„Crossing the lines“
Social Media & Digital Convergence
including examples from CEE region
Who am I?
 Olena Sikorska, 16.09.1984 (Virgo)
 Born Ukrainian with Polish & Russian roots
 Internet enthusiast since th...
What is Digital East Factor?
Your Online Magazine around Digital Marketing in Eastern Europe:
www.digitaleastfactor.com
Contributors wanted!
Interested? Email me:
contact@digitaleasfactor.com
Enough to me!

Let‘s talk
about
Social Media!
Do you remeber that time?
30 years later…
Many needs – one device
We live in the era of
interconnectedness, with
no lines or borders! So…
We are in the focus of digital
convergence, driven i.a. by Social
Media!
But … There is something you need
to know!
SEARCH & SOCIAL
Social Media & Search

Social
Media

Search
&
Social

Consumer
behavior

Search
Social Media & Search
Attract

Discover

Social Signals

SERP

Reviews

Social Presence

Influencer Outreach

Searcher/
Po...
Social Media & Search
Social Media & Search
Yandex.ru: 95M users;
Number 1 in RuNet

Seznam.cz:
5,8M users/month;
Number 1 in CZ
Social Media & Search
Facebook conquered almost all the CEE regions…
PL:11,6 M
SK:2,2 M
CZ:4,2 M

HU:2,6 M
SL:1,4 M

RO:6 ...
Social Media & Search
…but not Russia!
100M.
users

52,4M.
users

13,1M.
users

65,3M.
users
Social Media & Search
Still breathing in Poland and Hungary…with a new strategy
8,5M.
users

4,7M.
users
Social Media & Search
Local blogosphere & influencers

Blox.pl:
Over 300K Blogs

Live Journal
(RuNet) 40M. Users
SEARCH & MOBILE
Social Media & Mobile
Number of users worldwide:

75% of smartphone users in the
CEE use social
networks to
communicate wi...
Social Media & Mobile
1,536 F.

372 F.

3,105 F.
SOCIAL &
ENTERTAINMENT
Social Media & Entertainment
Social Gaming
Social Media & Entertainment
Social Gaming

Market value in RU (2012)
– $340M*

In Poland: over 2M. Players
monthly, over ...
Social Media & Entertainment
Social Gaming

Mail.Ru Group is a market leader in Russia
with big ambitions! Its portfolio c...
Social Media & Entertainment
Social gaming with BMW: xDrive Challenge 2012
Social Media & Entertainment
Social TV
Social Media & Entertainment
Social TV

RuTube.ru
Social Media & Entertainment
Social TV

wrzuta.pl
SOCIAL & SHOPPING
Social Media & Shopping
Eastern Europe is
increasing its online
sales between 10 and
45 percent annually!

Source: http://...
Social Media & Shopping
Ozon.ru
Social Media & Shopping
BigDeal.si
Social Media & Shopping
TrensBrands.ru
F-Commerce

The most traffic
comes from social
channels.
Social Media & Shopping
Allegro.pl
SOCIAL & TRAVELLING
Social Media & Travelling
Czech
Airlines
Social Media & Travelling
Four Seasons in CZ
Social Media & Travelling
Qtravel.pl
Social Media & Travelling
Szallas.hu
Social Media & Travelling
Oktogo.ru

Tripadvisor.ru
SOCIAL & EDUCATION
Social Media & Education
Codeacademy (RU)
Social Media & Education
busuu (PL)
Social Media & Education
Dvenik.ru
INTERNET OF THINGS
„Internet of things“
The Internet of things conventionally refers to objects with
sensors attached that are connected to t...
„Internet of things“
Augumented Reality: KFC “So good” (Poland)

Source: http://lemonsky.pl/pl/case-studies/augmented-real...
„Internet of things“
Social Quantified Self
What does it all mean for your
business?
Fish where your fishes are!
Think from global to local, take in
count mentality, local digital
infrustructure, language & traditions.
Sociolize with your customer on
every touchpoint to achieve
your marketing goal!
Print
Outdoor

Radio

TV

Online
BIG IDEA!

PR

Events

Guerilla
Print
Outdoor

Radio

TV

Online
BIG IDEA!

PR

Events

Guerilla
QUESTIONS?
Thank you! Let‘s connect!
www.linkedin.com/in/olenasikorska
@SEOMatrjoshka; @DigiEast
contact@digitaleastfactor.com
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Crossing the lines: Social Media and Digital Convergence (CEE region)

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Social Media and digital convergence will be a part of our life. You can find many examples of this global trend also in Eastern Europe. Social & Search, Social & Shopping, Internet of Things - the digital convergance is already here.

