Digital Marketing in Russia

1. DIGITAL MARKETING IN RUSSIA BY POSSIBLE MOSCOW AUGUST 2014

2. Digital! Digital! Digital! Digital! Digital! Digital! Digital! Digital!

3. !AGENDA ! 01. RUNET: KEY FIGURES 02. RUNET: ECONOMY 03. RUNET: SOCIAL MEDIA 04. RUNET: MOBILE 05. DIGITAL AS A PART OF IMC 06. SMART APPROACH TO DIGITAL ! ! ! !

4. THEY SAY

5. RUNET: KEY FIGURES

6. 76 MILLION RUSSIANS ARE ONLINE +7% VS PY Source: FOM, Internet research, all Russia, 18+

7. #5 INTERNET PENETRATION SCORE IN THE WORLD Source: FOM, Internet research, all Russia, 18+

8. INTERNET REACH IS NOW COMPARABLE TO TV REACH Source: TNS WebIndex March 2014, Russia, cities 100+, 12-64 38,4% 38,3% 31% 25%

9. 48% OF INTERNET USERS LIVE IN SMALL TOWNS & VILLAGES Source: FOM, Internet research, all Russia, 18+

10. ! !56,3 MILLION PEOPLE ARE ONLINE EVERY DAY !=48% OF ALL RUSSIA POPULATION 18+ ! Source: FOM, Internet research, all Russia, 18+ +12% VS PY

11. INTERNET ACCESS GETS CHEAPER FOR ALL REGIONS INTERNET PRICE IS GETTING LOWER Source: Yandex, Spring 2014

12. SAINT PETERSBURG Source: FOM, Internet research, all Russia, 18+ 3,4 MM USERS INCREASING FREQUENCY MONTHLY REACH = WEEKLY REACH IN 1 MLN+ CITIES NOVOSIBIRSK 1 MM USERS YEKATERINBURG 0,9 MM USERS KAZAN 0,7 MM USERS

13. KEY ONLINE ACTIVITIES Source: TNS WebIndex March 2014, Russia, cities 100+, 12-64 Contribution to time spent a month, % Social Networks Video resources E-mail Search News Online shops Online Dating Searching for goods & services Music (listening/downloading) 10% 20% 30% 40% 2% 2% 2% 2% 2% 2% 5% 10% 36%

14. YOUTUBE: 62 MLN VIEWERS 5 HOURS A MONTH UNIQUE USERS (‘000) MINUTES PER USER YOUTUBE.COM& 482$ 21,239& 13,388& 9,243& 8,538& 8,302& 6,299& 6,279& 18,253& 40,234& 62,159& MAIL.RU& YANDEX&VIDEO& RUTUBE.RU& VIMEO.COM& TVIGLE.RU& IVI.RU& ZOOMBY.RU& BIGCINEMA.TV& MYVI.RU& 305$ 291$ 171$ 153$ 111$ 105$ 61$ 58$ 57$ MOLODEJJ.TV$ YOUTUBE.COM$ IVI.RU$ SIBNET.RU$ ZOOMBY.RU$ RUTUBE.RU$ 1TV.RU$ TVIGLE.RU$ SPORTBOX.RU$ SMOTRI.COM$ Source: ComScore Video Metrics April 2014

15. 125 MINUTES AVERAGE SPENT ONLINE PER DAY Source: TNS WebIndex March 2014, Russia, cities 100+, 12-64

16. WHAT ARE THE MOST ACTIVE AGE GROUPS? Source: TNS WebIndex April 2014, Russia, cities 100+, 12-64 12-17 [140 MINUTES] + 18-24 [ 135 MINUTES] [CONSUMERS OF TODAY, AND TOMORROW]

17. CONSUMER CULTURE IS DEVELOPING [E-COMMERCE, ONLINE BANKING & PAYMENTS] Source: FOM 2014 ! What things on Internet did not you try to do but would like to try to? ! Online purchase (to buy goods, to order services) ! Internet banking ! To pay for goods with e-money !! Job searching online

18. DIGITAL MOSCOW [GOVERNMENT-OWNED Source: FOM, DIT 2014 SERVICES FOR CITIZENS] 70% of Muscovites are aware of governmental online services (comparing to 12% in 2009) >70K visits per day to pgu.mos.ru 80% of marriage registration are made online (via governmental services website) 37% of schools turned to e-diaries 5,2M patients per month schedules a visit to a doctor using online registration service

