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Overview of French Social Media

This week, and as a final article of this blog, I want to show you what happen this week on social medias. What are the most succeed campaign and what are the worst.

Here is a selection of some French brand that have communicate on social medias. You should get some inspiration from it.

LUTTI

Lutti is French candy brand.

When you get your fill of Lutti’s candies but you forgot the toilet paper.

O Tacos

O Tacos is fast food chain which serves French Tacos. French tacos aren’t like Mexican Tacos. This is a Tortilla in which you can put whatever you want : nugget, chorizo, sausage, cheese, bacon etc…

This brand is targeting millennials, who loves junk food.

Here is a post in which they are comparing their product to Mc Donald’s

In pictures Vs In real Life

Simple & efficient.

Burger King France

Here in France, the communication of Burger King is managing by a French agency : Buzz Man. They have shown that they were particularly good at communicate on normal time, with a lot of sens of humor.

We were not expecting them to be efficient on this particular times. But they were able to do a beautiful crisis communication and funny.

As they closed all their restaurant they are now proposing to do our own Whooper at home with ingredients that you can find on the supermarket.

Here is the print campaign :

The Whopper of the Quarantine

Monsieurt-shirt.com

Here is an example of a brand who failed to communicate about COVID and self-isolating.

monsieurt-shirt.com is selling T-shirt with sentences on it, usually jokes.

This time, it was a bad taste joke.

I survived to self-isolation with Thomas.

I survie to self-isolation with Pauline.

And that’s all for me. I hope you have enjoyed reading my blog. It was a pleasure to write for you and I hope I’ve been helpful and that you are now ready to settle in France.

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French Micro-influencers

As I said in my last article about social media tendencies in 2020, influencers and particularly micro-influencers are essential on a social media communication strategy. Today, I want to show what are the main French influencers to follow in France. Since I recommended you to work with micro influencer rather than a huge one, I will not talk about the most famous French influencers but those who are interesting to work with by field. 

What is a micro influencer ? 

Micro influencer are followed by less than 50 000 people on social media. They are more authentic and natural than a  huge influencer who mainly exceeds 100k of followers and is talking in general to reach a maximum of person. 

As a consequence, people are more likely to identify themselves to that kind of people and understand their opinion, are feeling close to them, and can easily interact with the macro-influencer. Indeed, the consumer is not looking for the quantity right now, but the quality. 

As they are accessible to their community, they are also for brands and companies. It is easier to offer an efficient partnership or to target a precise persona since they are specialized in one domain or field. 

Here is some of them : 

FOOD : 

1.Paris with Charlotte : 24,2k , 4% engagement rate 

=> Gourmet addresses in Paris 

2.Stéphanie Guillemette : 22,8K, 3% engagement rate 

=> Vegan adresses in Paris and Europe

3. Au Petit Gâteau: 21,2k, 3,8% engagement rate 

=> Cake shop in Paris

4. Food Lille Restaurant : 7K , 4,7% engagement rate 

=> Food adresses in Lille 

TRAVEL : 

1.Travelmehappy : 41,9K , 1.07% engagement rate

=> Couple who is giving advice and recommendations for traveling all around the world. 

2. Loiseaurose : 13,6k , 11.9% engagement rate 

=> Liberty and happiness are her key words. She is traveling all around the world. 

3. Voyagedemarion : 20,3k , 4.48% engagement rate 

=> Ocean lover. Posting about her travels and particularly about blue seas. 

 4. Mmeoreille : 20,1k , 3.71% engagement rate. 

=> Mom traveller. 

FASHION : 

Flo_II : 35.4K , 1.56% engagement rate 

=> Belgian influencer authentic and sincere. 

2. Sandrinemrn : 47.1k , engagement rate 5.24%

=> French influencer that we want to be friends with. 

3. Barbichettefr : 20,8k , 1.24% engagement rate 

=> Parisian men who is talking about men fashion and trends. 

4.Monsieur.french : 16.7k , 5.3% engagement rate 

=>Another man who is talking about French fashion and trends. 

Just to conclude , even If micro-influencers are more authentic and easier to reach for brands, keep in mind that in France, the most profitable influencers for companies are people from TV Reality Show just like @carlamoreau or @nabillabenattia for example. 

