badge 3 tactique h · angular d3js mail chimp (esp) surveymonkey ppt (masque / master) word (style)...
TRANSCRIPT
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BADGEBilan d’Aptitude Délivrépar les Grandes Écoles
CULTURE DU SERVICE ET EXPÉRIENCE CLIENT
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#HelloBADGE
Décembre : stratégieFévrier : tactique
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marketing
engineering
sales
support
product
corporate
[email protected]@kratiroff
technology evangelist
full stack marketer CDDO & CXO DPO (data protection officer) learn marketing coding et programing conférencier et professeur entrepreneur & consultant
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LANDING PAGE
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TOOLS
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FTP Sketch3 / iDraw
Canva Cloud SAAS PAAS
AWS / OVH bunkR / Prezi
TRELLO / Scrumblr GoogleDrive (Gantter)
Hadoop Doodle
SalesForce Merkato NODE
ANGULAR D3js
Mail Chimp (ESP) SurveyMonkey
PPT (masque / master) Word (style)
xMind Gantt Unitag Xcode
Excel (TCD) GoogleTrends TXT sublime
Browser (Chrome) HTML CSS JS
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ON-LINE HTML5 + CSS3 + JS (via NotePad+ Sublime) CMS : Content Management System (WordPress, Prestashop, Moodle, Drupal) Google : AdWords & Analytics OVH : registrar tools + WhoIs FTP : File Transfert Protocol
OFF-LINE MindMap : Xmind Gantt : OpenProj QrCode : Unitag DOC : Word(style) Présentation : PPT (masque) Tableur : XLS (budget, TCD, pivot) PDF : édition et formulaire
Tools
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Culture Digitale
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Zappos DeliveringHappiness Tony Hsieh
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Better donne than perfect
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Fail early, Fail fast, Fail cheap
Test and Learn
FAIL : First Attempt In Learning
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Please read it at: agilemanifesto.org
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out of the box
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out of the box
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OOO
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Voyage Immobilier
Comptabilité Hôpital
Assurance Transport
Retail (point de vente
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Quel user ?
Persona
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Quel besoin ?
User Stories
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Quels outils ?
°°° Quelles méthodes ?
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Démo Xmind
EXPERIENCE CLIENT
MindMap Carte Heuristique
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QrCode
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URL shortener
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lien entre analogique/physique
digital
QrCode
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Cours de marketing 2016 kratiroff
1UNITAG
pour encoderavec action
2UNITAG ou CHROME
pour lire sur mobile
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Cours de marketing 2016 kratiroff
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navigateur moteur de recherche
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… si vous ne payez rien,
c’est que
VOUS êtes le produit
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learn marketing
LE MEILLEUR BRAND-CONTENT
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Primer Google
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PLUS VITE REAL TIME MARKETING
The Oreo Moment
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real timemarketing
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RTM possible grâce à :une analyse rapide en temps réel (big data) des outils de communication instantanés une certaine automatisation des outils (marketing automation) à la présence online des clients (mobile et réseaux sociaux) des méthodes de personnalisation puissantes (algorithme)
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Outils du RTMactualités (sportive, politique, culturel…) synchronisation avec autres médias (second écran, NFC, iBeacon) météo, horaire, lieu synchronisation avec les ventes et campagne promotionnelles RTB et achats programmatiques TWITTER et ses cards
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NewsHacking
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1990 : landing page2000 : y-a une APP 2010 : chat bots source : Google, Accenture
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CHATBOT&
LIVECHAT
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Un peu d’intelligence artificielle
Un peu d’empathie utilisateur sur les habitudes et la plateforme
Une rentabilité immédiate
LiveChat automatisé
Les ChatBots : où est le client !
