competitor social media performance & analysis

1 ã 1994-2015 IVIS - Commercial-In-Confidence Competitor social media performance & analysis Brand Rank Social presences & followers Content update Engagement (share, like, comment) Outstanding performance Antoshka Vkontakte (4706) Facebook(1042) Google+(3) YouTube(1) Twitter(0) OK.RU(18) • Mainly product based updates • Well managed on VK and Facebook Very low engagement level (averagely 1 interaction per post) UGC(User Generated Content) campaign received good level of participation from followers House of Toys Vkontakte (1834) Facebook(2077) • Product, lifestyle, editorial content updates • Competition element with incentives • Cross media content integration Good level of engagement (averagely 20 interactions per post) Occasional running on-page competition with incentives helped increase user engagement Chicco Vkontakte (31k) Facebook(3340) Instagram(1784) YouTube(394) • Promotion oriented, lifestyle and product content updates • Competition element with incentives OK level of engagement (averagely 30 interactions per post) • Use as customer insight platform • Running competition with incentives • Rich video content Dochki & Synochki Vkontakte (21k) Facebook(58) OK.RU(218) Twitter(2) • Promotion oriented, Product, recipes, light-hearted editorial content updates • Specially good community management of VK with various type of content update and real-time response Great level of engagement (averagely 50 interactions per post) • UGC competition campaign drove great level of engagement • Good word of mouth effect Mothercar e Facebook(2010) Google+(29) YouTube(Global channel 19k) • Highly promotion-led community management • product-based, lifestyle content update Good level of engagement (averagely 10 interactions per post) Competition with incentives to drive engagement

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Competitor social media performance & analysisBrandRankSocial presences & followersContent updateEngagement (share, like, comment)Outstanding performanceAntoshkaVkontakte (4706) Facebook(1042) Google+(3) YouTube(1)Twitter(0) OK.RU(18)Mainly product based updatesWell managed on VK and FacebookVery low engagement level (averagely 1 interaction per post)UGC(User Generated Content) campaign received good level of participation from followersHouse of ToysVkontakte (1834)Facebook(2077)Product, lifestyle, editorial content updatesCompetition element with incentives Cross media content integrationGood level of engagement (averagely 20 interactions per post)

Occasional running on-page competition with incentives helped increase user engagementChiccoVkontakte (31k) Facebook(3340)Instagram(1784) YouTube(394)Promotion oriented, lifestyle and product content updatesCompetition element with incentives

OK level of engagement (averagely 30 interactions per post)Use as customer insight platformRunning competition with incentivesRich video contentDochki & SynochkiVkontakte (21k) Facebook(58)OK.RU(218) Twitter(2)Promotion oriented, Product, recipes, light-hearted editorial content updatesSpecially good community management of VK with various type of content update and real-time responseGreat level of engagement (averagely 50 interactions per post)

UGC competition campaign drove great level of engagementGood word of mouth effectMothercareFacebook(2010) Google+(29)YouTube(Global channel 19k)Highly promotion-led community managementproduct-based, lifestyle content update

Good level of engagement (averagely 10 interactions per post)Competition with incentives to drive engagementPelicanVkontakte (118)Poor community management averagely 1 post per monthPurely product-based updateVery low engagement level (averagely 1 interaction per post)

TigresVkontakte (4643)Facebook(285)Offer, promotions based, lifestyle content updateUpdate on weekly basis Very low engagement level (averagely 2-3 interaction per post)SmycNo presenceEpicentre KVkontakte (2218) Facebook(2614) YouTube(39) OK.RU(210)Offer, lifestyle, product based content updatePoor community management lack of customer responding

Low to ok level of engagement on, especially on Facebook (averagely 10 interaction per post)

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