1

3 million. What’s next?!

Julia Szymanska@dzulaya

SOCIAL MEDIA BY AVAST SOFTWARE

2

AVAST Software - milestones

0

30

60

90

120

150

190

19

88

19

89

19

90

19

91

19

92

19

93

19

94

19

95

19

96

19

97

19

98

19

99

20

00

20

01

20

02

20

03

20

04

20

05

20

06

20

07

20

08

20

09

20

10

20

11

Reached 190 million registered

users

Investment from

Summit Partners

Nu

mb

er

of

reg

iste

red

Use

rs (

mill

ion

)

Hired Vince Steckler as

CEO

Quadrupled user base

in that yearSanDisk

cooperation

Reached 1 million users

Launched avast! free antivirus

McAfee licensed avast!

Launched 1st Windows 95

Antivirus

Gained Company status

Velvet Revolution

Developed 1st Antivirus

tool

International expansion

Won Virus Bulletin’s VB100 awards in all testing categories

Launched online store

Reached 1 million users

per employee;

launched Mac and Server products

180

3

AVAST is freemium based

4

AVAST = community

Forum

Translation

Recommendations

SupportBrand ambassadors

Program testing

5

2008: Global Social Media

Marketing team was EstablishedSocial Media communication was initiated

6

AVAST across social media

3,3M

110K

90K

12K

200

100

13K

1,7K

One global page (EN)General audienceCommunication geotargeted on the local communities: ES, RU, PT, FR

Global Page (EN)Local Accounts Key Influencers:Journalists,Security experts

English pageTargeted audienceIT specialists

7

Social Media team

Julia Szymanska Global Community Manager

Czech Republic

Deborah SalmiMarketing Manager

USA

Anna Shirokova Russian

Albert SorianoSpanish

Looking for French

Brazilian

No agencyNo budget for paid FB ads and paid posts

8

Our goals

• Engage• Provide customer care• Retain users•Drive recommendations

9

Growing communities

Driving trafficContentCampaigns

10

Content calendar

AVAST branded visuals

Divers content across channels

Communication strategy

11

Geo-targeted message6 languages versionsIn total one messageReached 2,5 million users25K SharesTOTALLY ORGANIC

Social media security related contentTalk to your fans their language

Get “out of your box”Engage with content that is not necessary directly connected to your brand

Endorse your users for recommending your brand

13

Mac Campaign

800,000 fans gained

165K entries

50K picturesNo paid adds

14

And the winners are..

15

Recommendation campaign

185k visits

40K recommendations

17K downloads1.7k installations

16

Member gets member

350 K PTAT

550K fans gained

1,100KStories published

17

#avastBeFree campaign

125K fans gained

90 % entries93,K invites sent

18

What has never workedRussian community engage on VK

Fan of the week leader-boardGenerates quantity, not quality

19

ChallengesInternal communication across AVAST Software

Managing social media team remotely

Global vs. local communication

Quality vs quantity

How to gain new avast users on Social Media?

How to measure our activities?

20

If

YOU can write

EVERY DAY ABOUT

ANTIVIRUS Software

YOU CAN DO

ANYTHING

21

THANK YOUFeel free

to stalk on me :)

@dzulaya