These are the slides of a course I gave to students of Grenoble Ecole de Management. This course was part of the Master Internet Strategy & Web Management.
2. The big picture 3. Lets talk about strategy 4. One thing about SEO and SMO 5. A bit of technic 6. Key success factors and how to measure success? Master internet Strategy & Web Management
experZse with others To speak their mind on areas of interest To gain professional recogniZon To ajract new clients 26% 22% Source : TechnoraZ, State of the blogosphere 2011
informaZon they find on 40% Facebook (published by a friend) 36% Brand’s website 30.5% Blogs 17% Facebook (brand’s page) 16% Twijer (someone they follow) 12% Twijer (a brand they follow) Source : TechnoraZ, State of the blogosphere 2011
coming from 34% Facebook (published by a friend) 24% Facebook (brand’s page) 29% Blogs 21% Brand’s website 19% Twijer (someone they follow) 7% Twijer (a brand they follow) Source : TechnoraZ, State of the blogosphere 2011
the content they find on blogs? 63% Email 29% Twijer 62% Facebook 21% Their own blog 15% Comment secZon of other blogs 8% LinkedIn Source : TechnoraZ, State of the blogosphere 2011
informaZon is found on a source, which one tends to make people want to learn more about it? 28% Brand’s website 33% Facebook (informaZon posted by a friend) 36% Blogs 12% Facebook (brand’s page) 10% Twijer (someone they follow) 5% Twijer (brand they follow) Source : TechnoraZ, State of the blogosphere 2011
42% Facebook (content posted by a friend) 37% Blogs 22% Facebook (brand’s page) 15% Twijer (someone they follow) 14% Twijer (brand they follow) Source : TechnoraZ, State of the blogosphere 2011 People likelihood to recommend based on
33% Facebook (content posted by a friend) 31% Blogs 21% Facebook (brand’s page) 13% Twijer (someone they follow) 12% Twijer (brand they follow) Source : TechnoraZ, State of the blogosphere 2011 People likelihood to purchase based on
the company. You give it a face. People can idenZfy themselves to you and what you talk about. You are on the same level than your readers: a blog is made for discussions, not for top-‐down informaZon.
sporters to talk on behalf of the brand. They can talk on almost whatever they want, if it’s more or less related to their acZvity: passions, family, …
sporters to talk on behalf of the brand. They can talk on almost whatever they want, if it’s more or less related to their acZvity: passions, family, … They created a dedicated brand: Never Stop Exploring
managed by young mothers. They have a defined agenda based on readers expectaZons. They talk about things they like, in an honest way. The brand is menZonned but is not too intrusive.
managed by young mothers. They have a defined agenda based on readers expectaZons. They talk about things they like, in an honest way. The brand is menZonned but is not too intrusive. They listen to their community and involve their readers.
become the obvious partner of this community. Be considered as a reference on a specific topic. Blogs are an easy way to share a publishing tool between many authors. Use this strength.
avant tout URL: does not exist anymore Major goal: make the people talk about how they live with their cancer, how they react to the treatments, what can be improved…
woman-‐like qualiZes. Personality of the journalist was really important. She was concerned by the topic and the way she wrote was part of the success of the community. Discussions much more than top-‐down informaZon. Readers interviews, contribuZons… Brand was only in the background.
Bamar en Live URL: hjp://www.bamarenlive.com/ Major goal: Help Coca-‐Cola Zero be a reference in the world of video games. Context: this is one element of a more global strategy
by a journalist, specialized on this topic, known by the community. They provide readers with exclusive content. He says what he thinks and talks in a way that make readers comfortable. The brand is never menZonned in posts.
it’s mainly posiZve: we talk about Coca Zero in this community even though the brand is not too pushy. From a community management standpoint, people are interested in what Bertrand says, but they are not really involved. It’s a journalist’s blog.
access to you. Give them the specific content they expect, on a people per people basis. A blog platorm offers you the ability to easily create and manage many blogs, and to make them private. Use this strength.
name: Homelike Home – Espace Client URL: hjp://www.homelikehome.com/ Major goal: Give their clients access to specific content from anywhere, at any Zme.
private blog for every new client, with a first post. For each appartment they visit, they publish a descripZon, pictures and a map. The client can post comments and get informaZon about his flat search when he wants and not when the hunters can answer.
acZvity, but also about correlated topics. They write frequently and don’t hesitate to express their point of view. Write « out-‐of-‐the-‐box » : talk about things your compeZtors generally don’t talk about.
