Social media figures in Romania

Social Media .Ro Orange Concept Store – 1 September 2009 by 9/2/2009 1

9/2/2009 2

BREAKING NEWS • We interrupt this program… 9/2/2009 3

9/2/2009 4

Summary 1. Social Media Figures up‐to‐date 2. Blogs,Facebook, Twitter and Youtube local charts 3. Romanian social media activities so far 4. Future recommendations and ideas 9/2/2009 5

Social Media Figures up‐to‐date 9/2/2009 6

Social Media Figures up‐to‐date 11.000 Romanian users(est.), 1000 the most active (creating over 80% of the content)- as tracked by Zelist.ro – Romanian aggregator 271.820 registered users that live in Romania(from Facebook advertising data) 2.000.000 monthly unique visits from Romania Total 33.911, 11.430 active as tracked by Zelist.ro – Romanian aggregator 70-100 advertising-ready 9/2/2009 7

Social Media Figures comparing to Q1 2009 +31,8% +57,5% Could not determine – lack of data Not relevant due to the summer season 9/2/2009 8

This summer we have put together 3 local charts: Top Romanian Facebook Companies Top Romanian Company Twitter Accouns Top Romanian Viral Videos 9/2/2009 9

Romanian Companies 9/2/2009 10

Romanian Companies on We looked at 50 Facebook company accounts We found out that company accounts are difficult to find We looked at both Pages and Groups We measured the interactivity rating – number of comments – number of ”likes” – Facebook facilities usage Done in 2 stages – July and August 9/2/2009 11

Romanian Companies on Difference relating to Interactive development Conversationa and Content Company Fans/Friends Creativity July rating Development Academia 4637 19,09% 10 7 Wall, Photos, Videos, Pages Catavencu Wall, Photos, Videos, Box‐uri, Linkuri, Ramayana cafe 3497 9,55% 6 10 Notes, Ce ascult acum ‐ muzica tematica, Pages, Groups Elements Bucuresti 2901 19,92% 6,5 9 Wall, Photos, Events, Causes, Videos Metropotam 2560 18,79% 10 7 Wall, Photos, Links, Pages, Groups Europa FM 2480 32,58% 6 6 Wall, Photos, Notes, Boxes, Videos Wall, Photos, Pages, conturi de Social Control Club 2248 13,17% 8 7 Media Wall, Photos, Notes, Boxes, Pages, Bestfest 2009 2029 11,73% 8 6 Groups Wall, Photos, Boxes, Video, Pages, Kiss FM 1795 30,25% 6 10 Slide Funspace, Links Wall, Photos, Boxes, Pages, Groups, HotNews 1706 14,89% 7 9 links, Twitter Wall, Photos, Videos, Links, Pages, Halade Muzica 1540 ‐0,13% 3 5 Groups 9/2/2009 12

Romanian Companies on Company Comments Likes Academia Catavencu 720 705 Metropotam 428 556 Control Club 144 352 Europa FM 102 214 HotNews 91 71 Ramayana cafe 88 136 Kiss FM 80 146 Elements Bucuresti 78 160 Bestfest 2009 62 131 Halade Muzica 4 9 9/2/2009 13

Romanian Companies on 50% of all measured interactions and 28% of the total number of friends across all accounts! 9/2/2009 14

Content! People interact with other people and engage with content (entertainment and utility, as we’ve always preached) Content‐driven facebook and twitter accounts are the most successful Brands should try building content before joining facebook or twitter Content gives new meaning to “Coke wants to be your friend on facebook” and to “Coke is following you on Twitter/You are now following Coke” Content bridges all social media: blogs, twitter, facebook, and youtube. 9/2/2009 15

Romanian Company Accounts 9/2/2009 16

Romanian Company Accouns on We looked at 100 company accounts We found out how hard it is to find a company account on Twitter They are ranked by Followers and Tweets, And also regarding the interactivity - @replys Here are the Top 10: 9/2/2009 17

Romanian Company Accouns on Top Followers Followers Tweets Following Tunning Info 1495 4802 1895 Financiarul 1424 2199 1617 Monden.info 1396 1627 1768 Microsoft 1186 112 247 BMW 1158 780 690 Playboy Romania 1146 67 19 PokerRomania 1064 57 638 Zelist 1034 1134 2002 Sigmanet.ro 811 1929 787 Business Edu 739 65 1367 9/2/2009 18

