B2C2B marketing best practises

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B2C2B marketing best practises

  1. 1. THE CASE FOR B2C2B MARKETINGP R E S E N T AT I O N T O P AY P A L : 1 1 O C T 2 0 1 2 By Kestrel Lee: cn/linkedin.com/in/kestrellee
  2. 2. WHAT DIGITAL AND SOCIAL MEDIA ADVERTISING IS NOT• Using every available social media platform• Throwing out catch phrases: http://v.youku.com/v_show/id_XMjk0MzQ1ODYw.html By Kestrel Lee: cn/linkedin.com/in/kestrellee
  3. 3. HOW DIGITAL ADVERTISING HAS CHANGED 品牌营销已不再局限于单纯的“出镜率”,而是逐渐融入人们日常的生活与对话中. DIGITAL ADVERTISING IS MOVING FROM IMPRESSION-BASED STANDALONE EXECUTIONS TO SOCIALIZED OR LIFESTYLE DRIVEN EXPERIENCES. PAST PRESENT Brand DesktopBanners Web Site Widgets By Kestrel Lee: cn/linkedin.com/in/kestrellee
  4. 4. HOW DIGITAL ADVERTISING HAS CHANGEDTHIS HAS IMPACTED CAMPAIGN PLANNING AND THINKING IN THE FOLLOWING WAYS: 吸引用户 Attract clients 招募粉丝 Recruit fans 集中宣传 Create buzzListen Monitor Respond Engage Measure 倾听 监控 回复 吸引 衡量 产品口碑 Improve brand sentiments By Kestrel Lee: cn/linkedin.com/in/kestrellee
  5. 5. HOW DIGITAL ADVERTISING HAS CHANGED Branding CRM Search Direct B2B Digital Social Media Marketing Marketing Marketing Demand Mobile Generation Marketing Event Marketing By Kestrel Lee: cn/linkedin.com/in/kestrellee
  6. 6. MARKET OBSERVATIONS- Investment in content marketing and social media drives search queries, search volumes and visibility for its brand and the product.- Investments in social content and social media marketing enhances brand recall and product awareness in the market.- Social media complements employer branding and recruitment perfectly. By Kestrel Lee: cn/linkedin.com/in/kestrellee
  7. 7. The case for B2C2B marketing By Kestrel Lee: cn/linkedin.com/in/kestrellee
  8. 8. DIGITAL IS “CONSUMERISING B2B” CONSUMERS ARE ALSO CORPORATE CLIENTSConsumer oriented digital experiences including social media,apps, devices and appealing content are raising expectations of B2B brand expression By Kestrel Lee: cn/linkedin.com/in/kestrellee
  9. 9. B2B ADVERTISING NOW MIRRORS B2C ADVERTISING By Kestrel Lee: cn/linkedin.com/in/kestrellee
  10. 10. B2B MARKETING ARE LOSING APPEAL 7 out of 8 B2B sales meetings create zero value* for the buyer. Source: Forrester Technology Sales Enablement forum, May 2011 * Value defined as “the salesperson clearly shows they understand my business issues and can clearly articulate to me how to solve them.”
