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some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 1 
December 09, 2014 
MASTERING DIGITAL MARKETING LIKE A 
BOSS 
THE SLIDES 
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http://like-a-boss.co/slides to be stolen and shared with no restraint
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This presentation was made for you to steal from and copy and 
paste and share around you and no need to ask permission for it! 
• This work is licensed under the 
Creative Commons Attribution- 
Noncommercial-Share Alike 3.0 
License. To view a copy of this 
license, visit 
http://creativecommons.org/licens 
es/by-nc-sa/3.0/ or send a letter 
to Creative Commons, 543 Howard 
Street, 5th Floor, San Francisco, 
California, 94105, USA. 
• You are allowed to use one or all 
the slides/images contained within 
this presentation provided you 
quote the author and the source of 
this information 
(http://like-a-boss.co ) 
like-a-boss.co
some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 3 
Buy the book/e-book from Amazon 
BUY THE BOOK/E-BOOK FROM 
AMAZON 
Get the link at 
http://like-a-boss.co 
like-a-boss.co 
dessin Yann Gourvennec http://aantimuseum.com
some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 4 
These are the slides from Master Digital Marketing Like A 
Boss with a few additional ones because we are nice people 
• in this presentation you will 
find slides which will help 
you build your own 
presentations 
• You can come back to it as 
many times as you like, we 
will not withdraw these 
slides 
• All we’re asking for is a 
mention or two of the 
like-a-boss.co minisite 
for details about the book, please check http://like-a-boss.co 
like-a-boss.co
some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 5 
5 main sections 
Check the slide notes which will give you more details about each section 
SECTION I: HOW SIGNIFICANT 
IS DIGITAL MARKETING? 
SECTION II: CONTENT AT THE 
HEART OF A DIGITAL MARKETING 
STRATEGY 
SECTION III: IMPLEMENTING 
ONE’S DIGITAL STRATEGY 
SECTION V: FOR THOSE WHO 
MISSED THE BOAT OF THE DIGITAL 
REVOLUTION 
SECTION IV: STRUCTURING 
ONE’S DIGITAL STRATEGY 
like-a-boss.co
some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 6 
Differences between online and offline writing 
What doesn’t change… what changes… 
1. Spelling 
1. A picture is worth 1,000 words 
1. Adapt to your 
audience 
2. Check your 
headlines 
3. From essentials to 
particulars 
6. Write for online readers 
7. Links, links, links 
8. Repetition is not a crime 
9. Addressing readers directly 
6. Divide your pieces 
into sections 
like-a-boss.co
some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 7 
10 golden rules for a successful business blog 
Set your objective and target 
your content 
Assess necessary time 
Defining blog’s 
organisation 
Put care into your content 
Your writers in the 
spotlight 
Promote your posts 
Measure results 
Different kinds 
of posts 
Take care of headlines 
and pictures 
Stick to current 
events 
like-a-boss.co
some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 8 
David Parkinson’s 5 tips on how to manage a global 
social media strategy 
Listen: pay attention to your community, consumers and market 
requirements. You need to understand what you are trying to do 
with social media in different countries 
Local sensibilities: be aware of local sensibilities. The way we deal with 
an Indian consumer is different to how we deal with an Italian consumer 
Cross-functional: social media has to be cross-functional, 
it can’t be in silos 
Consumable: ensure that everything you do is consumable on all platforms 
and shareable 
Be realistic: don’t expect social to be a magic bullet. Even if you have one 
million fans only 16% will see what you say and only about 5% of those 
will actually care 
like-a-boss.co 
follow David at @David_Nissan
some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 9 
How technologies mature 
Maturation phases 
Technological disruption happens 
Change and disruptions are clear (e.g. 
travel & tourism, analogue photography, 
mail order companies, news …) 
Technology blends with the 
real world 
Innovation helps improve and 
enhance past processes (e.g. 
online banking, ecommerce, e-government 
(taxes)) 
C1 
+/- digestion results 
A1 
B 
grey area or ‘digestion’ zone 
technological innovation is maturing 
for the best of 10 years on average 
Technological innovation fails 
It is discarded until it can be recycled, or 
turned into a niche product (e.g. 1st 
generation tablet PCs, voice recognition, 
unified communications,…) 
Negative Assumption 
Innovation is toxic and 
disrupts the current 
status. Chaos is around 
us, people feel 
threatened 
A2 
C2 
C3 
Positive Assumption 
Innovation is positive. Our 
lives will change for the 
better. All is for the best in 
the best of all possible 
worlds. Things will never 
be like they used to be.
some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 10 
Phases and evolutions of an Internet revolution 
Takeoff and landing: the 
Web is at last accessible to 
most and prices are sinking. 
e-commerce is booming… 
the price to pay is a 
spectacular bubble that 
bursts 
Mobile Web heyday: the Web 
becomes mobile first with Apple’s 
creation of the iPhone which leads to 
more popular usage and widespread 
access to the Internet on the move … 
even though Microsoft had invented 
that with Windows CE 5 years 
earlier! 
