Download - Digital marketing 2014
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BY POSSIBLE MOSCOW
AUGUST 2014
DIGITAL MARKETING IN RUSSIA
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Digital! Digital! Digital! Digital! Digital! Digital! Digital! Digital!
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!AGENDA !
01. RUNET: KEY FIGURES
02. RUNET: ECONOMY
03. RUNET: SOCIAL MEDIA
04. RUNET: MOBILE
05. DIGITAL AS A PART OF IMC
06. SMART APPROACH TO DIGITAL
!
!
!
!
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THEY SAY
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RUNET: KEY FIGURES
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76 MILLION RUSSIANS ARE ONLINE
+7%
VS
PY
Source: FOM, Internet research, all Russia, 18+
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#5 INTERNET PENETRATION SCORE IN THE WORLD
Source: FOM, Internet research, all Russia, 18+
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INTERNET REACH IS NOW COMPARABLE TO TV REACH
Source: TNS WebIndex March 2014, Russia, cities 100+, 12-64
38,4%38,3%
31%
25%
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Source: FOM, Internet research, all Russia, 18+
48% OF INTERNET USERS LIVE IN SMALL TOWNS & VILLAGES
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!
!56,3MILLION PEOPLE ARE ONLINE EVERY DAY
OF ALL RUSSIA POPULATION 18+
!
!=48%
Source: FOM, Internet research, all Russia, 18+
+12
% V
S P
Y
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Source: Yandex, Spring 2014
INTERNET ACCESS GETS CHEAPER FOR ALL REGIONS
INTERNET PRICE IS GETTING LOWER
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SAINT PETERSBURG
Source: FOM, Internet research, all Russia, 18+
3,4 MM USERS
INCREASING FREQUENCY
MONTHLY REACH = WEEKLY REACH IN 1 MLN+ CITIES
NOVOSIBIRSK1 MM USERS
YEKATERINBURG
KAZAN
0,9 MM USERS
0,7 MM USERS
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KEY ONLINE ACTIVITIES
Source: TNS WebIndex March 2014, Russia, cities 100+, 12-64
Contribution to time spent a month, %
Social Networks
Video resources
Search
News
Online shops
Online Dating
Searching for goods & services
Music (listening/downloading)
10% 20% 30% 40%
2%
2%
2%
2%
2%
2%
5%
10%
36%
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6,279&
6,299&
8,302&
8,538&
9,243&
13,388&
18,253&
21,239&
40,234&
62,159&
MYVI.RU&
BIGCINEMA.TV&
ZOOMBY.RU&
IVI.RU&
TVIGLE.RU&
VIMEO.COM&
RUTUBE.RU&
YANDEX&VIDEO&
MAIL.RU&
YOUTUBE.COM& 482$
305$
291$
171$
153$
111$
105$
61$
58$
57$
MOLODEJJ.TV$
YOUTUBE.COM$
IVI.RU$
SIBNET.RU$
ZOOMBY.RU$
RUTUBE.RU$
1TV.RU$
TVIGLE.RU$
SPORTBOX.RU$
SMOTRI.COM$
YOUTUBE: 62 MLN VIEWERS 5 HOURS A MONTH
UNIQUE USERS (‘000) MINUTES PER USER
Source: ComScore Video Metrics April 2014
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125 MINUTES
AVERAGE SPENT ONLINE PER DAY
Source: TNS WebIndex March 2014, Russia, cities 100+, 12-64
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WHAT ARE THE MOST ACTIVE AGE GROUPS?
Source: TNS WebIndex April 2014, Russia, cities 100+, 12-64
12-17 140 MINUTES][
18-24 +
135 MINUTES][
[CONSUMERS OF TODAY, AND TOMORROW]
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CONSUMER CULTURE IS DEVELOPING
Source: FOM 2014
[E-COMMERCE, ONLINE BANKING & PAYMENTS]
!What things on Internet did not you try to do but
would like to try to?
!Online purchase (to buy goods, to order services)
!Internet banking
!To pay for goods with e-money
!!Job searching online
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DIGITAL MOSCOW
Source: FOM, DIT 2014
[GOVERNMENT-OWNED SERVICES FOR CITIZENS]
70% of Muscovites are aware of governmental online services (comparing to 12% in 2009)
>70K visits per day to pgu.mos.ru
80% of marriage registration are made online (via governmental services website)
37% of schools turned to e-diaries
5,2M patients per month schedules a visit to a doctor using online registration service
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Source: FOM, Internet research, all Russia, 18+
INTERNET PENETRATION IN RUSSIA BY 2020? !
