Emarketing & content performance
17 Feb 2015 [Case Study] : Topshop's digital fashion show.
Social networks have changed the way of understanding and communicating on the fashion world. The social media strategy of the londonian ready-to-wear clothing brand Topshop during 2013's London fashion week is a good example. The Social Catwalk The Topshop show was one of the 5 most commented show on social networks at the last London Fashion Week, with 13,000 mentions. To create the buzz, the brand has invested Instagram and Facebook, to do the parade relay of its midrange series "Unique". Topshop has revealed a preview of the new collection via Facebook snapshots, upstream of the show, that clients could already order. It's also a great technique to create a bond of complicity with the fans of the page. The brand also created a powerful "social catwalk" nurrished by fashion influencers on one hand (precisely 5 Instagramers Vip) who could photograph their favorite models and share their pictures with targeted hashtags (#topshopwindow). This social narration was also built on clients’ participation, whose photos were broadcasted in real time on a screen placed in the window of Topshop's flagship store of King's Cross. Of course the public could tweete about the show with the hashtag #topshopunique. A "click-to-buy" collection Topshop created a heavy weapon of conversion, broadcasting his show livestream on topshop.com site to offer the customers the opportunity to buy items in real time, from the site or directly at Oxford Circus store. A shopping experience with a triple opportunity to consume: via the website, via mobile, or on site. The mobilization of influencers, solicitation of consum’actors, pressing a multi-channel digital strategy and multiplication of conversion channels, made the Topshop Eexperience becoming a reference for  social media management.     Social Dynamite designs a solution focused on the brand contents broadcasting on social networks. We aim at developping the digital influence of brands and their visibility on the Internet within a structuring process. Social Dynamite is an efficient and simple suite of tools that was initially created for our clients.   For further information: Discover our tools Download our tools brochure ...
15 Feb 2015 B2B: What Twitter visuals for more engagement?
According to the official Twitter blog, a tweet containing a picture generates 35% more retweets than average. A tweet including media content (video, visual) increases its virality and induces more reactions. It is also necessary that the content might be appropriate for your business, your editorial line, and does not lead to off-topic, or even to a bad buzz. Some ideas of visual B2B publications The "exclusive" video Give your followers exclusive content. They can only get by following your twitter account. Vous start a new project, a new product? Make the buzz by broadcasting the first images of a prototype. This "teasing" feeds the sense of privilege of your followers. The "backstage" visual Feel free to bring your follower behind the scenes of a conference, an event but also provide a window on your internal corporate culture. The "preview" visual You have made a spot, a report, a white paper? Distil excerpts of your content to brighten the curiosity of your audience and raise the odds, so the buzz. Infographics You want to demonstrate your expertise? Present the results of a study without being boring? Infographics are a very good option. Easier to understand, visually attractive, they help convey the essence of your ideas while distracting users. They are enormously retweeted.  The "live-tweet" visual Win your « must follow » status when an event is occuring. Investigate in live-tweeting, with the corresponding hashtag. Post conference images, scenes, local, and especially the actors that you can identify with the new feature of Twitter.  The "client" visual  Take appropriate situations to highlight your customers and their products. Resume and relay their pictures on your account, review them, and do not forget to mention the brand concerned. Optimum dimensions of a twitter visual: 440 x 220 pixels For more ideas of tweets oriented B2B and B2C, you can read the article by Louis Leseurre for Le siècle Digital.   Image credits: BigStock Social Dynamite designs a solution focused on the brand contents broadcasting on social networks. We aim at developping the digital influence of brands and their visibility on the Internet within a structuring process. Social Dynamite is an efficient and simple suite of tools that was initially created for our clients.   For further information: Discover our tools Download our tools brochure ...
