How to develop your Social Media strategy in Russia?

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Presentation of the Social Media context: What is Social Media? Why should you have a Social Media strategy? How to develop your Social Media Strategy?

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KISS

Social Media: How to adopt the right strategy?Consumers Engagement Marketing

Engaging Consumers with Brands01 Our expertiseBuzz Audit : Monitoring and analyze of your brands online reputation and perception.

Blog Marketing :Involving popular bloggers to experience your brand in order to create positive and influential online recommendations.

Benchmark & Web 2.0 Strategy :Analyze of your specific online situation in order to introduce you with a development planning and strategic opportunities.

Community Management: Creation and management of an online community, content management and engagement strategy as well as alerts and monthly reporting.

Engaging Consumers with Brands2This your customer.Can you see the difference between those 2 pictures?

Customer 1.0(Offline customer) Customer 2.0(Social media user)

Small quantity of real life contacts One to one / few sharing possibilities Opinions and comments have low visibility Difficult to appreciate his level of influence You dont know what he really thinks about your brand! High quantity of online contacts Very easy to share information (one to many) Opinions and comments visible almost forever Many possibilities to track his influence level His comments and behavior will tell you precisely what he thinks about your brand!Engaging Consumers with BrandsPresentation Index:

First part Second partThird part What is Social Media?Why should you have a Social Media strategy?How to develop your Social Media strategy?

Engaging Consumers with Brands

What is Social Media?Engaging Consumers with Brands5Social Media are media for social interaction, using highly accessible and scalable publishing techniques.Social media use web-based technologies to transform and broadcast social media dialogues. Social Media are any web-based technology that enables social conversations and interactions, as well as publishing and broadcasting content between web users . DefinitionWhat is Social Media?

Engaging Consumers with BrandsSocial Media became a buzzword only a few years ago, but it has existed in one form or another for many years before that. A web Forums allows Social Networking for example. you can potentially reach out to thousands of prospects and engage them in conversation through this medium. The fact that you can talk to them means that you can influence them. Thats the true power of social media from a marketing perspective.Theoretically, though, I would say that social media marketing basically defines how you can use different online touch-points and channels to market your products, get traffic, convert people into customers, get your conversation started, etc. While traditional media was a one-way broadcast medium (newspapers, TV channels etc), social media is two-way communication.

6 01 Social Networks

Top Social Networks in Russia What is Social Media?

Engaging Consumers with Brands7 02 Forums and Online CommunitiesTop Forums and Communities in Russia

What is Social Media?

Engaging Consumers with Brands8 03 BlogsTop blog platforms in Russia

What is Social Media?

Engaging Consumers with Brands9

04 Rich media sharing platformsTop sharing platforms in Russia

What is Social Media?

Engaging Consumers with Brands10What is Social Media?

05 Micro bloggingTop Microblogging platforms in Russia

Engaging Consumers with Brands11What is Social Media?

06 Social gaming, MMORPG and virtual worldsTop Social games in Russia

Engaging Consumers with Brands12

Why Should You Have a Social Media Strategy?Engaging Consumers with Brands13Why Should You Have a Social Media Strategy?

Context

Engaging Consumers with Brands

Source : Miniwatts Marketing Group March 2009 Argument 1: Russians are more and more connectedWhy Should You Have a Social Media Strategy?

45 millions Internet users in RussiaEngaging Consumers with Brandshttp://internetworldstats.com/stats4.htm15

Source: TNS, M`Index, Russia, 16+.% of the Population Russians like a lot new technologies and have an easy access to it Argument 1: Russians are more and more connected

Why Should You Have a Social Media Strategy?

Engaging Consumers with Brands16

Russians are #1 Social Media users in the world Argument 2: Russians are massively using Social Media Why Should You Have a Social Media Strategy?

Unique visitors: (estimated cookies)38 MPage views: 27 B

Total visits / month:730 M

Avg visits per visitor:28

Avg time on site:28:20

Daily traffic:7 M visitors

Unique visitors: (estimated cookies)31 MPage views: 6,4 B

Total visits / month:440 M

Avg visits per visitor:21

Avg time on site:18:20

Daily traffic:6 M visitors

Source: TNS Web Index, May09, cities 100,000+, TA population 12-54, Internet users use Internet at home or at work at least once per monthSource: Google Ad planner, July 2010Engaging Consumers with Brands17AudienceUseYoung: 20 - 3488,5% of 20-34 y.o. web users are using Social networks.

