Community Management

How a solid structure and guidelines underpin Pernod Ricard’s social strategy

As an innately social product, alcoholic beverages should be perfectly suited to the opportunity for sharing and engagement that is afforded by social media.

However alcohol brands have to tread a fine line on social in order to ensure their messages don’t break any regulations within local markets.

At Socialbakers’ Engage NYC event this week Pernod Ricard’s social media manager Jeremie Moritz described the company’s approach to social marketing, which is based on the idea of ‘making a new friend every day’.

The company is home to many of the world’s top spirits brands, such as Absolut and Chivas Regal, and operates its own distribution channels in more than 80 countries. It employs more than 19,000 staff to ensure things run smoothly.

Seven mistakes Radio France made in its Facebook campaigns

It’s not often that brands are willing to share the mistakes that occurred during their social media campaigns, even though those are often the most valuable insights. 

Therefore it was very refreshing to hear Radio France’s head of digital marketing Virginie Cleve talk through a few of the things that didn’t go to plan when the business embarked on a new social strategy.

Cleve was speaking at Socialbakers’ Engage NYC event today where she revealed that the public broadcaster, which has more than 5m daily listeners and attracts 3.5m unique visitors per month to its website, redesigned its digital marketing strategy in 2011 with a new focus on editorial.

Radio France didn’t have a large email database that it could use to promote the content, so instead decided to use social channels focusing primarily on Facebook.

How American Airlines developed its approach to social customer service

American Airlines’ approach to social has undergone a huge period of transition in the past few years.

The evolution came thanks to a new strategy that was aimed at developing social as a responsive, efficient customer service channel.

At Socialbakers’ Engage NYC event today American Airlines’ social communications analyst Katy Phillips described how and why the company’s approach to social had developed since 2011.

Up until two years ago American’s social channels were handled in partnership with a PR firm, however it was felt that in order to properly resolve customer service queries social needed to handled exclusively in-house.

How small businesses can make the most of Twitter

“If there’s one thing you have if you run a small business, it’s time. If there’s one thing you probably don’t have, it’s money.”

I have to credit the above statement to Will Critchlow, it condenses what I’m about to discuss in a simplified way.

Essentially social media costs nothing but can be a fairly time consuming practice depending on how many platforms you choose to use. Social media is also the key way for a small business to develop awareness, raise its profile, gauge its market and interact with existing and future customers. 

As a small business you’re in a great position to start exploiting social media for all its worth.

As the UK is celebrating its first Small Business Saturday on 7th December 2013, here I present the first in a series of posts that will take a look at each individual social media platform, and highlight how your small business can wring the best out of each one. 

Let’s begin with Twitter.

11 ways to improve online customer retention

According to a study from Adobe, in 2012 repeat shoppers made up just 8% of all site visitors in the US yet they accounted for nearly 41% of total online sales.

So bearing in mind the fact that it’s also cheaper to keep a customer than it is to attract a new one, businesses need to be working hard to keep shoppers satisfied and give them a reason to return.

With this in mind, I’ve rounded up 11 ways in which ecommerce retailers can improve customer retention.

Can commercialism ever sit comfortably in social?

Pinterest seems like it should be one of the great social media success stories of recent years.

It’s got 70m users, 80% of whom are female and 35% of which use Pinterest on their mobiles.

A demographic skewed towards women with decent incomes: an advertiser’s dream…surely…?

steps

17 steps small retailers can take to adapt to the internet

Let’s face it: the internet is never going away. However, for some small retailers, the disruption caused by the internet has been a painful experience.

It’s also undeniably a major contributing factor to the reduction in the number of retail outlets that are open and doing business.

So what can small retailers do? Starting with planning, I’ve outlined some steps you can take to use the internet and other digital technologies to their advantage (most of which comes straight from our How The Internet Can Save The High Street report and follow on from a speaking event I did with Royal Canin). 

This is a bit of a long post, so you may wish to bookmark it to return to later. Or take a nosey at our Fast Track Digital Marketing training to get a further deep-dive into what I describe.

Read below to find out how to start moving!

The agile model: a part-art and part-science approach to marketing

As part of a recent digital transformation program, I’ve been looking for a succinct way of describing this new part-art and part-science approach to marketing that is unfolding around us.

The art being the growth of content and social over the ‘old world’ reliance on disruptive distrusted paid media. Science being the increasing automation and personalisation of all aspects of the customer experience.

This search has taken me on an interesting journey with the likes of Kotler’s Marketing 3.0 certainly offering a good read but sadly not the summary I was looking for.

So I decided to have a stab myself, providing a starting point for others to refine and build on.

Since then, Econsultancy rode into town with the brilliant Modern Marketing Manifesto. If this had been released a little earlier I almost certainly wouldn’t have tried to tackle this myself.

However I’m quite glad I did because I think I’ve arrived at a concise and formulaic representation of this manifesto with a couple of twists.

Start Me Up! A profile of Twitter client Tame

As Twitter grows, it’s more difficult to digest your own activity, to search for trends and content, and to find the right people to engage with.

To the already swollen ranks of Twitter clients comes Tame. Tame claims to provide further context for the user.

I asked a few questions of their team, to find out more about the service.

Five examples of charities with excellent Twitter feeds

A new report has found that more than 80% of charities now use social media for marketing and engaging with supporters.

Facebook (87%) and Twitter (84%) predictably proved to be the social networks most commonly used by charities, followed by LinkedIn (49%).

The report from Blackbaud found that charitable organisations are also taking action to improve the impact of their social media efforts, with 63% adding staff roles or new responsibilities that focus on social.

Five interesting examples of social campaigns from Bloomingdale’s

Department store Bloomingdale’s recently announced the winner of a selfie competition that it hosted on Instagram, proving that it’s a fashion retailer very much in tune with its customers.

To find out whether this was a one-off or whether Bloomingdale’s has an illustrious history of creative campaigns I trawled through its various accounts in search of more examples of interesting social initiatives.

It proved to be quite a difficult task, though I did turn up one or two useful examples. So read on to find out more about the Bloomingdale’s selfie contest plus four other social campaigns.

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