Russia digital by Andrei Anischenko
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Презентация Андрея Анищенко на The Bees Awards 2011
Transcript of Russia digital by Andrei Anischenko
Andrey AnischenkoCEO Grape Russia
Social Media Market
in Russia
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«Russia»When you hear
what do you think of?
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Let’s go beyond stereotypes!
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Did you know that...
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China
USA
Japan
Germany
Russia
France
India
UK
Brazil
South Korea
Canada
Turkey
italy
Spain
Mexico 16202222
32303538384141
4972
182259
According to comScore, Russia is 5th country with largest online population (15+)
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2nd place compared to 4th place a couple of years agocomScore 2010 Europe Digital Year in Review
By now, online population in Russia has surpassed most European countries
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There are some problems,
of course
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Most of the users are locatedin the Western part of the country
14.6 mln—
+15%
6.3 mln—
+15%4.0 mln
—+13%
2.3 mln—
+44%
7.1 mln—
+35%
9.8 mln—
+22%
6.4 mln—
+35%
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we’ve actually got the largest share of young audience among European countries
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.RUnet:a local storywith a global scenario
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RussiaWorld
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Over 26 million monthly visits79% reach of all Runet users25% more monthly visits of Russian users than Google
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Over 25 million monthly visits Mail.ru Group (+ DST Global) owns icq, Odnoklassniki, has shares in Vkontakte, Facebook, Zynga, Groupon
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So far, the most successful non-local web-property in Russia25% less monthly visits of Russian users than Yandex
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Social Networks
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Russian users spend more timein social networks than anyone else in the world
9,8 average‘social’hours
worldwideaverage
compared to
4,5вторник, 3 мая 2011 г.
Other11,32
Forums / Chats0,34
Messangers4,45
E-mail2,45
Blogs0,42
Social Media4,620
Other8,91
Forums / Chats0,17Messangers
1,04
E-mail0,73
Blogs0,24
Social Media9,89
Распределение времени посетителя за Месяц
User’s monthly online time spend:World, online total
23.6 hours Russia, online total
21.2 hours
Source: comScore World Metrix, April 2010
The time Russian users spend in social networksgrew more than 2 hours during the last year!
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VKONTAKTE.RU Odnoklassniki Mail.Ru -Moi mir LIVEJOURNAL* FACEBOOK Blogger FOTOSTRANA.RU Mail.Ru - Blogs Yandex Blogs Ya.ru Blogs TWITTER
2 2172 2832 6342 8993 7044 2305 574
8 571
16 07818 720
30 009
Source: comScore World Metrix, April 2010Followed by over 350 social media with an audience over 25 thousand monthly unique users
Unique users of major social networks in Russia
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The most popular social network in RussiaInitially, a copy of Facebook — now a solid competitorOver 20 million monthly unique visitorsIn the past two years it’s reach has grown from 30% to 73%
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Second-largest local social network16 million users, mostly older than the audience of Vkontakte38% reach of all Runet users
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The social network that belongsto the most popular mail service
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Is lagging behind in terms of numberBut is said to accumulate a better quality audience
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VS
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Facebook’s Shareof the Market in Europe
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More than 100 thousand fans of top pagesвторник, 3 мая 2011 г.
More than a million members of top groupsвторник, 3 мая 2011 г.
Is largely popular among geeks and celebsBut not quite as much among common users
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About 10-30 thousand followers of top accountsвторник, 3 мая 2011 г.
Geosocial marketing
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followers
мало пользователей, но начинает разворачиваться маркетинг762
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I wanna jammin with you
« first snow!!!»«Don’t drive here,
that’s not a road any more - it’s a parking»
>
Yandex Mobile ChatsJams inspired flashmob
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RUSSIA IS
ALL IN
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And, believe it or not, there’s even some creative stuff donein Russia
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Russia seems to be the 1st in the world to integrate Like button and Google Maps into web banner ads
PlayStation GT5by SmartNewSolutions
HTCby Look At Me
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AR-pancakesfor IKEAby Instinct(BBDO Group)
Augmented Reality
AR tatoosfor Yotaby Perfect Fools,Sweden
Do You Want Meinteractive experiencefor Femen by Grape
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Beard Kingfor Arko (shaving brand)by Ailove
Digital bilboards
3 Nutsfor Snickersby BBDO Digital
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Moment of Truthfor First Squadby Admost
Integrated quest games
Red Quest for MTSby Grape
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кейс red quest
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— is an independent interactiveagency focused on building integrated digital solutions.
At present, the agency employs about 70 people, including creative department, social media department, production, client service and finance.
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