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Source: FOM, Internet research, all Russia, 18+
INTERNET PENETRATION IN RUSSIA BY 2020? !
85%
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APART FROM FIGURES: HOW WE CHANGE OUR HABITS
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DRIVING IN TRAFFIC
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PAPER EVENT GUIDES
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TICKET OFFICE
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HOTEL ROOM BOOKING
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HAILING A CAB
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ONLINE DATING
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RUNET: ECONOMY
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Source: Runet economy Research 2013 (RAEC, HSE),
1 TRNRUNET SALES VOLUME IN 2013 1,
7%
OF
GD
P
ESTIMATED GROWTH OF RUNET ECONOMY BY 2018
!
!15-20%
A Y
EA
R
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Source: FOM, Internet research, all Russia, 18+
520BILLION RUR [RUNET E-COMMERCE SALES VOLUME IN 2013]
Source: Data Insight 2013
+28
% V
S P
Y
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30MILLION ONLINE SHOPPERS IN 2013!
Source: Data Insight 2013
+3
0%
VS
PY
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Source: AKAR 2014
71,7BILLION RUR RUNET AD SPENDINGS
BILLION RUR [ MEDIA AD]
!20,1
+12
% V
S P
Y
+27%
VS
PY
!51,6BILLION RUR [ CONTEXT AD] +
34
% V
S P
Y
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THEY SAY
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RUNET: SOCIAL MEDIA
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79% OF USERS HAVE AN ACCOUNT ON SOCIAL NETWORKS
Source: FOM, Internet research, all Russia, 18+
OF THEM COMMUNICATE VIA SOCIAL NETWORKS DURIN LAST MONTH
!
!60%#
1 O
NL
INE
AC
TIV
ITY
#1
WA
Y O
F O
NL
INE
C
OM
MU
NIC
AT
ION
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25% OF RUSSIAN FEMALE USERS ARE OPEN TO TALK TO BRANDS & LEARN MORE ABOUT THEM ON SOCIAL MEDIA
RUSSIA
USA
CHINA
BRAZIL
INDIA
UKRAINE
POLAND
0% 10% 20% 30% 40%
11%
10%
29%
34%
27%
7%
9%
14%
15%
29%
31%
30%
11%
25%
FEMALEMALE
HOW OPEN ARE YOU TO BRANDS ON SOCIAL MEDIA?
Source: TNS Digital Life Global Research, 2014
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10,4 HO
UR
S
PE
R M
ON
TH
AN AVERAGE RUSSIAN USER SPENDS IN SOCIAL NETWORKS
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!
H O WSOCIAL
0 0,225 0,45 0,675 0,9
8%
4%
5%
16%
32%
54%
85% COMMUNITY
TARGETED SOCIAL ADS
SEEDING OF VIDEOs
SOCIAL LISTENING
REPUTATION MANAGEMENT
SEEDING (other)
OTHERNETWORKSU
SE
B R A N D S
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VK
FB
TWI
OK
Other0 0,225 0,45 0,675 0,9
9%
14%
15%
36%
89%
WHERE? WHY?
COMMUNITIES: 85% OF BRANDS PRESENCE ON SM
Loyalty
Awareness
Sales
Traffic
Other0 0,225 0,45 0,675 0,9
15%
21%
39%
64%
86%
KPIs
# of fans
ER
Intuitive
Clicks
Other0 0,175 0,35 0,525 0,7
5%
10%
29%
53%
69%
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13%
58%
29%‘I have the biggest community among my competitors’
‘I have high ER’
‘I like our content’
’I don’t have traffic to my site’
‘It doesn’t drive sales’
‘I don’t feel the results’
SO ARE YOU SATISFIED?
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KEY RUSSIAN SOCIAL NETWORKS [FIGURES]
51,7 mln UU !
Affinity M - 99%Affinity W - 101%
40,3 mln UU
Affinity M - 93%Affinity W - 107%
~12 mln UU
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KEY RUSSIAN SOCIAL NETWORKS [OVERLAPPING]
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BUT…
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AFFINITY: DEMOGRAPHY
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AFFINITY: OCCUPATION
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BUT NOT ONLY 3 NETWORKS
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A FIGHT FOR ‘LIKE’
250+↑ 10↓
BRANDS THAT WANT TO BE ‘LIKED’
BRANDS THAT WILL BE ‘LIKED’
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BRAND PRESENCE ON SOCIAL NETWORKS
IS NOT ONLY ABOUT B R A N D
COMMUNITIES
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LISTENING
REACTION
ACTIVITY
PLATFORM
RESOURCES
BE
NE
FIT
S
OPPORTUNITIES
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LISTENING REACTION ACTIVITY PLATFORM
Work with negative
Work with brand ambassadors
Proactive involvement
Work with opinion leaders
Contest
Entertainment
Education
Account
Community
Platform
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LISTENING REACTION ACTIVITY PLATFORM
Work with negative
Work with brand ambassadors
Proactive involvement
Work with opinion leaders
Contest
Entertainment
Education
Account
Community
Platform
WHAT TO CHOOSE TO WORK WITH? !
