Optiboutiq est une lunetterie qui a pignon sur l’Avenue Cartier à Québec depuis 30 ans. En 2010, Johanne Ross, propriétaire de l’entreprise, a décidé de passer à l’action et a commencé à intégrer les réseaux sociaux à ses pratiques d’affaires. Voici comment elle s’y est pris. (suite…)
Aurélia Filion, illness c'est la belle jeune femme (voir ci-dessous) qui nous fait découvrir des vins sur le vidéoblog Bu sur le web. Récemment, stuff Christiane Charette et Dominique Poirier, recipe ont en parlé. Plusieurs blogues portant sur le vin y ont fait référence. Bref, son personal branding a dû en prendre un très bon coup! J'ai voulu connaître son parcours vers le web 2.0. Elle s'est livrée à l'exercice.
J'ai commencé mon entrevue en lui demandant de choisir un mot qui la décrit bien. Entrepreneure, m'a-t-elle dit. Oui, très certainement, car en plus de Bu sur le web, elle est associée chez Oenopole, un marchand de vins. J'ajouterais à cela quelques épithètes du genre: allumée, passionnée, visionnaire, oenologue en vogue etc. Bref, vous comprendrez que j'ai bien apprécié l'occasion de lui parler.
Bu sur le web est une jeune entreprise qui réunit quatre associés. L'entreprise virtuelle a déjà gagné un prix dont le Wine Blog Trophy. Aurélia est la figure publique, voir même l'image de marque, à cause de ses capsules et de sa présence médiatique, mais Bu sur le web c'est un effort collectif qui réunit des individus avec des expertises et qualités complémentaires qui permettent à Aurélia de vivre pleinement sa mission de vie, soit de changer le monde du vin et de changer le monde par le vin. En d'autres mots, elle veut contribuer à ouvrir l'esprit des gens à une nouvelle expérience du vin. Il va sans dire que le web est une plateforme de prédilection pour elle, photogénique, bien articulée et encore une fois, très passionnée par le vin, ce qui lui fait déjà bien des adeptes.
Je lui ai demandé si elle s'était inspirée un peu de Gary Vaynerchuk pour créer sa vision et développer son concept via le web. Gary est un Américain d'origine russe qui est devenu très riche et célèbre en créant le Wine Library, un blog qui parle du vin d'une façon très peu conventionnelle. Il est devenu tellement populaire et reconnu pour son utilisation des médias sociaux qu'il a été invité par Harper Studio à publier une série de livres, dont le premier est Crush It. Ce livre parle de l'art de gagner sa vie avec sa passion en faisant entre autre usage des médias sociaux pour y arriver. Il est un conférencier invité reconnu mondialement. Aurélia a d'ailleurs pu le rencontrer lors de son passage à Montréal l'automne dernier.
Gary m'a surtout influencé par sa philosophie de vie et sa philosophie d'entreprise. C'est un homme qui a su utilisé les médias sociaux et le web d'une façon qui peut servir d'exemple à bien des petites entreprises. Pour ce qui concerne son approche à l'égard du vin, je ne partage pas nécessairement ces idées. Son blog est très différent du mien. Je n'avais aucune envie de devenir une imitation de Gary comme j'ai constaté que d'autres ont fait. Je crois que Bu sur le web est très original dans ce sens.
Quand vient le temps de parler de l'environnement WordPress sur lequel est bâti Bu sur le web, elle avoue ne pas être la personne responsable de ce volet. Le choix de cette plateforme a été fait suite à la recommandation de deux amies bloggeuses qui ont accompagnés l'équipe au cours des phases initiales de la création de leur blog. WordPress Forum, un service qui répond aux questions des usagers, leur a également été bien utile.
Ce n'est pas moi qui publie mes posts ou qui s'occupe du blog. J'ai quand même acquis une certaine connaissance de WordPresscar c'est moi qui réponds à tous les commentaires sur mon blog et c'est également moi qui s'occupe des médias sociaux qu'on utilise, dont Twitter et Facebook. Cependant, notre équipe gère toute notre présence web, nous ne faisons pas affaire avec de fournisseurs externes.
Le vrai déclic qui l'a incité à se tourner vers le web pour lancer Bu sur le web a été Facebook. Son expérience à titre de marchande de vins lui a démontré l'importance des coûts liés à la notoriété d'une entreprise. Il faut investir énormément sur le plan de la publicité, les événements, etc. Même si Oenopole est une entreprise tout à fait indépendante de Bu sur le web, cette expérience l'a amené à réfléchir, à s'éduquer par rapport au web et surtout à s'ouvrir au web d'une façon beaucoup plus importante.Facebook est alors devenue une avenue très intéressante à considérer pour son projet Bu sur le web .
