Social media figures in Romania

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  RO: Prezentare tinuta de Ionut Oprea, manager STANDOUT la Orange Online MeetUp in septembrie 2009 EN: Presentation held by Ionut Oprea, manager at STANDOUT, during the first Orange Online MeetUp event in september 2009
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  • 1. Social Media .Ro Orange Concept Store – 1 September 2009 by 9/2/2009 1
  • 2. 9/2/2009 2
  • 3. BREAKING NEWS • We interrupt this program… 9/2/2009 3
  • 4. 9/2/2009 4
  • 5. Summary 1. Social Media Figures up‐to‐date 2. Blogs,Facebook, Twitter and Youtube local charts 3. Romanian social media activities so far 4. Future recommendations and ideas 9/2/2009 5
  • 6. Social Media Figures up‐to‐date 9/2/2009 6
  • 7. Social Media Figures up‐to‐date 11.000 Romanian users(est.), 1000 the most active (creating over 80% of the content)- as tracked by Zelist.ro – Romanian aggregator 271.820 registered users that live in Romania(from Facebook advertising data) 2.000.000 monthly unique visits from Romania Total 33.911, 11.430 active as tracked by Zelist.ro – Romanian aggregator 70-100 advertising-ready 9/2/2009 7
  • 8. Social Media Figures comparing to Q1 2009 +31,8% +57,5% Could not determine – lack of data Not relevant due to the summer season 9/2/2009 8
  • 9. This summer we have put together 3 local charts: Top Romanian Facebook Companies Top Romanian Company Twitter Accouns Top Romanian Viral Videos 9/2/2009 9
  • 10. Romanian Companies 9/2/2009 10
  • 11. Romanian Companies on We looked at 50 Facebook company accounts  We found out that company accounts are difficult to find We looked at both Pages and Groups We measured the interactivity rating – number of comments – number of ”likes” – Facebook facilities usage Done in 2 stages – July and August 9/2/2009 11
  • 12. Romanian Companies on Difference relating to  Interactive development  Conversationa and Content  Company Fans/Friends Creativity July rating Development Academia  4637 19,09% 10 7 Wall, Photos, Videos, Pages Catavencu Wall, Photos, Videos, Box‐uri, Linkuri,  Ramayana cafe 3497 9,55% 6 10 Notes, Ce ascult acum ‐ muzica  tematica, Pages, Groups Elements Bucuresti 2901 19,92% 6,5 9 Wall, Photos, Events, Causes, Videos Metropotam 2560 18,79% 10 7 Wall, Photos, Links, Pages, Groups Europa FM 2480 32,58% 6 6 Wall, Photos, Notes, Boxes, Videos Wall, Photos, Pages, conturi de Social  Control Club 2248 13,17% 8 7 Media Wall, Photos, Notes, Boxes, Pages,  Bestfest 2009 2029 11,73% 8 6 Groups Wall, Photos, Boxes, Video, Pages,  Kiss FM 1795 30,25% 6 10 Slide Funspace, Links Wall, Photos, Boxes, Pages, Groups,  HotNews 1706 14,89% 7 9 links, Twitter Wall, Photos, Videos, Links, Pages,  Halade Muzica 1540 ‐0,13% 3 5 Groups 9/2/2009 12
  • 13. Romanian Companies on Company Comments Likes Academia Catavencu 720 705 Metropotam 428 556 Control Club 144 352 Europa FM 102 214 HotNews 91 71 Ramayana cafe 88 136 Kiss FM 80 146 Elements Bucuresti 78 160 Bestfest 2009 62 131 Halade Muzica 4 9 9/2/2009 13
  • 14. Romanian Companies on 50% of all measured interactions and 28% of the total number of friends across all accounts! 9/2/2009 14
  • 15. Content! People interact with other people and engage with content (entertainment  and utility, as we’ve always preached) Content‐driven facebook and twitter accounts are the most successful Brands should try building content before joining facebook or twitter Content gives new meaning to “Coke wants to be your friend on facebook” and to “Coke is following you on Twitter/You are now following Coke” Content bridges all social media: blogs, twitter, facebook, and youtube. 9/2/2009 15
  • 16. Romanian Company Accounts 9/2/2009 16
  • 17. Romanian Company Accouns on  We looked at 100 company accounts We found out how hard it is to find a company account on Twitter They are ranked by Followers and Tweets, And also regarding the interactivity - @replys Here are the Top 10: 9/2/2009 17
  • 18. Romanian Company Accouns on  Top Followers Followers Tweets Following Tunning Info 1495 4802 1895 Financiarul 1424 2199 1617 Monden.info 1396 1627 1768 Microsoft 1186 112 247 BMW 1158 780 690 Playboy Romania 1146 67 19 PokerRomania 1064 57 638 Zelist 1034 1134 2002 Sigmanet.ro 811 1929 787 Business Edu 739 65 1367 9/2/2009 18
  • 19. Romanian Company Accouns on  Top Tweets Followers Tweets Following GSP 443 6519 79 Comunicatii 283 5636 38 Tunning Info 1495 4802 1895 joobs.ro 734 4477 266 BloomBiz 676 2368 1977 Financiarul 1424 2199 1617 Sigmanet.ro 811 1929 787 Moden.info 1396 1627 1768 Divercity cafe 579 1521 171 FTW 217 1506 224 9/2/2009 19
