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By In Social Media

Le social media demande le social !

content-strategy

Lors du dernier social media summit auquel j’ai assisté, j’ai été très surprise de voir à quel point l’importance d’un programme d’influenceurs était peu développée.

C’est un peu comme avoir un pays sans ambassadeur…Ou surtout, oublier le fondement de la “propaganda” depuis la nuit des temps : le pouvoir du bouche à oreille ainsi que le pouvoir de persuasion de certaines personnes au sein d’une société.

Be or not to be, la question n’est plus là

Pour les control freak de la brand Identity, c’est compliqué à assumer, je l’entends. Si on contrôle le reach d’une pub, la façon dont elle sera mémorisée révèle des sciences divinatoires.

Laissez-moi vous dire une chose : ce qui sort de votre zone de confort en vaut forcément la peine. Ce n’est pas parce que vous ne voulez rien voir qu’il ne se passe rien. La twittosphère n’a pas attendu que BHL crée un compte Twitter pour le parodier, personne n’a attendu que Jawad crée son compte Facebook pour inviter la moitié de la planète à une pyjama party chez lui.

Alexander Wang, grand créateur New-Yorkais avouait lui-même au New York Times qu’il pensait certaines de ses créations en fonction du rendu potentiel sur Instagram.

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Il y’a non seulement le quoi, mais le qui !

Mais on sait pertinemment que comme pour le Ice bucked challenge, le message doit être représenté puis amplifié pour les bonnes personnes pour être pertinent. Le poids de Johnny Hallyday faisant ses courses au Aldi du coin (admettez que le voir pousser un caddie doit être une expérience en soi) n’a pas le même que Mémé Josiane et son caddie à fleurs au même rayon.

Sauf si Mémé Josie a les cheveux roses et qu’elle est skate-board : là, vous tenez un concept, surtout si vous la snapchatter en train de chaparder dans les rayons des bouteilles de gin. Si en plus vous êtes  cette marque de gin, vous avez tout gagné.

Ou que Mamie Danielle propose sur BFM TV “d’apporter des fleurs à nos morts” fraternisant avec tous les musulmans de France : un compte Twitter est spontanément créé pour récolter des dons pour lui offrir un bouquet géantissime. Parce qu’on a tous besoin d’une Mamie Danielle à aimer et qu’il n’en a pas fallu de plus pour en faire la coqueluche positive des tragiques événements de novembre 2015.

internet-fleurs-danielle

Tomber amoureux de votre marque

 

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L’erreur pourtant ô combien répandue consiste à vouloir créer une histoire de contenu à travers des messages marketing basés sur des insights. C’est un peu comme sur un site de rencontre : vous avez la liste des arguments rationnels et descriptifs, mais personne n’est jamais tombé amoureux d’une liste de qualités, aussi extraordinaires soient-elles – à moins que vous n’ayez un voyage sur la lune dans vos expériences passées (et que vous garantissez n’avoir jamais eu de lien avec Louis Amstrong).

Tomber amoureux, c’est un feeling, une sensation indescriptible et incalculable, un mélange de phéromones et d’autres substances chimiques corporelles douteuses. Vous ne savez pas pourquoi vous aimez vos amis, pourquoi vous aimez votre frère ennuyeux ou pourquoi Nicki Minaj vous fascine (un secret entre nous, promis) ou encore comment François Hollande arrive à séduire coup sur coup des profils aussi variés que ses manches ne sont jamais ajustées.

En revanche, si la promesse que votre marque propose, son apport dans le quotidien ne matche pas avec les qualités intrinsèques de votre produit, vous aurez un problème de fidélisation. C’est ce qui est arrivé à notre ami François Hollande et qui a conduit au chef d’œuvre de la littérature française 2015 de Valérie Trierweiller.

