China Social Media: Branding in the Digital Age

Impressions VS expressions Event: Branding in the digital age Shanghai, June 23, 2011

Warming up

How many internet users in China?A: 477 mln B: 377 mln Warming up 3

Which brand ranks #1 in amount of fans on Chinese social media?A: Volkswagen B: Audi Warming up 4

The time Chinese spent online in 2010 has increased by..A: 31% B: 45%Warming up 5

What’s the Chinese Twitter called?A: Dianping B: Weibo Warming up 6

Ready?

This presentation is notabout branding (sorry)Instead, it’s about wherethe rubber meets the road 8

This P&G commercial reached85% of the target group in 3airings. That was 1987. 9

The old sender/receivermodel has become morecomplex Sender Message Receiver 10

Today, people talk back at brands..Sender Message Receiver 11

And worse, also to each other on a global scale, beyond the local tupperware party! ReceiverSender Message + Sender 12

67%of consumer purchase decisions areprimarily influenced by word of mouth,according to McKinseyMcKinsey/Thompson LightstoneFact 13

You should buy this No

You should buy this Yes

It’s about what others sayabout your brand.Not you.Simple, right? 16

fromImpressions toExpressions 17

Traditional media was aboutgenerating impressions 18

How many people (might have) seen our ad? 19

Digital media was also aboutgenerating impressions 20

How many page views did we get? 21

Social media is aboutgenerating expressions social games ambassadors 22

DefinitionExpressions are brand interactions thatare shared with others 23

Me talking about my new Nikeshoes on Renren 24

Me sharing my running time onSina Weibo 25

Me trying to sell my old Adidas shoes on a BBS Rose beauty origin exampleAgenda 26

It are photos, videos, replies, blogposts andreviews about your brand But also.. 27

Fox trying to get more likes.. 29

BWM screaming for more likes.. 30

Red Bull crying for more likes.. 31

(they don’t get it) 32

DefinitionExpressions are EARNED brandinteractions that are shared with others 33

Burberry get’s it 34

Burberry saw its sales oftrench coats decline.. 35

Art of the Trench byBurberry 36

Add your trench coatphoto via Facebook 37

Share, like and givecomments! 38

Photos from 150countries6 million fans onFacebookGiving avg 300 repliesper post95% positive replies 39

10% sales increasePhotos from 150countries6 million fans onFacebookGiving avg 300 repliesper post95% positive replies 40

Another example 41

KLM was looking for a way tobring their philosophy ‘Journeysof inspiration’ to life.. 42

How happiness spreads:surprising passengerswith little gifts 43

For 3 weeks a KLM teamon Schiphol tracks downpassengers that tweetabout waiting for theirflight.. 44

Surprising them with asmall personalized giftbased on their socialmedia profile... 45

Let the lucky winnersshare their moment ofhappiness with others onsocial media! 46

28 passengers received agiftTheir happiness reachedover 1mln people onTwitter5.000 new KLM fans onFacebook 47

So remember.. 48

It are theexpressionsthat count. 49

Thank you!

Boosting brands Rogier BikkerCo-founder | Creative Director +86 1860 167 2657 rogier@energize.cn www.energize.cn

http://goodmorningcivitas.posterous.com	80
http://www.energize.cn	75
http://paper.li	27
http://posterous.com	10
http://newsrivr.com	7
url_unknown	3
http://twitter.com	2
http://www.slideshare.net	1
http://sandra-caracteristicasdelosbebes.blogspot.com	1
http://tweetedtimes.com	1
http://drizzlin.com	1
http://www.blogger.com	1

China Social Media: Branding in the Digital Age

by Rogier Bikker on Jul 04, 2011

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China Social Media: Branding in the Digital Age — Presentation Transcript