Conférence Labcom du 21 Mars 2013 sur les marques et leurs événements à l'ère du digital organisée par Anthony Babkine, Mounira Hamdi et Adrien Rosier.
Avec les interventions de qualité de :
- Eric Briones - Darkplanneur sur "Le cahier des tendances"
- Nathalie Badreau - Publicis Events sur "Les règles d'or de l'événement digital"
- Andy Kay - Innocent sur "Evenementiel et Digital, quand la marque Innocent rencontre sa communauté"
- David Rigot - TF1 sur "Comment TF1 rencontre ses publics à l'ère du digital"
Integrale présentation world café people and digital e reputation b2 b 12-07
Les marques et leurs evenements a l'ere du digital
1.
2. Laboratoire d’idées et d’échange,
LabCom est le lieu de rencontre
des professionnels de la
Communication et du Digital,
autour de conférences aux
thématiques innovantes,
tendances et prospectives.
3. Les conférences LabCom
sont organisées par :
@MouniraHamdi
@AnthonyBabkine
@AdrienRosier
Trois professionnels de la
communication et du
digital, fondateurs de
deux blogs spécialisés.
Les organisateurs
des conférences
11. igitalD
Digitaliser son événement ou événementialiser sa campagne digitale ? La communication
digitale est devenue une problématique majeure pour toutes les marques. Afin d’être
visible, les marques doivent rivaliser de créativité et d’ingéniosité.
Le chiffre:
48 millions d’internautes et
7.5% du trafic internet sur
mobiles ou tablettes.
Source : Comscore
12. édias sociaux et événementM
Les médias sociaux sont considérés comme des outils marketing importants par les
organisateurs d’évènements.
La prise de parole de certaines marques arrivent à séduire une partie de leur public mais
les médias sociaux leur permettent de la faire perdurer et d’amplifier sa diffusion.
Source : Etude Amiando 2012
18. Faire vivre la marque
Une communication animée, puissante et conviviale
19. ymbioseS
Fédérer une communauté autour d’une marque, transmettre un message,
convertir les participants en ambassadeurs actifs sont autant d’objectifs
communs au online qu’au offline.
event & digital
40. Conseil sur fond et forme
Recherche du Waou effect
Instant T/One shot
Conseil sur fond et forme,
Efficacité (ROI)
Recherche d’expériences
Immortalisation
L’event, pivot d’une stratégie de
communication globale
70. 71
Plateforme de marque
• les meilleurs fruits
• les meilleures recettes
• capacité d’innovation
• 100% naturel
• les bienfaits
nutritionnels des fruits
Bon Sain
• un ton unique
• le petit sourire
• la communauté
• agriculture durable
• packaging écologique
• empreinte carbone
• redistribution
CompliceEthique
80. Des gens sympas tricotent des
bonnets
Les bonnets sont mis sur les petites
bouteilles
Innocent reverse 20 cts pour chaque
bouteille achetée avec un bonnet
Les bouteilles sont vendues en
magasin
• L’opération se construit autour d’une grande
chaine de solidarité
Comment ça marche ?
86. 322k
likes
70k
followers
4.5k
followers
2.6k
followers
- we have healthy number of fans across the big two and are also getting traction on newer platforms
like instagram and pinterest
- we’re particularly proud of our rate of organic growth across all of our platforms (during non-campaign
periods) – people join us because they like what we do, not because we offer them something for free
- we also have a newsletter that goes out to 116k people every week
88. Brilliant basics
Track performance, learn, optimise
- Scary spreadsheet but shows that we think about every post - we track the amount of
likes/comments/shares that every FB single post generates – allowing us to determine what works
best in driving engagement and optimising our content accordingly
97. Same tone of voice in our one on one interactions as we
use on packaging. One that is natural, honest and
engaging
Get back to people as quickly as possible, invest time in
personalising each response and injecting creativity into
every interaction
Every time anyone gets in touch with us – whether
through social media, or more traditional contact
channels (phone, email, letter) we see it as a chance to
impress that person with the quality of our response and
turn them into a brand advocate (see envelope doodles
rio does for every letter she sends to a consumer – blows
people away)
98. 2. Don’t bang on about yourself
the whole time
5 things we’ve learned
99. -we’ve always shared random content on our packaging/blog/newsletter so that’s what we do on social
media.
100. -And because it is in keeping with the way we’ve always communicated, it has credibility
-And because we’re willing to talk about things unrelated to fruit, or innocent, our content is warmly
received
102. fooeey
(F.H.U.I.)
