Conférence de MJ Gagnon au 357C, Montréal, le 19 avril 2011

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Conférence de Marie-Josée Gagnon intitulée "Nouvelle communication, Nouvelle organisation" devant des membres du Club 357C le 19 avril 2011 à Montréal

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  • La dactylo vivait ses derniers moments… Le fax apparaissait Les nouvelles qui duraient 48 heures
  • Et puis est apparu les ordinateurs sur tous les postes de travail Et puis les courriels ont suivis Tout comme les nouvelles 24h sur 24
  • Nous allons surtout parler des 4 grands outils. - Sans oublier ici les blogues
  • C’est bien plus que de la communication Ça transforme les organisations
  • Qu’est-ce que l’on fait? Qu’est-ce que les organisations ont fait?
  • Pourquoi? Quels sont vos objectifs
  • IdeaStorm was launched in February 2007 as a way to talk directly to our customers. IdeaStorm was created to give a direct voice to our customers and an avenue to have online “brainstorm” sessions to allow you the customer to share ideas and collaborate with one another and Dell. New products or services you’d like to see Dell develop. We hope this site fosters a candid and robust conversation about your ideas. 10,000 idea mark and implemented nearly 400 ideas! “Storm Sessions” where Dell posts a specific topic and asks customers to submit ideas. Happy 4th Birthday, IdeaStorm! When IdeaStorm launched four years ago , not only did the site set an early precedent for the social media space, but the launch also connected a community of passionate people who generated tons of great ideas - ranging from offering Linux as an OS option on Dell hardware, to suggesting our partnership with Product (RED), and many customer support improvements. We are hosting a Storm Session today to honor the IdeaStorm community. Stop by and post your birthday greetings, best wishes, and favorite IdeaStorm community stories. Idea Partners Based on the community feedback in the November Storm Session “ What can Dell do to make IdeaStorm better ? ”, the IdeaStorm team has been working hard on ways to improve the idea process flow, and also encourage more participation by Dell team members. Beginning next week, you will notice several new Dell Idea Partners, who will be actively managing Ideas in their respective categories, and acting as liaisons between the IdeaStorm community and internal Dell teams. Bill Bivin, who has been working hard as the IdeaStorm Community Manager will be leading the charge on launch the Idea Partners program. A hat tip is due to our friends at MyStarbucksIdea for the Idea Partners concept. New Community Manager We are also very pleased to announce that one of our most senior and most active community members, Cy Jervis (jervis961), will be joining the team as a Community Manager next week. Cy has been a passionate and vocal participant in the evolution of IdeaStorm, and will be key to helping create a more engaged IdeaStorm community, as well as helping us define “IdeaStorm 2.0”. IdeaStorm Platform During the November Storm Session, we also received a lot of insightful feedback on legacy issues with the platform, as well as suggestions for needed enhancements and ideas for future state. IT is also important to acknowledge that the web (and online behavior) have fundamentally changed over the last 4 years. Social media is now a critical component of any online platform. We will be factoring all of these inputs and contexts into our IdeaStorm 2.0 strategy, and I will be sharing more details about this in the coming weeks and months. Moderation Updates Bill B. has been busy catching up on the Idea management backlog, and he has archived ideas with low vote count going back to August 1 of last year using slightly modified criteria we and the community agreed to in this discussion . In that thread we had settled on the following criteria, but in looking over the ideas it seemed one point could be changed slightly: ideas must be at least 60 days old before proceeding to the next steps ideas must have a score of positive 10 or less ideas must have less than 20 total promotions (not points) The point we changed was the second bullet. A lot of ideas seem to get an “automatic” 30 or 40 points when they are first posted often with little community support beyond that. If we leave the criteria at 10 points, there are not a lot of ideas in the 60 day timeframe that can be archived. We decided to move that number to 40 points or less . IdeaStorm Trends We also ran some site activity reports last week. Some of the numbers are encouraging. Idea submissions have been on an upward trend each of the last 3 months. Total votes by month have been fairly flat with a slight trend upwards from December to January. Comment activity showed a healthy upward month over month trend for October, November and December with a very slight dip happening in January. Also of note, by far the most active idea category has been Mobile Devices, which is not surprising when one looks at the technology landscape and where the market is going. And now the ideas: An idea from ruserious regarding configuration options on the new XPS laptop line was implemented. An idea from nmid about display offerings on the XPS laptops was partially implemented with the mid-life product refresh in late January. Similar ideas ( one and two ) from Sunman512 and gilgomez were also partially implemented.
