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Simplify your global and local social media management

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It is no secret that addressing local communities with specially tailored messages creates more engagement and virality. However, maintaining a coherent and homogenous brand image while conducting local social media campaigns can be rather complex: You have to manage numerous teams, often based in different countries and time-zones, and address very different audiences.

To deal with local marketing, most large brands tend to adopt the Cooperation Model of marketing in which social media marketing tasks are split between the head quarters and local branches. In doing so, many businesses – such as L’oréal Luxe and Deezer – trust Tigerlily to help them achieve their goals.

 

We help you distribute the workload between various teams.

 

With the Tigerlily app, you can easily create user groups with different access and rights to your different social media channels and applications. You can choose to create groups for all the different countries you operate in for instance. We advise you to apply subsidiarity as much as possible to maximise efficiency

In each group, you can change the various rights that employees have on the application: publishing rights (full rights, writer-only or none), moderation rights (full rights, limited moderation or none) and geolocation rights (all locations or specific places/languages only). For example, when dealing with your french Facebook and Twitter pages, you could create a user group with maximum publishing and moderating rights and target French speakers and France, this would mean that users of this group could only publish and moderate in French and their actions would only visible in France. Simply add or remove employees from your user groups to give or revoke rights.

 

We help you install content-checking processes.

 

To make sure all your local posts are in line with your headquarter’s guidelines, we enable you to have local employees create contents as drafts and send them to be validated by your headquarters.

Simply save contents as drafts and use the “ask for validation” option. Once validated, posts can be published directly or scheduled for a later publication.

 

We help you analyse your local performances.

 

Local performances can be completely different to global performances as factors such as culture, language and norms come into play.

We provide you with global AND local insights so that you can see how your posts perform globally and locally and adapt your strategy accordingly. All insights are easy accessible and centralised so that you no longer have to switch from page to page to find them. (To find out more on using insights to improve your performances read our article on using past posts to optimise your future actions).

If you deal with international accounts daily but haven’t tried the Tigerlily App yet, apply for a demo.

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.

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