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?

1. Consumers Engagement Marketing  Social Media: How to adopt the right strategy?

2. 01Our 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.

4. One to one / few sharing possibilities

5. Opinions and comments have low visibility

6. Difficult to appreciate his level of influence

7. You don’t know what he really thinks about your brand!

8. High quantity of online contacts

9. Very easy to share information (one to many)

10. Opinions and comments visible almost forever

11. Many possibilities to track his influence level

13. What is Social Media?

14. What is Social Media? Definition Social Mediaare any web-based technology that enables social conversations and interactions, as well as publishing and broadcasting content between web users .

15. What is Social Media? 01Social Networks Top Social Networks in Russia

16. What is Social Media? 02Forums and Online Communities Top Forums and Communities in Russia

17. What is Social Media? 03Blogs Top blog platforms in Russia

18. What is Social Media? 04Rich media sharing platforms Top sharing platforms in Russia

19. What is Social Media? 05Micro blogging Top Microblogging platforms in Russia

20. What is Social Media? 06Social gaming, MMORPG and virtual worlds Top Social games in Russia

21. Why Should You Have a Social Media Strategy?

22. Why Should You Have a Social Media Strategy? Context

23. Why Should You Have a Social Media Strategy? Argument 1: Russians are more and more connected 45 millions Internet users in Russia Source : Miniwatts Marketing Group March 2009

24. Why Should You Have a Social Media Strategy? Argument 1: Russians are more and more connected Russians like a lot new technologies and have an easy access to it % of the Population Source: TNS, M`Index, Russia, 16+.

25. Why Should You Have a Social Media Strategy? Argument 2: Russians are massively using Social Media Russians are #1 Social Media users in the world Source: 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 month 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 Source: Google Ad planner, July 2010

26. 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, Communities Source: 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

27. 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 Fans Personal Information Professional Information Geo-localization Social Active / Influencer

28. Why Should You Have a Social Media Strategy? Argument 4: People trusts online opinions more than advertising Word of mouth is highly credible About 60% of consumers trust online opinions Recommendations from friends/family Consumer opinions posted online Newsletters updates Ads in newspapers Ads on TV Ads on radio Source: Edelman, Trust Barometer Ads in magazines Branded Web sites Search engine ads Web banner ads Ads on mobile phones 0% 20% 40% 60% 80% 100%

29. Why Should You Have a Social Media Strategy? Argument 5: More conversations about your brand Word of mouth is highly credible Do you know what people are saying about your brand online?

30. Why Should You Have a Social Media Strategy? Argument 5: More conversations about your brand Word of mouth is highly credible Do 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, 2006 Consumers insight: feedback / Ideas / Influencers Business opportunities

31. How to develop your Social Media strategy?

32. How to develop your Social Media strategy? Where to start from? Tools and technologies are not a strategy!

33. How to develop your Social Media strategy? A 5 step process to your Social Media strategy P.O.S.T.E People: 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 Forrester http://www.forrester.com/rb/research

34. How to develop your Social Media strategy? Step 1. Identify Existing Conversations Buzz Audit vs E-monitoring Listen Analyse React Engage

36. Set up a list of key words to monitor

37. Get focused on main resources and popular thematic

38. Gather consumers’ insight and feedback

39. Analyse the online reputation of your brand and the consumers’ perception

40. Analyse sentiment and polarity

41. Answer to consumers’ questions with arguments and facts

42. Prepare in advance scenarios to react in case of a brand attack or a bad buzzListen Analyse React

43. How to develop your Social Media strategy? Step 1. Identify Existing Conversations Select the instruments to monitor and set up alerts Free research instruments: twitter search Advanced research instruments:

44. How to develop your Social Media strategy? Step 2. Set up clear and reasonable objectives What do you want to achieve? Which call for action? Your Goal(s) 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

46. They are very likely to talk about their job and their company online.

47. A fired employee can easily back fire at your company through Social Media (pictures, videos, rumors,…).

48. Your employees are also your company’s online brand ambassadors.

49. Your employees can contribute to your Social Media presence (client relationship, expertise, publish content).

50. Entitle one person in your team responsible for your Social Media activities.

51. Inform all the employees about your SM strategy and activities.

52. Set up rules and guide lines for your team. But So

53. How to develop your Social Media strategy? Step 4. Select the right channel(s) CommunityManagement Viral Buzz Emailing Banners SEO Blog Minisite Games Seeding ü ü E-mail subscriptions ü ü ü ü ü Awareness & Visibility ü ü ü ü ü ü ü ü ü Online Traffic ü ü ü ü ü ü ü Search Engine Indexation ü ü ü Source : Culture-Buzz / Vanksen Group ü Leadsgeneration ü ü ü ü ü ü Offline Traffic ü ü ü ü ü ü Increase sales ü ü ü ü ü ü ü Loyalty ü ü ü ü ü Objectives

54. How to develop your Social Media strategy? Step 5. Define your KPI’s and metrics What is your Return On Investment? Source: KingFish Media 2010, US

55. Conclusions

57. With predicted 52 millions web users by the end of 2010, Russia will be starting 2011 the biggest online market in Europe.

58. 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).

59. 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.

60. 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.Conclusion about Social Media Strategy 01What you should remember

61. Conclusion about Social Media Strategy 02For more details About SM strategy About Social Network

62. Consumers Engagement Marketing For any other questions, please contact me: Thierry Cellerin E.: tcellerin@buzzfactory.ru M.: +7 985 44 22 544 W.: www.buzzfactory.ru C.: www.vanksen.com B.: http://buzz-factory.livejournal.com/ Twitter: @buzzfactory_ru