Marketing mistakes
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Marketing mistakes

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  • Average banner CTR in Russia: 0.2% (2010)
  • Flash Sale sites such as Vente-Privée use a social layer to promote the sharing of time-limited online deals (and drive member-get-member referrals)Group-Buy sites such as Groupon and Keynoir use a social layer to to promote the sharing of time-limited local dealsSocial Shopping sites such as Polyvore, Kaboodle and Lockerz use a social layer to promote the sharing of products discovered online – thus encouraging ‘social discovery’Social Shopping apps such as Stickybits and ShopKick use a social layer to promote the sharing of store visits, using scanning technology to encourage store discovery and selectionPurchase-Sharing sites such as Blippy and Swipely use a social layer to promote the sharing of products purchased – thus encouraging social product discovery and selectionPersonal Shopper sites such as GoTryItOn use a social layer to promote smart shopping decisions by allowing shoppers to get a second opinion on what to buy
  • The 2010 US Census counted 40 million seniors in the US, comprising 13% of the total population. Traditional media continues to dominate seniors’ media habits, but the internet is quickly increasing reach, expected to hit 56.0% penetration by 2015.The 2010 US Census counted 40 million seniors in the US, comprising 13% of the total population. According to the data, baby boomers—the largest single generation in the US—will enter the senior set at a rate of one every 8 seconds for the next 18 years.By 2030, the senior population, which eMarketer defines as all US consumers ages 65 and older, will reach an estimated total of 72 million, nearly 20% of the projected total population.Traditional media continues to dominate the media habits of seniors, but the internet is quickly increasing reach. Online penetration among older users is beginning to rival newspaper and radio usage, and this trend is expected to continue, reaching 56.0% by 2015. Both analytical and anecdotal evidence points to seniors utilizing the web for increasingly varied activities, graduating from email and search into social media.The senior demographic is largely homogeneous (white and primarily female), but will diversify in the future. Older Americans are more likely than other demographic sectors to spend disposable income and remain an important part of the consumer ecosystem. These two factors make them an essential part of any successful brand’s target audience.
  • http://blogs.position2.com/nestles-pr-crisis-management-nightmare
  • http://www.mycommunitymanager.fr/procedures-pour-restaurer-une-page-fan-supprimee-cas-kiabi/
  • http://www.marketing-ippogrifo.com/lo-stealth-marketing-di-sony-ericsson/
  • http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=102043

Marketing mistakes Marketing mistakes Presentation Transcript

  • Social Media & Digital Marketing Expertise.
    "What lessons can be extracted from errors of the western brands entering the Russian market".
  • 01Vanksen’sagencies
    Watch
    2
    Website| http://www.BuzzParadise.com
    Website| http://www.Vanksen.com
    Website| http://www.Vanksen.com
    BuzzParadise | Buzz Platform & PR 2.0
    Vanksen/Culture-Buzz | Buzz Agency
    VanksenWatch| Buzz Monitoring
    With more than 2100 published articles, 165,000 viewed pages/months, Culture-buzz.com’s blog has become the biggest French portal dedicated to WOM.
    BuzzParadise® is an international platform connecting brands and our community of 8000 influential bloggers in 20 countries.
    We help major organizations to protect, manage, promote and monitor their brand name & reputation online, resulting in revenue increase and long-term brand awareness.
  • 02Vanksen’sNetwork
  • 03Our Local Expertise
    Digital Audits:
    Monitoring and analyzes of a brand’s online reputation and perception during a fixed period of times. The buzz audit allows to understand the sentiment of conversations about a brand, consumers’ opinions, who are the brand’s evangelists and where these conversation are taking place.
    Blog Marketing :
    Blog marketing is online PR: It consists in involving popular bloggers to experience brands in order to create online positive and influential recommendations, brand visibility and conversations.
    Social Media Strategy & Consulting :
    Social Media Strategy development & implementation: Staff training, management and guidelines for online community management, content strategy and engagement campaigns, measurement, analytics and reporting.
  • Presentation Planning
    5 digital trends you be aware of
    Examples of western brands doing public mistakes.
    Current mistakes from foreign companies entering Russian market
  • 5 digital trends you be aware of
  • Social Media Strategy Fundamentals:
    Social Media Strategy Fundamentals:
    Trend #1. Corporate responsibility.
    Too much information is available online
    Solutions:
    85%
    Of employees are personal users of social media.*
    Set Corporate guidelines
    *Source : Deloitte LLP 2009 Ethic Workplace Survey
    Of employees think it’s easy for anyone to sabotage a brand‘s reputation using social media.*
    Set strict guidelines for your CM
    74%
    Set behavioral scenarios
    Involve top managers if needed
    Monitor online conversations
    Of employees are likely to become brand ambassadors.
    15%
  • Social Media Strategy Fundamentals:
    Social Media Strategy Fundamentals:
    Trend #2. Online Campaign efficiency.
    Too much information is available online
    Global display advertising efficiency:
    Solutions:
    Banner Retargeting
    Social Integrations in Banners
    Development of CPA models
    Behavioral Targeting
    Catalogue banners
  • Social Media Strategy Fundamentals:
    Social Media Strategy Fundamentals:
    Trend #3. Social Shopping.
    Too much information is available online

  • Social Media Strategy Fundamentals:
    Social Media Strategy Fundamentals:
    Trend #4. Location based services.
    Too much information is available online
    You are here!

  • Social Media Strategy Fundamentals:
    Social Media Strategy Fundamentals:
    Trend #5. Senior Users on The Internet.
    Too much information is available online
  • Measurement process
    Examples of western brands doing public mistakes
  • Brand attack
    ONG or private people attacking a Brand online
    Nestle “Killer” attack by the WWF :
  • Social Media Strategy Fundamentals:
    Social Media Strategy Fundamentals:
    Bad community management
    Control what is published on your corporate Twitter
    Red Cross’ Tweet:
    Chrysler’s Tweet:
  • Social Media Strategy Fundamentals:
    Social Media Strategy Fundamentals:
    Improper use of Social Media platforms
    Transgressing Facebook community rules
    Facebook had deactivate Kiabi fan page with over 177.000 fans:
  • Social Media Strategy Fundamentals:
    Social Media Strategy Fundamentals:
    Bad marketing approach
    Undercover (stealth) marketing
    Facebook had deactivate Kiabi fan page with over 177.000 fans:
  • Social Media Strategy Fundamentals:
    Social Media Strategy Fundamentals:
    Bad choices for Communication message
    When brands go to far…
    Kenneth Cole’s Tweet:
    VW polo commercial:
  • Current mistakes from foreign companies entering Russian market
  • The TOP 5 of current mistakes:
    Social Media Strategy Fundamentals:
    Social Media Strategy Fundamentals:
    foreign companies entering Russian market
    # 5. Thinking that a brand is as famous in Russia as abroad.
    # 4. Implementing the same brand positioning as abroad.
    # 3. Saving budget on the brand’s launch campaign.
    # 2. Weak control in partner agencies selection.
    # 1. Thinking that Russian consumers will act like in Europe.
  • Consumers Engagement Marketing
    For any question, please contact:
    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