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How to develop your Social Media strategy in Russia?

The document discusses the importance of social media engagement in marketing, highlighting how brands can adapt their strategies to better connect with consumers. It outlines key strategies such as buzz audits, community management, and leveraging various social media platforms in Russia, where social media usage is notably high. Furthermore, it emphasizes the need for a well-structured social media strategy that includes clear objectives, team involvement, and proper evaluation methods.

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Consumers Engagement Marketing Social Media: How to adopt the right strategy?
01Our expertiseBuzz 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.
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!Presentation Index:First part What is Social Media?Second partWhy should you have a Social Media strategy?Third part How to develop your Social Media strategy?
What is Social Media?
What is Social Media?DefinitionSocial Mediaare any web-based technology that enables social conversations and interactions, as well as publishing and broadcasting content between web users .
What is Social Media? 01Social NetworksTop Social Networks in Russia
What is Social Media? 02Forums and Online CommunitiesTop Forums and Communities in Russia
What is Social Media? 03BlogsTop blog platforms in Russia
What is Social Media? 04Rich media sharing platformsTop sharing platforms in Russia
What is Social Media? 05Micro bloggingTop Microblogging platforms in Russia
What is Social Media? 06Social gaming, MMORPG and virtual worldsTop Social games in Russia
Why Should You Have a Social Media Strategy?
Why Should You Have a Social Media Strategy?Context
Why Should You Have a Social Media Strategy?Argument 1: Russians are more and more connected45 millions Internet users in RussiaSource : Miniwatts Marketing Group March 2009
Why Should You Have a Social Media Strategy?Argument 1: Russians are more and more connectedRussians like a lot new technologies and have an easy access to it% of the PopulationSource: TNS, M`Index, Russia, 16+.
Why Should You Have a Social Media Strategy?Argument 2: Russians are massively using Social Media Russians are #1 Social Media users in the worldSource: TNS Web Index, May’09, cities 100,000+, TA population 12-54, Internet users – use Internet at home or at work at least once per monthUnique visitors: (estimated cookies)38 MPage views: 27 BTotal visits / month:730 MAvg visits per visitor:28Avg time on site: 28’:20”Daily traffic:7 M visitorsUnique visitors: (estimated cookies)31 MPage views: 6,4 BTotal visits / month:440 MAvg visits per visitor:21Avg time on site: 18’:20”Daily traffic:6 M visitorsSource: Google Ad planner, July 2010
Why Should You Have a Social Media Strategy?Argument 2: Russians are massively using Social Media Almost 90% of the young web users are active on Social NetworksMain interests: music, games, chats and social networks, blogging.Main resources: Portals, Social Networks (Vkontakte.ru), Blogs, CommunitiesSource: ComCon, TGI Russia, 1-3 waves 2009, weekly audience 16+. 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
Why Should You Have a Social Media Strategy?Argument 3: Social Media offers unique targeting possibilities Age, sex, location, incomes, job, behavior, influence, brand loyalty…Social Media Behavior Brand FansPersonal InformationProfessional InformationGeo-localization Social Active / Influencer
Why Should You Have a Social Media Strategy?Argument 4: People trusts online opinions more than advertising Word of mouth is highly credibleAbout 60% of consumers trust online opinionsRecommendations from friends/familyConsumer opinions posted onlineNewsletters updatesAds in newspapersAds on TVAds on radioSource: Edelman, Trust BarometerAds in magazinesBranded Web sitesSearch engine adsWeb banner adsAds on mobile phones0%20%40%60%80%100%
Why Should You Have a Social Media Strategy?Argument 5: More conversations about your brand Word of mouth is highly credibleDo 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 Word of mouth is highly credibleDo you know what people are saying about your brand online?Positive & negative experiences with brands, opinions, conversations, Recommendations, rumors, attacks, videos, pictures, … Source : TalkTrack, Keller Fay Group, 2006Consumers insight: feedback / Ideas / Influencers Business opportunities
How to develop your Social Media strategy?
How to develop your Social Media strategy?Where to start from?Tools and technologiesare not a strategy!
How to develop your Social Media strategy?A 5 step process to your Social Media strategy P.O.S.T.EPeople: Understand your audience: Who? Where? Brand perception?Objectives: Decide what you want to accomplish.Structure: Who is involved / responsible in your team for your SM activities? Technology: What tools, formats & platforms?Evaluation:What metrics & KPI?Methodology by Forresterhttp://www.forrester.com/rb/research
How to develop your Social Media strategy? Step 1. Identify Existing ConversationsBuzz Audit vs E-monitoringListenAnalyseReactEngage
How to develop your Social Media strategy? Step 1. Identify Existing ConversationsBuzz Audit: Analysis what is your brand’s online reputationFollow conversations on a daily basis
Set up a list of key words to monitor