  11. 11. SEARCH, SNS AND PEER-TO-PEER AREREPLACING TRADITIONAL ENGAGEMENT Asias business elite are turning to social media for news in increasing numbers, with Twitter and LinkedIn tied for fourth place on the international website rankings, according to Ipsos annual Business Elite: Asia report. http://www.campaignasia.com/Article/316829,be-asia-2012-business-elites-read- social-sites-but-still-favor-traditional-media-news.aspx By Kestrel Lee: cn/linkedin.com/in/kestrellee
  12. 12. SEARCH, SNS AND PEER-TO-PEER AREREPLACING TRADITIONAL ENGAGEMENT “B2B buyer behavior has been changing dramatically over the last few years as buyers become more sophisticated, find new ways to gather information online and social media. 90% of business buyers say when they’re ready to buy, they’ll find you.” DemandGen reports http://www.optify.net/forms/b2b-content-marketing-trends-2012-survey-results By Kestrel Lee: cn/linkedin.com/in/kestrellee
  13. 13. CONTENT MARKETING IS KING FOR LEAD GENERATION & THOUGHT LEADERSHIP By Kestrel Lee: cn/linkedin.com/in/kestrellee
  14. 14. B2B BRANDS MOVING INTO CONSUMER- FRIENDLY CONTENT MARKETING By Kestrel Lee: cn/linkedin.com/in/kestrellee
  15. 15. DIGITISING B2B FOR MARKET & THOUGHT LEADERSHIP Digital is an opportunity: The internet has become the C-suite’s top information source Digital is an imperative: If you are not found, you are not present By Kestrel Lee: cn/linkedin.com/in/kestrellee
  16. 16. DIGITIZING B2B: A STRATEGICIMPERATIVE TO TARGET BUSINESS DECISION MAKERS (BDM) By Kestrel Lee: cn/linkedin.com/in/kestrellee
  17. 17. DIGITIZING B2B: A STRATEGICIMPERATIVE TO TARGET BUSINESS DECISION MAKERS (BDM) By Kestrel Lee: cn/linkedin.com/in/kestrellee
  18. 18. EVERYTHING STARTS WITH DIGITAL AS IN SEARCH IN CHINA BEFORE SOCIAL CONVERSATIONS & ACTIONS From Synovate China Media Atlas; activities after online communication. By Kestrel Lee: cn/linkedin.com/in/kestrellee
  19. 19. SOCIAL MEDIARECOMMENDATIONS IMPACT DECISION-MAKING By Kestrel Lee: cn/linkedin.com/in/kestrellee
  20. 20. 27.5% CHINA WEIBO USERS SEARCH FOR BRAND INFORMATION ON WEIBOAccording to CNNIC’s latest report issued on July 2012, over 70% weibo users search hottrending news which is ranked at the top position, followed by friends and celebrity. It isnoteworthy that 27.5% search brand info and 19.6% search company on Weibo.根据CNNIC2012年月发布的《中国网民搜索行为研究报告》显示,微博用户在热点新闻事件上的搜索比例最高,比例为70.4%;其次为朋友信息和名人信息。此外值得注意的是,有27.5%的 By Kestrel Lee:用户在微博上搜索了品牌信息,有19.6%的用户搜索了厂商信息。 cn/linkedin.com/in/kestrellee
  21. 21. MEDIA INTEGRATION IS KEY TO ATTRACTING ATTENTION People need to hear something multiple times –and from an array of media sources – to believe it By Kestrel Lee: cn/linkedin.com/in/kestrellee
  22. 22. MEDIA INTEGRATION IS KEY TO ATTRACTING ATTENTION By Kestrel Lee: cn/linkedin.com/in/kestrellee
  23. 23. Edelman helps brands in B2C2B marketing By Kestrel Lee: cn/linkedin.com/in/kestrellee
  24. 24. REACHING BLUE-COLLAR AUDIENCEShttp://v.youku.com/v_show/id_XMjAyMjkzMzcy.html?f=17509198http://v.youku.com/v_show/id_XMTkwNDg2Mjc2.html?f=17509198http://i.youku.com/u/UMzc0NDIwMzgw
  25. 25. REACHING BLUE-COLLAR AUDIENCES Situation Overview • Improve profile of China’s 1 million operators in public • Recruit and engage extravator operators in a nationwide contest by Volvo Construction Equipment to communicate Volvo CE’s eco operating messages to operators, business insiders and the construction industry. Strategy • Develop an insights-driven integrated digital engagement strategy and leverage social media, mobile internet, mobile apps and SMS to recruit and engage all stakeholders • Build a campaign mini-site as the online hub for recruitment and engagement and establish microblog account in QQ.com to further engage operators ; use paid media to make buzz and drive traffic to the mini-site and QQ microblog; use mobile internet, SMS and mobile apps to closely engage with operators • Develop and curate multi-media content to tell a seamless Volvo eco operator story; fully engage contest participants to use social media to share their experience and contribute to the eco operating story • Build an online training center to provide eco operating training and use social media to encourage participation. Results • 89,000 operators were recruited through mini-site, mobile internet, SMS for the national wide campaign, accounting for nearly 10 per cent of all the operators in China • 1 million visits to the minisite; 110,000 followers of QQ micro-blog account; 10,000 operators attended eco operating training • More then 10 millions views for all videos related to the brand and the campaign • Awarded as 2011 Top 10 Marketing Campaigns by China Mechanical Engineering Society; Candidate of 2011 Best CSR Campaign by 17PR.com
  26. 26. REACHING C-CLASS EXECUTIVES ON THE MOVEPwC stays top-of-mind with boards of directors, audit committee members,CEOs and proxy advisors by engaging through a specialized corporategovernance iPad app.
