ANALYSIS
easiest and most efficient way to share information
with large audiences (the T-Mobile Macedonia Facebook page is currently the brand page with highest
number of friends in the country). More importantly,
social media provide a uniquely precise audience targeting tools. This makes social networks legitimate rivals to all other
media channels and will continue to have a huge effect on
consumption.
Social experiences are very
powerful, creating strong
connections and impact on consumers;
word-of-mouth has
become click-ofmouth. Thus,
our social media activities
have passed
through several development phases:
• Building the fan base – We created the T-Mobile
MKD Facebook page in 2009 and were among
the first corporate brand pages in the country.
Since most other local brands were not present,
the combination of our early-mover advantage
and inclusion of innovative games that created
fun and memorable experiences for visitors created impressive results. We became the fastest
growing page in the country, collecting 100,000
fans in less than 2 years and were the number one
page for more than 3 years.
• Company information placement – After creating a sufficient fan base, we started posting relevant company information, promotional offers,
marketing and sales novelties and much more.
• Maintaining and increasing fan engagement
– To keep our fans engaged, we began posting news on the latest technology, events, gadgets, mobile phones and apps. We also continued
organizing games for prizes and awards, interactive applications and quizzes.
• Customer generated content – As pioneers in
social media activities, we were the first brand
to have innovative and interactive customergenerated campaigns, where fans’ ideas and
suggestions gathered from Facebook served
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as the foundation for our above the line (ATL)
campaigns.
• Facebook advertising: We were the first brand
to have an entire Facebook campaign that was
then followed up by an ATL campaign.
• Customer care application: As more and more
customers are using social media to ask questions, we created a special customer care application on Facebook that is integrated with our customer care workflow.
The effort means daily interaction and open communication with the customers. Together with our creative partners we continue to launch innovative and
interactive campaigns that include engaging events
and games, such as Like Day, Social Media Day, Cool
Day, where fans sign up via Facebook to participate
in special below the line (BTL) events.
Social experiences are very powerful, creating
strong connections and impact on consumers;
word-of-mouth has become click-of-mouth.
Recognizing the power of social media in combination with traditional media and consumer preferences, we also created innovative and interactive
campaigns that were integrated with ATL. The first
was the “Sashko Web Show”, the first entirely Facebook-based campaign that used the platform as its
main communication channel while using 3G internet on the move and the most advanced streaming
technology. The ATL campaign was an addition to
a Facebook campaign. We organized the first live,
exclusively online concert of the Macedonian Philharmonic Orchestra. We announced the concert on
all social platforms and added a live Facebook feed
where the audience could comment real-time while
watching. The p \