hoshva digital credentials
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AGENCYCREDENTIALS
2012 — 2013
CONTENTS
ABOUT HOSHVA DIGITAL ----------------------- 3CASE STUDIES 2012 -------------------------- 11CASE STUDIES 2013 -------------------------- 26SCRM APPROACH ----------------------------- 32AGENCY RATES ------------------------------- 40
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ABOUTHOSHVA DIGITAL
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AGENCY
• HOSHVA DIGITAL IS UKRAINIAN, KYIV-BASED, DIGITAL-CENTRIC MARKETING COMMUNICATIONS AGENCY
• AGENCY PROVIDES DIGITAL MARKETING COMMUNICATIONS SERVICES TO REACH CLIENTS’ BUSINESS GOALS
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MEMBER OF UDAC: UKRAINIAN DIGITAL AGENCIES COMMITTEEWWW.UDAC.ORG.UA(17 MEMBERS TOTAL)
AGENCY STRUCTURE
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SMM MANAGER
SMM MANAGER
OKSANA HOSHVA
CEO
ALEXANDER ZDROK
COO
ANDREW SYTNIK
STRATEGIST
YANA SUPOROVSKA
CREATIVE
ANATOLII REVA
PRODUCER
ACCOUNTDIRECTOR
ACCOUNT MANAGER ACCOUNT MANAGER
ACCOUNTEXECUTIVE
ACCOUNTEXECUTIVE
KEY PERSONNEL
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OKSANA HOSHVACEO‘HOSHVA Digital’ LLC: Owner, CEO‘HOSHVA PR’ LLC: Owner, CEO KEY Communications: Senior PR manager (2003–2005). M1 Music TV Channel: PR director (2002–2003).
ALEXANDER ZDROKCOO7 years of professional experience as marketing specialist, brand consultant, digital marketing specialistExperience of work with clients: Procter & Gamble, Tez Tour, Karya Tour, Pegas Touristik, Prestige.ua, Superdeal.ua, Leboutique.ua, FC Shakhtar etcEducation Course IKRa, Curator of sub-course Media Promotion
ANDREW SYTNIKSTRATEGIST3 years of professional experience in digital marketing as account manager, project manager and digital strategistExperience of work with clients: Zhivchik (Obolon), Sony, Sony Mobile, Microsost, Platinum bank, VAB bank, Abrau-Durso champaign, Loreal Paris, MoneyGram, Comfy, Pixus, Amstor, SKM (Akhmetov fund), 1+1 media
ANATOLII REVAPRODUCER3 years of professional experience in PR, marketing and digital marketing.Clients: Watsons, МТС, 1+1 media, UNDP, HTC, Sony Ukraine, Microsost Ukraine, Peugeot Україна, Оболонь, SYOSS, PR Congress, Leader-snack, Volkswagen Ukraine, 2 sunny
FACEBOOK.COM/HOSHVA
FACEBOOK.COM/ALEXANDER.ZDROK FACEBOOK.COM/ANDREI.SYTNIK
FACEBOOK.COM/ANATOLIY.REVA
AGENCY SERVICES
• AUDIT & STRATEGY: SITES, SOCIAL MEDIA COMMUNITIES, ONLINE PRESENCE ETC
• TRAINING AND CONSULTING ON INTEGRATING DIGITAL MEDIA TO MC, SOCIAL NETWORKS, ETC
• DIGITAL CAMPAIGNS DEVELOPMENT AND EXECUTION
• MEDIA PLANNING AND EXECUTION • DIGITAL PRODUCTION
• SEO• SOCIAL MEDIA COMMUNITY MANAGEMENT • CONTENT CREATION AND CONTENT
