1 Good Reason - Internet Marketing

BLUF: Get to the point in your emails.

It seems to me that in recent weeks email newsletters have taken a giant step backwards.  So in an effort to demonstrate what I think is most effective and least effective in email I’ve created the following video.

Now my question to you is this; What image do you remember?  Which ones enticed you to want to read more?

Each of the images are the same size, taken from my email preview pane, or a web page.  A special thanks to Greg Cangialosi of Blue Sky Factory for sending me links to their email examples.  He didn’t know what I was going to use them for, so he was particularly brave for sending them my way.

My purpose here is to demonstrate that if you are very lucky, you will have almost as much time as this video demonstrates.

Most likely you will have much less time to Enthrall your email recipient than this video allows.

The Good: (IMO)

This email comes from ION Interactive and is an excellent example of getting to the point.  I know what it’s about and if I’m interested then I’ll decide to read more.

The Bad:

This email is from The Marketing Experiments Journal a part of Marketing Sherpa whom I hold in very high regard.  I’ve read their excellent “Email Marketing Benchmark” study and this message violates most of the rules they’ve laid out there. (Full disclosure, I don’t have any connection with Marketing Sherpa/ Marketing Experiments other than being a customer.)  Frankly I expected better from you folks.

In the first two vertical inches there is nothing to tell me why to read any further.  This is mainly due to the addition of the banner ad for Omma Gaming inserted in the top of the message.  Which have suddenly appeared at the top of numerous emails in the last few weeks.

The Ugly:

As he so often does, Steve Jobs flaunts conventional wisdom.  Does this email tell you what it’s all about? Nope!  Does it get right to the point? Nope!  Does this email make you want to read more?  Yes!  But I believe that is just because Jobs has made such cool products.  If it were about anything more mundane, like for instance email marketing- it wouldn’t be enticing and it wouldn’t work.

Now watch that video again and look at your emails to see what you are getting across in the first second…

And by all means please tell me what you think in the comments below.

Tanks for reading,

Chris

BLUF- Is SMO (Social Media Optimization) generated traffic lower quality than SEO (Search Engine Optimization) traffic?  My conclusion, it’s extremely difficult to measure and it’s also too soon to tell.

In an excellent post James Duthie lays out a classic experiment comparing two blogs.  His conclusion is that the quality of traffic generated by the SMO site is lower than the quality of traffic generated by SEO.  In his words;

“A clean sweep of loyalty and engagement metrics certainly provides evidence to support the theory that search engines generate superior quality traffic. In 3 of the 4 metrics, the search engine supported blog generated a clear lead over the social media supported blog. And while other factors undoubtedly influence each engagement metric, the fact that Marketing Easy led all 4 categories removes some of the doubt relating to external influences.”

I’m not going to quibble over the methodology, although I feel there are questions.  My argument is with the test in it’s basic form. SMO is too new to generate any significant movements and therefore will fail when measured against any other form of advertising or outreach.  It’s simply not big enough to move the meter today.

Over the past week I attended two conferences which included SMO issues.  And it is clear to me that we are in the earliest phase of the social media revolution.  My overall impression of Omma Social was one of confusion.  Some of the best and most prominent minds in Social Media were on stage and they were clearly making it up as they go along (IMHO).

One thing stuck in my mind from Omma Social:

Paul Beck Sr. Partner & Executive Director of Digital at Ogilvy Worldwide said “Social Media is less than one half of one percent of our Digital Advertising Budget.”

This statement by Mr. Beck indicates that SMO’s reach and impact are far from being realized.  Comparing SMO to SEO today is like early automobile versus horse races, the horse won.  But in the end everyone at the time knew that the car would eventually eclipse the horse.  So my conclusion is that’s it’s simply too early to run valid head to head tests between SMO and SEO.

What do you think?

Yesterday I attended Omma Social Conference in Manhattan.  And I have to say that for the newbies in the audience it must have been very intimidating.  The presenters gave no case studies and spoke in such general terms that you couldn’t get much actionable information out of many of the sessions.

I have to admit that I came late and missed the keynote, and I had to leave early.  So it’s possible that I missed some real gems.  But from 10 AM to 4 PM only one presentation used the projector, nice job Rohit Bhargava! (although, two of the examples from members of your panel were the same thing.)  However, not a single presentation showed actual web pages.  How can you have people talking about the web and not have them showing you the pages, ads, and events they are describing?

