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.

Lincoln Memorial, Washington DC

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?

Listening before engaging for brands: what does it mean? Be emotional!

Social media listening and brand engagement are fundamental when it comes to increase your customer satisfaction. 

Customer satisfaction is frequently assimilated to unsatisfaction or customers nightmares. Many brands have understood they have to do their best in order to give and create better customer experience. (all the more if you consider that 64% of marketers value existing customers over new ones)

Nevertheless social media listening is not only a procedure with tools and resources to display it… It is above all a mindset!

Firt try to understand

An unsatisfied customer wants in priority to complain about your product or its experience. Wherever this complaint is visible, your customer wants it to be visible. Try first not to delete/suppress the content he posted and try to accept it.

Only by respecting this, you’ll be able to understand what he might have felt. Because all these complaints from emotions generated by: disastisfaction (I payed for it but I didn’t receive what I paid for!), concerns (Where is the gift I bought to my wife for Valentine’s day) or anger (“I was treated bad by your customer service” or “the flight attendants did not help me with my trolley and my 2 kids”…)…

It is clearly a matter of emotions and claiming that something went wrong for one of your customer might be his/her last resort!

The ultimate last resort: mentionning that your exeperience was even worst than flying with Ryan Air! 🙂

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Be emotionnal

As a result a brand has to raise its level of empathy and communicate as an individual with feelings and emotions

But what could be the emotions of a Chanel or IKEA? It is too easy to consider that brands are not meant to express emotions! They are and always have been doing it! From the famous Enjoy by Coca Cola or Mac Donald “Lovin it”, these famous brands are deeply commited to create emotions. Let’s have a look at The North Face for example:

But being emotional is not necessarily to create emotions by reaching the sky and stars! But of course, in a certain way you’ll have to push your own limits. And that means to receive the messsage above all and accept it: this will allow you to understand it and react properly to it. In other words, if you’ve failed a simple “sorry”, “my apologies” will be expected by your customers and with no doubt really welcome.

Zappos is a good example for that:

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Take the leap… You can’t escape

greatpowerSocial media has nevertheless brought huge changes. These brands have now the power to listen. With such great power comes great responsibilities… Social media moniroring and social media listening are valuable assets. It helps detecting potential crisis communications but I would prefer to underline that instead of worrying about crisis, companies should worry about their customer satisfaction. Because these customers believe in you, invest in you and become naturally part of your own community

Would you abandon a member of your family on the side of the road? Social media works the same! So if you consider that customers are not only “customers complaint”, think of the potential for companies to create long term relationship with their customers: thnik of the following example.

Northface’s community manager seems to have totally change the mood of the customer. Not only can Northface produce great ads full of emotions, but by answering properly, by apologizing and adding concrete actions North Face could have secured this customer for a long time!

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By being reactive and careful with its community a brand can definitely win the challenges imposed by social media changes. I really like the following 2014 example of Jet Blue I recently discovered, which is their answer to a tweet which was not even a complaint against the company!

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It shows that once you have decided to be in the business at the social media age you have to take care of every member and potential member of your community. This is a pretty difficult challenge for every company, but it is quite a commitment for companies who try to do it and could be proud of!

Social media requirements: Why I quit blogging for a week… for coming back!

instahongongThis blog is still new and I’m still working on it, and by the way trying to improve my knowledge and competencies on blogging thanks to it.

It aims at analyzing also what can be the difficulties and what are the requirements when it comes to content creation and content management.

Last week was really interesting because I experienced my first difficulties in managing this blog while I was away in Honk Kong!

A few personnal obstacles

I had the chance to attend to Online Marketing, Social Media& Mobile in Asia 2015 in Hong-Kong in order to collect insights and best practices regarding online strategies by major tourism industry leaders in Hon Kong (to learn more about the event click here)

This event was really valuable to me and I’ve already shared in my previous posts a few takeaways about social media and mobile trends in Asia. You can by the way have a look at it by clicking here!

Unfortunately I had to face two main obstacles during my week away from home!

 Bruce Lee was not one of these difficulties!

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Jet lag is one of the main reason for which it was hard for me to be fresh enough to blog during my free time. Even if there is an app for that, I would say having a nap sometime could have helped but would not have been really appropriate when I felt the jet lag coming!

chickensoupmoiIntestinal infection is the second! In spite I’ve traveled a lot in asia I’ve never had to suffer this. Well, I would say, now it’s done even if of course I did not remember to have put this on my bucketlist!

Maybe I should not have eaten this chicken feet soup. I don’t usually post pictures of my food but of course people do it all the time on Instagram for instance 🙂

Time to analyze and create during the conference

Besides I use the remaining time I have during the conference for live tweeting

I’m really fond of livetweeting some of the events I attend to. It is a real benefit to me because Twitter helps you to focus on key elements and take aways you can more easily integrate, understand and memorize.

I also like to it because it helps to have some feedbacks or identified potential key acquaintances within the audience or located elsewhere.

The smoothie was amazing!!!!

