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Social Media Market

                   in Russia
                   Andrey Anischenko
                   CEO Grape Russia




вторник, 3 мая 2011 г.
When you hear

 «Russia» of?
  what do you think


вторник, 3 мая 2011 г.
вторник, 3 мая 2011 г.
вторник, 3 мая 2011 г.
вторник, 3 мая 2011 г.
вторник, 3 мая 2011 г.
Let’s go beyond
                           stereotypes!


вторник, 3 мая 2011 г.
Did you know that...



вторник, 3 мая 2011 г.
According to comScore, Russia is 5th country
                                    with largest online population (15+)
                           China                                         259
                            USA                              182
                           Japan                    72
                         Germany               49
                          Russia          41
                          France          41
                            India         38
                              UK          38
                           Brazil         35
                 South Korea             30
                          Canada         32
                          Turkey     22
                            italy    22
                           Spain     20
                          Mexico    16


вторник, 3 мая 2011 г.
By now, online population in Russia
      has surpassed most European
      countries




                         2nd place compared to 4th place a couple of years ago
                         comScore 2010 Europe Digital Year in Review
вторник, 3 мая 2011 г.
There are some
                         problems,
                           of course


вторник, 3 мая 2011 г.
Most of the users are located
        in the Western part of the
        country
                         6.3 mln
                            —                4.0 mln
                          +15%                  —       2.3 mln
                                              +13%         —
                                                         +44%

            14.6 mln
               —
             +15%


                                              9.8 mln       6.4 mln
                                                 —             —
                                               +22%          +35%
                                   7.1 mln
                                      —
                                    +35%




вторник, 3 мая 2011 г.
we’ve actually got the largest share of young
        audience among European countries




вторник, 3 мая 2011 г.
.RUnet:
                a local story
                with a global scenario


вторник, 3 мая 2011 г.
вторник, 3 мая 2011 г.
World   Russia




вторник, 3 мая 2011 г.
Over 26 million monthly visits
        79% reach of all Runet users
        25% more monthly visits of Russian users than Google
вторник, 3 мая 2011 г.
Over 25 million monthly visits
        Mail.ru Group (+ DST Global) owns icq, Odnoklassniki,
        has shares in Vkontakte, Facebook, Zynga, Groupon
вторник, 3 мая 2011 г.
So far, the most successful non-local web-property in
        Russia
        25% less monthly visits of Russian users than Yandex
вторник, 3 мая 2011 г.
Social Networks



вторник, 3 мая 2011 г.
Russian users spend more time
                         in social networks than anyone
                         else in the world




                                     9,8
                                               average
                                               ‘social’
                                               hours
                                               compared to




                                     4,5
                                               worldwide
                                               average




вторник, 3 мая 2011 г.
Распределение времени посетителя за Месяц

           User’s monthly online time spend:
                          World, online total                             Russia, online total
                             23.6 hours                                      21.2 hours


                                     Social Media
                                        4,620
                                                      Blogs
                                                      0,42                Other
                                                                          8,91
                                                                                            Social Media
                         Other                                                                  9,89
                         11,32               E-mail
                                              2,45


                                    Messangers
                                       4,45

                                                                     Forums / Chats
                                                                                    E-mail
                                                                          0,17
                                                                                     0,73
                           Forums / Chats                                 Messangers
                                                                                         Blogs
                                                                              1,04
                                0,34                                                      0,24

                                                      Source: comScore World Metrix, April 2010

                                                      The time Russian users spend in social
                                                      networks
вторник, 3 мая 2011 г.                                grew more than 2 hours during the last
Unique users of major social networks in Russia



         30 009




                         18 720
                                     16 078



                                                    8 571
                                                                    5 574
                                                                               4 230       3 704
                                                                                                         2 899         2 634          2 283         2 217

         VKONTAKTE.RU Odnoklassniki Mail.Ru -Moi mir LIVEJOURNAL*   FACEBOOK    Blogger   FOTOSTRANA.RUMail.Ru - Blogs Yandex Blogs   Ya.ru Blogs   TWITTER




         Source: comScore World Metrix, April 2010
         Followed by over 350 social media with an audience over 25 thousand monthly unique users




