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Corporate social media communication - EPHEC - 26/11/2018

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Corporate social media communication - EPHEC - 26/11/2018

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Intervention auprès des étudiants de 3e bac en marketing de la haute école entrepreneuriale EPHEC, le 26 novembre 2018.

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LinkedIn : linkedin.com/in/dmlg
SlideShare : slideshare.net/denysmalengreau
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YouTube : bit.ly/d_mlg

Intervention auprès des étudiants de 3e bac en marketing de la haute école entrepreneuriale EPHEC, le 26 novembre 2018.

▼ Connect

LinkedIn : linkedin.com/in/dmlg
SlideShare : slideshare.net/denysmalengreau
Twitter : twitter.com/d_mlg
Periscope : periscope.tv/d_mlg
YouTube : bit.ly/d_mlg

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Corporate social media communication - EPHEC - 26/11/2018

  1. 1. 1 DMLG CORPORATE BRANDING SOCIAL MEDIA COMMUNICATION 26 November 2018 Brussels
  2. 2. 2 DMLG ● CONNECTIVITY CONTEXT ● CRM: NEW PARADIGM ● CORPORATE SOCIAL MEDIA COMMUNICATION: STRATEGY ● BEST PRACTICES & EXAMPLES AGENDA
  3. 3. 3 DMLG CONNECTIVITY CONTEXT
  4. 4. 4 DMLG ● ONEWEB.WORLD (SOFTBANK GROUP) ● INTERNET.ORG (FACEBOOK) ● A̶q̶u̶i̶l̶a̶ ̶d̶r̶o̶n̶e̶, ATHENA SATELLITE ● LOON.CO (GOOGLE) ● SPACEX.COM (STARLINK) ● EARTHNOW.COM (AIRBUS, SOFTBANK GROUP, BILL GATES, GREG WYLER/ONEWEB) CONNECTIVITY
  5. 5. 5 DMLG « We are neither online nor offline, but onlife. » ~Prof Luciano Floridi, Oxford Internet Institute, University of Oxford The Onlife Manifesto
  6. 6. 6 DMLG SOURCE : WEB SUMMIT (11/2018)
  7. 7. 7 ACTIVITY MOBILITY + CONVERSATIONAL WEB SMARTPHONE DMLG ACCESSIBILITY PRICE ▼ + BROADBAND ▲ + WHERE THE PARADIGM SHIFT LIES TECHNOLOGICAL INNOVATION LEADS TO SOCIAL INNOVATION
  8. 8. 8 DMLG ACTIVITY MOBILITYACCESSIBILITY
  9. 9. 9 DMLG ACCESSIBILITY ACTIVITY MOBILITY
  10. 10. 10 DMLG « Whether you like it or not, the global economy is the big ocean that you cannot escape from. Any attempt to cut off the flow of capital, technologies, products, industries and people between economies, and channel the waters in the ocean back into isolated lakes and creeks is simply not possible. Indeed, it runs counter to the historical trend. » ~Xi Jinping, President of the Peoples Republic of China Davos 2017 LEARNING TO SWIM IN THE OCEAN SOURCE: DAVOS 2017 - OPENING PLENARY WITH XI JINPING, PRESIDENT OF THE PEOPLES REPUBLIC OF CHINA, YOUTUBE (17/01/2017)
  11. 11. 11 DMLG CRM: NEW PARADIGM
  12. 12. 12 DMLG EMITTER RECEIVER BEFORE THE SOCIAL MEDIA ERA STAKEHOLDERS MESSAGE FROM UNIDIRECTIONAL COMMUNICATION CONTRIBUTION: VINCENT PITTARD (REPUTATION 365)
  13. 13. 13 DMLG EMITTER RECEIVER EMITTERRECEIVER STAKEHOLDERS MESSAGE(S) MONITORING E/R E/R E/R E/R E/R TO MULTIDIRECTIONAL COMMUNICATION THE TRADITIONAL SCHEME MUST ADAPT TO SOCIAL MEDIA CONTRIBUTION: VINCENT PITTARD (REPUTATION 365)
  14. 14. 14 DMLG TOP ▼ DOWN KNOWLEDGE RETENTION CENTRALISED AUTHORITY-BASED FLAT ► SHARED KNOWLEDGE DISTRIBUTED PEOPLE-BASED PAST PRESENT FAITH IN A FEW TRUST AT SCALE through peersthrough institutions
