Paid Owned and Earned - Russian Digital Marketing Overview

2. На чем стоится будущее рекламы: платные
медиа vs. собственные медиа vs.
заработанные медиа в 2014 году.
Dennis G. Adamovich
Media Arts Group
Red Apple Moscow
Moscow

3. Years Ago… there was only…..

4. … now there are Digital Mad Men…. Requiring
new thinking, new skills and new insights..!!!

5. Local Perspective

6. 6
Затраты на Интернет-Рекламу превышают
все остальные

7. The new Story..!! 7

8. 8
Из уст в уста - надежный источник,
однако не новый
Люди спрашивают друг у
друга совета
Люди рассказывают о
своем опыте
Sources: Ethnographic Research - Create with Context
Интернет работает в
качестве усилителя
Позволяя охватить еще
большую аудиторию
Появляется доверие к
анонимному
пользователю
Стирается грань между
живым общением и
интернетом

9. Рынок Интернет рекламы

10. Разница проникновения в Москве и крупных городах сокращается
*Источники: TNS Web Index, 2009-2012, Все 12-54, города 100К+
Охват, %
• Небольшие города остаются основным потенциалом роста Интернета

11. Города с населением до 1М активно растут
+3% +0%
+11% +10% +11%
+15%
+16%
*Источники: ФОМ, 2012, население России 18+

12. Пользователи используют по 2-3 устройства для
выхода в Интернет
*Источники: TNS Web Index, Россия 100К+, Месячный охват, % от населения

13. Интернет уже второе медиа для молодежи
*Источники: TNS Russia M’Index , Россия 100К+, 19-35
Все 16+ Все 20-35
• Рост продолжается в первую очередь за счет старших поколений

14. Потребление сдвигается в сторону новостного и
развлекательного контента
*Источники: ФОМ, всероссийский опрос,18+, 2012г.
- 5 п.п.
+ 9 п.п.
+ 7 п.п.
+ 7 п.п.
Изменение за последние 2 года
• Большее количество пользователей использует Интернет в качестве основного источника
новостей

15. Динамика аудитории мобильного Интернета
*Источники: TNS Web Index, Россия , Декабрь, 2012, Monthly Reach, 12-54, % от населения

16. Продажи смартфонов и планшетов активно растут
• По итогам 2012 года в России реализовано 12.6 млн.
смартфонов
• Продажи за год выросли на 60%
• Общее количество смартфонов в России 27,2 млн. шт.
• По итогам 2012 года в России реализовано около
2.5 млн. планшетов
• Продажи за год выросли в ~3 раза
• Общее количество планшетов в России 3,2 млн.
шт.
*Источники: оценка МТС и J’son & Partners Consulting , 2012 год

17. В России Android – лидер среди ОС мобильных устройств
Доля продаж смартфонов по
операционным системам
Доля продаж планшетов по
операционным системам
• Сплит по ОС смартфонов повторяет глобальные тенденции
• В ОС для планшетов глобально лидирует iOS – 68%, в России Apple слишком
дорого стоит для подавляющего большинства населения
*Источники: J’son & Partners Consulting , 2012 год

18. +14%+9% +2%+23% +10%+35%
Russia 2013

19. Hey Dude… Paid, Owned and Earned Media;
A Paradigm Shift in the way brands see
themselves and their Audiences! ..like …like ??
My brand is my buddy 

20. Independent
sites
Partner sites
Social
Media
Channel
Marketing
Retail
co-op
marketing
Retail site
ads
Retail
loyalty
programs
Comparison
site ads/ &
sponsorship
Review site
ads &
sponsorship
SEO
SEM
Display
Mobile
SEM Mobile
Display
YouTube
Sponsorship
Facebook
Display
Branded
Retailer
Sites
Branded
Carrier
Sites
Review
Sites
Country
dotcoms
Global
Dotcom
B2B
Sites
Email
Marketing
Mobile
Site
Mobile
Sites
Global
SNS
Country
SNS
Facebook YouTubeTwitter Facebook YouTubeTwitter
Audience Specific Audience Specific
PAID
MEDIA
OWNED AND
EARNED MEDIA
Mobile
SEO
YOUR BRAND
The Digital Ecosystem in 2013

21. What is POE!!!! 21

22. Definitions and Media Types 22

23. Earned media … and Social Viral Media example!!!

24. Guidance in Strategy by Influence consumer purchasing decisions
UK Consumers’ purchase behavior research, Nielson (2012)
Key Digital Influencer

25. Defining the Digital Marketing KPI’sWhat Key Performance Indicators are you Tracking?

26. Who are these people and why do I care?
26

27. Consumer Analysis – Internet Persona’s for your brand!
Brand Believers
Put trust in brands, and uses
brand names as a substitute
for deeper research
Happening Hipsters
Latest trends and style of
products, guide their
purchase behavior
Gadget Geeks
Looking for the feature-rich
products with latest
innovations
Ravenous Researchers
Seek third party research and
validation from consumer and
professional reviews before
purchasing
Frugal Foragers
Shop on price – they are looking
for a deal, or willing to wait for
one
Basic Buyers
Looking for basic functionality,
they are unimpressed by brands,
trends or bells and whistles
Persona’s are the keystones and hallmarks of good web design!!

