INHOUSE SOCIAL MEDIA                                           ACCEPTANCE        E›Vivier     Helping brands      to under...
Rocket scientist?                    Not really…
Even if I helped launch 350 digital, social media marketing,& buzz campaigns… in the past 10 years                        ...
I am a buzz and social media marketing dinosaur12 years in the digital & social media marketing industry
I am a buzz and social media marketing dinosaur12 years in the digital & social media marketing industry              Stra...
SO, HOW TO FOSTER A LEARNINGMARKETING DEPARTMENT?
WARNING NOTE THIS PRESENTATION IS NOT FOR GURU & EXPERTS BUT FOR EXECUTIVES STARTING IN SOCIAL MEDIA
http://darmano.typepad.com/@armano, you can go for a coffee ;)       David’s blog is great : http://darmano.typepad.com
1. WHY SHOULD YOU CARE ABOUT LEARNING?   Because, your next competition will come out of nowhere©Emmanuel Vivier. All righ...
Without change you will become irrelevant…©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com   10
Without change you will become irrelevant…Ask Moubarak… (the ex president of Egyptia)©Emmanuel Vivier. All rights reserved...
Because, your next competition will come out of nowhereFrom another industry, from an innovation, or even the consumer©Emm...
Do you even know who is really your competition?War for attention has started!                                            ...
http://en.wikipedia.org/wiki/3D_printing & http://www.youtube.com/watch?v=HdzooQQDWGg&feature=fvwrelAnd just wait for 3D p...
20% of Vanksen revenue are from services…the agency was not offering 2 years before :•      Website creation          –   ...
2. PROVIDE THEM WITH TRAINING   Duhhh!©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com   16
Social media requires 4 type of skillsMarketing + Operational + Measurement + IT & Legal                                  ...
Don’t ask everyone to learn everything in 1 dayCreate different modules & levels                                Level     ...
Them? ALL of them!Ex of 360° training program                               Management : reverse mentoring/coaching       ...
Training requires Enforcing & CheckingJust be nice….©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com   20
3. HELP YOUR TEAM TO OPEN THEIR HEARS   Getting them in the right state of mind©Emmanuel Vivier. All rights reserved. | ww...
How many books, sites, newsletters are you reading?No, really, how many by weeks?©Emmanuel Vivier. All rights reserved. | ...
Keep a list of great uptodate websites curating content for you12 sites you NEED to read• Best practices & social media   ...
Source : http://www.ted.com/talks/kevin_kelly_on_the_next_5_000_days_of_the_web.htmlEx : a video of TED.comWhat will be th...
10 books you might want to readThey are tons of social media books, but a few really worth to read
Twitter.com & Klout.comHow many new people do you follow & read?Twitter is great to keep track on top experts/journalists
Twitter.com & Klout.comHow many new people do you follow & read?Hint : find interesting people to follow with http://follo...
Twitter.com & Klout.comHow many new people do you follow & read?Hint : find influential people to follow with http://klout...
http://inmaps.linkedinlabs.com/And how many new people did you connect with?Linkedin, Facebook,… are great tools to invite...
And how many new people did you met?Online is great, but offline is better…                                          This ...
http://www.google.fr/alertsDo you know what people says about your brand everyday?Hint : tools without human expertise are...
http://www.youtube.com/watch?v=QUY9fr2ttqUGet ready to listen AND REACT « realtime »!Are you ready for « low latency » mar...
www.ideastorm.comOr maybe just start by asking them…Ex : Crowsourcing from Dell Ideastorm©Emmanuel Vivier. All rights rese...
Monde                                                                  •Or even let clients invent your next serviceGoogle...
By the way when is the latest time you really checked your stats?No, I mean really?                                   Dumb...
And when is the last time you really spend a day with a customer?(test lab or panel doesn’t count…)©Emmanuel Vivier. All r...
4. SUPPORT THEM IN SHARING INFORMATION   « Good tools make good workers »©Emmanuel Vivier. All rights reserved. | www.emma...
Make it easy to share….Hint : you might want to skip your IT department©Emmanuel Vivier. All rights reserved. | www.emmanu...
Make it easy to share….Hint : avoid complicated, superpowerful & long to deploy software©Emmanuel Vivier. All rights reser...
https://www.yammer.com/Hint : avoid complicated, superpowerful and long to deploy softwareYammer : A internal Twitter for ...
http://www.tumblr.com/Create a Tumblr for each projectSuper easy multiauthor blog platform (access can be protected)©Emman...
http://www.posterous.comOr a Posterous microblog…Super easy multiauthor blog platform (access can be protected)©Emmanuel V...
http://www.Culture-Buzz.comShare your discoveries with the outside worldSince 2004, Vanksen agency’s blog is written by th...
To conclude : one word about management supportIf you don’t do it, they won’t…©Emmanuel Vivier. All rights reserved. | www...
