Platforms Winter 2011 Future Perefect Omi Russia “The most influential Internet platforms in Russia” The research results are in! Moscow, 28.03.2011 – Communications agency Future Perfect and research company Online Market Intelligence are proud to announce the findings of their survey of Russia’s most influential Internet platforms. The survey evaluated the largest platforms used by a Russian audience focusing on their image and the emotional value that they provide users. John Mark Fitzpatrick, Managing Director and Partner at Future Perfect on the background to the research: Popular internet platforms enter into partnerships with brands more and more often. While brands can currently choose internet sites to partner with according to social indicators, reach and costs per contact, choosing the emotional context for where to put your brand remains very subjective. The research is designed to pin down the emotional value users get out of a number of key sites. The final rating is a ranking by an overall emotional index that underlines the most influential sites and portals for their particular audience. It is calculated according to the sum of three factors: The index for the “prominence” of emotions – A high index means that the site most satisfies the emotional needs that its users assert on that site. The fellow user factor evaluates how users of a particular site see the other users and to what extent they want to associate themselves with them. The respect and trust that users experience towards a site and its content. The first wave of research of winter 2010-2011 included 50 of the most visited sites in Russia, both in terms of overall visits, and in terms of visits by a defined audience category (young mothers, car-lovers, amateur sportsmen etc). It is important to note that the sites were evaluated by their own regular visitors. The report is available for download in English and Russian at www.futperf.com

1. PLATFORMS WINTER 2011
FUTURE PERFECT
& OMI RUSSIA
THE MOST INFLUENTIAL WEBSITES IN RUSSIA
FOR 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 Perfect
01 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 INDEX
03 RESPECT AND TRUST www.futperf.com
04 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/
2
PLATFORMS
WINTER 2011
FUTURE PERFECT
OMI RUSSIA

4. PREREQUISITES FOR THE
CREATION OF THE PROJECT
INTRODUCTION In the interest of reaching today’s 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 relationship
01 WEBSITE EMOTIONAL partnerships with the wide-ranging popular online portals and between Russia’s 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 and
02 FELLOW USER INDEX a significant number of people in one go, a brands can build brand owners»
03 RESPECT AND TRUST their message into the context of a website to which people are
04 COMBINED WEBSITE already accustomed. By using the natural feelings and emotions Shizuka Jane Pye — Marketing Director Cambpell’s 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 today’s 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. It’s 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. It’s 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 platform’s 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 today’s 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 process»
4 Anton Kopytov — Partner at Mindshare Innovation
PLATFORMS
WINTER 2011
FUTURE PERFECT
OMI RUSSIA

5. MAIN AIM OF THE PROJECT
INTRODUCTION Evaluate the image of the largest internet sites
METHODOLOGY
01 WEBSITE EMOTIONAL
among their users in order to make the choice
PORTRAIT of internet platforms for brand communication
02 FELLOW USER INDEX
03 RESPECT AND TRUST more considered and less subjective.
04 COMBINED WEBSITE
RATING
FUTURE PERFECT
OMI RUSSIA
5
PLATFORMS
WINTER 2011
FUTURE PERFECT
OMI RUSSIA

6. 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 THEMSELVES
01 WEBSITE EMOTIONAL
PORTRAIT The most part of this research (and report) involves the The overall rating of the quality of platform context shows us
02 FELLOW USER INDEX evaluation of the emotional portraits of each website. The how great the added emotional value of each site is. In the case
03 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 in
04 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 Perfect’s
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
audience’s opinion, since an audience’s receptivity depends on
how far they can respect and trust what is said on a particular
online resource.
6
PLATFORMS
WINTER 2011
FUTURE PERFECT
OMI RUSSIA

7. PLEASE GET IN TOUCH
INTRODUCTION If any questions arise concerning the under-
METHODOLOGY
01 WEBSITE EMOTIONAL
standing of this report or how the results reflect
PORTRAIT the issues and aims of your brand, please get in
02 FELLOW USER INDEX
03 RESPECT AND TRUST touch. Our contact details are at the end of the
04 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.
7
PLATFORMS
WINTER 2011
FUTURE PERFECT
OMI RUSSIA

8. GENERAL CONCLUSIONS
INTRODUCTION WEBSITES REALLY DO HAVE DIFFERENT IMAGES A CLEAR IMAGE DOES NOT AUTOMATICALLY
METHODOLOGY MEAN A SITE IS TRUSTED
01 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 same
02 FELLOW USER INDEX perception. time a low indicator of trust and perceived quality of user. A
03 RESPECT AND TRUST brand message on such a site could go unnoticed since the users
04 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 one’s 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 site’s
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.
8
PLATFORMS
WINTER 2011
FUTURE PERFECT
OMI RUSSIA