SET YOUR BUSINESS GOALS FIRST
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1. WHAT’S YOUR DESTINATION POINT?
4. MOVE ON!
5. KEEP THE DIRECTION!
6. ARRIVE TO DESTINATION POINT WITHOUT LOSING YOUR STUFF!
2. WHERE ARE YOU [AND YOUR COMPETITORS]?
3. GET THE DIRECTION!
7. UNDERSTAND NEXT STEPS!
HOW CAN YOUR BUSINESS GOAL BE ACHIEVED?
A
B
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WE NEED TO SET UP A VK COMMUNITY!
WE NEED BRAND FB PAGE AS BIG AS GLOBAL ONE! KPI: 100K FANS BY EOY
OUR BRAND BACKGROUND IS… !SO OUR TASKS ARE THE FOLLOWING…
1. WHAT’S YOUR DESTINATION POINT?
B
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SALES1
LOYALTY2
CUSTOMER SUPPORT3
4 IMAGE
COST OPTIMISATION5
RESEARCH6
HUMAN RESOURCES7
PUBLIC RELATIONS8
1. WHAT’S YOUR DESTINATION POINT?
B
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WHERE ARE YOUR
COMPETITORS?
WHAT’S USER JOURNEY?
!+SWOT ANALYSIS
WHAT DOYOU HAVE?
Y
X
BRAND
2. WHERE ARE YOU [AND YOUR COMPETITORS]?
A
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2. WHERE ARE YOU [AND YOUR COMPETITORS]?
BRAND CHANNELS
1.1. CONTENT
1. PLATFORM2. SOCIAL
MEDIA
3. ONLINE
2.1. Other communities of the brand
3.1. Website3.2. Special projects
4. OFFLINE
3.3. Other digital
channels
3.4. CRM
1.2. APP 1.3. Events
1.5. Announcement
in relevant communities
1.6. Announcement
via opinion leaders
1.4. Social ads
A
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OWNED CHANNELS ANNOUNCEMENT
COMPLAINTS MANAGEMENT
CONTENT STRATEGY DEVELOPMENT: !interesting for TA, differentiate us from competitors, solve key brand problems
OPEN OWNED CHANNELS ON RELEVANT SM
3. GET THE DIRECTION!B
A
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Monthly organic community growth +5%
OPEN OWNED CHANNELS ON RELEVANT SM
OWNED CHANNELS
ANNOUNCEMENT
CONTENT STRATEGY
DEVELOPMENT
COMPLAINTS MANAGEMENT
Monthly content coverage up 1MM users by the end of the 2nd year thanks to sharings
Feedback to all complaints & reviews given by users on SM. Negative mentionings/ reviews on owned channels reduction up to 10% to total
Initial fans recruitment via paid ad
Free traffic conversion via existing fans
Negative mentionings reduction on external resources by 10% vs PY
3. GET THE DIRECTION!B
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FANBASE GROWTH
Dynamics
CONTENT COVERAGE INCREASE
CUSTOMER SUPPORT
EFFICIENCY
USEFUL INSIGHTS
4. MOVE ON! 5. KEEP THE DIRECTION!
Fanbase quality
Traffic sources
Engagement level
Engaged users & active core
Sharability
Negative feedback
Content themes efficiency
Response rate
Community score
For content development
For service improvement
Competitors insights
B
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4. MOVE ON! 5. KEEP THE DIRECTION!
0
15
30
45
60
0
2
4
6
8
Cats PR release Naked princesses Tro-lo-lo Special offers§
# of content Total interactions Sharability Negative feedback
0
20
40
2
30
652
19
8
12
42
52
25
50
5
8
6
55
30
2
40
20
0
8
19
25 6
50
25
52
42
12
Please note: all figures on the graph are fiction.
B
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6. ARRIVE TO DESTINATION POINT WITHOUT LOSING YOUR STUFF! 7. UNDERSTAND NEXT STEPS!