28. Persona 1: Brand Believers - Trend & Style
This consumer is most likely to be under the age of 35 and skews
female.
Values what’s hot and what’s not – and keep a close eye on
celebrities/prominent sports figures.
Spends a lot of time going out to bars and restaurants.
She reads publications on celebrity lifestyle, gossip, fashion.
Male Trend/style buyers consume publications with news in
digestible formats and like to read about cars and sports.
More likely to watch reality TV than are consumers in the
other three segments.
Consumes online and social media with great
frequency and in great quantity.
Heavy users of mobile apps and their
mobile phones to access
social media sites.

29. Sample Journey: Trend/Style Consumer
CONSIDER EVALUATE PURCHASE ENJOY ADVOCATE
11
22
33
44
55
77
88
99
1010
1111
11
22
33
44
88
99
1010
1111
Look at and play with/
use friends’ product ,
visit stores to see actual
product.
Make Facebook status
“looking for new
PRODUCT –
suggestions?” Keep
track of what friends have
to saySearch on ‘best’ and
‘hottest’ + PRODUCT
Read consumer reviews
and visit brand websites
Visit retailer website to
see which desirable
PRODUCTS they offer
Visit store to do one last
comparison. Buy
PRODUCT.
Visit PRODUCT Facebook
page, Like, and make a
post
Use PRODUCT
Rave about the phone on
blog
Show off phone to fiends
and family
77
66
55
66
Check in on Foursquare
at the store to see if there
are any deals for
Foursquare users.

30. Persona 2: Happening Hipsters- BRAND CONSUMER
Most likely to be under the age of 35 and skews male.
Likes to shop, cook, visit with friends, attend sporting
events
Reading preferences tend toward news, sports,
health, and quasi-
educational publications
such as National Geographic.
Like to view TV about sports, news or nature.
Like to read about food and cooking online.
Voracious consumers of social media –
particularly product reviews --
and are frequent
users of mobile applications.
They use many location-based applications
as well as weather
and sports mobile sites
and applications.

31. 11
22
33
44
55
66
77
88
99
1010
1111
CONSIDER EVALUATE PURCHASE ENJOY ADVOCATE
Update Facebook status
to “about to get my new
PRODUCT”
Search on ‘best
PRODUCT brand’
Visit websites from the
SERPs and visit brand
website. Make brand
decision
Visit stores and see what
brand PRODUCTS they
had
Look for brand tweets to
help narrow model
choices
Search on ‘cheap +
(brand) +(model)’ Click
on SEM ad
Buy PRODUCT from SEM
landing page
Use phone for location-
based searching for
PRODUCT accessories
Use phone to check in on
Foursquare and become
mayor of the store
Play games on phone
while waiting in lines
Buy branded PRODUCT
accessories at the offline
retailer
11
22
33
44
55
66
77 88
99
1010 1111
1212
1212 Visit brand site and make
a blog contribution
Sample Journey: Brand Consumer

32. Persona 3: Frugal Foragers-Price Consumer
Price consumers are equally divided by under/over age 35 and
evenly gender divided.
Leisure-time preferences tend toward volunteer/charity work,
reading, exercising, and watching videos or
DVDs.
Family-oriented / Least likely to read offline publications.
If they do, they read about celebrities,
sports and news.
Online, Price consumers like to research products,
read health topics, and catch up on
the news.
They are involved in social media, but not as
avidly as the other three segments.
The Price consumer likes to read and post
product reviews online and share
good deals
with people they care about.
They use their smart phones to check e-mail
and find directions, but
are unlikely to
research products through mobile.

33. 11
22
33
44
55
66
77
88
CONSIDER EVALUATE PURCHASE ENJOY ADVOCATE
Search on ‘best + cheap
PRODUCT.’
Visit retailer websites
from SERP and see what
PRODUCTS are good
deals
Visit brand sites
Read PRODUCT reviews
on cnet
See display ad
advertising a great value
on a desirable PRODUCT
Click on ad and buy
PRODUCT online from
landing page
Use PRODUCT
Email friends/family link
to PRODUCT deal landing
page
22 33
44
11 55
66
77
88
99 Demonstrate PRODUCT
to friends/family
99
Sample Journey: Price Consumer

34. Persona 4: Gadget Geeks - Features
More educated than any of the other segments and are most
likely to be over the age of 35.
They’re more affluent, highly social, like to spend time
restaurants & bars and visit with friends and family.
Features consumers are the most career-oriented
of the four segments.
Have the most highbrow reading habits.
Enjoy watching video on YouTube or
and watch video via mobile phone also.
Avid consumers of online reviews.
Enjoy reading about travel & news online.
Regularly uses mobile phone features:
SMS, Text alerts, location-based
banking and
travel.