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What are the changes with Youtube’s algorithm in 2019 ?

Today I want to talk about Youtube and his algorithm renowned to be the most complicated of all social media algorithms. Since its creation, Youtube never stops changing its algorithm through time. As all period had his problem to solve. Until 2012, the algorithm was based on the number of views that impacted the videos which were most of them not relevant and had only clickbait titles. Between 2012 and 2016, the algorithm was based on the time of viewing which impacted the quality of videos. Since 2016, the algorithm is working thanks to the learning machine technique. Last year, in 2019, the algorithm has changed a little which created a huge problem for some huge and famous influencers like Squeezie, the most famous YouTuber in France. In his video, he is trying to explain what changed for them.

https://www.youtube.com/watch?v=kuCv9TJbNh4

What is going on in 2019 ?

According to Squeezie, the French YouTuber, the algorithm is settled like below : The largest number of views in a short time = more likely to be listed in Trends. This allowed young and new YouTuber to be known. This algorithm enables the creation of new content too. Even if it seems to be perfect to discover new elements and content, this algorithm rises the main problem for Famous Youtubers. Their new videos are less likely to be viewed and it is less difficult to play with the algorithm.

Royalty

The problem raised by those famous YouTube is that now, the algorithm can recognize video that contains music with royalties. Universal Music has been aware of that. That is the reason why they are playing with this algorithm to win money. When the algorithm recognizes music with royalties, YouTube informs the owner who has the possibility to claim the money earned by the creator of the video. As a consequence, even if your video is lasting 5mn and you are using 6s of music with rights, your video is unmonetized. This works too for old and famous videos and even if the music is not responsible for the number of views.

However, YouTube has now the possibility before publishing the video to choose the music that they used in their video and so, to keep the monetization on.

As a conclusion, famous YouTube is now questioning on a philosophical question. Should they choose liberty and creativity, which means that they are not paid, or profit?

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French Digital Médias

As a social media manager, you have to be able to work with digital media. As we know, the press aim to disappear in the future. Press will be replaced by digital media. Those new media are often on social media such as Facebook or Twitter. In France, only two relevant digital media have an impact on the population and particularly on internet users. As a marketer, you should pay attention to those two digital media.

KONBINI

Konbini is a French digital media available on every platform. This media has more impact on Facebook, Snapchat, and Instagram (IGTV). Konbini is a reference to a Japanese word, which is a shop open 24h/24. That is to say, Konbini is a media available every day at every hour. The target of this media is a target aged between 18 and 3à years old, a young target. As a consequence, the media is self-described as Pop culture media. However, even if Kombini is talking about pop culture subjects such as cinema or music, it often deals with news subjects, for example, the coronavirus.

https://www.youtube.com/watch?v=-UXkXBtvFmU

We can notice that this media is mainly using the video format. Why? People are not reading the newspaper anymore, particularly young people who prefer the video format and are more attentive to it.

BRUT

Another famous Digital media is using the video format: BRUT. Brut, as Konbini, is a social digital media that is targeting young people between 18 and 30. On the contrary to Konbini, Brut is a 100% video digital media. This media is talking about all subjects and news. Each day between 10 and 5 videos are published on social media about different topics. It allows the millennial to understand the news thanks to the video format.

https://www.facebook.com/watch/?v=251723465849067

Those two media are using videos to seduce the millennial, to bring news and them back together. Konbini and Brut need the help of brands with paid advertising or partnership to be fund and survive. That’s the reason why you should pay attention to those digital media if you are targeting millennials in France.

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The best french community managers

Welcome again, marketer. Now, you begin to know a lot about how to communicate on social media in France right ? I hope I've been helpful to your company. However, it is not the end! 

Today, I want to introduce you to the best French community managers that could inspire you in the future. 

As you may know, in order to be efficient, you should create engagement with your community (To learn more about it read this article : ). The community manager that I will present to you here, has been able to create engagement thanks to their own originality. 

