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Stand-alone sites VS Social media ENG

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Does the brand need stand-alone site for online communication — PRO/CONTRA

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Stand-alone sites VS Social media ENG

  1. 1. Does the brand need stand-alone site for online communication
  2. 2. Stand-alone sites VS Social media Stand-alone sites: Social media platforms: • corporate site, • blog-platforms, • promo site, • micro-blogging, • thematic site, • social networks (groups, applications, reputation management), • promo-page on a lifestyle portal, • customer club on a site (CRM). • social multimedia services, • social search services, • thematic clubs and forums. 2
  3. 3. Fight Club Round 01 Format Round 06 Feedback Round 02 Audience / Time Round 07 Sales and Support Round 03 Content Round 08 Entertainment Round 04 Communication Round 09 Information structure Round 05 Moderation Round 10 News 3
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  5. 5. Round 01 Format Restrictions RestrictionsW INS of a Stand-alone site: of a Social media site: • technical • the same • corporate • format • legal • requirements • habits of the audience • new ones, which appeared today 5
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  7. 7. Round 02 Audience / Time Audience Audience of a Stand-alone site: of a Social media site: W INS • paid media • earned media • 1 million unique visitors per month • 34,5 million unique visitors per month* • 10 minutes per visit • 10 hours per month* *Source: comScore Media Metrix, October 2010 7
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  9. 9. Round 03 Content Content area Content areaW INS of a Stand-alone site: of a Social media site: • BRAND (product) • PORN, • News • VIDEO, music, • Lifestyle • Photo, CHATS, • Registration • GAMES, News, COMMUNICATING, • ...brand 9
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  12. 12. Round 04 Communication W INS Formats of communication Formats of communication on Stand-alone site: on Social media site: • Leave the e-mail • Friendship or ignore • Full registration • Comments and likes • Forum • Posting and sharing • Hotline • Chat rooms and messages • Wow-call • Public groups and pages • Applications (including games) 12
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  15. 15. Round 05 Moderation The possibility of moderation The possibility of moderationW INS on Stand-alone site: on Social media site: • Full content management • Content management of your own groups / communities / streams • Full management of communication • "What is good about the brand" • Reputation management: hidden or transparent • Lack of controls for summarized users’ opinion (more oſten negative, «What is bad about the brand» 15
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  17. 17. Round 06 Feedback W INS The opportunity for feedback The opportunity for feedback on а Stand-alone site: on а Social media site: • Registration / e-mail • Feedback from consumers in all possible ways • Hotline • Quantitative indices of the site • Questions of "newcomers" and advices of "experienced" • Integration of social API • Quick solution of emergency cases (information warfare) • Loyalty to employees 17
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  19. 19. Round 07 Sales and Support Realization of sales and customer Realization of sales and customerW INS support for Stand-alone site: support for Social media site: • Online-store • Forming the opinion • Catalogue: comparison of goods, • Discount coupons product lines, tariffs • Special offers • Adresses of the stores • Promotions with prizes • Delivery services • Owners’ communities • Aſter-sales service • Feedback 19
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  21. 21. Round 08 Entertainment Entertainment on a Stand-alone site: Entertainment on a Social media site: W INS • Multimedia content (including • VIDEO and PHOTOS going into the offline) • Music • Fun section • Games • Online Survey • Communication • Competition / lottery • All types of applications • Loyalty programs with the codes • Interactive off-line technologies for your purchase 21
  22. 22. Campaign for SuzukiBranded site + Google MapsApps on FacebookResults400 000 unique visitors per monthTime on site — 9 minutesSocial media traffic — 30% 22
  23. 23. Round 09 Information structure Information structure Information structureW INS on a Stand-alone site: on a Social media site: • Gallery and Glossary • Groups / streams / profiles • Product Catalogues • Posting / Crossposting / Comments / Likes • Comparison of characteristics • Stores / Delivery • Friendship / following • Discounts / coupons / codes • Galleries • Image-sections, and all that will • Notes come up tomorrow • Apps 23
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  25. 25. Round 10 News W INS News on a Stand-alone site: News on a Social media site: • Official corporate news • The publication and discussion of the (all the details — about the brand news at the time of their appearance and the product) • Formal and informal points of view • Press-releases with all details (including "yellow") • Updates - once a month (at best) • The ability to combine news in one informational flow by tags 25
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  28. 28. rvey of to a sutisers Acc ording adver 15 major"A Draw?" - Yes! • A site is enough for us. • We have a site and we look toward the social networks • Websites are obsolete, we work only in social networks • Site and social networks should be integrated, but they solve different problems • In general, we are experimenting in the Digital space 28
  29. 29. rvey of to a sutisers Acc ording adver 15 major"Overkill?" - Yes! • If the brand solves the problems where usage of Social media sites is ideal (communication, interactive, feedback, etc.), one of such social media sites can be the platform of the campaign, and not a Stand-alone site (FMCG brands) • If the brand is conservative and is not ready to lead the transparent communication on the Internet or has its own unique style — the branded or thematic portal with the elements of social will be the best solution (banking and business brands, high-tech brands, fashion brands, etc.) 29
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  32. 32. rvey of to a sutisers Acc ording adver 15 major"Same efficiency indices" - Yes! Quantitative: Qualitative: • Coverage and traffic generation • Activity / Communication • Visitors • Tonality / Image • Registration / members / leads • Feedback • Communication time • Sharing / recommendations / brand advocates • Refusal and return indices • Loyalty • Cost per action 32
  33. 33. Thinking Out Of The Box!  +7 (495) 973-29-01, 121099, Moscow, Russia Spasopeskovsky per., 7 / 1, b. 1Julia Evdokimchik | Creative&Strategy development | +7 916 313 66 63 | je@ootb.ru RIW-2010

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