2. May 2011
MOLDCELL SOCIAL MEDIA
MARKETING HIGHLIGHTS
2 25 May 2011 Natalia Cogălniceanu
3. Why Social Media?
Internet in Moldova gains more and more credibility and goes up
in ratings among mass media.
According to IRES research:
• 69% of survey respondents watch TV
• 14% - Internet informational sources
• 10% - radio
• 4% - newspapers
The survey was realized by the Romanian Institute for Evaluation and Strategy
(IRES) and by the East-European Foundation from Moldova in the period April
30 – May 9, 2010 (1500 people participated in survey).
3 25 May 2011 Natalia Cogălniceanu
7. Moldcell Twitter – 69 515 total displays/
92 subscribers
7 25 May 2011 Natalia Cogălniceanu
8. Facebook content/activities:
- Corporate news
- Video commercials
- Contests
- Customer support
- External news
8 25 May 2011 Natalia Cogălniceanu
9. Facebook content/activities:
• ATL channel. We constantly place our corporate news on our
Facebook page and get more than 8000 visits per month to our
moldcell.md corporate website, which is more than many other
sites on which we place our paid advertising.
• Media storage. Our fans can find all the videos and photos on
the same platform. We try to give exclusive things, which you’ll
not find on our official site.
• Customer support. We are open to all kind of questions on our
wall. There are responsible persons from different departments
answering to technical, marketing and sales issues. We try to
answer within 24 hours.
• Contests. The most applied way to attract new fans and
increase the loyalty of current ones.
9 25 May 2011 Natalia Cogălniceanu
10. Facebook content/activities:
• External news. We created a calendar of news, each day –
one category news. The purpose is to diversify the content and
to create another reason for people to Like us. Monday till
Friday:
1. Monday – Entertainment news
2. Tuesday - Mobile phone review
3. Wednesday - Telecom news
4. Thursday - IT news
5. Friday - Blogs
10 25 May 2011 Natalia Cogălniceanu
11. Moldcell is using Social Media to:
• Reach new audience
• Increase sales
• Get operative and relevant feedback (over 10 000
respondents for free every day)
• Increase traffic to the corporate moldcell.md website (so far,
Facebook, as a referring site, is generating most of the visits,
over 8000 monthly)
• Build a loyal community around the brand. Word of mouth is
the most strong way to influence someone's decision.
• Decrease unsatisfied user stress. By talking to us through
social networks, people can get the answers they need, so
we can prevent further spreading of negative discussions.
11 25 May 2011 Natalia Cogălniceanu
12. Contests case study
Contests increase interaction on your page, brings new fans,
create loyalty and image you want to promote.
We support our contest with advertising banner on Facebook,
mostly targeted to our non-fans.
We organize mostly contests on Facebook Moldcell page. If
technically is possible, on Odnoklassniki.ru too.
Contest
12 25 May 2011 Natalia Cogălniceanu
13. Contest Fabrica de staruri
Period – 8 days.
Purpose – to create awareness around the page and to get new
fans, using the most important event/project at the moment,
sponsored by Moldcell.
Idea – we placed questions about project participants, who?
when? how? with whom? etc.
Winner – i.e.10th correct answer and the 1st and 15th person who
Liked the post.
Motivation – promo gifts: T-shirts, caps, back packs, umbrellas.
Logistics – winners were contacted in private, to explain how to
pick up the prize. All the gifts were brought to one of our Center.
Every day, we were sending e-mails with winners names. To pick
up the prize the person needed to have his ID card.
Other – we used Facebook Ad, to involve as much people as
possible.
13 25 May 2011 Natalia Cogălniceanu
14. Contest Fabrica de staruri
Total fan growth (≈1200)
14 25 May 2011 Natalia Cogălniceanu
15. Contest Fabrica de staruri
Rebranding day Activity growth
15 25 May 2011 Natalia Cogălniceanu
16. Contest Moldcell presents Tiesto (worldwide
known Dj)
Period – 1 week.
Purpose – event promotion “Moldcell organize concert with Dj
nr.1 in the world – Tiesto”
Idea – questions about Tiesto.
Winner – first who gave the correct answer got a ticket.
Motivation – 30 free tickets.
Logistics – winners were contacted in private, to explain how to
pick up the prize. All the gifts were brought to one of our Center.
Every day, we were sending e-mails with winners names. To pick
up the prize the person needed to have his ID card.
Other – no Ad was used.
16 25 May 2011 Natalia Cogălniceanu
17. Contest Moldcell presents Tiesto (worldwide
known Dj)
Total fan growth (≈100)
17 25 May 2011 Natalia Cogălniceanu
18. Contest Moldcell presents Tiesto (worldwide
known Dj)
Activity growth
Activity growth
18 25 May 2011 Natalia Cogălniceanu
19. Contest Bring your friend
Period – 1 month.
