E marketing in russian social media eng1Presentation Transcript
E-Marketing in Russian Social Media Natalia Koroleva for Pääkaupunkiseudun matkailumarkkinoinnin kehittämishanke (Culminatum Innovation Ltd Oy - Uudenmaan Osaamiskeskus) October 2010
MAINTAINING PUBLIC IMAGE
1 , 5 billion Internet users in the w orld 50 , 000 , 000 Russian Internet users
One in every 7 Internet user s
blogs of others
18, 000 , 000 blogs in Russian
Russia ranks first
in the w orld
in social networks
Every day 200 ,000 new posts about 1 , 000 , 000 tweets (in Twitter.com) about 7 , 000 new blogs 450 , 000 comments on Liveinternet.ru and Livejournal.com more than 500 , 000 , 000 posts in Russian-language blogs
Why is it important for your business?
How do you use Internet? 70 . 8% I nternet users READ blogs 27 . 7% I nternet users OWN blogs
Some statistics 34% write in blogs about their impressions on products and brands 32% believe bloggers who write about products and brands 55% believe people with detailed blog's profile
Where to find the right people? SEARCH by TAGS and INTERESTS
Topics relevant for Russian tourists Travel stories , travel photos Advi ce for travel l ers Hard advertising Geogra ph ical leader - Ukraine
4 LEVELS of INVOLVEMENT in online communication 1. MONITORING 2. PR 2.0 3. CREATING THEIR MISSIONS 4. PROMOTIONS
How do you know whether you are mentioned in blogs ?
Туризм / Tourism
Туризм & Финляндия / Tourism & Finland
Финляндия (туризм | путешествие | поездка ) – Хельсинки / Finland (tourism | travel | trip) Helsinki
Blog search engines in R ussian
http :// blogs.yandex.ru /
http :// blogsearch.google.com /
‘ Отпуск в Финляндии ’ / ‘Vacation in Finland’
«Pulse of the blogosphere» as a monitoring tool http://blogs.yandex.ru/pulse/
Well-known Finnish brand in Russia
Nokia and Samsung
Tikkurila and Remmers
«Pulse of the blogosphere» MONITORING YOUR BRAND MONITORING COMPETITOR ACTIVITIES TRACKING PAID PUBLICATIONS
CONNECTIONS BETWEEN PEOPLE, NOT WITH PUBLIC
OLD MARKETING MODEL - MONOLOGUE
New model — DIALOGIE , community building
ALT: Ctrl Delete
Everybody talks – you do not possess control over the conversation .
You are participating in the global reputational system with no informational asymmetry
Your consumers in aggregate are smarter than you, and they are associated in the networks .
Many bloggers are pleasantly surprised when companies really read their postings .
Write personal messages or comments directly in the blog .
Think as a blogger . A blogger tries to harmonize his or her interests as a content publisher and interests of his or her readers .
Check the tag cloud , blog rubrics or at least post subjects .
Post links to the blog of the person, to whom you intend to write a message.
Engage in conversations – comment postings relevantly .
- Engage in conversations
- Offer your help and information
- Invite people to participate in events
Do not use any slogans as post subjects. Do not write subjects in capital letters. Be clear and precise .
Obviously there can be no mistakes in the blogger’s name .
Introduce yourself briefly and with no pretence . If you have already talked to this person before, feel free to mention it . Do not be discreet about whom you work for and what your goal is .
Explain why you are writing to this person ( or calling him or her, or contact them through an instant messenger ).
While you may have any deadlines to meet ( launching a new product , posting news ), bloggers do not have to do that.
Writing a message
Do not write much – bloggers have enough to read . You better write a short message ( about 50 words ).
Provide links to additional sources on the topic .
Suggest in what regard your message can be interesting to a regular reader . Sometimes numbers make better arguments and sometimes emotions .
Figure out what time it is at the place of the person you are contacting and do not call them at night .
Do not abuse the blogger’s good attitude. Do not use it too often .
Don’ts of writing a message
Do not try to buy the blogger’s opinion – your reputations is worth more than that.
Do not email to the blogger your press releases.
Don’t send ‘old news’ . The blogger might have received this information through their RSS feed or from another blog or social medium.
Do not ask strangers to post a link or to get registered in your project .
Do not insist that the blogger repeat your phrases . Behave as an assistant not as a customer.
Do not send angry messages , do not threat or demand publication . Have you chosen the right blogs ?
Do not ignore asking for permission to use the exact quote (= show respect ), thus you will obtain an inspired blogger .
Example of a message
And now answer me in one sentence what I am supposed to write about you in my blog and why it should be interesting to my readers ?
What did they answer ?
Your own blog – what for ?
36% Internet users have higher opinion about the companies that have their own blogs.
Journalists like blogs as well
Your own multimedia informational resource
Higher involvement of employees
Better reputation for top managers
Search for new employees
Reality check for new ideas
In case of informational war
Natural planning of blogging
Determine goals and principles .
Outline the ultimate result .
Have a brainstorm ( find a solution ).
Organize the process .
Determine the action sequence .
Many of us are not used to follow this logic. The activity is mostly reactive .
Canada invites you! Ролик на Youtube Смотрим видео
32 , 000 views in 2 months
How do they do it? Тhe Canadian Tourism Commission launched interactive murals to inspire Americans to book a Canadian vacation. The Canadian Tourism Commission can be found on the following social channels: Facebook - http:// facebook.com/keepexploring Twitter - http:// twitter.com/keep_exploring And website : http://www.canada.travel
14 , 594 ‘ Like ’s on Facebook
2 , 301 followers on Twitter
How do they do it?
Cheaptrip on Twitter
Results QUEUES FOR TICKETS AT 4 OFFICES IN MOSCOW 45 , 908 community members in Livejournal.com 2 , 200 followers on Twitter INTERNET PROMOTION ONLY!
How do you get recognized?
FREE ways to get promoted
on the Internet
Inspired by Iceland
800 , 000 views on Vimeo
500 , 000 views on the official website
On the TOP of Facebook during a week
2 , 000 , 000 tweets on Twitter
Aggressive environment Informational attacks
DANGER ! Targeted dissemination of deliberately misleading harmful information — informational attacks . On the Internet, information spreads in a blink of an eye . Starting in blogs, it easily appears in the news feeds of informational agencies and so on .
Important difference ! On the Internet, anonymous dissemination of information is possible . Communication on the Internet-based platforms is very democratic . Every participant of the informational space gets to express their opinion and to be heard .
How to express your point of view ?
First of all – consider the situation, outline the action plan .
Never start to offer excuses . Even if the accusations are ludicrous .
Never let the emotions to guide your actions .
Prepare a plan
Strategy and tactics
Materials ( texts , photos , videos )
Allies . Whom can we ask for help ?
Fight your fights
Reduction to absurdity
Humor , derision
Information about your achievements , improvement of your reputation
Attracting the audience’s attention to secondary issues and trifles
Tagging your opponent
Case studies В интернете возможно анонимное распространение информации. На интернет-площадках общение очень демократичное . Выслушивается точка зрения ВСЕХ участников информпространства.
5 steps to social media Start with monitoring Get involved in dialog ue Define the strategy Create your blog Generate content and social objects Promote