Case: SMM for the education agency

Vladimir Seryi


Marketing manager

He specializes in the promotion of social networks and contextual advertising. Certified Google Adwords specialist.

Case: SMM for the education agency

Service: promotion in social networks (SMM)
Client: Educational Agency
Region: Ukraine
Total budget for the promotion per month: 5375 UAH (including agency commission)
Cooperation Period: 02.09.15 – 18.06.06
First step.
1. Objectives:
– Increase traffic from social networks to the company website
– Increase the level of loyalty to the company, reputation management
– Create a platform for feedback
– Increase the base of loyal target audience
2. Identify priority target audience:
Segment I – M, M, pupils of senior clases, applicants who are studying foreign languages 15 – 17 years.
Segment II – M, M, students who learn foreign languages, bachelor graduates, 18 – 22 years.
3. Select the area, corresponding to the target audience and allocated budget:
– VKontakte (1000 UAH)
– Facebook (1500 UAH)
4. Identify and analyze the main competitors on the following parameters:
– Presence in social networks, platforms
– The size of communities and active audience
– The reaction of the audience to the published content
Second phase.
1. The registration of the group was changed in accordance with the corporate style of the company brand. Created topics for communication records.
2. A content plan for the month. The plan consisted of five categories:
– Information unit (about the countries worked with the client)
– Educational materials (the topic of the German language)
– Promo (promotional materials on the activities of the customer)
– Involving the content (polls)
– Entertaining content (humor on the subject of education)
3. In accordance with the plan prepared by the content for a month.
4. After the first month of an analysis the reaction of users to the content. The main theme of one of the columns has remained the same, but the presentation of the material has been modified.
The third phase.
Planned and carried out targeted advertising campaigns. Tested and determine the most effective audience segments and types of targeting:
– VKontakte: applicants, students 15-17 years who are learning German
– Facebook: students from 18 to 22 years for education.
– Parsing of audience groups and pages of competitors.
– Retargeting audience who visit the site of the client
VKontakte, the second month of work, it was decided to hold a lottery prize under budget. With advertising sowing the other groups and targeting an audience that loves to participate in competitions.
The fourth phase.
Throughout the cooperation conducted community moderation:
– Reply to comment
– The answers to topics
– Planning and control of the timely release of content
– Removal of spam and other unwanted content
– Tracking key indicators
Results:
1. Targeted advertising campaigns, the results after determining the most effective audience (were extended for the entire period):
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2. The results of the contest in VK:
studysokonkurs
3. VKontakte.
– Increase the number of participants, visitors, page views and coverage:
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4. Facebook.
– Increase in the number of “Likes” (participants), the scope and activity of the audience:
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5. Direct transitions from social networks to the site:
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