Which social media platform is the right one? Pilot project for the PIUS info portal
Introduction
With a pilot campaign, the portal's office wanted to find out which social media channel could be used to reach the defined target groups. to reach the defined target groups and and where the topics of the information portal meet with the greatest response.
The information portal provides interested parties with everything they need to know about PIUS (production-integrated environmental protection) and resource efficiency. The platform offers numerous practical services ranging from an overview of funding programs, practical examples and a large pool of documents to useful practical tools such as waste heat and cost calculators. The portal offers support for companies and consultants and is currently operated by 5 partners in a rotating system.
Hessen Trade & Invest GmbH currently manages the portal and, in consultation with the partners, has decided to publicize the PIUS info portal on social media as well. In order to make the best possible use of the resources for the portal, an initial campaign should provide indications of the platform on which the portal can best reach its target group.
Overview
Customer
PIUS Info-Portal
Industry
Public Services
Zielgruppe
Services
Content Creation
Influencer Marketing
Results of the channel comparison and further activities
At the end of the campaign, an overall comparison showed that the video post from phase 1 (see above) was the most successful ad in terms of KPIs. Around a third of the total impressions were generated with this video on Twitter, for example. It also emerged that managers from the manufacturing industry interacted with the ads most frequently. What was evident on all three channels was particularly clear from the results onTwitter. The campaign helped the office to sharpen its strategy with regard to its own social media presence: XING is to continue to be used primarily as an advertising channel in the future. There are no great expectations in terms of reach and community management, so only the most important news items will be published on XING.
In addition to this insight, other campaign objectives were achieved: The number of website views increased significantly during the campaign phase. The results also convinced partners of the benefits of further social media activities for the portal. In addition, the PIUS team is now being trained in the use of its Twitter- and XING-profiles by us. We will continue to manage the channels on an ongoing basis after the campaign. Together, we were able to create a very good basis for continuing to attract more users to the info portal to the info portal.
"The channel comparison showed us exactly where we can reach our target group on social media. This knowledge is very helpful for us, as we can now use our social media resources efficiently."
Dr. Felix Kaup
Head of Resource Efficiency & Environmental Technologies/Industrial Technologies, PIUS Info-Portal, Hessen Trade & Invest GmbH
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