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API SIMPLE: IFTTT ZAPIERCOMPLEXE: TWITTER…Application Programming Interface = Interface de programmation pour application
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Logo Creation
Photoshop clone OR freelogoservices.com (screen shot) designmantic.com (screen shot)
Pixlr.com
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Find the best icone for your UI:
thenounproject.com iconfinder.com
Icone
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Canva.com Social Media Post Infographic
Moke up (devices) placeit.net
Alternative: infogr.am
Marketing material
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Invisionapp.com
www.fluidui.com
Alternative: proto.io
Prototype
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- gifcreator.me - gifmaker.me
4 to 10 images Same size in pixel
Animated GIF
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html5up.net
zerotheme.com freehtml5.co html5webtemplates.co.uk pixelarity.com
HTML TEMPLATE
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2Définition
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UX : User eXperiencetoutes interactions
perçues par l’utilisateur avant, pendant et
après l’usage
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toutes : omnicanal interactions : touchpoint, point de contact
perçues : même pas voulues par l’entrepriseutilisateur : client, consommateur
avant, pendant, après : parcours complet, customer journey
usage : achat, utilisation, test, destruction
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UX : User eXperience CX : Customer eXperience UI : User Interface IxD : Interaction Design (x?) SD : Service Design +DT Design Thinking CXM: Customer eXperience Mgt CEM: Customer Experience Mgt CXO: Chief eXperience Officer
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UX > CX user ≠ customer
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UI : User Interface Beauté
UX : User eXperience Intelligence
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UX alliance du graphisme et de la stratégie
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UX = phygital déplacement physique + parcours digital
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User InterfaceTypoCouleurMise en pageDispositionBouton (CTA)
HarmonieA/B TestingClarté / suivantAuto Apprentissage…
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IxD : interaction design (x?) Design d’interface
UI : statique (image, texte, taille, couleur) IxD : réagit aux actions, interactif
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IxD : interaction design Design d’interface
Clic, swipe, slide, type, pinch, link, tap, push, multitouch, drag & drop, retour haptique, 3Dtouchdisplay, peek & pop (Watch, 6s et 7s) …
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EXPERIENCE
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EXPERIENCE
User Experience• Stratégie• TouchPoint• Résolution de
problèmes• Content• StoryTelling• API
• Multi device• Multi canal• Multi user• Partageable /
socialisable• Suppression des
points de friction (PainPoint)
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UX = enchanter la relation client
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omnicanal
Parcours Client
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ROPO
Research Online Purchase Offline
≠ showrooming WTS ?
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multi cross
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Agenda
OnBoarding
paradigme du parcours client paradigmatic customer journey
30% des APPS qui sont téléchargées sont supprimées après moins d’une minute d’utilisation
RH : arrivée du nouveau salarié Service : arrivée de l’utilisateur
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ZMOT… micro moments
by PG et Google
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ZMOT
by PG et Google
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ZMOT
ZMOT by PG et Google / parcours client
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micro moments
by PG et Google
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Parcours vu par l’entreprise
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TouchPoint Design la solution la plus simple à un problème
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unification du parcours client
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NPS Net Promoter Score
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NPS (Net Promoter Score) développé par Fred Reichfeld (Bain & Co)
2003 Harvard Business Review
Ce qu’il faut retenir / Key takeaway
1/ Calcul : (9+10) – (0 à 6) (sans 7 et 8)
2/ Question décalée : conseillerez-vous ?
3/ Fréquence : trimestrielle
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Plaisir / Effort
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ESP security ESP stats
MailChimp.com
ESP
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SurveyMonkey.comSurvey
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Piège : Customer Washing GreenWashing : « trop vert pour être honnête »
Customer Washing : le client est roi, l’entreprise est empereur
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Expérience client n’est pas nouvelle
Hirschman & Holbrook (1982) Benavent (2001) Bourgeon & Filser les courses : vivre des expériences Hetzel (2002) Carù & Cova (2002) Gilmore & Pine (2011) Experience economy HBR Body & Tallec (2015) Ray & Sabadie (2016)
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2bisFAIL
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WorstUX
Ever
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BestUX
Eversecond visit ?
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UXGuru
with Jony Ive
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Dieter Rams (Braun & Bauhaus de Walter Gropius)
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Recette de l’échecpas d’empathie pas de contenu pas de vision / message / credo / WHY trop d’antécédents des règles à respecter habitudes à conserver pas d’innovation pas d’invention
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Recette du succès
s’appeler Steve Jobs ou Richard Branson
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Recette du succès
s’appeler Steve Jobs ou Richard Branson
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Landing Pages vs.
Home Page
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*.htmlvs.
