Intervention auprès des étudiants de 3e bac en marketing de la haute école entrepreneuriale EPHEC, le 25 novembre 2019. ▼ Connect LinkedIn : linkedin.com/in/dmlg SlideShare : slideshare.net/denysmalengreau Twitter : twitter.com/d_mlg Periscope : periscope.tv/d_mlg YouTube : bit.ly/d_mlg

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Corporate social media
communication
25 November 2019
EPHEC, Brussels

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1. Understand context
2. Prepare corporate social media communication
3. Leverage best practices & examples
Agenda

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1. Understand context

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Top
▼
Down
Knowledge retention
Centralised
Authority-based
Flat ►
Knowledge distribution
Decentralised
People-based
Analogue Digital
Faith in a few Trust at scale

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Local → Institutional → Distributed
Taken on peers
In the hands of the masses
Transparent
Shift
Taken on faith
In the hands of a few
Behind closed doors
Taken on neighbours
In the hands of the tribe
Transparent
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Sources: Rachel Botsman, Edelman PR

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Source: Airbnb
Trust at scale

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~Rachel Botsman, leading thinker and author on trust
in the modern world
« We've stopped trusting institutions
and started trusting strangers. »

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Trust and influence now lie more
with individuals* than they do
with institutions.
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*for better and worse

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Activity Mobility
+
Conversational web Smartphone
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Accessibility
Price ▼ + broadband ▲
+
Where the paradigm takes shape
Technological innovation leads to social innovation

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Accessibility Activity Mobility

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Accessibility Activity Mobility

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● Oneweb.world (Softbank Group)
● Internet.org (Facebook); Aquilla/Athena
● Loon.co (Google)
● Spacex.com (Starlink)
● Earthnow.com (Airbus, Softbank Group, Bill Gates,
Greg Wyler/OneWeb)

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What happens in an Internet minute in 2019
Source: Visual Capitalist (March 2019)

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« We are neither online nor
offline, but onlife. »
~Prof Luciano Floridi, Oxford Internet Institute, University of Oxford
The Onlife Manifesto

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2. Prepare corporate social
media communication

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2000 2010 2020
Corporate branding
Brand search and perception through:
2030
?
Company
contact
details
Website,
client
reviews
Voice tech,
wearables,
non-human
influencers,
bots
Social media,
online reviews,
human
influence(rs)
+ + +

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Before the social media era
From unidirectional communication
Emitter ReceiverMessage
Stakeholders

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To multidirectional communication
The traditional scheme must adapt to social media
Emitter
Receiver
Receiver
Emitter
Monitoring E/R
E/R
E/R
E/R
E/R
Stakeholders
Message

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Today’s focus
Digital Marketing
Search Social
SEO SEA SMM SMO
Organic
Long-term impact
intangible ROI
awareness
Organic
Long-term impact
intangible ROI
awareness
Paid
Short-term impact
Tangible ROI
Conversion
Paid
Short-term impact
Tangible ROI
Conversion

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Corporate branding
Social media communication: the basics remain
Outcome Objectives Audience Message Channels

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Outcome
Set out an outcome that is to be achieved through social
media presence.
Example: KLM as the airline with the best customer service
on the planet.

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Set SMART objectives + KPIs
● Simple
● Measurable
● Ambitious
● Realistic
● Timely
Example to be transformed into SMART objectives:
Develop a more modern image using social media.

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Audience: the existing + persona
Needs and expectations:
Brakes and fears:
To say / not to say:
Areas of interest:
« An iron hand in a velvet
glove. »
Social networks
Smartphone app
Computer time
E-commerce
Radio, tv
Computer
Smartphone
Motor vehicle
Garments
Brands
Louise, 43, Brussels
Economic journalist, La Libre
Mother with 3 children
She tries not to work at night
Interested in new technologies

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Message

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6M
Focus on your target's behaviour
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1,3B 600+M
2,5B
330+M 430+M
1+B 200+M
? ?
?
?
?
80+M
1,1B
Channels

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And adapt to the
fast-changing
ecosystem —constantly
train yourself and tweak
your strategy
accordingly.
Source: New York Times

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Tools for social media communication
● tweetdeck.com
● twitteraudit.com
● hashtagify.me
● instagram.com/explore/tags/[hashtag]
● app.photerloo.com/instagramhashtag
keywordingapp
● hypeauditor.com
● fanpagekarma.com
● Hootsuite
● Buffer
● bitly.com
● giphy.com
● pixabay.com
● lumen5.com
● animoto.com

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3. Leverage best practices & examples

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Most folks solely care about what you have to give them they
like. Do not expect a win-win with most of them + remember: No
post is always better than feeding social media with bullsh*t.
1. Think value creation
Runtastic sells a sport app and
ad hoc programmes. The value of
social media communication lies
in a blog to help people improve
their lives.
Source: Facebook

