Social Media Conversations: How to connect with your audience onlinePresentation Transcript
Social Media Conversations Chris Tang Managing Director How to connect with your audience online
More demanding citizens and consumers Wider range of influencers Reduced trust in traditional institutions More activist government Changing Expectations
Global power shifts who/what can you trust?
The US weakens
Struggles in Afghanistan & Iraq
Global financial sector in turmoil
Currency market fluctuations - US$ v/s € v/s RMB
New global political forces
Russia & Georgia
European Union gains force
China deals with change
Building trust in an open world?
Tibetan/Olympic torch issue
Impact on Carrefour
‘ Love China’ online campaign
Open media coverage increase public donations
Online smear campaign for MNCs
Olympics – China welcomes the world
What is worse – the contamination or the cover-up?
Transformative six months Transformation Over One Year
I spent more time on Twitter and Facebook and Flickr yesterday than I did on e-mail.
Gatekeepers? What’s a gatekeeper? Deadline? What’s a deadline?
Two women raised over $6,000 in one day Twittering about frozen peas.
It’s easier to put my message on M&Ms than it is to get it in an A-list blog.
IBM receives more leads, sales and exposure from a $500 podcast than it does from an ad.
$0 budget YouTube videos about Barack Obama were seen 120 times compared to Hilary Clinton’s “largest town hall meeting in US history”, which cost millions.
A start-up company got 100 great marketing ideas for free from Twitter.
Procter & Gamble is “co-creating” all its marketing with its customers.
Wikipedia is nearly as accurate and just as credible as the Encyclopedia Brittannica and a lot more people use it.
The number of media outlets is growing faster than most country economies and people spend more time consuming media than they do sleeping.
Google has replaced the thesaurus, the encyclopedia, the dictionary and my short-term memory.
Measurement is easy.
12 signs that things are changing
Asia has over 40% of world’s internet population but only second lowest penetration rate
Hong Kong 70%
Consumer content drives local language
Chinese rising to number 1
Asia I s D riving G lobal Internet G rowth
Source: Comscore.com Percentage of Internet Population Using Social Networks (Q1 2009) Taiwan China Japan India New Zealand Hong Kong Malaysia South Korea Australia Singapore 42.40% 45.60% 50.90% 60.30% 62.80% 66.60% 68.00% 62.80% 68.30% 74.30%
Source: Ogilvy Insight: “Can Brands Have a Social Life”
Bulletin board systems (BBS) the heart of China’s social media
Blogging among the top ten applications for Chinese netizens
Social media used mainly for entertainment
Three biggest internet apps are music, video and online games
Over half of netizens look for new friends online
90% of young users use IM to connect with friends
Has one of the highest internet penetrations and breadth of broadband
Over half of Web users have a social network profile
93% of online users rely strongly on WOM
More than 50% of active Internet users have read a blog
Political blogs or citizen journalism practically non-existent
Young HK Chinese love to go online and check out Canto-gossip, film, fashion and music hits
Citizen journalism growing due to widespread dissatisfaction with traditional news sources
Social media channels used to express opinions, comment on news and share content
A nation filled with star bloggers exuding mass appeal
Popularity of blogging led to a yearly bloggers’ conference — TW Bloggers BoF
BBS is big, with over 1.84m unique visitors a month
Downloading not one of its top social media activities
Social Media in China Source: Web2Asia’s “Chinese Online Social Networks” TYPE LEADING PLAYER IN CHINA GLOBAL PLAYER Search Engine Baidu Google C2C eCommerce Taobao eBay Instant messaging QQ MSN Messenger Video hosting Youku, Tudou YouTube Image hosting Yupoo, Bababian Flickr Youth-Oriented SNS Xiaonei Facebook Professional SNS 51.com, Kaixin MySpace Business SNS Tianji, Wealink LinkedIn Portals Sina, Sohu Yahoo! Blog Blogbus Blogger
TODAY The New Media Landscape TV Ads Product Placement Billboard Print Ad Direct Mail B-Roll/VNRs News Release Backgrounder Bylined Articles Whitepaper Online Advertising E-mail Marketing Slideshows Social Networking Comments in Blogs Vcasts Podcasts Blogs Web Site Microsite Corporate Magazine/ Ezine Production/Placement Complexity Depth of Content BEFORE
Most Trusted News Sources
Genuine endorsement Broad reach Low incremental cost Amplifies media Distribute rumors Escalate issues Opportunities Threats The Power of Social Media
Preference for the use of digital media channels to discover information, build knowledge and share insights Generation V is defined around three key behavioural attributes: (1) Use of technology as a day-to-day tool to facilitate communication (2) Desire to participate – expecting conversations (3) Belief in the value of collaboration ; ‘we’ is more powerful and valuable than ‘me’ Generation V(irtual)
Contrasting View Between Corporate & the Public Evolution of Beauty Campaign
Conducted after Dove’s global study on beauty
Objective of the campaign: To create a global discussion about beauty with women all over the world
Communicated through a variety of print and TV ads, a Web site, workshops and films
Viral video “Evolution of Beauty”
Has been viewed more than 15 million times online
Seen by more than 300 million people worldwide
Markets are conversation. Are you participating? Savvy consumers don’t trust marketing, they trust their peers. The conversation is going on whether you care to be involved or not. If you choose not to be involved, you lose control of the conversation about your product, your business. You become irrelevant! Trust can take years to build but be eroded away in just a few days. To avoid disaster, you have to keep one finger on the pulse of the social web.
