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?

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”! 🙂

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!

Online reputation: how to be more visible on LinkedIn?

You have decided to be more visible on LinkedIn?

Either for preparing a near future made of applications to new jobs?Either to be more influential and create new contacts for your business?

Here are a few ideas of interactions that can lead to more visibility to do so!

1/ Optimize your profile regularly

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Optimizing your profile is key on LinkedIn. Having a good looking and adequate picture is the first thing you need to improve, check and things to be proud of. Many articles deal with that, but still today, many people have not yet understood that your profile picture is the first thing people seen on LinkedIn… and sometimes are even looking for! (Just in case… it is not a dating site!)

Having a cover picture that could reflect your business but why not using it as way to express your creativity too or something you are attached too?

Nevertheless, written content is also dramatic! By adding new competencies or by adding details to your profile you become more visible: every content you write on your profile is SEO sensitive which means that a search through LinkedIn or Google can show it! Elementary my dear Watson! 🙂

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2/ Share articles with you community

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Second major step to be considered. OK, you’ve done great things in your life, nevertheless it would be inappropriate to change your profile picture every week (even if I think that it could be interesting if you are a travel photographer for instance…)

Therefore another interesting feature on LinkedIn is the possibility to share articles or content like infographics, or presentations. By becoming a regular poster on LinkedIn, and necessarily by posting interesting content in order to nourish your community, your profile will be more frequently visited  and these will help you to create new connections.

Once you feel really confident with what you posted and how to react others comments then you could consider of enter in the discussion with other influencers!

3/ Interact with others activities

readenoughBy liking the content shared influencers: simple but efficient! Do it wisely by selecting the content you like. it’s really frequent to have connections that publish real valuable information but no one interact with it. By doing it you will give your connections more confidence and create a link with him/her.

Or by commenting it: someone is publishing an article or infographics. If you are familiar with this topic an think you can enrich this content by giving your own insights, do it. People generally appreciate it, can even thank you for that which is finally a recommendation that really matters and allow to be noticed by people who are not yet in your network.

But being visible on LinkedIn is not only a matter of being active on LinkedIn.

4/ Connect your profile with you other social media presences

follow-me-murad-osmann-20You have to try to drive attention to what you do and who you are.

To do so, you whole online presence and e-reputation will become a fishnet in which you want to attract new fishes, i.e. new contacts.

For instance,if you are blogging or using a Twitter profile to tweet regularly, use is! By mentioning your LinkedIn profile, what you post and create will be directly linked.

As a result, being active on various social media assets increase your potential to be seen!

Nevertheless these assets require time to use them, optimize them and monitor them frequently.

Nevertheless it can be really valuable in order to create new connections… of course. But is is also the first step to manage your own personal branding!

Have a quick explanation of what personal branding is!

By the way, don’t forget to connect with me, follow me or like my blog, and who knows, we might have the chance one day to share our opinions regarding these topics 🙂

Discovering Asia: a few takeaways about social media in China

I’m currently attending to Online Marketing, Social Media and Mobile in Travel Asia in Hong Kong.

My main objectives are: identifying key best practices and having a better understanding of social media habits in Asia. How inspiring! I will make a few brief blog posts about what I’ve learned.

Here are a fwe takeaways that retained my attention so far about social media and challenges with digital communication in China :

Millennials by millions

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China is expected to reach 400M millennials in the future.

When you consider that 93% of the millennials share their experiences, pics and reviews when they are travelling… Giving them valuable experiences is crucial!

Mobile is king

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Smartphones are becoming much more used that any other king of PCs or laptop, especially when it comes to consult information, share content, etc…

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But applications can be a real nightmare to manage! Android app stores are numerous in China!

 

 

As well as chinese social networks?

In this landscape, some of them are only app-based social networks which give more accuracy to the previous idea!

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Nevertheless Chinese social networks require to jump in: being present there is not only about having a local focused approach. Claiming you are on asian social networks can be valuable not only in order to show what are your intentions in terms of business but also that your care for your customers wherever they are!

If you have the local ressources in order to deliver accurate messages, use correctly such tools and create an interactive communication with your potential customers in China, I would suggest to jump in simply and learn fast before your competitors do!

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What about your own experiences? How did you get in the social media business and digital communications in China? Are you considering to do it? Did you fail to do it? Tell us more in the comments!