Romanian Company Accouns on Top Tweets Followers Tweets Following GSP 443 6519 79 Comunicatii 283 5636 38 Tunning Info 1495 4802 1895 joobs.ro 734 4477 266 BloomBiz 676 2368 1977 Financiarul 1424 2199 1617 Sigmanet.ro 811 1929 787 Moden.info 1396 1627 1768 Divercity cafe 579 1521 171 FTW 217 1506 224 9/2/2009 19

Romanian Company Accouns on Top Interaction 7 days Interactions Followers BMW 71 1158 Sigmanet.ro 43 811 Moden.info 21 1396 PokerRomania 19 1064 Zelist 15 1034 Playboy Romania 12 1146 Microsoft 7 1186 Business Edu 7 739 Tunning Info 0 1495 Financiarul 0 1424 9/2/2009 20

Romanian Company Accouns on Did not make the top 10, but are worth mentioning: Followers Tweets Following 7 days Interactions Vodafone 721 72 445 1 GSP 443 6519 79 0 Porsche Romania 439 375 550 125 Orange 364 104 275 0 Trilulilu 326 6 128 0 LG 312 132 289 13 Petrom SA 163 48 142 0 Diverta Online 393 54 922 0 Cat Music 291 152 123 13 9/2/2009 21

Romanian Company Accouns on 9/2/2009 22

Interact! Not followers, but interactions! (RT and @replies, sometimes personal DMs) Content is for nourishing followers, interactions are for engaging them Are you ready to build content AND interact? Twitter is not a social medium per se in Romania, but an interaction zone with bloggers and other social media readers/contributors To be used in deep integration with other social media channels (blogs, facebook, linkedin) 9/2/2009 23

Romanian Viral Videos 9/2/2009 24

Romanian Viral Videos on We analized hundreds of videos We ranked them by the viral coefficient – views/day We ranked only the selfpromoting virals, not entering the TV promoted ones. Data gathering period – 26 June – 27 August 9/2/2009 25

Romanian Viral Videos on View count + Difference Title View count remakes from June Megastar‐penibil 1.927.951 11.150.435 1,62% 6 cai 1.929.890 2.639.423 6,13% Ferando de la Caransebes la Acces Direct 570.406 2.432.327 42,74% Reportaj vasluian 1.622.192 2.336.222 5,59% Hartia va fi roz! 4.261.795 4.262.320 3,40% Berea Budai 640.284 1.206.341 1,54% Un tigan destept 1.610.591 1.878.913 6,61% Adi Despot interviu cu o proasta ‐3 in p... mea 178.051 571.706 ‐46,92% Nicoleta Luciu scene fierbinti cu un pitic 929.443 929.443 4,46% reclama interzisa in romania 770.402 891.302 7,35% 9/2/2009 26

Romanian Viral Videos on Tube Comment Title Views/day Ratings days s Megastar‐penibil 760 14.671 4.000 4.000 6 cai 240 10.997 177 3.410 Ferando de la Caransebes la Acces Direct 240 10.134 1.323 765 Reportaj vasluian 395 5.914 2.084 2.289 Hartia va fi roz! 760 5.608 269 343 Berea Budai 400 3.015 383 945 Un tigan destept 760 2.472 1.611 1.265 Adi Despot interviu cu o proasta ‐3 in p... mea 240 2.382 503 581 Nicoleta Luciu scene fierbinti cu un pitic 400 2.323 105 76 reclama interzisa in romania 400 2.228 411 795 9/2/2009 27

Romanian Viral Videos on • Adi Despot și interviu cu o proasta and Fernando de la Caransebeș had some of the videos deleted for Terms of Use Violation • And yet, Fernando increased it’s views by 42% and Despot dropped by 46% • The rest of the videos had steady growths of 1‐6% 9/2/2009 28

Viral! Videos that went viral are the truly authentic ones No commercial video has received sufficient coverage in Romania The videos have to be funny in such a way that they inspire people to pay it forward 9/2/2009 29

Blog Advertising 9/2/2009 30

Blog readers in Romania • Young people, most frequently in the 20‐35 year group(73.7%), followed by the 25‐31 age group (27.1%) and the 31‐45 age group (18.6%). • Higher income and education than the average internet users; almost half have university studies finalized or in the final stage(49,5%) while money‐wise 17% have income of over 3.000 RON, while 34% have an income between 1.000 and 3.000 RON 9/2/2009 31

Blog readers in Romania • Blog readers are experienced internet users: Over 50% of them have been using the internet for at least seven years, while 34.9% have been using it for 4‐7 years and 12.4% have been using it for 1‐3 years. • Blog readers interact significantly with the blogs they read. 44.7% of internet users have commented at least once on the blog where they filled in the questionnaire the survey is based on and 6.6% of readers are very active users, who comment on the blogs they read very often. 9/2/2009 32