1 6 
89-90 
genesis 
B U B B L E 
94-95 
3 4 
bubble aftershock 
Web 2.0 
01-02 2001-2 
2 
takeoff & landing  
mobile Web heyday 
2007 
5 
Web/mobile/ 
social media 
convergence 
2011-12 
Genesis: The Web is 
owned by happy fews. TV 
mentions it (mostly in UK 
and US) but average 
punters have not seen 
anything yet 
Bubble aftershock: the 
market is being purged and 
new Internet champions are 
born at the most improbable 
of moments. Digital matures 
and develops 
Web 2.0 : True explosion 
of creativity and birth of 
social networks as spotted 
by Tim O’Reilly’s trained 
eye. 
Convergence: 
not the most 
innovative period 
but one of 
maturity with all 
Internet access 
modes now 
converging under 
the auspices of 
cloud computing 
giants who 
provide access to 
files ATAWAD** 
* starting from WWW, not Internet, invention ** Anytime, Anywhere, from Any Device 
like-a-boss.co
some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 11 
under the radar functional beloved sensitive 
characteristics little or no buzz 
make it work 
or fix it! 
conversations 
health, safety, 
children 
tactics do something different 
community 
management 
(forums/social 
media) 
nurture 
community (ies) 
reassure 
4 types of brand on the Internet and Social Media 
http://like-a-aboss.co with the help of Synthesio 
like-a-boss.co
some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 12 
brand type under the radar functional 
service companies for B2B B2C 
characteristics little or no buzz 
people talk about 
…features, bells & whistles 
strategy 
think out of the box and 
your brand may exist online 
Social CRM and 
community management 
are prevalent 
(forums/social media) 
Online (and offline) service companies DNA 
like-a-boss.co
some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 13 
brands consumers business professionals 
types of content 
• entertainment 
• « lifestyle » 
• experience 
• no in-depth analysis required 
• in-depth content 
• explanations, demonstrations 
• visions, analyses 
• in-depth analysis 
types of exchanges 
• « likes » 
• comments and opinions 
• cyber-babble 
• rational views 
• exchange of views 
• expertise and debates 
contributors 
• UGC 
• guest blogging 
• content acquisition 
• expert views 
• UGC 
• guest expert partners 
preferred platforms 
• Facebook 
• Pinterest 
• Instagram 
• Google+ 
• Twitter 
• LinkedIn / Viadeo / Xing 
• SlideShare 
• ScoopIt 
results 
• visits 
• virality 
• brand stickyness 
• exchanges 
• awareness 
• authority 
Discrepancies between B2B and B2C blog
some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 14 
7 variables for brand DNA by Thierry Spencer 
corporate culture 
brand characteristics 
brand awareness 
number of clients/ecosystem size 
frequency of purchase 
nature of relationship 
user / buyer experience
some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 15 
Potential content marketing tactics for your digital marketing 
• benefits 
• Shows expertise 
• risks : 
•Avoid one-expert blogs 
• Finding experts internally 
• positioning your blog 
EXPERT BLOGGING 
• benefits 
• Shows expertise, exposes vision 
• risks : 
• Content too banal 
• Lack of original content 
•Marketing automation issues (lead gen) 
WHITE PAPERS 
• benefits 
• Rich content 
• Entertaining 
• risks : 
• Production cost 
• Content unprofessional… or too 
professional 
• Lack of credibility 
MULTIMEDIA 
• benefits 
• Position brand as expert in chosen area 
• risks : 
• Evaluating partners or clients 
• Focusing on the negative 
• Internal skills 
BAROMETERS 
• benefits 
• High quality content based on 
contributors’ expertise 
• risks : 
• Credibility must be established (Why 
us?) 
