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

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