D/BMBurson-Marsteller ChinaHow to promote your brand usingSocial Media                                                    ...
HelloIntroducing some team members atBurson-Marsteller (B-M GD) Joanne    Amber                 Wendy                   Ka...
What is D/BM?D/BM is Burson-Marsteller Chinas integrated Digitaland Social Media influencer practice.           Identify  ...
D/BM end-to-end digitalsolutions     Digital                                      Digital                             Digi...
D/BM B-M China’s Integrated Digital and Social Media practice
D/BM B-M China’s Integrated Digital and Social Media practice
D/BM B-M China’s Integrated Digital and Social Media practice
D/BM B-M China’s Integrated Digital and Social Media practice
D/BM B-M China’s Integrated Digital and Social Media practice
D/BM B-M China’s Integrated Digital and Social Media practice
D/BM B-M China’s Integrated Digital and Social Media practice
People trust other peoplethe most. 4Trust is driven by online connections andrelationships.4McKinsey Quarterly report, Oct...
D/BM The power of InternetWord of Mouth                                                            “Leading source of     ...
China’s                                                                      60 largest                                   ...
%of traditional media sourcesgo online to track companies and find stories*                                               ...
By 2015                ,750M PC internet800M smartphones                                                     2            ...
Time spent online today                 19 hours                  per         week 3Consuming experiences,Co-creating and ...
1 in 4 consumers inChina say they will neitherpurchase nor recommend acompany or product withoutfirst checking other custo...
Everyone’s a journalist:                              %                 of online users in                              Ch...
D/BM B-M China’s Integrated Digital and Social Media practice
PR, communications, marketing, mediaand business in China has becomeOnline and Social.                               1Forr...
D/BM B-M China’s Integrated Digital and Social Media practice
D/BM B-M China’s Integrated Digital and Social Media practice
D/BM B-M China’s Integrated Digital and Social Media practice
D/BM                                            MoreCorporate                                 demanding                   ...
D/BM B-M China’s Integrated Digital and Social Media practice
D/BM media typesReach vs. Control           -                                                                     VIRAL   ...
D/BM China social insights        Social media transforms how companies1          manage reputation and marketing         ...
D/BM social media                  programming                          2. Identify                                       ...
D/BM Align social withkey strategic goals                                         Examine your                            ...
D/BM Goals will differ by levels    Corporate       Risk    management        Business unit                       Consiste...
D/BM Choose metrics foreach level       C-level/                                     Business metrics: revenue,           ...
D/BM Ask tough questions:Is your company ready to be social?            D/BM B-M China’s Integrated Digital and Social Med...
Evaluate each social mediainitiative               Impact                     Readiness               • How does it       ...
D/BM digital methodology Listen/         PlanningMonitoring                                         Engagement Analysis   ...
Go beyond basic monitoring toanalytics                                                                             Monitor...
D/BM B-M China’s Integrated Digital and Social Media practice
D/BM B-M China’s Integrated Digital and Social Media practice
Your campaign                                   Your brandYour issue                                       Your competitor...
D/BM B-M China’s Integrated Digital and Social Media practice
D/BM                                                                Digital                                               ...
D/BM                                                                Online                                                ...
D/BM B-M China’s Integrated Digital and Social Media practice
D/BM B-M China’s Integrated Digital and Social Media practice
D/BM B-M China’s Integrated Digital and Social Media practice
D/BM Social Media Influencers   – A five-phase approach     Phase 1:             Phase 2:                                 ...
D/BM Digital & Social MediaIntegration                       Trust factors                                    5           ...
D/BM Multichannel Integrationplanning                                        Target Segments           Integrated marketin...
D/BM B-M China’s Integrated Digital and Social Media practice
D/BM Our team’s successstories          D/BM B-M China’s Integrated Digital and Social Media practice
D/BM B-M China’s Integrated Digital and Social Media practice
D/BM B-M China’s Integrated Digital and Social Media practice
D/BM B-M China’s Integrated Digital and Social Media practice
D/BM B-M China’s Integrated Digital and Social Media practice
D/BM B-M China’s Integrated Digital and Social Media practice
D/BM B-M China’s Integrated Digital and Social Media practice
D/BM Partners & tools   Research & Insights   Social Media   Monitoring   Channel Management   Design & Development   Web ...
