Be prepared to leverage social in the digital era abca cwia

Be Prepared to Leverage Social
in the Digital Era
June 2012

Agenda

• Current Media Environment

• Are You Ready for Social Media

• How to Leverage Social Media

• Best in Class Case

Cohn & Wolfe Digital Capabilities – 7/3/2012 – 2

Media Landscape

• E-zine and readers interaction
• app for smart phone/ tablet PC
• real-name involvement

• 8,500+ periodicals
• 2,000+ dailies
• 3,500+ TV channels
• 2,900+ radio stations
• 2 nationwide wire services
(Xinhua & China News Agency)


Multiple Digital Channels

Search Engine: Be Searchable Social Media: Be Social
Earned
Media

Paid
Media

Earned
Media
Owned
Online Media: Be informative
Media

Official website:
Be Responsive


China’s Social Media

Social Media Landscape

485 284 • China’s digital landscape is

million fragmented
million 250 • Weibo appears as the most popular
million social media platform to interact
with customers
500+ million • By end of 2011, Sina weibo
internet users 137
accumulated over 250 million of
million
registered users
350 million
mobile internet • Competition is fierce, so for each
116
user industry and age group there is a
million
different set of platforms, channels
and influencers.. some effective,
some not.

Source: CNNIC, Nov,2011

Agenda






B2B Social Media By The Numbers…

81% 72%
of marketers said their social
media efforts increased exposure of marketers who have
for their business used social media for
more than 3 years report
it helped them close
business

2011 Forrester Research “B2B Interactive Marketing Forecast”


B2B Marketing Trends

• Almost 90% of B2B businesses are either maintaining or increasing their
social media spending.
– For those increasing budgets, “past success” is sited as the most common
reason.
– For those decreasing budgets, economic conditions is almost exclusively the
cause.

*Inbound marketing refers to non-paid or earned social media activities.

Sources: Forrester ,2010 – “Segment Social Media Behaviors to Improve Tech Vendor Marketing Plans”,
Forrester – 2010 “The Coming Upheaval in Tech Services”, HubSpot – 2010 “The State of Inbound Marketing”,
IDG – 2010 “Bringing Method to Media Madness”, eMarketer – 2010 “B2C Outpacing B2B in Social Measurement”,
White Horse – 2010 “B2B Marketing Goes Social”, AMR 2010 International Report on B2B Marketing in the U.S. Cohn & Wolfe Digital Capabilities – 7/3/2012 – 8

B2B Social Media Investment

B2B companies are investing aggressively in their online properties such as
company websites, official blogs, social networks, blogs and micro-blogs to
reach buyers.
“How do you expect your use of digital to change in the marketing mix?”

Sources: Forrester ,2010 – “Segment Social Media Behaviors to Improve Tech Vendor Marketing Plans”,
Forrester – 2010 “The Coming Upheaval in Tech Services”, HubSpot – 2010 “The State of Inbound Marketing”,
IDG – 2010 “Bringing Method to Media Madness”, eMarketer – 2010 “B2C Outpacing B2B in Social Measurement”,
White Horse – 2010 “B2B Marketing Goes Social”, AMR 2010 International Report on B2B Marketing in the U.S. Cohn & Wolfe Digital Capabilities – 7/3/2012 – 9

Social Media Preparation

CHECKLIST – Is Your Company Ready for Social Media?
Don’t jump into social media just because everyone else is doing it. Here’s
a checklist designed to help you determine if your organization is ready
and, if so, how to make your efforts successful.
– My company has clear goals and separate budget for social media.
– We know which social media platforms are popular with our
prospects and customers
– We have the human resources to commit to social media.
– We produce enough quality content to sustain social media
conversations
– Our stakeholders talk the company on social media
– We’re ready to incorporate social media strategies throughout the
buying process.


