Strategy for promoting the Httpool Contextual Product through different Social Networks

1. Diploma Thesis
“Promotion through
Social Networks”
Author:
Mentor:
Marija Trajkovska 52235
Ph. D. Nada Sekulovska
Department of e-business
Faculty of Economics, October Skopje 2012

2. Social Media and Businesses
It 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.

3. 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.”

4. Social Networks: tools and tactics that help the
overall 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.

5. 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.

6. Strategy for the
Contextual 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.

7. 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.

8. 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.

9. 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.

10. 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.

11. 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).

12. 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.

13. Survey: Online Advertising in Macedonia
Goal: what people are thinking about the online
advertising 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

14. 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% Да
base that knows the product well, but also we Не
need to inform them about the product
features.

16. Using a Social Network strategy is proof that a
company is characterized by one of the most
important features of a modern company:
flexibility.
Thank You!