Prendre en compte le “capital humain”…

[excellent article]

Et si on mettait un peu plus d’empathie dans l’entreprise ?

Notre série « Tribunes RH »  propose aux experts des questions RH et aux acteurs du recrutement et de l’emploi de prendre la parole sur Mode(s) d’Emploi. Depuis 2009, Bruno Soubiès, consultant RH auteur de « L’entreprise à l’écoute de son personnel – libérons son pouvoir magique », développe une expertise sur l’expérience collaborateur en analysant les récits, l’expérience brute, vécue et racontée par les collaborateurs et managers.

Si l’entreprise souhaite réussir à atteindre les objectifs qu’elle s’est fixés en termes de performance économique et se développer durablement dans un environnement de plus en plus mouvant, leurs dirigeants se doivent de réfléchir à une meilleure compréhension et prise en compte des attentes de chaque collaborateur.

En effet, de nombreuses études montrent clairement un effet de levier entre augmentation du taux de satisfaction des collaborateurs et du taux de satisfaction clients, entre engagement des collaborateurs et performance économique. Or, encore trop souvent, les politiques RH se contentent de se focaliser sur l’élaboration et le maintien des modes de fonctionnement censés assurer la meilleure marche possible de la structure. On constate, dans nombre de directions des ressources humaines, une forte résistance au changement alliée à une incontestable capacité à rester prisonnier d’habitudes d’un autre âge.

Des salariés plus connectés et plus indépendants

Le monde et le contexte économique ont très fortement évolué sous l’impulsion de nouvelles technologies, qui ont fait des clients – mais aussi des collaborateurs – des êtres connectés, mobiles, agiles et indépendants. Ces évolutions complexes, qui se sont déroulées à vitesse grand V, ont incité les entreprises à s’adapter pour survivre aux nouveaux besoins du marché et continuer de croître.

« Il devient de plus en plus urgent de tenir compte du vécu du collaborateur »

En revanche, la prise en compte des besoins et attentes des collaborateurs reste en berne, hormis quelques francs-tireurs qui ont remis les collaborateurs au coeur de leur politique RH avec succès. Il devient donc de plus en plus urgent de tenir compte du vécu du collaborateur, de prendre en considération le fait qu’il dispose d’une immense richesse et que celle-ci est le fondement de l’entreprise.

Les collaborateurs aspirent à une relation humaine individualisée

Majoritairement, les individus ont tissé un lien relationnel intime et personnel avec leur entreprise. Ils aspirent à une relation humaine individualisée en fonction de leur âge, de leur parcours, des aléas de la vie personnelle et de leurs attentes. Ne pas en tenir suffisamment compte provoque une frustration qui mène inexorablement au détachement, au désengagement.
Les ressources humaines qui sauront se concentrer au bien-être et au développement des collaborateurs permettront à leur structure de se développer bien mieux et bien plus vite. Alors qu’attirer des talents est de plus difficile, posons-nous cette question : que font les entreprises pour les conserver ?

Qu’est-ce que l’empathie dans le domaine professionnel ?

Pour les collaborateurs, c’est le sentiment d’être écoutés, consultés. Nombre de salariés déplorent la quasi-disparition de la possibilité d’échanger, de débattre simplement avec leur hiérarchie. En effet, la frénésie constante dans laquelle se situe l’entreprise l’a contraint à effectuer des choix drastiques entre ce qu’elle considère comme indispensable (produire et vendre), nécessaire (la finance et le juridique), et secondaire (les ressources humaines).

Ce que l’on ne ferait jamais vivre à des clients, on ne s’aperçoit même plus qu’on le laisse subir aux salariés : des circuits de validation interminables, des process nécessitant des dizaines d’opérations successives sur des différents systèmes, l’absence de réponse claire, un environnement bruyant et inadapté. Ainsi se sont dégradées les conditions de travail, ce qui a provoqué une perte de confiance voire une défiance envers l’organisation de ce travail et généré des frustrations liées au cumul des non-dits, à l’absence d’écoute de ce mal-être par une hiérarchie difficile d’accès ou trop souvent indisponible.
Mettre de l’empathie, ce n’est pourtant que du bon sens ! S’ils étaient libres de se dire les choses, tous les acteurs professionnels contribueraient collectivement au développement harmonieux de l’entreprise. Les salariés partagent globalement le sentiment que le process de gouvernance ne fait, au fil du temps, que se complexifier, se stratifier et qu’au lieu de fluidifier l’action, il met des murs entre les différents services et, surtout, tue toute spontanéité.

