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Russian social media for the destination marketing


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Russian social media for the destination marketing
Julia Trushina
Travel Zoom, International Conference on Strategic and Creative Marketing in Tourism, 2013
Bled, Slovenia

Published in: Travel

Russian social media for the destination marketing

  1. 1. Russian social mediafor the destination marketing 27th March 2013 Julia Trushina, Saint-Petersburg, Russia3rd Conference on Strategic and Creative Marketing in Tourism, Slovenia
  2. 2. Rucola project for FinlandResearch on consumers behaviour of Russian tourists in social mediaProject in 2011-2012 for Finnish regions:Turku, Savonlinna, Helsinki, Espoo, Rovaniemi, Jyväskylä
  3. 3. Rucola project for Finland what Russian travelers talk about Finland in social media how they search informationhow they choose where to go what they discuss in travel communities and forums what they like and dislike
  4. 4. Rucola project : methods• social media monitoring• own polls and discussions• blogger trips (9 trips - 9 families)
  5. 5. Forums are still alive. There are Russian forums for independent travelers
  6. 6. There are travel communities in Livejournal.com
  7. 7. Creators of travel content in Russian social mediaActive travelers post travel reports with photos in blogs, communities and accountsBeginners describe the trips in details : visa, transport, hotels and so on in personal blogsExperienced give advices and recommendations in traveltravelers communities and forums plan trips for the families, ask questions inMothers travel communities and woman forums, where they know each otherNewbies ask questions about first trips
  8. 8. Travel communities in Livejournal.comOpen search campaign of bloggers will work also aspromo for the destination, sponsors and travel companies.
  9. 9. Reports from bloggers were not only testsof Finnish touristic services, but work alsoas promo for travel activities in Finland.
  10. 10. Bloggers with kids shared tips about traveling in Finland with kids
  11. 11. Bloggersexperience
  12. 12. Reports from bloggers in social media areon first page of the results of searchingsystems
  13. 13.
  14. 14. Top social networks in Russia Average daily reachTNS Web Index, February 2013, Reach, Russia100 000+, 12-54 age.
  15. 15. Target ads
  16. 16. Target on travelers in
  17. 17. How much travelers in ?
  18. 18. Reposts in the feed of other groups Choose groups what your customers follow
  19. 19. What people like to share in Beautiful pictures
  20. 20. What people like to share in Useful info about trips
  21. 21. What people like to share in
  22. 22. What people like to share in
  23. 23. Photos could inspire to travel
  24. 24. Using of Instagram grows up in Russia
  25. 25. In Moscow over 300 000 active usersIn Saint-Petersburg - 150 000 active users
  26. 26. Russian travelers create lists in Foursquare“What to see”, “Must visit”, “Where to eat”…
  27. 27. Russian travelers behaviour1. Russian travelers ask about friends’ travelexperiences in social media.
  28. 28. 2. Russian travelers don’t like to watch a lot of Russians around.
  29. 29. 3. Travelers from Moscow are interested more in calm, relax, nature, silence. Travelers from Saint-Petersburg search cultural and historical facts and places.
  30. 30. 4. Russian travelers like to test local cuisine. Before visit the restaurants they usually check reviews and read menu on site.
  31. 31. 5. Russian travelers like local hand made souvenirs
  32. 32. 6. Russian parents admire interactive museums
  33. 33. Julia TrushinaRussian social mediaConsultant and strategist