Employee engagement is a topic that comes up regularly around Enterprise 2.0 (and in books see The U.S. Commitment or the rule of 57/43) and the change of management model advocated by I. Getz has not yet permeated the towers of large companies.
However, to give birth to sources sharing, trust and interest in mirco-trade, fundamental appear. In this period of crisis, terms like ‘Jugaad’, ‘pragmatism’ (see Pragmatism Strategy de Nonaka & Zhu), ‘simplicity’ becomes key if the target daily intake of employees.

Mr. Brito and Mr. Joel invites us to consider the ‘content marketing‘, keeping in mind that capture the attention of our target remains a must.

Between relevance and consistency of content, usefulness of the publication, as the title of the publication … focus our efforts on the value proposition.

Combine 2 items

  • 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 ESN

  • Stay in the news and its daily target
  • Reasoning value
  • Ensure relevance and usefulness of the content
    • in the publications
    • while ensuring a ‘clean’ ancient periodic publications
  • Favor the publication of knowledge rather than information or data
  • Make its publications ‘honeypots’ (Charlotte Wieder – CM ESN Seb)
  • Carefully choose the title of his publications
  • Form CM
  • Educate members

To go further