Impressions from attending the i-Community 2010 conference and Yandex

    Yesterday, March 4, I managed to attend the conference "Internet Communities 2010" (i-Community 2010, aka #icom), as well as attend the seminar "Blog Search" in Yandex, combined with a small tour of their huge and beautiful office . With such inscriptions Yandex met the participants of the conference, which was held in the next building. I have no idea how they managed to quietly stick these inscriptions, while the full first hall watched the speakers speak and through the glass constantly saw this wall. The conference itself began with a short introduction about social media in Russia, after which visitors scattered around the sections that interest them. I stayed in the first room to listen to promising performances on the topic of ROI

    Greeting Yandex at i-Community 2010






    Opening i-Community 2010

    in social media. Speakers gave beautiful presentations, spoke loudly and confidently, but, unfortunately, the topic was poorly disclosed. Many started with the statement that in ROI it all comes down to money and achieving goals, but when we moved on to specific examples, it turned out that you couldn’t chase the monetary return from social services, and this was even harmful. The goals were set ephemeral "promotion" of the brand, so far not measurable in money. A very interesting phrase came from Yevgeny Fedoseyev (Akado): “Working with the blogosphere is like homeopathy. You can drink sticky tea once and not get the effect. And you can drink it constantly and be vigorous and healthy, ”- in other words, it’s better to work with social media as a channel of promotion and do it all the time, maybe not noticing direct returns, than not working at all and watching periodic kicks on the reputation from the Internet.

    This statement was agreed by everyone, including listeners, who during the "round table" tried in every possible way to discredit the speakers by asking provocative and tricky questions. Most of all went to Alexander Blokhin for a case study on promoting a photo-studio campaign, where the cost of attracting a potential client through Vkontakte and forums cost 1,500 rubles per person, and also to Ilya Ermolaev for this tablet with not-so-clear formulas: Next, the award ceremony took place winners of the Runet Blog 2010 contest

    Social Media ROI Section at i-Community 2010

    . The winners were those who most wanted this and did not hesitate to ask for support. In the photo, Boomburum (@boomburum) receives an award in the nomination "Microblog". Congratulations! After that, in the first hall there were two sections entirely devoted to Twitter

    Boomburum receives an award at the ceremony Blog Runet in the nomination Microblogging

    . Started by Anton Volnukhin (@antonme) from Yandex, giving statistics on the growth of Twitter in Russia and describing the portrait of a Russian twitter. And before that, there was also a video interview with Jack Dorsey, the founder of Twitter - frankly, nothing was remembered except for the phrase that “Russia should develop Twitter, and not vice versa.” In general, in my opinion, the most interesting presentation in this section was the report of the psychotherapist Mark Sandomirsky on what subconscious mechanisms drive users of social services. If you have not been to the conference and did not have the opportunity to see the report in the online broadcast, be sure to download it when it is posted and take a look. It is very interesting!

    In the last section, we talked about promotion cases via Twitter and mass follow. By the way, the ear was constantly cutting when literally all the speakers said “fallover” with an emphasis on the second syllable. For some reason, the word "massfollowing" did the right thing. Among the most distinguished speakers in this section:
    - Vadim Chernets, who instead of the report gave a master class on replacing the background of the account on the Twitter web face;
    - Nikita Kabardin, who stated that, being the most important Russian mass follower, he followed everyone present in the hall at least 10 times. He also managed to participate in a high-profile dispute with a Yandex representative on the fact that Yandex statistics on Russian-speaking Twitter accounts are inadequate, and announced his figure of 110 thousand (185 thousand according to Yandex). In general, there were too many high-profile disputes at elevated tones at the conference - at such moments it was terribly unpleasant and uncomfortable. This is not to mention the periodic attacks of a friend from the Kurchatov Institute, which on Twitter instantly turned into a meme #ded. Photo of one of the skirmishes:

    The debate at i-Community 2010

    There was a good presentation by Petit Didenko (@pdidenko) and sweet Microsoft youth Michael Chernomordikov (@mixen) about how Microsoft actually doesn’t care about Twitter for promotion, but which, nevertheless, can be used periodically pleasantly and effectively. Egor Danilov (@ M0rFium) from www.ivi.ru talked about his Twitter case, and this was the best example of promotion through social media in RuNet from everything that was shown at the conference.

    After the conference, we went to a nearby Yandex building with a small group of other participants. A blog search seminar from Anton Volnukhin was waiting for us there . Well, in conclusion, the lovely and welcoming Yandex employees Masha and Daria led us through the back streets of a large and cozy company office.

    Yandex Blog Search Workshop



    Yandex Reception
    Yandex office
    Yandex office
    Artemy Lebedev Studio's coffee shop on Yandex
    Yandex Music Room

    To top it off, I want to thank ROCIT for organizing the conference and Yandex for the warm welcome!

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