Russian Influence marketing, a brief overview of the necessary information about key opinion leaders

1. Investigating in influencer marketing strategy from the influencer and consumer viewpoints
INFLUENCER MARKETING
Science, Strategy & Success

2. Intro
• Overview of the KOL's market in Russia, key players,
segmentation, examples of brand integrations and see the
potential cooperation opportunities with them.
• We also would like to understand more about the millennial
generation consumer market from their perspective

3. Millennials
( Generation Y, Strawberry Generation, MeMeMe Generation )
• In Russia – those who were born during the dispel of
Soviet Union and shortly after. 1986-1995
• they are 23-32 years old now

4. Millennial generation
Environment influence >> forms world perception >> defines behaviour >>
consumption of information >> consumption of commodities
• Lack of methodology
and algorithms of
information processing
leads to simplification of
factors impacting choice
– such as Price, Time,
Recommendations
(based on Hype,
Fashion and Mass
appeal) – those are the
main factors for
Millennials
•More and more information
•Multiple choice illusion
• Quality of information decreases
(thus «fake news» phenomena)
• Time to make a conscious choice

5. Millennial philosophy
One-time use
• Success is measured not by physical things
(cars, houses) but more by experience
(sightseeing, travelling)
• They are not buying the property – they are
renting it – as they want to stay free and agile
Consume the same things as everyone, but do it differently

6. Conclusions
• By the illusion of choice Millennials are lured into the frame of social and
cultural constraints
- Aggressive information environment leads to reflexing behavior
- Absence of time and choice-providing algorithms makes actions irrational
- Consumption is the mainstream way of interaction with the environment
• As the result – they borrow decisions from the media influencers
But the «media» for them is not habitual TV or press
Their media sources are different

7. Target audience - Millennials
• High consumption activity. High ONLINE consumption activity
• Millennials often buy goods in online stores. They do it easily
and base their choice not on personal choice or even emotions
but on information perceived (Price, Time, Attention to them)
• That’s why brands HAVE TO listen to them – to provide requested
«Attention»

8. Target audience - Millennials
• From 2000 to 2016 number of brands doubled worldwide. There is no time to
dive deep into the differences between them.
• Brand affection gets lower every year. Some «Lovemarks» are still strong, but
fewer Millennials care about them
- they buy the function – it does not really matter if they choose Aeroflot or
AirFrance – what matters, is the fact of fast (time-saving) and convenient
transportation service
- examples are around us – Uber and car-sharing services are here because
the car is not a fetish any longer as it was in 1950’s USA. It’s a necessary
feature of the needed personal delivery function
• Communication brand-consumer also changed. It became two-ways,
interactive, instant and continuous
- about 60% of all sales are made in chats

9. Target audience - Millennials
• Brands need to find apt ways of connecting with
customers
- it means not only convenient, but also fast
• Because time runs faster due to the information
overload and the rise of the number of its sources
• The main question for brands is «how can we slip into
the routine and stay there without overloading
customer even more?»

10. «How can we slip into the routine and stay there?»
• People are becoming brands. Using them as mediums is the answer
• It works because they translate information, empowering it with
personal emotions - thus creating empathy in their subscribers. They
hold the attention of the crowd and influence their decisions
• They are basically the «live Wikipedia» educating Millennials about
relevant issues and giving ready-made recipes of conformist/
adaptive behaviour

11. Digital Touchpoints in Russia
• Vkontakte
• YouTube
• Instagram
• Facebook
• Telegram

12. Vkontakte
• Biggest national Social Network. Has all the usual functions
plus several unique ones:
- live streams, short videos available for 24 hours,
questionnaires
• Has more than 2000 themed communities with subscribers
from 1 to 10 millions
- with potential reach of one publication to 1,5 millions views
Biggest reach

13. YouTube
• Lots of channels with more than 1 million
subscribers. Videos in them get from hundreds of
thousands to several millions views
• One of the most converting formats
Most influential content

14. Instagram
• Best personal blogging platform with native and
paid advertising abilities
• Very popular among media-persons in Russia.
Most of them are using product placement in their
accounts
Most comfortable

15. Telegram
• Has unique feature of «channels» – one-way communication subscription
based media now being copied by WhatsApp
(https://techcrunch.com/2018/06/29/whatsapp-broadcast-groups/)
- many of those have hundreds of thousands subscribers
• Most channels are ready for integrations and product placement
• Has high trust factor among Millennials
• Its founder got into legal problems with service in Russia and now the work
of this messenger is unstable in our country
Most liberal

16. Facebook
• Most content is about politics and very inflammatory
• Not recommended to use due to politic-related
scandals and content getting old very fast
Most politics-engaged

17. KOL's

18. Structure
relevant for any
touchpoint &
popular theme~ from 1M subs
~ to 1M subs
~ to 300K subs
TOPs
Middling
Natural

19. Structure
• Usually a Millennial systematically
consumes content from 1-2 users with
subs from 1M and several users from the
second tier
• He also gets influenced by third tier users,
but he trusts the most popular ones
• Millennial information channel

20. potential cooperation opportunities
• Very trendy information.
Supported by major media and
becoming mainstream very fast
• Examples: social conflicts, social
fads, Telegram ban
HypeTrain

21. potential cooperation opportunities
• Requires creative approach to
production and budgets for
promotion
• Examples: viral video, celebrity
marketing
Viral

22. potential cooperation opportunities
• Being totally commercial, it brings
good results due to native
integration into KOL content
• Examples: special project, review,
unpacking, mention
Native ad, product placement

23. More than 10 years of expertise
• We support biggest national
media which rates KOLs and
evaluates information impact
• https://t30p.ru/
• We actively develop
services of KOL marketing
• https://socialtools.ru/
• https://lm.sape.ru/
Information partnership

24. Youtube rating t30p.ru
Subsc. Views Uploads Likes Dislikes

25. Youtube channel Like Nastya
Subsc. Views Uploads Likes Dislikes
https://www.youtube.com/watch?v=7YjBPfiktao
Double COMBO!