Non à l’esprit de management ! Oui à l’adhésion !

Manifestement, les collaborateurs se sentent être de plus en plus éloignés de leur hiérarchie directe. Le caractère hyper-hiérarchisé des relations génèrant des effets néfastes : inertie, perte d’esprit d’initiative, manque de transparence de l’information, absence de proximité et d’accessibilité des dirigeants…

Face à cela, comment réagissent les collaborateurs ? En accédant à des réseaux informels de contournement, ce qui laisse la porte ouverte à la diffusion incontrôlée de pseudo informations.
Pour la plupart, fatigués de voir leur condition insuffisamment prise en compte par la direction générale, les « collaborateurs de base », comme leurs managers de proximité partagent les mêmes préoccupations et attentes : plus de « participatif », de « collaboratif » !

Idéalement, un collaborateur devrait pouvoir disposer de deux référents non hiérarchiques : le premier serait lié au domaine technique et serait à même de l’épauler sans que cela soit vécu comme une trahison par sa hiérarchie directe, le second serait dédié à ses besoins humains personnels, empreint d’une empathie et d’une qualité d’écoute active et sincère. Pour une entreprise, adopter un tel suivi individuel lui garantirait, de la part des collaborateurs, un sentiment de confiance, une réconciliation avec sa hiérarchie directe.

Retrouver des lieux de vie au sein de l’entreprise

Soit s’exprime une totale satisfaction, soit les collaborateurs se plaignent de leur environnement, horaires et conditions de travail. Comment expliquer une telle dichotomie entre vie normale et vie en entreprise ?
Pourtant, rien n’est de plus simple que de faire en sorte de rendre plus agréable cette dernière, ne serait-ce qu’en réinstaurant une forme d’intimité ou en proposant aux collaborateurs un accès libre à toutes sortes d’activités extraprofessionnelles, ou à une cafétéria destinée à redevenir un véritable lieu de vie, de rencontres, d’échanges.

Prendre soin de ses salariés

Clairement, une entreprise qui assumerait le choix d’associer les salariés à la disposition physique de leur environnement de travail quotidien et de leur proposer des activités extraprofessionnelles répondant à leurs attentes, passerait un message fort à tous ses collaborateurs : « Nous prenons soin de vous ! » Cela existe déjà : c’est le team building.

Concernant les horaires également, beaucoup de collaborateurs ont le sentiment que leurs contingences privées (enfants malades, problèmes de nourrice, soucis du conjoint, etc.) sont occultées au bénéfice d’une culture du présentéisme. Il serait utile voire indispensable, d’accepter d’envisager qu’en faisant l’effort de s’adapter aux besoins des collaborateurs, ceux-ci seraient beaucoup plus productifs et reconnaissants de disposer de plus d’autonomie, de reconnaissance et de ne pas être constamment contraints de faire des choix au détriment de leur équilibre personnel, familial, sportif ou culturel.

Un meilleur équilibre économique et social

La politique égalitariste instituée par nombre d’entreprises est aujourd’hui largement rejetée par les collaborateurs qui la considèrent comme un refus de prise en considération de leur travail et d’un manque absolu de reconnaissance. La méritocratie représente ainsi une très forte demande. Son absence génère un sentiment d’iniquité plus que palpable, surtout pour celles et ceux qui estiment contribuer au développement de leur entreprise.
Enfin, chaque individu se voit confronté, dans sa vie quotidienne, à des peurs dues au contexte particulièrement tendu qu’affronte notre société : précarisation de l’emploi salarié, menaces d’attentats terroristes, dégradation de la qualité de sa prise en charge sociale et médicale par les services de l’Etat, etc… Pourquoi, dès lors, ne pas faire en sorte que l’entreprise redevienne un refuge pour ces individus ?
Les entreprises qui sauront valoriser leurs collaborateurs auront, sans nul doute, d’autant plus de succès qu’elles sauront attirer à elles de nouvelles générations de collaborateurs agiles et motivés. A défaut de viser le bonheur au travail, il s’agit de faire en sorte de garantir au plus grand nombre les conditions d’un meilleur équilibre social et économique.

