how to develop your social media strategy in russia?
Post on 17-Oct-2014
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DESCRIPTION
Presentation of the Social Media context: What is Social Media? Why should you have a Social Media strategy? How to develop your Social Media Strategy?TRANSCRIPT
Engaging Consumers with Brands
Social Media: How to adopt the right strategy?
Consumers Engagement Marketing
Engaging Consumers with Brands
01 Our expertise
Buzz Audit : Monitoring and analyze of your brand’s online reputation and perception.
Blog Marketing :Involving popular bloggers to experience your brand in order to create positive and influential online recommendations.
Benchmark & Web 2.0 Strategy :Analyze of your specific online situation in order to introduce you with a development planning and strategic opportunities.
Community Management: Creation and management of an online community, content management and engagement strategy as well as alerts and monthly reporting.
Engaging Consumers with Brands
This your customer.Can you see the difference between those 2 pictures?
Customer 1.0(Offline customer)
Customer 2.0(Social media user)
Small quantity of real life contacts One to one / few sharing possibilities Opinions and comments have low visibility Difficult to appreciate his level of influence You don’t know what he really thinks about
your brand!
High quantity of online contacts Very easy to share information (one to many) Opinions and comments visible almost forever Many possibilities to track his influence level His comments and behavior will tell you
precisely what he thinks about your brand!
Engaging Consumers with Brands
Presentation Index:
First part
Second part
Third part
What is Social Media?
Why should you have a Social Media strategy?
How to develop your Social Media strategy?
Engaging Consumers with Brands
What is Social Media?
Engaging Consumers with Brands
Social Media are any web-based technology that enables social
conversations and interactions, as well as publishing and broadcasting
content between web users .
Definition
What is Social Media?
Engaging Consumers with Brands
01 Social Networks
Top Social Networks in Russia
What is Social Media?
Engaging Consumers with Brands
02 Forums and Online CommunitiesTop Forums and Communities in
Russia
What is Social Media?
Engaging Consumers with Brands
03 Blogs
Top blog platforms in Russia
What is Social Media?
Engaging Consumers with Brands
04 Rich media sharing platforms
Top sharing platforms in Russia
What is Social Media?
Engaging Consumers with Brands
What is Social Media?
05 Micro bloggingTop Microblogging platforms in
Russia
Engaging Consumers with Brands
What is Social Media?
06 Social gaming, MMORPG and virtual worlds
Top Social games in Russia
Engaging Consumers with Brands
Why Should You Have a Social Media Strategy?
Engaging Consumers with Brands
Why Should You Have a Social Media Strategy?
Context
Engaging Consumers with Brands
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Argument 1: Russians are more and more connected
Why Should You Have a Social Media Strategy?
45 millions Internet users in Russia
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% of the Population
Russians like a lot new technologies and have an easy access to it
Argument 1: Russians are more and more connected
Why Should You Have a Social Media Strategy?
Engaging Consumers with Brands
Russians are #1 Social Media users in the world
Argument 2: Russians are massively using Social Media
Why Should You Have a Social Media Strategy?
Unique visitors: (estimated cookies)
38 M
Page views:
27 B
Total visits / month:730 M
Avg visits per visitor:28
Avg time on site:
28’:20”
Daily traffic:7 M visitors
Unique visitors: (estimated cookies)
31 M
Page views:
6,4 B
Total visits / month:440 M
Avg visits per visitor:21
Avg time on site:
18’:20”
Daily traffic:6 M visitors
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Engaging Consumers with Brands
Audience Use
Young: 20 - 34 88,5% of 20-34 y.o. web users are using Social networks.
They represent 64% of all SM users in Russia.
Women: 35 - 54 79,1% of 35-54 y.o women using internet are actives on social networks.
They represent 15% of all SM users in Russia.
Men: 35 - 54 72% of 35-54 y.o men using internet are actives on social networks.
They represent 12% of all SM users in Russia.
Almost 90% of the young web users are active on Social Networks
Why Should You Have a Social Media Strategy?
Argument 2: Russians are massively using Social Media
Main interests: music, games, chats and social networks, blogging. Main resources: Portals, Social Networks (Vkontakte.ru), Blogs, Communities
Main interests: music, games, chats and social networks, blogging. Main resources: Portals, Social Networks (Vkontakte.ru), Blogs, Topic (music, video, games, sport and other).
Main interests: family life, business and politics news.Main resources: Portals, Social Networks (Odnoklassniki.ru), News
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Age, sex, location, incomes, job, behavior, influence, brand loyalty…
Why Should You Have a Social Media Strategy?
Argument 3: Social Media offers unique targeting possibilities
Social Media Behavior
Geo-localization
Brand Fans Personal Information
Professional Information
Social Active / Influencer
Engaging Consumers with Brands
Word of mouth is highly credible
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Recommendations from friends/family
Ads on mobile phonesWeb banner ads
Search engine adsBranded Web sitesAds in magazines
Ads on radioAds on TV
Ads in newspapersNewsletters updates
Consumer opinions posted online
0% 20% 40% 60% 80% 100%
About 60% of consumers trust online opinions
Why Should You Have a Social Media Strategy?
Argument 4: People trusts online opinions more than advertising
Engaging Consumers with Brands
Word of mouth is highly credible
Do you know what people are saying about your brand online?
