ANALYSIS
Key Factors for a Successful
Presence in the Digital World
Author: Alkaloid, Inc. Skopje
Social networks present an enormous challenge for
companies because they require a commitment and
openness in customer relations. Companies used to
be able to carefully prepare and send messages they
fully controlled; social network communication is
far more complex because it requires companies to
interact in real time with the public in a way that will
create additional value for customers first and foremost, but also for the company overall.
In terms of the content that we share through
the social networks, we are always guided by
the 70/20/10 model...
With the rising popularity of social networks, Alkaloid recognized the need for bidirectional communication because consumers
began talking about our
products there whether we
were present or not. Thus,
our Facebook pages in our
six key operational markets have become a hub for
direct communication with
our target audience.
In terms of the content that
we share through the social
networks, we are always
guided by the 70/20/10
model, which means we
work to ensure that 70%
of posts on our Facebook
page add value to the community and are directly
related to the brand and
certain objectives, 20% of
the content is created by fans themselves and brandrelated, while 10% of the content is promotional.
This content management model has proven the
most effective because it creates a sustainable level
of interaction; our customers find what we publish to
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be valuable and therefore want to continue engaging
with us.
By talking to our customers, we gather important
feedback that we cannot get through any other communication channel. Namely, we identified customers’
favorite Becutan products, their likes and dislikes and
we received interesting and innovative suggestions
on our collection. An interesting example of the value
of the feedback we receive on the social networks
was when we began considering the introduction of
new packaging for one of our Becutan products. We
weren’t sure there was a real need for new packaging nor what it should be like. Given the longstanding
and open relationship the Becutan brand has with its
community, it was natural for us to ask their opinions.
The response was incredible. We received thousands
of suggestions, even from people who were only indirectly part of our community. This approach to analyzing customer needs proved successful because it both
helped us make the right decision and reconfirmed
the brand’s value to our customers.
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