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Report
International Master in Marketing
COMMUNICATION II
Online communication
April-May 2014
by: David Chelly
@: [email protected]
Copyright © Postenergie Espagne SL
1
AIMS OF THE COURSE

Knowing how to manage a brand in the web 2.0
2
Engage conversation with consumers
 Master the tools of Social Media Marketing


Prepare for the future of marketing, with much more
technology and automation
METHODOLOGY
The course is a workshop-oriented class, designed for
active participation.
 It focuses on the best practices and standard tools of
online communication
 The participants will apply the main techniques seen
in class in their own web page

3
ASSESSMENT
Participation (40%): In class
activities and contributions to
the class.
 - Quiz during last class (20 %)
 - Final exam (40%)
 Note: to get a passing grade
for this course, participants
need to pass the written part
of the evaluation.

4
OUTLINE OF THE COURSE
Session 1 – Societies
and consumers in the
digital age
 Session 2 – New trends
for marketing and
communication
 Session 3 – Web 2.0
marketing best
practices
 Session 4 – Online
communication tools
Contingency theory

5
PREPARATORY WORK TO THE
CLASS: SETTING UP A PERSONAL
WEBPAGE
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WHAT IS A WEB PAGE


The file must bear an extension compatible with the
internet (ie. html, php, asp, etc.)
Exercise : conversion of your
CV or any other MS word
document into .html
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Websites are simple text and/or images files
stored on a hard drive which is permanently
connected to the internet
UPLOADING A PAGE TO THE WEB

To be displayed on the internet, a page must be
sent to a web server

… Unless you use a cloud services (Blogger, Tumblr,
Medium, Facebook…) that allow to create and edit
pages online
To upload a page online, one need:
A (free) software that sends the document
 A web address, which is called a domain name
 A physical location where the page will be located, which is
called a web hosting

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
SETTING UP ONE’S DOMAIN NAME

Once one has registered (or purchased) a domain
name, it is necessary to :
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Set the name servers (DNS) of the domain name according
to the info provided by the web hosting provider
 Set the ftp settings according to the info provided by the
web hosting provider

SETTING UP A WEBSITE FOR OUR
COMMUNICATION II COURSE

Name servers
 Dns 1: ns1.dreamhost.com
 Dns2 : ns2.dreamhost.com

ftp : communicationtwo.com
 User: eadamarketing
 Pass: antonylastname

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Note: You’ll have to upload the work realized during
the class in the http://www.communicationtwo.com
website
SOCIETIES AND CONSUMERS IN
THE DIGITAL AGE
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THE DIGITIZATION OF THE
ECONOMIES
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THE INFORMATION REVOLUTION

What is an industrial revolution?


Exponential productivity growth,
permitted by an innovation
The 3 industrial revolutions
1st industrial revolution: textiles,
iron and steam engine technologies
 2nd industrial revolution: steel,
railroads, electricity and chemicals
 3nd industrial revolution: data
processing

OTHER ASPECTS OF THE 3RD INDUSTRIAL
REVOLUTION


Manufacturing, as we know it today,
will be forever altered because of 3D
printing technology.
Renewable energy and Internet
communications can create an entirely
new blueprint for the world economy
A GLOBAL WORLD

With the internet, space and time are no longer an
issue for physical devices, people and products
Manage cultural and linguistic differences
 Building international brands online

15
ENTERING THE ERA OF THE BIG DATA
Big data: velocity, volume, variety
 1 year in the internet equals 5 years in
other sectors

INTERNET GIVES POWER TO THE CROWD
THE INTERNET OF THINGS

Web²: objects can be connected and
send valuable data
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ALL ANALOG MEDIA
ARE BECOMING DIGITAL
Digital TV
 Outdoor display, shelves,
POS
 Print, radio…

21
THE RISE OF CLOUD COMPUTING

Everything
as a service
NEW CONSUMERS
23
24
QUANTIFIED SELF

A new trend for everydaylife: health, sport, leisure…
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CUSTOMER EMPOWERMENT

New consumers don’t trust brands


they search for information and are able to decrypt
promotional messages
Customers purchase goods on their own, print their
own documents, write comments and reviews…
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THE LONG TAIL

In the physical world, there isn't
enough shelf space to carry everything
for everyone


As a result, the industrial business era
has been mostly about a small number of
mass-produced-and-sold products
The digital era turns the tables on
traditional thinking about supply and
demand

We've moved into the long tail of the
curve. That is the world of infinite niches.
TOWARDS THE END OF INDIVIDUAL
OWNERSHIPS?

