Make sure the content process is well structured, that is the basis for working successfully with content
It's not just about your own website, it's about mapping an entire online ecosystem. Understand how people search and how to best get your content to your target audience.
Be an advisor, train people and build trust. This trust is the basis of future sales.
Invest in the personal brands of the employees who work with content. The stronger the personal brand of the employees, the better it is for Dell. Employees make the company more human and approachable.
The design of the content must be excellent. Without good design, the content will not be spread by the target audience.
Employees lay the foundation for good word-of-mouth
The next session on the first day discusses the role of employees in a word-of-mouth strategy. The session features two speakers: Dan Jessopp, head of people strategy at Groupon and Graham Kahr, social engagement scientist at Zappos.
I think it's great that people from an HR team present at a marketing conference. If a company wants to implement WOM in a serious way, it can't do so without the involvement of the HR department. The story of Zappos is known to everyone here at Frankwatching. A shoe seller who differentiates himself through his corporate culture and became super successful because of it. Groupon has only been around for three years, but is an extremely successful start-up.
During this session, we talked about corporate culture: unfortunately, culture is too often associated colombia phone number list with 'having fun' on the work floor. This assumption causes large and more conservative companies to think that a strong corporate culture cannot work in their organization. Culture is about corporate values. Values that are carried by the employees in everything they do. Strikingly, people who join Zappos do not have to learn these values. People are only hired if the values are already present. During recruitment, Zappos therefore looks for the real personality of a new employee. After the technical expertise has proven to be sufficient, applicants are taken along on social activities of the team in which they will later end up. This can involve a lunch with the team or going for a few beers in a café.
Fascinating day
The word I heard most on the first day was without a doubt 'fascinating'. It feels good that word-of-mouth is increasingly being viewed at a more strategic level. Companies are becoming more and more aware that positive word-of-mouth is the result of treating customers respectfully. WOM is not something you initiate yourself or do not participate in. Word-of-mouth is the reflection of the operation of your company, the mirror of every company.
Below is the infographic that was made especially for the WOMMA summit. Click on the image to enlarge. Tomorrow a report of day 2 from the summit in Las Vegas will follow! If you want to follow it live, follow my tweets at @steven_insites .