Snapchat: brands, ready to get naked?

In response to my previous post, you’ll find within this article a few arguments in favor of the use of Snapchat for business purposes. Stating that Snapchat is trendy and that politicians or institutional actors take this leap of faith nowadays isn’t enough to consider if snapchat should be integrated to your communications efforts…

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Indeed, as in any communications plans you design you’ll have of course to determine if your target audiences use it or could be willing to use it before launching it… Yet, once you’ve done your homework, if you’re looking for the following effects within your audience, then it my be really useful!

Create more proximity with you customers

I think one of the main aspect to consider with Snapchat is the big opportunity to create more proximity and even some intimacy. Think of all these people sharing pictures of them on Snapchat. I would say that bands have to keep in mind this kind of mood. You can’t replicate what you do on other social networks. You have to adapt. In other words, I’m not saying that you should share nude pictures of your CEO but you have to give pictures of your company or your products that are not seen anywhere else.

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Backstage pictures are typically a good and valuable content to be shared on Snapchat. In France the famous L’Equipe, a sports daily newspaper signed an exclusivity contract with the Ballon d’Or organization in order to provide its followers with backstage pictures of this ceremony.

In other words: try to surprise them!

Snapchat is definitely the place to make surprise announcement. It strengthens the proximity you can have with your customers or readers by giving them preview or teasers from your future services and offers or during special events (Miss Universe 2015 ceremony below)

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You have to surprise them, and the best surprise I know is the gift you can give them! You have to create some content which is really original, genuine and unexpected. You ability to design unexpected communications will encourage people to follow you in order not to miss it!

In order to facilitate the success of your call to actions!

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Through reminders, you’ll give them more chance not to miss your content. think for example of HBO sending snaps before some of their tv shows, making sure their audience will not forget to watch live their latest favorite show.

Propose special promotions and operations: converting your audiences into customers should be your prior target like MacDonald’s did during 2015 Superbowl.

They reminded their customers that they were able to pay with Lovin during a short period: Mac Donald’s U.S. restaurants have been letting some customers pay for orders during the past two weeks with fist bumps, kind words, and other behavior qualifying as—per the official rules—”a random act of Lovin’. OK, I admit, Mac Donald’s didn’t use it genuinely as a particular way to create a reaction towards its community but the idea was there. Why not asking people to send their snaps of having a Mac Donal meal in front of the match in order to benefit a special discount even gift in their Mac Donald for example… Plenty of call to actions could be designed… Costly or not, but at least with considering of making it happen differently and again create real interactions with the customers!

But we could simply imagine to use Snapchat as a way to give your customers special fares and gifts only available through this channel (exclusivity again!). What about you, what would you expect from a brand you’re following on Snapchat?

Social media content: exclusive doesn’t mean to exclude

I discovered this morning a briliant video posted on the Nike’s YouTube channel. I was recently attending to Azur Digital Day in Nice French Riviera (actually last week… and time flies I don’t have yet made a short digest of this conference on my blog… soon, soon!) during which  vice president of TBWA’s Europe explained that exclusivity was a good leverage to create shareable content (along with ego and experience).

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This video of Nike is really interesting and seems to use a good angle to create differenciated content. What if we decide to speak to all the people who are not sports stars? Those who are not the front runners? Have a look at it!

 

In other words, there is only one winner… But what about all the followers? We’ve all seen videos form sports brands claiming how unique was the brand in helping sports stars to achieve their goals, or to overcome their defeats and losses…

 

This video doesn’t focus on the winners. We are not all front runners. So are we doomed and must be exclusively seen as loosers? Are we exluded from this feeling of having the power to overcome some difficulties? No because, finally, you just have to do it because you want to do it, even if it is a matter of resitance and pain while you’re running. You are somone, entitled to enjoy your own moment of satisfaction and therefore, being a finisher or a “doer” are thinks that make you part of this exclusivity! This content has been design to target exclusively those who are not the most accomplished participants… and naturally speaks to our ego and is definitely about experience.

Because competition implies there is a ranking… But when it comes to the field of running, we are not speaking of loosers, but the last to arrive is also the one who is the last one standing! You become exclusive because the brand cares for you and your efforts no matter what is your ranking… “just do it” 😉

PS: I just came back from a difficult run when I saw this video. Thanks Nike for reminding me that the most important is to participate 😉

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!
😉

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?

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!

Love and brands: an ideal marriage?

Happy Valentines Day to everyone! World can be really crazy, all the more when you think of emotions generated by brands.

But how can a brand react to passionnate customers ? Can a brand be passionate or inspire love?

Do we have to tatoo our best customers?

brandIf you consider that web users can switch from a website to another in a few seconds just because you did not catch his/her attention, people taking time to have theimselves tatooed is an amazing!

These guys, they just want to hear about you. You already have their attention. So you have to keep it!

As a result, it’s not about how you can generate things to them but how you can understand their needs and take care of them!

Don’t yield to the temptation of infobesity and opportunism

Infobesity is a huge risk. What if tomorrow every single brand decides to communicate about Valentine’s day?

Over communicating, or beeing too opportunistic can create at the end, unsatisfaction by communicating without having a clear vision of whhy they communicate.

Valentine’s day during the week-end has been an important moment for brands in order to be more promotionnal… maybe too much?

I was really amused by this Twitter account proposing to replace the gifts received during the day by goodies with the club’s logo. I must confess I’m a big fan of this soccer team but… eriously??? It’s Valentine’s day not Christmas!

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Quality and relevance are essential

Time has come to create qualitative content that really matters and not only take the opportunities of some moments during the year in order to create a communication plan.

Of course these moments can be good levererages in order to gain some exposition but if you are part of it, I reasonnably think it’s better for your image. Sorry but your brand may not be Godiva… and you’ll have top accept it!

If you cannot be clearly linked to that special event, then you must be really good if you want to be visible and if you want that visibility prooves to be really valuable for your customers! Because what matters most is to create enough engagement with your customers for giving them a good reason to come back on your Page or Website!

My favourite brand must be a partner

forrestOf course, you definitely have to think outside of the box in order to be creative and efficient.

And sometimes you also have to try because it is how you can learn things and improve it!

And finally it’s all about undertstanding that communicating on social media is not only about selling. But raising awereness, improove your brand recognition and to manage to create a relationship that matters to your customer.

The brand becomes a partner. And this is this partnership that create the will to come back at your shop .

Have a look a Topshop and Topman, it’s not only about saying that you’ll find the perfect outfit for your date, it’s also saying we understand you and can be with you in some of your moments in life:

But if you went through the all video, you’ll understand that now Topshop and Topman should invest in a “cat rental service”! 🙂