Since 2008 Sarota PR agency has been provided a complex media relations strategy for Sapphire Technology, a producer of computer components and multimedia gadgets.
The public relations activities designed and coordinated by the agency have contributed to strengthening the company’s image as a provider of innovative and high quality solutions in its category. Sapphire Technology is widely respected brand among hardware enthusiasts.
With the aim of expanding the channels of communication in order to intensify a dialog and interaction with the customer, the agency had designed and executed strategy which utilized the potential of social media. The Sappihre Technology fan page on Facebook was created: www.facebook.com/ #! / SAPPHIREPolska
Project Objective
By creating a profile of SAPPHIRE Technology on Polish Facebook, the agency intended to build a community of people interested in graphics cards and their possibilities. The agency wanted to provide interesting content for hardware enthusiasts and gamers. The goal was to create a place online where one can find the latest information about SAPPHIRE products, ask a question, refer one’s issue directly to the manufacturer, and exchange opinions and views on equipment with other enthusiasts of the brand, while having fun from being together in an online community.
What fans can find on the Sapphire Technology fan page:
– Interesting articles related to technology,
– Information on computer games,
– Announcements regarding events of interest for hardware enthusiasts,
– Information about new products of Sapphire Technology,
– Information about Sapphire products reviews,
– Announcements about promotions and contests.
Featured content is of great interest for fans. They express their feedback by commenting, asking questions, exchanging views and posting links.
In addition to commenting, fans are also invited to contribute to the profile by performing independent self-testing of Sapphire equipment and publishing their opinions on it on the fan page.
Also to be found on fan page:
- An active discussion forum,
- Tab "Ask" through which we provide technical assistance to fans-users of SAPPHIRE graphics cards.
- A Knowledge Base that allows fans to easily find valuable information, which otherwise, with the moving "down" entries on the board, could be difficult to find. The knowledge base includes useful links, questions and answers, as well as reviews written by our fans.
The online activities are accompanied by "real world events". For instance the agency organized a meeting for Facebook fan page funs during the PC ON/OFF fair trade which took place in Warsaw on 22-24 October 2010. The meeting attraction was a competition coordinated through Facebook.
Applications
The fan page content has been enriched by the application which provides users with answers to their questions and give them suggestions regarding equipment.
Kartodobieracz – is an application that, on the basis of features selected by the user, such as the profile of applications (games, movies, Internet/ Office) and additional criteria, such as low noise and low power consumption, proposes the best graphic cards for user.
Promotional activities
The initial stage of building the community was supported by competitions, organized in cooperation with online IT websites such as www.benchmark.pl, www.in4.pl, www.purepc.pl, all of which were linked with Facebook through questions and applications available on the profile.
During the next stage of building the profile, the Facebook Social Ads advertising was added. The advertising campaign was conducted from June to mid-August 2010 and brought 500 new fans. Precise targeting of advertising, its content and use of attractive pay-per-click (CPC) led to very effective use of a small advertising budget.
Summary
The SAPPHIRE Technology fan page on Facebook Poland has been active since November 2009. After an initial rapid increase caused by competitions and advertising, the number of fans reached 1,100 in August 2010. Since that time it has been growing at a steady rate.
Fans of the brand are mostly men (90%). The largest group is aged 18-24 years (37.5%). The two largest groups of people are under 18 years old (29%) and 25-34 years old (26%).
The site is seen about forty thousand times a month, and commented on almost 200 times during the same time period.
Profile Sapphire Technology Poland is the largest Polish community of graphics enthusiasts on Facebook.