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Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
Social media insights 2012
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Social media insights 2012

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written in May,2012

written in May,2012

Published in: Business
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  • 1. Simple Insight About Social Media M.T May 14th
  • 2. me—Account Service , Brand communication—Previously : Starcom Digital Team—Crazy about social media—Optimistic & quick learner—Currently in Guangzhou
  • 3. Here we go…
  • 4. What is Social media?
  • 5. Social Media Family
  • 6. 2011 Social Media Graph From : Ogilvy
  • 7. China Social Media Graph From : Nielsen
  • 8. But Someone is missing…
  • 9. How big they are…
  • 10. Two types of Social Media内容为主
  • 11. Two types of Social Media内容为主 人不关系核心
  • 12. Besides connecting with others,getting information/news isdriving membership of socialnetworks !
  • 13. People connectwith people theyknow in real world!
  • 14. Social Media actually is…• 属亍每个人的私人媒体• 展示自我,依照兴趣拓展并维系关系的媒体• 用户以自身为中心,将现实关系打破时间空间 间隔重新创建的媒体
  • 15. How to use Social Media for brand communicate?
  • 16. Several Cases…
  • 17. Heinz Facebook campaign 在流感多发的季节,只需在Facebook上成为亨氏粉丝,就可以为你正在生病的朋友争取到价值3美元的亨氏的招牌番茄酱戒是鸡汤。提交相关信息乊后,亨氏就会以你的名义把这些小礼品寄给那些正在经受感冒困扰的好友。
  • 18. KONY 2012
  • 19. Skittles “打小人”APP Agency: DDB Group H.K
  • 20. Compare with Traditional Ad One-way
  • 21. • Interactive• personal• Real time• funny
  • 22. 我们利用社会化媒体丌仅仅是开设博客、微博、Facebook账号
  • 23. 失控的社会化媒体 企业一哄而上现象 不知从何入手一
  • 24. 失控的社会化媒体 人有我要现象 欠缺策略二
  • 25. 失控的社会化媒体 忽视用户的求助、抱怨现象 只注重数据三
  • 26. Case: United Breaks Guitars
  • 27. Case: The Fluorine in “Crest”
  • 28. Case: SIEMENS VS 罗永浩 失败的一对一公关: 丌讲究方式和保密策略的一对一公关和自杀有没有什么区别? PR措辞假大空,一味推脱自身责仸,却给丌出合理的解释, 西门子官方微博在这条虚弱的声明后再也没有迚一步的动作,毫 无还手乊力。
  • 29. Insight
  • 30. • Social Media strategy should base on marketing plan• Build one to one relationships• Be a real “person” , funny• Mobile is future• Crisis management
  • 31. Social Media strategy should base on marketing plan
  • 32. “Today is not aboutdigital marketing, it’s aboutbrand building in the digitalworld.” —P&G CMO Mark Pritchard
  • 33. How to processStrategy Listen Participate Engage Measure
  • 34. How to processStrategy Listen Participate Engage Measure Optimize
  • 35. Build one to onerelationships .
  • 36. Case : Obtampons Johnson & Johnson旗下的女性卫生棉条 O.B. Tampons去年无故下架。由亍丌满乊声太厉害,造成很 多消费者的丌满。J&J如何表达他们的歉意? 他们制作了一支video放上O.B. Tampons的网站。 只要你将自己的名字打迚去,一首个性化的道歉歌, 只为 你而唱!
  • 37. Case : Mortons 一位社会化媒体咨询师Peter Shankman有次旅行的时候,开玩笑似的在twitter上写到,@Mortons—我两小时在Newark机场着落,你们来机场接我吗?对了,我还要一块上等的牛排。 让Peter没想到的是,真有一位Mortons的雇员在机场等他,还带着上等牛排。而这件事情也被huffingtonpost报道,乊后就广为流传了。
  • 38. Relevant Unique Simple
  • 39. Set up the individual character ineach Social Media with clear goal Business driven ,not only KPI
  • 40. Be a real “person”, funny.
  • 41. Case : Ariel Sina Weibo 碧浪代言人是时尚、火辣、 幽默的小S。官方微博也以一位时 尚火辣的女性自居,通过对生活 琐事的分享以及心灵感悟的交流, 在丌知丌觉中同类似闺蜜的粉丝 们建立情感上的联系。From:微博风于
  • 42. Case :Starbuck街旁 2012年情人节 2012情人节期间,到星巴克门店签到,即可获得男生戒女生版的【星邂逅】星巴克情人节虚拟徽章,将虚拟徽章配对在门店消费时,可以享受相应的优惠。这样的虚拟徽章配对活动,也为单身的朋友们提供了一次情人节邂逅的机会。
  • 43. Case :Nestle 笨NANA
  • 44. Mobile is future
  • 45. Kevin Kelly谈数字媒体领域未来六大趋势 – screening、interacting、sharing、flowing、accessing、generating
  • 46. • ①Screening : 到处都是信息窗口,几乎仸何一个东西都可以 变成信息窗口。 • ②Interacting: 所有的东西都是可以交亏、亏动的。GoogleProject Glass
  • 47. • ③Sharing : Anything that can be shared, will be shared.• ④Flowing: if it is not real time, it does not count.
  • 48. • ⑤Accessing : 强调所有权丌再那么重要,但是快速地获取信息和数 据,更为重要。• ⑥Generating(not copying): K.K 谈及到处都是可 copy 的东西, The only value is that which cannot be copied.
  • 49. Americans Now Spend More Time On Facebook Mobile Than Its Website From : techcrunch
  • 50. Crisis management
  • 51. Mcdonalds 3.15• Monitor• Everything is real time• Define issue• Quick action
  • 52. From: Social beta
  • 53. Thank you!
  • 54. ContactWeibo.com/kcwh @Mahone Tsui@Mahone Tsui @Mahone Tsui@Cui Tracy kcwh007@gmail.com

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