#scmw2014 - knowledge sharing - marc rougier
Post on 22-Oct-2014
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KNOWLEDGE SHARING Marc Rougier, Président & co-fondateur de Scoop It @MarcFuseki De plus en plus d'entreprises et de marques intègrent du contenu tiers dans leur stratégie de contenu: partager la voix d'autres experts enrichit et crédibilise une ligne éditoriale, contribue à démontrer leadership d'opinion, facilite l'engageant d'audience. Par ailleurs, une autre activité évolue dans l'entreprise: la gestion de la connaissance, qui soit s'adapter à un monde plus distribué, plus ouvert: la connaissance n'est plus l'apanage d'un détenteur officiel mais se déplace en temps réel sur le web et ses média. Ces deux évolutions (celle du marketeur et celle du knowledge manager) renforce le rôle du curateur: ce médiateur qui écoute et défriche le web, découvre du contenu pertinent, le met en valeur et le partage. En le partageant vers l'extérieur, il est marketeur. En le partageant à l'intérieur, il est knowledge manager. Nous observons cette porosité nouvelle entre la communication externe et la communication interne avec intérêt. Les deux pôles se retrouvent sur deux valeurs: d'une part, la connaissance est clé (connaissance = information organisée et qualifiée; donc "bonifiée" par un curateur). D'autre part, elle est partout: dans le web ouvert et chez chaque collaborateur d'une entreprise. C'est l'avènement du Knowledge Sharing, procédé temps réel, ouvert et distribué, qui contribue au marketing comme au knowledge management et nourrit thought leaders et brand advocates. Sachons l'organiser et en tirer bénéfice.TRANSCRIPT
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KNOWLEDGE MANAGEMENT
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Content Marketing & Knowledge Management
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Content Marketing
“Content is king”Bill Gates
“Brands must become media to earn relevance”Brian Solis
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Content Marketing
Your content
Creation
Content
Brand awareness, demand generation
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Content Marketing
Your content
Web content Data
Curation, Creation, Crushing
Content
Brand awareness, demand generationThought Leadership, Engagement
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Knowledge Management
“How you gather, manage and use information will determine whether you
win or lose.”Bill Gates
“Tell me and I forget. Teach me and I may remember. Involve me and I learn”
Benjamin Franklin
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Knowledge Management
Training
Your content
Creation
Content
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Knowledge Management
Business Intelligence
Curation
Content
Training
Your content
Creation
Content
Web content
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Knowledge Management
Your content
Web content Data
Curation, Creation, Crushing
Content
TrainingBusiness Intelligence
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Ça c’était avant
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Digital Revolution
Knowledge is everywhere
Everybody is an expert Break the silos
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The Love Story
Your content
Web content Data
Curation, Creation, Crushing
Content is Knowledge is Content
Outbound & Inbound
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The Benefits of the Marriage
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Excellence
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Power
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Survey : Knowledge Sharing
Importance of third party content for your Business400 respondents; 50% > 500 employees
Livre blanc à télécharger ici
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Survey : Knowledge Sharing
Importance of third party content for your Business400 respondents; 50% > 500 employees
Teaches me about my job 96%Makes employee more efficient 87%
Helps convince teammate 69%Helps convince a client 84%
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Survey : Knowledge Sharing
Importance of third party content for your Business400 respondents; 50% > 500 employees
Teaches me about my job 96%Makes employee more efficient 87%
Helps convince teammate 69%Helps convince a client 84%
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What Do We Do?
Enable knowledge acquisition: from everywhere, for everyone
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What Do We Do?
Enable knowledge acquisition: from everywhere, for everyone
Feed Content strategy with Knowledge
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What Do We Do?
Enable knowledge acquisition: from everywhere, for everyone
Feed Content strategy with Knowledge
Identify and help develop thought leaders and brand advocates
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Example: Intuiti
Challenges Lack of training material Employees Engagement Reputation / Visibility
KM + CM Three topics (SEO, UX, Analytics) Team curation Used internally and externally
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Example: Cisco
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Knowledge Management
“A chain is no stronger than its weakest link.”
Confucius
“Size matter not”Yodda