Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Marketing Communications: social media case study


Published on

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

Published in: Education, Technology, Business
  • Be the first to comment

  • Be the first to like this

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 Shift to “online” Methods of communication become outdated Symptoms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. china-and-russia-world-map-of-social-networks/ Facebook is eating the world, except for China and Russia!
  7. 7.
  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!