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INTRO / CRISTIAN MANAFU
Event Planner / Consultant / Social Media Trainer 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, Saint-Gobain, SIVECO, Coca-Cola HBC.
ADVANCED SOCIAL MEDIA
ecomTIM 2013
WORKSHOP / AGENDA
SOCIAL MEDIA IN ROMANIA SOCIAL MEDIA CHANNELS FACEBOOK SUPREMACY VISUAL STRATEGY OPTIMIZATION
Facebook Connect
Full Store
Exclusive Offers
Toate acestea nu mai exista
SOCIAL MEDIA IN ROMANIA
INTERNET / STATISTICI IN ROMANIA (GEMIUS)
INTERNET / STATISTICI IN ROMANIA (ALEXA.COM) 1. Google.ro
2. Facebook.com
3. Google.com
4. YouTube.com
5. Yahoo.com
6. Blogger.com
7. Wikipedia.com
8. WordPress.com
9. IMDb.com
10. Filelist.ro
11. GSP.ro
12. eMAG.ro
13. Twitter.com
14. OKazii.ro
1. Facebook
2. Google.ro
3. YouTube
4. Google.com
5. Yahoo.com
6. Wikipedia
7. WordPress.com
8. Filelist
9. eMAG.ro
10. vplay.ro
11. IMDb.com
12. OKazii.ro
13. NeoBux
14. Ziarul Gândul
1. Google.ro
2. Facebook
3. Google.com
4. YouTube
5. Yahoo.com
6. Wikipedia
7. NeoBux
8. WordPress.com
9. Okazii.ro
10. eMAG
11. Filelist
12. REALITATEA.NET
13. IMDB
14. LinkedIn
2010 2012 2013
SOCIAL MEDIA / STATISTICI IN ROMANIA
• Facebook - 5.810.420 conturi create in Romania • YouTube - 4-5 milioane de vizitatori pe luna
(estimare) • Trilulilu - 2.032.255 vizitatori unici pe luna • TPU - 2.209.077 vizitatori unici pe luna • LinkedIn - 669.803 conturi create in Romania • Blogging - 66.822 bloguri monitorizate de ZeList • Twitter - 53.153 conturi monitorizate de ZeList • Foursquare – 66.158 conturi din Romania • ? – Pinterest, Instagram, Google Plus
Ce alegem?
Pagina de Facebook - 48 Campanie pe Facebook - 40 Blog de campanie - 19 Implicare bloggeri in campanie - 33 Comunicare directa cu bloggeri - 22 Cont actualizat Twitter - 22 Cont actualizat YouTube - 18 Proiecte speciale - 17 Site-uri UGC - 14 Customer care / customer relationship - 14 Sponsor la evenimente - 13 Campanie pe bloguri - 11
Cont actualizat Wikipedia - 10 Cont actualizat Flickr - 10 Spoturi virale - 6 Social media newsroom - 2 Blog de produs - 1 Folosire QR Codes - 1
• Facebook page - 53 • Facebook campaigns – 39 • Campaigns with bloggers – 31 • YouTube account - 29 • Twitter account - 24 • Blogger relations - 21 • Sponsor of industry events - 12 • Customer care - 11 • Blogs for campaigns - 9 • Special projects - 9 • User generated content -7 • Wikipedia page - 8
• Flickr account - 6 • Viral movies - 3 • Social media newsroom - 1 • Pinterest - 1 • Google plus - 1 • Developed a social network - 1
2010 2011
TOP SOCIAL BRANDS / BIG 4
Ce alegem deci?