I can tell you that one attendee I spoke with gave me the following compliment, “I’ve learned more actionable ideas from you in the last 10 minutes than I have in the whole day here.”  This conversation happened at the 3:15 PM break.

Her questions were simple, and generally unanswered:

• What is Social Media?
• How do I start?
• What should we be doing today?
• What are the best books?
• What do we do if a (business i.e. product recall) disaster strikes?

Her statements were even more compelling:

• My client is afraid of blogs.
• They are afraid of what their people will say.
• My clients are worried they are being hurt if their competitors are using Social Media.

Omma did make a very serious attempt to make the event more Social Media friendly.  They twittered live, and used Hashtags but from my reading the tweets lacked substance, which merely reflected the conference.  You can read these Excellent notes on the conference posted by K.B. Skobac. And make your own judgement.

So, how could Omma improve the next conference?  IMHO here are my suggestions:

• Demand that presenters prepare slides, or a list of bookmarks to illustrate their points.  (PS this will ensure they are more prepared.)
• Run the twitter stream on the big screen during the conference.  And display it to the presenters.  After all, it’s social isn’t it.
• Present more actionable info.  Have the moderators require concrete ideas and examples from the panelists.
• Give the presentations to the audience, post them on the site.

What did you think?  Either from the twitter stream or as an attendee?

Tanks for reading,

Chris

I have a client who is very cautious with his credit cards on the internet. Perhaps, hyper-cautious is a better definition. For instance, he uses a pair of credit cards for all of his online purchases, and keeps their limits extremely low to avoid any possible fraud. Now this is a prudent policy that more people should emulate.

However, since this client also spends a few thousand dollars every month on Google AdWords advertising this can and frequently does lead to snafu’s. Regularly, his Google AdWords account issues the following warning:

From a Marketing and Management perspective this is a fine way for you to inform your client of an extremely import issue. Unless of course, it’s a lie.

In the two years I’ve been running this client’s AdWords account the ads have stopped exactly one time. And the time that they stopped the message didn’t alter one iota. Yet the “Your Ads are not running…” message is displayed at least once a month. I’ve seen this message on numerous other client accounts both large and small. And it never actually reflects a stoppage unless the account is seriously behind in payment.

In case you are not familiar with the story of “The Boy Who Cried Wolf.” It’s about raising the alarm when there is no emergency. The moral of the story is that you should only SCREAM FIRE, WHEN THERE’S AN ACTUAL FIRE!

So my question is this;

Why does Google, typically a sensitive and intelligent company resort to crying wolf like this?And does it damage their customer relations?

I think they cry wolf because they rationally and scientifically tested different messages and found this to be the most effective. And they want effectiveness because stopping ads directly impacts their bottom line cash flow. However, scientific web analytics often overlooks the psychological impact on the client.

I do think that it damages their customer relations in several ways.

• It makes Google seem more monolithic, uncaring and machine like. Hard to do for a monolithic machine driven corporation, but true none the less for those who are impacted.
• It desensitizes clients to real warnings when they occur in the future. (the last one didn’t mean anything.)
• It creates a hole in the “Infallible Mystique” Google has built around it’s reputation. Which may be the most serious blow of all.
• Frankly, Google I’m tired of being treated like a child. Treat me like an adult and tell me the ads are going to stop if I don’t do something. As a Google Certified Advertising Professional why do I get the same message that Joe’s Bait Shop gets about account status?

How could Google or any company fix this?

1. Tailor messages to account levels. Higher spending accounts should receive more professional messaging. Especially for Google- Certified Advertising Professionals- (who studied for, took, and passed your test and paid your fees) should receive professional level reporting and warnings.
2. Treat your customers like adults. Amazingly, when treated like adults the vast majority actually respond like adults. However, when treated like children…
3. Don’t lie. (Remember the old corporate motto Google? “Do no evil” Many of us feel lies are evil, and the beginning of a slippery slope.)
4. Don’t lie to your customers. (Do I really need to expand on this concept?)

These are my thoughts on this GoogleBoy Who Cried Wolf story, what are yours?

By Chris Kieff, Social & Search Media Evangelist

Warren Beatty’s Bulworth, a well-intentioned yet overreaching film about political and social commentary, came to mind as I attended the Advertising 2.0 Conference last week, the well-intentioned yet overreaching new media conference during the first-ever Internet Week, in New York.