Social Media. Rememberit’s about RELATIONSHIPS        D/BM B-M China’s Integrated Digital and Social Media practice
D/BMBurson-Marsteller What we do?1. Identify audiences,   influencers,            2. Create actionable   programs and     ...
Ask howD/BM can deliver your digital businessneeds in China                                                            Abo...
Follow Burson-Marsteller ChinaWeibo www.weibo.com/BMChinaTwitter www.twitter.com/DBM_ChinaMore www.bmchina.com.cnEmail dro...
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How to promote your brand using social media

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How to promote your brand using social media

  1. 1. D/BMBurson-Marsteller ChinaHow to promote your brand usingSocial Media Join Burson-Marsteller China Weibo www.weibo.com/BMChina Twitter www.twitter.com/DBM_ChinaJuly 29, 2011 More www.bmchina.com.cn Zaheer Nooruddin v.1.1 Lead Digital Strategist Email dropbox@bm.com zaheer.nooruddin@bm.com D/BM B-M China’s Integrated Digital and Social Media practice
  2. 2. HelloIntroducing some team members atBurson-Marsteller (B-M GD) Joanne Amber Wendy Kathy Zaheer D/BM B-M China’s Integrated Digital and Social Media practice
  3. 3. What is D/BM?D/BM is Burson-Marsteller Chinas integrated Digitaland Social Media influencer practice. Identify Digital Create influencers Manage communities Digital Digital Issues reputation Crises marketing D/BM B-M China’s Integrated Digital and Social Media practice
  4. 4. D/BM end-to-end digitalsolutions Digital Digital Digital Issues & Campaigns Integration Crises Listening Digital Media Planning Training Consultancy Check Up Reporting Activation Experience Design Community Influencer Development Tracking Mobile Email Online Presence Engagement Marketing Social media Social Media Channel CollaborationCommunications Search Management D/BM B-M China’s Integrated Digital and Social Media practice
  5. 5. D/BM B-M China’s Integrated Digital and Social Media practice
  6. 6. D/BM B-M China’s Integrated Digital and Social Media practice
  7. 7. D/BM B-M China’s Integrated Digital and Social Media practice
  8. 8. D/BM B-M China’s Integrated Digital and Social Media practice
  9. 9. D/BM B-M China’s Integrated Digital and Social Media practice
  10. 10. D/BM B-M China’s Integrated Digital and Social Media practice
  11. 11. D/BM B-M China’s Integrated Digital and Social Media practice
  12. 12. People trust other peoplethe most. 4Trust is driven by online connections andrelationships.4McKinsey Quarterly report, October 2010TNS China’s Top Digital Brands 2010 Report D/BM B-M China’s Integrated Digital and Social Media practice
  13. 13. D/BM The power of InternetWord of Mouth “Leading source of information, leading to conversations. #1 source to find information during and after conversations.” - Kelley Fay Group Study 2011 D/BM B-M China’s Integrated Digital and Social Media practice
  14. 14. China’s 60 largest % cities, people spend leisure time online4McKinsey, China’s Internet Obsession Report,Feb 2011 D/BM B-M China’s Integrated Digital and Social Media practice
  15. 15. %of traditional media sourcesgo online to track companies and find stories* *Brandseye.com D/BM B-M China’s Integrated Digital and Social Media practice
  16. 16. By 2015 ,750M PC internet800M smartphones 2 2Ericcson Mobile Tech Report, 2010D/BM B-M China’s Integrated Digital and Social Media practice
  17. 17. Time spent online today 19 hours per week 3Consuming experiences,Co-creating and consuming information 3McKinsey Quarterly report, 2010 D/BM B-M China’s Integrated Digital and Social Media practice
  18. 18. 1 in 4 consumers inChina say they will neitherpurchase nor recommend acompany or product withoutfirst checking other customeropinions online. 2 2McKinsey Quarterly report, October 2010 D/BM B-M China’s Integrated Digital and Social Media practice
  19. 19. Everyone’s a journalist: % of online users in China have written a blog entry. D/BM B-M China’s Integrated Digital and Social Media practice
  20. 20. D/BM B-M China’s Integrated Digital and Social Media practice
  21. 21. PR, communications, marketing, mediaand business in China has becomeOnline and Social. 1Forrester Research’s Social Technology study for brands, October 2009 D/BM B-M China’s Integrated Digital and Social Media practice
