Digital  &  SM  Strategy  for    Holland  alliance  at  The  Young  PRofy  Day’12  

Introduc4on  movie  Prepared  for  “The  Young  PRofy  Day’12”  

•  Facts  /  Internet  •  Usage  of  Social  Media  •  Target  Audience  •  Digital  ac4on  plan  •  Priori4es  •  Social  Media  Strategy  (general  overview)  •  Approach  to  Social  Media  (by  channels):  

–  Facebook  –  Vkontakte  –  TwiHer  –  Youtube  –  Blog  

•  Mobile  strategy  •  I-­‐media  •  10  Takeaways  

 

Agenda  

Facts  /  Internet  •  Internet  penetra>on  in  Russia  is  constantly  growing  

•  For  Target  Groups  the  penetra>on  is  really  high  

•  Growth   in   1Q,   2011   (vs.1Q   2010):   tut.by   (+33%),   mail.ru  (+55%),     av.by   (+83%),   realt.by   (+23%),   vkontakte.ru   (x3.2  >mes),  rbc.ru  (x10  >mes)  

•   44%  regularly  buy  on-­‐line  

•  E-­‐commerce  (trips  on-­‐line):  

 female  -­‐  46%  vs.38%  -­‐  men        

Moscow

64

99

97

96

85

59

30

94

100

89

79

56

14

62

93

97

89

73

54

25

93

97

87

72

47

11

0 20 40 60 80 100 120

all 12+

male 12-17

male 18-24

male 25-34

male 35-44

male 45-54

male 55+

fem 12-17

fem 18-24

fem 25-34

fem 35-44

fem 45-54

fem 55+2009 2008

Russia 100M+

51

91

92

7560

37

16

93

8775

58

357

45

85

86

68

51

30

13

82

79

61

50

27

5

0 10 20 30 40 50 60 70 80 90 100

all 12+

male 12-17

male 18-24

male 25-34

male 35-44

male 45-54

male 55+

fem 12-17

fem 18-24

fem 25-34

fem 35-44

fem 45-54

fem 55+

2009 2008

Источники: TV Index, TNS Web Index, апрель 2010, Россия 100 000+, в % от среднесуточной аудитории 12+ лет.

56%

40% 39%

28% 28%24%

20% 20%

14%

9%

0%

10%

20%

30%

40%

50%

60%

Books

Household

devices

Computers

Music

Software

Movies

Parfumes

Tickets

Payment

Cards

Food

Sou

rce:

TN

S M

MI,

200

9/01

, citi

es 1

00,0

00+,

•  40%  to  receive  discounts  and  promo4ons    •  39%  to  show  my  support  for  the  company  to  others    •  36%  to  get  a  “freebie”    •  34%  to  stay  informed  about  the  ac4vi4es  of  the  company    •  33%  to  get  updates  on  future  products    •  30%  to  get  updates  on  upcoming  sales    •  29%  for  fun  or  entertainment    •  25%  to  get  access  to  exclusive  content    •  22%  someone  recommended  it  to  me    •  21%  to  learn  •  13%  to  interact  

Source: http://mashable.com/2010/09/16/facebook-users-interact-brands/

Usage  Social  Media  

I  blog  because  I  have  something  important  to  share  

Size  of  prize:  1-­‐2  mln  people,    Gender/age:  male+female,  20-­‐35  Geography:  Moscow  and  Saint-­‐Petersburg  

•  Publish  a  blog  related  to  business  •  Publish  online  demos/rich  media  apps  •  Upload  videos,  audio,  or  podcasts  •  Upload  photos,  images,  or  presenta>ons    •  Author  ar>cles,  case  studies,  whitepapers    

Funky  Young  Professionals  

I  use  the  Internet  to  get  the  job  done,  so  I  have  more  >me  for  running  my  business.  

