Start listening to what
consumers say in social media

            Dimitri Popov
        Business Development
“Internet is
garbage flying at
the speed of light”

        Michael Porter, 1998
          Harvard Professor
        Nobel ...
“The future of the
Internet is search”

            Bill Gates, 2006
           Harvard dropout
                  Billiona...
★   is a powerful tool
★   to professionally monitor
★   millions of Russian social media
★   in real time
Russia, CIS Are Big
                                  China                                            298

              ...
Social Media
       Organize Conversations

Online Media    Blogs &      Social
               Microblogs   Networks
“5 popular blog posts
on our new phone
model may overrule
$3m TV campaign”
                     Anonymous, 2010
          ...
Social Media Are Critical
                          Reco from people known                                          90%

 ...
“CNN.com does not
worry me. What
worries me is the
CNN itself”
         Ted Turner, 2004

          CNN Founder
What’s the difference?
                 TRADITIONAL MEDIA         SOCIAL MEDIA

  TRUST                 LOW              T...
What has NOT changed?

  USERS



          WANT TO INFLUENCE   THE PUBLIC


JOURNALISTS
“In God we trust. All
others we monitor.”
             US NSA Slogan
What to choose from?
Who Started The Game?

★ Telecom
                         HIGH CHECK
★ Consumer Electronics
★ Banks & Insurance      HIGH ...
Choose the right category
Compare to competition
                            Brand 1               Brand 2

           80



           60
Mentions
...
Reporting covers many sides of it
 MENTIONS                TONALITY               GEOGRAPHY
                    80
       ...
DASHBOARD
  Average # per
                      Maximum # of posts   Growth vs. PP   Total # of posts      Unique sources ...
Source


                                                       Delegate

                          NEWS RIVER
Author/Blog...
OUR CUSTOMER
SUPPORT WILL HELP
                       Setting a search for                                USER FILLS THIS ...
You have zero risk
                        It is necessary for every brand
 WE DON’T NEED IT
                          AFF...
“It is not necessarily the
strongest that survive
or the most intelligent
but the one most
responsive to change”
         ...
Register at
   www.YouScan.ru

      Dimitri Popov
   Business Development
dimitri.a.popov@youscan.biz
      +380 67 50075...
Listen to Russian consumers in social media with YouScan
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Listen to Russian consumers in social media with YouScan

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YouScan: a powerful tool to monitor millions of Russian social media in real time. Already working for large international and local brands.

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  • Listen to Russian consumers in social media with YouScan

    1. 1. Start listening to what consumers say in social media Dimitri Popov Business Development
    2. 2. “Internet is garbage flying at the speed of light” Michael Porter, 1998 Harvard Professor Nobel Prize Laureate
    3. 3. “The future of the Internet is search” Bill Gates, 2006 Harvard dropout Billionaire
    4. 4. ★ is a powerful tool ★ to professionally monitor ★ millions of Russian social media ★ in real time
    5. 5. Russia, CIS Are Big China 298 USA 231 Japan 91 ★ World’s Top 10 India 81 Brazil 65 ★ 60m+ Internet users Germany 62 UK 49 ★ 20m+ social media (blogs, Russia 45 forums, social networks) Ukraine 10 0 75 150 225 300 Source: World FactBook, 2008
    6. 6. Social Media Organize Conversations Online Media Blogs & Social Microblogs Networks
    7. 7. “5 popular blog posts on our new phone model may overrule $3m TV campaign” Anonymous, 2010 Marketing Director Multinational Consumer Electronics Corporation in Russia
    8. 8. Social Media Are Critical Reco from people known 90% Consumer opinions online 70% Brand Websites 69% ★ Number 2 after friends Editorial 69% Sponsorships 64% ★ In line with PwC TV 62% Russian study in 2010 Newspapers 61% Magazines 59% Billboards 55% ★ Growing in influence Radio 55% 0 0.225 0.45 0.675 0.9 Source: Nielsen Global Online Consumer Survey, 2009
    9. 9. “CNN.com does not worry me. What worries me is the CNN itself” Ted Turner, 2004 CNN Founder
    10. 10. What’s the difference? TRADITIONAL MEDIA SOCIAL MEDIA TRUST LOW TRUST EACH OTHER ANONIMOUS IF THEY ANONIMITY DUMB WANT FEEDBACK NO FULL SPEED LOW IMMEDIATE FROM AN EXPERT TO A COMPETENCE JORNALIST (EDITORIAL) GUY FROM THE STREET
    11. 11. What has NOT changed? USERS WANT TO INFLUENCE THE PUBLIC JOURNALISTS
    12. 12. “In God we trust. All others we monitor.” US NSA Slogan
    13. 13. What to choose from?
    14. 14. Who Started The Game? ★ Telecom HIGH CHECK ★ Consumer Electronics ★ Banks & Insurance HIGH RISK ★ Automotive FREQUENT ★ Pharmaceutical PURCHASE
    15. 15. Choose the right category
    16. 16. Compare to competition Brand 1 Brand 2 80 60 Mentions 40 20 0 1 2 3 4 5 6 7 8 9 10 11 12 Weeks
    17. 17. Reporting covers many sides of it MENTIONS TONALITY GEOGRAPHY 80 60 40 NOKIA 6233 20 0 -20 -40 -60 Jan Feb Mar Apr SOURCES AUTHORS
    18. 18. DASHBOARD Average # per Maximum # of posts Growth vs. PP Total # of posts Unique sources Unique authors day Most active sources Latest mentions
    19. 19. Source Delegate NEWS RIVER Author/Blogger Sentiment Delete post Delete source
    20. 20. OUR CUSTOMER SUPPORT WILL HELP Setting a search for USER FILLS THIS IN Nokia E72 TO DO IT ALL RIGHT ON HER/HIS OWN Notes The search topic name is reflected in Search Topic Price for Nokia E72 the reports only Mandatory Words Цена (price), E72 These words must appear in one post Either of the words must appear in a Words Нокия, Nokia, Нокиа, Нокiа post Exceptions leave blank None of the words must be in a post
    21. 21. You have zero risk It is necessary for every brand WE DON’T NEED IT AFFECTED by social media Better start now to see the NOT NOW SCALE of the influence Listen to what consumer REALLY WHAT’S IN IT FOR ME? say about you NOW
    22. 22. “It is not necessarily the strongest that survive or the most intelligent but the one most responsive to change” Charles Darwin, 1859 Not really a business strategist
    23. 23. Register at www.YouScan.ru Dimitri Popov Business Development dimitri.a.popov@youscan.biz +380 67 5007599 +7 916 0196100

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