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GEM EXECUTIVE EDUCATION
MASTER DBSDIGITAL BUSINESS STRATEGY
DIGITAL TOOLSBY HUBERT KRATIROFF
2017 OCT 12 -1424 HOURS
marketing
engineering
sales
support
product
corporatetechnologyevangelist
marketing
engineering
sales
support
product
corporate
technology evangelist
full stack marketerCDDOlearn marketing et professeurcoding et programingentrepreneurconsultant
[email protected]@kratiroff
toutsurlemarketing.com/dbs
DAY1
20+ Tools demos
Don’t try to do itat the same time: day2 is here for that
DAY2
StartUpMindSet
PC + 4Gconnexion @SocGen
DAY3
Strategic &DemoDay
Business Model and Pitch
SCHEDULE
Nicolas Gonzales will be giving a Master Class lunch break (1PM – 2 PM) Fintech : enabling the bank of the future).
FRIDAY SCHEDULE @SocGen
Depending on Wifi / 4G connexionsAnd Teamwork
SATURDAY SCHEDULE
Earlier than6:30pm
GROUPS
1
2
3
4
5
6
7
8
9
10
GRADE
Group Grade: « Demo Day » Pitch (3’)How many tools?Quality of toolsAre you agile ?
Individual Grade: Quizz 1Quizz 2 Elevator Speech (30’’)Use of SlackYour demo
Lexique
Lexique : les acronymes du marketing
Toute spécialité a son jargon, en attendant un vrai lexique, voici 220 acronymes – pas tous pertinents - du marketing digital…
AAA : Average active sessions AARRR : Acquisition, Activation, Retention, Referral, Revenue ABC : Always Be Closing ABM : Account Based Marketing ACSEL : Association pour commerce et services en ligne (Association de l’économie numérique) ADEX : Ad Exchange plateform AdTech : Advertising Technology (voir MarTech) ADX : Google DoubleClic Ad Exchange plateform AMP : Accelerated Mobile Pages API : Application program interface (voir MtoM) AR : Augmented Reality ARPU : Average revenue per user ARR : average recurring revenu (or annual) ASO : App Store Optimization (voir Search) ASP : Application service provider AtAwAd : Anytime Anywhere Anydevice ATF : Above the fold ATL : above the line (voir media) AWD : Adaptive web design BAT : Baidu Alibaba Tencent BMG : Business Model Generation BOB : Best of Breed BOFU : Bottom Of Funnel BPM : Business Process Management BR : bounce rate BTF : Below the fold BTL : below the line (voir hors media)
BtoG : business to Government BtoR : Business to Retail BYOD : Bring your own device CAC : Customer Acquisition Cost CAD : communication audiovisuelle dynamique (DOOH) CCO : Chief Customer Officer CDC : Cahier des Charges CDJ : customer digital Journey CDO : Chief Digital Officer CEM : Customer Experience Management CLV : Customer lifetime value CM : Community Manager CMI : Communication Marketing intégrée (IMC) CMO: Chief Marketing Officer CMS : Content management system COOC : Corporate Open Online Course COS : Cost Of Sale CPA : collective performance et acquisition CPA : Cost per acquisition / action CPC : Cost per click (Cost-per-Customer) CPCV : Cost per completed view (CPCV = Cost ÷ Completed Views) CPL : Cost per lead CPM : Cost per thousand CPT : Cost-per-Transaction CPV : Cost per view (see also PPV) CR : Conversion rate CRM : Customer relationship management
TOOLS
FTPSketch3 / iDraw
CanvaCloud SAAS PAAS
AWS / OVHbunkR / Prezi
TRELLO / ScrumblrGoogleDrive (Gantter)
HadoopDoodle
SalesForceMerkato
NODE ANGULAR D3js
Mail Chimp (ESP)SurveyMonkey
PPT (masque / master)Word (style)
xMindGanttUnitagXcode
Excel (TCD)GoogleTrendsTXT sublime
Browser (Chrome)HTML CSS JS
ON-LINEHTML5 + CSS3 + JS (via NotePad+ Sublime)CMS : Content Management System
(WordPress, Prestashop, Moodle, Drupal)Google : AdWords & AnalyticsOVH : registrar tools + WhoIsFTP : File Transfert Protocol
OFF-LINEMindMap : XmindGantt : OpenProjQrCode : UnitagDOC : Word(style)Présentation : PPT (masque)Tableur : XLS (budget, TCD, pivot)PDF : édition et formulaire
Tools
Station F
Y Combinator500 StartupsTechStars…
DEMO DAY: PITCH SATURDAY FROM 3 to 6 PM
born to code
This glider is the hacker/coder emblem
Fail early, Fail fast, Fail cheap
Test and Learn
FAIL : First Attempt In Learning
AGILE MARKETING 70:20:10
Please read it at: agilemanifesto.org
Your StartUp
Accounting APP
WaveApps.com
AB-ACountingBest UISimpleAll features included (balance, bilan, CR, analytics…)
All connectivity (bank, taxes, accountant, payroll…)
Free
