Lettera 43 has chosen IAKI as Social Media Marketing agency for developing their  Facebook, Twitter, and other social presences, strategy and management. Sandro Marchetti tells us something more.

What are Lettera 43’s Social Media Marketing objectives?

I reply by quoting Daniel Sesini, CEO of Letter 43: “it is an independent online newspaper, totally free, that must establish its own brand, especially through the quality and originality of content: from politics to news, national and international, from economy to the latest news. We know that it is increasingly important to be able to propose this content in the new contexts of socialization and sharing, pulling the right levers to the involvement of users, which is why we decided to rely on IAKI, an agency of communication professionals in digital and Social Media Marketing that will accompany us in time for this new challenge. ”

What’s the social media strategy?

IAKI responded with his best card, that of customer engagement. To meet the need of increasing the visibility and knowledge of website Letter 43 and the increase in traffic through the integration with social media, IAKI has designed a editorial strategy integrated between the site content and the social networks, a strategy on 3 levels of activation, interaction and viralization.

What was the next step then, the executional one?

To design a Facebook Marketing Strategy in line with a Social Media Strategy analyzed on the basis of the agency’s competencies and the client’s objectives. IAKI responded by choosing to go beyond the logic of the volume of posts, often linked to the use of feed machines, but developing a more specific strategy of customer engagement. First we started from the assumption that Facebook shows the ability of aggregating human interests and for this reason, using a reference category such as journalism, we created an appropriate and well defined editorial tone of voice. Immediate, spontaneous, selected and distilled, clear and thorough. These are the stakes of an interaction-oriented language, full of questions and call to action. A way to communicate that was very close to the real lives of people, users of social networks and news readers. IAKI made one more step, we added a piece, that of Twitter Marketing with the aim to report the news and follow the conversations. Specifically, the strategy of Twitter Marketing of IAKI for Letter 43 makes use of:

• Gratification and visibility of its most active followers.
• Daily Posting of the news.
• Followers building through the creation of a #photogalleryL43, hashtag containing all the photo galleries already on the Facebook page.

And where did you get so far?

We got to create in IAKI a group of social media consultants that dealt primarily to select the news to be published on the page, to increase the conversational trigger for every article, and to add an emotional side to the news, a tone based on the fascination, iconography and the call to action. A specifically editorial project that Letter 43 has asked IAKI to develop, a Social Media Marketing Strategy which confirms the direction taken by IAKI to invest in customer engagement as means to achieve concrete objectives of marketing and communications.