The Tigerlily news

The French movie theater chain, Gaumont Pathé, clearly understood the importance of social media in its strategy to acquire new customers and ensure their loyalty, so the company became the leader on Facebook for the French market to meet its goals:

Benjamin Lemaire, social media consultant for Gaumont Pathé explains the strategy of the group: “Gaumont Pathé is the leader in movie theater business in France. Its role is to ensure the best innovations which can improve the customer experience. That’s why the company is strategically deployed on the Internet, the mobile and the social web. We are convinced that future clients will choose the most simple and efficient way to buy their tickets like via platforms where they can booked them online with their mobile phone. Internet is therefore at the core of this strategy.”

Content promotion, a major challenge
The trailer is the main factor in choosing a movie as Benjamin Lemaire explains us. For its promotion, Facebook is a key channel: “Studies conducted by Gaumont Pathé emphasize that more than 66% of the audience chooses a movie not for its actors, not for its director, but for the story told.

So it’s essential for the success of a movie to encourage views of the trailer. It’s the first contact to inform your audience and determine its desire to watch or not a movie. Traditionally, people decide to watch a movie already in theaters or coming soon from 2 ways: at movie theaters themselves (2/3 of the audience has watched a trailer in a cinema hall before going to see the movie) and on the Internet (37% of the audience).”

“Think Global, Act local”
In addition to its content strategy, Gaumont Pathé builds its success thanks to a large movie theaters network, real players of the customer relationship. So main theaters has their own Facebook Page like Pathé Docks 76. Now the challenge for these cinemas is to build customer loyalty with a local strategy on social media to extend the customer relationship:
- Post information: movies in theater, events, promotions…
- Meet the community requests
- Interact with customers
- Get feedback to improve its services

An essential development with the growth of the geolocalized recommendation with Facebook “Nearby Places” for instance and the search for places with the “Graph Search”. Theaters have a great opportunity to attract new customers. It’s also a great way to get valuable customers insights. We are pleased to help Gaumont Pathé on these reflections which affecting all companies with several POS.

We are pleased to renew our partnership with the French Tennis Federation (FFT) in setting up the Social Media strategy for the French Open, Roland-Garros, following the great success story last year.

For this new edition, the FFT continues to expand its community on Facebook and Twitter the most important growth for a Grand Slam tournament over 1 year.

A strategy in 3 parts
An impressive growth resulting in a brand’s development explained by the head of marketing and communication, Edouard-Vincent Caloni:
“1. Increase the spread of our contents that generate the most engaging experiences with our community.
2. Live the tournament in a digital way for all those who can’t live the experience at the stadium.
3. Boost interactivity with our followers and fans who are present at Roland-Garros.”

A cross-channel campaign
The Roland-Garros Facebook Page focuses on the valuation of the branded content through 5 applications developed with Tigerlily. 2 have their own mobile version (Quiz Roland Garros and # RGPics) to meet the expansion of mobile usage on Facebook and directly interact with people around the tennis courts.

- The Roland-Garros Quiz
Test your knowledge of the tournament through 10 questions..

- RGPics
Vote for the best photo with the Instagram hashtag #RGPics
http://apps.facebook.com/rolandgarrospic

- Inside the French Open
Behind the scene with web/TV radio and tweets of tennis players.
http://on.fb.me/18nFGvA

- Golden Moments
Discover the best moments of the tournament with the most legendary photos and videos of this competition via a Pinterest-like board.
http://on.fb.me/11i4PYm

- The official store
Showroom of official products
http://on.fb.me/18nFwEB

In addition to its own actions, Roland Garros continues to expand its strategy thanks to special campaigns produced by its official partners..

Roland-Garros stands out as one of the most popular sport events on social media with a unique approach as Edouard-Vincent Caloni explains it: “We build our own way without paying attention to other tournaments. We are closer to what luxury brands, other sports and cultural events do.”

Roland Garros on
Facebook : http://www.facebook.com/RolandGarros
Twitter : https://twitter.com/rolandgarros
Pinterest : http://pinterest.com/rolandgarros/
Google+ : https://plus.google.com/111593059121698900493
Dailymotion : http://www.dailymotion.com/rolandgarros
Instagram : http://www.instagram.com/rolandgarros

More than organize and filter your messages, adding tags lets you analyze your performance compared with your own criteria. An essential feature to study the efficiency of your contents according to topics mentioned on your Facebook Pages.

