Establishing a framework for consistent social media activity, tracking and measurement is a challenge for most organisations. For iconic global brand Miele, which is present in 50 countries, it required a partnership between their digital marketing team Miele X, and social marketing, care and commerce platform Emplifi (previously known as Socialbakers).
We talked to Mattia Tonolo, Digital & Marketing Expert at Miele X and Robin Rijnbeek, Senior Customer Success Manager at Emplifi about their partnership and what it has brought to Miele’s social media strategy. Before joining Miele X, Mattia previously worked in marketing roles at L’Oreal.
Setting out social media objectives
With a premium brand like Miele, the way the products appear across social media platforms requires a consistent visual approach that also allows a degree of flexibility to the cultural differences across a global network. It also needs to allow the business to keep track of activity and engagement with its audiences and enable local Miele teams to learn more about social media and improve their results in the process. To deliver this, Miele X turned to Emplifi.
As Mattia explains, “Our team had a goal to lay down the social media framework within Miele from a strategic and an infrastructure perspective. In line with our “Immer Besser” philosophy, we want to monitor the performances we are achieving, always improving our results and offering expertise to our subsidiaries on digital, including social media marketing. That’s where Emplifi comes in, in terms of tools and tracking and they’ve also become a valuable partner when it comes to enabling our local teams.”
Our partnership with Emplifi
Robin Rijnbeek from Emplifi explains how this works: “Our software helps all the Miele subsidiaries come together in one tool to share content and best practices. Our partnership started at the end of 2020 with an extensive two-week onboarding program, that allowed all 50 markets to understand the tool and its capabilities. The Miele Team in Amsterdam now has a total overview of all markets’ performance and local teams have unified their social media activities, such as posting content and replying to comments, in one tool.
“It’s a very extensive tool”, explains Mattia. “We started onboarding with very easy to do tasks so we could notice from the tracking how the local market teams are using the tool. We are really pleased with the results of our focus on training and support.
How the tool works
The Emplifi Social Marketing Cloud is a 360-degree tool to manage and analyse presence on social media, it covers the main social channels – including Facebook, Instagram, YouTube, Twitter, and Pinterest. It can do a wide range of posting and monitoring tasks and there is an analytical capability, allowing users to really understand their activity and what their competitors are doing.
Miele uses it as a publishing tool, but also checks how the community is interacting with the content and track relevant KPI’s. So it is easily seen, from one single place, what is happening in terms of content and comments as well as sentiment ratio – on a global as well on a a local level”, says Mattia
“One of the strongest capabilities of Emplifi is the extensive Dashboard”, says Mattia. This is another way to upskill local teams – Miele X has created a global dashboard template. This is shared with the local market teams and they can customise with their local sources, which gives them access to a huge amount of data. This is an easy way they can digest and edit the information, be able to share it with their senior managers and take action based on all this information.
Global network, local content
Emplifi is a global social media tool but that doesn’t stop the content having a very local feel, when needed. Miele’s goal is to aim for a large proportion of content to be globally created, with the remainder supporting local relevance. Emplifi also makes it very easy for the local teams to retrieve the content they want to use from a central platform, as it’s an integrated asset management system as well. The Miele global team uploads all the assets and then the markets can utilise, publishing immediately.
Measuring results and success
The success of the partnership isn’t just about increasing social media coverage, presence, and engagement. It’s also very much about enabling the organisation by upskilling the global network of talent, with very different levels of social media skills, as well as giving easy access to high quality content.
Mattia explains, “It’s not just about media effectiveness, it’s about understanding how the community is responding to our activity, so we track sentiment and review any negative comments to try to improve on them. But overall, how we measure success is mainly through dashboards. For example, on Instagram we look to see our engagement rate and impressions that the market can generate, on Facebook we measure some important metrics like CPM and also the engagement rate. We review data monthly, even a daily basis if we need to.”
Now that the partnership has been up and running for 8 months, the results are being seen in terms of visibility but also the desired knowledge upskilling. “We are improving dramatically with social media. When I consider the main goals we had set, a tool like Emplifi grants you a fast track to improving social media knowledge in all the markets, because we are offering a very simple process to visualise results in a very clever and simple way, and Emplifi is helping us to upskill local teams”, says Mattia
And the future?
Miele has even higher expectations for the adoption and increased social media confidence from the markets in the future.
The future goal is to have full adoption rates amongst markets and have them all using it on a daily and weekly basis. Furthermore it is essential to have a standardised approach when it comes to data. Miele wants all the local markets to utilise a standardised template to review results and to track the right KPI’s. In addition to this, the premium brand also wants to continuously grow knowledge about social media and how to apply new functionalities best, to help the markets become experts in this field.
What’s Next? You Decide
Now is an exciting time to join Miele X as we create a new digital heritage for one of the world’s most iconic brands.