Message house PR program aimed at few target audiences One-way traffic from corporation to consumer through traditional outlets Greater control of message Traditional Storytelling Many more topics Many “tribes” instead of audiences (narrowcasting) Conversations and interactions with targets — community gardening Aim not for control but transparency and trust The New World of Conversations Traditional PR vs. Online PR
Langham Hotel’s “Big Deal” Campaign
Nokia’s “iTalentStar” Campaign User-generated content Friendster profile as competition platform Viral campaigns across youth blogs and video-sharing sites Interactive web site
More than 60,000 visitors voted Nokia’s “iTalentStar” Campaign More than 300 videos submitted 940,000 unique visitors 2.7 million page views 500 viral videos posted by fans Over US$475,000 worth of media value plus free and WOM promotions
Social Media: Where to start? Use search engines Register for sites Play! (Blogs, videos, networks, photos) Identify key sites and contributors (get an RSS reader) Start commenting and sharing Produce and push your own content Learn and Observe Listen Actively Contribute Actively Engage
Identify Effective I-fluentials Source: Jakob Nielsen - Participation Inequality: Encouraging More Users to Contribute 90% Lurkers 9% Intermittent Contributors 1% Heavy Contributors 90% of postings from 1% of users 10% of postings from 9% of users No postings from 90% of users
Engagement Credibility Relationships Engage, don’t interrupt. Unless your pitch is amazing, it will fall flat or worse still, backfire. Focus instead on providing content or service your customers want. Be genuine and transparent. Social media is a conversation where marketing is only sometimes invited. Faking it can seriously damage your reputation. Look beyond the one-time hit. Your objective is not a click, or any other single action. It’s a sustainable relationship that enables WOM endorsement and recurring revenue. New Rules Apply
Gain significant intelligence about your customers and marketplace Begin interaction with existing and potential customers through new touch points Heightened involvement between your brand and your customers to enable a wide range of marketing benefits including:
Scalable word-of-mouth endorsement
Heightened reputation for customer orientation
Clicks, registrations and leads for marketing follow-up
NTELLIGENCE NTERACTION NVOLVEMENT
NTELLIGENCE Gain early insight into potential issues Map to business areas and marketing communications priorities Monitor the conversation for marketing intelligence
Social media posting identified Is it positive? Do you want to respond? Is it bashing or degrading to others? Is it a rant, rage, or a joke? Is it factually wrong? Is it from an unhappy customer? Y Y Y Y Y Y N N N N N N No response. Monitor site for further comment. Respond with further useful information. No response. Monitor site for further comment. Respond with further useful information. Rectify the situation, respond and act with reasonable solution. Decide whether to respond base on circumstances Transparent Timely and well-crafted Friendly and respectful tone Include sources and references Have a point of view CONVERSATION RESPONSE GUIDELINES Source: “Why Social Media needs PR”, Upstream Asia NTERACTION
Four Key Building Blocks How can you encourage people to get in touch with you? Response What social media platforms will work best for this community and content? Platforms What will get them talking, and how can you help provide it? Content Who do you want – or can you reasonably expect – to talk about you? Communities NVOLVEMENT
Google Marrying the Art of Storytelling with the Art of Conversation
D Attend meetings and events Engage in conversation d Participate in online discussions d Read blogs d Join groups Google Blogger Strategy
48.98% 4.85% 19.64% 10.46% 7.40% 6.89% 1.27% 0.51% Total clippings: 392 (as of November 21, 2008) Google’s Media and Blogger Coverage in 2008 Dailies Tech Media Biz/Biz Tech Lifestyle Media Radio TV Blogs Trade Media
Blogs Online Tutorials
“ Google Maps Hong Kong launch is my favorite blogger event by far! Google’s blogger engagement has given local bloggers like me an invaluable opportunity to interact and even brainstorm with their engineers. We appreciated that the engineers took some quality time with us, and we all felt that it was such a delightful and enjoyable moment. In the past, Google is very low-key and ‘mysterious’ to me as it preferred users to discover its latest products rather than aggressively promote its products like companies. But after Google has started to reach out to local bloggers actively, it seems that Google has opened up a lot, and become more active in sharing their news and product updates with us.” — Marie Yuen, Blogger, Marieyuen.blogspot.com “ Google Maps [Hong Kong Launch] is my favorite Google blogger engagement event for sure! When I joined Google’s Cantonese Suggest Launch, I put up a live stream of Google engineers’ product demo and shared it with 50 blogger friends of mine on my Facebook. Google’s blogger outreach campaign definitely established local bloggers’ growing support for the company and increased our usage of Google's products. It also helped Google get a more positive image, especially among end users. I appreciate the fact that Google values local bloggers, and the events it organize provide us a great opportunity to socialize and make friends. ” — Jansen Lu, Blogger, Jan’s Tech Blog Local Bloggers’ Perception of Google