Winamax : 

Winamax is a sports website where you are able to bet. The target of this brand is mainly young people that follow the sport. Winamax is well known on social media, and particularly on twitter, to be provocative. They don’t hesitate to criticize and give their own opinion about a club or a player. Nevertheless, they are always using humor while criticizing. This sense of humor is what has made them famous with the provocation. For example, a Winamax community manager has launched a bet about when he would get fired. 

Les produits laitiers : (Dairy Products) 

Les Produits laitiers (Dairy Products) represents all of the Dairy products in France, just like a lobby. At first, we could think that this brand is not susceptible to being a trendy brand on social media. 

However, Les produits Laitiers became very famous on social media since the release of a partnership video with Mister V, a famous funny YouTuber. The notoriety on social media of the brand is on the rise since that day. 

https://youtu.be/5jQCw_7o87Q

As they reached a young target, they are always playing with humor on social media: pun, newsjacking, informal speech … 

Besides, they are often using repartee to answer the comments. As a consequence, everyone wants an answer to Les Produits Laitiers and is commenting under a post, which is creating a lot of engagement. 

Décathlon 

Décathlon is a French cheap sports brand. They are well known for their sense of humor. 

This brand is known to be the cheapest sports brand and not for their style just like for Nike for example. As a consequence, the CM of Decathlon is playing with this image and uses the self-mockery as an editorial policy which makes the brand so famous. 

Doing sport naked in a gym in Paris is now possible. 

Decathlon : Here is a news that doesn’t do our business. 

arabe ppliqué : Hey ! I love you grey Kalenji. Actually, I took it because it cost only 14 boxes but I’m not fashion at the gym. Could you offer me red Kalenji ? 

Decathlon : Bro, being stylish is only on your mind. Be proud of your grey Kalenjis. 

As you have seen, the most famous CM on social media is often using humor as an editorial policy. To create engagement on French social media, you may have to have a sense of humor. 

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French Brands that succeed in managing the Covid19 crisis.

Appeared in December in China, Covid 19 has spread everywhere all around the world. Binding countries to close borders, shops, restaurants, and forcing people to stay at home to hold back the disease. As a consequence, many companies had to shut down and stopped their activities. To avoid bankruptcy, they have to keep to communicate and apply the communication crisis model (read the article which talks about it).

In France the situation is critical. However, several companies succeed to communicate about it and take advantage of this crisis.

1-LVMH

As we know, there is a shortage of hand sanitizers all around the world and France is not spared. The problem is still to make it since there is also an alcohol shortage. That’s the reason why LVMH group decided to make a requisition of their own perfume workshops to transform them on a hand sanitizer workshop. They are doing this for free in order to help hospitals. 12 tonnes of products will be delivered to hospitals during the crisis.

2- Monoprix / Franprix

Monoprix is a supermarket chain company, famous for it several successful campaigns. I talked about it in another article (crisis article) if you want to read it. After the first announcement of Emmanuel Macron, about the self-isolation, Monoprix decided to settle in green number (usually used for helping people in case of a crisis in France) for its old people consumers. They propose to deliver for free in 156 cities in France, a basket which contains about 30 euros of products which can be used for 3 or 4 days.

Nevertheless, they propose to all their customers to order baskets if they want to. Two other baskets are proposed to them such as « organic » or « gourmet » baskets which are more expensive than the original one.

Finally, they are trying to not letting down their Loyal customer and have planned to send emails to all customers who possess the shop’s card.

3- Food Companies Delivery.

Domino’s, Uber eats, and Deliveroo, the three most powerful food delivery companies on the French Market has decided to settle in the « without contact delivery » to avoid all of the risks of transmission between the client and the delivery man. The delivery man let the package in front of the door, knock at the door, and step back at least at 1m of distance. The client waits at least one minute after the delivery man knocked and grab his package.

Domino’s is the best communicator about it since the brand has put the explanation online on the special web page and on its own social media.

However, even if they are trying to make a good crisis communication, they are still blamed for the fact of making people work for a « non-essential » need.

4- allovoisins.com

Allovoisins is a mutual aid platform between neighbors.

Because during this period mutual aid is essential, the platform has decided to remove percentages on the services given in order to make the help easier.

At @allovoisins we remove all commissions paid online. More than ever, with our 3.4K neighbors, we will develop the spirit of mutual aid and national solidarity.