35. 11
22
33
44
55
66
77
88
99
1010
CONSIDER EVALUATE PURCHASE ENJOY ADVOCATE Search on ‘most features
+ best PRODUCT’
Visit brand websites that
show up in the SERPs
Look in Consumer
Reports to compare
PRODUCTS. Narrow
choices
Read PRODUCT reviews.
Narrow choices
Visit retailer sites to see
who has the most
desirable PRODUCTS
Buy PRODUCT online
Browse the web for
PRODUCT accessories
Talk about (brag!) to co-
workers about everything
PRODUCT can do
Demonstrate PRODUCT
to friends/family
Visit PRODUCT’s
Facebook page and like
11
22
33
44
55 66 77
88 99
1010
Sample Journey: Features Consumer

36. Examples and Cases of Earned Media Campaigns!

37. How brands in India are
leveraging social

38. Brands: Common challenges faced by social
media marketers
based on discussion with 20 senior marketers in India
Tactical approach
87%
Lack of focus on the right opportunities
Disconnect on KPI’s
94% 81% 76%
Digital and traditional
divide
78%87%
Dysfunctional processes + governance

39. Brands: Mixed results
Use online contests, offline programs and sticky
content to drive engagement.
Consistent evaluation of engagement, engaging
content, real-time conversations and customer support.

40. Brands: Standard Chartered Bank
is using a unconventional branded channel to promote card products.

41. Brands: Successfully leverage video
with interesting and relevant content
Sunsilk innovated with an interactive channel.
Brands like Samsung, Nokia and Axe have
transferred their Facebook loyalty to YouTube

42. Brands: Entertainment channels dominate
YouTube

43. Brands: Viral videos are finding favor with
marketers and users
‘Big Idea’ concepts drive better viewership

44. What we learned about Samsung India

45. Content: Publishing a variety of formats to drive
engagement
Use of video adds variety
to posts on Timeline
Clear calls to action and
shortened trackable links are ideal

46. Brand/Fan interaction
inspires others to engage as
well
Community: Letting users post directly to FB wall

47. Community: Using Facebook’s features to the fullest
Mission and
Community Rules are
clearly set forth
Includes other social
links
Cover photo
communicates
authenticity/national
pride

48. Community: Responses are inconsistent across
channels
Spam
YouTube

49. Amplification: Using keyword rich titles help direct
users
How-to videos are
often the most
popular on YouTube

50. Amplification: Descriptions not optimized for SEO
Tags should be keyword
optimized for Search
Engine Optimization

51. Overview: Hampton Hotels
Part of the Hilton family, Hampton has over 1,800 locations
around the world including North America, Europe and India

52. Create a holistic strategy to drive
business objectives
“Bringing guests and prospects closer to
Hampton by building the brand and filling
available moments with the essence of
Hamptonality around the world.”

53. Used insights to create multi-platform
content
Original Video
Engaging
Formats
Photo Assets

54. Published content across the Hampton social
ecosystem

55. Drove conversation with community
management
Proactively addressing customer
service
Developing relationships with advocates
Cultivating conversation

56. Amplified reach with paid social
Promoted Tweets Facebook Sponsored
Stories

57. Driving measureable results for Hampton
Hotels
© HSAd/iCrossing
2M
YouTube
Views in
3 weeks
46%
increase in
Earned
impressions
over
3 months
57%
increase in
FB fans over
3 months

58. Case Study: Rolls-Royce Motor Cars

59. Rolls-Royce Motor Cars:
A strategy to engage India, US, UK customers
Strategy
“Increase awareness and engagement by being wherever the
audience is, inspiring them with creative content and innovative
ideas.”
Objectives
•Develop a presence across multiple platforms
•Develop an integrated content strategy to increase depth and
variety of engagements
•Increase share-of-voice and engagement in targeted networks
•Drive acquisition of target audience and develop advocacy

60. The Rolls-Royce social ecosystem

61. Facebook: Rolls-Royce’s largest
community

62. Twitter: Snippets of inspiration

63. YouTube: A quarter of a million views

64. Google+: Brand new for 2012
HSA
d/iCr
ossi
ng
100,000
new
followers

65. Tumblr: Brand new for 2012

66. ASSIGNMENT
Build deeper, ongoing engagement
with the LG Facebook community,
increasing positive conversations and
viral reach
iC SOLUTION
We developed a social marketing plan
to fuel consumer advocacy and
increase social reach
Performed a social spaces
performance assessment of LG
and key competitors
Created a social governance
policy to ensure consistency and
adherence to best practices
Developed monthly content
calendar to drive ongoing
engagement with various content
types and formats© HSAd/iCrossing
LG USA’s “Always On” social media
strategy

