Social media marketing in Russia


The RMAA Group offers a wide range of services and tools for promotion in Russian social networks. Often, international brands working with a Russian-speaking audience are limited only to facebook and Instagram.

Undoubtedly, the market share of Western social media in Russia is great, but to succeed in the Russian market, it is important to use local social media in your marketing mix, media such as: VKontakte, Odnoklassniki, Telegram.


Our approach to SMM in the Russian market

Analysis of the market and competitors. Our work begins with studying the client's business, analysis of your competitors their advantages and weaknesses. Consider the demand of people for your product in each region and select the most topical solutions.

Promotion Strategy. In Russia, there are 85 regions with their unique history, culture and people, as well as 11 time zones. The market, consumers and competition may differ in each of them. We choose a strategy considering all local factors, interests and the mentality of people in a particular region. This is only a small part of those factors that take into account when choosing a strategy in the Russian market and we will help you to understand this.

Formats and tools. We use advertising on social networks - Facebook, Vkontakte, Odnoklassniki, Instagram. Marketing tools in Russian social media have the specificity of the construction of advertising campaigns, we analyze those tools that you use, as well as the audience that is interested in your brand and creating ads by picking up the most similar models of promotion, but taking into account the specifics and pitfalls of the Russian market.

Reporting and optimization. Analysis and adjustments are an integral part of any successful online campaign. To ensure that a user who has reached your site or in a community in the social media spends a sufficient amount of time to make a purchase, this requires a thorough analysis of current and past advertising activities.

Statistics of social networks in Russia

Activity of the audience
Russian Social Networks
Age
Gender

Specificity of social networks in Russia

Users of odnoklassniki – the audience is really unique, these are the people who appear on the network every day and yet say that they do not use the Internet.

Of course, in modern social networks content is formed not only from users’ posts, but also from advertising, which in this social network is lacking.

Promotional materials on “odnoklassniki” include jokes and legends, and the content tops the lists of the most absurd works of the Internet.

Nevertheless, this gives great potential for the realization of creative ideas.

VKontakte users perceive their social network as Facebook, but only for readers who are not serious, and they do not hesitate about anything: they can load the site with reposts of brand news, comic memes and not be shy about their own musical taste, in other words – GUILTY PLEASURES. After all, many VK users do not associate their account with their own identity, perceiving the online profile and the site as a whole as an entertainment platform.

VKontakte is a kind of a fast read – there is little text, there are pictures, people look at them, become emotional and quickly leaf through.

Facebook in Russia is a digital version of a person, an electronic passport. In Facebook, people mostly expose themselves to entertain and hide their possible shortcomings.

In Facebook, it is not common to share a brand’s news, loading the posts of friends, family and colleagues. In their posts, users mainly discuss business news, social and political issues, enter into discussions with each other, because the local user interface is more suitable for this and allows it.

Assessment of the total number of Russian Instagram users varies from 27 to 30 million people.

More than 11 million people comment or create posts themselves. This figure is constantly growing.

Most users of Instagram live in Moscow and St. Petersburg.

There are more women, but not to a great degree. Men make up an average of 35-40% of the audience. Even in the most “female” instagram regions, the number of women does not exceed 65-67%. And, the larger the city, the more men participate.

Our main services in social media

Reputation
Management in social networks

With the help of special software, we find all references to your brand among Russian-speaking users in social networks. We work out negative feedback and promote positive ones, it forms, correct positioning of the brand and creation of a positive reputation.

Community Management

We take a full view of the brand community. From the vision of the dialogue with the user, before the content plan to attract new subscribers.

Influencer Marketing

We are aware of the fragmentation of influencer marketing space, and this is the reason why we offer ONE access point to brands and companies to reach over 5,000 social influencers, micropublishers, and stars of social media!

Paid Social Marketing

Even if content is king, this does not mean that it will be of interest to anyone, because nobody knows about it. We promote your content using paid advertisingin social networks, knowing the specifics of how to submit properly and adapt informationfor the Russian user.

Our clients and cases:

Who do we work with? Find yourself.

Advantages of working with us for the tourism industry:

a team of specialists in the field of promotion of tourist services in social. networks;

  • post advertising to the amateurs of travel, using tools of exact targeting based on the interests of people;
  • complete customer support in working with social media;
  • work on the result and effectiveness of each advertising campaign;
  • every employee of the agency has a high level of proficiency in English;
  • command and individual manager for each client, available around the clock;
  • constant analysis of the actions of your competitors in social networks;

Advantages of working with us in real estate:

  • Russians – one of the stable buyers of real estate abroad. We will help you to evoke their interest in your brand and make good deals;
  • we find people interested in buying a home abroad and draw their attention to your brand by using marketing tools in social media;
  • support and training the client to work with social networks;
  • work on the result and effectiveness of each advertising campaign;
  • individual manager and specially trained team for each client who is in touch with you at any time;
  • all members of the agency have an excellent command of English;
  • monitoring the work of other foreign developers in social networks;
  • a thorough analysis of the Russian real estate market and trends in social media;

