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China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
China Social Media: Branding in the Digital Age
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China Social Media: Branding in the Digital Age

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  • 1. Impressions VS expressions Event: Branding in the digital age Shanghai, June 23, 2011
  • 2. Warming up
  • 3. How many internet users in China?A: 477 mln B: 377 mln Warming up 3
  • 4. Which brand ranks #1 in amount of fans on Chinese social media?A: Volkswagen B: Audi Warming up 4
  • 5. The time Chinese spent online in 2010 has increased by..A: 31% B: 45%Warming up 5
  • 6. What’s the Chinese Twitter called?A: Dianping B: Weibo Warming up 6
  • 7. Ready?
  • 8. This presentation is notabout branding (sorry)Instead, it’s about wherethe rubber meets the road 8
  • 9. This P&G commercial reached85% of the target group in 3airings. That was 1987. 9
  • 10. The old sender/receivermodel has become morecomplex Sender Message Receiver 10
  • 11. Today, people talk back at brands..Sender Message Receiver 11
  • 12. And worse, also to each other on a global scale, beyond the local tupperware party! ReceiverSender Message + Sender 12
  • 13. 67%of consumer purchase decisions areprimarily influenced by word of mouth,according to McKinseyMcKinsey/Thompson LightstoneFact 13
  • 14. You should buy this No
  • 15. You should buy this Yes
  • 16. It’s about what others sayabout your brand.Not you.Simple, right? 16
  • 17. fromImpressions toExpressions 17
  • 18. Traditional media was aboutgenerating impressions 18
  • 19. How many people (might have) seen our ad? 19
  • 20. Digital media was also aboutgenerating impressions 20
  • 21. How many page views did we get? 21
  • 22. Social media is aboutgenerating expressions social games ambassadors 22
  • 23. DefinitionExpressions are brand interactions thatare shared with others 23
  • 24. Me talking about my new Nikeshoes on Renren 24
  • 25. Me sharing my running time onSina Weibo 25
  • 26. Me trying to sell my old Adidas shoes on a BBS Rose beauty origin exampleAgenda 26
  • 27. It are photos, videos, replies, blogposts andreviews about your brand But also.. 27
  • 28. 28
  • 29. Fox trying to get more likes.. 29
  • 30. BWM screaming for more likes.. 30
  • 31. Red Bull crying for more likes.. 31
  • 32. (they don’t get it) 32
  • 33. DefinitionExpressions are EARNED brandinteractions that are shared with others 33
  • 34. Burberry get’s it 34
  • 35. Burberry saw its sales oftrench coats decline.. 35
  • 36. Art of the Trench byBurberry 36
  • 37. Add your trench coatphoto via Facebook 37
  • 38. Share, like and givecomments! 38
  • 39. Photos from 150countries6 million fans onFacebookGiving avg 300 repliesper post95% positive replies 39
  • 40. 10% sales increasePhotos from 150countries6 million fans onFacebookGiving avg 300 repliesper post95% positive replies 40
  • 41. Another example 41
  • 42. KLM was looking for a way tobring their philosophy ‘Journeysof inspiration’ to life.. 42
  • 43. How happiness spreads:surprising passengerswith little gifts 43
  • 44. For 3 weeks a KLM teamon Schiphol tracks downpassengers that tweetabout waiting for theirflight.. 44
  • 45. Surprising them with asmall personalized giftbased on their socialmedia profile... 45
  • 46. Let the lucky winnersshare their moment ofhappiness with others onsocial media! 46
  • 47. 28 passengers received agiftTheir happiness reachedover 1mln people onTwitter5.000 new KLM fans onFacebook 47
  • 48. So remember.. 48
  • 49. It are theexpressionsthat count. 49
  • 50. Thank you!
  • 51. Boosting brands Rogier BikkerCo-founder | Creative Director +86 1860 167 2657 rogier@energize.cn www.energize.cn

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