recently i presented what is digital comms to our russian collegues at J&J and PRP Group. This is a short verdion of my talk.

1. PRP Group for Johnson&Johnson Russia
DIGITAL COMMUNICATIONS

2. 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
regular basis?
How many of you have ever googled yourselves?

3. We all already know that the communications
landscape has changed…
…so the consumers did

4. They are the believers

5. They have emotions

6. They speak out

7. They stand on a virtual soapbox

8. They influence what others do

9. They pull others along

10. They can change everything

11. 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
common values
Individuals passionately become online
exhibitionists

12. THIS IS HOW IT WORKS
OFFLINE
activities
(grassroots)
ONLINE
activities
(net-roots)
Reputation

13. WHAT CONSUMERS CAN DO ONLINE?
self express watch/share/store
communicate video
share the opinion read
collaborate shop/sell
save/store/share/search flirt
info listen/share/store music
play and much more…

14. WHAT COMPANIES CAN DO?
communicate (clients, manage
personnel, public in business/projects
general, government manage client relations
etc) (CRM)
promote sell service/product
service/product buy service/product
search/hire/educate/pe research
rsonnel audience/product/etc
build image/loyalty
interact
and much more….

15. WHAT IS DIGITAL COMMUNICATIONS?
One Click
Word-of-
Mouth
Two-Way
Creative
Public
Story-Telling
Interaction
Speed-to-
Cost-Effective Market
Information
1-to-1 Image
Building

16. 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

19. TRANSPARENCY
AUTHENTICY
PARTICIPATION

20. KEY TOOLS AND EXAMPLES

21. 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
friend)
Possibility to leave comments and receive replies
Search functions and correct tags

22. PERSONAL BLOGS: WAY OF LIFE

23. PERSONAL BLOGS: NICHE
http://www.4all.aidoru.it/

24. CASHLESS LIFE: REAL LIFE EXPERIENCE BLOG –
EDUCATE AND INTERACT

25. MICROBLOGGING (TWITTER)
A trend?
A noise of news?
‘tinyurl’ spamming?
Schizophrenics notes?
ICQ-ing to the world
Another level of privacy(what
are you doing now? – the peak
of ‘exhibitionism’)
Fast growing source of real
opinions
New way of searching
information (twitter search)

27. 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
you fit
Give you network
info, videos, news, links –
everything what describes your
lifestyle
Do not double content – adopt
it to TA expectations
Engage – generate activities

28. LEVELS OF ENGAGEMENT IN SN&COMM-S
Create your profile/group
Find supporters
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
Join groups
Become a fan
Spread information
It is a game!

29. ADIDAS AT FACEBOOK

30. FACEBOOK APPLICATIONS
iTunes
Twitter
LJ
….

31. PHOTOCOMMUNITY

32. ON-LINE PROJECT
FOR WOMEN QUELLE-CLUB.RU
GOALS:
• 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
IMPLEMENTATION:
• 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
customers
RESULTS:
• 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
get;
• Active forum is in work
• Specialists of Quelle club, involved in the mass media work, confirm
expert status

33. PODCASTING
No time to read – better to
scroll&grab
Photo content
Video content
Audio content
Hints
Correct tagging
Short catchy descriptions
Sharing possibilities
(URL, embed, full
screen, download and store
functions)

34. PERSONAL FHOTOCASTS

36. POSTSECRET
• www.postsecret.blogspot.com

37. VIDEO CHANNEL

38. STREAMING VIDEO

39. SOCIAL MEDIA MARKETING/OPTIMIZATION

40. “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
consumer”

41. RELATIONS WITH BLOGGERS
Do you pay media to white about you? So why to pay bloggers?
Utkonos.ru case
Being part of the community
Commenting and bringing up discussions on the forums
Commenting in blog communities/blogs
Forums&blogs research
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
Starting topics
Building relations with opinion leaders
Briefing company speakers – many employees are in the forums and blogs
Normal communication
Developing “social releases” and providing information to opinion leaders
Comm dep in the web: providing official information

44. LONGTERM RELATIONS WITH ONLINE COMMUNITY
They are your stakeholders, not just a target audience active
online
Blogger relations is not about business , it is about love
Learn more about him, inform him, entertain him, tease
him….
I am afraid to think what’s gonna be next…

45. VIRAL STRATEGIES
Mentos and Diet
Coke
Minicooper
SONY Bravia
Yes we can

46. OTHER USEFUL TOOLS

47. BOOKMARKS

48. SLIDESHARE

49. DIRECT MESSAGING
• E-mail or SMS
• Pay attention to the topic
• Pay attention to the content
– Short
– Clear message
– Personalized
• Pay attention to the design

50. WIDGETS

51. MAPS
• Google maps • Wikimapia
• Yandex maps • Panoramio

52. GOOGLE ALERTS

53. GOOGLE ANALYTICS

54. GOOGLE TRENDS

55. OUR APPROACH
IDENTIFY ANALIZE CREATE PRODUCE SHARE SOCIALIZE
Snapshot
Landscape
Analysis
Conversations
Search
Competitive
Trends
Advocates
TUNE PARTICIPATE SEARCH MOBILIZE MONITOR MEASURE

56. ikepych@prp.com.ua
THANK YOU!