MARKETING• DIRECT AND EMAIL MARKETING (DRIP)• CREATIVE CONCEPTS DEVELOPMENT• SCRM PROGRAMS • BRAND ADVOCACY PROGRAMS• MOBILE MARKETING
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CLIENTS
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AWARDS
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PROPELLER DIGITAL: 1ST PLACE IN THE CATEGORY “OTHER TOOLS FOR INTERACTIVE COMMUNICATIONS“ FOR THE PROJECT WATSONS
CLUB+
PROPELLER DIGITAL: “COMMON GOAL" FOR THE BEST COOPERATION EXPERIENCE “CLIENT-AGENCY”
AWARDS
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DIRECT HIT: SECOND PALCE IN THE CATEGORY “ECRM PROGRAM“ FOR THE PROJECT WATSONS CLUB+
SILVER MERCURY: GOLD FOR “THE BEST STRATEGIC SOLUTION IN DIRECT MARKETING/CRM-PROGRAMS“
CASESTUDIES
2012
WATSONS UKRAINE
OBJECTIVES• CREATE EASY-TO-USE COMMUNICATION CHANNEL FOR
WATSONS CUSTOMERS• FORM AN ACTIVE COMMUNITY WITH HIGH LEVEL OF
INTERACTION• BECOME #1 FACEBOOK PAGE IN HEALTH & BEAUTY
SCOPE OF WORK• RAISING, MAINTENANCE AND PROMOTION OF SOCIAL
ACCOUNTS• MONITORING OF REFERENCES IN SOCIAL MEDIA AND
ONLINE MEDIA, ANALYTICS
RESULTS• COMMUNITY WATSONS UKRAINE ALREADY GAINED 53 000
FANS• № 4 FACEBOOK-PAGE IN UKRAINE IN BRAND CATEGORY
(ACCORDING TO ADVERMAP.COM.UA)
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HTTPS://WWW.FACEBOOK.COM/WATSONSUAHTTP://VK.COM/WATSONSUKRAINE
MICROSOFT UKRAINE COMMUNITY
CHALLENGE• SOCIAL NETWORK’S COMMUNITY MAINTENANCE
SCOPE OF WORK • STRATEGY DEVELOPMENT OF BRAND PRESENCE IN SOCIAL
NETWORKS• DEVELOPMENT OF CONTENT-STRATEGY• MAINTENANCE AND PROMOTION OF FACEBOOK PAGE,
VKONTAKTE PAGE AND TWITTER ACCOUNT
• *PAGE WAS SUPPORTED TILL DECEMBER 2012, CURRENTLY NOT SUPPORTED BY THE AGENCY
•
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HTTPS://WWW.FACEBOOK.COM/MICROSOFTUKRAINE
SONY MOBILE COMMUNITY
CHALLENGE• SOCIAL NETWORK’S COMMUNITY MAINTENANCE AND
PROMOTION
SCOPE OF WORK • STRATEGY DEVELOPMENT OF BRAND PRESENCE IN
SOCIAL NETWORKS• DEVELOPMENT OF CONTENT-STRATEGY• MAINTENANCE AND PROMOTION OF FACEBOOK PAGE,
VKONTAKTE PAGE AND TWITTER ACCOUNT
14HTTPS://WWW.FACEBOOK.COM/SONYMOBILEUAHTTP://VK.COM/SONYMOBILEUAHTTPS://TWITTER.COM/SONYXPERIA_UA
SONY UKRAINE COMMUNITY
CHALLENGE• LAUNCH AND MAINTAIN BRAND PRESENCE IN SOCIAL
NETWORKS
SCOPE OF WORK• STRATEGY DEVELOPMENT OF BRAND PRESENCE IN
SOCIAL NETWORKS• GRAPHIC DESIGN• DEVELOPMENT OF CONTENT-STRATEGY• MAINTENANCE AND PROMOTION OF FACEBOOK PAGE
RESULTS• PAGE´S MONTHLY ORGANIC GROWTH 1.5%• ENGAGEMENT RATE – 2.5%
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HTTPS://WWW.FACEBOOK.COM/SONY.UKRAINE
WATOSNS CO-PROMODURING 2011–2012 WE MADE LOTS CO-PROMO PROJECTS WITHS WATSONS AND BEAUTY
FMCG BRANDS. ONE OF THE PROJECT YOU CAN FIND ON NEXT SLIDE.