  27. 27. REACHING C-CLASSEXECUTIVES WITH YOUR CEO Situation overview • BDO is the world’s fifth largest accounting firm. Jeremy Newman, the global CEO, recognized in the wake of the 2008 financial collapse that no commodity would be more valuable than the erudite leader able to communicate a vision for the future of finance and the economy with clarity and authority. • Jeremy wanted a means to communicate his view of the reforms he believed necessary to restore trust and safeguard it from a similar crash in the future, to the opinion formers and stakeholders in the financial industry. Strategy • Establish the CEO Insights blog as a platform for his point of view on financial reform • Provide ongoing support to Jeremy in developing ideas and content for the blog to drive BDO’s agenda on key industry issues Results • The blog has established a consistent monthly readership of approximately 3,000 people, many of whom are key players in the industry • It has become a valuable tool in driving news media coverage, building Jeremy’s credibility as an opinionated thought leader and providing inspiration for news stories • The blog also provides a valuable internal communications tool to share views and opinion across the global network
  28. 28. CURRENT B2C2B EXAMPLESG AM E F I C AT I O N , U G C C O N T E N T , V I D E O S By Kestrel Lee: cn/linkedin.com/in/kestrellee
  29. 29. MAKING B2B COMMUNICATIONS MORE CONSUMER FRIENDLY The focus needs to be at generating content ina more consumer friendly manner so that it canbe more accessible with a large following onlineor has good WOM appeal. Such content can be games, events and especially videos. By Kestrel Lee: cn/linkedin.com/in/kestrellee
  30. 30. IBM targets a community of policy makers and industry influencers through abranded content strategy that makes its POV highly visible where they spendtime online.
  31. 31. IBM CHINA REACHES OUT TO CORPORATE CLIENTS VIA SINAViral video idea: IBM CHINA have your company’s back.Using a creative Japanese theatre execution, the branding andcommunication integration is smartly done; stating the IBM’s eX5always supports your business invisibly, symbolized by the “behindthe black curtain” helpers in the video: http://v.youku.com/v_show/id_XNDMyNDI5NzM2.html By Kestrel Lee: cn/linkedin.com/in/kestrellee www.youtube.com/watch?v=ltK5AWatcG8
  32. 32. EMC drives maximum value from offline events by optimizing digitalpublishing, integrating social participation and forming ongoing connectionspost-event By Kestrel Lee: cn/linkedin.com/in/kestrellee
  33. 33. DIGITAL INTELLIGENCEEMC gathers digital intelligence about #bigdata influencers to inform content creation, mediarelations and online engagement
  34. 34. DUPONT: SCIENCE STORIESDuPont created a series ofvideos – The Science Stories –supports their branding of‘the miracles of science’ .http://v.youku.com/v_show/id_XNDU1MjgwOTk2.html Objectives Results • To increase brand awareness & • Post campaign brand survey: share of voice in the digital 93% views indicated that they space have learned something ‘new’ • To increase positive brand or ‘interesting’ about DuPont sentiment • 50,000 views of the video • To create stories sufficiently streams compelling to generate word of • 6,000 unique visits brought from mouth the video blogs to DuPont By Kestrel Lee: corporate site in a month cn/linkedin.com/in/kestrellee