(Photo : istockphotos / fizkes)

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AU-TH-EN-TI-CI-TY…. That’s the key and you have to remember it…

It is the second time in one week that I received this signal regarding authenticity in the social media… Certainly not a coincidence! Be aware that authenticity is the key… Please read this very interesting article (:

Why Authenticity Outranks Content in Social Media

If content is King, authenticity is the kingdom he’s bound within. Once he steps past those borders, he’s out of his jurisdiction, and treated as such.

The same is true for your social media efforts. If you’re only focusing on content, you’re missing the larger picture. An authentic social media presence is essential if you’re looking for real attention in the age of feeds overflowing with effortless, strategy-barren content.

Unfortunately, authenticity has become a bit of a buzz word in the world of digital marketing. As I’ve been reading blogs, articles and even books that touch on it, I’ve seen it misdefined and misrepresented as just one of many tools to be used in the marketer’s arsenal, instead of the lens every social media marketer should be looking though.

So look, authenticity is a simple word with a range of meaning. But for the purposes of sharing content, it has to do with sharing something that’s not false or a flawed imitation; it’s an actual representation of something. It means your posts truly represent what you’re promoting, and it’s more important now than ever.

This cannot be overstated: Authenticity is the AIR that gives life to successful social media strategies. Feel an acronym coming on? You know that’s right – an authentic social media presence enhances your Authority, Influence and Relevancy. Here’s how.

Authenticity drives authority

So, you’re chillin’ in Barnes & Noble, sipping on some Starbucks in the business / marketing section. I step into the aisle with a new book in hand and extend it toward you.
Me: Looking for a great read on social media strategy? Check this out, my friend!
You: Oh, cool, what’s it about?
Me: You see the title, right? ‘How to Build a Strong Following on Twitter’ – that’s what it’s about.
You:Wait. You haven’t read it? How do you know it’s any good?
Me:Well, that’s a pretty unappreciative tone. I saw the book, looked at the title and I brought it to you. What else do you expect?
You:*Walks away*

Seems ridiculous right? Now go look at your social media feeds. Full of obtuse headlines, hashtags you don’t engage with and very few instances of anyone who is truly promoting something they have taken the time to understand so they can recommend it with authority.

Why would you want to be a part of that phenomenon? Set yourself apart by offering real insight into what you’re linking to or the infographic, video, etc you’re sharing. That gives you authority, makes you a subject matter expert and puts you in the category as one who can be trusted to provide worthwhile information on a topic.

I talk about this a bit more in my blog, Four Ways to Write More Engaging Social Media Posts, but you build authority when you show that you know the topic, know the content, and know how to pull the key points out for others. When you do that in your social postings, you look different, you stand out among the crowd of automated clutter; you come across as authentic.

Authenticity drives influence

Influence. If that’s not the watered down word of the year in the social media realm, I don’t know what would be. It’s almost as if we’ve forgotten what the word even means. To provide an analogy of where we are in terms of “influence” in social media, it’s equivalent to opening the door for 100,000 people as they enter a concert they’ve purchased tickets to. They’re interested in the topic, but they’re not engaging with you about it. Such is the case of many of those who label themselves “influencers” today. Lots of followers – almost no engagement. So, who are they influencing?

True influence means you’re actually influencing the actions of those who follow you. And people have a higher likelihood of following your lead when you’re authentic with what you’re sharing.

Related: How to Be Known on Social Media

Imagine how different social media would be if each person sharing content had the thought process of “I found this piece of content helpful, now I want to share it with you to get your opinion (comment), your endorsement(retweet/share) or your acknowledgement (like) of its quality.” That’s authenticity. It’s an others-first approach to social media that is nearly unheard of today, and it needs to resurrected.

It won’t happen unless more people take it seriously. Be one of those people.

Authenticity drives relevancy

Relevancy is a crucial card in the deck of trust. While it’s easy to lose (and very hard to win back), the key to winning it in the first place is found in authenticity.

Think of how you feel when you click that post for the “Five critical things you need to succeed in digital marketing in 2018” just to be led to a lame article with tips like, “spend time on social media”, “have a website”, and “use email”. That feeling of disgust is the result of reading irrelevant content that was promoted in an inauthentic social post. How many of those posts from one account do you need to see before you start ignoring her/him?

