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Social Media News

5 reasons why you’ll love using Tigerlily after using Wildfire

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Google recently announced the freezing of the development of the Wildfire Social media marketing platform. This leaves Wildfire clients without a tool and having to go through the long and tedious process of choosing a new one.

You were using Wildfire? Here’s why Tigerlily might be built for you:

 

#1 We offer the most complete social media conversation management solution on the market, used by the largest communities in the world. 

Over 80 of the largest brands use the Tigerlily app in over 50 different countries.

 

#2 We provide a comprehensive publication solution based on performance which enables you to optimise your editorial line and posts.

Don’t waste your time on posts with weak added value, you can now focus your editorial objectives on the most efficient posts.

 

#3 We enable you to access precise insights and reports which include automatic and personalised recommandations.

We give you access to a unique centralised space which displays all the indicators you need clearly.

 

#4 We develop and launch extremely powerful apps, completely tailored to your needs and manageable from a back office.

No matter what type of campaign you want to launch, we’ll set up the right mechanics for you and all our apps are mobile-compatible.

If you want to know more about this, here is an example of an application we’ve recently launched for the french mobile operator Sosh.

 

#5 Personalised customer services, all year long. 

Tigerlily is one of the only solutions in the world offering year-long customer assistance by a dedicated consultants team. You will get a referent responsible for your brand, helping you optimise your use of the platform and performances on the long haul.

 

If you’d like to discover exactly how our products and services can help you, don’t hesitate to contact us!

Facebook announces a new look for Pages

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Facebook announced this afternoon a new design for Pages in order to offer an easier access to the different contents and tools.

What will precisely change ?

The Page timeline will include a unique column for posts (the current one has two), the different page posts will appear larger (exactly like they do in the Timeline).

The new look will be similar to the one your currently have on your personal profiles:

- A left column will display some information about your company and page: likes, map, hours of business, telephone number, website url but also photos and videos.
- The right column will feature your Page posts.

redesign facebook pages 1

For the admins, whatever part of your timeline you’re looking at, you will have a simplified access to insights, just like below:

redesign facebook pages 2

Facebook also revealed that, in the overview section, insights admins will have access to some performances of the pages they watch: pages that are similar to their own (such as competitors’).  The insights standing for: total number of likes, growth rate of the community, number of posts, engagements.

redesign facebook pages 3

Through the Posts section you will also have a view of your competitors’ most engaging posts.

How will this affect me? 

Those changes won’t have any impact on the sizes of the different cover and profile pictures. Nevertheless, your brand’s profile photo will sit higher on the cover one and the name of your page will appear in white on the cover. If the background of your cover picture is white or light you might want to change it.

When will it start and will it affect everyone ?

Yes, this redesign will be rolled out progressively for everyone. You can add your page to a wait list if you want to be one of the firsts to discover and use it. You will then have two weeks, to update your creatives or information before your consumers see your page with the new design.

Facebook announced that it will roll out the redesign for brand pages during the next two weeks.

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.

Personalize your greeting cards with Ferrero

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In order to celebrate the end of the year, Ferrero wanted to offer a new experience to its Facebook community.

Tigerlily and Ferrero Rocher decided to revisit a classic Facebook app format in order to engage Ferrero’s community.

This app, available on desktop and mobile, allows you to create a fully personalized greeting card that you will be able to send to your friends or family.

In order to do that, here are the different steps that you have to follow:

Design your card

1. Choose the background

Your greeting card’s background can either be an image from the gallery or your own upload. Choose what suits you best!

2. Choose the frame

Once the background chosen, you can add different kinds of frames to bring a creative touch.

3. Write your message

Write you own message or choose to use one of the templates available and then sign your card. You can now share it!

Send your card

You can share your card on Facebook, Twitter, Google+, VKontakte or by email.
If you want to send it to just one person on Facebook you can also directly send it via private message through the app.

This app has been launched simultaneously in France and on Ferrero’s Global Facebook page. This new Tigerlily production illustrates our will to keep on producing efficient and personalized types of apps for our clients.

You want to know what we can produce for you? Contact us!

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