index.html
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1 action / 1 Landing page CTA A/B testConversion : 50%TAG
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VerticalVideo
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TEAM PRESENTATION
FOR JOB BOARD
MUSIC : Black Beatles by Rae Sremmurd
Mannequin Challenge
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Prompter Duo
30 seconds
You talk to your favorite persona
Software Tutorial
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Compose your music on: JukeDeck.com
VIDEO iMovie (ou FinalCut + LogicPro) on MacOs MovieMaker on PC Resolve ou AdobePremiere + transcodage (mp4 = H264/MPEG 4 AVC) MOTION DESIGN (MoGraph Artist) Motion Apple Fusion8 ou AdobeAfterEffect ou Nuke GIF ANIMÉ GifMaker.me 2FACTORY on vimeo
Video editing
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Responsive Design
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Responsive Design
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GOOGLE AMP
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alt
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formula:
alt=‘’keyword‘’
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alt is
alternate texte for image, video, link…
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ONBOARDING
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TL;DR
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Metcalfe
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chiliogone
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SEO
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Search tips
filetype:pdf site:www.abc.xyz
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SEO SMM ASO
Inbound tools by excellence
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Ecosystem search : Luma Partners
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SEOSSL https ResponsiveGoogle AMP : Accelerated Mobile Pages
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RWD
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GOOGLE AMPGOOGLE
AMP
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backlink : MOZ
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Backlink : majestic
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Facebook Timeline EdgeRank
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Curation de contenusSélection + Agrégation +
Éditorialisation + Contextualisation+ Enrichissement + Partage
=
Curation
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CURATIONLa curation représente 1/3 du brand content
La curation est plus crédible car plus objective que du contenu créé
La curation fait partie de la content strategy mais n’est pas la stratégie
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CURATIONSuivre les personnes qui comptent sur un marché Conseil, choix, critique… Aide à la crédibilité (comme une citation dans une thèse) Aide à la visibilité Question juridique (citation et lien) curatorscode.org
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CURATION : OutilsScoop.it Curata Paper.li
Pocket FlipBoard et Bundlr Pinterest et Pearltrees
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GAFA MS…NATU...BAT
image de FaberNovel
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Churn en baisse
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agir sur la pente de l’entonoir
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BisDev ouGrowth Hacking
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… si vous ne payez rien,
c’est que
VOUS êtes le produit
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Il vaut mieux toucher les gens qui comptent
que de compter les gens qu’on touche
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unlearn unmarketing
unselling unpodcast
Scott Stratten
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AI + amazon = amazon go
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go between and partnership
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Device, WebBrowser and email Registrar TLD (Top Level Domain) URL Serveur LAMP SubSite HTML5 CSS JS Web Tools Plateforme e-mailing Cookie Qr-Code : FlashCode
Plateforme technique
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How to choose a domain name ?
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Domain = URL
Exact match Domain (EMD)
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ALEXA World
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REGISTRAR
Plateforme technique
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Les clés du site :
FTP File
Transfert Protocol
POP/SMTP
Plateforme technique
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TLD Top Level Domaine
Plateforme technique
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.
com fr org
gouv
education
www
ftpmail
pop smtp imap
économie
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DNS Domain Name System
(server / annuaire) IPV4 IPV6
Plateforme technique
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WhoIs
Plateforme technique
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NOM D’URL Signes interdits
Sous Domaine (subsite)
Exact match Domain (EMD)
Plateforme technique
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Choisir un nom de domaine : C’est l’adresse du site 1. Descriptif 2. Facile à retenir 3. Pérenne 4. Autorisé (- dash)
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Fournisseurs d'hébergement louent de l'espace sur des serveurs : Mutualisé / dédié / VPS : 1. Le temps de fonctionnement 2. La bande passante 3. La sécurité 4. Le service client 5. Le prix 6. La facilité d'utilisation
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Sous domaine
abc.website.com
alltop.com et gouv.fr
Illimité et utiles pour traduction et mobile
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Sous répertoire
website.com/abc
Illimité et utiles pour référencement, traduction
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TLD ou extension
website.com website.fr website.xyz
Galaxie de sites : cher, lourd mais idéal pour gérer le référencement et les spécificités locales ou thématiques
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meta COUNTRY, state et city : localisation précise <meta name= « country » content= « belgique»>
rel= « alternate » et hreflang= « x »
<link rel= « alternate » href= « www.monsite.be » hreflang=”fr-BE” /> <link rel= « alternate » href= « www.monsite.br/nl » hreflang=”nl-BE” /> <link rel= « alternate » href= « www.monsite.com» hreflang=”fr” />
Choix de la langue dans une lightbox ou un pop-in discret soit dans le header <link rel= « alternate » href= « www.monsite.com/ » hreflang=”x-default” />
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Mailchimp Active Campaign Benchmark Email Feedblitz Sailthru Cabestan.com Smartfocus.com Neolane.fr (adobe.com)
Edatis.fr
Technique e-mailing ESP : Email Service Provider
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Routage en mode SAAS Import export Interface CRM DMP Gestion de A/B testing Responsive Personnalisation Metrics
ESP : Email Service Provider plateforme d’emailing
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HTML PAGESHome page corporate core intl Landing page contenu ciblé Sous-Domaine HomePage Galaxie de site
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Galaxie de sites Sous sites (sous domaine) Sites annexes
Home Page (index.html) Landing page
1/ home page 2/ promo 3/ chrono 4/ produit
Sites et pages
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LAMP Linux Apache MySql PHP
( + depuis 2015 Node.js npm)
Serveur
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Démo
FPT manager FILEZILLA
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Démo
HTML5 + CSS3
Contenu +
Style
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APP nativeWeb App
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Mobile first
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API IFTTT
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GOOGLE AMP
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• BMG
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KeyTakeAways
ce qu’il faut retenir
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tout changede manière exponentiel
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#CustomerEmpowerment //
INBOUND
@kratiroff
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1990 : web et internet 2000 : mobile2010 : Living Services source : Google, Accenture
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mobile first à mobile ONLY
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LSLiving Services
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Digitalisation Liquid Expectations
= Living Services
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Digitalisation : IOTBillet / Voucher / carte (wallet) Porte (smart door) Maison Ecole / Cours Santé Politique Voiture (Tesla OS) Wearable
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un client ça ose tout, ça compare tout, ça demande (exige) tout, ça commente tout, partout, ça ne lit RIEN (tl;dr)
à Expectation Economy
Client Sans Limite
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blog réseaux sociaux QrCode ChatBots / LiveChat brand content
SEM (SEO principalement + Social Search, ASO, +/- SEA)
e-mailing en OPT-in
Les moyens du inbound marketing
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comment échouer ?
