Archive for the ‘Facebook’ Category

The largest social network Vkontakte keeps evolving

April 20, 2011

Vkontakte continues to change and introduce new rules and features. I’d say that despite visual similarity to Facebook, running campaigns on Vkontakte requires more patience and a different approach. Before tapping into the most popular social network in Russia, it’s crucial to speak Russian and have a clear understanding of your target audience.

I want to emphasise that people spending time on Vkontakte are different from Russians who’ve chosen to be on Facebook. For example, if you want to create awareness about expensive gadgets, it’s not worth the effort running a campaign on Vkontakte, as this network is predominantly occupied by the younger generation with a weak purchasing power, whilst Early Adopters with money prefer Facebook.

In contrast, if you’re promoting summer English language courses, Vkontakte is the place to be; because the majority of Russian teens  actively participate in this network . Some argue that it’s not worth investing in advertising Vkontakte, as SEM on Yandex and Google are bringing more return on investment. In my opinion, it all depends on objectives. For instance, if you want to create a buzz around your brand and listen to what others have to say it’s definitely worth trying Vkontakte.

Vkontakte is completely overwhelmed with adverts, groups, and spammers. My advice to advertisers would be to ensure a high level of prominence in order to stand in this information-dense environment. The Network’s recent decision to stop banner advertising was a definite shift towards better user experience. However, this month Vkontakte has introduced a new type of advertising: video banners. This exciting innovation means that each time a user clicks on a small textual and visual advert a full screen video appears. These adverts are made to encourage sharing of content between the network users. People can “Like” adverts, add to ‘Favourites’ and see other people who are fond of the same videos.

video ad Vkontakte

The Russian digital agency, AdWatch Isobar, is the first in the market to start using this type of advertising. Their ad campaign for Megafon, a major Russian mobile network operator, which was launched 15th of April, has already proved to be a success. According to the MD of the agency, a сlickthrough rate of the campaign was four to five times higher compared with traditional targeted adverts.

Another significant change is the possibility to create public pages. Vkontakte allows the changing of groups into public pages. This makes it easier for organizations and businesses which previously were only able to use groups to engage with their audience. It’s free to create a public page and any member can do so easily. The only difference to Facebook is that you have to provide a phone number to get the page activated. As of today there are 410 967 public pages falling into the following categories: places, small business, companies, organizations, celebrities and goods

The first public page on Vkontakte was created by Sberbank Rossii (Сбербанк России ), the largest bank in Russia  and is run under the supervision of the famous Russian social media expert, Arthur Welf  It appears that Vkontakte encourages users to switch into public pages as it’s becoming increasingly complicated to recruit members to groups. It’s not possible to send out invitations to anyone in the network except your friends. The most simple, but expensive way to recruit new people to groups is through targeted advertising. The other option is to visit other groups and advertise on their walls or by posting engaging and catchy content.

Another option to attract members is through applications. Such an approach is less expensive than targeted advertising, but can be just as effective.

The most popular app on Vkontakte is a game called Тюряга (Prison) with 6 134 947 installations. The goal of the game is to make tattoos to become a respectful criminal. Russian criminal tattoos have a complex system of symbols and this application educates widely on this topic. I think this is an interesting fact, compared to the relatively innocent leader of Facebook apps CityVille.

Furthermore, it is possible to promote a group or a public page by endorsing celebrity accounts and to attract users from external websites. There are many individuals in the network offering promotion services, although I haven’t used any of them and can’t recommend anyone who can deliver notable results.

It’s exciting to follow developments introduced by this network and learn about its members. Bearing in mind that Vkontakte provides many opportunities for understanding how the product or brand is being perceived in various regions of Russia, not simply exclusive to major cities. Facebook is still the favourite network in the Moscow and St.Petersburg population.

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Vkontakte or Facebook? Consider both when promoting your brand on the Russian Internet.

January 4, 2011

I’d like to share an experience I had while working on creating online communities on two powerful social networking sites: Facebook and Vkontakte.I set up a group on Vkontakte for a company, specialising in English language courses and was involved in running a Facebook page for the same brand.

I’m sure there is no need to introduce Facebook; there are no doubts about its global success. According to Social Bakers stats today Facebook has 3 195 140 users in Russia and the number continues to grow. In order to develop a better understanding of the battle for a Russian speaking audience I recommend reading an article in Business Week about Zuckerberg’s ambition to expand to Russia.

For those who aren’t familiar with Vkontakte, it is the most popular social network in Russia, Ukraine, Kazakhstan, Belarus and Azerbaijan. According to the Visualize Traffic Vkontakte attracts 7,741,804 visitors per day and 1 in every 215 internet users in Russia logs into this site daily. The average age of the users varies from 12 to 34 years. The site is highly popular with school children and university students who spend their time here rather than watching television. The graph below illustrates that more people prefer to occupy the prime time surfing Vkontakte rather than main TV channels and radio stations which continue to lose audience.

As I mentioned in my previous post, Vkontakte is Facebook’s largest competitor for the Russian speaking Internet audience. Of course there are other Russian speaking social networks, but Vkontakte is the most comparable to Facebook and shares the same ambition; to attract as many members as possible and maximize revenue in the Russian speaking advertising market. Established five years ago, the Vkontakte network has grown into the third most visited website in Russia.

In my opinion, its success primarily relies on a free and high-quality streaming of the pirated video and audio content. Anyone registered on Vkontakte instantly obtains free access to a variety of movies and music, quite often in HD quality.

Recently, Vkontakte has been adapting their offering in order to improve user experience and meet the requirements of prospective advertisers. Gradually Vkontakte is becoming a much more sophisticated and user friendly network. It’s clear that Facebook’s penetration to the Russian market is having an impact on the way Vkontakte operates. For instance, their recent decision to stop banner advertising and the introduction of ‘Vkontakte Pages’ is a definite shift towards better user experience.

It is unquestionable that foreign companies operating in the Russian market should consider Vkontakte as a communication channel for their target audiences. It is also essential to understand whether your target audience spends enough time on Vkontakte to be able to acknowledge your brand and advertising effort. Russian intellectuals and influential online personas consider Vkontakte as a low-class website, full of spammers and time-wasters, however, as a social network you are targeting the masses, and so exposure here is crucial. It’s a great way to introduce your brand to Russian speakers and establish a presence on a localised social network, thus demonstrating your understanding of the Russian culture and people.

I’ve noticed recently that Vkontakte targeted advertising is more cost-effective and better tailored to the Russian market than Facebook. I give an example in a table below. It is my firm belief that for successful promotion on Vkontakte it is fundamental to have a native Russian speaker to do the job. Russian is a complicated language and Google Translate is not enough to grasp important nuances. Even though the site has an English version, not all content is being translated and it seems that the customer service team is not trained to work with foreign clients. My English speaking colleague emailed Vkontakte several times with a request to be introduced to an English speaking account manager, but he failed to receive a response.

Another option is to hire an agency in Russia in order for them to build up an online community and interact with an audience. However, this can be costly and it is more than probable that you won’t be able to fully monitor the communication process.

The table below highlights some of differences between promoting a brand on Vkontakte and Facebook. I’m sure due to a rapid development of both sites these observations will shortly become outdated. My colleague Natalie Copuroglu who specializes predominantly on Facebook campaigns helped me to come up with a few good points.

facebook versus vkontakte




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