SOCIALMEDIAWORKSHOP
MOSCOW – ST. PETERSBURG
The Business Approach to Social Media
Keely Saye
Inbound Marketing Director
Riggs Partners
TRADITIONAL MARKETING
Outbound Marketing – The process of communicating the value of a product or
service to consumers for...
NEW MARKETING
• Earn audience attention
• Pull
• Permission
• Time
Inbound Marketing – Marketing activities that bring vis...
INBOUND MARKETING
• Sell product or service
• Push
• Interruptive
• Money
• Compelling content
• Pull
• Permission
• Time
...
CONTENT STRATEGY
Compelling Content – Content evoking
interest, attention, or admiration.
CONTENT STRATEGY
Know Your Audience
CONTENT STRATEGY
Know Your Audience
• What are the problems customers
are trying to solve?
• What does he or she need the
...
PROCESS
SOCIAL MEDIA
Social
Media
VK
Facebook
Twitter
Linkedin
Instagram
Pinterest
YouTube
Google+
SOCIAL MEDIA
Website
Social
Media
SEO
EmailAds
PR
CONTENT
http://bit.ly/marketo-contagiouscontent
Contagious Content Ideas
• Give
• Advise
• Warn
• Amuse
• Inspire
• Amaze
...
CONTENT
http://www.slideshare.net/PiepersAV/crush-competitorssocial-media30days-15907253
Killer Content Ideas
• Repurpose ...
CONTENT
http://www.slideshare.net/laulopes1/55-brands-rocking-social-media-with-visual-content-13937459
WITH CONTENT
ROCKI...
PROCESS
SOCIAL MEDIA CAMPAIGN
SOCIAL MEDIA CAMPAIGN
SOCIAL MEDIA CAMPAIGN
SOCIAL MEDIA CAMPAIGN
TARGETING CONTENT
TARGETING CONTENT
Question: How many Twitter users who live
in Russia are interested in soccer?
TARGETING CONTENT
Answer: 256,000
Sample
Twitter Ad
“Soccer”
“Russia”
PROCESS
CASE STUDY
Hospital
Followers = 2,200
Data from Facebook, January – March 2014
Hospital
Engagement = 2,200
Reach = 235,000...
CASE STUDY
Power Company
Followers = 3,500
Data from Facebook, January – March 2014
Power Company
Engagement = 1,400
Reach...
CASE STUDY
Newspaper
Followers = 61,000
Data from Facebook, January – March 2014
Newspaper
Engagement = 692,000
Reach = 4,...
CASE STUDY
USA Today
Followers = 2,300,000
USA Today
Engagement = ???
Reach = ???
Impressions = ???
RESOURCES
• Animoto
• Visual.ly
• Infogram
• Piktochart
• oDesk
• Constent Content
Social Media Tools
• Social Mention
• T...
THANKSFORATTENDING
MOSCOW – ST. PETERSBURG
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Social Media Marketing in Russia

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  • Mass communications
    On or offline
    Traditional channels
    Now new channels as well
  • Personas are fictional representations of your ideal customers based on data about demographics & online behavior, along with educated speculation about their histories, motivations & concerns.
  • Based on those profiles, you can outline the pains, needs, and challenges of each persona by asking yourself several important questions such as:
  • VK & Facebook
    Personal
    Entertainment
    Education
    SEO

    Twitter
    Ongoing conversation
    News
    Entertainment
    SEO

    Instagram

    Pinterest
    Virtual pin board for images
    Content resource
    Increase click through rates
    SEO

    YouTube
    Video publishing and following
    Content resource
    Increase CTR’s
    SEO (2nd largest search engine)

    Google+
    SEO

  • Ultimate goal is to utilize channels to drive website traffic
  • GIVE: Offers, discounts, deals or contests that everyone can benefit from, not just one sub-group of your friends

    ADVISE: Tips, especially about problems that everyone encounters; for example, how to get a job or how to beat the flu

    WARN: Warnings about dangers that could affect anyone

    AMUSE: Funny pictures and quotes, as long as they’re not offensive to any group

    INSPIRE: Inspirational quotes

    AMAZE: Amazing pictures or facts

    UNITE: Join together to achieve or do something
  • Go to Slideshare
  • Facebook Challenge
    1,000 to 7,000 followers
    Free Burrito Day
  • Facebook Challenge
    1,000 to 7,000 followers
    Free Burrito Day
  • Facebook Challenge
    1,000 to 7,000 followers
    Free Burrito Day
  • Facebook Challenge
    1,000 to 7,000 followers
    Free Burrito Day
  • In placing a sample Twitter ad, you can reach over 256,000 Twitter accounts interested in “soccer” who live in “Russia”
  • In placing a sample Twitter ad, you can reach over 256,000 Twitter accounts interested in “soccer” who live in “Russia”
  • In placing a sample Twitter ad, you can reach over 256,000 Twitter accounts interested in “soccer” who live in “Russia”
  • Local hospital results from January through March 2014
  • Local hospital results from January through March 2014
  • Local hospital results from January through March 2014
  • Local hospital results from January through March 2014
  • Social Media Marketing in Russia

