Social Media Strategy
Social presence strategy
In order to support and reinforce the presence of the illy brand in the digital ecosystem we need to measure user opinions about commercial services, products and brand initiatives. This enables us to identify the influential users, trends and subject matter relating to the coffee industry.
Connexia manages the national and international social media and back this up with daily monitoring and validation of the mentions within the brand’s digital ecosystem (pertinence, relevance, sentiment). To support the digital activities we also implement PR and digital PR activities and organises events aimed at reinforcing brand awareness.
Since we have been doing this the quantity and quality of the mentions has improved, and positive sentiment has increased from 13% to 15.2% and negative sentiment has decreased from 1.2% to 0.9% in the first six months.