Agenda






How to Leverage Social Media

Insights-Based Social Media Digital Content Strategy
Strategy Policy & Process Influencer & Optimization
Development Creation Relations/Com
(complete) munity
Social Media Engagement Digital Footprint
Monitoring, Optimization &
Response & Social Media Expansion
Analysis Training Issues & Crisis
Digital Influencer Management
Mapping SEO/SEM
Planning
Measurement
Approach Sites, Apps,
Widgets, Podcasts

Social Media Monitoring, Rapid Response & Analysis


Social Media Insights

Target Audience Analysis for a Music Brand:

Conside
Awareness Familiarity Purchase Loyalty
ration

Music Fans Brand Fans Brand Users/Fans
• Love music, may not know • Play guitar and hear about Brand • Know & understand Brand
Brand • Have interest to know more about • Willing to share their experience
• Want to obtain passion Gibson brand and guitar relevant with Brand guitar and guitar
and spirit from music information knowledge

• Highlight brand essence • Build brand advocacy
to generate guitar fans‟ interests to influence more target
• Increase brand and know more about Brand audience
awareness among • Build up brand • Enhance brand loyalty
music fans
preference & enlarge among Brand fans
Gibson fans club

• Vertical SNS • Weibo • Vertical SNS
• Weibo • Online Guitar Community • Weibo


Social Media Planning - Weibo

Weibo objective:

Corporate Objective of Weibo Marketing

Brand Media Customer Sales
Recruiting Others
Building Relationship Service Support


Social Media Planning - Weibo

Weibo positioning:


Social Media Planning – Beyond Weibo

Source: 3M PR


Social Media Infrastructure - Policy

Intel Social Media Guidelines Dell Global Social Media Policy

Five Social Media Principles

• Protect Information

• Be Transparent and Disclose

• Be Responsible

• Be Nice, Have Fun and Connect

• Social Media Account Ownership


Social Media Infrastructure – Process & Training

Enterprise Model
Insights
Membe PR/ Marketi Commu
.com /Analyti
rship Comms ng nity
cs

Drives acquisition Message Member Commerce Audience insights, CSR, Community
& retention Architecture Advantage(online/o Integration, measurement, + Philanthropy
Content Strategy ffline) Channel cross conversion analytics
Earned Media Promotion promotion,
(offline & online) Paid Media Conversion metrics

Training Model


Social Media Influence - Crisis Management

2012年2月CIC和奥美公关联合发布的《微时代危机管理白皮书》

Social Media Experience – illy Coffee

Activate illy social media platforms to:
“Brand” the Authentic Espresso &
• Reach Niche Market (Coffee Crazy Fans)
Promote Italian Quality lifestyle • Increase E-shop Conversion Rate


Agenda






Cisco: The Network

A history of using social media successfully
– In 2008, saved $100,000+ on launch of a
new router by only using social media
channels to promote it

• Recently launched “The Network”
– Ties in to existing “Human Network” campaign
– Name chosen by their Facebook fans
• Features curated industry news, press releases, and videos
• Commissioned reporters who have worked at top tier publications to
create content on their core technology topics
• Embeddable news widget for websites
• Facebook, Twitter, Flickr, and video integration


Cisco: The Network

• The social-media
communications team
manages the overall content
and strategy across Cisco
corporate social channels

• The social-media marketing
team oversees integrated
social-media campaigns,
lead generation, online
brand strategy and
monitoring


Cisco: The Network

Utilized traditional media, marketing, and social media tactics to
drive traffic and use of „The Network‟ portal.

Traditional Media Tactics Social Media Tactics
– Press Release – The Network Portal
– Media Relations – Facebook
– Twitter
Marketing Tactics – YouTube
– Brand advertising – Flickr
– Introducing “The Network” Video – Embeddable widget


Cisco: The Network

Facebook YouTube
– 188,268 Likes – 1,000 videos
– SuperFan Spotlight – Corporate speakers, product demos
showcases a fan‟s photo as – 251,129 channel Views
the profile image – 1,977,772 upload Views
– Custom tabs integrating news – 4,211 subscribers
feeds, videos, Twitter, and – 28% growth in subscribers post
polls launch
– A 17% increase in the number of
comments
Twitter @CiscoSystems
– 63,537 Followers
Flickr
– Curated by internal social
media employees – Features press and event images


Cisco: The Network In China


LET’S CONNECT
Carrie Wang More social media news and
Carrie.wang@cohnwolfe.com insights, please read
+ 86 18621897932 Weibo: @凯维公关
@肖逸紫 Website: www.cohnwolfe.com

Be prepared to leverage social in the digital era abca cwia

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (17)

Similaire à Be prepared to leverage social in the digital era abca cwia

Similaire à Be prepared to leverage social in the digital era abca cwia (20)

Dernier

Dernier (20)

Be prepared to leverage social in the digital era abca cwia