The environment, ethics and experience gain as a strategic mixture in social media marketing [case study]

The environment, ethics and experience gain as a strategic mixture in social media marketing [case study]

What should they do with ethical marketing, social media marketing, experiential and territorial marketing with the owner of a Gargano Bed and Breakfast? Before talking about the protagonist of this story, I would like to analyze the existing correlations with the marketing branches mentioned above.

When we talk about marketing on social networks, there is always a way to think about the use of social media such as Strategy belonging to the entire company’s communication mixture. In essence, many managers and entrepreneurs think that having a solid presence in social media, publishing content and updates in the blog and responding to comments, is already in itself an innovative strategy that applies. In reality, however, this is not the case. Landing on social networks is only the start of a long trip to the improvement relationship with its customersBut social networks are still channels to transmit communication; Of course, they make the viral mechanisms possible never seen before they amplify the message exponentially, but always channels.

The innovative marketing strategy should therefore not be on social networks, but What is transmitted and communicated on themThe way you do it. Sociological phenomena have emerged in conjunction with the advent and propagation of social media have considerably the following:

Increase in unemployment due to the last economic recession

This has been traced on the consumer, increasing the Attention threshold for the price and purchase of goods and services. From now on, the first assets are acquired, but more attention is paid to the brand and the economy of the same thing is preferred as a choice that the well -known and less economical brand. For luxury products, the cost of which has a more relevant weight and the choice takes more time, more and more information, opinions and advice from his compatriots, so that the good then bought meets real expectations.

Increased environmental problems, greenhouse effect, pollution of industries and natural disasters.

On the consumer, this affects his sensitivity. We are aware of the past, that if we continue like that, at this rate, we will end up extinguishing our resources and that our well will be reduced considerably. So was born on Ethical and ecological consumerAttentive to the materials with which the products and services are manufactured, which are increasingly aimed at rewarding companies whose production chain is controlled, which donates part of the product to environmental re -evaluation actions or which use recycled raw materials in production processes. The consumer has become sensitive and now between a coal industry and one supplied by solar panels, he will choose the second.

Search for authenticity and territoriality.

Another phenomenon that has emerged in recent years is that of the nostalgic consumer. The consumer who, haunted by frantic work in metropolises and offices, fast food and various technologies that force us more and more for multitasking and continuous mobility, has almost the desire to Go back up in time and relive the experiences linked to its past. He becomes nostalgic for his own experience in all respects. This affects the rediscovery of products belonging to the traditions of the past, which are reassessed and rediscovered. But what is the novelty? That the modern consumer prefers Consume the product or service in the place of origin of production and inventionAlmost assembling in the artistic imagination, as if he wanted to live a memorable experience and then tell his friends and relive with photos and videos.

A consumer increasingly attentive to their own purchase choices

Thanks to the development of tools participative webbut also to the constant adaptation of algorithms of trend search engines, the The modern consumer has more and more opportunities to unmask companies that promise gold and sell smoke. Participatory platforms and social media of the notation and criticism of products, services, places or experiences, increase every day at sight and now you can very well, unless the «Taste» factor, to make a more targeted and more aware purchase after collecting a series of human opinions and diversified by the different channels available.

We now come to our subject in question and why it is linked to what I wrote above. On the net, there has already been more than once about it, I refer to Giuseppe Romondia, owner of the Pizzicato Eco B&B. Giuseppe is certainly one of the most active Italian entrepreneurs on social networks. Probably in the tourism sector, this is the most active subject. We could call this a social media director, but it is also the director of the B&B and the famous and historic ice cream that bears the same name, in Vico del Gargano.

Beyond the skills and empathy that Giuseppe demonstrates daily by conversing with its users who could convert into potential customers, his way of converse on social networks is never too self-referential: with his accounts, he participates in the conversations on the web, both on Facebook and on Twitter, even on the themes and subjects that have little to do with tourism, as a user, simple, their own opinions and considerations. But what impressed me the most was The way he has to do marketingBeyond the simple use of social networks. His goal is to To bring real experiences to lifeThat they catch them because they are users, via social media, until they become customers, and also after the end of the experience, when they become real Buzzers.

The experience with the B&B pizzicato begins from Twitter or Facebook; It is so present that if you are on Twitter, you can notice it and contact us. If you find yourself on the landing tab of his Facebook page, you have suffered from who he is and what he offers you: invites you to contact him by putting the «like» and in return offering you a welcome organic and aGargano excursion Pay only with a tweet, both to be used during the stay. But it is precisely the experience of consumption of the show that is exciting in itself: the team warmly welcomes you and immediately proves to advise you immediately to visit the most beautiful places nearby and to worsen things, you advise yourself to try their artisanal productions, ranging from renowned iced creams as excess products, jams and vegetables in oil. In addition to that, the website has prepared a page dedicated to the motivation of this «Eco» which appears before the abbreviation «B&B» listing the various reasons why it calls it ecological.
[ad#DARIO- AD 468×60]You can then read the quality card, which explains his way of being close to the customer, first during and after the stay, making him feel «as if he were at home». And if you are satisfied or if you have found something wrong, it However, he will ask you to leave an assessment and a reviewThis is why having comments on customers is always a great way to improve. The example of the B&B is masterful, because, also facilitated perhaps by being a small activity, He manages to catalyze through social networks, a set of strategies that collect different strands of post-modern marketingFrom the existing emotional, to the territorial with respect for the environment and the eye to ecology, to tribal marketing introduced by COVA, even to aim for traditional marketing with an eye on cases which however results in a convenience of price for customers. This is the example of the excellent use of social networks for marketing: it is one of those cases that makes you speak if not only because the company is present on social networks, but for the way they are and for what they communicate. I asked Giuseppe if after a few months of social management with a view to conversational marketing, he manages to see the first results and he told me that on the website, Half of the requests for information and reservations come from social mediaActivities he manages to measure from the website asking the user to whom he learned the channel he learned about bed and breakfast.

Take a look at the site, on the way to Joseph to go back to users and try your stay in Vico del Gargano and maybe you realize that you are also experiencing an experience.