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

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December 09, 2014
MASTERING DIGITAL MARKETING LIKE A
BOSS
THE SLIDES
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BUY THE BOOK/E-BOOK FROM
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dessin Yann Gourvennec http://aantimuseum.com

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
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for details about the book, please check http://like-a-boss.co
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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
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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
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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
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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
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follow David at @David_Nissan

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.

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
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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
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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
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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

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

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
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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
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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)
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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

entertainment
in-depth content
niche universal
(SEO?)
?
What tool for what message
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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

3 ways of measuring R.O.I
sell engage save
all of the above
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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)

Word of mouth and advertising synergies
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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

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
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# 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

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

How to contact us
• Hervé Kabla
– twitter: @hkabla
– hervekabla.com
• Yann Gourvennec
– twitter: @ygourven
– visionarymarketing.com
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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
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Our social media spaces
@mediaaces
@hervekabla
@ygourven
http://www.facebook.com/mediaaces
http://like-a-boss.co/slides
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Editor's Notes