Thank you for your attention                                                 Emmanuel Vivier        E›Vivier     Helping b...
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In house social media acceptance - how to foster a learning marketing department

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Presentation by Emmanuel Vivier @ #M2C2011 Conference (http://www.marketing2conference.com) in Paris on the 28-29th of march 2011. A few advices for non social media marketing expert about why and how you can motivate your marketing team to keep learning about new trends....

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In house social media acceptance - how to foster a learning marketing department

  1. 1. INHOUSE SOCIAL MEDIA ACCEPTANCE E›Vivier Helping brands to understand the future of digital & marketingwww.emmanuelvivier.com How to foster a learning marketing department? Version 1.0 by Emmanuel Vivier | +33 6 11 62 37 94 | emmanuel.vivier@gmail.com | @emmanuelvivier ©Emmanuel Vivier. All rights reserved . www.emmanuelvivier.com › Paris & New-York
  2. 2. Rocket scientist? Not really…
  3. 3. Even if I helped launch 350 digital, social media marketing,& buzz campaigns… in the past 10 years 3
  4. 4. I am a buzz and social media marketing dinosaur12 years in the digital & social media marketing industry
  5. 5. I am a buzz and social media marketing dinosaur12 years in the digital & social media marketing industry Strategy Advertising, Media Buzz Consulting Digital Planning Monitoring & Training & Viral 1.0 & 2.0 & Analytics Cofounded & co-managed one of the first digital & social media marketing agency in France, Luxembourg & Switzerland for the last 10 years Contact them : www.vanksen.com, if you need a great agency
  6. 6. SO, HOW TO FOSTER A LEARNINGMARKETING DEPARTMENT?
  7. 7. WARNING NOTE THIS PRESENTATION IS NOT FOR GURU & EXPERTS BUT FOR EXECUTIVES STARTING IN SOCIAL MEDIA
  8. 8. http://darmano.typepad.com/@armano, you can go for a coffee ;) David’s blog is great : http://darmano.typepad.com
  9. 9. 1. WHY SHOULD YOU CARE ABOUT LEARNING? Because, your next competition will come out of nowhere©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 9
  10. 10. Without change you will become irrelevant…©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 10
  11. 11. Without change you will become irrelevant…Ask Moubarak… (the ex president of Egyptia)©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 11
  12. 12. Because, your next competition will come out of nowhereFrom another industry, from an innovation, or even the consumer©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 12
  13. 13. Do you even know who is really your competition?War for attention has started! Google tv©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 13
  14. 14. http://en.wikipedia.org/wiki/3D_printing & http://www.youtube.com/watch?v=HdzooQQDWGg&feature=fvwrelAnd just wait for 3D printing to reshape retail!After music, media, movies, apps,…. Objects will be digitalize The biggest relvolution in retail is going to happen in the next 5-10 years:©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 14
  15. 15. 20% of Vanksen revenue are from services…the agency was not offering 2 years before :• Website creation – html by hand, then software, then flash animation• Content Management – 100% coded, then license, then open source• Search Engine Optimisation – then SEA, then social optimization• Buzz marketing & Viral marketing – Viral video, personnalized viral video, video with call back• Bloggers outreach – PR2.0 then sponsored posts then viral video seeding• Social media marketing 10 – on blogs, then Facebook, then Twitter years• Ereputation monitoring – Monitoring tools, then community management, then social CRM• Mobile – Wap site, then apps on iphone, then android, windows 7 and blackberry, then ipad• Offline advertising – Radio,TV, print, billboard then interactive screen©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 15
  16. 16. 2. PROVIDE THEM WITH TRAINING Duhhh!©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 16
  17. 17. Social media requires 4 type of skillsMarketing + Operational + Measurement + IT & Legal Marketing & communication Planning & leading the strategy, conceiving creative elements, content guidelines & choosing touchpoints Operational Managing agencies/ providers Social media engagement Monitoring & outreach Mesurement Editorial planning IT & Legal Governance KPI & Web Reporting Sécurity & legal Analyics tracking Tools deployement ROI measurement Integrating with existing Test & optimization systems Databases©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 17
  18. 18. Don’t ask everyone to learn everything in 1 dayCreate different modules & levels Level Ex of training modules I am conceived for brands What is Viral Corporate Basic web2.0 Marketing Blogging Viral Marketing Facebook Marketing 2.0 tools & Twitter & widgets Build a UGC & Enterprise Medium social media 2.0 Crodsourcin g strategy Branded Bloggers Mobile & content & outreach & iphone utility seeding ROI Community Ereputation Transmedia Advanced mesure- ment manageme nt Manageme nt Storytelling©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 18
  19. 19. Them? ALL of them!Ex of 360° training program Management : reverse mentoring/coaching Learning Expedition Middle management : regular training Innovation Experts : Advanced Day Training Everyone : the basics©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 19
