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How to use social media to develop your brand
             and your business?




               ISPO Snow Ice & Rock Summit
           february 4-6, 2013 – München, Germany
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)...
Experiential Marketing & Digital   Touristic destinations, outdoor
   Communication Agency               sports brands & Media
INTRODUCTION
A LITTLE STORY OF…
…A MASSIVE FAIL!




                   6	
  
…A MASSIVE FAIL!




                   7	
  
INTRODUCTION




               « brands become people
                   and people become
                        brands »

               Pierre Bellanger (CEO of Skyrock &
                              Skyblog)
1. WHY YOU SHOULD USE SOCIAL MEDIA?
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!
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, but the size of their
                             community »

                   Chuck Brymer (Dirigeant de DDB Worldwide)




                                                               16	
  
HOW TO BUILD YOUR DIGITAL STRATEGY?




                                                                             17	
  
Source : Chris Wilson – http://www.flickr.com/photos/freshpeel/4119488617!
QUANTITY VS. QUALITY




        Repartition:




        Number of fans:                        Engagement level:




                                                                   18	
  
Source : SocialFight – CiberCité, Nov. 2012!
MEMBERSHIP LIFE CYCLE FOR ONLINE COMMUNITIES




Crédit illustration : Dion Hinchcliffe – http://blogs.zdnet.com/hinchcliffe!   19	
  
THE ENGAGEMENT PROCESS FOR ONLINE
              COMMUNITY MEMBERS




                                   LOYALTY
                        ADVOCACY

             ADOPTION


       AWARENESS




                                             20	
  
HOW TO GET HEARD & SEEN ON THE WEB?
STOP TALKING ABOUT YOU!




 « Brand content begins
when brands stop talking
  about themselves and
    their products ».

     Jean-Noël Kapferer
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 !
HOW TO CREATE A QUALITY BRAND CONTENT?




              A sticky message

              A great storytelling

              A brilliant execution

                                         24	
  
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 what you said, but
                  they will always remember how you
                            made them feel.”
                        Tony Hsieh, CEO of Zappos.com
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!
BEAUTY – CHAMONIX

High quality pictures every morning and late afeternoon!

Cool & philosophical quotes from the greatest climbers and skiers
of the mountain sports History.
SCARCITY – MONTAGNE TV




     “Behind the scene” & “making of”
     pictures and special comments
     from Directors, Editors,… even the
     CEO!




Crédit photo : Wooloomooloo – Montagne TV!
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
                            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	
  
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!
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!
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!
SOCIAL MEDIA & REAL LIFE




      “We no longer
communicate in silos.
   Everything is now
        connected.”
             Grégory Pouy
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!
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.
4. MESSAGES TO TAKE HOME
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
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.
TAKE IT EASY!




   Yes…                   Yes…
     It will take time.     It’s OK to start small.
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




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How to use social media to develop your brand and your business?

  • 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
  • 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!
  • 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