•Avoid content creation in too many 
places 
•Marketing automation a critical success 
factor 
EXPERT 
INTERVIEWS AND 
COLLABORATION 
• benefits 
• Let people learn but don’t be too 
didactic 
• risks : 
•Development hurdles 
• Standing out from the crowd 
• Scaling and growth 
SERIOUS GAMES 
• benefits 
•No need to create a blog of your own 
• risks : 
• Your content tends to sit on spaces you 
have no control on 
risks 
• benefits 
• Best viral marketing is done with good 
products 
• risks : 
• Easier said than done 
• Good products (in customers’ eyes not 
yours) 
•Digital director not forcibly in charge 
GOOD PRODUCTS 
like-a-boss.co
some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 16 
How and with whom to share your content 
by Alcatel’s S. Lapeyrade 
• Test platforms and your 
users and assess whether 
work can begin 
• Learn, aim, get results and 
correct aim again 
TEST AND 
LEARN! 
• IRL communities already 
exist 
• Spot those employees who 
are already active on social 
media 
IRL AND ONLINE 
COMMUNITIES 
• Don’t be too formal 
• Don’t be a control freak 
• Transparency is a must, be 
open to debates 
OPEN UP YOUR 
MIND 
• Don’t be a fashionista 
• Respect your brand 
• Be real and honest 
DON’T BE A 
FASHION VICTIM 
• gain visibility through 
networking 
• earn trust and respect 
• avoid silos and duplication 
• open up 
• evolving your 
WHY DO THAT? 
follow Stephane at @lapeyrade 
* IRL : « in real life » as opposed to things happening online on the Internet 
like-a-boss.co
some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 17 
3 professional European social networks compared to Facebook 
1+bn members 
USA: 2004 
50 languages 
consumers, brand 
pages, entertainment, 
gamification … 
80% outside USA 
~200 million de 
members 
USA: 2002 
multilingual 
B2B 
average user 41 
years old 
60% outside USA 
49 million members 
France: 2002 
French / English 
B2B 
Growing in Russia 
and China 
11,7 million members 
(of which 6.4 ghost 
members) 
Germany: 2003 
(née Open BC) 
Originally int’l, now 
on German speaking 
countries 
B2B 
German-speaking 
users 
source: Karalys, Socialbakers, AIM Group, Media Aces & Wikipedia, Quinty.com, Le Figaro, Viadeo & LinkedIn (July 2013) 
like-a-boss.co
what tool for what purpose? 
some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 
trivia, quizzes, 
entertainment, 
contests, 
gamification, 
CRM 
coupons, 
exclusive 
offers, serious 
gaming 
hard selling, in-depth 
content 
trivia, quizzes, 
entertainment, 
contests, , in-depth 
content, 
gamification, CRM 
coupons, 
exclusive offers, 
serious gaming 
hard selling 
content 
infographics 
keynotes 
lead 
generation 
(B2B) 
hard selling 
content, 
trivia, 
events, live 
blogging 
lead 
generation 
(consulting 
or similar) 
hard 
selling,, 
Corporate 
content 
links to contentt, 
Q&A, linking via 
groups, networking, 
partnerships 
lead generation 
hard selling 
link-baiting
some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 19 
entertainment 
in-depth content 
niche universal 
(SEO?) 
? 
What tool for what message 
like-a-boss.co
20 
Social Technographics Groups (2007 - 2010) 
Creators 
Publish a blog 
Publish your own Web pages 
Upload video you created 
Upload audio/music you created 
Write articles or stories and post them 
Critics 
Post ratings/reviews of products or services 
Comment on someone else’s blog 
Contribute to online forums 
Contribute to/edit articles in a wiki 
Collectors 
Use RSS feeds 
Add “tags” to Web pages or photos 
“Vote” for Web sites online 
Joiners 
Maintain profile on a social networking site 
Visit social networking sites 
Spectators 
Read blogs 
Watch video from other users 
Listen to podcasts 
Read online forums 
Read customer ratings/reviews 
Inactives None of the above 
19% 
25% 
12% 
25% 
48% 
24% (US) 
14% (Eu) 
37% 
19% 
21% 
6% 
51% 
29% 
73% 
49% 
2010 
update 
Source: Q2 2007 44% 
US Social Technographics® 
Online Survey, N= 10,010 
US online adult population (at least monthly participation) 
18% 
40% 
2010 
update 
2010 
update 
2010 
update 
2010 
update 
2010 
update 
the Forrester metrics and slides have been approved by Forrester for release in this book and slides
CULTURAL COMPARISONS
CULTURAL COMPARISONS
some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 23 
3 ways of measuring R.O.I 
sell engage save 
all of the above 
