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16th	
  of	
  February,	
  2012	
  




                                      Digital Strategy
                                             for Eastern Europe	
  

                                                      Prepared	
  by:	
  
                                                          	
  Anton	
  Razumov	
  
                                                          	
  anton.razumov@gmail.com	
  
                                                          	
  mob:	
  +7	
  916	
  705	
  80	
  04	
  
                                                          	
  twi=er:	
  @ZooMik	
  
Agenda:	
  
•    Overview
•    Managing locally
•    Growing fans
•    Internal communication

•  BackUPs:
       1.    Your SEM capability
       2.    How to work with Digital Agencies
       3.    Social media Triage
Insight:



                                                                s” Into Socia                              l Media
                                                  Ferrero “jump




                                         “…5	
  years	
  in	
  social	
  media	
  for	
  a	
  mul1na1onal	
  
                              Properly   brand	
  and	
  by	
  their	
  own	
  admission	
  they	
  are	
  only	
  
                       Plan
  …but still “fail” to                   at	
  the	
  beginning…”	
  	
  
                                         	
  
                                                           Guillaume	
  du	
  Gardier,	
  Head	
  of	
  Digital	
  Media	
  in	
  Ferrero	
  
Overview:
Many	
  companies	
  do	
  not	
  engage	
  with	
  their	
  consumers	
  
Ferrero’s	
  brands	
  LIKE	
  the	
  idea,	
  but	
  don’t	
  fully	
  execute	
  at	
  local	
  level	
  
Nutella	
  (RUS)	
  	
  has	
  only	
  180	
  likes,	
  7	
  shares!	
  




                                                                                                                                                         TicTac:	
  last	
  update	
  7th	
  Aug	
  	
  
                                                                                                                                                         	
  
                                                                                                                                                         There	
  is	
  NO:	
  Twi=er,	
  
                                                                                                                                                         Facebook,	
  even	
  VKontakte	
  




                                                                                                                                                                                                5
Managing locally
•  Effec]ve	
  localiza]on	
  Regional	
  pla^orms	
  
      •  website,	
  facebook,	
  twi=er	
  
      	
  
•  Drive	
  Brand	
  Pages/communi]es	
  across	
  	
  
   local	
  social	
  networks:	
  
      •  Vkontakte.ru	
  (VK.com)	
  
      •  Mail.Ru	
  
      •  Odnoklassniki.ru	
  
Growing fans
             •  Individual	
  brand	
  pages	
  incredibly	
  popular	
  

             •  Products	
  people	
  happen	
  to	
  LOVE	
  
      	
  
                                	
  
             Focus	
  on	
  growing	
  their	
  fans!!!	
  
Internal communication
•  Internal	
  Educa]on	
  
      •  “Insights	
  from	
  Outside”	
  community	
  
      •  Digital	
  “Launch”	
  	
  
      •  Social	
  Media	
  Trainings	
  

•  Internal	
  Blog	
  (knowledge	
  system)	
  
      •  communica]on	
  &	
  collabora]on	
  
      •  for	
  all	
  people	
  across	
  business	
  
      •  owned	
  by	
  HR	
  department	
  




                                                Sites like Yammer,
                                                  Socialtext and
                                                    Socialcast
Key points:	
  
•    Effec]ve	
  localiza]on	
  Regional	
  pla^orms	
  

•    Drive	
  Brand	
  Pages/communi]es	
  across	
  	
  local	
  social	
  networks	
  

•    Focus	
  on	
  growing	
  fans

•    Implement	
  Internal	
  Educa]on	
  about	
  Digital	
  

•    Establish	
  Internal	
  Blog	
  
16th	
  of	
  February,	
  2012	
  




                                      Thank you!
                                          	
  

                                                 Contact	
  informa=on:	
  
                                                    	
  Anton	
  Razumov	
  
                                                    	
  anton.razumov@gmail.com	
  
                                                    	
  mob:	
  +7	
  916	
  705	
  80	
  04	
  
                                                    	
  twi=er:	
  @ZooMik	
  
Back	
  UPs:	
  
Your	
  SEM	
  capability:	
  
                                                                    Establish	
  the	
  campaign	
  objec=ves	
  	
  
                                                                         and	
  metrics	
  for	
  success	
  

               Regular	
  calls	
  and	
  status	
                                      Brief	
  
                                                                                                                                  Cross	
  channel	
  strategy	
  
               mee=ngs	
  with	
  client	
  to	
                                                                               mee=ngs	
  to	
  ensure	
  integrated	
  
                                                               Status	
                                         Campaign	
  
                ensure	
  a	
  partnership	
                  Mee=ngs	
                                         Planning	
          planning	
  approach	
  
                     approach	
  

                                                                                                                                                 Analyse	
  user	
  demand,	
  
        Update	
  Rankings	
                                                                                                    User	
             seasonality	
  trends,	
  