Why Should You Have a Social Media Strategy?
Argument 5: More conversations about your brand
Engaging Consumers with Brands
Word of mouth is highly credible
Do you know what people are saying about your brand online?
Why Should You Have a Social Media Strategy?
Argument 5: More conversations about your brand
Positive & negative experiences with brands, opinions, conversations, Recommendations, rumors, attacks, videos, pictures, …
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Consumers insight: feedback / Ideas / Influencers
Business opportunities
Engaging Consumers with Brands
How to develop your Social Media strategy?
Engaging Consumers with Brands
How to develop your Social Media strategy?
Where to start from?
Tools and technologies
are not a strategy!
Engaging Consumers with Brands
P.O.S.T.E1. People: Understand your audience: Who? Where? Brand perception?
2. Objectives: Decide what you want to accomplish.
3. Structure: Who is involved / responsible in your team for your SM activities?
4. Technology: What tools, formats & platforms?
5. Evaluation : What metrics & KPI?Met
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How to develop your Social Media strategy?
A 5 step process to your Social Media strategy
Buzz Audit vs E-monitoring
Listen Analyse React Engage
Step 1. Identify Existing Conversations
How to develop your Social Media strategy?
Engaging Consumers with Brands
Follow conversations on a daily basis Set up a list of key words to monitor Get focused on main resources and
popular thematic Gather consumers’ insight and feedback
Analyse the online reputation of your brand and the consumers’ perception
Analyse sentiment and polarity
Answer to consumers’ questions with arguments and facts
Prepare in advance scenarios to react in case of a brand attack or a bad buzz
Step 1. Identify Existing Conversations
How to develop your Social Media strategy?
Buzz Audit: Analysis what is your brand’s online reputation
Listen
Analyse
React
Engaging Consumers with Brands
Free research instruments:
Advanced research instruments:
twitter search
Select the instruments to monitor and set up alerts
Step 1. Identify Existing Conversations
How to develop your Social Media strategy?
Engaging Consumers with Brands
Step 2. Set up clear and reasonable objectives
How to develop your Social Media strategy?
What do you want to achieve? Which call for action?
Increase website traffic Increase lead generation
Increase customer data base Increase E-mail subscription
Increase sales revenue Improve search engine ranking
Improve brand and product reputation Increase brand and product awareness
Increase brand and product loyalty Reduce customer acquisition costs
Improve public relations Improve customer support quality
Reduce customer support costs Generate offline traffic
Visit your web site Ask for information / brochure Provide personal information Subscribe for newsletter Buy your product Recommend your product Discuss your product with friends Buy more often Join a community of brand fan Publish content about your brand Gather offline with other brand fans Visit your shops Provide feedback and opinion Provide ideas how to improve the product
Your Goal(s) Call for action
Engaging Consumers with Brands
So
But
Step 3. Get your team involved in your SM strategy
How to develop your Social Media strategy?
The major part of your employees are using Social Media Your employees are already using Social Media. They are very likely to talk about their job and their
company online. A fired employee can easily back fire at your company
through Social Media (pictures, videos, rumors,…).
Your employees are also your company’s online brand ambassadors.
Your employees can contribute to your Social Media presence (client relationship, expertise, publish content).
Entitle one person in your team responsible for your Social Media activities.
Inform all the employees about your SM strategy and activities.
Set up rules and guide lines for your team.
Notice that
Engaging Consumers with Brands
Sour
ce :
Cultu
re-B
uzz /
Van
ksen
Gro
up
E-mail subscriptions
Awareness & Visibility
Online Traffic
Search Engine Indexation
Leads generation
Offline Traffic
Increase sales
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ü
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Emai
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Bann
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SEO
ü
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Blog
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Seed
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Vira
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Buzz
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Gam
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Objectives
Loyalty ü ü ü ü ü
Com
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Step 4. Select the right channel(s)
How to develop your Social Media strategy?
Engaging Consumers with Brands
Step 5. Define your KPI’s and metrics
How to develop your Social Media strategy?
What is your Return On Investment?
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Engaging Consumers with Brands
Conclusions
Engaging Consumers with Brands
Consumers are now consum’actors: they publish opinions, comments, recommendations on the Internet and share information faster than ever before, and they are already talking about your brand.
With predicted 52 millions web users by the end of 2010, Russia will be starting 2011 the biggest online market in Europe.
Social Media is Russians #1 activity on the Internet: users will become even more inter-connected than they already are. (boom of applications, social gaming & sharing platforms).
Social Media Strategy is a long term process. It is about engaging your customers in a relationship with your brand, through community management, valuable content and brand experiences.
As Internet in Russia is less mature than western markets, social media marketing still offers a lot of possibilities for smart companies to break through the market.
01 What you should remember
Conclusion about Social Media Strategy
Engaging Consumers with Brands
02 For more details
About SM strategy
About Social Network
Conclusion about Social Media Strategy
Engaging Consumers with Brands
Consumers Engagement MarketingFor any other questions, please contact me:
Thierry Cellerin
M.: +7 985 44 22 544
W.: www.buzzfactory.ru
C.: www.vanksen.com
B.: http://buzz-factory.livejournal.com/
Twitter: @buzzfactory_ru