Smart use of Social media for Brand Building

Bertrand van Renynghe

Marketing Director

SABMiller RUS

Snapshot : Social media in Russia

•Russians are one of the most active social media users in the World.

•77% of Russian Internet users (34.5 mln.) are involved in social media (has personal blog or page).

•Average Russian social network user has 120 friends.

•The most popular platforms in Russia are local, not international – Vkontakte, Odnoklassniki, MoiMir.

•Share of Facebook and Twitter is very small, although grows rapidly.

* Data of TNS Russia, September 2010

What is the audience looking for in Social Media?

Who are the audience? What are the interests and behavior?

1. Stay in touch with friends

2. Keep my friends up to

date with my life.

3. Share content

4. Meet new people

5. Share my opinion

6. Professional development

ActiveInteraction !

Different tactics for Brand presence in SM:

- Produce creative content for social networks

- Work within general communication platform

- Work with opinion leaders

- Partner with niche / professional networks

Different instruments:

- Applications

- Brand pages / Communities

- Content Sharing / Liking

- Contests, Promo

- PR, Viral

So, you need to customize approach to social media depending on behavior of the audience: interact, not deliver a message.

AND

You need to adapt brand presence to SM instruments in order to get credibility to brand communication and purposes.

Surprise!You must actively manage company’s reputation within

any brand communication

• Listen to your consumers carefully!

• Monitor company name and products mention as well as competitive activities

• React on information requires fast

• Customize your response on negative consumer reaction

• Develop public opinion (jointly with corporate affairs)

Tip 1. Think strategically.Cool project OR Integrated social media strategy

* Chart: Grape

Tip 2. Manage content.One way communication OR Two way interaction

Social mediaBrand

communication

Re-translation of news, creative, content

Technical adaptation of ATL commercials to

digital requirements

Direct continuous interaction with consumers based on cooperation

* Chart: Grape

OR

1-way

2-ways

Tip 3. Set up clear task for each social media. Maximize Reach OR Involvement.

Difference between

Reach – those who saw your message (CPM/CPI)

Involved contacts – saw message and take action (CPA)

REACH

Involvement

Case 1: Use social group to involve consumers in off-line event

Main target:

•Propose home party in style “REDD’S & Ice Party”

 

Other targets:

•Create loyal consumers community in social network

•Generate viral affect to increase quantity of the loyal consumers

Solution:

•Brand account in social network Vkontakte

Results:

•Visitors – 30 790 people for 2 months

•12 351 women aged 18-27 joined brand community

•Conversion of visitors to the group members is 1,81

•Over 500 requests for party from social network

Case 2: Use application to support nationwide promo campaign

1st step – send gifts to friends using application

2nd step – the gift will appear on the friend page

The goal: •To increase coverage of

Velkopopovicky Kozel promo via non-standard tools in internet

Solution: •Develop application in Vkontakte and

Facebook to send gifts to the friends. That allows to announce promo and involve audience to participation

Results:•Campaign reach – over 27 mln.

people•Over 36 000 users contact with

application•Vkontakte – 5 563 use the

application, over 4000 send gifts to 6 friends

•Facebook – 3 392 use the application, over 200 send gifts to 6 friends

Case 3: Use portal to involve consumers in interaction with brand

The goal: •To involve the audience using online

mechanics, to increase attention to the brand and its products through interactive tools.

Solution:•Creation an online community on

www.bochka.ru as a core interaction place to build brand platform and communication idea.

•The “magic” formula of developing the community: 1% "talk“ + 9% "discuss“ + 90% "read"

•The activities of www.bochka.ru are supported in the social media: vkontakte.ru (over 17 000 participants), odnoklassniki.ru,my.mail.ru

Results:•5 576 106 visits for 12 months•1 076 073 unique visitors•over 100 000 registered users in 12 months•One of every nine visitors gets registered•8 minute is the average time spent on the site•On average 13 pages per session is read

Wrap-Up

•Use of social media requires adaptation of brand communication

• Interact with not deliver a message to prospect consumer

•Actively manage Company’s reputation within any brand communication

• Consumers do not endure in silence! Listen to them!

• Be fast and patient

•Choosing brand presence in social media

• Think strategically: cool project OR Integrated social media strategy

• Manage content: one way communication OR two way interaction

• Set up clear task for each social media: Maximize Reach OR Involvement