  35. 35. DUPONT: SCIENCE STORIEShttp://v.youku.com/v_show/id_XNDU1MjgzMDAw.html By Kestrel Lee: cn/linkedin.com/in/kestrellee
  36. 36. MOBILE APP: 3M VISUAL ATTENTION SERVICE• Meaningful & Relevance: allow faster decision making• Interactivity & Engagement: key to invite repeated visits Help decorators/sign makers to see effects of original colors be applied on the objects By Kestrel Lee: cn/linkedin.com/in/kestrellee
  37. 37. 体验型网站: ZEBRA PRINTING SOLUTIONS: VIRTUAL WORLDSZebras virtual worlds exploited this opportunity to the full in a series of 3D virtualenvironments complete with Zebra solutionsCustomers and prospects could be taken on a stimulating “tour” of eachenvironment, including healthcare, retail, and post and parcel, exploring in theirown time and according to their particular needs. By Kestrel Lee: cn/linkedin.com/in/kestrellee
  38. 38. GAME-FICATION IS THE EASIEST WAYS TO DO B2C2B BRANDINGState Farm Insurance recently launched a six-month ad campaign within the Facebook game, CarTown, designed to get people thinking about StateFarm when theyre thinking about buyinginsurance: http://www.cartown.com/"We see this as an opportunity to engage a wholelot of people that are not currently involved in theState Farm brand," Ed Gold, State Farm advertisingdirector, told me. "It is definitely a considerationplay. We want to get people, when theyre in thepurchasing process for insurance, to rememberState Farm, think about State Farm, and make surewere in the consideration set.""We’re able to convey the messages that areimportant to us about safe driving and multi-cardiscounts, without making it a hard sell," Gold saidin a statement. "Consumers will encounter ourbrand in a place they associate with fun andfriends, and a place they visit every day." By Kestrel Lee: cn/linkedin.com/in/kestrellee
  39. 39. USER-GENERATED TRADE MARKETING CAMPAIGN • The most successful award winning UGC campaign of 2007 in Asia with over 18,000 search results on Google:Key issue is that user creationsmay not be that good in quality.One way to control this is toprovide easy to use tools tocreate the video within the siteusing interesting characters.For this trade marketingcampaign targeted at animationstudios, we allow people tocreate videos within the websitewith helpful tool. http://www.youtube.com/watch?v=kogGY6pI2sY By Kestrel Lee: cn/linkedin.com/in/kestrellee
  40. 40. TURN CORPORATE VIDEOS INTO B2C2B CONTENT企业版的生意营销视屏例子/B2C2B corporate video targeted at investors:The Dollar Shave Club pitch promises to eliminate the hassle and high price ofbuying razors. Members have three choices: the Humble Twin (five two-bladedcartridges per month); the 4X (four four-bladed cartridges); and the Executive(three five-bladed cartridges). The latter two cost $6 and $9 per month, shippingincluded. Humble Twin is just $1 monthly, but shipping is extra. The razors, built inSouth Korea and China, all have pivot heads and Aloe Vera strips.http://business.time.com/2012/03/12/dollar-shave-club-a-start-ups-viral-ad-for-fing-great-razors-is-a-big-hit/ By Kestrel Lee: cn/linkedin.com/in/kestrellee
  41. 41. TURN CORPORATE VIDEOS INTO B2C2B CONTENT 企业版的生意营销视屏例子/ Internal corporate video which went viral: Johnny Walker China’s version of this video:http://www.tudou.com/programs/view/ZoVbkMwnO74/?resourceId=0_06_02_99?fr=2 www.youtube.com/watch?v=MnSIp76CvUI http://v.youku.com/v_show/id_XMTY2NjMyNTk2.html By Kestrel Lee: cn/linkedin.com/in/kestrellee
