1. PLATFORMS WINTER 2011FUTURE PERFECT& OMI RUSSIATHE MOST INFLUENTIAL WEBSITES IN RUSSIAFOR BRAND COMMUNICATION

2. INTRODUCTION Future Perfect partners in effective brand strategy and creation of advertising METHODOLOGY materials for brand communication in both traditional and digital media. Future Perfect01 WEBSITE EMOTIONAL also releases and develops independent initiatives and tools with the aim of increasing PORTRAIT the communication effectiveness on the Russian market.02 FELLOW USER INDEX03 RESPECT AND TRUST www.futperf.com04 COMBINED WEBSITE RATING FUTURE PERFECT OMI RUSSIA OMI is a leading Russian company providing integrated solutions for online market research used by research organizations, advertising agencies, and marketing departments of Fortune Global 500 companies. With OMI online panels you can access over 350k consumers, 90k vehicle owners, 20k IT professionals, and over 7000 Physicians in Russia, Ukraine, Kazakhstan, Belarus, and the Baltic states. www.omirussia.ru/en/2PLATFORMSWINTER 2011FUTURE PERFECTOMI RUSSIA

3. PREREQUISITES FOR THE CREATION OF THE PROJECT INTRODUCTION In the interest of reaching todays growing internet audience This piece of research initiated by Future Perfect will provide METHODOLOGY brands are drawn more and more to short and long-term much needed insights into the emotional relationship01 WEBSITE EMOTIONAL partnerships with the wide-ranging popular online portals and between Russias most popular websites and their consumers. PORTRAIT networks available to them today. This allows brands to reach The analysis will be very useful for both website owner and02 FELLOW USER INDEX a significant number of people in one go, a brands can build brand owners03 RESPECT AND TRUST their message into the context of a website to which people are04 COMBINED WEBSITE already accustomed. By using the natural feelings and emotions Shizuka Jane Pye Marketing Director Cambpells Russia RATING that result from the consumption of the site content, messages FUTURE PERFECT from brands can be delivered in the most meaningful way. In todays world of shorten attention span, simultaneous OMI RUSSIA consumption of media types and distraction from different Currently Platforms for communication are chosen using the alternatives, THE CONTEXT of communication matters following criteria: more than FREQUENCY and REACH. Its not enough to talk at the right audience who may ignore brand message 1) Number of users of a certain social-demographic profile, 2) as their antennae at the moment is tuned to needs and The emotional portrait of the platforms themselves and 3) Cost aspirations that are not congruent with brand category or per Contact with the consumer. communications theme. Its more important to catch the right wave, when consumer is receptive to brand message. Using the resources available today, sites can be objectively Communicating with receptive consumer is also much evaluated according to the number of users (using TNS Gallup more cost efficient as demands lesser number of contacts Istar for example) and according to cost per contact. for message understanding. The Platforms Report from Future Perfect / OMI adds the important dimension of media As far as a platforms emotional portrait is concerned it can platform emotional attributes that allows to assess receptivity currently only be evaluated subjectively or intuitively, which to specific brand messages. Aslo it allows to assess platforms makes for an incomplete picture for brand leaders and restricts ability to impact specific groups of influencers which is sites to competing only on price because platforms are unable to increasingly important when todays consumer attitudes prove objectively the superiority of their image over competitors. and behaviour is dominated by social media. The report is a useful tool to combine WHAT, HOW, WHO and UNDER WHAT CIRCUMSTANCES of the communication planning process4 Anton Kopytov Partner at Mindshare InnovationPLATFORMSWINTER 2011FUTURE PERFECTOMI RUSSIA

4. MAIN AIM OF THE PROJECT INTRODUCTION Evaluate the image of the largest internet sites METHODOLOGY01 WEBSITE EMOTIONAL among their users in order to make the choice PORTRAIT of internet platforms for brand communication02 FELLOW USER INDEX03 RESPECT AND TRUST more considered and less subjective.04 COMBINED WEBSITE RATING FUTURE PERFECT OMI RUSSIA5PLATFORMSWINTER 2011FUTURE PERFECTOMI RUSSIA