They represent 64% of all SM users in Russia.Women: 35 - 5479,1% of 35-54 y.o women using internet are actives on social networks.

They represent 15% of all SM users in Russia.Men: 35 - 5472% of 35-54 y.o men using internet are actives on social networks.

They represent 12% of all SM users in Russia.

Almost 90% of the young web users are active on Social NetworksWhy Should You Have a Social Media Strategy?

Argument 2: Russians are massively using Social Media Main interests: music, games, chats and social networks, blogging. Main resources: Portals, Social Networks (Vkontakte.ru), Blogs, Communities

Main interests: music, games, chats and social networks, blogging. Main resources: Portals, Social Networks (Vkontakte.ru), Blogs, Topic (music, video, games, sport and other).

Main interests: family life, business and politics news.Main resources: Portals, Social Networks (Odnoklassniki.ru), News Source: ComCon, TGI Russia, 1-3 waves 2009, weekly audience 16+. Engaging Consumers with Brands18Age, sex, location, incomes, job, behavior, influence, brand loyaltyWhy Should You Have a Social Media Strategy?

Argument 3: Social Media offers unique targeting possibilities

Social Media Behavior

Geo-localization Brand FansPersonal InformationProfessional InformationSocial Active / InfluencerEngaging Consumers with BrandsAffinity score - If you send your friend a lot of Facebook messages and check their profile often, then youll have a higher affinity score for that user.

19Word of mouth is highly credibleSource: Edelman, Trust BarometerRecommendations from friends/familyAds on mobile phonesWeb banner adsSearch engine adsBranded Web sitesAds in magazinesAds on radioAds on TVAds in newspapersNewsletters updatesConsumer opinions posted online0%20%40%60%80%100%About 60% of consumers trust online opinionsWhy Should You Have a Social Media Strategy?

Argument 4: People trusts online opinions more than advertising Engaging Consumers with Brands20Word of mouth is highly credibleDo you know what people are saying about your brand online?Why Should You Have a Social Media Strategy?

Argument 5: More conversations about your brand

Engaging Consumers with Brands21Word of mouth is highly credibleDo you know what people are saying about your brand online?Why Should You Have a Social Media Strategy?

Argument 5: More conversations about your brand Positive & negative experiences with brands, opinions, conversations, Recommendations, rumors, attacks, videos, pictures,

Source : TalkTrack, Keller Fay Group, 2006

Consumers insight: feedback / Ideas / Influencers Business opportunities Engaging Consumers with Brands22

How to develop your Social Media strategy?Engaging Consumers with BrandsHow to develop your Social Media strategy?

Where to start from?Tools and technologies are not a strategy!Engaging Consumers with BrandsMany times I have find myself in front of companies rep who said we want to create a Facebook or V kontakte fan page. When I asked why , they couldnt come up with a clear answer.It's time to stop doing social because it's cool. It's time to start doing it because it's effective.24P.O.S.T.E

People: Understand your audience: Who? Where? Brand perception?

Objectives: Decide what you want to accomplish.

Structure: Who is involved / responsible in your team for your SM activities?

Technology: What tools, formats & platforms?

Evaluation : What metrics & KPI?Methodology by Forresterhttp://www.forrester.com/rb/researchHow to develop your Social Media strategy?

A 5 step process to your Social Media strategyEngaging Consumers with BrandsP is People. Don't start a social strategy until you know the capabilities of your audience. If you're targeting college students, use social networks. If you're reaching out business travelers, consider ratings and reviews.O is objectives. Pick one. Are you starting an application to listen to your customers, or to talk with them? To support them, or to energize your best customers to evangelize others? Or are you trying to collaborate with them? Decide on your objective before you decide on a technology.S is Structure. Are you developping the project in house or is it outsourced? How many of your employees are involved ? How is responsible for? Are your other employee aware of your SM activities? T is Technology. A community. A wiki. A blog or a hundred blogs. Once you know your people, objectives, and strategy, then you can decide with confidence.E is Evaluate. You will never know if your campaign is a successand your SM strategy will never evoluate if you dont set up clear metrics and KPI for your campaign. Forrester Research, Inc. (Nasdaq: FORR) is an independent research company that provides pragmatic and forward-thinking advice to global leaders in business and technology. 25Buzz Audit vs E-monitoringListenAnalyseReactEngage Step 1. Identify Existing ConversationsHow to develop your Social Media strategy?