J'avoue que je snobais un peu Facebook au début. Je le trouvais intéressant, mais sans plus. Mais j'ai vite réalisé par contre que j'avais devant moi un outil gratuit et un outil hyper-important au niveau de la communication pour une entreprise. En partant de mon expérience avec Facebook, je me suis dit pourquoi pas un blog. Le web est vraiment une plateforme exceptionnelle.
Bu sur le web a déjà près de 1500 adeptes sur Facebook, ce qui est très impressionnant compte tenu de sa date de création. Je vois un très bel avenir pour Bu sur le web comme entreprise et pour Aurélia. On voit déjà que son personal branding est fort et bien géré. Je suis certaine que cette entreprise saura utilisée au maximum les différentes plateformes que le web peut lui offrir pour assurer leur rentabilité et prospérité. Ce qu'ils proposent est original, convivial et intéressant. On parlera sûrement d'un grand Cru! Merci à Aurélia et longue vie à Bu sur le web! Êtes-vous adepte de BSLW?
En passant, si vous connaissez d'autres entreprises dans la région de Montréal qui sont web 2.0, faites-moi en part! J'aimerais certainement les interviewer.
Let's start by saying that Six Pixels of Separation is a worthwhile read. If you don't believe me, sicknessclick here and check out all the terrific reviews it has gotten since it was launched last summer. Written by Mitch Joel, nurse Canada's Digital Marketing Rock Star as many say is a book where you can find out everything you ever wanted to know about digital marketing, personal branding, social media, but didn't dare ask. A roadmap of some sort to help you cross over to the new world of interconnectivity. (like Dan Ariely said author of Perdictably Irrational which I haven't read yet). When I turned the last page, I felt I had run a marathon. I felt I had put out a lot of effort, kept my focus on the big picture while going over chapter after chapter of this amazing amount of information and ended up learning so much. A bit like one would feel (I imagine) in tackling a marathon one mile at a time in order to reach to the ultimate goal. Mine was to learn as much as possible which I did and I felt good afterwards. This might seem strange coming from someone who has a somewhat good knowledge of digital marketing. I have recently started this blog in the hope of living up the experience of digital marketing more thoroughly. I've gotten somewhat involved with social media: Facebook, Linkedin, Twitter, Mybloglog, Friendfeed, Technorati, Delicious, Youtube, Google Reader and others. I followed the Canadian Marketing Association Certificate in E-Marketing Course given by Mitch Joel himself and got my certificate. (A real gift I made to myself by doing that. I highly recommend that course). I worked as a web strategy consultant for a major company for the past 3 years. In short, I think I knew more than the average folk from the outset. I was a bit curious to see how much more I would learn. The conclusion is that Mitch's book will now become a reference book for me. His book is a real roadmap. Of the specific things I learned, I certainly appreciated the chapter on Digital Nomads. If you're not familiar with that expression just think Wifi and I-phones, or being connected all the time, anywhere. I am not very knowledgeable about mobile marketing. I've not worked yet on any mobile marketing projects, so it made it very interesting for me. (For your reference, in Montreal, Yasha Sekhavat is an expert in that area). I also enjoyed the chapter called You are Media, which deals a lot about personal branding, a new in-word which is not always well understood. Mitch Joel is not an inventor, but he is an awesome communicator and a very passionate man. I find that there is something evangelical about him because of his true power of persuasion. (This personality trait might come from his love of motivational books.) In reading Six Pixels, I felt that he was speaking to those of us that need to acknowledge the changes are at our doorsteps and to start embracing those changes in new media now. He does so in a very convincing and authentic manner. If I was a senior level manager or executive in the corporate world, this book could serve as a major wake up call. The message I would receive is Act before you're too far behind… This book would also answer all of the many questions I might have about new social media. It would provide me with a picture of things, and how everything interlinks…. (Note: I would strongly recommend his book as gifts to your clients for those of you like me who are consultants.) Another thing gained by reading the book is all of his references. Many contemporary authors are mentioned. There are tons of concrete examples of companies that have successfully used the Web. In short, you get how it all works and fits together by reading about true stories. I think that my favorite quote from the book would be. It says it all for me:
Now we're all forced to understand better what happens when user-amassed wisdom forms in the shape of communities and meets through the power of technology. (p.225)
I really have great admiration for Mitch Joel. I have posted an article previously about him. Click here to read it: Thank you Mitch Joel! He is so talented and energetic, the sky is literally the limit for him. I wish him all the best. My feeling is that he is a man who simply loves life a nd people and wants us all to have access to all that is best… Thanks Mitch, once again! Let me know if you also read the book and what you thought! P.S. Six Pixel of Separation refers to the famous adage where we are only six steps away from any other person. Wikipedia says it this way: Six degrees of separation refers to the idea that, if a person is one step away from each person they know and two steps away from each person who is known by one of the people they know, then everyone is at most six steps away from any other person on Earth.
