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Social Media Strategy

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Un acteur majeur du B to B entamait sa mue digitale tout en ayant quelques réserves quant aux réseaux sociaux.

Nous leur avons proposé une stratégie social media, de nature à leur garantir un maximum de contrôle tout en leur permettant de donner le la de leur marché via la démonstration de leurs expertises.

Le plus heureux des hasards a fait que des papillons ont bien voulu se poser aux endroits où apparaissent des informations sensibles (nom de marques, de clients, de prestataires ou d’intervenants, chiffres, etc.), nous aidant ainsi à préserver leur confidentialité.
Cette présentation émane de la société Les Brigades du Marketing, agence de conseil et de service en marketing, à découvrir à l’adresse www.lesbrigadesdumarketing.com.

Pour contacter l’auteur de ce document, nous vous invitons à adresser un e-mail à l’adresse suivante : contact@lesbrigadesdumarketing.com.

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Social Media Strategy

  1. 1. 129/09/2016 STRATEGY
  2. 2. 2 SOCIAL MEDIA STRATEGY
  3. 3. Warning This presentation has been produced by Les Brigades du Marketing. More at www.lesbrigadesdumarketing.com. It is a confidential document. So the information which must not be revealed has been hidden, sometime with the kelp of buteflies. To contact the author of this presentation, please send an e-mail to: contact@lesbrigadesdumarketing.com.
  4. 4. 1 Yesterday
  5. 5. 529/09/2016 1 A Nightmare
  6. 6. 6 A nigthmare • Non availability of « IIIIIIIIIII » and/or « IIIIIIIIIII » names • No blog • Already created but unexploited IIIIIIIIIII social pages : Linkedin, YouTube, Twitter • Non respect of social pages hierarchy and creation order • Missing presence on key social web sites : Slideshare • No linking of those social pages between each others • No plan to integrate social pages with our corporate web site • Under evaluation of IIIIIIIIIII internal social assets 29/09/2016
  7. 7. 2 Today
  8. 8. 829/09/2016 1 Back To Basics
  9. 9. 9 Back to basics • IIIIIIIIIII social presence clarification Done • On going branding harmonization On progress (half done) • Social pages inter connection to reordered On progress • Social presence organization On progress 29/09/2016
  10. 10. 3 SWOT
  11. 11. 1129/09/2016 Paradox
  12. 12. Weaknesses Threats - Crowded market spaces - Inappropriate historic formats for social media - Corporate culture (secret, top down…) - Customers’ confidentiality potential request - Old school vocabulary Paradox
  13. 13. 4 Objectives
  14. 14. 1429/09/2016 A 360° Strategy
  15. 15. 15 A 360° Strategy • Image : - Develop IIIIIIIIIII’ brands notoriety - Increase IIIIIIIIIII’ brand attractiveness - Explain IIIIIIIIIII new strategy and positioning - Prove company’s legitimacy • Business : - Position IIIIIIIIIII on new strategic topics - Leverage on IIIIIIIIIII’ suppliers social presence - Generate leads • People and culture: - Create proudness - Involve people - Discover and promote social media champions - Set a new state of mind 29/09/2016 Year 1 Year 2 Year 3
  16. 16. 5 CHALLENGES s
  17. 17. 1729/09/2016 Challengess
  18. 18. 18 Challenges • Publish a least one thing valuable each hour • Answer to comments in less than few hours • Be relevant as long as you want to exist in social media • Be at worst up to date, at best a step ahead, ideally an influencer • Forget night and week-ends • Be ready to face unexpected crisis • Feed the content monster • … /… 29/09/2016
  19. 19. 6 Main issue
  20. 20. 2029/09/2016 David Against Goliath
  21. 21. 21 Main Issue • Time • Skills • Relevance • Reactivity 29/09/2016 Feed The Content Monster
  22. 22. 7 Solution
  23. 23. 2329/09/2016 Curation
  24. 24. 24 Solution • Content curation involves finding other people’s good stuff, summarizing it, and sharing it. • Curation is a win-win-win : you need content; blogs and websites need more traffic; and people need filters to reduce the flow of information. • We should intend to write 20% and to share 80% 29/09/2016 Welcome To The IIIIIIIIIII Brand Newsroom