4 étapes :

En conclusion, 4 étapes sont fondamentales et indissociables :

  1. Lâcher prise et baisser le brand-narcissism autour du content. Tout ce qui distraira ou informera votre audience vous rendra agréable à avoir dans son quotidien. L’attention et l’affection, ça se mérite. Si vous n’y arrivez pas, je peux vous conseiller la sophrologie ou l’hypnose, ça aide.
  2. Mapper et faire plaider votre cause aux bons avocats. Ceux qui font leur show devant la cour et dont tout le monde respecte l’avis, qu’il soit juste ou pas. C’est injuste, mais comme disait Thierry Ardisson, la vie est injuste.
  3. Engager votre audience en la reliant à une vraie expérience, proche de ses centres d’intérêts, pas de ceux de votre marque. Tout est valable, mais une règle prévaut : less is more. Les conseils de Coco Chanel ne s’appliquent pas qu’à la mode. Au plus simple, au plus efficace.
  4. Pousser votre contenu sur les supports via des incitateurs digitaux, numériques, traditionnels afin que votre contenu soit visible. Si certaines choses n’ont pas de prix, d’autres s’achètent. Chez nous, par exemple.

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By In #SxSW, Social Media

6 life lessons learned at #SxSW

I can’t believe it’s been a month since I set out to Austin for my very first #SxSW. Accompanied by three of my favorite geniuses and armed with an open mind, the necessary geeky stuff and a solid set of sneakers, I threw myself into this Texan adventure. And what an inspiring adventure it has been! Beside tons of smart insights, mind boggling innovations and clever thought processes, what I will remember most of all are the inspiring people I got to witness on and off stage. Now some of the Texan dust has settled, here are some of their life lessons that seem to have stuck with me:

  1. Embrace failure

In our results-oriented society, failure can be a difficult concept. We are hardwired with the desire to do well, win, be the best. But sometimes, you have to be willing and ready to fail, in order to come out on top. To trigger real change. Give yourself room to fail, and be smart about it: asses, learn and shift direction.

John Vary, innovation manager at John Lewiss: It’s ok to fail. The trick is to take the right risk, fail the right way.

Google’s Astro Teller: Failure drives progress. Fail often, hard and fast. It will give you the insights and mental push to get it right.

  1. Stay curious

Innovation was never found on the beaten track. An average kid asks 100 questions a day, whereas an average adult only asks 4. Why not embrace that kid in you, daring to question what you do and how you do it? Be curious about the world around you and its endless possibilities. Who knows what you might discover…

Producer & author Brian Grazer: Curiosity is a superpower. It’s a driving emotion that gives you courage to pursue those ideas you otherwise wouldn’t.

Nilofer Merchant: If we only look for one particular set of ideas, we miss everything else. If we’re curious enough to look further we can find an entire new solution for an old problem

  1. Find your place of authenticity, and stick with it

In a maturing online sphere, both consumers and brands are looking for authenticity. It’s all about creating meaningful connections. People don’t connect with organizations, they connect with people. So be human. Find your authentic voice and natural personality. It will help you break through the noise and create an emotional connection with the audience that matters to you.

Eva Chen: What makes you different? Find what excites you and let that enthusiasm shine.

Michelle Phan: People think they have to copy, but the beauty of the internet is that everyone can have their own niche market. If you’re being real – being yourself – people appreciate that.

  1. Remember that your project is only as good as the people involved

No matter how motivated and brilliant you might be, you’re just one person. Cherish what other people bring to the table. It’s how magic is created. Surround yourself with people that inspire you and bring value to your project. And be a team player, for heaven’s sake!

Spencer Griffin: Nobody is so good they can afford to be a dick.

Gary Vaynerchuk: I don’t give a fuck if you’re the best, learn to play with the other girls and boys or you’re out!

Decoded Fashion’s Liz Bacelar: It’s like baking a cake: focus on the right ingredients, the right people, and you can create beautiful results.

  1. Celebrate uniqueness

There are many ways to be good in the world. You’re the only one with your particular blend of goodness. Don’t be afraid to stand out. Celebrate your uniqueness and that of those around you.

Nilofer Merchant: how many of us have been told that we’re too wild or too weird to fit in? Each of us is standing in a place in the world only you are standing at. It’s in this place you create value. We have to celebrate that which each of us bring.

Princess Reema: If you stand still, you’re letting them push you down. If you keep walking, they have to follow you.