  • 20. Romanian Company Accouns on  Top Interaction 7 days Interactions Followers BMW 71 1158 Sigmanet.ro 43 811 Moden.info 21 1396 PokerRomania 19 1064 Zelist 15 1034 Playboy Romania 12 1146 Microsoft 7 1186 Business Edu 7 739 Tunning Info 0 1495 Financiarul 0 1424 9/2/2009 20
  • 21. Romanian Company Accouns on  Did not make the top 10, but are worth mentioning: Followers Tweets Following 7 days Interactions Vodafone 721 72 445 1 GSP 443 6519 79 0 Porsche Romania 439 375 550 125 Orange 364 104 275 0 Trilulilu 326 6 128 0 LG 312 132 289 13 Petrom SA 163 48 142 0 Diverta Online 393 54 922 0 Cat Music 291 152 123 13 9/2/2009 21
  • 22. Romanian Company Accouns on  9/2/2009 22
  • 23. Interact! Not followers, but interactions! (RT and @replies, sometimes personal DMs) Content is for nourishing followers, interactions are for engaging them Are you ready to build content AND interact? Twitter is not a social medium per se in Romania, but an interaction zone  with bloggers and other social media readers/contributors  To be used in deep integration with other social media channels (blogs,  facebook, linkedin) 9/2/2009 23
  • 24. Romanian  Viral Videos 9/2/2009 24
  • 25. Romanian Viral Videos on  We analized hundreds of videos We ranked them by the viral coefficient – views/day We ranked only the selfpromoting virals, not entering  the TV promoted ones. Data gathering period – 26 June – 27 August 9/2/2009 25
  • 26. Romanian Viral Videos on  View count +  Difference  Title View count remakes from June Megastar‐penibil 1.927.951 11.150.435 1,62% 6 cai 1.929.890 2.639.423 6,13% Ferando de la Caransebes la Acces Direct 570.406 2.432.327 42,74% Reportaj vasluian 1.622.192 2.336.222 5,59% Hartia va fi roz! 4.261.795 4.262.320 3,40% Berea Budai 640.284 1.206.341 1,54% Un tigan destept 1.610.591 1.878.913 6,61% Adi Despot interviu cu o proasta ‐3 in p... mea 178.051 571.706 ‐46,92% Nicoleta Luciu scene fierbinti cu un pitic 929.443 929.443 4,46% reclama interzisa in romania 770.402 891.302 7,35% 9/2/2009 26
  • 27. Romanian Viral Videos on  Tube  Comment Title Views/day Ratings days s Megastar‐penibil 760 14.671 4.000 4.000 6 cai 240 10.997 177 3.410 Ferando de la Caransebes la Acces Direct 240 10.134 1.323 765 Reportaj vasluian 395 5.914 2.084 2.289 Hartia va fi roz! 760 5.608 269 343 Berea Budai 400 3.015 383 945 Un tigan destept 760 2.472 1.611 1.265 Adi Despot interviu cu o proasta ‐3 in p... mea 240 2.382 503 581 Nicoleta Luciu scene fierbinti cu un pitic 400 2.323 105 76 reclama interzisa in romania 400 2.228 411 795 9/2/2009 27
  • 28. Romanian Viral Videos on  • Adi Despot și interviu cu o proasta  and  Fernando de la Caransebeș had some of the  videos deleted for Terms of Use Violation • And yet, Fernando increased it’s views by 42% and Despot dropped by 46% • The rest of the videos had steady growths of  1‐6% 9/2/2009 28
  • 29. Viral! Videos that went viral are the truly authentic ones No commercial video has received sufficient coverage in Romania  The videos have to be funny in such a way that they inspire people to  pay it forward 9/2/2009 29
  • 30. Blog Advertising 9/2/2009 30
  • 31. Blog readers in Romania • Young people, most frequently in the 20‐35 year  group(73.7%), followed by the 25‐31 age group (27.1%) and  the 31‐45 age group (18.6%).  • Higher income and education than the average internet  users; almost half have university studies finalized or in the  final stage(49,5%) while money‐wise 17% have income of  over 3.000 RON, while 34% have an income between 1.000  and 3.000 RON 9/2/2009 31
  • 32. Blog readers in Romania • Blog readers are experienced internet users: Over 50% of  them have been using the internet for at least seven years,  while 34.9% have been using it for 4‐7 years and 12.4% have  been using it for 1‐3 years. • Blog readers interact significantly with the blogs they read.  44.7% of internet users have commented at least once on  the blog where they filled in the questionnaire the survey is  based on and 6.6% of readers are very active users, who  comment on the blogs they read very often. 9/2/2009 32
  • 33. Blog readers in Romania More Details (in Romanian): www.STANDOUT.ro si http://blog.standout.ro EN: http://www.mediafax.ro/engleza/most‐ romanian‐internet‐users‐read‐two‐to‐five‐ blogs‐daily‐survey‐4093022 9/2/2009 33
