This document discusses the basics of social media marketing. It begins with an agenda that includes an overview of social media marketing (SMM), relevant theories, examples of news, social media platforms, and a case study. It then contrasts outbound and inbound marketing, noting how SMM allows for an interactive conversation and engagement through user-generated content. Some key benefits of SMM are listed, such as engaging consumers and improving brand image. Relevant theories are also mentioned. Examples provided include the popular Chinese social media platform Sina Weibo, statistics on its usage, and a case study of a successful advertising campaign on Weibo for the feminine hygiene brand Whisper.

1. Basics of Social
Media
Marketing
BAI Jiexin, DU Jimao, Liu Hao

2. Agenda
› Basics of Social Media Marketing
Rethink Marketing
SMM could achieve…
Relevant Theories
› Selected News: CNY Red Envelope
› Selected Social Media: Sina Weibo
› Selected Case:Whisper Weibo2016
› Discussion

3. Rethink Marketing
Outbound Marketing
›Telemarketing
›Direct Mail
›Print Ads
›Outdoor Ads
›TV Ads
Inbound Marketing
Web 1.0
›Clubs/ Groups
›Review/ Rating Sites
Web 2.0
›Blogs
›Social Networks
›Search Engine
›Virtual World
Marketing
“Traditional TV
advertising was one-
third as effective as it
used to be in 1990”
It was It’s now
Pushing message to client
Pulling client to the
message
One way message Interactive conversation
Business generated
content
User generated content
Interrupt client- direct
immediate action
Engage, build relationship
Attention economy Attraction economy
Hard to measure results Real time metrics
Coveting information Sharing information
Charging for entry – block
entry
Giving free ebooks, product

4.  Engage consumers
 Enhance brand image/loyalty
 Research target markets
 Improve organic search rankings
 Drive traffic to brand locations
 Generate sales leads
 Improve perceived customer
service quality
SMM could achieve…

5. Relevant
Theories
Related to
Social Media
Marketing

6. I. Micro-Theories/Concepts
› (e) Word of Mouth
› Owned/Paid/Earned Content
› The Passive/Active Approach
› Social Exchange/Penetration Theory
II. Macro-Theories
› McLuhan’s Media Theory

7. Sina Weibo

8. 22,100,000$ (2015Q3)
That’s a lot of money
Alexa rank #15
Jan 2016
213,000,000 users
And a lot of (MAU) users

9. Let the red
envelope fly
Collect all five“Fu” packets
to stand a chance to share
210 million CNY.

11. Participation
Counts
Red Envelope
Sent(CNY)
2011 2.5 million 5 million
2015 520 million 300 million
2016 420 million 900 million
0
100
200
300
400
500
600
700
800
900
1000
2011 2015 2016
Participants Red envelope Sent

12. Taobao
E-commerce
Nike
Sportsware
Vivo
Smartphone
Meizu
Smartphone
Zhuhu
E-community
Alipay
E-payment
Xiaomi
Smartphone
Bilibili
Video Streaming
KFC
Fastfood
Yoho!Buy
E-commerce
›Top 10 active brands on Sina Weibo Dec 2015

13. Case Study
Whisper (Feminine Hygiene Brand)’S Advertising
Campaign on Weibo in 2016
Strategy I Hashtag #Whisper invites you to grab a
red envelope
●Brought the Hashtag topic package from Sina
officially
●Customized banner on the topic site on PC
and mobile

14. 1. Discover
2. Grab the red
envelope
KOLs retweets using the
Campaign Hashtag
3. Grab Cash/
Voucher
Screenshot of Whisper’s
red envelop page
4. Auto-follow the
official account
5. Receive news letters
from Whisper

15. Strategy II
●Co-launched the red-envelope campaign with the leading
actress in the hottest TV drama Nirvana in Fire (2015)
●Leverage the element in Nirvana in Fire to engage
followers.(including visuals, homophone, cartoon characters)
Screen shot of
Whisper’s banner ad
on Weibo App while
launching
Screenshot of
Whisper’s Weibo page
Screenshot of Liu
Tao(actress) posting
pictures for the
campaign

16. After-campaign Data
● The peak number of daily engagement
reached 1.02 million
● Total views hit 100 million(equivalent to
being viewed by every active user on
Weibo ) .
● The follower number of Whisper on Weibo
increased to 21.6 times of number before
the campaign.
● 1.28 million female users followed Whisper
on Weibo
● Total exposure number online reached 210
million 7 days after the campaign
By launching this red-envelopen campaign,
Whisper achieved a younger and better brand
image, and a higher customer conversion rate.
Also an enormous fan base(especially female) was
built up on Weibo.
The sum number of money
Whisper gave out in this ed-
envelop campaign

17. Q&A