  15. 15. 15 DMLG TRUST AT SCALE
  16. 16. 16 LOCAL → INSTITUTIONAL → DISTRIBUTED TAKEN ON PEERS IN THE HANDS OF THE MASSES TRANSPARENT SHIFT TAKEN ON FAITH IN THE HANDS OF A FEW BEHIND CLOSED DOORS TAKEN ON NEIGHBOURS IN THE HANDS OF THE TRIBE TRANSPARENT DMLG SOURCES: WHO CAN YOU TRUST? (RACHEL BOTSMAN, 2017), 2017 EDELMAN TRUST BAROMETER
  17. 17. 17 « How can you change the institutions that were designed in a vertical way in a physical world, given today we live in a digital horizontal world? How can you as a politician in an institution that takes years to decide on a new law to basically do it in a way that when it's done, there's an [direct] effect on people? ... when it's down three years down the road [as it is today], technology is already ten times ahead ... so how do you move that? You have to really go to the deep root cause which is that institutions were not designed to basically live in the world we live in ... If we are able as politicians to tackle that, to use technology to change the institutions, then we can solve the problem. But today, we try to solve the problem without changing the root cause, without changing how institutions work. And so, it's these kinds of tensions between the institutions and the world that are creating the divide ... Look at regulation in a way that people participate because people don't want politicians anymore that have a vision and want to tell you what the future will be and tell you "come with me". People want to co-design that future with you as a politician, and so how do you do that? That's the big challenge. » ~Carlos Moedas, European Commission Web Summit 2018
  18. 18. 18 DMLG SOURCE: 2018 EDELMAN TRUST BAROMETER Online survey in 28 countries, 18 years of data, 33k+ respondents, conducted between 28 October and 20 November 2017
  19. 19. 19 DMLG SOURCE: 2018 EDELMAN TRUST BAROMETER Online survey in 28 countries, 18 years of data, 33k+ respondents, conducted between 28 October and 20 November 2017
  20. 20. 20 DMLG « We've stopped trusting institutions and started trusting strangers. » ~Rachel Botsman, world-renowned expert on trust and technology, award-winning author, speaker and Oxford University lecturer
  21. 21. 21 TRUST AND INFLUENCE NOW LIE MORE WITH INDIVIDUALS* THAN THEY DO WITH INSTITUTIONS. *for better and worse DMLG
  22. 22. 22 DMLG
  23. 23. 23 DMLG 1998 2008 2018 CORPORATE BRANDING SEARCHING AND PERCEIVING A COMPANY ONLINE 2028 ? COMPANY CONTACT DETAILS COMPANY WEBSITES THE OPINION OF INFLUENCERS AND STRANGERS PAID MEDIA OWNED MEDIA EARNED MEDIA AI-BASED DECISION MAKING? HANDLESS TECH?
  24. 24. 24 EMPLOYEE ADVOCACY: THERE IS NO GOOD CORPORATE BRANDING WITHOUT PERSONAL BRANDING. DMLG
  25. 25. 25 DMLG CORPORATE SOCIAL MEDIA COMMUNICATION: STRATEGY
  26. 26. 26 DMLG TODAY’S FOCUS
  27. 27. 27 DMLG CORPORATE BRANDING SOCIAL MEDIA COMMUNICATION: THE BASICS REMAIN OUTCOME GOALS TARGET MESSAGE CHANNELS … AND NOT REVERSE!
  28. 28. 28 DMLG DIGITALISATION PLATFORMS ECOSYSTEMS DIGITAL TRANSFORMATION IS THE CONSTANT REALIGNMENT OF TECHNOLOGY, BUSINESS MODELS AND CORPORATE CULTURE TO MAINTAIN A VIABLE ECONOMIC ACTIVITY IN THE DIGITAL AGE.
