Runet Today, June 6, 2011. Experts of the issue: Andrey Sebrant, Andrey Yunisov

    In the Finam FM studio - Andrei Sebrant, director of marketing for Yandex services, and Andrei Yunisov, managing partner of the Internet marketing agency WebProfiters. Together with Maxim Spiridonov they discuss the new social Internet project of the anti-corruption fighter Aleksey Navalny, the plans of the Russian Post to enter the Internet commerce market, the launch of a discussion search by the Mail.ru portal, the opening by Yandex of a service for laying public transport routes, the restriction online access to the latest materials of the Vedomosti newspaper and the launch of targeted advertising in social networks owned by Mail.ru Group holding.

    1. Corruption fighter, lawyer and blogger Alexei Navalny launched the RosYama resource.It is intended for public control over the state of Russian roads. Any visitor to the site has the opportunity to share through him information about the defect of the roadway. The status of each problematic place on the road of road communication is monitored: whether repairs have been completed, whether an application has been submitted to the state traffic inspectorate, and so on. The “Map” section allows you to see the exact location of all such sites on the country's transport arteries. RosYama is integrated with the most visible social media in Russia: Facebook, VKontakte, Twitter, LiveJournal.

    - What is the secret to the success of Internet projects by Alexei Navalny?
    - Andrey Yunisov: “You can relay the project to a large business.”
    - Andrei Sebrant: “This will be an incentive for the authorities to monitor what is happening on social networks.”


    2. On May 30, Vedomosti restricted access to materials of the newspaper’s latest issue on its website. Now the whole issue can be read only by those registered on Vedomosti.ru, as well as Facebook users, My Circle and owners of paid accounts in LiveJournal. In the foreseeable future, the owners of the publication intend to distribute its full electronic version exclusively by subscription on commercial terms. Materials and operational news created directly for the newspaper’s website are still open to any visitor.

    - What content is the RuNet audience ready to pay for?
    - Will Vedomosti succeed in the long-term outperforming the business model on updating?
    - Andrei Sebrant: “Everyone is trying to find the border between free and paid.”
    - Andrei Yunisov: “From a business point of view, the loss rate of users can be great.”


    3. “Russian Post” plans to develop the direction of online commerce. In particular, it is expected that in the near future the company will open an online store with household goods. In 2012, its range will expand due to shoes, clothes and accessories. Other details are not reported in the official press release of Russian Post.

    - What audience does it make sense to count on “Russian Post” when organizing online trading?
    - Andrei Sebrant: “Having your own online store can stimulate“ Russian Post ‟to work humanly in general.”
    - Andrei Yunisov: “In this case, the focus of the business may be blurred.”


    4. Mail.ru launched the “Search for Discussions”.Keywords are searched for in blogs, microblogs and electronic media, and, as stated in the press release of the portal, in real time. It is possible to search for information both in the sources of one of the listed types, and in all at once, if necessary - for a certain time interval. While the system indexes 20 thousand blogs, more than 350 thousand microblogs and 10 thousand news feeds.

    - Real-time as one of the main trends in modern search technologies.
    - Andrei Sebrant: “The application of the service in business will depend on whether they open any API.”
    - Is the combination of media and blog searches justified?
    - Is the search component of Mail.ru getting stronger?


    5. Yandex in beta mode launched a route-laying service using public transport. So far this option is valid only on the maps of Moscow and St. Petersburg. When calculating the route, the waiting time at stops and traffic difficulties are taken into account. To date, the system does not use information about trains and Moscow fixed-route taxis. It is promised that the laying of public transport routes will be available for more cities and will appear in the mobile version of Yandex.Maps.

    - Andrei Sebrant: “We are seriously working on the pedestrian part of this router.”
    - Andrei Yunisov: “We urgently need to implement this on mobile devices.”
    - Will Yandex use the new service for ultra-precise advertising targeting?
    - 2GIS in the regions is still more effective than Yandex?


    6. Mail.ru Group launched the “Target” platform for socially targeted advertising in beta testing. Currently, its effect extends to the social networks "My World" and "Classmates". Ads within the service may be shown to parts of the audience, taking into account gender, age, and geographical location. Subsequently, it is planned both to include other Mail.ru Group sites in the system and add additional targeting parameters. While the rates per thousand impressions in the system are fixed, in the future it is supposed to introduce the ability to pay on clicks on an auction basis.

    - What advertisers is Target designed for?
    - What is the audience of the social networks of Mail.ru Group?
    - Social media aggregators: to be or not to be?
    - Andrei Sebrant: “Advertising must be smart, otherwise the client, having spent the money, will not come to you anymore.”
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