How to develop your Social Media strategy in Russia?

Engaging Consumers with Brands

Social Media: How to adopt the right strategy?

Consumers Engagement Marketing


01 Our expertise

Buzz Audit : Monitoring and analyze of your brand’s 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.


This 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 don’t 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!


Presentation Index:

First part

Second part

Third part

What is Social Media?

Why should you have a Social Media strategy?

How to develop your Social Media strategy?




Social Media are any web-based technology that enables social

conversations and interactions, as well as publishing and broadcasting

content between web users .

Definition



01 Social Networks

Top Social Networks in Russia



02 Forums and Online CommunitiesTop Forums and Communities in

Russia



03 Blogs

Top blog platforms in Russia



04 Rich media sharing platforms

Top sharing platforms in Russia




05 Micro bloggingTop Microblogging platforms in

Russia



06 Social gaming, MMORPG and virtual worlds

Top Social games in Russia


Why Should You Have a Social Media Strategy?



Context


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Argument 1: Russians are more and more connected


45 millions Internet users in Russia

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Russians like a lot new technologies and have an easy access to it

Argument 1: Russians are more and more connected



Russians are #1 Social Media users in the world

Argument 2: Russians are massively using Social Media


Unique visitors: (estimated cookies)

38 M

Page 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 M

Page 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

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Audience Use

Young: 20 - 34 88,5% of 20-34 y.o. web users are using Social networks.

They represent 64% of all SM users in Russia.

Women: 35 - 54 79,1% of 35-54 y.o women using internet are actives on social networks.


Men: 35 - 54 72% of 35-54 y.o men using internet are actives on social networks.


Almost 90% of the young web users are active on Social Networks


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

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Age, sex, location, incomes, job, behavior, influence, brand loyalty…


Argument 3: Social Media offers unique targeting possibilities

Social Media Behavior

Geo-localization

Brand Fans Personal Information

Professional Information

Social Active / Influencer


Word of mouth is highly credible

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Recommendations from friends/family

Ads on mobile phonesWeb banner ads

Search engine adsBranded Web sitesAds in magazines

Ads on radioAds on TV

Ads in newspapersNewsletters updates

Consumer opinions posted online

0% 20% 40% 60% 80% 100%

About 60% of consumers trust online opinions


Argument 4: People trusts online opinions more than advertising



Do you know what people are saying about your brand online?


Argument 5: More conversations about your brand



Do you know what people are saying about your brand online?


Argument 5: More conversations about your brand

Positive & negative experiences with brands, opinions, conversations, Recommendations, rumors, attacks, videos, pictures, …

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Consumers insight: feedback / Ideas / Influencers

Business opportunities





Where to start from?

Tools and technologies

are not a strategy!


P.O.S.T.E1. People: Understand your audience: Who? Where? Brand perception?

2. Objectives: Decide what you want to accomplish.

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

4. Technology: What tools, formats & platforms?

5. Evaluation : What metrics & KPI?Met

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A 5 step process to your Social Media strategy

Buzz Audit vs E-monitoring

Listen Analyse React Engage

Step 1. Identify Existing Conversations



Follow conversations on a daily basis Set up a list of key words to monitor Get focused on main resources and

popular thematic Gather consumers’ insight and feedback

Analyse the online reputation of your brand and the consumers’ perception

Analyse sentiment and polarity

Answer to consumers’ questions with arguments and facts

Prepare in advance scenarios to react in case of a brand attack or a bad buzz



Buzz Audit: Analysis what is your brand’s online reputation

Listen

Analyse

React


Free research instruments:

Advanced research instruments:

twitter search

Select the instruments to monitor and set up alerts




Step 2. Set up clear and reasonable objectives


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 action


So

But

Step 3. Get your team involved in your SM 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 company’s 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 that


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Awareness & Visibility

Online Traffic

Search Engine Indexation

Leads generation

Offline Traffic

Increase sales

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Step 4. Select the right channel(s)



Step 5. Define your KPI’s and metrics


What is your Return On Investment?

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Conclusions


Consumers are now consum’actors: 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 remember

Conclusion about Social Media Strategy


02 For more details

About SM strategy

About Social Network

Conclusion about Social Media Strategy


Consumers Engagement MarketingFor any other questions, please contact me:

Thierry Cellerin

E.: [email protected]

M.: +7 985 44 22 544

W.: www.buzzfactory.ru

C.: www.vanksen.com

B.: http://buzz-factory.livejournal.com/

Twitter: @buzzfactory_ru

mailto:[email protected]

http://www.buzzfactory.ru/

http://www.culture-buzz.com/

http://buzz-factory.livejournal.com/