The document summarizes Cristian Manafu's presentation at the 2012 Social Media Summit in Timisoara, Romania. It includes information about Cristian Manafu's background and experience in event planning, consulting, social media training and blogging. It also provides data on internet and social media usage in Romania, including the top websites and social platforms. Finally, it outlines some of the topics covered in Cristian Manafu's presentation, such as defining social media objectives and audiences, selecting appropriate channels, developing an activities plan and tactics, and key performance indicators to measure.

5. SOCIAL MEDIA SUMMIT TIMISOARA, SEP 2012

6. CRISTIAN MANAFU
• Event Planner (Evensys)
• Consultant (The Connector)
• Social Media Trainer
• Blogger (Manafu.ro)
• Vodafone, BCR, Procter & Gamble, Petrom,
Ursus, Mindshare, UK Embassy, The Group,
European Commission, DC Communication,
GMP PR, Gazeta Sporturilor, eMag, ANAT, DLA
Piper Dinu, A&D Pharma, Dacia.

7. PIATA DE INTERNET DIN ROMANIA

8. TOP INTERNET ROMANIA / ALEXA.COM
1. Google.ro 1. Facebook
2. Facebook.com 2. Google.ro
3. Google.com 3. YouTube
4. YouTube.com 4. Google.com
5. Yahoo.com 5. Yahoo.com
6. Blogger.com 6. Wikipedia
7. Wikipedia.com 7. WordPress.com
8. WordPress.com 8. Filelist
9. IMDb.com 9. eMAG.ro
10. Filelist.ro 10. vplay.ro
11. GSP.ro 11. IMDb.com
12. eMAG.ro 12. OKazii.ro
13. Twitter.com 13. NeoBux
14. OKazii.ro 14. Ziarul Gândul
2010 2012

9. SOCIAL MEDIA IN ROMANIA

10. SOCIAL MEDIA
CHECKLIST

11. Cine face social media
in sala?
…. o companie

12. CHECKLIST
Cine sunt utilizatorii actuali ai platformei?
Cauta: Cine, Ce, Cand, Unde, De ce, Cat?
Cine o va folosi probabil in timp?
Priveste in perspectiva, anticipeaza evolutia.
Sunt utilizatorii in acelasi timp consumatorii tai
sau iti pot influenta consumatorii?
Vezi daca au vizibilitate, viralitate, verbalitate
Ce fel de continut apreciaza si vor impartasi cu ceilalti?
Priveste dincolo de pozele cu pisici, copii si rasarituri…

13. CHECKLIST
Ai resursele necesare sa creezi continut pentru o platforma
noua?
Vezi daca poti crea continut pentru YouTube sau Pinterest.
Cat timp ai la dispozitie si cat iti consuma platforma?
Cauta timp pentru creare dar si pentru monitorizare.
Cum poti masura rezultatele eforturilor tale?
Vezi care sunt indicatorii relevanti in comunicarea ta.

14. STRATEGIA
SOCIAL MEDIA

15. 01. DEFINIREA
OBIECTIVELOR

16. OBIECTIVE SOCIAL MEDIA

17. OBIECTIVELE DE COMUNICARE IN SM
• Generare buzz si conversatie in jurul produsului
• Lansarea unui nou produs
• Awareness mai mare pentru brand
• Schimbarea sau formarea unor opinii
• Crearea unei nevoi
• Mai mult trafic / Generarea unei actiuni
• Crearea unor asocieri pozitive
• Influentarea influencer-ilor
• Cresterea / Recastigarea increderii
• Generare de lead-uri / trial
• Insights despre cumparator si felul in care el vede brandul
• Generarea vanzari

18. OBIECTIVELE DE COMUNICARE IN SM

19. 02. DEFINIREA
AUDIENTEI

20. Cand sunt mai activi
romanii pe Facebook?

22. Cati utilizatori de
Facebook sunt in
Timisoara?

23. • 204.100 timisoreni

24. • 204.100 timisoreni
• 101.280 sunt barbati

25. • 204.100 timisoreni
• 101.280 sunt barbati
• 16.680 sunt single

26. • 204.100 timisoreni
• 101.280 sunt barbati
• 16.680 sunt single
• 3.720 au facultate

27. • 204.100 timisoreni
• 101.280 sunt barbati
• 16.680 sunt single
• 3.720 au facultate
• 1.100 la facultate