5. HOW CAN THIS DOCUMENT BE OF USE? INTRODUCTION PLATFORMS SELECTION FOR BETTER EVALUATION OF COMMERCIAL PROPOSALS FROM METHODOLOGY EMOTIONAL BRAND INTEGRATION AGENCIES OR THE SITES THEMSELVES01 WEBSITE EMOTIONAL PORTRAIT The most part of this research (and report) involves the The overall rating of the quality of platform context shows us02 FELLOW USER INDEX evaluation of the emotional portraits of each website. The how great the added emotional value of each site is. In the case03 RESPECT AND TRUST evaluation is based on a widely accepted system of human of similar costs, for placement and reach, a choice can be made in04 COMBINED WEBSITE emotional needs. Having chosen an emotion that best favour of the site with the highest added emotional value, since RATING corresponds to your brand, you can easily select the sites that it not only gives access to the necessary audience, but helps build FUTURE PERFECT have the most prominent image according to that emotion. an attractive brand image. OMI RUSSIA SELECTION OF EFFECTIVE PLATFORMS INSPIRATION FOR THE USE OF OPINION LEADERS Despite its statistical nature, the results of Future Perfects The second part of this research is devoted to the evaluation Platforms can help with ideas on how to effectively integrate a of the audience perception of fellow users. Sites with the same brand into a particular site. themes can have varying audiences - it is our conjecture that the way users feel about other users of the same site affects If a platform is associated with emotions of uniqueness, brand their receptivity to brand messages. For example, a site with an communication will be very successful, if it capitalises on that attractive audience to a particular user, will be able to deliver particular value. The realisation, meanwhile can be direct (by a brands message more effectively than if the audience were giving users the opportunity to express their uniqueness) or unattractive to that user. indirect (by making it clear that in reality no one here is unique). How a brand actually expresses itself depends on its own The third part of the research is devoted to the respect and character and values. trust that users have for the information on a website. This is also important when choosing a platform for working with an audiences opinion, since an audiences receptivity depends on how far they can respect and trust what is said on a particular online resource.6PLATFORMSWINTER 2011FUTURE PERFECTOMI RUSSIA

6. PLEASE GET IN TOUCH INTRODUCTION If any questions arise concerning the under- METHODOLOGY01 WEBSITE EMOTIONAL standing of this report or how the results reflect PORTRAIT the issues and aims of your brand, please get in02 FELLOW USER INDEX03 RESPECT AND TRUST touch. Our contact details are at the end of the04 COMBINED WEBSITE RATING report. Also, if you wish to see the results of the FUTURE PERFECT research according to a more narrow target audi- OMI RUSSIA ence or just to talk about the project please get in touch with us.7PLATFORMSWINTER 2011FUTURE PERFECTOMI RUSSIA

7. GENERAL CONCLUSIONS INTRODUCTION WEBSITES REALLY DO HAVE DIFFERENT IMAGES A CLEAR IMAGE DOES NOT AUTOMATICALLY METHODOLOGY MEAN A SITE IS TRUSTED01 WEBSITE EMOTIONAL Two sites with very similar themes and functionality can have PORTRAIT significantly different emotional portraits according to user The site can have a very clear emotional image, and at the same02 FELLOW USER INDEX perception. time a low indicator of trust and perceived quality of user. A03 RESPECT AND TRUST brand message on such a site could go unnoticed since the users04 COMBINED WEBSITE For example, one business site largely gives emotions of success, do not want to associated themselves with the typical users of RATING while another portrays the feeling of self control and control of such a site and do not really trust the information placed on it. FUTURE PERFECT ones environment. OMI RUSSIA SITES WITH A LARGE REACH CAN HAVE HOW PEOPLE JUDGE THEIR FELLOW USERS A VERY DEFINED USER PORTRAIT IS SIGNIFICANT Despite the fact that 70% of internet users of all ages everyday Sites with similar themes, functionality and even with similar visit a certain site, in the perception of those users, the sites images can have completely differing indicators of perceived audience can have a very concrete and defined character as quality of audience. In one case people regard site users highly though it were a niche site with a narrow theme. This shows the and want to associate themselves with them, while in another large difference between reality and perception. case people do not feel they have anything in common with fellow users. SUBCONSCIOUS DISTANCE NICHE SITES DO NOT NECESSARILY HAVE A CLEAR IMAGE As consistent users of a particular site, a user can ascribe the users of that site with negative characteristics, which show us People are of the opinion that the more niche a site and the that he or she is not emotionally loyal to the site, setting himself more its themes are specialised, the more concrete and clear apart, in his mind, from the real audience. an image it has. The research did not show such definite correlations.8PLATFORMSWINTER 2011FUTURE PERFECTOMI RUSSIA