  22. 22. D/BM B-M China’s Integrated Digital and Social Media practice
  23. 23. D/BM B-M China’s Integrated Digital and Social Media practice
  24. 24. D/BM B-M China’s Integrated Digital and Social Media practice
  25. 25. D/BM MoreCorporate demanding consumersReputation Wider Reduced trust in Corporate networks Reputation of institutions influencers More social awareness D/BM B-M China’s integrated Digital and Social Media practice
  26. 26. D/BM B-M China’s Integrated Digital and Social Media practice
  27. 27. D/BM media typesReach vs. Control - VIRAL Rapidly EARNED SOCIAL shared Brand and Audience driven advocates CONTROL PAID Reach and visibility OWNED Experience and relationship led + - REACH + D/BM B-M China’s Integrated Digital and Social Media practice
  28. 28. D/BM China social insights Social media transforms how companies1 manage reputation and marketing News and issues travel become 2 universally known in minutes Increasingly, issues for companies are 3 born in discussions online Digital messaging is not consumed but 4 “experienced”. People trust other people Online social communities have the power to 5 shape business 6 Mobile forces are unstoppable 7 Crises will happen more often 8 Influencers shape issues and brands D/BM B-M China’s Integrated Digital and Social Media practice
  29. 29. D/BM social media programming 2. Identify 9. Bring 1. Define 3. Identify stakeholders 7. Pilot 8. Review programs to business current 4. Research 5. Strategy 6. Prioritize to bring to programs performance scale over objectives assets the table time Business unit Build channels Boost revenues leaders with a Social media audit Integrate social Identify the Train staff and/or margins stake in if current social media into crisis people, processes Create contentSupport full & fair communications media monitoring planning and technologies calendar share price with outside is not in place needed to close Staff training audiences Social media Build onlineLower corporate Research on the the gap between Rank tactics based Analytics Create toolkits Corporate channels already channels each the business goal influencer lists reputation risk on budget, Qualitative that enable function leaders in place target audience and current status Message calendar Acquire talent resources, culture lessons learned Expand (PR, IR, Corporate Skilled staff uses; their Counsel) Crisis scenario monitoring Gather expectations for Include preparation intelligence Sets stage for visibility, type of Ongoing strategy information, level Monitoring Analytics and analytics Lower cost of coordination of engagement solution reviewscustomer service between business Typically 3-6 units later months D/BM B-M China’s Integrated Digital and Social Media practice
  30. 30. D/BM Align social withkey strategic goals Examine your 2011/12 goals Pick ones where social will have an impact D/BM B-M China’s Integrated Digital and Social Media practice
  31. 31. D/BM Goals will differ by levels Corporate Risk management Business unit Consistency Leadership development & culture across brands Brand Social strategist & COE Community Engagement Channel focus manager & metrics education Value metrics ROI metrics D/BM B-M China’s Integrated Digital and Social Media practice
  32. 32. D/BM Choose metrics foreach level C-level/ Business metrics: revenue, reputation. Corporate Social media analytics: Insights, LOB/Geo share of voice, resonance, WOM. Stakeholders Engagement metrics: fans, Agency/ Marketing followers, clicks. Manager D/BM B-M China’s Integrated Digital and Social Media practice
  33. 33. D/BM Ask tough questions:Is your company ready to be social? D/BM B-M China’s Integrated Digital and Social Media practice
  34. 34. Evaluate each social mediainitiative Impact Readiness • How does it • Are there support an people who can objective? do this? • What metrics • Is there budget? matter? Risks Priority • What are the • Does this risks if we do initiative enable this? other work? • What if we don’t? D/BM B-M China’s Integrated Digital and Social Media practice
  35. 35. D/BM digital methodology Listen/ PlanningMonitoring Engagement Analysis Insight Analytics Results D/BM B-M China’s Integrated Digital and Social Media practice
