Bmma digital push pull.pptx

10
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Push
or
pull
?

10
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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
?

10
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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.

10
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digital

Pull
allows
to
harness
and

unleash
3
forces

•  A]rac>on

•  Inﬂuence

•  Serendipity

•  Through
three
levels:

a]rac>ng,
accessing,
achieving

10
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digital

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
?”

10
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du

digital

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.

10
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digital

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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digital

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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digital

What’s
in
it
for
you
?

•  Engage
the
best
part
of
your
audience.

10
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digital

But
go
step
by
step

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digital

Adopt
baby
steps,
too

10
lundis

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du

digital

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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digital

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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digital

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

10
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33

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
oên,

because
they
will
see
new
stuff

•  Kiss
the
sta>c
Website
goodbye!

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34

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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35

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

36

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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37

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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38

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!

10
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39

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

10
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digital

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

10
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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

10
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digital

Beware
of
brand
bashing

Moderate,
curate,
republish

10
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digital

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

10
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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

10
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Conclusion
so
far

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

Edelman
digital

10
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digital

Conclusion
so
far

If
you
don’t
consider
op>on
2
you
might
be
lel
with

this
:

10
lundis

pour

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digital

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

10
lundis

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digital

ANY
QUESTIONS
?

I
thank
you
for
your
a]en>on

Bmma digital push pull.pptx

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Bmma digital push pull.pptx