hvordan måle når du har 23 millioner følgere? - karin greve-isdahl

KARIN GREVE-ISDAHLVP OF COMMUNICATIONS @KGISDAHL

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50m

100m

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250m

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• 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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Oslo: Main hub for Content Creation

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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