E marketing in russian social media eng1

E-Marketingin Russian Social Media

Natalia Korolevafor

Pääkaupunkiseudun matkailumarkkinoinnin kehittämishanke

(Culminatum Innovation Ltd Oy - Uudenmaan Osaamiskeskus)

October 2010

E-marketing ?..

...ACHIEVING YOURMARKETING GOALS

BRAND AWARENESS

INFORMING

ATTRACTING CUSTOMERS

MAINTAINING PUBLIC IMAGE

INCREASING SALES

EMOTIONAL CONTACT

1,5 billionInternet users in the world

50, 000, 000Russian Internet users

One in every 7 Internet users

reads blogs of others

18, 000, 000

blogs

in Russian

Russia ranks first

in the world in social networks

involvment

Every day

200,000 new posts

about 1, 000, 000 tweets (in Twitter.com)

about 7, 000 new blogs

450, 000 comments on Liveinternet.ru and Livejournal.com

more than 500, 000, 000 posts

in Russian-language blogs

Why is it

important for your business?

How do you use Internet?

70.8% Internet users READ blogs

27.7% Internet users OWN blogs

Some statistics

34%

write in blogs about their impressions on products and brands

32%

believe bloggers who write about products and brands

55% believe people with detailed blog's profile

Where to find the right people?

SEARCH

by TAGS and INTERESTS

Russian top sitesVkontakte.ru

Odnoklassniki.ruLivejournal.com

http://blogs.mail.ru/Liveinternet.ru

Diary.ruYa.ru

Blogger.comYoutube.com

Rutube.ruMoikrug.ruTwitter.com

Topics relevant for Russian tourists

Travel stories, travel photos Advice for travellersHard advertising

Geographical leader - Ukraine

4 LEVELS of INVOLVEMENT in online communication

1. MONITORING2. PR 2.0

3. CREATING THEIR MISSIONS4. PROMOTIONS

Monitoring

How do you know whether you are mentioned in blogs?

Query language

Туризм/ Tourism

Туризм&Финляндия/ Tourism & Finland

Финляндия (туризм | путешествие | поездка ) – Хельсинки / Finland (tourism | travel | trip) Helsinki

Blog search engines in Russian

http://blogs.yandex.ru/

http://blogsearch.google.com/

‘Отпуск в Финляндии’ / ‘Vacation in Finland’

For comparison

For comparison

«Pulse of the blogosphere» as a monitoring tool

http://blogs.yandex.ru/pulse/

Well-known Finnish brand in Russia

Nokia and Samsung

Tikkurila and Remmers

«Pulse of the blogosphere»

MONITORING YOUR BRAND

MONITORING COMPETITOR ACTIVITIESTRACKING PAID PUBLICATIONS

CONNECTIONS BETWEEN PEOPLE, NOT WITH PUBLIC

OLD

MARKETING MODEL -

MONOLOGUE

New model— DIALOGIE,

community building

ALT: Ctrl Delete

• Everybody talks – you do not possess control over the conversation.

• You are participating in the global reputational system with no informational asymmetry

• Your consumers in aggregate are smarter than you, and they are associated in the networks.

• Show respect

– Many bloggers are pleasantly surprised when companies really read their postings.

– Write personal messages or comments directly in the blog.

Preparatory work

• Think as a blogger. A blogger tries to harmonize his or her interests as a content publisher and interests of his or her readers.

• Check the tag cloud, blog rubrics or at least post subjects.

• Post links to the blog of the person, to whom you intend to write a message.

• Engage in conversations – comment postings relevantly.

PARTICIPATE

- Engage in conversations

- Offer your help and information

- Invite people to participate in events

Blog etiquette

• Do not use any slogans as post subjects. Do not write subjects in capital letters. Be clear and precise.

• Obviously there can be no mistakes in the blogger’s name. • Introduce yourself briefly and with no pretence. If you have

already talked to this person before, feel free to mention it. Do not be discreet about whom you work for and what your goal is.

• Explain why you are writing to this person (or calling him or her, or contact them through an instant messenger).

• While you may have any deadlines to meet (launching a new product, posting news), bloggers do not have to do that.

Writing a message

• Do not write much – bloggers have enough to read. You better write a short message (about 50 words).

