Post on 17-Nov-2014
description
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3 million. What’s next?!
Julia Szymanska@dzulaya
SOCIAL MEDIA BY AVAST SOFTWARE
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AVAST Software - milestones
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30
60
90
120
150
190
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Reached 190 million registered
users
Investment from
Summit Partners
Nu
mb
er
of
reg
iste
red
Use
rs (
mill
ion
)
Hired Vince Steckler as
CEO
Quadrupled user base
in that yearSanDisk
cooperation
Reached 1 million users
Launched avast! free antivirus
McAfee licensed avast!
Launched 1st Windows 95
Antivirus
Gained Company status
Velvet Revolution
Developed 1st Antivirus
tool
International expansion
Won Virus Bulletin’s VB100 awards in all testing categories
Launched online store
Reached 1 million users
per employee;
launched Mac and Server products
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AVAST is freemium based
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AVAST = community
Forum
Translation
Recommendations
SupportBrand ambassadors
Program testing
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2008: Global Social Media
Marketing team was EstablishedSocial Media communication was initiated
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AVAST across social media
3,3M
110K
90K
12K
200
100
13K
1,7K
One global page (EN)General audienceCommunication geotargeted on the local communities: ES, RU, PT, FR
Global Page (EN)Local Accounts Key Influencers:Journalists,Security experts
English pageTargeted audienceIT specialists
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Social Media team
Julia Szymanska Global Community Manager
Czech Republic
Deborah SalmiMarketing Manager
USA
Anna Shirokova Russian
Albert SorianoSpanish
Looking for French
Brazilian
No agencyNo budget for paid FB ads and paid posts
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Our goals
• Engage• Provide customer care• Retain users•Drive recommendations
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Growing communities
Driving trafficContentCampaigns
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Content calendar
AVAST branded visuals
Divers content across channels
Communication strategy
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Geo-targeted message6 languages versionsIn total one messageReached 2,5 million users25K SharesTOTALLY ORGANIC
Social media security related contentTalk to your fans their language
Get “out of your box”Engage with content that is not necessary directly connected to your brand
Endorse your users for recommending your brand
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Mac Campaign
800,000 fans gained
165K entries
50K picturesNo paid adds
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And the winners are..
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Recommendation campaign
185k visits
40K recommendations
17K downloads1.7k installations
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Member gets member
350 K PTAT
550K fans gained
1,100KStories published
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#avastBeFree campaign
125K fans gained
90 % entries93,K invites sent
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What has never workedRussian community engage on VK
Fan of the week leader-boardGenerates quantity, not quality
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ChallengesInternal communication across AVAST Software
Managing social media team remotely
Global vs. local communication
Quality vs quantity
How to gain new avast users on Social Media?
How to measure our activities?
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If
YOU can write
EVERY DAY ABOUT
ANTIVIRUS Software
YOU CAN DO
ANYTHING
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THANK YOUFeel free
to stalk on me :)
@dzulaya