How to develop your Social Media strategy in Russia?
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How to develop your Social Media strategy in Russia?

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Presentation of the Social Media context:

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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  • 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.
  • http://internetworldstats.com/stats4.htm
  • 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.
  • 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.
  • 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.
  • 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.

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

  • 1. Consumers Engagement Marketing
     Social Media:
    How to adopt the right strategy?
  • 2. 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.
  • 3. 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
    • 4. One to one / few sharing possibilities
    • 5. Opinions and comments have low visibility
    • 6. Difficult to appreciate his level of influence
    • 7. You don’t know what he really thinks about your brand!
    • 8. High quantity of online contacts
    • 9. Very easy to share information (one to many)
    • 10. Opinions and comments visible almost forever
    • 11. Many possibilities to track his influence level
    • 12. 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?
  • 13. What is Social Media?
  • 14. What is Social Media?
    Definition
    Social Mediaare any web-based technology that enables social conversations and interactions, as well as publishing and broadcasting content between web users .
  • 15. What is Social Media?
    01Social Networks
    Top Social Networks in Russia
  • 16. What is Social Media?
    02Forums and Online Communities
    Top Forums and Communities in Russia
  • 17. What is Social Media?
    03Blogs
    Top blog platforms in Russia
  • 18. What is Social Media?
    04Rich media sharing platforms
    Top sharing platforms in Russia
  • 19. What is Social Media?
    05Micro blogging
    Top Microblogging platforms in Russia
  • 20. What is Social Media?
    06Social gaming, MMORPG and virtual worlds
    Top Social games in Russia
  • 21. Why Should You Have a Social Media Strategy?
  • 22. Why Should You Have a Social Media Strategy?
    Context
  • 23. Why Should You Have a Social Media Strategy?
    Argument 1: Russians are more and more connected
    45 millions Internet users in Russia
    Source : Miniwatts Marketing Group March 2009
  • 24. Why Should You Have a Social Media Strategy?
    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+.
  • 25. Why Should You Have a Social Media Strategy?
    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
  • 26. Why Should You Have a Social Media Strategy?
    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
  • 27. Why Should You Have 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 Fans
    Personal Information
    Professional Information
    Geo-localization
    Social Active / Influencer
  • 28. Why Should You Have a Social Media Strategy?
    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%
  • 29. Why Should You Have a Social Media Strategy?
    Argument 5: More conversations about your brand
    Word of mouth is highly credible
    Do you know what people are saying about your brand online?
  • 30. Why Should You Have a Social Media Strategy?
    Argument 5: More conversations about your brand
    Word of mouth is highly credible
    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
  • 31. How to develop your Social Media strategy?
  • 32. How to develop your Social Media strategy?
    Where to start from?
    Tools and technologies
    are not a strategy!
  • 33. How to develop your Social Media 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
  • 34. How to develop your Social Media strategy?
    Step 1. Identify Existing Conversations
    Buzz Audit vs E-monitoring
    Listen
    Analyse
    React
    Engage
  • 35. How to develop your Social Media strategy?
    Step 1. Identify Existing Conversations
    Buzz Audit: Analysis what is your brand’s online reputation
    • Follow conversations on a daily basis
    • 36. Set up a list of key words to monitor
    • 37. Get focused on main resources and popular thematic
    • 38. Gather consumers’ insight and feedback
    • 39. Analyse the online reputation of your brand and the consumers’ perception
    • 40. Analyse sentiment and polarity
    • 41. Answer to consumers’ questions with arguments and facts
    • 42. Prepare in advance scenarios to react in case of a brand attack or a bad buzz
    Listen
    Analyse
    React
  • 43. How to develop your Social Media strategy?
    Step 1. Identify Existing Conversations
    Select the instruments to monitor and set up alerts
    Free research instruments:
    twitter search
    Advanced research instruments:
  • 44. How to develop your Social Media strategy?
    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
  • 45. How to develop your Social Media strategy?
    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.
    • 46. They are very likely to talk about their job and their company online.
    • 47. A fired employee can easily back fire at your company through Social Media (pictures, videos, rumors,…).
    • 48. Your employees are also your company’s online brand ambassadors.
    • 49. Your employees can contribute to your Social Media presence (client relationship, expertise, publish content).
    • 50. Entitle one person in your team responsible for your Social Media activities.
    • 51. Inform all the employees about your SM strategy and activities.
    • 52. Set up rules and guide lines for your team.
    But
    So
  • 53. How to develop your Social Media strategy?
    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
  • 54. How to develop your Social Media strategy?
    Step 5. Define your KPI’s and metrics
    What is your Return On Investment?
    Source: KingFish Media 2010, US
  • 55. Conclusions
  • 56.
    • 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.
    • 57. With predicted 52 millions web users by the end of 2010, Russia will be starting 2011 the biggest online market in Europe.
    • 58. 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).
    • 59. 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.
    • 60. 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
  • 61. Conclusion about Social Media Strategy
    02For more details
    About SM strategy
    About Social Network
  • 62. 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