Blog readers in Romania More Details (in Romanian): www.STANDOUT.ro si http://blog.standout.ro EN: http://www.mediafax.ro/engleza/most‐ romanian‐internet‐users‐read‐two‐to‐five‐ blogs‐daily‐survey‐4093022 9/2/2009 33

Online campaign only on blogs In December we launched an online electronics shop (ebu.ro) through an blogs‐only advertising campaign : Steps: 1. Generating authentic conversations with bloggers about the newly‐launched online shop 2. Leveraging the results in an advertising campaign on blogs 9/2/2009 34

1. Generating authentic conversations Bloggers like to review stuff, and we created the ultimate review competition: 5 top Romanian bloggers would act as a jury and every blog meeting minimal conditions could write a review about ebu.ro and automatically participate. This was also amplified with prizes. We created the concept, selected the bloggers, implemented the campaign 9/2/2009 35

1. Generating authentic conversations Results: 70 blogs wrote a review about ebu.ro during the contest*, all favorable, and they gathered around 500 comments in total, all favorable *updated Google Blogsearch: 206 articles mentioning ebu.ro in march 2009 9/2/2009 36

Step 2: Leveraging endorsement Authentic pieces of feedback from famous bloggers Total advertising exposure: 300,000 uniques/1month – 100,000 exposed to reviews 9/2/2009 37

Puma sponsorship of Squadra Azzzura • Puma discussed on top Romanian blogs about sponsoring the national team of Italy and engaged users in the conversation – On 5 of the top 10 Romanian blogs – Users were asked to tell their most beautiful memories of the national team of Italy creating an excellent context for Puma – Puma offered several Puma products as prizes 9/2/2009 38

URSUS seaside activations • URSUS maximized the exposure of its summer seaside activation programmes through contests on 3 of the most visited Romanian blogs ‐ Each weekend, a blogger + a contest winner from his blog were invited to the seaside and integrated the Ursus Summer Adventure experience which they blogged about upon return ‐ One blogger even changed his blog avatar to remind his users where he’ll be for the weekend ☺ 9/2/2009 39

…and here he is… 9/2/2009 40

The passion blog,by Maretti.ro ‐ Maretti.ro – the first company that chose to use a blog as a permanent and highly interactive presence instead of a simple presentation website 9/2/2009 41

Romanian Social Media Activities 9/2/2009 42

Facebook Campaigns • Dove Hair Minimising: – Facebook and blogs campaingn – 12 lady bloggers – 1 facebook group meeting – 250 participants – 33 active – 800 reactions By STANDOUT 9/2/2009 43

Facebook Campaigns Elements Herastrau ‐ Promoting own events ‐ Promoting other events for their users ‐ Branding ‐ Contests 9/2/2009 44

Facebook Campaigns Media Personality Mircea Badea ‐ Communicating with fans ‐ Blog promotion ‐ Pictures ‐ Feedback 9/2/2009 45

Twitter Promotion Accounts • @click_and_shop – Orange Online Shop ‐ Has been reminding the Heat campaign on Twitter, with daily announcements about the temperature and discount 9/2/2009 46

Twitter Promo Accounts • @PIA_romania – Porsche International Autos ‐ Testdrive competition – wear the PIA avatar for 1 month and win an Audi test‐drive 9/2/2009 47

Future recomendations and Ideas for Social Media 9/2/2009 48

STANDOUT Recommends Blogs - Create interactive campaigns that involve and engage blog readers - Create campaigns that add value, either as utility or entertainment - Cross-conecting and not cross-posting on social media - Be ready for realistic feedback and for the occasional rant 9/2/2009 49

STANDOUT Recommends Facebook - Mix online and offline activities - Create specific content for your Facebook activities - Create specific interactions for your Facebook activities - Have a dedicated resource (internal or external) constantly monitoring and updating, for maximum results -Plan ahead. 9/2/2009 50

STANDOUT Recommends Twitter - Opportunity to engage a very active online demographic - Maximize the opportunity with a naturally growing number of followers - Focus on interactions, not on followers – a tricky audience measure - Generate interactions that spread and generate other interactions themselves 9/2/2009 51

STANDOUT Recommends Youtube - Create utility/entertainment content - Ideally, generate video contests & video responses, not just views, generate reasons to participate - Create and upload your video content for/from blog/facebook campaigns 9/2/2009 52

Thank You!* * Leave us a card for a complete list of links and for updates to all info included in the presentation contact@standout.ro 9/2/2009 53

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Social media figures in Romania

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Social media figures in Romania Presentation Transcript