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The goal of this presentation is to show how social media work and how to tap into it potential without necessarily spending a lot of money to build your brand e-reputation, to engage with your customers and to develop your business. We'd like to show you the best practices to adopt and the mistakes to avoid and the most useful tools to manage your community online.
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How to use social media to develop your brand and your business?
ISPO Snow Ice & Rock Summit february 4-6, 2013 – München, Germany
Armelle Solelhac
Utah : Greatest powder
on Earth !
Love from Japan! In Heaven(ly)... Riders Around The
World®
267 ski areas, 26
countries, 5 continents
Play hard, work even harder !
Touristic destinations, outdoor sports brands & Media
Experiential Marketing & Digital Communication Agency
INTRODUCTION
A LITTLE STORY OF…
6
…A MASSIVE FAIL!
7
…A MASSIVE FAIL!
« brands become people and people become
brands »
Pierre Bellanger (CEO of Skyrock & Skyblog)
INTRODUCTION
1. WHY YOU SHOULD USE SOCIAL MEDIA?
Crédit illustration : http://blog.kiano.com – Copyright © 2009!10
A NEW PARADIGM
INTRUSIVE MARKETING
PERMISSION MARKETING
SPECIAL COSTS SPECIAL COSTS
§ Intrusion § Mass § Anxiety
§ Permission § Authenticity § Trust / Engagement
THE SOCIAL MEDIA REVOLUTION
11
WHY PEOPLE LOVES SOCIAL MEDIA?
12
Crédit : SMTT – Lombok Design!
THE SOCIAL MEDIA MASLOW PYRAMID OF NEEDS
13
WHY BRANDS NEED TO USE SOCIAL MEDIA?
80% of what is said about your brands is not said by your brand!
2. DIGITAL STRATEGY
« What make brands influential is not the size of their ad budget, but the size of their
community »
Chuck Brymer (Dirigeant de DDB Worldwide)
16
DON’T FOLLOW THE WRONG GOAL!
Source : Chris Wilson – http://www.flickr.com/photos/freshpeel/4119488617!
HOW TO BUILD YOUR DIGITAL STRATEGY?
17
Source : SocialFight – CiberCité, Nov. 2012!
QUANTITY VS. QUALITY
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Number of fans: Engagement level:
Repartition:
Crédit illustration : Dion Hinchcliffe – http://blogs.zdnet.com/hinchcliffe!
MEMBERSHIP LIFE CYCLE FOR ONLINE COMMUNITIES
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THE ENGAGEMENT PROCESS FOR ONLINE COMMUNITY MEMBERS
20
AWARENESS
ADOPTION
ADVOCACY
LOYALTY
HOW TO GET HEARD & SEEN ON THE WEB?
« Brand content begins when brands stop talking
about themselves and their products ».
Jean-Noël Kapferer
STOP TALKING ABOUT YOU!
79% of the Internet users agree with Brand Content.
59% are pleased to share information with their friends when it is interesting.
Study Source: “La perception des contenus de marques par les consommateurs, by Panel exclusif Yahoo! France Février 2012!Photo credit : Red Bull !
BRAND CONTENT EFFICIENCY
24
A sticky message A great storytelling A brilliant execution
HOW TO CREATE A QUALITY BRAND CONTENT?
WHAT MAKES A MESSAGE STICKY?
Short and sweet!
« People don’t buy what you do,
they buy why you do it. »
Simon Sinek
WHAT MAKES A GREAT STPORYTELLING?
HOW TO MAKE A BRILLIANT EXECUTION?
“ People may not remember exactly what you did or what you said, but they will always remember how you
made them feel.”
Tony Hsieh, CEO of Zappos.com
WHAT ARE THE 6 INGREDIENTS THAT CREATE FANS?
1. Beauty 2. Scarcity 3. Surprise 4. Suspense
5. Humor 6. The secret ingredient
Source : J’adooore – The 6 ingredients that creates fans, Patricia Gallot-Lavallée, 2012!
BEAUTY – CHAMONIX
High quality pictures every morning and late afeternoon! Cool & philosophical quotes from the greatest climbers and skiers of the mountain sports History.
SCARCITY – MONTAGNE TV
“Behind the scene” & “making of” pictures and special comments from Directors, Editors,… even the CEO!
Crédit photo : Wooloomooloo – Montagne TV!
SURPRISE – SNCF
Don’t bother people. Surprise them! They will remember you.
SUSPENSE – EIDER / GORE
Suspense is magnet for attention = Let’s play!
HUMOUR – FOLLOW US
People love to have fun and to be entertained!
3. HOW TO USE SOCIAL MEDIA ?
1. Establish your editorial guidelines to stick to your global strategy
2. Prepare a monthly editorial railroad to be sure that you’ll cover and integrate all type of brand content and CTA
3. Recruit your community
4. Entertain your community regularly, but don’t over post
5. Moderate your community
5 STEPS TO USE SOCIAL MEDIA
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Algorithm determining status visibility on Facebook timeline. Only 16% of status are seen (on average) To optimize brand content visibility, remember this hierarchy :
1. Photos et videos 2. Links 3. Statuts
To improve your content virality, look for :
1. « Shares » 2. Comments 3. « Likes »
Sources : Kissmetrics, 2011 – Argylesocial 2012!
THE FACEBOOK EDGERANK
Best community engagement (B2C) :
Facebook : Wed. Tuesday & Friday, in the late afternoon, 2 or 3 times a week
Twitter : Wed. & Sat., From 12h et 17h, 1 to 4 tweets/hour
YouTube : Monday to Wed., late afternoon, 1 video/week
Blog : Weekdays only, from 6h to 12h, from 1 to 3 article/week
Sources : Kissmetrics, 2011 – Argylesocial 2012!
TIMING IS KEY!
“Tell me and I will forget, Show me and I may remember,
Involve me and I will understand.”
ENGAGE & INVOLVE!
Sources : “Understand people, technology!” by BannerBlog – Feb. 2009!
“We no longer communicate in silos.
Everything is now connected.”
Grégory Pouy
SOCIAL MEDIA & REAL LIFE
CASE STUDY - MAMMUT
150th Anniversary
+129K Fans on Facebook
10 755 Followers on Twitter
+220 Videos on Mammut’s YouTube Channel
+1M Views on YouTube
#1 Longest event ever achieved in the outdoor industy
Credit : PHOTOPRESS/Mammut/Thomas Ulrich!
iPad close to the cashier to leave a comment on your Facebook page about the service or products available in the shop.
CTA with Foursquare and/or Twitter to boost visits in your shops.
RETAIL SHOPS & BRANDS E-REPUTATION & COMMUNITY DEVELOPMENT
4. MESSAGES TO TAKE HOME
YOU HAVE TO PLAY TO PLAY !
« You can’t buy attention anymore.
Having a huge budget doesn’t mean anything in social media. The old paradigm was PAY to PLAY. Now you get
back what you authentically put in.
You’ve got to be willing to PLAY to
PLAY ! »
Alex Bogusky – Co-Chairman at CP&B
JUST DON’T DO IT TO DO IT!
Marketers need to create and test new social media experiences that are not generic but relevant to their own targeted audience.
Yes… It will take time.
Yes… It’s OK to start small.
TAKE IT EASY!
Tel. + 33 (0) 450 275 349 Cell. + 33 (0) 675 705 859 [email protected]
www.switchconsulting.fr
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