As you can see, every brand is trying to communicate during this period and take this to their advantages in order to offset the damages caused by this terrible disease. One last word I would say is: Stay home, stay safe.

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How to build a social media strategy

Hello everyone and welcome on this blog again.

Since the beginning, I’ve talked to you about some social media tendencies or crises in France.

But we have forgotten the most important thing to begging. I forgot to answer to this inevitable question which is:  How to build a social media strategy ?

As you may know, it is not easy to build a social media strategy. First, you may define your objectives.

In order to be efficient, your strategy on social media as to be the same as your business Strategy and be maintained over time.

You have to choose between four objectives :

- Notoriety: Advertising on social media in order to present your brand to your consumer.

Recruitment: You want to win a new customer. As a consequence, the use of the hashtag and the optimization of your SEO on social media could help you.

Loyalty: In this case, social media will be used as a kind of continuity to create interaction and engagement with your community before, while and after their purchasing.

Selling: By integrating a Facebook or Instagram shop which could allow you to convert your community in purchasers.

When you have defined your objectives, let’s define your target.

Just like a communication campaign, you have to choose a target according to your brand.

When you have chosen a target, try to define it more precisely by making a persona:

Age

Gender

Work

Geography

Interest

Lifestyle

Personality, behavior

In order to help you creating personae, you could use the website xtensio.com. The more you personalize your persona, the better you can reach your target. Indeed, knowing about his or her age, interest, work, etc… could really help to choose on which social media you should focus on as a brand. In order to help you to choose a social media platform, here is a picture. I advise you to refer to my first article which was talking about the social media platform tendencies in France VS in Canada.

Besides, as a marketer who wants to settle in France, when you build your persona, try to keep in mind that the tendencies, interests, and behavior are not the same as in Canada. I advise you to keep watching all the new tendencies.

After finding your target, you should pay attention to the content that you are publishing. Indeed, you have to create quality content.

Example of a persona

Talk about the interests of your persona and not about what you want to talk about. Try to always put you in the shoes of your target. Then, create interaction and engagement with them by creating some games or just by answering their questions and comment. You have to create quality posts, when you are posting pictures or videos, make sure that it is creative and with a graphic quality.

Keep in mind that you cannot communicate the same way on all platforms. You should adapt your language, the format etc… to each platform that you use. For example, if you are using LinkedIn, pay attention to your language that has to be formal to reach a corporate target.

Besides, when you are publishing and particularly when you plan your posts, you have to keep in mind those hours to reach a maximum of persons which are in France :

Facebook: Between 12 and 3pm on Monday, Wednesday, Thursday and Friday and between 12 and 1pm on Saturday and Sunday

Twitter B2B: Between 12 and 3pm on Monday, Tuesday, Wednesday, Thursday and Friday

Twitter B2C: Before 9am and between 12 and 5pm on Monday, Tuesday, Wednesday, Thursday and Friday.

LinkedIn : 7:45am 10:45am 12:45 5:45pm from Monday until Tuesday

Instagram: Between 11am and 1pm and 5pm and 8pm from Tuesday until Friday

When you have finally published your content, you should pay attention to the KPI. In order to analyze those KPI, some software just like Facebook or Instagram business could be useful. But you can analyze the traffic through google analytics too since it will tell you where your visitors come from.

To conclude, don’t post anything on social media before having a social media strategy. You should prepare your social media strategy by choosing your objectives, your target and create quality content.

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French social media crises.

This week we’ll talk about reputation on social media. The reputation of a company is based on visibility, distinctiveness, transparency, and authenticity. Nowadays, the reputation of the brand is mainly based on social media. However, even if you want to build a strong reputation on social media, you have to be aware that it could fall one day, due to a social media crisis. Those crises are principally due to the reactions of people on social media. When people are speaking to their close family members, they tend to use kindness and joy feelings, while they are speaking to a stranger (such as a brand) they tend to use anger, which could lead to a crisis. 

You may have those famous crises in mind such as United breaks guitar or Eric Garner #Icantbreath. As a result, today, I want to present to you two French famous examples of crises that happened recently. 