  20. 20. Training requires Enforcing & CheckingJust be nice….©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 20
  21. 21. 3. HELP YOUR TEAM TO OPEN THEIR HEARS Getting them in the right state of mind©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 21
  22. 22. How many books, sites, newsletters are you reading?No, really, how many by weeks?©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 22
  23. 23. Keep a list of great uptodate websites curating content for you12 sites you NEED to read• Best practices & social media • Innovation – Slideshare.net (the youtube of – Wired.com powerpoint) – Fastcompany.com – Mashable.com – Mondaynote.com – E-consultancy.com – darmano.typepad.com• Marketing & social Trends – PSFK.com – Ted.com (best world conference) – 180360720.no – whatconsumesme.com – trendwatching.com©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 23
  24. 24. Source : http://www.ted.com/talks/kevin_kelly_on_the_next_5_000_days_of_the_web.htmlEx : a video of TED.comWhat will be the web next 5000 days?©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 24
  25. 25. 10 books you might want to readThey are tons of social media books, but a few really worth to read
  26. 26. Twitter.com & Klout.comHow many new people do you follow & read?Twitter is great to keep track on top experts/journalists
  27. 27. Twitter.com & Klout.comHow many new people do you follow & read?Hint : find interesting people to follow with http://followerwonk.com
  28. 28. Twitter.com & Klout.comHow many new people do you follow & read?Hint : find influential people to follow with http://klout.com
  29. 29. http://inmaps.linkedinlabs.com/And how many new people did you connect with?Linkedin, Facebook,… are great tools to invite people for a coffee My social graph on Linkedin http://inmaps.linkedinlabs.com (2377 contacts)
  30. 30. And how many new people did you met?Online is great, but offline is better… This is less than 50% of the people I met offline in the past 15 days
  31. 31. http://www.google.fr/alertsDo you know what people says about your brand everyday?Hint : tools without human expertise are useless Free twitter search Paying©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 31
  32. 32. http://www.youtube.com/watch?v=QUY9fr2ttqUGet ready to listen AND REACT « realtime »!Are you ready for « low latency » marketing? : ex Cisco©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 32
  33. 33. www.ideastorm.comOr maybe just start by asking them…Ex : Crowsourcing from Dell Ideastorm©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 33
  34. 34. Monde •Or even let clients invent your next serviceGoogle API ecosystem = outsourced Research & Development©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 34
  35. 35. By the way when is the latest time you really checked your stats?No, I mean really? Dumb? And when is the last time you changed something based on them?©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 35
  36. 36. And when is the last time you really spend a day with a customer?(test lab or panel doesn’t count…)©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 36
  37. 37. 4. SUPPORT THEM IN SHARING INFORMATION « Good tools make good workers »©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 37
  38. 38. Make it easy to share….Hint : you might want to skip your IT department©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 38
  39. 39. Make it easy to share….Hint : avoid complicated, superpowerful & long to deploy software©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 39
  40. 40. https://www.yammer.com/Hint : avoid complicated, superpowerful and long to deploy softwareYammer : A internal Twitter for sharing facts, links,…©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 40
  41. 41. http://www.tumblr.com/Create a Tumblr for each projectSuper easy multiauthor blog platform (access can be protected)©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 41
  42. 42. http://www.posterous.comOr a Posterous microblog…Super easy multiauthor blog platform (access can be protected)©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 42
  43. 43. http://www.Culture-Buzz.comShare your discoveries with the outside worldSince 2004, Vanksen agency’s blog is written by the 90 employee http://www.Culture-Buzz.com 110.000 viewed pages/month 1 lead/day for 4 years! A few million € revenues came from it©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 43
  44. 44. To conclude : one word about management supportIf you don’t do it, they won’t…©Emmanuel Vivier. All rights reserved. | www.emmanuelvivier.com 44
  45. 45. Thank you for your attention Emmanuel Vivier E›Vivier Helping brands to understand @emmanuelvivier the future of digital emmanuel.vivier@gmail.com & marketingwww.emmanuelvivier.com Version 1.0 by Emmanuel Vivier | +33 6 11 62 37 94 | emmanuel.vivier@gmail.com | @emmanuelvivier ©Emmanuel Vivier. All rights reserved . www.emmanuelvivier.com › Paris & New-York
  46. 46. Get the Conference Photos Facebook.com/emmanuelvivier E›Vivier Helping brands to understand emmanuelvivier the future of digital & marketing emmanuel.vivier@gmail.comwww.emmanuelvivier.com Version 1.0 by Emmanuel Vivier | +33 6 11 62 37 94 | emmanuel.vivier@gmail.com | @emmanuelvivier ©Emmanuel Vivier. All rights reserved . www.emmanuelvivier.com › Paris & New-York

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