title: ÐÐ½ÑÐ»ÑÐµÐ½Ñ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³ Ð² ÑÐ¸ÑÑÐµÐ¼Ðµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹ Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°ÑÐµÐ»ÑÐ½Ð¾Ð¹ Ð¿Ð»Ð°ÑÑÐ¾ÑÐ¼Ñ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐÐÐ Â«Ð¡Ð¸Ð½Ñ ÑÐ¾Ð½Ð¸Ð·Ð°ÑÐ¸ÑÂ»)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Influence-marketing in the communication system of the educational platform (using the example of "Synchronization")
Creators: name: Ð¤Ð°Ð´ÐµÐµÐ²Ð°, ÐÑÐ¸Ð½Ð°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2023
Subjects: Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ
ÑÐ¸ÑÑÐµÐ¼Ð° ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹
Ð¸Ð½ÑÐ»ÑÐµÐ½Ñ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
Ð±Ð»Ð¾Ð³ÐµÑÑ
Ð»Ð¸Ð´ÐµÑÑ Ð¼Ð½ÐµÐ½Ð¸Ð¹
Ð¸Ð½ÑÐ»ÑÐµÐ½ÑÐµÑ
Â«Ð¡Ð¸Ð½Ñ ÑÐ¾Ð½Ð¸Ð·Ð°ÑÐ¸ÑÂ»
Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°ÑÐµÐ»ÑÐ½Ð°Ñ Ð¿Ð»Ð°ÑÑÐ¾ÑÐ¼Ð°
ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÐ¹ Ð¿ÑÐ¾ÐµÐºÑ
promotion
communication system
influence marketing
bloggers
opinion leaders
influencers
"Synchronization"
education platform
communication project

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ Ð¿ÑÐ¾ÐµÐºÑÐ° Ñ Ð»Ð¸Ð´ÐµÑÐ°Ð¼Ð¸ Ð¼Ð½ÐµÐ½Ð¸Ð¹ Ð´Ð»Ñ ÑÐ¿Ð¾ÑÑÐ¸Ð²Ð½Ð¾Ð¹ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸ Â«Ð¡Ð¸Ð½ÑÑÐ¾Ð½Ð¸Ð·Ð°ÑÐ¸ÑÂ». ÐÐ°Ð´Ð°ÑÐ¸, ÐºÐ¾ÑÐ¾ÑÑÐµ ÑÐµÑÐ°Ð»Ð¸ÑÑ Ð² ÑÐ¾Ð´Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð²ÑÑÐ²Ð¸ÑÑ Ð°ÐºÑÑÐ°Ð»ÑÐ½Ð¾ÑÑÑ PR Ð´Ð»Ñ Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°ÑÐµÐ»ÑÐ½ÑÑ ÑÑÐ»ÑÐ³, ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÑÑ Ð¿Ð¾Ð½ÑÑÐ¸Ñ Â«ÐÐ¸Ð´ÐµÑ Ð¼Ð½ÐµÐ½Ð¸Ð¹, Â«ÐÐ»Ð¾Ð³ÐµÑÂ», Â«ÐÐ½ÑÐ»ÑÐµÐ½ÑÐµÑÂ», Â«ÐÐ½ÑÐ»ÑÐµÐ½Ñ-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Â», Ð¾Ð¿ÑÐµÐ´ÐµÐ»Ð¸ÑÑ Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð² ÑÐ¸ÑÑÐµÐ¼Ðµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹ Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°ÑÐµÐ»ÑÐ½ÑÑ Ð¿ÑÐ¾ÐµÐºÑÐ¾Ð², Ð¾Ð¿ÑÐµÐ´ÐµÐ»Ð¸ÑÑ ÑÐ¾Ð»Ñ ÑÐºÑÐ¿ÐµÑÑÐ°-ÑÐ¿Ð¸ÐºÐµÑÐ° Ð² ÑÐ¸ÑÑÐµÐ¼Ðµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹, Ð´Ð°ÑÑ Ð¾Ð±ÑÑÑ ÑÐ°ÑÐ°ÐºÑÐµÑÐ¸ÑÑÐ¸ÐºÑ Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°ÑÐµÐ»ÑÐ½Ð¾Ð¹ Ð¿Ð»Ð°ÑÑÐ¾ÑÐ¼Ñ Â«Ð¡Ð¸Ð½ÑÑÐ¾Ð½Ð¸Ð·Ð°ÑÐ¸ÑÂ», Ð¿ÑÐ¾Ð²ÐµÑÑÐ¸ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°ÑÐµÐ»ÑÐ½Ð¾Ð¹ Ð¿Ð»Ð°ÑÑÐ¾ÑÐ¼Ñ Â«Ð¡Ð¸Ð½ÑÑÐ¾Ð½Ð¸Ð·Ð°ÑÐ¸ÑÂ», Ð´Ð°ÑÑ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð´Ð»Ñ Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°ÑÐµÐ»ÑÐ½Ð¾Ð¹ Ð¿Ð»Ð°ÑÑÐ¾ÑÐ¼Ñ Â«Ð¡Ð¸Ð½ÑÑÐ¾Ð½Ð¸Ð·Ð°ÑÐ¸ÑÂ» Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÑ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ñ. Ð