MONOPRIX 

Monoprix is one of the most famous city supermarkets chain, known for its original advertisings such as #Laitdroledevie, that I recommend you to watch if it is not already done. 

However, on the 21st of September 2018, Monoprix has been the victim of a major crisis that cost a lot to the brand. Indeed, Arthur, a young partially sighted man wanted to do the grocery shopping at Monoprix with his guide dog. In France, a company could prohibit the presence of a dog in a supermarket but has to accept guide dogs. Nevertheless, when Arthur arrived at the supermarket, the director asks him to let his guide dog outside, which is forbidden by the law. Arthur, who was on his right, argued with the director and refused to let his dog outside. Then, the director asks the guard to force Arthur out of the supermarket. The guar executes the order with a lot of violence against Arthur. The scene was filmed by another customer and posted on social media. As a result, the video becomes viral and was relayed by some associations for blind people. Many people boycott the brand and accused Monoprix of discrimination. 

https://www.youtube.com/watch?v=UOgA1zGNJSc

It is only after ten days that the brand finally answers through a press release posted on social media as you can see below, and has sanctioned the director of the supermarket. 

Translation: Monoprix strongly condemns the events that have taken place. Committed for several years in the fight against discrimination, our teams are trained to welcome all audiences and have been sensitized again.

Unfortunately for Monoprix, this press release hasn’t calmed the anger of the internet users who accused the brand to minimize the facts and to not be honest.

Indeed, to calm down the internet users, the brand should have present her excuses to Arthur and communicate earlier to stop the fire. The press released arrived too late, and as a consequence, the anger has increased day by day. 

In one word, the brand should have pay attention to her social media pages, and particularly the number of mentions to prevent this crisis. 

SNCF AND RATP

Here we’ll see different management of a crisis and particularly about the reputation of a brand. 

SNCF and RATP are two public transportation companies. Since the 5th of December 2019, France is experiencing a massive strike all-around the country due to a new retirement reform. Because of this reform, a lot of RATP and SNCF employees could lose their retirement benefits in the future. As a result, those employees have decided to do the strike. All the Parisian subway lines were closed -except the automatic lines- and a lot of trains were canceled. 

As they know that this strike will create a lot of reactions on social media, and to prevent a huge crisis, the RATP and the SNCF, hired a new community manager to reinforce the team to answer to a maximum of people. 

The SNCF is the most mentioned french company on social media with 5000 mentions per day on normal periods, but during this period she was mentioned 25000 times on social media per day. Even if it is complicated, the RATP and the SNCF wants to answer to a maximum of questions to avoid any crisis. Those companies want to be present for their customers in real-time. 

As we can, see, the RATP and the SNCF avoided a major crisis beyond the strike crisis that was inevitable. Their quick reactions allowed them to prevent a bad buzz. 

As a conclusion, we can notice with those two examples that it is possible to avoid a major crisis to your company by being prepared and do not let anger spread on social media. The main word is to anticipate.

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3 Majors French social media trends for 2020

Hello everyone, and welcome back to this blog. For the new decade beginning, we’ll speak about three major trends that may exist, here,  in Canada but that you have to pay attention to if you want to settle in France in the future.

Indeed, social media are currently evolving and particularly for the last 10 years, so that’s the reason why this article may be interesting to read.

N°1: Authenticity.

In real life as on social media, in France, you have to prove your transparency and your authenticity to your consumer.

People are looking for transparency and want to communicate with the brand directly since the different scandals that appear in the last decade in France such as meat scandals for example. As a consequence, as a brand, you have to use social media and create interaction with your community. For example, try to answer at least two or three comments when you post.

In order to be authentic to your target in 2020, you should choose a micro-influencer to communicate about your brand. By engaging a huge influencer who’s talking about many different topics you may risk to miss your real target. You better choose a micro-influencer who’s talking about specific topics ideally related to your marketing domain. For example, if you’re a wine-groaner, you should choose a micro-influencer that talks about food or wine on her or his social media.

N°2: Employee ambassador.

When we are talking about ambassadors, we are naturally thinking about influencers.

Actually, some brands are using their own collaborators in order to communicate.

How involve your employees in the communication process?

Just ask them to communicate about the brand on their own account. This method will have a lot of impact on your target since it brings authenticity and transparency.