67. We mixed up the content

68. We engaged in conversations with
audiences

69. Resulting in a 220% increase in
engagement
Average of
7.5 million
earned impressions
per month
Average of
7.5 million
earned impressions
per month

70. Food Fight campaign
to drive awareness of the Door-in-Door fridge
ASSIGNMENT
Develop a social media campaign that drives user engagement
while generating awareness of LG’s Door-In-Door French Door
Refrigerators
iC SOLUTION
LG’s Food Fight pits four foods against each other in a virtual
battle for the last spot in the Door-In-Door refrigerator
Interactive Facebook tab where users choose their own
path of funny video battles inside the fridge
Food “bio” videos are fun and entertaining while
communicating the key benefit of the Door-In-Door
Supported by a contest, paid media support and LG
community management
RESULTS
The campaign is successfully delivering on key engagement
metrics for the campaign including total engagements, videos
views and time spent with the experience
Social engagements surpassed 133% of the goal and time spent
surpassed 167% of the goal

72. whats next..???

73. . . !Введение Услуги Возможности
2013 год

74. 74
новый Digital-игрок на рынке
Партнерство, сложившееся между iCrossing и Media
Arts Group на территории СНГ

75. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 75
Стратегии,
полный спектр услуг и
возможностей
Digital
это наше ДНК

76. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 76
Полный комплекс обслуживания
Партнерский
Маркетинг
Социальные
сети
МобильныйТехнологии Веб-разработкиАналитикаКонтекст
рекламы
Сканирование
электронного
микроскопа
Дисплей
Если это Digital, мы сделаем это

77. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 77
850
отобранных
специалистовПризнанные самыми
прогрессивными мыслителями этой
индустрии

78. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 78
40+
500 счастливых партнеров

79. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 79
>10 основных
сертификатов

80. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 80
Премии
Работа с клиентами
Forrester называет нас «стопроцентными»
Мы № 1 в глобальном поиске

81. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 81
1 миссия:
Построить связанные бренды
Связанный бренд создает тесную связь со своей
аудиторией, будучи видимым, практичным,
удобным, интересным и приятным.

82. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 82
Наши зоны обслуживания…
82
Offices Partnerships * Expanding partnership footprint

83. 83
Цели партнерства
Стать ведущим игроком в растущем рынке Digital в
России.
• Знание местного рынка
Доступ к интегрированных
маркетинговых услуг в творческой,
BTL, спортивный маркетинг,
средства массовой информации,
теле-производства и другие услуги
Специалисты, ресурсов,
инфраструктуры
• Расширенный стратегический
подход к цифровым
технологиям в поиске, SEM, SEO,
SMM и др.
Coca-Cola, LG, Unilever, и многих
компаний из Fortune 500.
Глобальное присутствие сети,
способной обслуживать все
регионы мира

84. 84
iCrossing – ключевые факты

Полный спектр услуг цифрового маркетингового
агентства, который объединяет таланты и технологии
для создания брендов.
Мы единица Hearst Corporation, одна из крупнейших
диверсифицированных в мире медиа-компании
19 международных офисов.
40 + Fortune 500 марок.
850 специалистов

85. Media Arts – ключевые факты
• 7-ая коммуникационная группа в России. № 3 в BTL. В
ТОП-5 в Digital.
№ 1 держит интегрированный маркетинговых
коммуникаций. 30% от оборота для комплексных
проектов
Годовой оборот - 250 млн долларов.
200 + клиентов в группу компаний. 500 сотрудников +.
Области специализации: цифровой, BTL и трейд-
маркетинг, СМИ, спортивный маркетинг, творческий
производства.

86. Some of the MAG digital clients

87. Наши услуги
Мы предоставляем маркетологам пакет Online Marketing Suite, чтобы
эффективно создавать, измерять и управлять эффективностью
кампании по всем каналам (онлайн и оффлайн).
Цифровая стратегия + планирование
Медиапланирование + покупатели
Search Marketing программы (SEM)
Social Media Marketing (SMM)
Search Engine Optimization (SEO)
CRM
Мобильный маркетинг
Creative Design + Experience +
Технологическая платформа +
Application Development
В режиме реального времени
аналитика + Оптимизация
кампании

88. Спасибо
за
!внимание

89. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 89
Thank You!!!!

90. 90
13/42, 2nd
Zvenigorodskaya str.,
Moscow 123423 Russia
Phone: +7 495 7833104
www.magroup.ru