Bmma digital push pull.pptx

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ra.raper le train du digital

Push or pull ?

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Agenda

•  A bit of web/digital history •  A new paradigm influenced by the digital world •  Did social media really help Obama ? •  Would it s>ll work in 2012 ? No

•  What’s in it for you ?

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A BIT OF HISTORY AND FUTURE PERSPECTIVES

Introduc>on

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History

•  Genitors: Hippies, Army and academics

•  The 1st Hackers •  Google and Mundaneum •  Read/search web, sales web, social web, Socialgraph FB

•  Open vs closed web, Stallman vs Jobs

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Challenges

•  Privacy •  Educa>on •  Culture •  Press •  Democracy •  Management

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Future

•  Local vs global •  Flat and par>cipa>ve organisa>ons (Gap Story) •  Fablabs

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A NEW PARADIGM Part 1

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Push is /or used to be the name of the business game

•  But it leads to the Red Ocean : –  Catalina marke5ng –  Reduced margins

–  Pressure from retailers

–  Pressure on innova5on, brand extensions, …

•  A world of too much •  A consequence of the growing gap betweeen companies and their customers

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Is there another way to go ?

Pull means turning passion into success.

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Pull allows to harness and unleash 3 forces

•  A]rac>on

•  Influence

•  Serendipity

•  Through three levels: a]rac>ng, accessing, achieving

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Two different worlds •  World of pull:

3 intricated levels

1.  Access ( google, bing, travelocity, Orbitz, or Cisco connec5ng their customers with more than 40 000 specialized partners to support their needs for custom solu5ons)

2.  A.ract: Picasso, Pasteur, Jobs, it’s all about serendipity.

3.  Achieve

•  The world of push : 3 shared prac>ces

1.  Forecast

2.  Design

3.  Process

Access means thinking knowledge flows and not stocks “1 000 000 people overseas can do your job. What makes you so

special ?”

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Serendipity: Kustom Air Strike

Serendipity is the corrollary of spikes and digital com.

People go to the best spikes for surfing, music, programming,

etc…

The key for success lies in reciprocal benefits.

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Collabora>on becomes the name of the game

•  “As passionate people engage and experience the performance benefits of parDcipaDon, they will help to drag insDtuDons more broadly into relevant creaDon spaces, becoming catalysts for the insDtuDonal innnovaDons requires for effecDve parDcipaDon” J. Hagel

GeneraDon Y is making there passion their profession

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Shaping strategies are becoming the norm

•  Access ressources •  Create incen>ves that a]ract and influence very large ecosystems of people and ins>tu>ons

•  Define challenges that will mo>vate people and ins>tu>ons to more fully achieve their poten>al.

•  The incen>ves and the passion galvanize people.

•  Example: harmoniza>on of the containerized shipping, ZARA, Bonobo

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Who’s Bonobo ?

•  They started with a great insight

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Boring theory ?

•  Doesn’t fit my company . –  What about you ?

•  We cannot empower consumers ? -‐ What would you do if you were empowered ?

Yes, you can. Le’ts look at a famous 4 years old example

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LESSONS FROM OBAMA Part 2

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What can we learn from him ?

•  He did’nt rely on social media , he did access the right people

•  He did a]ract and galvanized them

•  He did empower them

•  He shaped a PULL STRATEGY

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How did Obama win 4 years ago ?

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Obama’s Pull

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10 Key learnings from Obama

1.   Laddering support through >ers of engagement – 2.   Empowering super users 3.   Providing source materials for user-‐generated content 4.   Going where the people are 5.   Using tools people are familiar with 6.   Ensuring that people can find your content 7.   Mobilizing supporters through mobile devices 8.   Harnessing analy>cs to constantly improve engagement

ac>vi>es 9.   Building the online opera>on to scale 10. Choosing the right team – Sources: Aaker, Dragonfly, Edelman Digital

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Access the right people. There are no other choices lel.

Edelman digital/TNS, 2008

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What’s in it for you ?

•  Engage the best part of your audience.

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But go step by step

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Adopt baby steps, too

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Keep one objec>ve in mind: Let people work for you.

•  Let them be personnal, social and ambassador

•  Create sense, know the links they want to build with you

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Create an integrated SPIKE like Obama

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Integrate most of the tools we’ve seen

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IS THIS STILL VALID IN 2012. YES BUT IT’S NOT ENOUGH

Part 3

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More than ever, you need

•  To Access •  To A]ract •  To Achieve

•  To gain endorsement, commitment and loyalty by leveraging the best and expanding

•  Through engagement, authen>city, purpose

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Could this work in 2012 ?

