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