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Community managers: use past posts to optimize your future actions

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optimise your actions

 

As a community manager, you should always analyze how your campaigns have been received by your community in order to see what works best. This can be trickier than it sounds if you don’t know what to look for and how to look for it. At Tigerlily, we’ve thought a great deal about how to give you the best performance indicators, so that you can make informed decisions and be as resource-efficient as possible.

 

Ask yourself the right questions

 

Who are you talking to?

It’s hard to know what tone to use and what messages to put out when you don’t really understand who you are talking to. The Tigerlily App gives you access to detailed demographics (gender, age and nationality) of the people you reach so that you know exactly who your audience is and can adapt your message accordingly:

 

Facebook demographics

 

What content should you publish and when?

Look at the contents that you have already published and analyse why some perform better than others. On the app, your best performing posts are automatically set aside for you to analyze, you can compare their performance in terms of Reach, engagement and virality. 

Once you know what to post, check out when your community is most receptive to your content and make sure to publish in those time-slots. There are hours in the day and days in the week when your community is more likely to react positively to your messages. Find out the days and times during which your business should publish to optimise engagement, virality and reach:

 

Facebook engagement optimising

 

When can you expect most conversations?

Apart from creating content, a big part of the community manager’s job is to respond to incoming messages and create interaction on various channels. We figure out exactly when you get most incoming messages (comments, posts and private messages) so that you can plan your workload ahead and avoid getting overwhelmed:

 

Facebook daily & Hourly distribution

 

The App automatically centralises all statistics in the same place which means no more jumping from one analytics website to another!

If your business needs help reaching the next level of sociability, sign up for a demo of our App

15 400 participate in Sosh’s Facebook App prize draw!

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To promote its partnership with the Happy Telephone Company (HTC), the mobile operator Sosh called upon Tigerlily’s services to create an original and innovative Facebook App.

Tigerlily created an application which respected the brands and values of both companies, HTC and Sosh, while being representative of their partnership.

In this game-type application, participants had to come up with the most original definition of the HTC logo possible. Once they had completed the game, they were able to enter the Sosh prize-draw for the chance to win HTC mobiles or Headphones.

Page d'accueil de l'Application

 

Users had to go through 3 simple steps:

 

1. Choosing an original word for every letter of the logo (H, T &C) among a set of words preselected by Sosh:

 

choix mot par lettre

 

2. Validating the word combination. There was a total of 27 possible combination, each associated with a different Sosh image:

 

Valider la combinaison.

 

3. Entering the Sosh prize-draw by filling in a simple entry-form. Once this form was completed, they instantly had the possibility to share the game with their friends:

 

formulaire tirage au sort

 

To maximise its visibility and virality on the french market, the app was available on desktop and mobile and had Open Graph integrated in it (Creating a mention on users’ FB profiles in “recent activities” for every participation).

The App was published on January 19th and generated in just two weeks a total of 139 140 visits – of which 24 330 on mobile devices – and more than 15 400 participations in the prize draw!

To have our team create an App specially tailored for your business’ needs, don’t hesitate to contact us.

[Tips] How to improve your customer service on Twitter with Tigerlily

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How to improve your customer service with tigerlily

Today, 55% of customers expect customer support on social channels(1), making social customer service a must for any business. Managing multiple social accounts can be challenging especially if you don’t have the right tools. Follow these 4 simple tips on how to use the Tigerlily platform to improve your social customer service on Twitter.

Get Organised

When multiple teams have to work together, lacking internal structure and organisation will waste time and resources.

Make it a priority to carefully define the role of each person and the scope of their actions. By doing so, you ensure that the work is done efficiently and you avoid redundancies.

To organise your team with the Tigerlily App, create a user group for your customer service department. For each person within the department, define who has access to the different social accounts and who can create and publish tweets.

user group EN

Be Reactive

Your customers expect you to be reactive when they take the time to contact you: 41% of customers provide their personal opinion about products and services via Twitter(2) and studies have shown that more than 50% of Twitter users expect a response within two hours(3).

To help you stay alert, we’ve set up a notification system which informs you instantly every time your firm is mentioned in a tweet (Mentions), one of your tweets is retweeted (Retweets) or you have received a message in your inbox (Direct messages).

Notifications appear on your dashboard just like in the following example:

Notification

Sort your tweets

Upon receiving tweets, you can set up alerts to redirect them to specific teams. Alerts can either be automatic meaning tweets will be redirected automatically according to a set of chosen keywords, or they can be done manually for more elaborate messages.

Here is an example of the creation of an automatic alert:

Automatic Alerts

Say an automatic alert is set up to redirect messages to your customer service. For each incoming message triggering the alert, members of the customer service will receive an email containing the message. You will also be able to view which incoming messages triggered an alert and which ones have been resolved.

With all the information in hand, they can deal with the issue and you will be notified when the work is done.

Even if members of your customer service don’t have full publishing rights, they can still create tweets and save them as drafts. Once saved as draft, it is possible to ask for validation by someone who does have publishing power. The tweet can then be edited before it is published. This speeds up the process of content creating and saves you worrying about inappropriate tweets going out!

Constantly adjust your strategy

Thanks to the insights available on the Tigerlily Application, you can figure out when your customer service has to be most effective.

Checking the interactions statistics shows you when your community is most active. It can help you manage the workload by letting you know when most tweets are received and employees are most needed.

