Colloquium collaborateur de la Semaine Numérique de Québec présente le Printemps des réseaux sociaux 2017
Many people are early adopters of social media platforms, but few can claim they were an early adopter of social media itself.
Entrevue avec Dan Fricker, Expert canadien médias sociaux.
Describe what you do in less than 140 characters.
I find ways to use digital channels to better connect people with brands.
What, in your opinion, is the best social media platform for engagement?
I suppose that depends on your definition of engagement.
Twitter was sort of the original social customer service channel – it’s mostly public, initially it was primarily text-based. The @replies functionality was ideal for conversational, 1:1 dialogue.
Instagram offers us a huge engagement rate when it comes to overall post interactions – so looking beyond just replies/comments, and including likes. We have somewhat smaller audiences on Instagram compared to our other channels, but these fans like our posts a whole lot more – arguably because simple, compelling visuals are an easier form of content to engage with.
But Facebook when you get it right – apply the best practices, align yourself with the latest algorithm preferences, hit the emotional sweet spots – offers the most potential for posts to take off simply because it has the larger user base.
It ultimately depends on who you’re trying to reach and what you’re trying to get them to do.
What are your top three social media practices?
Know exactly who you’re trying to reach.
Know specifically what you’re trying to get them to do.
Know which emotion you’re using to help tell that story.
Who is someone (person or company) you think everyone should be following?
I always seem to point to Oreo as a case study. They really helped start the discipline of real-time marketing with their dunk-in-the-dark tweet a few years ago at the Super Bowl. But even beyond RTM, they (and their agency) still do a really great job of being topical, actually using their social channels to participate in what people are talking about on any given day – which, not surprisingly, often has absolutely nothing to do with cookies. They’re just using social to be social. Which is what counts.
What’s the biggest shift in you’ve seen in social media in the last five years? What do you expect it will be in the next five years?
Five years? Try five months. Five weeks, even. In the last five weeks alone, Twitter’s moved to an algorithm-based feed, Facebook’s talked about plans to go public with Instant Articles, they’re now opening up ads in Messenger, Snapchat started measuring ads in GRPs to compete with conventional broadcast networks… the pace of change in this industry is incredible. That’s the challenge (and the fun): to stay current in a space that’s ever-changing. Who knows where we’ll be in five years. In the next five months though, I can confidently predict you’ll hear more talk about chat apps, and brands experimenting with customer service and content distribution.
What’s an example of the most powerful social media uses you’ve seen (i.e. a campaign, a poignant tweet, something marketing-related)?
There was a campaign a few years back on Twitter called “Surrender Your Say” run by the Tourette Syndrome Foundation of Canada. They borrowed Twitter accounts for 24 hours and posted these garbled, nonsensical tweets meant to raise awareness of what it`s like to live with Tourette Syndrome.
I point to that often for no other reason than because it was designed specifically for Twitter; it was a channel-centric execution. Campaigns like that are great case studies– the ones that don’t just repurpose creative from other mediums and don’t take 30-second TV commercials and just plug them onto Facebook. Social doesn’t work that way – square peg round hole.
Or, even something as simple as an Instagram post in December of a beardless Santa cartoon. In the caption, it asked you to double-tap to give Santa his beard. Sure enough, on Instagram, when you double-tap to like something, a heart pops up, so for a moment it’s as if a white beard appears over Santa’s his face.
I’m a fan of those types of campaigns – clever, simple, channel-centric.
How closely should the social media team be working with the rest of the company?
On a scale from 1 to ‘very’? Very.
It’s crucial. Social is a resource, it’s something that touches all areas of the business. It should never be treated as an entirely standalone, separate team or function. Social is marketing, it’s publicity, creative, and customer service; its issues and brand management, even HR. It incorporates every possible external consumer-facing function.
Is there an optimal time to post? Do those times differ depending on the platform?
Test and iterate. There’s no one single answer to that question. It depends on your audience, your product, the platform – a ton of variables. Use your own data to answer that question.
OLIVIER PRIMEAU sera présent en tant que conférencier lors du prochain Colloque Printemps des réseaux sociaux, une présentation du Journal de Québec, les 7 et 8 avril 2017. Horaire du colloque : https://colloquium.ca/printemps-reseaux-sociaux/horaire-de-levenement/