Digital	  &	  SM	  Strategy	  for	  	  Holland	  alliance	  at	  The	  Young	  PRofy	  Day’12	  
Introduc4on	  movie	    Prepared	  for	  “The	  Young	  PRofy	  Day’12”	  
Facts	  /	  Internet	                                                                                                     ...
Usage	  Social	  Media	                                          •    40%	  to	  receive	  discounts	  and	  promo4ons	  	...
Target	  Audience	  Quality	  Seekers	                                      Funky	  Young	  Professionals	  Size	  of	  pr...
TA	  Digital	  Behaviour	         o 	  	  According	  to	  the	  Forester	  research	         there	  are	  six	  types	  ...
Digital	  Ac4on	  plan	   Vision	  	   Help	  more	  Russian	  people	  who	  con>nuously	  look	  for	   improvement	  to...
Awareness	  Instruments	   Standard	  banners/    Sponsorship/Page	  or	       Service	  plaoorm	      Branded	  content:	...
Priori4es	  0.	  Fix	  the	  Basic	           	    	  Establish	  ongoing	  communica>on	  plaoorm	  and	  secure	  the	  ...
Social	  Media	  Strategy	  
Approach	  to	  Social	  Media	   	  Publish	  to	  Mul4ple	  Networks	     	  Publish	  a	  Variety	  of	  Mul4-­‐Media	 ...
Facebook	  &	  Vkontakte	     Why	  Use	  Facebook	  /	  Vkontakte?	           •    Business	  Page	  –	  for	  spreading	...
Social	  Media:	  TwiHer	           9-­‐to-­‐5	  Mentality	                  online?	  Successful	  Twi`er	  campaigns	  	...
Social	  Media:	  TwiHer	  5	  Tips	  for	  Op4mizing	  TwiHer	          1.  Include	  a	  photo	  or	  logo	          2. ...
Social	  Media:	  TwiHer	  Tools	      1. SocialOomph	  –	  auto	  following	  with	  a	  direct	  message,	  automate	  t...
Social	  Media:	  YouTube	  Why	  use	  YouTube?	        –  Second	  largest	  search	  engine	  in	  the	  world	        ...
Mobile	  Strategy	  •  Access	  integra>on	  in	  mobile	  applica>ons	  •  Have	  partnership	  with	  mobile	  digital	 ...
Digital	  calendar	  19Website           Banner            Weeks 24open.ru          Meet Holland                 x x x x x...
Takeaways	     •    Strategy	  not	  just	  tac>cs	     •    Content	  is	  the	  founda>on	     •    Op>mize	  for	  sear...
Thank	  you	  for	  aHen4on	                                       Anton	  Razumov	                                       ...
Digital and Social Media Strategy for Netherlands
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Digital and Social Media Strategy for Netherlands

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This is a my speech presentation, which I used at The Young PRofy Day 2012 for my application to national contests by Holland alliance: KLM (Royal Dutch Airlines), Schiphol (Amsterdam Airport), NBTC (Netherlands Board of Tourism & Convections). Frankly speaking I took wrong brief that why these suggestions take only 3rd place ;-(

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Transcript of "Digital and Social Media Strategy for Netherlands"

  1. 1. Digital  &  SM  Strategy  for    Holland  alliance  at  The  Young  PRofy  Day’12  
  2. 2. Introduc4on  movie   Prepared  for  “The  Young  PRofy  Day’12”  
  3. 3. Agenda  •  Facts  /  Internet  •  Usage  of  Social  Media  •  Target  Audience  •  Digital  ac4on  plan  •  Priori4es  •  Social  Media  Strategy  (general  overview)  •  Approach  to  Social  Media  (by  channels):   –  Facebook   –  Vkontakte   –  TwiHer   –  Youtube   –  Blog  •  Mobile  strategy  •  I-­‐media  •  10  Takeaways  
  4. 4. Facts  /  Internet   Moscow 2009 2008•  Internet  penetra>on  in  Russia  is  constantly  growing   fem 55+ 11 14 fem 45-54 47 56•  For  Target  Groups  the  penetra>on  is  really  high   fem 35-44 72 79 87 fem 25-34 89•  Growth   in   1Q,   2011   (vs.1Q   2010):   tut.by   (+33%),   mail.ru   fem 18-24 97 100 93 (+55%),     av.by   (+83%),   realt.by   (+23%),   vkontakte.ru   (x3.2   94 fem 12-17 male 55+ 25 30 >mes),  rbc.ru  (x10  >mes)   male 45-54 54 59 male 35-44 73 85•   44%  regularly  buy  on-­‐line   male 25-34 89 96 97 male 18-24 97•  E-­‐commerce  (trips  on-­‐line):   male 12-17 93 99 62 all 12+ 64  female  -­‐  46%  vs.38%  -­‐  men   0 20 40 60 80 100 120     Russia 100M+ 2009 2008 5   60% Source: TNS MMI, 2009/01, cities 100,000+, 56% fem 55+ 7 27 fem 45-54 35 50 50% fem 35-44 58 61 fem 25-34 75 40% 39% 79 fem 18-24 87 40% 82 fem 12-17 93 28% 28% 13 30% 24% male 55+ 16 30 20% 20% male 45-54 37 51 male 35-44 60 20% 68 14% male 25-34 75 86 9% male 18-24 92 10% 85 male 12-17 91 45 0% all 12+ 51 Payment Parfumes Books Food Music Software Tickets Computers Movies Household 0 10 20 30 40 50 60 70 80 90 100 Cards devices