It was billed as the “primary” state of the business conference and had a list of well-heeled media big wigs which would rival any Capitol Hill fund-raiser!

So begins my first article for the Madison Avenue Journal. CLICK HERE TO READ THE ENTIRE ARTICLE

Sometimes when I visit a website I have to imagine what were you thinking? And I know that I’ve done it myself on occasion. Made that foolish blunder that was done with the best of intentions. That thing where when you look back it made sense every step of the way, but now looking back it’s flawed train of logic to have arrived where you are.

Today’s example: Plurk.com’s My Account Page.

As an intrepid web explorer I fill out numerous forms on sites. And usually at the bottom of a form you’ll find the SUBMIT button, or the much cooler “Do It!” or another variation on the theme. So imagine my surprise when I mistakenly clicked the button at the bottom of this form on Plurk:

A little background Plurk is the hot new social networking site that has all of the social (media) butterflies a twitter (sorry for the inside joke)! It offers a different interface and some fun new features when compared to Twitter. What you don’t Twitter? That’s just fine because todays blog is about presenting ideas and managing their presentation to the audience.

I have no doubt that the people over at Plurk are smart. And I’m sure they care very much about what they are doing. But I think in their rush to get the product out the door, up and running as quickly as possible they didn’t give as careful consideration to how people use their website, as they might have. I can imagine the conversation going something like this:

Designer #1 “We need some way for people to quit our service. I hate when you sign up for something and there’s no simple, easy to find way to leave the service. And that will help us, because when people delete their accounts we don’t have to store their info anymore. It will make the technology run better.”

Designer #2 “Seems like a good idea. How about we put it on the Manage Account page?”

Designer #1 “Ok, that’s easy to find. But we should put it all the way at the bottom. We don’t want people to see it too soon.”

Designer #3 “Hey, why don’t you make the button to delete my account Red so that people will see that it’s different than the others?”

Designer #2 “Good Idea”

Designer #1 “And instead of a simple message let’s make it say exactly what deleting will do.”

So following a process something like this outlined above we now have a BIG RED BUTTON TELLING CUSTOMERS TO LEAVE. I believe that most Marketing people would recommend against that. And the real kicker is it’s in the place that’s usually reserved for a SUBMIT, or SAVE button would be.

How could this be avoided? Invite some people in for donuts and ask them to try it out while you watch them. Pay people $10 in the deli on the corner to do it. Try anything to have someone try your site out first.

This is the oldest and cheapest way to do user interface testing. Just ask some people to try it and watch them while they use your stuff. You will learn fantastic things about your interface.

If you want to learn about good interface design, go look at the top 10 online stores. Study the way they do things. Because you can guarantee that they have studied it. Look at eBay, Amazon, NetFlix.

What do you think you can do better?

BLUF: (Bottom Line Up Front) I can google anything I want to know about in seconds. You can’t control that, all you can do is take part. If you don’t take part, you are being left behind.

What’s Driving Social Media? It’s a very simple answer really, Google.

I can google anything I want to know, and I’ll have the answer in few seconds. If I want to know what people are saying about the product I’m thinking about buying, I’ll know in seconds.

Think about that- never before in the course of human history could everyman have access to such information.

The huge amount of data available on the net and the ease with which I can find it. The ease with which I can research your product and your ten competitors. Is completely new.

People instinctively believe others who have nothing to gain from recommending or trashing a product. Therefore they will tend to gravitate towards social networks where others relate their experiences.

I can post a question on Twitter and get an answer in minutes. And even though I’ve never met that person (most likely) I’ll have a tendency to accept their advice as honest, because they don’t have an agenda. (That’s because if they do, someone else will call them out on it.) If I’m not too sure about their reply, in one click I can quickly see all of their recent activity. If I’m really unsure, I’ll just keep looking for my answer.

For a more professional arena I can post a question on LinkedIn. I’ll have 10 answers from experts in the field in a matter of hours. Any field, any question. Product reviews, service reviews, answers about working for, or with, or against your company.

Think about that. For. With. or Against.

All manner of providers, and purveyors of goods and services are finding their customers and (most importantly) their potential customers are all talking. They are talking to each other, about them. And anyone can join the conversation or listen in; a day, a week or a year later.

Today’s Question: What’s keeping you from climbing on the Social Media Train?

