Internet Forum as SMM Tool
presentation for MMR seminar
What is Forum?
From Wikipedia, the free encyclopedia
An Internet forum, or message board, is an online discussion site. It originated as the
modern equivalent of a traditional bulletin board, and a technological evolution of the
dialup bulletin board system.From a technological standpoint, forums or boards are web
applications managing user-generated content. People participating in an Internet forum
may cultivate social bonds and interest groups for a topic made from the discussions.
What is Forum?
There is signiﬁcant difference between two communication channels: Internet forums
and other social-media platforms (blogs, micro-blogs, networking sites etc.)
What are the Main Reason?
Using forums as communication channel is efﬁcient because:
you meet people when they need help/
How it works?
Most forums use free software - mainly phpBB or Invision Board. Moderators are
community leaders, who usually have strong inﬂuence on community.
How it was before?
Several (5-6) years before we’ve actively started to use forums as guerilla (hidden marketing) tool. Main format of the activity
was creation of positive feed-back on brand or product from the fake users.
#2 Guerilla Post, that contain
mention of Brand and web-link
#1 Guerilla post, that breed
How NOT to do?
Some guerilla activities are too obvious. Even non-skilled user will identify them.
How it can be now?
Now you’d better participate with moderators/administrators in order to get featured topics and open way of delivering your
message to TA.
What are the KPIs?
It’s really hard to deﬁne the efﬁciency of communication in forums. Such parameters as
impressions, coverage are not applicable here. So we recommend to use such KPIs to
identify communication efﬁciency:
- # of clicks
- # of actions (registrations, forms ﬁll-in, purchases etc.)
- CPA, CPL
What categories are best?
Forums will help you much if you are representatives of such categories:
- Internet/mobile/TV providers
- Finance services
- Women-targeted: children, beauty etc.
- Health products
When to Use?
Forums are useful when:
- You have speciﬁc product with lots of special details or points to discuss
- Your audience is forum-addicted/ Lot’s of forums in your category
- You want to get live feed-back from TA
- You need to minimize negative image if any
- Less hidden/ Represent brand
- Co-operation with owners/opinion leaders
- Be helpful
- Do not deny failures/problems
Thank you for your attention!
Roman Havrysh Managing Director
mobile: +380 50 462 6664
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