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Marketing mistakes
- 1. Social Media & Digital Marketing Expertise. "What lessons can be extracted from errors of the western brands entering the Russian market".
- 2. 01Vanksen’sagencies Watch 2 Website| http://www.BuzzParadise.com Website| http://www.Vanksen.com Website| http://www.Vanksen.com BuzzParadise | Buzz Platform & PR 2.0 Vanksen/Culture-Buzz | Buzz Agency VanksenWatch| Buzz Monitoring With more than 2100 published articles, 165,000 viewed pages/months, Culture-buzz.com’s blog has become the biggest French portal dedicated to WOM. BuzzParadise® is an international platform connecting brands and our community of 8000 influential bloggers in 20 countries. We help major organizations to protect, manage, promote and monitor their brand name & reputation online, resulting in revenue increase and long-term brand awareness.
- 4. 03Our Local Expertise Digital Audits: Monitoring and analyzes of a brand’s online reputation and perception during a fixed period of times. The buzz audit allows to understand the sentiment of conversations about a brand, consumers’ opinions, who are the brand’s evangelists and where these conversation are taking place. Blog Marketing : Blog marketing is online PR: It consists in involving popular bloggers to experience brands in order to create online positive and influential recommendations, brand visibility and conversations. Social Media Strategy & Consulting : Social Media Strategy development & implementation: Staff training, management and guidelines for online community management, content strategy and engagement campaigns, measurement, analytics and reporting.
- 5. Presentation Planning 5 digital trends you be aware of Examples of western brands doing public mistakes. Current mistakes from foreign companies entering Russian market
- 6. 5 digital trends you be aware of
- 7. Social Media Strategy Fundamentals: Social Media Strategy Fundamentals: Trend #1. Corporate responsibility. Too much information is available online Solutions: 85% Of employees are personal users of social media.* Set Corporate guidelines *Source : Deloitte LLP 2009 Ethic Workplace Survey Of employees think it’s easy for anyone to sabotage a brand‘s reputation using social media.* Set strict guidelines for your CM 74% Set behavioral scenarios Involve top managers if needed Monitor online conversations Of employees are likely to become brand ambassadors. 15%
- 8. Social Media Strategy Fundamentals: Social Media Strategy Fundamentals: Trend #2. Online Campaign efficiency. Too much information is available online Global display advertising efficiency: Solutions: Banner Retargeting Social Integrations in Banners Development of CPA models Behavioral Targeting Catalogue banners
- 9. Social Media Strategy Fundamentals: Social Media Strategy Fundamentals: Trend #3. Social Shopping. Too much information is available online …
- 10. Social Media Strategy Fundamentals: Social Media Strategy Fundamentals: Trend #4. Location based services. Too much information is available online You are here! …
- 11. Social Media Strategy Fundamentals: Social Media Strategy Fundamentals: Trend #5. Senior Users on The Internet. Too much information is available online
- 12. Measurement process Examples of western brands doing public mistakes
- 13. Brand attack ONG or private people attacking a Brand online Nestle “Killer” attack by the WWF :
- 14. Social Media Strategy Fundamentals: Social Media Strategy Fundamentals: Bad community management Control what is published on your corporate Twitter Red Cross’ Tweet: Chrysler’s Tweet:
- 15. Social Media Strategy Fundamentals: Social Media Strategy Fundamentals: Improper use of Social Media platforms Transgressing Facebook community rules Facebook had deactivate Kiabi fan page with over 177.000 fans:
- 16. Social Media Strategy Fundamentals: Social Media Strategy Fundamentals: Bad marketing approach Undercover (stealth) marketing Facebook had deactivate Kiabi fan page with over 177.000 fans:
- 17. Social Media Strategy Fundamentals: Social Media Strategy Fundamentals: Bad choices for Communication message When brands go to far… Kenneth Cole’s Tweet: VW polo commercial:
- 18. Current mistakes from foreign companies entering Russian market
- 19. The TOP 5 of current mistakes: Social Media Strategy Fundamentals: Social Media Strategy Fundamentals: foreign companies entering Russian market # 5. Thinking that a brand is as famous in Russia as abroad. # 4. Implementing the same brand positioning as abroad. # 3. Saving budget on the brand’s launch campaign. # 2. Weak control in partner agencies selection. # 1. Thinking that Russian consumers will act like in Europe.
- 20. Consumers Engagement Marketing For any question, please contact: Thierry Cellerin E.: tcellerin@buzzfactory.ru M.: +7 985 44 22 544 W.: www.buzzfactory.ru C.: www.vanksen.com B.: http://buzz-factory.livejournal.com/ Twitter: @buzzfactory_ru
Notas del editor
- Average banner CTR in Russia: 0.2% (2010)
- Flash Sale sites such as Vente-Privée use a social layer to promote the sharing of time-limited online deals (and drive member-get-member referrals)Group-Buy sites such as Groupon and Keynoir use a social layer to to promote the sharing of time-limited local dealsSocial Shopping sites such as Polyvore, Kaboodle and Lockerz use a social layer to promote the sharing of products discovered online – thus encouraging ‘social discovery’Social Shopping apps such as Stickybits and ShopKick use a social layer to promote the sharing of store visits, using scanning technology to encourage store discovery and selectionPurchase-Sharing sites such as Blippy and Swipely use a social layer to promote the sharing of products purchased – thus encouraging social product discovery and selectionPersonal Shopper sites such as GoTryItOn use a social layer to promote smart shopping decisions by allowing shoppers to get a second opinion on what to buy
- The 2010 US Census counted 40 million seniors in the US, comprising 13% of the total population. Traditional media continues to dominate seniors’ media habits, but the internet is quickly increasing reach, expected to hit 56.0% penetration by 2015.The 2010 US Census counted 40 million seniors in the US, comprising 13% of the total population. According to the data, baby boomers—the largest single generation in the US—will enter the senior set at a rate of one every 8 seconds for the next 18 years.By 2030, the senior population, which eMarketer defines as all US consumers ages 65 and older, will reach an estimated total of 72 million, nearly 20% of the projected total population.Traditional media continues to dominate the media habits of seniors, but the internet is quickly increasing reach. Online penetration among older users is beginning to rival newspaper and radio usage, and this trend is expected to continue, reaching 56.0% by 2015. Both analytical and anecdotal evidence points to seniors utilizing the web for increasingly varied activities, graduating from email and search into social media.The senior demographic is largely homogeneous (white and primarily female), but will diversify in the future. Older Americans are more likely than other demographic sectors to spend disposable income and remain an important part of the consumer ecosystem. These two factors make them an essential part of any successful brand’s target audience.
- http://blogs.position2.com/nestles-pr-crisis-management-nightmare
- http://www.mycommunitymanager.fr/procedures-pour-restaurer-une-page-fan-supprimee-cas-kiabi/
- http://www.marketing-ippogrifo.com/lo-stealth-marketing-di-sony-ericsson/
- http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=102043