  25. 25. 8 Let’s Start
  26. 26. 2629/09/2016 Setting Foundations
  27. 27. 27 Setting Foundations 1. Social media presence 2. Branding 3. Brand Newsroom working model 4. Topics 5. Languages 6. Style, tone and voice 7. Keywords 8. Inspiration surges 9. In case of crisis, any solutions 29/09/2016
  28. 28. 9 Our Social Media Presence
  29. 29. 2929/09/2016 Blog, social pages and more…
  30. 30. 30 Blog, Social pages and More Step 1 : To Start • A blog : - As a media at home (central and under control) - Making our web site more alive because embedded into it - Bringing SEO friendliness - Being a collaborative tool - Appropriate to be share on other social media • A Linkedin page • A YouTube page • A Slideshare page • A Twitter page 29/09/2016 Step 2 : To Continue • New social pages : • Pinterest • Others • New features, apps or widgets for our : • Linkedin page • YouTube page • Slideshare page • Twitter page
  31. 31. 10 Branding
  32. 32. 3229/09/2016 Build On Our Mantra
  33. 33. 33 Build On Our Mantra 29/09/2016 ||||||| Blog ||||||| Share ||||||| Link ||||||| Twitt ||||||| Tube
  34. 34. 11 Newsroom Working Model
  35. 35. 3529/09/2016 Collaboration
  36. 36. 36 Collaboration On writing : 1. We all are writers 2. When we write, we write on the blog the Blog first On sharing : 3. Everyone must share what he wrote 4. Everyone must share what other have been writing On curation : 5. Everyone must test one curation tool during the next two months 6. Everyone must demonstrate he is strong in one or two topics (as a minimum) 7. When we make content curation, we make it on the blog the Blog first 29/09/2016
  37. 37. 12 Topics
  38. 38. 3829/09/2016 From Each According to His Ability
  39. 39. 39 Topics 29/09/2016 Red Ocean Topics Blue Ocean Topics IIIIIIIIIII Internal Topics Opportunity Topics Bank Insurance Industry Telco Public service International Data governance Data Management … /… Big Data Smart data Open data Data viz Alliance in data … /… Circle A : What we do |||||||, |||||||… Circle B : What we do as a group |||||||, |||||||… Circle C : What our customers do (with or without us) Orange, LCL… Circle D : What our partners do SAP, SalesForce, Stanton Wallace… Lean start up New business models New corporate governance Data economy Company valuation … /…
  40. 40. 12 Languages
  41. 41. 4129/09/2016 Write in French, Do Curation in English
  42. 42. 42 • For IIIIIIIIIII’ generated content : 100%French • For curated content : 1/3in French, 2/3 in English 29/09/2016
  43. 43. 13 Style, Tone and Voice
  44. 44. 4429/09/2016 Express Like in a Trade Show At the end of the day, speaking and drinking a glass
  45. 45. 45 Express Like in a Trade Show • Alternate two categories of tone : - Serious : Like if I was in a meeting at work, in the headquarter… - Cordial : Like if I was the last day of a trade show, at the end of the day, drinking a glass, and speaking with a peer • Adapt your tone and style according to the social places : - Personal, engaged, convinced on the blog - Informative, analytics and clever on Linkedin - Spontaneous with Twitter - Emotional with YouTube - Helpful and pedagogic with Slideshare 29/09/2016
  46. 46. 15 Keywords
  47. 47. 4729/09/2016 Write For Google First
  48. 48. 48 Write For Google First Use our current keywords the more you can data big data small data data business capital data data science data scientist monétiser la data monétisation base de données base de données internationale créer une base de données optimiser sa base de données veille technologique évolution technologique transformation digitale transformation digitale des entreprises digitalisation stratégie big data gouvernance data gouvernance gouvernance des données DQM Data Quality Management gestion client gestion fournisseur gestion référentiel référentiel client référentiel fournisseur gestion dans sap référentiel dans sap gestion des risques maitrise des risques onboard défaillance risque de défaillance défaillance des entreprises santé financière santé financière des entreprises recouvrement solution de recouvrement solution mode saas mode saas performance marketing performance commerciale ||||||||| développement commercial développement commercial international developpement international prospection prospection internationale prospection commerciale dso diminuer le dso ||||||||| ||||||||| 29/09/2016
