sms timisoara: carnation / boros botond

14
Social media: the territory of the networking and online influence Botond Boros, senior consultant Carnation Group 29-09-2010, Timisoara

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Social media:

the territory of the networking and online influence

Botond Boros, senior consultant

Carnation Group

29-09-2010, Timisoara

Daily intake of social media increases.

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The lines between PR and Marketing are blending together – thanks to social

media.

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Public relations in social media

Case study

Educational program in social media

Product:

i. Normaflore probiotics

Target groups:

i. pregnants,

ii. women before pregnacy,

iii. young moms

Goal of communication:

i. Establishing educational program,

ii. Providing information about medical attention of

children between 0-3 years

iii. Educating prospects about the role of probiotics in

medical treatment

PLATFORM: We chose platform Facebook to establish an interactive

educational basis.

• tips on the page about stomach

treatment in case of youngsters

• quizzes where users could test

their knowledge about children’s

illnesses

• general how-tos for living with

children

• guidance for pregnancy

Educational program in social media

CONTENT: By creating appealing and useful content we gained followers.

Partnership with biggest retail Facebook community ‘Ruhafalva’ (specialized in

kid clothes): we offered 10% discount coupons in exchange of fan status for 50

people.

Educational program in social media

Crosslinking is countinuous between the two Facebook pages.

LOCAL PARTNERSHIPS: By creating appealing and useful content we gained

followers.

Without any campaign activity we have had 2 700 fans in two months.

Monthly active users: 3 400

Average daily likes: 54

Educational program in social media

CRITICAL MASS TO SEGMENTATION: By content and join promotion we

reached a critical mass.

43% of the users are primary

prospects

16% of the users are

wannabe moms

20% of the users are moms

Educational program in social media

WITH THE INCREASE OF USER GENERATED CONTENT WE IDENTIFIED

THE OPINION LEADERS

Educational program in social media

WE IDENTIFIED THE 5 MOST ACTIVE USERS ON THE PAGE AND

REWARDED THEM WITH BIGGER ATTENTION.

•Dóra Jankovics - 22•Judit Éva Bankó – 16•Melinda Renata Dúzs - 12•Krisztina Varga – 10•Rencsi Dunainé Racsmány - 10

…liking their post…

…commenting their

posts positively

…sharing it once again

when somebody asks

similar question

likefollow

read

comment

share, RT

REPUTATION

Marketing and reputation building will have more or less the same route in social media.

The representation of reputation is the level of positive participation .

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Thank you for your attention!