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why you need smm: main objectives and benefits for your business

One of the first SMM specialists in Russia, Damir Khalilov, stood on the stage of the largest marketing conference in 2008. The hall was buzzing, but not with excitement. Damir had just loudly declared: "The future of internet marketing is in social networks."

He was up against the elite of internet marketing, and he held the gaze of each one, knowing he was right. As early as 2006, he noticed how timid attempts to socialize the Russian internet were not only changing marketing, but becoming marketing themselves.

14 years have passed. Social networks have democratized information and brought us to a level of communication that previously seemed impossible. They have also taken businesses online and provided incredible opportunities for growth.

SMM stands for Social Media Marketing. The essence of SMM is to showcase a product, service, or brand (whether commercial or personal) on a social platform such as Facebook, YouTube, Instagram, Odnoklassniki, VKontakte, TikTok, Twitter, Pinterest, TenChat, LinkedIn, and others. In short, SMM marketing is a tool for interacting with a target audience through social networks.

What makes SMM so powerful?

According to a report from We Are Social and Hootsuite here, in January 2022, there were 106 million social media users in Russia, equivalent to 72.7% of the total population. This means that SMM specialists are able to reach the vast majority of people in our country.

There are fewer and fewer bloggers and experts who allow themselves to publish a post with sloppy visuals or ramble on for 30 stories with unclear thoughts. After all, their profit depends on it.

SMM marketing improves the quality of information. But that's not all. If you still can't distinguish signs of fate from targeted advertising, then you are a beginner in SMM. Perhaps even intelligence agencies don't know as much about us as Vkontakte or Facebook does. And we voluntarily share this information by filling out our profiles, tagging places we visit, liking things, and clicking on ads.

Who needs SMM?

In short: everyone.

There are no businesses that cannot be represented on social media for increasing sales, establishing contact with the audience, or maintaining brand reputation.

Coca-Cola does not sell through social media, but it maintains its status, reputation, communicates with users, and identifies their wishes. An asphalt plant also does not sell through social networks, but by interestingly showing its daily life and telling about cases, it stands out favorably against other manufacturers. If you need to pave a courtyard, who would you turn to - a plant from a Google search or one that yesterday talked about how it paved a children's playground in your city on VK?

Contrary to common misconceptions, SMM is useful for B2B companies too. After all, they employ the same people as you and me, who sit on social networks and are more likely to choose a supplier with individuality and presence on platforms where you can look at reviews of the product and imbue the values of a potential partner.

What goals can be achieved through SMM?

Every company has a goal. However, business goals and SMM goals are different categories. To promote on social media, a business goal must be transformed into a task for SMM. How to do it? Let's look at the goals that businesses have and which ones can be influenced by social media promotion.

There are 4 levels of strategic marketing goals:

1. Business goals - increasing sales, profits, changing market position. SMM does not work with these goals. They are usually set within the company and look like this:

  • — increase sales and profits by 15%
  • — become #3 in the segment
  • — maintain profitability at 70%

2. Marketing goals involve changing audience behavior in such a way that we achieve our business goals. They answer the question: how should the target audience change to achieve business goals? Example:

  • — increase product loyalty among consumers aged 25+ with high income
  • — attract a new audience to consume the product
  • — increase product usage frequency from weekly to daily

3. Communication goals are achieved through large coverage and creating a community around the product. They answer the question: what action should the consumer take after contacting the advertisement? In practice, such goals may look like:

  • — 30% of the target audience should visually recognize the brand
  • — every fourth representative of the target audience should consider purchasing the product after contact with the advertising message
  • — increase self-care culture: use body lotion every time after taking a shower

4. Media goals are expressed in the format of key indicators, communication channels, and other metrics. For example:

  • — ensure coverage of 80% of the entire target audience of the brand
  • — involve communication channels with high engagement

Long-term business goals serve as the basis for such a complex of goals.

From point A to point B

The goal has been set. What's next?

Take any profession associated with high risk — marketers and SMM specialists also fall into this category — and you'll see that professionals always act based on a carefully thought-out plan and never on impulse.

