Instagram, Twitter, Facebook, LinkedIn 4 social networks for a prime presence! If Volvo Car France The brand multiplies its editorial lines according to the channels with a very specific tone, seeking above all to meet and build loyalty among its different communities. Talking about security, without causing anxiety, while remaining a desirable brand is a real daily challenge. Julie Palaysi, Volvo Car France's Social Media & Influence / Lifestyle Public Relations manager has agreed to reveal the secrets of this strategy which blends lifestyle content, influencers, Swedish values and new technologies, for communication that serves dialogue. We Are COM takes the wheel and shares its #VolvoMoment with Julie. So, let's go! 🚘
🤷♀️ In your opinion, what is the difference between customer communication and relationship communication?
I see more of a difference between relational and transactional communication. For me, the relational communication is customer-centric, in that it delivers a personalized message. Conversely, transactional communication focuses on the product without customer personalization. Thus, relational communication is very important because it allows us to have a real relationship with the client, a real conversation.
We are fully committed here to both customer loyalty and customer acquisition.
📈 Do you intend to expand Volvo Car France's presence on social media?
All our Social account have a key strategy. My first question is: what's in it for me to be there? Do I have potential customers on this social network? What target audience can I reach through this? network ? It seems more sensible to have less communication and fewer social media accounts; but to be present through quality content and have a return on investment in the medium term.
🎙 What is your strategy and editorial line on social media?
Our approach is very focused on quality. We preferred to target potential customers who could quickly become interested in our vehicles and build very strong communities for them. prioritize high engagement rates.
Therefore, our strategy is to engage our community and turn them into true ambassadors., which, through their interactions, will reach customers. How do you start a conversation with a target audience that isn't directly interested in cars, you might ask? We develop lifestyle content for this. We talk a lot about the values of volvo car, in connection with its Swedish origins. We are primarily focused on people, sustainable development, and of course, safety. These themes allow us to reach audiences who aren't necessarily interested in cars. Little by little, we guide them into the relational sphere. Volvo Car France ; and why not become customers afterwards. We are fully here to serve the faithfulsation and the principle of prospecting.
Thus our editorial line on each social network has a very specific role and tone. Facebook is aimed at brand fans, Twitter at journalists, LinkedIn at tech innovation enthusiasts, Instagram at design and lifestyle lovers through partner influencers, etc. And in terms of iconography, our visuals are inspired by our Swedish DNA.
Our selection criteria are the influencer's values and interests.
🎭 You mentioned influencers. How do you develop your partnerships?
To find the influencerswe are supported by the agency MatryoshkaWe have a genuine influence strategy, just like all other media channels. Our selection criteria are the values and areas of interest of the influencerThe question we ask ourselves every time is: does it fit with Volvo's identity? And rather than systematically using macro-influencers, We will take a closer look at the metrics of "smaller" influencers using dedicated tools: engagement rate, French community, female or male, age ranges, etc. This allows us to ensure the quality of the community fostered by the influencer and its alignment with our strategy.
Next, we send the influencer a very precise brief. And if the influencer He also feels a good fit with the brand, so let's collaborate! Specifically, we can lend him a vehicle for a whole weekend. In return, we expect him to share his authentic and spontaneous thoughts with his community. Influencers typically share their "Wow" reaction when they see the car, and that really resonates with their followers! These collaborations can therefore take the form of lending a vehicle and/or payment for... dedicated campaigns.
⚙️ What is the proportion of organic, sponsored and influencer marketing in your social media strategy?
The distribution differs depending on the social network and the objectives. For example, organic search works very well on Twitter et LinkedIn ; and much less so on Facebook or Instagram. I would say that overall we are at 70% owned sponsored content, 20% influencer content (which is most often sponsored) and 10% organic content.
👥 What is your relationship with the brand's fans?
We try to interact with them as much as possible on the Social MediaThere's a strong sense of community among our customers and followers on social media, who aren't necessarily customers themselves. We consider each follower a potential brand ambassador, and they often provide very insightful comments, even on highly technical topics, which carries even more weight. Our customers choose us for specific values, including understated luxury and excellence in safety innovation and more sustainable mobility, and find common ground through these shared values.
Never forget this essential question: why would your brand be present on this or that social network?
☘️ More broadly, there's this paradox: SUVs represent the most popular range, but are also the vehicles most criticized for being polluting and fuel-inefficient. In this context, how is Volvo Car France organizing its communication strategy?
Volvo Cars, with its Swedish roots, has always been deeply committed to sustainable development. Our customers also choose us because of our strong advocacy in this area, which we now consider as important as safety. Our communications are therefore heavily focused on our contribution to a more sustainable future, with ambitious goals such as having a 100% electric range by 2030 and becoming a completely carbon-neutral company by 2040.
🤓 What are your 3 tips for a top-notch editorial line on social media?
Never forget this essential question: why would your brand be present on this or that social network? Because each network has its own promise, its own use, its own codes, its own audience. Therefore, you need to have a clear objective for each account, aligned with the expectations of each audience. Then, of course, you need to define an editorial charter (themes, frequency, tone, formats, etc.). Finally, get started on your first editorial plan. to ensure the operational feasibility of your editorial line.
👉 3 things to know about Julie
She's a mom who loves to travel, and not just by car!
Her passion? Yoga!
Her favorite ad: Our latest ad for the Volvo C40 Recharge with music by Kavinsky that I love 😊