Increased Web Traffic
Google Maps Hong Kong Launch (July 22) Source: HitWise Google’s Web Search Market Share by Visits
Main Hong Kong Blogger Groups Google Interacts With
Technology Campaign of the Year “Customizing Users’ Online Experience” (Google Taiwan) Asia-Pacific PR Awards November 20, 2008 Certificate of Excellence “Redefining Online Mapping in Hong Kong” (Google Hong Kong) Asia-Pacific PR Awards November 20, 2008 Google’s Blogger Outreach Gets Industry Recognition
“ Software such as the mail server, Google Maps and Google Earth are useful in teaching. They make classes more vivid and close to daily life… More importantly, the applications are free of charge and the money saved can be used on purchasing other teaching tools. It is more cost-effective.” — Marie Yuen King-Yin, teacher and avid blogger A blogger interview about the uses of Google apps in the education sector Source: SCMP’s Young Post (December 3, 2008)
This full-page feature story unveils the successful formula of Mark Leung, who leverages YouTube to become enormously popular in the world. The power user demonstrates his passion and dedication to create and share his videos on YouTube by providing YouTube users with 11 invaluable tips on increasing the popularity of YouTube videos. Popular YouTuber shares tips on how to make interesting videos Source: Hong Kong Economic Times (March 17, 2008)
“ It’s perfect for people who can’t read maps, as it offers a real ground perspective of how to get to a place.” — Kenneth Pinto, administrative officer “ Google Street View, which is 3D, will allow the students to see and plan better how they will actually get around.” — Wendy Tan, geography teacher “ Our café is located at street level, at a front shophouse at Holland Village, so it helps that users can walk their way to our café online before coming here.” — Evan Chung, café director Community outreach: Day-to-day users describing the uses of Streetview Source: The Straits Times (October 13, 2008)
Blogging Etiquette Provide value Tell the truth Be upfront Don’t be a pest Join the conversation Open a conversation
Work in real time Spend some time identifying your ideal targets Use search engines like Google to locate blogs Determine the popularity of a blog Evaluate your options and get to know the blogs Relationships are key to success Transparency is non-negotiable Personalize your pitch and be brief Avoid using PR or marketing jargons when engaging bloggers Blogger Outreach Best Practices
Fabrik Building a Presence on Wikipedia to Increase Web Traffic
Fabrik’s Wikipedia Entry
Developed Fabrik’s own Wikipedia profile Added Fabrik references in competitors’ Wikipedia pages Composed competitive section in competitors’ Wikipedia pages to provide an area for Fabrik’s reference Contributed to community discussions on corporate controversies Posted information and links to Fabrik on other pages with relevant subject matter
Wikipedia 101 Ask yourself whether or not you have enough PR clout to warrant a Wikipedia listing If you do decide to create an entry in Wikipedia, you need to strip your content of all marketing language or plaudits Ask yourself if Wikipedia is going to offer more content to people than what you’d offer on your web site Wikipedia is a place for official data points, not promotion for promotion or nonsense If your company has a Wikipedia entry, which you don’t like, don’t just change the page Encourage third-party resources to work on the entry Strategically link related pages to your Wikipedia entry (and vice versa) Use external links to send traffic to your Wikipedia profile Track and convert traffic from Wikipedia
Roxio Securing Mindshare from Target Consumer Audience with Multimedia Release
Roxio launches Easy VHS to DVD Helps Families Revive, Relive, and Preserve Cherished Personal Video Memories and Entertainment Roxio Social Media Release
“ If nothing else, you can't fault Roxio on their press relations. Huge, high-res photos, separate product-specific web site, wire-service press release and a promotional video embeddable through no less than 24 different video services. They sure know how to launch a product.” Captivate Your Audience
Write short, compelling headlines that feature keywords, not buzzwords Add a subhead to further explain why someone should continue reading your SMR Using bullet points to create a news summary Quotes are not necessary especially if they don’t lend anything to the value of the information Use del.icio.us or other social media driven sites to collect relevant facts about your company, product, competition and state of the market; present it all through one link Use a social media photo sharing service for related images and include a link of the service in your SMR Publish relevent and necessary tags — do not promote tag spam Give your readers a way to save a link to your SMR using their favorite tools Add your contact information, including your IM and VoIP information Distribute your SMR via popular news sharing sites How to Write a Social Media Release
The Hoffman Agency on the Web
Chris Tang Managing Director APAC Tel: +86 10 65070985 MP: +86 13801179352 E-mail: [email_address] Skype: chrisleitang_china