Efficient usage of Social Media in marketing activities

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Efficient usage of Social Media in marketing activities

  1. 1. Efficient usage of Social Mediain Marketing activities
  2. 2. May 2011 MOLDCELL SOCIAL MEDIA MARKETING HIGHLIGHTS2 25 May 2011 Natalia Cogălniceanu
  3. 3. Why Social Media?Internet in Moldova gains more and more credibility and goes upin ratings among mass media.According to IRES research:• 69% of survey respondents watch TV• 14% - Internet informational sources• 10% - radio• 4% - newspapersThe survey was realized by the Romanian Institute for Evaluation and Strategy(IRES) and by the East-European Foundation from Moldova in the period April30 – May 9, 2010 (1500 people participated in survey).3 25 May 2011 Natalia Cogălniceanu
  4. 4. Moldcell on Facebook – 13 284 fans4 25 May 2011 Natalia Cogălniceanu
  5. 5. Moldcell on Odnoklassniki – 8 020 fans5 25 May 2011 Natalia Cogălniceanu
  6. 6. Moldcell Twitter – 411 Followers / 15 Listed6 25 May 2011 Natalia Cogălniceanu
  7. 7. Moldcell Twitter – 69 515 total displays/92 subscribers7 25 May 2011 Natalia Cogălniceanu
  8. 8. Facebook content/activities: - Corporate news - Video commercials - Contests - Customer support - External news8 25 May 2011 Natalia Cogălniceanu
  9. 9. Facebook content/activities:• ATL channel. We constantly place our corporate news on our Facebook page and get more than 8000 visits per month to our moldcell.md corporate website, which is more than many other sites on which we place our paid advertising.• Media storage. Our fans can find all the videos and photos on the same platform. We try to give exclusive things, which you’ll not find on our official site.• Customer support. We are open to all kind of questions on our wall. There are responsible persons from different departments answering to technical, marketing and sales issues. We try to answer within 24 hours.• Contests. The most applied way to attract new fans and increase the loyalty of current ones. 9 25 May 2011 Natalia Cogălniceanu
  10. 10. Facebook content/activities:• External news. We created a calendar of news, each day – one category news. The purpose is to diversify the content and to create another reason for people to Like us. Monday till Friday:1. Monday – Entertainment news2. Tuesday - Mobile phone review3. Wednesday - Telecom news4. Thursday - IT news5. Friday - Blogs 10 25 May 2011 Natalia Cogălniceanu
  11. 11. Moldcell is using Social Media to: • Reach new audience • Increase sales • Get operative and relevant feedback (over 10 000 respondents for free every day) • Increase traffic to the corporate moldcell.md website (so far, Facebook, as a referring site, is generating most of the visits, over 8000 monthly) • Build a loyal community around the brand. Word of mouth is the most strong way to influence someones decision. • Decrease unsatisfied user stress. By talking to us through social networks, people can get the answers they need, so we can prevent further spreading of negative discussions.11 25 May 2011 Natalia Cogălniceanu
  12. 12. Contests case study Contests increase interaction on your page, brings new fans, create loyalty and image you want to promote. We support our contest with advertising banner on Facebook, mostly targeted to our non-fans. We organize mostly contests on Facebook Moldcell page. If technically is possible, on Odnoklassniki.ru too. Contest12 25 May 2011 Natalia Cogălniceanu
  13. 13. Contest Fabrica de staruriPeriod – 8 days.Purpose – to create awareness around the page and to get newfans, using the most important event/project at the moment,sponsored by Moldcell.Idea – we placed questions about project participants, who?when? how? with whom? etc.Winner – i.e.10th correct answer and the 1st and 15th person whoLiked the post.Motivation – promo gifts: T-shirts, caps, back packs, umbrellas.Logistics – winners were contacted in private, to explain how topick up the prize. All the gifts were brought to one of our Center.Every day, we were sending e-mails with winners names. To pickup the prize the person needed to have his ID card.Other – we used Facebook Ad, to involve as much people aspossible.13 25 May 2011 Natalia Cogălniceanu
  14. 14. Contest Fabrica de staruri Total fan growth (≈1200)14 25 May 2011 Natalia Cogălniceanu
  15. 15. Contest Fabrica de staruri Rebranding day Activity growth15 25 May 2011 Natalia Cogălniceanu
  16. 16. Contest Moldcell presents Tiesto (worldwideknown Dj)Period – 1 week.Purpose – event promotion “Moldcell organize concert with Djnr.1 in the world – Tiesto”Idea – questions about Tiesto.Winner – first who gave the correct answer got a ticket.Motivation – 30 free tickets.Logistics – winners were contacted in private, to explain how topick up the prize. All the gifts were brought to one of our Center.Every day, we were sending e-mails with winners names. To pickup the prize the person needed to have his ID card.Other – no Ad was used.16 25 May 2011 Natalia Cogălniceanu
  17. 17. Contest Moldcell presents Tiesto (worldwideknown Dj) Total fan growth (≈100)17 25 May 2011 Natalia Cogălniceanu
