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This is a my speech presentation, which I used at The Young PRofy Day 2012 for my application to national contests by Holland alliance: KLM (Royal Dutch Airlines), Schiphol (Amsterdam Airport), NBTC (Netherlands Board of Tourism & Convections). Frankly speaking I took wrong brief that why these suggestions take only 3rd place ;-(
Citation preview
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 [email protected] linkedin.com/in/antonrazumov slideshare.net/antonrazumov twi`er.com/ZooMik