This presentation was given at the Social Media Marketing Conference here in Hong Kong (http://www.conferences.com.sg/conf-smm2.htm). It describes the things you need to do before you launch a presence on social media...Where are your influencers? What are they saying? How will you engage them? What will you do when issues arise?

1. CLICK TO EDIT MASTER TITLE STYLE
Where’s your foundation?
Social Media Marketing
04 February 2010
Taura Edgar
Your innovation. Our influence.

2. Who WE are
Communications specialists
• Public Relations
• Public Affairs
• Analyst Relations
• New Media
Practice Groups Austin Brussels Beijing
• Consumer Boston London Hong Kong
New York Munich
• Corporate Shanghai
Portland Paris
• Digital San Francisco
Singapore
• Health Care Seattle
• Public Affairs Washington, DC
• Social Innovation
• Technology
For 25 years, we have been at the forefront of strategic communications thinking and
have applied our theories on behalf of some of the technology, bioscience and
consumer sectors’ most innovative companies. Innovation CommunicationsSM is
Waggener Edstrom Worldwide’s global expertise that uses communications to
facilitate the adoption of new ideas
Your innovation. Our influence.

3. Let’s talk about…
Where do your influencers live?
What should you do before you talk to them?
Who should talk to them?
How will you talk to them?
Your innovation. Our influence.

4. Why should your boss care
about a long term Social
Media plan?
That’s where your customers are.
Think Hong Kongers don’t use Twitter?
They do.
Think 40–somethings don’t use Facebook?
They do.
Think they’re not talking about you on
Discuss.com?
They are.
Your innovation. Our influence.

5. Twitter Stats
Twitter is like the old fashioned
water cooler, where people
can gather to shoot the breeze
on whatever topic is on their
minds and gathers influential
groups interested in same
Top 100 have topics.
395,086
followers
Top 10 have
302,785
followers
top top
100 10
have have
4,154 7,165
Top has 98,113
followers
Top 100 HK twitterers
average joining date is 20
months ago
Your innovation. Our influence.
Source: Twitterholic Jan 2010

6. Facebook Stats
Facebook has mass appeal and
helps people looking to reconnect
with old friends and family
members or find new friends
online; the mashup of features
like email, instant messaging,
image and video sharing. More
emphasis on deep connections
HK
HK male <17
female
Facebook
Facebook
users
users 18-24
1,165,580
1,320,160 25-34
35-44
45-54
55<
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Source: Check Facebook 03 Nov 2009

7. Plan your community…. Discuss/Uwants Stats
1,444,000 over 1.75
Monthly million HK Reach
Unique registered 37%
Users members
over 1.5
800,000 Alexa.com
million
unique users ranks discuss
registered
per day in Top 5 in HK
members
Source: Discuss.com.hk Jan 2010 Source: ComScore Top Properties in Hong Kong by Unique Visitors Aug 2009
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8. What do you need to get
ready?
Do you know what your customers
want from you?
Do you know what you want to
achieve?
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9. Listen up!
Before you do anything else…LISTEN!
Listen and Research Plan Do
Establish a monitoring program that
can inform you plans and watch
your community grow later
https://wexview.waggeneredstrom.com
http://www.twendz.com
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10. Plan your community….
Define objectives and find ways to measure its progress
Create a responsive process so teams are empowered to act quickly
Remember the needs of the community and prepare to participate
Create a community policy, focusing on the desired behavior
Prepare for costs and benefits
Establish clear lines of responsibility and ongoing processes
Source: Forrester - Online Community Best Practices Feb 2008
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11. Know your community objectives….
Listening Talking Energizing / Support Embracing
Evangelizing
Quality generates Put customers first Know when to Involve your
best insights Understand who engage & when to customers
key influencers are back off
Engage Benefit from Customers can
community WOM by support each Work with the
Recruit members in creating content other by using community to
members as active dialogues members will online social build better
standing focus
share on their networks & products and
group
profiles & send tools like forums services
to friends & wikis
Host sponsored
groups
Allow users to
let them pose
Listen to share relevant these customers
problems &
customer’s content often turn into
Create relevant receive answers
needs / (profiles, blogs, brand advocates
media focused from other
complaints video, RSS, of company
on needs of members
photos)
community
Source: Forrester - Online Community Best Practices Feb 2008
Your innovation. Our influence.

12. Who should make up your
team?
Build a group who can research, plan, post
and evangelize your social media
activities
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13. What do you need in your team?
Enthusiasm!
Seek out people in the organization that are already enthusiastic social media users – they’ll bring you
passion and some technical experience.
Perspective
Find people from a lot of different areas of the company to make sure you have a balanced plan…business,
communications, personality all need to be in the mix.
Innovation
Look for those who are thinking ahead and are ready to be flexible!
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14. What Does a Social Media Team Look Like?
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15. Gather a big group of Get people from all Include people from all
interested colleagues customer facing levels of the
•Eventually it should be part of departments management
everyone’s day-to-day so good to see
•Membership, marketing, PR, •From those on ground who know
who is already active
advocacy, communications, customers to higher ups how know
publications, education, HR strategic direction of organization
Engaging staff in your plans
Figure out how to List out an inventory of Find people who have
collaborate existing social media already use certain social
•Each person will be responsible for activity sites
listening and monitoring, and
•Include experiments and member- •Easier when you don’t have to train
reporting back particularly interesting
generated stuff going on along with everyone from scratch!
conversations or activity going on
the owner
Set rules so everyone Create a good content Use reporting to
knows how they can strategy measure success
engage and respond. •Key to be able to repurpose content •Include quantitative anecdotal
from different places in easy, feedback (e.g. Tweets, posts) and
•Create issue handling process,
shareable ways. Team should always qualitatives like new fans/posts stats
incorporate this into your existing
know when there’s new material
crisis communications plan
worth sharing
Your innovation. Our influence.

