Corporate social media communication - EPHEC - 25/11/2019
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The document outlines best practices for corporate social media communication, emphasizing the need to adapt to a digital landscape characterized by trust in individuals over institutions. It highlights the importance of understanding context, setting achievable objectives, and engaging audiences through valuable, entertaining content while monitoring feedback. It also underscores that social media platforms are rented spaces where brands must back up their content and leverage trends and algorithms for effective communication.
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DMLG
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](https://image.slidesharecdn.com/25112019-191125172829/85/Corporate-social-media-communication-EPHEC-25-11-2019-28-320.jpg)
Corporate social media communication - EPHEC - 25/11/2019
- 1. 1 DMLG Corporate social media communication 25 November 2019 EPHEC, Brussels
- 2. 2 DMLG 1. Understand context 2. Prepare corporate social media communication 3. Leverage best practices & examples Agenda
- 4. 4 DMLG Top ▼ Down Knowledge retention Centralised Authority-based Flat ► Knowledge distribution Decentralised People-based Analogue Digital Faith in a few Trust at scale
- 5. 5 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 DMLG Sources: Rachel Botsman, Edelman PR
- 6. 6 DMLG Source: Airbnb Trust at scale
- 7. 7 DMLG
- 8. 8 DMLG ~Rachel Botsman, leading thinker and author on trust in the modern world « We've stopped trusting institutions and started trusting strangers. »
- 9. 9 Trust and influence now lie more with individuals* than they do with institutions. DMLG *for better and worse
- 10. 10 Activity Mobility + Conversational web Smartphone DMLG Accessibility Price ▼ + broadband ▲ + Where the paradigm takes shape Technological innovation leads to social innovation
- 13. 13 DMLG ● 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)
- 14. 14 DMLG What happens in an Internet minute in 2019 Source: Visual Capitalist (March 2019)
- 15. 15 DMLG « We are neither online nor offline, but onlife. » ~Prof Luciano Floridi, Oxford Internet Institute, University of Oxford The Onlife Manifesto
- 16. 16 DMLG 2. Prepare corporate social media communication
- 17. 17 DMLG 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) + + +
- 18. 18 DMLG Before the social media era From unidirectional communication Emitter ReceiverMessage Stakeholders
- 19. 19 DMLG 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
- 20. 20 DMLG 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
- 21. 21 DMLG Corporate branding Social media communication: the basics remain Outcome Objectives Audience Message Channels
- 22. 22 DMLG 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.
- 23. 23 DMLG Set SMART objectives + KPIs ● Simple ● Measurable ● Ambitious ● Realistic ● Timely Example to be transformed into SMART objectives: Develop a more modern image using social media.
- 24. 24 DMLG 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
- 25. 25 DMLG Message
- 26. 26 6M Focus on your target's behaviour DMLG 1,3B 600+M 2,5B 330+M 430+M 1+B 200+M ? ? ? ? ? 80+M 1,1B Channels
- 27. 27 DMLG And adapt to the fast-changing ecosystem —constantly train yourself and tweak your strategy accordingly. Source: New York Times
- 28. 28 DMLG 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
- 29. 29 DMLG 3. Leverage best practices & examples
- 30. 30 DMLG 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
- 31. 31 2. Do less better DMLG Abundance creates scarcity of attention Source: TIME
- 32. 32 3. Stick to entertaining, inspirational and informative content DMLG 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
- 33. 33 4. Plan ahead what polarises broad attention DMLG 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
- 34. 34 5. Recurrences foster loyalty DMLG 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
- 35. 35 6. Invest in content that proved to have legs first DMLG 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.
- 36. 36 7. Know your goals: awareness is not conversion DMLG 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)
- 37. 37 8. Please algorithms, work natively DMLG 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.
- 38. 38 DMLG 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
- 39. 39 DMLG 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.
- 40. 40 DMLG 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.
- 41. 41 DMLG 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. »
- 42. 42 DMLG 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
- 43. 43 DMLG And yet, conversation is not the Grail as bots get smarter, in numbers. Source: The Guardian
- 44. 44 DMLG Also, beware of User-Generated Content (UGC) Dunning-Kruger effect
- 45. 45 DMLG 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
- 46. 46 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! DMLG 10 Be swift and reactive, but mind the blunders
- 47. 47 +32 487 42 98 82 @denys_mlg linkedin.com/in/dmlg slideshare.net/denysmalengreau twitter.com/d_mlg periscope.tv/d_mlg bit.ly/[email protected] Let’s connect! @d_mlg