IDI Turns to Social Media, Takes “Together Works” Campaign to YouTube

The Israeli diamond industry on Sunday launched Stage 4 of its strategic marketing program “Together Works,” enlisting social media. The marketing effort is a multi phased response to the economic downturn.

Announced at a press conference at the JCK Las Vegas trade show by the Israel Diamond Institute Group of Companies (IDI), the fourth stage of the B2B program makes use of YouTube, Facebook, Twitter, Linkedin and blogs to promote the diamond trade online.

The first stages include the toll free numbers in the U.S. that jewelers and can call to place their diamond requests and a call center that contacts retailers in China to actively seek demands from local retailers. In both cases, the orders are sent via text messaging to Israeli diamond traders.

Another part of the marketing effort is a high quality fashion magazine that focuses on diamonds and diamond jewelry that is given freely to U.S. retailers that in turn can hand copies to potential clients to promote their sales. The IDI also launched Russian and Chinese versions of its website.

The centerpiece of the social media marketing campaign is the launch of the Israeli Diamond Industry YouTube channel that presents different Israeli diamond traders. To date IDI has uploaded 38 unique videos each featuring a different Israeli diamond company. 

IDI produced the videos as a service for Israeli diamond companies. The next round of filming is set to take place this month.

“It was clear to us when we planned ‘Together Works’ that we would use all tools available to promote The Israeli Diamond Industry,” said IDI Managing Director Eli Avidar. “We want to create an online community where the industry can come together and share ideas as well as communicate directly with Ramat Gan,” he said.