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!
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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!

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!

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?

Reverse mentoring : this selfie might be a sign of your digital transformation!

Digital transformation has generated a whole new way of considering management and innovation within a company.

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In our world top down decisions or inspiration should not be the common rule: creating an open discussion between the eldest and millenials could proove to be highly beneficial. 

Reverse mentoring: you’ve certainly been saying prose without knowing it!

I recently read 2011, Lisa Quast from Forbes wrote an already highly accurate article that raise my awareness about this topic. Reverse monitoring is not a brand new concept.

Indeed, if you are concerned about educating your company, benefiting from millenials ideas and knowledge on technologies, expectations and habits to be melt with knowledge and company’s core culture could proove to be a real benefit.

You are a decision maker, worried about the futur of your company and aware of the major impacts of the digital on the world economy and want to benefit from it?

Have you hired young people or young experimented people? Then you might be on the path of reverse mentoring. (For my own psychological sake, I will not define “young” :-))

How can you do it?

It’s not only about hiring youg people with great ideas. It’s  not on ly about hiring young people!

When it comes to digital, it “doesn’t just mean increasing digital investments. It means thinking and acting digital first”

Reverse mentoring must be seen as a programme with clear objectives and expectations and dedicated resources.

garfieldscaleI would also add it requires a real agilty in terms of organization based upon trust and transparency between the stakeholders. Others can list also the need of pushing away the barrier of status also. And I agree with that!

Personally I would insist on the mutual listening. Because listening is important but understanding is too! It implies acceptation. Not only from the eldest. But also from the newcomers. Are they diplomatic enough, will they keep being motivated once they’ll be confronted to company’s constraints?

What are the benefits?

RenaultSelfie

All this for a selfie with the CEO? This selfie is not just a selfie. It’s a commitment and sign of trust.

This helps to increase the level of awareness of your company’s stakeholders on how it is important to embrace new technologies, new trends and be confident in the youngest workforce or newcomers who still have to progressively within the company.

It is also a sign of mutual assistance. Many CEOs might have simply rejected the idea of taking such a picture. But I think this gesture can directly help the digital teams to be seen as teams that matter and are key for the future of the company or at least for the future communications of the company! And it shows how important are digital transformation and young people for Renault.

It is also about giving confidence and depassionate worries about social networks.

Am I going to be followed as a CEO on Twitter? What can I share? How do I use it? Do i use it correctly? Do I have to answer to all the solicitations I receive on my Linkedin?

All this, through specific program can also help non tech savvy become more educated about it and more efficient as it is already done within Mastercard since 2011.

What are the risks?

It’s all about digital transformation! You can simply not make “as if” you were not aware of the situation. This transformation is happening whether you like it or not.

Being on social medias is not about taking risks, it’s about having the opporunity to engage directly with your customers, detractors, potential candidates. Besides, in case of crisis it is a sign of real transparencyby demionstrating that you are able to use all the available tools in order to disseminate your message.

A lot has till to be done, if you consider that only  68% of Fortune 500 CEOs did not have any social media presence (not even on LinkedIn!) How could other executives in these companies be really confident in opening their own social media presences? But of course things are changing!

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I focused a lot on technologies or digital transformation but do you think of other company’s challenges that could benefit from reverse mentoring?

Do you know or are part of reverse mentoring programme. If so, what are your main feedbacks?

What do you think are the challenges leadership has to face due to such change in companies behaviours?