Un acteur majeur du B to B entamait sa mue digitale tout en ayant quelques réserves quant aux réseaux sociaux.
Nous leur avons proposé une stratégie social media, de nature à leur garantir un maximum de contrôle tout en leur permettant de donner le la de leur marché via la démonstration de leurs expertises.
Le plus heureux des hasards a fait que des papillons ont bien voulu se poser aux endroits où apparaissent des informations sensibles (nom de marques, de clients, de prestataires ou d’intervenants, chiffres, etc.), nous aidant ainsi à préserver leur confidentialité.
Cette présentation émane de la société Les Brigades du Marketing, agence de conseil et de service en marketing, à découvrir à l’adresse www.lesbrigadesdumarketing.com.
Pour contacter l’auteur de ce document, nous vous invitons à adresser un e-mail à l’adresse suivante : contact@lesbrigadesdumarketing.com.
3. Warning
This presentation has been produced by Les Brigades du Marketing.
More at www.lesbrigadesdumarketing.com.
It is a confidential document. So the information which must not be revealed has
been hidden, sometime with the kelp of buteflies.
To contact the author of this presentation, please send an e-mail to:
contact@lesbrigadesdumarketing.com.
6. 6
A nigthmare
• Non availability of « IIIIIIIIIII » and/or « IIIIIIIIIII » names
• No blog
• Already created but unexploited IIIIIIIIIII social pages : Linkedin, YouTube, Twitter
• Non respect of social pages hierarchy and creation order
• Missing presence on key social web sites : Slideshare
• No linking of those social pages between each others
• No plan to integrate social pages with our corporate web site
• Under evaluation of IIIIIIIIIII internal social assets
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9. 9
Back to basics
• IIIIIIIIIII social presence clarification Done
• On going branding harmonization On progress (half done)
• Social pages inter connection to reordered On progress
• Social presence organization On progress
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12. Weaknesses
Threats
- Crowded market spaces
- Inappropriate historic
formats for social media
- Corporate culture (secret,
top down…)
- Customers’ confidentiality
potential request
- Old school vocabulary
Paradox
15. 15
A 360° Strategy
• Image :
- Develop IIIIIIIIIII’ brands notoriety
- Increase IIIIIIIIIII’ brand attractiveness
- Explain IIIIIIIIIII new strategy and positioning
- Prove company’s legitimacy
• Business :
- Position IIIIIIIIIII on new strategic topics
- Leverage on IIIIIIIIIII’ suppliers social presence
- Generate leads
• People and culture:
- Create proudness
- Involve people
- Discover and promote social media champions
- Set a new state of mind
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Year 1 Year 2 Year 3
18. 18
Challenges
• Publish a least one thing valuable each hour
• Answer to comments in less than few hours
• Be relevant as long as you want to exist in social media
• Be at worst up to date, at best a step ahead, ideally an influencer
• Forget night and week-ends
• Be ready to face unexpected crisis
• Feed the content monster
• … /…
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Solution
• Content curation involves finding other people’s good stuff, summarizing it, and sharing it.
• Curation is a win-win-win : you need content; blogs and websites need more traffic; and people
need filters to reduce the flow of information.
• We should intend to write 20% and to share 80%
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Welcome To
The IIIIIIIIIII Brand Newsroom
27. 27
Setting Foundations
1. Social media presence
2. Branding
3. Brand Newsroom working model
4. Topics
5. Languages
6. Style, tone and voice
7. Keywords
8. Inspiration surges
9. In case of crisis, any solutions
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Blog, Social pages and More
Step 1 : To Start
• A blog :
- As a media at home (central and under control)
- Making our web site more alive because
embedded into it
- Bringing SEO friendliness
- Being a collaborative tool
- Appropriate to be share on other social media
• A Linkedin page
• A YouTube page
• A Slideshare page
• A Twitter page
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Step 2 : To Continue
• New social pages :
• Pinterest
• Others
• New features, apps or widgets for our :
• Linkedin page
• YouTube page
• Slideshare page
• Twitter page
36. 36
Collaboration
On writing :
1. We all are writers
2. When we write, we write on the blog the Blog first
On sharing :
3. Everyone must share what he wrote
4. Everyone must share what other have been writing
On curation :
5. Everyone must test one curation tool during the next two months
6. Everyone must demonstrate he is strong in one or two topics (as a minimum)
7. When we make content curation, we make it on the blog the Blog first
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39. 39
Topics
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Red Ocean Topics Blue Ocean Topics IIIIIIIIIII Internal Topics Opportunity Topics
Bank
Insurance
Industry
Telco
Public service
International
Data governance
Data Management
… /…
Big Data
Smart data
Open data
Data viz
Alliance in data
… /…
Circle A : What we do
|||||||, |||||||…
Circle B : What we do as a
group
|||||||, |||||||…
Circle C : What our
customers do (with or
without us)
Orange, LCL…
Circle D : What our
partners do
SAP, SalesForce, Stanton
Wallace…
Lean start up