1 900
8 000
11 500
TWI 13 189
FB 39 240
VK 38 047
0
0,085
0,17
0,255
0,34
Апрель Май
21%
34%
SENTIMENT
INSIGHTS
1. Employees on SM
2. Areas for improvements
3. News hook
4. Offline PR opportunities
B
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7. UNDERSTAND NEXT STEPS!
SALES1
LOYALTY2
CUSTOMER SUPPORT3
4 IMAGE
COST OPTIMISATION5
RESEARCH6
HUMAN RESOURCES7
PUBLIC RELATIONS7
B
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THEY SAY
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THEY SAY
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RAPID CHANGES TOOTHBRUSH OR PHONE?
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RAPID CHANGES
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27,3 MILLION RUSSIANS ARE ON MOBILE
+3
7%
VS
PY
Source: TNS WebIndex March 2014, Russia, cities 100+, 12-64
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1,4MlnUSERS ACCESS
INTERNET ONLY VIA MOBILE DEVICES
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40%OF ALL RUNET TRAFFIC IS M
OB
ILE
T
RA
FF
IC
Source: LiveInternet.ru, Summer 2014
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MOBILE PLATFORM IS ANDROID
Source: LiveInternet, Yandex Metrica, Spring 2014
60
% O
F M
OB
ILE
T
RA
FF
IC
Source: LiveInternet, Yandex Metrica, Spring 2014
Runet mobile traffic by OS type, July 2011-Feb 2014
#1
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THEY SAY
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2000 RURAPPROXIMATED STARTING PRICE OF AN ANDROID SMARTPHONE
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MOBILE INTERNET ACCESS GETS CHEAPERUSERS NO LONGER CARE ABOUT CALCULATING TRAFFIC
Source: Yandex, Spring 2014
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>50%USERS PAY FOR MOBILE INTERNET EVERY MONTH
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~110SCREEN
UNLOCKS EVERY DAY
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EVERY 8 MINUTES WE DO IT
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Source: J’son & Partners data, December 2013
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MORE TIME ON MOBILE THAN ON ANY OTHER COMMUNICATION CHANNEL [INCLUDING PC]
Source: InMobi, “Global Mobile Media Consumption”conducted by Decision Fuel & On Device Research, Feb 2013
ALWAYS ON
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RUSSIA IS #4 IN APPS DOWNLOADING IN THE WORLD
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>20 MOBILE APPLICATIONS PER USER
Source: FOM, Internet research, all Russia, 18+
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WHAT’S IMPORTANT FOR THE BRAND?
Mobile video, Mobile display
Mobile search
Social media, Apps Specials, Mobile games
Mobile sites & Landings, search
Mobile Apps, Social Media
AWARENESS
FAMILIARITY
CONSIDERATION
PURCHASE
LOYALTY
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DIGITAL AS A PART OF IMC
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BUSINESS & MARKETING OBJECTIVES
!!COMMUNICATION
IDEA/ BIG IDEA
TV OOH
PR
TRADE
DIGITAL
DIGITAL AS A PART OF IMC: SCENARIO 1
INSIGHT BASED (CONSUMER, CATEGORY,
CULTURAL, PRODUCT, ETC.)
COMMUNICATION CHANNELS
KEY MESSAGE DELIVERY
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DIGITAL
DIGITAL AS A PART OF IMC: SCENARIO 2
INSIGHT BASED (CONSUMER, CATEGORY,
CULTURAL, PRODUCT, ETC.)
DIGITAL ACTIVATION
IDEA
!!COMMUNICATION
IDEA/ BIG IDEA
COMMUNICATION CHANNELS
KEY MESSAGE DELIVERY
TV OOH
PR
TRADE
BUSINESS & MARKETING OBJECTIVES
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DIGITAL
DIGITAL AS A PART OF IMC: SCENARIO 3
INSIGHT BASED (CONSUMER, CATEGORY,
CULTURAL, PRODUCT, ETC.)
KEY MESSAGE DELIVERY
DIGITAL ACTIVATION
IDEA
!!COMMUNICATION
IDEA/ BIG IDEA
COMMUNICATION CHANNELS
DIGITAL BIG IDEA
TV OOH
PR
TRADE
BUSINESS & MARKETING OBJECTIVES
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THEY SAY
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!
FOR ACHIEVABLE GOALS
BALANCING BETWEEN SALES & BRAND EQUITY
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DIGITAL IS THE MOST FLEXIBLE TOOL TO LAUNCH & EXECUTE LOCAL CAMPAIGNS
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THEY SAY
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ADVANTAGES OF DIGITAL COMMUNICATION
• EASIER TO IDENTIFY TARGET AUDIENCE: WE CAN GET A LOT OF INFORMATION ABOUT THEM ONLINE !
