E marketing in russian social media eng1


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Seminar 29/10/10

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  • As a rule, advertisers want to spread the information they are interested in as quickly and as widely as possible. This approach does not work in social networks. We will have to understand what can make people talk to us and want to build relationships with us.
  • E marketing in russian social media eng1

    1. 1. E-Marketing in Russian Social Media Natalia Koroleva for Pääkaupunkiseudun matkailumarkkinoinnin kehittämishanke (Culminatum Innovation Ltd Oy - Uudenmaan Osaamiskeskus) October 2010
    2. 2. E-marketing ?..
    5. 5. 1,5 billion Internet users in the world 50, 000, 000 Russian Internet users
    6. 6. One in every 7Internet users reads blogs of others
    7. 7. 18, 000, 000 blogs in Russian
    8. 8. Russia ranks first in the world in social networks involvment
    9. 9. Every day 200,000 new posts about 1, 000, 000tweets (in Twitter.com) about 7, 000new blogs 450, 000comments on Liveinternet.ru and Livejournal.com more than 500, 000, 000 posts in Russian-language blogs
    10. 10. Why is it important for your business?
    11. 11. How do you use Internet? 70.8% Internet users READ blogs 27.7% Internet users OWN blogs
    12. 12. Some statistics 34% write in blogs about their impressions on products and brands 32% believe bloggers who write about products and brands 55% believe people with detailed blog's profile
    13. 13. Where to find the right people? SEARCH by TAGS and INTERESTS
    14. 14. Russian top sites Vkontakte.ru Odnoklassniki.ru Livejournal.com http://blogs.mail.ru/ Liveinternet.ru Diary.ru Ya.ru Blogger.com Youtube.com Rutube.ru Moikrug.ru Twitter.com
    15. 15. Topics relevant for Russian tourists Travel stories, travel photos Advice for travellers Hard advertising Geographical leader - Ukraine
    16. 16. 4 LEVELS of INVOLVEMENT in online communication 1. MONITORING 2. PR 2.0 3. CREATING THEIR MISSIONS 4. PROMOTIONS
    17. 17. Monitoring How do you know whether you are mentioned in blogs?
    18. 18. Query language  Туризм/ Tourism  Туризм&Финляндия/ Tourism & Finland  Финляндия (туризм | путешествие | поездка ) – Хельсинки / Finland (tourism | travel | trip) Helsinki
    19. 19. Blog search engines in Russian http://blogs.yandex.ru/ http://blogsearch.google.com/
    20. 20. ‘Отпуск в Финляндии’ / ‘Vacation in Finland’
    21. 21. For comparison
    22. 22. For comparison
    23. 23. «Pulse of the blogosphere» as a monitoring tool http://blogs.yandex.ru/pulse/
    24. 24. Well-known Finnish brand in Russia
    25. 25. Nokia and Samsung
    26. 26. Tikkurila and Remmers
    30. 30. New model— DIALOGIE, community building
    31. 31. ALT: Ctrl Delete • Everybody talks – you do not possess control over the conversation. • You are participating in the global reputational system with no informational asymmetry • Your consumers in aggregate are smarter than you, and they are associated in the networks. • Show respect – Many bloggers are pleasantly surprised when companies really read their postings. – Write personal messages or comments directly in the blog.
    32. 32. Preparatory work • Think as a blogger. A blogger tries to harmonize his or her interests as a content publisher and interests of his or her readers. • Check the tag cloud, blog rubrics or at least post subjects. • Post links to the blog of the person, to whom you intend to write a message. • Engage in conversations – comment postings relevantly.
    33. 33. PARTICIPATE - Engage in conversations - Offer your help and information - Invite people to participate in events
    34. 34. Blog etiquette • Do not use any slogans as post subjects. Do not write subjects in capital letters. Be clear and precise. • Obviously there can be no mistakes in the blogger’s name. • Introduce yourself briefly and with no pretence. If you have already talked to this person before, feel free to mention it. Do not be discreet about whom you work for and what your goal is. • Explain why you are writing to this person (or calling him or her, or contact them through an instant messenger). • While you may have any deadlines to meet (launching a new product, posting news), bloggers do not have to do that.
    35. 35. Writing a message • Do not write much – bloggers have enough to read. You better write a short message (about 50 words). • Provide links to additional sources on the topic. • Suggest in what regard your message can be interesting to a regular reader. Sometimes numbers make better arguments and sometimes emotions. • Figure out what time it is at the place of the person you are contacting and do not call them at night. • Do not abuse the blogger’s good attitude. Do not use it too often.