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You can create contact with them more easily and with less randomly that just saying hello to the first personn you meet in the conference during a break. Indeed, when you usually have networking moments during an event, even if you might have a list of attendees or speakers, you don’t necessarily know people and decide to connect randomly. In that case live tweeting could allow you to connect with people you’ve not targeted yet.

Finally, the time left was then useful first to have some rest, recover and then to be back home!

How to be back on track?

As I’ve just mentionned it, I think live tweeting might be an interesting leverage in order to create some pieces of content about events that requires time but which could be really valuable!

Also, I didn’t do it but it would have been wise to post intermediary posts, shorter than the current articles in order to maintain the efforts of content curation and creation during my travel on the blog: infographics could be really useful for that. It could have been programmed and might have necessarily created more visibility than none in the meanwhile!

I would insist on that: scheduling the future posts is key. More than a week in advance could also be a solution. I will try to prepare my communication in consequences in the future. This is alos a good opportunity to work on more analyzed content for my articles and to be a little bit less in a hurry. A way to log out 🙂

What about you? What would be your advice?

Social media: be open minded as a brand, break down the barriers!

“Do you think this new Facebook campaign is gonna be good or bad for us?”

In spite of having run several social media campaign in your company, you’re still facing people explaining that you will sooner or later learn how bad could social media be for a brand.

It is a risk of course, but a risk which is worth it for many reasons. One of the most important to me is that you’re finally meeting your customers, the general public who can also even not know your brand but can be mooved by your brand!

Then, what are the challenges you have to face daily to create your audience satisfaction?

Create content you’re proud of!

“Good content always has an objective; it’s created with intent. It therefore carries triggers to action.” Ann Handley.

I really like this campaign. #LikeaGirl is no more something that must be seen as insultant, it is something that matters, it’s about respect and confidence! This video is really great because it shows how child are confident and reluctant to accept social determinism.

Besides Always had the good idea to create use this hashtag as a way to compliment someone.

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It also about saying that sex equality is already there, of course not everywhere but signs of it are there and should not be forgotten; if you think that only huge muscle guys can play football in the US… Then I think Always can proove you that you’re wrong!

Always has even become one of the official sponsor of the Superbowlalways2

If this tiny little voice in your head is saying, “are you sure you want to do it like that” it migth be a sign of the potential difficulties you might be facing.

Still, at some point you’ll have to jump in, and experience in the reality if you concerns or expectations where right or not. But you’ll necessarily discover new ones and already have to accept it!

Accept criticism…

You’ve worked a lot on that campaign but people don’t like it. Worse you have to face a lot of criticisms…

Critics are not necessarily dramatic if you seize it as a good leverage to change things … and if you have the ability to change things!

It becomes a little bit more dramatic when you’ve created something that you thought could be fun… but is outrageous for your audience. Take a look at what happen to this cute dog in Go Daddy’s commercial that was initially planned to be broadcasted during the Super Bowl final!

I’m a really cute dog but Go Daddy was not very cool to me in their advertising (He’s too cute, I’m gonna rescue him and we’ll become best friends forever:-) )

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Do you even imagine if they have decided to keep this  advertising programmed for the most viewed sports event in the year in the US?

In France, the 3 Suisses a online shop was accused of having used the wave of emotion generated by the #JeSuisCharlie on its twitter account.

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Some of the web users decided to answer by creating sarcastic content like the following:

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All these examples show how much it is still important today to be priorly worried of what emotions brand messages can create nowadays. And since an emotion is created by the brand, internet users also have the power to answer to it and create another kind of emotion: indignation that could lead to boycott or massive critics online.

Answer to your critics!

Critics might no be easy to handle and sometimes you can only apologize and moove on. US Airways didn’t have anymore things to do when they accidentally posted an obscene picture on their Twitter!

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In many cases, critics are not directly linked to controversial actions or communications from a brand.

Therefore critics must be seen as a good opportunity. In a way, they can show that people are caring for what you’ve said. Maybe you have just mistaken in the way you express yourself. Such feedbacks are valuable in order to wonder if the content you’ve designed is really accurate or not.

And may be it’s the time for you to apologize and correct things, not necessarily within your campaign or your communications, but sometimes directly regarding the quality of the products or services you’re proposing.

It can also reveal a lack of organization and resources diretcly in the structure of the company. And if you don’t want such situation to happen, you have to do something!

What if we don’t have any answers to bring, either in terms of communications or organization?

Let go… if you are convinced you’ve done your best!

trollYou can’t manage everything. At some point you just have to let things go. because in today economy, things no more belong to you.

Communities and customers own your brand and you owe them to be good in what you do and what you bring to them!

But remember that some people might be just excellent at trolling your feeds:  if you are facing obvious and inflammatory statements that are meant to bait people into reacting. ..Welcome! You’re not watching at the Lord of The Ring yet, you’re facing a troll! Whatever upsetting it might be, be reasonnable, don’t think that answering must be systematic: do not feed the troll!

What about you, what are the best campaigns you have in mind, the worst, what are the lessons you’ve learned from it?

How can I craft a personalized approach as brand?

It is frequent to read that people want to engage with individuals not brands ! But how can we make it ?

