Does the brand need stand-alone site for online communication — PRO/CONTRA

1. Does the brand need stand-alone site
for online communication

2. Stand-alone sites VS Social media
Stand-alone sites: Social media platforms:
• corporate site, • blog-platforms,
• promo site, • micro-blogging,
• thematic site, • social networks (groups, applications,
reputation management),
• promo-page on a lifestyle portal,
• customer club on a site (CRM). • social multimedia services,
• social search services,
• thematic clubs and forums.
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3. Fight Club
Round 01 Format Round 06 Feedback
Round 02 Audience / Time Round 07 Sales and Support
Round 03 Content Round 08 Entertainment
Round 04 Communication Round 09 Information structure
Round 05 Moderation Round 10 News
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4. 4

5. Round 01 Format
Restrictions Restrictions
W INS of a Stand-alone site: of a Social media site:
• technical • the same
• corporate • format
• legal • requirements
• habits of the audience
• new ones, which appeared today
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6. 6

7. Round 02 Audience / Time
Audience Audience
of a Stand-alone site: of a Social media site: W INS
• paid media • earned media
• 1 million unique visitors per month • 34,5 million unique visitors per month*
• 10 minutes per visit • 10 hours per month*
*Source: comScore Media Metrix, October 2010
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9. Round 03 Content
Content area Content area
W INS of a Stand-alone site: of a Social media site:
• BRAND (product) • PORN,
• News • VIDEO, music,
• Lifestyle • Photo, CHATS,
• Registration • GAMES, News, COMMUNICATING,
• ...brand
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12. Round 04 Communication W INS
Formats of communication Formats of communication
on Stand-alone site: on Social media site:
• Leave the e-mail • Friendship or ignore
• Full registration • Comments and likes
• Forum • Posting and sharing
• Hotline • Chat rooms and messages
• Wow-call • Public groups and pages
• Applications (including games)
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15. Round 05 Moderation
The possibility of moderation The possibility of moderation
W INS on Stand-alone site: on Social media site:
• Full content management • Content management of your own
groups / communities / streams
• Full management of communication
• "What is good about the brand" • Reputation management: hidden or
transparent
• Lack of controls for summarized
users’ opinion (more oſten negative,
«What is bad about the brand»
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17. Round 06 Feedback W INS
The opportunity for feedback The opportunity for feedback
on а Stand-alone site: on а Social media site:
• Registration / e-mail • Feedback from consumers in all
possible ways
• Hotline
• Quantitative indices of the site • Questions of "newcomers" and advices
of "experienced"
• Integration of social API
• Quick solution of emergency cases
(information warfare)
• Loyalty to employees
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19. Round 07 Sales and Support
Realization of sales and customer Realization of sales and customer
W INS support for Stand-alone site: support for Social media site:
• Online-store • Forming the opinion
• Catalogue: comparison of goods, • Discount coupons
product lines, tariffs • Special offers
• Adresses of the stores • Promotions with prizes
• Delivery services • Owners’ communities
• Aſter-sales service • Feedback
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21. Round 08 Entertainment
Entertainment
on a Stand-alone site:
Entertainment
on a Social media site: W INS
• Multimedia content (including • VIDEO and PHOTOS
going into the offline) • Music
• Fun section • Games
• Online Survey • Communication
• Competition / lottery • All types of applications
• Loyalty programs with the codes • Interactive off-line technologies
for your purchase
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22. Campaign for Suzuki
Branded site + Google Maps
Apps on Facebook
Results
400 000 unique visitors per month
Time on site — 9 minutes
Social media traffic — 30%
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23. Round 09 Information structure
Information structure Information structure
W INS on a Stand-alone site: on a Social media site:
• Gallery and Glossary • Groups / streams / profiles
• Product Catalogues • Posting / Crossposting /
Comments / Likes
• Comparison of characteristics
• Stores / Delivery • Friendship / following
• Discounts / coupons / codes • Galleries
• Image-sections, and all that will • Notes
come up tomorrow • Apps
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25. Round 10 News W INS
News on a Stand-alone site: News on a Social media site:
• Official corporate news • The publication and discussion of the
(all the details — about the brand news at the time of their appearance
and the product) • Formal and informal points of view
• Press-releases with all details (including "yellow")
• Updates - once a month (at best) • The ability to combine news in one
informational flow by tags
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27. 27

28. rvey of
to a sutisers
Acc ording adver
15 major
"A Draw?" - Yes!
• A site is enough for us.
• We have a site and we look toward the social networks
• Websites are obsolete, we work only in social networks
• Site and social networks should be integrated, but they solve different
problems
• In general, we are experimenting in the Digital space
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29. rvey of
to a sutisers
Acc ording adver
15 major
"Overkill?" - Yes!
• If the brand solves the problems where usage of Social media sites is ideal
(communication, interactive, feedback, etc.), one of such social media sites can
be the platform of the campaign, and not a Stand-alone site (FMCG brands)
• If the brand is conservative and is not ready to lead the transparent
communication on the Internet or has its own unique style — the branded or
thematic portal with the elements of social will be the best solution
(banking and business brands, high-tech brands, fashion brands, etc.)
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31. 31

32. rvey of
to a sutisers
Acc ording adver
15 major
"Same efficiency indices" - Yes!
Quantitative: Qualitative:
• Coverage and traffic generation • Activity / Communication
• Visitors • Tonality / Image
• Registration / members / leads • Feedback
• Communication time • Sharing / recommendations /
brand advocates
• Refusal and return indices
• Loyalty
• Cost per action
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33. Thinking Out Of The Box!
+7 (495) 973-29-01, 121099, Moscow, Russia Spasopeskovsky per., 7 / 1, b. 1
Julia Evdokimchik | Creative&Strategy development | +7 916 313 66 63 | je@ootb.ru
RIW-2010