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KARIN GREVE-ISDAHLVP OF COMMUNICATIONS @KGISDAHL
0
50m
100m
150m
200m
250m
300m
350m
320m350m
• Customer service
• Social media
• Opera.com• Paid
distribution• Partners
• PR• Social Media
Awareness Acquisition
RetentionReferral
Why SoMe?
Sweet Spot of Relevance
RELEVANT CONTENT
BRANDS AUDIENCE
The Content Relevance Theory
ExtremeEntertainment
Extreme Usefulness
Diff
eren
tiatin
g co
nten
t
+-
TM Geelmuyden Kiese
«The Valley of Death» Hygiene factors
Communication Evolution
MASS COMMUNICATION 2 WAY DISCUSSION
Our users
Their Media
How to Communication with Mobile Millennials
54% Brief53% Fundraising51% Funny48% Fresh / New47% Unique46% Informative / Educational46% Relevant to who they are
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1
1
1
2
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22
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Oslo: Main hub for Content Creation
1
Some of Our SoMe Channels
YouTube Line Twitter Facebook Blog
Our Editorial Calendar
Color codes:
Examples of performing content
57 K Readers
2min, 21sec Time on Page52 K Readers
2min, 9sec Time on Page
46 K Readers
2min, 5sec Time on Page
Localization
INDONESIA
RUSSIA
JAPAN
FB: Own a wall in 3 citiesSeattle Mumbai Jakarta
50K page views
1.500 posted
messages
2.5 M Facebook
reach
180K clicks
Customer Care:
Respond to all 1 and 2 star ratings in Google Play
Result: 20.000 reviews responded to
Provide weekly reports to management and developers
Result: 3 weekly product reports
Respond to questions on Twitter and Facebook
Result: 13.000 users responded to
Twitter: Real time responding
User 1
User 2 User 3
Friends
Social media team
Friends
Daily organic Twitter reach – 1 M
Friends
FB: Opera ranking #102 in the world
Facebook 12,3 million
followers
YouTube+162,000
subs Twitter+571,000 followers
Google+120.000 followers vKontake
480.000 followers
Migme4,1 million followers
Line3.1 million followers
Blogs1.8 million
readers
Weibo+1,1 million
followers
Viber17.000
followers
Instagram55.000
followers
OK.ru83.400
followers
Social media reach of 23 million people
WeChat35.000
followers
The tools we use
Website analyticsSessions, Time on Page, Traffic source
Page comparisonsFollower growth and interactions
Social listeningResponding and tracking
Tweetdeck.comSocial listening, customized searchesJoin conversations outside of @Opera
A/B test Facebook adsTrack engagement rate per post
Which post has the potential to go viral?Monitor creatives
Overperforming
Underperforming
2016
Social Media KPI= Engagement (ER)
More Videos
Create Opera Personas
Digital Ambassadors / SoMe Opera Fans
Real time hijack of Online Conversations
Strengthen Line in Asia
New Channels?
- Get organized- Have clear goals- Train and test a lot- Act smart and fast- Ability to adapt