Social media is now part of our ecosystem, so integrating it into a global business strategy appears to be a necessity. However, it is not always easy to adopt them. Indeed, the proliferation of channels and social networks complicates the management of interactions between brands and consumers…
New social networks and new formats are emerging. Also, is it necessary to ask the right questions: how to enter into conversation with your community on social networks? How to establish good practices within the company? How Should Marketing Professionals Change Their Approach? It is through all these questions that the brand must work on its social presence.
In a very interesting webinar hosted by Yann Dirheimer, Marketing Manager at Hootsuite and Isabelle Mathieu, Social Media Consultant, social media trainer, 5 main trends for 2016 were highlighted …
1 – The rise of Social Ad
Today, native advertising on social networks is one of the channels most used by brands. According to a study emarketer, marketingland and recode, ” 70% of advertisers increased their advertising budget on social media in 2015 ″.
Often innovative and immersive advertising, social advertising easily catches the eye of the consumer. In addition, it offers a multi-device tracking. Indeed, as Isabelle Mathieu specifies, social networks have implemented a system unique identification. When the person connects from his mobile on Facebook, it is also recognized on its tablet, but also on its desktop. Monitoring the consumer on social networks from their mobile is easier and allows brands to follow the person in their user experience until their act of purchase regardless of the device. Conversely, on the web, tracking via a cookie becomes obsolete as soon as the consumer goes to tablet and / or mobile.
In addition, Social Ads offer personalization of messages through much finer targeting of its members. An advertising campaign on social networks will therefore help deliver the right message to the right person at the right time. Without forgetting that conversation analysis offers marketers a better understanding of user needs and therefore delivery of a qualified message.
2 – Social Business
There are 2 forms of Social Business: Social Selling and Social Commerce.
Social Selling involves prospecting and developing your sales on social media. It makes it possible to detect opportunities and seize them regardless of your field, it is an increasingly used practice. Social Selling is more suited to B2B content and therefore to specialized platforms such as LinkedIn or Viadeo. The goal here is to be as visible as possible and seen as an expert in its activity so that your community thinks of you when it needs it.
Social Commerce is more B2C oriented. Traditionally, brands have used social media to drive traffic to their site. With the arrival of new features on social platforms, brands will allow users to make their purchases directly from social networks. Today, Pinterest, Facebook, Instagram, Twitter all have a “buy” button, allowing users to pay directly from the brand’s social platform. There are conditions to be met to facilitate the purchase from the Facebook Company page:
- Have a purchase in a minimum of click;
- Have a stock in real time;
- Use profile data to complete purchase orders;
- Make payment secure on the social platform.
3 – The Social Employee
Social Employee or Employee Advocacy is the fact of making employees aware of social media from the recruitment phase. This is all the more important than according to Hootsuite, ” 47% of millennials believe that the online reputation of a potential employer is as important as the job offer. “
Also, encouraging your employees to talk about the brand in their own community creates an attractive image for the company. Scott Monty, Ford social media specialist, ” relying on employees is more effective than opening another channel to communicate with customers. \” In addition, the company will benefit from greater visibility and hope to broaden its target. Indeed, 92% of employee followers do not know your brand.
To achieve this, it is essential to support them, but also to establish a charter for the use of social networks. For example, if an employee discovers a negative conversation about your product on LinkedIn, should he defend the company or alert the social media team? Clearly write your charter and empower your employees so that their voice represents your brand. Offer training and lessons on the professional use of social media. Please note that employee participation must be on a voluntary basis. Indeed, all employees are not intended to share their content on social networks. It is therefore necessary to identify the ambassadors most concerned and above all to trust the collaborators, let them have their hands so that they can maintain a sincere, authentic exchange with their community.
4 – Video dominates social media
Video adoption increased sharply in 2015 thanks to high performance in terms of return on investment. Today, 8 billion videos are viewed on Facebook every day, automatic reading largely contributing to the number of views (source: Hootsuite). Note that 50% of mobile traffic now comes from video. For Isabelle Mathieu, if video dominates the Internet and especially social networks, it is nevertheless a real challenge for brands in terms of creativity. Indeed, the consumer must be able to understand the story even without sound to capture his attention, his effectiveness will therefore be affected by his ability to be creative.
In addition, with the rise of live streaming or live broadcast on mobile, we are accessing a more dynamic and interactive form of communication. Facebook Live and Twitter’s Periscope allow each user to share a live video. According to Ashu Garg, general partner at Foundation Capital: ” In the future, advertisers will make more use of user-generated content than professionally produced ads. ”
5 – Influencers
According to a Nielsen study: ” 92% of consumers rely primarily on word of mouth and the recommendations of their loved ones to guide them in their purchases ”. We see it, the influencer marketing is booming, but for it to work, you need:
- Defining your strategy;
- Identify the influencers who can adhere to the brand’s objectives;
- Work with influencers, include them in your campaigns.
According to Isabelle Mathieu, blogger and ranked in the TOP 10 of European social media influencers by Salesforce, brands do not always know how to work with influencers. For her, one of the biggest mistakes made by brands is to confuse scope with influence. Many brands refer to the size of the community and therefore to the reach while the true mission of an influencer is to generate conversation. Isabelle Mathieu recommends involving the influencer directly in the brand’s campaign in order to make the campaign effective. The case of the Osons campaign with Nicolas Hulot is a very good example.
As we can see, all these trends prove the power of social platforms and the need to include them in a global business strategy. According to Yann Dirheimer, “There are more Facebook Company pages than websites in the world”. Of course, it is essential to align social media beforehand with clearly defined strategic objectives. For example, customer service teams will use them as customer tracking indicators while human resources will use them for improve employee involvement. In addition, influencer marketing is fast becoming the new medium of tomorrow, because having quality content is no longer enough. Also, working professionally with influencers offers a dynamic image to the brand and broadens its target. According to Isabelle Mathieu, ” 81% of partnerships with opinion leaders have been successful “.
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