  42. 42. VIRAL VIDEOS GO CORPORATE企业版的病毒视屏例子: Cisco "Dont Have a Meltdown" - Cisco ispromoting their unified mobile communicator service to IT folksand business people. The video features a business guy having atotal meltdown in a hotel lobby because he cannot contact acoworker. The video is funny, and builds until the end where theguy really just blows up. With a clear call to action in the video,there were over 80,000 views of the video onYouTube: http://blog.hubspot.com/blog/tabid/6307/bid/2192/3-Examples-of-Awesome-B2B-Marketing-Viral-Videos.aspx By Kestrel Lee: cn/linkedin.com/in/kestrellee
  43. 43. MAKING B2B COMMUNICATIONS MORE CONSUMER FRIENDLYBesides content and consumer, the “C” in“B2C2B” can mean a few other things:Collaboration / CrowdsourcingCrowdfunding By Kestrel Lee: cn/linkedin.com/in/kestrellee
  44. 44. CROWDSOURCING AND COLLABORATIONT H E P U B L I C I S J U D G E , J U R Y AN D C O N S U M E R By Kestrel Lee: cn/linkedin.com/in/kestrellee
  45. 45. CROWDSOURCING/COLLABORATION DEFINEDInstead of being helpless watchers/bystanders,the public or consumers can propose ideas that will affect the final design and delivery of a brand’s product or services. By Kestrel Lee: cn/linkedin.com/in/kestrellee
  46. 46. BRAND-PURPOSE DRIVEN CAMPAIGN IN ASIA By Kestrel Lee: cn/linkedin.com/in/kestrellee
  47. 47. BRAND-PURPOSE DRIVEN CAMPAIGN IN ASIA Martell VSOP’s business idea challenge: http://our-idea.net/martell/spikes/d01/index.htmlMartell VSOP brand was associated with the older Chinese-speaking crowd. To engageEnglish Singaporean speakers, we gave a challenge: "If you have 760 sq ft of shopspace at Clarke Quay, what would you do with it?" Entrepreneurs were asked to send in their start-up ideas as videos and Martell VSOP wasable to successfully engage them, while transforming them into brand advocates. This drewthe attention and support of venture capitalists for startups while key entrepreneur bloggers aggressively blogged about the campaign and getting their fans to support the campaign. This was a clear seismic shift to a more progressive and entrepreneurial brand perception forBy Kestrel Lee: Martell VSOP. cn/linkedin.com/in/kestrellee
  48. 48. HOW DOES IT WORK IN CHINA? Dove Gifting’s Chinese Valentine’s Campaign: http://v.youku.com/v_show/id_XMzAzNzc5NzQw.html Using the passion of lovers to find online inspiration for CVDcelebrations, a real life love story was encouraged to drive sales and bring By Kestrel Lee:to life. a brand cn/linkedin.com/in/kestrellee
  49. 49. 德芙巧克力的特制七夕节活动: http://v.youku.com/v_show/id_XMzAzNzc5NzQw.html 为了在七夕节的前3个星期促销,我的团队巧妙地运用了网民上网查询和讨论能激 发他们在七夕节送礼的灵感和点子. 我们间接促使一个在新浪微博体现的真实爱情 故事,用一对情人的壮举深深得带动网民对这个节日的关注,也有效地把这节日的 意义和德芙巧克力捆绑在一起。 Referral 2nd Referral 898 662Original Post 原文转发数 KOL’s Post 二次转发数原文 Comment 微博红人转发 2nd Comment 155 127 原文评论数 二次评论数JUL.14 – MAJIN, AN INDUSTRIAL ARTIST, RELEASES THE 1ST VIDEO & CARRIAGE SKETCH TO CALL FOR CHINESE NETIZENS TOPROVIDE HEART-SHAPED BOXES LIKE THE POPULAR DOVE GIFT By Kestrel Lee: COMPLETE A ART PIECE FOR HIS GIRL. BOXES TO HELP HIM7月14日,麻进在微博上发布第一段视频及马车手绘稿号召网友捐赠心形铁盒 http://weibo.com/mamayuanyuan cn/linkedin.com/in/kestrellee
