We increased the number of applications with SMM 15 times and improved the brand image

Details ↓

Irina Mazur

Case author: Irina Mazur, ex head of SMM department

Client

National Internet and TV provider

Task

  1. To increase the number of applications for connecting services from the SMM channel. 
  2. To reduce the negative comments from subscribers.
  3. To increase the conversion rate.

What was done:

  1. Detailed analysis of the business: customers, competitors, niches, target audience.
  2. Content strategy development.
  3. Testing advertising platforms Facebook, MyTarget, and VKontakte and launching advertising campaigns.

Result

  1. We reduced the negative attitude to the brand by 1.5 times.
  2. The number of applications for services increased from 45 to 713 per month.
  3. We increased the conversion rate from 0.41 to 3% (by 634%).
  4. We increased the number of subscribers to 15 100.

The total number of applications for the period was 1046

The total number of applications for the period was 1046

Growth of positive during months

Growth of positive during months

The VKontakte group showed an increase from 30,930 to 32,030 people, an increase of 3.6%. On both social media platforms, we have seen an increase in organically generated clean followers, which are the core value of any public account.

 

The VKontakte group showed an increase from 30,930 to 32,030 people, an increase of 3.6%. On both social media platforms, we have seen an increase in organically generated clean followers, which are the core value of any public account.

On Facebook, the number of likes on the client's page was raised from 13,800 in January to 15,100 at the end of April, an increase of 9.4%.

On Facebook, the number of likes on the client’s page was raised from 13,800 in January to 15,100 at the end of April, an increase of 9.4%.

Connect the service “Business Promotion in Social Networks” from ADINDEX →

Full text of the case ↓

PROBLEM

At the time of contacting us, the client (National Internet and TV provider) had an extremely negative image on social networks, which was constantly aggravated by criticism of the quality of the services provided under each post. There were a lot of negative comments concerning the service of providing Internet access. The reputation background reduced the volume of requests on the customer’s website for referrals from social networks. 

SOLUTION

ANALYSIS

Each project in the agency begins with a detailed analysis of the business for clients, its competitors, niche, and target audience. Therefore, first of all, we:

  1. Analyzed the current position of the brand in the market;
  2. Studied the work of competitors;
  3. Made a portrait of the client;
  4. Analyzed the client’s pages on Facebook and VKontakte;
  5. Analyzed mentions of the brand on social networks.

Before contacting us, the client’s social media pages mostly contained advertising information. The brand’s audience very rarely interacted with publications, so our path to increasing the number of applications from social networks lay through:

  • increasing the reach of publications;
  • increasing the interaction rates;
  • reducing the negative comments.

And as a result – improvement of the brand image.

CONTENT STRATEGY

We have developed sections that maximally reveal all areas of the company’s activities:

  • staff training;
  • work of the technical department;
  • life of employees;
  • news;
  • humor;
  • description of services;
  • living stories.

The rubricator was adapted into a schedule with the number of at least two publications per day with the obligatory presence of dynamic content such as video, GIF, slideshow, as well as interaction with users through questions, appeals, and call to action.

Post

In each publication, it was significant to focus on the consumer’s insight, pain points, interests, and opportunities;

Post

Post

ADVERTISING STRATEGY

We supplemented the content strategy with a conversion strategy for advertising campaigns, which contains detailed segmentation of the target audience for split-testing creatives on segments.

  1. To begin with, we tested the advertising platforms Facebook, MyTarget, VKontakte and analyzed the behavior of the audience on them. Based on the results of the initial test, we decided to assign the role of platforms for lead generation (receiving applications for services) to the MyTarget and VKontakte channels and assign the role of PR to promote the brand and improve its image on the Facebook network.
  2. We created advertising campaigns on the myTarget network, covering the Odnoklassniki social network and the mail.ru portal. We segmented campaigns by format (placements) and gender.
  3. We conducted A/B testing of at least four advertising banners for each segment. Using tests, we identified the most effective advertising and removed ineffective segments. On the VKontakte network, we launched a banner in the personal feed of users based on A/B testing.

MyTarget and VKontakte allow displaying wide-format banners in news feeds of Odnoklassniki and Vkontakte mobile applications. As a result of the campaign, it was these sites that became our source of receiving applications.

In parallel with the main campaigns, tuned to a new audience, we set up remarketing, which allowed us to receive requests at an average cost of 2 times lower than from the main campaigns.

4. We also used non-standard approaches. For example, the tactics for displaying keyword ads on the MyTarget network were as follows:

  • Internet; 
  • provider;
  • internet + Lviv
  • providers
  • internet + Zaporizhzhia

Along with them were studied brand and competitive requests.

To increase the conversion rate, we carried out a daily analysis of the statistics of the past day and analysis in dynamics with the past period. As the data accumulated, we eliminated parts of the audience that were ineffective for the client. For example, by age and gender for certain offers, as well as by behavioral characteristics in the network.

Result

  • Decreased negative reviews by 1.5 times

Thanks to good contact with the audience, whose interests we took into account in the process of creating content, we managed to achieve an increase in the number of positive reactions, as well as reduce the ratio of negative to positive by more than 1.5 times;

  • The number of applications for services increased from 45 to 713 per month.

After three months of working with us, the client began to receive lots of applications from social networks to connect tariff packages of services. We managed to increase the number of applications 15 times (1485%).

  • Increased conversion rate from 0.41 to 3% (by 634%)

At the end of the period (3 months), we raised the conversion rate from 0.41 to 3%; the growth was 634%.

  • Increased the number of subscribers to 15 100

On Facebook, the number of likes on the client’s page was raised from 13,800 in January to 15,100 at the end of April, an increase of 9.4%.

The total number of applications for the period was 1046.

The total number of applications for the period was 1046.

Growth of positive during months

Growth of positive during months

 

The VKontakte group showed an increase from 30,930 to 32,030 people, an increase of 3.6%. On both social media platforms, we have seen an increase in organically generated clean followers, which are the core value of any public account.

The VKontakte group showed an increase from 30,930 to 32,030 people, an increase of 3.6%. On both social media platforms, we have seen an increase in organically generated clean followers, which are the core value of any public account.

On Facebook, the number of likes on the client's page was raised from 13,800 in January to 15,100 at the end of April, an increase of 9.4%.

On Facebook, the number of likes on the client’s page was raised from 13,800 in January to 15,100 at the end of April, an increase of 9.4%.

The successful implementation of the content strategy and accurate advertising targeting allowed it to scale to a budget that was almost five times higher than the initial level. The client began to receive lots of applications for connecting tariff packages of services from social networks.

Connect the service “Business Promotion in Social Networks” from ADINDEX →