    1. 1. SOCIALMEDIAWORKSHOP MOSCOW – ST. PETERSBURG
    2. 2. The Business Approach to Social Media Keely Saye Inbound Marketing Director Riggs Partners
    3. 3. TRADITIONAL MARKETING Outbound Marketing – The process of communicating the value of a product or service to consumers for the purposes of selling that product or service. • Sell product or service • Push • Interruptive • Money
    4. 4. NEW MARKETING • Earn audience attention • Pull • Permission • Time Inbound Marketing – Marketing activities that bring visitors in, rather than pushing marketing messages out to the consumer.
    5. 5. INBOUND MARKETING • Sell product or service • Push • Interruptive • Money • Compelling content • Pull • Permission • Time Outbound Marketing Inbound Marketing
    6. 6. CONTENT STRATEGY Compelling Content – Content evoking interest, attention, or admiration.
    7. 7. CONTENT STRATEGY Know Your Audience
    8. 8. CONTENT STRATEGY Know Your Audience • What are the problems customers are trying to solve? • What does he or she need the most? • What information are they searching for? www.buyerpersona.com Ma hew Richards Male/Female | 55+ | Beaufort +50 mi. | Re red ONLINE INSIGHTS: 50,000 Facebook users, 9,000 Linkedin users PAIN: • Knee or Hip pain/injury • Lack of ac vity, can’t enjoy lifestyle • Don’t want to be a burden or lose independence • Not enough me for recovery • What if it makes it worse • Need to wait as long as I can • It’s so major, I’m worried about recovery • I want the best of the best USE: • Joint replacement surgery • Other forms of ortho surgery • Use of Navigator & First Mate • Personal “VIP/Concierge” experience • TJ tracking & outcomes & specializa on • Device life expectancy • Minimally invasive (anterior &par al), plan = no surprises • Specialized staff INTERESTS: Running in Beaufort/Lowcountry, golf, tennis, boa ng, fishing, shopping, travel, volunteerism, vitamins & supplements, military, weight loss, healthy diet Total Joint CONTENT STRATEGY/Joint Pain: symptoms, remedies, causes
    9. 9. PROCESS
    10. 10. SOCIAL MEDIA Social Media VK Facebook Twitter Linkedin Instagram Pinterest YouTube Google+
    11. 11. SOCIAL MEDIA Website Social Media SEO EmailAds PR
    12. 12. CONTENT http://bit.ly/marketo-contagiouscontent Contagious Content Ideas • Give • Advise • Warn • Amuse • Inspire • Amaze • Unite
    13. 13. CONTENT http://www.slideshare.net/PiepersAV/crush-competitorssocial-media30days-15907253 Killer Content Ideas • Repurpose presentations • Templates • Checklists • Photos • Memes • Infographics • Cartoons • Videos
    14. 14. CONTENT http://www.slideshare.net/laulopes1/55-brands-rocking-social-media-with-visual-content-13937459 WITH CONTENT ROCKINGSOCIAL MEDIA 1 55BRANDS
    15. 15. PROCESS
    16. 16. SOCIAL MEDIA CAMPAIGN
    17. 17. SOCIAL MEDIA CAMPAIGN
    18. 18. SOCIAL MEDIA CAMPAIGN
    19. 19. SOCIAL MEDIA CAMPAIGN
    20. 20. TARGETING CONTENT
    21. 21. TARGETING CONTENT Question: How many Twitter users who live in Russia are interested in soccer?
    22. 22. TARGETING CONTENT Answer: 256,000 Sample Twitter Ad “Soccer” “Russia”
    23. 23. PROCESS
    24. 24. CASE STUDY Hospital Followers = 2,200 Data from Facebook, January – March 2014 Hospital Engagement = 2,200 Reach = 235,000 Impressions = 672,500
    25. 25. CASE STUDY Power Company Followers = 3,500 Data from Facebook, January – March 2014 Power Company Engagement = 1,400 Reach = 207,600 Impressions = 1,002,000
    26. 26. CASE STUDY Newspaper Followers = 61,000 Data from Facebook, January – March 2014 Newspaper Engagement = 692,000 Reach = 4,400,000 Impressions = 32,500,000
    27. 27. CASE STUDY USA Today Followers = 2,300,000 USA Today Engagement = ??? Reach = ??? Impressions = ???
    28. 28. RESOURCES • Animoto • Visual.ly • Infogram • Piktochart • oDesk • Constent Content Social Media Tools • Social Mention • Tweet Reach • Twitter Counter • Klout • Storify • Shortstack Content Development
    29. 29. THANKSFORATTENDING MOSCOW – ST. PETERSBURG

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