I confess, cheap I love Julia Child. I remember her from my adolescent years where on gloomy Saturday afternoons in Bouctouche New Brunswick there was not much to do but watch TV. I would look at her full of intrigue and wonder while she was busy stuffing a chicken or scaling a fish, things my mother would never do of course. I didn't come to enjoy cooking because of her at that time. No, the joy of cooking came to me much later on. But she was such an original woman, full of passion. I could appreciate that. Her level of language and the tone of her voice for which she was also known left an impression on me. Till this day, I have watched her reruns. For many years I would have argued that she was not an American. Julia Child was an educator, a brilliant teacher of classical French cuisine. Although her TV show The French Chef was very popular, she didn't not consider herself first and foremost a chef, but as a teacher of the trade. She was a very charismatic person always searching for refinement and perfection. She wrote several cooking books, made just as many TV cooking shows, wrote many articles in different mainstream magazines. Hence a great communicator. She helped popularize many new cooking tools (food blenders, blow torches, egg beaters, ect). William Sonoma, a retailer of cooking and home products, saw their sales increase because of her. She essentially became a very public icon, a well-known figure that was recognized by the Smithsonian Institute and many others. Martha Stewart must have learned a lot from her. I've rediscovered her recently because of the movie called Julie and Julia starring Meryl Streep. The movie is based on her life story and that of Julie Powell, a young woman working in a call center of some sort and going through a major existential crisis. Very well played by Amy Adams, Julie finds an (therapeutic) outlet through a blog she's created and which she uses to talk about her life while experiencing every single recipe found in Julia Child's remarkable and famous Mastering the Art of French Cooking, which took 10 years to write and get published. I also read her recent biography which I got as a birthday gift, My Life in France, a book written by her great-nephew, Alex Prud'homme. Although I enjoyed the movie a lot, it is reading the book that made me fall in total admiration of her. I've been captivated by her rich and extraordinary life story and wish so dearly that I had met her. Unfortunately for Julie Powell (and I can understand her disappointment), Ms Child might not have understood what the web was all about at the time of her departure. She saw no interest it seems in Julie's project which consisted of blogging as she worked through every single recipe in the cook book over a one year period. Had she understood how much closer she could have become to her admirorsfansstudents with social media, I'm sure she would have changed her views about blogging. She would have been able to reach even more directly her fan base, which I think would have meant a lot to her. Having recently become a blogger myself (or bloggerette as I am just starting) , I'm trying to imagine Julia Child and what she would have become in a Web 2.0 creative life. Julia Child would have been a great blogger because she loved to write, to share and to teach. She had a great sense of refinement along with a great sense of humour, both great qualities to have as a blogger. She did a full TV show on eggs and named it Elegance with Eggs. No one else could come out with a such an 'authentic' idea. I think she would have been particularly fond of the video podcast options which would have enabled her to reach a wider range of viewers and have them benefit from her cooking classes. She could also have used the Video for live webinars or for some one-to-one interviews with some of the World's great chefs. I could see her using Twitter, not to promote this or that recipe or branded product like Jamie Oliver and others do, but to provide advice and offer interesting links that deal with French Cuisine in some form or other. A bit like Tom Peters or Tony Robbins tend to do with their use of Twitter. I can just imagine a tweet of hers starting with: <In preparing your omelette, be sure that it's beautifully flavored.>. or <The secret to making great hollandaise sauce is…>. She would have been such fun to read. I can't see her using Facebook in any active way. Julia Child was very fond of public television (PBS has a full video collection online of her shows. Click here to view.) and was interested in politics and many other issues that affect our world. I don't think she would not have used social media strickly for commercial reasons. Not that there is anything wrong with that, on the contrary. She just had too much class and was not motivated by money alone. She got her thrill from her art and from transmitting that passion to others. A very rare type of mentor. Wish I had met her! Wish they were more like her. Julia Child always concluded her shows with Bon Appétit! So I conclude with the hope that you enjoyed my thoughts on her and what she could have been for us in an interactive world. What do you think she would have become in today's interactive age? Which Media do you think she would have used?