8. RESEARCH MEHTOD AND DESIGN INTRODUCTION METHOD Regionality METHODOLOGY Quantitative research using CAPI (computer Moscow 33.6%01 WEBSITE EMOTIONAL aided personal interviewing) technology. Cities with a population of 1 mln+ 34% PORTRAIT Cities with a population of 100thou 1mln02 FELLOW USER INDEX NUMBER OF RESPONDENTS 42.4%03 RESPECT AND TRUST 136904 COMBINED WEBSITE Other information RATING Gender Regular internet users FUTURE PERFECT Women 50% Middle and Upper middle income OMI RUSSIA Men 50% Age 16-19 24.7% 20-24 25.4% 25-34 25.3% 35-44 24.6%10PLATFORMSWINTER 2011FUTURE PERFECTOMI RUSSIA

9. RESEARCH STRUCTURE OR HOW TO READ THE REPORT INTRODUCTION THE RESEARCH IS MADE UP OF FOUR PARTS: THE FIRST IN ORDER TO PUT TOGETHER THE RESULTS OF EACH PART, METHODOLOGY THREE ALLOW US TO EVALUATE THE PLATFORMS, AND THE THE SITES RECEIVE AN INDEX:01 WEBSITE EMOTIONAL FINAL FOURTH PART IS DEVOTED TO AN OVERALL RATING OF PORTRAIT THE SITES. IEP Index for the prominence of the emotional portrait of the02 FELLOW USER INDEX site;03 RESPECT AND TRUST IFU Index for the perceived quality of audience. (fellow user 104 COMBINED WEBSITE WEBSITE EMOTIONAL PORTRAIT. Here we index); RATING evaluate the emotional needs that are satisfied by the IRT Index for respect and trust. FUTURE PERFECT respective sites. OMI RUSSIA The meaning and method of calculation of each index is 2 FELLOW USER INDEX. Here we evaluate how users described in detail at the start of each part. of each site perceive the audience of the same site and to what extent they want to associate themselves with The rating of the sites according to the indexes is given at the them. end of each part 3 4 RESPECT AND TRUST. Here we evaluate the general COMBINED WEBSITE RATING. This is the final site respect felt towards the site and how much trust there rating according to the combined index of value of is in the information displayed on it. context. The combined index of the value of context is calculated by the multiplication of the three previously calculated indexes together: IVK = IRT x IFU x IEP11PLATFORMSWINTER 2011FUTURE PERFECTOMI RUSSIA

