Social media:
the territory of the networking and online influence
Botond Boros, senior consultant
Carnation Group
29-09-2010, Timisoara
The lines between PR and Marketing are blending together – thanks to social
media.
http://wwwghttp://www47999http://wwwghttp://www47999
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
• 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 .
http://wwwghttp://www47999http://wwwghttp://www47999
Top Related