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Marketing Communications Social Media Mini Case “International Exchange Center” “global social networks don’t work for us!” By Victoria Gnatoka RBS, Riga, November 26, 2012

Marketing Communications: social media case study

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Case study of social media based on example of one of the Russian Travel/Educational company

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Page 1: Marketing Communications: social media case study

Marketing CommunicationsSocial Media Mini Case

“International Exchange Center” –

“global social networks don’t work for us!”

By Victoria Gnatoka

RBS, Riga, November 26, 2012

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IEC background

Back in those days:

Founded in Riga, 1989Introduced “Work and Travel in USA” in 1990

First office in Moscow in 1994

Now:

More than 100 offices in 14 countries150 000 students participated in programs

#1 program in “Work and Travel in USA” in Russia

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Work and Travel in USA

18-25 years old

Enrolled in university

Good knowledge of English

Active/ adventurous/ love travelling

$900 - $2120

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Work and Travel in USA

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Problem2007 – drop in number of participants for

almost 20%!

Shift to “online”Methods of communication become

outdated

Symptoms

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http://thenextweb.com/socialmedia/2012/06/10/facebook-is-eating-the-world-except-for-china-and-russia-world-map-of-social-networks/

Facebook is eating the world, except for China and Russia!

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http://youtu.be/Cpc308kMdzo

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RecommendationsTo measure how many users of Exchange are “Work and Travel” participants and how

many are external users. Measure the ROI.

Create a survey on why students would prefer Exchange to Vkontakte or other social

networks

Update the interface and using menu of Exchange

Integration:create a possibility to share content from Exchange (e.g. photos, blogs) on

other social media sites where the user is already registered

IEC has to market its own network Exchange.

Engage all IEC customers, not just “Work and Travel in USA” students

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THANK YOU!