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December 09, 2014

like-a-boss.co

MASTERING DIGITAL MARKETING LIKE A

BOSS

THE SLIDES

http://like-a-boss.co/slides to be stolen and shared with no restraint

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This presentation was made for you to steal from and copy and paste and share around you and no need to ask permission for it!

• This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 3.0 License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/3.0/ or send a letter to Creative Commons, 543 Howard Street, 5th Floor, San Francisco, California, 94105, USA.

• You are allowed to use one or all the slides/images contained within this presentation provided you quote the author and the source of this information (http://like-a-boss.co )

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Buy the book/e-book from Amazon

BUY THE BOOK/E-BOOK FROM AMAZON

Get the link at

http://like-a-boss.co

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dessin Yann Gourvennec http://aantimuseum.com

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These are the slides from Master Digital Marketing Like A Boss with a few additional ones because we are nice people

• in this presentation you will find slides which will help you build your own presentations

• You can come back to it as many times as you like, we will not withdraw these slides

• All we’re asking for is a mention or two of thelike-a-boss.co minisite

for details about the book, please check http://like-a-boss.co

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5 main sections

SECTION I: HOW SIGNIFICANT IS DIGITAL MARKETING?

SECTION II: CONTENT AT THE HEART OF A DIGITAL MARKETINGSTRATEGY

SECTION III: IMPLEMENTING ONE’S DIGITAL STRATEGY

SECTION IV: STRUCTURING ONE’S DIGITAL STRATEGY

SECTION V: FOR THOSE WHO MISSED THE BOAT OF THE DIGITALREVOLUTION

Check the slide notes which will give you more details about each section

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What doesn’t change… what changes…

1. Spelling

1. A picture is worth 1,000 words

1. Adapt to your audience

2. Check your headlines

3. From essentials to particulars

6. Write for online readers

7. Links, links, links

8. Repetition is not a crime

9. Addressing readers directly

6. Divide your pieces into sections

Differences between online and offline writing

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10 golden rules for a successful business blog

Set your objective and targetyour content

Assess necessary time

Defining blog’s organisation

Put care into your content

Your writers in the

spotlight

Promote your posts

Measure results

Different kindsof posts

Take care of headlines and pictures

Stick to current

events

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David Parkinson’s 5 tips on how to manage a globalsocial media strategy

Listen: pay attention to your community, consumers and market

requirements. You need to understand what you are trying to dowith social media in different countries

Local sensibilities: be aware of local sensibilities. The way we deal with

an Indian consumer is different to how we deal with an Italian consumer

Cross-functional: social media has to be cross-functional, it can’t be in silos

Consumable: ensure that everything you do is consumable on all platforms

and shareable

Be realistic: don’t expect social to be a magic bullet. Even if you have one

million fans only 16% will see what you say and only about 5% of those

will actually care

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follow David at @David_Nissan

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+/- resultsdigestion

Maturation phases

Technological disruption happens Change and disruptions are clear (e.g.

travel & tourism, analogue photography,

mail order companies, news …)A1

B

grey area or ‘digestion’ zonetechnological innovation is maturing

for the best of 10 years on average

Technological innovation failsIt is discarded until it can be recycled, or

turned into a niche product (e.g. 1st

generation tablet PCs, voice recognition,

unified communications,…)

Technology blends with the

real worldInnovation helps improve and

enhance past processes (e.g.

online banking, ecommerce, e-

government (taxes))

Negative AssumptionInnovation is toxic and

disrupts the current

status. Chaos is around

us, people feel

threatened

A2

C2

C3

C1

Positive AssumptionInnovation is positive. Our

lives will change for the

better. All is for the best in

the best of all possible

worlds. Things will never

be like they used to be.

