“Branding is all about expertise and content”

interviews

“Branding is all about expertise and content”

“Branding is all about expertise and content”

 - Mis à jour le 28 2022
0

Emmanuelle Raveau is director of external communication and marketing at EY France, a world leader in auditing and consultancy. Being in charge of brand deployment means she has a hand in strategic thinking, above all when it comes to innovation and contributing to the transformation of the company. Based on her own wealth of experience, she shares with us her vision of brand publishing

What kind of strategy are you developing at EY France, regarding both web platforms and social networks?

Emmanuelle Raveau: Our brand deployment strategy is quite new when it comes to developing content. We have been creating branded content for a very long time and we have published numerous studies in PDF format focusing on our four main branches of activity: auditing, advisory services, law and tax, as well as transaction advisory services. But this content needs to be more visible because it generates business for us. Our website, which is currently being revamped, is like a shop window displaying EY's expertise. While waiting for the modifications to be completed we decided to create our own content web platform in order to broadcast content in a more intelligible and accessible way. Our clients need us to deliver extremely high-quality, tailor-made content that responds to the challenges faced by company CEOs. Our "Questions of Transformation" website stands out from the crowd, with interviews with CEOs from large companies speaking about transformation, its impact and how they have addressed issues related to it.  
 
Discover the "Questions of Transformation" website:

How does this approach fit in with the company's more global strategy?

 E.R.: It fits perfectly with an initiative that we have launched internally called "TDay" or "Transformation Day". This involves a series of conferences aimed at our target audiences in which CEOs of large companies speak about the theme of transformation. We need content that can become and remain viral. Brand publishing constitutes turning the brand into a media channel. It shouldn't be just another logo on the side of a building but a sign of expertise backed up with associated content. Our clients need to be able to rapidly find data related to issues such as the industrial sector of the future, the housing market or the health sector, in order to fuel their thinking. With this new way of approaching content we are a lot more reactive: we now have continuous information. Today, all too often, the digital option consists in carrying out a study that is not in printed form and publishing it online as a PDF: the digital approach is more than that, it is a state of mind. We need to have a digital mind-set from the very beginning when it comes to our studies, whether on our web platform or on social networks. We need to think up different formats that are not downloadable.
«Our clients need us to deliver extremely high-quality, tailor-made content that responds to the challenges faced by company CEOs»

How do you succeed in reaching diverse target audiences?

E.R.: Before we had a tendency to publish a lot of content linked to our expertise without asking the right question: which type of content should be directed towards which target audience, and is this really the content that they need? Our approach is based on client experience, which was not necessarily something that a company like ours was used to. We now think about the specialist topics that might interest our clients, topics linked to organizational transformation, which is a major issue for all companies whatever their size of level of activity. When supporting our clients we always ask ourselves what will make the difference in a competitive environment – this is what captures their attention.   
 
 
60 %
of the website's audience comes via social networks
 

What do you think are the most relevant formats for capturing the attention of your target audience?

E.R.: I'm in favour of relatively short, journalistic-style formats. Academic formats, which can be 40 or 50 pages long, no longer really respond to the challenges that the digital world has brought with it. The longest amount of time an avid reader dedicates to a newsletter is six or seven minutes max. In that amount of time you have to give them the most up-to-date information and shed as much light on it as possible. They will then be able to take away three or four key words or figures from it for the day. This information, which will offer them both food for thought and a framework for action, must act as a gateway to subjects as diverse as the industrial sector of the future, tomorrow's health care or the augmented human.     
Emmanuelle Raveau
 
 
HER LIFE PHILOSOPHY

Who is your guru?

I don't have a guru as such but I like to draw from different sources of inspiration. That's also the basis of how we operate.

What is your mantra?

This quote from Sébastien-Roch Nicolas Chamfort: "The saddest of days is the one when we don't laugh," because the world around is difficult enough as it is.

How do you balance your chakras?

Through museums, exhibitions, the opera... through culture in general. I recently went to see a ballet, "Drumming Live", at the Bastille: I came out of it feeling electrified!

What is the impact of social networks on your strategic communication?

E.R.: The primary ambassadors of a brand and what a company produces are the people who work in that company. If you haven't completed your internal business plan then you are also jeopardising your external one too. As a result, our web platform was first launched internally, so that internal staff could become familiar it and then take ownership of it. We can't oblige staff members to massively share company-related content online: they will only pass on information if it has a value. After launching the site internally we rolled it out externally, with social networks as our basis. This was mainly done via LinkedIn and Twitter, where different stakeholders are waging a veritable "format war", notably in order to make sure that their slogans and videos "stand out".

Do you consider yourself a publisher?

E.R.: No, not yet! But we do publish an enormous amount of content and we are drastically changing the way we distribute that content externally. Thanks to the web platform and the overhauling of our website we're on the right track, with brand publishing that has strong digital support and that focuses on client experience. 
 

Where do you see your content in 10 years' time?