Access trumps
ownership
CORPORATE SOCIAL RESPONSIBILITY
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A REDUCED EFFECTIVENESS
OF
TRADITIONAL PROMOTIONAL METHODS
The fragmentation and saturation of conventional
media channels
 Brands need to create a relationship with their
customers

30
EXERCISE IN TEAM: INBOUND
MARKETING
You are building a website about digital communication
at EADA in order to promote your Master.
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TOPICS TO BE DEVELOPED

Choose 2 strategies and 2 tactics out of the
following list:
2/3 lines presentation about what it is (copy and
paste … accepted!) or/and a picture or a diagram
 2/3 lines about the main techniques or tools to
implement it
 2/3 lines describing a success story

32
TOPICS TO BE DEVELOPED
New strategies: Inbound marketing, Social
CRM, Marketing automation, real-time
marketing
 New tactics: curation, SoLoMo, earned
customers, brand advocacy, crowdsourcing,
customer insight management



Example of tools, services and websites:
HootSuite, Eloqua, Klout, Pearltrees,
SocialBakers, Hubspot, Talkwalker, Google
Alerts, Addthis, Disqus, SurveyMonkey
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NEW TRENDS FOR MARKETING
AND COMMUNICATION
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INBOUND MARKETING

From interruption to permission
CONTENT
MARKETING

Earning
customers with
content
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RELATIONSHIP
MARKETING

Create a relationship
between the customer
and the salesperson or
business.
 Opposed to
transactional
marketing, which
focuses on the
actual sales process
for an item
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EXPERIENTIAL MARKETING

40
Cross-media promotional activity which encourages two way
interaction and direct physical immersion into a brand
GUERRILLA MARKETING

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Unconventional system of promotions that relies on time,
energy and imagination rather than a big marketing budget

Ie. : stealth or undercover marketing
SPONSORING
Target a specific group of
customers
 Looks good to potential
customers
 An efficient way of
communication for regulated
professions
 Cutbacks in marketing – new
form of marketing with a good
cost per number of people
reached

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WHY SPEND €90M (4 YEARS) TO
SPONSORIZE A FOOTBALL TEAM?
Acquiring fame throughout the world
 Leaving a mark in history

43
WHY WOULD ONE PAY UP TO €500K FOR
FACILITIES IN ROLAND GARROS ?
Offering a unique experience for employees, partners
and clients
 Doing business in a relaxed and favorable
environment

44
BEYOND SPONSORSHIP: NAMING
Name of a team
 Name of stadiums
 Name of events

45
PATRONAGE
Financing of art
expos
 Well adapted for
luxury brands:
more discreet,
more anonymous
 Tax incentives

46
CAUSE-RELATED MARKETING (CRM)

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Goodwill to the
community / “Give Back”
MOBILE MARKETING : REACH CUSTOMERS
WHEREVER THEY ARE

Apps vs. mobile website vs. responsive
design

Mobile marketing > webmarketing because
of geolocation and web camera that connect
the real world to the web
M-COMMERCE

Social shopping & connected shops
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SOLOMO

convergence of collaborative, location-based
and on-the-go technologies
WEB 2.0 COMMUNICATION BEST
PRACTICES
Size is no longer an advantage, speed and agility
win
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SOCIAL MEDIA 2014
SOCIAL MEDIA EXERCICES IN
GROUP
Build a list with the 10 key points of a social media
policy
Build a list with the 10 key points of effective
community management
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Build a list with the 10 best social networks for
marketing and explain how they could be used
HOW TO USE SOCIAL NETWORKS
Social media is like a party; barging into a group
already talking and saying ‘buy my stuff’ is rude
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DIFFERENT SOCIAL NETWORKS FOR
DIFFERENT NEEDS

