PRP Group for Johnson&Johnson Russia
BEFORE WE START…
How many of you blog?
How many of you read blogs?
How many social networks do you participate in?
How many people you are connected to?
How many of you participate in forums?
How many of you leave comments under articles online?
How many of you read forums and comments?
How many of you google your company/brand name on a
How many of you have ever googled yourselves?
We all already know that the communications
landscape has changed…
…so the consumers did
WHAT’S HAPPENING TO TARGET AUDIENCE?
Individuals are increasingly looking to
each other - not institutions - for news,
information and recommendations
Individuals actively join/create different
communities and groups based on
Individuals passionately become online
THIS IS HOW IT WORKS
WHAT CONSUMERS CAN DO ONLINE?
self express watch/share/store
share the opinion read
info listen/share/store music
play and much more…
WHAT COMPANIES CAN DO?
communicate (clients, manage
personnel, public in business/projects
general, government manage client relations
promote sell service/product
service/product buy service/product
and much more….
WHAT IS DIGITAL COMMUNICATIONS?
WHAT PEOPLE DO WE NEED?
Addicts Alphas Bees Normal people Morons
2% 8% 25% 55% 10%
Stage A Stage B Stage C
We need bees - they generate 80%-90% of positive content in web
TO BLOG OR NOT TO BLOG?
If you have something to say to others
If you need an informal platform to express yourself
If you share trustworthy and valuable information
Strengthen you facts with hyperlinks
If you are a creative story-teller
Medium length posts
Photo and video content
Regularly update/dynamic information flow
Sense of humor
If you know that others need
Sharing functions (RSS, subscribe for the updates, bookmarks, send a
Possibility to leave comments and receive replies
Search functions and correct tags
PERSONAL BLOGS: NICHE
CASHLESS LIFE: REAL LIFE EXPERIENCE BLOG –
EDUCATE AND INTERACT
A noise of news?
ICQ-ing to the world
Another level of privacy(what
are you doing now? – the peak
Fast growing source of real
New way of searching
information (twitter search)
SOCIAL NETWORKS AND COMMUNITIES:
TO BE OR NOT TO BE?
Do you need to be everywhere?
Are you ready to share?
Will you engage and interact?
Be where your TA is and where
Give you network
info, videos, news, links –
everything what describes your
Do not double content – adopt
it to TA expectations
Engage – generate activities
LEVELS OF ENGAGEMENT IN SN&COMM-S
Create your profile/group
Your friends, friends of your friends, and their friends and enemies
and enemies of your enemies
Plan and attend events
Online invitations – offline events
Network with friends
Become a fan
It is a game!
FOR WOMEN QUELLE-CLUB.RU
• Creating interactive web-space for Quelle customers and attraction new
• Positioning Quelle as an expert in the world fashion industry
• Developing actual content for the target audience and unobtrusive
integration of the Quelle brand
• Development of the Quelle Club concept – “My collection” (collection of
ideas, advice, emotions, gifts)
• Negotiations with potential experts (cosmetologist, stylist, designer,
psychologist) and celebrities – for the work on the portal
• On-going forum moderation, initiation of the actual topics
• Development of the print version of the portal purposely of direct
mailing for Quelle customers
• Weekly texts update, selection of visual
• Market monitoring and overview, quarterly consultation of the
• Admitted by the client as a sales driving and profit generating tool
• High level of the portal visiting was achieved before use of advertising
methods of promotion (after one month of the site work the following
statistics was attained: 3 445 057 hits, 1 958 776 viewed pages, 53 653
visits, 40 319 unique visitors)
• Weekly professional consultations, very popular among visitors, were
• Active forum is in work
• Specialists of Quelle club, involved in the mass media work, confirm
No time to read – better to
Short catchy descriptions
(URL, embed, full
screen, download and store
“More companies should learn: It's not about them, but
about what their customers are saying about them”
“Engagement is all about making it relevant to the
RELATIONS WITH BLOGGERS
Do you pay media to white about you? So why to pay bloggers?
Being part of the community
Commenting and bringing up discussions on the forums
Commenting in blog communities/blogs
Analyzing and monitoring (daily) topics
Spotting and analyzing opinion leaders
Spotting active commentators (employers and clients included)
Spotting virtual teams
Creating base for future communication
Building relations with opinion leaders
Briefing company speakers – many employees are in the forums and blogs
Developing “social releases” and providing information to opinion leaders
Comm dep in the web: providing official information
LONGTERM RELATIONS WITH ONLINE COMMUNITY
They are your stakeholders, not just a target audience active
Blogger relations is not about business , it is about love
Learn more about him, inform him, entertain him, tease
I am afraid to think what’s gonna be next…
Mentos and Diet
Yes we can