  • To discover the company's secret, I recently attended a conference in San Diego, where Starbucks' social media team presented the 10 philosophical precepts that drive the company's social media efforts: 1. It's about relationships, not marketing. Building meaningful relationships is key. Starbucks' marketing efforts focus less on traditional marketing and more on giving texture to the brand in fun, engaging formats: Last year Starbucks took advantage of April Fool's Day by announcing that it had cracked the code for delivering fresh, hot brewed coffee through the internet tubes and a USB plug -and-pour device . With Starbucks Mobile App , customers can enter their Starbucks card number to transform their iPhone into their Starbucks card. They're then able to check their balance, enjoy rewards like free coffee refills and two hours of free Wi-Fi per day, and find the nearest Starbucks. In some markets, you can even use your phone to pay for your order! 2. Social media fits within a larger digital strategy. At Starbucks, social media is not a separate and distinct entity. Various departments collaborate online and offline to develop and implement plans designed to fully engage the community. One such effort was Starbucks ' Love Project . Starbucks teamed up with several groups--including Playing for Change, Dave Matthews Band, John Legend and U2--to create the "All You Need Is Love CD." With every $15 purchase at participating Starbucks locations, customers received a free CD and an invitation to participate in a mass sing-along by uploading their own video to StarbucksLoveProject.com , which thousands of people did. One dollar from the sale of every CD was donated to the Global Fund to Help Fight AIDS in Africa . Starbucks customers could also create a Love Drawing online and Starbucks would contribute an additional five cents per drawing to the fund for the first 1 million drawings submitted. Starbucks could have simply offered the CD for sale, but it gave the project more dimension via the website, mass sing-along, Love Drawings, and special Love Drawing cups for sale in the store. 3. Make it clear where to start. Starbucks believes you need to focus where customers start so people know where to find you on various social media venues. As a result, all of the company's vanity URLs contain the brand name "Starbucks" (Facebook.com/starbucks, Twitter.com/starbucks, www.YouTube.com/starbucks , and so on). For each vertical (jobs, deals and so on), Starbucks launches a separate account, such as Twitter.com/starbucksJobs, which focuses exclusively on generating leads for jobs at Starbucks. 4. Look around the corners. Starbucks may be full of surprises, but the company does not like to be surprised. Starbucks looks around the corner to attend to all the little details and address any issues that may arise. The company looks ahead to see how customers will reach the page, how they will navigate the site, and how a customer's experience may change five months from now. It also tries to anticipate and plan for incidents in which someone doesn't like a particular product or project and takes them to task for it. In other words, the company plans for all scenarios. 5. Be authentic. Rule No. 1 in social media is to be genuine and transparent, so this precept is not breaking any new ground. What is crucial here specifically for Starbucks is that they remain true to the brand--they started with a coffeehouse culture, so the social media team is expected to be coffeehouse-like when engaging through social media. 6. Build coalitions. Internally, collaboration is key in inventing, planning and executing any projects or campaigns. Every department--including legal, the call center, communications, PR, managers and executives--must be on board. Starbucks' digital strategy team couldn't have pulled off the Help Haiti campaign and leverage it via social media without coalitions in place throughout the company. The magic of social media is that you can recognize the opportunity quickly. The challenge is in responding just as quickly. Without a coordinated effort and buy-in, you quickly lose momentum. 7. If it doesn't matter on Twitter, it doesn't matter. To see what's going on with your brand in real time, plug in to Twitter, says Starbucks' digital media team, where things tend to go viral fastest. Real-time monitoring increases your response time to what people are saying about your brand, negative or positive. In addition, it provides early notice of any opportunities that arise--any given second, any given day. 8. Focus on the four responses. Whenever Starbucks identifies a problem or opportunity, it responds in one or more of the following four ways: Amplify: As Starbucks identifies trends or something its customers seem to like, Starbucks amplifies whatever it is to help bring it to the surface and increase visibility and enthusiasm. Context-ify: Back in 2004, an e-mail was going around claiming that Starbucks had refused to supply free product to GIs serving in Iraq. Many people believed it, got pretty angry and forwarded the message to all their friends. Unfortunately, the message was false. By context-ifying the message, Starbucks revealed the other side of the story--check it out yourself on snopes.com . Change: If it's broke, fix it. MyStarbucksIdea.com actively solicits constructive criticism and ideas to improve its business and gather suggestions for products, services and projects. Ignore: You gotta respond? No, sometimes it's best to ignore, especially when it appears you're being provoked into a response or fight. It's easier to ignore things when you can put them into their proper context; for example, if your primary critics are a Facebook Group with 82 members out of the 400 million-plus Facebook accounts, you have little to worry about. 9. Take chances, but "be mostly right." Starbucks' social media team was scrappy, savvy and confident from the very beginning. It succeeded by asking for forgiveness, not permission, and by "being mostly right." If you're transparent and do mostly right, the social media space is very forgiving, as is senior management within your own company. 10. An economic meltdown is a terrible thing to waste. When things are going down, appetite for trying something new and different, like social media, grows. In 2008, Starbucks' stock price was headed downhill. Since then, it's on the rebound. The company started its social media campaigning when things were down, and while the social media team cannot take credit for the upswing in the stock price since social media was launched, it certainly hasn't hurt the brand.