  50. 50. CROWDSOURCING HAS BECOME AN INNOVATIVE BUSINESS PROCESSThis type of campaign worksalong the successfulbusiness model utilized bythe iconic t-shirt brand,Threadless, where youthpeople can submit and votefor t-shirt designs forThreadless to make:http://www.threadless.com/submissions By Kestrel Lee: cn/linkedin.com/in/kestrellee
  51. 51. PEOPLE’S CAR PROJECT BY VOLKSWAGEN ON 20 MAY 2011Volkswagen launched the People’s Car project in China to facilitatea new dialogue through an interactive cross media platform.Seeking to engage people with content to inspire, tools to create andpersonalize. And environments where they can discuss design.Share innovative ideas and connect with each other to createcollective visions for what a car should be:Created by the people. For the people. With the people.This social car ecosystem will exist for a year. By Kestrel Lee: cn/linkedin.com/in/kestrellee
  52. 52. PEOPLE’S CAR PROJECT BYVOLKSWAGEN ON 20 MAY 2011 By Kestrel Lee: http://www.youtube.com/watch?v=n-ebjzlUy54 cn/linkedin.com/in/kestrellee
  53. 53. PEOPLE’S CAR WEBSITE: HOME PAGE By Kestrel Lee: cn/linkedin.com/in/kestrellee
  54. 54. PEOPLE’S CAR WEBSITE:INSPIRATION SECTION/TAB By Kestrel Lee: cn/linkedin.com/in/kestrellee
  55. 55. PEOPLE’S CAR WEBSITE: CREATION ENGINE SECTION/TAB By Kestrel Lee: cn/linkedin.com/in/kestrellee
  56. 56. PEOPLE’S CAR WEBSITE: DESIGN COMPETITION SECTION/TAB By Kestrel Lee: cn/linkedin.com/in/kestrellee
  57. 57. PEOPLE’S CAR WEBSITE: TVC & WEB FILMTVC: http://v.youku.com/v_show/id_XMjY4MzQ5MTc2.htl Sponsored National Student University Short Film awards :VO: If you let me design a car, I want it... http://v.youku.com/v_show/id_XMjY2Mjk1MDY0.htLike a UFO. mlLike a time machine.Have a CPU insideOr a 2.4 metre length bedVery cute and handy like a swiss army knife. By Kestrel Lee: cn/linkedin.com/in/kestrellee
  58. 58. PEOPLE’S CAR WEBSITE: EVENTS PEOPLE’S CAR EXPERIENCE PAVILION PLUS SPONSORSHIP OF BEIJINGCONTEMPORARY ART FAIR & THE PEOPLE’S CAR IMAGINATION CONFERENCE By Kestrel Lee: cn/linkedin.com/in/kestrellee
  59. 59. PEOPLE’S CAR WEBSITE:KAIXIN/SNS BANNER AD By Kestrel Lee: cn/linkedin.com/in/kestrellee
  60. 60. CROWDFUNDING AS A B2C2B APPROACHT H E P U B L I C I S Y O U R V E N T U R E C AP I T AL I S T By Kestrel Lee: cn/linkedin.com/in/kestrellee
  61. 61. CROWDFUNDING CAMPAIGNS & DIGITAL MEDIA CREATIONTo get crowdfunding for apps, people go to appbackr. For social causes, causevix. For movie funding, indiegogo and kickstarter.com By Kestrel Lee: cn/linkedin.com/in/kestrellee
  62. 62. WHAT IS CROWDFUNDING?You start with a pitch: you describe your project, specify what rewards patrons will receive if the fundraising is successful and create a funding goal and a timeline. If you don’t reach your funding goal by the deadline, no money changes hands. As Kickstarter says, this“protects everyone involved. Creators aren’t expectedto develop their project without necessary funds, and it allows anyone to test concepts without risk.” By Kestrel Lee: cn/linkedin.com/in/kestrellee
  63. 63. KICKSTARTER.COM By Kestrel Lee: cn/linkedin.com/in/kestrellee
  64. 64. KICKSTARTER: CASE STUDY http://www.kickstarter.com/projects/1104350651/tiktok-lunatik-multi-touch-watch-kits http://www.youtube.com/watch?v=8AdFk5IlEQM By Kestrel Lee: cn/linkedin.com/in/kestrellee
