In this day and age, a life without social media is scarcely imaginable which is why Facebook, Instagram, Tik Tok, Google+, Pinterest and other platforms are very important to us, too.
Never before has it been so easy and yet so challenging to interact with a community. We are opening ourselves up to the public, offering insights into day-to-day business and at the same time encouraging our fans, followers and visitors to engage. Feedback in the form of likes, shares, comments and private messages are key indicators of how we are perceived by the community and their expectations of us. Not only quantitative factors such as the number of likes are important, but also qualitative attributes such as the tone of comments and private messages. For we aim to offer a high-quality service online, too.
Social media – more than just advertising
In addition to our products, we also focus on people and regions. We thus introduce employees from specialist stores and departments, obtain direct feedback from customers and keep our community up to date with the latest news. We also aim to inspire our fans, followers and visitors by publishing recipes that they can easily make at home. Regional topics are also covered in our posts.
Social media – live, love, analyse
Our main challenge is in dealing with daily interactions. We always try to respond to interactions and thus actively and constantly engage with our community. We want to know what moves people, what they like and what trends are developing. Another challenge is in creating high-quality content. This requires creativity, commitment and analytical thinking. Because only all three elements combined can generate interesting and exciting content for our fans, followers and visitors.
Désirée Ambrosi, for how long has Confiserie Bachmann been active on social media?
Confiserie Bachmann has been represented on various social media channels for a long time now, but in more of a passive capacity. In the summer of 2016, however, Confiserie Bachmann started pursuing a targeted content marketing and social media strategy. Accordingly, our social media activity has increased.
On which channels is Confiserie Bachmann represented?
At the moment, on Facebook, Instagram, Tik Tok, Pinterest, Google+ and TripAdvisor. Snapchat is also in the pipeline. We are constantly analysing social media trends and looking to see where our customers and community are represented.
Why is social media so important?
Facebook and Instagram are the most downloaded apps in Switzerland. According to Goldbach Interactive, Facebook has 3.51 million and Instagram 3.77 million active Swiss users. These are all potential customers, which makes it imperative that we appeal to them directly via social media. It also enables us to respond to problems more directly and swiftly, to understand the target audience and to achieve greater customer loyalty. This generally applies to search engine optimisation, too. Content is also taken into account in a search engine search, which affects website traffic and the conversion rate.
«We want to be closer to our customers and engage with our community.»
What social media strategy is Confiserie Bachmann pursuing?The keyword here is growth. Social media is regarded as a longterm exercise spanning all areas of the company. Centrally managed decentralised activities are key. We have devised a comprehensive content marketing strategy to be implemented across all media. A 360-degree perspective is essential in this respect.
What is Confiserie Bachmann hoping to achieve through social media?
We want to be closer to our customers and engage with our community. Only by receiving requests, suggestions and feedback are we able to improve, develop and cater even more directly to the needs of our customers.
How exactly can Confiserie Bachmann benefit from this?
Being able to create more targeted posts and immediately respond to interactions allows us to achieve a high level of coverage. We also benefit from an authentic community and can be much more flexible in the way we respond. Social media is cheaper, more measurable and more effective than other marketing tools with less waste coverage.
What does the future hold in terms of social media developments at Confiserie Bachmann?
There are lots of great campaigns in the pipeline and we are also trying to make our community much stronger with an even greater voice. See for yourself and follow us on Facebook, Instagram, Tik Tok Google+ and Co.