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Amnesia Ibiza, Humanising the Brand Through Social Networks
Posted on May 16th 2012
This is a Collaborative post together with Aitor Contreras.
Let me tell you a bit about the job we’re doing at Amnesia Ibiza…The club’s presence and bond with its public is unique thanks to a comprehensive integration of social networks in all aspects of the company. Implementing a sophisticated “ecosystem” of social networks allows the club to start a wide array of differentiated activities which are exclusively dedicated to improving the experience of the fans and to “humanise” the brand in their eyes.
Building an Ecosystem
Amnesia Ibiza has become the leader of its sector at international level with the implementation of an “ecosystem” of social networks whose aim is to garner a closer and more “human” contact with its audience. In this way, the several-times winner of “Best Global Club” at the IMDA becomes again a world reference not only as a club and musical reference, but in its integration, presence and activity on all types of social platforms. The club’s actions, different for each platform, are part of a global strategy which includes Facebook – where they already have more than half a million fans-, Twitter, Google +,Pinterest, Foursquare, YouTube, Mixcloud and a long list of platforms.
Customer care, having conversations with them and solving doubts are only part of the daily actions carried out by Amnesia Ibiza through the social networks. It also carries out other types of activity such as sharing and commenting on music, holding contests, geolocation apps or the live broadcast of Radio Amnesia through its webpage, all of them examples of how Amnesia Ibiza develops a myriad of differentiated actions across its ecosystem of social networks. This is made possible at all times by the total integration of its online actions and its offline activity, and by the club internalising this “ecosystem” as part of its internal structure.
Caring is Focusing on People
In the case of Amnesia Ibiza, the challenge lies in providing our customers with an added dimension to their experience. To this end, Amnesia Ibiza makes a daily effort so that its actions aren’t limited to the physical space occupied by the club. Beyond this, all of these experiences must focus on a personal relationship that transcends the relationship between a fan and their brand. There is an urgent need for us to know that the people out there are, at all times, feeling like they’re dealing with other people [within the company] who work passionately and with whom they can deal with directly on any issue. As a result, we integrate the human aspect we’re trying to strengthen through our online actions so that it rubs off onto the offline experience. This is essential. We’re experimenting continuously with new platforms or new ways for integration so that Amnesia Ibiza can connect ever further with its fans.
A Human Touch Beyond Social
Right now, there is a worldwide community of more than 2 million users on the club’s social network ecosystem, extending to places like Australia, Chile or Japan. We’re currently putting the finishing touches to the strategy and all of the actions for this season. We hope to connect and interact further with many people in different ways without losing the human touch that is currently setting the difference.