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How to develop your Social Media strategy in Russia?
The document discusses the importance of social media engagement in marketing, highlighting how brands can adapt their strategies to better connect with consumers. It outlines key strategies such as buzz audits, community management, and leveraging various social media platforms in Russia, where social media usage is notably high. Furthermore, it emphasizes the need for a well-structured social media strategy that includes clear objectives, team involvement, and proper evaluation methods.
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How to develop your Social Media strategy in Russia?
- 1. Consumers Engagement MarketingSocial Media: How to adopt the right strategy?
- 2. 01Our expertiseBuzz 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.
- 3. This your customer.Canyou see the difference between those 2 pictures?Customer 1.0(Offline customer) Customer 2.0(Social media user) Small quantity of real life contacts
- 4. One toone / few sharing possibilities
- 5. Opinions andcomments have low visibility
- 6. Difficult toappreciate his level of influence
- 7. You don’tknow what he really thinks about your brand!
- 8. High quantityof online contacts
- 9. Very easyto share information (one to many)
- 10. Opinions andcomments visible almost forever
- 11. Many possibilitiesto track his influence level
- 12. His commentsand behavior will tell you precisely what he thinks about your brand!Presentation Index:First part What is Social Media?Second partWhy should you have a Social Media strategy?Third part How to develop your Social Media strategy?
- 13. What is SocialMedia?
- 14. What is SocialMedia?DefinitionSocial Mediaare any web-based technology that enables social conversations and interactions, as well as publishing and broadcasting content between web users .
- 15. What is SocialMedia? 01Social NetworksTop Social Networks in Russia
- 16. What is SocialMedia? 02Forums and Online CommunitiesTop Forums and Communities in Russia
- 17. What is SocialMedia? 03BlogsTop blog platforms in Russia
- 18. What is SocialMedia? 04Rich media sharing platformsTop sharing platforms in Russia
- 19. What is SocialMedia? 05Micro bloggingTop Microblogging platforms in Russia
- 20. What is SocialMedia? 06Social gaming, MMORPG and virtual worldsTop Social games in Russia
- 21. Why Should YouHave a Social Media Strategy?
- 22. Why Should YouHave a Social Media Strategy?Context
- 23. Why Should YouHave a Social Media Strategy?Argument 1: Russians are more and more connected45 millions Internet users in RussiaSource : Miniwatts Marketing Group March 2009
- 24. Why Should YouHave a Social Media Strategy?Argument 1: Russians are more and more connectedRussians like a lot new technologies and have an easy access to it% of the PopulationSource: TNS, M`Index, Russia, 16+.
- 25. Why Should YouHave a Social Media Strategy?Argument 2: Russians are massively using Social Media Russians are #1 Social Media users in the worldSource: TNS Web Index, May’09, cities 100,000+, TA population 12-54, Internet users – use Internet at home or at work at least once per monthUnique visitors: (estimated cookies)38 MPage views: 27 BTotal visits / month:730 MAvg visits per visitor:28Avg time on site: 28’:20”Daily traffic:7 M visitorsUnique visitors: (estimated cookies)31 MPage views: 6,4 BTotal visits / month:440 MAvg visits per visitor:21Avg time on site: 18’:20”Daily traffic:6 M visitorsSource: Google Ad planner, July 2010
- 26. Why Should YouHave a Social Media Strategy?Argument 2: Russians are massively using Social Media Almost 90% of the young web users are active on Social NetworksMain interests: music, games, chats and social networks, blogging.Main resources: Portals, Social Networks (Vkontakte.ru), Blogs, CommunitiesSource: ComCon, TGI Russia, 1-3 waves 2009, weekly audience 16+. 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
- 27. Why Should YouHave a Social Media Strategy?Argument 3: Social Media offers unique targeting possibilities Age, sex, location, incomes, job, behavior, influence, brand loyalty…Social Media Behavior Brand FansPersonal InformationProfessional InformationGeo-localization Social Active / Influencer
- 28. Why Should YouHave a Social Media Strategy?Argument 4: People trusts online opinions more than advertising Word of mouth is highly credibleAbout 60% of consumers trust online opinionsRecommendations from friends/familyConsumer opinions posted onlineNewsletters updatesAds in newspapersAds on TVAds on radioSource: Edelman, Trust BarometerAds in magazinesBranded Web sitesSearch engine adsWeb banner adsAds on mobile phones0%20%40%60%80%100%
- 29. Why Should YouHave a Social Media Strategy?Argument 5: More conversations about your brand Word of mouth is highly credibleDo you know what people are saying about your brand online?
