Post on 10-May-2015
description
Tom De BaereHappiFish
THE CHANGING ROLE OF EMPLOYEES
Next Ten Years – Insilencio
200M “Don’t Call” in US
86% skip TV Ads
44% unopened paper mail
99,9% banners not clicked
90% emails not opened
ADVERTISEMENT OVERLOAD
CONTENT OVERLOAD
204 million emails
72 hours Youtube
2 million Google searches
280.000 Tweets
CONTENT TRIPLED IN 3 YEARS
2010 2013
“BUYERS WAIT UNTIL THEY HAVE COMPLETED 60-80% OF THEIR RESEARCH BEFORE REACHING OUT TO VENDORS”.
SiriusDecisions
0
13
25
38
50
up to 30 31-‐‑40 41-‐‑50 51-‐‑60 Older
Use of social media for information or advice, by age
Use in %
THE MILLENIAL EFFECT
CHANGING ROLE OF SALES AND MARKETING
THE LONG LIST
Marketing
Sales
Longlist
Shortlist
Sale !
That long list is less and less influenced by marketing and sales.
THE LONG LIST
WHAT SHOULD MARKETING DO?
Listen & answer, company wide
Create content with buyers in mind
Set content free & promote heavily
Help the organization
THIS IS NOT ABOUT MARKETING ALONE Marketing Sales Production
& LogisticsCustomer Service
>>> TRUST & INTEREST <<<
Answer questions & business issues(with products and content)
HR
Customers Recruits
Stories ma_er to customers, and future employees
Employees are “promise keepers”
Only real stories make employees proud, and are shared
GIVE EMPLOYEES A VOICE, A FACE, AND A CHANNEL
Image source: Managing Content Marketing, Joe Pulizzi
ENABLE EMPLOYEES TO HELP TELL YOUR BRAND STORY
Foundation – “educate people”
New processes – “listen & answer”
Making it real – “the team”
Never finish – Anchor in HR
CREATE YOUR CHANGE MANAGEMENT PROGRAM
Internal com
mun
ication
EMPLOYEE TRAINING ON NEW ROLES AND RESPONSIBILITIES
• Evangelization
• Content creation & amplification
• Social media and escalation mechanisms
• New roles, processes and governance
Image source: Kapost
Co-‐‑workers A-‐‑team
Orchestrated & planned Peer to Peer
2 CONTENT STREAMS
ORCHESTRATED, BUT AUTHENTIC - LIFE AT GOOGLE
CONTENT MARKETING AT COOLBLUE – AUTHENTIC AND USEFUL
RABOWORKX – EVOLVING TO ONLINE EXPERIENCE PLATFORM
PEER TO PEER - FROM ONE ENGINEER TO ANOTHER
PEER TO PEER - DIRKZWAGER.NL LAWYERS – SHARE KNOWLEDGE
PEER TO PEER – EMPLOYEE STORIES @NEWTEC
BUYING CYCLE VS HIRING CYCLE – ALMOST IDENTICAL
Content
Content
Content
Content
Content
CTA
’s & K
PI’s
Image source: @sbenzur
INTELLIGENTLYPUBLISH EVERYWHERE
• Don’t spam• Publish intelligently • Start conversations
EMPLOYEE AMPLIFICATION POTENTIAL
300 employees150 contacts first degree22.500 second degree
45.000 first degree6,7M second degree
• Only corporate cultures rooted in trust can do this
• Connect “peers to peers” – train, facilitate, remove barriers
• Connect and work with marketing – embed employer brand into content, help orchestrate
• Enrich your culture -‐‑ content creation, sharing and social• Competences & on-‐‑boarding training• Incentives & gamification• Internal communication
KEY SUCCESS CRITERIA
WRAP UP