Austria Business Directory

Tag: marketing basics

  • The connection between brand

     

    But how do you produce a good April Fool ‘s Day hook for your brand or organization? What are the requirements for an April Fool’s Day hook to be liked? We spoke with Thijs Waardenburg of The Network is the Message. In collaboration with OBI4wan and the Hogeschool Utrecht, among others, he is researching the power of hooks and knows exactly what a good hook should meet and wrote a book about the power of good hooks on social media .

    April 1st messages

    What do you think is the formula for success for a good April Fool’s Day hook?
    “Let me say this first,” says Thijs. “April Fool’s Day is an incredibly obvious moment that you might not even want to special lead  try to hook into. The competition is fierce. You have to come up with a really good joke to be successful with a hook on April Fool’s Day. On the other hand, it is actually the ultimate hook moment. Consumers also expect a good joke from some organizations.”

    If you do tap into such predictable moments, two things are important:

    Brand, moment and content must have a logical coherence

    As an organization you need to give a ‘twist’ to the message
    Organisations such as HEMA, Heineken and Albert Heijn are known for their strong tie-ins on holidays, but also on ad-hoc moments. For example, Albert Heijn came up with a tie-in to the hit series ‘De Luizenmoeder’ in early March. In the series, Albert Heijn’s mocha pastries were shown with a sticker of 35% discount in connection with the expiration date. The joke ‘a token of appreciation’ was adopted by Albert Heijn. The supermarket giant tied in with De Luizenmoeder and gave all mocha pastries with a 35% discount, because throwing them away is a waste.

    A  moment and content is strongly evident in this hook. The Albert Heijn brand is (indirectly) used in a popular Dutch series,  china numbers so they seize this moment to hook in by discounting all pastries in the store and posting this on social media . Fans of De Luizenmoeder – and there are quite a few – will certainly appreciate the joke. A textbook example of how you can tap into existing networks or communities in one go. Win-win!

    One of the Netherlands’ best-known beer brands also regularly hooks in successfully. As a sponsor  risk management and mitigation of the Olympic Games in Pyeongchang last February, Heineken had its pick of hook-ins. This tweet appeared on Twitter after TeamNL won a gold and a bronze medal.

     

  • What do you mean?

    Once you’re sure your emoji clarifies and reinforces your message, check to see if it’s being interpreted correctly by your target audience. Using an emoji with a double meaning is a common mistake. Emojipedia is a handy tool to check if the emoji actually means what you think it means. Most emoji are self-explanatory, but it’s never a bad idea to check the meaning. Sometimes an emoji has a positive meaning for you, while many people interpret it as sarcastic or insincere. Also keep in mind that  phone number library some emoji are formatted differently on different platforms.

    Less is more

    Finally, it is important to use emojis sparingly for your company. For personal use, you use emojis without really thinking about it, but for professional use, that is not wise. Emoji have the power to communicate a lot with a little. A quick glance is enough to understand the meaning. Also to prevent misinterpretation, it is wise to use  china numbers a maximum of two to three emojis per message. Using multiple emojis is more likely to be confusing, because the underlying purpose of the emoji used can then be misinterpreted. Furthermore, varying the use of emojis is a must, so as not to lose the effect of the emoji. Look at your message, how you strengthen the message to increase the impact of the message.

    Best practice

    To make the five tips a bit more practical, I will give three examples of companies that use emoji  merkataritza elektronikoko espainiako merkatuaren sarrera online in a good way. Before you start adding emoji to your content strategy as a company, it is never a bad idea to get some inspiration online from other companies in your industry. Which emoji do they use? These three companies already use emoji in an original way.

     

  • Do emojis strengthen your message?

     

    But if a webcare employee chooses to defend himself, perhaps even deny it, then it is better to remain businesslike. This does not mean that you as a webcare team have to choose one tactic, but that you choose a certain tone depending on the situation. In any case, do not overdo it.

    Webcare employees, it may be a little less. Not in your customer focus and your drive to find solutions. But in the way you talk to the customer. Try to speak the language of the consumer, but don’t be too friendly. After all, he didn’t mess with you.

     

    Do you want to appeal to millennials?

    Then it is very wise to use emoji in your content. Millennials grew up with emoji and regularly use them in interaction.  whatsapp number list For example, do you want to appeal to a slightly older target group? Then ask yourself if it suits this target group.

    In addition, it is important that you have the goal of your company clearly in mind. For example, is the goal of your organization to transfer knowledge via social media with a serious tone of voice? If you use emoji in the wrong way, you will lose an audience. Is your goal to increase interaction via social media? Then emoji are of added value, because emoji are very suitable for provoking reactions.