1/ Think of your audience first… as always!

fansofchangiAs brand I would summarize the situation like this: either you think your brand is strong enough to benefit directly from its fame (and therefore you already have a huge fan based community thanks to this…

Either you don’t think you can be seen as the new Starbucks, Coca Cola or Uber… (like most brands!) it would be preferable to stand as a brand that tries to listen and deliver additional and crafted services to its consumers. I was really appealed by the Changi Airport account which name is FansofChangi and really shows how much it is key to think of your customers and fans first before thinking of yourself.

2/ stop thinking you own your communication

Customers are your most valuable assets. If among them, some are following you on social networks, they can be highly valuable in order to defend your brand and promote it!

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Obviously you might not be responsible for running an airport nevertheless the Changi Airport account is interesting! Have a look at it, you’ll see that they retweet content posted by their users (by the way, the massage chairs are amazingly great, I’ve experienced it during my honeymoon! 🙂 )

OK, I did not test this! Next time maybe? 🙂

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3/ Stop seeing communication as a way to… communicate!

Communications is not about communicating as soon as you can communicate. It’s about saying things that matter to your customers or stakeholders. Therefore I really appreciate today brands that try ,ot only to be transparent but which efforts lead to create trust by:

  1. Taking commitments
  2. Fulfilling them
  3. Proving they’ve done it
  4. Maintaining their efforts at long terms

Trust and social responsibility are essential: 90% of Americans say they’re more likely to trust and stay loyal to companies that actively try to make a difference (Source). I was really stuck by the Chevy campaign is my previous blog post.

Of course Chevy’s intention is first to sell its cars nevertheless it aims at engaging in this support and I personally regret french cars companies never communicate on such engaging topics (or I’ve not seen it!)

I would like to mention an interesting initiative by Vestas which created a campaign in order to fight false allegations spreading on the web regarding wind energy through a dedicated website and social media dissemination (Twitter, Facebook…)

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At the moment the campaign seems to have slowed down which shows how difficult it can be to maintain the efforts for more long term for companies.

4/ Use other brand to promote yourself

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Ok ok… Everybody is not friend with soccer stars or have the opportunity to establish promotional partnerships with highly valuable brands that can make you benefit from their own audiences.

But if you think of RTs, FF on Twitter, or shoutout on Instagram of co-writing articles on blogs, you can also benefit from others!

This also shows how valuable audiences are and will be whether they are composed of a huge number of fans or of specific communities.

And you, do you have any ideas of successful campaigns?

I wish you all have a good week!

Starting blogging, the day after: how to create content?

Here I come. i’ve done it. The blog is online and has welcome its first (and few or happy few?) visitors.

First a thousand thanks for your first visits. Now serious things begin! What content I’m going to share? How can I create interesting content? Here is the checklist I have in mind. Before future optimizations!

1/How can I find ideas to create a interesting article?

We-Need-You1-324x500Thanks to you: all your propositions will be considered! From social medias initiatives, questions and request of advice. I’ll try to do my best , so feel free to comment and share your own views!

Thanks to content curation: I’ve tested a couple of tools to do it. Google Alerts can be a good start in order to be informed of new articles about a specific topic (wether you are interested in fooding and sports…) bu as soon as you need to monitor different topics and specific sources other tools are more efficient. Personally I will use a combination of tools: Scoop.it, LinkedIn and Twitter. My experience of tools for content curation will certainly be the focus of one of my future articles by the way 😉

2/ What can I do from my ideas?

Start drafting it! Everything you’ve been experiencing can be inspiring! Try to synthesize, analyze and summarize: you’re experience, feeling, failures, interrogations are worth it! And the expertise we can find by analyzing all this can help us to be more effective in the future! Here is an example of what inspired me today:

3/ But… what am I going to blog about after my first article?

I’ve not decided yet of the frequency on which I will be able to post valuable content. A post a day from Monday to Friday seems to be ambitious but I’m gonna try.

As a result, I’ll have to work on a planing for the next few days in order to benefit from a frame that will help me to assess if I can reach this ambition or if I have to consider differently.

4/ Then… I’ll optimize the content… but how?

By working the SEO my dear Gromitt!!!

Google SEO

“Content management, content strategy, social media or SEO”…A few words not intended to be assimilated to “name dropping”. They will give more visibility to these articles… but will before that be the core thematics to be debated on this blog!

A content is designed to be seen, shared, discussed on social networks (Twitter, LinkedIn, Facebook, etc…) not to be forgotten on the web!

And by working the design!

Blog Evolution

As I’ve just said, content must be seen! Pictures, videos, infographics are some of the best tools to use in order to give simple and clear information (Link)

Of course this blog’s design is also important and will necessarily evolve in the coming weeks, days! And I would like top apologize already for the first mistakes that will be done or that are already done!

5/ Then… I’ll try to promote my articles!

Sounds quite mysterious when I use the word dissemination… I hope the following image will help to visualize the idea

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I have personally decided to share the content I post via Twitter, a Facebook page, Scoopit, my LinkedIn profile… I’m still new but I’m considering of contributing to blogs in order to extend my community… but one step at a time.

First learning to walk and then I’ll do my best for running… because social media run!!!

 

🙂 Enjoy your week end! 🙂