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CO-PROMO LISTERINE
OBJECTIVES• STIMULATE PRODUCT SALES USING ONLINE PROMO
ACTIVATIONS
SOLUTION• WATSONS SOCIAL ACCOUNTS BRANDING (FACEBOOK AND
VKONTAKTE)• TESTING LISTERINE BY WATSONS FANS AND PLACING THE
RESULTS TO THE COMMUNITY• CONTENT PROJECT TO SUPPORT THE LAUNCH OF A NEW
PRODUCT IN THE NETWORK• EXCLUSIVE 20% COUPON FOR LISTERINE PAGE FANS • COUPON PROMOTION USING TARGETED FACEBOOK ADS• INTEGRATION OF THE COUPON IN NEWSLETTER MAILING
RESULT• MORE THAN 250 000 CONTACTS WITH BRANDED CONTENT• MORE THAN 1 MILLION CONTACTS WITHIN CAMPAIGN• OVER 1000 COUPONS USED IN STORES (1/3 OF ALL SALES
DURING THE LAUNCH PHASE!)17
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OBJECTIVE• INCREASE KNOWLEDGE ABOUT THE PRODUCT INTERNET
BANKING FORMING IMAGE OF THE BANK AS YOUNG AND INNOVATIVE
SOLUTION• PROMO-SITE DEVELOPMENT WITH LINKS TO INTERNET
BANKING SITE• SHOOTING, SEEDING AND PROMOTION OF VIRAL VIDEO
WITH UKRAINIAN VIDEO BLOGGER ALEXEY DURNEV• SPECIAL CONTEST FOR USER ON PROMO SITE WITH
ALEXEY DURNEV
RESULT• MORE THAN 150 000 VIEWS OF VIDEO• +1000 USER ON OFFICIAL FACEBOOK AND VKONTAKTE
PAGES• MORE THAN 12 000 UNIQUE VISITS ON INTERNET
BANKIG SITE
PLATINUM BANK, DURNEV
PLATINUM BANK, PT CLICK
CHALLENGE• PROMOTION OF BANK`S BTL ACTIVITY• INCREASING BANK`S RECOGNITION AND PRODUCT
KNOWLEDGE AMONG TARGET AUDIENCE
SCOPE OF WORK• DEVELOPMENT AND PRODUCING CONTEST
ACTIVATION• DEVELOPMENT OF PROMO WEB-SITE• MAINTAINING MEDIA CAMPAIGN• VIDEO PRODUCTION
RESULTS• 2000 PARTISIPANTS• 1500 COMMUNITY GROWTH• 7000 UNIQUE PRODUCT SITE VISITS• 20600 PROMO-SITE VISITS
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MICROSOFT UKRAINE.OFFICE GURU PROJECTOBJECTIVE• FORM AND CONSOLIDATE CONNECTION “MICROSOFT
OFFICE 2010 — SUCCESS AND AGILITY OF EMPLOYEE’S WORK”
SOLUTION• THEMЕ CONTENT TO MAINTAIN THE MORALE SPIRIT OF THE
READERS WHO HAVE DECIDED TO INCREASE PRODUCTIVITY AND BECOME REAL OFFICE GURU!
• TEDX TOPICAL VIDEO• AIESEС’S ALUMNIУS SUCCESS STORIES • TEASER’S OF WEEKLY VIDEOPODCAST “HOW TO BE AN
OFFICE PRO”• COMMUNICATION WITH READERS ON THE TOPIC “WAYS TO
IMPROVE PRODUCTIVITY”
RESULT• MORE THAN 5000 TEMPLATE’S DOWNLOADS• TALKING ABOUT THIS: MORE THAN 50 DAILY• 2800 VIDEO VIEWS
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CASE STUDY: HIPPMOMMY-BLOGGERS PROJECTTASK• INCREASE AWARENESS BETWEEN MOMS ABOUT "HIPP"
ORGANIC BABY FOOD
THE SOLUTION• HOLDING BLOGGER-EVENT, WHERE MOMS WERE TAUGHT
TO RUN THEIR OWN BLOGS. HOLDING EDITORIAL COLUMN WHERE MOMS WERE TALKING ABOUT ORGANIC FOOD.
• RUNNING "BEST BLOGGER" ONLINE CONTEST.