AB-ACounting FR 2017I felt the app's language was clear, and I was not confused by which buttons I needed to tap.It was easy for me to undo something when I made a mistake.The buttons and screens were well organized and uncluttered.The next screen in sequence was always what I expected.I feel confident when I create and send an invoice to my customer.I feel like I have professional looking invoices.I can print and send financial documents to the bank and tax governmentThe software gives me advices for better buying strategy, investment, or bank servicesDu to regulation we first launch the software in France in 2017
AB-ACountingBest UISimpleAll features included (balance, bilan, CR, analytics…)
All connectivity (bank, taxes, accountant, payroll…)
FreeBusiness Model : Ads (CPC) and Advices (affiliate marketing)
youtu.be/lCxLeQArh-Q
User InterfaceAB-Acounting
FinTech (du dentiste au SPA)
Paul GrahamJessica Livingston
Demo dayafter 3 mounths of intensive workEquity for mentoring
Y Combinator: startup school
USERUSERUSER
Steve Blank
Get out of the building
Paul Graham
Makesomething
people want
Table of content7. Technology8. Creative9. Content10. Multi-screen11. Social 12. Commercial
1. Strategy2. Brand3. Experience4. Data5. Digital6. Personalisation
Let’s Start
PERSONA
USER STORY / USE CASE
Accounting SoftWare
Personas / UserStoryPersonasfictional characters created to represent the different user types that might use a product
UserStory / UseCaselist of actions or event steps, typically defining the interactions between a role and a system, to achieve a goal.
+-
Revenus
+-
Ville
+-
Fréquences
+-
Niveau Technique
+-
Usage mobile
+-
Know How
John
Description: funder of an IOT company9 employees7 millions euros turnover29 clients with 650 shops
« QUOTE : happy to be an entrepreneur in IOT »
Name JOHNAge 36Live ParisWith Jeanne
no kidsEducation sup
Resumé GEM+DBS master
Company FUN IOT funded in 2012
Products: iBeacons for retail
AB-ACountingI felt the app's language was clear, and I was not confused by which buttons I needed to tap.It was easy for me to undo something when I made a mistake.The buttons and screens were well organized and uncluttered.The next screen in sequence was always what I expected.I feel confident when I create and send an invoice to my customer.I feel like I have professional looking invoices.I can print and send financial documents to the bank and tax governmentThe software gives me advices for better buying strategy, investment, or bank services
I want my accounting work to be easy, fast and collaborativeI want my accounting work to be done with an iOS APPNot confused: which buttons I needed to tapEasy to undo something when I made a mistakeThe next screen in sequence was always what I expectedI feel confident when I create and send an invoice to my customerI feel like I have professional looking invoicesI can print and send financial documents to the bank and tax government
MUST SHOULD COULDuser stories / use cases
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If you’re not on Google,
You don’t exist
If you’re not on Google,
You don’t exist
How to choose a domain name ?
ALEXAWorld
ALEXA FR
Domain = URL
Exact match Domain (EMD)
TLD
website.comwebsite.frwebsite.xyz
How to choose a domain name ?
subdomain
abc.website.com
alltop.comgouv.fr
Directory
website.com/xyz=website.com/xyz/=website.com/xyz/index.html
Directory
website.com/0/ : demo
website.com/1/ for group1website.com/2/…website.com/9/
IP adresseFTP connexion by FileZillaWordPress installationOther CMS installation
DNS ZONE
html5up.net
zerotheme.comfreehtml5.cohtml5webtemplates.co.ukpixelarity.com
HTML TEMPLATE
QrCode
Linkanalogique/physique
digital
QrCode
Cours de marketing 2016 kratiroff
1UNITAG
pour encoder
avec action
2UNITAG
pour lire sur mobile
Cours de marketing 2016 kratiroff
URLshortener
If you don’t have an APP,
You don’t exist
HK
mobile first à mobile ONLY
EmailingESP : email service provider
MailChimp
https://mailchimp.com/
SurveyNPS: net promoter score
MonkeySurvey
https://fr.surveymonkey.com/
ChatBotFaceBook Page
Messenger
dashboard.chatfuel.com/#/bots
TAXINOMY
2010
Demo Xmind
Alternative: mindmeisterMindMap
MiniSite
https://drivethefuture.groupe.renault.com/
Landing Pagesvs.