New business models
New corporate
governance
Data economy
Company valuation
… /…
45. 45
Express Like in a Trade Show
• Alternate two categories of tone :
- Serious : Like if I was in a meeting at work, in the headquarter…
- Cordial : Like if I was the last day of a trade show, at the end of the day, drinking a
glass, and speaking with a peer
• Adapt your tone and style according to the social places :
- Personal, engaged, convinced on the blog
- Informative, analytics and clever on Linkedin
- Spontaneous with Twitter
- Emotional with YouTube
- Helpful and pedagogic with Slideshare
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48. 48
Write For Google First
Use our current keywords the more you can
data
big data
small data
data business
capital data
data science
data scientist
monétiser la data
monétisation
base de données
base de données internationale
créer une base de données
optimiser sa base de données
veille technologique
évolution technologique
transformation digitale
transformation digitale des entreprises
digitalisation
stratégie big data
gouvernance data
gouvernance
gouvernance des données
DQM
Data Quality Management
gestion client
gestion fournisseur
gestion référentiel
référentiel client
référentiel fournisseur
gestion dans sap
référentiel dans sap
gestion des risques
maitrise des risques
onboard
défaillance
risque de défaillance
défaillance des entreprises
santé financière
santé financière des entreprises
recouvrement
solution de recouvrement
solution mode saas
mode saas
performance marketing
performance commerciale
|||||||||
développement commercial
développement commercial international
developpement international
prospection
prospection internationale
prospection commerciale
dso
diminuer le dso
|||||||||
|||||||||
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51. 51
Forget The White Page Syndrome
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Inspiration Tools To be tested by
Alltop
The Big Picture
In Focus
Buffer
Linkedin Influencer and Pulse
SmartBrief
Scoop It (trial version)
Stumple Upon
Tweeter List
Feedly
Futurity
Google Schoolar
Ted
Holy Kaw
Klout
Reddit
Flipboard
|||||||||
|||||||||
|||||||||
|||||||||
|||||||||
|||||||||
|||||||||
|||||||||
|||||||||
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54. 54
Keep Cool… Follow Four Rules
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#1 Rule: Shift from Web to phone
“Hi, We heard about your issue? Let’s call each other to solve it. He re is my mobile phone number. Please call me”.
Paul : +33 6 24 56 52 51 – paul.nom@IIIIIIIIIII.com
#2 Rule: Get control of the planning
“Hi, I heard about your issue, we will answer to your question under two days”
Paul : +33 6 24 56 52 5 1– paul.nom@IIIIIIIIIII.com
#3 Rule: Maintain a single person name upfront
“Hi, I am maybe not the best person to answer. Il will investigate internally and come back to you soon”. “Hi, I will come back to
you soon”.
Paul : +33 6 24 56 52 51 – paul.nom@IIIIIIIIIII.com
#4 Rule: Catch and leverage on what other members said
“Hi, what about what the other readers said on your issue”.
Paul : +33 6 24 56 52 51 – paul.nom@IIIIIIIIIII.com
60. 60
Share The Work
Month 1
- Curation tools test
- First posts proposition for the Blog
- First curation learning
Month 2
- Curation tools benchmark (exchanging
them between us)
- Discussion on writing issues
- Discussion on sharing
- Tips sharing on curating
- Coaching
Month 3
- Unique curation tool adoption
- Mutual improvement on writing, sharing
and curating
- Internal propagation plan definition
- Social writing coaching
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63. 63
Do a little… everyday
Bookmark IIIIIIIIIII’ social accounts
Update your current social accounts
Create your missing social accounts
Gather and organize your inspirational surges (books, oftenly read web sites, print magazines….)
Test and evaluate curation tools
Prepare to publish first posts on the Blog
Prepare feedback to share for the next Brand Newsroom meeting
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64. 64
Do a little… everyday
Bookmark IIIIIIIIIII’ Social Accounts
the Blog http://IIIIIIIIIIIdb.wordpress.com
Be Data Share http://fr.slideshare.net/20156789
Be Data Link https://www.linkedin.com/company/IIIIIIIIIII-dun-and-bradstreet
Be Data Twitt http://twitter.com/IIIIIIIIIIIDB
Be Data Tube https://www.youtube.com/IIIIIIIIIIIDB
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65. 65
Do a little… everyday
Bookmark IIIIIIIIIII’ Social Accounts
The Blog www.|||||||||.com
|||||||| Share www. ||||||||.com
|||||||| Link www. ||||||||.com
|||||||| Twitt www. ||||||||.com
|||||||| Tube www. ||||||||.com
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66. 66
Do a little… everyday
Publish First Posts on the Blog
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Do a little… everyday
Publish First Posts on the Blog
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2
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Do a little… everyday
Publish First Posts on the Blog
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3
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Do a little… everyday
Publish First Posts on the Blog
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4
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Do a little… everyday
Publish First Posts on the Blog
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5