How to succeed in the French market thanks to social media
Despite scandals hitting some of them, social media have become a real asset for companies wishing to enter the French market.
1. Social media benefits and risks
Here is a non-exhaustive list of the benefits of a social media presence:
- Bring visitors to your website via natural or paid referencing
- Sell through the shops offered by some social networks
- Provide your community with informative, fun and quick-to-read content
- Make visible all the dynamism of your company by sharing hot news
- Be present in the next largest global market represented by Facebook
Before embarking on a social media strategy, there are a few things to watch out for:
- The learning curve necessary to master certain social networks
- The time to devote to it
- The risk of communicating poorly and damaging your notoriety
- Digital pollution caused by non-essential content
- The virality of misinterpreted news turning to "bad buzz".
2. Social media market shares in France vs in the world
Each country makes quite a different use of social media. As such, it is interesting to compare the place of social media in France and in the world, thanks to this infographic* communicated by © Agence Tiz, www.tiz.fr, regarding the number of active users per month for each social media.
*Source http://www.alexitauzin.com/2013/04/combien-demploi-de-facebook.html
YouTube is not considered a social media in this study. However, this media occupies a significant part of the traffic with 2 billion visitors every month in the world, ranked ex-aequo with WhatsApp just after Facebook. In France, it would be number one ahead of Facebook, with 46.6 million users each month.
3. Designing and implementing an efficient social media strategy in France
As seen previously, French internet users have their own behavior regarding social media. Though, any social media strategy targeting the French market, needs “buyer persona”. I invite you to read this article in order to know more about buyer persona and the best way to describe them.
Once you have defined your "buyer persona", follow these three steps:
1. Identify the channels frequented by your persona
2. Define themes interesting your persona
3. Create the content, publish it and measure the results obtained to improve your R.O.I (return on investment).
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Ready to make the most of social media for your business in France? I am a consultant and a Social Media service provider. Partnering with CEEC LeBooster, I would be happy to assist you in your digital marketing / communication project for the French online market. Please do not hesitate to drop me an email here mlesponne(@)numipro.com or to book a chitchat slot on my calendar : https://calendly.com/numipro/30min
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