Engaging Consumers with BrandsFollow conversations on a daily basisSet up a list of key words to monitorGet focused on main resources and popular thematicGather consumers insight and feedback

Analyse the online reputation of your brand and the consumers perceptionAnalyse sentiment and polarity

Answer to consumers questions with arguments and factsPrepare in advance scenarios to react in case of a brand attack or a bad buzz

Step 1. Identify Existing ConversationsHow to develop your Social Media strategy?

Buzz Audit: Analysis what is your brands online reputationListenAnalyseReactEngaging Consumers with Brands127

Free research instruments:Advanced research instruments:

twitter search

Select the instruments to monitor and set up alerts Step 1. Identify Existing ConversationsHow to develop your Social Media strategy?

Engaging Consumers with Brands128 Step 2. Set up clear and reasonable objectivesHow to develop your Social Media strategy?

What do you want to achieve? Which call for action?Increase website traffic Increase lead generation Increase customer data base Increase E-mail subscription Increase sales revenue Improve search engine ranking Improve brand and product reputation Increase brand and product awareness Increase brand and product loyalty Reduce customer acquisition costs Improve public relations Improve customer support quality Reduce customer support costs Generate offline traffic Visit your web site Ask for information / brochure Provide personal information Subscribe for newsletter Buy your product Recommend your product Discuss your product with friends Buy more often Join a community of brand fan Publish content about your brand Gather offline with other brand fans Visit your shops Provide feedback and opinion Provide ideas how to improve the product

Your Goal(s)Call for actionEngaging Consumers with BrandsSocial Media is about setting up a mecanism , not about creative ideas. Nobody can garanty that your viral video will be seen 1 million times. But the truth is that 1 million views will not necessarily help you to reach your business objectives. 29 So But Step 3. Get your team involved in your SM strategyHow to develop your Social Media strategy?

The major part of your employees are using Social Media

Your employees are already using Social Media.They are very likely to talk about their job and their company online.A fired employee can easily back fire at your company through Social Media (pictures, videos, rumors,).

Your employees are also your companys online brand ambassadors.Your employees can contribute to your Social Media presence (client relationship, expertise, publish content).

Entitle one person in your team responsible for your Social Media activities.Inform all the employees about your SM strategy and activities.Set up rules and guide lines for your team.

Notice thatEngaging Consumers with BrandsSource : Culture-Buzz / Vanksen GroupE-mail subscriptionsAwareness & VisibilityOnline TrafficSearch Engine IndexationLeads generationOffline TrafficIncrease salesMinisite Emailing Banners SEO Blog Seeding ViralBuzzGames ObjectivesLoyaltyCommunity Management Step 4. Select the right channel(s)How to develop your Social Media strategy?

Engaging Consumers with Brands Step 5. Define your KPIs and metricsHow to develop your Social Media strategy?

What is your Return On Investment?Source: KingFish Media 2010, USEngaging Consumers with Brands

ConclusionsEngaging Consumers with BrandsConsumers are now consumactors: they publish opinions, comments, recommendations on the Internet and share information faster than ever before, and they are already talking about your brand. With predicted 52 millions web users by the end of 2010, Russia will be starting 2011 the biggest online market in Europe.Social Media is Russians #1 activity on the Internet: users will become even more inter-connected than they already are. (boom of applications, social gaming & sharing platforms).Social Media Strategy is a long term process. It is about engaging your customers in a relationship with your brand, through community management, valuable content and brand experiences. As Internet in Russia is less mature than western markets, social media marketing still offers a lot of possibilities for smart companies to break through the market.

01 What you should rememberConclusion about Social Media Strategy

Engaging Consumers with Brands 02 For more detailsAbout SM strategyAbout Social NetworkConclusion about Social Media Strategy

Engaging Consumers with Brands

Consumers Engagement Marketing

For any other questions, please contact me:Thierry Cellerin

E.: tcellerin@buzzfactory.ru M.: +7 985 44 22 544W.: www.buzzfactory.ru C.: www.vanksen.comB.: http://buzz-factory.livejournal.com/ Twitter: @buzzfactory_ru

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