like-a-boss.co
some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 24 
SAMPLE ROI CALCULATION OF A blogger PR TOUR** 
overall estimated benefit : €82k to €114k 
~ €50 – 75k €18.9k 
FREE DISPLAY 
> 6 banners x 6 blogs for 3 weeks 
> CPM: €0.30 
> (5000 impressions/blog/day on average) x 6 blogs 
~ €4 – 6k 
LIVE ORANGE BLOG FROM 600 TO 1300 
DAILY UNIQUES FOR 2 WEEKS 
> +700 DU x 14 days = 9,800 
> 9,800 x (€0.51 - €1 CPC) 
+12 000 Twitter impressions on promoted tweets Twitter 1st 
referrer amongst social networks : 25% of visits 
+15% new followers (from 100 to 130 per day) 
UGC MULTIMEDIA 
> 6 Orange videos ~ €500 x 6 
> 7 photo slideshows (€1K) 
8 new bloggers recruited 
impact +4% recurring visitors 
US and UK in 2nd and 3rd position 
100 POSTS 
> ~ €500 - €750 per post 
SOCIAL MEDIA OUTREACH 
Twitter, Facebook, Google+, Pinterest, Linkedin, Dailymotion 
> ~ €500 - €600 per blog 
€4k 
~ €5 – 10k 
Orange blogger bus tour, Sept 2012)
some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 25 
Word of mouth and advertising synergies 
like-a-boss.co 
4 5 
7 top tips for better synergies 
Optimise 
existing 
budgets and 
save. Then 
invest on 
promotion 
once savings 
have 
emerged 
Choose the right tools: don’t 
keep up with the Joneses 
on flavour of the month; 
don’t try and be present on 
all platforms, use your head 
beforehand and apply 
common sense 
Support your online 
actions with offline 
ones: don’t try and do 
all things online, try and 
find help IRL 
Start with earned and 
owned media and end 
up with paid media. Your 
employees are your 
best allies. Start with 
free sharing techniques 
paid should only come 
next. 
Show your interest in 
others! Your content is 
worth something 
because of the people 
who read it, not because 
of your brand signature. 
1 
2 3 
6 
7
some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 26 
Passive openers 
- 15% of lists 
- 14% of clicks 
Addicts 
- 4% of lists 
- 35% of clicks 
Passive 
- 75% of lists 
- 31% of clicks 
Choosers 
- 6% of lists 
- 20% of clicks 
Email reader typology by Hervé Bloch 
Follow Hervé at @hervebloch 
like-a-boss.co
some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 27 
# Publicise 
hashtag 
Share 
hashtag 
as much 
as possible 
Announce event 
bit by bit 
blogs 
webTV 
Facebook 
Twitter 
etc. 
Share info 
gradually 
with 
external bloggers 
html 
Html Buzz kit 
1 
2 
3 
4 
Event facilitation and content sharing with social media
some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 28 
Experts, perceive why and how Web 
content can be beneficial to their 
business, clients, partners and 
employees. They set up proper 
“newsrooms” and use Web content for 
SEO to the full. They even reduce the part 
of SEM within their budgets. They write 
blogs and do social media but with a 
purpose in mind… from day 1 
Content marketing evolution 
B 
Zombies, have completely 
forgotten about the purpose of their 
Web content but they go on 
anyway, unabated. They create 
content for content’s sake and fail 
to differentiate. In large enterprises, 
employees tweet each other to 
generate noise 
C1 
Grey area or “digestion” zone 
10 years (1999-2009) during which 
the most advanced companies reap 
the benefits of Web content. 
Enterprises lag behind self-marketed 
individuals and even e-commerce 
fails to seize this opportunity. Strong 
reactions in businesses which don’t 
want to turn into media houses Newbies, arrive late in that game and 
want to keep up with the Joneses. As they 
are beginners, they tend to spend vast 
amounts of money on content creation 
which is done entirely externally and fail to 
use their own resources properly. They also 
like to mimic existing sites 
Genesis digestion maturity 
A 
C2 
C3 
Discovery phase 
1995-1999 few companies 
understand how Web 
content works, except 
pure players and Web 
portals. Pioneers carry out 
first experiments 
cc 2014 visionarymarketing.com 28
some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 29 
How to contact us 
• Hervé Kabla 
– twitter: @hkabla 
– hervekabla.com 
• Yann Gourvennec 
– twitter: @ygourven 
– visionarymarketing.com 
like-a-boss.co
some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 30 
Steal our ideas! 
We love Seth Godin’s unleashing the ideavirus. As he advises, feel free to steal our 
ideas (by the way we stole his in this slide!) 
