When marketers talk about social media marketing, they always mention Facebook, Twitter, LinkedIn and YouTube as their main marketing campaigns channels. There is no doubt that these social networks are the leading TOM brands, have become an inseparable part of our lives. However, when we plan our social media marketing strategy, we should keep in our mind that there is no single formula for success. It looks like it’s obvious to marketers that they should analyze and plan any campaign taking into consideration various issues like product type, audience, culture, geography and more. I say, when it comes to social media marketing, it’s not different!

1. Social Media Marketing
Strategy Localization
Revital Libfrand, Co-founder
Ignite Cloudware

2. 2
Why does business need Social Media Marketing ?
Social Media Marketing strategy become mandatory asset for
modern businesses, BECAUSE it…
• Gains website traffic
• Increase customer engagement
• Leverage brand awareness
through social media networks

3. OK…we know that already…
Social networks are part of our life and
therefore we must include them in our
marketing strategy
3

4. Most Marketers use the obvious social
networks
4

5. …But do you ask yourself is this the best
social network I should focus for
targeting my audience?
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6. As Marketers we always analyze and plan any campaign taking into
consideration various issues:
• Product type
• Audience
• Culture
• Geography
• etc.
When it comes to social media marketing, it’s not different!
6
Social Media Marketing Strategy must have:

7. 7
Localize your social marketing strategy
Map/research
find out who are the top
social networks within
the geography
Plan
choose content you want
to have there, consider
language, culture set up
targets
Execute
study the features and
capabilities of the social
networks, leverage it to
your business
Monitor
check if you meet your
targets

8. Which social network rules?
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Central and Eastern Europe choose Vkontakte
Name: Vkontakte (literally "in touch")
Born: October 10, 2006
Type: Social network
According to Alexa.com VKontakte is;
• Most popular social network in Belarus
• The second most visited social network in Russia, Ukraine, and Kazakhstan
• The 24th most known social network in the world
• Vkontakte site holds the first position in Russia,Ukraine and Belarus, and
3rd in Kazakhstan.

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Vkootakte- Functionality
• photos
• videos
• audio
• text
Share with Friends
• custom audio playlists
• sharing videos of unlimited length (such as conference
records, webinars, tutorials, etc.)
• super detailed inner search capabilities.
Additional Capabilities

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Vkontakte - Audience geography
Russia
79%
Ukraine
12%
Belarus
3%
Usa
1%
Canada
1%
Other
4%
• Daily audience reaches 60 million people
• Over 228 million users.
• 8th in the list of social networks with the biggest number of users

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• VKontakte is multilingual, Site features 3 official languages (English, Russian and
Ukrainian) as well unofficial user-generated translations into 70 more languages
(German, Spanish, Italian, Hebrew, Arabic, etc.).
• The official information coming from VKontakte states that around 66% of their
users live in Russia and over 50% of users are 25 years and older.
Vkontakte - Audience Demographic

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Let’s talk numbers
• In 2012 European business owners spent $21 billion on internet advertisement
• 20% of which was marketing activity in social networks*
• VKontakte business model relays on paid campaigns in a similar model as
Facebook:
o Mainly PPC
o Vary from few cents to hundreds depending on: location, audience, competition.
o Configurable budgets allow businesses of all sizes to invest in paid campaigns.
93.8
119.3
172
2011 2012 2013
VK Revenue
million, $
*TheRunet publication reports

14. Do you still think you’ve got the right
channel everywhere?
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Localization is the key
Localized social marketing strategy is mandatory when you wish
to expand your business to new markets.
Using local social networks strategies you can:
• Perform better customer care
• Increase ROI due to more precise geographical targeting
• Be more relevant to your audience
• Perform better
• Increase growth and engagement of the users.

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Ask me how to build an optimized
social go-to-market plan for your
business
We will be happy to hear from you