Prothom alo case sudy on facebook community
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This document outlines Prothom Alo's 1-year campaign on Facebook from January 2013 to March 2014. The campaign goals were to increase fans by 200%, referral traffic by 100%, engagement by 30%, and reduce unlike trends by 50%. Strategies included paid advertising to gain 1 million fans, content posting to gain 500,000 organic fans and engagement, community standardization, interaction, and competitions. The outcomes exceeded goals with fans increasing 374% to 2.5 million, referral traffic up 160% to 26%, engagement increasing 50% to 1.3 million, and unlikes reduced 67% to 1,000 per day.
Prothom alo case sudy on facebook community
- 1. Campaign Duration: 1st January 2013 to 31st March 2014 A Case Study on Prothom Alo Social Community on Facebook Submission Category: Creating & Managing Social Communities
- 2. ABOUT PROTHOM ALO Prothom Alo is the number 1 Bangla website in the world by far and leading news media in Bangladesh. It has been operating in Bangladesh since 1998. Strengths of Prothom Alo: • Print Circulation: 0.51 mln daily circulation with 5.1 mln daily readership and 9.6 million claimed readership • Digital Properties has 2.7 mln Unique Visitors & 200+ million Pageviews per month, and readership from 200 countries across the globe. Digital properties includes: • 24/7 real time bilingual online edition: www.prothom-alo.com • Mobile site: http://m.prothom-alo.com/ •Epaper version: http://epaper.prothom-alo.com/ • Mobile Apps: Android, iOS, & Windows
- 3. RATIONAL BEHIND FOCUSING FACEBOOK COMMUNITY ? • Bangladesh is a Facebook dominated country (nearly 7mln users) • Lately internet population started searching news on Facebook and generating huge amount of social traffic • Can easily interact with readers eventually creating loyal advocacy groups Prothom Alo facebook community url: https://www.facebook.com/DailyProthomAlo
- 4. CAMPAIGN GOAL • Increase Prothom Alo facebook fan base by 200% • Increase facebook referral traffic by 100% • Increase community engagement to 30% • Reducing the unlike trend by 50 % We set 3 goals (during campaign period) to achieve the community leadership in Bangladesh :
- 5. EXECUTION STRATEGY To achieve the campaign goal Prothom Alo has taken following strategies: Paid Advertising Content Posting Community Standardization Community Interaction Engagement Competition
- 6. PAID ADVERTISING ON FACEBOOK : • Objective: Increase 1 mln fans (39% of current total fans) • Duration : 14 Months (Feb 2013 – Mar 2014) - 20,000 40,000 60,000 80,000 100,000 120,000 Feb 13 Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13 Oct 13 Nov 13 Dec 13 Jan 14 Feb 14 Mar 14 Monthly Paid Fan Acquistion Trend
- 7. CONTENT POSTING Objective: • Acquire organic likes of 0.5 mln • Increase community engagement by 30% • Reducing unlike trend by 50 % • Limiting per day content posting to 20-30 numbers
- 8. • Formed a separate team called SMI (social media interaction) to look after content posting & community issues • 0.52 million organic fan increased due to consistent content posting (20% of total likes) ORGANIC FAN & ENGAGEMENT (CONTENT POSTING) - 10,000 20,000 30,000 40,000 50,000 60,000 Feb 13 Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13 Oct 13 Nov 13 Dec 13 Jan 14 Feb 14 Mar 14 Organic Fan Increasing Trend 0% 10% 20% 30% 40% 50% 60% Jan 13 Jun 13 Dec 13 Mar 14 Community engagement trend on Facebook Page • Community engagement ratio on facebook page has reached to 50% during campaign period
- 9. Prothom alo facebook page experience an unlike spike on September’13-November 13. One of the main reason was so many post. Thus a survey was conducted among the fan –How many post they want to get on their timeline. 0 5 10 15 20 25 30 35 40 Less than 20 20-30 30-40 40-50 More than 50 Number of Post The survey result was adjusted to content posting and surprisingly unlike was reduced to 67%. REDUCING UNLIKE (CONTENT POSTING)
- 10. • On April 2013 we noticed an interesting trend of increasing unlike due to spam & promotional post, abusive comments made by some users • Observing that trend we responded with having a dedicated person to set a community rules of not allowing such posts • After soft notice we started banning seriously disturbing users and deleting those comments • In 2 months, we notice huge spike on unlike trend reduction contributing additional 10% COMMUNITY STANDARDIZATION
- 11. Objective: Ensuring 24/7 real time engagement We appointed dedicated person to: • Reply reader’s PM on real time basis • Answering against publicly visible comments / queries • Creating discussion board for readers • Informing different important country events through events integration As a result commenting & re-commenting increased by 50% during the periods COMMUNITY INTERACTION
- 12. ENGAGEMENT COMPETITION • On February 2014, Prothom Alo organized a FAB based Selfi contest called Faguner Saj that resulted 0.1 mln photo submissions and additional 0.31 mln total organic fans (12% of total fan) • On March 2014, Prothom Alo again arranged a Sports event targeted Selfi contest in alliance with Symphony resulting additional 0.21 mln organic fans (8% of total fan)
- 13. CAMPAIGN OUTCOME Goal to increase Achievement Percent Explanation Fan base 200% 374% Increased to 2.5 mln from 0.55 mln Referral Traffic 100% 160% Increased to 26% from 10% Engagement 30 % 50% Number of people increased to 1.3 mln from 0.2 mln Unlike 50% 67% Perday unlike numbers decreased to 1k from 3k
- 14. THANK YOU