Size  of  prize:  3-­‐4  mln  people,    Gender/age:  male+female,  35+  Geography:  Moscow  and  Saint-­‐Petersburg    •   Read  business  blogs  •   Watch  videos  posted  by  firms  •   Listen  to  podcasts,  audio  •   Read  online  forums  •   Read  customer  ra>ngs/reviews  •   A`end  Webinars,  Webcasts  •   A`end  virtual  trade  shows  

Target  Audience  Quality  Seekers  

o     According  to  the  Forester  research  there  are  six  types  of  online  behavior.    

o     Our  audience  are  ac>ve  in  off-­‐line  but  in  on-­‐line  they  are  more  passive.  

o     Our  target  audience  consists      in  majority  of  joiners  and  spectators                      

     

TA  Digital  Behaviour  

Digital  Ac4on  plan  Vision    Help  more  Russian  people  who  con>nuously  look  for  improvement  to  full  feel  their  journey    

Objec4ve    •  Increase  market  share  of  Holland  in  Russian  market  up  to  13,5%  in  2012  year  •  Improve  tourist  flow  from  Russia  to  Holland;  dispropor>onately  in  Moscow  and  Saint-­‐Petersburg  •  Build  and  Increase  Brand  Awareness  of  "Holland"    •  Drive  Holland  outgoing  tourism  across  all  digital  touch  points        Goals    •  Reach  Target  Audience  (Funky  Young  Professionals,  b20-­‐35  &  Quality  Seekers,  b35+)    •  Drive  incoming  tourism  across  all  digital  touch  points  •  Build  synergy  between  partners  in  Holland  alliance:  KLM  (Royal  Dutch  Airlines),  Schiphol  (Amsterdam  Airport),  NBTC  (Netherlands  Board  of  Tourism  &  Convec>ons)    

Standard  banners/rich  media  

Sponsorship/Page  or  Profile  branding  

Branded  content:  viral  video,  branded  

gins  

Service  plaoorm  integra>on/Special  

projects  Bloggers/PR  

Awareness  Instruments  

Priori4es  0.  Fix  the  Basic  

   Establish  ongoing  communica>on  plaoorm  and  secure  the  basics      1. Listen  for  Category  interest  with  SEARCH    

2.  Generate  Awareness  &  Recall  with      I-­‐MEDIA      3.a.  Drive  Trial  With  CONTENT    3.b.  Drive  Repeat  with  CRM  (Consumer  Relat.  Marke>ng)      4.  Close  the  Sale  with  E-­‐Commerce      5.  Sense  and  Response  via  Social  Engagement      6.  Connect  on  consumers'  mobile      7.  Leverage  "MeetHolland"  Scale    Please  note:  Detailed  Ac>on  plan  in  special  Excel  document  (Holland  Digital  Ac>on  Plan.xls)    

Social  Media  Strategy  

 Publish  to  Mul4ple  Networks    

Approach  to  Social  Media  

 Publish  a  Variety  of  Mul4-­‐Media  Content    

Facebook  &  Vkontakte  Why  Use  Facebook  /  Vkontakte?  

•  Business  Page  –  for  spreading  your  content  •  Mul>-­‐Media  rich    •  It  is  where  one  in  three  internet  users  hang  out  •  Self  Serve  Target  Ads  with  user  demographics  

     

What  should  YOU  do:  1.  Welcome  page  2.  Video  Channel  with  “MeetHolland”  info  3.  Provide  an  incen>ve  for  growing  your  Facebook  “Likes”  4.  Capture  email  subscrip>ons  for  your  database  5.  Offer  specials    6.  Publish  content  daily  7.  Crowd  sourced  market  research    8.  Sell  products  on  your  Facebook  store  9.  Provide  rich  mul>media  

     

Social  Media:  TwiHer  

9-­‐to-­‐5  Mentality  online?  

Successful  Twi er  campaigns     KLM  surprise:  

h`p://www.youtube.com/watch?v=Sh-­‐JRoY7_LU  

Tile  and  inspire:  h`p://www.youtube.com/watch?v=YR75c8mtGjk&feature=relmfu  

5  Tips  for  Op4mizing  TwiHer  1.  Include  a  photo  or  logo  2.  Add  your  Facebook  or  Website’s  URL  3.  Write  “Great  Headlines”    4.  Make  sharing  easy  with  a  “ReTweet”  bu`on    5.  Include  “Follow  me  on  Twi`er”  bu`ons  on  your  blog    

