Behind the scenes
Tops and flops from the comms department: how the Community reacted to our stories
by Stephan Kurmann
These news stories had our Community talking in 2022
20.12.2022
Translation: Jessica Johnson-Ferguson
In this review of the year’s events, the communications department at Digitec Galaxus has taken a different approach. Instead of focusing on journalists or employees, we’re putting our Community in the spotlight. The following topics had users’ emotions running high this year.
In 2022, the seven members on Digitec Galaxus’ communications team in Switzerland, Germany and Austria wrote almost 100 stories about the world of e-commerce for all to hear – from data pieces to interviews with team leaders to profile stories on employees from other departments.
One of the target audiences for these stories is our Community. In other words, our customers. The last twelve months have seen almost 3.4 million customers shop with us at least once.
Our Community keeps on growing and is very active. This is because many of our customers do more than just shop at Galaxus and Digitec. They also rate their purchases and exchange information about buggies, graphics card, vacuum cleaners, etc. Our Community members are also very involved when it comes to clicking, reading and writing. They like and comment on the content we produce on a daily basis and usually don’t hold back when it comes to being critical.
Here’s how our data stories, background reports and people profiles went down with the Community this year.
The most likes
The most likes went to the article «New on Digitec and Galaxus: snail mail on demand» written by my colleague Alex Hämmerli.
What was it about in a nutshell? Since August, customers have been able to opt for a slow delivery of their order, whenever things aren’t time critical. By doing so, customers can help take the pressure off our employees in logistics. The new feature went down really well with the Community and was awarded 817 thumbs up.
The biggest flop
When it came to cross-generational shopping behaviour at Digitec Galaxus, the Community was only marginally interested. Alex’s article «Silver surfers? As if! Online shopping is booming among the young» generated a mere 11 likes and 0 comments. My colleagues David Kübler and Seraina Cadonau even went the extra mile for the article by conducting a street survey on the topic. But the Community still wasn’t impressed.
The most deleted comments
This one was a no-brainer for me to answer. The article «Being transgender at work» I published in June caused a massive uproar. It also included some hate comments I deleted.
Deleting comments is the last resort. After all, we want to be a space where critical comments and negative feedback are also welcome. Why? Because we often gain valuable insights from them. But in this case, we were dealing with calls for violence against a minority.
This was my personal low point in terms of community management this year.
The biggest Community annoyance
There were some articles published on galaxus.ch and digitec.ch that caused heated discussions among members. «Country divided over returns: French-speaking Swiss not amusés by shipping costs» was one of them.
Fair point. I took the criticism to heart and learned the following: maintaining a factual tone is very important when writing about emotionally charged topics.
The most popular profile story
The Community loved the story about Tim Tanner, who quit his job at the bank and started working for Digitec Galaxus. He was showered with 317 thumbs up and countless comments.
My former colleague Sharon Zucker – shout out to you! – nailed the taste of the Community with her article.
Top articles by language region
In French-speaking Switzerland, Ticino and German-speaking Switzerland, different articles proved to be the most popular in 2022.
In French-speaking Switzerland, the collaboration with Decathlon was met with the greatest interest – measured in terms of page views. In Italian-speaking Switzerland, the sex report generated the most reads.
A big thank you to our in-house translation team for translating all this content into French, Italian and English!
The most popular pieces in Germany and Austria
Our communities in Germany and Austria keep on getting bigger. They also really enjoyed the article on snail mail.
In Germany, the article «Why 111th place brings joy rather than tears to us at Galaxus in Germany», penned by my German colleague Daniel Borchers, also proved to be very popular and generated many likes.
Which topics were you most interested in? What would you like to read more or less about next year? Thanks for letting us know in the comments!
Stephan Kurmann
Senior Communications Manager
Stephan.Kurmann@digitecgalaxus.chStudies claim that we have a shorter attention span than goldfish. Ouch! My job is to get your attention as often and for as long as possible. How? With content you enjoy. Outside of the office, you’ll find me on the tennis court, curled up with a book, Netflixing or travelling.
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