  29. 29. 30 « Content builds relationships. Relationships are built on trust. Trust drives revenue. » ~Andrew David, marketing keynote speaker and best-selling author
  30. 30. 31 DMLG
  31. 31. 32 DMLG BEST PRACTICES & EXAMPLES
  32. 32. 33 REMEMBER: IT’S ALL ABOUT VALUE CREATION. MOST FOLKS ONLY CARE ABOUT WHAT YOU HAVE TO GIVE THEM THEY LIKE. DON’T EXPECT A WIN-WIN WITH MOST OF THEM.
  33. 33. 34
  34. 34. 35 ATTENTION SPAN IS (SUPER) SHORT, DO LESS BETTER WITH (VERY) HIGH QUALITY CONTENT.
  35. 35. INFOR MATION OVERLOAD
  36. 36. 37 DMLG
  37. 37. 38 DMLG
  38. 38. 39 « A wealth of information creates a poverty of attention. » ~Herbert A. Simon, economist
  39. 39. 40 DMLG
  40. 40. 41 80/20? SELF-PROMOTION S*CKS: KEEP IT ENTERTAINING, INSPIRATIONAL OR INFORMATIVE.
  41. 41. 42 Tasty tweet CASE: French politicians Emmanuel Macron and Benoît Hamon both tweeted on 29 June 2017. The first tweeted the official presidential portrait while the second tweeted about junk food and hedonism. RESULT: 30k RTs for the portrait, 82k for the junk food.
  42. 42. 43 DON’T (JUST) WRITE THE STORY, CO-WRITE IT. LEVERAGE USER-GENERATED CONTENT (UGC).
  43. 43. 44 Curators of Sweden CASE: « Curators of Sweden » campaign launched on Sweden’s official Twitter in December 2011. Every week, a new person has been @sweden on Twitter for 7 days. RESULT: 356 curators, nearly 200,000 tweets, the number of followers has increased by 1,700%, from 8k to almost 150k.
  44. 44. 45 PLAN WELL WHAT POLARISES BROAD ATTENTION (INDUSTRY-RELATED OR PUBLIC)
  45. 45. 46 RECURRENCE FOSTERS LOYALTY.
  46. 46. 47 #MondayMotivation CASE: Every Monday (or almost), Twitter sees #MondayMotivation trending worldwide as people tweet using the hashtag. RESULT: The #MondayMotivation hashtag polarises attention and generates engagement on a weekly basis.
  47. 47. 48
  48. 48. 49 SILENCE
  49. 49. 50 BECOMES
  50. 50. 51 A
  51. 51. 52 SCARCE
  52. 52. 53 RESOURCE
  53. 53. 54 DON’T WORRY: CONTENT IS NOT MISSING. NO POSTING IS BETTER THAN POINTLESS RIGID CALENDAR POSTING.
  54. 54. 55 www.internetlivestats.com
  55. 55. 56 INVEST IN CONTENT THAT PROVED TO HAVE LEGS FIRST (ORGANIC VS PAID).
  56. 56. 57 KNOW YOUR GOALS: AWARENESS IS NOT CONVERSION.
  57. 57. 58 PLEASE ALGORITHMS, WORK NATIVELY.
  58. 58. 59 CONTENT IS KING, CONTEXT IS QUEEN.
  59. 59. 60 DMLG Starman CASE: SpaceX sent Falcon 9 with a Tesla Roadster into space last February, streamed live. RESULT: Millions of people watched and engaged as the massive stunt unfolded.
  60. 60. 61 IT’S ALL ABOUT CONVERSATION. BE A FOLLOWER KILLER AND AN ENGAGEMENT SEEKER.
  61. 61. 62
  62. 62. 63 DON’T DO HASHTAGS ON LINKEDIN LIKE YOU DO ON INSTAGRAM. USE THE RIGHT COMMUNICATION CODES (AND FOLLOW UP, CHANGE COMES FAST)
  63. 63. 64 FEEDBACK MATTERS (BOTH POSITIVE AND NEGATIVE), DON’T IGNORE IT.
  64. 64. 65 DMLG USER-GENERATED CONTENT (UGC) BEWARE OF THE SOCIAL MEDIA TRAP: DUNNING-KRUGER EFFECT