TwiHer  Marke4ng  Tips  1.  Develop  a  targeted  Twi`er  following  2.  Listen,  engage  and  communicate  and  build  loyal  followers  in  your  community    3.  Create  a  live  feed  on  the  corporate  brand  name  to  see  what  the  world  is  saying  

about  you  4.  Tweet  your  online  specials  that  link  to  a  landing  page    5.  Tweet  your  content  6.  Network  and  Create  contacts  on  Twi`er  by  retwee>ng  their  content  

Social  Media:  TwiHer  

Social  Media:  TwiHer  Tools  1.  SocialOomph  –  auto  following  with  a  direct  message,  automate  the  sending  of  content  out  regularly    

2.  Twellow.com  –  the  yellow  pages  of  twi`er  

3.  Hootsuite  –  mananging  and  monitoring  

4.  TwiHer  Feed  h`p://twi`erfeed.com/  -­‐  for  sending  out  other  people’s    

Social  Media:  YouTube  Why  use  YouTube?  

–  Second  largest  search  engine  in  the  world  –  Easier  to  rank  higher  in  organic  search  than  Google  –  The  younger  genera>on  would  rather  poke  their  eyes  out  than  

read  a  paragraph  of  text  –  provide  short  videos  –  “How  To”  category  is  the  fastest  growing  segment  –  Can  be  branded  

Next  steps  to  set  up  and  op4mize  YouTube  1.  Create  your  own  branded  YouTube  Channel    2.  Link  to  your  Website,  Blog,  Facebook  &  Vkontakte  Fanpage  or  your  website  to  make  it  

easy  for  people  to  link  back  to  your  site  3.  Put  the  category  such  as  [Social  Media  Marke>ng]  in  Brackets  before  each  Title  of  your  

video  (for  example:  Holland  is  count  of  tulips)  4.  Put  “Tags”  in  your  video  tags  sec>on,  make  them  relevant  to  your  video  >tle  5.  Again  promote  your  YouTube  video  on  Twi`er  and  place  them  on  your  blog  in  a  Video  or  

YouTube  Channel  sec>on    

Mobile  Strategy  •  Access  integra>on  in  mobile  applica>ons  

•  Have  partnership  with  mobile  digital  sites    

•  Develop  relevant  content  for  applica>ons  

Digital  calendar  19 Website Banner Weeks

24open.ru Meet Holland x x x x x x x x x x x x x x x x

ayda.ru Meet Holland x x x x x x x x x x x x

afisha.ru Meet Holland x x x x x x x x x x x x x x x x x

travel.mail.ru Holland Classic x x x x x

expert.ru Holland Classic x x x x x x x

kommersant.ru Holland Classic x x x x x x x

mail.rambler.ru Holland City x x x x x x x x

rian.ru Holland City x x x x x x

sports.ru Holland City x x x x x x x x

sovsport.ru Holland City x x x x x x x

vkontakte.ru Meet Holland, Holland City x x x x x x x x x x x x x x x x x x x x x x x x

facebook.com Meet Holland, Holland City x x x x x x x x x x x x x x x x x x x x x x x x

odnoklassniki.ru Meet Holland, Holland City x x x x x x x x x x x x x x x x x x x x x x x x

mail..ru Meet Holland, Holland City x x x x x x x x x x x x x x x x x x x x x x x x

Источник: TNS Media Intelligence, Москва и СПб, апрель 2010.

•  Strategy  not  just  tac>cs  

•  Content  is  the  founda>on  

•  Op>mize  for  search  

•  Make  it  easy  to  share  

•  Think  like  a  publisher  

•  Build  an  online  asset  

•  Publish  where  your  customers  are  

•  Implement  the  Hub  &  Spoke  model  

•  Use  paid  as  the  catalyst  

•  Be  human  /  aware  /  honest  and  respecoul  

•  Be  a  par>cipant  /  open  /  courageous  

Takeaways  

Thank  you  for  aHen4on  

Anton  Razumov  +7  916  705  80  04  anton.razumov@gmail.com  linkedin.com/in/antonrazumov  slideshare.net/antonrazumov  twi`er.com/ZooMik