вторник, 3 мая 2011 г.
The most popular social network in Russia
        Initially, a copy of Facebook — now a solid competitor
        Over 20 million monthly unique visitors
        In the past two years it’s reach has grown from 30% to
        73%
вторник, 3 мая 2011 г.
Second-largest local social network
        16 million users, mostly older than the audience of
        Vkontakte
        38% reach of all Runet users
вторник, 3 мая 2011 г.
The social network that belongs
        to the most popular mail service
вторник, 3 мая 2011 г.
Is lagging behind in terms of number
        But is said to accumulate a better quality audience
вторник, 3 мая 2011 г.
VS

вторник, 3 мая 2011 г.
Facebook’s Share
                         of the Market in Europe




вторник, 3 мая 2011 г.
More than 100 thousand fans of top pages
вторник, 3 мая 2011 г.
More than a million members of top groups
вторник, 3 мая 2011 г.
Is largely popular among geeks and celebs
        But not quite as much among common users
вторник, 3 мая 2011 г.
About 10-30 thousand followers of top accounts
вторник, 3 мая 2011 г.
Geosocial marketing




вторник, 3 мая 2011 г.
вторник, 3 мая 2011 г.
762
                         мало пользователей, но
                         начинает
                         разворачиваться
                         маркетинг


   followers




вторник, 3 мая 2011 г.
I wanna jammin with you
          Jams inspired flashmob       Yandex Mobile Chats




                                  >
                                      « first
         «Don’t drive here,           snow!!!»
         that’s not a road any
         more - it’s a parking»


вторник, 3 мая 2011 г.
RUSSIA
                           IS
                         ALL IN



вторник, 3 мая 2011 г.
And, believe it or not,
                 there’s even some
                 creative stuff done
                 in Russia


вторник, 3 мая 2011 г.
вторник, 3 мая 2011 г.
Russia seems to be the 1st in the world to
      integrate Like button and Google Maps into web
      banner ads


                               PlayStation GT5
                               by
                               SmartNewSolutions


         HTC
         by Look At Me



вторник, 3 мая 2011 г.
Augmented Reality




        AR tatoos           AR-pancakes    Do You Want Me
        for Yota            for IKEA       interactive experience
        by Perfect Fools,   by Instinct    for Femen
        Sweden              (BBDO Group)   by Grape




вторник, 3 мая 2011 г.
Digital bilboards




         3 Nuts                 Beard King
         for Snickers           for Arko (shaving brand)
         by BBDO Digital        by Ailove




вторник, 3 мая 2011 г.
Integrated quest games




         Red Quest           Moment of Truth
         for MTS             for First Squad
         by Grape            by Admost




вторник, 3 мая 2011 г.
кейс red quest




вторник, 3 мая 2011 г.
вторник, 3 мая 2011 г.
— is an independent interactive
                         agency focused on building integrated digital solutions.

                         At present, the agency employs about 70 people, including
                         creative department, social media department, production,
                         client service and finance.




вторник, 3 мая 2011 г.
Andrey Anischenko
                         CEO, Grape

                         aaa@grape.ru
                         +7 916 611 50 30

вторник, 3 мая 2011 г.

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Russia digital by Andrei Anischenko