10. SITES, EVALUATED IN THE WINTER OF 2010 2011 WAVE OF RESEARCH INTRODUCTION The majority of sites in this wave are the wide-reaching portals Afisha.ru LiveInternet.ru Promodj.ru METHODOLOGY of Russia. Aif.ru LiveJournal.com Rambler.ru01 WEBSITE EMOTIONAL Auto.ru Loveplanet.ru RBC.ru PORTRAIT Some sites with less reach were included in the research, but Autorambler.ru Lookatme.ru RG.ru02 FELLOW USER INDEX these sites had a high affinity among one audience group. Babyblog.ru Mail.ru Rutube.ru03 RESPECT AND TRUST Championat.ru YouTube.com Smotri.com04 COMBINED WEBSITE Some portals accumulate a large number of wide ranging Cosmo.ru Mail.ru Children Snob.ru RATING projects, in this case these projects were also included separately Echomsk.ru Mail.ru Sportbox.ru FUTURE PERFECT in the research. Expert.ru Znakomstva Twitter.com OMI RUSSIA Facebook.com Mail.ru Lady Tvigle.ru For example the portal Mail.ru has several projects, each of Forbes.ru Mail.ru MoiMir Utro.ru which reach a large audience and at the same time have their Gazeta.ru Mamba.ru Vedomosti.ru individual theme, so in this research Mail.ru was researched Gzt.ru Mhealth.ru Vesti.ru both as a whole and as separate projects on the portal Deti Kinopoisk.ru Maximonline.ru Vkontakte.ru (children), Lady, Znakomstva (dating) and Moi Mir (My world). Kommersant.ru Odnoklassniki.ru Woman.ru KP.ru Passion.ru WomanJournal.ru Two foreign portals, Twitter.com and Facebook.com, were Lenta.ru Pravda.ru Yandex.ru included because of their significant reach amongst the Russian audience, and as a result often used as a communication platform when speaking to Russian-speaking users. In the future the number of evaluated internet portals may increase.12PLATFORMSWINTER 2011FUTURE PERFECTOMI RUSSIA

11. HERE WE EVALUATE WHATEMOTIONAL NEEDS ARE SATISFIEDBY A PARTICULAR SITE,AND WHICH EMOTIONS ARE ASSOCIATED WITH IT.

12. EMOTIONAL PORTRAIT OF A SITE INTRODUCTION METHOD HOW TO READ THE INDEXES METHODOLOGY01 WEBSITE EMOTIONAL In this part respondents were offered a choice of phrases on IEP = 1 - The number of people on the site, who relate to the PORTRAIT general human emotional needs and feelings. For each of the given emotion does not differ from the average number of02 FELLOW USER INDEX sites visited, the respondent marked the emotion that he or she people that feel that emotion on the sites researched. This03 RESPECT AND TRUST feels when going onto that site. means that the emotional image of the site does not stand out04 COMBINED WEBSITE according to that emotion. RATING The spectrum of emotions for study and subsequently the FUTURE PERFECT phrases for research were put together on the basis of the IEP < 1 - The image of the site according to that emotion is OMI RUSSIA system of opposing emotional needs of a persons psyche. In one less pronounced than the emotional image of other sites: the way or another, this system lies at the basis of brand portfolios number of site visitors who feel a given emotion here is fewer of a larger number of modern companies. More details are than the average number of people who feel that emotion on available on each of the needs on the following page. the researched sites. If there are any difficulties in identifying the emotions that IEP > 1 - The image of the site according to that emotion is more correspond to your brand, please, get in touch with us. Well be strongly expressed than the emotional image of other sites: happy to help. the number of visitors to the site that feel the given emotion is higher than the average number of people who feel that emo- PROMINENCE INDEX tion on the researched sites. WEBSITE EMOTIONAL PORTRAIT Each site is evaluated for each emotion not only in terms of the percentage of people that agree that the given emotion suits the site, but by the deviation of the index that shows by how much the number of people that feel a given emotion on a given site exceeds the number of people feeling the given emotion on all the sites as an average.14PLATFORMSWINTER 2011FUTURE PERFECTOMI RUSSIA

