L’evoluzione della Social Media Strategy per Schroders - IAKI
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Case History

L’evoluzione della Social Media Strategy per Schroders

Case History precedente
Case History successiva
Case History

L’evoluzione della Social Media Strategy per Schroders

Case History precedente
Case History successiva
Settore
B2B, finanza
Area
Social
In Sintesi
Dal 2020 IAKI gestisce la Social Media Strategy di Schroders Italia, supportando la crescita della Brand Awareness e la sua autorevolezza nel settore degli investimenti attraverso una più ampia e mirata targettizzazione dell’audience

Società d'investimento globale con oltre due secoli di esperienza, Schroders aiuta persone e istituzioni a raggiungere i propri obiettivi finanziari e a prepararsi per il futuro, con soluzioni innovative e sostenibili che guardano alla prosperità della società intera. Dal 1995 è presente in Italia con i suoi servizi di gestione internazionale di capitali e fondi d'investimento. Nel 2020 Schroders sceglie IAKI come partner per ottenere risultati più significativi dalla propria Social Media Strategy. Maggiore efficacia, quindi, ma anche una nuova visione che, seppur in continuità con l’esperienza degli anni precedenti, sia in grado di soddisfare l’esigenza di innovazione del cliente.

Una strategia di comunicazione che guarda al domani

Schroders è una realtà che vive dinamicamente il proprio presente, da qui la scelta di collaborare con un’agenzia dallo sguardo attento al quotidiano ma sempre rivolto al futuro.
La strategia delineata da IAKI ha visto protagonisti i diversi canali social attraverso filoni narrativi dedicati declinati in formati specifici e un graduale avvicinamento all’audience dei risparmiatori. Dal proprio pubblico principale di tipo B2B, composto da consulenti finanziari, private banker, gestori patrimoniali e altre figure professionali operanti in realtà bancarie e finanziarie, Schroders si apre così anche al B2C, attraverso contenuti che si rivolgono direttamente al pubblico finale.

Un mosaico di contenuti

IAKI ha individuato un insieme specifico di formati attraverso cui comunicare ai diversi target.
Su LinkedIn questo si traduce in contenuti rivolti al mercato B2B, intermediari, promotori e consulenti finanziari. I temi di attualità economico-finanziaria, fondamentali per il settore finanziario per via della loro influenza sul mercato, sono uno dei topic di punta, oltre a contenuti multimediali, come podcast e webinar, ed educational, infografiche incluse, per supportare gli intermediari e i distributori nella loro attività con l'investitore finale.
Facebook è il canale impiegato per raggiungere il pubblico degli investors, i lavoratori anagraficamente più propensi a investire, ma è utilizzato anche per colpire gli early investors, i risparmiatori di oggi e potenziali investitori di domani. I filoni educational rispondono proprio alle necessità di questo nuovo segmento: il “Glossario”, in particolare, permette di spiegare in maniera più semplice anche i termini finanziari più complessi. Il formato video offre una fruizione più immediata, in linea con la piattaforma di fruizione.
Il canale di Twitter, storicamente rivolto al pubblico B2B, vede oggi un maggiore coinvolgimento del pubblico B2C e un’approfondimento verticale sul tema della sostenibilità.

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Oltre il profitto, investimenti responsabili

La sostenibilità è una variabile sempre più importante nelle scelte di investimento. Schroders si impegna a promuoverla attraverso l'integrazione dei criteri ESG nelle sue strategie e la promozione degli investimenti sostenibili. Si tratta di un punto di vista totalmente nuovo per analizzare e valutare la società, che guarda sia ai profitti delle aziende sia a come essi vengono generati. La campagna Beyond Profit nasce proprio da qui, dalla volontà di promuovere e supportare le realtà che, in tutto il mondo, operano per la sostenibilità e coloro che scelgono di investire nei loro progetti. I diversi contenuti hanno raccontato le storie di successo di chi, ogni giorno, guarda oltre il rendimento con gli investimenti sostenibili.
Il “Glossario della sostenibilità” è uno dei filoni narrativi ideato da IAKI in continuità con la narrazione di Beyond Profit e racconta in pillole alcuni dei termini green più conosciuti, legandoli al mondo degli investimenti.

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//www.iaki.it/wp-content/uploads/2023/06/221124_GLOSSARIOSOSTENIBILITA_AZ.mp4

Pianificazione media: il giusto pubblico

IAKI ha individuato per Schroders i segmenti di audience più sensibili al mondo degli investimenti, per assicurare risultati concreti e tangibili accompagnando l’utente verso una più precisa comprensione delle diverse possibilità a sua disposizione nel mercato odierno.

L'impatto della strategia: maggiore reach e engagement

I risultati ottenuti nel triennio hanno confermato l’efficacia della strategia omnichannel adottata per coinvolgere i target sulle diverse piattaforme social.
La campagna Facebook ha registrato un notevole numero di utenti raggiunti, con un aumento significativo delle visualizzazioni video, a partire dalle pillole social sui temi di educazione finanziaria. La campagna drive to site rivolta al pubblico B2C ha riportato un miglioramento netto dei risultati sui contenuti di approfondimento.
Twitter ha garantito una copertura costante nel tempo, attraverso tweet giornalieri di rassegna stampa e approfondimenti specifici per il target dei consulenti finanziari e il pubblico generalista. LinkedIn ha visto un significativo aumento del traffico al sito per il pubblico B2B wholesales, proveniente dai contenuti di analisi finanziaria e scenari economici.

Canali del progetto

Tag
FacebookfinanzaLinkedinSchroderssocial media marketingsostenibilità

Case History Correlate

Storytelling per il Gruppo BWH Hotels in Italia

Best Western Italia si è rivolta a IAKI per realizzare contenuti ingaggianti per il proprio target sui canali social del brand Best Western con l’obiettivo di ampliare la follower base, anche attraverso l’impiego di nuovi canali strategici come TikToK.

Case History correlate

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Case History correlate

Batist rinforza il suo posizionamento con una campagna digital

Batist seleziona IAKI e Cimiciurri per lanciare la sua campagna digital con contenuti social, web spot e Amazon attraverso uno sguardo multigenerazionale raccontato da tre target di età differenti.

Case History correlate
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