  65. 65. MAKING CROWDFUNDING WORK FOR YOUR CAMPAIGN1] CHOOSE THE RIGHT CROWDFUNDING PLATFORM2] KNOW YOUR TARGET AUDIENCE3] PLAN AHEAD, ESPECIALLY THE START AND END OF YOUR CAMPAIGN4] PASSIONATELY PITCH IT5] SHOW PEOPLE HOW YOU PLAN TO SPEND THEIR MONEY6] LEVERAGE YOUR SOCIAL NETWORKS I.E. 3FS.7] BREAK UP YOUR BIG PROJECT INTO SMALLER ONES8] CREATE COMPELLING AWARDS.9] BUILD A CAMPAIGN, NOT EXPECT CHARITY10] TELL A STORY AND MAKE THE SALE11] PROMISE, GIVE THANKS AND GIVE CREDIT. By Kestrel Lee: cn/linkedin.com/in/kestrelleeCHECK OUT THESE SUCCESSFUL KICKSTARTER CAMPAIGNS:: HTTP://WWW.KICKSTARTER.COM/BLOG/BLOCKBUSTER-EFFECTS
  66. 66. SINGAPORE’S 1ST CROWDFUNDED CAMPAIGN AFTER THE SUCCESS OF THE 2010 CAMPAIGN, THE NEXT CAMPAIGN WAS LAUNCHED WITH THE SAME MECHANICS BUT WITH A NEW TWIST. THE PUBLIC CAN VOTE FOR ONE OF THE 10 SHORTLISTED IDEAS BY PLEDGING DIFFERENT AMOUNTS OF MONEY IN RETURN FOR DIFFERENT PRIVILEGES FROM THE IDEA OWNER. HOWEVER, THEIR MONEY WILL ONLY BE DEDUCTED IF THEIR IDEA WINS THIS BUSINESS IDEA CHALLENGE. WITHIN 2 WEEKS, THE CAMPAIGN RAISED SDG$54,000 OR OVERhttp://www.youtube.com/watch?v=hQDD8aMNCnQ 250,000RMB.http://www.youtube.com/watch?v=2i-Stpr0y10 By Kestrel Lee: cn/linkedin.com/in/kestrellee
  67. 67. APPLYING B2C2B IN PRACTICAL TERMSS O M E E X AM P L E S F R O M WO R K I N C H I N A By Kestrel Lee: cn/linkedin.com/in/kestrellee
  68. 68. CASE STUDY: JUNIPER NETWORKS• US manufacturer of networking equipment founded in 1996.• Key competitors: Cisco &华为• JUNIPER的微博账号表现比其他后进微博品牌逊色的多。 Juniper Sina Competitor Competitor Weibo: Cisco Weibo: @ Huawei Weibo: @瞻博网络 思科系统中国研发 @华为企业业务 有限公司 Date 9/1/2010 1/4/2012 1/27/2011 establishe d Number 3914 By Kestrel Lee: 15409 34686 of Fans cn/linkedin.com/in/kestrellee
  69. 69. CASE STUDY: JUNIPER NETWORKS问题所在:• JUNIPER 只提供从美国官方网站的基本商务新闻。• CISCO 较早来到中国并与中央政府签下几项大计划,因此受到媒体的注目。• 华为最近应为要进军全球,在宣传和品牌管理大量投资。Conclusion and observations for this vertical industry- Juniper only provides US-centric information from its global sites- Cisco has more success with social media due to its higher budget with more intensive/creativeuse of social media i.e. higher spending for various purposes i.e. recruitment, while being moreengaged in high profile projects based in China: http://e.weibo.com/ciscogchttp://online.wsj.com/article/SB10001424052702304778304576377141077267316.html- Huawei : a local success story whose mobile based networking products are selling well in Asiaand are making the rounds in marketing magazines with its wish to launch a global brandinginitiative through a global pitch. As a local home-grown brand, it also has deeper resonance withthe Chinese target audience. By Kestrel Lee: cn/linkedin.com/in/kestrellee
  70. 70. CASE STUDY: JUNIPER NETWORKS几个可行的方案:• 撇下只注重运用美国内容,提供中国市场和相关公司讯息。• 在EPR的运作尝试创出多项新闻点,适用于微博的传播。• 把公司的宣传战略定在B2C2B,而不是B2B.Conclusion- China-centric content is needed to catch up with Cisco and Huawei.- More interesting and engaging content revolving around Juniper’s product or brand visionneeds to be created for the China target audience.- Existing content is not in the right format i.e. online video viewing and sharing is thedominant behavior in China.- Vertical market information ranks last in interest value for the target audience on Weibo.- Current content is seldom shared or reposted by the target audience which follows news,celebrity content on Weibo that is shared by their friends and family.- Current content is not suited to most types of tracking metrics on Weibo. By Kestrel Lee: cn/linkedin.com/in/kestrellee
