[Applause]
last January I was part of
a cruise with 350 people good
cruise in south a cruise at
québec in the middle of winter one day we are
stayed on the river because they
were doing a storm the resources is
not dramatic
in fact it’s more like a go
with friends a day off
school and maybe this is it
unplanned event allowed me to test the
theory about nanos influencers I
am a danish a french revisit
maybe nano influencers without
know I was part of this great
dispatch there as a manager
social media
my experience has allowed me to see that
the names and france hours could
change
the facebook algorithm
we were starting from wasted on a boat
cruise to get to montreal en
going through the bottom saint laurent the part
charlevoix and québec in my
field there are different schools of
thought personally I’m part of
those called the organic teams
that is, people who believe that
the right strategies need to be
without having to pay for advertising or
before two countries of advertising
there are other people in my field who
believes that any good strategy must
absolutely include a budget
advertising in our field
we often talk about influencers
gently increased share which here has already
heard this term there influencers are
connoisseurs aboard the ship on
had influencers
that is, they are
personalities who agrees to endorse
brands of causes of companies that
thanks to their notoriety are well
to appear these companies there we had
among others an astronaut
we had a football player
we had an Olympic champion and
many countries
purpose of the TV we also had this
that we call influencer microphones
ie bloggers outdoors
tourism trips we had several
artists in residence
either still or visual arts
stage performers and we had that
I call the nanos influencers
that is to say dozens and
dozens of cross-country skiing and
racket who were registered for
explore our Gaspesian landscapes and
Quebecois a day when we left
one evening when we left matane
to get to pointaux peace which has a
Quebec superb snow storm
lifted aboard the boat it was euphoria
everyone on the bridges felt the
snowballs to dance to sing the
big party
the next morning in principle we had to
to be in topic
I looked at my phone to see
their pillay had a message of a
colleague who should and we can not
dock before several hours
is your offer of workshops on
social networks peugeot on type
would wait for him oh yes I remembered
before we leave for gas
the organization had asked people to
board then to the team in the bottom then
also to the personalities to foresee
activities still bad weather yet
who lives artists one piece postal workers
it was that day, so I gave
a workshop on social networks in
my workshop among others talked about
the facebook algorithm
the facebook algorithm is a bit
like trying to break the secret of the
famous chocolate bourde it’s a little
people who know absolutely all
factors but we know at least
of 5
that day I lingered over
three factors the first factor is
the interest the interest is a bit like
the slogan in my childhood then they
are fresh then we eat more we
eat more and are fresh
do some people remember that
it was the sausages hygrade the interest
for facebook wrong seaweed laugh is that
more
you will interact with some
people or some pages over you
go see the publications of these
people where these pages there in your
newsfeed if you forbid
less and less with some people
or some pages you will see less
less their publications or more
at all the other factors of
the algorithm are a bit more complex
to understand and explain over
years I developed the metaphor of the
wood stove to help me
illustrate in the metaphor I compare
the relationship between the type of publication
and subscribers commitment 1 1 point there
wood so to fuel game a
text publication does it take a
burn newspaper
so this product for a lot of heat
for a lot of commitment a
linking already we have more
of interactions so happens a little
more warmth a little more commitment
which is worth to a small logs of
birch a photo we have a mouth derrab
more heat more commitment a
video
a good idea saddle it can produce
a lot of commitment a video for
that a fire resumes
we also need air if the pages
control the type of publications
that it offers our subscribers these are
subscribers who control the commitment
through their interactions
so they are the ones who feed the fire
the air
if a subscriber who come or a
reaction
art surprised does it matter as if they
were giving a little air offers a small
part of his friends will see that this has
put to like such publication of such
another nest where such pages if
someone commits a publication over
his friends will see that an interaction
so the most value is like more
of air that will give an organic reach
superior when someone share a
more publication of his friends see him
more of his friends can interact to
their rates we have a lot
more air is a lot more to wear
the last factor of the algorithm of
Facebook is their recent recency
it’s a combination of two things the
first is the time of publication
the moment the page
in fact the publication and the recent
the second aspect is the time of
reaction the more people interact
serve with a publication more she
is likely to become viral in
all the activities that were
proposed that day on the boat
one of the daughters of the organization me
summer samuel leduc had the idea to organize
a challenge dummy is what they
also know mannequin at aline
it’s a bit like when you’re a child
that we played at status except that this is
filmed we’re going to watch a little bit
assange
[Music]
[Music]
[Music]
step at worst as you could see
everyone has embarked on the video
even the personal captain really
everyone had a lot of things and
when they saw him at night the video
climb but we hope that the
published on social networks he had
a to interact he was looking forward to the
share to show people that he
knows except that they were told no to
right now in facebook the cost
average commitment of all pages
is a site for us this week
thanks to our work we work
people who were with us we fired
outside we reached 85% of rate
commitment
if at home in the middle of winter in Quebec
made a good fire
it is 24 degrees celsius inside
will we hasten to put
our so beautiful maple log in the
see the stuff no we’ll wait for that
cool down a bit that’s what we did
with the challenge dummy video
mines weeks after the event on
sent a message to all our members
for the redis you have to wait for it and
video it is broadcast next Saturday in
four days you are asked to be
Shade the shit at 7 o’clock in the morning
if you could do the most
quickly possible it would help us
many we do on the following Monday
we published the video we did a test
with the tests at b it’s that in
organic
so as usual we published the
video directly on the newsfeed
of the page of the tdlg de la grande
crossing of the gaspésie is removed on
paid $ 200 to make a
publication called barque poste
that is, subscribers do not see
we targeted people who looked like us
subscribers, including comparable ones excluding
subscribers after four days we have
measured the results we did for the
organic publication reached near
120 thousand people and for that for
which we paid 200 dollars on
had reached close to 3500
people
if we make a rule of three even if we
know it’s a bit more
plex that we could say that if we have
had to shell out $ 200 to join 3500
people would have had to spend everything
nearly $ 6,000 to join one hundred and twenty
thousand people
so that’s the value of the work
give our influences hours for this
episode there especially a ring
influencers what is an ambassador
an ambassador is someone who in
real life is a brand a product
cause events and speak
around him to his friends that’s fine
but the scope is limited
the subscriber the subscriber him he likes a page
but it interacts pr necessarily all
the weather or if he does it it’s not
necessarily conscious way
the nano influencers elite a
combination of both it is both a
subscriber he has to be on the networks
social to be an influencer this does not
is not and in addition he has the attitude of
the ambassador so the nano influencers
and someone who knows consciously that
whenever he interacts with the
publishing a page i live this page
for publications to be more
views and that they reach more people
and that more people are talking about it
what’s important to know is that
the nano influencers is not a
influence often influencers are going
to be paid to talk about brands that’s
not the code not influenced the no one
French is not someone who for
the facebook friends did not see it
someone who has seen with his big heart
because to use the words of
claudine roy the founder of the
steel industry
the most important in life my friends
it’s love
remember what does it matter
be organic tim or team advertising on
all have a common goal ie
we want conversion for the
tdlg the conversion was to hope that
interaction and interconnections
between everyone
who raised so that our publications
are more seen as they reach more
of people that more people are talking about and
that eventually more people sign up
at the following editions
we reached it was our goal to
conversion for small delicatessen
that you like for the independent media
that you particularly like
for the shop around the corner the
conversion rate
it’s sometimes what can do the
difference between surviving closed more
prosper together here today at
she says that we are like on a
ship together if we want we can
influence social networks I am
a nana influencers you can be
the impressionable mano
thank you
[Applause]
”
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