Simple Insight About    Social Media                M.T               May 14th
me—Account Service , Brand communication—Previously : Starcom Digital Team—Crazy about social media—Optimistic & quick lea...
Here we go…
What is Social media?
Social Media Family
2011 Social Media Graph                      From : Ogilvy
China Social Media Graph                      From : Nielsen
But Someone is missing…
How big they are…
Two types of Social Media内容为主
Two types of Social Media内容为主                 人不关系核心
Besides connecting with others,getting information/news isdriving membership of socialnetworks !
People connectwith people theyknow in real world!
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
How to use Social Media for   brand communicate?
Several Cases…
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...
KONY 2012
Skittles “打小人”APP             Agency: DDB Group H.K
Compare with Traditional Ad          One-way
• Interactive• personal• Real time• funny
我们利用社会化媒体丌仅仅是开设博客、微博、Facebook账号
失控的社会化媒体    企业一哄而上现象    不知从何入手一
失控的社会化媒体    人有我要现象    欠缺策略二
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
Case: United Breaks Guitars
Case: The Fluorine in “Crest”
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...
Insight
• Social Media strategy should base on marketing plan• Build one to one relationships• Be a real “person” , funny• Mobile ...
Social Media strategy should  base on marketing plan
“Today is not aboutdigital marketing, it’s aboutbrand building in the digitalworld.”              —P&G CMO            Mark...
How to processStrategy   Listen   Participate   Engage   Measure
How to processStrategy   Listen   Participate   Engage   Measure                      Optimize
Build one to onerelationships .
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...
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...
Relevant   Unique      Simple
Set up the individual character ineach Social Media with clear goal        Business driven ,not only   KPI
Be a real “person”, funny.
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...
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...
Case :Nestle 笨NANA
Mobile is future
Kevin Kelly谈数字媒体领域未来六大趋势 – screening、interacting、sharing、flowing、accessing、generating
• 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
• ③Sharing : Anything that can be shared, will be shared.• ④Flowing: if it is not real time, it does not count.
• 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 w...
Americans Now Spend More Time On Facebook Mobile Than Its Website                          From : techcrunch
Crisis management
Mcdonalds  3.15• Monitor• Everything is real  time• Define issue• Quick action
From: Social beta
Thank you!
ContactWeibo.com/kcwh         @Mahone Tsui@Mahone Tsui           @Mahone Tsui@Cui Tracy              kcwh007@gmail.com
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

  1. 1. Simple Insight About Social Media M.T May 14th
  2. 2. me—Account Service , Brand communication—Previously : Starcom Digital Team—Crazy about social media—Optimistic & quick learner—Currently in Guangzhou
  3. 3. Here we go…
  4. 4. What is Social media?
  5. 5. Social Media Family
  6. 6. 2011 Social Media Graph From : Ogilvy
  7. 7. China Social Media Graph From : Nielsen
  8. 8. But Someone is missing…
  9. 9. How big they are…
  10. 10. Two types of Social Media内容为主
  11. 11. Two types of Social Media内容为主 人不关系核心
  12. 12. Besides connecting with others,getting information/news isdriving membership of socialnetworks !
  13. 13. People connectwith people theyknow in real world!
  14. 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. 15. How to use Social Media for brand communicate?
  16. 16. Several Cases…
  17. 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. 18. KONY 2012
  19. 19. Skittles “打小人”APP Agency: DDB Group H.K
  20. 20. Compare with Traditional Ad One-way
  21. 21. • Interactive• personal• Real time• funny
  22. 22. 我们利用社会化媒体丌仅仅是开设博客、微博、Facebook账号
  23. 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. 24. 失控的社会化媒体 人有我要现象 欠缺策略二
  25. 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. 26. Case: United Breaks Guitars
  27. 27. Case: The Fluorine in “Crest”
  28. 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. 29. Insight
  30. 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. 31. Social Media strategy should base on marketing plan
  32. 32. “Today is not aboutdigital marketing, it’s aboutbrand building in the digitalworld.” —P&G CMO Mark Pritchard
  33. 33. How to processStrategy Listen Participate Engage Measure
  34. 34. How to processStrategy Listen Participate Engage Measure Optimize
  35. 35. Build one to onerelationships .
  36. 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. 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. 38. Relevant Unique Simple
  39. 39. Set up the individual character ineach Social Media with clear goal Business driven ,not only KPI
  40. 40. Be a real “person”, funny.
  41. 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. 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. 43. Case :Nestle 笨NANA
  44. 44. Mobile is future
  45. 45. Kevin Kelly谈数字媒体领域未来六大趋势 – screening、interacting、sharing、flowing、accessing、generating
  46. 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. 47. • ③Sharing : Anything that can be shared, will be shared.• ④Flowing: if it is not real time, it does not count.
  48. 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. 49. Americans Now Spend More Time On Facebook Mobile Than Its Website From : techcrunch
  50. 50. Crisis management
  51. 51. Mcdonalds 3.15• Monitor• Everything is real time• Define issue• Quick action
  52. 52. From: Social beta
  53. 53. Thank you!
  54. 54. ContactWeibo.com/kcwh @Mahone Tsui@Mahone Tsui @Mahone Tsui@Cui Tracy kcwh007@gmail.com
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