Advantages of working with us in the gaming industry:

  • many cases and much experience in promoting computer and mobile games in Russia’s social media;
  • approach to effective marketing with a price for one business model of the user;
  • support of the client at all stages;
  • command and individual manager for each client, available around the clock;
  • all members of the agency have a high level of English;
  • a deep analysis of the Russian game market, the identification of new promotion strategies;

Advantages of working with us in the FMCG industry:

  • interaction with users around the world to create a positive image in social networks;
  • complete customer support in working with social media;
  • work on the result and effectiveness of each advertising campaign;
  • command and individual manager for each client, available around the clock;
  • all members of the agency have a high level of English;
  • analysis of FMCG brands in Russian social media;
  • thorough analysis of the Russian market and trends in social media;

The advantages of working with us for mobile applications:

  • considerable experience in promoting mobile applications in the Russian market using social networks;
  • work on the result and effectiveness of each advertising campaign;
  • complete customer support in working with social media;
  • command and individual manager for each client, available around the clock;
  • all members of the agency have a high level of English;
  • thorough analysis of the Russian market and trends in social media;

Advantages of working with us for agencies:

  • help in creating a strategy to promote your client in social networks;
  • detailed instructions for working with social networks in Russia;
  • constantly analyze and improve all the indicators of advertising;
  • 24/7 access to your personal team and account manager;
  • knowledge of the English language for all of our employees;
  • explanation of the activities of Russian competitors in social networks;
  • a detailed study of the segment of your market;
  • travel to meet foreign agencies, offer flexible and mutually beneficial cooperation;

The advantages of working with us for the business of e-commerce:

  • we know all the pains of the e-commerce business in Russia. We are here to help you implement the project of international e-commerce in Russia from the ground up and know how to do it;
  • command of professional marketing experts on work with search networks;
  • complete customer support in working with social media;
  • oriented on the result and effective advertising campaigns;
  • command and individual account manager for each client, available around the clock;
  • every member of the agency has a high level of English;
  • the availability of data on the activities of e-commerce competitors on the Russian media market;
  • deep analysis of trends and trends in e-commerce in social media;
Case study for Lotte and its Pepero Game promotion campaign in Russia
Client: Lotte Confectionery manufactures and sells various confectionery
products in South Korea and internationally. It offers chewing gums,
chocolates, biscuits, ice-creams, pies, snacks, candies, and breads. The company is based in Seoul, South Korea.
Marketing challenges for «Pepero» sticks in Russia:
  • Build brand awareness;
  • Attract audience to the product;
  • Educate the audience in Russia about popular Korean game – Pepero Game.
Client: Lotte Confectionery manufactures and sells various confectionery
products in South Korea and internationally. It offers chewing gums,
chocolates, biscuits, ice-creams, pies, snacks, candies, and breads. The company is based in Seoul, South Korea.
RESULTS:
5544 FOLLOWERS
248 PARTICIPANTS
MORE THAN
5’000’000 LIKES
Play Video
Play Video
Case study: The promotion of a German online game in Russia
Client: Bigpoint GmbH is a German video game developer. The company develops stand-alone browser-based games as well as social network games. Bigpoint also runs a gaming portal website with a number of browser-based massively multiplayer online role playing games it has produced and has over 200 million registered users.
Marketing challenges for «DRAKENSANG» online game in Russia:
  • To attract a new audience to the product DRAKENSANG, by using new channels of promotion which had not been used before.
  • The Browser Game DRAKENSANG has been known to Russian gamers for quite a long time, so RMAA Group`s task was to increase brand awareness and build loyalty of current gamers from Russia.
Client: Organize a competition between popular Russian bloggers and launch viral marketing campaign. As the basis of the viral campaign we took so-called “let`s play” videos.

To create videos we employed popular Runet video bloggers: presenter of the popular show “I Like” and video blogger Sam Nickel (the man who touched thousands of breasts in the video with Vladimir Putin). The idea was to organize a battle between popular Runet video bloggers to determine the best “let`s play” maker.
RESULTS:
The total number of views of all five video was more than 1.5 million
Play Video
Play Video
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Client testimonial:
RMAA Group has been a greatly partner for our campaign. Our collaboration with RMAA Group has allowed us to enter new territories and collect a lot of valuable intelligence on new marketing channels and attracting new audiences. RMAA Group`s team has been a greatly partner for our campaign and we look forward to working with them again.
Thyge Backenin
Media Marketing Manager, Bigpoint GmbH

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RMAA has offices in two Russian cities: Moscow
and Vladivostok.

Moscow

RMAA Moscow
121099, Russia
Moscow, Vozdvizhenka st.,
building 10

Phone:
+7 (495) 818-96-58

Vladivostok

RMAA Vladivostok
690091, Russia
Vladivostok, Aleutskaya, 17

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