Pre-proposal: digital marketing campaigns in Russian-speaking internet

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MaxPopov

MaxPopov

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Hello, Dash community!

My name is Max Popov. I lead blockchain-marketing team in MGCOM, one of top performance-marketing agencies in Russia with 300+ in-house digital marketing specialists (see ranking by Tagline https://tagline.ru/performance-context-seo-agencies-rating/) and in the same time a holder of Dash master-node. Among our clients are huge international players such as: Google, BBDO, AliExpress, Samsung, Volkswagen, Pfizer, Citroen, KIA, L’Oreal, OBI, Peugeot, ROLF, MediaMarkt, Rive Gauche and many more.

Our proposal is to launch performance-marketing campaigns for Dash in Russian-speaking internet which is the biggest internet market in Europe. Also, Russian language is considered to be second most used language on the web. Additionally, you all know Russia has HUGE crypto-community.

To get wide exposure of Dash in Russia we plan to launch campaigns among following ad-networks (including Russian-specific ones):
  1. Yandex.Direct (Yandex is top-1 search engine in Russia having more than 50% of market share)
  2. vk.com Ads (marketing platform of top-1 social network in Russia)
  3. MyTarget (marketing platform which has the hugest coverage in Russia and incorporates top-2 social network in Russia, mail.ru services and wide partners network)
  4. Google Adwords (which has around 40% of search engine market in Russia)
  5. Facebook & Instagram Ads (Instagram is top-3 social network in Russia and Facebook is the most fast growing social network in Russia)
We are going to A/B test several marketing approaches among which are:
  • Driving traffic to Russian version of dashinformer.com landing-page. Feedbands kindly agreed to provide us possibility to translate his landing-page in Russian.
  • Driving traffic to our own version of landing-page
  • Driving traffic to alternative version of LP which will be less straightforward kind of addressing the topic. First, users will sign-up to receive mini-book called "Most perspective crypto-assets OR best cryptocurrency to invest in 2018". This mini-book will contain brief analysis of crypto-market and will unobtrusively emphasise benefits of Dash above competitors. The bottom-line of the book will be that the author himself heavily invests in Dash.
Our guess is that this "independent" investor's point of view will bring more result than LPs with straightforward marketing messages, but it has to be tested.

Figures are:
40 Dash - marketing budget on 5-channel split
4 Dash - services fee for specialists' work
5 Dash - proposal fee reimbursement
Total: 49 Dash

Media-plan is here: https://goo.gl/BmqHEh

After this first launch we plan to optimise our approach and submit further proposals for different markets where we also have expertise.

Looking forward to get Dash back in top-3!:)
Thank you!

P.S. Please, leave comments and suggestions regarding this proposal, point it's week parts if you see ones. Thank you!
 
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Confirming that we have agreed to provide, completely free of charge, granular source and goal reporting for this campaign, should it pass.

This agreement includes:

1. Deploying our Russian language Dashinformer site version to visitors from Russia and traffic from this campaign

2. Providing all analytics on such traffic including unique visitors, time spent on page, conversion rates, heatmapping, goal breakdown, and campaign-by-campaign performance metrics.

Additionally, we can provide one Russian language A/B split test (up to four variants) per 50,000 sessions.

Working with these top ad platforms in Russia has clear ROI for dash, and in our opinion only makes sense to have someone skilled on the ground inside working to capture this audience.

Finally, in the spirit of data-driven results, we look forward to seeing who's landing page converts better so that it can inform all of our collective efforts.
 
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Thank you, Feedbands.

Please, contact me in PM or Telegram @maxjaja to organise the process of the translation of your LP. I would like to complete the translation before submitting final proposal because thus my team will be able to launch first test-campaigns with our own budget and have some benchmarks in terms of conversions for media-plan.
 
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Hi, community!

Here are recent updates:
1. www.rs.dashinformer.com (Russian version of dashinformer.com) is currently live.

2. Alternative version of LP www.ru.capital is live too. The way it addresses the topic is different. The headline is: "Most perspective crypto-assets OR best cryptocurrency to invest in 2018" without a literal accent on Dash, but then in the actual text the author describes pros and cons of different projects and summarises that Dash seems to be the strongest player in the market in terms of governance, financial system and other crucial parameters. This strategy seems to be more viable than direct advertising in terms of audience engagement, but in the same time in terms of moderation issues. Since Facebook and Yandex banned advertising of anything related to blockchain this approach is much easier to implement than "direct advertising".

