MERCADEO Versión en español
Michael Fenech From Western Union: Social Listening Is The Foundation Of Everything We Develop
Manuela Walfenzao| 4 de abril de 2017
Fenech: Pronto lanzaremos una nueva estrategia global de influencers
Michael Fenech, Director of Social Strategy and Content of Western Union, presented in the 2017 Hispanicize CMO Summit the strategy they used to increase in just four years their presence in social networks from 400 thousand followers to 11 million in 2017, keeping 98% of positive social conversations about the brand.“Western Union is a company with a legacy of 166 years. When social networks arrived, the entire landscape changed, now we have a constant conversation with our clients. We have 32 properties on social networks and we know they are very powerful tools. We focus on caring for our clients, so social listening is the foundation of everything we develop” he explained. Fenech emphasized that Latinos have very good engagement with WU. “To build content for specific communities we have three keys: food, family, and culture. Even though they are different in each country, these three things join us. Mexico, Argentina, Venezuela, and Ecuador are the Latin countries that are more engaged with the brand.”The most successful trends on their networks are videos, gifs, hashtags and emojis. “I think we do it in an authentic way and that is why we can resonate with Millennials” he said. “We make more than 700 posts per month, out of which 70% are on lifestyle and only 30% is about promotions. More than 60% of Millennials uses ad-blockers, so we are very proud they let us enter their lives. Soon we will launch a new global strategy on influencers.”Watch video
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