URL: hjp://new-‐cfo.fr/ Major goal: Help Sage be a reference in the community of CFOs. Context: Help Sage make the CFOs look more modern and become a reference for them.
life. They focus on specific markets to provide more relevant informaZon depending on topics of interest of the readers. They help to make these jobs bejer accepted by companies and people (we usually think that CFOs are not funny…) and give tools to the CFO to bejer communicate on their job.
life. They focus on specific markets to provide more relevant informaZon depending on topics of interest of the readers. They help to make these jobs bejer accepted by companies and people (we usually think that CFOs are not funny…) and give tools to the CFO to bejer communicate on their job. They use derision.
talking about the same things, on the blogs of your peers. Answer to comments on your blogs, to the quesZons your readers ask you. Give your references (other blogs, books, …) => publish links.
URL: hjp://lego.cuusoo.com/ Major goal: Increase the engagement of Lego’s fans with the brand. Context: Lego probably expects to grow its community of users toward adults and long-‐Zme fans.
content for you. Customers’ creaZons are promoted on a blog / website were other people can comment and vote. Reward your customers (creaZons with +10,000 votes are created if approved by a commitee).
-‐ be honest and transparent with your customers otherwise you will create frustraZon. -‐ use this to discuss with your clients and get informaZon from them.
wrong happens. Answer to your customers quesZons. Blogs are an easy way to post content on the web, quickly and frequently, and (once again) to get feedbacks.
je me M.E.L. URL: does not exist anymore Major goal: M.E.L. directly talks about the life of his company to customers and get feedbacks from them. Context: There was a major sanity crisis.
Squarespace Blog URL: hjp://blog.squarespace.com/ Major goal: Communicate about the day-‐to-‐day life of Squarespace and the evoluZon of their products. Context: Maintaining websites acZvity during the storm Sandy.
and transparent. Interact with your clients and answer to their quesZons (that’s what they expect from you). Publish frequently. Source : hjp://techcrunch.com/2012/11/01/squarespace-‐fog-‐creek-‐ peer1-‐kept-‐ny-‐data-‐center-‐alive-‐by-‐carrying-‐fuel-‐buckets-‐to-‐the-‐17th-‐ floor-‐in-‐the-‐dark/
History URL: private Major goal: Help the people working in the company accept the acquisiZon and bejer know their fellow colleagues. Context: The acquisiZon happened in a tough context in France.
ones in 60 countries Major issue for the company in 2007: how to integrate all these new people Strong reluctancies at Arcelor How to create a common culture? Should they keep this communicaZon internal to the company?
of the group. Employees were able to ask quesZons directly to the top management: it reduced the distance between all the people in the company. They focused on presenZng people through a web-‐show. 3 seasons were created.
accessible to all the employees. – People were able to ask whatever was important to them. – The people responsible for the decisions (top management) were accessible to anybody within the company. – They got 100 000 visits in 2 days. – Budget: 340 k€ => ~1€ per employee.
conversaZon going a@er the event (unZl next one?). Provide real-‐Zme content with what happens during the event. Give a place to the people to talk about your event (thus you know what they say).
Stratos URL: hjp://www.redbullstratos.com/blog/ Major goal: Communicate on how this event was prepared and what happens next. Context: Red Bull sponsored the highest jump in the atmosphere.
brand, you talk about the event. Give details about it. Present the people who are behind the event. The more you get closer to the event, the more you give informaZon about what happens. Pictures are a good way to help people who are not ajending the event to immerge themselves in it.
brand, you talk about the event. Give details about it. Present the people who are behind the event. The more you get closer to the event, the more you give informaZon about what happens. Pictures are a good way to help people who are not ajending the event to immerge themselves in it. Give the results and keep the event alive with what happens next… unZl next Zme?
