efficient usage of social media in marketing activities

Efficient usage of Social Media in Marketing activities

Natalia Cogălniceanu

MOLDCELL SOCIAL MEDIA MARKETING HIGHLIGHTS

May 2011

25 May 2011 2

Why Social Media?

Internet in Moldova gains more and more credibility and goes up in ratings among mass media.

According to IRES research:

• 69% of survey respondents watch TV

• 14% - Internet informational sources

• 10% - radio

• 4% - newspapers

The survey was realized by the Romanian Institute for Evaluation and Strategy (IRES) and by the East-European Foundation from Moldova in the period April 30 – May 9, 2010 (1500 people participated in survey).

Natalia Cogălniceanu 25 May 2011 3

Moldcell on Facebook – 13 284 fans


Moldcell on Odnoklassniki – 8 020 fans


Moldcell Twitter – 411 Followers / 15 Listed


Moldcell Twitter – 69 515 total displays/ 92 subscribers



Facebook content/activities:

- Corporate news

- Video commercials

- Contests

- Customer support

- External news


• ATL channel. We constantly place our corporate news on our Facebook page and get more than 8000 visits per month to our moldcell.md corporate website, which is more than many other sites on which we place our paid advertising.

• Media storage. Our fans can find all the videos and photos on the same platform. We try to give exclusive things, which you’ll not find on our official site.

• Customer support. We are open to all kind of questions on our wall. There are responsible persons from different departments answering to technical, marketing and sales issues. We try to answer within 24 hours.

• Contests. The most applied way to attract new fans and increase the loyalty of current ones.



• External news. We created a calendar of news, each day – one category news. The purpose is to diversify the content and to create another reason for people to Like us. Monday till Friday:

1. Monday – Entertainment news

2. Tuesday - Mobile phone review

3. Wednesday - Telecom news

4. Thursday - IT news

5. Friday - Blogs


Moldcell is using Social Media to: • Reach new audience

• Increase sales

• Get operative and relevant feedback (over 10 000

respondents for free every day)

• Increase traffic to the corporate moldcell.md website (so far,

Facebook, as a referring site, is generating most of the visits,

over 8000 monthly)

• Build a loyal community around the brand. Word of mouth is

the most strong way to influence someone's decision.

• Decrease unsatisfied user stress. By talking to us through

social networks, people can get the answers they need, so

we can prevent further spreading of negative discussions.



Contests case study

Contests increase interaction on your page, brings new fans, create loyalty and image you want to promote.

We support our contest with advertising banner on Facebook, mostly targeted to our non-fans.

We organize mostly contests on Facebook Moldcell page. If technically is possible, on Odnoklassniki.ru too.

25 May 2011 12

Contest

Contest Fabrica de staruri Period – 8 days.

Purpose – to create awareness around the page and to get new

fans, using the most important event/project at the moment,

sponsored by Moldcell.

Idea – we placed questions about project participants, who?

when? how? with whom? etc.

Winner – i.e.10th correct answer and the 1st and 15th person who

Liked the post.

Motivation – promo gifts: T-shirts, caps, back packs, umbrellas.

Logistics – winners were contacted in private, to explain how to

pick up the prize. All the gifts were brought to one of our Center.

Every day, we were sending e-mails with winners names. To pick

up the prize the person needed to have his ID card.

Other – we used Facebook Ad, to involve as much people as

possible.


Contest Fabrica de staruri


Total fan growth (≈1200)

Contest Fabrica de staruri


Activity growth Rebranding day

Contest Moldcell presents Tiesto (worldwide known Dj) Period – 1 week.

Purpose – event promotion “Moldcell organize concert with Dj

nr.1 in the world – Tiesto”

Idea – questions about Tiesto.

Winner – first who gave the correct answer got a ticket.

Motivation – 30 free tickets.

Logistics – winners were contacted in private, to explain how to

pick up the prize. All the gifts were brought to one of our Center.

Every day, we were sending e-mails with winners names. To pick

up the prize the person needed to have his ID card.

Other – no Ad was used.