Interactions

If you deal with Social Customer Service daily but are not using the Tigerlily App yet, don’t hesitate to contact us for a demo, specifically tailored for your business’ needs.

Sources:
(1) Minkara, O. 2013. Social Customer Care: Secrets to Build a Winning Strategy. [online] Available at: http://www. aberdeen.com/Aberdeen-Library/8578/RA-social-customer-service.aspx
(2) Edison ‘Research’
(3) Blunt, C. and Hill-Wilson, M. 2013. Delivering Effective Social Customer Service. Chichester, West Sussex, United Kingdom: John Wiley and Sons Ltd
(4) dimensionalresearch.com

Twitter’s tailored audiences: new options to drive conversions

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Twitter tailored audiences

A few days ago, Twitter announced new ways to target your ads using tailored audiences. Let’s look back on the different options you currently have when implementing paid actions and discover what the tailored audiences product enables you to do.

What are the targeting options that your currently have on Twitter?

When creating an ad on Twitter you have 4 main targeting options:

Twitter tailored audiences

You can also combine those options with parameters such as gender, device, and location to define more precisely your targeting.

What are tailored audiences?

Tailored audiences are built group of Twitter users that you can use in order to precisely target your ads.

Thanks to tailored audiences, you can reach Twitter users not only based on the interests they have, keywords they use, gender or location but also based on information collected outside Twitter.

Indeed, you have the ability to build tailored audiences with informations collected in your CRM (Customer Relationship Management) base, on your website or on Twitter:

- CRM audiences:

Imagine that you want to reach your customers with specific offers to reward them. In order to do that, you can create a tailored audience based on the emails that you have in you CRM database. Only those who have Twitter emails matching the ones that you have in your database will be targeted and see your promoted tweets (if you choose this specific kind of ad).

Here is how Twitter illustrates it:

Twitter illustration

- Twitter id audiences:

You would like to reach people who might be interested in your product (let’s say basketball equipment) but want a more precise targeting than just the interest “sport”? You can, for example, choose to target only those who have in their Twitter descriptions the word “basketball” or “NBA”.

This way, you’ll have a group of user ids or usernames that are consistent with the product that you want to push.


twitter's example

- Browsing-related information audiences:

Let’s say you want to target Twitter users who have recently visited specific pages of your website, you can do that by creating tailored audiences based on browser cookie IDs.

You’ll be able to precisely target the people who are interested in your brand in order to convert them into customers.

On the contrary, you can choose to use those audiences the other way around by excluding them from a targeting you already defined: for example only people interested by my products who aren’t my customers.

Are there some quantified results?

The first results come from beta testers such as Inbound marketing software Hubspot who saw a 45% raise of its engagement rates on promoted tweets campaigns using browsing-related information.

New Relic, an app performance management company, experienced a raise of 195% in their conversion rates targeting their website visitors during the beta.

We strongly believe at Tigerlily that this advertising feature might be a powerful one and that more consistent case studies from Twitter are going to show that.

To get Reach, get Real.

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Those last weeks, two subjects focused the attention of digital brands and agencies: the fact that quality articles would be pushed forward in the newsfeed and the fact that the reach of Facebook pages is falling.

Let’s start with the facts:

In order for us to precisely measure what is going on, we have, at Tigerlily, studied 34 pages representing a total of 30 million fans. We have calculated the reach by dividing the daily organic reach of each specific Facebook page by the number of fans. Here is what we observed:

A few comments on the results:

Contrary to what has been written, the reach’s decrease has been linear, not sudden and abrupt.
The fall is real but not impacting all the Facebook pages the same way. Indeed, 5 of the 34 Facebook pages that were part of the analysis did have an increasing organic reach, those pages didn’t have any common characteristics.

Those results shouldn’t also hide the fact that situations from one brand to another are completely different. The reach rates of the various pages analyzed are between 0,3% and 25%. In the future, it will be necessary to establish industry averages, in order for each brand to be able to precisely measure its performances with other similar ones.

The context:

A lot of things have been said about the relevance of Facebook for advertisers compared to other advertising channels (online or offline).
It is important for us to bring some context elements so that we can all better understand the changes that are ongoing.

What is the story with those “quality contents”? No quality is objective. We’d rather be talking about relevance than quality since this quality is measured by the engagement provoked. Brands shouldn’t forget that the contents that they push to their communities have to be designed and tailored for those communities and consistent with their interests (those interests may vary from one region to another). Each brand and agency has to constantly make evolve its content production and to measure the engagement provoked when publishing those contents. Brands have to start working like content publishers and really measure the impact of their actions.

Focusing on this quality contents will not only help brands reach more fans but also increase the viral visibility of their content (earned media). This earned media will be amplified by the paid Facebook media.

Is Facebook still the main battlefield for social media ?

The regular changes that Facebook implements affects all brands and social media agencies, it complicates our work but we have been used to that. Google has the same approach (they have recently implemented a massive change impacting all websites).

This opacity and those rapid changes have always characterized the different web big players, it forces us all to be reactive and imagine new ways to communicate.
All the debate about the fact that Facebook might not be adapted to social strategies anymore is not relevant. All brands have to be more social, to listen more, to share more and to answer more on Facebook but also on the entire social web.

The switch that we all have to make is to go from a industrial publishing content strategy to a more refined one (identifying the interests and personalizing contents accordingly). The whole goal is not necessarily to reach more but to reach better.

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