1

Competitor social media

performance & analysis

Brand

Rank

Social presences &

followers

Antoshka

Vkontakte (4706)
Facebook(1042)
Google+(3) YouTube(1)
Twitter(0) OK.RU(18)

House of
Toys

Vkontakte (1834)
Facebook(2077)

Chicco

Vkontakte (31k)
Facebook(3340)
Instagram(1784)
YouTube(394)

Dochki &
Synochki

Vkontakte (21k)
Facebook(58)
OK.RU(218) Twitter(2)

Mothercar
e

Facebook(2010)
Google+(29)
YouTube(Global channel
19k)

Content update

Vkontakte (118)

Tigres

Vkontakte (4643)
Facebook(285)

1994-2015 IVIS - Commercial-In-Confidence

(share, like, comment)

Outstanding performance

Mainly product based updates

Well managed on VK and Facebook

Very low engagement level

(averagely 1 interaction per
post)

UGC(User Generated Content)

campaign received good level of
participation from followers

Product, lifestyle, editorial content

updates
Competition element with incentives
Cross media content integration

Good level of engagement

(averagely 20 interactions
per post)

Occasional running on-page

competition with incentives helped
increase user engagement

Promotion oriented, lifestyle and product

content updates
Competition element with incentives

OK level of engagement
(averagely 30 interactions
per post)

Use as customer insight platform

Running competition with
incentives
Rich video content

Promotion oriented, Product, recipes,

light-hearted editorial content updates
Specially good community management
of VK with various type of content update
and real-time response

Great level of engagement

(averagely 50 interactions
per post)

UGC competition campaign drove

great level of engagement
Good word of mouth effect

Highly promotion-led community

management
product-based, lifestyle content update

Good level of engagement

(averagely 10 interactions
per post)

Competition with incentives to drive

engagement

Poor community management

averagely 1 post per month
Purely product-based update

Very low engagement level

(averagely 1 interaction per
post)

Offer, promotions based, lifestyle content

update
Update on weekly basis

Very low engagement level

(averagely 2-3 interaction
per post)

Pelican

Engagement