1
3 million.
What’s next?!
Julia Szymanska
@dzulaya
SOCIAL MEDIA BY AVAST SOFTWARE
2
AVAST Software - milestones
0
30
60
90
120
150
190
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001...
3
AVAST is freemium based
4
AVAST = community
Forum
Translation
Recommendations
Support
Brand ambassadors
Program testing
5
2008: Global Social Media
Marketing team was Established
Social Media communication was initiated
6
AVAST across social media
3,3M
110K
90K
12K
200
100
13K
1,7K
One global page (EN)
General audience
Communication geo
tar...
7
Social Media team
Julia Szymanska
Global Community Manager
Czech Republic
Deborah Salmi
Marketing Manager
USA
Anna Shiro...
8
Our goals
• Engage
• Provide customer care
• Retain users
• Drive recommendations
9
Growing communities
Driving traffic
Content
Campaigns
10
Content calendar
AVAST branded visuals
Divers content across channels
Communication strategy
11
Geo-targeted message
6 languages versions
In total one message
Reached
2,5 million users
25K Shares
TOTALLY ORGANIC
Soc...
Get “out of your box”
Engage with content that is not necessary directly
connected to your brand
Endorse your users for re...
13
Mac Campaign
800,000 fans gained
165K entries
50K
pictures
No paid
adds
14
And the winners are..
15
Recommendation campaign
185k visits
40K recommendations
17K downloads
1.7k installations
16
Member gets member
350 K PTAT
550K fans gained
1,100K
Stories published
17
#avastBeFree campaign
125K fans gained
90 % entries93,K invites sent
18
What has never worked
Russian
community
engage on VK
Fan of the
week leader-
board
Generates
quantity, not
quality
19
Challenges
Internal communication across AVAST Software
Managing social media team remotely
Global vs. local communicat...
20
If
YOU can write
EVERY DAY ABOUT
ANTIVIRUS Software
YOU CAN DO
ANYTHING
21
THANK YOU
Feel free
to stalk on me :)
@dzulaya
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3 million fans. Whats next?! Social Media by AVAST Software

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3 million fans. Whats next?! Social Media by AVAST Software

  1. 1. 1 3 million. What’s next?! Julia Szymanska @dzulaya SOCIAL MEDIA BY AVAST SOFTWARE
  2. 2. 2 AVAST Software - milestones 0 30 60 90 120 150 190 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Reached 190 million registered users Investment from Summit Partners NumberofregisteredUsers(million) Hired Vince Steckler as CEO Quadrupled user base in that year SanDisk cooperation Reached 1 million users Launched avast! free antivirus McAfee licensed avast! Launched 1st Windows 95 Antivirus Gained Company status Velvet Revolution Developed 1st Antivirus tool International expansion Won Virus Bulletin’s VB100 awards in all testing categories Launched online store Reached 1 million users per employee; launched Mac and Server products 180
  3. 3. 3 AVAST is freemium based
  4. 4. 4 AVAST = community Forum Translation Recommendations Support Brand ambassadors Program testing
  5. 5. 5 2008: Global Social Media Marketing team was Established Social Media communication was initiated
  6. 6. 6 AVAST across social media 3,3M 110K 90K 12K 200 100 13K 1,7K One global page (EN) General audience Communication geo targeted on the local communities: ES, RU, PT, FR Global Page (EN) Local Accounts Key Influencers: Journalists, Security experts English page Targeted audience IT specialists
  7. 7. 7 Social Media team Julia Szymanska Global Community Manager Czech Republic Deborah Salmi Marketing Manager USA Anna Shirokova Russian Albert Soriano Spanish Looking for French Brazilian No agency No budget for paid FB ads and paid posts
  8. 8. 8 Our goals • Engage • Provide customer care • Retain users • Drive recommendations
  9. 9. 9 Growing communities Driving traffic Content Campaigns
  10. 10. 10 Content calendar AVAST branded visuals Divers content across channels Communication strategy
  11. 11. 11 Geo-targeted message 6 languages versions In total one message Reached 2,5 million users 25K Shares TOTALLY ORGANIC Social media security related content Talk to your fans their language
  12. 12. Get “out of your box” Engage with content that is not necessary directly connected to your brand Endorse your users for recommending your brand
  13. 13. 13 Mac Campaign 800,000 fans gained 165K entries 50K pictures No paid adds
  14. 14. 14 And the winners are..
  15. 15. 15 Recommendation campaign 185k visits 40K recommendations 17K downloads 1.7k installations
  16. 16. 16 Member gets member 350 K PTAT 550K fans gained 1,100K Stories published
  17. 17. 17 #avastBeFree campaign 125K fans gained 90 % entries93,K invites sent
  18. 18. 18 What has never worked Russian community engage on VK Fan of the week leader- board Generates quantity, not quality
  19. 19. 19 Challenges Internal communication across AVAST Software Managing social media team remotely Global vs. local communication Quality vs quantity How to gain new avast users on Social Media? How to measure our activities?
  20. 20. 20 If YOU can write EVERY DAY ABOUT ANTIVIRUS Software YOU CAN DO ANYTHING
  21. 21. 21 THANK YOU Feel free to stalk on me :) @dzulaya

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