How technologies mature

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0

89-90

genesis

1 6

Phases and evolutions of an Internet revolution

BU

BB

LE

94-95

bubble aftershock

3 4

Web 2.0

01-02 2001-2

2

takeoff & landing

2007

mobile Web heyday

5

Web/mobile/social media convergence

2011-12

Genesis: The Web is

owned by happy fews. TV

mentions it (mostly in UK

and US) but average

punters have not seen

anything yet

Takeoff and landing: the

Web is at last accessible to

most and prices are sinking.

e-commerce is booming…

the price to pay is a

spectacular bubble that

bursts

Bubble aftershock: the

market is being purged and

new Internet champions are

born at the most improbable

of moments. Digital matures

and develops

Web 2.0 : True explosion

of creativity and birth of

social networks as spotted

by Tim O’Reilly’s trained

eye.

Mobile Web heyday: the Web

becomes mobile first with Apple’s

creation of the iPhone which leads to

more popular usage and widespread

access to the Internet on the move …

even though Microsoft had invented

that with Windows CE 5 years

earlier!

Convergence: not the most

innovative period

but one of

maturity with all

Internet access

modes now

converging under

the auspices of

cloud computing

giants who

provide access to

files ATAWAD**

* starting from WWW, not Internet, invention ** Anytime, Anywhere, from Any Device

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1

under the radar functional beloved sensitive

characteristics little or no buzzmake it work

or fix it!conversations

health, safety, children

tactics do something different

community management

(forums/social media)

nurture community (ies)

reassure

4 types of brand on the Internet and Social Media

http://like-a-aboss.co with the help of Synthesio

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2

brand type under the radar functional

service companies for B2B B2C

characteristics little or no buzzpeople talk about

…features, bells & whistles

strategythink out of the box and

your brand may exist online

Social CRM and community management

are prevalent (forums/social media)

Online (and offline) service companies DNA like-a-b

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3

brands consumers business professionals

types of content

• entertainment

• « lifestyle »

• experience

• no in-depth analysis required

• in-depth content

• explanations, demonstrations

• visions, analyses

• in-depth analysis

types of exchanges• « likes »

• comments and opinions

• cyber-babble

• rational views

• exchange of views

• expertise and debates

contributors• UGC

• guest blogging

• content acquisition

• expert views

• UGC

• guest expert partners

preferred platforms

• Facebook

• Pinterest

• Instagram

• Google+

• Twitter

• LinkedIn / Viadeo / Xing

• SlideShare

• ScoopIt

results• visits

• virality

• brand stickyness

• exchanges

• awareness

• authority

Discrepancies between B2B and B2C blog

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4

corporate culture

brand characteristics

brand awareness

number of clients/ecosystem size

frequency of purchase

nature of relationship

user / buyer experience

7 variables for brand DNA by Thierry Spencer

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5

Potential content marketing tactics for your digital marketing

• benefits

• Shows expertise

• risks :

• Avoid one-expert blogs

• Finding experts internally

• positioning your blog

EXPERT BLOGGING

• benefits

• Shows expertise, exposes vision

• risks :

• Content too banal

• Lack of original content

• Marketing automation issues (lead gen)

WHITE PAPERS

• benefits

• Rich content

• Entertaining

• risks :

• Production cost

• Content unprofessional… or too professional

• Lack of credibility

MULTIMEDIA

• benefits

• Position brand as expert in chosen area

• risks :

• Evaluating partners or clients

• Focusing on the negative

• Internal skills

BAROMETERS

• benefits

• High quality content based on contributors’ expertise

• risks :

• Credibility must be established (Why us?)

• Avoid content creation in too many places

• Marketing automation a critical success factor

EXPERT INTERVIEWS AND COLLABORATION

• benefits

• Let people learn but don’t be too didactic

• risks :

• Development hurdles

• Standing out from the crowd

• Scaling and growth

SERIOUS GAMES

• benefits

• No need to create a blog of your own

• risks :

• Your content tends to sit on spaces you have no control on

risks

• benefits

• Best viral marketing is done with good products

• risks :

• Easier said than done

• Good products (in customers’ eyes not yours)

• Digital director not forcibly in charge

GOOD PRODUCTS

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6

How and with whom to share your content by Alcatel’s S. Lapeyrade

• Test platforms and your users and assess whether work can begin

• Learn, aim, get results and correct aim again

TEST AND LEARN!