THE RESULT• 225 PARTICIPANT BLOG POSTS • 1255 COMMENTS AND QUALITY DISCUSSION • #1 POSITION IN GOOGLE SEARCH RANKING BY "ORGANIC
BIOPRODUCTS" SEARCH QUERY• #2 POSITION IN GOOGLE SEARCH RANKING BY "ORGANIC
NUTRITION" AND "ORGANIC BABY FOOD"
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HTC DEVELOPERS HACKHATON
OBJECTIVE• CREATE CONDITIONS FOR SIGNIFICANTLY INCREASING
AMOUNT OF THE LOCALIZED ANDROID APPS
SOLUTION• SUPPORTING EXISTING ANDROID ACTIVITIES AND
DEVELOPERS COMMUNITIES• DEVELOPERS CONTEST — MOTIVATION FOR
DEVELOPMENT OF LOCALIZED APPLICATIONS FOR UKRAINE
• MASTER-CLASSES FOR ANDROID DEVELOPERS
RESULT• RECEIVED 39 APPLICATIONS AND 406 ANDROID APP
IDEAS• TOTAL NUMBER OF CONTESTS’ APPLICATIONS
DOWNLOADS EXCEEDS 700 000• STORY ABOUT THE CONTEST WERE PLACED ON THE MAIN
PAGE OF THE MOST POPULAR IT-COMMUNITY HABRAHABR.RU
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1st$place!!“The$most$effec0ve$PR$campaign”$(2010)!
SONY PHOTO QUESTOBJECTIVE• ENHANCE SONY NEX PRODUCT AWARENESS• DELIVER USPS OF PRODUCT
SOLUTION• DELIVER USPS OF PRODUCT VIA CONTEST• PROVIDING CONTEST FOR BEGINNERS AND AMATEURS • DEVELOPING BRANDED PHOTOQUEST CONTEST• CONTENT PROJECT TO SUPPORT ACTIVITY
RESULT• 1846 NEW FANS DURING ACTIVATION• 944 PARTICIPANTS• 500 PHOTOS WERE UPLOADED DURING 3 STAGES OF
PHOTOQUEST• CONTENT PROJECT REACH 183 295
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COMFY. TA SEGMENTATION
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OBJECTIVE• IDENTIFY INTEREST AND SOCIAL-DEMOGRAPHIC
PATTERNS OF TA ON OFFICIAL COMFY FACEBOOK PAGE• UPDATE CONTENT STRATEGY FOR OFFICIAL COMFY
FACEBOOK PAGE DUE TO RESEARCH
SOLUTION• CONDUCT RESEARCH OF TA ON FACEBOOK PAGE/
CREATE APPLICATION FOR TESTING WITH QUESTIONS FOR USERS WHO ALREADY HAVE LIKED COMFY FACEBOOK PAGE
RESULTS• CONTENT STRATEGY UPDATED ACCORDING TO
RESULTS OF TESTING AMONG USERS• 3 433 APPLICATION USERS• 1616 NEW USERS ON FACEBOOK PAGE DURING THE
PROJECT• VAST DATA GATHERED, INCLUDING WORK-PLACES,
FAMILY STATUS, HOBBIES ETC.