10 Feb 2015 Put some social content into your event !
It's no more secret that social media is now an unavoidable part of an event's awarness campaign.  Let’s concentrate on the event itself : what are the possibilities left to broadcast social media content on the spot ? In this article from the Event Manager Blog, Justin Garrity help us imagine which locations are strategic during an event, to attract people and encourage them to use social media. The event entrance Play on the excitement of attendees to enter the event. Impressionize them with a big-screened real time social media center that broadcast all your social streams. They will be fastly empted to join the conversation, express themselves, and interact with other attendees. Social Signage Don’t hesitate to use room entrances and bare walls as supports for your campaigns. You can place POS displays playing your key event hashtag, schedules, updates, social streams. Social Lounge Lounges and charging stations are usally unexciting. Transform them into social lounges where attendees can not only recharge their terminals' batteries, but follow what’s happening while they take a break. They can share thoughts and photos while the event is occurring. Include signage with the event specific hashtag in these spaces to prompt involvement.   Creating the Social Media Lounge #EMEC15 Une photo publiée par Julien Carlier (@jcarlier) le 31 Janv. 2015 à 6h52 PST   To discover other possibilities, click here.  Image credits: BigStock Social Dynamite designs a solution focused on the brand contents broadcasting on social networks. We aim at developping the digital influence of brands and their visibility on the Internet within a structuring process. Social Dynamite is an efficient and simple suite of tools that was initially created for our clients.   For further information: Discover our tools Download our tools brochure  ...
7 Feb 2015 How to feed the motivation of your brand ambassadors?
That’s it ! You convinced your employees to take part of your branding management, they accepted to become your online brand ambassadors. They develop their personal branding and relay your contents. But this envolvement requires time, awarness, dedication. So, how to maintain their desire to represent your company ? Give them quality contents to share. We will never say this enough, don’t create content unless it's a good one. Ambassadors will be reticent to relay poor quality contents, or that don’t belong to what they believe in, that don’t match with their views, mostly because they care of their own reputation, since social networks are a public mirror of our ourselves. On the contrary, relaying pertinent, profound or creative contents will enhance their image. That’s the reason why you have to regulary ask them for feedback. Whether it is positive or negative, people want to feel that they can contribute ideas for improvement. Give your employees the opportunity to share their experiences and opinions. Think recognition Seek the demographic and psychologic desires of your employees in order to give them non-cash rewards that are more motivating on the long term as Kristen McGowan explains it in her article for loyalty360.org. Everybody likes to be recognized for their good job, express to your collaborators that they give a real plus value to the brand awarness and success of your company. Moreover, the interaction between employees with peer to peer recognition promotes the acknowledgement of another individual’s work and enhances collaboration, assistance, coordination and feedback throughout the office. This method produces positive levels of communication companywide and improves employee moral. Peer to peer recognition offers an easy and effective engagement tool that helps to drive high levels of mobilisation. Image credits: BigStock Social Dynamite designs a solution focused on the brand contents broadcasting on social networks. We aim at developping the digital influence of brands and their visibility on the Internet within a structuring process. Social Dynamite is an efficient and simple suite of tools that was initially created for our clients.   For further information: Discover our tools Download our tools brochure  ...
5 Feb 2015 Social media : don’t avoid comments !
As we often explain it, social media is conversation, a two-way model that leads to engage consumers to your brand. You can’t bet on conversion if you don’t create a link with your prospects, this is part of the buying process. A brand which doesn’t interact with its social media audience will quickly appear as an old-fashioned unreliable one. Put yourself in the shoes of the prospect As Koka Sexton expounds it in this article, you must reassess what you know about your prospect. Is he just looking for an answer ? Does he want to debate on a topic ? Share an experience ? Does he need an expert’s view ? Be a solving-problem partner to him. And do not try to place your product yet. Quality over quantity If you focus on the quality of your replies, the value that may add to a prospect’s question or comment, you don’t need to overstate it. Keep it clear and simple, build a complicity. Valuable insights The contents your publish must correspond to the expectations of your prospects. It will be easier to catch their attention and start a conversation if they feel concerned by the theme of a social post.  If you want other tips about social media conversation management, check our articles How to be a great social media marketer? and How to overcome negative social media reviews? !   Image credits: BigStock Social Dynamite designs a solution focused on the brand contents broadcasting on social networks. We aim at developping the digital influence of brands and their visibility on the Internet within a structuring process. Social Dynamite is an efficient and simple suite of tools that was initially created for our clients.   For further information: Discover our tools Download our tools brochure  ...
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