The document discusses how to utilize social media for brand and business development, emphasizing the importance of community engagement and authentic content. It outlines practical steps for establishing a digital strategy, including shaping editorial guidelines, recruiting communities, and optimizing content visibility on platforms like Facebook and Twitter. Additionally, it highlights the evolving nature of communication in social media and the significance of meaningful interactions over mere advertising expenditure.

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. ow der
reat est p
Uta h : G Earth !
on
267 ski areas, 26
tinents
countries, 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. Experiential Marketing & Digital Touristic destinations, outdoor
Communication Agency sports brands & Media

4. INTRODUCTION

5. A LITTLE STORY OF…

6. …A MASSIVE FAIL!
6

7. …A MASSIVE FAIL!
7

8. INTRODUCTION
« brands become people
and people become
brands »
Pierre Bellanger (CEO of Skyrock &
Skyblog)

9. 1. WHY YOU SHOULD USE SOCIAL MEDIA?

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. THE SOCIAL MEDIA REVOLUTION
11

12. WHY PEOPLE LOVES SOCIAL MEDIA?
12

13. THE SOCIAL MEDIA MASLOW PYRAMID OF NEEDS
13
Crédit : SMTT – Lombok Design!

14. WHY BRANDS NEED TO USE SOCIAL MEDIA?
80% of what is said about your brands is not said by your brand!

15. 2. DIGITAL STRATEGY

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. HOW TO BUILD YOUR DIGITAL STRATEGY?
17
Source : Chris Wilson – http://www.flickr.com/photos/freshpeel/4119488617!

18. QUANTITY VS. QUALITY
Repartition:
Number of fans: Engagement level:
18
Source : SocialFight – CiberCité, Nov. 2012!

19. MEMBERSHIP LIFE CYCLE FOR ONLINE COMMUNITIES
Crédit illustration : Dion Hinchcliffe – http://blogs.zdnet.com/hinchcliffe! 19

20. THE ENGAGEMENT PROCESS FOR ONLINE
COMMUNITY MEMBERS
LOYALTY
ADVOCACY
ADOPTION
AWARENESS
20

21. HOW TO GET HEARD & SEEN ON THE WEB?

22. STOP TALKING ABOUT YOU!
« Brand content begins
when brands stop talking
about themselves and
their products ».
Jean-Noël Kapferer

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. HOW TO CREATE A QUALITY BRAND CONTENT?
A sticky message
A great storytelling
A brilliant execution
24

25. WHAT MAKES A MESSAGE STICKY?
Short and sweet!

26. WHAT MAKES A GREAT STPORYTELLING?
« People don’t buy
what you do,
they buy why you do
it. »
Simon Sinek

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. 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!

29. BEAUTY – CHAMONIX
High quality pictures every morning and late afeternoon!
Cool & philosophical quotes from the greatest climbers and skiers
of the mountain sports History.

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. SURPRISE – SNCF
Don’t bother people. Surprise them! They will remember you.

32. SUSPENSE – EIDER / GORE
Suspense is magnet for attention = Let’s play!

33. HUMOUR – FOLLOW US
People love to have fun and to be entertained!

34. 3. HOW TO USE SOCIAL MEDIA ?

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. 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. TIMING IS KEY!
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!

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. SOCIAL MEDIA & REAL LIFE
“We no longer
communicate in silos.
Everything is now
connected.”
Grégory Pouy

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 Channel
Credit : PHOTOPRESS/Mammut/Thomas Ulrich!

41. RETAIL SHOPS & BRANDS E-REPUTATION &
COMMUNITY DEVELOPMENT
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.

42. 4. MESSAGES TO TAKE HOME

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. 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. TAKE IT EASY!
Yes… Yes…
It will take time. It’s OK to start small.

46. EUROPE USA CANADA
Parc des Glaisins
1060 Tiger Tail Dr 1029 Rue Longpré
13 Rue du Pré Paillard
Riverside, Mascouche,
74940 Annecy-le-Vieux
CA 92506 QC J7K 2X6
France USA Canada
Tel. + 33 (0) 450 275 349
Cell. + 33 (0) 675 705 859
info@switchconsulting.fr
www.switchconsulting.fr
Follow us on