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

1. Social Media .Ro
Orange Concept Store – 1 September 2009
by
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2. 9/2/2009 2

3. BREAKING NEWS
• We interrupt this program…
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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
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6. Social Media Figures up‐to‐date
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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
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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
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9. This summer we have put together 3 local charts:
Top Romanian Facebook Companies
Top Romanian Company Twitter Accouns
Top Romanian Viral Videos
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10. Romanian
Companies
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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
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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
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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
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14. Romanian Companies on
50% of all measured interactions and 28% of the total number of friends
across all accounts!
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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.
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16. Romanian
Company
Accounts
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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:
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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
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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
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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
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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
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22. Romanian Company Accouns on
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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)
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24. Romanian
Viral Videos
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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
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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%
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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
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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%
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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
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30. Blog Advertising
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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
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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.
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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
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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
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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
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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
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37. Step 2: Leveraging endorsement
Authentic pieces of feedback from famous bloggers
Total advertising exposure: 300,000 uniques/1month – 100,000 exposed to reviews
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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
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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 ☺
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40. …and here he is…
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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
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42. Romanian Social Media Activities
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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
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44. Facebook Campaigns
Elements Herastrau
‐ Promoting own
events
‐ Promoting other
events for their
users
‐ Branding
‐ Contests
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45. Facebook Campaigns
Media Personality
Mircea Badea
‐ Communicating
with fans
‐ Blog promotion
‐ Pictures
‐ Feedback
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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
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47. Twitter Promo Accounts
• @PIA_romania – Porsche International Autos
‐ Testdrive competition – wear the PIA avatar
for 1 month and win an Audi test‐drive
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48. Future
recomendations
and
Ideas for Social
Media
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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
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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.
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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
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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
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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
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