1. Share this file with whomever you like 
2. Share it on Twitter, our handles are @hervekabla and @ygourven 
3. Take anything you need and evangelise… we have no other purpose! 
4. Share your own views and help us by sending your suggestions 
5. Contact us via http://like-a-boss.co/contact 
This deck on slideshare at http://like-a-boss.co/slides 
read or read again “unleashing the ideavirus” http://bit.ly/ideavirusvm 
like-a-boss.co
some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 31 
Our social media spaces 
@mediaaces 
@hervekabla 
@ygourven 
http://www.facebook.com/mediaaces 
http://like-a-boss.co/slides 
like-a-boss.co

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[En] Mastering digital marketing like a boss - Slides & more

  • 1. some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 1 December 09, 2014 MASTERING DIGITAL MARKETING LIKE A BOSS THE SLIDES like-a-boss.co http://like-a-boss.co/slides to be stolen and shared with no restraint
  • 2. some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 2 This presentation was made for you to steal from and copy and paste and share around you and no need to ask permission for it! • This work is licensed under the Creative Commons Attribution- Noncommercial-Share Alike 3.0 License. To view a copy of this license, visit http://creativecommons.org/licens es/by-nc-sa/3.0/ or send a letter to Creative Commons, 543 Howard Street, 5th Floor, San Francisco, California, 94105, USA. • You are allowed to use one or all the slides/images contained within this presentation provided you quote the author and the source of this information (http://like-a-boss.co ) like-a-boss.co
  • 3. some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 3 Buy the book/e-book from Amazon BUY THE BOOK/E-BOOK FROM AMAZON Get the link at http://like-a-boss.co like-a-boss.co dessin Yann Gourvennec http://aantimuseum.com
  • 4. some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 4 These are the slides from Master Digital Marketing Like A Boss with a few additional ones because we are nice people • in this presentation you will find slides which will help you build your own presentations • You can come back to it as many times as you like, we will not withdraw these slides • All we’re asking for is a mention or two of the like-a-boss.co minisite for details about the book, please check http://like-a-boss.co like-a-boss.co
  • 5. some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 5 5 main sections Check the slide notes which will give you more details about each section SECTION I: HOW SIGNIFICANT IS DIGITAL MARKETING? SECTION II: CONTENT AT THE HEART OF A DIGITAL MARKETING STRATEGY SECTION III: IMPLEMENTING ONE’S DIGITAL STRATEGY SECTION V: FOR THOSE WHO MISSED THE BOAT OF THE DIGITAL REVOLUTION SECTION IV: STRUCTURING ONE’S DIGITAL STRATEGY like-a-boss.co
  • 6. some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 6 Differences between online and offline writing What doesn’t change… what changes… 1. Spelling 1. A picture is worth 1,000 words 1. Adapt to your audience 2. Check your headlines 3. From essentials to particulars 6. Write for online readers 7. Links, links, links 8. Repetition is not a crime 9. Addressing readers directly 6. Divide your pieces into sections like-a-boss.co
  • 7. some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 7 10 golden rules for a successful business blog Set your objective and target your content Assess necessary time Defining blog’s organisation Put care into your content Your writers in the spotlight Promote your posts Measure results Different kinds of posts Take care of headlines and pictures Stick to current events like-a-boss.co
  • 8. some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 8 David Parkinson’s 5 tips on how to manage a global social media strategy Listen: pay attention to your community, consumers and market requirements. You need to understand what you are trying to do with social media in different countries Local sensibilities: be aware of local sensibilities. The way we deal with an Indian consumer is different to how we deal with an Italian consumer Cross-functional: social media has to be cross-functional, it can’t be in silos Consumable: ensure that everything you do is consumable on all platforms and shareable Be realistic: don’t expect social to be a magic bullet. Even if you have one million fans only 16% will see what you say and only about 5% of those will actually care like-a-boss.co follow David at @David_Nissan
  • 9. some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 9 How technologies mature Maturation phases Technological disruption happens Change and disruptions are clear (e.g. travel & tourism, analogue photography, mail order companies, news …) Technology blends with the real world Innovation helps improve and enhance past processes (e.g. online banking, ecommerce, e-government (taxes)) C1 +/- digestion results A1 B grey area or ‘digestion’ zone technological innovation is maturing for the best of 10 years on average Technological innovation fails It is discarded until it can be recycled, or turned into a niche product (e.g. 1st generation tablet PCs, voice recognition, unified communications,…) Negative Assumption Innovation is toxic and disrupts the current status. Chaos is around us, people feel threatened A2 C2 C3 Positive Assumption Innovation is positive. Our lives will change for the better. All is for the best in the best of all possible worlds. Things will never be like they used to be.
