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…

Capture d’écran 2016-01-26 à 12.21.27

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.

Capture d’écran 2016-01-25 à 14.12.40

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)

Capture d’écran 2016-01-26 à 11.54.52

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!

hbo

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?

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.

20140413_190510_Mike-Ivankay_T60C3978-600x400

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!)

don't blink no text

Last Week Topic: is the latest Facebook search showing my posts?

Among the really huge amount of information around social medias last week, i could have spoken of YouTube Red, Back To The Future Day for instance, but Facebook’s announcement was really important too….

Indeed, I’ve been training employees for 4 years about social media stakes and challenges and I often use some time to remind them how important it is to be really careful on Facebook when it comes to privacy settings.

A new kind of Facebook search

This is all the more accurate that Facebook recently announced that the search on facebook will be extended to a certain amount of Facebook posts ( almost 2 trillion… what a big figure!). You are legitimately wondering if you should be concerned about your online reputation?

Of course, such search will bring the ability to find new content that really matters to you and your connections and brings even more instantaneity and localized content, yet when it comes to Facebook it is very natural to wonder if our data and more precisely our older posts wil not appear without our “consent” in the search results…

What is the current situation?

Until now, these updates are rolling out in US English on iPhone, Android and desktop but it is of course very likely to have it implemented progressively in other languages.

Search_Small

Of course, facebook reminds us that “search results are personalized and unique to you and, as always, you can only see things that have been shared with you” In other words, once you’ve decided to share something publicly, it will appear in the results… even if today, you can manually check each of your post and manage its visibility.

What can I do?

As a result with sometimes a decade of older posts indexed on the site, it is possible that you may not remember what privacy settings you attributed to which post and this, could lead to some posts unexpected to resurface.

Therefore, only your own management and regular checks on your settings can prevent you to have some content to be one day indexed and surprisingly appearing in the future. it would be also accurate to check regularly as you might already do it in Google what can be suggested to you through the facebook search.

Whatever, feel free in case you have any doubt to visit the Facebook support center here. I think It is indeed quite a challenge for Facebook to reassure its customers and users and therefore we can expect to have access to more details or settings in the future in order to manage this kind of situations.

If you need any additionnal information on online reputation management, please connect with me, either for advice, audit or training, i’ll be happy to help!

Social media engagement: do not think your community exists, you have to create it!

I’ve been writing a few times that content has to be designed according to the expectations of your customers. Easy to say no? I must admit we need to go a little deeper in this!

Share content expected by your community… once you know your community! What all this imply for someone who wants to take the leap of social media engagement on behalf of his company?

Identify your potential community…

It’s not only about gathering and getting new followers. You have to engage with them if you want to reach them. But before that you have to think of what people can really be valuable for your business… and as a result think of what valuable information you can bring to them.

Creating a contest with great prizes is generally used to do so. Yet people might want to win the contest because of the prize, not because it is you or your company that is giving the prize. In other words, you’ll have a huge amount of people who could connect with your social media account, with no future intentions of receiving any other things from you except this super travel you want to offer to them at the moment!

Cape-Town-Tourism-Facebook-App-Contest

Finally, If of course I can be really interested in travelling to South Africa, it is required to consider to what extent the community created around this event is really valuable or not. Of course, some will definitely go to South Africa one day, but the rest of it might be more opportunistic and would just have traveled there because they have won the price, not because they dream of it.

Speaking of dreams, it shows how important are emotions on social media as soon as you want to create a community. Sharing pictures on behalf of a company aims at creating emotions. Amex for instance shares pictures from concerts, fashion défilé etc…:

Capture d’écran 2015-02-25 à 16.41.39

Amex strategy is interesting because it its instagram account shows also events in which some of its customers are invited. So if you want to be part of the club, think of Amex! 🙂

Because in the end if you for instance intend to raise the awareness of your customers or of potential customers about your brand, the message can’t be only reduced to the products you are selling. You have to think for your community, before your own interest!

then you create your community!

