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

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

3

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 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

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

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

Without change you will become irrelevant…


Without change you will become irrelevant…
Ask Ben Ali… (the ex president of Tunisia)


Because, your next competition will come out of nowhere
From another industry, from an innovation, or even the consumer


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

Google tv


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:


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


2. PROVIDE THEM WITH TRAINING
Duhhh!


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
Mesurement Editorial planning IT & Legal
Governance
KPI & Web Reporting Sécurity & legal
Analyics tracking Tools deployement
ROI measurement Integrating with existing
Test & optimization systems
Databases


Don’t ask everyone to learn everything in 1 day
Create 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


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


Training requires Enforcing & Checking
Just be nice….


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


How many books, sites, newsletters are you reading?

No, really, how many by weeks?


Keep a list of great uptodate websites curating content for you
12 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

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?


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


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


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


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

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


www.ideastorm.com

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


Monde

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


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?


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


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


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


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


https://www.yammer.com/

Hint : avoid complicated, superpowerful and long to deploy software
Yammer : A internal Twitter for sharing facts, links,…


http://www.tumblr.com/

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


http://www.posterous.com

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


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

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


Thank you for your attention

Emmanuel Vivier
E›Vivier

Helping brands
to understand
@emmanuelvivier
the future of digital emmanuel.vivier@gmail.com
& marketing

http://www.slideshare.net/emmanuelvivier
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

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

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