INHOUSE SOCIAL MEDIA ACCEPTANCE

E›Vivier

Helping brands to understand the future of digital & marketing

www.emmanuelvivier.com

How to foster a learning marketing department?

Version 1.0 by Emmanuel Vivier | +33 6 11 62 37 94 | emmanuel.vivier@gmail.com | @emmanuelvivier
©Emmanuel Vivier. All rights reserved . www.emmanuelvivier.com › Paris & New-York

Rocket scientist?

Not really…

Even if I helped launch 350 digital, social media marketing,
& buzz campaigns… in the past 10 years

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I am a buzz and social media marketing dinosaur
12 years in the digital & social media marketing industry

I am a buzz and social media marketing dinosaur
12 years in the digital & social media marketing industry

Strategy Consulting & Training

Advertising, Digital & Viral

Media Planning 1.0 & 2.0

Buzz Monitoring & Analytics

Cofounded & co-managed one 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

SO, HOW TO FOSTER A LEARNING MARKETING DEPARTMENT?

WARNING NOTE
THIS PRESENTATION IS NOT FOR GURU & EXPERTS BUT FOR EXECUTIVES STARTING IN SOCIAL MEDIA

http://darmano.typepad.com/

@armano, you can go for a coffee ;)

David’s blog is great : http://darmano.typepad.com

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

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Without change you will become irrelevant…

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Without change you will become irrelevant…
Ask Moubarak… (the ex president of Egyptia)

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

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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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Do you even know who is really your competition?
War for attention has started!

Google tv

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

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 100% coded, then license, then open source then SEA, then social optimization Viral video, personnalized viral video, video with call back PR2.0 then sponsored posts then viral video seeding on blogs, then Facebook, then Twitter Monitoring tools, then community management, then social CRM Wap site, then apps on iphone, then android, windows 7 and blackberry, then ipad Radio,TV, print, billboard then interactive screen

Content Management Search Engine Optimisation Buzz marketing & Viral marketing Bloggers outreach Social media marketing Ereputation monitoring Mobile Offline advertising

10 years

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2. PROVIDE THEM WITH TRAINING
Duhhh!

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

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Social media requires 4 type of skills
Marketing + Operational + Measurement + IT & Legal

Marketing & communication Planning & leading the strategy, conceiving creative elements, content guidelines & choosing touchpoints

Operational Managing agencies/ providers Social media engagement Monitoring & outreach Editorial planning Mesurement IT & Legal Governance KPI & Web Sécurity & legal Reporting Analyics tracking Tools deployement ROI measurement Integrating with existing Test & optimization systems Databases

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

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Don’t ask everyone to learn everything in 1 day
Create different modules & levels

Level Basic

Ex of training modules I am conceived for brands
What is web2.0 Marketing 2.0 tools

Viral Marketing Viral Marketing & widgets Enterprise 2.0 Branded content & utility Community manageme nt Bloggers outreach & seeding

Corporate Blogging Facebook & Twitter UGC & Crodsourcin g Mobile & iphone Ereputation Manageme nt Transmedia Storytelling

Medium

Build a social media strategy

Advanced

ROI mesurement

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

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Them? ALL of them!
Ex of 360° training program

Management : reverse mentoring/coaching

Learning Expedition

Middle management : regular training Experts : Advanced Training Innovation Day

Everyone : the basics
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Training requires Enforcing & Checking
Just be nice….

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

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

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How many books, sites, newsletters are you reading?

No, really, how many by weeks?

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

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Keep a list of great uptodate websites curating content for you 12 sites you NEED to read • Best practices & social media
– Slideshare.net (the youtube of powerpoint) – Mashable.com – E-consultancy.com – darmano.typepad.com

• Innovation
– Wired.com – Fastcompany.com – Mondaynote.com

• Marketing & social Trends
– – – – – PSFK.com Ted.com (best world conference) 180360720.no whatconsumesme.com trendwatching.com
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©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com

Source : http://www.ted.com/talks/kevin_kelly_on_the_next_5_000_days_of_the_web.html

Ex : a video of TED.com
What will be the web next 5000 days?

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

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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

Twitter.com & Klout.com

How many new people do you follow & read?
Twitter is great to keep track on top experts/journalists

Twitter.com & Klout.com

How many new people do you follow & read?
Hint : find interesting people to follow with http://followerwonk.com

Twitter.com & Klout.com

How many new people do you follow & read?
Hint : find influential people to follow with http://klout.com

http://inmaps.linkedinlabs.com/

And how many new people did you connect with?
Linkedin, Facebook,… are great tools to invite people for a coffee

My social graph on Linkedin
http://inmaps.linkedinlabs.com (2377 contacts)

And how many new people did you met?
Online is great, but offline is better…

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

http://www.google.fr/alerts

Do you know what people says about your brand everyday?
Hint : tools without human expertise are useless

Free

twitter search

Paying

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http://www.youtube.com/watch?v=QUY9fr2ttqU

Get ready to listen AND REACT « realtime »!
Are you ready for « low latency » marketing? : ex Cisco

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www.ideastorm.com

Or maybe just start by asking them…
Ex : Crowsourcing from Dell Ideastorm

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Monde

Or even let clients invent your next service
Google API ecosystem = outsourced Research & Development

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

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By the way when is the latest time you really checked your stats?
No, I mean really?

Dumb?
And when is the last time you changed something based on them?
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And when is the last time you really spend a day with a customer? (test lab or panel doesn’t count…)

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

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Make it easy to share….
Hint : you might want to skip your IT department

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

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Make it easy to share….
Hint : avoid complicated, superpowerful & long to deploy software

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

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https://www.yammer.com/

Hint : avoid complicated, superpowerful and long to deploy software

Yammer : A internal Twitter for sharing facts, links,…

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

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http://www.tumblr.com/

Create a Tumblr for each project
Super easy multiauthor blog platform (access can be protected)

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

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http://www.posterous.com

Or a Posterous microblog…
Super easy multiauthor blog platform (access can be protected)

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

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http://www.Culture-Buzz.com

Share your discoveries with the outside world
Since 2004, Vanksen agency’s blog is written by the 90 employee
http://www.Culture-Buzz.com

110.000 viewed pages/month 1 lead/day for 4 years! A few million € revenues came from it
©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com

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To conclude : one word about management support
If you don’t do it, they won’t…

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

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Thank you for your attention

Emmanuel Vivier
E›Vivier
Helping brands to understand the future of digital & marketing

@emmanuelvivier
emmanuel.vivier@gmail.com

www.emmanuelvivier.com
Version 1.0 by Emmanuel Vivier | +33 6 11 62 37 94 | emmanuel.vivier@gmail.com | @emmanuelvivier
©Emmanuel Vivier. All rights reserved . www.emmanuelvivier.com › Paris & New-York

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E›Vivier

Helping brands to understand the future of digital & marketing

emmanuelvivier
emmanuel.vivier@gmail.com

www.emmanuelvivier.com
Version 1.0 by Emmanuel Vivier | +33 6 11 62 37 94 | emmanuel.vivier@gmail.com | @emmanuelvivier
©Emmanuel Vivier. All rights reserved . www.emmanuelvivier.com › Paris & New-York

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