E-Marketing
in Russian Social Media
Natalia Koroleva
for
Pääkaupunkiseudun matkailumarkkinoinnin
kehittämishanke
(Culminatum Innovation Ltd Oy -
Uudenmaan Osaamiskeskus)
October 2010

E-marketing ?..

...ACHIEVING YOUR
MARKETING GOALS

BRAND AWARENESS
INFORMING
ATTRACTING CUSTOMERS
MAINTAINING PUBLIC IMAGE
INCREASING SALES
EMOTIONAL CONTACT

1,5 billion
Internet users in the world
50, 000, 000
Russian Internet users

One in every 7Internet users
reads
blogs of others

18, 000, 000
blogs
in Russian

Russia ranks
first
in the world
in social networks
involvment

Every day
200,000 new posts
about 1, 000, 000tweets (in Twitter.com)
about 7, 000new blogs
450, 000comments on Liveinternet.ru and Livejournal.com
more than 500, 000, 000 posts
in Russian-language blogs

Why is it
important
for your business?

How do you use Internet?
70.8% Internet users READ blogs
27.7% Internet users OWN blogs

Some statistics
34%
write in blogs about their impressions on products and brands
32%
believe bloggers who write about products and brands
55%
believe people with detailed blog's profile

Where to find the right people?
SEARCH
by TAGS
and INTERESTS

Russian top sites
Vkontakte.ru
Odnoklassniki.ru
Livejournal.com
http://blogs.mail.ru/
Liveinternet.ru
Diary.ru
Ya.ru
Blogger.com
Youtube.com
Rutube.ru
Moikrug.ru
Twitter.com

Topics relevant for Russian tourists
Travel stories, travel photos
Advice for travellers
Hard advertising
Geographical leader - Ukraine

4 LEVELS of INVOLVEMENT
in online communication
1. MONITORING
2. PR 2.0
3. CREATING THEIR MISSIONS
4. PROMOTIONS

Monitoring
How do you
know whether
you are
mentioned
in blogs?

Query language

Туризм/ Tourism

Туризм&Финляндия/ Tourism & Finland

Финляндия (туризм | путешествие | поездка ) –
Хельсинки / Finland (tourism | travel | trip) Helsinki

Blog search engines in Russian
http://blogs.yandex.ru/
http://blogsearch.google.com/

‘Отпуск в Финляндии’ / ‘Vacation in Finland’

For comparison

For comparison

«Pulse of the blogosphere»
as a monitoring tool
http://blogs.yandex.ru/pulse/

Well-known Finnish brand
in Russia

Nokia and Samsung

Tikkurila and Remmers

«Pulse of the blogosphere»
MONITORING YOUR BRAND
MONITORING COMPETITOR ACTIVITIES
TRACKING PAID PUBLICATIONS

CONNECTIONS BETWEEN PEOPLE,
NOT WITH PUBLIC

OLD
MARKETING MODEL -
MONOLOGUE

New model— DIALOGIE,
community building

ALT: Ctrl Delete
• Everybody talks – you do not possess control over the
conversation.
• You are participating in the global reputational system with no
informational asymmetry
• Your consumers in aggregate are smarter than you, and they
are associated in the networks.
• Show respect
– Many bloggers are pleasantly surprised when companies
really read their postings.
– Write personal messages or comments directly in the blog.

Preparatory work
• Think as a blogger. A blogger tries to harmonize his or her
interests as a content publisher and interests of his or her
readers.
• Check the tag cloud, blog rubrics or at least post
subjects.
• Post links to the blog of the person, to whom you intend
to write a message.
• Engage in conversations – comment postings relevantly.

PARTICIPATE
- Engage in conversations
- Offer your help and information
- Invite people to participate in
events

Blog etiquette
• Do not use any slogans as post subjects. Do not write subjects
in capital letters. Be clear and precise.
• Obviously there can be no mistakes in the blogger’s name.
• Introduce yourself briefly and with no pretence. If you have
already talked to this person before, feel free to mention it. Do
not be discreet about whom you work for and what your goal
is.
• Explain why you are writing to this person (or calling him or
her, or contact them through an instant messenger).
• While you may have any deadlines to meet (launching a new
product, posting news), bloggers do not have to do that.

