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CIC IWOM Panel: CIC Founder Sam on From social media to social business

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CIC IWOM Panel: CIC Founder Sam on From social media to social business

CIC IWOM Panel: CIC Founder Sam on From social media to social business

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  • 1. © 2010 CIC 1 From Social Media to Social Business November 15, 2010 © 2010 CIC The Leading Social Business Intelligence Provider in China
  • 2. © 2010 CIC 2 The Buzz in the West about Social Media –2008: 50m USD, investment to Dachis Group for social biz design –May 2010: 20m USD, Scout Labs was sold to first social CRM company, Lithium –July 2010: 30m USD, Jive social business software (SBS) invested by Sequoia Capital & KPC –October 2010: Kleiner Perkins S-Fund announced 2 Social CRM Social Commerce Social Media Strategist Social Sales Enterprise 2.0 Social Media Center of Excellence
  • 3. © 2010 CIC 3 The Buzz in China about Social Media 3 Organic Hub Multiple Hub (Int’l)
  • 4. © 2010 CIC 4 The Buzz in China about Social Media 4 –How can social media be applied across the organization? –What are the best organizational structures for companies? Beijing
  • 5. © 2010 CIC 5 “About Me” “About Topics” “Shared moments with friends” The reality is…China is different Blogs 231 BBS 132 SNS 210 Data Source: The 26th Statistical Survey Report on the Internet Development in China by CNNIC, July 2010 ( including active and non-active users) Microblog 29 “About Being First to Show or Know” Inspired by Brian Solis
  • 6. © 2010 CIC 6 China is VERY different • Compared to other markets, Chinese social media is: – Bigger – More active – More diverse/complex (1000’s of key sources, not just 2) – Different (unique China sources; no Facebook, no Twitter) – Filled with more talk about brands, products and services – More trusted by consumers for purchase decision • THE PROBLEM: How to unlock the intelligence within this ‘new media’ that is fundamentally changing communications and even the way that business is done overall in ways which are absolutely unique in China compared to any other market. 6
  • 7. © 2010 CIC 7 7 PHASE 1 of SOCIAL MEDIA: Mapping social media to marketing to inform smarter communications AKA Social Media and Marketing IWOM AnalyticsIWOM Monitoring Research & Consulting
  • 8. © 2010 CIC 8 SOCIAL MEDIA PHASE 1: Mapping social media to the comms organization PR/ Brand Marketing/ Creative Research/R&D Business Intelligence/ Consulting Marketing/ Digital/ PR & Media Digital/ Media Planning
  • 9. © 2010 CIC 9 9 PHASE 2 of SOCIAL MEDIA: Mapping social media to business drivers for action that leads to increased sales or decreased costs AKA Social Business IWOM Engagement
  • 10. © 2010 CIC 10 PREDICT SALES: Buzz sentiment volume can predict sales (save cost by controlling inventory) High buzz volume in June preceded high sales number in July by one month. In other words, buzz volume positively influences sales. 0 2 4 6 8 10 12 14 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov CarSales(000) 0 5 10 15 20 25 30 Buzz(000) Sales(000) Positive Buzz000 天籁Teana- Sales and Online Buzz
  • 11. © 2010 CIC 11 Hot Leads Overall 2347 Posts of one messages 1710 Posts Repeated messages 637 I want to buy a MPV for my family but not sure which is better: Buick GL8 or Mazda 5? HOT LEADS IDENTIFICATION: 4,000 expressions of purchase intent everyday (increase sales) Overall Average Auto Hot Leads Per Day (Tracked by CIC)
  • 12. © 2010 CIC 12 Link Between 10 Feb 2010 and 3 Aug 2010, Dell has posted 1,000 posts on Weibo and now has 20,850 fans. We solved many technical and non- technical problems as well as sold some Dell products. We are always here to listen to you and hope to interact with you. Link Customer: 2 of my classmates who bought Dell computer for less than a year both had problems. One with screen, the other with keyboard. Dell Andy: Can send me message on Weibo? Can’t use QQ during office hours. Customer: You noticed my complaint? Dell Andy: I’m Dell’s technical support. Send me your serial number and I can help you. SOCIAL CRM: customer support on Weibo (Twitter of China) (reduce costs)
  • 13. © 2010 CIC 13 SOCIAL MARKETING CASE STUDY: SEEISEE & IWOM panel 13
  • 14. © 2010 CIC 1414 FROM SOCIAL MEDIA TO SOCIAL BUSINESS • Being ‘social’ in business is NOT new. • But there are new ways of being social which are impacting business in massive and sometimes ‘chaotic’ ways • Technology should enable businesses to effectively leverage the old and new ways of being social to inform communications and to impact business
  • 15. © 2010 CIC 15 • Understanding the unique Chinese social media landscape • Converting ‘chat’ into ‘intelligence’ • Mapping social media intelligence across the organization (and getting buy in) • Determining the best organizational structure for action (Social Media Centers of Excellence) • Fostering collaboration across all social media stakeholders (advertisers, social media owners and agencies) • Taking action for business impact 15 A social business is an organization designed consciously around social tools, social media, and social networks, as a response to outgrowth of the web 2.0 technology space and the reshaped brand- consumer communication and business disciplines. Inspired by Stowe Boyd FROM SOCIAL MEDIA TO SOCIAL BUSINESS 社会化商业是指一个组织自觉利用社会化工具, 社会化媒体,和社会化网络,有计划地整合 web2.0技术和互联网空间来重塑其品牌-消费 者的沟通关系及其组织管理和商业运作模式。 Inspired by Stowe Boyd
  • 16. This document is for private commercial use only. Distribution to third parties and/or publication in whole or in part is strictly prohibited without expressed written consent of CIC. 本文件是针对CIC客户的相关品牌和企业的商业文件。未经 CIC的书面许可,本文件或文件中的任何内容不得转交给第三 方, 同时也不得发表本文件或文件中的任何内容。 THANK YOU Shanghai Office: Suite 108, Block A, UDC Innovative Plaza 125 Jiangsu North Road Shanghai, PR China 200042 Tel: 021-5237 3860 Fax: 021-5237 3632 www.ciccorporate.com Beijing Office: 2909/, Block C, Central International Trade Center 6A Jianguomenwai Avenue, Chaoyang District Beijing, 100022, China