[Case Study] How to engage with prospects on social media without being intrusive

According to research carried out by Hubspot, a company that is active on social media is more likely to attract customers than a company inactive on social media. Indeed, 73% of web users say they are more willing to purchase a product or service from a company that is present and active on social media. That’s what Brico-phone (a French company selling spare parts for cell phones and tablets) is currently doing. The company is betting on the social media channels to boost sales opportunities. If you would like to find out more about this case study, you can download Brico-phone’s success story here

Created in 2010, the company is now considered to be a French leader in the cell phone and tablet repair industry. Their objective? Make repairs more accessible. To do so, they have produced a series of tutorials to facilitate a product’s installation. More than 200,000 orders have been placed on the company’s website and there are currently more than 139,000 Brico-phone loyal customers.

Brico-phone is a pure player (they operate only online), therefore, they answer their customers and prospects’ questions over the phone, via email, live chat and on social media. In order to centralize all their real-time interactions via chat and social media, Brico-phone uses the iAdvize solution and their Facebook and Twitter accounts are connected to the iAdvize platform. This way, iAdvize Social enables Brico-phone to collect incoming requests, to benefit from a conversational panel and to reduce their response time. The iAdvize solution also enables the company to generate new sales opportunities on Twitter.

4 best practices to engage with web users without being intrusive

Social networks are primarily focused on individuals. Therefore, the brands’ global aim is to keep the individual at the heart of their strategy even if this may lead them to being perceived as slightly intrusive. Thanks to their conversational approach, Brico-phone has achieved their primary objective: give a helping hand to online shoppers. That is why Etienne Rayton, Community Manager at Brico-phone, has decided to only answer questions for which he can find a solution.

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  1. Be aware of your customers’ profile: “On Twitter, I prefer to be a little bit familiar since requests usually come from young people“.
  2. Start by a question: “I start the conversation by asking about the model of the broken smartphone“.
  3. Give helpful and accurate advice: “I answer messages depending on the issue and only respond when I’m sure I have a solution“.
  4. Use promotional codes carefully: “I don’t really have a sales tactic, I adapt my approach according to who I’m talking to and test different things!
Best practises to engage with web users without being intrusive

 

Indeed, Brico-phone’s challenge is to position themselves at the right time, when consumers most need them. Consumers usually share the news their phone is broken as soon as it stops working. It’s unusual they try to repair it before this public call for help. It’s key to engage with them at this specific moment.

Engagement rules detect these opportunities and enable community managers to meet these needs by suggesting the tutorials and products available on Brico-phone’s website. There is no doubt, Brico-phone have met the challenge. Indeed, 65% of people they engage with answer and generally tell them which device they have (the model of the smartphone or tablet).

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