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Be prepared to leverage social in the digital era abca cwia
Be prepared to leverage social in the digital era abca cwia
Be prepared to leverage social in the digital era abca cwia
Be prepared to leverage social in the digital era abca cwia
Be prepared to leverage social in the digital era abca cwia
Be prepared to leverage social in the digital era abca cwia
Be prepared to leverage social in the digital era abca cwia
Be prepared to leverage social in the digital era abca cwia
Be prepared to leverage social in the digital era abca cwia
Be prepared to leverage social in the digital era abca cwia
Be prepared to leverage social in the digital era abca cwia
Be prepared to leverage social in the digital era abca cwia
Be prepared to leverage social in the digital era abca cwia
Be prepared to leverage social in the digital era abca cwia
Be prepared to leverage social in the digital era abca cwia
Be prepared to leverage social in the digital era abca cwia
Be prepared to leverage social in the digital era abca cwia
Be prepared to leverage social in the digital era abca cwia
Be prepared to leverage social in the digital era abca cwia
Be prepared to leverage social in the digital era abca cwia
Be prepared to leverage social in the digital era abca cwia
Be prepared to leverage social in the digital era abca cwia
Be prepared to leverage social in the digital era abca cwia
Be prepared to leverage social in the digital era abca cwia
Be prepared to leverage social in the digital era abca cwia
Be prepared to leverage social in the digital era abca cwia
Be prepared to leverage social in the digital era abca cwia
Be prepared to leverage social in the digital era abca cwia
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Be prepared to leverage social in the digital era abca cwia

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  • 1. Be Prepared to Leverage Socialin the Digital EraJune 2012
  • 2. Agenda• Current Media Environment• Are You Ready for Social Media• How to Leverage Social Media• Best in Class Case Cohn & Wolfe Digital Capabilities – 7/3/2012 – 2
  • 3. Media Landscape • E-zine and readers interaction • app for smart phone/ tablet PC • real-name involvement • 8,500+ periodicals • 2,000+ dailies • 3,500+ TV channels • 2,900+ radio stations • 2 nationwide wire services (Xinhua & China News Agency) Cohn & Wolfe Digital Capabilities – 7/3/2012 – 3
  • 4. Multiple Digital Channels Search Engine: Be Searchable Social Media: Be Social Earned Media Paid Media Earned Media Owned Online Media: Be informative Media Official website: Be Responsive Cohn & Wolfe Digital Capabilities – 7/3/2012 – 4
  • 5. China’s Social Media Social Media Landscape 485 284 • China’s digital landscape is million fragmented million 250 • Weibo appears as the most popular million social media platform to interact with customers 500+ million • By end of 2011, Sina weibo internet users 137 accumulated over 250 million of million registered users 350 million mobile internet • Competition is fierce, so for each 116 user industry and age group there is a million different set of platforms, channels and influencers.. some effective, some not.Source: CNNIC, Nov,2011 Cohn & Wolfe Digital Capabilities – 7/3/2012 – 5
  • 6. Agenda• Current Media Environment• Are You Ready for Social Media• How to Leverage Social Media• Best in Class Case Cohn & Wolfe Digital Capabilities – 7/3/2012 – 6
  • 7. B2B Social Media By The Numbers… 81% 72% of marketers said their social media efforts increased exposure of marketers who have for their business used social media for more than 3 years report it helped them close business2011 Forrester Research “B2B Interactive Marketing Forecast” Cohn & Wolfe Digital Capabilities – 7/3/2012 – 7