Once you have defined a few ideas about what you think your community can be. You’ll create it: by sharing, listening, engaging, answering to their remarks, expectations, will, etc…

By doing it frequently but above all, accurately this will show you are committed to bring valuable information and discussions to these people. Since sharing content and information is key in every single content strategy you might design. You can’t afford to only fire and forgot a content when it suits you once in a while.

You have to be active, not only because algorithm are what they are, but above all because your community exists around the information you share and the interactions (RTs and favs for Twitter, Likes and share on Facebook, etc…) discussions that are linked to it. You create something with them, there must be a reaction. Like in this video for instance:

Accurately also means that you know when this activity happens!  I usually escape every article claiming that the key in terms of digital brand strategy is key moments to post. Of course there are some moments during which your community might be more connected. It implies that you know your community first! And then you might be able to determine what are the best moments to post your content.

As a conclusion I would add that again, all this implies that you are able to listen (see one of my previous post on that topic), understand, accept and react to your community comments and expectations. But relax, isn’t it what we do in real life?

Start blogging? 3 causes of stress and… satisfactions!

The first few articles I’ve already posted make me noticed how difficult it can be to be really invested and fully dedicated to design regular blog posts.

Creating valuable content is therefore a real challenge, and so it is for a brand that would like to increase its visibility on the web… without saying about a new amount of stress! Who said social media could help decrease stress?

This guy may feel stress because he is still using this old computer isn’t he?4ec20_185aa_Social-Media-Stress-e1336983593891

 1/ Time to be invested

dilbert

Finding ideas and inspiration is a daily exercise… Of course tools exist in order to be more reactive and to benefit of an “systematic monitoring and collection of topics” (personally I would add ScoopIt), articles that can be used as a starting point in your thinking.

Still, analyzing, elaborating a understandable frame in order to give an enlightning vision about it still requires time to think about it, and time to share this vision with others.

Adding visual elements is also dramatic in so far as you’ll have to find pictures, infographics and videos that are accurate and in line with the tone of the blog…. without even saying that you’ll also have to be sure that you have the rights to use it (this I have to learn fast!).

All this implies that you have to develop new competencies by finding accurate information, tutorials, understanding them and then apply them!

2/ Competencies to develop

WordPress culture: WordPress is a really good looking interface but as any tool… it is technical and therefore if the potential is high, so is the efforts in order to manage all the features available and not to be drown in it!

keywordsSEO techniques: I personnaly didn’t have a look at the plugins and tools sections for now on wordpress. I first want to handle properly the main setting of this blog editor. But seriously… when you hear of “keyword density”…Don’t you want to run away claiming that you are innocent? poor thing!

Graphic design: I really want to improve the blog’s visual identity in the coming month, in terms of templates used on WordPress as well as in terms of potential logos and pictures. This will also be linked with efforts to hae a more user-friendly interface.

3/ Fear over being read or not or making mistakes

I truely think that if you decide to start a blog you do it because you want to proove yourself that you are able to do it. As a result you also want to create the so called “valuable content”. A that is a huge source of stress indeed 🙂

Besides, you can also be followed by the fear of making mistakes. Writing things that are wrong, writing in an unapproriate manner or juts making spell mistakes or write gramatically incorrect. You can invoked a lot of reasons for not doing it. But by doing nothing, you’ll learn nothing!

Why continuing?

Woo_hoo_posterFirst, I’m really enthusiatic about creating this blog and sharing with you a few of my experiences. I also aim at growing my readers community and getting in contact with some of you in order to discuss such topics in the future. It is also a real luxury to do things we like!

Among the topics I imagine focusing on in the next few weeks, I’ll be detailing the potential of social web campaigns run on Instagram and Pinterest. I’m passionnate about photography so why not seizing the opportunity to share on some of my passions?

Feel free by the way to also connect with me on my Instagram account!

 

As you can imagine, i love travelling and therefore I’m also really inspired by tourism industry and will share some of my insights about this industry in the coming weeks!

In the meanwhile, I really thank all of you for your first impressions, share on social networks and advice! All this makes me grow! Hope to connect with you soon!

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!

massagechairs

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? 🙂

fansofchangi2

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…)

actsonfacts

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

JamesRodriguez

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!!!

Google SEO

“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

mainImage

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! 🙂