IR_vivacom_2018-en-01.pdf

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In our drive to be innovative both in technology and in
the relations with the modern customers, in 2018 we
continued to communicate with them on all important
issues using the social networks. Our official Facebook
page continues to be the company’s most popular
online channel with its 288,969 followers at the end of
the year.
Despite the changes in the Facebook algorithm,
introduced in 2018, we managed to almost double the
average daily engagement of our followers, compared
to 2017, as well as the organic number of people we
reach with each publication.
We achieved this as:
We created and published more videos;
We shared mobile devices’ world premieres and
everything that is most interesting in the world of
technology;
We showed our fans how to take advantage of the
latest updates of their phones.
Our main ambition was to be useful. We showed the
parameters and benefits of the devices we sell. In
2018, we also introduced the so-called Facebook Shop,
which allows customers to find and buy their desired
products more easily. Over the past year, the number of
consumers using mobile devices to access the Internet
reached more than 60%, prompting us to introduce
new types of posts in Instant Experience format. These
are just some of the innovations we've made with the
content of the page, looking for more technologically
and adequate presence in the social networks and
more human language while at the same time keeping
as guiding the interest and needs of our clients.
In 2018, Instagram passed the threshold of 1 billion
users. That is why at the end of June, the time has
come to create a profile there. We started with a
teaser campaign under the name #CodeOrange, and
two weeks later we revealed that this is the official
VIVACOM profile. We provoked our fans to search
for the colour orange around them, take a photo and
share it with #CodeOrange, while we also remained
true to the hashtag and only published photos with
orange elements. By the end of the year, we gathered
just over 900 photos with the distinctive hashtag and
won the sympathy of 3,434 followers. We also made a
series of Instagram Stories with different smartphone
models, preserving the ‘One Day with...’ approach as a
distinctive way of revealing the functionalities of given
device to our followers at Instagram.
The behavior of the generation Z is increasingly
influenced by the celebrities they follow on social
networks. That is why in 2018 we started to work with
both influencers such as the singer Ruth Koleva, and
with micro-influencers such as technology journalists,
podcasters, athletes and a number of adherents and
partners of the company.
In 2019, we plan to actively extend our presence in
social networks, not only in VIVACOM's communication
channels, but also outside of them, by partnering with
celebrities, bloggers and vloggers to integrate our
messages in an organic way into the online routine of
our customers, partners and followers.
4.3.4. @vivacombg on Instagram and
Other Social Networks
The growing tourist flow in Plovdiv may have a
positive impact on its economic wellbeing and the
one of its residents, but it also creates a prerequisite
for generating more waste and pollution. The second
largest city in Bulgaria faced this challenge in 2018,
standing on the verge of the large scale program
‘Plovdiv – European Capital of Culture 2019’. In
preparation for the expected significant flow of
visitors, the local administration tested an innovative
solution for waste collection and disposal carried out
by VIVACOM. On-site waste containers were installed
sensors to monitor the level of garbage and transmit
the data to a mobile application. Through this, in
real time, the waste disposal company can track
the containers and optimize its route for garbage
collection. The introduction of this solution for smart
waste disposal is one of the achievements with which
Plovdiv Municipality won the National Award of the
Association of Bulgarian Cities and Regions for ‘Most
Innovative Municipality’.
Such a service could be upgraded with a number
of other applications, for example the sensors
on the containers to indicate whether they have
become subject to vandalism, ignition or theft, as
it often happens. The sensors are applicable both
for containers for separate waste disposal and for
underground ones, which will become an increasingly
preferred solution by Bulgarian municipalities. And
the mobile application that monitors the data could be
installed on tablets in the waste trucks, so in case of
an unexpected accident they could react timely. This
would lead to significant optimization of the routes
and, respectively, the costs of the waste disposal
companies.
For residents’ convenience, on the other hand, the
application can show when the containers in their
vecinity are empty enough so they could throw away
their garbage. There are also developments where
residents could report overload containers that need
to be collected.
The benefits to the municipality are also significant:
better control over waste collection companies, which
leads to cost optimization, garbage trucks traffic relief
and, of course, a cleaner urban environment.
4.3.3. Pilot Project for Smart Waste Disposal in Plovdiv
Municipality
TOTAL NUMBER OF FOLLOWERS ON EACH
NETWORK:
– 288 969
– 7 820
– 3 434
– 8 631
Average daily engagement of our followers
on Facebook
2018 г. - 4 010
2017 г. - 2 462
Average number of people to which our publications
reach daily on Facebook
2018 г. - 190 772
2017 г. - 116 053
FOLLOW US!
ANNUALREPORT
2018
INTEGRATED 4. PERFORMANCE
4.2. Inspiring
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