Integrate Social Media into your brand strategy

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Integrate Social Media into your brand strategy

Claire Gallic

10 minutes

Social media is essential to the relationship between a brand and its consumers. From awareness to conversion, they can be used throughout the customer journey. Their popularity is no longer to be proven in light of the global market figures (Source We Are Social).

49% of the world's population is active on social media;
2.498 billion users are on Facebook;
2 billion users are on YouTube;
2 billion users are on WhatsApp;
1.3 billion users are on Messenger;
1 billion users are on Instagram.

Let’s note here the hegemony of Facebook, which owns its eponymous social network as well as WhatsApp, Messenger, and Instagram.

IN THE DEEP END OF SOCIAL MEDIA

Since 2013, we have been helping our clients reinvent their social media strategies to connect emotion and conversion. Our approach is omnichannel with the aim of providing seamless user experiences. Our methodology is based on 4 pillars.

A determined editorial line

The editorial line determines the communication direction of the company on social media (tone used and wording, themes told, visual signature, publishing frequency, editorial calendar). It is essential to frame all communications and ensure coherence.

An engaged Community Management

A community lives, exchanges, interacts. To develop, federate, and retain it, a facilitator must be designated. Social media is now a highly exposed online showcase that needs to be cherished daily. Liking, responding to messages in a personalized way, offering new targeted content, collecting data to better understand the community, all are strategic actions for a brand in 2020.

Appropriate Brand Content

“Content is king,” as Bill Gates said as early as 1996. To animate your social media, content is crucial. Correlated with your editorial line, this content is the keystone of your storytelling on social media.

Optimized sponsored campaigns

To amplify the reach of your posts on social media and reach your targets, deploying sponsored campaigns is strategic. These will allow you to send the right message to the right person to thus achieve your objectives (awareness, engagement, recruitment, conversions).

SOME KEY ACHIEVEMENTS

CITÉ DE LA VOILE ÉRIC TABARLY

Since late 2015, we have been collaborating with the Cité de la voile Éric Tabarly to ensure its presence and promote it on Facebook and Instagram. This space is dedicated to the discovery of sailing and offshore racing.

We developed the editorial line on these two platforms and provide advice and enhancement of editorial schedules to our client.

The editorial line is focused on the Cité de la Voile Éric Tabarly but also highlights the region. The city of Lorient, its surroundings, and more broadly Morbihan are thus showcased to prolong visitors' stays.

In addition to animating social media, the challenge was to broaden the online community, which was mainly composed of people passionate about sailing. Today, the Facebook page has over 20,000 fans (+17,000 fans since January 2016) and attracts both families and enthusiasts.

GAVOTTES

Gavottes has been a fine biscuit factory since 1920. This year it celebrates its 100th anniversary. In 2019, we worked with this historical player on its editorial line on Facebook and Instagram. The main communication axis revolves around transgenerational gourmet delights. The products are highlighted and staged in a blue setting on Facebook, one of the dominant colors of the brand. On Instagram, golden notes punctuate the gourmet news feed. Since June 2019, the Facebook community has experienced a 49% growth and the Instagram account 41%, all within a qualified audience.

The casting of the century

For the brand’s 100th anniversary, we organized the “Casting of the Century” with Gavottes. The community was to photograph themselves and showcase 3 generations for a chance to win a stay in a treehouse for 6 people, an Instax Mini, and gourmet Gavottes baskets. This contest helped animate the Gavottes community and strengthen attachment to the brand. To boost participation numbers, two marketing levers were activated: an influencer campaign and a sponsorship campaign on Facebook and Instagram targeting specific audiences.

This casting has notably given birth to a creative advertisement embodying the values of the Gavottes brand.

https://www.youtube.com/watch?v=Y2E_AltN8cM&feature=emb_logo

NANTES ATLANTIQUE AIRPORT

From 2013 to 2018, we assisted Nantes Airport in their launch and development on social media Facebook, Instagram, and YouTube from an ambitious digital strategy. We implemented a charter and an editorial line meeting the established objectives:

daily animation on social media (Facebook since 2013 and Instagram since 2018) through the production of creative and engaging content;
organization of social operations;
production of advertising films (in-stream format) and social media videos (series of tutorials).

A quirky YouTube series

Hosted by a senior woman, the YouTube series “If you don’t know, ask Armande” was created to answer many questions that internet users ask, such as “How to properly prepare your cabin luggage” (427K views) or “What formalities are required to take a plane?” (57K views). Its informative yet quirky tone has brought together a wide audience of over 580,000 people.

An editorial line for Facebook

The editorial line of the Facebook page of Nantes Atlantique Airport was designed around 4 axes: travel inspiration and highlighting the cities and countries served by Nantes airport, promotions, facilitating the traveler’s journey, and entertainment through contests and seasonal content.

The creation of an Instagram account

Instagram is a social network well-suited to the travel sector as it gives prominence to images and storytelling. The creation of an account for Nantes Airport was a real opportunity.

The Instagram account of Nantes Airport was regularly animated by #videotrotters. Micro-influencers, they master Instagram codes and share their experiences authentically on the social network. They also create Highlighted Stories to promote each destination visited. Designed as travel guides, they showcase good addresses, places to visit, and getaways to enjoy.

In the news feed, future travelers can find inspirational photos that already plunge them into their upcoming vacations. There are also visuals of planes on the tarmac or in the sky, synonymous with a beautiful escape.