  1. Learn to let go!

When you engage online you can do amazing things. You can create, connect and collaborate. But you can’t control. And you shouldn’t want to. This may seem like a scary notion for a lot of organizations, but really: it’s an opportunity. To engage in an authentic conversation. To include those that matter most to your organization in your creative and conversational process. Empower your online community and possible ambassadors to tell your brand story with their own voice. It will be that much more powerful.

Nilofer Merchant: The Future is not created, it’s co-created.

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By In #SxSW, Content Creation

Content marketing- Let’s get it right: Owned. Paid. Earned.

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To fully wield the possibilities of content marketing, it’s important to get the fundamental basics right. Way too often, content strategy, paid amplification and social (earned) interaction are not, or badly linked from the very beginning.

To maximize return on investment, it is crucial to start with clear definitions in this online, interactive environment. Definitions that might be different from the common use or understanding.

Owned: is your complete online powerhouse, ranging from your website and your blog to your social channels: LinkedIn, Facebook, Twitter, YouTube, Snapchat, Pinterest, Instagram, Meerkat etc. Creating successful content begins with a basic insight: what does the consumer want from your brand. Most often brands know what they want from the consumer, and build their content strategy on that. A deadly and quick recipe for failure.

It is smarter to concentrate on the expressed needs and expectations of the consumer. Once you have identified these needs and expectations, you can create story-lines that bridge the gap between your brand-essence offering, and the expectations and interests of your target audience.

Reaching out with pieces of content that answer the well-defined needs and interests of your consumer is an ideal starting point for a long term mutual understanding, and a foundation for future interaction and conversation.

Most of the best practices presented at #SxSW show how a strategic view on the owned ecosystem consists of the owned website and/or blog in the center of the content-solar-ecosystem. The owned social presence gyrates around this, and sparks the ecosystem with clever inbound links, SEO references and visual snacks that guide the consumer to the center of the system.

Paid are the purchased media actions you take to get people to your content, or content to the people. Content that is not noticed and not found is like the sound of a falling tree in a desert forest: one might argue it did not happen. Paid enables the communications architects to drive tailored traffic to every single bit of the content ecosystem, or to launch any piece of content in an orbit towards any place an identified target might be. The rocket-fuel is advertising money, pure and simple.

The cleverest paid strategies are carefully plotted to get the targeted consumer (identified and relevant) as deep in the owned ecosystem as possible. They have also one other thing in common: reach is less important than relevance and accuracy.

Strategic masterminds reduce the avalanche of mostly useless big data that results from everything is measurable in true actionable intelligence that fine-tunes the tactical plan, and re-adjusts the efforts permanently. The ability to shift from carpet-bombing to sniping is often the result of a critical factor: true intelligence.

Earned is how your content gets spread, distributed and published on places you do not own, and that you did not pay for directly. People coming to your content-ecosystem, and sharing your content on theirs. Influencers mentioning your content in their ecosystem. Your content being discussed in comments, on news-sites and influential blogs. Your products being used and mentioned by your consumers on their owned and social channels.

To realize this, the credibility and the authority (aka influence) of the brand must first be established. Secondly, the content must be appealing, relevant, interesting, catchy… and easily shareable. Content-ecosystems with content that is not one-click-shareable, deal with locked-in content syndrome and will never foster, or live up to their expectations.

The best-in-class examples of earned all show a clever way of linking the attention back to the core of the own owned ecosystem… a true gravitational pull to the center.

Through the earned part of content marketing, a big portion of the true engagement can be realized. Conversations, remarks, comments, references, word of mouth and back-links provide an in-stream of attention that has a unique quality: it is earned.

The fact that Facebook, Twitter and others increasingly claim their business model has nothing to do with earned (and organic, and viral) does not mean this earned section does not provide value, or is not important.

United it conquers, divided it fails

The value of return on investment of a good content marketing system, can only be established by measuring the performance of the Owned/Paid/Earned system as a whole. The three components need to be carefully aligned to work, much as a DJ masters multiple tracks to create the one sound that makes the crowd go bananas.

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