  • You’d think an ad showing people slumped at their desks, sleeping in chairs and drooling on the floor would never make it off the drawing board. But for the Cree LED Revolution, enterprise workplace lethargy has been just the ticket for getting its point across. “ The LED Lighting Revolution Tackles the Workplace ,” is the viral video that underlies an integrated social media management campaign that promotes an entire industry. Combined with a blog, Facebook and Twitter promotion, the program has “far exceeded our expectations,” Cree is a 23-year-old maker of LED chips that’s making a bold move into a new market. The core products that make up more than 80% of its business light up the displays of cell phones and cameras. A couple of years ago, the company placed a bet that the same technology could also be used to light homes, offices and even city streets. The Cree LED Revolution is all about evangelizing that concept. The lighting market isn’t exactly accustomed to revolution. The last major innovation in the technology was nearly 100 years ago, when fluorescents came on the market. LEDs are hot right now (and we mean that figuratively, they actually generate very little heat) because they give off a brilliant white light while consuming less than a quarter of the power of traditional incandescents. Cree’s current mission is to raise awareness of LED’s benefits so architects and contractors will start specifying the technology in residential, commercial and public engineering contracts. Last fall, the company embarked on a major social media initiative anchored by online video, a photo contest, a blog, real-world stories and a footprint in multiple social media venues. The idea is that a rising tide of LED adoption will lift all boats, with Cree getting more than its fair share of the business. “My number one marketing message now is that LED lighting is ready and my number two message is that Cree makes the best LEDs,” Murray says. The dour tone of the “Tackles the Workplace” video, which was created by Shelton Group of Knoxville, TN, was the subject of much debate within the company prior to its rollout last fall. After all, advertising is supposed to be happy. But Cree was trying to make a point: Lousy lighting makes the workplace a dreary and sleep-inducing place, which drags down productivity. And the video does end with a collage of bright LED alternatives. “ Tackles the Workplace” has one other thing going for it: It’s hilarious. “We thought it would draw attention to the problem,” Murray said. It’s done that. The video has garnered more than 5,000 hits with minimal push. Overall, the CreeLEDRevolution.com site is just over 8 months old and it is averaging a 25 percent increase in unique visitors month over month. Regularly updated blog content, new case studies , YouTube videos and their active social media management across multiple channels has helped drive awareness. CreeLEDRevolution has now been folded into the company’s other marketing programs. At a recent trade show, Cree devoted an entire wall of its booth to a demonstration area, where social media specialist Ginny Skalski showed off the site while a live Twitter stream scrolled by on a flat-screen monitor. Skalski is the Revolution’s eyes and ears in social media . A former newspaper reporter, she joined the company last September to manage its blog, Twitter, Facebook and other online outposts. One of her first tasks was to organize a blogger outreach campaign.  That drew attention from top lighting bloggers (yes, there are such people) like Jim on Light and conservation blogs like Energy Circle . Cree’s blog covers energy efficiency and the growing use of LED lighting. On Twitter, Skalski is @Cree, delivering a steady stream of updates about the same topics. “I’m a Twitter addict,” she says.  The Facebook group is approaching 1,000 fans. The website makes liberal use of media. LED lovers can submit photos and videos of their successes. Cree groups these mini case studies on a map in a manner that dramatizes the spread of the technology across industries and geographies and goes the extra mile to engage followers with multiple social media channels . Skalski also knows how to handle a video camera herself. Two months ago, she placed one chocolate bunny under a 65W incandescent lamp and another under a 12 W LED light, started the camera and filmed the results . Ninety minutes later, the incandescent bunny was a gooey pool while the other rabbit was barely sweating. Two months after that, the experiment had 20,000 views and a dozen embeds on YouTube. Cost: About $12 for the chocolate. The Cree LED Revolution includes another dimension that’s uncommon in B2B scenarios: A photo contest. Visitors can submit snapshots of dismal lighting conditions in their home or office and have a chance to win free products. The gallery demonstrates why there’s so much potential for LED in the workplace. Skalski embraces the social media philosophy of one-to-one relationships, and her most memorable stories involve interactions with customers. For one photo contest winner who owns a guitar shop in Sacramento, Skalski arranged to have bonus light fixtures delivered if the man would write a jingle about LED lighting. The MP3 just came in just a few weeks ago . Expect to hear it soon.