Writing a message
• Do not write much – bloggers have enough to read.
You better write a short message (about 50 words).
• Provide links to additional sources on the topic.
• Suggest in what regard your message can be
interesting to a regular reader. Sometimes numbers
make better arguments and sometimes emotions.
• Figure out what time it is at the place of the person
you are contacting and do not call them at night.
• Do not abuse the blogger’s good attitude. Do not use
it too often.

Don’ts of writing a message
• Do not try to buy the blogger’s opinion – your reputations is worth more than
that.
• Do not email to the blogger your press releases.
• Don’t send ‘old news’. The blogger might have received this information
through their RSS feed or from another blog or social medium.
• Do not ask strangers to post a link or to get registered in your project .
• Do not insist that the blogger repeat your phrases. Behave as an assistant not
as a customer.
• Do not send angry messages, do not threat or demand publication. Have you
chosen the right blogs?
• Do not ignore asking for permission to use the exact quote (= show respect),
thus you will obtain an inspired blogger.

Example of a message
• And now answer me in one sentence what I am supposed to
write about you in my blog and why it should be interesting to
my readers?
• What did they answer?

Your own blog – what for?
• 36% Internet users have higher opinion
about the companies that have their own
blogs.
• Journalists like blogs as well 
• Your own multimedia informational
resource
• Two-sided conversation
• Higher involvement of employees
• Better reputation for top managers
• Search for new employees
• Reality check for new ideas
• In case of informational war

Natural planning of blogging
1. Determine goals and principles.
2. Outline the ultimate result.
3. Have a brainstorm (find a solution).
4. Organize the process.
5. Determine the action sequence.
Many of us are not used to follow this logic. The activity is
mostly reactive.

Success stories

Canada invites you!
Ролик на Youtube
Смотрим видео

32, 000 views in 2 months
And more!

How do they do it?
Тhe Canadian Tourism Commission launched interactive murals
to inspire Americans to book a Canadian vacation.
The Canadian Tourism Commission can be found on the
following social channels:
Facebook - http://facebook.com/keepexploring
Twitter - http://twitter.com/keep_exploring
And website:http://www.canada.travel

14, 594 ‘Like’s on Facebook

2, 301 followers on Twitter

Cheaptrip

How do they do it?

Cheaptrip on Twitter

Results
QUEUES FOR TICKETS AT 4 OFFICES IN
MOSCOW
45, 908 community members in
Livejournal.com
2, 200 followers on Twitter
INTERNET PROMOTION ONLY!

How do you get recognized?
FREE ways to get
promoted
over Internet

Social bookmarks
Social notes
on the Internet

Web 2.0
News -
Post &
Vote

Social news
smi2.ru
news2.ru
newsland.ru
vkurse.ru

Social objects
attract millions

Social objects

Inspired by Iceland

Results
800, 000 views on Vimeo
500, 000 views on the official website
On the TOP of Facebook during a week
2, 000, 000 tweets on Twitter

Aggressive environment
Informational attacks

DANGER!
Targeted dissemination of deliberately misleading harmful
information — informational attacks.
On the Internet, information spreads in a blink of an eye.
Starting in blogs, it easily appears in the news feeds of
informational agencies and so on.

Important difference!
On the Internet, anonymous dissemination of
information is possible.
Communication on the Internet-based platforms
is very democratic.
Every participant of the informational space gets
to express their opinion and to be heard.

How to express your point of view?
• First of all – consider the
situation, outline the action
plan.
• Never start to offer
excuses. Even if the
accusations are ludicrous.
• Never let the
emotions to guide
your actions.

Prepare a plan
• Our goals
• Strategy and tactics
• Tools
• Materials (texts, photos, videos)
• Allies. Whom can we ask for help?

Fight your fights
• Reduction to absurdity
• Humor, derision
• Information about your achievements,
improvement of your reputation
• Attracting the audience’s attention to
secondary issues and trifles
• Tagging your opponent

Case studies
В интернете возможно анонимное распространение
информации.
На интернет-площадках общение очень демократичное.
Выслушивается точка зрения ВСЕХ участников
информпространства.

5 steps to social media
Start with monitoring
Get involved in dialogue
Define the strategy
Create your blog
Generate content and social objects
Promote

Feel free to ask any questions.
Natalia Koroleva
cell.:+7 905 546 11 53
e-mail: Nata@remarkable.ru
skype: shokopay
www: Remarkable.ru
Thank you
for your
attention
!