•  Sarkozy and Hollande tried but failed

•  Social media today require an integra>on into your own website

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Do more than MyBO

1.   Integrate tools AND social media dynamically

2.   A]ract and Engage 3.   Convert and convince 4.   Grow your fan base 5.   Drive engagement and virality

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1.Drive traffic to your site….through great content

•  Social media teams produce great content, everyday, use it

•  In addi5on, your ambassadors are feeding you great content, too!

•  Bringing a moderated feed from your social media presences is a great way to get people to come back…for more and more o^en, because they will see new stuff

•  Kiss the sta>c Website goodbye!

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2. Drive traffic to your site… through SEO*

What Google likes

•  Fresh content, especially since 14/11/2011 ! (impact: 35% of searches…)

•  Matching query’s language with content

•  Links shared, bringing new references

What social conversa>ons on your Website bring

•  Frequent social updates of own content, cura5on, ques5ons,….

•  Informal tes5monials/ques5ons on your Website

•  More content means more sharing means more links, to your Website

On your Website: From Facebook: « X shop in Boston has really cool bikewear »

« really cool bikewear shop in Boston »

*IntegraDon in your CMS through our API is recommended

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3. Convert or convince visitors

•  Social currency/proof happens when people rave about your product or service

•  You can build it from your Website & emailing: ask tes>monials, feedback, engagement (e.g., by email aler product purchase)!

•  Social media is great for that: •  Social profile •  No sign-‐on required •  Immediate virality

•  AMPLIFY those by bringing them to your site in the conversion funnel! . Select & promote best messages for specific parts of sites (e.g. home pages, categories or product pages)

•  Result: DOUBLE impact, from ini5al social message (viral), and re-‐use on your site to convince visitors

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4. Grow fans & followers…

•  A few bu]ons on your Website won’t get you opt-‐ins

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Visitors on your Website should get a fair chance to register to your content. Or you may never see them again.

They deserve more than this and you need more

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4. But a social map & a feed will boost your fans & followers

•  A clear, filtered feed of messages gives a preview of the content of the specific social channel before they register

•  Map & Feed are managed from the back-‐end of Dialogfeed and can be put anywhere in seconds (here: Facebook)

•  A map of social channels by theme with 1-‐click subscribe bu.ons, to enable people to like/follow one or more social channels without leaving the site

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4. Get leads…As simple as that

•  Ask Engagement on your site: feedback, ideas, ques5ons, cura5on…

•  By Enabling login with Facebook, Twi.er, and as guest, our widget enables to capture visitor data, giving you lead informa5on for future conversion

•  As opposed to e.g. Facebook widgets, YOU have control of YOUR data – this is your site!

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5. Drive engagement & virality (1)

•  Get engagement by enabling comments on fed messages, new messages

•  Leverage engagement: •  Get tweets shared on Facebook! •  Get Facebook posts easily tweeted

•  Use our ‘highlight’ feature to put your most viral messages on top of the widget

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Drive engagement & virality (2)

•  If you have a brand/company blog, you probably have realized that much engagement on the posts are happening on social media & not your site

•  Dialogfeed enables to automa5cally republish those comments on your site, giving extra impact to the engagement

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Bring authen>city & life to your Website

•  People love to see faces of engaged people – they need to see that ‘others are around’

•  A lively Web site showcasing your community is cri5cal, especially if you have control

•  If you doubt, think about where would you go, if you need to pick up a restaurant from the street: a busy or an empty one ?...

•  Dialogfeed brings the best of your social channels, with faces, to your Website, with the right controls to op5mize your feed

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Beware of brand bashing

Moderate, curate, republish

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What’s in it for you ? •  Go where your people are but set the gravity on your site (side) •  Go to the audience you have (listen to the best, strenghten the links

they have and >e weaker links) •  Go to the audience you want •  Keep the dialog going •  Use all tools available, but the gravity is social

•  Present a focused message •  Map your digital landscape (know infleuncers, top bloggers, central

hubs) •  Build rela>onship •  Allow ownership •  Remember Luther in 16th century

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Conclusion so far

•  You s>ll have two op>ons as a company:

•  Op>on 1: “This is designed to get somebody’s agenDon. This is a hammer.” Jason Watkins

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Conclusion so far Op>on 2: think about mul>ple sources of influences

Edelman digital

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Conclusion so far If you don’t consider op>on 2 you might be lel with this :

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Conclusion so far •  Business is changing: CCO are appearing •  But the rule remains the same: get a customer and keep it •  10% are keys customers •  2,5% make 80% of your business •  Think about small numbers •  Don’t forget that people are driven by signals of status or belonging •  Don’t forget mass media •  Social media is your WOM and Loyalty builder •  Be focused, personnal, authen>c •  Listen: users, use, usage •  Open up to collabora>on: involvment leads to commitment •  Keep in mind that the distance between your customer and your

compe>>on is reduced to IM-‐Media-‐cy

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ANY QUESTIONS ? I thank you for your a]en>on

Education

Bmma digital push pull.pptx