what we do

BROADER is here to help Action Sports brands, athletes, events listen, understand and most importantly engage in Social Media by having meaningful conversations with people and igniting positive word of mouth.

We do this through corporate blogs, community building, online reputation management, conversation response,  advocacy programs, influencer campaigns,  social applications and conversational campaigns.

In each of these fields, we combine our passion and understanding of Action Sports lifestyle with strategic, creative Social Media skills.

Case study:
Effective use of Social Media for our blog SnowBroader.eu – The European Snowboard blog!

SnowBroader.eu is a blog that we own and edit on a daily basis during the winter season. It was launched in fall 2006 and features two main sections:

  • The BROblog is dedicated to our own editorial content. It’s a mix between a selection of the finest European shred news and premium content we produce such as video interviews with major industry actors, video/photo reports from events we go to, product tests and reviews, snowpark checks and conditions, etc.
  • The PROblogs are a channel of communication we deliver to premium partners who are interested in reaching our audience in a more authentic and raw way. For a brand a PROblog is the perfect tool to create a real affinity with people vs. it’s official website, for a rider it’s the perfect platform to market himself online and please both fans and sponsors, for a film crew a way to involve people while they are shooting for their up and coming video, etc…

In the past 3 years, we have used SnowBroader.eu as a laboratory to experiment all sort of Social Media tools. Today the experience we gained is at the foundation of our Social Media Agency.
This case study has for objective to show how we efficiently executed the services we offer and the results we got out.

Blog Management

  • The design and setup of SnowBroader.eu was realized in house using Wordpress, the most powerful Content Management System for blogging.
  • In the right column of the BROblog, in a prominent location, we feature visual links to all our Social Profile. Our major profiles such as Twitter and Vimeo (for our BrOADER TV episodes) are put forward via widgets showing live feeds in the case of Twitter (and giving the possibility to readers using Twitter to subscribe to our Twitter account directly from the BROblog) and an integrated video player for our podcasts.
  • Content creation is done on a daily basis to keep our readership on the alert and make sure they will come back for more. We focus on highly visual content (photography and video) because it fits with the aesthetics of snowboarding .
  • We implemented all the tools to give our readership the possibility to consume our content as they prefer: via RSS in a feed reader, or via email directly to their inbox. Moreover our email signature and the newsletters we send out always feature the url of our blog. All our video podcast show our url in intro and outro and we always put the blog’s url in the description of the videos we upload on Youtube, Vimeo, Facebook, Freecaster etc…

Social Network Marketing

  • We have set up Social Profiles and Video Channel Accounts on all the major Social Media Networks.
    Today we count 2800 friends on MySpace, over 2500 members on our Facebook group, over 1000 followers on Twitter. Our video channels on Vimeo and Youtube are active with comments from viewers, same for your Flickr account.
  • Using your Social profiles as a way to crudely promote your brand is wrong. We use our profiles to create relationships with our readers, friends, members. We naturally feed our profiles with content, engage our followers for reactions, opinions, and start conversations…
  • We regularly organized web competition with partners from the industry to reward our readership. It is also a good way to get their opinion and feedback on the goods we gave away for grab.

Content Production and Distribution

  • We have a feel for photography and video podcast realization and we can also rely on serious network of talented photographers and filmers/producers to created quality visual goodness. The proof on our photo galleries or video podcast channel.
  • If you take the time to film and edit a nice video, you want to give it as much exposure as possible. That’s what we do by distributing our video podcasts on many channels such as youtube, vimeo, zapiks, facebook, freecaster…

Advocacy programs / Influencer Campaigns

  • Being extremely active on the snowboard online scene for the past three years, means we have developed strong relationships with all the key bloggers out there!
  • Forget about quick campaigns and short-term ROI. We are here to create connections, conversations, long-term relationships…it takes time and effort, but it also gives so much more back!
  • A key point in the Future of the Social Web: brand advocates will become your best friends or your worst enemies. It all depends on how your brand manages to create an honest relationship. The good thing is that we know the best advocates out there. Want to be the first to talk to them?

Reputation Management / Conversation Response

  • Set up all the tools to track what is being said about you or your brand. Start for example with Google alerts. For SnowBroader.eu, we have set up all the tools that enable us to track comments on our blog, “competitor” blogs, forums, and so on. It makes us so much more reactive to engage in conversations and understand our readership.
  • Yes, Social Media is a two-ways communication channel. Make sure to be active and reactive. Reply to every comment, update your tweets regularly, ENGAGE!

As you can see the Social Media tools we used helped us to give our blog more exposure but most importantly to engage with our audience. Thanks to all these tools we have built strong, loyal followings and a sense of community around SnowBroader.eu!

Now it’s your turn! How can we help you?

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