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How to engage a social media community in foreign countries?

Presentation:

Kaspersky lab is an international company that employs more than 2,000 highly-qualified specialists and has its central offices in Moscow, as well as regional headquarters overseeing the activities of local representatives and partners in five global regions: North and South America; Western Europe; Eastern Europe, the Middle East and Africa, the Asia-Pacific region and Japan. The company currently works in more than 100 countries across the globe. Kaspersky Lab’s products and technologies provide protection for over 300 million users worldwide with 150,000 new users every week.

The problem:

Kaspersky lab decided to set up a Facebook page for each of the markets they are focused on. Due to their worldwide expansion, the company has today several Facebook pages to manage. More than generating “likes”, they were looking for each community to get involved.

Results after 3 months:

+220%

Increase in number of Facebook Fans

+566%

Increase in number of active Facebook fans

+1500%

Increase in number of Facebook feedback to posts

Sergey Mikhalev

Head Digital Marketing

Thanks to DOZ we've increased our daily active users base. Feedback rate for posts is really impressive.

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Our Strategy

#1

Community Managers

natives and located in targeted markets

#2

Community Managers

with industry knowledge (Tech / Security)

#3

Community management

interactions, regular posts, contests, Q&A

The solution

For Kaspersky Lab, DOZ took the control of existing Facebook fan pages. The community managers were selected based not only on their native language and location but also on their technical skills, to be able to provide support to the fans and knowledge in IT Security.

Conclusion

One of DOZ’s internal successes that has also benefited its client base is the diversity of its community. Thanks to the different campaigns managed in different languages, for different markets and industries, DOZ is now able to supply its clients with the exact required skills set for the task.

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