Helping Brands to Become "Social"

Tigerlily is the platform that follows brands step-by-step to optimise their Facebook campaigns

The history of Tigerlily could be summed up with a play on words - "a challenge arose from a challenge". In the summer of 2009, Matthieu Chéreau, CEO of Tigerlily, and his partners – Guillaume Simon, Mathieu Fosse, Nicolas Mérouze, who had already begun to work together at Eyeka, a platform that connects brands and creators – were participating in a Hackathon, the RailsRumble competition whose purpose was to build a new application in only 48 hours.

During this event, they realised that there was a need to find a simple solution to easily manage Facebook pages. The resulting project was presented at the LeWeb Startup competition, where they won the silver award thanks to their product – the Facebook Page Management System. The international media coverage of this conference guaranteed great visibility, enabling them to launch their start-up.

“Today, by definition the web is social. You can’t miss it. You have to find solutions to help you strengthen your organisation, master interactions with your communities"

The goal of Tigerlily is to help brands find the best ways to promote their products on Facebook, which is considered by Chéreau to be “an essential media outlet”. To achieve the mission and to get good results requires an understanding that this kind of communication channel follows its own rules, unique from those of other, more traditional media like television or magazines, particularly when it comes to the totally new relationship it introduces between brands and consumers.

“Today, by definition the web is social. You can’t miss it. You have to find solutions to help you strengthen your organisation, master interactions with your communities, engage them to drive conversions and analyse your performance to improve your social marketing actions. The main difference with traditional media is that being a strong social marketing requires an understanding of the technology of certain media platforms and so it’s an exciting challenge for each company to create long term value thanks to these”.

Facing this new approach to the audience and ensuring effective brand promotion, the 5Ps were created. This set of services and methodologies help marketing directors to identify their weaknesses and strengths, define guidelines and measure performance through five keys of analysis: purpose, presence, processes, programme and performance.

However, as confirmed by Chéreau, it is not easy to apprehend this kind of business and so the aim is to provide a consistently simple message that meets a brand's goals, highlighting the benefits of the social marketing platform in a global strategy rather than just listing features.

If launching a start-up is already complex in itself, given these premises and factoring in being part of a very competitive industry where the main competitors have been supported and acquired by worldwide groups like Google, Oracle, Salesforce, it is a wonder that Tigerlily has managed to carve out a place in this sector.

Very important to its success was certainly the chance, from the outset, to work on projects that had huge media coverage. With these types of projects, the company could explore new ways to provide a unique and avant-garde experience, making it easier to present their key differentiators and allowing it to be more creative. All of these factors were supported by a marketing strategy created around two pillars: “to show the benefits for brands and the benefits for their customers” and “evangelising the technology”.

"The virtual and the real life are intimately connected"

Having overcome the biggest initial challenge and expanding the range of services offered to include training, consulting and ads management, Tigerlily’s portfolio now contains 80 brands across 60 countries. As such breadth requires, the company continues to commit itself to new achievements and a type of communication that may resonate in different countries to accommodate different cultures.

And further proof of this use of communication can be found in the curious, but not casual, choice of the name Tigerlily, which is supported by the image of a bow-toting tiger next to a totem with the logo of Facebook and Twitter. The CEO remembers that during the RailsRumble event the founders always listened to the song “Tigerlily” by La Roux to keep them energised and when the time came to choose a name for the company, they decided to keep the name Tigerlily, a perfect synthesis of the corporate philosophy of the company.

“It represented the DNA of the company: move forward fast! With this name and the tiger mascot, we wanted to create a strong image that also has an emotional connection with people. The humanised likeness is important when you are working on social media and on user experience. The virtual and the real life are intimately connected. It was also a way to differentiate ourselves by choosing a brand communication less explicit on our activity especially in the technology business”.

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