According to the Russian representative office of Geox, 2017 will be a year for the company to actively develop social media marketing. In particular, it is planned to open the official brand page in the leading Russian social network Vkontakte.
At the moment, Geox, like most international brands, has its own Facebook page, which is official in the global business.
The total number of subscribers to the Geox page on Facebook is more than 1 million people - these are netizens all over the world. The Russian-language version of Geox appeared on Facebook in August 3, and in the first three months the number of its Russian-speaking users exceeded 2016. Geox also has an international profile on the Instagram network. This network does not allow combining local profiles into an international platform, but despite this, the company is actively working with opinion leaders who are fans of the brand in Russia.
“Users are happy to share their photos on Geox, indicate hashtags and refer to the brand’s representatives, thereby contributing to organic and viral growth,” commented Julia Dutyei, Marketing and PR Director at Geox Russia.
The next step for Geox Russia will be the development of the official brand group in Vkontakte. Those Geox pages that can be seen on the Vkontakte network now are not its official accounts.
“The audience of the most popular Russian social network has long known and loves the brand. The number of Geox unofficial groups exceeds 50, therefore, after the official launch of the group, we forecast the same high growth rates as on Facebook, ”says Julia Dutyei. - As for the goals of being on social networks, they cannot be short-term. The SMM tool itself does not perform the functions of quick sales (for this there are many other marketing tools), but it creates the basis for emotional contact with the audience, the experience of positive communication with him.
For us, presence on social networks is a unique opportunity to open a brand, share the latest news, talk about the collection and the uniqueness of the brand on the one hand, and get an honest user opinion in response to our content on the other. In the modern world, having an open dialogue with a potential audience is a prerequisite for successful development. ”
In addition, Geox Russia plans to open a Russian online store next year. Currently, online purchases of shoes of this Italian brand for Russian users are available only through the global online store Geox.com.