10. 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 – 1mln
02 FELLOW USER INDEX NUMBER OF RESPONDENTS – 42.4%
03 RESPECT AND TRUST 1369
04 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%
10
PLATFORMS
WINTER 2011
FUTURE PERFECT
OMI RUSSIA

11. 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 the
02 FELLOW USER INDEX site;
03 RESPECT AND TRUST IFU — Index for the perceived quality of audience. (fellow user
1
04 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 IEP
11
PLATFORMS
WINTER 2011
FUTURE PERFECT
OMI RUSSIA

12. 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.ru
01 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.ru
02 FELLOW USER INDEX these sites had a high affinity among one audience group. Babyblog.ru Mail.ru Rutube.ru
03 RESPECT AND TRUST Championat.ru YouTube.com Smotri.com
04 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.
12
PLATFORMS
WINTER 2011
FUTURE PERFECT
OMI RUSSIA

13. HERE WE EVALUATE WHAT
EMOTIONAL NEEDS ARE SATISFIED
BY A PARTICULAR SITE,
AND WHICH EMOTIONS ARE ASSOCIATED WITH IT.

14. EMOTIONAL PORTRAIT OF A SITE
INTRODUCTION METHOD HOW TO READ THE INDEXES
METHODOLOGY
01 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 of
02 FELLOW USER INDEX sites visited, the respondent marked the emotion that he or she people that feel that emotion on the sites researched. This
03 RESPECT AND TRUST feels when going onto that site. means that the emotional image of the site does not stand out
04 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 person’s 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. We’ll 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.
14
PLATFORMS
WINTER 2011
FUTURE PERFECT
OMI RUSSIA

15. THE SYSTEM OF EMOTIONAL NEEDS
INTRODUCTION
New experiences Entertainment
METHODOLOGY
Opening something new, and Enjoyment
01 WEBSITE EMOTIONAL breaking free of restrictions, Having fun, doing everything
PORTRAIT enjoyment
getting freedom and you want without controlling
entertainment
02 FELLOW USER INDEX and independence through new yourself, getting the
03 RESPECT AND TRUST experiences. Understanding maximum pleasure and
es so yourself better by finding out happiness. Forgetting yourself
w ci
04 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, superiority
15 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 PERFECT
OMI RUSSIA

16. 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 the
02 FELLOW USER INDEX average number of respondents who subscribed to the given
03 RESPECT AND TRUST emotion on other sites on average.
The index 1.56 shows that the emotion for Entertainment and
04 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.
16
PLATFORMS
WINTER 2011
FUTURE PERFECT
OMI RUSSIA

17. INTRODUCTION www.yandex.ru www.rambler.ru
METHODOLOGY
01 WEBSITE EMOTIONAL
PORTRAIT
enjoyment enjoyment
entertainment entertainment
02 FELLOW USER INDEX and and
03 RESPECT AND TRUST so so
w es ci w es ci
nc nc
04 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. As
17 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.
PLATFORMS
WINTER 2011
FUTURE PERFECT
OMI RUSSIA

18. INTRODUCTION www.mail.ru www.kinopoisk.ru
METHODOLOGY
01 WEBSITE EMOTIONAL
enjoyment enjoyment
PORTRAIT
entertainment entertainment
02 FELLOW USER INDEX and and
03 RESPECT AND TRUST s so so
w ce ci w es ci
nc
04 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 new
18 serenity and control. The site does not significantly stand out for experiences.
egocentric emotions
PLATFORMS
WINTER 2011
FUTURE PERFECT
OMI RUSSIA

19. INTRODUCTION www.odnoklassniki.ru Moimir on mail.ru (www.my.mail.ru)
METHODOLOGY
01 WEBSITE EMOTIONAL
enjoyment enjoyment
PORTRAIT
entertainment entertainment
02 FELLOW USER INDEX and and
03 RESPECT AND TRUST s so so
w ce ci w es ci
nc
04 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.
PLATFORMS
WINTER 2011
FUTURE PERFECT
OMI RUSSIA

20. INTRODUCTION www.facebook.ru www.vkontakte.ru
METHODOLOGY
01 WEBSITE EMOTIONAL
enjoyment enjoyment
PORTRAIT
entertainment entertainment
02 FELLOW USER INDEX and and
03 RESPECT AND TRUST s so so
w ce ci w es ci
nc
04 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 and rationality
Facebook.com has a sharp image for socialising and the feeling Vkontakte.ru is one of few sites that stands out compared to the
of being part of a community as well as for entertainment while average coefficient for nearly all emotions. This shows the high
20 giving the opportunity to express and feel your own uniqueness. loyalty of the site’s users. They use the platform to satisfy a large
number of needs. The most prominent image of the side is with
PLATFORMS the emotions associated with entertainment, socialising and
WINTER 2011 belonging, as well as expressing one’s own uniqueness.
FUTURE PERFECT
OMI RUSSIA