Purpose – increase the number of fans on our Facebook page.
Idea – who brings the largest number of new fans is the winner.
Winner – we had daily, weekly and monthly winners, based on
statistics.
Motivation – caps, phone bags, back packs, (other promo
materials) + Nokia 5800 phone for the 1st place.
Logistics – …also, our colleagues in the shops, who were
giving the gifts, took pictures of the winners.
19 25 May 2011 Natalia Cogălniceanu
20. Contest Bring your friend
Total fan growth (≈2615)
20 25 May 2011 Natalia Cogălniceanu
21. Contest Bring your friend
Activity growth
21 25 May 2011 Natalia Cogălniceanu
23. Contest A million reasons to be Moldcell
Period – 1 month.
Purpose – awareness of the 1st million Moldcell subscribers
event.
Idea – to represent 1 million Moldcell subscribers in a creative
way: photos, images, videos, hand made cakes, jewelers, etc.
Winner – Top 10, based on number of Likes. From top 10,
Moldcell team choosed 3 winners.
Motivation –
I place: Laptop + 3G modem with 3GB traffic monthly for 1 year
for free.
II place: 3G modem with 3GB traffic monthly for 1 year for free
III place: 3G modem with 1GB traffic monthly for 1 year for free
23 25 May 2011 Natalia Cogălniceanu
24. Contest A million reasons to be Moldcell
Total fan growth (≈1486)
24 25 May 2011 Natalia Cogălniceanu
25. Contest A million reasons to be Moldcell
Contest Bring a friend Activity growth
25 25 May 2011 Natalia Cogălniceanu
27. Odnoklassniki content/activities
- Corporate news
- External news
- Customer support
- Photos
- Links to videos
- Moldcell Cinema contests
27 25 May 2011 Natalia Cogălniceanu
28. General information
Technically, this platform is a very limited social network,
compared to Facebook.
Communication is “uncomfortable”.
But, coming 2 years earlier to Moldova than Facebook is
still popular.
28 25 May 2011 Natalia Cogălniceanu
29. Moldcell Cinema contests
Because people don’t get our news in profile feeds, we have to
make them somehow come back on our page. Moldcell is
general partner of the biggest cinema network in Moldova -
Patria, thus, we:
• buy tickets (100) for most popular movies.
• prepare and post questions about movies, actors and our
products/services.
• identify and notify the winners.
Results:
• increase awareness and loyalty of the brand
• users scan our page for new contests and also see our news
and offers.
• when a new movie comes, they already asks if we’ll organize
new contests
29 25 May 2011 Natalia Cogălniceanu
30. Twitter
Currently doesn’t have a large popularity, around 10 000
users. For convenience we connected it directly with
Facebook. All the posts on FB are shown on Twitter.
Advantage:
- Good way, for being present on Twitter, even with low
recourses.
Disadvantage:
- people feel that it’s an automatic update.
- links are going to Facebook, so you need to be a FB user.
- not all the posts fit within 140 characters tweets.
30 25 May 2011 Natalia Cogălniceanu
31. General information
At the moment we monitor Twitter using free tool
TweetDeck. It allows to create all kind of notifications for:
• mentions about Moldcell
• direct messages
• some keywords (moldcel, mold4el, Молдцелл, etc.)
In this way we can answer or react immediately to all kind
of tweets we are interested in.
31 25 May 2011 Natalia Cogălniceanu
32. Monitoring
What?
How?
32 25 May 2011 Natalia Cogălniceanu
33. Number of fans,
followers, etc.
Feedbacks
Engagement
about Moldcell Monitor rate
in Social Media
Visits to Post Impressions
moldcell.md site
33 25 May 2011 Natalia Cogălniceanu
34. Tools we use
Following, evaluating and monitoring SM is very much a manual
job, but still requires tools. All social platforms where Moldcell is
officially present must be monitored on a daily base.
SM tools and reports are very helpful due to the following
reasons:
• To make correct appreciation of the status quo
• To manage in a easy way social profiles
• To maximize efficiency of the communication using statistics
• To react promptly
• To adapt the message and activities
Mostly we use a paid tool – SocialBakers, for detailed report on
our Facebook page.
34 25 May 2011 Natalia Cogălniceanu
35. Tools we use
So, we use some free and paid tools, such as:
• TweetDeck, for monitoring Twitter discussions
• Hyper Alerts, email notifications about all new posts and
comments on Facebook
• Google Alert, email notifications about Moldcell mentions in
Internet (blogs, forums, news sites, etc.)
• SocialBakers, generates comparative analysis regarding the
Facebook activity of the company and the competitor
• Infopaq, Social Media monthly newsletter – reports regarding
Moldcell and competitor mentions in the Internet (blogs,
forums, news sites, etc.)
35 25 May 2011 Natalia Cogălniceanu