  71. 71. CASE STUDY: JUNIPER NETWORKSCampaign 1: B2C2B content and messaging buzz creation approach = >MacGuyver-clone web seriesA female private detective, retiredfrom China’s armed forces, takes ondifferent challenges for differentclients every week.Each episode has a storyline with amajor climax where the star usesvarious Juniper products / technology.From her environment to escape a lifeand death issue or to save the day.There will be some references to theJuniper brand with visuals, scriptmentions and subtitles in the video.Kestrel Lee: By cn/linkedin.com/in/kestrellee
  72. 72. CASE STUDY: JUNIPER NETWORKSB2C2B content and messaging buzz creation approach = >MacGuyver-clone web seriesDuring the time before and after the episode, the agency cancreate content from this web series such as blueprint ofhow you can use Juniper products to create the nifty mobile /networking devices the heroine uses in the previous episode.Such interesting content will help to create conversations and buzzaround the Juniper brand and products.Possible references:http://youtu.be/PNl9M5TxGC8http://www.youtube.com/watch?v=09UlB17cgKwSpoof: http://youtu.be/yuU04CdrQnLee: By Kestrel cn/linkedin.com/in/kestrellee
  73. 73. CASE STUDY: JUNIPER NETWORKSCampaign 2 Experiential/event marketing approachThe agency can look for the smallest and oddest looking blueprintsfor office space available in the city.These use these l-shaped or miniscule cubicles as actual roadshowset-ups to show how an entrepreneur can use them as a work officewith wireless access to printers/scanners and other officeequipment that is located elsewhere, thanks to the reliability andcustomization qualities of Juniper networks wireless andcommunication solutions. These roadshows can appear in businessareas.Entertaining viral videos can be created about the man working inthe smallest office space in China, Beijing, Shanghai etc. By Kestrel Lee: cn/linkedin.com/in/kestrellee
  74. 74. CASE STUDY: JUNIPER NETWORKSThis approach opens up 2 new markets via 2 likely groups of target audiences:a. Consumerization of Juniper’s products for a China-based DIY market where people build their own customized networking and mobile communication platforms using certain selected Juniper products, like how Asians build their own white box PCs from scratch.“China is home to a widespread DIY culture fed by necessity (the mother of allinvention) and innovation. These garage builders and innovators are, like theirproducts, often called shanzhai. Or nonprofessional or clandestinemanufacturers turning out products from the basic to the highlysophisticated. These shanzhai often take familiar products, concepts andMarketing memes and remake them with peculiar but innovative twists.”http://www.wired.com/autopia/2009/12/china-diy-aviators/all/1 By Kestrel Lee: cn/linkedin.com/in/kestrellee
  75. 75. CASE STUDY: JUNIPER NETWORKSb. SOHOs, start-ups and SMEs which require simple to build and cost-effectivecommunication, mobile or infrastructure builds where ingenuity and cost-savvyness will be of great appeal to the business owners and their IT staff. By Kestrel Lee: cn/linkedin.com/in/kestrellee

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