  • 34. Online campaign only on blogs In December we launched an online electronics shop (ebu.ro) through an blogs‐only advertising  campaign : Steps:  1. Generating authentic conversations with bloggers about the  newly‐launched online shop 2. Leveraging the results in an advertising campaign on blogs 9/2/2009 34
  • 35. 1. Generating authentic conversations Bloggers like to review stuff, and we created the  ultimate review competition: 5 top Romanian  bloggers would act as a jury and every blog meeting  minimal conditions could write a review about  ebu.ro and automatically participate.  This was also amplified with prizes. We created the concept, selected the bloggers,  implemented the campaign 9/2/2009 35
  • 36. 1. Generating authentic conversations Results:  70 blogs wrote a review about ebu.ro during the  contest*, all favorable, and they gathered around  500 comments in total, all favorable *updated Google Blogsearch: 206 articles mentioning  ebu.ro in march 2009 9/2/2009 36
  • 37. Step 2: Leveraging endorsement Authentic pieces of feedback from famous bloggers Total advertising exposure: 300,000 uniques/1month – 100,000 exposed to reviews 9/2/2009 37
  • 38. Puma sponsorship of Squadra  Azzzura • Puma discussed on top  Romanian blogs about  sponsoring the national team  of Italy and engaged users in  the conversation – On 5 of the top 10 Romanian  blogs – Users were asked to tell their  most beautiful memories of the  national team of Italy creating an  excellent context for Puma – Puma offered several Puma products as prizes 9/2/2009 38
  • 39. URSUS seaside activations • URSUS maximized the exposure of its  summer seaside activation  programmes through contests on 3 of  the most visited Romanian blogs ‐ Each weekend, a blogger + a contest  winner from his blog were invited to  the seaside and integrated the Ursus  Summer Adventure experience which  they blogged about upon return ‐ One blogger even changed his blog  avatar to remind his users where he’ll   be for the weekend ☺ 9/2/2009 39
  • 40. …and here he is… 9/2/2009 40
  • 41. The passion blog,by Maretti.ro ‐ Maretti.ro – the first company that chose to use a blog as a permanent  and highly  interactive presence instead of a simple presentation website 9/2/2009 41
  • 42. Romanian Social Media Activities 9/2/2009 42
  • 43. Facebook Campaigns • Dove Hair Minimising: – Facebook and blogs  campaingn – 12 lady bloggers – 1 facebook group  meeting – 250 participants – 33  active – 800 reactions By STANDOUT 9/2/2009 43
  • 44. Facebook Campaigns Elements Herastrau ‐ Promoting own  events ‐ Promoting other  events for their  users ‐ Branding ‐ Contests 9/2/2009 44
  • 45. Facebook Campaigns Media Personality Mircea Badea ‐ Communicating  with fans ‐ Blog promotion ‐ Pictures ‐ Feedback 9/2/2009 45
  • 46. Twitter Promotion Accounts • @click_and_shop – Orange Online Shop ‐ Has been reminding the Heat campaign on Twitter,  with daily announcements about the temperature  and discount 9/2/2009 46
  • 47. Twitter Promo Accounts • @PIA_romania – Porsche International Autos ‐ Testdrive competition – wear the PIA avatar  for 1 month and win an Audi test‐drive 9/2/2009 47
  • 48. Future  recomendations  and  Ideas for Social  Media 9/2/2009 48
  • 49. STANDOUT Recommends Blogs - Create interactive campaigns that involve and engage blog readers - Create campaigns that add value, either as utility or entertainment - Cross-conecting and not cross-posting on social media - Be ready for realistic feedback and for the occasional rant 9/2/2009 49
  • 50. STANDOUT Recommends Facebook - Mix online and offline activities - Create specific content for your Facebook activities - Create specific interactions for your Facebook activities - Have a dedicated resource (internal or external) constantly monitoring and updating, for maximum results -Plan ahead. 9/2/2009 50
  • 51. STANDOUT Recommends Twitter - Opportunity to engage a very active online demographic - Maximize the opportunity with a naturally growing number of followers - Focus on interactions, not on followers – a tricky audience measure - Generate interactions that spread and generate other interactions themselves 9/2/2009 51
  • 52. STANDOUT Recommends Youtube - Create utility/entertainment content - Ideally, generate video contests & video responses, not just views, generate reasons to participate - Create and upload your video content for/from blog/facebook campaigns 9/2/2009 52
  • 53. Thank You!* * Leave us a card for a complete list of links and  for updates to all info included in the  presentation  contact@standout.ro 9/2/2009 53
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