Social media strategy per Gruppo CAP - IAKI
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Case History

Social media strategy per Gruppo CAP

Case History precedente
Case History successiva
Case History

Social media strategy per Gruppo CAP

Case History precedente
Case History successiva
Settore
energia e utilities
Area
Social
In Sintesi
Una social media strategy che definisce una presenza istituzionale, offre un sevizio al cittadino e crea una social community

Ecco la social media strategy che IAKI ha brillantemente costruito per accompagnare l’ingresso sui social network di Gruppo CAP, il gestore del servizio idrico per la Città Metropolitana di Milano e per alcune province limitrofe (Monza e Brianza, Pavia, Varese e Como).

I pilastri della social media strategy

Gruppo CAP si è rivolto a IAKI per costruire la propria presenza sui social. L’agenzia ha identificato come esigenza primaria quella di definire una presenza istituzionale forte e affidabile, capace di far sentire al cittadino la vicinanza dell’azienda. Si è inoltre posta fin dall’inizio l’obiettivo di rafforzare il posizionamento del cliente come figura attiva rispetto ai temi ambientali e di sostenibilità. Spiegando cosa c'è dietro a uno dei gesti più naturali per noi, quello di aprire il rubinetto e bere un bicchiere d’acqua. Sollecitando il senso di responsabilità sociale della community e invitandola a condividere realmente i valori (e i contenuti) del Gruppo CAP.

social media strategy

Come personificare il customer care

Cardine della social media strategy è la creazione di due icone di riferimento per il pubblico: l'operatore e l'operatrice dell'acqua, due figure simpatiche ma sempre affidabili, perfette a convertire nel linguaggio di Facebook e Twitter una tematica istituzionale spesso avvertita come complicata, distante. È questa la mossa vincente ideata da IAKI: il tono di voce diretto e "friendly" è l'espressione perfetta della vicinanza che le persone cercano dall’azienda.
Su Twitter il social caring si fa proattivo: le due figure danno consigli e informazioni in tempo reale sullo stato dei servizi (come guasti e sospensioni del servizio idrico). Facebook è invece il canale di riferimento per il pubblico allargato: la sistematica viralizzazione dei contenuti mira a diffondere la comunicazione su tutto il territorio nazionale.

gruppo-cap-twitter

Una sapiente content curation

L'efficacia della social media strategy fa leva sull'attenzione nei confronti dell’intera componente visual, iconica e fotografica: immagini curiose, GIF animate e infografiche dettagliate che racchiudono ricerche approfondite sui temi e una sapiente content curation.

gruppo-cap

Il posizionamento del marchio

Essere dove si parla dei temi che ci interessano, parlare con chi ne parla, questo è uno dei motori della strategia. Twitter è anche il canale destinato a sviluppare conversazioni sui servizi idrici e su tutti i temi della sostenibilità, coinvolgendo giornalisti e blogger di settore per costruire relazioni proficue e durature. È naturalmente anche il social dove si seguono e raccontano in diretta eventi importanti in cui Gruppo CAP figura come partner: dal Wired Next Fest al Milano Film Festival 2016, l’evento che ha fatto da trampolino all’apertura del canale Instagram per valorizzare gli asset del cliente tramite lo storytelling ed avvicinare il segmento di pubblico più giovane.

Canali del progetto

Pagina Facebook
Twitter
Instagram
Tag
Facebook marketingGruppo CAPInstagramsocial media strategyTwitter

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Case History correlate
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