  18. 18. Contest Moldcell presents Tiesto (worldwideknown Dj) Activity growth Activity growth18 25 May 2011 Natalia Cogălniceanu
  19. 19. Contest Bring your friendPeriod – 1 month.Purpose – increase the number of fans on our Facebook page.Idea – who brings the largest number of new fans is the winner.Winner – we had daily, weekly and monthly winners, based onstatistics.Motivation – caps, phone bags, back packs, (other promomaterials) + Nokia 5800 phone for the 1st place.Logistics – …also, our colleagues in the shops, who weregiving the gifts, took pictures of the winners.19 25 May 2011 Natalia Cogălniceanu
  20. 20. Contest Bring your friend Total fan growth (≈2615)20 25 May 2011 Natalia Cogălniceanu
  21. 21. Contest Bring your friend Activity growth21 25 May 2011 Natalia Cogălniceanu
  22. 22. 22 25 May 2011 Natalia Cogălniceanu
  23. 23. Contest A million reasons to be MoldcellPeriod – 1 month.Purpose – awareness of the 1st million Moldcell subscribersevent.Idea – to represent 1 million Moldcell subscribers in a creativeway: photos, images, videos, hand made cakes, jewelers, etc.Winner – Top 10, based on number of Likes. From top 10,Moldcell team choosed 3 winners.Motivation –I place: Laptop + 3G modem with 3GB traffic monthly for 1 yearfor free.II place: 3G modem with 3GB traffic monthly for 1 year for freeIII place: 3G modem with 1GB traffic monthly for 1 year for free23 25 May 2011 Natalia Cogălniceanu
  24. 24. Contest A million reasons to be Moldcell Total fan growth (≈1486)24 25 May 2011 Natalia Cogălniceanu
  25. 25. Contest A million reasons to be Moldcell Contest Bring a friend Activity growth25 25 May 2011 Natalia Cogălniceanu
  26. 26. 26 25 May 2011 Natalia Cogălniceanu
  27. 27. Odnoklassniki content/activities - Corporate news - External news - Customer support - Photos - Links to videos - Moldcell Cinema contests27 25 May 2011 Natalia Cogălniceanu
  28. 28. General information Technically, this platform is a very limited social network, compared to Facebook. Communication is “uncomfortable”. But, coming 2 years earlier to Moldova than Facebook is still popular.28 25 May 2011 Natalia Cogălniceanu
  29. 29. Moldcell Cinema contestsBecause people don’t get our news in profile feeds, we have tomake them somehow come back on our page. Moldcell isgeneral partner of the biggest cinema network in Moldova -Patria, thus, we:• buy tickets (100) for most popular movies.• prepare and post questions about movies, actors and our products/services.• identify and notify the winners.Results:• increase awareness and loyalty of the brand• users scan our page for new contests and also see our news and offers.• when a new movie comes, they already asks if we’ll organize new contests 29 25 May 2011 Natalia Cogălniceanu
  30. 30. Twitter Currently doesn’t have a large popularity, around 10 000 users. For convenience we connected it directly with Facebook. All the posts on FB are shown on Twitter. Advantage: - Good way, for being present on Twitter, even with low recourses. Disadvantage: - people feel that it’s an automatic update. - links are going to Facebook, so you need to be a FB user. - not all the posts fit within 140 characters tweets.30 25 May 2011 Natalia Cogălniceanu
  31. 31. General information At the moment we monitor Twitter using free tool TweetDeck. It allows to create all kind of notifications for: • mentions about Moldcell • direct messages • some keywords (moldcel, mold4el, Молдцелл, etc.) In this way we can answer or react immediately to all kind of tweets we are interested in.31 25 May 2011 Natalia Cogălniceanu
  32. 32. Monitoring What? How?32 25 May 2011 Natalia Cogălniceanu
  33. 33. Number of fans, followers, etc. Feedbacks Engagement about Moldcell Monitor rate in Social Media Visits to Post Impressions moldcell.md site33 25 May 2011 Natalia Cogălniceanu
  34. 34. Tools we useFollowing, evaluating and monitoring SM is very much a manualjob, but still requires tools. All social platforms where Moldcell isofficially present must be monitored on a daily base.SM tools and reports are very helpful due to the followingreasons:• To make correct appreciation of the status quo• To manage in a easy way social profiles• To maximize efficiency of the communication using statistics• To react promptly• To adapt the message and activitiesMostly we use a paid tool – SocialBakers, for detailed report onour Facebook page.34 25 May 2011 Natalia Cogălniceanu
  35. 35. Tools we use So, we use some free and paid tools, such as: • TweetDeck, for monitoring Twitter discussions • Hyper Alerts, email notifications about all new posts and comments on Facebook • Google Alert, email notifications about Moldcell mentions in Internet (blogs, forums, news sites, etc.) • SocialBakers, generates comparative analysis regarding the Facebook activity of the company and the competitor • Infopaq, Social Media monthly newsletter – reports regarding Moldcell and competitor mentions in the Internet (blogs, forums, news sites, etc.)35 25 May 2011 Natalia Cogălniceanu
  36. 36. Questions?36 25 May 2011 Natalia Cogălniceanu
  37. 37. Thank you!

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