Notes from episode 20 of the pod: for this back-to-school episode, we discuss the issue of chestnut trees and highlights on social networks. Find below the main elements discussed during this episode (as a reminder, these are notes ????), as well as various links and useful resources to deepen your reflection.
Listen to the episode
Foreword
Why did we choose to broach this subject? In this month of September, it seemed like the right time to broach this subject. Halloween and Christmas are just around the corner. You may be telling yourself that you have time to think about it or that it is not your concern. It is precisely for this reason that we wanted to broach this subject.
Missing out on chestnut trees or highlights in your communication can be a mistake. And the question of timing is also very important. You may be wondering why and what is the point? We explain all that to you.
The speakers on this podcast episode thereby are :
- Gwen, West Digital social media project manager
- Bryan, co-founder of Ouest Digital
Axis 1 – Chestnut trees and highlights: the fundamentals
“The chestnut trees and the highlights are events, key dates that recur every year. But we differentiate the chestnut tree from the highlight. – Bryan
The chestnut tree is a term that comes from journalism. It is generally rather banal information, to fill a lean period when we do not really know what to tell. It is an event that can be predicted and that recurs regularly.
???? Examples: going on vacation, back to school, Christmas, Happy New Year greetings, April Fool’s Day, World Days (women’s rights, hugs, pasta, Italian cuisine, beer …), mother’s day, fathers day, etc.
“We see a lot of brands basing their social media strategy on chestnut trees. – Bryan
The highlight more depends on the brand itself. These are dates and events (linked to her sector or territory) that directly concern her.
???? Examples: key dates (birthday, annual seminar, promotional season, etc.), events related to its sector of activity (apprenticeship tax in February for higher education schools) or linked to its territory (in Nantes, we will have the Web2Day in June or the Nantes Digital Week in September).
To conclude, in our opinion :
- a chestnut tree is outside the mark;
- a highlight is specific to the brand.
“In both cases, these are important moments in the communication of a brand. But that’s no reason to jump at the chance without thinking! – Bryan
The interests to communicate on chestnut trees and the highlights for its brand:
1️⃣ Anticipation. It is easy to anticipate, we can plan them well in advance and do production well in advance.
2️⃣ Attention. The attention of the public is turned to the subject of the chestnut tree as we speak about it. It would therefore be a shame not to do so.
For example, in December everyone is in the Christmas spirit, so now is the time to talk about it since everyone will be receptive.
3️⃣ The surprise. This makes it possible to broaden the subjects dealt with in normal times and to go beyond its editorial line. So you can try things out and surprise your audience.
“This is the opportunity to try things. For wishes, for example, get out of your comfort zone and dare! – Bryan
Communication on chestnut trees and highlights concerns all companies, regardless of the sector of activity.
You just have to think carefully and ask yourself “why?” »Are we going to speak on such and such a chestnut tree or such a highlight. It has to make sense and have the right angle to talk about it ????
“What is difficult is when speaking is meaningless. – Bryan
The question of timing is also important because you have to anticipate and organize yourself. We will not repeat it enough but we must not wait for the D-day to wonder what we could say on such and such an occasion.
In addition, we have no excuse to do it at the last minute because it is planned and it comes back every year.
“If we don’t anticipate, the risk is to make a post that is hollow and that will make a flop. – Bryan
Axis 2 – Communicating about chestnut trees and its highlights on social networks: the key stages
The key stages to communicate well on chestnut trees and highlights:
1️⃣ Identify the chestnut trees suitable for its brand and its highlights. For chestnut trees, you can use the calendars created each year by Swello and the Moderator’s Blog or Social Media For You.
2️⃣ Add to your social media editorial planning those on which you wish to communicate. You will group together all the chestnut trees and highlights that interest you and that are relevant to your brand.
This will allow you to anticipate your posts in order to avoid doing something on the day because everyone is doing it and we forgot to talk about it.
3️⃣ Think about the content to create. Once we have listed all the chestnut trees and the highlights on which we want to communicate, we will determine a message, a tone and an angle for each one.
“This 3-step work is important so as not to be inconsistent in the message that we are going to convey. – Bryan
Axis 3 – Tips and tricks
Our advices to communicate well on chestnut trees and highlights:
✅ Teach your audience something. When you share information with your targets, it must be of interest. Focus on what the audience will learn and not on the information itself. It’s the same principle as communicating about the benefits of a product, before its functionalities. Example: focus your speech about an April Fool’s Day on demonstrating your work atmosphere, and not on saying that the teams are having April Fools’ Day (which in itself is not very interesting ).
✅ Be consistent with the brand’s DNA. We need to understand the link between the chestnut tree and your brand and that this serves the overall discourse of the brand. While avoiding that this is perceived by opportunism of speaking on the day-day.
✅ Be creative and daring. It is not always simple but over a period of chestnut trees and highlights, many brands communicate. So you have to try things to stand out.
“A chestnut tree should be an opportunity to show what you do the rest of the year and not an excuse to communicate. – Bryan
Conversely, here is mistakes not to make :
❌ Resort to chestnut trees for ease. We have already said it, but we must not base our editorial strategy on chestnut trees and highlights. They should not be used as an excuse to fill your editorial calendar. They must meet your strategic objectives and the expectations of your audience.
❌ Avoid hollow, bottomless and meaningless content. Remember, your followers are looking to be entertained, informed, learn something, and be inspired.
❌ Don’t try to sell at all costs. You have to try to promote your brand by telling a story (values, commitments…).
To conclude this topic
The keys to success to communicate on chestnut trees and the highlights are:
- Anticipation : what you are going to say so as not to share something meaningless, by haste
- Coherence : stay in tune with your brand DNA and key messages.
- The bottom : bring something to your audience, otherwise it is of no interest.
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