Not many. And that’s what makes authenticity so important to relevancy.

If you’re guilty of this, you need to quit doing it as well. If in your efforts to post 15 times per day so you can stay at the top of feeds and amass followers, you end up generating inauthentic posts, the actual audiences you care about will filter you out as irrelevant. And that, my friend, is a tough label to shake off. So avoid it altogether by actually thinking through your posts, browsing the content your sharing, and offering some thought leadership. No, it will not earn you 500 new followers overnight. But it will earn you trust from the right kind of followers.

Case and point – I was working with a client recently who was bothered because his competitor had thousands of more followers than he did. I was managing his account, so that of course pointed the finger at me a bit. So I asked him, “who are you trying to reach?” (I of course knew that answer, but because he was blinded by followers, I think he momentarily forgot). Once he answered the question, I pulled up a dashboard showing him that a good percentage of his followers are executives in the area he’s trying to reach – his competitor has less than 1% of that following.

Why? Authenticity. These executives don’t have time to dig through click bait and trendy hashtags. They want to follow accounts that clearly provide value in their posts and in the content they link to. They view him as relevant, careful, and intentional with his postings. And they want more.

The same will happen for you if seek to be authentic as well.

Have your own thoughts on how to be more authentic in social media? Share them in the comments!

One thought on “Why Authenticity Outranks Content in Social Media”

  1. Soo important and so glad you are writing about this. I’m so darn tired of reading blogs that promote these random brands just to tout their status as an influencer when we all know that they would never use them…. I have had to turn down the majority of brands that reach out to me because they don’t align with my values. But hey I would rather stay true to myself, even if it means I am not really getting paid or getting free stuff.
    Also this was really well written! Cheers!

Les communications à l’ère des plateformes numériques

J’ai eu la chance d’assister à un colloque passionant ce mercredi 14 mars 2018 à l’Université d’Ottawa; le colloque UOCMN2018, avec 4 conférenciers de renom : Manuela Teixeira, Anne-Marie Caron, Nathalie Brunette et Jean-François Dumas, sous l’égide de Luc Dupont, le tout organisé par les étudiants du 1er cycle du département de communications.

29196847_1970696142960056_908048209180590488_n

Je vais tâcher d’en dégager les idées principales retenues.

Le monde des communications a bien changé depuis l’arrivée des plateformes numériques et la publicité pure et dure n’a qu’a bien se tenir, nous avons constaté un changement radical dans la façon de communiquer car il a fallu revoir la crédibilité. Le contenu, qui était poussé du haut vers le bas, s’est opposé au grassroot content : le message vient désormais de “monsieur et madame tout le monde”.

Nous avons donc assisté au développement du marketing d’influence, qui a permis d’uagmenté la notoriété d’un produit, d’une marque et de générer plus de clients, par le partage de photos de vidéos assortis de leur lot de hashtags sur les réseaus sociaux. Le pouvoir des influenceurs est devenu puissant, mais outre cela, les messages clés developpés se basent avant tout sur l’authenticité, sans quoi ils ne sont plus ressentis comme crédibles.

Le métier de relationniste a donc été profondément bouleversé par l’arrivée des réseaux sociaux. Bien entendu, le relationniste se doit de toujours conserver son aspect sympathique et beaucoup d’entrgent, mais il doit développer désormais une grande créativité, notamment au travers de contenu vidéo, il doit être particulièrement curieux et à l’affût des nouvelles tendances.

Dès lors, comment se démarquer ?

Il faut viser les influenceurs, mais pas seulement… Il faut également se diriger vers les communautés d’intérêts et offrir un contenu spontané, fun, inattendu.

Les influenceurs peuvent s’identifier comme étant des personnalités connues, mais l’interaction peut alors être relativement limitée, comme des Key Opinion Leaders, qui apporteront expertise et crédibilité, mais ils peuvent également être identifiés parmi les ambassadeurs des communautés d’intérêts et là, on se rapproche plus des recommandations d’amis, de proches, etc.

L’important est de bâtir une relation vraie, authentique et à long terme. Bien entendu, leur nombre de followers va compter mais le plus important va être leur engagement pour votre cause et la qualité du contenu offert.

