Topics

Outlining Zenit’s multi-lingual strategy. How many languages and why they started in Persian

Why they don’t use agencies and decide to employ their fans

How do you manage 15 fan blogs “It is about building relationships and talking to people”

“The first the multilingual was more opportunistic, now it is about strategy”

Changing the story for different markets

Giving the bloggers some autonomy

How do measure the success of each blogger

‘Issues’ and how to manage with them

The social media trends in different countries

The size of his team

The content strategy in a nutshell

The role of Zenit TV

How highlights are used “The only way to watch the Russian League abroad is google”.

Exporting the Russian League is the “hottest topic” right now.

The rebranding of the League last season

TV - “It is easier to watch the Dutch League than the Russian League but we are No 6 ranked country in the world”

The confidence of having a fine World Cup

Working with VK/Telegram

The strength of VK - “better than Facebook and great engagement”. The weakness of VK - Piracy

Telegram - the usage of it channels

Using Foursquare/Swarm, Yandex (a competitor to Google), OK - big in the provinces and the home of the the Classico in Russia

The tone of voice - talking to fans and clubs, like digging out Chelsea

“Art v Humour”

The small Russian club who have pushed their way into the national media through social

Attacking the issue of racism in Russian Football and Zenit St Petersburg

The source of new ideas

The best teams on social media in Russia

The problems of slow internet reaction

Flares for the Zenit bus for the Fenerbahce game and why it got 22m views

Other successes - the G Drive show. A sponsored show that received excellent engagement.

Taking on the Daily Mail

The emphasis on branded content and how they approach it