How to develop your Social Media strategy in Russia?

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

01Our 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
What is Social Media?
Second part
Why should you have a Social Media strategy?
Third part
How to develop your Social Media strategy?

Definition
Social Mediaare any web-based technology that enables social conversations and interactions, as well as publishing and broadcasting content between web users .

01Social Networks
Top Social Networks in Russia

02Forums and Online Communities
Top Forums and Communities in Russia

03Blogs
Top blog platforms in Russia

04Rich media sharing platforms
Top sharing platforms in Russia

05Micro blogging
Top Microblogging platforms in Russia

06Social gaming, MMORPG and virtual worlds
Top Social games in Russia

Why Should You Have a Social Media Strategy?

Context

Argument 1: Russians are more and more connected
45 millions Internet users in Russia
Source : Miniwatts Marketing Group March 2009

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

Argument 2: Russians are massively using Social Media
Russians are #1 Social Media users in the world
Source: 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 month
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
Source: Google Ad planner, July 2010

Argument 2: Russians are massively using Social Media
Almost 90% of the young web users are active on Social Networks
Main interests: music, games, chats and social networks, blogging.
Main resources: Portals, Social Networks (Vkontakte.ru), Blogs, Communities
Source: 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

Argument 3: Social Media offers unique targeting possibilities
Age, sex, location, incomes, job, behavior, influence, brand loyalty…
Social Media Behavior
Brand Fans
Personal Information
Professional Information
Geo-localization
Social Active / Influencer

Argument 4: People trusts online opinions more than advertising
Word of mouth is highly credible
About 60% of consumers trust online opinions
Recommendations from friends/family
Consumer opinions posted online
Newsletters updates
Ads in newspapers
Ads on TV
Ads on radio
Source: Edelman, Trust Barometer
Ads in magazines
Branded Web sites
Search engine ads
Web banner ads
Ads on mobile phones
0%
20%
40%
60%
80%
100%

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
Do 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, 2006
Consumers insight:
feedback / Ideas / Influencers Business opportunities

Where to start from?
Tools and technologies
are not a strategy!

A 5 step process to your Social Media strategy
P.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 Forrester
http://www.forrester.com/rb/research

Step 1. Identify Existing Conversations
Buzz Audit vs E-monitoring
Listen
Analyse
React
Engage

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

Select the instruments to monitor and set up alerts
Free research instruments:
twitter search
Advanced research instruments:

Step 2. Set up clear and reasonable objectives
What do you want to achieve? Which call for action?
Your Goal(s)
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

Step 3. Get your team involved in your SM strategy
The major part of your employees are using Social Media
Notice that
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.
But
So

Step 4. Select the right channel(s)
CommunityManagement
Viral
Buzz
Emailing
Banners
SEO
Blog
Minisite
Games
Seeding
ü
ü
E-mail subscriptions
ü
ü
ü
ü
ü
Awareness & Visibility
ü
ü
ü
ü
ü
ü
ü
ü
ü
Online Traffic
ü
ü
ü
ü
ü
ü
ü
Search Engine Indexation
ü
ü
ü
Source : Culture-Buzz / Vanksen Group
ü
Leadsgeneration
ü
ü
ü
ü
ü
ü
Offline Traffic
ü
ü
ü
ü
ü
ü
Increase sales
ü
ü
ü
ü
ü
ü
ü
Loyalty
ü
ü
ü
ü
ü
Objectives

Step 5. Define your KPI’s and metrics
What is your Return On Investment?
Source: KingFish Media 2010, US

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.
Conclusion about Social Media Strategy
01What you should remember

Conclusion about Social Media Strategy
02For more details
About SM strategy
About Social Network

Consumers Engagement Marketing
For any other questions, please contact me:
Thierry Cellerin
E.: tcellerin@buzzfactory.ru
M.: +7 985 44 22 544
W.: www.buzzfactory.ru
C.: www.vanksen.com
B.: http://buzz-factory.livejournal.com/
Twitter: @buzzfactory_ru

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How to develop your Social Media strategy in Russia?

by Thierry Cellerin on Sep 09, 2010

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How to develop your Social Media strategy in Russia? — Presentation Transcript