A project of social media marketing focused on word of mouth: creating and spreading conversations about services 89.24.24. An ambitious goal achieved through the development of an ad hoc editorial plan, which has increased the level of engagement of the Facebook page.
We asked Sandro Marchetti, CEO of IAKI, to explain in detail how the project is articulated.
What’s SEAT requests?
The company has approached IAKI to boost online conversations on 89.24.24 Pronto PagineGialle.
The service communicates already with a web site, besides being promoted through newsletters and ADV. The client has asked to extend communication services already adopted with a strategy of community social media marketing.
What’s your strategy?
To create customer engagement on social media marketing IAKI team has developed a publishing plan that encourages people to share their experiences. Through promotions, tips and examples of everyday problems the company communicates with its consumers which, in turn, engage other potential customers. The project is developed mainly on a Facebook page and a Twitter profile.
How does the Facebook Page work?
The contents of the wall stimulate the friends of the page, making them wiling to express their opinions and talk about their experiences with 89.24.24 Pronto PagineGialle. Promotions have a tab dedicated to information and the possibility to download the rules. There is also a tab for tweets that allows you to follow on Facebook the news published on Twitter.
What is the strength of this project of social media marketing?
The debut of the service on social media is an opportunity to inform and stimulate WOM through community marketing, that is entertaining people and making them actively participate.
The strategy proposed by IAKI gets consumers closer to the service. Each new contact on social media is both a potential customer and a vehicle of communication for the company.
The customer engagement calibrates the offer, involves and creates lead generation.
What’re advantages for SEAT?
The viral mechanics, typical of social media, create WOM on the topics of the Facebook Page. The spontaneous conversations about the service predispose people to receive promotions and the competitions offered. In addition to dialogue with the community allows the company to get closer to people’s needs and helps to improve the service offered.
Are some contents reserved to social media?
The editorial plan includes many different themes, but users receive from 89.24.24 a preview of all the latest news about competitions promoted by Seat PagineGialle as well as news and information on events and cinema. These proprietary information are generally reserved for members of the club of the services “89.24.24 forYOU” and “Prontissimo.”
What’s the evolution of this project?
A Facebook page linked to a product and its Twitter account, if well managed, they become a vehicle of communication and a fertile and potentially infinite basin of contacts. The service 89.24.24 enters the world of social media in 2010 and there are all the elements to create a fruitful and lasting communication.