Les Impondérables du Marketing - Engagement & Social Selling
Transcript of Les Impondérables du Marketing - Engagement & Social Selling
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Les Impondérables du Marketing
Engagement & Social Selling
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François Rychlewski Directeur Europe du Sud
Johan BenoualidDirecteur Europe du Sud
INTERVENANTS
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Envie de réagir?#HootMarketo
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Quelques mots sur Marketo & Hootsuite
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Marketo – Rapide aperçu
#1 plateforme indépendantePlateforme innovante
Societe de digital marketing avec la croissance la plus importante
+ de 1 milliard d’emails/mois
Classé leaders par Gartner, Sirius Decisions, Forrester
Marketing FirstAccompagner les Directions Marketing dans la maitrise de leur stratégie digitale
Une expérience inégalée dans la mise en œuvre de projet d’engagement marketing
3970+ clients sur plus de 20 secteurs d’activité
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A propos d’Hootsuite
13M+d’utilisate
urs dans le monde
2000 +Clients
Enterprise
800Issus de Fortune
1000
900 employés
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… pour transformer les messages en conversation pertinentes
Gestion des talents et marque employeur
Gestion des campagnes et événements
Personnal branding & Social Selling
Développement de l’influence et la
préférence
Ecouter les clients et mieux les servir
Réputation de la marque et gestion de
crise
Notre mission, accompagner les entreprises à converser avec leurs communautés
Marketing Communication
VentesSupportR & DR H
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Et si on vous parle “Engagement Marketing”…
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Aujourd’hui,c’est quoi l’Engagement Marketing?
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Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
2900Messages Marketing par jour pour capter l’attention de vos clients1 87
%Des consommateurs exigent une expérience riche et un engagement fort avec la marque3
1. SuperProfile 2. Forrester 3. Edelman Research
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Comment un consommateur engage t-il desormais?
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70%
END
START
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Comment est-ce que cela se traduit sur les médias sociaux?
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Off Line Digital Social
L’utilisation des canaux digitaux et des médias sociaux s’est accélérée
Dans le monde: Il y a plus de page Facebook que de sites web
Les utilisateurs de réseaux sociaux sont plus nombreux que les possesseurs d’emails
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Qu’est-ce que le Social Selling?Qu’est-ce qu’un Digital Sales?
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Social Selling – Prospecter et Développer vos ventes sur les médias sociaux
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Face à cette masse d’information, comment aider nos contacts faire la part des choses et à mieux
interagir avec nous?
Engagement MarketingSocial Selling
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L’Engagement Marketing
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Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
La quête de chaque organisation…
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Acquerir
Engager
Développer
• Augmenter l’inbound via le Web et le download d’applications
• Convertir des visiteurs en clients
•Message dédié•Timing dédié•Canal dédié
•Acquérir plus de clients•Accroitre la valeur client•Développer les « avocats » d’une marque
vv
Cycle de vie client
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Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 05/01/2023
Le Digital révolutionne l’expérience utilisateur
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Ecouter Répondre
Engage Everywhere
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ENGAGEMENT MARKETINGConstruire des relations durables et
personnalisées#1 – Avec des individus
#2 – Basées sur ce qu’ils font
#3 – Continuellement dans le temps
#4 – Dirigées pour obtenir un résultat
#5 – En les ciblant où qu’ils soient
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Le Social Selling
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Today's business environment has changed…are you adapting?
75%
90%
84%of new opportunities are started from a warm introduction
of targets now use social media to be more informed
of decision makers say they never respond to cold outreach
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51%more likely to hit
quotaSocial selling leaders are 51% more likely to reach
quota.
Plus, your peers are already there…
45%more opportunities
Social sellers create 45% more opportunities per
quarter than late adopters
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Understand the differences between the platforms
Twitter (300M+) LinkedIn (380M+) Blogs Facebook (1.4B+)
• Balanced• Fast paced• Moments of
brilliance• Sharing and linking
• Professional• Curation• Networking• Thought Leadership
• Balanced• Creates a Narrative• Diverse and
adaptable
• Personal • Photos• Life stories• Birthdays
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Influencers, content marketing
Outbound: target identificationInbound: traffic generation
Qualify leads based on social profiles
Research prospects before pitch
Engage with customers
Attract referral leads
Social touches every stage of the selling funnel
Awareness
Lead Generation
Qualification
Opportunity
Upsell
Referral
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Goals
Brand Awareness
Thought Leadership
Word of Mouth
Leads
Sales
On Social
Reach
Consumption
Likes & Shares
Actions
Conversion
Aligning social to business goals
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How do I find actionable insights?
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Evolution of socialTake it slow
Walk Crawl Run
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• Monitor LinkedIn groups and contact updates on social
• Follow your industry #hashtag
• Leverage a social selling tool like Hootsuite
Tips for finding sales insights
Crawl
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Aligning social to business goals
CrawlGoals
Brand Awareness
Thought Leadership
On Social
Reach
Consumption
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A closer look at the insights
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• Create Twitter lists of influencers, prospects and competitors: listen for buying signals and opportunities to engage
• Set up search streams to monitor industry hashtags, competitors & product mentions
Tips for finding sales insights
Walk
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Walk
Aligning social to business goals
Goals
Word of Mouth
On Social
Likes & Shares
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How Hootsuite did it
Crawl
Join the conversation using #socialsalesforce
Data Source: Hootsuite Enterprise
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• Leverage a listening and analytics tool to measure leads driven and opportunities created with social attribution
• Find most impactful, best converting content to share
Tips for finding sales insights
Run
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Run
Aligning social to business goals
Goals
Leads
Sales
On Social
Actions
Conversion
Join the conversation using #HootMarketo
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How Hootsuite did it
Join the conversation using #HootMarketo
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How Hootsuite did it
Join the conversation using #HootMarketo
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Goals
Brand Awareness
Thought Leadership
Word of Mouth
Leads
Sales
On Social
Reach
Consumption
Likes & Shares
Actions
Conversion
Aligning social to business goals
Join the conversation using #HootMarketo
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Questions?
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Vos contacts en France
Francois Rychlewski – Directeur France & Europe du Sud – [email protected]
Johan Benoualid– Directeur Europe du Sud – [email protected]