social+media in russia

Social+Media in Russia

Print Media Execs on SM «We don't own the news anymore, we are members of the

community now.»

«Having developers in the newsroom is important. Moving tech to the front-end and not the tail-end of news.»

«People have become data rich, but information poor." Juan Señor, Innovation Media. They've become tweet-

rich, thought-poor too.»

False SM Expectations?- Fantastic growth of SM-generated

impressions?- Lots of money

made on b2b SM products for

clients?

- Even more money made on own

websites and b2c products?

...but, it is well worth the effort

SM Referrals: Now VisibleTwitter

FacebookGoogle

Yandex (RU)VKontakte (RU)

Mail.ru (RU)LiveJournal (RU)

Odnoklassniki (RU)Rambler (RU)

0 % 10,0 % 20,0 % 30,0 % 40,0 % 50,0 %

SM accounts for 20.5% RIA.RU referrals.Russian SM+search = 40.1% RIA.RU referrals

SM Generation EqualizerRIA.RU news rated as 12+

12+ is less than 5 percent of the audience

SM help to equalize the

generation gap

RIA-M

RIA-F

VK-M

VK-F

FB-M

FB-F

0 10 20 30 40

Under 18 18—24 25—34 35—44 45+

Making SM work at RIATwo years ago

(News as Alert)Now(News as Friend)

Same content published Content chosen according to user interests

All SM platforms embraced SM platforms chosen on merits

SM accounts isolated SM accounts cross-promoted

Content not adapted Content adapted

Local events ignored or bundled

Local events targeted

RIA SM Team at SSMS 2012

Maria Salnikova,Social Media Relationsm.salnikova@rian.ru

Alexander Tolmach, Social Media Analytics

a.tolmach@rian.ru

Thank You! Questions?Valery Levchenko, @valerylev