IBF Gets Social In China


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Overview of an association\'s continuous journey engaging in the Chinese Social Media Networks.

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IBF Gets Social In China

  1. 1. IBF Gets Social in China Constance Korol @demandplanning With Help from “Our Man in Shanghai” @OurManinSH #SMCLI 1
  2. 2. What We Do Here at the IBF 2
  3. 3. How Do We Do It?• Global events where forecasters share lessons learned/best practices and worst practices• Through social interaction in Facebook/Twitter/Linkedin etc.• Global corporate and individual membership• Similar to CPA/CFA Certified Professional Forecaster and Advanced Certified Professional Forecaster..validating their skill-sets and knowledge in the field.• Corporate Training 3
  4. 4. Our Members/ Speakers/Customers are Worldwide 4
  5. 5. Why China• China’s economical strength is the manufacturing sector, most of our audience• Educate and train teams from multinational companies and from local Chinese companies 5
  6. 6. Adding Social Media into the Marketing/Customer Service Tool Box• Two way communication in social media• We listen and learn from our members and followers and modify our programs accordingly• We moderate conversations, adding discussions and polls.• Our customers/followers/members are learning from the shared knowledge.• “Most of the learnings do not come from within these four walls.” – M Wachtel VP Demand Planning L’Oreal 6
  7. 7. When it Came to China We Hit the Great Wall• Global followers in Linkedin, Facebook, Twitter etc.• We were not familiar with Chinese culture• Time Zone Difference• Language obstacle, which is a key challenge for foreign companies 7
  8. 8. Linkedin as a Source• Our global connections spearheaded the campaign to their Asian team/partners• Needed more outreach• We needed a team in Mainland China• Understanding of culture, understand what we do in supply chain and speak the language 8
  9. 9. Enter “Our Man in Shanghai” @OurManinSHhttp://www.youtube.com/watch?v=1oxbPw1yCX8&hd=1 9
  10. 10. Sina to penetrate local market• You don’t understand China social if you don’t understand Sina Weibo• Microblog that far surpasses Twitter in functionality (threaded comments, groups, audio messages and direct video uploads).• Has more than 100 million registered users, expects to keep growing rapidly, and perhaps even exceeds Twitter in active users.• Valued over $2 billion USDResource: Mashable 2011 http://mashable.com/2011/03/18/china-top- social-network/ 10
  11. 11. Sina Weibo cont.• Points From Our Man in Shanghai team: – Sina provided a good way to increase customer loyalty – Chinese companies are using Sina to engage their customers and gain visibility. – IBF does not have an Asian office/language barrier, so Sina provided a way for followers to contact the company directly with ease 11
  12. 12. Sina Weibo Points from Our Man in Shanghai cont.• Almost every Sina microblogging user will check their account frequently throughout the day• Similar to twitter, users sharing breaking news in 140 characters or less.• Becoming more and more popular recently.• Compared to Sina, Renrens target audience are undergraduate/ graduate, main purpose for friendship/matchmaking. 12
  13. 13. Long Term Relationship• Continue the conversations in Sina Weibo with Our Man in Shanghai team• Post conference: Encourage those attendees to continue the conversation and learnings in the networks• Side note: Work with government for them to understand our Association. Their support can amplify our promotions as they directly communicate with company leaders. 13
  14. 14. Results• Partnerships were established with local Supply Chain organizations• Increased outreach and promotion efforts• Customer service issues were resolved with ease• Lead generation campaign, grow followers and relationships organically• Overall penetrating the local market’s social networks 14
  15. 15. Challenges• Red Seal of Company (China company requirement) needed to open and operate a business account in Sina Weibo• We were originally denied a Kaixin account for similar issues. Now we are in review.• Language barrier, difficult to closely monitor the conversations back home. 15
  16. 16. IBF Social Media Outlets• Facebook.com/demandplanning• Twitter.com/demandplanning• YouTube.com/demandplanning• Plancast.com/demandplanning• Quora.com/demandplanning• IBF group on Linkedin – Subgroup: IBFs Demand Planning and Forecasting in China• Blog: www.demand-planning.com• Sina: http://t.sina.com.cn/demandplanning• Kaixin: http://www.kaixin001.com/home/?uid=100520603• All network calendars updated with our event schedule 16
  17. 17. Thank You! Please Give to the Red Cross and help #Japan• http://wishes.causes.com/wishes/250900? bws=st 17