Funny Heartwarming Useful Interesting
A simple philosophy really – if what we’re going to post on social media isn’t either funny,
heartwarming, useful or interesting (or 2 or more of these things) then we won’t post it.
Your success on social media relies on constant engagement from your fans – we’ve found fooeey
gives us great engagement levels and hopefully you’ll have seen this coming through in all of the
content I’ve shared so far
107. - We might use their feedback to make product changing decisions e.g. veg pot recipe amends made
directly in line with feedback from rate and review, bertha, twitter and facebook feedback.
- Few things consumers like more than being able to actively shape their experience of your brand, but
it’s not all about product changing stuff – showing you’re listening can be much smaller, and day to day
108. 5. Don’t be afraid to try new things
5 things we’ve learned
109. If you ever look at our FB page or twitter feed, what is most striking is that you couldn’t guess what we’ll
post next. We don’t share any old crap, but we do try to create and curate a wide variety of stuff that we
think is worth sharing.
So you might see a mother’s day message one day
110.
111. 1. Be human
2. Don’t bang on about yourself the whole time
3. The philosophy of fooeey
4. Listen, learn, change
5. Don’t be afraid to try new things
5 things we’ve learned
112. Brand
page
% of
interaction 5.4% 0.6% 0.2% 1.9% 0.2%
% of total fans engaging* with our Facebook page, 2012 average YTD
The result: highly engaged fans
113. 114
87% of respondents have bought a smoothie in the last 3 months (6x more than UK brand tracker)
75% have bought juice in the last 3 months (5x more than UK brand tracker)
Question: When did you last buy innocent products?
Base: June ‘12 – post to innocent Facebook & Twitter followers 3465
High purchase frequency amongst our fans
114. “In an ever-changing social landscape, Innocent maintains a flexible and creative approach
underpinned by a clear understanding of the spirit of the brand, passion for the product, and a
desire to engage with people on a one-to-one level.” Social Brands 100, 2012
Ranked No.1 for use of social media
115.
116. We started as a group of friends who wanted to go
into business together
Developed an intangible thought to develop our
ideas from – we would try and develop something
that made life a little bit easier and a little bit better.
This rather simplistic thought led to two very
different ideas
Initially, equally excited about both.
117. Merci aux conférenciers,
partenaires et participants,
et rendez-vous le 6 juin pour la prochaine !
Les organisateurs du LabCom
Mounira, Anthony et Adrien
Notes de l'éditeur
Plate- forme tout-en-un ( site évènementiel, payement en ligne billetterie, QRcode, FacebookConnect, agenda synchronisé, outils promotionnels, gestion de projet, CRM, monitoring), Communautés identifiées ou ouvertes App pour une expérience Mobile et networking de l’event
Le tout virtuel ne prend pas.
Virallisation, puisque c’est ce qui transcende l’event
We started as a group of friends who wanted to go into business together Developed an intangible thought to develop our ideas from – we would try and develop something that made life a little bit easier and a little bit better. This rather simplistic thought led to two very different ideas Initially, equally excited about both.
We started as a group of friends who wanted to go into business together Developed an intangible thought to develop our ideas from – we would try and develop something that made life a little bit easier and a little bit better. This rather simplistic thought led to two very different ideas Initially, equally excited about both.
As you know, a lot of things have happened in France and not only because we have a new president. Two colours for the first semester : Orange & green, the first for our first steps in the marvellous world of chilled juice and the second for our scorecard of course !
We started as a group of friends who wanted to go into business together Developed an intangible thought to develop our ideas from – we would try and develop something that made life a little bit easier and a little bit better. This rather simplistic thought led to two very different ideas Initially, equally excited about both.
Heritage of talking to people. Used packaging to have a conversation
Pretty unusual to have packaging talk to you 10 years ago
Got out there and met people face to face through events
Invited people to write in, or even visit us. So for us the idea of existing and building relationships with people through social media was a no brainer – it was simply a natural extension of what we’d always done
We started as a group of friends who wanted to go into business together Developed an intangible thought to develop our ideas from – we would try and develop something that made life a little bit easier and a little bit better. This rather simplistic thought led to two very different ideas Initially, equally excited about both.
- we have healthy number of fans across the big two and are also getting traction on newer platforms like instagram and pinterest we’re particularly proud of our rate of organic growth across all of our platforms (during non-campaign periods) – people join us because they like what we do, not because we offer them something for free we also have a newsletter that goes out to 116k people every week
Authentic personal conversations- engaging with people on a 1:1 basis, willingness to have a conversation vs broadcast messages) Tone – honest, natural, engaging; an extension of our established brand personality Always on – responding to people in a timely fashion (especially on Twitter) – weekends and evenings Reporting and monitoring – we track the amount of likes. comments, shares that every Note – we can respond to up to a thousand tweets in a month, so sustaining this personalised approach is no mean feat.