26. Youtube channel Slivki Show
Subsc. Views Uploads Likes Dislikes
SEVEN gadgets reviewed
https://www.youtube.com/watch?v=YIhZhlgdEHM

27. Youtube channel TheBrainDit
Subsc. Views Uploads Likes Dislikes
https://www.youtube.com/watch?v=fzZjaR84rOk
Gamer’s paradise
for less money

28. Vkontakte rating t30p.ru
Subsc. Posts Likes Comments

29. Vkontakte community Shtuki
496 130 followers EVERY thing
is from AliExpress

30. Vkontakte community Garage
1 520 995 followers
Explain how it works
and sell it
no hidden tricks

31. Vkontakte channel Science
4 874 466 followers
«native» advertising
if it uses science
it fits!

32. Instagram rating t30p.ru
Subsc. Friends

33. Instagram channel
Acer Ambassador in Russia
But no shy to use other brands at all
Wants yo move to Hong-Kong,
so it might be a chance for connection

34. Instagram channel
Native advertising mostly

35. Telegram rating t30p.ru
Subsc. Friends

36. Telegram channel
•Official channel of LifeNews
•Scandals and hot stuff mostly
•Has clear advertising rules and prices
telegra.ph/Pravila-reklamy-telegram-
kanala-Mash-07-03

37. Telegram channel
•Crypto-experiment going LIVE
•Often uses BMW X6, ASIC-miners
and money as the prizes
•Young people are loving it

38. Telegram channel
•Business digest
•Uses integrations of commodities and
information as the advertising model
•Young businessmen are the core audience

39. Cost effective Ad Case
Marketing plan was simple:
- ignite the HYPE
- catch customers in search engines
Marketing budget was lean:
- SEO = $1000 for the whole period
- high quality marketeer = $1000 / month
Results were fruitful:
- 100 influencer marketing in blogs/vlogs (YT, VK, Instagram)
- more than 10 mentions and video reports in federal media
- PR outreach 20 000 000 views
- website traffic at peaks 1 000 000 users
- conversion rate 12%
1 канал
Пятница
НТВ
Вести
Remember HandSpinners?
we were in charge of the first
and most successful shop advertising
Business Model was profitable
$10 $100

40. Technological Trends

41. Social Trading
• Most networks has options for trade:
- Instagram has special tag #shopping – means the
photo is a commodity
- Vkontakte has functions for making a webstore
not only by a community, but also by a private
person
- Telegram uses bots and channels solely
dedicated to commodities exchange

42. Video consumption is still rising
• 90% of all content consumed in social networks
in 2018 is video (data by IBS Russia)
• Content is getting shorter - «less talk more rock»
- time of concentration at one object is 8
seconds
- content is being used by short bursts in
between and even during other activity

43. Visuals are better than letters
• 5700 marketeers confirmed
they are using visual content
in SM publications
• Data by Social Media
Examiner

44. Storytelling all the way
• Best way to attract attention
and facilitate retention as
human brain adopt information
in the way of a story even if
this information is NOT
delivered by such format
• Vkontakte and Instagram has
native instruments named «Stories»
• 68% of marketeers are going to
use them in 2018
• Only 29% used them in 2017

45. Next survey was conducted between November
2017 and January 2018 and included 1000
influencers. © www.zineme.com
Relevant for Russia

46. Is being an influencer your main profession?
No Yes

47. Which campaign objectives do brands usually share
with you?
Impressions
Engagement
Increase in their followers
Sales
Website traffic
Clicks
Shares

48. Which sentence do you agree with more?
i put more effort into sponsored content for brands that i like and feel passionately about
i put more effort into sponsored content for brands who pay more as they expect more

49. What kind of payment/collaboration do you accept?
Payment
Product/Sample/Gift
Event attendance
Exposure (brand offers to promote your personal brand across their social media channels)
Exposure

50. On what basis would you reject a collaboration proposal?
Brand doesn`t resonate with my personal brand/audience
Offer is too low
Too strict guidance
I have never rejected any brand offers

51. How many brand collaborations have you done in
total?
Less than 10
10-30
50+
30-50

52. What stats/info do brands genearally wan to see
before running a cmpaign?
Follower numbers
Audience Demographics (age, gender, locations)
Past Collaborations
Google Analytics

53. How long does the negotiation period usually take?
Less than a week
1-2 Weeks
2-4 Weeks
Over a month

54. Roughly how much time do you spend per week
creating content across your channels?
5+ hours 3-5 hours 1-2 hours Less than 1 hour
Youtube VK Instagram Telegram

55. Do you always label content as #sponsored / #ad?
Yes
Only when i asked to
No

56. How often do you have recurring collaborations with brands,
eg work on more than 1 campaign with the same brand?
Sometimes Often Rarely Never

57. What level of guidance do you prefer when creating content?
Loose Guidance No Guidance Heavy Guidance Strict Instructions

58. Thank you
(for all the fish)