LeWeb, more than just a stage with awesome speakers, takes place in three buildings. On day 2 I focused on the Social Business Track, where companies gave a glimpse behind the scenes and shared figures on the global use of social media. In addition, an entertaining presentation was given on word-of-mouth advertising.
Tom Smith , founder of the company GlobalWebIndex , gave us an update on the use of social media. Approximately 65% of all internet users worldwide use social media, 40% have written a review about a product or company and 50% have shared a photo via Facebook or Instagram, for example. If you ask consumers what they have done online in the past month, almost 30% have responded to a story (Facebook update, etc.) and 15% have written a blog. On average, the adoption of social media per country worldwide is more than list to data 80% compared to the population. Only Japan lags behind in this respect, where almost 50% of the population does not use social media. Finally, an average of 57% of consumers 'like' a brand or company on Facebook.
Social media lessons from Dunkin' Donuts
Jessica Gioglio , manager of public relations and social media at Dunkin' Donuts , shared some lessons learned on using social media. Here's how Dunkin' Donuts does it:
Listen: Think of your fans as storytellers and don't just see them as recipients of your content;
Learn: Discover what matters to your fans and build a relationship with them;
Engage: aim for dialogue, but in an authentic way. After all, you are human;
Celebrate: Celebrate the moments you meet offline with your fans.
One of the ongoing promotions that Dunkin' Donuts has is " Fan of the week ". This fan of the week not only gets attention on social media, but also appears on their billboard in Times Square. They also create a lot of their content in-house by encouraging employees to take pictures. For example, a promotion where they asked their customers to give their coffee cup a Halloween makeover. As for the future, Dunkin' Donuts will focus more on mobile and content.