledgeable speakers with real content at an unusual location. And what attracted me most was the atmosphere, the feeling that participants were not present just for a chat and a drink, but actually wanted to use the insights into their daily business.
Hans SmellinckxMarketing Manager Direct & Digital Thomas Cook
Fusion Marketing Experience is the only event in Belgium that really joins the channels together. A perfect fusion between top notch speakers, great networking opportunities and possibilities to share ideas with other peers in your industry or expertise. An event not to miss... I like! (or + or pin....).
Ronny KenensOwner / Director at BI-Consult International
The Fusion Marketing Experience events are a great opportunity to listen to and learn from subject-matter experts, no commercial pitches, only top speakers with top content. In a fast-changing business environment, my challenge is to keep learning and sharing with other peers in our industry …..that's exactly what the "Fusion Marketing Experience platform" helps me with.
Stefaan VuylstekeCustomer Segment Manager Benelux at Amadeus IT Group
When I saw Olivier Blanchard was giving a two-day workshop in Belgium in May 2012, I didn’t have to hesitate to enroll. As you can assume, I already knew Olivier. I have read his book Social Media ROI, and I found it to be one of the best Social Media books. When I noticed it was organized by J-P De Clerck, I knew the workshop would be good value since I already attended several seminars and events, organized by J-P and the Fusion Marketing Experience he launched. And I always came home with valuable insights and inspiration. Why Olivier? He is really focused on how to integrate social media into business. He starts from within the organization, not from the social media. It all comes down to grow your business. Don’t start building a social media program before you find an answer to “What will social media do for my company?”. As I’m working into B2B, understanding the business value of social media, the ROI is a real must. Once you’ve got that straight, once you have got your targets, you can share it within your company. Than the process starts of sharing, listening and educating. Olivier really helped me during the workshops how to sell the social media program to my management and how to start the process. I will never forget his story about the ‘culture of dudes’. If you look for inspiration on how to overcome objections, he is the man. During the 2 days many key topics on how to set up and execute a social media program were discussed. The organization of the workshop was - as usual - flawless. The location and the infrastructure were very good. I had a pleasant and inspiring two days.
- Relevance is About More than Customer-Centricity: the Engagement Must 12,304 views | by J-P De Clerck
- This is Your Brain on Social Business 8,815 views | by Tom Pick
- Understanding the Customer Life Cycle and Calculating its Value 4,006 views | by J-P De Clerck
- The Six Universal Truths of Influence and Human Behavior 3,719 views | by J-P De Clerck
- Social Business and Monitoring: Building Meaningful Relationships 2,998 views | by Emanuela Zaccone
Social Influence and Scores: Asking the Right Questions
Social influence is probably one of the most debated topics in social media today. Unfortunately, it is frequently a debate about scores. Whether we like it or not, companies such as Klout and PeerIndex grant us a score that claims to be an indicator of how ‘influential’ we are. It is nothing more.
Social influence – or better: ‘digital influence’ – is not about scores but, nevertheless, many businesses use them to identify who to identify, target, engage and – unfortunately – even hire.
Influence is misunderstood, and it is used in wrong ways. We cannot ignore that it exists. However, the best influencers are people who share a common passion – regardless of their scores – and act in a mutually relevant way.
The score has become so important that we use it to make lists. And when these lists get published, people that don’t make it, often feel ignored and shocked. The score matters for many of us, as I could see when a Belgian magazine published such a list last week, leading to much controversy.
Social influence goes beyond social networks
As I explained in a few posts on my blog, I’m not a big fan of scores, if they are not understood and looked upon in an abstract manner. They make us look at the concept of influence incorrectly. In the end and from a business viewpoint, an influencer is someone who is relevant for what we want to achieve and who acts as a consequence of how relevant we are for him or her.
Social influence goes beyond social networks. The connected consumer uses multiple channels and as we all know, the holy grail of influencer marketing, word-of-mouth, still has a very strong offline dimension.
Nonetheless the scores do exist. It’s important that businesses learn how to ‘read them’ the right way as Brian Solis explained in a blog. Who are the people behind the scores? How do they behave? What are their interest spheres or as Brian Solis calls it, their interest graphs (see below)? How active are they where it matters most? What do THEY want? What do your audiences want and what do their audiences want?
These questions matter. We can learn something from good email marketers here: a subscriber to an email newsletter is not an email address. It’s a channel-agnostic human being of flesh and blood with a rich and often complex behavior and personality.
Social network users and ‘influential’ consumers are channel-agnostic people as well. Ask yourself who is more influential: someone with a low score but a very active network or strong sharing behavior via, for instance, email, or someone with a high score and little or no potential to influence the behavior of others through all the networks he uses?
The rise of digital influence
If you want to be active in influencer marketing start with your goals and then ask what influencers want from you first. The latter is rarely done but is crucial. Furthermore, look beyond the obvious and see the omnichannel behavior of today’s consumer. Finally, take the whole ‘social value chain’ into account: ask what you can do for the social networks of influencers as well. Their social influence – or digital influence – depends on how relevant they are for their connections, unless they game the whole system, as is often the cases with scores.
Only then, after knowing what you want and what they want, start looking at ways to engage them. Never start with the score and don’t confuse it with influence. Be relevant and valuable first and understand a person is more than a score. Obviously, technologies will improve but, still, human behavior is too amazingly beautiful and complex to capture it in a rank.
In Altimeter‘s report, The Rise of Digital Influence, written by Brian Solis, you will find the right questions to ask, how to avoid the pitfalls of the score obsession and how to get started in a measured and meaningful way.