Social media strategy per Conforama - IAKI
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Case History

Social media strategy per Conforama

Case History precedente
Case History successiva
Case History

Social media strategy per Conforama

Case History precedente
Case History successiva
Settore
distribuzione
Area
Social
In Sintesi
IAKI ha ideato e gestisce con successo su Facebook la social media strategy di Conforama, leader nell'arredamento della casa

Conforama – specialista dell’arredamento della casa – ha affidato a IAKI la gestione della propria social media strategy.

Una presenza Facebook solida ed efficace

IAKI ha preso in carico la social media strategy di Conforama su Facebook con l'obiettivo di creare store traffic (traffico nei negozi) e drive-to-web (traffico verso l’e-commerce). Con un piano editoriale vario che da un lato fa leva sul volantino e le promozioni e dall'altro cavalca sapientemente i trend della stagionalità, IAKI ha costruito una presenza social solida ed efficace.
Ecco come la pagina Facebook di Conforama è diventata un vero punto di riferimento per chi è interessato all'arredamento della casa.

social media strategy
Indietro
Avanti

Il giusto tone of voice: leggerezza e ironia

Per raggiungere gli obiettivi di vendita, IAKI ha studiato per la pagina il giusto tone of voice: una voce fresca, leggera e diretta che vuole stimolare la curiosità degli utenti sui prodotti in vendita, impiegando anche l'ironia che smuove e dinamizza il piano editoriale. Gli strilli commerciali dei volantini vengono tradotti efficacemente nel linguaggio e nel tono di voce adatti alle caratteristiche di Facebook.
Come spiega il Web Marketing Specialist di Conforama Pierpaolo Di Murro, "L'esigenza era quella di raccontare la nostra offerta nella lingua di Facebook, comunicando realmente con le persone e facendole sentire più vicine al brand. IAKI ci ha aiutato a raggiungere questo obiettivo, creando traffico sia verso i punti vendita sia verso il nostro e-commerce."

 

"L'esigenza era quella di raccontare la nostra offerta nella lingua di Facebook, comunicando realmente con le persone e facendole sentire più vicine al brand." (Pierpaolo Di Murro, Web Marketing Specialist, Conforama)

La creatività vincente dei visual: dalle “sfide” tra prodotti alle gif animate

I copy ingaggianti e curiosi si legano a proposte grafiche che grazie alla creatività superano il semplice concetto di “volantino” e inseriscono il prodotto all'interno della dinamica comunicativa propria di Facebook. È così che nascono visual basati su simpatici giochi di parole, card che ingaggiano gli utenti con stimolanti “sfide” tra due prodotti, gif animate che sollecitano la curiosità. All'interno del piano editoriale la social media strategy prevede contenuti di real time marketing o comunque legati alla stagionalità, per rispondere alle effettive esigenze degli utenti e promuovere gli articoli di arredamento, sempre con un tocco di leggerezza e simpatia.

social media strategy

Social CRM

Nella social media strategy gioca un ruolo di primo piano la componente di social CRM. La pagina risponde con estrema tempestività alle esigenze di primo supporto manifestate dalle persone rispetto ai temi più svariati (tempi di consegna, costi di spedizione, consigli per gli acquisti). Ciò è possibile anche grazie all’ottimo coordinamento tra IAKI e Conforama.

Il successo della social media strategy

Ad oggi, la gestione della pagina Facebook ottiene risultati particolarmente positivi in termini di comunicazione (diffusione dei contenuti secondo il tono proprio del social) e di CRM (supporto ai clienti). A questo proposito, si contano vari ringraziamenti da parte delle persone che scrivono messaggi privati su Facebook per complimentarsi per l’efficienza e la rapidità delle risposte.

Canali del progetto

Pagina Facebook
Tag
Conforamasocial media marketing
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