Snapchat… just for kids? Really?

I recently had the opportunity to welcome a few kids around 12 years old who where visiting my previous company during one of the training sessions I used to animate. I don’t think I was boring during these sessions and I always tried to do my best to provide a vivid presentation. Yet… How could I be able to maintain them in the loop? Snapchat came to my mind!

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And after having realized my short introduction during which these kids where stuck on their mobile phone, I asked to the participants: “What social network, do you use? Facebook? Raise your hand please? – no sign about these teenagers…” Twitter? – are they still awaken?.. Snapchat? YESSS!!!”. They did it, they can answer to simple question… But they were not the only one to answer! (Indeed Barney!!!)

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The point is a few other people raised their hands too… And they were over 35 years old… Of course, in the field of social media strategy, when it comes to studies about social networks adoption, we can have in mind some shortcuts, sometimes useful in the short terms… But when it comes to plan the future, you still need to be more open minded. This short experience helped me to understand that. I was quite surprised of these outcome but it made an echo with a real challenge for Snapchat!

Snapchat is trying to have their network used more and more by other population and to increase their user base. And it seems to be already the case: last year in the U.S., Snapchat added 25-to-34-year-old users (103%) and older-than-35 users (84%) faster than 18-to-24-year-old users (56%) as we can read in the LA times article. Obviously, older people don’t want to be outpaced by the younger and therefore people try to catch up… Well I guess I have to finally use this network too as a personal interest and find some friends and brands to follow.

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We’ll see in a other article how brand try to target this older users… But think of how much proximity it can bring during special events…  (sports team have understood it)

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At least, Snapchat gave me the opportunity to create a discussion with these teenagers… Finally the tool is really able to gather different generations 🙂

Summer ends… Let’s get Back on track!

I’ve been deserted this blog for a few months now and I think time has come to use it as it should be use.

I felt guilty of not being active on this blog as much as I wanted initially. But this little experiment shows how much social media deals with having clear commitments and stick to it.

Let’s have a look at the main aspects that have to be considered in order to design a long term blogging strategy

Be prepared

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You have to set clear goals and for that you need to prepare what you’re are going to share with others… But not only! You’ll also have to be prepared: to be criticized, shared eventually, challenged, questioned…

And sometimes to be prepared not to be convinced of the path you’ve decided to follow. But also to be disappointed because you thought you could have reach a bigger audience.

Be determined

That’s where determination plays a powerful role. Because as long as blogging has not been integrated as a real routine, then you’ll have to fight with you own demons: laziness and lack of confidence.

Consider what such activity brings you in the end, not what you might be confronted to… And above all, consider it as a way to challenge yourself on a regular basis (as Frank does!)

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Be enthusiastic

I think writing is something that might be learnt progressively. You have to learn how to write for your own blog…

But think a little… You also have to learn how to write your messages on Facebook, Twitter… When you take a picture, you think of it, you organize it, you want to take it in order to share it with others… Then you are designing your own message. Writing is the same to me.

I’m really convinced you can find you tone by selecting what makes you feel better, what you like and love. In other words, being an enthusiastic person, being motivated and passionate is decisive. By sharing things that matter to you with your audience is

Routine might sometimes sounds like boring. Yet the routine is the number tool that can be really useful in order to be more effective… i’s even a power when you know how to break it and how to create new ones.

To do so, nourish yourself, do your howework, share it with others! What would be your advice for being back on track for this year to come?

10 take aways about the Corporate Social Media Summit in NYC #CSMNY

I landed a few days ago from my flight back home from New York and decided to wrap up some of the main take aways I had after this conference.
No offense with the participants I would not mention in this short post but you’ll find in this short article a subjective vision of some points that really made an echo for me due to my own previous experiences, convictions, etc…

1/ Infobesity… Always!

Not my favorite moment of the conference, yet people among the attendees seemed very moved by this concept. This concept has long been shared in Europe as one of the constraints that impose the companies to find the needle in the stack. Yet here, it’s interesting to see that this concept is not just a concept. Infobesity is not a danger, it’s a warning about your need to look at the accurate information, metrics and remind us that we have to be agile in our social media monitoring or strategies. Always adapt, refine, change. In my opinion, in a way, I would say that dealing with infobesity as an asset is a key to success.

