It’s been a while since I decided to write a case study of the BeeShaper.com WoM network, since I have been using it from the start, eight months now.
The motive to write it right now is recent announcement that BeeShaper reached 10.000 registered users and confirmed it was the largest regional network of its kind.
What is the WoM network?
WoM is short for Word of Mouth. It is a promotion technique that ensures mass message sharing by people who honestly recommend to others something they find genuinely interesting. One of the main goals of social media use is achieving WoM effect – that users, on their own initiative – share the content they find useful and compelling.
In that context, WoM network represents a promotion system which is based on sharing sponsored content on different social media – blogs, YouTube, Facebook, Twitter, LinkedIn etc. This is exactly where the quality of BeeShaper, compared to similar regional (and beyond) platforms, comes to light. The logic behind BeeShaper and the quality of algorithm in general deliver the results of drastically higher quality than the platforms of this type do…
Quality of BeeShaper – Platform’s basics and execution model
I should emphasise at the beginning that BeeShaper is a brainchild of Dragana Djermanovic, and the project is executed by her company PRpepper. Dragana, as well as her company, is by far the most successful online communication strategist in the region. Likewise, BeeShaper is a very serious project which has some key features that will beyond doubt gain worldwide success:
- The very slogan of BeeShaper – Peopleworthy campaigns, indicates the main difference between this platform and all the other similar platforms I have encountered even beyond our region. Companies must have campaigns compelling enough to even be considered for sharing by BeeShaper’s individual users (Shapers). Bottom line, the campaigns have to be interesting enough so they could be shared as some similar content would be – there is no faking in the process.
- The algorithm that calculates which interest category of Shapers should be invited to promote a campaign, as well as the campaign results tracking using so called Touch, is outcome of an extensive research and the creation of mathematical algorithm which is the base of BeeShaper platform. It is exactly this kind of selection of Shapers and the way of calculating interactions they create by sharing a campaign, that makes the idea of the campaigns worth sharing (to relevant target audiences) possible.
- None of this would mean anything if there wasn’t a dedicated team behind BeeShaper that takes care this platform do what it should do on daily basis.
As a result, what BeeShaper achieved can be seen in the number of individual users (Shapers) as well as corporate clients.
BeeShaper from Shaper’s perspective
As I mentioned before, I’m using this platform as a Shaper from the very beginning, and I have had two payouts since. There could have been even more if I had joined more campaigns I had been invited to.
The algorithm I described selects Shapers for every campaign, which means that not everyone participates in every campaign – because whether a Shaper will be invited to join a campaign depends on which audiences he/she interacts with on social media.
One of the very interesting platform’s features is the value of one Touch, which is, in my opinion, pretty realistic – even high for this market, which results in fewer campaign than Shapers would like.
Since the amount of money a Shaper can earn in a campaign is limited (US $28 on average), in order to cover the number of Shapers from an interest category as vast as possible, this definitely is the network for average social media users.
If you have broader online visibility, BeeShaper cannot help you fully harness your potential. For example, in a recent Unicredit Bank’s campaign, I reached the limit in just a bit more than half an hour from the moment I shared it. The good side of this concept is that I have tested the value of my social media share multiple times (in my case, on Facebook and Twitter), where the share price I’m currently offering for the ex-YU region is well balanced.
BeeShaper from client’s perspective
Thanks to Dragana, in september we announced this year’s project Coca-Cola Bloggers Network Adria via BeeShaper campaign and we Touched more than 180.000 social media users.
One of the BeeShaper’s key advantages is the fact that the campaign results keep coming even after the campaign officially ends – because people are not software and cannot be cancelled with a button.
In order to have a successful BeeShaper campaign, you have to have a precise plan of what and how you are doing:
- The campaign must be genuinely interesting to social media users.
- You need to define trackable campaign goals as precisely as possible
- You need to dedicate enough money for the campaign in order to harness BeeShaper’s full potential
BeeShaper is in the category of so called premium promotion platforms, which means you cannot implement mini campaign as you can on Facebook or Google. Unlike any other promotion system offered by existing web platforms, BeeShaper offers interaction between people, not interaction between software and people (that you have on Facebook and Google) – real, authentic people share their status updates and comments.
The calculation is simple – if you pay US $30 per Shaper on average, and if 100 Shapers join a campaign – that amounts to US $3.000, without the platform’s commission. That’s why it is of paramount importance to set the campaign goals well and create a serious campaign on social media – so that the results would justify the investment.
There is a special treat in BeeShaper’s story, and that is the acquisition of three regional blogging platforms with over 400.000 bloggers: blog.rs, blogeri.hr and blogger.ba. You can follow the upgrade of the platforms on BeeBlog.network.