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How to boost sales over the holidays

The holidays will be here before you know it, and brands are already hard at work coming up with marketing plans for achieving maximum visibility during the holiday season. Their goal: originality and a high profile in order to boost sales during this critical period. This global peak period is THE time of year when every single brand must absolutely ramp up its marketing efforts. In 2014, 28 million French consumers selected or bought their holiday gifts online. According to this study, 7 online shoppers (people who had made an online purchase in the past) out of 10 bought their presents online. For the ridesharing site BlaBlaCar, the season is about holiday vacations, which means an increase in travel between cities. This was the perfect opportunity for this e-commerce site to boost its sales. 1 / Animating and engaging the community Today, this highly successful brand has a large community of loyal ridesharers to spread the word about its service. In France alone, it has 700,000 Facebook fans, and nearly 3 million worldwide. 
 Interview with Alice Chasseriaud, Head of Global Communication, and Alexandra Mounoury, Community and Content Manager at BlaBlaCar BlaBlaCar’s performance depends primarily on the size of its community and their engagement. It’s the community that keeps BlaBlaCar going: they exchange with each other, plan trips together, and get to know each other. They’re connected through their ridesharing experiences. To galvanize this community, the brand must be attentive and responsive, especially as the holidays approach. It has to find original and engaging ways to animate its community of users in order to catch their attention and lead them to the sale. To this end, BlaBlaCar naturally decided to launch a promotion to animate and reward its fans....

Posted by on Nov 4, 2015

Facebook changes : which levers activate to gain visibility ?

You must have heard of the last changes on Facebook : an algorithm that have a direct effect on page’s reach and a brand new design for its page. How do brands should adapt to these changes? How to keep beeing visible on this network? What are the other options? A new design for Facebook’s pages To be prepared to all the changes before there arrive, there are the principal new elements. First of all, we can’t help but notice that Facebook’s pages will look a lot like personal profiles. A new Timeline Your page’s posts will appear in a single column on the right side of the page. Their size will be lightly larger than before to offer more visibility to post with photos or video. Informations about your company will be placed on the left You will find in the left column all the informations about your company: map, schedule, site url, apps, pictures and videos. A simplified menu on the top of the page Application’s thumbails have slipped into the left column. To reach them from the menu on the top of the page you will have to click on the « More » tab. Admin’s modifications You will have access to your statistics on the right side of your page: likes, reach, notifications and ads. New navigation options were addded to the top of the page for the admin. Switch easily between insights, settings, timeline. Good news ! You will also have access to Pages to watch. This option that was only available for some pages, will now be opened to every pages. It will allow you to keep an eye on your competitor’s page and to compare performances : number of Like and page’s reach. You...

Posted by on Mar 28, 2014

7 tips to be influent on Twitter

Twitter is an awesome tool: it makes relationship more intense and it is easy to use. According to an Ipsos study, 2,3 million of people in France has an active Twitter account, and among them, only 19% have more than 50 followers. How can you be more influent and get more followers? There are many technics that will help you to manage this tool. Let’s begin with these 7 tips: 1 – Be reactive To create the engagement (tweetback, retweets, favorite) you have to be reactive. You have to see Twitter as a conversation, you have to read your Twitter feeds like a dialogue instead of a promotional space. Depending on how you have build your communication strategy, it can be interesting to consider Twitter as a way to be closer to your client. You can bring solutions in real-time to your clients interrogations. A satisfied client on Twitter will be more likely to positively tweet about your brand. Be careful not to transform Twitter into a customer service! As far as we are concerned, we prefer answer our customers questions on Twitter by sending them directly to our customer service staff. This way, we can use Twitter mainly to display contents. 2 – Follow your feeds in Hootsuite/ Tweetdeck How to be responsive on Twitter without being less productive ? How to answer to all the mentions of our name on Twitter ? Hootsuite is a great tool to track your feeds. The free version enables you to manage 5 accounts from a unique or different networks: Twitter, Facebook, Linkedin, Google+, Foursquare. To be aware of who is talking about you on Twitter, you just need to add a feed or a block with your name mentions « @mention...

Posted by on Fév 19, 2014

Why you should be on Google+ in 2014 ?

It is hard to follow all the Facebook changes… It never stop to evolve, though, we can be sure that one trend will always be the same: the reach decrease. However Facebook is maintaining its 1st position as a social network with 1,15 billion of active users (sources: Facebook sept. 2013). At the same time, Google+, which has been called for a long time the ghost network, is gaining strenght and try to impose its social networks. Released in 2011 as the direct competitor of Facebook, Google+ has been in the shadow for a long time. It is true, this network seemed to be at first less intuitive than Facebook. It was about circles, communities… Hard to understand how it works when we use Facebook for the past ten years. The four main advantages of Google+ This network has known a massive growth. Today, there are 500 millions of Google+ accounts, 190 millions of Google+ members are active and 60% of them log themselves in Google+ everyday..(source Google 10/29/13) Source Infographics: Agence TIZ 1 – The SEO The brands that are on Google+ have understand the first interest of this network: the SEO. As a matter of fact, you have to be linked to this network to benefit from SEO advantages. Even if, according to Matt Cutts, Head of the Webspam Team at Google, the number of +1 on Google+ has nothing to do with Google ranking… « Just trying to decide the politest way to debunk the idea that more Google +1s lead to higher Google web rankings. » Matt Cutts …it is always good for a page or a post to gain more +1 because it will have more chances to be shared. And a shared page will usually...

Posted by on Fév 12, 2014

Free resource: Millesima set up a contest which targets wine lovers

We have just published a new Case Study in the Resources page of the site: the « Millesima Case study ». Millesima, the specialist of “Grands Crus Classés” and champagne, asked Kontest to set up a sweepstake for the promotion of the event “Le week-end des Grands Crus 2013”. Millesima wanted to create a contest that can gather wine experts and amateurs around this passion. They chose a Quizz for testing the wine knowledges of the players. This Quizz acted like a natural filter on this target and allowed to raise awarness about the UGCB event. With this Quizz, the brand reached its goal to touch a qualified audience. Millesima uses the perfect combo that has guaranteed the success of its sweepstake: premium quality prizes (120 bottles of Grands crus and coupons) and a good communication on media and social networks that has provided a great visibility to the game. What are the results of this operation? Find it now by reading our Case Study ! Millesima Case Study Log in and download now the Millesima Case Study...

Posted by on Jan 9, 2014

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