28. TOP SOCIAL CITIES
Bloguri Facebook Twitter
1. Bucuresti (44%) 1. Bucuresti (24,22%) 1. Bucuresti (49%)
2. Iasi (6%) 2. Cluj-Napoca (8,39%) 2. Cluj (8%)
3. Cluj-Napoca (5%) 3. Timisoara (7,25%) 3. Timis (7%)
4. Timisoara (5%) 4. Iasi (6,74%) 4. Iasi (6%)
5. Brasov (3%) 5. Constanta (4,94%) 5. Brasov (4%)
Sursa: Refresh.ro Sursa: FaceBrands Sursa: ZeList

30. 03. ALEGEREA
CANALELOR

31. BEBO, DELICIOUS, DIASPORA*,
FACEBOOK, FLICKR, FOURSQUARE,
GOOGLE+, LINKEDIN, MEETUP,
MYSPACE, NETLOG, NING, PINTEREST,
PLAXO, PLURK, SO.CL, SOUNDCLOUD,
STUMBLEUPON, TAGGED, TWITTER,
XING, XT3, YAMMER, YOUTUBE…

32. TOP SOCIAL BRANDS 2012

33. TOP SOCIAL BRANDS IN CIFRE
• Pagina de Facebook - 48 • Facebook page - 53
• Campanie pe Facebook - 40 • Facebook campaigns – 39
• Blog de campanie - 19 • Campaigns with bloggers – 31
• Implicare bloggeri in campanie - 33 • YouTube account - 29
• Comunicare directa cu bloggeri - 22 • Twitter account - 24
• Cont actualizat Twitter - 22 • Blogger relations - 21
• Cont actualizat YouTube - 18 • Sponsor of industry events - 12
• Proiecte speciale - 17 • Customer care - 11
• Site-uri UGC - 14 • Blogs for campaigns - 9
• Customer care / customer relationship - 14 • Special projects - 9
• Sponsor la evenimente - 13 • User generated content -7
• Campanie pe bloguri - 11 • Wikipedia page - 8
• Cont actualizat Wikipedia - 10 • Flickr account - 6
• Cont actualizat Flickr - 10 • Viral movies - 3
• Spoturi virale - 6 • Social media newsroom - 1
• Social media newsroom - 2 • Pinterest - 1
• Blog de produs - 1 • Google plus - 1
• Folosire QR Codes - 1 • Developed a social network - 1
2010 2011

34. SOCIAL MEDIA MIX

35. SOCIAL MEDIA MIX

36. 04. ACTIVITATI
SI TACTICI

37. TIPURI DE ACTIVITATI
ACTIVITATI PE TERMEN ACTIVITATI DE PROMOVARE
SCURT • Product Launch
• Social Media Audit • Events
• Social Media Policy • Special Projects
• Social Media Training • Awareness
• Media Opportunities
ACTIVITATI PE TERMEN
LUNG TACTICI
• Reputation Management • Viral Video
• Social Media Newsroom • Banners
• Blogger Relations • Sponsored Conversations
• Social Spaces • PR Stunts
• Crisis Management • Contests
• Giveaways
• Special Projects

38. 05. UNITATI
DE MASURA

39. CE MASURAM?

40. CE MASURAM?

41. PERSONALITATEA
BRANDULUI

43. Un set de caracteristici
umane ce pot fi asociate
unui brand si cu care
consumatori pot relationa

44. CELE 5 DIMENSIUNI

45. CELE 5 DIMENSIUNI
Sincerity / Excitement / Competence / Sophistication / Ruggedness

46. CELE 5 DIMENSIUNI
Sincerity / Excitement / Competence / Sophistication / Ruggedness

47. CELE 5 DIMENSIUNI
Sincerity / Excitement / Competence / Sophistication / Ruggedness

48. CELE 5 DIMENSIUNI
Sincerity / Excitement / Competence / Sophistication / Ruggedness

49. CELE 5 DIMENSIUNI
Sincerity / Excitement / Competence / Sophistication / Ruggedness

50. EXEMPLU
PRACTIC

51. 01. DEFINIREA OBIECTIVELOR
02. DEFINIREA AUDIENTEI
03. ALEGEREA CANALELOR
04. ACTIVITATI SI TACTICI
05. UNITATI DE MASURA

52. Ce facem acum?

53. MULTUMESC