Social+Media in Russia
9
Social+Media in Russia
-
Upload
valery-levchenko -
Category
Technology
-
view
426 -
download
0
description
RIA Novosti's experience of using social media to enhance news website readership. As presented at http://ssms2012.socialsensor.eu.
Transcript of Social+Media in Russia
Social+Media in Russia
Print Media Execs on SM «We don't own the news anymore, we are members of the
community now.»
«Having developers in the newsroom is important. Moving tech to the front-end and not the tail-end of news.»
«People have become data rich, but information poor." Juan Señor, Innovation Media. They've become tweet-
rich, thought-poor too.»
False SM Expectations?- Fantastic growth of SM-generated
impressions?- Lots of money
made on b2b SM products for
clients?
- Even more money made on own
websites and b2c products?
...but, it is well worth the effort
SM Referrals: Now VisibleTwitter
FacebookGoogle
Yandex (RU)VKontakte (RU)
Mail.ru (RU)LiveJournal (RU)
Odnoklassniki (RU)Rambler (RU)
0 % 10,0 % 20,0 % 30,0 % 40,0 % 50,0 %
SM accounts for 20.5% RIA.RU referrals.Russian SM+search = 40.1% RIA.RU referrals
SM Generation EqualizerRIA.RU news rated as 12+
12+ is less than 5 percent of the audience
SM help to equalize the
generation gap
RIA-M
RIA-F
VK-M
VK-F
FB-M
FB-F
0 10 20 30 40
Under 18 18—24 25—34 35—44 45+
Making SM work at RIATwo years ago
(News as Alert)Now(News as Friend)
Same content published Content chosen according to user interests
All SM platforms embraced SM platforms chosen on merits
SM accounts isolated SM accounts cross-promoted
Content not adapted Content adapted
Local events ignored or bundled
Local events targeted
RIA SM Team at SSMS 2012
Maria Salnikova,Social Media [email protected]
Alexander Tolmach, Social Media Analytics
Thank You! Questions?Valery Levchenko, @valerylev