    Which emojis suit your company?

    After you have decided that emojis fit your goal and target audience, you will look at which emojis fit your company. Which emojis match your identity and core values? Which emojis fit your company’s expressions best? To determine this, you can choose to use generally popular emojis or choose emojis that you think fit your company.

    You can also choose to do a small research among the target group, to find out which emoji the target group uses and finds suitable  china numbers for your company. There is a big chance that when you then incorporate these emoji into your content strategy, they will appeal to your target group even more.Do emojis strengt

     

    The purpose of emoji is to clarify and reinforce a message. Check with each message where you place  improved financial decision-making emoji whether the emoji really adds something. When you use emoji correctly, they emotionally reinforce your message. The fact that emoji are easily recognizable images contributes to the conveyance of meaning and emotions in a message. If you want to link an atmosphere or feeling to your message, it is smart to use emoji. So does the emoji work as a language clarification or as a clarification of the message? Then add the emoji.

  • Just help well

    Now let’s talk about how the average customer experiences webcare. Let go of the urge to score with jokes. Try not to think for a moment about the vultures that will dive on you if you make a wrong assessment, and you have thrown your tweet into the world in a rage or full of annoyance. Let’s talk about simply helping customers well. Because that is the essence of webcare.

    At the risk of becoming a bit boring, I will pick up a study. The SWOCC publication ‘Webcare: from experimenting to professionalizing’ by Lotte Willemsen and Guda van Noort. The study is from 2015, but the content is still perfectly applicable to the current world of webcare. The researchers say that human sound is an important predictor of successful webcare.

    Inviting rhetoric

    Organizations use various techniques to appear human. For example, there is the technique of inviting rhetoric. This  phone number list means that organizations invite people to give an opinion or ask a question. This rhetoric can be found, for example, in the profile texts of Twitter accounts.

    Personalization use
    Another technique is personalization. Think of mentioning the first name, ending a message with the initials or first name of the webcare employee, but also speaking from the first person as a representative of the organization.

    Informal language use

    And then we have the technique of informal language use. Think of abbreviations, word use such as ‘oei’, ‘wow’ and ‘oh’, and the use of emoticons. Just help well

    Recognizable for how webcare teams work, right? I dare say that the majority of webcare teams mix all these techniques together and use them all.

    And that’s where it goes wrong. Because, say the researchers, more is not necessarily better! They presented a group of test subjects with four china numbers different responses from a virtual webcare team. The first response was businesslike/impersonal, the second was businesslike/personal, the third informal/personal and the last informal/impersonal. As expected, the businesslike/impersonal response scored poorly with the test subjects. But the informal/personal response did not appeal either. And that is surprising, because that is the way most webcare teams use their socials.

    Choose your tactic
    How then? Fortunately, the researchers also provide an answer to that. The best tactics are a combination how top firms are transforming investment management  of business/personal or informal/impersonal. A company is most likely to be perceived as honest if a human tone is used in an apology. The use of the first name by the Keolis employee in the accompanying apology tweet is therefore a smart move.

     

  • When will people still be happy with your help?

    Imagine you are in a webcare team. You do your utmost every day to help customers via Facebook, Twitter and other social mia. You are customer-orient to the max, you are empathetic, you make a joke every now and then. You solve problems and help people with questions about the products and services of the company you work for. You sign your messages neatly with your initials or your first name. And it is still not good!

    A so-call funny article appears on GeenStijl, Globalistaa takes the piss out of you – which you secretly have to laugh  buy phone number list about – and RTL news warns that being funny can cost you dearly. You are slowly getting a cramp. What is actually still acceptable?

    Under a microscope

    Webcare teams are under a magnifying glass, under a microscope even if you ask me. Everyone can admire them in action or scoff at them and many people can’t help but do the latter.

    Of course, we all experience a package not arriving, a bus not stopping at the agre time at the bus stop, or  china numbers  your suitcase getting lost at Schiphol. We all have an example of a bad customer experience. However, I cannot help but get the impression that experts, influencers, bloggers also love it when something goes wrong so that they can respond to it immiately. I experienc this myself years ago when my employer was in the spotlight on Twitter and Bart Nijman of GeenStijl taunt me and my team to the max.

    Now it is also

    The Best Social that is lurking. You are immiately pillori as an example  assess your business needs of bad webcare. But to be fair, The Best Social puts webcare teams in the spotlight more often than they are criticiz. Striking cases of webcare teams are exhibit there when they have done or said something funny. But that in turn leads to other webcare teams also trying to be the funniest at home. And voila, the annoyance among the users of the socials is f again. Because well, we are not all good joke tellers.