It is within the framework of Infopresse Day on the theme of the participatory web that Jean-François Renaud presented the conference entitled: Moving from conversation to conversion . In other words, how to ensure that your online presence achieves the business goals you have set for yourself. In short, a conference that combines social strategy planning and performance measurement. So it's around 5 big steps that is the presentation that I summarize for you in this post, but above all I suggest that you skim the article: Social media marketing: how not to skip steps before continuing your reading. As this article says, make sure you have an effective web presence and list your strategic web assets before starting any social strategy. If so, let's jump into the summary of the 5 crucial steps that will take you from conversation to conversion.
1- LISTEN
The first step is certainly that of monitoring, knowing how to listen to what is being said about your brand , the subjects and areas of activity in which it is present. To do this, we propose to determine the different keywords and to list them in different themes in order to have a better overview of them. Thus, you will be able to carry out a watch or if you prefer your brand monitoring in a more detailed and sharp way. Some tools like Swotti even offer sentiment analysis of your online brand based on different metrics and multiple online content sources.
2- IDENTIFY
Then comes the time to identify the actors , the places , the scope of these as well as the most relevant themes to observe more closely.
As for the actors, we must make sure to know the different types of influencers present in social networks. The segmentation of the different actors that make up the social networks proposed by Forrester should also be kept in mind when the time comes to determine the multiple levels of contributors to a community. Note that the evolution of this segmentation in two years is particularly impressive. In addition to this categorization, we propose to list the potential allies and enemies of the brand in question, to prepare the strategic planning which will be our next step. Places are synonymous with areas of influence. Where is this action located? What are the preferred platforms (Facebook, Twitter, YouTube, FourSquare) and the specific spaces within them (FanPage, #hashtag, comment section, ToDoList) where the discussion takes place? At this stage, these are the questions to which we seek answers.
After asking these questions, it remains to be seen if the actors and places that we have just identified benefit from a significant reach. This will be measured using indicators such as the number of friends or subscribers for an actor's reach and by the number of members and page views for a location. All of this will then allow us to determine the relative importance of each of the actors and places listed according to their visibility and credibility.
Finally, we end this stage with the organization , refinement and prioritization of the themes previously listed in the first stage and with which we wish to associate the brand.
3- PLAN
Plan, plan, plan. If we talk about it so regularly, it's because it's somehow the key to success and reaping the rewards of all the efforts made. This step is crucial since it allows agreement within the organization on the objectives to be achieved, the content that must or is desired to be communicated, the methodology to be adopted ., the types of relationships we want to build online and also to be proactive by preparing an emergency plan to be ready for all eventualities. And for those who work in B2B, you are not left out (and unlike another speaker at the Journée Infopresse), our team believes that a strategy in social networks is definitely relevant and despite the fact that I have already given you the answer, I offer you one of our previous posts entitled: Social media and B2B, a good mix?
4- EXECUTE
This is the stage where you have to deliver the goods and it is often here that the thoughtless efforts that can damage the brand are rushed. Here we must ensure that several components are there if we want to be successful in our initiatives. Among these we note: a generation of content by an enthusiast who knows his subject, personalized content according to the actors targeted and platforms used, continuous activity over time and the logging of activities. This last activity will allow you to adjust in real time or to be very timely in your way of communicating and optimizing your efforts.
5- MEASURE
Performance measurement is certainly the most interesting feature of initiatives that are made online. Everything is measurable. Let's say almost everything. It is enough to master the tools (like Google Analytics) and to determine what creates value for the brand or the company in order to measure it well. So, if almost everything is measurable, what performance indicator should we focus on?
In conclusion
If we had to remember one thing from this conference, it is that a brand's initiatives in social networks must be planned if we want to ensure their relevance and effectiveness. And you what do you think? Have you ever used a different approach to integrating your brand into social media?
As an Internet user, what is your relationship with the brands that are present online? What do they have to offer to deserve to have a virtual relationship with you?