2/ Customers’ delight in the end

Customer relationship is a big challenge. But it’s not the end of the journey! Being able to answer with the same tone and with a propos brings more that satisfaction. You can now impress your customers like NBC who designed specific content during the Superbowl for instance.

3/ Agility helps to reach your goals

To me a value which is directly linked to customers delight. If you want to achieve this customers delight then it is required to be flexible: not only in terms of organisations and processes, but your team members must be creative… and fun! Spotify is a refence when it comes to answer to their customers by designing spotify playlists as answers!

4/ Customer relationship can (must?) be cool

Social media listening used as a way to understand customers expectations and create adequate content is key. You have to understand your context and your customers expectations. In other words, people want answers. But who said that you have to use a bored tone to express it? Dollar Shave club shared a few examples sometimes… explicit!

5/ SoMe is not PR

Obviously! Customers care for valuable information. You have to craft your messages and contents and not csocial networks a another way to push your PR contents.

6/ B2B can use SoMe

Of course, I work for a company also focused on B2B customers. Interesting to see that when it comes to B2B, SoMe is also seen as an efficient tool. Zoetis (veterinarian products) use the power of tools like facebook to target their priority target (veterinarians) and feed them with valuable content to sustain their activity.
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7/Don’t underestimate your customers’ power

Crowdsourcing is definitely one of the best leverage available nowadays if you want to create things and be in line with your customers expectations. Yet every companies are not comparable to Lego.

8/ If you’ve read so far…

It is actually a fake 10 points… I will only have 9 but… Thanks for having read so far!
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9/ What about the others?

Periscope, Reddit ( I mean THE front page of the web), Snapchat, the importance of the search through Search Engines and their impact on reputation were not mentioned a lot… but well, choices must be made! And social media are under a constant evolution. Let’s learn a few years more about it!

10 I’ll be back!

Panelists were great with full of insights and experiences to share, the red velvet cupcake was awesome, location… perfect! I mean… NYC! Brooklyn! You see what I mean right? People as a whole, friendly..
For sure one of the most interesting social media conference I had the opportunity to attend to over these past two years!

Social media strategy: long live the ROI!

After having let this blog for a little while (2 months!) I finally have the chance to write again. On eof the main topic I have today is the ROI of social media. Many things have already been said for years (I remeber when I started working in social media business and people saying efforts where not measurable)

Yet it is reall surprising that such debate still exists. But within a company, how can we engage money without determining KPI that will assess if your efforts are worth it.

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How can we measure what we do?

If you are company your first intention is to sell something: a product, a service, your own image or your reputation. In other words, you want to create awareness and then count on this awareness in order to generate an interaction.

Measuring something implies that you kow what you are looking for.

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Therefore, if you want to adjust, correct and improve what you do you really need to measure what you do.

What can be this indicators?

You are launching a LinkedIn page for your business. You plan to recruit through LinkedIn? this is clearly a good indicator to find out if the personn you’re going to recruit has been applying through LinkedIn.

You have a facebook page dedicated to your online shop? Share coupons only available on the Facebook page in order to measure the number of people watching at your content on Facebook.

You want to increase your reputation? Launch your social media plan and measure if it results in effects like: questions about your products by potential customers. Once you’ve engaged with them, ask them to post about their experiences on this same facebook page.

Design your own KPI

Of course this kind of measures are not scientific measures. Yet they deserve to be collected and analyze. And if the volume is not sufficient in comparison to your sales, then you might be considering to finetune the metrics, change it and find new ways to measure your activity. In other words, you are unique, you know your business but try to think outside of the box in order to find more accurate metrics…

But be sure that it won’t be a waste of time to find out your own indicators instead of using standardized ready to use data (like impressions on facebook). Of course it can be tempting to use already existing indicators, but don’t be lazy!

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Don’t forget that the metrics you’ll defined will be all the more accurate if they take into consideration the all customer journey! Efficient metrics will lead to real ROI and increase your customers and audiences satisfactions for sure!

