Giving your guests on your event an unforgettable experience is the goal of many event- and festival organiser. But how do you make sure that that experience is also integrated in your social media approach?
Hi Dimitri, welcome to our studio. Today's topic is the coherence of your market approach offline, online and so on. How do you get the same experience... If we talk for example about Tomorrowland, that's totally an experience, to be there. How do you get the same feeling online on social media?
Well, what you would like to achieve when you're a festival like Tomorrowland is of course understanding what is trending; what is hot about a festival. And at that point, social media has a lot of data. The words 'Big data' come up naturally at that point. And with collecting everything that is being told about you, about Tomorrowland, Tomorrowland can understand what is being hot in that area and build their marketing campaign on that. Or even go into a direct communication with their consumers.
So learn and engage at the same time?
Yes exactly, you can do it at the same time because when you're speaking with one consumer on social media you can know what the history was of that person and so on. But if you collect all the data together, there is tooling available nowadays which collects all that data and gives it to you in chunks that you can easily understand. What is trending about my brand, now or the past month? What are the demographics of the people speaking about me? Are they mainly male or female? In what age category are they? And so on. Those are things that you can understand, and all of those help in building a better customer experience for any brand.
But it's not only people asking you questions, but sometimes it's people talking about your event, sharing some pictures they took, and so on. How do you handle those? Do you do something with it or do you just leave them aside?
What brands can do, and we think that's a pretty good idea is that... We often see that community managers of brands can have a writers’ block; at a certain moment they lack inspiration. And at that point, if you have consumers, real advocates or ambassadors of your brand, tweeting photos about you, posting videos on blog, you can reuse that material and retweet it yourself. The thing is that the material you have really connects with your brand, because it has been spread by the ambassadors of your brand, and at the same time your ambassadors would be very happy, because it would be stupid to just taking the material and not making any reference to them. So it works in both ways: you make your very happy customers even happier and at the same time you are really digging into the customer experience because what they are speaking about is what determines your brand.
And how important is it to put a face on the person behind Facebook? Because what you see is that a lot of big brands have a human name for their Facebook- or Twitter account.
I think it's because... And in fact I think this is a transition period right now. We have indeed seen that the pioneering companies, who were active on social media, the first ones, that they put a human face on there. For the simple reason that this new channel of customer service in fact, of customer engagement as it's nowadays also called; people are not used to it. And if they felt like they were speaking to a real person instead of a complete team behind the screens, that would work a lot better. What we see nowadays is that those companies are leaving that path, because what they were seeing is that if they would simply put in their Twitter bio, for instance, "we will answer any of your questions from 6 AM in the morning until 10 PM".
It doesn't work that well.
No exactly. But the team consists of 10 people. Charlotte, you have Johan and so on, at your service. Well, then people already know that it works this way.
Another way of working is of course working with the initials of every person answering tweets. You see that a lot of times.
Yes, and that is in fact the best practice. Because then people really understand: "okay, I am speaking with a team here on the other side. But look at this, it's always the same person that is answering my questions. He knows my situation and he understands it". For example, in our tool Engager, those are things that you can make sure. that the same questions of the same consumer are always directed at the same agent, if that agent is available. To make sure that the conversation is as personal as possible.
Okay Dimitri, thank you very much for coming over.
You're very welcome.
And you at home; thank you for watching our show. I hope to see you next week.
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