  • 1. Social Media Market in Russia Andrey Anischenko CEO Grape Russia вторник, 3 мая 2011 г.
  • 2. When you hear «Russia» of? what do you think вторник, 3 мая 2011 г.
  • 7. Let’s go beyond stereotypes! вторник, 3 мая 2011 г.
  • 8. Did you know that... вторник, 3 мая 2011 г.
  • 9. According to comScore, Russia is 5th country with largest online population (15+) China 259 USA 182 Japan 72 Germany 49 Russia 41 France 41 India 38 UK 38 Brazil 35 South Korea 30 Canada 32 Turkey 22 italy 22 Spain 20 Mexico 16 вторник, 3 мая 2011 г.
  • 10. By now, online population in Russia has surpassed most European countries 2nd place compared to 4th place a couple of years ago comScore 2010 Europe Digital Year in Review вторник, 3 мая 2011 г.
  • 11. There are some problems, of course вторник, 3 мая 2011 г.
  • 12. Most of the users are located in the Western part of the country 6.3 mln — 4.0 mln +15% — 2.3 mln +13% — +44% 14.6 mln — +15% 9.8 mln 6.4 mln — — +22% +35% 7.1 mln — +35% вторник, 3 мая 2011 г.
  • 13. we’ve actually got the largest share of young audience among European countries вторник, 3 мая 2011 г.
  • 14. .RUnet: a local story with a global scenario вторник, 3 мая 2011 г.
  • 16. World Russia вторник, 3 мая 2011 г.
  • 17. Over 26 million monthly visits 79% reach of all Runet users 25% more monthly visits of Russian users than Google вторник, 3 мая 2011 г.
  • 18. Over 25 million monthly visits Mail.ru Group (+ DST Global) owns icq, Odnoklassniki, has shares in Vkontakte, Facebook, Zynga, Groupon вторник, 3 мая 2011 г.
  • 19. So far, the most successful non-local web-property in Russia 25% less monthly visits of Russian users than Yandex вторник, 3 мая 2011 г.
  • 21. Russian users spend more time in social networks than anyone else in the world 9,8 average ‘social’ hours compared to 4,5 worldwide average вторник, 3 мая 2011 г.
  • 22. Распределение времени посетителя за Месяц User’s monthly online time spend: World, online total Russia, online total 23.6 hours 21.2 hours Social Media 4,620 Blogs 0,42 Other 8,91 Social Media Other 9,89 11,32 E-mail 2,45 Messangers 4,45 Forums / Chats E-mail 0,17 0,73 Forums / Chats Messangers Blogs 1,04 0,34 0,24 Source: comScore World Metrix, April 2010 The time Russian users spend in social networks вторник, 3 мая 2011 г. grew more than 2 hours during the last
  • 23. Unique users of major social networks in Russia 30 009 18 720 16 078 8 571 5 574 4 230 3 704 2 899 2 634 2 283 2 217 VKONTAKTE.RU Odnoklassniki Mail.Ru -Moi mir LIVEJOURNAL* FACEBOOK Blogger FOTOSTRANA.RUMail.Ru - Blogs Yandex Blogs Ya.ru Blogs TWITTER Source: comScore World Metrix, April 2010 Followed by over 350 social media with an audience over 25 thousand monthly unique users вторник, 3 мая 2011 г.
  • 24. The most popular social network in Russia Initially, a copy of Facebook — now a solid competitor Over 20 million monthly unique visitors In the past two years it’s reach has grown from 30% to 73% вторник, 3 мая 2011 г.
  • 25. Second-largest local social network 16 million users, mostly older than the audience of Vkontakte 38% reach of all Runet users вторник, 3 мая 2011 г.
  • 26. The social network that belongs to the most popular mail service вторник, 3 мая 2011 г.
  • 27. Is lagging behind in terms of number But is said to accumulate a better quality audience вторник, 3 мая 2011 г.
  • 29. Facebook’s Share of the Market in Europe вторник, 3 мая 2011 г.
  • 30. More than 100 thousand fans of top pages вторник, 3 мая 2011 г.
  • 31. More than a million members of top groups вторник, 3 мая 2011 г.
  • 32. Is largely popular among geeks and celebs But not quite as much among common users вторник, 3 мая 2011 г.
  • 33. About 10-30 thousand followers of top accounts вторник, 3 мая 2011 г.
  • 36. 762 мало пользователей, но начинает разворачиваться маркетинг followers вторник, 3 мая 2011 г.
  • 37. I wanna jammin with you Jams inspired flashmob Yandex Mobile Chats > « first «Don’t drive here, snow!!!» that’s not a road any more - it’s a parking» вторник, 3 мая 2011 г.
  • 38. RUSSIA IS ALL IN вторник, 3 мая 2011 г.
  • 39. And, believe it or not, there’s even some creative stuff done in Russia вторник, 3 мая 2011 г.
  • 41. Russia seems to be the 1st in the world to integrate Like button and Google Maps into web banner ads PlayStation GT5 by SmartNewSolutions HTC by Look At Me вторник, 3 мая 2011 г.
  • 42. Augmented Reality AR tatoos AR-pancakes Do You Want Me for Yota for IKEA interactive experience by Perfect Fools, by Instinct for Femen Sweden (BBDO Group) by Grape вторник, 3 мая 2011 г.
  • 43. Digital bilboards 3 Nuts Beard King for Snickers for Arko (shaving brand) by BBDO Digital by Ailove вторник, 3 мая 2011 г.
  • 44. Integrated quest games Red Quest Moment of Truth for MTS for First Squad by Grape by Admost вторник, 3 мая 2011 г.
  • 47. — is an independent interactive agency focused on building integrated digital solutions. At present, the agency employs about 70 people, including creative department, social media department, production, client service and finance. вторник, 3 мая 2011 г.
  • 48. Andrey Anischenko CEO, Grape aaa@grape.ru +7 916 611 50 30 вторник, 3 мая 2011 г.