  • 10. some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 10 Phases and evolutions of an Internet revolution Takeoff and landing: the Web is at last accessible to most and prices are sinking. e-commerce is booming… the price to pay is a spectacular bubble that bursts Mobile Web heyday: the Web becomes mobile first with Apple’s creation of the iPhone which leads to more popular usage and widespread access to the Internet on the move … even though Microsoft had invented that with Windows CE 5 years earlier! 1 6 89-90 genesis B U B B L E 94-95 3 4 bubble aftershock Web 2.0 01-02 2001-2 2 takeoff & landing  mobile Web heyday 2007 5 Web/mobile/ social media convergence 2011-12 Genesis: The Web is owned by happy fews. TV mentions it (mostly in UK and US) but average punters have not seen anything yet Bubble aftershock: the market is being purged and new Internet champions are born at the most improbable of moments. Digital matures and develops Web 2.0 : True explosion of creativity and birth of social networks as spotted by Tim O’Reilly’s trained eye. Convergence: not the most innovative period but one of maturity with all Internet access modes now converging under the auspices of cloud computing giants who provide access to files ATAWAD** * starting from WWW, not Internet, invention ** Anytime, Anywhere, from Any Device like-a-boss.co
  • 11. some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 11 under the radar functional beloved sensitive characteristics little or no buzz make it work or fix it! conversations health, safety, children tactics do something different community management (forums/social media) nurture community (ies) reassure 4 types of brand on the Internet and Social Media http://like-a-aboss.co with the help of Synthesio like-a-boss.co
  • 12. some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 12 brand type under the radar functional service companies for B2B B2C characteristics little or no buzz people talk about …features, bells & whistles strategy think out of the box and your brand may exist online Social CRM and community management are prevalent (forums/social media) Online (and offline) service companies DNA like-a-boss.co
  • 13. some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 13 brands consumers business professionals types of content • entertainment • « lifestyle » • experience • no in-depth analysis required • in-depth content • explanations, demonstrations • visions, analyses • in-depth analysis types of exchanges • « likes » • comments and opinions • cyber-babble • rational views • exchange of views • expertise and debates contributors • UGC • guest blogging • content acquisition • expert views • UGC • guest expert partners preferred platforms • Facebook • Pinterest • Instagram • Google+ • Twitter • LinkedIn / Viadeo / Xing • SlideShare • ScoopIt results • visits • virality • brand stickyness • exchanges • awareness • authority Discrepancies between B2B and B2C blog
  • 14. some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 14 7 variables for brand DNA by Thierry Spencer corporate culture brand characteristics brand awareness number of clients/ecosystem size frequency of purchase nature of relationship user / buyer experience
  • 15. some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 15 Potential content marketing tactics for your digital marketing • benefits • Shows expertise • risks : •Avoid one-expert blogs • Finding experts internally • positioning your blog EXPERT BLOGGING • benefits • Shows expertise, exposes vision • risks : • Content too banal • Lack of original content •Marketing automation issues (lead gen) WHITE PAPERS • benefits • Rich content • Entertaining • risks : • Production cost • Content unprofessional… or too professional • Lack of credibility MULTIMEDIA • benefits • Position brand as expert in chosen area • risks : • Evaluating partners or clients • Focusing on the negative • Internal skills BAROMETERS • benefits • High quality content based on contributors’ expertise • risks : • Credibility must be established (Why us?) •Avoid content creation in too many places •Marketing automation a critical success factor EXPERT INTERVIEWS AND COLLABORATION • benefits • Let people learn but don’t be too didactic • risks : •Development hurdles • Standing out from the crowd • Scaling and growth SERIOUS GAMES • benefits •No need to create a blog of your own • risks : • Your content tends to sit on spaces you have no control on risks • benefits • Best viral marketing is done with good products • risks : • Easier said than done • Good products (in customers’ eyes not yours) •Digital director not forcibly in charge GOOD PRODUCTS like-a-boss.co
