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News / cases / Corporate social networking platforms: how to develop?
18 November 2015
 

In 2015 experts of Publicity Creating conducted and developed more than 20 platforms for clients 



New media have become the  part of our life, and today almost every company has a platform in the popular social networks. Marketers and public relations managers still have a lot of questions concerning the maintenance and development of the new media. The most typical of these questions is "what to write." In other words, what content would be most effective to hold the audience's interest and attract new fans to the page in social network. At the same time, companies usually try to present the information of advertising, marketing and image nature of the products or services provided, for the company or brand in the first place.  Find a reasonable balance of interests between the company desire and interests of a wide audience is not so easy, but it is possible.

For example, the Facebook page of Leacond  Company (DAIKIN official distributor in Ukraine) includes cognitive information about the climate, natural phenomena, and about innovations of high technologies, especially in energy conservation and alternative energy sources.  Against this background, publish posts that are devoted to the equipment which represents by TM  DAIKIN, and also social initiatives of the corporation in the world. Domestic air conditioners, air cleaners, some types of equipment for commercial buildings - are seasonal products,  it is necessary takes into account when creating content of posts. But sales of "heavy equipment" (intelligent system VRV, industrial and semi-industrial equipment) occur throughout the year. In the cold season special attention is given to innovative developments in the field of heating - heat pump and heat recovery. This approach allows us not only to retain but also to ensure the growth an audience of fans of the page, which currently stands at more than 16 thousand people. The involvement of users from 8 to 20% of the audience, which is achieved through regular competitions, discussions and surveys.

Another example - the page of TM Rodynna Marka (Family Mark) on Facebook and Vkontakte.  Next to a post about the company's products (therapeutic and prophylactic agents for the health and beauty from the natural materials) useful tips published, as well as other interesting information for the target audience. For example,  posts  contain  information about "house, cottage, garden", "cooking", "traditional recipes", "decor" and more. Few times each year also contests with prizes are hold, which usually collect a very many participants.

«Creating  the content, we always try to diversify the information to find a reasonable balance between the interests of the target audience and marketing component. In that helps a broader look at scope of the company and publication of entertainment and educational information about related areas.  It’s also important originally to position the direction of the content of the page to determine the ratio of posts with different content, to agree on the optimum number of posts, etc. All these moments we are discussing with our clients at the beginning.  And during the cooperation we create a transparent scheme of our actions. In this way client  always has the necessary statistics on key indicators of our team», - explains Rouslana Plis, Publicity Creating Account Director.

In 2015 experts of Publicity Creating conducted and developed more than 20 platforms for clients from various fields of activity - retail, construction materials, cosmetics, residential real estate, garden centers, design-studios  and others.

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