BLUF When you run a great story on your TV show about a star being found on YouTube it’s a good idea to follow it up with a copy of video on- YouTube! Instead CBS News leaves it up to a Journey Fan…

CBS News Sunday Morning 5/31/08 broadcast a great story about how the rock bank Journey found a new lead singer- on YouTube! The above video was posted by a FAN of the rock band, Journey. Not by CBS News.

The band’s song “Don’t Stop Believing” was played in the famous closing scene of the Soprano’s one of the most watched programs in recent years. This Soprano’s exposure fueled a new surge in interest in the band and their songs. However, Journey’s lead singer Steve Perry, and the trademark voice of the band’s sound, can’t go on tour.

It’s a literal Cinderella story out of nowhere. A formerly homeless boy from the Philippines is singing in bars in Hong Kong. Journey’s Neil Schon hit the net looking for a replacement for Perry on YouTube. And he found Arnel Pineda, a 40 year old Filipino singer on YouTube. Read the full story on CBS’s web site.

Notice that I said Read The Story on CBS’s web site. It’s a story about how a YouTube video performance turned into a real rags to riches tale. It’s a story CBS told via video on their Sunday morning news magazine. And it’s a story they are telling the internet generation with a written story!

Tip to CBS News Web Director: Link to the YouTube video- and for extra credit; to the original video that caught the eye of Journey to start the whole thing.

Yo! Old media dudes! Turn up your hearing aids and listen. Your content has much more meaning when the story is linked to other interesting places on the web. The web is all about linking. It’s all about surfing and finding what you didn’t expect through unanticipated links.  And that moving picture thing seems to have really caught on with web surfers.

Connect your story to connect with THE SOCIAL WEB.

Note: I turn 50 years old this month, and I’m hard of hearing- so don’t bitch at me about hearing aids jokes. I’ll be wearing one before long.

Tanks for reading,

Chris

BLUF- I need help introducing this despicable jerk to the 21st century. Do you know anyone in a position of authority who can help with this?

Ordinarily I write about internet marketing but something arrived in the mail last week that simply defies belief. One of my very wealthy neighbors who just happens to share a zip code with me sent out the following postcard:

The sub-title of the postcard is: HELP SAVE THE NEIGHBORHOOD FROM NEGATIVE ELEMENTS! This is about a $2.5 Million dollar home that is going to be auctioned. This neighborhood (which I don’t live in) is a largely Jewish area with a fairly conservative, and very wealthy population. The postcard was sent out by a Mortgage Broker named Jack Lefkowitz.

Mr. Lefkowitz replied to my request for clarification with the following. (I am paraphrasing here) “We didn’t intend to hurt anybody. We are just trying to give the neighbors a chance to bring in their kind of people. The kind of people they want as neighbors.” He went on to say, “We had a Realtor who was holding open houses and advertising this very widely and they weren’t bringing in the kind of people we wanted.” He said, “It was a poor choice of words and we are going to send out a new postcard next week with different words.”

Mr. Lefkowitz refused to identify who had actually written the postcard. When I challenged him on the “Beware!” and other wording he repeated that they were not trying to hurt anyone.

My interpretation of these statements of Mr. Lefkowitz’s is that he is without a doubt trying to Red Line this home for his kind of people. (Red Lining is the practice of not allowing a group of people to purchase homes in a neighborhood.) He said that he does not live in the area, but that he had wanted to at one time. But it is clear from his statement that he has a certain kind of people in mind for this house, and simply being able to afford $2+ million isn’t enough.

I firmly believe that diversity in our community (whether our geographic or virtual community) makes us better people. Insular communities breed distrust and hate.

I find Mr. Lefkowitz’s tactics to be absolutely despicable. Playing upon people’s fears, especially using the racially charged term “negative elements” is simply unacceptable in 2008. Hell, it was unacceptable in 1968! The fact that this man feels he can send a postcard through the mail, blindly to addresses near this home shows his level of comfort with this behavior.

I’m not sure if he is breaking any laws, but I’m going to do my best to find out. I’ve already checked with a Realtor and determined that while it is illegal for a Realtor to do this, it may not be illegal for a mortgage broker.

So I call upon You my Dear Readers to connect with anyone you may know in a position of authority to do something about this. Drop a comment here with any contacts, or use my contact form on this site to keep the communication private.