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Crossing the lines: Social Media and Digital Convergence (CEE region)

  1. 1. „Crossing the lines“ Social Media & Digital Convergence including examples from CEE region
  2. 2. Who am I?  Olena Sikorska, 16.09.1984 (Virgo)  Born Ukrainian with Polish & Russian roots  Internet enthusiast since the age of 15  Studied Media and Economics scientist  Since 2011 New Bavarian  Social Media freak and member of anonymous Onlineholics  Passionate Triathlon-athlete  Licensed Fitness trainer  Founder and Chief-Editor of Digital East Factor
  3. 3. What is Digital East Factor? Your Online Magazine around Digital Marketing in Eastern Europe: www.digitaleastfactor.com
  4. 4. Contributors wanted! Interested? Email me: contact@digitaleasfactor.com
  5. 5. Enough to me! Let‘s talk about Social Media!
  6. 6. Do you remeber that time?
  7. 7. 30 years later… Many needs – one device
  8. 8. We live in the era of interconnectedness, with no lines or borders! So…
  9. 9. We are in the focus of digital convergence, driven i.a. by Social Media!
  10. 10. But … There is something you need to know!
  11. 11. SEARCH & SOCIAL
  12. 12. Social Media & Search Social Media Search & Social Consumer behavior Search
  13. 13. Social Media & Search Attract Discover Social Signals SERP Reviews Social Presence Influencer Outreach Searcher/ Potential Customer Convert Communities Blogs Social Media Google Authorship Rank Activate
  14. 14. Social Media & Search
  15. 15. Social Media & Search Yandex.ru: 95M users; Number 1 in RuNet Seznam.cz: 5,8M users/month; Number 1 in CZ
  16. 16. Social Media & Search Facebook conquered almost all the CEE regions… PL:11,6 M SK:2,2 M CZ:4,2 M HU:2,6 M SL:1,4 M RO:6 M BG:2,6 M
  17. 17. Social Media & Search …but not Russia! 100M. users 52,4M. users 13,1M. users 65,3M. users
  18. 18. Social Media & Search Still breathing in Poland and Hungary…with a new strategy 8,5M. users 4,7M. users
  19. 19. Social Media & Search Local blogosphere & influencers Blox.pl: Over 300K Blogs Live Journal (RuNet) 40M. Users
  20. 20. SEARCH & MOBILE
  21. 21. Social Media & Mobile Number of users worldwide: 75% of smartphone users in the CEE use social networks to communicate with other individuals. Think mobile! 469 M 161 M 150 M
  22. 22. Social Media & Mobile 1,536 F. 372 F. 3,105 F.
  23. 23. SOCIAL & ENTERTAINMENT
  24. 24. Social Media & Entertainment Social Gaming
  25. 25. Social Media & Entertainment Social Gaming Market value in RU (2012) – $340M* In Poland: over 2M. Players monthly, over 114 games and apps in catalogue (Nasza Klasa)** Source: *http://www.vedomosti.ru/newspaper/article/2009/11/03/217983; ** http://de.slideshare.net/jacek.creator/social-games-in-poland
  26. 26. Social Media & Entertainment Social Gaming Mail.Ru Group is a market leader in Russia with big ambitions! Its portfolio consists of more than 70 online games.
  27. 27. Social Media & Entertainment Social gaming with BMW: xDrive Challenge 2012
  28. 28. Social Media & Entertainment Social TV
  29. 29. Social Media & Entertainment Social TV RuTube.ru
  30. 30. Social Media & Entertainment Social TV wrzuta.pl
  31. 31. SOCIAL & SHOPPING
  32. 32. Social Media & Shopping Eastern Europe is increasing its online sales between 10 and 45 percent annually! Source: http://www.tmcnet.com/usubmit/2012/12/13/6791599.htm
  33. 33. Social Media & Shopping Ozon.ru
  34. 34. Social Media & Shopping BigDeal.si
  35. 35. Social Media & Shopping TrensBrands.ru F-Commerce The most traffic comes from social channels.
  36. 36. Social Media & Shopping Allegro.pl
  37. 37. SOCIAL & TRAVELLING
  38. 38. Social Media & Travelling Czech Airlines
  39. 39. Social Media & Travelling Four Seasons in CZ
  40. 40. Social Media & Travelling Qtravel.pl
  41. 41. Social Media & Travelling Szallas.hu
  42. 42. Social Media & Travelling Oktogo.ru Tripadvisor.ru
  43. 43. SOCIAL & EDUCATION
  44. 44. Social Media & Education Codeacademy (RU)
  45. 45. Social Media & Education busuu (PL)
  46. 46. Social Media & Education Dvenik.ru
  47. 47. INTERNET OF THINGS
  48. 48. „Internet of things“ The Internet of things conventionally refers to objects with sensors attached that are connected to the Internet (i.a. Social Platforms).
  49. 49. „Internet of things“ Augumented Reality: KFC “So good” (Poland) Source: http://lemonsky.pl/pl/case-studies/augmented-reality
  50. 50. „Internet of things“ Social Quantified Self
  51. 51. What does it all mean for your business?
  52. 52. Fish where your fishes are!
  53. 53. Think from global to local, take in count mentality, local digital infrustructure, language & traditions.
  54. 54. Sociolize with your customer on every touchpoint to achieve your marketing goal!
  55. 55. Print Outdoor Radio TV Online BIG IDEA! PR Events Guerilla
  56. 56. Print Outdoor Radio TV Online BIG IDEA! PR Events Guerilla
  57. 57. QUESTIONS?
  58. 58. Thank you! Let‘s connect! www.linkedin.com/in/olenasikorska @SEOMatrjoshka; @DigiEast contact@digitaleastfactor.com

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