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!)

frank

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!
😉

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!

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:

scracrow2

chipotle

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 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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http://instagram.com/logoutn0w/

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!!!!

networking

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!

usairways

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?

Start blogging? 3 causes of stress and… satisfactions!

The first few articles I’ve already posted make me noticed how difficult it can be to be really invested and fully dedicated to design regular blog posts.

Creating valuable content is therefore a real challenge, and so it is for a brand that would like to increase its visibility on the web… without saying about a new amount of stress! Who said social media could help decrease stress?

This guy may feel stress because he is still using this old computer isn’t he?4ec20_185aa_Social-Media-Stress-e1336983593891

 1/ Time to be invested

dilbert

Finding ideas and inspiration is a daily exercise… Of course tools exist in order to be more reactive and to benefit of an “systematic monitoring and collection of topics” (personally I would add ScoopIt), articles that can be used as a starting point in your thinking.

Still, analyzing, elaborating a understandable frame in order to give an enlightning vision about it still requires time to think about it, and time to share this vision with others.

Adding visual elements is also dramatic in so far as you’ll have to find pictures, infographics and videos that are accurate and in line with the tone of the blog…. without even saying that you’ll also have to be sure that you have the rights to use it (this I have to learn fast!).

All this implies that you have to develop new competencies by finding accurate information, tutorials, understanding them and then apply them!

2/ Competencies to develop

WordPress culture: WordPress is a really good looking interface but as any tool… it is technical and therefore if the potential is high, so is the efforts in order to manage all the features available and not to be drown in it!

keywordsSEO techniques: I personnaly didn’t have a look at the plugins and tools sections for now on wordpress. I first want to handle properly the main setting of this blog editor. But seriously… when you hear of “keyword density”…Don’t you want to run away claiming that you are innocent? poor thing!

Graphic design: I really want to improve the blog’s visual identity in the coming month, in terms of templates used on WordPress as well as in terms of potential logos and pictures. This will also be linked with efforts to hae a more user-friendly interface.

3/ Fear over being read or not or making mistakes

I truely think that if you decide to start a blog you do it because you want to proove yourself that you are able to do it. As a result you also want to create the so called “valuable content”. A that is a huge source of stress indeed 🙂

Besides, you can also be followed by the fear of making mistakes. Writing things that are wrong, writing in an unapproriate manner or juts making spell mistakes or write gramatically incorrect. You can invoked a lot of reasons for not doing it. But by doing nothing, you’ll learn nothing!

Why continuing?

Woo_hoo_posterFirst, I’m really enthusiatic about creating this blog and sharing with you a few of my experiences. I also aim at growing my readers community and getting in contact with some of you in order to discuss such topics in the future. It is also a real luxury to do things we like!

Among the topics I imagine focusing on in the next few weeks, I’ll be detailing the potential of social web campaigns run on Instagram and Pinterest. I’m passionnate about photography so why not seizing the opportunity to share on some of my passions?

Feel free by the way to also connect with me on my Instagram account!

 

As you can imagine, i love travelling and therefore I’m also really inspired by tourism industry and will share some of my insights about this industry in the coming weeks!

In the meanwhile, I really thank all of you for your first impressions, share on social networks and advice! All this makes me grow! Hope to connect with you soon!