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Ignite Cloudware-Localizing Social Media Marketing Strategy
The document discusses the importance of social media marketing strategies, emphasizing the need for localization to effectively target audiences based on geography and culture. It highlights Vkontakte as a significant social network, particularly in Central and Eastern Europe, noting its functionalities and demographic reach. Additionally, the document advocates for tailored marketing tactics to enhance customer engagement and return on investment.
Ignite Cloudware-Localizing Social Media Marketing Strategy
- 1. Social Media Marketing StrategyLocalization Revital Libfrand, Co-founder Ignite Cloudware
- 2. 2 Why does businessneed 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 thatalready… Social networks are part of our life and therefore we must include them in our marketing strategy 3
- 4. Most Marketers usethe obvious social networks 4
- 5. …But do youask yourself is this the best social network I should focus for targeting my audience? 5
- 6. As Marketers wealways 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 socialmarketing 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 networkrules? 8
- 9. 9 Central and EasternEurope 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.
- 10. 10 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
- 11. 11 Vkontakte - Audiencegeography 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
- 12. 12 • VKontakte ismultilingual, 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
- 13. 13 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 stillthink you’ve got the right channel everywhere? 14
- 15. 15 Localization is thekey 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.
- 16. 16 Ask me howto build an optimized social go-to-market plan for your business We will be happy to hear from you