19. INTERNET PENETRATION IN RUSSIA BY 2020? ! Source: FOM, Internet research, all Russia, 18+

20. INTERNET PENETRATION IN RUSSIA BY 2020? ! 85% Source: FOM, Internet research, all Russia, 18+

21. APART FROM FIGURES: HOW WE CHANGE OUR HABITS

22. DRIVING IN TRAFFIC

23. PAPER EVENT GUIDES

24. TICKET OFFICE

25. HOTEL ROOM BOOKING

26. HAILING A CAB

27. ONLINE DATING

28. RUNET: ECONOMY

29. 1 TRN RUNET SALES VOLUME IN 2013 Source: Runet economy Research 2013 (RAEC, HSE), 1,7% OF GDP ! !15-20% A YEAR ESTIMATE D GROWTH OF RUNET ECONOMY BY 2018

30. Source: FOM, Internet research, all Russia, 18+ 520 BILLION RUR [RUNET E-COMMERCE SALES VOLUME IN 2013] Source: Data Insight 2013 +28% VS PY

31. 30 MILLION ONLINE SHOPPERS IN 2013! Source: Data Insight 2013 +30% VS PY

32. 71,7 BILLION RUR RUNET AD SPENDINGS Source: AKAR 2014 !20,1 BILLION RUR [ MEDIA AD] +12% VS PY +27% VS PY !51,6 BILLION RUR [ CONTEXT AD] +34% VS PY

33. THEY SAY

34. RUNET: SOCIAL MEDIA

35. 79% OF USERS HAVE AN ACCOUNT ON SOCIAL NETWORKS Source: FOM, Internet research, all Russia, 18+ !60% #1 ONLINE ACTIVITY OF THEM COMMUNICATE VIA SOCIAL NETWORKS DURIN LAST MONTH ! #1 WAY OF ONLINE COMMUNICATION

36. 25% OF RUSSIAN FEMALE USERS ARE OPEN TO TALK TO BRANDS & LEARN MORE ABOUT THEM ON SOCIAL MEDIA HOW OPEN ARE YOU TO BRANDS ON SOCIAL MEDIA? RUSSIA USA CHINA BRAZIL INDIA UKRAINE POLAND 9% 7% 11% 10% 15% 14% 11% 30% 25% 27% 31% 29% 29% 34% 0% 10% 20% 30% 40% FEMALE MALE Source: TNS Digital Life Global Research, 2014

37. AN AVERAGE RUSSIAN USER SPENDS IN SOCIAL NETWORKS 10,4 PER MONTH HOURS

38. ! H O W SOCIAL 5% 4% 8% 16% 32% 54% 85% COMMUNITY 0 0,225 0,45 0,675 0,9 TARGETED SOCIAL ADS SEEDING OF VIDEOs SOCIAL LISTENING REPUTATION MANAGEMENT SEEDING (other) USE B R A N D S NETWORKS OTHER

39. COMMUNITIES: 85% OF BRANDS PRESENCE ON SM VK FB TWI OK Other WHERE? WHY? 15% 14% 9% 36% 89% 0 0,225 0,45 0,675 0,9 Loyalty Awareness Sales Traffic Other 21% 15% 39% 64% 86% 0 0,225 0,45 0,675 0,9 KPIs # of fans ER Intuitive Clicks Other 10% 5% 29% 53% 69% 0 0,175 0,35 0,525 0,7

40. SO ARE YOU SATISFIED? ‘I have the biggest community 13% 29% among my competitors’ 58% ‘I have high ER’ ‘I like our content’ ’I don’t have traffic to my site’ ‘It doesn’t drive sales’ ‘I don’t feel the results’

41. KEY RUSSIAN SOCIAL NETWORKS [FIGURES] 51,7 mln UU ! Affinity M - 99% Affinity W - 101% 40,3 mln UU Affinity M - 93% Affinity W - 107% ~12 mln UU

42. KEY RUSSIAN SOCIAL NETWORKS [OVERLAPPING]

43. BUT…

44. AFFINITY: DEMOGRAPHY

45. AFFINITY: OCCUPATION

46. BUT NOT ONLY 3 NETWORKS

47. A FIGHT FOR ‘LIKE’ 250+↑ 10↓ BRANDS THAT WANT TO BE ‘LIKED’ BRANDS THAT WILL BE ‘LIKED’

48. BRAND PRESENCE ON SOCIAL NETWORKS IS NOT ONLY ABOUT B R A N D COMMUNITIES

49. LISTENING REACTION ACTIVITY PLATFORM RESOURCES BENEFITS OPPORTUNITIES

50. LISTENING REACTION ACTIVITY PLATFORM Work with negative Work with brand ambassadors Proactive involvement Work with opinion leaders Contest Entertainment Education Account Community Platform

