Instructed by Yann Gourvennec.

1. Digital Content
Background, Status and Trends
Yann Gourvennec
CEO & Founder
Visionary Marketing

2. Today you will learn
• How strategic Web content is
• Background
• Status
• Trends
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3. Consulting & Training
• Digital transformation
• Digital Induction & Training
Content & performance
• Digital content
• Marketing automation
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visionarymarketing.com
When influence drives results

4. Agenda
• introduction
• 10 +1 points
regarding Web
content
• conclusion
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@ygourven
@vismktg
picture: microsoft gallery

5. Digital Content: Background,
Status and Trends
1. introduction

6. confessions
The content creator dilemma
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So You’ve read
all those books?!
Well. Not really!
I’m too busy
writing

7. the Internet Banking barometer (UK – 96)
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8. +/- resultsdigestion
Maturation phases
Technological disruption happens
Change and disruptions are clear (e.g.
travel & tourism, analogue photography,
mail order companies, news …)
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,…)
Technology blends with the
real world
Innovation helps improve and
enhance past processes (e.g.
online banking, ecommerce, e-
government (taxes))
Negative Assumption
Innovation is toxic and
disrupts the current
status. Chaos is around
us, people feel
threatened
A2
C2
C3
C1
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.
How technologies mature
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Hervé Kabla & Yann Gourvennec : Mastering Social Media Like A Boss, (Paris, 2011)

9. Content marketing is new!
• 1908 : bureau of
itineraries
– Google maps before
its time*
• 1920 the Michelin
guide
– “Man only truly
respects what he pays
for”
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* source michelin.com

10. New?
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11. Neo marketing (now, that’s new !)
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12. OK fine! But community management is new!
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13. “The gardener’s
touch”
Communities?
• passion/common interest
• Helping eachother
• Mutual benefit
Facilitate
• seeding
• feeding
• weeding
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14. And social media?
Thefacebook (2004) LinkedIn (2003)
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15. 4 types of brands (Synthesio)
under the radar functional preferred sensitive
characteristics little or no buzz
either it works or fix
it!
conversations
heath, safety,
children
tactics
do something
different
community
management
(forums/social
media)
nurture
community (ies)
reassure
Hervé Kabla & Yann Gourvennec : Mastering Social Media Like A Boss, (Paris, 2011)
copyright - 2013 - Yann A
Gourvennec - Orange
15

16. Digital Content: Background,
Status and Trends
1. 10+1 points regarding digital
content

17. 1. le Web is NOT dead!
• the web is dead?
– www.wired.com
• Le Web is evolving
• “the more things
change, the more
they stay the same”
– Alphonse Karr
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18. 2. Blogs neither!
1. Collaborative blogs
2. Solo blogger myth
3. Solo = different perspective
4. Weaving a Web of partnerships
5. Do analytics matter?
6. Shallow pieces, Good idea?!
7. Comments are dead?
8. Will Facebook steal your
traffic?
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19. 3. The Web is (still) misunderstood
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20. 3. 2 different worlds?
“When I talk to my
Business partners
about Web matters,
their brains are
overheating”
A Digital Media Director
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How users see Web professionals
How Web professionals see users

21. 4.UGC
• 2009-2010
• All users aren’t that creative
• Culture over age disparities
• Huge Europe/US divide
• Notable discrepancies within Europe
• “creator” factor over-evaluated
» Facebook bias => + age bias
• Only stable number = “inactives”
• Representativeness and bias?
Reproduced with Forrester’s kind permission

22. 22
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
Social Technographics Groups (2007 - 2010)
19%
25%
12%
25%
48%
44%
Source: Q2 2007
US Social Technographics®
Online Survey, N= 10,010
US online
adult population
(at least monthly
participation)
24% (US)
14% (Eu)
37%
19%
21%
6%
51%
29%
73%
49%
18%
40%

23. Comparing cultures

24. Comparing cultures

25. 5. About digital photography
3 categories
• Mobile sharing
– Huge discrepancies
• Instagram/Pinterest etc.
• Immediacy vs quality
– Great with events
• Online sharing
– Flickr
– Picasa/G+
• Photoblogs
– e.g. antimuseum.com
– « likes »
A few hints
• Photography a must have
• blogs + events
• Twitter/mobiles =
snapshots
• Photography for
photography’s sake?
• What for? (Pinterest)
• Knowhow required
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26. 6. About video
• Online video isn’t new
either
• WebTV boom in 2008
• Connected TV
• 2nd screen (2012)
• Lady Gaga and other
musicians score high
but…
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27. 6. Video – Appearances can be deceptive
Face value
• It’s “easy”
• It’s “quick”
• It’s “cheap”
• It’s more lively
• Podcast friendly
Reality
• Not “easy” for all
• Not “quick” for all
• Not always “cheap”
• Podcasts harder to find
• UGC and video (shark
week, Orange)
• Not so easy for brands
(owned/earned media)
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28. 7. Soundbites
Face value
• quick
• easy
• Good support for
interviews
• Podcast-friendly
Reality
• Quick if no editing
• Podcasts harder to find
• Easy unless bad
telephone line
• Visits?
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29. 8. Web radio – lessons learnt
Face value
• Very engaging media (if
done professionally)
• Brings variety
• Podcast-friendly
côté face
• Can be expensive
• Hard for non
professionals
• UGC challenges
• Lessons learned
internally
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30. 9. Events and social media
• Obvious benefits
• Before/during/after
• Measure ROI or
share of voice
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31. # Publicise
hashtag
Share
hashtag
as much
as possible
Announce event
bit by bit
webTV
blogs
Facebook
Twitter
etc.
Share info
gradually
with
external bloggers
Html Buzz kit
html
1
2
3
4
Sharing events with social media
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32. 10. B2B
• Still (counter-intuitively)
best sector for social
media
• marketing b2b works in
same way
• Niche communities, very
enthusiastic
• Low risk
• Think Different
• Technical subjects
provide good content
• Link with marketing
automation
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34. Genesis maturitydigestion
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
B
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
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
A
C2
C3
C1
Discovery phase
1995-1999 few companies
understand how Web
content works, except
pure players and Web
portals. Pioneers carry out
first experiments
Content marketing evolution
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35. The right questions
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36. Digital Content: Background,
Status and Trends
3. Conclusion

37. 5 key takeaways
• Constant changes
• Content marketing is
important
• … but remember why you
are doing this
• Think culture … not just
content and try and
differentiate
• Trial and errors
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38. Consulting & Training
• Digital transformation
• Digital Induction & Training
Content & performance
• Digital content
• Marketing automation
cc 2014 visionarymarketing.com 38
visionarymarketing.com
When influence drives results

39. A subsidiary of
Contact us
Visionary Marketing
80 rue Taitbout
F-75009 Paris
France
+44 7092 224 740
+33 1 40 18 54 04
contact”@”visionarymarketing.com
@vismktg
@ygourven
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40. Move The Needle

41. Move The Needle
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assignment here that you would suggest
students do right now to get started with
what you've just taught them. What is the
first thing to do after watching your class?
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keywords on Twitter

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