WHO – objectives of the social media marketing strategy.
Sony Ericsson is one of the largest companies in the complex scenario of the production of mobile devices and smartphones. Sony Ericsson asks IAKI to give a new impetus to the brand social media marketing strategy on social networks. It’s a change of the tone and of the face of the brand’s presence on Facebook and Twitter. The working mode also changes the editorial line is constantly redefined according to the results of engagement, the objectives of brand communication and the performance of the conversations in the network.
WHAT – IAKI social media strategy.
Taking over the social spaces of a brand like this always involves a delicate evaluation of requests for assistance / support from the user community. It was therefore essential at an early stage, a strategy to minimize the weight of the social CRM in the activity, so do users of engagement at the heart of the life of the community. It was thus exceeded the previous setting editorial based on user support and the mere delivery of service information.
HOW – web monitoring.
IAKI conceives the process of listening to the network not only as a tool for analyzing and monitoring the reputation and discussions around a brand, but also as a key element in the ongoing redefinition of the editorial content on social networks to launch chaired. Each report has therefore led to concrete actions on social Sony-Ericsson, corrections range, greater focus particularly on issues discussed in the network. Activities of web monitoring and social media marketing have become so increasingly integrated with each passing month: the project has thus taken a strong internal consistency.
WHY – Social network used by IAKI.
Of all the social networking site Facebook is the most dedicated to the pure dynamics of engagement. The main motivation that drives millions of people to connect to Facebook every day is the desire for recreation and fun, sharing content, chatting and discussing with other users. IAKI immediately has given a new publishing line on the page, focussing mostly on content with a high value of engagement, increasing the posting of photos / video and asking frequent questions users. The brand thus became a daily dialogue with users based on call-to-action to stimulate the expression of fans and gather feedback and opinions of great interest for Sony Ericsson.
Twitter is a news media, a network based not on friendship networks but networks of interests. We took advantage of the characteristics of the channel to move as a brand in an open space, activating and managing one-to-one conversations, giving visibility and gratification to the most active followers through daily activity and retwitting to mention, taking all opportunities to deliver content of interest to the particular target present on Twitter.
THEN – Results of social media marketing strategy.
The first result of the new voice of the brand on social has been a significant increase in user interactions and a qualitative shift in conversations. Spaces are grown in vitality thanks to a new editorial approach based on mechanical infotainment and pure entertainment. The brand is well able to communicate more its soul of high tech devices and design manufacturer, developing an increasingly close link with the user base. The next step has been achieved, thanks to the viral potential of content used and spontaneous action of the ambassador, an even wider and more general.