AMSTOR GROCERY STORES
OBJECTIVE• INFORM TA ABOUT OPENING OF FIRST AMSTOR
SUPERMARKET IN KIEV
SOLUTION• CREATION OF SPECIAL PROMO-SITE WITH “DIGITAL
QUEUE”• EVERY PERSON IN QUEUE = +1 UAH TO GIFT
CERTIFICATE• CERTIFICATE RAFFLED IN A LOTTERY DURING THE
OPENING OF THE SUPERMARKET
RESULT• 7404 UNIQUE VISITORS ON PROMO SITE• 1435 IN QUEUE• +1127 USERS ON FACEBOOK PAGE• +1057 ON VKONTAKTE PAGE
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CASESTUDIES
2013
L’OREAL PARIS COMMUNITY
CHALLENGE• SOCIAL NETWORK’S COMMUNITY
MAINTENANCE
SCOPE OF WORK • STRATEGY DEVELOPMENT OF BRAND
PRESENCE IN SOCIAL NETWORKS: VK, FACEBOOK, YOUTUBE
• DEVELOPMENT OF CONTENT-STRATEGY• CONTESTS DEVELOPING• FEEDBACK MAINTENANCE
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HTTPS://WWW.FACEBOOK.COM/LOREALPARISUKRAINEHTTP://VK.COM/LOREALPARIS
L’OREAL PARIS. CANNES NIGHTOBJECTIVE• ANNOUNCE L’OREAL AS OFFICIAL SPONSOR OF
CANNES FILM FESTIVAL• PROMOTE A NEW MAKEUP SET “YOUR CANNES NIGHT”
SOLUTION• TO DEVELOP AN APPLICATION WHERE USERS CAN
GENERATE THEIR OWN EVENING MAKEUP• DEPENDING ON MAKEUP APPLICATION MATCHED
GREAT PLACES AT CANNES WHERE MAKEUP WAS THE MOST RELEVANT
RESULT• 1000 NEW FANS DURING ACTIVATION• 770 PARTICIPANTS• 5 PRODUCT CATEGORIES WHERE TESTED AND DATA
GATHERED FOR FUTURE PUBLICATIONS
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HEALTH&BEAUTY AWARDS
OBJECTIVES• CARRYING OUT THE FIRST AND THE BIGGEST
CUSTOMERS VOTING FOR THE BEST • 2012 HEALTH & WELLNESS PRODUCTS IN UKRAINE• IDENTIFY THE MOST LOYAL CUSTOMERS• INVOLVE THE MOST LOYAL CUSTOMERS TO PARTICIPATE
IN THE AWARDS CEREMONY • AND AWARDED THE WINNERS OF EACH PRODUCT
CATEGORY.• MADE INVITED CUSTOMERS OUR BRAND ADVOCATES
SOLUTION • WE DEVELOPED AND LAUNCHED A PROMO-SITE WHERE
OUR CUSTOMERS VOTED FOR THEIR FAVORITE PRODUCTS AND RECEIVED ADDITIONAL BONUSES FOR FUTURE SHOPPING
RESULTS• NUMBER OF REGISTERED USERS: 67 792 • PEOPLE FROM 89 CITIES• PROMO SITE VISITS: 208 265• PROMO SITE UNIQUE VISITORS: 116 718
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HTTP://HWB.COM.UA/
SONY MOBILE — XPERIA Z
• SALES ANNOUNCEMENT OF SONY XPERIA Z ON THE UKRAINIAN MARKET
• SHOW THE ADVANTAGES OF THE SMARTPHONE XPERIA Z
• DRAW NEW USERS INTO SONY MOBILE COMMUNITY
SOLUTION • DEVELOPING BRANDED XPERIA Z APPLICATION
IN FACEBOOK • CONTENT PROJECT TO SUPPORT ACTIVITY
RESULTS• TOTAL ACTIVE USERS WHO STARTED PASSING
STAGES: 2678• TOTAL USERS WHO LIKES APPLICATION: 2 481 • TOTAL OF ANSWERS FOR FIVE STAGES: 23 217
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OBJECTIVES
WATSONS INSTAGRAM
OBJECTIVES• TO INTEGRATE INSTAGRAM ACTIVITIES OF OUR
CUSTOMERS INTO THE MAIN PLATFORM OF COMMUNICATION – FACEBOOK
SOLUTION • WE DEVELOPED THE INSTAGRAM APPLICATION FOR
FACEBOOK WHICH STREAMS USERS PHOTO WITH CERTAIN HASHTAGS AND SHOW IT IN THE APP FEED
RESULTS• 1100 REGISTRATIONS IN INSTAGRAM APPLICATION ON
FACEBOOK• MORE THAN 300 PHOTOS FROM CUSTOMERS WITH
HASHTAGS
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HTTPS://WWW.FACEBOOK.COM/WATSONSUA/APP_383402771746374
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SCRM APPROACH
AGENCY APPROACH
WE SEE SOCIAL CRM AS A NEXT LOGICAL STEP IN DEVELOPING SOCIAL PRESENCE AND GAINING REAL REVENUE FROM SOCIAL MEDIA MARKETING INVESTMENTS
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“Social CRM is a philosophy and a business strategy, supported by a technology platform, business rules, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It’s the company’s response to the customer’s ownership of the conversation”.
