How to Create Reactive Content That Engages Your Audience
By Nico PrinsOct 16
South by Southwest (SXSW) is an annual music, film and interactive conference. This year, some of our team at Brandwatch attended and were lucky enough to meet some great people there. We’ve already published our interview with the lovely Katy Finneran, Bloomberg TV’s Social Media Producer.
We were also lucky enough to have a chat with Jeremie Moritz, Social Media Manager for Pernod Ricard, a co-leader in the Wines & Spirits sector worldwide. In the video below he discusses with us the importance of community management and how social media is changing business strategies.
Talking in detail about community management, Jeremie says it’s like running an orchestra, and that this has two main roles. The first is analysing what’s happening and the other is being the voice and the heart of the brand.
He continues to express how it is not enough to just be social; you also have to be socially devoted.
Jeremie believes social media holds great potential, however what’s really important is how you communicate with the customer in real life.
This is an advantage Pernod Ricard holds over its competitors. Paul Ricard, founder of Pernod Ricard, stated that “you have to make a new friend everyday” before social media had even been invented.
Pernod Ricard have been living by this strategy for 50 years and have learnt to adapt from making friends in ‘real life’ to making friends online as well.
Jeremie describes how important it is to be pro-active when listening on social media and that this helps in maintaining friendships. He applies examples to both customers and competitors.
If a customer complains “you can turn something that would have been a crisis into an advantage”, simply by contacting them personally and turning their bad experience into a good one.
Where competitors are concerned, Jeremie says that you should monitor other industries as well as your own, as this is how you will discover great uses of social media.
It was great for us to talk with Jeremie and understand how Pernod Ricard value social media, and how they have adapted their business to excel with it. Watch the video and let us know what you think on the subject.