Digital at core of La Capitale’s strategyBy Mathieu Carbasse | March 30 2016 07:00AM
La Capitale uses its social media platforms to reach different clienteles and increase awareness. To contact young people it launched an Instagram page, very popular with the 30 and under crowd, says Jacinthe Croisetière, director of digital strategies at La Capitale.
La Capitale uses its platforms to reach different clienteles and increase awareness. To contact young people it launched an Instagram page, very popular with the 30 and under crowd.
“Contrary to what people think, the Facebook audience is not so young, around 45-50 and older,” Croisetière adds.
La Capitale is also very active on LinkedIn, particularly when it comes to human resources. The company recently found that 57% of people who consulted its job offers applied for a position – clear proof of the value of using that platform.
Social media is a prominent part of La Capitale’s newly minted strategy for 2016 to 2020. “Digital is central to this strategy. The goal is always to monitor our clients’ expectations. We want to be present where they are. And to live up to this promise.”
Unlike traditional advertising, social media let businesses transmit a message directly to the right person. “People trust recommendations from friends more than they do TV or radio ads,” Croisetière explains. “Social media also let us fine-tune our strategy, sometimes in mid-campaign. Getting direct client feedback is an enormous advantage.”