• IRL communities already exist

• Spot those employees who are already active on social media

IRL AND ONLINE COMMUNITIES

• Don’t be too formal

• Don’t be a control freak

• Transparency is a must, be open to debates

OPEN UP YOUR MIND

• Don’t be a fashionista

• Respect your brand

• Be real and honest

DON’T BE A FASHION VICTIM

• gain visibility through networking

• earn trust and respect

• avoid silos and duplication

• open up

• evolving your

WHY DO THAT?

follow Stephane at @lapeyrade

* IRL : « in real life » as opposed to things happening online on the Internet

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7

1+bn members

USA: 2004

50 languages

consumers, brand pages, entertainment,

gamification …

80% outside USA

~200 million de members

USA: 2002

multilingual

B2B

average user 41 years old

60% outside USA

49 million members

France: 2002

French / English

B2B

Growing in Russia and China

11,7 million members (of which 6.4 ghost members)

Germany: 2003 (née Open BC)

Originally int’l, now on German speaking

countries

B2B

German-speaking users

source: Karalys, Socialbakers, AIM Group, Media Aces & Wikipedia, Quinty.com, Le Figaro, Viadeo & LinkedIn (July 2013)

3 professional European social networks compared to Facebooklike-a-b

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01

4what tool for what purpose?

trivia, quizzes, entertainment, contests, gamification, CRM

coupons, exclusive offers, serious gaming

hard selling, in-depth content

trivia, quizzes, entertainment, contests, , in-depth content, gamification, CRM

coupons, exclusive offers, serious gaming

hard selling

content

infographics

keynotes

lead generation (B2B)

hard selling

content,

trivia,

events, live blogging

lead generation (consulting or similar)

hard selling,, Corporate content

links to contentt, Q&A, linking via groups, networking, partnerships

lead generation

hard selling

link-baiting

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9 entertainment

in-depth content

niche universal

(SEO?)

?

What tool for what messagelike-a-b

oss.co

20

Creators

Publish a blog

Publish your own Web pages

Upload video you created

Upload audio/music you created

Write articles or stories and post them

Critics

Post ratings/reviews of products or services

Comment on someone else’s blog

Contribute to online forums

Contribute to/edit articles in a wiki

Collectors

Use RSS feeds

Add “tags” to Web pages or photos

“Vote” for Web sites online

JoinersMaintain profile on a social networking site

Visit social networking sites

Spectators

Read blogs

Watch video from other users

Listen to podcasts

Read online forums

Read customer ratings/reviews

Inactives None of the above

Social Technographics Groups (2007 - 2010)

19%

25%

12%

25%

48%

44%Source: Q2 2007

US Social Technographics®

Online Survey, N= 10,010

US online adult population (at least monthly participation)

24% (US)

14% (Eu)

37%

19%

21%

6%

51%

29%

73%

49%

18%

40%

20

10

u

pd

ate

2010

up

da

te2010

up

da

te2010

up

da

te2010

up

da

te

2010

up

da

te

the

Fo

rre

ste

rm

etr

ics

an

d s

lide

sh

ave

be

en

ap

pro

ve

db

y F

orr

este

rfo

r re

lea

se

in

th

isb

oo

k a

nd

slid

es

CULTURAL COMPARISONS

CULTURAL COMPARISONS

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3

3 ways of measuring R.O.I

sell engage save

all of the above

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4

SAMPLE ROI CALCULATION OF A blogger PR TOUR**overall estimated benefit : €82k to €114k

FREE DISPLAY

> 6 banners x 6 blogs for 3 weeks

> CPM: €0.30

> (5000 impressions/blog/day on average) x 6 blogs

LIVE ORANGE BLOG FROM 600 TO 1300

DAILY UNIQUES FOR 2 WEEKS

> +700 DU x 14 days = 9,800

> 9,800 x (€0.51 - €1 CPC)

+12 000 Twitter impressions on promoted tweets Twitter 1st

referrer amongst social networks : 25% of visits

+15% new followers (from 100 to 130 per day)