  • Conférence de MJ Gagnon au 357C, Montréal, le 19 avril 2011

    1. 1. Par Marie-Josée Gagnon Présidente et fondatrice CASACOM Montréal, le 19 avril 2011 NOUVELLE COMMUNICATION NOUVELLE ORGANISATION
    2. 3. OUTILS
    3. 4. RÉVOLUTION
    4. 5. LE MONDE A CHANGÉ
    5. 6. 1990
    6. 7. 1990
    7. 8. 2011
    8. 9. 1990
    9. 10. 2011
    10. 11. 24/7 humanisation conversation Partage du pouvoir accès CONNECTION transparence démocratisation dialogue égalité collaboration échange PARTICIPATION participation
    11. 14. CONCRÈTEMENT, POUR NOUS TOUS
    12. 15. TOUTE PERSONNE EST UNE MARQUE
    13. 16. TOUT LE MONDE PEUT DEVENIR JOURNALISTE
    14. 17. LES COMMENTAIRES SONT PUBLICS
    15. 18. UNE RÉPONSE IMMÉDIATE EST ATTENDUE
    16. 19. AVANT
    17. 20. AVANT
    18. 21. MAINTENANT
    19. 22. IRRÉVERSIBLE
    20. 23. ?
    21. 24. « APPRIVOISER… LA BÊTE »
    22. 25. “ Faisons du social” “ Ça pourrait tout changer… !” “ Est-ce que nos avocats ont vu ça?” “ Nous devons revoir notre stratégie” “ Pourquoi ne pas tout simplement, mettre nos pubs sur YouTube?” SOYONS VIRAUX ! SOYONS INNOVATUERS ! Source : Edelman
    23. 26. Photo: Andre Chinn UNE LONGUE MISE EN CHANTIER
    24. 27. <ul><li>La découverte </li></ul><ul><li>La formation </li></ul><ul><li>L’audit et l’écoute </li></ul><ul><li>Les paramètres d’utilisation </li></ul><ul><li>L’expérimentation </li></ul><ul><li>Les questionnements </li></ul><ul><li>L’intégration </li></ul>ÉTAPES 2006-2011
    25. 28. COMMENT LES INTÉGRER ?
    26. 29. L’AFFAIRE DE TOUS Service clients Com Marketing RH TI R&D Contentieux
    27. 30. MARCHE PAR MARCHE 1. Audit 2.0 2. Écoute 3. Stratégie 4. Participation 5. Promotion 6. Évaluation 6. Évaluation 5. Promotion 4. Participation 3. Stratégie 2. Écoute 1. Audit 2.0 0. Apprivoisement
    28. 32. ÉCO - SYSTÈME WEB
    29. 33. COMMENT? De « vendre » à « connecter » avec son audience Source : Mashable.com
    30. 34. COMMENT? De « grande organisation » à « petite organisation » Source : Mashable.com
    31. 35. COMMENT? Moins de contrôle, plus de transparence Source : Mashable.com
    32. 36. « Difficile à joindre » à « disponible 24/7 » COMMENT? Source : Mashable.com
    33. 37. ENGAGEMENT PUBLIC MARKETING SERVICE CLIENTS COMMUNICATIONS ÉVÉNEMENTS CAMPAGNES SENSIBILISATION CULTURE PROCESSUS ORGANISATION EMPLOYÉS POLITIQUES & PARAMÈTRES PARTAGE DES CONNAISSANCES FORMATION MARQUE SOCIALE (RÉVOLUTION EXTERNE) ENTREPRISE SOCIALE (RÉVOLUTION INTERNE) RÉSULTATS AFFAIRES PROGRAMMES INFRASTRUCTURE Source : Edelman
    34. 38. EXEMPLES
    35. 46. X
    36. 47. LES GAINS DE LA RÉVOLUTION <ul><li>Des organisations </li></ul><ul><li>plus vraies </li></ul><ul><li>plus proches des gens </li></ul><ul><li>plus pertinentes </li></ul><ul><li>plus vivantes </li></ul><ul><li>meilleures </li></ul>
    37. 48. <ul><li>MARIE-JOSÉE GAGNON </li></ul><ul><li>Présidente-fondatrice, CASACOM </li></ul><ul><li>www.casacom.ca </li></ul><ul><li>Courriel : mgagnon@casacom.ca </li></ul><ul><li>LinkedIn : linkedin.com/in/mariejoseegagnon </li></ul><ul><li>Twitter : twitter.com/mjgagnon </li></ul><ul><li>Blogue : www.mariejoseegagnon.com </li></ul>MERCI !

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