Social media : How to foster a learning marketing department?

8/4/2019 Social media : How to foster a learning marketing department?

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www.emmanuelvivier.com Paris & New-York

Version 1.0 by Emmanuel Vivier | +33 6 11 62 37 94 | [email protected] | @emmanuelvivier

EVivier

Helping brandsto understand

the future of digital& marketing

Emmanuel Vivier. All rights reserved .

www.emmanuelvivier.com

INHOUSE SOCIAL MEDIA

ACCEPTANCE

How to foster a learning marketing department?


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Rocket scientist?

Not really


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Even if I helped launch 350 digital, social media marketing,

& buzz campaigns in the past 10 years

3


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I am a buzz and social media marketing dinosaur

12 years in the digital & social media marketing industry


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I am a buzz and social media marketing dinosaur

12 years in the digital & social media marketing industry

Cofounded & co-managedone of the first digital & social media marketing agency

in France, Luxembourg & Switzerland

for the last 10 years

Contact them : www.vanksen.com, if you need a great agency

Strategy

Consulting& Training

Advertising,

Digital& Viral

Media

Planning1.0 & 2.0

Buzz

Monitoring& Analytics


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SO, HOW TO FOSTER A LEARNINGMARKETING DEPARTMENT?


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WARNING NOTETHIS PRESENTATION IS NOT FOR GURU &EXPERTS BUT FOR EXECUTIVES STARTING IN

SOCIAL MEDIA

http //darmano typepad com/


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@armano, you can go for a coffee ;)http://darmano.typepad.com/

Davids blog is great : http://darmano.typepad.com


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1. WHY SHOULD YOU CARE ABOUT LEARNING?Because, your next competition will come out of nowhere

9Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com


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Without change you will become irrelevant

Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 10


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Without change you will become irrelevant

Ask Moubarak (the ex president of Egyptia)



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Because, your next competition will come out of nowhere

From another industry, from an innovation, or even the consumer



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Google tv

Do you even know who is really your competition?

War for attention has started!


http://en.wikipedia.org/wiki/3D_printing& http://www.youtube.com/watch?v=HdzooQQDWGg&feature=fvwrel


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And just wait for 3D printing to reshape retail!

After music, media, movies, apps,. Objects will be digitalize

The biggest relvolution in retail

is going to happen

in the next 5-10 years:



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20% of Vanksen revenue are from services

the agency was not offering 2 years before :

Website creation html by hand, then software, then flash animation

Content Management 100% coded, then license, then open source

Search Engine Optimisation then SEA, then social optimization

Buzz marketing & Viral marketing Viral video, personnalized viral video, video with call back

Bloggers outreach PR2.0 then sponsored posts then viral video seeding

Social media marketing on blogs, then Facebook, then Twitter

Ereputation monitoring Monitoring tools, then community management, then social CRM

Mobile Wap site, then apps on iphone, then android, windows 7 and blackberry, then ipad

Offline advertising Radio,TV, print, billboard then interactive screen


10years


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2. PROVIDE THEM WITH TRAININGDuhhh!


f


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Social media requires 4 type of skills

Marketing + Operational + Measurement + IT & Legal


Operational

Managing agencies/ providersSocial media engagement

Monitoring & outreach

Editorial planningGovernanceReporting

IT & Legal

Scurity & legalTools deployement

Integrating with existingsystems

Databases

Mesurement

KPI & WebAnalyics tracking

ROI measurementTest & optimization

Marketing& communication

Planning & leading thestrategy, conceiving creativeelements, content guidelines

& choosing touchpoints

k l hi i d


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Dont ask everyone to learn everything in 1 day

Create different modules & levels


Basic

Level

Medium

Advanced

Ex of training modules I am conceived for brands

What is

web2.0

Marketing

2.0 toolsBuild a

social

media

strategy

ROI

mesure-ment

Transmedia

Storytelling

Viral

Marketing

Enterprise

2.0

Viral

Marketing

& widgets

Community

management

Corporate

Blogging

UGC &

Crodsourcin

g

Bloggers

outreach &

seedingEreputation

Management

Mobile &

iphone

Facebook

& Twitter

Branded

content &

utility

Th ? ALL f h !