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manage
communication
as a
conversation
with
stakeholders
rather than like
a monologue
with consumers
SOCIAL CRM
 What

is Social CRM?
Answering customers with
the Social media tools and
in an adapted form
 The
point of social CRM:
Customer satisfaction

Best Buy Turned Twitter
into a Customer-Satisfying,
Employee-Motivating, and
PR-Generating Machine
56
FACEBOOK FAN PAGES
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FACEBOOK ZERO
COMMUNITY MANAGEMENT

Engage conversation with consumers in social
media
Crowdsourcing helps customer engagement
 Brand advocates must be valorized and helped


Customer insight management : understanding
what customers think through social networks and
online surveys
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CREATING ENGAGEMENT
Online communication campaigns aim at creating
engagement from customers rather than just displaying
ads
 Brand advocacy



Identify the best advocates of a brand
Brand Advocacy Platform (BAP): tools to help brand
advocates
MEASURING RESULTS

trial and error to see
what kind of posts the
audiences like

A/B testing
Define tone and
frequency and adjust it
 Calculating the ROI on
social media expenses

61
HYBRID OF PHYSICAL AND DIGITAL
ENGAGEMENT


The more digital we go, the greater the need for in-person
interaction
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If the social engagement online is so powerful, why
bother with the live event at all?
SOCIAL MEDIA POLICY
A formalized document
concerning everybody
in the organization
 Employees are the best
brand advocates

63
E-REPUTATION
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MANAGING ONE’S DIGITAL IDENTITY
STORYTELLING
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USING THE RIGHT INSTRUMENTS OF
COMMUNICATION

The online image of a brand depends
on its communication choices
67
ONLINE WATCH

Online alerts
offer a permanent watch of what is said about us
 Help Controlling one’s brand names in the web and in
social networks

68
REAL-TIME MARKETING
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COMMENTING AND POSTING IN THE
SOCIAL WEB

The right communication in reviews sites, forums
and blogs
NEWSJACKING

Taking advantage of the
buzz
Ellen DeGeneres Oscars selfie (3rd of March
2014) - the most retweeted tweet in the history of
tweets
CRISIS COMMUNICATION

Managing crisis and
bad buzz
It takes 20 years to build a reputation and
five minutes to ruin it. If you think about
that, you'll do things differently.
Warren Buffet
VIRAL CONTENT
Word of mouth marketing (WoMM)
 Viral contents

an image is worth a thousand words
 Prizes and awards, , infographics, advergames, flash
mobs…


… need to be promoted by influencers or/and brand
advocates
73
INFLUENCERS

The new digital consumer is a media

Any blogger can be as credible as an expert
74
EARNING CUSTOMERS WITH
INBOUND MARKETING
Social media is built around engagement, and it
requires continuous input from social marketing
managers
75
WEB SERIES

Burning love : Yahoo!
GAMIFICATION
Gaming is a huge market, with different types of
games: Social games, Casual games, MMOPRG,
Serious games
 Advergames

77
PRIZES AND COMPETITIONS

Jetblue’s example

Participation to promotional actions (ie. IKEA)
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INBOUND MARKETING FOR
EADA (EXERCISE IN GROUP)
Build a fictitious online marketing event with
Evenbrite
Create a Scoop It website about online marketing
Create a Netvibes about online marketing
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ONLINE COMMUNICATION TOOLS
80
E-CRM


data & data-driven marketing are changing business
email marketing, individualization and fidelization, customer
care
81
MARKETING
AUTOMATION

Software and
tactics that nurture
prospects with
personalized and
useful content that
helps convert
prospects to
customers
Source :
Stargazerdigital.co.uk
82
GROWTH HACKING
Improving Key
Performance indicators
(KPI)
 Business improves when
employees and customers
are recognized, rewarded
and engaged through
effectively structured
programs with defined
goals and proven returns

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END
Thanks for your participation
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