SOCIAL MEDIA MARKETING IN UZBEKISTAN

By Feruz RakhimovInternational University of Japan

2B5050 (IUJ)

Latest campaigns by Uzbek companies

SELFIE COMPETETION

• Prize: Selfie photo camera• Post own selfie photo that

taked in favorite place with hashtage of the british counsil Uzbekistan competition.

• Are you taking part in our selfie competition “I and My Favourite Learning Environment”? We are getting the pictures even from the pop stars! Catch up!

This

is m

e

Facebook.com/BritishCouncilUzbekistan

https://www.facebook.com/championat.asia

• 2016, July 10. Soccer game: France and Portugale

Requirements of the campaign:  1. Follow our page

(Facebook.com/Championat.asia)2. Like this post3. Share this post4. Write a future result of the game

(Potugale and France) and author of the GOOL!

320 comments (9 July)

by Championship Asia Media News company

Find results of final of EURO-2016 before the game and win T-shirt (official t-shirt of the game)

Campaign from Mobile Network com.:

• FIND NAMES OF THESE OPERATORS!

• 4 NAMES: ISLOM, DMITRI, BEKZOD & DIYOR

• Which names fits which number of pictures?

• Who finds firstly correctly, he/she will receive prize

• 168 comments (19 July)• Facebook.com/Ucell

PRIZE

Campaign by

• Campaign requirements:• Like the page of Mybazar.uz on facebook. • Share this post on your timeline• Comment the post with your children’s creative handmade or

their fun photos• If who collect more likes for their comments they will receive

prize (listed) and 10% discount in this internet shop during this summer

• 134 comments (May 24)

• Facebook.com/MyBazaar.uz

For International Children's Day 1st of June

Comparing 3 companies’ content marketing

strategy in the same industry

Beeline Uzbekistan11 bln. user (2015)

Ucell9 bln. user (2015)

UMS500 thousand user (2015)

FacebookBeeline (160k.likes) Ucell (144k.likes) UMS (5.7k.likes)

• Mostly posts celebrations (news, new plans,…)

• 6-7 uses UGC

• Rarely asks questions

• Posts frequently

• Focuses on Company news, plans and campaigns

• Most engaging post: A picture of a mosque (1,100 likes, 36 comments) (not sponsored)

• Mostly posts employees photos, quotes, campaigns

• Rarely uses UGC

• Asks many questions

• Posts frequently

• Focuses on campaigns, plans, quotes

Most engaging post: A picture of Olympiad champion (468 likes, 17 comments) (not sponsored)

• Mostly posts new plans, campaigns

• Rarely uses UGC

• Rarely asks questions

• Posts once a month

• Focuses on plans

Most engaging post: : A picture of data when the company starts services (556 likes, 57 comments) (not sponsored)

Web sitesBeeline Uzbekistan Ucell UMS

• Mostly posts celebrations (new plans, online support)

• Rarely uses UGC

• Rarely asks questions

• Posts frequently

• Focuses on plans and campaigns

• Mostly posts campaigns, plans

• Rarely uses UGC

• Asks many questions

• Posts frequently

• Focuses on campaigns, plans

• Mostly posts new plans, campaigns

• Rarely uses UGC

• Rarely asks questions

• Posts once a week

• Focuses on plans, news of the comp

OK.RUBeeline (536k.followers) Ucell (314k.followers) UMS (23.5k.followers)

• Mostly posts celebrations (news, new plans,…)

• Rarely uses UGC

• Rarely asks questions

• Posts frequently

• Focuses on Company news, plans and campaigns, everyday wishes

• Most engaging post: Congratulation with muslim holiday (420 klass, 43 comments) (not sponsored)

• Mostly posts photos, campaigns

• 2 uses UGC

• Asks many questions

• Posts frequently

• Focuses on campaigns, plans, news

Most engaging post: FAQ about internet using in ucell (766 klass, 42.k comments) (not sponsored)

• Mostly posts celebrations

• Rarely uses UGC

• Rarely asks questions

• Posts frequently

• Focuses on news, campaigns

Most engaging post: : about zero payment for calling plan (169 klass, 25 comments) (not sponsored)

Summary

• -Three mobile network companies in Uzbekistan Beeline, Ucell and UMS are making good social media marketing. Especially, Beeline was the the most liked page in Uzbekistan last year and Ucell was second.

• UMS is young company, and less users than others, facebook page also not frequently. But it paid attention to OK.RU social media networks more. This social media is the more than facebook with its users number.

• In fact celebrations, congratulations are more liked posts.

Thank You!