  36. 36. Go beyond basic monitoring toanalytics Monitoring & analytics Deep support monitoring to integrated into prep & support everyday Centralized campaigns monitoring but workflow not actionable in business Tracks brand units mentions using basic tools (Baidu, No Alexa) monitoring Make course corrections in place nearly real-time. Use predictive analytics to anticipate demand. D/BM B-M China’s Integrated Digital and Social Media practice
  37. 37. D/BM B-M China’s Integrated Digital and Social Media practice
  38. 38. D/BM B-M China’s Integrated Digital and Social Media practice
  39. 39. Your campaign Your brandYour issue Your competitor Your product D/BM B-M China’s Integrated Digital and Social Media practice
  40. 40. D/BM B-M China’s Integrated Digital and Social Media practice
  41. 41. D/BM Digital ListenerD/BM B-M China’s Integrated Digital and Social Media practice
  42. 42. D/BM Online Social Media AnalysisD/BM B-M China’s Integrated Digital and Social Media practice
  43. 43. D/BM B-M China’s Integrated Digital and Social Media practice
  44. 44. D/BM B-M China’s Integrated Digital and Social Media practice
  45. 45. D/BM B-M China’s Integrated Digital and Social Media practice
  46. 46. D/BM Social Media Influencers – A five-phase approach Phase 1: Phase 2: Phase 4: Phase 3: Phase 5: Put InfluencersInternal Readiness Identify Influencers Build Relationships Foster Growth First D/BM B-M China’s Integrated Digital and Social Media practice
  47. 47. D/BM Digital & Social MediaIntegration Trust factors 5 4 3 Corporate website Functionality Brand images 2 Campaign mini-site 1 Mobile apps 0 RSS Banner Ads Rich media Use of technology Usability Email Content & tools D/BM B-M China’s Integrated Digital and Social Media practice
  48. 48. D/BM Multichannel Integrationplanning Target Segments Integrated marketing strategy to manage cross-channel touch-points and frameworks to present target audiences consistent and best-in-class experience Website Email Search Mobile Online Rich Online Social ads media events media Conversion Loyalty Awareness Preference Awareness Affinity Loyalty Awareness Affinity / WOM End to End Measurement, Analytics & Optimization INFRASTRUCTURE: 8 CORE COMPONENTS Strategy Process Policy Tools Resources Marketing Measurement Skills D/BM B-M China’s Integrated Digital and Social Media practice
  49. 49. D/BM B-M China’s Integrated Digital and Social Media practice
  50. 50. D/BM Our team’s successstories D/BM B-M China’s Integrated Digital and Social Media practice
  51. 51. D/BM B-M China’s Integrated Digital and Social Media practice
  52. 52. D/BM B-M China’s Integrated Digital and Social Media practice
  53. 53. D/BM B-M China’s Integrated Digital and Social Media practice
  54. 54. D/BM B-M China’s Integrated Digital and Social Media practice
  55. 55. D/BM B-M China’s Integrated Digital and Social Media practice
  56. 56. D/BM B-M China’s Integrated Digital and Social Media practice
  57. 57. D/BM Partners & tools Research & Insights Social Media Monitoring Channel Management Design & Development Web Analytics D/BM B-M China’s Integrated Digital and Social Media practice
  58. 58. Social Media. Rememberit’s about RELATIONSHIPS D/BM B-M China’s Integrated Digital and Social Media practice
  59. 59. D/BMBurson-Marsteller What we do?1. Identify audiences, influencers, 2. Create actionable programs and online solutions channels focused on results 3. Manage issues and campaigns that build connections with audiences and influencers Meaningful online presence is critical to business D/BM B-M China’s Integrated Digital and Social Media practice
  60. 60. Ask howD/BM can deliver your digital businessneeds in China About Burson-Marsteller China What we do: • Digital and Social Media • Brand MarketingEmail: • Media Relations • Corporate Communicationsdropbox@bm.com • Corporate Responsibility • Training • Crisis • Healthcare • Public Affairs • Energy, Environment and Climate Change • Change & Organisational Performance • Technology D/BM B-M China’s Integrated Digital and Social Media practice
  61. 61. Follow Burson-Marsteller ChinaWeibo www.weibo.com/BMChinaTwitter www.twitter.com/DBM_ChinaMore www.bmchina.com.cnEmail dropbox@bm.com D BM D/BM B-M China’s Integrated Digital and Social Media practice D/BM B-M China’s Integrated Digital and Social Media practice
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