KNOWLEDGE MANAGEMENT
Content Marketing & Knowledge
Management
Content Marketing
“Content is king”
Bill Gates
“Brands must become media to earn relevance”
Brian Solis
Content Marketing
Your
content
Creation
Content
Brand awareness, demand generation
Content Marketing
Your
content
Web
content
Data
Curation, Creation, Crushing
Content
Brand awareness, demand generation
Th...
Knowledge Management
“How you gather, manage and use information
will determine whether you win or lose.”
Bill Gates
“Tell...
Knowledge Management
Training
Your
content
Creation
Content
Knowledge Management
Business Intelligence
Curation
Content
Training
Your
content
Creation
Content
Web
content
Knowledge Management
Your
content
Web
content
Data
Curation, Creation, Crushing
Content
Training
Business Intelligence
Ça c’était avant
Digital Revolution
 Knowledge is everywhere
 Everybody is an expert
 Break the silos
The Love Story
Your
content
Web
content
Data
Curation, Creation, Crushing
Content is Knowledge is Content
Outbound & Inbou...
The Benefits of the Marriage
Excellence
Power
Survey : Knowledge Sharing
Importance of third party content for your Business
400 respondents; 50% > 500 employees
Livre ...
Survey : Knowledge Sharing
Importance of third party content for your Business
400 respondents; 50% > 500 employees
Teache...
Survey : Knowledge Sharing
Importance of third party content for your Business
400 respondents; 50% > 500 employees
Teache...
What Do We Do?
 Enable knowledge acquisition:
from everywhere, for everyone
What Do We Do?
 Enable knowledge acquisition:
from everywhere, for everyone
 Feed Content strategy with Knowledge
What Do We Do?
 Enable knowledge acquisition:
from everywhere, for everyone
 Feed Content strategy with Knowledge
 Iden...
Example: Intuiti
 Challenges
 Lack of training material
 Employees Engagement
 Reputation / Visibility
 KM + CM
 Thr...
Example: Cisco
Knowledge Management
“A chain is no stronger than its weakest link.”
Confucius
“Size matter not”
Yodda
ITWORKS!
Thank You!
Contacts :
US : Marc Rougier
marc@scoop.it
FR : Hélène Brevet
helene@scoop.it
#SCMW2014 - Knowledge Sharing - Marc Rougier
#SCMW2014 - Knowledge Sharing - Marc Rougier
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#SCMW2014 - Knowledge Sharing - Marc Rougier

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KNOWLEDGE SHARING
Marc Rougier, Président & co-fondateur de Scoop It @MarcFuseki

De plus en plus d'entreprises et de marques intègrent du contenu tiers dans leur stratégie de contenu: partager la voix d'autres experts enrichit et crédibilise une ligne éditoriale, contribue à démontrer leadership d'opinion, facilite l'engageant d'audience. Par ailleurs, une autre activité évolue dans l'entreprise: la gestion de la connaissance, qui soit s'adapter à un monde plus distribué, plus ouvert: la connaissance n'est plus l'apanage d'un détenteur officiel mais se déplace en temps réel sur le web et ses média. Ces deux évolutions (celle du marketeur et celle du knowledge manager) renforce le rôle du curateur: ce médiateur qui écoute et défriche le web, découvre du contenu pertinent, le met en valeur et le partage. En le partageant vers l'extérieur, il est marketeur. En le partageant à l'intérieur, il est knowledge manager.

Nous observons cette porosité nouvelle entre la communication externe et la communication interne avec intérêt. Les deux pôles se retrouvent sur deux valeurs: d'une part, la connaissance est clé (connaissance = information organisée et qualifiée; donc "bonifiée" par un curateur). D'autre part, elle est partout: dans le web ouvert et chez chaque collaborateur d'une entreprise. C'est l'avènement du Knowledge Sharing, procédé temps réel, ouvert et distribué, qui contribue au marketing comme au knowledge management et nourrit thought leaders et brand advocates. Sachons l'organiser et en tirer bénéfice.

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#SCMW2014 - Knowledge Sharing - Marc Rougier

  1. 1. KNOWLEDGE MANAGEMENT
  2. 2. Content Marketing & Knowledge Management
  3. 3. Content Marketing “Content is king” Bill Gates “Brands must become media to earn relevance” Brian Solis
  4. 4. Content Marketing Your content Creation Content Brand awareness, demand generation
  5. 5. Content Marketing Your content Web content Data Curation, Creation, Crushing Content Brand awareness, demand generation Thought Leadership, Engagement
  6. 6. Knowledge Management “How you gather, manage and use information will determine whether you win or lose.” Bill Gates “Tell me and I forget. Teach me and I may remember. Involve me and I learn” Benjamin Franklin
  7. 7. Knowledge Management Training Your content Creation Content
  8. 8. Knowledge Management Business Intelligence Curation Content Training Your content Creation Content Web content
  9. 9. Knowledge Management Your content Web content Data Curation, Creation, Crushing Content Training Business Intelligence
  10. 10. Ça c’était avant
  11. 11. Digital Revolution  Knowledge is everywhere  Everybody is an expert  Break the silos
  12. 12. The Love Story Your content Web content Data Curation, Creation, Crushing Content is Knowledge is Content Outbound & Inbound
  13. 13. The Benefits of the Marriage
  14. 14. Excellence
  15. 15. Power
  16. 16. Survey : Knowledge Sharing Importance of third party content for your Business 400 respondents; 50% > 500 employees Livre blanc à télécharger ici
  17. 17. Survey : Knowledge Sharing Importance of third party content for your Business 400 respondents; 50% > 500 employees Teaches me about my job 96% Makes employee more efficient 87% Helps convince teammate 69% Helps convince a client 84%
  18. 18. Survey : Knowledge Sharing Importance of third party content for your Business 400 respondents; 50% > 500 employees Teaches me about my job 96% Makes employee more efficient 87% Helps convince teammate 69% Helps convince a client 84%
  19. 19. What Do We Do?  Enable knowledge acquisition: from everywhere, for everyone
  20. 20. What Do We Do?  Enable knowledge acquisition: from everywhere, for everyone  Feed Content strategy with Knowledge
  21. 21. What Do We Do?  Enable knowledge acquisition: from everywhere, for everyone  Feed Content strategy with Knowledge  Identify and help develop thought leaders and brand advocates
  22. 22. Example: Intuiti  Challenges  Lack of training material  Employees Engagement  Reputation / Visibility  KM + CM  Three topics (SEO, UX, Analytics)  Team curation  Used internally and externally
  23. 23. Example: Cisco
  24. 24. Knowledge Management “A chain is no stronger than its weakest link.” Confucius “Size matter not” Yodda
  25. 25. ITWORKS! Thank You! Contacts : US : Marc Rougier marc@scoop.it FR : Hélène Brevet helene@scoop.it
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