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2. Do less better
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Abundance creates scarcity of attention
Source: TIME

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3. Stick to entertaining, inspirational and
informative content
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Reconsider the 80/20 pareto rule as directly promoting
your offering is antinomic to people’s motivation to use
social media.
Case: French politicians
Emmanuel Macron and Benoît
Hamon both tweeted on 29 June
2017. The first tweeted the official
presidential portrait
while the second tweeted about
junk food and hedonism.
Result: 30k RTs for the portrait, 82k
for the junk food.
Source: Twitter

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4. Plan ahead what polarises broad attention
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Leverage events that you can anticipate for your social
media communication. Whether they are general public
events (e.g. Christmas) or sectorial ones, they both
polarise extra attention.
Source: Twitter

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5. Recurrences foster loyalty
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Consistency on a defined basis may help you get your followers
back over time to see what is up with the daily / weekly /
monthly concept of yours they do appreciate to follow.
Case: #MondayMotivation - Every
Monday (or almost), Twitter sees
#MondayMotivation trending
worldwide as people tweet using the
hashtag.
Result: The #MondayMotivation
hashtag polarises attention and
generates engagement on a weekly
basis.
Source: Twitter, Hashtagify

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6. Invest in content that proved to have legs first
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If you consider investing your money in ads to boost
your brand’s exposure, make sure to leverage what has
proved to go well in the first place.

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7. Know your goals: awareness is not conversion
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Advertising on social media mainly relies on two main
objectives: raising awareness around your brand
through exposure (CPM) or getting people to act for
something (CPC)

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8. Please algorithms, work natively
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Algorithm recipes are subject to platform’s will for change.
Always keep an eye close to the latest news to adapt your social
media strategy accordingly.
Case: In early 2018, Facebook
announced the biggest
algorithm change to date with a
focus on people’s interactions,
putting groups in the spotlight.
Result: sociology shows that
Facebook’s new algorithm
contributed to the rise of the
Yellow Vests in France.

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9. Content is king, context is queen.
Content quality matters, but context management is even more
important for top-notch engagement.
Case: During the 2014 FIFA World
Cup, Uruguayan player Luis Suárez
allegedly bit Italian player Giorgio
Chiellini in a sequence that quickly
went viral online. The Snickers
jumped on the news and tweeted
using #WorldCup quickly after.
Result: Snickers’ tweet went viral. It
was shared near 40k times and liked
near 20k times.
Source: Twitter

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10. Be swift and reactive, but mind the blunders
Being reactive to context may help the organisation leverage
extra attention from the news. This does not mean every
trending topic should be considered for communication.

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11. Use the right communication codes
Do not use hashtags on LinkedIn they way they
are used on Instagram. Every platform has its
own communication codes + follow up, change
comes fast.

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12. Feedback matters, do not ignore it
Whether positive or negative, feedback is important to take into
account. Beware of detractor typology before following up.
The legitimate moaner - Solve the problem or explain the company's position
on the issue. Try to make the debate public to reassure (future) customers.
The masked competitor - Respond with respect and politeness. File a
complaint if the deception is obvious.
The critic - Publicly acknowledge that their ideas are good and that you will
pass them on. Do not promise anything.
The polemicist or the troll - Refocus the debate. Isolate them from the rest of
the community by addressing them by private message. « Don’t feed the troll. »

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13. Seek engagement, not followers.
In a world where fake followers, likes and comments
mushroom across social media to falsely boost a brand’s
perceived image, striving to drive meaningful conversation
becomes the number one metric to look at.
Source: Twitter

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And yet,
conversation is not
the Grail as bots
get smarter, in
numbers.
Source: The Guardian

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Also, beware of User-Generated Content (UGC)
Dunning-Kruger effect

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14. Social media is used, not owned. Back up!
Think of social media as a place you rent “for free”. Everything
you put there is the platform’s property. Always back up and
get a copy on your website.
Case: LinkedIn quietly introduced a
setting update which prevents
users to retrieve emails from their
connections in 2018.
Result: Those who did not back up
frequently lost the benefit of a key
feature.
Source: TechCrunch

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1 Think value creation
2 Do less better
3 Stick to entertaining, inspirational or informative content
4 Plan ahead what polarises broad attention
5 Recurrences foster loyalty
6 Invest in content that proved to have legs first
7 Know your goals: awareness is not conversion
8 Please algorithms, work natively
9 Content is king, context is queen
13 Seek engagement, not followers
11 Use the right communication codes
12 Feedback matters, do not ignore it
14 Social media is used, not owned. Back up!
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10 Be swift and reactive, but mind the blunders

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