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?

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 🙂

2016 has arrived! Let’s get social and enjoy!

Dear readers,

I’ve been quite busy since my last post in late November 2015. I gave my resignation a few months ago in order to be released from my professional duties and be able to start a new job in the coming months.

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Currently based in France, initially based in Nice – French Riviera, I decided to relocate to Paris in order to face new challenges. How exciting it is! As 2016 is just beginning, I’m very excited by this white sheet I have to complete and hope to be able to write this story with you.

Therefore I hope 2016 will be as enjoyable as excited it is to me today for all of you!

Since digital jobs require open-mindedness, feel free to connect with me in order to discuss content management, social media crisis or digital marketing, wherever you might be located from the US to Asia and who knows, may be we will be able to meet IRL soon

May 2016 will bring you everything you need, want, desire and above all, may the force be with you (and… don’t blink! Sorry, I wanted to make a mention to Dr Who, I’m a big fan!)

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Content strategy: what is a sticky content? Rugby!

A very good friend of mine shared this impressive video which is part of a campaign launched by Beats By Dree during the Rugby World Cup.

This brand has been used to be associated to sports professionals from Lebron James to Serena Williams and soccer stars  yet, we can’t deny that this video with rugby living legend Richie Mc Caw is quite astonishing and is a great example of a sticky content.

Let’s see what are the key elements in this video if we compare it to a few points summed up in the famous book from Peter C. Brown  ”Making it Stick

1/ Stick to a plan: let’s tell a story then!

How do we get people to act on our ideas? We tell stories”. And this story starts simply with Richie McCaw starting his day, having a coffee… like anyone else!

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“Wake up Richie, you have a world cup to prepare!”

2/ Stick to simplicity

“Saying something short is not the mission—sound bites are not the ideal. Proverbs are the ideal” Then… In this case… What about a legend? Legend are embedded in the deep souls of everyone… As a result The video is rythmed by the famous known Haka of the blacks

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3/ Stick to your audience: surprise it!

“How do we get our audience to pay attention to our ideas, and how do we maintain their interest when we need time to get the ideas across? We need to violate people’s expectations”

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Me: ok this again the story of a sport professionnal fighting against the elements while training… Of course it is but… wait a minute, is it still the same movie? What are these fishermen doing in it? (they appear really quickly in the beginning of the film)…

The truth is, it is the story of a new zealander among others, within his country, belonging to this country made of mountains and boarded all along by the sea. But underlying these natural elements, you have the people, the ancestors, their culture and… rugby of course!

4/ Stick to concrete things

entrainementNaturally sticky ideas are full of concrete images” I think it’s pretty obvious. Richy is getting fit for the Rugby World Cup and apparently ready for the fight against the French Team tomorrow

5/ Stick to your credentials

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Sticky ideas have to carry their own credentials” I think Richie seems quite credible isn’t he? Preparing like a boxer, the confrontation is almost there, is focused, determined…

6/ Stick to your emotions, above all!

Last but not least, these aspect is one of the most important to me. I agree, all this is a cricle. A good story is necessarily made of emotions. But don’t neglect it. Here again everything is made to reach this goal. The music, the landscapes, the meaning of the Haka. the introduction scene with Richie Mc Caw shutting off the television and having a coffee… Until the end with this breathtaking view… Mission accomplished for this point: How do we get people to care about our ideas? We make them feel somethingMcCaw

To conclude, I would say this video is all the more exctiting when you check out the other stories made by this company regarding other teams including the French Squad… which is a pity when you are French and support your own team… But could our sense of humour make us win?

No matter, how difficult it can be for France tomorrow, “allez les bleus” let’s have a Kiwi smoothie! 😉

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 😉

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?

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!