On an internet marketing note

If you receive this blog via email you are missing 1/2 the conversation. Please visit the blog and read the comments as there is surely going to be a storm of them. You can witness the power of social networking coming to bear upon shady business practices first hand. Get involved and take part and make our world a better place.

Tanks for reading,

Chris

I could have written about how some firms just don’t get it. Like when I wrote about Esurance not getting it with Erin Esurance’s poor social media showing. I could even have written a follow up to the follow up piece about that. Or maybe I should have written about how Kristin Brewe, Director of Brand & Public Relations at Esurance promised me an exclusive on future Erin Esurance news and then failed to follow through on that offer. (I didn’t ask Kristin, you offered. When you make an unsolicited offer to someone you should follow through, in Real Life and in Social Media).

But no, I didn’t decide to write about the rapidly evolving Social Media landscape.

How to connect with people in the social realm, now that’s a good topic. People always want to know about that. I recently wrote the Guide to Social Media Guides which is a good place to start. A while ago I also discussed my personal experiences with How I Game Social Media which was also popular with all 4 of my readers (thanks family.)

That’s what I could have written about,
if I had half a brain. But Noooooooo

I still had to look for something different. Hell, I could even write about Mariah Carey, that post got lots of traffic, too.

Now, I don’t want to shoot the president (of the United States). And I should probably steer clear of writing about that again. Although I got lots and lots of friend requests from the Middle East on Facebook after that. But it’s best not to stir up that hornet’s nest again.

Hmmm, seems to be a theme building here. My most popular posts are about Sex (Erin & Mariah), and Politics (The President) and Guides (Social Media).

So maybe I should write a Guide to Sex and Politics?

But honestly, there are many that are much better qualified than me to write about these things. (And now you’re wondering why there aren’t any links here? Links to these better guides to sex and politics? Because I’m an SEO guy and I know that Google doesn’t like links to unsavory neighborhoods. So you won’t find them here. But you could find them here.)

So now I’ve avoided the obvious best choices to write about, what’s left? Well, I could have decided to discuss the discussion. Talk about talking. It is after all, the Age of Conversation, so it would appropriate to discuss it. So is that what I decided to write about?

Actually, I’m not allowed to tell you, show you, or post the chapter I wrote about for the book The Age of Conversation. All I’m allowed to do is show you a little snippet of what I wrote:

There are Non-Human Entities among us. Many people have seen them, or claim to have seen them. They move amongst us quietly, unseen by most. However, they carry immense power. These things can make or break companies, individuals, and careers.

There that’s it. I can’t tell you more. No! Don’t Ask Me Again! You’re just trying to get me into trouble! So just leave me alone about this. OK? Why don’t you read what some of the other authors write about:

Adam Crowe, Adrian Ho, Aki Spicer, Alex Henault, Amy Jussel, Andrew Odom, Andy Nulman, Andy Sernovitz, Andy Whitlock, Angela Maiers, Ann Handley, Anna Farmery, Armando Alves, Arun Rajagopal, Asi Sharabi, Becky Carroll, Becky McCray, Bernie Scheffler, Bill Gammell, Bob Carlton, Bob LeDrew, Brad Shorr, Bradley Spitzer, Brandon Murphy, Branislav Peric, Brent Dixon, Brett Macfarlane, Brian Reich, C.C. Chapman, Cam Beck, Casper Willer, Cathleen Rittereiser, Cathryn Hrudicka, Cedric Giorgi, Charles Sipe, Chris Kieff, Chris Cree, Chris Wilson, Christina Kerley (CK), C.B. Whittemore, Clay Parker Jones, Chris Brown, Colin McKay, Connie Bensen, Connie Reece, Cord Silverstein, Corentin Monot, Craig Wilson, Daniel Honigman, Dan Goldstein, Dan Schawbel, Dana VanDen Heuvel, Dan Sitter, Daria Radota Rasmussen, Darren Herman, Darryl Patterson, Dave Davison, Dave Origano, David Armano, David Bausola, David Berkowitz, David Brazeal, David Koopmans, David Meerman Scott, David Petherick, David Reich, David Weinfeld, David Zinger, Deanna Gernert, Deborah Brown, Dennis Price, Derrick Kwa, Dino Demopoulos, Doug Haslam, Doug Meacham, Doug Mitchell, Douglas Hanna, Douglas Karr, Drew McLellan, Duane Brown, Dustin Jacobsen, Dylan Viner, Ed Brenegar, Ed Cotton, Efrain Mendicuti, Ellen Weber, Emily Reed, Eric Peterson, Eric Nehrlich, Ernie Mosteller, Faris Yakob, Fernanda Romano, Francis Anderson, G. Kofi Annan, Gareth Kay, Gary Cohen, Gaurav Mishra, Gavin Heaton, Geert Desager, George Jenkins, G.L. Hoffman, Gianandrea Facchini, Gordon Whitehead, Graham Hill, Greg Verdino, Gretel Going & Kathryn Fleming, Hillel Cooperman, Hugh Weber, J. Erik Potter, J.C. Hutchins, James Gordon-Macintosh, Jamey Shiels, Jasmin Tragas, Jason Oke, Jay Ehret, Jeanne Dininni, Jeff De Cagna, Jeff Gwynne, Jeff Noble, Jeff Wallace, Jennifer Warwick, Jenny Meade, Jeremy Fuksa, Jeremy Heilpern, Jeremy Middleton, Jeroen Verkroost, Jessica Hagy, Joanna Young, Joe Pulizzi, Joe Talbott, John Herrington, John Jantsch, John Moore, John Rosen, John Todor, Jon Burg, Jon Swanson, Jonathan Trenn, Jordan Behan, Julie Fleischer, Justin Flowers, Justin Foster, Karl Turley, Kate Trgovac, Katie Chatfield, Katie Konrath, Kenny Lauer, Keri Willenborg, Kevin Jessop, Kris Hoet, Krishna De, Kristin Gorski, Laura Fitton, Laurence Helene Borei, Lewis Green, Lois Kelly, Lori Magno, Louise Barnes-Johnston, Louise Mangan, Louise Manning, Luc Debaisieux, Marcus Brown, Mario Vellandi, Mark Blair, Mark Earls, Mark Goren, Mark Hancock, Mark Lewis, Mark McGuinness, Mark McSpadden, Matt Dickman, Matt J. McDonald, Matt Moore, Michael Hawkins, Michael Karnjanaprakorn, Michelle Lamar, Mike Arauz, Mike McAllen, Mike Sansone, Mitch Joel, Monica Wright, Nathan Gilliatt, Nathan Snell, Neil Perkin, Nettie Hartsock, Nick Rice, Oleksandr Skorokhod, Ozgur Alaz, Paul Chaney, Paul Hebert, Paul Isakson, Paul Marobella, Paul McEnany, Paul Tedesco, Paul Williams, Pet Campbell, Pete Deutschman, Peter Corbett, Phil Gerbyshak, Phil Lewis, Phil Soden, Piet Wulleman, Rachel Steiner, Sreeraj Menon, Reginald Adkins, Richard Huntington, Rishi Desai, Beeker Northam, Rob Mortimer, Robert Hruzek, Roberta Rosenberg, Robyn McMaster, Roger von Oech, Rohit Bhargava, Ron Shevlin, Ryan Barrett, Ryan Karpeles, Ryan Rasmussen, Sam Huleatt, Sandy Renshaw, Scott Goodson, Scott Monty, Scott Townsend, Scott White, Sean Howard, Sean Scott, Seni Thomas, Seth Gaffney, Shama Hyder, Sheila Scarborough, Sheryl Steadman, Simon Payn, Sonia Simone, Spike Jones, Stanley Johnson, Stephen Collins, Stephen Cribbett, Stephen Landau, Stephen Smith, Steve Bannister, Steve Hardy, Steve Portigal, Steve Roesler, Steven Verbruggen, Steve Woodruff, Sue Edworthy, Susan Bird, Susan Gunelius, Susan Heywood, Tammy Lenski, Terrell Meek, Thomas Clifford, Thomas Knoll, Tiffany Kenyon, Tim Brunelle, Tim Buesing, Tim Connor, Tim Jackson, Tim Longhurst, Tim Mannveille, Tim Tyler, Timothy Johnson, Tinu Abayomi-Paul, Toby Bloomberg, Todd Andrlik, Troy Rutter, Troy Worman, Uwe Hook, Valeria Maltoni, Vandana Ahuja, Vanessa DiMauro, Veronique Rabuteau, Wayne Buckhanan, William Azaroff, Yves Van Landeghem