Au final, les fameux messages clés que le relationniste aura développés seront reformulés au travers de l’influenceur vers le public et les média, c’est lui qui va cristalliser l’idée à véhiculer vers les réseaux sociaux.

Toute entreprise, toute organisation, doit penser à son contenu, qui se doit d’être

  • crédible (authentique)
  • pertinent
  • différent

Il est donc important de mettre en place une stratégie de contenu, un plan communications – marketing (qui, quoi, où, quand, comment ?) qui s’appuie sur la création et la diffusion de contenus (textes, photos, vidéos) pour atteindre un but précis (objectifs SMART) en tirant le plein potentiel des points de contacts numériques, donc en déclinant sur différentes plateformes. Il faut créer une audience fidèle au travers d’un contenu crédible pour créer sa notoriété.

Il est intéressant de faire un mapping au préalable pour évaluer où diffuser pour atteindre ses objectifs : web, plateformes numériques,influenceurs, communautés.

Il est important, par la suite, de mesurer le succès des campagnes, les indicateurs de succès sont toujours identifiables et quantifiables.

Avec les statistiques de succès des réseaux sociaux, on peut utiliser ces chiffres pour mener une campagne dans les médias plus traditionnels.

Le pouvoir du numérique n’est donc plus unidirectionnel et c’est cela qui fait sa force :

res soc

J’ai beaucoup aimé les suggestions d’Anne-Marie Caron :

  • soyez créatifs
  • prenez des risques
  • changez le monde

 

 

Emotional Intelligence, what is it ?

I attend on Monday, March 5 at a fascinating conference given by Dr Steven Stein during the 2018 Women’s Leadership Summit here in Ottawa.

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The topic was Women’s leadership and Emotional Intelligence and I learned so much during this conference that I would like to share some facts and toughs from Dr Stein with you.

stein

According to Dr Stein, only 8 countries on 195 are led by women…

According to Fortune 500, only 4% of women have CEO positions…

Men versus women have perception bias :

  • women think that they have 4 times fewer opportunities than men
  • women think that gender make it 2 times harder

etc…

Emotional intelligence, what is it ?

  • the ability to identify emotional information in oneself and in the others;
  • the ability to manage emotional information in oneself and in the others;
  • the ability to focus the emotional energy on required behaviors to get things done

–> the rights emotions at the right time

Dr Stein developed a EQ-i 2.0 model to measure it

EQ_i-1

  • Self-perception is be aware of ourselves
  • Self expression is express ourselves –> assertiveness
  • Interpersonal is develop and maintain social relationships –> empathy
  • Decision making is use emotional information on an effective way
  • Stress management is cope with challenges

The personality in EI is very different from the skills and EI is very important in making a leader!

There are gender differences in EI

Overall there are no significant differences, based on a study over 154 countries but if you analyze some specific criteria, there are significant differences :

  • empathy : women > men
  • self-awareness : women > men
  • emotional expression : women > men
  • interpersonal relationships : women > men
  • stress tolerance : men > women
  • problem solving : men > women
  • self-regard : men > women

The EQ leader is constructed on 4 pillars :

  • Lead authentically to inspire and motivate others
  • Support employee’s needs and nurture development
  • Communicate with purpose, meaning and vision
  • Foster ingenuity, imagination and autonomous thinking

file

http://www.stevenstein.ca/

 

 

Pay attention to your customers… they are your digital brand ambassadors !

Screenshot-2018-1-27 3 Tips to generate more digital word-of-mouth (WOM) - Atlas Copco

3 Tips to generate more digital word-of-mouth (WOM)

In today’s modern digital environment, customers are in the driving seat together with brand owners. They no longer browse your company website for information or to find a solution to their need. No… They turn to their peers, their social media networks, refer to reviews, blogs, etc.

So, does that mean the role of the strategic marketer is evaporating? No! Brands have to put that audience to use. Digital word-of-mouth should not only be monitored but also promoted and used as an effective way of maintaining and gaining further brand equity. We’ll discuss three quick tips to get you started.

Pyramid of credibility

Let’s begin with a very easy question. Which of the following sounds more credible to you?