E.R.: We should have content that goes beyond the limits of our expertise. EY will not become a think tank, but it would be interesting for us to take on a new dimension and to become a real stakeholder when it comes to making social and economic commitments. I believe it's important to have a voice that goes further than our expertise, which will always remain irrefutable. We will carry out qualitative analysis of microdata, which is what will push us beyond the boundaries of our natural fields of expertise. For example, we will produce studies on life on Mars. The wealth of data available will most probably help us.   

Notably through their Questions of Transformation website EY aims to deal with issues linked to company transformation
[Notably through their Questions of Transformation website EY aims to deal with issues linked to company transformation]
bio
Emmanuelle Raveau,
Director of External Communication and Marketing for EY Western Europe & Maghreb
Emmanuelle Raveau
Emmanuelle Raveau is a BMC EMEIA EY board member whose tasks include team management and strategic thinking in the field of communication and marketing, innovation and contributing to the transformation of the company. She joined EY in 2001 and successively held the positions of head of marketing for France’s entrepreneurial market and director of internal and external communication. Previously, when working for Groupe Credit Agricole, she was in charge of external, client and events communication (1996 – 2000). In June 2017 she was elected president of the Communication & Enterprise network.
Share this content
On the same subjects

“People are just really exhausted by Twitter and so Discord offers a slightly more intimate way to socialize online”

“People are just really exhausted by Twitter and so Discord offers a slightly more intimate way to socialize online”

According to Forbes, it's "the most original media experience of the year." Led by Casey Newton, eight freelance tech journalists have launched their own virtual newsroom on Discord...

According to Forbes, it's "the most original media experience of the year." Led by Casey Newton, eight freelance tech journalists have launched their own virtual newsroom on Discord, an audio-based platform popular with gamers, whose use has diversified with the pandemic. Entitled Sidechannel, the Discord server is an embryonic newsroom. On the app, subscribers can chat with each other, attend live exclusive interviews. This improved Slack was launched in parallel with the paid newsletters of each of the creators. Ryan Broderick, a journalist specializing in web culture and the head of Sidechannel, talks to us about the origin of the project.

LinkedIn training : Gain power on the platform!

Do you want to establish or strengthen your company's reputation in your market? Develop your marketing messages? Are you a B2B company looking for new customers?...

Do you want to establish or strengthen your company's reputation in your market? Develop your marketing messages? Are you a B2B company looking for new customers? Then communicating on LinkedIn has become indispensable. At Story Jungle, we've put together a comprehensive LinkedIn training course to help your employees become champions of the platform.

Orange Business Services - The Cloud Native Society

In a world marked by the ever-increasing speed of innovation, adopting a native cloud strategy is a necessity if you want to stay ahead of the game...

In a world marked by the ever-increasing speed of innovation, adopting a native cloud strategy is a necessity if you want to stay ahead of the game. Orange Business wanted to decipher the challenges of this approach, highlight its unique network of hyper-scaler partners and share feedback.

Where has all the creativity in B2B gone?

Where has all the creativity in B2B gone?

Why is B2B marketing so flat and lacking in creativity? That was the question we asked Jon Lombardo, Global Lead at the LinkedIn B2B Institute. We chatted about how to resuscitate...

Why is B2B marketing so flat and lacking in creativity? That was the question we asked Jon Lombardo, Global Lead at the LinkedIn B2B Institute. We chatted about how to resuscitate B2B marketing, how to put creativity back into the heart of content, which brands are succeeding and why it's so important not to fear failure.

Newsletters LinkedIn: Develop your influence, establish your leadership

The LinkedIn newsletter lets you showcase your vision, initiatives and successes to both internal and external targets. Turn your page's followers into committed subscribers,...

The LinkedIn newsletter lets you showcase your vision, initiatives and successes to both internal and external targets. Turn your page's followers into committed subscribers, who will be notified of each edition on the closed screen of their smartphone. Story Jungle supports you from start to finish, from conception to production of the first edition (or more).

LinkedIn Live: Engage your audiences in conversation

LinkedIn Live is THE solution for engaging your professional community (it generates 24 times more comments on average than a traditional video)...

LinkedIn Live is THE solution for engaging your professional community (it generates 24 times more comments on average than a traditional video). Awareness, consideration, lead generation: Live LinkedIn enables you to work the whole funnel. At Story Jungle, we've designed and produced over 150 LinkedIn lives for various brands since the launch of this feature.

LinkedIn strategy: Boost your visibility and impact on the leading professional network

Do you want to start a conversation with your professional targets? Attract new talent? Find new customers? To stand out from the noise, you need to establish a powerful LinkedIn...

Do you want to start a conversation with your professional targets? Attract new talent? Find new customers? To stand out from the noise, you need to establish a powerful LinkedIn strategy to make your company a reference on the LinkedIn platform. Story Jungle, France's only Linkedin content partner, and one of 12 worldwide partners, guides you in designing and implementing strategies that make a difference.

French tech : Attracting talent to France and promoting the French startup ecosystem internationally

Business France and French Tech needed to design two campaigns: 1/ a campaign to attract international talent to France, and 2/ the presentation of French success stories at the...