51. LISTENING REACTION ACTIVITY PLATFORM WHAT TO CHOOSE TO WORK WITH? Work with negative ! Work with SET YOUR brand ambassadors BUSINESS Proactive GOALS involvement FIRST Work with opinion leaders Contest Entertainment Education Account Community Platform

52. 1. WHAT’S YOUR DESTINATION POINT? 2. WHERE ARE YOU [AND YOUR COMPETITORS]? 3. GET THE DIRECTION! 4. MOVE ON! 5. KEEP THE DIRECTION! 6. ARRIVE TO DESTINATION POINT WITHOUT LOSING YOUR STUFF! 7. UNDERSTAND NEXT STEPS! B HOW CAN YOUR BUSINESS GOAL BE ACHIEVED? A

53. 1. WHAT’S YOUR DESTINATION POINT? WE NEED TO SET UP A VK COMMUNITY! WE NEED BRAND FB PAGE AS BIG AS GLOBAL ONE! KPI: 100K FANS BY EOY OUR BRAND BACKGROUND IS… ! SO OUR TASKS ARE THE FOLLOWING… B

54. 1. WHAT’S YOUR DESTINATION POINT? 1 SALES 2 LOYALTY 3 CUSTOMER SUPPORT 4 IMAGE 5 COST OPTIMISATION 6 RESEARCH 7 HUMAN RESOURCES 8 PUBLIC RELATIONS B

55. 2. WHERE ARE YOU [AND YOUR COMPETITORS]? WHERE ARE YOUR COMPETITORS? WHAT’S USER JOURNEY? ! +SWOT ANALYSIS WHAT DO YOU HAVE? X Y BRAND A

56. 2. WHERE ARE YOU [AND YOUR COMPETITORS]? BRAND CHANNELS 1.1. CONTENT 1. PLATFORM 2. SOCIAL MEDIA 3. ONLINE 2.1. Other communities of the brand 3.2. Special 3.1. Website projects 4. OFFLINE 3.3. Other digital channels 3.4. CRM 1.2. APP 1.3. Events 1.5. Announcement in relevant communities 1.6. Announcement via opinion leaders 1.4. Social ads A

57. B 3. GET THE DIRECTION! OWNED CHANNELS ANNOUNCEMENT COMPLAINTS MANAGEMENT OPEN OWNED CHANNELS ON RELEVANT SM CONTENT STRATEGY DEVELOPMENT: ! interesting for TA, differentiate us from competitors, solve key brand problems A

58. B 3. GET THE DIRECTION! Monthly organic community growth +5% OPEN OWNED CHANNELS ON RELEVANT SM OWNED CHANNELS ANNOUNCEMENT CONTENT STRATEGY DEVELOPMENT COMPLAINTS MANAGEMENT Monthly content coverage up 1MM users by the end of the 2nd year thanks to sharings Feedback to all complaints & reviews given by users on SM. Negative mentionings/ reviews on owned channels reduction up to 10% to total Initial fans recruitment via paid ad Free traffic conversion via existing fans Negative mentionings reduction on external resources by 10% vs PY

59. FANBASE GROWTH Dynamics CONTENT COVERAGE INCREASE CUSTOMER SUPPORT EFFICIENCY USEFUL INSIGHTS 4. MOVE ON! 5. KEEP THE DIRECTION! Fanbase quality Traffic sources Engagement level Engaged users & active core Sharability Negative feedback Content themes efficiency Response rate Community score For content development For service improvement Competitors insights B

60. 4. MOVE ON! 5. KEEP THE DIRECTION! 60 45 30 15 0 B 8 6 4 2 0 8 # of content Total interactions Sharability Negative feedback 5 12 42 5 6 0 20 52 6 40 5 5 25 19 2 50 30 2 8 Cats PR release Naked princesses Tro-lo-lo Special offers§ Please note: all figures on the graph are fiction.

