A medium term Facebook Marketing Strategy, based on the activation of a social media marketing mix of tools integrated together: this is the  IAKI’s plan to revitalize R101 Radio positioning on Facebook in terms of number of fans and interaction with users.
We talk with Sandro Marchetti, IAKI CEO.

What kind of need the client talked you about?

When IAKI met with R101, a radio within Mondadori group, the Radio already had a presence on the major social networks like Facebook, Twitter and Youtube. Despite the great daily activity by the  radio editorial team, however, no particular signs of growth and improvement were noticeable. Hence the request in the first place to find new ways of interacting with people, and secondly, new forms of visibility for the contents of the radio. The need was a social media marketing strategy, that would put to good use the Facebook presence to increase the radio audience and to create customer engagement.

How have you supported the business needs?

The first support we have deemed useful to give the client’s internal team has been some Facebook Marketing counseling. This has created the basis of common language and understanding between the agency and the client, on which we have built a strategic plan, with a first phase which will be completed in late July.

What Facebook Marketing tools have you used?

A mix of activities. We first focused on designing two tabs in the official page, dedicated to the two flagship programs of the Radio – The Charge of 101 and Very Personal – with communication messages and mechanical interaction specific to the type of program and listeners type. We have built a section dedicated to competitions, to win tickets for main concerts of the summer (Sade and Toto, the first two). And finally, we have designed, planned and produced Facebook advertising campaigns, with great attention to profiling and the quality of creativity.

What’re the project’s results?

The numbers speak loud and clear. In just over a month and 50% of the investment budget, we exceeded 100,000 fans, with excellent values of average CTR and CPC. This is thanks to a choice that has proven us right: to reduce the investments in terms of development – while trying to give value to all client objectives – and to move larger budgets shares on effective social advertising campaigns. Also in the interaction, the page now shows best values than in the past.