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!!!

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“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! 🙂

Digital: Think before logging in!

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I’m currently working on this project in order to share my thoughts regarding content,  social media, digital, brand strategy… And remember, before loging in, log out and think what are your audiences and customers expectations!

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Je peaufine actuellement le lancement de ce blog dédié aux contenus, médias sociaux, e-reputation, digital, stratégie de marques… D’ici-là, souvenez-vous, avant de se lancer, réfléchissez à ce qu’attendent vos audiences ou clients!

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Estoy trabajando al desarollo de este blog para compartir mis pensamientos a proposito de los contenidos, medios sociales, online reputacion, digital y strategia de marcas… Siempre recuerdas que el mas importante no es de connectar online sino de preparar lo para satisfacer sus audiencias y clientes!

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See you soon! A bientôt! Hasta luego!