                                               Repor=ng	
                                                                      Demand	
  
      Report	
  &	
  	
  Campaign	
               	
                                                                           Analysis	
  
                                                                                                                                               compe==ve	
  benchmarking	
  
       Objec=ves	
  Report	
                                                                                                                   and	
  combine	
  with	
  forecast	
  
      and	
  feed	
  insight	
  back	
  	
                                                                                                                  tools	
  
             into	
  strategy	
  

                                                   Observa=on	
  
                                                                                                                                            Analyse	
  user	
  experience,	
  
                                                                                                                         Usability	
  
                                                       &	
  
                                                                                                                          Study	
         usability	
  and	
  conversion	
  path	
  
                                                   Refinement	
  
                                                                                                                                          analysis	
  and	
  feed	
  into	
  audit.	
  
Observe	
  changes	
  to	
  rankings	
  and	
                                                                                              Gain	
  further	
  insight	
  by	
  deep	
  
traffic	
  levels	
  and	
  refine	
  strategy.	
  	
                                                                                            diving	
  into	
  Analy=cs	
  
Use	
  analy=cs	
  to	
  understand	
  new	
                            Implement	
                 Audit	
  

            user s	
  intent	
  	
                                                                                  Conduct	
  Visibility,	
  Content	
  &	
  
                              Provide	
  implementa=on	
  guidance	
                                               Reputa=on	
  audits	
  and	
  provide	
  
                               &	
  hand	
  hold	
  throughout	
  process	
                                          detailed	
  recommenda=ons	
  
How	
  to	
  work	
  with	
  Digital	
  Agencies:	
  
§  Test	
  to	
  see	
  that	
  they	
  focus	
  on	
  rela]onships,	
  not	
  
    campaigns.	
  
§  Ask	
  when	
  they	
  failed	
  at	
  social	
  media	
  –	
  and	
  what	
  they	
  
    learned.	
  
     •  TIP:	
  Hire	
  only	
  agencies	
  with	
  “scar	
  ]ssue”	
  

§  Leverage	
  agencies	
  and	
  have	
  them	
  train	
  you	
  in	
  all	
  
    things	
  social.	
  
     •  Enable	
  fast,	
  concerted	
  entry	
  into	
  the	
  market	
  

§  Be	
  wary	
  of	
  agencies	
  wan]ng	
  to	
  crah	
  your	
  strategy	
  –	
  
    only	
  you	
  can	
  do	
  that.	
  	
  


                                                                                             13
Social	
  media	
  Triage:	
                                                                                                                                     Take	
  reasonable	
  ac]on	
  
                                                                                                                                                                        to	
  fix	
  issue	
  and	
  let	
  
                                                                                                                                                                      consumer	
  know	
  ac]on	
  
                                                                                                                                                                                     taken	
  
                                               Posi]ve	
                            Nega]ve	
  
                                                                                                                                  Yes	
                                        Yes	
  
                  No	
                                          Assess	
  the	
  
                            Do	
  you	
  want	
                                                   Evaluate	
  the	
                                                    Does	
  consumer	
  need/
                            to	
  respond?	
                     message	
                          purpose	
                                                           deserve	
  more	
  info?	
  




                                         Yes	
                                                     Unhappy	
            Yes	
     Are	
  the	
  facts	
     No	
  
No	
  Response	
                                                                                                                                                      Gently	
  correct	
  the	
  facts	
  
                                                                                                  Consumer?	
                       correct?	
  

                                                                                                   No	
  

                  Yes	
     Can	
  you	
  add	
        No	
                                        Dedicated	
          Yes	
     Are	
  the	
  facts	
     No	
  
                              value?	
                                                            Complainer?	
                     correct?	
  

                                                                                                   No	
                           Yes	
  

                                                                                                                                     Is	
  the	
                       Explain	
  what	
  is	
  being	
  
 Respond	
  in	
                                                Thank	
  the	
                 Comedian	
                                                   Yes	
  
                                                                                                                                   problem	
                            done	
  to	
  correct	
  the	
  
kind	
  &	
  share	
                                             person	
                     Want-­‐to-­‐Be?	
  
                                                                                                                                  being	
  fixed?	
                                issue.	
  
                                                                                                                                                            No	
  

                                                                                                  Yes	
  
                                                                                                                                                                         Let	
  post	
  stand	
  and	
  
                                                                                                                                                                                 monitor.	
  