Builders erect buildings based on an architectural plan. Doctors follow a treatment plan. Pilots follow a flight plan on a prepared route. The same goes for SMM, in order to take a business from point A to point B through social networks, a well-thought-out plan — a strategy — is needed.

Without a strategy, you will waste time and effort on writing posts, creating stories, or shooting videos if you don't have a specific measurable plan on how to get to the endpoint. You wouldn't want to be in a plane with a pilot who hasn't studied the flight plan and is flying blindly, would you?

An SMM strategy is a plan of actions: publications, integrations, interactions, organization of activities leading to a common goal. The strategy does not accept actions "out of nowhere": each publication, every meaning embedded in stories, communication format, and even a response to a comment should bring you closer to the goal.

To do this, performance indicators (KPI) are established in accordance with the goal. Thanks to them, you can understand how things are going and whether you need to change your approach. KPI includes subscriber growth, retention, targeted actions, impressions, reach, engagement, and so on.

SMM marketing is such a business tool that can help you exceed your plan, or conversely, waste time and drain budgets if you don't have a well-thought-out strategy.

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Policy on the Processing of Personal Data

 

1. General Provisions

This Personal Data Processing Policy is drafted in accordance with the requirements of Federal Law No. 152-FZ dated July 27, 2006, “On Personal Data” (hereinafter referred to as the Personal Data Law) and defines the procedure for processing personal data and the measures taken to ensure the security of personal data by LLC “AISIU+” (hereinafter referred to as the Operator).

1.1. The Operator considers the observance of human and civil rights and freedoms during the processing of personal data, including the protection of the right to privacy, personal and family confidentiality, to be its primary objective and essential condition for carrying out its activities.

1.2. This Policy of the Operator regarding the processing of personal data (hereinafter – the Policy) applies to all information that the Operator may receive about visitors to the website .

2.9. Personal data made publicly available by the subject of personal data – personal data to which the subject has granted access to an unlimited number of persons by giving consent to the processing of personal data made publicly available, in accordance with the procedure established by the Personal Data Law (hereinafter – personal data made publicly available).

2.10. User – any visitor of the website.

7.2. The Operator is also entitled to send the User notifications about new products and services, special offers, and various events. The User may at any time opt out of receiving such informational messages by sending an email to the Operator at hello@icu.agency with the subject “Unsubscribe from notifications about new products, services, and special offers.”

7.3. Anonymized data of Users collected through web analytics services is used to gather information about User behavior on the website, improve the quality of the website, and enhance its content.

8. Legal Grounds for Personal Data Processing

8.1. The legal grounds for the processing of personal data by the Operator are:
– Federal Law “On Information, Information Technologies and Information Protection” No. 149-FZ dated July 27, 2006;
– federal laws and other regulatory legal acts in the field of personal data protection;
– the Users’ consent to the processing of their personal data, including the processing of personal data permitted for distribution.

8.2. The Operator processes the User’s personal data only if it is provided and/or submitted by the User voluntarily through special forms available on the website . By filling out the relevant forms and/or sending their personal data to the Operator, the User consents to this Policy.

8.3. The Operator processes anonymized data about the User if this is permitted in the User’s browser settings (such as enabling the storage of cookies and the use of JavaScript technology).

8.4. The personal data subject independently decides to provide their personal data and gives consent freely, by their own will, and in their own interest.

9. Conditions for Personal Data Processing

9.1. Personal data is processed with the consent of the personal data subject to the processing of their personal data.

9.2. The processing of personal data is necessary to achieve the purposes provided for by an international treaty of the Russian Federation or by law, as well as to fulfill the functions, powers, and duties imposed on the Operator by the legislation of the Russian Federation.

9.3. The processing of personal data is necessary for the administration of justice, the execution of a court decision, or the decision of another authority or official subject to execution in accordance with the legislation of the Russian Federation on enforcement proceedings.

