Description
Nombre de page: 160
Date de parution :19/12/2016
ISBN :978-2-36233-172-5
Given the ever-increasing use of social media, companies have more means than ever to build privileged relationships with their customers.
However, these days, the common approach is more about online presence to speak about oneself than engagement to act in the interest of all. Faced with consumers who expect much more than just fine words, this approach is today obsolete.
With millions of individuals around the world connecting every day, it is in companies’ best interests to use social media “differently”, more effectively and more creatively. This is essential if they want to avoid missing out on the innumerable riches, as yet unexplored and untapped, that social media has to offer.
This book redefines the codes of social media marketing and provides the full equipment to benefit both from an understanding of the need for change and from a sophisticated and detailed knowledge of the strategic approach to adopt.
Introduction
Part I Your quest
Part II My philosophy
Part III Context
I. Social media that has changed the rules of the game
II. Consumers who behave and consume differently
III. Companies that act and sell identically
IV. An unequal power relationship
V. the problem: the lack of understanding and skills
Part IV Action
I. Commit to innovative growth strategies
II. the solution: the SocialKind approach
A. turn your business into a relational brand
1. Respond to higher-order consumer needs
2. Offer an experience focused on the brand’s symbolic dimension
3. Build sustainable relationships founded on trust and reciprocity
B. Build solid foundations to master your social media presence
1. how to think: lay the 7 pillars of an ideal culture
Pillar #01: responsibility
Pillar #02: engagement
Pillar #03: collaboration
Pillar #04: risk-taking
Pillar #05: innovation
Pillar #06: optimization
Pillar #07: optimism
2. how to behave: build a powerful strategy in 10 steps
Step #01: clearly define your brand identity
Step #02: precisely set your objectives
Step #03: conduct a precise analysis of the competition
Step #04: acquire an in-depth understanding of your customers
Step #05: draw up a consistent offer that meets the demand
Step #06: set up your pages and accounts on the appropriate channels
Step #07: define key themes and create optimized content
Step #08: establish an editorial calendar
Step #09: implement a database of customer knowledge
Step #10: measure your performance and adjust your strategy
3. how to act: adopt the 12 fundamental best practices
Practice #01: use the codes specific to social media
Practice #02: publish regularly and at the right time
Practice #03: ensure constant monitoring
Practice #04: deal with all requests
Practice #05: listen attentively and empathetically
Practice #06: respond quickly
Practice #07: participate in discussions
Practice #08: provide guidance and direction
Practice #09: demonstrate transparency and sincerity
Practice #10: calm things down and use private messages
Practice #11: solicit influencers
Practice #12: reward loyalty at two levels
Part V Results
I. Maximize your impact, your power of influence and your performance
II. Measure your social ROI with relevance and reliability
A. Current measuring practices
B. Why change
C. the SocialKind philosophy on the social ROI measurement
III. Leverage trust-based relationships with your influencers
Acknowledgments
Selective bibliography