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Digital strategy for Ferrero Russia

  • 1. 16th  of  February,  2012   Digital Strategy for Eastern Europe   Prepared  by:    Anton  Razumov    anton.razumov@gmail.com    mob:  +7  916  705  80  04    twi=er:  @ZooMik  
  • 2. Agenda:   •  Overview •  Managing locally •  Growing fans •  Internal communication •  BackUPs: 1.  Your SEM capability 2.  How to work with Digital Agencies 3.  Social media Triage
  • 3. Insight: s” Into Socia l Media Ferrero “jump “…5  years  in  social  media  for  a  mul1na1onal   Properly brand  and  by  their  own  admission  they  are  only   Plan …but still “fail” to at  the  beginning…”       Guillaume  du  Gardier,  Head  of  Digital  Media  in  Ferrero  
  • 4. Overview: Many  companies  do  not  engage  with  their  consumers  
  • 5. Ferrero’s  brands  LIKE  the  idea,  but  don’t  fully  execute  at  local  level   Nutella  (RUS)    has  only  180  likes,  7  shares!   TicTac:  last  update  7th  Aug       There  is  NO:  Twi=er,   Facebook,  even  VKontakte   5
  • 6. Managing locally •  Effec]ve  localiza]on  Regional  pla^orms   •  website,  facebook,  twi=er     •  Drive  Brand  Pages/communi]es  across     local  social  networks:   •  Vkontakte.ru  (VK.com)   •  Mail.Ru   •  Odnoklassniki.ru  
  • 7. Growing fans •  Individual  brand  pages  incredibly  popular   •  Products  people  happen  to  LOVE       Focus  on  growing  their  fans!!!  
  • 8. Internal communication •  Internal  Educa]on   •  “Insights  from  Outside”  community   •  Digital  “Launch”     •  Social  Media  Trainings   •  Internal  Blog  (knowledge  system)   •  communica]on  &  collabora]on   •  for  all  people  across  business   •  owned  by  HR  department   Sites like Yammer, Socialtext and Socialcast
  • 9. Key points:   •  Effec]ve  localiza]on  Regional  pla^orms   •  Drive  Brand  Pages/communi]es  across    local  social  networks   •  Focus  on  growing  fans •  Implement  Internal  Educa]on  about  Digital   •  Establish  Internal  Blog  
  • 10. 16th  of  February,  2012   Thank you!   Contact  informa=on:    Anton  Razumov    anton.razumov@gmail.com    mob:  +7  916  705  80  04    twi=er:  @ZooMik  
  • 12. Your  SEM  capability:   Establish  the  campaign  objec=ves     and  metrics  for  success   Regular  calls  and  status   Brief   Cross  channel  strategy   mee=ngs  with  client  to   mee=ngs  to  ensure  integrated   Status   Campaign   ensure  a  partnership   Mee=ngs   Planning   planning  approach   approach   Analyse  user  demand,   Update  Rankings   User   seasonality  trends,   Repor=ng   Demand   Report  &    Campaign     Analysis   compe==ve  benchmarking   Objec=ves  Report   and  combine  with  forecast   and  feed  insight  back     tools   into  strategy   Observa=on   Analyse  user  experience,   Usability   &   Study   usability  and  conversion  path   Refinement   analysis  and  feed  into  audit.   Observe  changes  to  rankings  and   Gain  further  insight  by  deep   traffic  levels  and  refine  strategy.     diving  into  Analy=cs   Use  analy=cs  to  understand  new   Implement   Audit   user s  intent     Conduct  Visibility,  Content  &   Provide  implementa=on  guidance   Reputa=on  audits  and  provide   &  hand  hold  throughout  process   detailed  recommenda=ons  
  • 13. How  to  work  with  Digital  Agencies:   §  Test  to  see  that  they  focus  on  rela]onships,  not   campaigns.   §  Ask  when  they  failed  at  social  media  –  and  what  they   learned.   •  TIP:  Hire  only  agencies  with  “scar  ]ssue”   §  Leverage  agencies  and  have  them  train  you  in  all   things  social.   •  Enable  fast,  concerted  entry  into  the  market   §  Be  wary  of  agencies  wan]ng  to  crah  your  strategy  –   only  you  can  do  that.     13
  • 14. Social  media  Triage:   Take  reasonable  ac]on   to  fix  issue  and  let   consumer  know  ac]on   taken   Posi]ve   Nega]ve   Yes   Yes   No   Assess  the   Do  you  want   Evaluate  the   Does  consumer  need/ to  respond?   message   purpose   deserve  more  info?   Yes   Unhappy   Yes   Are  the  facts   No   No  Response   Gently  correct  the  facts   Consumer?   correct?   No   Yes   Can  you  add   No   Dedicated   Yes   Are  the  facts   No   value?   Complainer?   correct?   No   Yes   Is  the   Explain  what  is  being   Respond  in   Thank  the   Comedian   Yes   problem   done  to  correct  the   kind  &  share   person   Want-­‐to-­‐Be?   being  fixed?   issue.   No   Yes   Let  post  stand  and   monitor.