Home Page
*.htmlvs.
index.html
1 action / 1 Landing pageCTAA/B testConversion : 50%TAG
20 CTA Call to ActionAPPLY NOWBOOK NOWBUY TICKETSDOWNLOADGET NOWINSTALL NOWLISTENMOREOPEN APPORDER NOW
PLAYREADSHOP NOWSHOWSHOWTIMESSIGN UPUSE APPVIEWWATCHWATCH EPISODE
VerticalVideo
TEAM PRESENTATION
FOR JOB BOARD
MUSIC : Black Beatles by Rae Sremmurd
Mannequin Challenge
Prompter Duo
30 seconds
You talk to your favorite persona
Software Tutorial
Compose your music on:JukeDeck.com
VIDEOiMovie (ou FinalCut + LogicPro) on MacOsMovieMaker on PCResolve ou AdobePremiere+ transcodage (mp4 = H264/MPEG 4 AVC)MOTION DESIGN (MoGraph Artist)Motion AppleFusion8 ou AdobeAfterEffect ou NukeGIF ANIMÉGifMaker.me2FACTORY on vimeo
Video editing
CHATBOT&
LIVECHAT
Un peu d’intelligence artificielle
Un peu d’empathie utilisateur sur les habitudes et la plateforme
Une rentabilité immédiate
LiveChat automatisé
Les ChatBots
Responsive Design
Responsive Design
GOOGLEAMP
alt
formula:
alt=‘’keyword‘’
alt is
alternate texte for image, video, link…
ONBOARDING
SEO
Search tips
filetype:pdfsite:www.abc.xyz
SEO ASO SMO
Inbound tools by excellence
Ecosystem search : Luma Partners
SEO
SSL httpsResponsiveGoogle AMP : Accelerated Mobile Pages
RWD
GOOGLEAMP
GOOGLEAMP
backlink : MOZ
Backlink : majestic
Robots.txt Sitemap.xml
Page Rank
Facebook Timeline EdgeRank
Curation de contenusSélection + Agrégation +
Éditorialisation + Contextualisation+Enrichissement + Partage
=
Curation
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
CURATIONSuivre les personnes qui comptent sur un marchéConseil, choix, critique…Aide à la crédibilité (comme une citation dans une thèse)Aide à la visibilitéQuestion juridique (citation et lien) curatorscode.org
CURATION : OutilsScoop.itCurataPaper.li
PocketFlipBoard et BundlrPinterest et Pearltrees
Tableau Périodique
The benefits of Content Curation for SEO
Wait… I thought Google hated duplicated content. How can Content Curation be good for SEO?
API SIMPLE: IFTTT ZAPIERCOMPLEXE: TWITTER…Application Programming Interface = Interface de programmation pour application
Logo Creation
Photoshop cloneORfreelogoservices.com (screen shot)designmantic.com (screen shot)
Pixlr.com
Find the best icone for your UI:
thenounproject.comiconfinder.com
Icone
Canva.comSocial Media PostInfographic
Moke up (devices)placeit.net
Alternative: infogr.am
Marketing material
Invisionapp.com
www.fluidui.com
Alternative: proto.io
Prototype
- gifcreator.me- gifmaker.me
4 to 10 images Same size in pixel
Animated GIF
ESP securityESP stats
MailChimp.com
ESP
SurveyMonkey.comSurvey
NPSNet Promoter Score
NPS (Net Promoter Score) développé par Fred Reichfeld (Bain & Co)
2003 Harvard Business Review
Ce qu’il faut retenir / Key takeaway1/ Calcul : (9+10) – (0 à 6) (sans 7 et 8)2/ Question décalée : conseillerez-vous ?3/ Fréquence : trimestrielle
La transformation digitale
Born to code
What’s next ?
YOU ARE what is next
lUne alliance pour répondre à 3 enjeux sociétaux majeurs :Le développement des Technologies de l’Information et de la Communication, la Santé et l’Energie
lGrenoble Ecole de Management est la Business Schoolde ce campus d’innovation
lUn éco-quartier de 250 ha au cœur de la ville regroupant chercheurs, cadres et étudiants
lUn investissement de 1,3 milliard d’euros sur 5 ans.
UN OBJECTIF COMMUN
CEACNRSESRFILLEMBLUJF UGAGrenoble INPGEM
8UN CAMPUSD’INNOVATION
institutions grenobloises de renommée mondiale,au service de la recherche, de l’enseignement et de l’industrie
www.giant-grenoble.org
UNE TRIPLE ACCRÉDITATION DÉCERNÉE PAR LES GRANDS ORGANISMES INTERNATIONAUX RÉFÉRENTS
5ePalmarès 2014 des Grandes Ecoles de ManagementLe Point , Le Figaro Étudiant,Le Parisien - 2016
F r a n c e
4,3/5En satisfaction des diplômésL’ Étudiant - 2016
M o n d e
20eMeilleure école en Europedans le European Business Schools Ranking
31eEn Europedans le classement EMBA
45eet47 e
Dans le palmarès inter et intra Entreprises
27eRang mondialMBA GrenobloisAmerica Economia - 2015
Financial Times 2015
12eRang mondial dans le Master Rankingpour le programme Master in International Business
12eRang mondial Meilleures formations « Juniors »Pré-expérience en Finance
22eRang mondialMBA GrenobloisThe Economist « Which MBA Guide » - 2015
CLA
SS
EM
EN
TS
FIN