The Business Approach for Social Media in Russia

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Social media for business applications in Russia presented by the Newsplex at the University of South Carolina

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  • Mass communications
    On or offline
    Traditional channels
    Now new channels as well
  • Compelling content
    Easy to find online
    Social channels
  • Facebook Challenge
    1,000 to 7,000 followers
    Free Burrito Day
  • Facebook Challenge
    1,000 to 7,000 followers
    Free Burrito Day
  • Facebook Challenge
    1,000 to 7,000 followers
    Free Burrito Day
  • Facebook Challenge
    1,000 to 7,000 followers
    Free Burrito Day
  • The first bullet points will be relevant to PR professionals. The last bullet point is relevant to media outlets. Point is, news can be compelling content. It’s all about where you publish it now….transition into publishing.
  • The first bullet points will be relevant to PR professionals. The last bullet point is relevant to media outlets. Point is, news can be compelling content. It’s all about where you publish it now….transition into publishing.
  • The first bullet points will be relevant to PR professionals. The last bullet point is relevant to media outlets. Point is, news can be compelling content. It’s all about where you publish it now….transition into publishing.
  • The first bullet points will be relevant to PR professionals. The last bullet point is relevant to media outlets. Point is, news can be compelling content. It’s all about where you publish it now….transition into publishing.
  • The first bullet points will be relevant to PR professionals. The last bullet point is relevant to media outlets. Point is, news can be compelling content. It’s all about where you publish it now….transition into publishing.
  • The first bullet points will be relevant to PR professionals. The last bullet point is relevant to media outlets. Point is, news can be compelling content. It’s all about where you publish it now….transition into publishing.
  • USA Today – Nationally published newspaper
  • Mashable – News, technology and social media website.
    Notice how Mashable has changed the main horizontal navigation bar to include the World Cup, obviously a temporary change to accommodate a timely but very popular type of content.
  • In placing a sample Twitter ad, you can reach over 256,000 Twitter accounts interested in “soccer” who live in “Russia”
  • In placing a sample Twitter ad, you can reach over 256,000 Twitter accounts interested in “soccer” who live in “Russia”
  • In placing a sample Twitter ad, you can reach over 256,000 Twitter accounts interested in “soccer” who live in “Russia”
  • Bottom line = social media reach, impressions and engagement are higher quality and more valuable per metric of measurement because of the microtargeting capabilities.
  • Bottom line = social media reach, impressions and engagement are higher quality and more valuable per metric of measurement because of the microtargeting capabilities.
  • Just kidding
  • Bottom line = social media reach, impressions and engagement are higher quality and more valuable per metric of measurement because of the microtargeting capabilities.
  • Ultimate goal is to utilize channels to drive website traffic
  • VK & Facebook
    Personal
    Entertainment
    Education
    SEO
    Twitter
    Ongoing conversation
    News
    Entertainment
    SEO
    Pinterest
    Virtual pin board for images
    Content resource
    Increase click through rates
    SEO
    YouTube
    Video publishing and following
    Content resource
    Increase CTR’s
    SEO (2nd largest search engine)
    Google+
    SEO
  • Local hospital results from January through March 2014
  • Local hospital results from January through March 2014
  • Local hospital results from January through March 2014
  • Local hospital results from January through March 2014
  • Bottom line = social media reach, impressions and engagement are higher quality and more valuable per metric of measurement because of the microtargeting capabilities.
  • Bottom line = social media reach, impressions and engagement are higher quality and more valuable per metric of measurement because of the microtargeting capabilities.
  • The Business Approach for Social Media in Russia

