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Top Social Brands 2011: Top brands in Romanian social media

This year Biz magazine made the study Top Social Brands trying to set up a classification of brands most present in the Romanian social media. The classification was: Vodafone, BCR, Microsoft, Petrom, Avon, Nokia, Orange, LG, Romtelecom, Timisoreana.

* As classification leader, Luminita Bostinaru, Vodafone senior brand manager presented a short case study of 'Nunta' company. The company had free media coverage of 500,000 euro. Theoretically, the campaign included 17 million Romanians.

* Eliza Rogalski, Tempo CEO, the creator of Money School for BCR: I bought a magazine in an airport and half of it was about how women were handling the recession period with expenses, prices, credit cards.

* Daniel Pana, BCR marketing director: 2009 represented first of all the beginning of crisis in Romania, many question marks and introspection. I reached the conclusion that we should deliver information to be understood by the public. I was looking for an innovative solution. I reached the conclusion that we should have delivered information for the public. I was looking for an innovative solution. I saw in Eliza's proposal a potential solution to the problem we had. Initially there was a punctual solution, so we tried to turn it into an important action. All resources we had at that moment we used in this project.

* Eoiza Rogalski: It is most difficult to fit this interactive conversation to the brand discourse. The most abused expression today is 'Social media'. Before that the most abused word was 'strategy'. Now, by abusing the expression 'social media' there is a risk to forget about the 'strategy'.

*Ana Bulgar, Petrom online manager: You can move as much as the field of activity allows you. It is one thing to work FMCG and another to represent the largest power company in the South-East of Europe. You must know how flexible the brand is and how much you can count on the consumer's emotional aspect. Secondly it is important how much the company is, which makes you depend on people from departments and on procedures, it counts how much the brand endorses employees, and it also counts how much experimental space you have got. It is easy to experiment with a start-up or an interactive agency, but we are speaking about Petrom, there should be an argumentative logic at board level and other decision making factors.

* It is important how to harmonize conversations and how to make them endorse each other. It is most difficult to manage information. 22,000 employees generate a large volume of information of which you must quickly extract the essential and establish what should be left aside.

*'Rediscover Romania' is an idea born out of Petrom, we need a conversation topic which should connect the fundamental attribute to the brand – Romanian company- and the fact that we have the largest gas station chain. In the meantime other brands like Paralela 45, Romtelecom, etc have joined us.

*Raluca Kisescu, Avon marketing director: the online environment has allowed us flexibility and action. Avon is a long term company, to which social media will add points to brand value.

Sursa: http://www.actmedia.eu

Tags: social brands brand company media romanian should bcr euro

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