Digital Marketing in Russia: Key Figures, Social Media Trends and Mobile Insights

DIGITAL MARKETING
IN RUSSIA
BY POSSIBLE MOSCOW
AUGUST 2014

Digital!
Digital!
Digital!
Digital!
Digital!
Digital!
Digital!
Digital!

!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
!
!
!
!

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

#5
INTERNET
PENETRATION
SCORE IN THE
WORLD

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

48%
OF INTERNET
USERS LIVE IN
SMALL TOWNS &
VILLAGES

!
!56,3
MILLION
PEOPLE ARE
ONLINE EVERY
DAY
!=48%
OF ALL RUSSIA
POPULATION 18+
!
+12% VS PY

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

SAINT PETERSBURG
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

KEY
ONLINE
ACTIVITIES
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%

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

125
MINUTES
AVERAGE SPENT
ONLINE PER DAY

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]

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

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

INTERNET
PENETRATION IN
RUSSIA BY 2020?
!

INTERNET
PENETRATION IN
RUSSIA BY 2020?
!
85%

APART FROM
FIGURES:
HOW WE CHANGE
OUR HABITS

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

520
BILLION RUR
[RUNET E-COMMERCE
SALES VOLUME IN 2013]
Source: Data Insight 2013
+28% VS PY

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

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

79%
OF USERS
HAVE AN
ACCOUNT ON
SOCIAL
NETWORKS
!60% #1 ONLINE ACTIVITY
OF THEM
COMMUNICATE VIA
SOCIAL NETWORKS
DURIN LAST MONTH
!
#1 WAY OF ONLINE
COMMUNICATION

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

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

!
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

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

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’

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

KEY
RUSSIAN
SOCIAL
NETWORKS
[OVERLAPPING]

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

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

LISTENING
REACTION
ACTIVITY
PLATFORM
RESOURCES
BENEFITS
OPPORTUNITIES

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

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

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

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

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

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

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

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

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

FANBASE
GROWTH
Dynamics
CONTENT
COVERAGE
INCREASE
CUSTOMER
SUPPORT
EFFICIENCY
USEFUL
INSIGHTS
4. MOVE ON!
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

4. MOVE ON!
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.

6. ARRIVE TO DESTINATION POINT
WITHOUT LOSING YOUR STUFF!
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

1 SALES
2 LOYALTY
3 CUSTOMER SUPPORT
4 IMAGE
5 COST OPTIMISATION
6 RESEARCH
7 HUMAN RESOURCES
7 PUBLIC RELATIONS
B

RAPID
CTHOAONTGHEBSR USH
OR PHONE?

27,3
MILLION
RUSSIANS ARE
ON MOBILE
+37% VS PY

1,4Mln
USERS ACCESS
INTERNET ONLY VIA
MOBILE DEVICES

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

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

2000 RUR
APPROXIMATED
STARTING PRICE
OF AN ANDROID
SMARTPHONE

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

>50%
USERS PAY FOR MOBILE
INTERNET EVERY MONTH

~110
SCREEN
UNLOCKS
EVERY DAY

Source: J’son & Partners data, December 2013

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

RUSSIA IS #4 IN APPS
DOWNLOADING IN THE WORLD

>20
MOBILE
APPLICATIONS
PER USER

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

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

SCENARIO 2
DIGITAL
INSIGHT BASED
KEY MESSAGE
DELIVERY
DIGITAL
ACTIVATION
IDEA
!!
COMMUNICATION
IDEA/
BIG IDEA
COMMUNICATION
CHANNELS
TV OOH
PRINT
TRADE
PR
BUSINESS &
MARKETING
OBJECTIVES

SCENARIO 3
DIGITAL
INSIGHT BASED
KEY MESSAGE
DELIVERY
DIGITAL
ACTIVATION
IDEA
!!
COMMUNICATION
IDEA/
BIG IDEA
COMMUNICATION
CHANNELS
DIGITAL
BIG IDEA
TV OOH
PRINT
TRADE
PR
BUSINESS &
MARKETING
OBJECTIVES

BALANCING
BETWEEN
SALES !
&
BRAND
FOR
ACHIEVABLE
EQUITY
GOALS

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

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.

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

!
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

!
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]

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

!
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.

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

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?

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

!
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.)?

!
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

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.

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Digital Marketing in Russia: Key Figures, Social Media Trends and Mobile Insights