How to tag your posts?
Publish, via our product “Conversations”,  offers the ability to add one or several tags. So you can indicate if your post presents a product promotion, an event, a contest… or a personalized classification related to your business.

This “Tagging” allows to send special metrics into our solution “Insights”, so helping you exactly measure results of your posts in terms of your own topics.

Tags for an accurate analysis
Beyond an analysis by type of post, evaluate the performance of your messages by tags based on the main KPIs:

- Reach: Average reach by post tags

- Engagement: Average engagement rate by post tags

- Virality: Average virality rate by post tags

Customized your reports
Displaying your insights according to one or several tags, lets access reports à la carte related to specific topics of  your organisation. Cross with different criteria like country, locale to deepen your level of analysis.

A Social Media Analytics tool has to be paired with a solution to manage your Pages and its conversations. The way you work everyday on your Page is closely connected to your results.

Beyond the study of global performance on Facebook, the main challenge for brands is to deepen the level of analysis of their results to effectively evaluate the daily work of their Community Managers.

1. Daily data vs Weekly data
Your Insights available on Facebook and the majority of Analytics tools offer an analysis of your performance based on weekly averages. These data highlight a trend but not an accurate result of a specific action. With the EdgeRank, the Facebook algorithm deciding your visibility, we know that the time life of your post is limited. It’s essential to study its performance on daily basis.

Consider this example of a Facebook Page and its reach. The graph in blue shows the daily average of the reach (data from our product “Posts Insights”) and in orange, the graph presents the average reach on a weekly basis (data from the Facebook admin panel).

We observe that the weekly metrics don’t show important peaks on your results, trying to smooth them. With this kind of graph, it’s impossible to identify exceptional results, however you need them to support your analysis and progress. You have to base your analysis on weekly metrics for an accurate view of your performance.

2. Daily impact of your posts on your reach, engagement and virality
After choosing the calculation method previously explained, you will be able to analyse your performance by day according to your main KPIs: reach, engagement and virality. Thanks to a heatmap, you can identify days (also hours) where the work of your Community Managers is the most efficient in terms of the KPI selected.

3. Publishing activity
Your posts performance depend on your publishing activity of your Community Managers. You need detailed reports to evaluate this daily work.

4. Define your own criteria
Brands, working locally, nationally, internationally or outsourcing the management of their Facebook Pages, have to refine its analysis in terms of:
- Author of the post
- Type of post
- Tags of your posts (available with our product “Conversations”) corresponding to your organization
- Countries and locales of your posts for global Pages
- Advertising

Thanks to this methodology, you have the ability to best understand the daily work of your Community Managers and its effect on performance of your Facebook Pages. Our product “Insights” offers a set of features letting reach this level of analysis.

Before the release of “Insights” in its new version with posts and moderation performance in few weeks, we improved our product to help you easily compare your Facebook Pages performance.

Get an overview of your Pages performance
“Insights” already gave you an access to a dashboard with all your Pages connected to our Platform with:
- Average Likes
- Average daily reached people
- Average daily engagement
- Average Daily Virality
At anytime you can compare the performance of a page related to main relevant KPIs of your ecosystem on the last week.

You will also be able to sort your Pages according to performance metrics:
- The number of likes
- The number of reached people
- The Engagement Rate
- The Virality Rate
- The Page Score

With Page Score, get an instant overview of your Page Performance
To understand how effective is your page, you have a unique Page Score calculated with a proprietary algorithm, based on:
- Page Likes
- Organic Reach
- The Reach rate
- The Page Engagement
- The Page Virality

Deeply compare your Pages performance
Now for each metric available on “Insights”, we display:

1. The growth of
- Likes evolution
- Average daily growth rate
- Average daily reached people
- Total Page impressions
- Average Page engagement
- Average Page virality
- Average daily engaged people
- Average daily people talking about this
- Total stories generated

2. A benchmark box to compare each metric of your Facebook Pages and the average of your ecosystem
- Average Page engagement
- Average Page virality
- Average daily reached people
- Total Page impressions

These new features are available thanks to a roll over on the selected area.