  1. Brand X: “We have the most reliable product in the market, come and buy from us!”
  2. Friend/family: “I’ve used Brand X’s products and they really outlast the competition. You should definitely try it!”

Well, we as strategic marketers would like to believe it is option 1. However in reality it is more likely to be option 2.

Why is that? Well  it’s all about credibility. In the end, it is our job to boost sales for our products. Customers understand that and start trusting other sources more when it comes to influencing their buying decision. This can be summarized in the ‘pyramid of credibility’.

Pyramid of Credibility – based on Burgers (2011):

Pyramid of credibility - based on Burgers (2011)

Just try to apply this to yourself. Think about any of your last purchase decisions and how you browsed for information. Think about what you perceived as credible information and what kind of material you didn’t trust…

Edelman (2007) already found out in his ‘Trust Report’, that customers trust peers 75% versus vendor PR at only 20%. When we looked at a more recent study (Little, 2015), it claims that 92% of customers trust peer recommendations over advertising and PR.

Importance of brand advocates

In the above pyramid of credibility, we have defined that ‘ambassadors’ or ‘brand advocates’ play a big role in influencing customers’ buying decisions.

Word of mouth in the digital world

Beard (2013) defines brand advocates as ‘highly satisfied customers who go out of their way to actively promote the products they love and care about’. He also quotes Rugetta (2012), who claims that brand advocates are 50% more influential than your average customer.

Why are these so important in today’s digital environment?

  • Increased brand awareness

Basically, it’s free publicity. You’re not paying brand advocates to promote your brand. They are doing it out of their own free will and by doing so, increase the exposure of your brand

  • Digital word-of-mouth fuels growth

Beard (2013) shares the opinion that this type of third person communication fuels business growth, as they are perceived as more credible by potential customers.

  • Customer loyalty

Brand advocates are happy with the products from a certain brand. So happy that they want to share their positive experience with the world. How much more loyal can you get?

3 Tips to generate more digital word-of-mouth

Great, so how do we get started? Well, it is indeed a fact that strategic marketers cannot just sit back and enjoy the ride when it comes to digital word-of-mouth (WOM). Active participation and monitoring the discussion is key into ensuring the right outcome.

Here are three easy tips to get you started:

  • Promote actively

Word-of-mouth doesn’t start by itself. Strategic marketers have to ensure that customers have easy access to test their products (trials) in order to start writing about it. OK great, my customers try out my product. What’s next?

Not every customer will be willing to write about his/her experience with your product. Even if you provide them with a platform to share their experiences, you need to motivate people to do so. This can be done by promoting it through online campaigns or setting up a proper online networking strategy.

And basically, also here we can talk about a snowball effect. Once you get a couple of customers to talk about your products in the right channels, other customers will hop on-board.

  • Engage in the conversation

Great. The discussion has started. Now what?

The strategic marketer has to turn to his/her moderators. The interaction with a brand can determine the likeability of brand advocates continuing to write about your brand. That same interaction might seduce other doubting brand advocates to also pick up their digital pen and start sharing their experience with their network(s).

When doing so, make sure you add a human touch to your interaction. Successful brands like Taco Bell, very often have funny discussions with their followers on Twitter, motivating other customers to share their experience.

how Taco Bell joins the conversation on social media

ut we could also take a step back and ask ourselves: “why do we need all this word-of-mouth? Is it only to promote our brand through different channels?” Well, the answer is simple: NO. These discussions, conversations,… can become really valuable as customer input for further R&D and product development. You get first hand feedback of how your products perform and whether they meet the market requirements. Put that information to use!

  • Reward loyalty

Brands like Apple have a large brand advocate base. Look at the cues they have outside their stores when a new iPhone is released… Thousands of brand advocates are waiting to share their experience with the newest innovation. Some of them do it already leading up to the launch, based on speculations, specs and potential improvements they see themselves.

It goes without saying that not all brands have that luxury. That’s why it is important to have a strategy in place when it comes to rewarding your brand advocates. Don’t get me wrong: you don’t have to send out discount coupons to your brand advocate base, just to keep them motivated to write about your product.

Every product, brand, industry,… can have a different approach. Wild ideas could be to involve the brand advocate actively in the development and/or testing of a pilot run of your newest product. Make them feel important and valued and you can rest assured that they will continue to share their experience with their followers. According to Scoutsheet (2017), non-cash incentives have been proven to be 24% more effective at boosting performance, compared to cash incentives.