  • 16. some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 16 How and with whom to share your content by Alcatel’s S. Lapeyrade • Test platforms and your users and assess whether work can begin • Learn, aim, get results and correct aim again TEST AND LEARN! • IRL communities already exist • Spot those employees who are already active on social media IRL AND ONLINE COMMUNITIES • Don’t be too formal • Don’t be a control freak • Transparency is a must, be open to debates OPEN UP YOUR MIND • Don’t be a fashionista • Respect your brand • Be real and honest DON’T BE A FASHION VICTIM • gain visibility through networking • earn trust and respect • avoid silos and duplication • open up • evolving your WHY DO THAT? follow Stephane at @lapeyrade * IRL : « in real life » as opposed to things happening online on the Internet like-a-boss.co
  • 17. some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 17 3 professional European social networks compared to Facebook 1+bn members USA: 2004 50 languages consumers, brand pages, entertainment, gamification … 80% outside USA ~200 million de members USA: 2002 multilingual B2B average user 41 years old 60% outside USA 49 million members France: 2002 French / English B2B Growing in Russia and China 11,7 million members (of which 6.4 ghost members) Germany: 2003 (née Open BC) Originally int’l, now on German speaking countries B2B German-speaking users source: Karalys, Socialbakers, AIM Group, Media Aces & Wikipedia, Quinty.com, Le Figaro, Viadeo & LinkedIn (July 2013) like-a-boss.co
  • 18. what tool for what purpose? some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 trivia, quizzes, entertainment, contests, gamification, CRM coupons, exclusive offers, serious gaming hard selling, in-depth content trivia, quizzes, entertainment, contests, , in-depth content, gamification, CRM coupons, exclusive offers, serious gaming hard selling content infographics keynotes lead generation (B2B) hard selling content, trivia, events, live blogging lead generation (consulting or similar) hard selling,, Corporate content links to contentt, Q&A, linking via groups, networking, partnerships lead generation hard selling link-baiting
  • 19. some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 19 entertainment in-depth content niche universal (SEO?) ? What tool for what message like-a-boss.co
  • 20. 20 Social Technographics Groups (2007 - 2010) Creators Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Critics Post ratings/reviews of products or services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Collectors Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Joiners Maintain profile on a social networking site Visit social networking sites Spectators Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews Inactives None of the above 19% 25% 12% 25% 48% 24% (US) 14% (Eu) 37% 19% 21% 6% 51% 29% 73% 49% 2010 update Source: Q2 2007 44% US Social Technographics® Online Survey, N= 10,010 US online adult population (at least monthly participation) 18% 40% 2010 update 2010 update 2010 update 2010 update 2010 update the Forrester metrics and slides have been approved by Forrester for release in this book and slides
  • 23. some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 23 3 ways of measuring R.O.I sell engage save all of the above like-a-boss.co
  • 24. some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 24 SAMPLE ROI CALCULATION OF A blogger PR TOUR** overall estimated benefit : €82k to €114k ~ €50 – 75k €18.9k FREE DISPLAY > 6 banners x 6 blogs for 3 weeks > CPM: €0.30 > (5000 impressions/blog/day on average) x 6 blogs ~ €4 – 6k LIVE ORANGE BLOG FROM 600 TO 1300 DAILY UNIQUES FOR 2 WEEKS > +700 DU x 14 days = 9,800 > 9,800 x (€0.51 - €1 CPC) +12 000 Twitter impressions on promoted tweets Twitter 1st referrer amongst social networks : 25% of visits +15% new followers (from 100 to 130 per day) UGC MULTIMEDIA > 6 Orange videos ~ €500 x 6 > 7 photo slideshows (€1K) 8 new bloggers recruited impact +4% recurring visitors US and UK in 2nd and 3rd position 100 POSTS > ~ €500 - €750 per post SOCIAL MEDIA OUTREACH Twitter, Facebook, Google+, Pinterest, Linkedin, Dailymotion > ~ €500 - €600 per blog €4k ~ €5 – 10k Orange blogger bus tour, Sept 2012)
  • 25. some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 25 Word of mouth and advertising synergies like-a-boss.co 4 5 7 top tips for better synergies Optimise existing budgets and save. Then invest on promotion once savings have emerged Choose the right tools: don’t keep up with the Joneses on flavour of the month; don’t try and be present on all platforms, use your head beforehand and apply common sense Support your online actions with offline ones: don’t try and do all things online, try and find help IRL Start with earned and owned media and end up with paid media. Your employees are your best allies. Start with free sharing techniques paid should only come next. Show your interest in others! Your content is worth something because of the people who read it, not because of your brand signature. 1 2 3 6 7
  • 26. some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 26 Passive openers - 15% of lists - 14% of clicks Addicts - 4% of lists - 35% of clicks Passive - 75% of lists - 31% of clicks Choosers - 6% of lists - 20% of clicks Email reader typology by Hervé Bloch Follow Hervé at @hervebloch like-a-boss.co
