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Discover the first Talk of The Social Club by AdAlong, an exciting discussion to help you create your community and boost your engagement on social media, with expert speakers: Mariska Konkoly, Director of Influence, Advocacy, and Social Commerce at L’Oréal Group, Louis Marty, CEO & Co-Founder of Merci Handy, Samuel Guez, CEO & Founder of My Jolie Candle, and Christophe Manceau, Director of Strategic Planning and Insights at Kantar Media.

Chapter 1: How to Build Your Community on Emerging Social Media Platforms, and What Are the Opportunities and Challenges for Brands?

This first chapter sheds light on the strategies to adopt in order to build a fan community on emerging social media platforms. Tips and anecdotes based primarily on the experiences of our experts. Louis Marty, CEO & Co-Founder of the cosmetic brand Merci Handy, shares the keys to the success of his start-up, especially with its bold content strategy on the rising social network: TikTok.

What are the key criteria for choosing a social network for your brand? Should the age of the audience justify the platform choice? In this excerpt, Mariska Konkoly answers our questions on the different tactics adopted by the L’Oréal Group on social media depending on brand and audience types.

These insights are further clarified by Christophe Manceau, who decodes the latest trends and key figures from these rapidly growing platforms: "In fact, the creation of a community comes around a culture, a common culture about our different products, and this shared culture breaks through age groups, regions, socio-professional categories, etc."

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Chapter 2: How to Activate and Build a Strong Community?

In this second part, our experts are invited to define what makes a strong community and the various ways in which a brand interacts with its community. How can a brand maintain a strong connection with its community and communicate with it on a daily basis?

Focusing on creativity, the authenticity of messages, and placing communities at the heart of brand communications—these are just some of the tactics discussed by our speakers to increase visibility and engagement rates.

These tactics are also applied in ads, as Louis Marty explains: "Our best-performing ad was a video we put together with several real people who had bought our product. In terms of cost per click and cost per acquisition, we broke all records. It was on YouTube in pre-roll and on Facebook in retargeting. It was for oral care, a product line we launched, and it clearly shows the power of customer reviews in video form, which is incredible."

With its jewelry-scented candles, My Jolie Candle, the startup created by Samuel Guez, has become a favorite brand among 15–25-year-olds. In this same vein, Samuel Guez shares insights into his media buying strategy and the secrets behind the success of his brand.

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Chapter 3: New Trends Linked to Covid

Have consumers' interests and habits changed since the beginning of the crisis? Do brands need to change their ways of communicating on social media and engage their audiences differently?

In this final chapter, our speakers share their views on these new trends linked to Covid, providing examples of their recent activities.

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You can also find the full talk in podcast form:
To learn more about community engagement and discover the AdAlong platform for curating and distributing User Generated Content,

contact us.

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