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MWEB's "FTWSA" Social Media Campaign Analysis & Insights

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MWEB's "FTWSA" Social Media Campaign Analysis & Insights

  1. 1. How MWEB found an existing conversation, added oil and mechanic then launched into an Ignited Community and 5 Insights Learnt by Eshaam Rabaney
  2. 2. Playing Back the Execution... 1st of March 2010, “Free the Web South Africa” launches & starts awareness via Facebook Ads. The ad then calls for a change in high bandwidth costs in SA and at the end entices users to believe that “Something big is on the horizon”. “We have a plan and in a short time will be able to reveal it to you.” was part of the welcome message present on the fan page. 15th of March 2010, Just 2 days before all is revealed, 10 000 fans gathered in great anticipation. 17th of March 2010, MWEB identifies themselves as the leaders of the movement, and launches its brand new Result... low cost uncapped broadband packages to a community of about 10 000 plus fans. ...and as a
  3. 3. After about 72 hours... Approx.16 000+ fans http://www.facebook.com/FreeTheWebSA Almost 300+ followers http://twitter.com/FreeTheWebSA About 50 unique blog posts http://afrigator.com/search/index/mweb
  4. 4. It was EMOTIONAL...
  5. 5. The “Free the Web” initiative was (and still is) a working idea. A working idea that operated within a very distinct online culture; the South African online culture and only its makeup would understand the relevance of such an initiative. MWEB then took that defining characteristic of the SA online culture, fostered a story to deliver an experience then used time to create a situation perfectly suited for their “coming out” and product launch.
  6. 6. The Mechanic: Centred and focused around a Facebook Page. Made effective use of in- house Facebook functions like notes and video. THERE WAS NO RUSH TO A BLOG OR YOUTUBE. Twitter took a “secondary” priority as clever in-house usage of Facebook became favourable for engagement. Hedstrom – Sweden // Flickr It was SIMPLE, the campaign activity was housed in one main spot, which then established a “head quarters” and possibly helped gain further traction.
  7. 7. And to make sure it all ran smoothly Anticipation By playing on the dream of a better internet in South Africa, left users in anticipation of this realisation Participation By making them feel a part of something big with a simple call to action asking for support from participants friends and family. Ignition Through content which sparked ~Gabriel of Flickr conversation and relevance.
  8. 8. So when the cleverly inserted public countdown timer ran down, the order was then issued to drop and just like that...10 thousand+ participants became instantaneously aware of MWEB’s new low-cost uncapped broadband products which ignited the community and gave them (something of great relevance to them) to talk about and share. photo via jamescridland / flickr.com
  9. 9. Insights into South African Social Media collected from MWEB’s “Free the WEB SA” campaign
  10. 10. Despite the campaigns rampage of Facebook, 1 follower on twitter equated to about 53 FaceBook fans. Where there is very little demographical and statistical information about twitter users in South Africa for us to understand it more holistically, the campaign gave us some great insight into the relationships between local users and two… “Important” channels. Sorry, That User Name is Already Taken of Flickr
  11. 11. MWEB’s campaign boasts fine and simple usage of channels to gather the following. Where they could have gone and bought a domain, set up a blog and/or even something flashy, listed on YouTube and really done more...They centred the campaign to Facebook and in my in opinion used Twitter like a “by the way”.
  12. 12. If there’s one thing that separates local from international, it is our culture. MWEB’s campaign made use of an experience only experienced here locally and this in turn help targeted groups and audiences of common interests.
  13. 13. When MWEB surprised their community that they were behind the initiative, there was a small degree of backlash. A small group question “HOW CAN MWEB FREE THE WEB WHEN THEY HAVE A BOTTOM LINE”. Local participants were not afraid to speak out and/or vent their negative opinion.
  14. 14. Their story was worthy of passing on to a friend. Their mechanic allowed participation via mobile. The overall campaign was “mobile friendly and welcoming”.
  15. 15. facebook.com/eshaam twitter.com/eshaam huddlemind.net/profile/EshaamRabaney