ou mieux : noreply@...
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KeyTakeAways
ce qu’il faut retenir
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LiquidExpectations : benchmarkintersectoriel
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VRM… après le CRM & TRMVENDOR Relationship management
ABM : Account Based Marketing
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Le client décide des étapes du cycle de vie
(LTV)
STOP SELLING START HELPING
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ABMAccount Based Marketing
Stratégie marketing 1to1
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TOUCHPOINT point de contact
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Parcours client visible et invisible
I I I I II I I I I I I I I I
ARRIVEE DEPART
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Plaisir / Effort
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Il faut comprendre le parcours client complet avec tous
les touchpoints
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Red-Blue Ocean: Kim & Mauborgne HBR 2004
OCEAN ROUGE OCEAN BLEUCréer des marchés vierges Mettre les concurrents hors-jeu Créer et capturer une nouvelle demande Casser le cercle Qualité / Prix Créer une différenciation ET des prix élevés Défricher une nouvelle catégorie
Rester sur les marchés existants Se battre contre les concurrents Exploiter la demande existante Obtenir le meilleur rapport qualité prix Poursuivre une différenciation OU des prix bas
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How to choose a domain name ?
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Domain = URL
Exact match Domain (EMD)
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ALEXA World
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ALEXA FR
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subdomain
abc.website.com
alltop.com gouv.fr
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Directory
website.com/abc
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TLD
website.com website.fr website.xyz
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Tableau Périodique
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Content is king
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Contextis god
hk
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STORYVIDÉO
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Pitch 250 mots Elevator Speech 100 mots
SharkTank / DragonsDen / Ycombinator
Écrire le « elevator speech » et pitch de SafranTalentsSearch
TL;DR
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Barre de progression 100% du profile Badge par action Quizz : faites le test : connaissez-vous TalentSearch?
Chacun écrit sa question : ABCD
Gamification
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StoryTelling
NoStory : NoBusiness
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Best StoryTelling everveni vedi vici
second StoryTellingasteroide B612
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StoryBoard Vidéo
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Avant / Après
PUB : faire passer un message <-->
BC : partager une expérience
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Avant / Après1) Le consommateur devient un public 2) L’annonceur devient directeur des programmes 3) La marque se transforme en éditeur (média, publisher) 4) Le contenu créé devient un actif (asset)
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KeyTakeAways
ce qu’il faut retenir
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1/3 curation1/3 recyclage1/3 nouveau
content
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CONTENTDISTRIBUTIONPLATEFORME
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POES mPaid Owned Earned Shared
Média & Marketing
Empreinte Digitale
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Empreinte digitale
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308
PAID
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Béhar (Yves)
« Advertising is the price companies pay for being un-original »
« La publicité est le prix que paient les entreprises pour leur manque d'originalité »
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310
OWNED
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313
EARNED
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KeyTakeAways
ce qu’il faut retenir
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Paid (-)Owned (+)Earned (++)
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b
BusDev
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vendre ou
mourir
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les outils dugrowth hacking
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Tunnel / entonnoir de conversion
Sale pipeline / funnel
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TOFU : top of funnel
MOFU : middle
BOFU : bottom of funnel
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BisDev ouGrowth Hacking
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… si vous ne payez rien,
c’est que
VOUS êtes le produit
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Il vaut mieux toucher les gens qui comptent
que de compter les gens qu’on touche
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unlearn unmarketing
unselling unpodcast
Scott Stratten
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La transformation digitale
CULTURE
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What’s next ?
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YOU ARE
what is next
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FIN