  5. 5. Usage  Social  Media   •  40%  to  receive  discounts  and  promo4ons     •  39%  to  show  my  support  for  the  company  to  others     •  36%  to  get  a   freebie     •  34%  to  stay  informed  about  the  ac4vi4es  of  the  company     •  33%  to  get  updates  on  future  products     •  30%  to  get  updates  on  upcoming  sales     •  29%  for  fun  or  entertainment     •  25%  to  get  access  to  exclusive  content     •  22%  someone  recommended  it  to  me     •  21%  to  learn   •  13%  to  interact  Source: http://mashable.com/2010/09/16/facebook-users-interact-brands/
  6. 6. Target  Audience  Quality  Seekers   Funky  Young  Professionals  Size  of  prize:  3-­‐4  mln  people,     Size  of  prize:  1-­‐2  mln  people,    Gender/age:  male+female,  35+   Gender/age:  male+female,  20-­‐35  Geography:  Moscow  and  Saint-­‐Petersburg   Geography:  Moscow  and  Saint-­‐Petersburg    •   Read  business  blogs   •  Publish  a  blog  related  to  business  •   Watch  videos  posted  by  firms   •  Publish  online  demos/rich  media  apps  •   Listen  to  podcasts,  audio   •  Upload  videos,  audio,  or  podcasts  •   Read  online  forums   •  Upload  photos,  images,  or  presenta>ons    •   Read  customer  ra>ngs/reviews   •  Author  ar>cles,  case  studies,  whitepapers    •   A`end  Webinars,  Webcasts  •   A`end  virtual  trade  shows   I  use  the  Internet   I  blog  because  I   to  get  the  job   have  something   done,  so  I  have   more  >me  for   important  to  share   running  my   business.  
  7. 7. TA  Digital  Behaviour   o     According  to  the  Forester  research   there  are  six  types  of  online  behavior.     o     Our  audience  are  ac>ve  in  off-­‐line  but   in  on-­‐line  they  are  more  passive.   o     Our  target  audience  consists      in   majority  of  joiners  and  spectators                            
  8. 8. Digital  Ac4on  plan   Vision     Help  more  Russian  people  who  con>nuously  look  for   improvement  to  full  feel  their  journey     Objec4ve     •  Increase  market  share  of  Holland  in  Russian  market  up  to  13,5%  in  2012  year   •  Improve  tourist  flow  from  Russia  to  Holland;  dispropor>onately  in  Moscow  and  Saint-­‐ Petersburg   •  Build  and  Increase  Brand  Awareness  of  "Holland"     •  Drive  Holland  outgoing  tourism  across  all  digital  touch  points         Goals     •  Reach  Target  Audience  (Funky  Young  Professionals,  b20-­‐35  &  Quality  Seekers,  b35+)     •  Drive  incoming  tourism  across  all  digital  touch  points   •  Build  synergy  between  partners  in  Holland  alliance:  KLM  (Royal  Dutch  Airlines),  Schiphol   (Amsterdam  Airport),  NBTC  (Netherlands  Board  of  Tourism  &  Convec>ons)    
  9. 9. Awareness  Instruments   Standard  banners/ Sponsorship/Page  or   Service  plaoorm   Branded  content:   integra>on/Special   viral  video,  branded   Bloggers/PR   rich  media   Profile  branding   projects   gins  
  10. 10. Priori4es  0.  Fix  the  Basic      Establish  ongoing  communica>on  plaoorm  and  secure  the  basics      1. Listen  for  Category  interest  with  SEARCH    2.  Generate  Awareness  &  Recall  with      I-­‐MEDIA      3.a.  Drive  Trial  With  CONTENT    3.b.  Drive  Repeat  with  CRM  (Consumer  Relat.  Marke>ng)      4.  Close  the  Sale  with  E-­‐Commerce      5.  Sense  and  Response  via  Social  Engagement      6.  Connect  on  consumers  mobile      7.  Leverage  "MeetHolland"  Scale    Please  note:  Detailed  Ac>on  plan  in  special  Excel  document  (Holland  Digital  Ac>on  Plan.xls)    
  11. 11. Social  Media  Strategy  
  12. 12. Approach  to  Social  Media    Publish  to  Mul4ple  Networks    Publish  a  Variety  of  Mul4-­‐Media  Content      
  13. 13. Facebook  &  Vkontakte   Why  Use  Facebook  /  Vkontakte?   •  Business  Page  –  for  spreading  your  content   •  Mul>-­‐Media  rich     •  It  is  where  one  in  three  internet  users  hang  out   •  Self  Serve  Target  Ads  with  user  demographics     What  should  YOU  do:     1.  Welcome  page     2.  Video  Channel  with  “MeetHolland”  info   3.  Provide  an  incen>ve  for  growing  your  Facebook  “Likes”   4.  Capture  email  subscrip>ons  for  your  database   5.  Offer  specials     6.  Publish  content  daily   7.  Crowd  sourced  market  research     8.  Sell  products  on  your  Facebook  store   9.  Provide  rich  mul>media  