  • 8. B2B Marketing Trends• Almost 90% of B2B businesses are either maintaining or increasing their social media spending. – For those increasing budgets, “past success” is sited as the most common reason. – For those decreasing budgets, economic conditions is almost exclusively the cause. *Inbound marketing refers to non-paid or earned social media activities.Sources: Forrester ,2010 – “Segment Social Media Behaviors to Improve Tech Vendor Marketing Plans”,Forrester – 2010 “The Coming Upheaval in Tech Services”, HubSpot – 2010 “The State of Inbound Marketing”,IDG – 2010 “Bringing Method to Media Madness”, eMarketer – 2010 “B2C Outpacing B2B in Social Measurement”,White Horse – 2010 “B2B Marketing Goes Social”, AMR 2010 International Report on B2B Marketing in the U.S. Cohn & Wolfe Digital Capabilities – 7/3/2012 – 8
  • 9. B2B Social Media InvestmentB2B companies are investing aggressively in their online properties such ascompany websites, official blogs, social networks, blogs and micro-blogs toreach buyers. “How do you expect your use of digital to change in the marketing mix?” Sources: Forrester ,2010 – “Segment Social Media Behaviors to Improve Tech Vendor Marketing Plans”, Forrester – 2010 “The Coming Upheaval in Tech Services”, HubSpot – 2010 “The State of Inbound Marketing”, IDG – 2010 “Bringing Method to Media Madness”, eMarketer – 2010 “B2C Outpacing B2B in Social Measurement”, White Horse – 2010 “B2B Marketing Goes Social”, AMR 2010 International Report on B2B Marketing in the U.S. Cohn & Wolfe Digital Capabilities – 7/3/2012 – 9
  • 10. Social Media Preparation CHECKLIST – Is Your Company Ready for Social Media? Don’t jump into social media just because everyone else is doing it. Here’s a checklist designed to help you determine if your organization is ready and, if so, how to make your efforts successful. – My company has clear goals and separate budget for social media. – We know which social media platforms are popular with our prospects and customers – We have the human resources to commit to social media. – We produce enough quality content to sustain social media conversations – Our stakeholders talk the company on social media – We’re ready to incorporate social media strategies throughout the buying process. Cohn & Wolfe Digital Capabilities – 7/3/2012 – 10
  • 11. Agenda• Current Media Environment• Are You Ready for Social Media• How to Leverage Social Media• Best in Class Case Cohn & Wolfe Digital Capabilities – 7/3/2012 – 11
  • 12. How to Leverage Social Media Insights-Based Social Media Digital Content Strategy Strategy Policy & Process Influencer & Optimization Development Creation Relations/Com (complete) munity Social Media Engagement Digital Footprint Monitoring, Optimization & Response & Social Media Expansion Analysis Training Issues & Crisis Digital Influencer Management Mapping SEO/SEM Planning Measurement Approach Sites, Apps, Widgets, Podcasts Social Media Monitoring, Rapid Response & Analysis Cohn & Wolfe Digital Capabilities – 7/3/2012 – 12
  • 13. Social Media InsightsTarget Audience Analysis for a Music Brand: Conside Awareness Familiarity Purchase Loyalty ration Music Fans Brand Fans Brand Users/Fans • Love music, may not know • Play guitar and hear about Brand • Know & understand Brand Brand • Have interest to know more about • Willing to share their experience • Want to obtain passion Gibson brand and guitar relevant with Brand guitar and guitar and spirit from music information knowledge • Highlight brand essence • Build brand advocacy to generate guitar fans‟ interests to influence more target • Increase brand and know more about Brand audience awareness among • Build up brand • Enhance brand loyalty music fans preference & enlarge among Brand fans Gibson fans club • Vertical SNS • Weibo • Vertical SNS • Weibo • Online Guitar Community • Weibo Cohn & Wolfe Digital Capabilities – 7/3/2012 – 13
  • 14. Social Media Planning - WeiboWeibo objective: Corporate Objective of Weibo Marketing Brand Media Customer Sales Recruiting Others Building Relationship Service Support Cohn & Wolfe Digital Capabilities – 7/3/2012 – 14
