This document discusses an educational social media program conducted on Facebook to promote Normaflore probiotics to target groups including pregnant women, women before pregnancy, and young mothers. The program established an interactive educational page providing tips, quizzes, and guidance related to children's health and wellness. Content gained over 2,700 followers in two months. The increase in user-generated content allowed the identification of top opinion leaders who were more actively engaging with posts through likes, comments, and shares. Marketing and reputation building in social media will follow similar routes, with reputation represented by the level of positive participation.
6. 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
7. PLATFORM: We chose platform Facebook to establish an interactive
educational basis.
8. Educational program in social media
• 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
CONTENT: By creating appealing and useful content we gained followers.
9. Educational program in social media
Partnership with biggest retail Facebook community ‘Ruhafalva’ (specialized in
kid clothes): we offered 10% discount coupons in exchange of fan status for 50
people.
Crosslinking is countinuous between the two Facebook pages.
LOCAL PARTNERSHIPS: By creating appealing and useful content we gained
followers.
10. Educational program in social media
Without any campaign activity we have had 2 700 fans in two months.
Monthly active users: 3 400
Average daily likes: 54
43% of the users are primary
prospects
16% of the users are 20% of the users are moms
wannabe moms
CRITICAL MASS TO SEGMENTATION: By content and join promotion we
reached a critical mass.
11. Educational program in social media
WITH THE INCREASE OF USER GENERATED CONTENT WE IDENTIFIED
THE OPINION LEADERS
12. Educational program in social media
•Dóra Jankovics - 22 …liking their post…
•Judit Éva Bankó – 16 …commenting their
•Melinda Renata Dúzs - 12 posts positively
•Krisztina Varga – 10 …sharing it once again
•Rencsi Dunainé Racsmány - 10 when somebody asks
similar question
WE IDENTIFIED THE 5 MOST ACTIVE USERS ON THE PAGE AND
REWARDED THEM WITH BIGGER ATTENTION.
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REPUTATION
comment
share, RT
read
like
follow
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 .