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iew from the top special cannes 2016 podcast featuring Lucien Boyer, Chief Marketing Officer at Vivendi

Bonus Episode: Lucien Boyer

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Tips to be Successful on a Global Scale

 

 

Welcome to a bonus episode of “View From the Top”. Hosted by Elliot Polak, this is a special series of Masters and Mavericks, featuring interviews with a select group of 11 top marketers during the Cannes Lions Festival. These podcasts are in ‘Long and Short’ form, taken from the concept of long and short trading on the stock market. In these podcasts, the topic of discussion is not stocks, but the future of international marketing. Each guest is prompted with a total of 10 words, for instance “TV” or “Trump”, to which they respond with either “short” or “long”, explaining their answer in a few sentences.

 

For this bonus episode, we have Lucien Boyer, Chief Marketing Officer at Vivendi. Lucien joined Vivendi, a company that groups together leaders in content and media, in January 2016. His roles include identifying partners willing to associate their brands to Vivendi’s activities in the fields of talent, live events and merchandising. He is also involved in Vivendi’s content production, broadcast and distribution. Previously, Lucien worked in many roles at Havas Sports and Entertainment, ultimately serving as President and CEO of the same.

 

Through this podcast, Lucien presents some great insights and his opinions on the lifespan of certain marketing concepts. Answering “long” to the term “local difference “ without hesitation, Lucien cites some very valid examples within the music industry of local artists who sing in their native languages, only to become successful on a global scale, thereby highlighting the fluidity of culture and even language.

 

When speaking of “Newsroom”, Lucien says, “It’s a way for brands to understand the real time concept which is so critical.” Giving an example of Lady Gaga’s tweet during a Coke campaign, which was mostly forgotten due to its delayed posting, Lucien emphasizes the importance of bringing people together from different departments (creative, legal etc.) to ensure messages are sent out in real time for maximum audience impact.

 

To close, Lucien talks about the importance of engagement as a “more authentic relationship that is built between people or between different parties” and explains that engagement is not simply about the exposure and pomp. Rather, it is about creating something that people will commit to because they are emotionally vested.

 

Listen all the “View From the Top” episodes in the embedded player below:

 

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giuseppe Caltabiano quote for Masters and Mavericks in Global Marketing on global content marketing

Global Content Marketing for B2B w/ Giuseppe Caltabiano

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The Masters and Mavericks podcast, hosted by Textappeal and Newsroom founder Elliot Polak, is a dedicated portal for discussing global content marketing, global social media strategies, and other means of propagating a company’s message across the world. The monthly discussion focuses on highlighting organisations and individuals who are disrupting the natural order of things and bringing new concepts, strategies, and ideas to the market.

 

On this month’s programme, Elliot sat down with Giuseppe Caltabiano, the Vice President of Marketing Integration at Schneider Electric. His expertise in marketing stretches back nearly 20 years and is built upon a background in engineering. During his career, Giuseppe has managed various teams in the fields of energy, technology, software, and more, making his knowledge and experience rich and ripe for deep sharing and insights.

 

 

Elliot Polak and Giuseppe Caltabiano at the Masters and Mavericks podcast on global content marketing

 

It can be argued that social media and global content marketing are more geared towards B2C companies, and B2B businesses are really still figuring out how to use these tactics. Giuseppe explained that these strategies have driven massive growth for B2B business in the social and global content marketing arenas and B2B companies are actually now adopting these methods faster than the B2C sector. The main difference between the two models is that B2C messaging is more emotionally driven, whereas B2B focuses on the value provided.

 

As for the sector that Giuseppe serves, he has found that Twitter and Linkedin are powerful platforms for B2B global content marketing and social media engagement. Additionally, resources like SlideShare and podcasts are fantastic platforms for driving traffic.

 

While the materials developed for these platforms are generated in English by a global team, packages are put together and localised for other countries. Currently, his company’s blog is marketed in seven different languages and reaches about 15 different countries. As conversations emerge from this content, his team does not try to control the dialogue as that is best handled at the local level. Giuseppe’s company merely facilitates content which is handled as an 80/20 model. Eighty percent of content is generated at a global level and 20% is local. The reason for this, as Giuseppe explained, is that, “Not all the content generated at a global level will work. Different sectors [and] different customers need different approaches and even different social media platforms.”

 

Since this model has been quite successful for Schneider, Giuseppe offered up some words of wisdom to fellow marketers on what to keep in mind to replicate similar results. First is to document every aspect of a marketing strategy; this means putting on paper the content marketing strategy, social media plans, marketing blueprints, and every other component. While B2B marketers say they are adopting global content marketing, only about half are actually documenting their plans. “Without documentation you will simply fail.”

 

Giuseppe generously shared a lot more advice for marketers entering into content marketing, including metrics that will resonate with management, how to optimize global content marketing efforts, and various other insights. Check out the full podcast for this valuable guidance and recommendations.

 

Elliot and Giuseppe Caltabiano at Schneider Electric after recording a podcast on global content marketing

 

Don’t forget to acquire the knowledge shared by Steph Hamill in our last podcast on The Current Role of Women in the Advertising Industry.

 

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