  • 15. Social Media Planning - WeiboWeibo positioning: Cohn & Wolfe Digital Capabilities – 7/3/2012 – 15
  • 16. Social Media Planning – Beyond Weibo Source: 3M PR Cohn & Wolfe Digital Capabilities – 7/3/2012 – 16
  • 17. Social Media Infrastructure - PolicyIntel Social Media Guidelines Dell Global Social Media Policy Five Social Media Principles • Protect Information • Be Transparent and Disclose • Be Responsible • Be Nice, Have Fun and Connect • Social Media Account Ownership Cohn & Wolfe Digital Capabilities – 7/3/2012 – 17
  • 18. Social Media Infrastructure – Process & Training Enterprise Model Insights Membe PR/ Marketi Commu .com /Analyti rship Comms ng nity cs Drives acquisition Message Member Commerce Audience insights, CSR, Community & retention Architecture Advantage(online/o Integration, measurement, + Philanthropy Content Strategy ffline) Channel cross conversion analytics Earned Media Promotion promotion, (offline & online) Paid Media Conversion metricsTraining Model Cohn & Wolfe Digital Capabilities – 7/3/2012 – 18
  • 19. Social Media Influence - Crisis Management2012年2月CIC和奥美公关联合发布的《微时代危机管理白皮书》 Cohn & Wolfe Digital Capabilities – 7/3/2012 – 19
  • 20. Social Media Experience – illy Coffee Activate illy social media platforms to:“Brand” the Authentic Espresso & • Reach Niche Market (Coffee Crazy Fans)Promote Italian Quality lifestyle • Increase E-shop Conversion Rate Cohn & Wolfe Digital Capabilities – 7/3/2012 – 20
  • 21. Agenda• Current Media Environment• Are You Ready for Social Media• How to Leverage Social Media• Best in Class Case Cohn & Wolfe Digital Capabilities – 7/3/2012 – 21
  • 22. Cisco : The Network
  • 23. Cisco: The Network A history of using social media successfully – In 2008, saved $100,000+ on launch of a new router by only using social media channels to promote it• Recently launched “The Network” – Ties in to existing “Human Network” campaign – Name chosen by their Facebook fans• Features curated industry news, press releases, and videos• Commissioned reporters who have worked at top tier publications to create content on their core technology topics• Embeddable news widget for websites• Facebook, Twitter, Flickr, and video integration Cohn & Wolfe Digital Capabilities – 7/3/2012 – 23
  • 24. Cisco: The Network • The social-media communications team manages the overall content and strategy across Cisco corporate social channels • The social-media marketing team oversees integrated social-media campaigns, lead generation, online brand strategy and monitoring Cohn & Wolfe Digital Capabilities – 7/3/2012 – 24
  • 25. Cisco: The NetworkUtilized traditional media, marketing, and social media tactics todrive traffic and use of „The Network‟ portal.Traditional Media Tactics Social Media Tactics – Press Release – The Network Portal – Media Relations – Facebook – TwitterMarketing Tactics – YouTube – Brand advertising – Flickr – Introducing “The Network” Video – Embeddable widget Cohn & Wolfe Digital Capabilities – 7/3/2012 – 25
  • 26. Cisco: The Network Facebook YouTube – 188,268 Likes – 1,000 videos – SuperFan Spotlight – Corporate speakers, product demos showcases a fan‟s photo as – 251,129 channel Views the profile image – 1,977,772 upload Views – Custom tabs integrating news – 4,211 subscribers feeds, videos, Twitter, and – 28% growth in subscribers post polls launch – A 17% increase in the number of comments Twitter @CiscoSystems – 63,537 Followers Flickr – Curated by internal social media employees – Features press and event images Cohn & Wolfe Digital Capabilities – 7/3/2012 – 26
  • 27. Cisco: The Network In China Cohn & Wolfe Digital Capabilities – 7/3/2012 – 27
  • 28. LET’S CONNECTCarrie Wang More social media news andCarrie.wang@cohnwolfe.com insights, please read+ 86 18621897932 Weibo: @凯维公关@肖逸紫 Website: www.cohnwolfe.com

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