9.4. The processing of personal data is necessary for the performance of a contract to which the personal data subject is a party, a beneficiary, or a guarantor, or for the conclusion of a contract at the initiative of the personal data subject or a contract under which the personal data subject will be a beneficiary or a guarantor.

9.5. The processing of personal data is necessary for the exercise of the rights and legitimate interests of the Operator or third parties, or for the achievement of socially significant goals, provided that this does not violate the rights and freedoms of the personal data subject.

9.6. Personal data is processed that has been made publicly available by the personal data subject or at their request (hereinafter – publicly available personal data).

9.7. Personal data is processed that is subject to publication or mandatory disclosure in accordance with federal law.
10. Procedure for the Collection, Storage, Transfer, and Other Types of Personal Data Processing

The security of personal data processed by the Operator is ensured through the implementation of legal, organizational, and technical measures necessary to fully comply with the requirements of current legislation in the field of personal data protection.

10.1. The Operator ensures the safekeeping of personal data and takes all possible measures to prevent unauthorized access to personal data.

10.2. The User’s personal data will never, under any circumstances, be transferred to third parties, except in cases related to the fulfillment of applicable legislation or if the personal data subject has given the Operator consent to transfer the data to a third party for the purpose of fulfilling obligations under a civil law contract.

10.3. If any inaccuracies in the personal data are identified, the User may update them independently by sending a notification to the Operator at the email address hello@icu.agency with the subject line “Personal Data Update.”

10.4. The period of personal data processing is determined by the achievement of the purposes for which the personal data was collected, unless a different period is specified by contract or applicable law. The User may withdraw their consent to the processing of personal data at any time by sending a notification to the Operator via email at hello@icu.agency with the subject line “Withdrawal of Consent to Personal Data Processing.”

10.5. All information collected by third-party services, including payment systems, communication tools, and other service providers, is stored and processed by those parties (Operators) in accordance with their own User Agreements and Privacy Policies. The personal data subject and/or User is solely responsible for reviewing such documents in a timely manner. The Operator is not responsible for the actions of third parties, including the service providers mentioned in this clause.

10.6. Any restrictions established by the personal data subject on the transfer (except access), processing, or conditions of processing (except access) of personal data permitted for distribution do not apply in cases where personal data is processed for state, public, or other socially significant interests as defined by the legislation of the Russian Federation.
10.7. The Operator ensures the confidentiality of personal data during processing.

10.8. The Operator stores personal data in a form that allows identification of the personal data subject for no longer than is necessary to achieve the purposes of personal data processing, unless a longer storage period is established by federal law or a contract to which the personal data subject is a party, beneficiary, or guarantor.

10.9. The grounds for termination of personal data processing may include the achievement of the processing purposes, the expiration of the data subject’s consent, the withdrawal of consent by the personal data subject, or the identification of unlawful processing of personal data.

11. List of Actions Performed by the Operator with Collected Personal Data

11.1. The Operator carries out the collection, recording, systematization, accumulation, storage, clarification (updating, modification), retrieval, use, transfer (distribution, provision, access), depersonalization, blocking, deletion, and destruction of personal data.

11.2. The Operator performs automated processing of personal data with the receipt and/or transfer of the obtained information via information and telecommunication networks or without such transfer.

12. Cross-Border Transfer of Personal Data

12.1. Before initiating the cross-border transfer of personal data, the Operator must ensure that the foreign country to which the data is to be transferred provides reliable protection of the rights of personal data subjects.

12.2. Cross-border transfer of personal data to foreign countries that do not meet the above requirements may only occur if there is written consent from the personal data subject for the cross-border transfer of their personal data and/or for the execution of a contract to which the personal data subject is a party.

13. Confidentiality of Personal Data

The Operator and other individuals who have access to personal data are obligated not to disclose or distribute personal data to third parties without the consent of the personal data subject, unless otherwise required by federal law.

14. Final Provisions

14.1. The User can obtain any clarifications regarding the processing of their personal data by contacting the Operator via email at hello@icu.agency.

14.2. Any changes to the Operator’s personal data processing policy will be reflected in this document. The Policy is valid indefinitely until replaced by a new version.

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