- Scary spreadsheet but shows that we think about every post - we track the amount of likes/comments/shares that every FB single post generates – allowing us to determine what works best in driving engagement and optimising our content accordingly
while we focus on engagement we still want to ensure that we deliver the right mix of content all of our content needs to fall into one of these key content buckets - the challenge for us is to deliver high levels of content while still communicating our key brand messages in line with our content buckets
As well as curating our favourite stuff that’s out there (the ‘best of the web’) and sharing with our fans, we make the most of our in-house creative to produce bespoke content for our social platforms designed to deliver high levels of engagement. Fish made from discarded bottles, with a link to the sustainability pages on our site sits in the ‘sustainability and ethics’ content bucket Royal name generator (celebration of the Queen’s Jubilee) sits in the ‘branded random’ content bucket
Proactively engage our advocates to spread the love Surprise and delight our biggest fans - we sent a pair of socks, a free drink coupon at Christmas to our loyal fans and made them very happy
Involve our fans in actively shaping their experience of the brand – we asked them to submit their suggestions for what we put on the bottom of our bottles and chose 4 winners
Happy winners shared their Olympic experiences
Huge amount of reach for close to no spend Note – this is potential reach on Twitter (people who tweeted the hashtag x their followers)
Same tone of voice in our one on one interactions as we use on packaging. One that is natural, honest and engaging Get back to people as quickly as possible, invest time in personalising each response and injecting creativity into every interaction Every time anyone gets in touch with us – whether through social media, or more traditional contact channels (phone, email, letter) we see it as a chance to impress that person with the quality of our response and turn them into a brand advocate (see envelope doodles rio does for every letter she sends to a consumer – blows people away)
- remember that we’re in their space/feed - people are on facebook to talk to friends and share interesting content - don't bang them over the head with a barrage of marketing messages
we’ve always shared random content on our packaging/blog/newsletter so that’s what we do on social media.
And because it is in keeping with the way we’ve always communicated, it has credibility And because we’re willing to talk about things unrelated to fruit, or innocent, our content is warmly received
A simple philosophy really – if what we’re going to post on social media isn’t either funny, heartwarming, useful or interesting (or 2 or more of these things) then we won’t post it. Your success on social media relies on constant engagement from your fans – we’ve found fooeey gives us great engagement levels and hopefully you’ll have seen this coming through in all of the content I’ve shared so far
Always invited people to get in touch on our packaging
We’ve always tried to make decisions based on consumer feedback – banana free Social media gives us yet more channels to gain feedback through
We might use their feedback to make product changing decisions e.g. veg pot recipe amends made directly in line with feedback from rate and review, bertha, twitter and facebook feedback
- We might use their feedback to make product changing decisions e.g. veg pot recipe amends made directly in line with feedback from rate and review, bertha, twitter and facebook feedback. - Few things consumers like more than being able to actively shape their experience of your brand, but it’s not all about product changing stuff – showing you’re listening can be much smaller, and day to day
If you ever look at our FB page or twitter feed, what is most striking is that you couldn’t guess what we’ll post next. We don’t share any old crap, but we do try to create and curate a wide variety of stuff that we think is worth sharing. So you might see a mother’s day message one day
Or our take on the current hysteria around 50 shades of grey
Our content strategy is ensuring we deliver high levels of engagement with our fans this shows the % of Facebook fans engaging with our brand, easily topping other leading FMCG brands in the social space Engagement = liking, commenting or sharing our wall posts ie. the most valuable engagement as it creates stories about us in newsfeeds of their friends
And our ‘engaged fans’ are buying our products We asked our Facebook and Twitter fans to answer a few questions. 3500 people responded and the results showed that as well as interacting with our content, our engaged fans are buying our products. NOTE – as people who are more engaged with our brand on Facebook are most likely to see this post (and click on it), the most accurate description of this would be ‘high purchase frequency amongst our engaged fans’
And this is reflected in the fact that we are ranked no.1 for our use of social media: in the 2012 Social Brands 100 Note - we were 7th in 2011 – one of only 3 brands to stay in the top 10 in 2012
And us featuring in lots of presentations as a shining example of how to do social media well – coming to a social media conference near you
We started as a group of friends who wanted to go into business together Developed an intangible thought to develop our ideas from – we would try and develop something that made life a little bit easier and a little bit better. This rather simplistic thought led to two very different ideas Initially, equally excited about both.