“The Facebook business page was opened in 2009, Youtube in 2010, years when few companies used social networks”, explains Alessandro Rossi, Webmaster of Elica. “Over time we have understood how to approach socials in the right manner and two years now we have started investing in these channels, using them in strategic manner. In 2014 we adopted an integrated approach with the establishment of Pinterest, Instagram, LinkedIn and Twitter”. Why the choice to be there? The communication on social networks is extremely effective and fast. A company can directly reach its reference target with relatively low investments, especially if compared to other communication media. People surf socials two hours per day on average and they certainly talk about online brands, too: channelling these conversations on official profiles allows us to monitor and to chair at least a part of what the net thinks of a brand. This is an essential aspect to build a good reputation, to create confidence in the brand, to propose products and services and to fidelize consumers. Social networks have become a marketing instrument. How do you benefit from this means? The diffusion of social networks has contributed in revolutionizing the standard marketing paradigm of the four P, enhancing the so-called conversational marketing. The true boost at which companies must work is conversation.
Each conversation includes different stages, from listening to answer, and then enterprises must use socials to establish, to strengthen and to take care of a relationship. Can socials be also a useful instrument for the sale or the promotion of products? Yes, certainly. The most obvious aspect is to use them to promote products and services, besides the values that are behind the brand, we should not forget that they are essentially communication instruments. The sale will not be fulfilled in these platforms, but in other physical places (store) or virtual ones (e-commerce). Who takes care of managing social pages? We work on Facebook through an editorial plan, shared with company managers, according to brand strategies.
There is an internal team entrusted with strategic aspects, with the publication of contents, with the management of comments and the monitoring of results in order to adjust, eventually, the strategy. What do users ask on socials? Our fans use Elica’s social channels as first contact point with the company. They reply to posts with likes, shares and comments, they sometimes publish contents and they often submit requests, also of after sale service.
The posts that arouse more lively interest are those dedicated to top products. Since we do not sell directly to final consumers, they often ask us where they can find our hoods and how much do they cost. We undertook several initiatives to increase people’s engagement on our channels, the last is a sort of photographic contest on Instagram. How do you use the Youtube channel? As “archive” of all of our corporate videos, but it is very useful also for a share on other media. Starting from this year, we will adopt also a video strategy that will become another pillar of our communication strategy.