  14. 14. Social  Media:  TwiHer   9-­‐to-­‐5  Mentality   online?  Successful  Twi`er  campaigns     and  inspire:  Tile   KLM  surprise:  h`p://www.youtube.com/watch? h`p://www.youtube.com/watch?v=YR75c8mtGjk&feature=relmfu   v=Sh-­‐JRoY7_LU  
  15. 15. Social  Media:  TwiHer  5  Tips  for  Op4mizing  TwiHer   1.  Include  a  photo  or  logo   2.  Add  your  Facebook  or  Website’s  URL   3.  Write  “Great  Headlines”     4.  Make  sharing  easy  with  a  “ReTweet”  bu`on     5.  Include  “Follow  me  on  Twi`er”  bu`ons  on  your  blog    TwiHer  Marke4ng  Tips   1.  Develop  a  targeted  Twi`er  following   2.  Listen,  engage  and  communicate  and  build  loyal  followers  in  your  community     3.  Create  a  live  feed  on  the  corporate  brand  name  to  see  what  the  world  is  saying   about  you   4.  Tweet  your  online  specials  that  link  to  a  landing  page     5.  Tweet  your  content   6.  Network  and  Create  contacts  on  Twi`er  by  retwee>ng  their  content  
  16. 16. Social  Media:  TwiHer  Tools   1. SocialOomph  –  auto  following  with  a  direct  message,  automate  the  sending  of   content  out  regularly     2. Twellow.com  –  the  yellow  pages  of  twi`er   3. Hootsuite  –  mananging  and  monitoring   4. TwiHer  Feed  h`p://twi`erfeed.com/  -­‐  for  sending  out  other  people’s    
  17. 17. Social  Media:  YouTube  Why  use  YouTube?   –  Second  largest  search  engine  in  the  world   –  Easier  to  rank  higher  in  organic  search  than  Google   –  The  younger  genera>on  would  rather  poke  their  eyes  out  than   read  a  paragraph  of  text  –  provide  short  videos   –  “How  To”  category  is  the  fastest  growing  segment   –  Can  be  branded  Next  steps  to  set  up  and  op4mize  YouTube   1.  Create  your  own  branded  YouTube  Channel     2.  Link  to  your  Website,  Blog,  Facebook  &  Vkontakte  Fanpage  or  your  website  to  make  it   easy  for  people  to  link  back  to  your  site   3.  Put  the  category  such  as  [Social  Media  Marke>ng]  in  Brackets  before  each  Title  of  your   video  (for  example:  Holland  is  count  of  tulips)   4.  Put  “Tags”  in  your  video  tags  sec>on,  make  them  relevant  to  your  video  >tle   5.  Again  promote  your  YouTube  video  on  Twi`er  and  place  them  on  your  blog  in  a  Video  or   YouTube  Channel  sec>on    
  18. 18. Mobile  Strategy  •  Access  integra>on  in  mobile  applica>ons  •  Have  partnership  with  mobile  digital  sites    •  Develop  relevant  content  for  applica>ons  
  19. 19. Digital  calendar  19Website Banner Weeks 24open.ru Meet Holland x x x x x x x x x x x x x x x x ayda.ru Meet Holland x x x x x x x x x x x x afisha.ru Meet Holland x x x x x x x x x x x x x x x x x travel.mail.ru Holland Classic x x x x x expert.ru Holland Classic x x x x x x x kommersant.ru Holland Classic x x x x x x x mail.rambler.ru Holland City x x x x x x x x rian.ru Holland City x x x x x x sports.ru Holland City x x x x x x x x sovsport.ru Holland City x x x x x x x vkontakte.ru Meet Holland, Holland City x x x x x x x x x x x x x x x x x x x x x x x x facebook.com Meet Holland, Holland City x x x x x x x x x x x x x x x x x x x x x x x x odnoklassniki.ru Meet Holland, Holland City x x x x x x x x x x x x x x x x x x x x x x x x mail..ru Meet Holland, Holland City x x x x x x x x x x x x x x x x x x x x x x x x
  20. 20. Takeaways   •  Strategy  not  just  tac>cs   •  Content  is  the  founda>on   •  Op>mize  for  search   •  Make  it  easy  to  share   •  Think  like  a  publisher   •  Build  an  online  asset   •  Publish  where  your  customers  are   •  Implement  the  Hub  &  Spoke  model   •  Use  paid  as  the  catalyst   •  Be  human  /  aware  /  honest  and  respecoul   •  Be  a  par>cipant  /  open  /  courageous  
  21. 21. Thank  you  for  aHen4on   Anton  Razumov   +7  916  705  80  04   anton.razumov@gmail.com   linkedin.com/in/antonrazumov   slideshare.net/antonrazumov   twi`er.com/ZooMik  

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