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Social media marketing in Russia for finnish companies

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Social media marketing in Russia for finnish companies

  1. 1. Julia Trushina Social media for marketing Finnish companies in Russia 1 0 . 05 .2011 http://www.svkk.fi/media/ajankohtaista/venalainen_on_verbaalinen.html
  2. 2. About Julia Trushina <ul><li>In social media since 2009 </li></ul><ul><li>In marketing since 2003 </li></ul><ul><li>Working in Saint-Petersburg with team </li></ul><ul><li>Making projects with digital agencies in </li></ul><ul><li>Saint-Petersburg, Moscow and Finland and clients </li></ul><ul><li>My partner In Finland - Infokone Oy </li></ul><ul><li>Clients: Coffeeshop Company, </li></ul><ul><li>Rasprodaga.ru, Baltika, eBay, State University, </li></ul><ul><li>The Department of Government </li></ul><ul><li>Training for the companies </li></ul><ul><li>Develop and implement Social Media Strategies </li></ul><ul><li>Social Media Consulting </li></ul><ul><li>Online community management </li></ul><ul><li>Blogger/influencer relations, Social media tracking </li></ul><ul><li>and analysis </li></ul>
  3. 3. Social Media Landscape in Russia
  4. 4. Top social networks in Russia TNS Web Index , December 20 10, Reach , Russia 100 000+, 12- 54 age .
  5. 5. Top blog platforms in Russia TNS Web Index , December 20 10, Reach , Russia 100 000+, 12- 54 age .
  6. 6. Active users in Vkontakte <ul><li>Office employees (18-35 age ) </li></ul><ul><li>Students </li></ul><ul><li>Pupils </li></ul><ul><li>Mothers with children 0-3 age </li></ul><ul><li>Clothes sellers и handmade </li></ul><ul><li>Photographers </li></ul><ul><li>Owners of small business </li></ul>
  7. 10. <ul><li>Content </li></ul><ul><li>Picture, description </li></ul><ul><li>About subject not brand </li></ul><ul><li>Every day update </li></ul><ul><li>Photo </li></ul><ul><li>Answers on comments </li></ul><ul><li>Delete spam </li></ul><ul><li>Polls </li></ul>Group/Page Vkontakte <ul><li>Promotion </li></ul><ul><li>Sharing content </li></ul><ul><li>« Tell friends » </li></ul><ul><li>Ads </li></ul><ul><li>Discussions in groups </li></ul><ul><li>Photo and video in groups with links </li></ul><ul><li>Links in groups (many members) </li></ul>
  8. 11. Applications in Vkontakte
  9. 12. Social subject
  10. 13. Ads
  11. 14. Ads
  12. 15. <ul><li>60% from Moscow </li></ul><ul><li>Different audience: </li></ul><ul><li>Drivers from Saratov </li></ul><ul><li>Investment bankers from Moscow </li></ul><ul><li>Most active users are after 34 y.o. </li></ul>Odnoklassniki.ru
  13. 20. http://www.comscoredatamine.com/2011/03/facebook-is-nr-1-social-network-in-15-of-18-european-markets/
  14. 21. Users of Facebook in Russia – good audience <ul><li>Well-known in offline </li></ul>have friends all over the world trendsetters Internet businessmen Mass Media travellers with money
  15. 22. <ul><li>4 638 640 users in Russia </li></ul>
  16. 23. 18-34 - 65 % users Facebook in Russia
  17. 24. TOP -10 Facebook brand pages in Russia Источник: http://socialmediaclubmoscow.org/facebookpages/brands
  18. 26. Community of active parents Reima Club http://www.facebook.com/ReimaClub
  19. 27. <ul><li>6 66 5 08 microblogs * </li></ul><ul><li>Correspondent s </li></ul><ul><li>Businessmen </li></ul><ul><li>Geeks </li></ul><ul><li>IT </li></ul><ul><li>Celebreties </li></ul><ul><li>* Source: Yandex </li></ul>
  20. 28. http://socialmediaclubmoscow.org/twitter/
  21. 33. Moi krug
  22. 34. Livejournal http://cheaptrip.livejournal.com/ http://i-future.livejournal.com/
  23. 35. http://olegtinkov.livejournal.com/ Videoblog in Livejournal
  24. 37. Social media optimization
  25. 40. Monitoring in social media
  26. 41. <ul><li>  Aim to attract deposits during the year 2010 - 500 million rubles. </li></ul><ul><li>During 2,5 months company attracted nearly 1 billion rubles. </li></ul><ul><li>Over 30% of customers with money come from social media </li></ul>
  27. 42. <ul><li>Sales volume in November 2010 from Vkontakte - 1,800,000 rubles </li></ul><ul><li>Sales volume </li></ul><ul><li>from Facebook has grown by 177 % </li></ul><ul><li>from Twitter by 105 %  </li></ul>Aviasales.ru
  28. 43. <ul><li>Getting quick feedback from consumers and responding </li></ul><ul><li>Maintaine relationships with customers </li></ul><ul><li>Make o pinion among the most active and influential audience </li></ul><ul><li>Learn what customers think and influence them </li></ul><ul><li>Save money because of spread content to loyal customers and expand the audience of the brand </li></ul>Tasks in social media
  29. 44. How to organize Social Media Marketing <ul><li>Social media marketing agency </li></ul><ul><li>Social media marketing inside </li></ul><ul><ul><li>freelancers </li></ul></ul><ul><ul><li>social media manager </li></ul></ul><ul><li>Pr agency </li></ul><ul><li>Pr agency with social media experts </li></ul>
  30. 45. Top Tools in Social media in Russia <ul><li>Communities in Vkontakte and Odnoklassniki </li></ul><ul><li>Fan Pages in Facebook </li></ul><ul><li>Viral video </li></ul><ul><li>Product placement in social games or applications </li></ul><ul><li>Communications with opinion leaders in Livejournal and Twitter </li></ul><ul><li>Blog in Livejournal </li></ul><ul><li>Competition in Vkontakte, Facebook, Twitter </li></ul><ul><li>Special offers in Foursquare, Altergeo </li></ul><ul><li>Ads in Facebook and Vkontakte </li></ul><ul><li>Social media optimization- SMO </li></ul>
  31. 46. Social media strategy <ul><li>Aim and tasks </li></ul><ul><li>Audience </li></ul><ul><li>Competitors </li></ul><ul><li>Distribution, tools and content </li></ul><ul><li>Management ( budget, HR, time) </li></ul><ul><li>ROI </li></ul>
  32. 47. Julia Trushina Social Media Strategist http://www.linkedin.com/in/juliatrushina http://www.facebook.com/yutrushina

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