L’engagement des collaborateurs est un sujet qui revient régulièrement autour de l’entreprise 2.0 (et dans des ouvrages US voir L’ Engagement ou la règle du 57/43 ) et le changement de modèle de management prôné par I. Getz n’a pas encore imprégné les hautes tours des grandes entreprises.
Pour autant, pour faire naître des sources de partage, de la confiance et de l’intérêt pour des mirco-échanges, des fondamentaux apparaissent. Dans cette période de crise, des termes comme ‘jugaad’, ‘pragmatisme’ (cf Pragmatism Strategy de Nonaka & Zhu), ‘simplicité’ deviennent des clés si les apports ciblent le quotidien des collaborateurs.
M. Brito et M. Joel nous invitent à nous pencher sur le ‘content marketing‘, en gardant en mémoire que capter l’attention de notre cible reste un incontournable.
Entre pertinence et consistance du contenu, utilité de la publication, qualité du titre de la publication … concentrons nos efforts sur la proposition de valeur.

Combinons 2 ouvrages

  • The key difference between a traditional media company (where I started my career) and a new media company is the revenue stream. The former makes its money from advertising; the latter makes its money from product or services sales. On other cases, though, the quality of the content and the audience are key
  • There are several factors you should consider as it relates to today’s fast-paced, dynamic, and unpredictable marketplace :
    • We live in a multi-screen economy
    • CADD (Customer Attention Doficit Disorder) is among us
    • Relevance is key to content consumption
    • The customer journey is dynamic
    • Customers are influential
  • Relevant content is the byproduct of empathy
  • Kristina Halvorson, CEO and Founder of Brain Traffic and coauthor of Content Strategy for the web has a robust definition of content strategy : Content strategy plans for the creation, publication, and governance of useful, usable content. The content strategist must work to define not only which content will be published, but why they are publishing it in the first place
  • Click Through Rates (CTR) & words in titles
    • Titles that contain negative extremes (‘worst’ or ‘never’) performed 30% better than titles that did not contain either of these words
    • ‘surprise(s)’ generated a 35% higher
    • ‘who’,  35% higher. The words ‘why’, ‘where’, and whitch’ did not have any effect on performance
    • a dollar sign, 20% higher
    • ‘hot’, 25% higher
    • ‘don’t’, 15% higher
    • ‘photo(s)’, 15% higher
    • ‘must’ or ‘need’ 20% lower
    • ‘You’, ‘your’ or ‘you’re’, 24% lower
    • ‘always’ or ‘best’ 29% lower
    • ‘how to’, 43% lower
    • ‘easy’, 45% lower

  • Reboot Business and reboot You
  • The future of business isn’t about what written in a contract, it’s about what we do with everything waking moment to make it count. These triggers apply to entrepreneurs or being an entrepreneur within an existing organization. You’re going to have to figure out what you want to be, because the future of business will be predicated on these new types of workers
  • Lessons about building direct relationships
    • 1. Deliver value firstprovide value first
    • 2. Be open, You need a culture of openness and transparency
    • 3. Be clear and consistent, The best relationships developp slowly over time and are nurtured on a day-to-day basis
    • 4. Create a mutually beneficial world
    • 5. True fans
  • Give me utility
    • The rise of utilitarianism marketing. …/… It’s about providing a true value and utility : something consumers not only would want to use – constantly and consistently – but would derive so much value from it that it would be given front-and-center attention in their lives

Actions RSE

  • Rester dans l’actualité et le quotidien de sa cible
  • Raisonner valeur ajoutée
  • Assurer pertinence et utilité du contenu
    • lors des publications
    • tout en assurant un ‘nettoyage’ périodique des anciennes publications
  • Privilégier la publication de connaissances plutôt que des informations ou des données
  • Faire des publications des publications ‘pots de miel’ (Charlotte Wieder – CM du RSE de Seb)
  • Choisir avec précaution le titre de ses publications
  • Former les CM
  • Sensibiliser les membres

Pour aller plus loin

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