Tim Guillois

My passions and much more...
Facebook: the biggest robbery for brands as ever created
 
Let me explain to you why Facebook is the biggest robbery ever created to take money from brands.

You (as a brand) set up a Facebook page… because everyone else is doing it and it is free! You know as well that there are a lot of people going to Facebook, which could be one more convincing reason to avoid any real thought on your brand strategy. 
 
It does not always end there, does it? You realize that you need to talk to people on your page, like you would do on your website or your blog. Of course, this is because the Facebook page would be useless if nobody is coming there. The solution? Paid media! (stamp ads, sponsored stories, etc. on Facebook). Well, it means you have to pay to get some fans.
 
Great! Now you have fans. Not forgetting that you have also heard that you need to engage your fans. People also told you that you must have the highest engagement on your page. So you post as often as possible (sometimes more than twice a day) to be sure of good engagement.
 
Unfortunately you realize that even if you have a good fan base in numbers, your reach is only 16 % maximum within your fan bases. Very frustrating indeed! This is because of Edge Rank, a Facebook Algorithm which shows only relevant content in a user’s newsfeed. One solution, in that case, is that you can promote your post, use reach generator to increase your reach! But one more time you will have to pay….
 
If I sum up, you paid to acquire your fans, and then you pay one more time to reach them correctly. But do you really think all your fans are really interested in your brand?

 
People are going on Facebook to interact with their friends. Which means chatting, sharing some pictures and videos, commenting on other friends’ posts, staring at other people’s lives and tease potential sex partners. 
NOT to interact with your brand! Don’t try to interrupt people to sell your products and enhance the goodwill of your brand. That is not social media that is just traditional old school marketing copy and paste on a social network!

 
The bad news is some brands are relevant on Facebook but some are not. Do not try to interact if the brand is not aspirational or at least a little engaging with his customers. 
 
The take away here is obvious: Facebook is just a tool and platform where lots of your customers and prospects can be. Use your brain before deciding to use it or not! Work hard on your content strategy and try to create remarkable content otherwise you are losing your time and money!

 
This article is very cynical on purpose, I have seen to many brands doing this and then  realized that Facebook is not magic, neither Social Media! Without clear business objectives and marketing objectives, brand strategy and content strategy, just forget it!
Soon, I will give you tips to succeed on Facebook and some relevant KPIs to use because it can work very well on an integrated campaign if it is done properly and smartly.

Facebook: the biggest robbery for brands as ever created

 

Let me explain to you why Facebook is the biggest robbery ever created to take money from brands.

You (as a brand) set up a Facebook page… because everyone else is doing it and it is free! You know as well that there are a lot of people going to Facebook, which could be one more convincing reason to avoid any real thought on your brand strategy. 

 

It does not always end there, does it? You realize that you need to talk to people on your page, like you would do on your website or your blog. Of course, this is because the Facebook page would be useless if nobody is coming there. The solution? Paid media! (stamp ads, sponsored stories, etc. on Facebook). Well, it means you have to pay to get some fans.

 

Great! Now you have fans. Not forgetting that you have also heard that you need to engage your fans. People also told you that you must have the highest engagement on your page. So you post as often as possible (sometimes more than twice a day) to be sure of good engagement.

 

Unfortunately you realize that even if you have a good fan base in numbers, your reach is only 16 % maximum within your fan bases. Very frustrating indeed! This is because of Edge Rank, a Facebook Algorithm which shows only relevant content in a user’s newsfeed. One solution, in that case, is that you can promote your post, use reach generator to increase your reach! But one more time you will have to pay….

 

If I sum up, you paid to acquire your fans, and then you pay one more time to reach them correctly. But do you really think all your fans are really interested in your brand?

 

People are going on Facebook to interact with their friends. Which means chatting, sharing some pictures and videos, commenting on other friends’ posts, staring at other people’s lives and tease potential sex partners. 

NOT to interact with your brand! Don’t try to interrupt people to sell your products and enhance the goodwill of your brand. That is not social media that is just traditional old school marketing copy and paste on a social network!

 

The bad news is some brands are relevant on Facebook but some are not. Do not try to interact if the brand is not aspirational or at least a little engaging with his customers. 

 

The take away here is obvious: Facebook is just a tool and platform where lots of your customers and prospects can be. Use your brain before deciding to use it or not! Work hard on your content strategy and try to create remarkable content otherwise you are losing your time and money!

 

This article is very cynical on purpose, I have seen to many brands doing this and then  realized that Facebook is not magic, neither Social Media! Without clear business objectives and marketing objectives, brand strategy and content strategy, just forget it!

Soon, I will give you tips to succeed on Facebook and some relevant KPIs to use because it can work very well on an integrated campaign if it is done properly and smartly.

Pushkar Camel fair: beautiful colours in the Street!

We have been with some friends in Pushkar for the Camel fair. It was last year in November. This fair is supposed to be one of India’s most highly-rated travel experiences.

Frankly speaking, I was a little disappointed by the Camel Fair but much more impressed by the people who came here for this particular week-end.

Indeed it was as well the Kartik Purnima religious festival. That is why there were so many pilgrims who came in this holy city at this time.

You can look at this video in full screen, and if you want to see other videos on this great week-end, please go on my youtube channel directly.

- Pushkar Camel fair: a first glance at the fair

- Pushkar: a first glance when we arrived

- Young Girl in Pushkar: amazing exercice

- …

Hope you will like it!

Source: Youtube.com

Anonymous asked: Hi Tim, I work with the leading English daily, Times of India. I wanted to speak with you regarding an article I plan on doing asap. Could you kindly let me know how to get in touch with you?