61. 6. ARRIVE TO DESTINATION POINT WITHOUT LOSING YOUR STUFF! 7. UNDERSTAND NEXT STEPS! 11 500 8 000 1 900 TWI 13 189 FB 39 240 VK 38 047 0,34 0,255 0,17 0,085 0 INSIGHTS 1. Employees on SM 2. Areas for improvements 3. News hook 4. Offline PR opportunities 21% SENTIMENT 34% Апрель Май B

62. 7. UNDERSTAND NEXT STEPS! 1 SALES 2 LOYALTY 3 CUSTOMER SUPPORT 4 IMAGE 5 COST OPTIMISATION 6 RESEARCH 7 HUMAN RESOURCES 7 PUBLIC RELATIONS B

63. THEY SAY

64. THEY SAY

65. RAPID CTHOAONTGHEBSR USH OR PHONE?

66. RAPID CHANGES

67. 27,3 MILLION RUSSIANS ARE ON MOBILE +37% VS PY Source: TNS WebIndex March 2014, Russia, cities 100+, 12-64

68. 1,4Mln USERS ACCESS INTERNET ONLY VIA MOBILE DEVICES

69. 40% OF ALL RUNET TRAFFIC IS MOBILE TRAFFIC Source: LiveInternet.ru, Summer 2014

70. MOBILE PLATFORM IS ANDROID Source: LiveInternet, Yandex Metrica, Spring 2014 60% OF MOBILE TRAFFIC Runet mobile traffic by OS type, July 2011-Feb 2014 Source: LiveInternet, Yandex Metrica, Spring 2014 #1

71. THEY SAY

72. 2000 RUR APPROXIMATED STARTING PRICE OF AN ANDROID SMARTPHONE

73. MOBILE INTERNET ACCESS GETS CHEAPER USERS NO LONGER CARE ABOUT CALCULATING TRAFFIC Source: Yandex, Spring 2014

74. >50% USERS PAY FOR MOBILE INTERNET EVERY MONTH

75. ~110 SCREEN UNLOCKS EVERY DAY

76. EVERY 8 MINUTES WE DO IT

77. Source: J’son & Partners data, December 2013

78. MORE TIME ON MOBILE THAN ON ANY OTHER COMMUNICATION CHANNEL [INCLUDING PC] Source: InMobi, “Global Mobile Media Consumption”conducted by Decision Fuel & On Device Research, Feb 2013 ALWAYS ON

79. RUSSIA IS #4 IN APPS DOWNLOADING IN THE WORLD

80. >20 MOBILE APPLICATIONS PER USER Source: FOM, Internet research, all Russia, 18+

81. WHAT’S IMPORTANT FOR THE BRAND? Mobile video, Mobile display Mobile search Social media, Apps Specials, Mobile games Mobile sites & Landings, search Mobile Apps, Social Media AWARENESS FAMILIARITY CONSIDERATION PURCHASE LOYALTY

82. DIGITAL AS A PART OF IMC

83. DIGITAL AS A PART OF IMC: SCENARIO 1 BUSINESS & MARKETING OBJECTIVES !! COMMUNICATION IDEA/ BIG IDEA TV OOH PRINT TRADE PR DIGITAL INSIGHT BASED (CONSUMER, CATEGORY, CULTURAL, PRODUCT, ETC.) KEY MESSAGE DELIVERY COMMUNICATION CHANNELS

84. DIGITAL AS A PART OF IMC: SCENARIO 2 DIGITAL INSIGHT BASED (CONSUMER, CATEGORY, CULTURAL, PRODUCT, ETC.) KEY MESSAGE DELIVERY DIGITAL ACTIVATION IDEA !! COMMUNICATION IDEA/ BIG IDEA COMMUNICATION CHANNELS TV OOH PRINT TRADE PR BUSINESS & MARKETING OBJECTIVES

85. DIGITAL AS A PART OF IMC: SCENARIO 3 DIGITAL INSIGHT BASED (CONSUMER, CATEGORY, CULTURAL, PRODUCT, ETC.) KEY MESSAGE DELIVERY DIGITAL ACTIVATION IDEA !! COMMUNICATION IDEA/ BIG IDEA COMMUNICATION CHANNELS DIGITAL BIG IDEA TV OOH PRINT TRADE PR BUSINESS & MARKETING OBJECTIVES

86. THEY SAY

87. BALANCING BETWEEN SALES ! & BRAND FOR ACHIEVABLE EQUITY GOALS

88. DIGITAL IS THE MOST FLEXIBLE TOOL TO LAUNCH & EXECUTE LOCAL CAMPAIGNS

89. THEY SAY

90. ADVANTAGES OF DIGITAL COMMUNICATION • EASIER TO IDENTIFY TARGET AUDIENCE: WE CAN GET A LOT OF INFORMATION ABOUT THEM ONLINE ! • MASS & NICHE - DEPENDING ON THE TASKS ! • IMMEDIATE FEEDBACK ! • ON-GOING MANAGEMENT ! • NEW INSIGHTFUL METRICS TO MEASURE ! • EASY TO SHARE, ETC.

