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

From Social Media to Social BusinessNovember 15, 2010
The Leading Social Business Intelligence Provider in China
© 2010 CIC

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
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Social CRM
Social Media Strategist
Enterprise 2.0
Social Commerce
Social Sales
Social Media Center of Excellence

The Buzz in China about Social Media
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Organic
Hub
Multiple Hub (Int’l)

The Buzz in China about Social Media
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How can social media be applied across the organization?
What are the best organizational structures for companies?
Beijing

The reality is…China is different
Blogs
231
“About Me”
BBS
132
“About Topics”
SNS
210
“Shared moments with friends”
Microblog
29
Inspired by Brian Solis
“About Being First to Show or Know”
Data Source: The 26th Statistical Survey Report on the Internet Development in China by CNNIC, July 2010 ( including active and non-active users)

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.
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PHASE 1 of SOCIAL MEDIA:
Mapping social media to marketing
to inform smarter communications
AKA Social Media and Marketing
IWOM Analytics
IWOM Monitoring
Research & Consulting

SOCIAL MEDIA PHASE 1: Mapping social media to the comms organization
Marketing/ Creative
Digital/ Media Planning
Marketing/ Digital/ PR & Media
Research/R&D
Business Intelligence/ Consulting
PR/ Brand

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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

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.

HOT LEADS IDENTIFICATION: 4,000 expressions of purchase intent everyday (increase sales)
Overall Average Auto Hot Leads Per Day
(Tracked by CIC)
I want to buy a MPV for my family but not sure which is better: Buick GL8 or Mazda 5?

SOCIAL CRM: customer support on Weibo (Twitter of China) (reduce costs)
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
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 MARKETING CASE STUDY: SEEISEE & IWOM panel
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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

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FROM SOCIAL MEDIA TO SOCIAL BUSINESS
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
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
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

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 Center6A Jianguomenwai Avenue, Chaoyang DistrictBeijing, 100022, China
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。

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

by SEEISEE on Nov 19, 2010

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