    1. 1. SOCIALMEDIAWORKSHOP MOSCOW – ST. PETERSBURG
    2. 2. The Business Approach to Social Media Keely Saye Inbound Marketing Director Riggs Partners
    3. 3. TRADITIONAL MARKETING Outbound Marketing – The process of communicating the value of a product or service to consumers for the purposes of selling that product or service. • Sell product or service • Push • Interruptive • Money
    4. 4. NEW MARKETING • Earn audience attention • Pull • Permission • Time Inbound Marketing – Marketing activities that bring visitors in, rather than pushing marketing messages out to the consumer.
    5. 5. INBOUND MARKETING • Sell product or service • Push • Interruptive • Money • Compelling content • Pull • Permission • Time Outbound Marketing Inbound Marketing
    6. 6. SOCIAL MEDIA CAMPAIGN
    7. 7. SOCIAL MEDIA CAMPAIGN
    8. 8. SOCIAL MEDIA CAMPAIGN
    9. 9. SOCIAL MEDIA CAMPAIGN
    10. 10. CONTENT STRATEGY Compelling Content – Content evoking interest, attention, or admiration. • Whitepapers • Webcasts • Checklists • Images • Video • News articles
    11. 11. CONTENT STRATEGY Compelling Content – Content evoking interest, attention, or admiration. • Whitepapers • Webcasts • Checklists • Images • Video • News articles
    12. 12. CONTENT STRATEGY Compelling Content – Content evoking interest, attention, or admiration. • Whitepapers • Webcasts • Checklists • Images • Video • News articles
    13. 13. CONTENT STRATEGY Compelling Content – Content evoking interest, attention, or admiration. • Whitepapers • Webcasts • Checklists • Images • Video • News articles
    14. 14. CONTENT STRATEGY Compelling Content – Content evoking interest, attention, or admiration. • Whitepapers • Webcasts • Checklists • Images • Video • News articles
    15. 15. CONTENT STRATEGY Compelling Content – Content evoking interest, attention, or admiration. • Whitepapers • Webcasts • Checklists • Images • Video • News articles
    16. 16. CONTENT STRATEGY Audience • News • Sports • Life • Money • Tech • Travel • Opinion
    17. 17. CONTENT STRATEGY Audience • World Cup • Social Media • Tech • Business • Entertainment • US & World • More >
    18. 18. TARGETING CONTENT
    19. 19. TARGETING CONTENT Question: How many Twitter users who live in Russia are interested in soccer?
    20. 20. TARGETING CONTENT Answer: 256,000 Sample Twitter Ad “Soccer” “Russia”
    21. 21. SOCIAL MEDIA Why Social Media? Reach - The number of people who have actually seen your content.
    22. 22. SOCIAL MEDIA Why Social Media? Impressions - The number of times your content has been shown in people’s newsfeeds.
    23. 23. SOCIAL MEDIA Why Social Media? Engagement- The number of times people have clicked, liked, commented or shared your content.
    24. 24. SOCIAL MEDIA Why Social Media? Engagement- The number of times people have clicked, liked, commented or shared your content.
    25. 25. SOCIAL MEDIA
    26. 26. SOCIAL MEDIA
    27. 27. SOCIAL MEDIA Mashable.com Company name and tagline goes here
    28. 28. SOCIAL MEDIA Mashable Facebook 2.5 million followers Company name and tagline goes here
    29. 29. SOCIAL MEDIA Mashable Twitter 4.1 million followers Company name and tagline goes here
    30. 30. SOCIAL MEDIA Mashable.com Company name and tagline goes here
    31. 31. SOCIAL MEDIA Mashable Linkedin 207,000 followers Company name and tagline goes here
    32. 32. CASE STUDY Hospital Followers = 2,200 Data from Facebook, January – March 2014 Hospital Engagement = 2,200 Reach = 235,000 Impressions = 672,500
    33. 33. CASE STUDY Power Company Followers = 3,500 Data from Facebook, January – March 2014 Power Company Engagement = 1,400 Reach = 207,600 Impressions = 1,002,000
    34. 34. CASE STUDY Newspaper Followers = 61,000 Data from Facebook, January – March 2014 Newspaper Engagement = 692,000 Reach = 4,400,000 Impressions = 32,500,000
    35. 35. CASE STUDY USA Today Followers = 2,300,000 USA Today Engagement = ??? Reach = ??? Impressions = ???
    36. 36. RECOMMENDATIONS 1. Open business social networks 2. Develop a content strategy 3. Begin posting content in networks
    37. 37. PUBLISHING Next Session Company name and tagline goes here • Scheduling posts • Hootsuite • Live engagement
    38. 38. THANKSFORATTENDING MOSCOW – ST. PETERSBURG

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