  49. 49. 16 Inspiration Tools
  50. 50. 5029/09/2016 Forget the White Page Syndrome
  51. 51. 51 Forget The White Page Syndrome 29/09/2016 Inspiration Tools To be tested by Alltop The Big Picture In Focus Buffer Linkedin Influencer and Pulse SmartBrief Scoop It (trial version) Stumple Upon Tweeter List Feedly Futurity Google Schoolar Ted Holy Kaw Klout Reddit Flipboard ||||||||| ||||||||| ||||||||| ||||||||| ||||||||| ||||||||| ||||||||| ||||||||| ||||||||| ||||||||| ||||||||| ||||||||| |||||||||
  52. 52. 17 In Case of Crisis
  53. 53. 5329/09/2016 Keep Cool… Follow Four Rules
  54. 54. 54 Keep Cool… Follow Four Rules 29/09/2016 #1 Rule: Shift from Web to phone “Hi, We heard about your issue? Let’s call each other to solve it. He re is my mobile phone number. Please call me”. Paul : +33 6 24 56 52 51 – paul.nom@IIIIIIIIIII.com #2 Rule: Get control of the planning “Hi, I heard about your issue, we will answer to your question under two days” Paul : +33 6 24 56 52 5 1– paul.nom@IIIIIIIIIII.com #3 Rule: Maintain a single person name upfront “Hi, I am maybe not the best person to answer. Il will investigate internally and come back to you soon”. “Hi, I will come back to you soon”. Paul : +33 6 24 56 52 51 – paul.nom@IIIIIIIIIII.com #4 Rule: Catch and leverage on what other members said “Hi, what about what the other readers said on your issue”. Paul : +33 6 24 56 52 51 – paul.nom@IIIIIIIIIII.com
  55. 55. 17 Mindset
  56. 56. 5629/09/2016 Let Be Humble… all Together
  57. 57. 57 Let be Humble… all Together • Be low profile • Test • Learn • Share between each other • Grow together 29/09/2016
  58. 58. 19 Action Plan
  59. 59. 5929/09/2016 Share The Work
  60. 60. 60 Share The Work Month 1 - Curation tools test - First posts proposition for the Blog - First curation learning Month 2 - Curation tools benchmark (exchanging them between us) - Discussion on writing issues - Discussion on sharing - Tips sharing on curating - Coaching Month 3 - Unique curation tool adoption - Mutual improvement on writing, sharing and curating - Internal propagation plan definition - Social writing coaching 29/09/2016
  61. 61. 20 To Do List
  62. 62. 6229/09/2016 1 Do a Little… everyday
  63. 63. 63 Do a little… everyday  Bookmark IIIIIIIIIII’ social accounts  Update your current social accounts  Create your missing social accounts  Gather and organize your inspirational surges (books, oftenly read web sites, print magazines….)  Test and evaluate curation tools  Prepare to publish first posts on the Blog  Prepare feedback to share for the next Brand Newsroom meeting 29/09/2016
  64. 64. 64 Do a little… everyday Bookmark IIIIIIIIIII’ Social Accounts the Blog http://IIIIIIIIIIIdb.wordpress.com Be Data Share http://fr.slideshare.net/20156789 Be Data Link https://www.linkedin.com/company/IIIIIIIIIII-dun-and-bradstreet Be Data Twitt http://twitter.com/IIIIIIIIIIIDB Be Data Tube https://www.youtube.com/IIIIIIIIIIIDB 29/09/2016
  65. 65. 65 Do a little… everyday Bookmark IIIIIIIIIII’ Social Accounts The Blog www.|||||||||.com |||||||| Share www. ||||||||.com |||||||| Link www. ||||||||.com |||||||| Twitt www. ||||||||.com |||||||| Tube www. ||||||||.com 29/09/2016
  66. 66. 66 Do a little… everyday Publish First Posts on the Blog 29/09/2016 1
  67. 67. 67 Do a little… everyday Publish First Posts on the Blog 29/09/2016 2
  68. 68. 68 Do a little… everyday Publish First Posts on the Blog 29/09/2016 3
  69. 69. 69 Do a little… everyday Publish First Posts on the Blog 29/09/2016 4
  70. 70. 70 Do a little… everyday Publish First Posts on the Blog 29/09/2016 5
  71. 71. 21 Measure Of Success
  72. 72. 7229/09/2016 Towards New KPI
  73. 73. 73 Towards New KPI 29/09/2016 Return On Investment Return On Implication Return On Influence Return On Intelligence

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