Social Media and Business
Mercedes on Instagram: I think Mercedes totally gets the use of social media to promote its brand. With its "build your own Mercedes" campaign, customers can choose everything and make their own creation by just clicking on the different parts of the car.
IKEA on Pinterest:
With both IKEA and Pinterest are fantastic places to get lost. And when you put them together...it's not! Now with Pinterest, IKEA's ready-to-go furniture has become so much more than strolling around a huge warehouse searching for that perfect couch. Now, it's one giant, fabulous, crafty DIY project. Because of the visual and easy-to-share aspect of Pinterest, IKEA decorative hacks have spread like wildfire.
IKEA has taken full advantage of Pinterest and are using it to make their brand become so much more than it was before.
It is not always obvious for companies to use social media effectively. A lot of businesses does not know how to choose the right social media strategy to promote their brand. It is important to have a good social media marketing plan. But what is a good social media marketing plan? I would say it is when the campaign keeps your attention the whole time. Maybe it can even makes you laugh or bring some sort of emotion out in you.
Here is a first example of a successful campaign using social media: Oreo on VINE
The description on the Oreo Vine account reads: “See the world through our Wonderfilled lens”
Their vine account features mini hacks for ways to use an Oreo (#oreosnackhacks) and also some out of the box things like Oreo magic tricks, Oreo illusions and pop culture references featuring the Oreo.
So why does it work? It is so much more than a cookie and really a creative brand experience. Not only is the Oreo dunkable and delicious, but now it's funny, cute and spooky. Check out the Oreo in a spoof of “The Shining” below:
In this presentation at the Social Fresh conference Sarah Evans shares over 100 content marketing tools.
Whether we are in the case of a start-up of an SME or an international group, the use of social networks by the leader (or leadership) is a strategic topical issue.
In small structures, or start-up, the leader often has profiles on social networks where pro information versus personal information mix a little. Far from being awkward, on the contrary, it often gives it a social aspect that can serve the company. It benefits from its network and it gives it visibility. Moreover, its profiles are often followed the official profiles of the company. The leader of an emerging start-up is his first commercial, his business developer, sometimes the IT developer, its head of communications and marketing. It is normal that have a large network, and physical network is found on social networks, personally. It is logical that put this network for the benefit of his company in the making.
The situation is changing with the growth of the company. It becomes more difficult for the leader to maintain the same level of closeness with all his contacts and to embody the image of the company itself. It keeps an important and qualitative network, but its communications team will establish formal channels to communicate.
In SMEs and Major accounts, speaking out on social networks is less "personal and spontaneous." The management team communicates primarily there to share company news, relay information about its industry, or in rare cases, to exclusive ads.
We often forget that the leadership profiles are an interesting means of communication to make some announcements in preview on the company (partnerships, signing contracts, new offer, ...). These profiles have the advantage to humanize communication, possess a natural authority, to provide a character both official and exclusive which can be interesting in some cases. In addition, they have the advantage of reaching a much wider audience.
Indeed, we will find it easier on the profile of the leader of the journalists, institutional, partners or other influencers and strategic contacts, when we will find more customers to the company's accounts.
These structures have a vested interest to capitalize on the profiles of their leader and to regard them as full-fledged communication channels.
Obviously, all the leaders are not present on social networks. This is a loss for the company, which can be easily remedied by relying on marketing automation tools like Sociallymap. Sociallymap allows to set up a broadcast scenario for automatic relaying the company's information selected by the COM team in consultation with management, the profiles of the leadership team. This is what we call the "Ambassador Program". In the latter, influential profiles identified in the company are integrated in the communication strategy .. Sociallymap then shall disseminate the right information on the right profiles at the right timing and the right format. The marketing automation is an ally in the development of this kind of strategy.
Here are two "mapping" for leaders and their entourages to benefit from a qualitative and regular animation profiles, without any effort.
Guillaume Houlier and Taissa Charlier are respectively co-founder and Head of Social Media for the Swiss Agency Details. Specializing in the luxury sector, the agency works with prestigious brands such as L'Oreal, Nespresso, Nestlé, Cartier, Hublot, Corum, Valmont, Air France ... Let's learn more about the specifics of digital communication and community management using by the firms in the luxury sector.
Can you introduce your agency and your customers?
Details was born in 2004 as a pure digital agency. After more than 10 years of experience and numerous achievements integrated campaigns, Details is now positioned as a communications agency in digital focus, but with a cross-channel know-how . If we were to define the agency in one sentence I would say this: we have a digital DNA strong, but we deploy integrated communications strategies and multi-media that mix culture brand and user orientation. Our goal: to create stories, emotions that resonate in people's lives.