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Them? ALL of them!

Ex of 360 training program


Everyone : the basics

Management : reverse mentoring/coaching

Middle management : regular training

Experts : Advanced

Training

Learning

Expedition

Innovation

Day

T i i i E f i & Ch ki


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Training requires Enforcing & Checking

Just be nice.



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3. HELP YOUR TEAM TO OPEN THEIR HEARSGetting them in the right state of mind


H b k it l tt di ?


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How many books, sites, newsletters are you reading?

No, really, how many by weeks?


l f d b f


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Best practices & social media

Slideshare.net (the youtube of

powerpoint) Mashable.com

E-consultancy.com

darmano.typepad.com

Marketing & social Trends

PSFK.com

Ted.com (best world conference)

180360720.no

whatconsumesme.com

trendwatching.com

Innovation

Wired.com

Fastcompany.com

Mondaynote.com

Keep a list of great uptodate websites curating content for you

12 sites you NEED to read


Ex : a video of TED comSource : http://www.ted.com/talks/kevin_kelly_on_the_next_5_000_days_of_the_web.html


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Ex : a video of TED.com

What will be the web next 5000 days?


10 books you might want to read


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10 books you might want to read

They are tons of social media books, but a few really worth to read

How many new people do you follow & read?Twitter.com & Klout.com


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How many new people do you follow & read?

Twitter is great to keep track on top experts/journalists



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Hint : find interesting people to follow with http://followerwonk.com



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Hint : find influential people to follow with http://klout.com

And how many new people did you connect with?http://inmaps.linkedinlabs.com/


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And how many new people did you connect with?

Linkedin, Facebook, are great tools to invite people for a coffee

My social graph on Linkedinhttp://inmaps.linkedinlabs.com

(2377 contacts)

And how many new people did you met?


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And how many new people did you met?

Online is great, but offline is better

This is less than 50% of the peopleI met offline in the past 15 days

Do you know what people says about your brand everyday?

http://www.google.fr/alerts


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Do you know what people says about your brand everyday?

Hint : tools without human expertise are useless


Free

Paying

twitter search

Get ready to listen AND REACT realtime !http://www.youtube.com/watch?v=QUY9fr2ttqU


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Get ready to listen AND REACT realtime !

Are you ready for low latency marketing? : ex Cisco


Or maybe just start by asking themwww.ideastorm.com


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Or maybe just start by asking them

Ex : Crowsourcing from Dell Ideastorm


Or even let clients invent your next serviceMonde


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y

Google API ecosystem = outsourced Research & Development


By the way when is the latest time you really checked your stats?


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y y y y y

No, I mean really?


And when is the last time you changed something based on them?

Dumb?

And when is the last time you really spend a day with a customer?


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y y p y

(test lab or panel doesnt count)



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4. SUPPORT THEM IN SHARING INFORMATION Good tools make good workers


Make it easy to share.


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Hint : you might want to skip your IT department


Make it easy to share.


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Hint : avoid complicated, superpowerful & long to deploy software


Hint : avoid complicated, superpowerful and long to deploy software

https://www.yammer.com/


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Yammer : A internal Twitter for sharing facts, links,


Create a Tumblr for each projecthttp://www.tumblr.com/


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Super easy multiauthor blog platform (access can be protected)


Or a Posterous microbloghttp://www.posterous.com


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Super easy multiauthor blog platform (access can be protected)


Share your discoveries with the outside worldhttp://www.Culture-Buzz.com


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Since 2004, Vanksen agencys blog is written by the 90 employee


http://www.Culture-Buzz.com

1 lead/day for 4 years! A few million revenues came from it

110.000 viewed pages/month

To conclude : one word about management support


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If you dont do it, they wont


Thank you for your attention


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Social media : How to foster a learning marketing department?