Social Media in Russia and Ukraine 2011

Social Media in the Ukraine and RussiaA 2011 Snapshot from Ogilvy’s 360°Digital InfluenceIrina Manukovskayaand John Bell

Vkontakte is purely Russian. What started as anunabashed ‘hijack’ of Facebook’s dna has turned intoa service that uniquely meets the user needs of mostRussians. It’s a source of some national pride. But“global Russians” prefer Facebook – where they canconnect with like-minded people around the world.But now that Vkontakte is vk.com, they may haveglobal plans… 2

Vkontakte – VP Ilya Perekopskyi Q: How fast is VKontakte growing in different parts of Russia? A: We grow exactly in proportion to the level of internet penetration in the country. As in Moscow and St. Petersburg lives most people and the highest level of internet penetration, we have more users from these cities. At the same time the share of the two capitals have no more than 20-25% of all our active users. About 60% of our audience are over 25 years, contrary to popular opinion, it consists not of school and university students. http://insidevk.com/ 3

There are 7.4 million Russian speakingblogs with a readership of approximately23 million, according to the RussianAssociation of Electronic Communications.Livejournal, the most popular blogging servicehas almost five million registered accounts…. 4

Internet penetrationRUSSIA UKRAINE• Population 138 M • Population: 45.1M• About 43% or about 60 • About 34% or 15.3 million million people use people use Internet* Internet * InternetWorldStats 5

Russia has the 7th largest audience ofInternet users; 2nd largest in Europe Internetworldstats 2010 6

Russian Internet penetration is growing fast Internet Telecommunications Union 7

Yandex dominates in the market Live Internet.ru 8

Social-demographic Sex 55+ Age 10% 45-54 15% 14-24 Women 47% Men 35-44 42%RUSSIA 53% 42% 25-34 24% 55+ Sex Age 4% 45-54 12% 14-24 Men Women 51% 35-44 36% 49% 19%UKRAINE 25-34 29% 9

What users do on-line RUSSIA UKRAINE• 87% of users spend their time in • 69% of users spend their time in information services, 61% - information services, 59% - social entertainment, 46% - social networks networks and -17% finance online • The most popular types of network• The most popular types of network activity: news (65%), e-mail (85%) activity: news (77,4%), e-mail on-line games (26%)** (62,3%) and check weather (60.5%)* •(Rumetrika) •**((InMind) 10

Mobile Internet RUSSIA UKRAINE• 26% or 22M people used • 23% or 7,5 M used mobile mobile Internet at least once Internet at least once**• Daily audience is about 8% of • Mobile penetration is Russia, who all older than 12 117%*** years old*• Mobile penetration is 151+%*** *Rumetrika **InMind 11 ***Reuters

Structure of Internet use 3% 5% 8% 30% Media Social networks Blogs15% Forums Microblogs Hostings Geolocation services 17% 22% 12

Social networksVkontakte Odnoklassniki Facebook • Main audience • Main network • Successful – teenagers for office audience workers • Everybody • The main advantage – • Main fun – to uses free music and get the applications video sharing highest point or check-ins for photo • User “likes” • Users are ready to tell the whole • Users are brands in world about all hunting for order to minute changes former mates emphasize the in their life to check how ir status they look now 64,4 M (9.2011) 35M (6.2011) 4,48 M (9.2011) 8 M (4.2011) 1,48 M (9.2011) 17,9M (9.2011) 13

Social networks Mail.ru Live Journal Twitter • Children is the • LJ users are • Twitter users main audience the elder are • Mostly they Internet users "advanced", write about • Favorite they never teenagers activities are to leave mobile troubles and public half- phone or laptop play games professional • Sweet notes and to • The goal of pictures are “troll’ popular any author - chip of the authors to be retweeted platform • Most users (cited) most gradually move to other platforms 2,3 M (6.2011) 2,37 M (9.2011) 1 M (7. 2011) 1.5 M (6.2010) 0.4 M (9.2011) 80 ths. (1.2011) 1

Local trends• Global socialization• Information overload• On-line integrates into off-line• Geo-location services gradually come into use among the trendsetters• “Gamefication”• Mobile Internet becomes BIG source of traffic• More and more brands go social• Public people have become opinion leaders• Popularization of online-shopping and coupons for discounts 15

Clearasil used Vkontakte to engageBrands are activating in Vkontakte Russian teens and encourage them to use the face-cleansing product on a regular basis. See the case > 16

CONTACTIrina ManukovskayaDigital Strategist| 360° Digital InfluenceSPN OgilvyEMAIL i.manukovskaya@spnogilvy.comJohn H. BellGlobal Managing Director | 360° Digital InfluenceOgilvyEMAIL john.bell@ogilvypr.comBLOG http://johnbell.typepad.comTWITTER @jbell99

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Social Media in Russia and Ukraine 2011

by John Bell on Sep 25, 2011

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Social Media in Russia and Ukraine 2011 — Presentation Transcript