How to use social media to develop your brand             and your business?               ISPO Snow Ice & Rock Summit    ...
ow   der                                           reat est p                                  Uta h : G Earth !          ...
Experiential Marketing & Digital   Touristic destinations, outdoor   Communication Agency               sports brands & Me...
INTRODUCTION
A LITTLE STORY OF…
…A MASSIVE FAIL!                   6	  
…A MASSIVE FAIL!                   7	  
INTRODUCTION               « brands become people                   and people become                        brands »     ...
1. WHY YOU SHOULD USE SOCIAL MEDIA?
A NEW PARADIGM                                INTRUSIVE                            PERMISSION                             ...
THE SOCIAL MEDIA REVOLUTION                              11	  
WHY PEOPLE LOVES SOCIAL MEDIA?                                 12	  
THE SOCIAL MEDIA MASLOW PYRAMID OF NEEDS                                           13	  Crédit : SMTT – Lombok Design!
WHY BRANDS NEED TO USE SOCIAL MEDIA?  80% of what is said about your brands is not said by your brand!
2. DIGITAL STRATEGY
DON’T FOLLOW THE WRONG GOAL!           « What make brands influential is not the size of                 their ad budget, ...
HOW TO BUILD YOUR DIGITAL STRATEGY?                                                                             17	  Sourc...
QUANTITY VS. QUALITY        Repartition:        Number of fans:                        Engagement level:                  ...
MEMBERSHIP LIFE CYCLE FOR ONLINE COMMUNITIESCrédit illustration : Dion Hinchcliffe – http://blogs.zdnet.com/hinchcliffe!  ...
THE ENGAGEMENT PROCESS FOR ONLINE              COMMUNITY MEMBERS                                   LOYALTY                ...
HOW TO GET HEARD & SEEN ON THE WEB?
STOP TALKING ABOUT YOU! « Brand content beginswhen brands stop talking  about themselves and    their products ».     Jean...
BRAND CONTENT EFFICIENCY         79% of the Internet users agree with Brand Content.         59% are pleased to share info...
HOW TO CREATE A QUALITY BRAND CONTENT?              A sticky message              A great storytelling              A bril...
WHAT MAKES A MESSAGE STICKY?Short and sweet!
WHAT MAKES A GREAT STPORYTELLING? « People don’t buy    what you do,they buy why you do        it. »       Simon Sinek
HOW TO MAKE A BRILLIANT EXECUTION?                  “ People may not remember exactly                   what you did or wh...
WHAT ARE THE 6 INGREDIENTS THAT CREATE FANS?         1.  Beauty         2.  Scarcity         3.  Surprise         4.  Susp...
BEAUTY – CHAMONIXHigh quality pictures every morning and late afeternoon!Cool & philosophical quotes from the greatest cli...
SCARCITY – MONTAGNE TV     “Behind the scene” & “making of”     pictures and special comments     from Directors, Editors,...
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 ?
5 STEPS TO USE SOCIAL MEDIA  1. Establish your editorial guidelines to stick to your global                            str...
THE FACEBOOK EDGERANK  Algorithm determining status visibility  on Facebook timeline.  Only 16% of status are seen (on ave...
TIMING IS KEY!Best community engagement (B2C) :Facebook : Wed. Tuesday & Friday, in the lateafternoon, 2 or 3 times a week...
ENGAGE & INVOLVE!                                                             “Tell me and I will forget,                 ...
SOCIAL MEDIA & REAL LIFE      “We no longercommunicate in silos.   Everything is now        connected.”             Grégor...
CASE STUDY - MAMMUT           150th Anniversary           +129K           Fans on Facebook                                ...
RETAIL SHOPS & BRANDS E-REPUTATION &                     COMMUNITY DEVELOPMENTiPad close to the cashier to leave a comment...
4. MESSAGES TO TAKE HOME
YOU HAVE TO PLAY TO PLAY !                                  « You can’t buy                                attention anymo...
JUST DON’T DO IT TO DO IT! Marketers need to create and test new social media experiences that are not generic but relevan...
TAKE IT EASY!   Yes…                   Yes…     It will take time.     It’s OK to start small.
EUROPE                           USA                  CANADAParc des Glaisins 	             1060 Tiger Tail Dr   1029 Rue ...
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How to use social media to develop your brand and your business?

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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?