    36. 36. Don’ts of writing a message • Do not try to buy the blogger’s opinion – your reputations is worth more than that. • Do not email to the blogger your press releases. • Don’t send ‘old news’. The blogger might have received this information through their RSS feed or from another blog or social medium. • Do not ask strangers to post a link or to get registered in your project . • Do not insist that the blogger repeat your phrases. Behave as an assistant not as a customer. • Do not send angry messages, do not threat or demand publication. Have you chosen the right blogs? • Do not ignore asking for permission to use the exact quote (= show respect), thus you will obtain an inspired blogger.
    37. 37. Example of a message • And now answer me in one sentence what I am supposed to write about you in my blog and why it should be interesting to my readers? • What did they answer?
    38. 38. Your own blog – what for? • 36% Internet users have higher opinion about the companies that have their own blogs. • Journalists like blogs as well  • Your own multimedia informational resource • Two-sided conversation • Higher involvement of employees • Better reputation for top managers • Search for new employees • Reality check for new ideas • In case of informational war
    39. 39. Natural planning of blogging 1. Determine goals and principles. 2. Outline the ultimate result. 3. Have a brainstorm (find a solution). 4. Organize the process. 5. Determine the action sequence. Many of us are not used to follow this logic. The activity is mostly reactive.
    40. 40. Success stories
    41. 41. Canada invites you! Ролик на Youtube Смотрим видео
    42. 42. 32, 000 views in 2 months And more!
    43. 43. How do they do it? Тhe Canadian Tourism Commission launched interactive murals to inspire Americans to book a Canadian vacation. The Canadian Tourism Commission can be found on the following social channels: Facebook - http://facebook.com/keepexploring Twitter - http://twitter.com/keep_exploring And website:http://www.canada.travel
    44. 44. 14, 594 ‘Like’s on Facebook
    45. 45. 2, 301 followers on Twitter
    46. 46. Cheaptrip
    47. 47. How do they do it?
    48. 48. Cheaptrip on Twitter
    49. 49. Results QUEUES FOR TICKETS AT 4 OFFICES IN MOSCOW 45, 908 community members in Livejournal.com 2, 200 followers on Twitter INTERNET PROMOTION ONLY!
    50. 50. How do you get recognized? FREE ways to get promoted over Internet
    51. 51. Social bookmarks Social notes on the Internet
    52. 52. Web 2.0 News - Post & Vote
    53. 53. Social news smi2.ru news2.ru newsland.ru vkurse.ru
    54. 54. Social objects attract millions
    55. 55. Social objects
    56. 56. Inspired by Iceland
    57. 57. Results 800, 000 views on Vimeo 500, 000 views on the official website On the TOP of Facebook during a week 2, 000, 000 tweets on Twitter
    58. 58. Aggressive environment Informational attacks
    59. 59. DANGER! Targeted dissemination of deliberately misleading harmful information — informational attacks. On the Internet, information spreads in a blink of an eye. Starting in blogs, it easily appears in the news feeds of informational agencies and so on.
    60. 60. Important difference! On the Internet, anonymous dissemination of information is possible. Communication on the Internet-based platforms is very democratic. Every participant of the informational space gets to express their opinion and to be heard.
    61. 61. How to express your point of view? • First of all – consider the situation, outline the action plan. • Never start to offer excuses. Even if the accusations are ludicrous. • Never let the emotions to guide your actions.
    62. 62. Prepare a plan • Our goals • Strategy and tactics • Tools • Materials (texts, photos, videos) • Allies. Whom can we ask for help?
    63. 63. Fight your fights • Reduction to absurdity • Humor, derision • Information about your achievements, improvement of your reputation • Attracting the audience’s attention to secondary issues and trifles • Tagging your opponent
    64. 64. Case studies В интернете возможно анонимное распространение информации. На интернет-площадках общение очень демократичное. Выслушивается точка зрения ВСЕХ участников информпространства.
    65. 65. 5 steps to social media Start with monitoring Get involved in dialogue Define the strategy Create your blog Generate content and social objects Promote
    66. 66. Feel free to ask any questions. Natalia Koroleva cell.:+7 905 546 11 53 e-mail: Nata@remarkable.ru skype: shokopay www: Remarkable.ru Thank you for your attention !