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Social Media Marketing in Russia
- 1. SOCIALMEDIAWORKSHOP MOSCOW – ST. PETERSBURG
- 2. The Business Approach to Social Media Keely Saye Inbound Marketing Director Riggs Partners
- 3. TRADITIONAL MARKETING Outbound Marketing – The process of communicating the value of a product or service to consumers for the purposes of selling that product or service. • Sell product or service • Push • Interruptive • Money
- 4. NEW MARKETING • Earn audience attention • Pull • Permission • Time Inbound Marketing – Marketing activities that bring visitors in, rather than pushing marketing messages out to the consumer.
- 5. INBOUND MARKETING • Sell product or service • Push • Interruptive • Money • Compelling content • Pull • Permission • Time Outbound Marketing Inbound Marketing
- 6. CONTENT STRATEGY Compelling Content – Content evoking interest, attention, or admiration.
- 7. CONTENT STRATEGY Know Your Audience
- 8. CONTENT STRATEGY Know Your Audience • What are the problems customers are trying to solve? • What does he or she need the most? • What information are they searching for? www.buyerpersona.com Ma hew Richards Male/Female | 55+ | Beaufort +50 mi. | Re red ONLINE INSIGHTS: 50,000 Facebook users, 9,000 Linkedin users PAIN: • Knee or Hip pain/injury • Lack of ac vity, can’t enjoy lifestyle • Don’t want to be a burden or lose independence • Not enough me for recovery • What if it makes it worse • Need to wait as long as I can • It’s so major, I’m worried about recovery • I want the best of the best USE: • Joint replacement surgery • Other forms of ortho surgery • Use of Navigator & First Mate • Personal “VIP/Concierge” experience • TJ tracking & outcomes & specializa on • Device life expectancy • Minimally invasive (anterior &par al), plan = no surprises • Specialized staff INTERESTS: Running in Beaufort/Lowcountry, golf, tennis, boa ng, fishing, shopping, travel, volunteerism, vitamins & supplements, military, weight loss, healthy diet Total Joint CONTENT STRATEGY/Joint Pain: symptoms, remedies, causes
- 9. PROCESS
- 12. CONTENT http://bit.ly/marketo-contagiouscontent Contagious Content Ideas • Give • Advise • Warn • Amuse • Inspire • Amaze • Unite
- 13. CONTENT http://www.slideshare.net/PiepersAV/crush-competitorssocial-media30days-15907253 Killer Content Ideas • Repurpose presentations • Templates • Checklists • Photos • Memes • Infographics • Cartoons • Videos
- 15. PROCESS
- 21. TARGETING CONTENT Question: How many Twitter users who live in Russia are interested in soccer?
- 22. TARGETING CONTENT Answer: 256,000 Sample Twitter Ad “Soccer” “Russia”
- 23. PROCESS
- 24. CASE STUDY Hospital Followers = 2,200 Data from Facebook, January – March 2014 Hospital Engagement = 2,200 Reach = 235,000 Impressions = 672,500
- 25. CASE STUDY Power Company Followers = 3,500 Data from Facebook, January – March 2014 Power Company Engagement = 1,400 Reach = 207,600 Impressions = 1,002,000
- 26. CASE STUDY Newspaper Followers = 61,000 Data from Facebook, January – March 2014 Newspaper Engagement = 692,000 Reach = 4,400,000 Impressions = 32,500,000
- 27. CASE STUDY USA Today Followers = 2,300,000 USA Today Engagement = ??? Reach = ??? Impressions = ???
- 28. RESOURCES • Animoto • Visual.ly • Infogram • Piktochart • oDesk • Constent Content Social Media Tools • Social Mention • Tweet Reach • Twitter Counter • Klout • Storify • Shortstack Content Development
- 29. THANKSFORATTENDING MOSCOW – ST. PETERSBURG
Notes de l'éditeur
- Mass communications On or offline Traditional channels Now new channels as well
- Personas are fictional representations of your ideal customers based on data about demographics & online behavior, along with educated speculation about their histories, motivations & concerns.
- Based on those profiles, you can outline the pains, needs, and challenges of each persona by asking yourself several important questions such as:
- VK & Facebook Personal Entertainment Education SEO Twitter Ongoing conversation News Entertainment SEO Instagram Pinterest Virtual pin board for images Content resource Increase click through rates SEO YouTube Video publishing and following Content resource Increase CTR’s SEO (2nd largest search engine) Google+ SEO
- Ultimate goal is to utilize channels to drive website traffic
- GIVE: Offers, discounts, deals or contests that everyone can benefit from, not just one sub-group of your friends ADVISE: Tips, especially about problems that everyone encounters; for example, how to get a job or how to beat the flu WARN: Warnings about dangers that could affect anyone AMUSE: Funny pictures and quotes, as long as they’re not offensive to any group INSPIRE: Inspirational quotes AMAZE: Amazing pictures or facts UNITE: Join together to achieve or do something
- Go to Slideshare
- Facebook Challenge 1,000 to 7,000 followers Free Burrito Day
- Facebook Challenge 1,000 to 7,000 followers Free Burrito Day
- Facebook Challenge 1,000 to 7,000 followers Free Burrito Day
- Facebook Challenge 1,000 to 7,000 followers Free Burrito Day
- In placing a sample Twitter ad, you can reach over 256,000 Twitter accounts interested in “soccer” who live in “Russia”
- In placing a sample Twitter ad, you can reach over 256,000 Twitter accounts interested in “soccer” who live in “Russia”
- In placing a sample Twitter ad, you can reach over 256,000 Twitter accounts interested in “soccer” who live in “Russia”
- Local hospital results from January through March 2014
- Local hospital results from January through March 2014
- Local hospital results from January through March 2014
- Local hospital results from January through March 2014