Hi, sure you can reach me at tim.guillois@gmail.com.

Regards


Tim

I am on TV today speaking about Social Media

With:

- Wasim Basir, director Integrated Marketing of Coca Cola

- Anupam Vasudev, CMO of Aircel

- Shubho Sengupta, Brand consultant

You can watch the complete video on this link:  NDTV profit

This is New Delhi TV channel, with a reach of 25 milllion people!

(Source: youtu.be)

I love Indian Mustache!

I nearly found in love with her. So much that I decided to try this new hair face by myself! Finally I decided to celebrate it on a Moustache Party!

Mustache is one big thing in India. It might come from the Rajput (Hindu warrior class in North India, Rajasthan). The British have been very important as well on the Moustache influence in India.

Mustache in India is a sign of masculinity, virility. You are supposed to be more than a man with this! A friend told me that in Rajasthan a mustache was important to show that you were a real man. In Kerala, after the 3 rd child, you have to keep it to show that you are the family boss…

If you go a little deeper in the mustache analysis you realize that there are many varieties…

- The regimental mustache: Barely there, but noticeable enough to suggest a don’t-mess-or-you’ll-regret-it persona. Every cops have it in Mumbai!

- The drawbridge mustache: You can almost see the two halves of this mustache lifting and falling as sporters of The Drawbridge talk.

- The old colonel mustache: Elegant and a little boisterous; best shown off with a Sherlock Holmes pipe.

- The lip lid mustache: A kind of roof for the mouth; secure, comforting and the kind of ‘tache you only notice if it suddenly disappears.

I have borrowed this mustache description to cnngo.com, special thanks to them. Have a look on this great article

You can also read the great blog of Helen (in French) with an amazing article on the Indian Moustache

(Source: youtube.com)

Swati’s birthday!

Sometimes in India, birthday can be a little special…

Swati will take her revenge for the next birthday I guess!

Is it the case everywhere?

(Source: youtube.com)

Monsoon in Delhi

Now a video from my car!

On my Way to Gurgaon - Episode 8

Monsoon in Delhi

Welcome to timguillois.com, on my  Talk Show: “On my way to Gurgaon”

Monsoon is a very meaningful word in Asia, especially in India. Monsoon in Delhi is nothing compare to the south of India where it is much longer and humid.
I had my first monsoon this year in Delhi, that was actually the second monsoon of my life (10 years ago as a student in NMIMS Bombay I discovered what it was).
Before all, you have to realize that it is a kind of liberation because after the heat of April, May and June you have just the feeling that life starts again.
What Monsoon means for me ? I will try to give you my feeling about it.

First that means lots of  Humidity and flood because the road and the city infrastructure are not constructed for this matter.
You will find lots of insects at home, huge humidity on the wall and a temperature between 25 and 35 which makes you sweat even more than
during the heat.
Second, this means traffic jam, because when it’s raining there can be some flood on the road so normally it takes me around 1 hour to reach my office from home. The rate was 2 hours 2 weeks ago one way which means 4 hours on your car this particular day!
Third, disease. Monsoon is the best period to get some health problem. You have to be very careful, even more than before, about your food and your drinks if you don’t want to have stomach problem, or more dangerous dengue, typhoid. I was shocked by the number of my collegue who got sick during this period. Not especially terrible disease, but at least something bad enough to keep you home for one week.

As a foreigner, do not act stupidly, because  your body is weak compare to Indian people..

This year the monsoon came late (really in August) which is not a good news for anybody. There was not enough water to feed everything and to prepare the dry year which is going to start again…. Today is the 12 of September and it might rain a little bit but the autumn will arrive and it is going to be very nice.

Have a look at the video above to see how it is!

TimGuillois.com - Meet Madhav Raina-Thapan, an entrepreneur in Delhi

I met Madhav Raina-Thapan 6 months ago when we arrived in India. Him and his wife were extremely nice with us. Since this time, he has become a good friend.

Madhav is a a kind of special guy because he is both Indian and French at the same time! The great thing with him is that he can understand what a foreigner can think while leaving in India and at the same time he understands India people because he belongs to them as well.

He has created his own company 2 years ago and it is working pretty well. He will starts soon a new project but this is a secret for the moment!

We spoke about Delhi, Indian and how can India be in the next 15 years…

If you want to reach Madhav, just let me know!

(Source: youtube.com)

Social Video Advertising during the Olympics

Unruly COO & Co-Founder Sarah Wood presents an overview of how brands’ can ignite conversation online across the world through the power of the Olympics and social video.

I think Unruly has done a great job!

- They created a game / Infographic to show which Brand is performing the best on the field of Video on the Social Media space for the Olympics. Great idea, and even better to promote their own knowledge, congrats!

- They have successfully simplified the way to measure the results with a special focus on the metrics “Share”. They propose as well a ratio view / share

- They have created a dashboard to evaluate the Sharing potential of a video with the main metrics: emotional (hot, cute, funny, moving, shocking) and cultural (random, unbelievable, controversial, zeitgeisty, illuminating)

P&G is the winner, have a look at the video here!

http://www.youtube.com/watch?v=NScs_qX2Okk


“While the world’s athletes limber up for London 2012, the Olympic sponsors have already been going head-to-head in a race for social video gold.

The Olympic infographic - created by Unruly, the home of social video insight - follows the front-runners on their dash for online glory.

The interactive infographic tracks the number of shares each sponsor’s content receives across Twitter, Facebook and the blogosphere, using data from Unruly’s Viral Video Chart. The eight brands with the most shares will then race for gold…”

The complete article here