Download - Social Media Marketing in Russia
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SOCIALMEDIAWORKSHOP MOSCOW – ST. PETERSBURG
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The Business Approach to Social Media
Keely SayeInbound Marketing DirectorRiggs Partners
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TRADITIONAL MARKETING
Outbound Marketing – The process of communicating the value of a product or service to consumers for the purposes of selling that product or service.
• Sell product or service• Push• Interruptive • Money
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NEW MARKETING
• Earn audience attention• Pull• Permission• Time
Inbound Marketing – Marketing activities that bring visitors in, rather than pushing marketing messages out to the consumer.
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INBOUND MARKETING
• Sell product or service• Push• Interruptive • Money
• Compelling content• Pull• Permission• Time
Outbound Marketing Inbound Marketing
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CONTENT STRATEGY
Compelling Content – Content evoking interest, attention, or admiration.
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CONTENT STRATEGY
Know Your Audience
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CONTENT STRATEGY
Know Your Audience
• What are the problems customers are trying to solve?
• What does he or she need the most?
• What information are they searching for?
www.buyerpersona.com
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PROCESS
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SOCIAL MEDIA
Social Media
VK
YouTube
Google+
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SOCIAL MEDIA
Website
Social Medi
a
SEO
EmailAds
PR
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CONTENT
http://bit.ly/marketo-contagiouscontent
Contagious Content Ideas
• Give• Advise• Warn• Amuse• Inspire• Amaze• Unite
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CONTENT
http://www.slideshare.net/PiepersAV/crush-competitorssocial-media30days-15907253
Killer Content Ideas
• Repurpose presentations• Templates • Checklists• Photos• Memes• Infographics• Cartoons• Videos
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CONTENT
http://www.slideshare.net/laulopes1/55-brands-rocking-social-media-with-visual-content-13937459
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PROCESS
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SOCIAL MEDIA CAMPAIGN
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SOCIAL MEDIA CAMPAIGN
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SOCIAL MEDIA CAMPAIGN
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SOCIAL MEDIA CAMPAIGN
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TARGETING CONTENT
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TARGETING CONTENT
Question: How many Twitter users who live in Russia are interested in soccer?
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TARGETING CONTENT
Answer: 256,000
Sample Twitter Ad
“Soccer”
“Russia”
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PROCESS
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CASE STUDY
HospitalFollowers = 2,200
Data from Facebook, January – March 2014
HospitalEngagement = 2,200Reach = 235,000Impressions = 672,500
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CASE STUDY
Power CompanyFollowers = 3,500
Data from Facebook, January – March 2014
Power CompanyEngagement = 1,400Reach = 207,600Impressions = 1,002,000
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CASE STUDY
NewspaperFollowers = 61,000
Data from Facebook, January – March 2014
NewspaperEngagement = 692,000Reach = 4,400,000Impressions = 32,500,000
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CASE STUDY
USA TodayFollowers = 2,300,000
USA TodayEngagement = ???Reach = ???Impressions = ???
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RESOURCES
• Animoto• Visual.ly• Infogram• Piktochart• oDesk• Constent Content
Social Media Tools• Social Mention• Tweet Reach• Twitter Counter• Klout• Storify• Shortstack
Content Development
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THANKSFORATTENDING MOSCOW – ST. PETERSBURG