How to use social media to develop your brand and your business?

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…

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…A MASSIVE FAIL!

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…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

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WHY PEOPLE LOVES SOCIAL MEDIA?

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Crédit : SMTT – Lombok Design!

THE SOCIAL MEDIA MASLOW PYRAMID OF NEEDS

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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)

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DON’T FOLLOW THE WRONG GOAL!

Source : Chris Wilson – http://www.flickr.com/photos/freshpeel/4119488617!

HOW TO BUILD YOUR DIGITAL STRATEGY?

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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

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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

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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 info@switchconsulting.fr

www.switchconsulting.fr

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