N°3: Vocal research

As you may know, vocal assistant and Vocal research is now a huge trend in Canada. But in France, this trend is slowly evolving. However, you may think, as a marketer by seeing statistics, that vocal research isn’t a trend and that you shouldn’t communicate through this.

Alexa’s world development

Source : Statista

That’s false. Indeed, 1.7 million people - Editor’s note: 67 million persons are living in France - are currently using vocal research through a vocal assistant and this number is currently increasing.

People are using vocal research in order to find precisely what they want. As a consequence, their request is currently evolving through time and trends. As a marketer,  you should anticipate these trends and consumer behavior in order to figure out and anticipate the request.

Let’s take the example of a woman who wants to travel to Paris. First, she will browse some blogs which are talking about French tourism, the place to sightsee, the airline you may choose to come, the best restaurant …

Then she will see some posts from tourist micro-influencer that recommend some airline company she used. Finally, she will ask google or Alexa, what are the real feedback about this airline company and what is actually this company. As a brand, you should give the answer to this lady all the customer pathway long.

As a conclusion, in order to beg this new year, you should pay attention to those trends and introduce them to your 2020’s communication.

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France VS Canada: Core social media

Hi everyone and welcome on this new blog , The French Marketor. 

This blog tends to help Canadian marketers who want to settle their companies in France but don’t know how to communicate there. 

This first article is here to explain to you the basics of social media in France compare to Canada. 

What are the most used social media? Are they the same as in Canada? Which company used social media in France? For who? 

This article is here to answer your question. 

MOST USED SOCIAL MEDIA IN 2020

Firstly, let’s check what are the most used social media in Canada. 

Indeed, according to … website, Facebook is still the leader in Canada, far ahead from Linkedin (35% of user) tied with Instagram (35% of users). In the fourth position, we can find Twitter (26% of user) and then Snapchat (19%). 

The most used social media in France in 2019 is still Facebook, just like in Canada and everywhere in the world. Facebook stays the most powerful social media in the world and particularly in France, even if some specialists tend to say that Facebook is doomed to disappear. Just like Canada and the rest of the world, French Facebook users are mostly people between 25 and 34 years old. 

However, a difference exists between Canada social media and France social media because Youtube is the second most used social media in France while in Canada is Linkedin. Indeed, Linkedin only is in the sixth place because few people are using this social media, and a lot of French people don’t even know this social media here. Linkedin, in France, is more relevant for B2B communication. 

Besides, youtube is often used by women who are watching DIY videos. Nevertheless, the number of baby boomer users is rising this year in France and may become the most active generation on this platform. 

Finally, the rest of this ranking is quite the same as the Canadian one : 

3. Instagram 

4. WhatsApp

5. Snapchat 

6. Linkedin 

7. Twitter

GENERATION 

In Canada, all generations of social media user are well divided since 62% of the users come from the Y Generation and 60% come from the X generation. The baby boomer generation is yet decreasing on social media, with 46% in 2019. 

This statement is surprising because, in France, the number of baby-boomers on social media keeps increasing especially on Facebook. So if your target is baby-boomers don’t hesitate to communicate on social media in France. 

Besides, almost all people from the Millenials now present on social media (90% are using social media). We can deduce that millennials are taking a huge place in the social media universe. 

Source : Oberlo

COMPANIES 

70% of Canadians are following at least one brand on social media. Which are these companies? 

Restaurants and telecommunications companies are strongly present on social medias. 

Then arrive Commerce, airlines, hotels. 

In France Restaurants this ranking is quite similar to the Canadian one, except that the scientist industry and building companies have a strong presence on social medial. Indeed, those domains are powerful in France and are part of the economic activity of France, this explains their presence on social media. As a building, scientific or industry company, France is a good country to communicate on social media.

Percentage of companies using social media in France in 2017, by industry

Source : Statista.com

CONCLUSION 

French use of social media is quite the same as Canadian’s. Even if there are a few difference, if you want to settle in France you have to pay attention to this: communicate on youtube rather than Linkedin, pay attention to the baby-boomers target and take the chance to communicate on French social media if you are a Scientific or industry or building company.