UGC MULTIMEDIA

> 6 Orange videos ~ €500 x 6

> 7 photo slideshows (€1K)

impact +4% recurring visitors

US and UK in 2nd and 3rd position

8 new bloggers recruited

100 POSTS

> ~ €500 - €750 per post

SOCIAL MEDIA OUTREACH

Twitter, Facebook, Google+, Pinterest, Linkedin, Dailymotion

> ~ €500 - €600 per blog

~ €50 – 75k €18.9k

~ €4 – 6k

€4k

~ €5 – 10k

Orange blogger bus tour, Sept 2012)

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5

Word of mouth and advertising synergieslike-a-b

oss.co

7 top tips for better synergies

Optimise

existing

budgets and

save. Then

invest on

promotion

once savings

have

emerged

Choose the right tools: don’t

keep up with the Joneses

on flavour of the month;

don’t try and be present on

all platforms, use your head

beforehand and apply

common sense

Support your online

actions with offline

ones: don’t try and do

all things online, try and

find help IRL

Start with earned and

owned media and end

up with paid media. Your

employees are your

best allies. Start with

free sharing techniques

paid should only come

next.

Show your interest in

others! Your content is

worth something

because of the people

who read it, not because

of your brand signature.

1

2 3

4 5

6

7

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6

Passive openers

- 15% of lists

- 14% of clicks

Addicts

- 4% of lists

- 35% of clicks

Passive

- 75% of lists

- 31% of clicks

Choosers

- 6% of lists

- 20% of clicks

Email reader typology by Hervé Bloch

Follow Hervé at @hervebloch

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7

# Publicise

hashtag

Share

hashtag

as much

as possible

Announce event

bit by bit

webTV

blogs

Facebook

Twitter

etc.

Share info

gradually

with

external bloggers

Html Buzz kit

html

1

2

3

4

Event facilitation and content sharing with social media

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8

Genesis maturitydigestion

Experts, perceive why and how Web

content can be beneficial to their

business, clients, partners and

employees. They set up proper

“newsrooms” and use Web content for

SEO to the full. They even reduce the part

of SEM within their budgets. They write

blogs and do social media but with a

purpose in mind… from day 1

B

Grey area or “digestion” zone10 years (1999-2009) during which

the most advanced companies reap

the benefits of Web content.

Enterprises lag behind self-marketed

individuals and even e-commerce

fails to seize this opportunity. Strong

reactions in businesses which don’t

want to turn into media houses Newbies, arrive late in that game and

want to keep up with the Joneses. As they

are beginners, they tend to spend vast

amounts of money on content creation

which is done entirely externally and fail to

use their own resources properly. They also

like to mimic existing sites

Zombies, have completely

forgotten about the purpose of their

Web content but they go on

anyway, unabated. They create

content for content’s sake and fail

to differentiate. In large enterprises,

employees tweet each other to

generate noise

A

C2

C3

C1

Discovery phase1995-1999 few companies

understand how Web

content works, except

pure players and Web

portals. Pioneers carry out

first experiments

Content marketing evolution

cc 2014 visionarymarketing.com 28

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9

How to contact us

• Hervé Kabla

– twitter: @hkabla

– hervekabla.com

• Yann Gourvennec

– twitter: @ygourven

– visionarymarketing.com

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0

Steal our ideas!

read or read again “unleashing the ideavirus” http://bit.ly/ideavirusvm

We love Seth Godin’s unleashing the ideavirus. As he advises, feel free to steal our ideas (by the way we stole his in this slide!)

1. Share this file with whomever you like2. Share it on Twitter, our handles are @hervekabla and @ygourven3. Take anything you need and evangelise… we have no other purpose!4. Share your own views and help us by sending your suggestions5. Contact us via http://like-a-boss.co/contact

This deck on slideshare at http://like-a-boss.co/slides

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1

Our social media spaces

@mediaaces@hervekabla@ygourven

http://www.facebook.com/mediaaces

http://like-a-boss.co/slides

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