Faculty of Economics, October Skopje 2012

Diploma Thesis

“Promotion through Social Networks”

Mentor:Ph. D. Nada Sekulovska

Author:Marija Trajkovska 52235Department of e-business

Social Media and BusinessesIt is important for a company to better meet:Its audience;Social media advantages;Social way of promoting.

The main purpose of the social networks: to engage people and keep them coming back for more.

If used in a proper way, the social networks can soon make the audience a circle of potential users.

Why Social Networks?A lot of people, including target audience use

them quite often.Building relationships between brands and people.

Why promotion?Not advertising and traditional marketing but

conversation and listening tools.

“Different social network tools, different messages.”

Social Networks: tools and tactics that help the overall strategy to succeed.Facebook: for entertainment, grabbing user’s

attention;LinkedIn: for connecting specific people in a

business way, B2B directly reaching target audience;

Twitter: real time broadcasting, one-to-one marketing;

Wordpress: for blogging, writing content;Youtube: channel, video promotions.

Httpool Contextual Product Httpool Contextual enables creation of

online adverts that can be displayed on the most visited websites in Macedonia.

The targeting is done with chosen keywords;System for independent campaigning;Cost per click (CPC);Limitation of daily spending;Real-time report.

Strategy for the Contextual ProductObjective:

1. Explain contextual advertising, reach target audience, engage followers;

2. Make a good SEO with the content and it’s relation with the social networks;

3. Increase interaction, ask questions and encourage discussions;

Target: small business, business owners from abroad, individuals that have web pages.

Social network tools: Facebook, Twitter, LinkedIn, Wordpress and YouTube.

Facebook Strategy:

Objective: Increase our fan base to over 1000 during the next 3 months.

Promoted posts;Make the timeline cover and profile picture

integrated with the campaign; Highlighted posts;Pin the blog stories that we will post once a

week;Milestones;Polls.

LinkedIn Strategy:

Objective: Increase the number of followers to over 300.

Httpool Group for discussions;Discussions on other groups (Online

advertising);Sharing WordPress posts;Request recommendations for the product;Use the “What is Contextual Advertising?”

video for the Httpool Contextual product page.

WordPress Strategy:

Objectives: Have at least 10 shares of the posts; Have at least 10 Comments on the posts.

Use SEO with titles and words that closely identify the content;

Educative content;LinkedIn, Facebook, YouTube and Twitter widgets.

Twitter Strategy:Objective: Make the follower base to over

1000.Social Bro application features:

Finding influential people in our target circle; What topics the audience talks about; Easy follow/unfollow users; When our followers are online; Interdependence of our tweets and number of

followers.

YouTube Channel Strategy:Objective: Have at least 200 views on the videos.

The presentation videos and tutorials will be integrated with other networks:

Httpool company video;Successful campaigns of Contextual Advertising;What is Contextual Advertising;Video tutorials for how to make a contextual ad;Answering on the people issues from the survey;How to use social networks better (Facebook,

LinkedIn, Twitter).

Measuring resultsFacebook: Number of likes, shares, comments, insights,

“people talking about”;

Twitter: Number of retweets, followers, hashtag usage;

LinkedIn: Page views, number of clicks on content, number of followers, questions and comments;

WordPress: Number of shares and likes on the posts;

YouTube: Number of views on the videos.

Survey: Online Advertising in Macedonia Goal: what people are thinking about the online advertising and whether there is interest for buying of the product.

8%

51%

41%

Што мислат испитаниците за рекламите и огласите на

ИнтернетМислам дека се здодевниРетко им обрнувам вниманиеМислам дека се интересни

17%

83%

Дали некогаш испитаниците се огласувале преку

Интернет:

ДаНе

31%

65%

4%

Ефект од рекламирање преку Интернет

Ефектот е одличен, рекламите на Интернет се важни за успешна кампањаЕфектот може да биде различен, зависи од изведбата на самите рекламиНе сум задоволен/а од рекламирањето преку Интернет

Conclusion: we have potential audience to which we can present the product, but we need to explain what the effects of using the product are.

54%

46%

Дали би се огласувале ако цената е 1200 денари

за 150 кликови:

ДаНе

6%

54%6%

33%

Што е Контекстуално Огласување:

Огласи кои ги содржат потребните информации и не можат да се отворат

Огласување преку Интернет со препознавање на клучни зборови

Огласи кои имаат иста функција како фиксните банери

Огласи кои мора да се кликнат и отворат за повеќе информации

Conclusion: we have a potential customer base that knows the product well, but also we need to inform them about the product features.

Using a Social Network strategy is proof that a company is characterized by one of the most important features of a modern company: flexibility.

Thank You!