  65. 65. 66 DMLG TYPOLOGY OF DETRACTORS ON THE WEB HOW TO RECOGNIZE THEM? WHAT TO DO? THE LEGITIMATE MOANER - SOLVE THE PROBLEM OR EXPLAIN THE COMPANY'S POSITION ON THE ISSUE. TRY TO MAKE THE DEBATE PUBLIC TO REASSURE (FUTURE) CUSTOMERS. THE MASKED COMPETITOR - RESPOND WITH RESPECT AND POLITENESS. FILE A COMPLAINT IF THE DECEPTION IS OBVIOUS. THE CRITIC - PUBLICLY ACKNOWLEDGE THAT THEIR IDEAS ARE GOOD AND THAT YOU WILL PASS THEM ON. WITHOUT PROMISING ANYTHING! THE POLEMICIST OR THE TROLL - REFOCUS THE DEBATE. ISOLATE THEM FROM THE REST OF THE COMMUNITY BY ADDRESSING THEM BY PRIVATE MESSAGE. « DON'T FEED THE TROLL. » PUBLIC ISSUE PRIVATE TREATMENT PUBLIC RECORD
  66. 66. 67 SOCIAL MEDIA IS OWNED, YOU OWN YOUR WEBSITE. BACK UP AND DIVERSIFY: DO NOT PUT ALL YOUR EGGS IN THE SAME BASKET.
  67. 67. 68 DMLG LinkedIn locking CASE: New setting quietly introduced by LinkedIn which prevents users to retrieve emails from their connections. RESULT: Those who did not back up frequently now lose the benefit of a key feature.
  68. 68. 69 KEEP A CLOSE EYE ON SOCIAL CONTEXT, (WEB) SOCIOLOGY, TRENDS AND EMERGING TECH AS WELL AS THE PLATFORM’S POSITIONING, VISION AND ECONOMIC INTERESTS. ADAPT YOUR STRATEGY ACCORDINGLY.
  69. 69. 70 DMLG Explore Feed CASE: In 2017, Facebook experimented with the “explore feed” to separate pages from people into two different feeds. RESULT: Immediate drop in media outreach = impact on revenue.
  70. 70. 71 SNACKABLE OR LONG-FORM? PLAIN ENGLISH OR JARGON? KNOW YOUR AUDIENCE FIRST. THEN, GIVE IT WHAT IT WANTS WHERE IT IS, NOT WHAT YOU WANT WHERE YOU WANT.
  71. 71. 72 DMLG SOURCE: CONVERSATIONPRISM.COM (2017) (BRIAN SOLIS, JESS3)
  72. 72. 73 6 MILLION USING SOCIAL MEDIA FOR CORPORATE COMMUNICATION FOCUS ON YOUR TARGET'S BEHAVIOUR DMLG 1,3 BILLION 500+ MILLION 2,2 BILLION 330+ MILLION 430+ MILLION 1+ BILLION 200+ MILLION ? ? ? ? ? 80+ MILLION 1,1 BILLION
  73. 73. 74 DMLG AND IT IS CHANGING FAST, SO YOU HAVE TO CONSTANTLY ADAPT YOUR STRATEGY.
  74. 74. 75 TREAT CONTENT LIKE A LIMON. POSTING IS CUTTING, AMPLIFYING IS SQUEEZING.
  75. 75. 76 DMLG AMPLIFICATION THROUGH THE PESO MODEL STAKEHOLDERS MAPPING COOPERATION NECESSARY DESIRED POINTLESS OPPONENTS AMBASSADORS STRONG INFLUENCE WEAK INFLUENCE IMPACTED BY THE PROJECT A LOT MODERATELY VERY FEW CONTRIBUTION: VINCENT PITTARD (REPUTATION 365)
  76. 76. 77 IT’S ALWAYS BEEN ABOUT EMOTION: SMASH SILOS TO TRANSLATE YOUR AUDIENCE’S EMOTIONAL DRIVERS INTO CREATIVE ENGAGING CONTENT.
  77. 77. 78
  78. 78. 79 DMLG 10 RECOMMENDED READINGS ● SOCIAL MEDIA IN 2020: 11 DATA-BACKED PREDICTIONS (Hootsuite) ● SOCIAL IN 2028 (We Are Social) ● HOW TO SUCCEED IN SOCIAL MEDIA WITHOUT POSTING ANY CONTENT (Social Media Examiner) ● SALON AIMS TO START A PUBLISHING REVOLUTION BY SPINNING AD BLOCKING INTO CRYPTOCURRENCY (AdAge) ● FACEBOOK’S AD INTERACTIONS DROP 20% — HERE’S EVERYTHING YOU NEED TO KNOW (TNW) ● THE WEB CAN BE WEAPONISED – AND WE CAN'T COUNT ON BIG TECH TO STOP IT (The Guardian) ● WERE WE DESTINED TO LIVE IN FACEBOOK’S WORLD? (The Atlantic) ● THE WEB BEGAN DYING IN 2014, HERE'S HOW (André Staltz) ● THE LOST ART OF CONCENTRATION: BEING DISTRACTED IN A DIGITAL WORLD (The Guardian) ● SKIM READING IS THE NEW NORMAL. THE EFFECT ON SOCIETY IS PROFOUND (The Guardian)
  79. 79. +32 487 42 98 82 @Denys_MLG linkedin.com/in/denysmalengreau slideshare.net/denysmalengreau twitter.com/D_MLG periscope.tv/D_MLG bit.ly/youtube-dmlgdenys@malengreau.eu

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