Conclusion

Digital word-of-mouth is an easy and cost effective way to come to more revenues for your company (Scoutsheet, 2017). Because customers in this digital age have multiple sources of information, we have to understand the different levels of credibility. Brand advocates, who are mostly boosting your digital word-of-mouth, rank high.

Promoting to write about your product is thus extremely important. But never forget, they will always need access to your product first. So, keep in mind to potentially offer trials, based on the market situation that you are in.

When people are sharing their experiences, don’t shy away from jumping into the discussion. You will motivate other customers to start writing and maybe most importantly, you get instant and valuable market feedback to take back to your R&D department.

Last but not least, think about rewarding your brand advocates. Non-cash incentives are proven to be way more effective than cash incentives (Scoutsheet, 2017). So, make sure you think your strategy through.

Author:

Reference list:

Edelman. (2007). Edelman Trust Report. Retrieved from https://blogs.oracle.com/cx/who-do-your-customers-trust-more

Little, J. O. E. Y. (2015, March 24). Who Do You Trust? 92% of Consumers Trust Peer Recommendations Over Advertising. Retrieved January 13, 2018, from https://www.linkedin.com/pulse/who-do-you-trust-92-consumers-peer-recommendations-over-joey-little/

Beard, R. O. S. S. (2013, December 24). What Are Brand Advocates? Why Are They Important. Retrieved January 13, 2018, from http://blog.clientheartbeat.com/brand-advocates/

Rugetta, R. O. B. (2012). Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force. USA

https://scoutsheet.com/2017/10/31/referral-marketing/. (2017, June 15). Retrieved January 13, 2018, from https://scoutsheet.com/2017/10/31/referral-marketing/

https://blog.hootsuite.com/brands-awesome-conversations-twitter/ . (2014, January 10)/ Retrieved January 15, 2018

Burgers, J. O. S. (2011). Geef nooit korting!. Culemborg, The Netherlands: Van Duuren Media.

Community manager… a full-time position !

Social Media has undeniably become a part of our everyday lives, even for universities, companies, non-profit organizations or Crown corporations. All are using Facebook, Twitter, Instagram and other social media sites for communications, marketing and advertising. And this activity is time-consuming and require real skills and knowledge.

Let’s go around the question !

social media management tools

1

The Community Manager MUST know the industry : you can not provide a good service if you are not concerned by the company. So, first of all, identify the client, the needs, the goals, the concerns. Understand the focus, the interactions, the sensitivity and THEN develop a plan : increase brand awareness or increase number of sales or improve number of loyal fans,…

writing-down-goals

2

Remember that in Social Media…there is the word Social… Develop a long term strategy, a one-shot is never an option, loyalty is always better and emotion has more impact than content. Direct recommendations between contacts are infinitely more promising than pure advertising.

3

The choice of the used social network is crucial, regarding the target. 90% of Instagram users are younger than 35 (Source: ScienceDaily) Instagram has become the social media network for targeting millennials. 32% of teenagers consider Instagram to be the most important social network. Female internet users are more likely to use Instagram than men, at 38% vs. 26%. Posts tagged with another user (56%) or location (79%) have significantly higher engagement rates (Source: Simply Measured) So don’t forget to add ‘with whom’ and ‘where’ to your Instagram posts.

Approximately 79% of adults use Facebook (Source Pewinternet ) : as for social media, it’s just as critical to know your audience. It’s important to have a look at the demographics.

4

Technology offers now to follow the campaigns with metrics. Do not neglect them !

  • Reach: Post reach is the number of unique users who saw your post.
  • Clicks: This is the amount of clicks on your content, company name or logo.
  • Engagement: The total number of social interactions divided by number of impressions. This shows how well your audience perceives you and their willingness to interact.
  • Hashtag performance: What hashtags created the most engagement?

5

Don’t forget… You’re not alone on the market! So, analyze who are your competitors and which are their strengths and weaknesses, and yours. Don’t hesitate to realize a SWOT analyze.

6

If you receive negative message through Social Media, don’t ignore them, manage it and answer ! It’s the same as a mini-crisis, don’t deny, don’t ignore, be honest and transparent.

manage social media negative comments