• MASS & NICHE - DEPENDING ON THE TASKS !
• IMMEDIATE FEEDBACK !
• ON-GOING MANAGEMENT !
• NEW INSIGHTFUL METRICS TO MEASURE !
• EASY TO SHARE, ETC.
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THEY SAY
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!
S M A R T
SETTING DIGITAL GOALS
FOR SPECIFIC
FOR MEASURABLE
FOR ACHIEVABLE
FOR RELEVANT
FOR TARGETED
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!
S FOR SPECIFIC GOALS
AWARENESS
FAMILIARITY
CONSIDERATION
PURCHASE
LOYALTY
New product launch: display ad, SEM
Product news/ launch: display
E-commerce, digital promo campaigns
Digital CRM, friending, fan base communication & support
SEM, Partnership
All levels of purchase funnel are covered
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!
M FOR MEASURABLE GOALS
To set realistic measurable digital parameters/ KPIs [both quantitative & qualitative] !!To use powerful digital analytics tools to measure results [and to get insights]
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THEY SAY
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!
EVERYTHING IS ILLUMINATED: insightful metrics on internal & external platforms !
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!
WHAT TO MEASURE? KEY METRICS WHAT
TOOLS?
Web & mobile platforms performance: !Website & apps traffic parameters !Ad campaign results: display ad, SEO, context !E-commerce !User’s behaviour !UX/UI, etc.
WEB ANALYTICSWHAT PLATFORMS?
OWNED/ PAID: !Websites !Web pages !Social media apps !Mobile apps
Traffic: visits & unique visitors, !Traffic sources: referral websites, search traffic, direct traffic !Traffic by type of devices, etc. !Purchase funnel !User’s actions: time spent on site/page/app, pages/screens per visit, bounce rate !Navigation & exploration
Google Analytics !Yandex Metrics !Omniture Website Catalyst !Fabric Worldwide !Flurry (mobile), etc.
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!
KEY METRICS WHAT TOOLS?
# subscribers/ likers/ followers !# of active subscribers/ likers/ followers !!Users’ activity & engagement parameters (based on likes, comments, shares) !Sources of traffic & subscriptions
SOCIAL MEDIA ANALYTICSWHAT PLATFORMS?OWNED/ EARNED + OTHER BRANDS
Social networks internal statistics !Socialbakers (Facebook, VK, YouTube, Twitter) !Nippel (VK), etc.
Social media pages/ channels: !VK !Facebook !OK !YouTube channel !Twitter !Instagram
Social media pages performance: !Users’ quantity !Users’ activity !Ad campaign tracking
WHAT TO MEASURE?
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!
KEY METRICS WHAT TOOLS?
Brand/ product mentionings made by users online
WHAT PLATFORMS?EXTERNAL + OWNED/ EARNED
Number of mentioning !Sources of mentionings !Tonality !Most active users
!Youscan !IQ buzz !Brandspotter !Wobot, etc !
Social networks (VK, OK, Fb, YouTube, Twitter) !Blogs !Forums
SOCIAL MEDIA MONITORINGWHAT TO MEASURE?
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!
A FOR ACHIEVABLE GOALS
PLANNING TERM
(SHORT/ MEDIUM/ LONG)
AMBITIONSAMBITIONS
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!
R FOR RELEVANT GOALS
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!
T FOR TARGETED GOALS
• Who is a message supposed to reach? !
• Are they digital? !
• Where are they in digital? !
• What do they do online? !
• Where? (key resources/ platforms) !
• Are they mobile? !
• What are the most important demographic, psychographic & behavioural facts (lifestyle highlights, values, rituals, state of mind, etc.)?
WHO IS OUR TARGET [IN DIGITAL]?
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!
DIGITAL AS A SOURCE OF TARGET INSIGHTS
Brands can learn about TA to work on communication ideas & to make the right decisions
Internet makes it easy to identify target audiences, since consumers have segmented themselves according to their behaviour & actions
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THEY SAY
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A FULLY-FEATURED BRAND PLATFORM
DIGITAL COMMUNICATION COVERS ALL TYPES OF BRAND PLATFORMS
COMMUNICATION PLATFORM
MEDIA PLATFORM
SERVICE PLATFORM
The essence of long-term communication: It is based on communication idea/ big idea [for digital]
Audience accumulation: website, social media, e-mail base [everything owned & on-going]
Communications beyond advertising: social listening, consumers online support service, etc.
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!
THANK YOU