Vkontakte is the dominant social media platform in Russia, targeting a younger audience with more music and video content than Facebook. It offers various advertising options for companies, including video ads, paid posts in a marketplace, and campaigns partnered with popular games and brands. Other major Russian social networks are Odnoklassniki, which has more regional and older users, and OK, which has large communities on topics like photos and eBay. Brands use social media for promotions, contests, quizzes and guides to engage users in an entertaining manner. The social games market is also large in Russia.

1. Russian Social Media
Yuri Fedulov / LumoLink
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2. Current Situation
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3. Vkontakte vs. Facebook in Russia
Vkontakte:
- specific music playlists
- video pages
- more targeting options
Facebook:
more “professional”
English speaking
higher income
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4. Vkontakte Home Page
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5. Audience Comparison
Source: gemiusAudience, Fusion Research, 2014
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6. Vkontakte Music
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7. Vkontakte Video
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8. Vkontakte Advertising
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9. Vkontakte Ads
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10. Video Linked to Your Website
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11. Targeting options
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12. Paid Post Marketplace
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13. Credit Card Campaign with Angry
Birds
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14. Odnoklassniki: Regions & Age
Source: Ignite Social Media, 2012
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15. Photo Community with 800,000 Followers on OK
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16. Ebay Community at OK
Description &
links
Categories
and most
discussed
topics inside
the
community
Members
section (with
indication of
the followers
currently
online)
Multimedia
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17. Kinder
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18. Branded Posts
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19. Immediate Call to Actions & Moral
Rewards
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20. Quizzes
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21. Vkontakte Group, Half the Size
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22. Sberbank
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23. Polls
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24. How-to Guides
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25. Entertaining
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26. “Social” Mix
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27. Financial Navigator Social App
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28. Social Games Market
Source: Mail.ru Group, NewZoo Data Explorer, 2014
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29. Thank you!
Yuri Fedulov
yuri@lumolink.com
+7 (911) 924-0875
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