Author : Marie-Anne Maupin
The explosion of the DIY and specialized emissions contributed to make of the do-it-yourself and the decoration one of the favourite leisure activities of the French. Nevertheless many French continue to use a knife as a screwdriver: the support of the specialists of the sector is essential to maintain the enthusiasm of the consumers and bring them towards more dexterity.
Did the main market players understand the stake in the social networks for their business and the relation with their customers? To answer this question, we analysed the websocial communication of 4 main French market players: Leroy Merlin, Castorama, Mr. Bricolage and Brico Dépôt.
Did the main market players understand the stake in the social networks for their business and the relation with their customers? To answer this question, we analysed the websocial communication of 4 main French market players: Leroy Merlin, Castorama, Mr. Bricolage and Brico Dépôt.
Many Similarities on Facebook
The editorial line of the first two specialists is almost the same. They talk about décor, they give advises to the likers and practical information (list of stores open on holidays). Brico Dépôt is not really present on Facebook, the company has few fans, and the Facebook page is not animated.
Community managers also have a transparent approach with pages open to publications of the likers and a high response rate (Castorama and Mr Bricolage being the fastest to respond to consumer complaints). They also have the desire to actively engage likers by polls, "True or False" posts, requests for opinions ... It should be noted that on page Mr Bricolage, it's not the brand speaking but two of its specialists: Cathy and Alain.
Community managers also have a transparent approach with pages open to publications of the likers and a high response rate (Castorama and Mr Bricolage being the fastest to respond to consumer complaints). They also have the desire to actively engage likers by polls, "True or False" posts, requests for opinions ... It should be noted that on page Mr Bricolage, it's not the brand speaking but two of its specialists: Cathy and Alain.
| Number of likers |  |
| Leroy Merlin 149.645 | Castorama 102.392 | Brico Dépôt 2.206 |
However Leroy Merlin offers a much richer content in its tabs with:
While three specialists DIY and decoration have a very interesting activity on Facebook, only Leroy Merlin supports its customers on Twitter
- An application to invite friends to participate in work
- The Best Deals, an application through likers can vote for the products they want to see promoted
- The list of stores on interactive map
- A quiz
- A forum dedicated to enthusiasts
- A customer service relationship
While three specialists DIY and decoration have a very interesting activity on Facebook, only Leroy Merlin supports its customers on Twitter
Support videos on Youtube
Well back on Facebook and absent on Twitter, Castorama is particularly active on YouTube. The chain has nearly 14 million views and 20,000 subscribers. The recipe for success? Many tutorials to no specialist handymen (and therefore the majority of the population). The majority of those tips in video have been viewed more than 100,000 times, so it is a successful investment for the brand.
More aesthetic and personalized Leroy Merlin chain did not blush with nearly 12 million views and 6,500 subscribers. The videos are organized by themes (trend , tools, terrace ... ) and TV spots will also find a place of choice.
With only 28,435 views and 161 subscribers, Brico Depot is back on this support
More aesthetic and personalized Leroy Merlin chain did not blush with nearly 12 million views and 6,500 subscribers. The videos are organized by themes (trend , tools, terrace ... ) and TV spots will also find a place of choice.
With only 28,435 views and 161 subscribers, Brico Depot is back on this support
Deco DIY trends discover on Pinterest
19 tables, 1100 pins: Leroy Merlin does not do things by halves on Pinterest. Passed the visual, a majority of contents are linked with a site link to the brand.
The approach is identical to the Castorama account but with a much lower activity (100 pines for 7 tables). It is regrettable inactivity Brico Depot on this network.
The approach is identical to the Castorama account but with a much lower activity (100 pines for 7 tables). It is regrettable inactivity Brico Depot on this network.
To Conclude...
Apart Leroy Merlin provides an interesting presence on the major social networks, other companies are more irregular. Mr Bricolage and Castorama show good things about Facebook but these communication efforts are generally less visible to the rest of websocial. Meanwhile, Brico Depot remains virtually invisible on the internet.
Sources
https://www.facebook.com/
http://www.youtube.com/
https://www.pinterest.com/
Sources
https://www.facebook.com/
http://www.youtube.com/
https://www.pinterest.com/