- 30. Why Should YouHave a Social Media Strategy?Argument 5: More conversations about your brand Word of mouth is highly credibleDo you know what people are saying about your brand online?Positive & negative experiences with brands, opinions, conversations, Recommendations, rumors, attacks, videos, pictures, … Source : TalkTrack, Keller Fay Group, 2006Consumers insight: feedback / Ideas / Influencers Business opportunities
- 31. How to developyour Social Media strategy?
- 32. How to developyour Social Media strategy?Where to start from?Tools and technologiesare not a strategy!
- 33. How to developyour Social Media strategy?A 5 step process to your Social Media strategy P.O.S.T.EPeople: 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/research
- 34. How to developyour Social Media strategy? Step 1. Identify Existing ConversationsBuzz Audit vs E-monitoringListenAnalyseReactEngage
- 35. How to developyour Social Media strategy? Step 1. Identify Existing ConversationsBuzz Audit: Analysis what is your brand’s online reputationFollow conversations on a daily basis
- 36. Set up alist of key words to monitor
- 37. Get focused onmain resources and popular thematic
- 38. Gather consumers’ insightand feedback
- 39. Analyse the onlinereputation of your brand and the consumers’ perception
- 40. Analyse sentiment andpolarity
- 41. Answer to consumers’questions with arguments and facts
- 42. Prepare in advancescenarios to react in case of a brand attack or a bad buzzListenAnalyseReact
- 43. How to developyour Social Media strategy? Step 1. Identify Existing ConversationsSelect the instruments to monitor and set up alertsFree research instruments:twitter searchAdvanced research instruments:
- 44. How to developyour Social Media strategy? Step 2. Set up clear and reasonable objectivesWhat do you want to achieve? Which call for action?Your Goal(s)Call for actionIncrease 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
- 45. How to developyour Social Media strategy? Step 3. Get your team involved in your SM strategyThe major part of your employees are using Social MediaNotice thatYour employees are already using Social Media.
- 46. They are verylikely to talk about their job and their company online.
- 47. A fired employeecan easily back fire at your company through Social Media (pictures, videos, rumors,…).
- 48. Your employees arealso your company’s online brand ambassadors.
- 49. Your employees cancontribute to your Social Media presence (client relationship, expertise, publish content).
- 50. Entitle one personin your team responsible for your Social Media activities.
- 51. Inform all theemployees about your SM strategy and activities.
- 52. Set up rulesand guide lines for your team. But So
- 53. How to developyour Social Media strategy? Step 4. Select the right channel(s)CommunityManagementViralBuzzEmailing Banners SEO Blog Minisite Games Seeding üüE-mail subscriptionsüüüüüAwareness & VisibilityüüüüüüüüüOnline TrafficüüüüüüüSearch Engine IndexationüüüSource : Culture-Buzz / Vanksen GroupüLeadsgenerationüüüüüüOffline TrafficüüüüüüIncrease salesüüüüüüüLoyaltyüüüüüObjectives
- 54. How to developyour Social Media strategy? Step 5. Define your KPI’s and metricsWhat is your Return On Investment?Source: KingFish Media 2010, US
- 55.
- 56. Consumers are nowconsum’actors: they publish opinions, comments, recommendations on the Internet and share information faster than ever before, and they are already talking about your brand.
- 57. With predicted 52millions web users by the end of 2010, Russia will be starting 2011 the biggest online market in Europe.
- 58. Social Media isRussians #1 activity on the Internet: users will become even more inter-connected than they already are. (boom of applications, social gaming & sharing platforms).
- 59. Social Media Strategyis a long term process. It is about engaging your customers in a relationship with your brand, through community management, valuable content and brand experiences.
- 60. As Internet inRussia is less mature than western markets, social media marketing still offers a lot of possibilities for smart companies to break through the market.Conclusion about Social Media Strategy 01What you should remember
- 61. Conclusion about SocialMedia Strategy 02For more detailsAbout SM strategyAbout Social Network
- 62. Consumers Engagement MarketingForany other questions, please contact me:Thierry CellerinE.: [email protected].: +7 985 44 22 544W.: www.buzzfactory.ruC.: www.vanksen.comB.: http://buzz-factory.livejournal.com/Twitter: @buzzfactory_ru
Editor's Notes
- #7 Social 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. That’s 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.
- #16 http://internetworldstats.com/stats4.htm
- #20 Affinity score - If you send your friend a lot of Facebook messages and check their profile often, then you’ll have a higher affinity score for that user.
- #25 Many 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 couldn’t 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.
- #26 P 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 don’t 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.
- #30 Social 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.