Digital strategy: rich content is not a luxury!

We have been talking several times of content strategy among my previous posts on this blog. This reminds me of how necessary it is to insist on what content can be created nowadays. And how it is important to be sufficiently efficient in order to be properly assimilated by your audience.

In other words, if “content is king”, it is absolutely necessary to understand that content deserves its crown: and to do so it has to be adapted to your audiences to fit their expectations… and you have only 15 seconds to catch their attention!

Therefore, using rich content is also key! If you want to attract your customers and maintain them, treat theme like kings and start by sharing valuable content with them!

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Tell your story:

This will also allow you to go a deep further by taking real engagements as well as creating your own legend.

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I really like the Chipotle’s campaign: the scarecrow represents the abnormality, the exception. But finally, it will manage to propose something new and with real benefit for the others. Between Don Quichote and Batman, this scarecrow it is no more a “IT”, but becomes a he with personality and ability to improve others life and satisfy their expectancies by being committed with what he prepares

Prolong the experience

Chipotle’s strategy is very interesting because they have understand how critical it is to have a multi channel approach in order to enhance the experience and also make sute this experience will be a long term strategy that will help to create a real saga with a hero!

With Chipotle’s Scarecrow, you’ll have the opportunity to download a videogame where you’ll be able to play with this character:

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Use your audience

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As Coca-Cola has recently begun to do it in France by mobilizing key instagramers users and conciliating this with a huge advertising campaign.

By using instagramers, Coca Cola France aims at creating user generated content through other instagramers

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Keep writing… but aim at engaging with them!

Because writing is also a good way to improve your seo. Because some of your audience wants to read. But also because it shows how real you are! How to do that?

To my mind, I think, one of the best ways to do it is by:

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  • Asking questions: what do they want, how do they feel… example: “is that me or this bird seems to have been eating to much seeds or ice creams?”
  • Illustrating with key facts!
  • Providing them with synthesis or reports: due to infobesity, we are surrounded by content, charts and figures… Let’s try to digest them in order they could be more easily digested by your audience…

Do you have any other ideas to catch this attention? What would be your advice to create this content?

Companies at digital age: be givers and give me five!

This short video really drove my attention this week. Between, dreams and hope, only a few steps can lead you to succeed to reach the most unexpected moments:

dreaming can be in line with reality

First, you are not dreaming! It is Tony Stark helping a little guy by providing him a bionic harm! This is not a movie! It’s real… with a little help of imagination and a lot of good will and collaborations! And apparently he seems to be really happy with that! 

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Even if, of course, the scenario, the comedian (Mr Robert “Iron” Downey Junior), this little boy, the music, create a full of emotions atmosphere, all this rely on a true commitment:

“We exist to change and improve lives through the use of advanced technology like 3D printing” This is what Limbitless claims! And they stick to it!

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But all this should be seen only as a single video posted on the web!

“Manero and the Limbitless team are featured in The Collective Project, a look at students working together to improve the world. Empowered by Microsoft’s OneNote, the project celebrates the journey of ideas into action, with ways for people to learn more and get involved”

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Ok, wait… Did I really understood correctly what I’ve just read? While I thought I was just in the middle of a non-profit organization campaign I understand that the “CollectiveProject” is a platform created by Microsoft in order to promote students initiatives to improve the world.

I’m really surprised because I did not notice at first glance that Microsoft was part of this campaign… and this is a pretty good news!

Finally, it is true that Robert Downey Jr may not have great powers… or a real Iron Man suit in order to protect the world. Yet he has great responsibilities (like Spiderman indeed!) and he seems to care for it! He’s dedicated to prolong the dream kids can have!

And it’s not the first time for him! This already happened to Robert: in 2013, he had to face a young boy in tears because Tony Stark was not wearing his Iron Man suit! He took the time to stay with the kid until he stopped crying… And this could be really inspirationnal for companies!

companies must commit!

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This is our link with brands! I truely think, whatever the intention of a brand can be, brands can give more nowadays.

Even if it is just a hand, and not money or more valuable resources in order to disseminate ideas or projects towards wider audience, this can proove to be higly beneficial for those who want to commit themselves.