13. THE SYSTEM OF EMOTIONAL NEEDS INTRODUCTION New experiences Entertainment METHODOLOGY Opening something new, and Enjoyment01 WEBSITE EMOTIONAL breaking free of restrictions, Having fun, doing everything PORTRAIT enjoyment getting freedom and you want without controlling entertainment02 FELLOW USER INDEX and independence through new yourself, getting the03 RESPECT AND TRUST experiences. Understanding maximum pleasure and es so yourself better by finding out happiness. Forgetting yourself w ci04 COMBINED WEBSITE nc a pe ne ie more about the world. and acting on impulse. liz RATING r in ex g FUTURE PERFECT OMI RUSSIA Socialising Feeling part release Sharing feelings and of a community emotions with others, Being part of some group, of a co feeling a part forgetting about social norms and being part of something success and superiority and having a great time. larger than yourself. Feeling me others mmunity Desire for closeness or expressing sympathy, friendship and romance. feeling wanted and belong- control ing. Peace of mind Self Control and serenity and Rationality ty d re min un rec an Feeling peaceful and relaxed, Control over oneself and the iq d e ni protected and emotionally situation, acting rationally of u og n e e ni ss a c se comfortable. Hiding from the and feeling ready for tio pe nd world, feeling serene like everything, maintaining a n a self-control during childhood. cold mind, acting logically. and rationality Uniqueness Success and superiority and recognition Feeling success, superiority15 Feeling and expressing your over others. Achieving more, uniqueness intellectually, receiving respect and culturally or materially. Being applause. Dominating,PLATFORMS special, standing out and leading and having power.WINTER 2011 getting recognition for it.FUTURE PERFECTOMI RUSSIA

14. HOW TO READ THE GRAPH INTRODUCTION The large decimal number is the prominence index of the METHODOLOGY emotional portrait of the site.01 WEBSITE EMOTIONAL The index shows by how much the number of respondents who PORTRAIT subscribed to the given emotion on the given site, differs from the02 FELLOW USER INDEX average number of respondents who subscribed to the given03 RESPECT AND TRUST emotion on other sites on average. The index 1.56 shows that the emotion for Entertainment and04 COMBINED WEBSITE RATING 1.56 Pleasure is 1.56 times more characteristic for site X. 47% FUTURE PERFECT OMI RUSSIA The percentage shows how many respondents out of those that visit the given site, feel a particular emotion while on it. In the example 47% of the users of site X feel the emotions for Entertainment and Pleasure. For an additional and more detailed break down of the meanings of the emotions you can always go to page 15. The black line outlines the emotions that are highly characteristic of the given site this is all the emotions with an index above 1.2. The outline helps to find your way around the graph, in order to quickly find the emotional zone that has a prominent image.16PLATFORMSWINTER 2011FUTURE PERFECTOMI RUSSIA

15. INTRODUCTION www.yandex.ru www.rambler.ru METHODOLOGY01 WEBSITE EMOTIONAL PORTRAIT enjoyment enjoyment entertainment entertainment02 FELLOW USER INDEX and and03 RESPECT AND TRUST so so w es ci w es ci nc nc04 COMBINED WEBSITE 0.85 a 0.60 a pe ne pe ne e e liz ri liz ri RATING 25% 17.8% in in ex ex g .4 6 g 0. 18% 0. 18.5% .5 1 FUTURE PERFECT 61 2 .9 6 67 % % OMI RUSSIA 1. 0 6 48 of a co of a co feeling a part feeling a part success and success and superiority superiority 0.82 0.70 1.47 0.51 33.6% 18.7% 11.6% 16.1% mmunity mmunity 6 0. 12.9% 0. 9.2% 36 0 6 47 % .1% 1. 1. ty d ty d 6 .7 un rec re min an un rec re min an 16 20 1.46 1.08 iq o d iq o d en en ni ni o o f f u u gn es 32.2% e es 23.9% e s a c se gn s a c se it i on pe nd it i pe nd a on a self-control self-control and rationality and rationality The image of Yandex.ru stands out according to two emotions. Rambler.ru does not have a significant deviance from the On the one hand getting new emotions and achieving success average for the emotions of self control and peace of mind. As17 and on the other hand control of the situation and peace of a whole the emotional image of the site does not stand out mind from routine. compared to the most popular sites on the Runet.PLATFORMSWINTER 2011FUTURE PERFECTOMI RUSSIA