• Provide links to additional sources on the topic. • Suggest in what regard your message can be

interesting to a regular reader. Sometimes numbers make better arguments and sometimes emotions.

• Figure out what time it is at the place of the person you are contacting and do not call them at night.

• Do not abuse the blogger’s good attitude. Do not use it too often.

Don’ts of writing a message

• Do not try to buy the blogger’s opinion – your reputations is worth more than that.

• Do not email to the blogger your press releases. • Don’t send ‘old news’. The blogger might have received this information

through their RSS feed or from another blog or social medium. • Do not ask strangers to post a link or to get registered in your project . • Do not insist that the blogger repeat your phrases. Behave as an assistant not

as a customer. • Do not send angry messages, do not threat or demand publication. Have you

chosen the right blogs? • Do not ignore asking for permission to use the exact quote (= show respect),

thus you will obtain an inspired blogger.

Example of a message

• And now answer me in one sentence what I am supposed to write about you in my blog and why it should be interesting to my readers?

• What did they answer?

Your own blog – what for?

• 36% Internet users have higher opinion about the companies that have their own blogs.

• Journalists like blogs as well • Your own multimedia informational

resource • Two-sided conversation • Higher involvement of employees • Better reputation for top managers • Search for new employees • Reality check for new ideas • In case of informational war

Natural planning of blogging

1. Determine goals and principles. 2. Outline the ultimate result. 3. Have a brainstorm (find a solution). 4. Organize the process. 5. Determine the action sequence.

Many of us are not used to follow this logic. The activity is mostly reactive.

Success stories

Canada invites you!

Ролик на Youtube

Смотрим видео

32, 000 views in 2 months

And more!

How do they do it?

Тhe Canadian Tourism Commission launched interactive murals to inspire Americans to book a Canadian vacation.

The Canadian Tourism Commission can be found on the following social channels:Facebook - http://facebook.com/keepexploring

Twitter - http://twitter.com/keep_exploring

And website:http://www.canada.travel

14, 594 ‘Like’s on Facebook

2, 301 followers on Twitter

Cheaptrip

How do they do it?

Cheaptrip on Twitter

Results

QUEUES FOR TICKETS AT 4 OFFICES IN MOSCOW

45, 908 community members in Livejournal.com

2, 200 followers on Twitter

INTERNET PROMOTION ONLY!

How do you get recognized?

FREE ways to get promoted

over Internet

Social bookmarks

Social notes

on the Internet

Web 2.0

News -

Post &

Vote

Social news

smi2.ru

news2.ru

newsland.ru

vkurse.ru

Social objects attract millions

Social objects

Inspired by Iceland

Results

800, 000 views on Vimeo

500, 000 views on the official website

On the TOP of Facebook during a week

2, 000, 000 tweets on Twitter

Aggressive environment Informational attacks

DANGER!

Targeted dissemination of deliberately misleading harmful information — informational attacks.

On the Internet, information spreads in a blink of an eye.

Starting in blogs, it easily appears in the news feeds of informational agencies and so on.

Important difference!

On the Internet, anonymous dissemination of information is possible.

Communication on the Internet-based platforms is very democratic.

Every participant of the informational space gets

to express their opinion and to be heard.

How to express your point of view?

• First of all – consider the situation, outline the action plan.

• Never start to offer excuses. Even if the accusations are ludicrous.

• Never let the emotions to guide your actions.

Prepare a plan

• Our goals • Strategy and tactics• Tools• Materials (texts, photos, videos) • Allies. Whom can we ask for help?

Fight your fights

• Reduction to absurdity • Humor, derision • Information about your achievements,

improvement of your reputation• Attracting the audience’s attention to

secondary issues and trifles • Tagging your opponent

Case studies

В интернете возможно анонимное распространение информации.

На интернет-площадках общение очень демократичное. Выслушивается точка зрения ВСЕХ участников информпространства.

5 steps to social media

Start with monitoringGet involved in dialogue

Define the strategyCreate your blog

Generate content and social objects

Promote

Feel free to ask any questions.

Natalia Koroleva

cell.:+7 905 546 11 53

e-mail: [email protected]

skype: shokopay

www: Remarkable.ru

Thank you

for your attention!