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.

likeagirl1

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:-) )

godaddy

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.

3suisses

Some of the web users decided to answer by creating sarcastic content like the following:

3suisses2

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?

Brands: what’s your (hi)story?

Social media are not only about stories: history matters too! Let’s have a look on some brands history on the web!

Museum Monday by Mercedes

This is a recent example launched by Mercedes on YouTube. I discovered by reading the following article on the LuxuryDaily

Among the traditional videos meant to detail new car models and bragging for innovation efforts and luxury options, Mercedes shows its history is a huge argument of its never ending will to progress, innovate and… go fast!

I really like these short videos with its main character that makes me think of Ben Stiller’s role in “A Night at the Museum”. It’s humoristic (in particular because of the difficulties Uke is experiencing in order to shot his videos) and sharing this visit with him makes you feel privileged ( or worried 😉 )

This brings me to ask myself… what are the companies that are currently using their history as a content in order to create links with customers?

Since history can be really visual and therefore contributes to the empathy and engagement with your customers… but not only!

history as a source of innovation

Google

I immediately think of a company that doesn’t have a long story but which is so innovative and useful everyday: Google.!

I finally got disappointed by their timeline on their website… not really designed!

 

 

But obviously who could argue that Google is not an innovation driven company? We’ll have to check this in a few decades!

Disney1

Then I randomly thought of companies with a longer history and seems to be there from the start in my own memories!

Within cinema and entertainment industry, I should find a few example to illustrate it!

Pathé and Disney use Facebook in order to enlighten some milestones of their history.

Ok, I must admit it,  this Disney movie is one of my favourite! 🙂

 

Disney also designed a YouTube channel in which you can find interviews but also highlights on some Disney’s innovation during their history:

 

 History is not boring… It’s about telling stories and this can be fun!

 Johnson

Not boring… By claiming your milestones like Johnson and Johnson and bringing valuable content to your visitors: this content is not only professional and trustworthy but educational too!

 

What if we would like to add  some fun? Think of Lego!

Lego Group has clearly understood how history is important for a company that would like to last for more decades. Have a look at the 17 minutes short animated to discover the really amazing, inspirational and emotional story of Lego!

 

And if you just want a shot of fun… Check this out! ( I remember how painful it was)

 

 

Companies caring for their history want to last

All this shows that it is not only about selling… but about being present even by claiming your past and being proud of it!

I would say that one of the aim for brands like this is also to be emotionally attached in their customers mind as a historical reference. A brand that matter not only because of its own story but because as a customer and may be a fan of this brand, would you have ever imagined to have grown up without it?

My Life Without Lego... Could you imagine?

Even if the current digital world got us used to be confronted with brands with short lifetime, other companies, historical, are using the digital to show how big they are in our hearts, minds and life!

I recently read this really an inspiring book by Jim Collins about companies with vision and I’m convinced that finding inspiration through their history and their identity also help to create long lasting perception and reputation.

Do you think of other companies histories that could be used as leverages for their employees to be more inspired than ever and for engaging their customers to be part of their history for a few more decades?