  1. 1. How to use social media to develop your brand and your business? ISPO Snow Ice & Rock Summit february 4-6, 2013 – München, Germany
  2. 2. ow der reat est p Uta h : G Earth ! on 267 ski areas, 26 tinentscountries, 5 con Play hard ,w hard ork eve er ! n Armelle Solelhac The sAround Love f Rider orld® In Heaven( rom Ja pan! W ly)...
  3. 3. Experiential Marketing & Digital Touristic destinations, outdoor Communication Agency sports brands & Media
  4. 4. INTRODUCTION
  5. 5. A LITTLE STORY OF…
  6. 6. …A MASSIVE FAIL! 6  
  7. 7. …A MASSIVE FAIL! 7  
  8. 8. INTRODUCTION « brands become people and people become brands » Pierre Bellanger (CEO of Skyrock & Skyblog)
  9. 9. 1. WHY YOU SHOULD USE SOCIAL MEDIA?
  10. 10. A NEW PARADIGM INTRUSIVE PERMISSION MARKETING MARKETING SPECIAL COSTS SPECIAL COSTS §  Intrusion §  Permission §  Mass §  Authenticity §  Anxiety §  Trust / Engagement 10  Crédit illustration : http://blog.kiano.com – Copyright © 2009!
  11. 11. THE SOCIAL MEDIA REVOLUTION 11  
  12. 12. WHY PEOPLE LOVES SOCIAL MEDIA? 12  
  13. 13. THE SOCIAL MEDIA MASLOW PYRAMID OF NEEDS 13  Crédit : SMTT – Lombok Design!
  14. 14. WHY BRANDS NEED TO USE SOCIAL MEDIA? 80% of what is said about your brands is not said by your brand!
  15. 15. 2. DIGITAL STRATEGY
  16. 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. 17. HOW TO BUILD YOUR DIGITAL STRATEGY? 17  Source : Chris Wilson – http://www.flickr.com/photos/freshpeel/4119488617!
  18. 18. QUANTITY VS. QUALITY Repartition: Number of fans: Engagement level: 18  Source : SocialFight – CiberCité, Nov. 2012!
  19. 19. MEMBERSHIP LIFE CYCLE FOR ONLINE COMMUNITIESCrédit illustration : Dion Hinchcliffe – http://blogs.zdnet.com/hinchcliffe! 19  
  20. 20. THE ENGAGEMENT PROCESS FOR ONLINE COMMUNITY MEMBERS LOYALTY ADVOCACY ADOPTION AWARENESS 20  
  21. 21. HOW TO GET HEARD & SEEN ON THE WEB?
  22. 22. STOP TALKING ABOUT YOU! « Brand content beginswhen brands stop talking about themselves and their products ». Jean-Noël Kapferer
  23. 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. 24. HOW TO CREATE A QUALITY BRAND CONTENT? A sticky message A great storytelling A brilliant execution 24  
  25. 25. WHAT MAKES A MESSAGE STICKY?Short and sweet!
  26. 26. WHAT MAKES A GREAT STPORYTELLING? « People don’t buy what you do,they buy why you do it. » Simon Sinek
  27. 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. 28. WHAT ARE THE 6 INGREDIENTS THAT CREATE FANS? 1.  Beauty 2.  Scarcity 3.  Surprise 4.  Suspense 5.  Humor 6.  The secret ingredientSource : J’adooore – The 6 ingredients that creates fans, Patricia Gallot-Lavallée, 2012!
  29. 29. BEAUTY – CHAMONIXHigh quality pictures every morning and late afeternoon!Cool & philosophical quotes from the greatest climbers and skiersof the mountain sports History.
  30. 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. 31. SURPRISE – SNCF Don’t bother people. Surprise them! They will remember you.
  32. 32. SUSPENSE – EIDER / GORE Suspense is magnet for attention = Let’s play!
  33. 33. HUMOUR – FOLLOW US People love to have fun and to be entertained!
  34. 34. 3. HOW TO USE SOCIAL MEDIA ?
  35. 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. 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. 37. TIMING IS KEY!Best community engagement (B2C) :Facebook : Wed. Tuesday & Friday, in the lateafternoon, 2 or 3 times a weekTwitter : Wed. & Sat., From 12h et 17h, 1 to 4tweets/hourYouTube : Monday to Wed., late afternoon, 1video/weekBlog : Weekdays only, from 6h to 12h, from 1 to3 article/weekSources : Kissmetrics, 2011 – Argylesocial 2012!
  38. 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. 39. SOCIAL MEDIA & REAL LIFE “We no longercommunicate in silos. Everything is now connected.” Grégory Pouy
  40. 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 ChannelCredit : PHOTOPRESS/Mammut/Thomas Ulrich!
  41. 41. RETAIL SHOPS & BRANDS E-REPUTATION & COMMUNITY DEVELOPMENTiPad close to the cashier to leave a comment on your Facebook pageabout the service or products available in the shop.CTA with Foursquare and/or Twitter to boost visits in your shops.
  42. 42. 4. MESSAGES TO TAKE HOME
  43. 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. 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. 45. TAKE IT EASY! Yes… Yes… It will take time. It’s OK to start small.
  46. 46. EUROPE USA CANADAParc des Glaisins   1060 Tiger Tail Dr 1029 Rue Longpré13 Rue du Pré Paillard   Riverside, Mascouche,74940 Annecy-le-Vieux   CA 92506 QC J7K 2X6France USA CanadaTel. + 33 (0) 450 275 349Cell. + 33 (0) 675 705 859info@switchconsulting.frwww.switchconsulting.frFollow us on

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