Diploma Thesis “Promotion through Social Networks” Author:Mentor: Marija Trajkovska 52235Ph. D. Nada Sekulovska Department of e-business Faculty of Economics, October Skopje 2012
Social Media and BusinessesIt is important for a company to better meet: Its audience; Social media advantages; Social way of promoting.The main purpose of the social networks: to engage people and keep them coming back for more. If used in a proper way, the social networks can soon make the audience a circle of potential users.
Why Social Networks? A lot of people, including target audience use them quite often. Building relationships between brands and people.Why promotion? Not advertising and traditional marketing but conversation and listening tools.“Different social network tools,different messages.”
Social Networks: tools and tactics that help theoverall strategy to succeed. Facebook: for entertainment, grabbing user’s attention; LinkedIn: for connecting specific people in a business way, B2B directly reaching target audience; Twitter: real time broadcasting, one-to-one marketing; Wordpress: for blogging, writing content; Youtube: channel, video promotions.
Httpool Contextual Product Httpool Contextual enables creation of online adverts that can be displayed on the most visited websites in Macedonia. The targeting is done with chosen keywords; System for independent campaigning; Cost per click (CPC); Limitation of daily spending; Real-time report.
Strategy for theContextual Product Objective: 1. Explain contextual advertising, reach target audience, engage followers; 2. Make a good SEO with the content and it’s relation with the social networks; 3. Increase interaction, ask questions and encourage discussions; Target: small business, business owners from abroad, individuals that have web pages. Social network tools: Facebook, Twitter,LinkedIn, Wordpress and YouTube.
Facebook Strategy:Objective: Increase our fan base to over 1000 during the next 3 months. Promoted posts; Make the timeline cover and profile picture integrated with the campaign; Highlighted posts; Pin the blog stories that we will post once a week; Milestones; Polls.
LinkedIn Strategy:Objective: Increase the number of followers to over 300. Httpool Group for discussions; Discussions on other groups (Online advertising); Sharing WordPress posts; Request recommendations for the product; Use the “What is Contextual Advertising?” video for the Httpool Contextual product page.
WordPress Strategy:Objectives: Have at least 10 shares of the posts; Have at least 10 Comments on the posts. Use SEO with titles and words that closely identify the content; Educative content; LinkedIn, Facebook, YouTube and Twitter widgets.
Twitter Strategy:Objective: Make the follower base to over 1000. Social Bro application features: Finding influential people in our target circle; What topics the audience talks about; Easy follow/unfollow users; When our followers are online; Interdependence of our tweets and number of followers.
YouTube Channel Strategy:Objective: Have at least 200 views on the videos.The presentation videos and tutorials will be integrated with other networks: Httpool company video; Successful campaigns of Contextual Advertising; What is Contextual Advertising; Video tutorials for how to make a contextual ad; Answering on the people issues from the survey; How to use social networks better (Facebook, LinkedIn, Twitter).
Measuring results Facebook: Number of likes, shares, comments, insights, “people talking about”; Twitter: Number of retweets, followers, hashtag usage; LinkedIn: Page views, number of clicks on content, number of followers, questions and comments; WordPress: Number of shares and likes on the posts; YouTube: Number of views on the videos.
Survey: Online Advertising in Macedonia Goal: what people are thinking about the onlineadvertising and whether there is interest for buying of the product. Дали некогаш Ефект од рекламирање преку испитаниците се огласувале Интернет преку Интернет: 17% 4% Ефектот е одличен, рекламите на Да 31% Интернет се важни за успешна кампања 83% Не Ефектот може да биде различен, зависи од изведбата на самите 65% реклами Што мислат испитаниците за рекламите Не сум задоволен/а од и огласите на Интернет рекламирањето преку Интернет 8% Мислам дека се Conclusion: we have potential audience to 41% здодевни which we can present the product, but we Ретко им обрнувам внимание need to explain what the effects of using the 51% Мислам дека се product are. интересни
Што е Контекстуално Огласување: Огласи кои ги содржат потребните информации и не можат да се отворат 6% Огласување преку Интернет 33% со препознавање на клучни зборови 6% 55% Огласи кои имаат иста функција како фиксните банери Дали би се огласувале ако цената е 1200 денари за 150 Огласи кои мора да се кликови: кликнат и отворат за повеќе информации 46%Conclusion: we have a potential customer 54% Даbase that knows the product well, but also we Неneed to inform them about the productfeatures.
Using a Social Network strategy is proof that acompany is characterized by one of the mostimportant features of a modern company:flexibility.Thank You!