3. Third version of LP is in the process of development now.

We plan to test all three approaches during actual launch and build up one which outperform others.
 
Hi, community!

Here are recent updates:
1. rs.dashinformer.com (Russian version of dashinformer.com) is currently live.

2. Alternative version of LP www.ru.capital is live too. The way it addresses the topic is different. The headline is: "Most perspective crypto-assets OR best cryptocurrency to invest in 2018" without a literal accent on Dash, but then in the actual text the author describes pros and cons of different projects and summarises that Dash seems to be the strongest player in the market in terms of governance, financial system and other crucial parameters. This strategy seems to be more viable than direct advertising in terms of audience engagement, but in the same time in terms of moderation issues. Since Facebook and Yandex banned advertising of anything related to blockchain this approach is much easier to implement than "direct advertising".

3. Third version of LP is in the process of development now.

We plan to test all three approaches during actual launch and build up one which outperform others.

Please, leave feedback)
 
It seems a very good idea because you are reaching a market as big as Russian.
My only question is how the legal advance of cryptocurrencies is going in Russia.
You should think that in order to give people information on this topic.
 
Can confirm that dashinformer has deployed a Russian mirror and integrated tracking for @MaxPopov.

Glad to see a split-test and results driven approach here. ROI will be quantifiable.
 
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Ezio Rojas said:
It seems a very good idea because you are reaching a market as big as Russian.
My only question is how the legal advance of cryptocurrencies is going in Russia.
You should think that in order to give people information on this topic.
Click to expand...

Thank you for your feedback, Ezio.
Legal status of cryptocurrencies in Russia is still undefined, however, blockchain topic is not banned. They say that government works hard on developing regulation including taxes on mining, trading and token offering.

In terms of pure digital marketing there is no problem with advertising particularly Dash and blockchain projects in general. We have a couple of ICOs and one cryptotrading platform among our clients, and there is no problem with ad platforms. Also we launched several small ad tests specially for Dash to make sure that we will pass moderation and get our ads into rotation.

If the situation in Russia skews and suddenly everything crypto-related will be banned, that will be a different story. I hope this will not happen.
 
Hey guys,
Usually I don't support any proposals of Ru-people whom I haven't met in person (you know - potential scammers and so on...)

But I will support this proposal, and this is why:
1. As we can see on Dash forum's label - This guy is a "verified MN owner" - so obviously he is more interested in good results for his investment than any tipical "freelancer". And this interest is more strong than profit from potential cheating us.
2. As a MN owner he should know how to position and promote Dash very well - even better than any external marketing experts.
3. Russian market is unique in fact, Goole+Facebook are not leaders here as in most of other countries. To be effective - you have to use lots of local "tricks" here. That is why even reputable Global agencies don't work on it directly, but attract subcontract guys like Max to do the actual work (but they don't forget to consume the biggest part of the client's budget as payment "for management" :) ).
4. This proposal is not "instead" of planned Fernando's global activity but as "addition" - such a promo activity is always a matter of testing - and this guy looks like a good expert in this field (having a Masternode is a good confirmation of it, also :) )

Good luck, Max - Please don't publish valuable results of your testing for everybody (so don't let our competitors to use them for free) - but share them only with Dash Teams (Dash Core, DashForceNews and so on...)
 
Hello, guys!

We created a small Telegram-channel for MNO where you can follow updates of this proposal. We will publish more details about marketing approach which we offer. Also, we cross-post in Russian there. Channel is available here: https://t.me/dashdigitalmarketing

After budget approval (if it happens) this channel will be used for reporting.
 
Hi, guys! Here is the latest update

Update 2018-02-16 – Verification of reported metrics

Hello, Dash!

Our goal is to provide transparent reporting on metrics of our marketing campaigns (ad spend, clicks, conversions and some other parameters) split by channels. The roadblock which we see is how to ensure that the amount of spent budget is true. It's crucially important because an agency can falsify a report and withold part of a budget what will harm the community.

Providing open access to accounts is not an option because marketing campaign settings are intellectual property of Dash (we are planning to grant ownership to the community) and it would be shortsighted to do so because this information could be used by Dash's competitors. Screenshots of admin panel also is not an option because they can be faked.

Nevertheless, it is necessary to confirm veracity of reporting.

We suggest to give access to reliable member from Dash Core to check reliability of our metrics. This procedure will take 10 minutes a month, but will ensure that all figures are true. This controlling member has to be randomly changed once a month to avoid that anyone has any interest in this.