— Paul Greenberg, Social CRM Strategies,Tools and Techniques for Engaging Your Customers
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WATSONS REFERENCE
1 STEP:DEVELOPING CHANNELS
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WEB SITE120.500 VISITS FEB’1263.580 UNIQUE VISITS5.6 PAGE VIEWS/VISIT
NEWSPAPER1.500.000 EDITIONS
SMS1.000.000
PHONE NUMBERS
E-MAIL800.000 MAILS
52.816 USERS
12.980 USERS
2.334FOLLOWERS
2.100 LIKES
172 FOLLOWERS
50.000VIEWS OF 1 NEWSPAPER =
31.672VIDEO VIEWS
1 STEP:DEVELOPING CHANNELS
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WEB SITE120.500 VISITS FEB’1263.580 UNIQUE VISITS5.6 PAGE VIEWS/VISIT
NEWSPAPER1.500.000 EDITIONS
SMS1.000.000
PHONE NUMBERS
E-MAIL800.000 MAILS
52.816 USERS
12.980 USERS
2.334FOLLOWERS
2.100 LIKES
172 FOLLOWERS
50.000VIEWS OF 1 NEWSPAPER =
31.672VIDEO VIEWS
2 STEP:LAUNCHING WATSONS CLUB+
OBJECTIVE• EXPLORE WATSONS FACEBOOK AUDIENCE , CUSTOMER’S
HABITS• DEVELOP A MECHANISM TO INFLUENCE THE FREQUENCY
OF PURCHASES IN THE NETWORK• DEVELOP AN ADDITIONAL CHANNEL OF INTERACTIONS
WITH CUSTOMERS
RESULTS• DEVELOPED AND LAUNCHED A REWARD SYSTEM FOR
ACTIVE MEMBERS OF FB-COMMUNITY NETWORK, AS EXTENSION OF COMPANY`S LOYALTY PROGRAM
• WATSONS UKRAINE FACEBOOK PAGE IS A LEADER IN THE NUMBER OF COMMENTS TO ONE POST
• 42.7% MEMBERS WATSONS CLUB + MADE A PURCHASE WITHIN 6 DAYS FROM ACTION’S START
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RESULT FOR:
WATSONS• REACH INCREASED • NEW AGE GROUP PENETRATION
(GENERATION Y AND YOUNGER)• REALTIME FEEDBACK/CUSTOMER
SERVICE• INVOLVING BUYERS AS
AMBASSADORS • BEST PARTNER FOR SUPPLIERS • SALES STIMULATING• PRIVATE LABEL PROMOTION
BUYERS• TRANSPARENCY• 24/7 CUSTOMER SERVICE• EXCLUSIVE PROPOSALS• BONUSES (LOYALTY PROGRAM
VIA SCRM)
SUPPLIERS• NEW PRODUCT LAUNCH ON THE
MOST POPULAR PLATFORM IN UKRAINE
• NEW COMMUNICATION CHANNELS AND SALES CHANNELS
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WATCH A VIDEO CASE: HTTP://WWW.YOUTUBE.COM/WATCH?V=TPEXGXDBRTG
AGENCY RATES
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STRATEGICDEPARTMENTSTRATEGIST 560
STRATEGICDEPARTMENTJUNIOR STRATEGIST 370
ACCOUNTS DEPARTMENT
ACCOUNT DIRECTOR 560
ACCOUNTS DEPARTMENT ACCOUNT MANAGER 280ACCOUNTS DEPARTMENT
ACCOUNT EXECUTIVE 185
CREATIVE DEPARTMENTCOPYWRITER 335
CREATIVE DEPARTMENTDESIGNER 350
SMM DEPARTMENT
SMM SPECIALIST 290
SMM DEPARTMENT SMM JUNIOR SPECIALIST 190SMM DEPARTMENT
SMM ANALYST 225
PRODUCTION DEPARTMENT
WEB ARCHITECTOR 350
PRODUCTION DEPARTMENT WEB PROGRAMMER 400PRODUCTION DEPARTMENT
HTML CODER 200
Rates per hour, UAH, excluding VAT
