Brembo a "Facebook leader"
Now with more than 100,000 fans on Facebook, brake manufacturer Brembo says it can boast “absolute leader status as a social networker among automotive component manufacturers worldwide”, having reached the milestone of more than 100,000 fans on Facebook. In reaching six figures, the group joins the world's top exponents of digital communication in its sector of interest — namely automotive components — as well as gaining a high profile among brands associated with other categories of merchandise.
In addition to the attraction of a multilingual website (six languages including Chinese and Japanese) accessed by a million individual visitors during 2011 — recently revamped and enriched with new content for customers and enthusiasts, as well as investors and the media — Brembo has achieved success right across the web, with a strong presence on all the main social networks, including Twitter, YouTube and LinkedIn.
The company calls Facebook “undoubtedly the flagship initiative” of its social web campaign. On the fan page, users can find all the latest product news — parts, upgrades, tuning — but also read comments and gossip, and enter competitions connected with the main championships and events in which the brand is involved. As a leading component manufacturer, Brembo was quick to embrace the relational opportunities offered by the social media.
News, international exposure and user relations represent key aspects of this success: news items and posts are published every day in at least seven different languages. Brembo says that “the reaction from fans is unfailingly positive, with ‘likes’ and comments indicating their appreciation for the information they find, and confirming the popularity of Brembo products.”
The Facebook channel also provides a significant and effective customer care tool. In effect, there is a steady increase in the number of fans who submit queries via Facebook or Twitter (and receive answers giving explanations or suggestions), indicating that more and more members of the web community are keen to make contact with Brembo. Photo galleries, prize competitions and videos enhance and complete the “social” experience enjoyed by Brembo fans, the company says, and their interest and enthusiasm help to maintain the attraction of the page and define its character.