Russian social media for the destination marketing Julia Trushina Travel Zoom, International Conference on Strategic and Creative Marketing in Tourism, 2013 Bled, Slovenia

1. Russian social media
for the destination marketing
27th March 2013
Julia Trushina, Saint-Petersburg, Russia
3rd Conference on Strategic and Creative Marketing in Tourism,
Slovenia
http://travelzoom.livecd.net/?page_id=9

2. Rucola project for Finland
Research on consumer's behaviour of Russian tourists in
social media
Project in 2011-2012 for Finnish regions:
Turku, Savonlinna, Helsinki, Espoo, Rovaniemi, Jyväskylä

3. Rucola project for Finland
what Russian travelers talk about Finland in social media
how they search information
how they choose where to go
what they discuss in travel communities and forums
what they like and dislike

4. Rucola project : methods
• social media monitoring
• own polls and discussions
• blogger trips (9 trips - 9
families)

5. Forums are still alive. There are Russian
forums for independent travelers

6. There are travel communities in
Livejournal.com
http://ru_travel.livejournal.com/

7. Creators of travel content
in Russian social media
Active travelers post travel reports with photos in blogs,
communities and accounts
Beginners describe the trips in details : visa, transport,
hotels and so on in personal blogs
Experienced give advices and recommendations in travel
travelers communities and forums
plan trips for the families, ask questions in
Mothers travel communities and woman forums,
where they know each other
Newbies ask questions about first trips

8. Travel communities in Livejournal.com
Open search campaign of bloggers will work also as
promo for the destination, sponsors and travel companies.
http://ru_travel.livejournal.com/

9. Reports from bloggers were not only tests
of Finnish touristic services, but work also
as promo for travel activities in Finland.

10. Bloggers with kids shared tips about
traveling in Finland with kids

11. Bloggers
experience

12. Reports from bloggers in social media are
on first page of the results of searching
systems

14. http://vk.com/knowfinland

15. Top social networks in Russia
Average daily reach
TNS Web Index, February 2013, Reach, Russia100 000+, 12-54 age.

16. Target
ads in
vk.com

18. Target on travelers in vk.com

19. How much travelers
in vk.com ?

20. Reposts in the feed
of other groups
Choose groups what
your customers follow

21. What people like to share in vk.com
Beautiful pictures

22. What people like to share in vk.com
Useful info about trips

23. What people like to share in vk.com

24. What people like to share in vk.com

25. Photos could inspire to travel

27. Using of Instagram grows up in Russia

28. In Moscow over 300 000 active users
In Saint-Petersburg - 150 000 active users
http://foursq.ru/

29. Russian travelers create lists in Foursquare
“What to see”, “Must visit”, “Where to eat”…

30. Russian travelers behaviour
1. Russian travelers ask about friends’ travel
experiences in social media.

31. 2. Russian travelers don’t like to
watch a lot of Russians around.

32. 3. Travelers from Moscow are interested more in calm,
relax, nature, silence. Travelers from Saint-Petersburg
search cultural and historical facts and places.

33. 4. Russian travelers like to test local cuisine.
Before visit the restaurants they usually
check reviews and read menu on site.

34. 5. Russian travelers like local hand made souvenirs

35. 6. Russian parents admire interactive museums

36. Julia Trushina
Russian social media
Consultant and strategist
http://www.linkedin.com/in/juliatrushina