16. INTRODUCTION www.mail.ru www.kinopoisk.ru METHODOLOGY01 WEBSITE EMOTIONAL enjoyment enjoyment PORTRAIT entertainment entertainment02 FELLOW USER INDEX and and03 RESPECT AND TRUST s so so w ce ci w es ci nc04 COMBINED WEBSITE en 1.09 a 1.41 a pe ne pe ne i ie liz liz r r RATING 32.2% 41.6% in in ex ex g .5 8 g 0. 23.9% 1. 41.1% 14 FUTURE PERFECT 8 49 87 % % OMI RUSSIA 1. 0. .9 57 44 of a co of a co feeling a part feeling a part success and success and superiority superiority 1.30 0.63 0.36 1.11 29.8% 14.5% 25.4% 8.2% mmunity mmunity 0. 17.4% 9% 2 0. 17.9% 19 25 9 9 92 0. 1. % ty d ty d 0 re min re min . un rec an un rec an 13 1.34 0.92 iq d iq d e e ni ni of of u og n e u 29.6% e og n e 20.3% e ni ss a c se ni ss a c se tio pe nd tio pe nd n a n a self-control self-control and rationality and rationality Mail.ru stands out for satisfying the emotional needs connected Kinopoisk.ru, obviously, as a result of its entertaining attributes, with community and belonging, friendship, and also for stands out for pleasure and enjoyment as well as in new18 serenity and control. The site does not significantly stand out for experiences. egocentric emotionsPLATFORMSWINTER 2011FUTURE PERFECTOMI RUSSIA

17. INTRODUCTION www.odnoklassniki.ru Moimir on mail.ru (www.my.mail.ru) METHODOLOGY01 WEBSITE EMOTIONAL enjoyment enjoyment PORTRAIT entertainment entertainment02 FELLOW USER INDEX and and03 RESPECT AND TRUST s so so w ce ci w es ci nc04 COMBINED WEBSITE en 1.24 a 1.25 a pe ne pe ne i ie liz liz r r RATING 36.7% 36.8% in in ex ex g g 2 57.4% 2 63.1% 38 75 FUTURE PERFECT 7 .0 .2 0. % OMI RUSSIA 0. % 9 8 3 . 35 of a co of a co feeling a part feeling a part success and success and superiority superiority 2.49 0.87 0.87 1.95 44.6% 19.8% 19.9% 57% mmunity mmunity 4% 8 9% 5 1. 24.2% 1. 25.6% 8 0 25 32 1. 0. ty d ty d re min re min . . un rec an un rec an 15 13 0.8 0.81 iq d iq d e e ni ni of of u og n e u 17.6% e og n e 18% e ni ss a c se ni ss a c se tio pe nd tio pe nd n a n a self-control self-control and rationality and rationality Odnoklassniki.ru, first and foremost, satisfies the need of MoiMir (My World) on mail.ru, first of all satisfies the need of socialising and belonging. To a lesser degree, although to just socialising and feeling part of a community. To a lesser degree,19 as a significant level, the site allows you to express and feel although to just as significant a level, the site allows you to uniqueness and to get recognition. express and feel uniqueness and to get recognition.PLATFORMSWINTER 2011FUTURE PERFECTOMI RUSSIA

18. INTRODUCTION www.facebook.ru www.vkontakte.ru METHODOLOGY01 WEBSITE EMOTIONAL enjoyment enjoyment PORTRAIT entertainment entertainment02 FELLOW USER INDEX and and03 RESPECT AND TRUST s so so w ce ci w es ci nc04 COMBINED WEBSITE en 1.21 a 1.97 a pe ne pe ne i ie liz liz r r RATING 35.6% 58.1% in in ex ex g g 42 83 2 61.9% 2 72.2% FUTURE PERFECT .2 .6 1 % OMI RUSSIA 0. % 2 5 .7 50 of a co of a co feeling a part feeling a part success and success and superiority superiority 2.65 2.19 50.2% 60.7% 20.5% 0.9 1.4 32% mmunity mmunity .6 7 .1% 2 1. 27.4% 1. 6.8% 5 11 7 41 3 % 9 0. 1. ty d ty d re min re min un rec an un rec an 23 0.68 1.36 iq d iq d e e ni ni of of u og n e u 15.1% e og n e 30.1% e ni ss a c se ni ss a c se tio pe nd tio pe nd n a n a self-control self-control and rationality