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129/09/2016
STRATEGY
2
SOCIAL MEDIA STRATEGY
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.
1 Yesterday
529/09/2016
1
A Nightmare
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
2 Today
829/09/2016
1
Back To Basics
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
3 SWOT
1129/09/2016
Paradox
Weaknesses
Threats
- Crowded market spaces
- Inappropriate historic
formats for social media
- Corporate culture (secret,
top down…)
- Customers’ confidentiality
potential request
- Old school vocabulary
Paradox
4 Objectives
1429/09/2016
A 360° Strategy
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
5 CHALLENGES
s
1729/09/2016
Challengess
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
6 Main issue
2029/09/2016
David Against Goliath
21
Main Issue
• Time
• Skills
• Relevance
• Reactivity
29/09/2016
Feed The Content Monster
7 Solution
2329/09/2016
Curation
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
8 Let’s Start
2629/09/2016
Setting Foundations
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
9 Our Social Media Presence
2929/09/2016
Blog, social pages and more…
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
10 Branding
3229/09/2016
Build On Our Mantra
33
Build On Our Mantra
29/09/2016
||||||| Blog
||||||| Share
||||||| Link
||||||| Twitt
||||||| Tube
11 Newsroom Working Model
3529/09/2016
Collaboration
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
12 Topics
3829/09/2016
From Each According to His Ability
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
… /…
12 Languages
4129/09/2016
Write in French, Do Curation in English
42
• For IIIIIIIIIII’ generated content : 100%French
• For curated content : 1/3in French, 2/3 in English
29/09/2016
13 Style, Tone and Voice
4429/09/2016
Express Like in a Trade Show
At the end of
the day, speaking
and drinking a
glass
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
15 Keywords
4729/09/2016
Write For Google First
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
16 Inspiration Tools
5029/09/2016
Forget the White Page Syndrome
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
|||||||||
|||||||||
|||||||||
|||||||||
|||||||||
|||||||||
|||||||||
|||||||||
|||||||||
|||||||||
|||||||||
|||||||||
|||||||||
17 In Case of Crisis
5329/09/2016
Keep Cool… Follow Four Rules
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
17 Mindset
5629/09/2016
Let Be Humble… all Together
57
Let be Humble… all Together
• Be low profile
• Test
• Learn
• Share between each other
• Grow together
29/09/2016
19 Action Plan
5929/09/2016
Share The Work
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
20 To Do List
6229/09/2016
1
Do a Little… everyday
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
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
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
Do a little… everyday
Publish First Posts on the Blog
29/09/2016
1
67
Do a little… everyday
Publish First Posts on the Blog
29/09/2016
2
68
Do a little… everyday
Publish First Posts on the Blog
29/09/2016
3
69
Do a little… everyday
Publish First Posts on the Blog
29/09/2016
4
70
Do a little… everyday
Publish First Posts on the Blog
29/09/2016
5
21 Measure Of Success
7229/09/2016
Towards New KPI
73
Towards New KPI
29/09/2016
Return On Investment
Return On Implication
Return On Influence
Return On Intelligence

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Social Media Strategy

  • 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.
  • 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
  • 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
  • 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
  • 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
  • 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
  • 21. 21 Main Issue • Time • Skills • Relevance • Reactivity 29/09/2016 Feed The Content Monster
  • 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
  • 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. 9 Our Social Media Presence
  • 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
  • 33. 33 Build On Our Mantra 29/09/2016 ||||||| Blog ||||||| Share ||||||| Link ||||||| Twitt ||||||| Tube
  • 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
  • 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 … /…
  • 41. 4129/09/2016 Write in French, Do Curation in English
  • 42. 42 • For IIIIIIIIIII’ generated content : 100%French • For curated content : 1/3in French, 2/3 in English 29/09/2016
  • 43. 13 Style, Tone and Voice
  • 44. 4429/09/2016 Express Like in a Trade Show At the end of the day, speaking and drinking a glass
  • 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
  • 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
  • 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. 17 In Case of Crisis
  • 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
  • 57. 57 Let be Humble… all Together • Be low profile • Test • Learn • Share between each other • Grow together 29/09/2016
  • 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. 20 To Do List
  • 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 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 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 Do a little… everyday Publish First Posts on the Blog 29/09/2016 1
  • 67. 67 Do a little… everyday Publish First Posts on the Blog 29/09/2016 2
  • 68. 68 Do a little… everyday Publish First Posts on the Blog 29/09/2016 3
  • 69. 69 Do a little… everyday Publish First Posts on the Blog 29/09/2016 4
  • 70. 70 Do a little… everyday Publish First Posts on the Blog 29/09/2016 5
  • 71. 21 Measure Of Success
  • 73. 73 Towards New KPI 29/09/2016 Return On Investment Return On Implication Return On Influence Return On Intelligence