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Обновление 2018-02-16 – Проверка достоверности отчётности

Всем привет!)

В ходе работы над рекламными кампаниями мы планируем публиковать ежедневную статистику по расходу, кликам, конверсиям и ряду других параметров в разбивке по каналам. Столкнулись с проблемой "как обеспечить достоверность цифр по расходу', так как у рекламодателя остаётся лазейка для фальсификации отчетности и удержания части бюджета у себя, что нанесёт вред сообществу.

Дать прямой открытый доступ к рекламным аккаунтам – плохой вариант, так как настройки рекламных кампаний – интеллектуальная собственность Dash (планируем передать права сообществу) и предоставлять доступ к этой информации было бы не дальновидно, так как ей могут воспользоваться конкуренты Dash. Просто скриншотов, на наш взгляд, тоже недостаточно. Их можно подделать.

Тем не менее, подтверждать подлинность предоставляемых нами цифр – необходимо.

В связи с этим предлагаем выдавать попеременно доступ кому-либо из Dash Core, чтобы он сверял показатели на подлинность. Эта процедура будет занимать 10 минут в месяц, но обеспечит полную прозрачность нашей работы без ущерба для интеллектуальной собственности Dash. Для того, чтобы избежать какого-либо интереса со стороны "проверяющего" его можно переназначать раз в месяц случайным образом.
 
Update 2018-02-19 - Verification of reported metrics (addition)

Hi everyone!

Dash Russia Coordinator @alex_ru_dash kindly agreed to verify veracity of our reports. We will provide him access to ad accounts to check the metrics once a month. If requested the access also will be granted to other Dash core members to avoid any possible malicious interest.

Also, we are ready for external audit by established agencies to esnure the community that we provide services on the highest level.

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Обновление 2018-02-19 – Проверка достоверности отчётности (продолжение)

Всем привет!

Координатор Dash в России @alex_ru_dash любезно согласился осуществлять проверку наших отчетов на предмет соответствия заявленных цифр реальным показателям в рекламном кабинете. Мы откроем ему доступ в кабинеты. Процедура будет проходить примерно раз в месяц. Также по дополнительному запросу мы будем предоставлять доступ в кабинеты другим сотрудникам Dash core (для того, чтобы избежать возможного конфликта интересов).

Кроме того, по запросу сообщества мы готовы ко внешнему аудиту наших рекламных кампаний другими агентствами.
 
Continue making your updates here. Not everyone uses telegram and want to see developments here as well.
If your proposal doesn't pass on this round, then for the next attempt be sure to clearly define milestones and set up escrow through Dash Core, GreenCandle, InstantKarmaFund, or DemoIncubator.
 
Yes, we continue publishing updates here and in the proposal. Telegram is just an extra medium.

We didn't set up escrow because the budget for this one is quite unpretentious. However, we plan to develop our strategy with more proposals and then escrow will be obligatory, I guess.

Milestones is good idea. I will add it in one of the updates for this proposal.

Thanks!
 
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Update 2018-02-20 – Ownership to DAO, Ogilvy's strategy, Escrow.

1. Recently we contacted Bradley Zastrow (Director Global Business Development) regarding granting the ownership of all our current and future marketing materials and landing pages to DAO. Now this question is being worked through with Dash's external council.

2. We got in contact with Dash core regarding aligning our marketing efforts with Ogilvy's strategy. As you may know Ogilvy agency is working on developing new branding and global marketing strategy for Dash.

3. In terms of Escrow we got in touch with Dash core and Greencandle to organise Escrow for our future marketing proposals.

Congrats with Dash being in top-10 again!

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Обновление 2018-02-20 – Передача прав DAO, маркетинговая стратегия Ogilvy, эскроу.

1. Недавно мы связались с Bradley Zastrow (директор по глобальному развитию Dash) касательно передачи прав на все наши маркетинговые материалы и посадочные страницы в пользу DAO. Теперь этот вопрос прорабатывается внешним советом Dash.

2. Вышли на связь с Dash core для того, чтобы скоординировать нашу работу со стратегией Ogilvy. Как вы знаете агентство Ogilvy работает над разработкой нового брендинга и глобальной маркетинговой стратегией Dash.

3. Начали обсуждение с Dash core и greencandle вопрос об организации эскроу для наших будущих бюджетных предложений по маркетингу.

Всех поздравляю с возвращением Dash в топ-10!
 
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