Bloguri si Facebook
BLOGGING / PUTEREA SHARING-ULUI (MINTMETRICS)
SOCIAL MEDIA / SUPREMATIA FACEBOOK
• 83% dintre utilizatorii de internet mentioneaza spontan Facebook
• 53% dintre Top 60 Social Brands in Romania aveau o pagina de brand in 2011
• 2 este locul pe care se afla Facebook in Topul Alexa pe Romania
• 12 branduri urmaresc romanii in medie pe Facebook
• 50% dintre romanii de pe FB urmaresc cel putin un brand
FACEBOOK / STATISTICI DIN IASI (FACEBRANDS)
• 254.380 utilizatori de Facebook in judetul Iasi Cluj = 281.880, Timis = 267.560, Dolj = 150.060, Constanta = 238.860, Bucuresti+Ilfov = 1.322.920
• 226.040 utilizatori de Facebook in municipiul Iasi Iasi ocupa locul 3 in randul oraselor din Romania, dupa Bucuresti si Cluj-Napoca
• Top 15 pagini din topul judetului Iasi insumeaza peste 1.044.000 fani
Suceava = 132.660, Neamt = 69.580, Bacau = 133.820, Vrancea = 57.540, Botosani = 76.520, Vaslui = 121.200, Galati = 134.680
FACEBOOK / STATISTICI DIN IASI (FACEBRANDS)
FACEBOOK / CE FEL DE PAGINI ACCESEAZA ROMANII (DAEDALUS)
SOCIAL NETWORKS / IMPORTANTA PENTRU UTILIZATORI Ce fel de informatii ti-ar placeas sa gasesti pe pagina unui brand intr-o retea sociala?
DAEDALUS 2011 ERESEARCH 2012
FACEBOOK / BUNE PRACTICI (DAEDALUS)
Top reasons users give Likes to brands (%)
51.6
46.1
36.4
29.2
27.2
17.8
12.6
10.6
10.3
0.9
Is the brand I love/ I like it very much
I usually consume/use the products or services of this brands
I wish to be informed on what new things this brand comes up with I heard about a promotion / special offer it had back then
It had volunteer activities / a social/humanitarian campaign It had an Ad on Facebook that caught my attention
Someone shared it with me
It was in the contacts list of my acquaintances/friends
It usually has interesting/entertaining games/applications
Other than these
FACEBOOK / BUNE PRACTICI (DAEDALUS)
50.0
44.2
33.3
20.5
10.9
5.1
It posts too often
I didn't like it so much any longer
I was disappointed with a product/service
I was disappointed with a promotion
It wasn't that popular anymore
Other than these
Why do they give UnLike to brands?
VISUAL STRATEGY
E-COMMERCE / INTERACTIUNE CONTINUT PE FB (FACEBRANDS)
• 221,25 este media interactiunilor pentru fotografiile postate de admin
• (in medie, fiecare fotografie postata de admin pe o pagina din top 10 a generat 221,25 likes/comments/shares din partea fanilor paginii)
• 116,87 este media interactiunilor pentru linkurile postate de admin
• 21,30 este media interactiunilor pentru statusurile (exclusiv text) postate de admin
• 155,38 este media interactiunilor pentru clipurile video postate de admin
• 35 este media interactiunilor pentru sondajele (question) postate de admin
Showcase your product/service
Feature fan of the week
Drive user interaction
Sneak preview into your office
Events
OPTIMIZATION
NOUL NEWS FEED
Bigger Photos
Cover Photo in News Feed
Consistency across platforms
Overlay Text for Pictures
Better Pinterest Integration
GRAPH SEARCH
GRAPH SEARCH / DE CE E IMPORTANT SEARCH-UL PE FACEBOOK
$1.2 billion
$12 billion
Revenues Per quarter
Trebuie sa ai o sectiune “About” foarte consistenta
Nu uita Adresa si Telefon daca esti business local
Like-urile vor conta pentru prima data
Acum e timpul pentru o strategie de Shares & Comments
E timpul sa iti programezi 2-3 posturi pe saptamana
CONVERSION TRACKING
CONVERSION TRACKING/ O DEFINITIE
Conversion Tracking ajuta companiile sa masoare ROI-ul campaniilor de Facebook Ads, oferind rapoarte ale actiunilor intreprinse de utilizatorii Facebook dupa ce acestia au vazut reclama.
CONVERSION TRACKING / CUM FUNCTIONEAZA
• Un tool din Ads Manager, sectiunea Conversion Tracking, creeaza un cod (Tracking Pixels)
• Codul trebuie adaugat pe site • De fiecare data cand pagina site-ului se incarca
si o conversie are loc, Facebook primeste informatia
• Facebook apoi raporteaza aceasta conversie (conversiile) la numarul de personae care au vazut / dat click pe ad.
• Raportul final e disponibil in Ad Manager.
MULTUMESC [email protected]
