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Marketing Communications: social media case study

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Case study of social media based on example of one of the Russian Travel/Educational company

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Marketing Communications: social media case study

  1. 1. Marketing Communications Social Media Mini Case “International Exchange Center” – “global social networks don’t work for us!” By Victoria Gnatoka RBS, Riga, November 26, 2012
  2. 2. IEC background Back in those days: Founded in Riga, 1989 Introduced “Work and Travel in USA” in 1990 First office in Moscow in 1994 Now: More than 100 offices in 14 countries 150 000 students participated in programs #1 program in “Work and Travel in USA” in Russia
  3. 3. Work and Travel in USA 18-25 years old Enrolled in university Good knowledge of English Active/ adventurous/ love travelling $900 - $2120
  4. 4. Work and Travel in USA
  5. 5. Problem 2007 – drop in number of participants for almost 20%! Shift to “online” Methods of communication become outdated Symptoms
  6. 6. http://thenextweb.com/socialmedia/2012/06/10/facebook-is-eating-the-world-except-for- china-and-russia-world-map-of-social-networks/ Facebook is eating the world, except for China and Russia!
  7. 7. http://youtu.be/Cpc308kMdzo
  8. 8. Recommendations To measure how many users of Exchange are “Work and Travel” participants and how many are external users. Measure the ROI. Create a survey on why students would prefer Exchange to Vkontakte or other social networks Update the interface and using menu of Exchange Integration:create a possibility to share content from Exchange (e.g. photos, blogs) on other social media sites where the user is already registered IEC has to market its own network Exchange. Engage all IEC customers, not just “Work and Travel in USA” students
  9. 9. THANK YOU!

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