Contest Moldcell presents Tiesto (worldwide known Dj)



Contest Moldcell presents Tiesto (worldwide known Dj)

Activity growth


Activity growth

Contest Bring your friend

Period – 1 month.

Purpose – increase the number of fans on our Facebook page.

Idea – who brings the largest number of new fans is the winner.

Winner – we had daily, weekly and monthly winners, based on

statistics.

Motivation – caps, phone bags, back packs, (other promo

materials) + Nokia 5800 phone for the 1st place.

Logistics – …also, our colleagues in the shops, who were

giving the gifts, took pictures of the winners.




Activity growth

Contest A million reasons to be Moldcell

Period – 1 month.

Purpose – awareness of the 1st million Moldcell subscribers

event.

Idea – to represent 1 million Moldcell subscribers in a creative

way: photos, images, videos, hand made cakes, jewelers, etc.

Winner – Top 10, based on number of Likes. From top 10,

Moldcell team choosed 3 winners.

Motivation –

I place: Laptop + 3G modem with 3GB traffic monthly for 1 year

for free.

II place: 3G modem with 3GB traffic monthly for 1 year for free

III place: 3G modem with 1GB traffic monthly for 1 year for free




Activity growth Contest Bring a friend


Odnoklassniki content/activities

- Corporate news

- External news

- Customer support

- Photos

- Links to videos

- Moldcell Cinema contests

25 May 2011 27

General information

Technically, this platform is a very limited social network,

compared to Facebook.

Communication is “uncomfortable”.

But, coming 2 years earlier to Moldova than Facebook is

still popular.


Moldcell Cinema contests

Because people don’t get our news in profile feeds, we have to

make them somehow come back on our page. Moldcell is

general partner of the biggest cinema network in Moldova -

Patria, thus, we:

• buy tickets (100) for most popular movies.

• prepare and post questions about movies, actors and our

products/services.

• identify and notify the winners.

Results:

• increase awareness and loyalty of the brand

• users scan our page for new contests and also see our news

and offers.

• when a new movie comes, they already asks if we’ll organize

new contests



Twitter

Currently doesn’t have a large popularity, around 10 000

users. For convenience we connected it directly with Facebook. All the posts on FB are shown on Twitter.

Advantage:

- Good way, for being present on Twitter, even with low recourses.

Disadvantage:

- people feel that it’s an automatic update.

- links are going to Facebook, so you need to be a FB user.

- not all the posts fit within 140 characters tweets.

25 May 2011 30

General information

At the moment we monitor Twitter using free tool

TweetDeck. It allows to create all kind of notifications for:

• mentions about Moldcell

• direct messages

• some keywords (moldcel, mold4el, Молдцелл, etc.)

In this way we can answer or react immediately to all kind

of tweets we are interested in.



Monitoring What? How?

Monitor

Number of fans, followers, etc.

Engagement rate

Post Impressions Visits to

moldcell.md site

Feedbacks about Moldcell in Social Media


Tools we use

Following, evaluating and monitoring SM is very much a manual

job, but still requires tools. All social platforms where Moldcell is

officially present must be monitored on a daily base.

SM tools and reports are very helpful due to the following

reasons:

• To make correct appreciation of the status quo

• To manage in a easy way social profiles

• To maximize efficiency of the communication using statistics

• To react promptly

• To adapt the message and activities

Mostly we use a paid tool – SocialBakers, for detailed report on

our Facebook page.


Tools we use

So, we use some free and paid tools, such as:

• TweetDeck, for monitoring Twitter discussions

• Hyper Alerts, email notifications about all new posts and

comments on Facebook

• Google Alert, email notifications about Moldcell mentions in

Internet (blogs, forums, news sites, etc.)

• SocialBakers, generates comparative analysis regarding the

Facebook activity of the company and the competitor

• Infopaq, Social Media monthly newsletter – reports regarding

Moldcell and competitor mentions in the Internet (blogs,

forums, news sites, etc.)



Questions?

Thank you!

efficient usage of social media in marketing activities

Business