The agency is organized into three business units: Digital + Print, which is responsible for the production of websites, mobile applications and advertising campaigns, Social Media BU which delivers strategies on social networks but also operational with community management and social advertising, and finally the BU Performance which is responsible for e-commerce, SEO and new products. Our customers are historically in the luxury sector and watches, with prestigious references such as Hublot, Vacheron Constantin, Corum, and many others. Over the years we have worked in various sectors like FMCG (fast moving consumer goods) with Nestlé Nespresso, L'Oreal and more institutional sectors such as banking or automobile with Honda, Infiniti, Mazda.
What are the objectives of the luxury brands that invest the digital?
The overall objectives of a luxury brand in the digital are quite simple and universal: the highlighting of products in a distinctive world, aesthetic and luxurious. Much of the strategy is based on brand awareness, desire, inaccessibility, but the importance of the drive to store is just as real for luxury brands. The consumer purchasing course must be more streamlined and seamless, subtle and effective. The success of a 2.0 communication is based on the good agreement between the ON and OFF strategies. Be true to the values of the brand, highlighting the exclusive side of the brand, provide a setting, a recognizable universe. To distinguish, luxury brands rely increasingly on the promotion of the values and brand commitment, both for its partnerships, ambassadors and other actions. The site we made for Corum is a good example. The brand's commitments are highlighted with a storytelling strategy that makes the visitor's journey enjoyable while allowing to transmit powerful messages.
What are the preferred communication channels your customers?
In the era of digital electronics, communication channels are many, but some best practices must be observed. Globally, clients are asking more and more to redirect their actions towards a central point, their website. All other digital tools require adaptation of the brand's codes, but what matters is the cross-platform synergies. So we have more and more requests for social wall 'where the presence of a brand on social networks is concentrated in a touch point the .com brand. This increases the time to visit Internet, and provides strong visual and editorial consistency. The brand has more control over his communication.
The event-mini-sites are also increasingly preferred by our customers. They help increase traffic to their mother site, while communicating a differentiating manner on a key event for the brand. When we dwell on the watchmakers of communication over the last two years, we quickly realize the world of luxury événementialisation. Hublot is a good example for both the website Return to Antikythera, or Hublot Loves Football we have made. On the other hand, social networks are increasingly invested by luxury brands, even if for a long time past were reluctant to communicate on platforms considered 'Mass Market'. Instagram is particularly become the favorite network for many luxury brands. The commitment is very strong compared for example Facebook, and brands manage to show an aspect more 'real feel' that still they lacked it a few years ago.
Does the fact of working in the luxury sector pushes you to leverage innovative technologies?
Innovative technologies are obviously in the viewfinder, but even today, especially in the communication of luxury brands, trademarks favor mastered technologies. However we are increasingly asked for two aspects: the drive to store, for example with beacons, and 3D modeling. The latter allows for customization of models viewable on the sites. Customization and exclusivity are the essence of luxury brands we wonder about the best technologies available today to showcase their products in the most innovative way.
For luxury brands, what is the point of the event sites?
The interest of the event sites? This is relatively simple, when everyone is beautiful photoshoots press, cinema films etc. Make a event website is to stand out, develop its brand territory where competitors are not (yet). It is ultimately nothing less than another way out of conventional communication channels. We then speak of Awareness, Branding, reaching new targets, but also surprise the existing database.
What are the characteristics of community management in the luxury sector?
The tone of voice and the visual world are key. We are not talking price, promotion. This is to dream, to tempt, with a nice and polished communication. We must find the best compromise between push marketing (product only), and the highlighting of the same product in a universe. If we take the example of watchmakers, all publications that contain only products are those that work best. However, it is very important in the editorial calendar to think of conversational levels: each publication sends a key message. So in a publication will be put forward such expertise in other materials and in yet another technicality movements. Objectives include the brand awareness. We speak of course of reach, but still reach and qualified commitment.
Luxury brands are aimed essentially at a niche. Is not antithetical to communicate on mainstream networks like Facebook?
Again, it all depends on the way in which we communicate. It is important to think about the media, and adjust the tone of voice, but we must remain consistent with the brand communication objectives, both visually and in terms of moderation for example. Hermes and Dior are excellent examples on Facebook: a luxurious visual world, varied and engaging content with a single voice tone, sexy and differentiating.
What are the most appropriate social networks to the luxury sector?
Social networks that put forward most images and videos are the ones that work best. Platforms like Instagram, Pinterest and Vine are increasingly preferred by the marks as they allow just this 'contextualization' products, the prominence of the annexes interests of the trademark in connection with their DNA, but especially their visual universe.