Ð°Ð±Ð¾ÑÐ° Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° Ð½Ð° Ð±Ð°Ð·Ðµ Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°ÑÐµÐ»ÑÐ½Ð¾Ð¹ Ð¿Ð»Ð°ÑÑÐ¾ÑÐ¼Ñ Â«Ð¡Ð¸Ð½ÑÑÐ¾Ð½Ð¸Ð·Ð°ÑÐ¸ÑÂ», Ð³Ð´Ðµ ÑÐ¾Ð±Ð¸ÑÐ°Ð»Ð°ÑÑ Ð·Ð½Ð°ÑÐ¸ÑÐµÐ»ÑÐ½Ð°Ñ ÑÐ°ÑÑÑ ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¼Ð°ÑÐµÑÐ¸Ð°Ð»Ð°. ÐÑÐ» Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÐ¹ Ð¸ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, Ð° ÑÐ°ÐºÐ¶Ðµ SWOT-Ð°Ð½Ð°Ð»Ð¸Ð·. Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ» Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½ ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¸Ð¹ Ð¾Ð½Ð»Ð°Ð¹Ð½ ÑÑÐ½Ð¾Ðº Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°ÑÐµÐ»ÑÐ½ÑÑ ÑÑÐ»ÑÐ³ Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ Ð½Ð° ÑÑÐ½ÐºÐµ, Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð° ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÐ¹ Ð¿ÑÐ¾ÐµÐºÑ Ñ Ð»Ð¸Ð´ÐµÑÐ°Ð¼Ð¸ Ð¼Ð½ÐµÐ½Ð¸Ð¹ Ð½Ð° ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ Ð»Ð¾ÑÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¸ Ð¾ÑÑÑÑÐ¾Ð¹ÐºÐ¸ Ð¾Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð² Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°ÑÐµÐ»ÑÐ½Ð¾Ð¹ Ð¿Ð»Ð°ÑÑÐ¾ÑÐ¼Ñ Â«Ð¡Ð¸Ð½ÑÑÐ¾Ð½Ð¸Ð·Ð°ÑÐ¸ÑÂ».
description: This work is devoted to the development of a communication campaign with opinion leaders for the sports organization "Synchronization".The tasks that were solved in the course of the study: to identify the relevance of PR for educational services, to consider the concepts of "Opinion Leader, "Blogger,"Influencer," "Influencer marketing", to determine the directions in the communication system of educational projects, to determine the role of an expert speaker in the communication system, to give a general description of the educational platform "Synchronization", to conduct a communication analysis of the educational platform "Synchronization", to give recommendations on promotion for the educational platform "Synchronization" and to develop a communication campaign.The work was carried out on the basis of the educational platform "Synchronization", where a significant part of the factual material was collected. Competitive and communication analysis, as well as SWOT analysis were carried out. As a result of the study, the Russian online market of educational services and market promotion were analyzed, and a communication campaign with opinion leaders was developed to form loyalty and detach from competitors of the educational platform "Synchronization".