16. Assign and Online Community Manager to…
Facilitate
Spend time sifting through discussions to make sure people are getting answers
Create
Produce blog posts, discussion topics, tweets, videos and more to make sure that the community has the
information they need to feel engaged
Evangelize
Get out and talk to people! Spread the word in existing communities that compliment yours, identify the
influencers and invite them.
Evolve
Topics change, software changes, people change – all that requires changes to the community. Strategic
thinking should plan what the next move in these areas is, what the community should look like in a year,
two years.
Your innovation. Our influence.

17. People will talk about you
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18. How will you talk back?
Thought about what you will say and who will say it?
Do these things before launching:
 What kind of mentions should you respond to?
• Influencers are the ones to watch:
• Good and real = quote and thank
• Bad and real = outreach and problem solve
• Bad and false = outreach with facts and references
 Who will respond?
• Assign team members to common issue areas in advance
 Prepare some standard responses to common situations
 How soon do you need to respond?
• The answer should be today
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19. Be ready to
Know your community objectives….
handle the good
and the bad
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20. What do you need to
pay for?
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21. Costs to consider...
Time is your biggest investment but don’t forget these:
Staff Programming
Community Manager Facebook Applications for customer service pages,
Project Manager contests, etc
Designer Blog creation/customization (e.g. Wordpress)
MarComms
PR
Monitoring
Writer
Subscription monitoring service to track mentions
Creatives
Videos for YouTube, Facebook
Twitter background
Facebook images
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22. Case Studies
Your innovation. Our influence.

23. HP| Powerto Change Campaign
HP Power to Change
Challenge
To ignite a global environmental movement, HP
had created a microsite and widget. They needed
to drive traffic to these sites, engage online
influencers in meaningful conversations and raise
awareness of HP’s environmental credentials. HP Staff:
MarComm Mngr
Solution
PR Mngr
HP engaged us to outreach online influencers,
run a campaign blog and engage the target
audience through strategic use of social media. WE Staff:
Acct Dir
Success
Acct Mngr
The campaign exceeded all of its stated
objectives for HP. The response from the online Project Manager
community has been overwhelmingly positive. Acct Coord
Writer
Designer
Your innovation. Our influence.

24. Microsoft | Windows 7 Blogger Event
Challenge
Microsoft Hong Kong needed to communicate the
impressive, new features of Windows 7 to consumers
before the launch of the product in October 2009.
MS Staff:
Solution
Waggener Edstrom Worldwide devised a blogger
MarComm Mngr
outreach strategy based on a fun event that would PR Mngr
enable influential bloggers to experience the features
of Windows 7 in a compelling way .
WE Staff:
Success Acct Dir
The event had the desired effect, with 16 of the 25, Acct Mngr
previously skeptical , bloggers posting highly positive
blogs about Windows 7 and establishing the first
Acct Exec
outreach between Microsoft and Hong Kong Acct Coord
bloggers, establishing the relationship for future Writer
opportunities.
Designer
Your innovation. Our influence.

25. ZUJI |Fantastic Friday Campaign
ZUJI Fantastic Fridays Campaign
NEED SUCCESS
• Increase awareness of ZUJI’s online auction service
• ZUJI Facebook group saw its registration jump by 400% in the
• Project an image of fun, creativity and convenience
second month.
• Drive awareness of ZUJI’s social media engagement and
responsiveness • To date, the number of registered members of the group has
• Persuade target audience that online travel shopping is reached approximately 4,100 and is growing each week.
beneficial to the consumer
• The journalist group attracted more than 50 bids from a
member group of more than 100.
SOLUTION
Social Media • 20 pieces of extensive coverage were generated by the first-tier
dailies, magazines and online media within the first month of
• Set up a Facebook group (Facebook is the most popular the launch. ZUJI Staff:
social networking platform with ZUJI’s target market in
Hong Kong).
Mrktg Mngr
• To attract users, on selected Fridays, ZUJI offers free tickets Web Coord
and holidays for auction to members of the Facebook
group.
Designer
• The auction is promoted on Twitter.
• Group members bid for the item by posting on a Wall WE Staff:
message containing the bid.
Acct Dir
Media Engagement
• To generate media buzz before the public announcement,
Acct Mngr
ZUJI held a special preview auction exclusive to journalists. Acct Exec
• A Facebook group for journalists was also set up.
Writer
Your innovation. Our influence.

26. INTELFantastic Friday Campaign
ZUJI | Gateway to India Facebook Game
Intel Staff:
Mrktg Mngr
WE Staff:
Acct Dir
Acct Mngr
Acct Exec
Designer
Programmer
Your innovation. Our influence.

27. Contact
Taura Edgar
Waggener Edstrom Worldwide
24F SUP Tower
75-83 King’s Road
North Point, Hong Kong
E: tedgar@waggeneredstrom.com
T: +852 2907 8823
www.waggeneredstrom.com/studiod
Waggener Edstrom Worldwide Offices
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