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Russian social media for the destination marketing
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Russian social media for the destination marketing


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Russian social media for the destination marketing …

Russian social media for the destination marketing
Julia Trushina
Travel Zoom, International Conference on Strategic and Creative Marketing in Tourism, 2013
Bled, Slovenia

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  • 1. Russian social mediafor the destination marketing 27th March 2013 Julia Trushina, Saint-Petersburg, Russia3rd Conference on Strategic and Creative Marketing in Tourism, Slovenia
  • 2. Rucola project for FinlandResearch on consumers behaviour of Russian tourists in social mediaProject in 2011-2012 for Finnish regions:Turku, Savonlinna, Helsinki, Espoo, Rovaniemi, Jyväskylä
  • 3. Rucola project for Finland what Russian travelers talk about Finland in social media how they search informationhow they choose where to go what they discuss in travel communities and forums what they like and dislike
  • 4. Rucola project : methods• social media monitoring• own polls and discussions• blogger trips (9 trips - 9 families)
  • 5. Forums are still alive. There are Russian forums for independent travelers
  • 6. There are travel communities in Livejournal.com
  • 7. Creators of travel content in Russian social mediaActive travelers post travel reports with photos in blogs, communities and accountsBeginners describe the trips in details : visa, transport, hotels and so on in personal blogsExperienced give advices and recommendations in traveltravelers communities and forums plan trips for the families, ask questions inMothers travel communities and woman forums, where they know each otherNewbies ask questions about first trips
  • 8. Travel communities in Livejournal.comOpen search campaign of bloggers will work also aspromo for the destination, sponsors and travel companies.
  • 9. Reports from bloggers were not only testsof Finnish touristic services, but work alsoas promo for travel activities in Finland.
  • 10. Bloggers with kids shared tips about traveling in Finland with kids
  • 11. Bloggersexperience
  • 12. Reports from bloggers in social media areon first page of the results of searchingsystems
  • 13.
  • 14. Top social networks in Russia Average daily reachTNS Web Index, February 2013, Reach, Russia100 000+, 12-54 age.
  • 15. Target ads
  • 16. Target on travelers in
  • 17. How much travelers in ?
  • 18. Reposts in the feed of other groups Choose groups what your customers follow
  • 19. What people like to share in Beautiful pictures
  • 20. What people like to share in Useful info about trips
  • 21. What people like to share in
  • 22. What people like to share in
  • 23. Photos could inspire to travel
  • 24. Using of Instagram grows up in Russia
  • 25. In Moscow over 300 000 active usersIn Saint-Petersburg - 150 000 active users
  • 26. Russian travelers create lists in Foursquare“What to see”, “Must visit”, “Where to eat”…
  • 27. Russian travelers behaviour1. Russian travelers ask about friends’ travelexperiences in social media.
  • 28. 2. Russian travelers don’t like to watch a lot of Russians around.
  • 29. 3. Travelers from Moscow are interested more in calm, relax, nature, silence. Travelers from Saint-Petersburg search cultural and historical facts and places.
  • 30. 4. Russian travelers like to test local cuisine. Before visit the restaurants they usually check reviews and read menu on site.
  • 31. 5. Russian travelers like local hand made souvenirs
  • 32. 6. Russian parents admire interactive museums
  • 33. Julia TrushinaRussian social mediaConsultant and strategist