Overview of global and Russian social media impact


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Slides for an overview presentation for U.S. Embassy-sponsored workshops in Moscow and St. Petersburg, Russia, in July 2014.

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  • Let’s look at the world and then zoom in to Russia
  • http://wearesocial.net/blog/2014/02/social-digital-mobile-europe-2014/
    Approximately 1/3 of the world is online – and most of them are using social media.
    Social media is making our world smaller.
    Look at the mobile subscriptions to the population number – yes, some people have more than one, but most of the world are on phones.
  • http://wearesocial.net/blog/2014/02/social-digital-mobile-europe-2014/
    10 years ago: 3.2% of Russians had Internet
    Now: 53% are online
    Many are active daily
    Sixth-highest number of Internet users in world and it’s only going to continue to grow
  • http://wearesocial.net/blog/2014/02/social-digital-mobile-europe-2014/
    The average Russian spends nearly 5 hours a day online, and 1.5 hours on their phone.
    Russia: Second in time spent in Europe (Poland is highest)
  • So where are these Internet users? Many are here, in Moscow and the Central region.
    But what is important is half live in small villages or cities with less than 100,000 population.
    Only 1/3 live in large cities.
    So penetration is somewhat widespread.
  • Russians are making up for lost time online.
    Let’s look at 2005 as an example.
    Remember that only 3% of Russians were online in 2004.
  • In 2005, the United States had about 66% Internet penetration – now it’s at 85%.
    Number differ, but Russia is essentially where the U.S. was 9 years ago.
  • This is what happened in social networking in the United States after 2005 – massive, massive growth.
    This chart shows social media use at less than 10% in 2005 – now it shows usage per age group.
    The red line are young people, ages 18-29.
    I believe the Russian growth curve will continue to look similar – Russia is ready to explode.
  • Let’s talk about this.
  • MATRYOSHKA – Twitter!
  • http://therealtimereport.com/2014/02/17/egypt-russia-top-u-s-for-social-networking-among-internet-users/
    This chart shows that 73% of Internet users in the United States use social media.
    In Russia, where the raw penetration numbers are lower – MORE Russians are using social media. 86%!
  • Here’s one projected growth curve for Russian social media users.
    2014 is in the middle – again, numbers vary, but more than half of Russians with Internet are using social media.
    In 2.5 years, it will be most Russians.
  • So when Russians get online, they get on social media
    And they stay on social media
  • http://wearesocial.net/blog/2014/02/social-digital-mobile-europe-2014/
    Russians who are online are spending nearly TWO HOURS a day on social media.
    Nearly half are using social media on their phones.
    Russia is second in Europe for time spent on social media, second to Italy
  • http://wearesocial.net/blog/2014/02/social-digital-mobile-europe-2014/
    Let’s talk about what services Russians are using when they get online.
    The green lines are having an account, the orange are used in the past month.
    93% have an account on any social network. 74% have a VK account.
    You see a good mix of Russian and foreign social media services.
    37% have a Twitter account – that is more than the U.S. Far more. And it’s a U.S. service, based in California.
  • Just to show you what Russians are using:
    (Who has a VK account?)

    Vkontakte (VK):
    49 million Russian users
    239 million+ accounts

    In the last year, VK has increased visits by 22%, Facebook fell by 18%
    According to Alexa.com, VK is the second most popular website in Russia and 25th in the world.
  • Odnoklassniki:
    37 million+ unique monthly visitors
    148 million registered users
    Average user spends 6 hours a month
  • So when Russians get on social media, what are they doing?
  • First and foremost, they are having conversations and connecting with family and friends.
    Here we see the rate of conversation about the World Cup on Facebook and Twitter, as an example.
    Both are trying to be the global hub of the World Cup chatter.
  • http://www.socialbakers.com/facebook-statistics/russia
    They are also connecting with brands. Here you can see the top 10 Facebook media brands that Russians connect with in various places. It also shows Celebrities, Entertainment, etc.
    Top overall brand is Beeline.
    Here we are looking at media, you see MTV and news media.
    There is a hunger for information and a direct connection. Social media provides that.
  • http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/
    Here are some amazing Facebook stats:
    50 million pages
    350 million photos uploaded each day
    4.5 billion daily likes
  • Over 4 billion hours of video are watched each month on YouTube
    72 hours of video uploaded every minute
    The average YouTube user visits the site 14 times per month, spending an average of 25 minutes on the site each time

    People come, develop a habit, and stay and return. These are very very sticky sites.
  • So what does all of this mean? Russia is poised for growth. People desire a connection and information, directly from the source. It means that you need a strategy, which is why we’re here. Some keys to that strategy, which I will also touch on tomorrow:
    The future of social is mobile
    Let your personal use inspire your brand use
    Experiment, test, refine
    Oh, yeah: And have fun!
  • Overview of global and Russian social media impact

    2. 2. The Impact of Social Media Mary Hartney Nahorniak @maryvale Social media editor, USA TODAY July 2014
    3. 3. Let’s start big
    4. 4. Where are they? • Central region: 29%, 11% of those in Moscow • Volga region: 16% • Small villages or cities with less than 100,000: Half • Cities of more than 500,000: 34%
    5. 5. It’s growing fast Let’s look at 2005 as an example
    6. 6. Ready to explode
    7. 7. So what happens when Russians get online?
    8. 8. They get on social media …
    9. 9. … and stay on social media
    10. 10. What are they using?
    11. 11. How are they using it?
    12. 12. Having conversations Facebook: • 141 million people talking about World Cup in Week 1 • 459 million posts, comments, and likes Twitter: • 300 million tweets in first two weeks • 3 million tweets during USA v. Germany match
    13. 13. Connecting with brands
    14. 14. Facebook: 1.28 billion members
    15. 15. YouTube plays 1 billion videos daily
    16. 16. Bottom line: You need a strategy