91. THEY SAY

92. ! S M A R T SETTING DIGITAL GOALS FOR SPECIFIC FOR MEASURABLE FOR ACHIEVABLE FOR RELEVANT FOR TARGETED

93. ! S FOR SPECIFIC GOALS All levels of purchase funnel are covered AWARENESS FAMILIARITY CONSIDERATION PURCHASE LOYALTY New product launch: display ad, SEM Product news/ launch: display SEM, Partnership E-commerce, digital promo campaigns Digital CRM, friending, fan base communication & support

94. ! M FOR MEASURABLE GOALS To set realistic measurable digital parameters/ KPIs [both quantitative & qualitative] ! ! To use powerful digital analytics tools to measure results [and to get insights]

95. THEY SAY

96. ! EVERYTHING IS ILLUMINATED: insightful metrics on internal & external platforms !

97. ! WEB ANALYTICS WHAT TO MEASURE? KEY METRICS WHAT TOOLS? Web & mobile platforms performance: ! Website & apps traffic parameters ! Ad campaign results: display ad, SEO, context ! E-commerce ! User’s behaviour ! UX/UI, etc. WHAT PLATFORMS? OWNED/ PAID: ! Websites ! Web pages ! Social media apps ! Mobile apps Traffic: visits & unique visitors, ! Traffic sources: referral websites, search traffic, direct traffic ! Traffic by type of devices, etc. ! Purchase funnel ! User’s actions: time spent on site/page/app, pages/screens per visit, bounce rate ! Navigation & exploration Google Analytics ! Yandex Metrics ! Omniture Website Catalyst ! Fabric Worldwide ! Flurry (mobile), etc.

98. SOCIAL MEDIA ANALYTICS ! KEY METRICS WHAT TOOLS? # subscribers/ likers/ followers ! # of active subscribers/ likers/ followers !! Users’ activity & engagement parameters (based on likes, comments, shares) ! Sources of traffic & subscriptions WHAT PLATFORMS? OWNED/ EARNED + OTHER BRANDS Social networks internal statistics ! Socialbakers (Facebook, VK, YouTube, Twitter) ! Nippel (VK), etc. Social media pages/ channels: ! VK ! Facebook ! OK ! YouTube channel ! Twitter ! Instagram WHAT TO MEASURE? Social media pages performance: ! Users’ quantity ! Users’ activity ! Ad campaign tracking

99. SOCIAL MEDIA MONITORING ! KEY METRICS WHAT TOOLS? Brand/ product mentionings made by users online WHAT PLATFORMS? EXTERNAL + OWNED/ EARNED Number of mentioning ! Sources of mentionings ! Tonality ! Most active users ! Youscan ! IQ buzz ! Brandspotter ! Wobot, etc ! Social networks (VK, OK, Fb, YouTube, Twitter) ! Blogs ! Forums WHAT TO MEASURE?

100. ! A FOR ACHIEVABLE GOALS PLANNING TERM (SHORT/ MEDIUM/ LONG) AMBITIONS AMBITIONS

101. ! R FOR RELEVANT GOALS

102. ! T FOR TARGETED GOALS WHO IS OUR TARGET [IN DIGITAL]? • Who is a message supposed to reach? ! • Are they digital? ! • Where are they in digital? ! • What do they do online? ! • Where? (key resources/ platforms) ! • Are they mobile? ! • What are the most important demographic, psychographic & behavioural facts (lifestyle highlights, values, rituals, state of mind, etc.)?

103. ! DIGITAL AS A SOURCE OF TARGET INSIGHTS Internet makes it easy to identify target audiences, since consumers have segmented themselves according to their behaviour & actions Brands can learn about TA to work on communication ideas & to make the right decisions

104. THEY SAY

105. A FULLY-FEATURED BRAND PLATFORM DIGITAL COMMUNICATION COVERS ALL TYPES OF BRAND PLATFORMS COMMUNICATION PLATFORM MEDIA PLATFORM SERVICE PLATFORM The essence of long-term communication: It is based on communication idea/ big idea [for digital] Audience accumulation: website, social media, e-mail base [everything owned & on-going] Communications beyond advertising: social listening, consumers online support service, etc.

106. ! THANK YOU

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