Show how to use your products. Provide informaZon about the life of the company and answer to the quesZons of your customers. Involve your customers in the process of developing / choosing new products. Ajract new customers talking about related topics.
URL: hjp://www.archiduchesse.com/blog/ Major goal: Communicate on the day-‐to-‐day life of the company. Context: Archiduchesse sells beauZful socks in a funny way. The blog is here to humanize the company & promote the funny atmosphere.
the company. Humanize the brand (once again). A client will be more eager to buy products on a shop or of a brand he feels close to. Get informaZon on which products interest your clients.
your products. In this case, recipes are the best way to go. Use your blog as a loyalty tool. PosZng recipes helps you keeping the contact with your customers: it’s likely they’ll come frequently to get new ones, and give their opinion on the recipes they’ve tested. Contests are also a good way to involve them in the life of your company / blog / shop.
carnet des fines gueules URL: xxx Major goal: Provide the client with content related to your acZvity Context: Madeleine Market has been acquired recently and wants to develop a new idenZty around fine food.
your content. You can use it to see what your readers say to their audience about this content and if they share it. You can use it to keep the conversaZon going.
the discussion everywhere. You have to offer an exclusive content in addiZon to the links poinZng to your blog. It needs to integrate in a global strategy with a clear goal for this specific tool.
• May include a support team • May be free • Less customizable Non-‐hosted • Technical skills needed to setup and maintain the blog • Will never be free • More customizable
Recently evolved to aggregate content coming from your different social profiles Tumblr / Posterous • Hosted • Poorly customizable • Created around the community and sharing features
Free How to choose the good one? In a professional context • Ability to setup and maintain the blog • Ability to customize it like you want • MulZ-‐authors
of your company (new markets, recruitments, events) – Life of your products (prototypes, advices…) – Life of your employees (experts analysis, in situ reports… Ex: Archiduchesse) • Which interacZons? – Clients feedbacks (feedbacks on products, suggesZons, criZques) – Ajract new prospects (know-‐how, transparency) – Get ajenZon from the media (market analysis, trends publicaZon) • Who will write? – Managers – Employees – Outside people – …
and what are their preferences? – Videos, texts, images – How familiar with the internet are they? • Can they express themself? – Comments – User Generated Content (UGC) – Profiles • What is my ecosystem? – Other blogs and websites in the same field – …
you want bloggers to talk about a new product of your company, you can send it to them in order for them to try it, but: -‐ You will want to make sure that the bloggers you selected are relevant regarding to your product, have an audience, and are eager to publish product reviews -‐ You will accept that the reviews they publish are not necessarily posiZve -‐ You will accept that they don’t want to publish a review about your product or don’t have Zme for it. -‐ You will consider including their comments into your strategy. -‐ You will consider including the comments of their readers into your strategy, and may also want to answer in a humble way to the comments (this will make the blogger and commenters feel valuable).
You are part of the team which created this great blog when Arcelor was acquired by Mijal. You are facing an issue: the top management doesn’t know how to communicate with the rest of the company on what’s happening. What would be your strategy on the internal blog to facilitate the communicaZon and the informaZon flow?
You need to animate a network of accomodaZon owners. You also want to become a reference for outdoors acZviZes amateurs. Which strategy would you develop?
Le Meur & Laurence Beauvais, Dunod, 2005 • « Réussir son blog professionnel : image, communicaZon et influence à la portée de tous », Thomas Parisot, Eyrolles, 2010 • « Bien rédiger pour le web : stratégie de contenu pour améliorer son référencement naturel », Isabelle Canivet, Eyrolles, 2011
is licensed under the CreaZve Commons AjribuZon-‐NonCommercial-‐NoDerivs 3.0 Unported License. To view a copy of this license, visit hjp://creaZvecommons.org/ licenses/by-‐nc-‐nd/3.0/. Master internet Strategy & Web Management
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