  • 27. some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 27 # Publicise hashtag Share hashtag as much as possible Announce event bit by bit blogs webTV Facebook Twitter etc. Share info gradually with external bloggers html Html Buzz kit 1 2 3 4 Event facilitation and content sharing with social media
  • 28. some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 28 Experts, perceive why and how Web content can be beneficial to their business, clients, partners and employees. They set up proper “newsrooms” and use Web content for SEO to the full. They even reduce the part of SEM within their budgets. They write blogs and do social media but with a purpose in mind… from day 1 Content marketing evolution B Zombies, have completely forgotten about the purpose of their Web content but they go on anyway, unabated. They create content for content’s sake and fail to differentiate. In large enterprises, employees tweet each other to generate noise C1 Grey area or “digestion” zone 10 years (1999-2009) during which the most advanced companies reap the benefits of Web content. Enterprises lag behind self-marketed individuals and even e-commerce fails to seize this opportunity. Strong reactions in businesses which don’t want to turn into media houses Newbies, arrive late in that game and want to keep up with the Joneses. As they are beginners, they tend to spend vast amounts of money on content creation which is done entirely externally and fail to use their own resources properly. They also like to mimic existing sites Genesis digestion maturity A C2 C3 Discovery phase 1995-1999 few companies understand how Web content works, except pure players and Web portals. Pioneers carry out first experiments cc 2014 visionarymarketing.com 28
  • 29. some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 29 How to contact us • Hervé Kabla – twitter: @hkabla – hervekabla.com • Yann Gourvennec – twitter: @ygourven – visionarymarketing.com like-a-boss.co
  • 30. some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 30 Steal our ideas! We love Seth Godin’s unleashing the ideavirus. As he advises, feel free to steal our ideas (by the way we stole his in this slide!) 1. Share this file with whomever you like 2. Share it on Twitter, our handles are @hervekabla and @ygourven 3. Take anything you need and evangelise… we have no other purpose! 4. Share your own views and help us by sending your suggestions 5. Contact us via http://like-a-boss.co/contact This deck on slideshare at http://like-a-boss.co/slides read or read again “unleashing the ideavirus” http://bit.ly/ideavirusvm like-a-boss.co
  • 31. some rights reserved - Kawa - Mastering Digital Marketing Like A Boss - 2014 31 Our social media spaces @mediaaces @hervekabla @ygourven http://www.facebook.com/mediaaces http://like-a-boss.co/slides like-a-boss.co

Editor's Notes

  1. Here are the subjects covered by ‘Mastering Digital Marketing Like A Boss’:   1/ How Significant Is Digital Marketing? Depicts the History of the Web, its characteristics and evolution. Digital marketing isn’t a fad, it can be likened to a tidal wave which transforms our economies, redefines our businesses, revolutionises the rules of marketing and communication, 2/ Content At The Heart Of A Digital Marketing Strategy: ‘content is King’ is an understatement. All digital marketing strategy is based on this raw material we call ‘content’ and the name of the game is ‘how can I use it cleverly?’, 3/ Implementing One’s Digital Strategy: creating content is crucial but is by no way sufficient. This chapter will demonstrate how one can devise an effective digital strategy, 4/ Structuring One’s Digital Strategy: creating a Website or a blog is easy. Managing change within a business, evolving its governance and skillset is more difficult. In this chapter we will see how this is done,   5/ For Those Who Missed The Boat Of The Digital Revolution: if you are still wondering what digital marketing can do for you and your business, especially a small business, this chapter was written for you. If this is not your case, here you will find rock-solid arguments for convincing your co-workers.    ABOUT THE AUTHORS   Yann Gourvennec has a twenty-year-old digital marketing experience, including a long-standing practice as a Director of Digital and Social media for international Telecom leader Orange. He is a lecturer, a keynote speaker, an author and blogger. In early 2014, he founded his digital marketing agency Visionary Marketing. Among his clients are Asterion, Business & Decision, Celum, Orange, SFR and Youstice @ygourven   Hervé Kabla, is a blogger and entrepreneur, with in-depth knowledge of technology and start-ups. He is the founder and CEO of Be Angels, a digital marketing agency with a focus on B2C and B2B social. Be Angels supports its clients with the implementation of their digital marketing strategies throughout social media. Among his clients are Yoplait, Allianz, EY, Sage and MSD. @hervekabla
  2. some rights reserved - CC 2009 - visionarymarketing.com - Yann A. Gourvennec
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