Business France and French Tech needed to design two campaigns: 1/ a campaign to attract international talent to France, and 2/ the presentation of French success stories at the World Expo in Dubai.

“Amid the current situation, it’s about adopting a humble communication style”

“Amid the current situation, it’s about adopting a humble communication style”

How do you communicate amid the ongoing Covid-19 pandemic when you're a large multinational such as Renault? What impact has the crisis had on the communications approach?...

How do you communicate amid the ongoing Covid-19 pandemic when you're a large multinational such as Renault? What impact has the crisis had on the communications approach? What channels do you favour to connect with a young audience that wants "snackable content"? These are the questions we asked Emmanuel Guinot, Head of Campaigns, Content

Capgemini: LinkedIn lives series

The Capgemini Group and several of its entities regularly engage in conversations with their markets in the form of LinkedIn Lives. These virtual and sometimes in-person live events...

The Capgemini Group and several of its entities regularly engage in conversations with their markets in the form of LinkedIn Lives. These virtual and sometimes in-person live events include Capgemini experts, customers and sometimes market experts from all regions of the world.

“Content quality will be a distinguishing factor in the long term”

“Content quality will be a distinguishing factor in the long term”

Today, 37% of B2B decision-makers have already bought a product or service after finding out about it through content on social media. In three out of four cases,...

Today, 37% of B2B decision-makers have already bought a product or service after finding out about it through content on social media. In three out of four cases, the person wasn't in contact with the company before seeing the content. This is just one of the findings of the third edition of the Social Selling Barometer published in July. The study, which involved surveying 650 B2B professionals in France between February and March 2020, was carried out by La Poste Solutions Business and the agency Intuiti's UserLab. Story Jungle discussed social selling in the digital era with one of the Barometer's contributors: Franck Chenet of Antalis.

Story Jungle - Leader Advocacy Agency

Would you like to put out your founder and leadership team's ideas or other leadership so they can champion causes or issues that are important to your company,...

Would you like to put out your founder and leadership team's ideas or other leadership so they can champion causes or issues that are important to your company, your industry or society in general? At Story Jungle, we've designed a program to get your leaders active and influential, whatever their level of engagement on the platforms.

Saint Gobain - LinkedIn Newsletter "Founding the future"

#homePageSJ section.full.head {background-color:#f3f2ef;} #homePageSJ section.full.reponse {background-color:#65acde;} #homePageSJ section.full.reponse div.bg{background...

EY - Shedding light on France's attractiveness

EY asked us to work on putting the findings of the Baromètre de l'attractivité de la France 2022 into perspective.

EY asked us to work on putting the findings of the Baromètre de l'attractivité de la France 2022 into perspective.

“Print is a niche medium for older people. Like Twitch or TikTok, but for retirees”

“Print is a niche medium for older people. Like Twitch or TikTok, but for retirees”

The Reuters Institute for the Study of Journalism has published its annual Digital News Report and the good news is that 44% of respondents believe they trust the media,...

The Reuters Institute for the Study of Journalism has published its annual Digital News Report and the good news is that 44% of respondents believe they trust the media, six points more than last year. Based on a panel of 46 countries, the 164-page study examines the relationship between the media and consumers. We discussed the main points of the Digital News Report with two of the study's authors: Rasmus Nielsen, Director of the Reuters Institute and Nic Newman, Senior Research Associate at the Reuters Institute.

“The audience is seeing the evidence for themselves”

“The audience is seeing the evidence for themselves”

Every single one of their investigations is a sensation. The New York Times' Visual Investigations team specializes in fact-checking using open source data available on the Web...

Every single one of their investigations is a sensation. The New York Times' Visual Investigations team specializes in fact-checking using open source data available on the Web. Created in 2017, the team has already won a Pulitzer Prize in 2020. Malachy Brown, Senior Producer of Visual Investigations at the NYT, gave Story Jungle a behind-the-scenes glimpse of how their investigations are put together and some good advice for anyone keen to get into visual investigations themselves.

Le Monde newspaper has turned to TikTok: and it works!

Le Monde newspaper has turned to TikTok: and it works!

"The news in a basic, simple form, and with music". Since 15 June 2020, Le Monde newspaper has been active on TikTok, the most downloaded application of 2019,...

"The news in a basic, simple form, and with music". Since 15 June 2020, Le Monde newspaper has been active on TikTok, the most downloaded application of 2019, with informative and fun videos. It's a channel that is being used to reach a new audience, Generation Z, who often don't know this venerable daily newspaper.

“Sharing informative content is a first step”

“Sharing informative content is a first step”

Brands have been positioning themselves behind the Black Lives Matter movement for days now. Many of them participated in "Blackout Tuesday" by blacking out their social media...

Brands have been positioning themselves behind the Black Lives Matter movement for days now. Many of them participated in "Blackout Tuesday" by blacking out their social media account pages with black squares in a sign of solidarity with the protesters. Sincerity or opportunism? Stéphanie Laporte, Director of social media agency OTTA, shares her views.

close
{POPUP_CONTENT}