This is what is happening with Microsoft with this video. I mean as you can see, all the social media accounts of OneNote are dedicated to share idea and initiatives features in the Collective Project!

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Yet I don’t necessarily think it has to be higly beneficial for the companies that get involve into it. Of course supporting such initiatives is also the opportunity to benefit from good content and to design a better content strategy that could help the company to reach other audiences and therefore to promote smoothly and delicately its products.

Yet I would finally say that it doesn’t really matter! I truly think companies, and not necessarily big ones, should be more engaged with some of the societal challenges people can face every day whatever the outcome might be!

In other terms, embrace the unexpected because this could be a good way to think outside of the box… and because the unexpected could also lead to unexpected and good results if you believe in it and stay honest regarding your intentions!

iron3But if you want to discover a little bit more of Albert’s commitment, what the following video starring… no, not Tony Stark 😉 But this little Alex! Of course the video shows the various extent of products and services displayed by Microsoft by the use of the OneNote app but… It’s really great to see that what matters most is still this commitment and the efforts of Albert and his lab!

 A really warm thanks to Albert, you really make my day you and your teams!

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Social web is the doorstep of customer care: open this door… and your arms!

Doors can be easily opened. Yet while you’re a guest you’re expecting for someone to open this door. If you invite your customers to be part of the party, then you can’t let them wait for a long time at the door, you need to invite them to come in. How a brand can do that?

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It is frequent to read that you need to think out of the box. Ok, but how can I be sure not to remain in the box while I’m thinking as a I do think (or at least hope to do so!) like any other days in my life?

OMG!!! This reminds of Kant and really conceptual philosophy courses during my studies… Or maybe The Matrix… The spoon doesn’t exist! 😉

Whatever, please, stay there, relax and keep reading: Kant might be helpful, but I consider of giving you a few pieces of advice. And to be honest I hope to be a little bit more pragmatical and less philosophical than Kant could have been (or at least what I can remind of his books!)

1/ Forget the concepts! Start by being pragmatic, opportunistic and be fantastic at that!

We all have heard of presentations within companies, made internally or by agencies starting by « here is the concept ». The concept is not an objective.

Hublot watches: simple but efficient!

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First, think of what you propose and try to be really critic towards what you usually create and do internally.

In other words, try to change what you do: either by creating something really new, either by doing something really improved compared to what it used to be

2/ Does it mean I necessarily have to create a buzz?

Personally I don’t think so. Buzz is something that can attract attention. But what seems to be really important is not attention but loyalty. And customer loyalty is what you should be looking for (through customer satisfaction of course).

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As a result, a buzz can be a good leverage in order to drive attention but you have to think of making something more! Something that makes a real difference!

Simplify things and especially, simplify you customer’s life. Be at their service by proposing the content they are waiting for!

What then? Once you have created this amazing Facebook page with great contest, what are you going to share with them? How are you going to interact with them?

3/ Be innovative considering your own starting point!

You’ve never really cared for your customers online? Then start by doing this!  (Don’t panic!  70% of customer service complaints on Twitter are never answered!) Isn’t it already innovative to change this? Remember the first point, be pragmatic and be fantastic at that.

 bigstock-First-Class-Service-23649035You‘ve decided to be present on social web, don’t be passive, act! Thank people for liking you page and sharing content! Be friendly with them, care for what they share with you, whatever it might be: from critics, to questions, remarks or even a simple “hello”. Welcome them! (all my apologies to the recent followers I did not thank or mentioned on Twitter by the way). Remember? You’ve opened a door to them!

This reminds me of something I heard during a conference in Asia. For Hyatt Asia: “treat people on the web as if they were customer waiting in your lobby”. You have to care for them: whoever they are!

I really appreciate this campaign by Dove: what a great and innovative idea to include men and their stories in their campaign!

And if your confident with these basics! Then you’ll become truly fantastic: by surprising them, giving them unforgettable (but really good!) experiences.

Social web is definitely the doorstep of customer care. Open this door, say hello to them, invite them to join your club, make sure they take a seat, relax and just enjoy what’s next! That’s to say, the great content and experiences you’ve designed for them!