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In house social media acceptance - how to foster a learning marketing department

Presentation by Emmanuel Vivier @ #M2C2011 Conference (http://www.marketing2conference.com) in Paris on the 28-29th of march 2011. A few advices for non social media marketing expert about why and how you can motivate your marketing team to keep learning about new trends....

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In house social media acceptance - how to foster a learning marketing department

  1. 1. INHOUSE SOCIAL MEDIA ACCEPTANCE E›Vivier Helping brands to understand the future of digital & marketingwww.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
  2. 2. Rocket scientist? Not really…
  3. 3. Even if I helped launch 350 digital, social media marketing,& buzz campaigns… in the past 10 years 3
  4. 4. I am a buzz and social media marketing dinosaur12 years in the digital & social media marketing industry
  5. 5. I am a buzz and social media marketing dinosaur12 years in the digital & social media marketing industry Strategy Advertising, Media Buzz Consulting Digital Planning Monitoring & Training & Viral 1.0 & 2.0 & 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
  6. 6. SO, HOW TO FOSTER A LEARNINGMARKETING DEPARTMENT?
  7. 7. WARNING NOTE THIS PRESENTATION IS NOT FOR GURU & EXPERTS BUT FOR EXECUTIVES STARTING IN SOCIAL MEDIA
  8. 8. http://darmano.typepad.com/@armano, you can go for a coffee ;) David’s blog is great : http://darmano.typepad.com
  9. 9. 1. WHY SHOULD YOU CARE ABOUT LEARNING? Because, your next competition will come out of nowhere©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 9
  10. 10. Without change you will become irrelevant…©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 10
  11. 11. Without change you will become irrelevant…Ask Moubarak… (the ex president of Egyptia)©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 11
  12. 12. Because, your next competition will come out of nowhereFrom another industry, from an innovation, or even the consumer©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 12
  13. 13. Do you even know who is really your competition?War for attention has started! Google tv©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 13
  14. 14. http://en.wikipedia.org/wiki/3D_printing & http://www.youtube.com/watch?v=HdzooQQDWGg&feature=fvwrelAnd 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:©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 14
  15. 15. 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 10 – on blogs, then Facebook, then Twitter years• 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©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 15
  16. 16. 2. PROVIDE THEM WITH TRAINING Duhhh!©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 16
  17. 17. Social media requires 4 type of skillsMarketing + 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 Mesurement Editorial planning IT & Legal Governance KPI & Web Reporting Sécurity & legal Analyics tracking Tools deployement ROI measurement Integrating with existing Test & optimization systems Databases©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 17
  18. 18. Don’t ask everyone to learn everything in 1 dayCreate different modules & levels Level Ex of training modules I am conceived for brands What is Viral Corporate Basic web2.0 Marketing Blogging Viral Marketing Facebook Marketing 2.0 tools & Twitter & widgets Build a UGC & Enterprise Medium social media 2.0 Crodsourcin g strategy Branded Bloggers Mobile & content & outreach & iphone utility seeding ROI Community Ereputation Transmedia Advanced mesure- ment manageme nt Manageme nt Storytelling©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 18
  19. 19. Them? ALL of them!Ex of 360° training program Management : reverse mentoring/coaching Learning Expedition Middle management : regular training Innovation Experts : Advanced Day Training Everyone : the basics©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 19
  20. 20. Training requires Enforcing & CheckingJust be nice….©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 20
  21. 21. 3. HELP YOUR TEAM TO OPEN THEIR HEARS Getting them in the right state of mind©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 21
  22. 22. How many books, sites, newsletters are you reading?No, really, how many by weeks?©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 22
  23. 23. Keep a list of great uptodate websites curating content for you12 sites you NEED to read• Best practices & social media • Innovation – Slideshare.net (the youtube of – Wired.com powerpoint) – Fastcompany.com – Mashable.com – Mondaynote.com – E-consultancy.com – darmano.typepad.com• Marketing & social Trends – PSFK.com – Ted.com (best world conference) – 180360720.no – whatconsumesme.com – trendwatching.com©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 23
  24. 24. Source : http://www.ted.com/talks/kevin_kelly_on_the_next_5_000_days_of_the_web.htmlEx : a video of TED.comWhat will be the web next 5000 days?©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 24
  25. 25. 10 books you might want to readThey are tons of social media books, but a few really worth to read
  26. 26. Twitter.com & Klout.comHow many new people do you follow & read?Twitter is great to keep track on top experts/journalists
  27. 27. Twitter.com & Klout.comHow many new people do you follow & read?Hint : find interesting people to follow with http://followerwonk.com
  28. 28. Twitter.com & Klout.comHow many new people do you follow & read?Hint : find influential people to follow with http://klout.com
  29. 29. 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)
  30. 30. 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
  31. 31. http://www.google.fr/alertsDo you know what people says about your brand everyday?Hint : tools without human expertise are useless Free twitter search Paying©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 31
  32. 32. http://www.youtube.com/watch?v=QUY9fr2ttqUGet ready to listen AND REACT « realtime »!Are you ready for « low latency » marketing? : ex Cisco©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 32
  33. 33. www.ideastorm.comOr maybe just start by asking them…Ex : Crowsourcing from Dell Ideastorm©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 33
  34. 34. Monde •Or even let clients invent your next serviceGoogle API ecosystem = outsourced Research & Development©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 34
  35. 35. 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?©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 35
  36. 36. And when is the last time you really spend a day with a customer?(test lab or panel doesn’t count…)©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 36
  37. 37. 4. SUPPORT THEM IN SHARING INFORMATION « Good tools make good workers »©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 37
  38. 38. Make it easy to share….Hint : you might want to skip your IT department©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 38
  39. 39. Make it easy to share….Hint : avoid complicated, superpowerful & long to deploy software©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 39
  40. 40. https://www.yammer.com/Hint : avoid complicated, superpowerful and long to deploy softwareYammer : A internal Twitter for sharing facts, links,…©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 40
  41. 41. http://www.tumblr.com/Create a Tumblr for each projectSuper easy multiauthor blog platform (access can be protected)©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 41
  42. 42. http://www.posterous.comOr a Posterous microblog…Super easy multiauthor blog platform (access can be protected)©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 42
  43. 43. http://www.Culture-Buzz.comShare your discoveries with the outside worldSince 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 43
  44. 44. To conclude : one word about management supportIf you don’t do it, they won’t…©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 44
  45. 45. Thank you for your attention Emmanuel Vivier E›Vivier Helping brands to understand @emmanuelvivier the future of digital emmanuel.vivier@gmail.com & marketingwww.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
  46. 46. Get the Conference Photos Facebook.com/emmanuelvivier E›Vivier Helping brands to understand emmanuelvivier the future of digital & marketing emmanuel.vivier@gmail.comwww.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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