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?
1. How to use social media to develop your brand
and your business?
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Communication Agency sports brands & Media
16. DON’T FOLLOW THE WRONG GOAL!
« 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
17. HOW TO BUILD YOUR DIGITAL STRATEGY?
17
Source : Chris Wilson – http://www.flickr.com/photos/freshpeel/4119488617!
18. QUANTITY VS. QUALITY
Repartition:
Number of fans: Engagement level:
18
Source : SocialFight – CiberCité, Nov. 2012!
19. MEMBERSHIP LIFE CYCLE FOR ONLINE COMMUNITIES
Crédit illustration : Dion Hinchcliffe – http://blogs.zdnet.com/hinchcliffe! 19
20. THE ENGAGEMENT PROCESS FOR ONLINE
COMMUNITY MEMBERS
LOYALTY
ADVOCACY
ADOPTION
AWARENESS
20
22. STOP TALKING ABOUT YOU!
« Brand content begins
when brands stop talking
about themselves and
their products ».
Jean-Noël Kapferer
23. BRAND CONTENT EFFICIENCY
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 !
24. HOW TO CREATE A QUALITY BRAND CONTENT?
A sticky message
A great storytelling
A brilliant execution
24
26. WHAT MAKES A GREAT STPORYTELLING?
« People don’t buy
what you do,
they buy why you do
it. »
Simon Sinek
27. 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
28. 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!
29. BEAUTY – CHAMONIX
High quality pictures every morning and late afeternoon!
Cool & philosophical quotes from the greatest climbers and skiers
of the mountain sports History.
30. SCARCITY – MONTAGNE TV
“Behind the scene” & “making of”
pictures and special comments
from Directors, Editors,… even the
CEO!
Crédit photo : Wooloomooloo – Montagne TV!
31. SURPRISE – SNCF
Don’t bother people. Surprise them! They will remember you.
32. SUSPENSE – EIDER / GORE
Suspense is magnet for attention = Let’s play!
33. HUMOUR – FOLLOW US
People love to have fun and to be entertained!
35. 5 STEPS 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
35
36. THE FACEBOOK EDGERANK
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!
37. TIMING IS KEY!
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!
38. ENGAGE & INVOLVE! “Tell me and I will forget,
Show me and I may remember,
Involve me and I will understand.”
Sources : “Understand people, technology!” by BannerBlog – Feb. 2009!
39. SOCIAL MEDIA & REAL LIFE
“We no longer
communicate in silos.
Everything is now
connected.”
Grégory Pouy
40. CASE STUDY - MAMMUT
150th Anniversary
+129K
Fans on Facebook
+1M
Views on YouTube
10 755
Followers on Twitter
#1
Longest event ever achieved in the
outdoor industy
+220
Videos on Mammut’s
YouTube Channel
Credit : PHOTOPRESS/Mammut/Thomas Ulrich!
41. RETAIL SHOPS & BRANDS E-REPUTATION &
COMMUNITY DEVELOPMENT
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.
43. 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
44. 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.
45. TAKE IT EASY!
Yes… Yes…
It will take time. It’s OK to start small.
46. EUROPE USA CANADA
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Tel. + 33 (0) 450 275 349
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info@switchconsulting.fr
www.switchconsulting.fr
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