SusanitaTieneUnRaton.com Social Media Coverage (EN)

SusanitaTieneUnRaton.com
Social Media Coverage

Michiel Das
SusanitaTieneUnRaton.com Marketing Manager
01/02/2011 – 28/02/2012

Web: www.michieldas.com Mail: contact@michieldas.com

Summary

 Company: SusanitaTieneUnRaton.com is a
website created by a working mom as an
alternative to traditional photo websites, and with
the idea to give other moms to possibility to
surprise their family with a special and creative
photo album, calendar or post card.


Summary

 Challenge: SusanitaTieneUnRaton.com (original
project name ‘susanitatieneunraton’) was a brand
new project that had to be launched on the
internet and relevant social networks to promote
awareness and encourage visits to the website.


Summary

 Solution: In order to not confuse potential
customers with the well-known Spanish children’s
songs ‘Susanita tiene un ratón’, the project name
was changed from ‘susanitatieneunraton’ to
SusanitaTieneUnRaton.com, and a Social
Marketing Plan was elaborated to target Spanish
mothers between 25 and 45 years with (at least)
one child.


Creation of social networks

 Since the market research pointed out that the majority
of the target public was actively present on Facebook
and Twitter, SusanitaTieneUnRaton.com profiles were
created on these social networks.
 A page on LinkedIn was created to give the project a
more professional look.
 Although SusanitaTieneUnRaton.com is an e-
commerce website, a company profile was created on
Foursquare as well, in order to let employees check in
and spread information to their network of friends.
 Later on, SusanitaTieneUnRaton.com’s Google+
profile was activated, and updates were posted here
as well from time to time.

Home page strategy

 With mothers between 25 and 45 years as the
main target public, the colors of the home page
were changed from blue to pink, and the whole
home page was redesigned to be visually more
appealing to young mothers.
 The above mentioned social networks were also
added to the website in order to make it easier for
customers to stay connected with the company.


Positioning strategy: directories

 To inform the target public about the new website
and at the same time improve the positioning of
SusanitaTieneUnRaton.com, the website was
listed on various online directories directly related
to mothers, babies or online photo services.


Positioning strategy: news

 Since part of the annual turnover of
SusanitaTieneUnRaton.com was donated to the
Spanish Red Cross (‘Creu Roja’), various news
agencies were contacted to dedicate a small article
to it.


Positioning strategy: blogs

 Influential bloggers with followers among the target
public were sent a press release about the project,
and they were invited to order a photo album or
calendar and write about it on their blog.


Positioning strategy: banners

 A small banner with the logo of the website was
placed on websites dedicated to mothers of young
children, with a direct link to the home page of
SusanitaTieneUnRaton.com.


Positioning strategy: discounts

 In order to increase the number of returning
visitors, people that subscribed to the newsletter
received extra discounts on a specially created
(hidden) subdomain.


Positioning strategy: give-aways

 Give-aways (via influential websites that were
visited by the target public) were used as an
alternative method to promote the website.


Facebook strategy

 The Facebook page was used primarily to get into
contact with the fans of
SusanitaTieneUnRaton.com to find out what they
thought about the company and if they had any
suggestions to improve the current products. The
page was also used to publish promotions and
give-aways.


Twitter strategy

 The Twitter account was used to inform followers
about the latest news and contests, stay in contact
with customers and get feedback from clients after
receiving their order at home.


Website results

 In 12 months the website received 31976 visits
(26850 unique visits), resulting in 117858
pageviews, 83,85% of whom were new visitors.
 The website received its absolute peak in visitors
on 11/10/2011, when 412 people visited the
website in one day.


Facebook results

 After only 6 months, the Facebook page already
had more than 1000 fans, with an average of 132
different people talking about the website.


Facebook results

 In one year, SusanitaTieneUnRaton.com’s page
managed to unite a total of 1306 Facebook fans,
90% of whom where Spanish women between 25
and 45 years old.


Twitter results

 In February 2012, SusanitaTieneUnRaton.com’s
Klout score reached 28,74 thanks to its targeted
Twitter actions.


Overall results

 SusanitaTieneUnRaton.com was featured on various
blogs and website of mompreneurs, which led to more
than 18900 relevant results on Google. These results
lead to the creation of a mobile application to place
orders via iPad, iPhone and Android devices via a
specially designed mobile website.
 SusanitaTieneUnRaton.com was acquired by a large
Spanish photo sofware company at the beginning of
February 2012.


More information?

 Want detailed information or need help creating a
marketing plan for your company? Feel free to
contact me at:
contact@michieldas.com

www.michieldas.com

www.linkedin.com/in/michieldas

www.twitter.com/michieldas


SusanitaTieneUnRaton.com Social Media Coverage (EN)

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