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Case study of social media based on example of one of the Russian Travel/Educational company
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Marketing CommunicationsSocial Media Mini Case
“International Exchange Center” –
“global social networks don’t work for us!”
By Victoria Gnatoka
RBS, Riga, November 26, 2012
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
Work and Travel in USA
18-25 years old
Enrolled in university
Good knowledge of English
Active/ adventurous/ love travelling
$900 - $2120
Work and Travel in USA
Problem2007 – drop in number of participants for
almost 20%!
Shift to “online”Methods of communication become
outdated
Symptoms
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!
http://youtu.be/Cpc308kMdzo
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
THANK YOU!