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One9ninety Introduction Deck - May 2012
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  • Mix of things you can and cannot control
  • Specific to online activities

One9ninety Introduction Deck - May 2012 One9ninety Introduction Deck - May 2012 Presentation Transcript

  • May 2012 - Private & Confidential
  • Social Media: The Business Case
  • Why Invest in Social Media Marketing?1 Activate a system of referrals (iWOM) and you will grow profit through increased consumer loyalty, advocacy and user contribution online (MM Incite – Nielsen/McKinsey)2 Consumer purchasing decisions are highly influenced by iWOM (CIC & Nielsen)3 Social media marketing increases overall effectiveness of marketing throughout consumer journey from awareness to consideration to conversion to loyalty (McKinsey)4 Social media marketing reduces marketing costs over time (McKinsey)5 Chinese consumers are in social media spending substantial amount of time – more than US, Japan, and BRICI nations (Boston Consulting Group)
  • 1Activate a system of referrals (iWOM) and you will grow profit through increasedconsumer loyalty, advocacy and user contribution online Source: MM Incite – Nielsen/ McKinsey
  • 2Consumer purchasing decisions are highly influenced by iWOM4 of the Top 10 Most Trusted Sources More than 53% of consumers of Top 4When Making a Purchase Decision Are product categories check iWOM beforeSocial Media Platforms making a purchasing decision Source: Nielsen Source: CIC Data
  • 3&4“McKinsey’s survey research finds that companies using the Web intensively gain greatermarket share and higher margins.”McKinsey’s 4th annual Web 2.0 surveygarnered responses from 3,249 executivesacross a range of regions, industries, andfunctional areas.They were asked if they used Web 2.0technologies (more than 66% use) andhow it affected their businessperformance.Two take-aways:• 63% of respondents said that use of Web 2.0 had increased overall effectiveness of marketing throughout consumer journey (awareness, consideration, conversion, loyalty).• 45 % of respondents said that use of Web 2.0 reduces marketing costsSource: McKinsey Annual Web 2.0 Survey
  • 5Chinese consumers are in social media spending substantial amount of time –more than US, Japan, and BRICI nations Chinese Internet users are online for an average of 2.7 hours per day and are projected to spend an average of 3.1 hours online each day of 2015. United States and Japan Internet users spend an average of 2.3 and 2.9 hours online per day, respectively.
  • Chinese Netizen Behavior in Social Media
  • Social Media: What platforms are Chinese Netizens using? Source: CNNIC, Bi-Annual Chinese Internet Report, July 2011
  • Social Media: What platforms are Chinese Netizens using? SOME KEY TRENDS • Top 5 in Users: (1) Search Engines, (2) IM, (3) Online Music, (4) Online News, (5) Blogs • Top 5 in Growth: (1) Weibo (+208.9%), (2) Group Buy (+125%), (3) Online Payment (+11.7%), (4) IM (+9.2%), (5) Blogs (+7.9%) • Weibo continues to consolidate momentum. Staggering growth spike for weibo platforms which has continued its steep accelerated growth in second half of 2011 • BBS continues significant decline in users (15th) & growth rate (-2.8%) • SNS popularity softening slightly in users (9th) & growth rate (-2.2%) • Blogs maintain relevance with high number of users (5th) and growth rate (+7.9%) Source: CNNIC, Bi-Annual Chinese Internet Report, July 2011
  • Social Media: What motivates netizens in social media?Top reasons Chinese netizen’s follow brands in social mediaSource: DCCI, September 2011
  • Social Media: What motivates netizens in social media? Source: CiC
  • Social Media: What motivates netizens in social media? Source: CiC
  • One9ninety Introduction
  • Mission WE USE TECHNOLOGY, AUTHENTIC WORD OF MOUTH, CREATIVE CAMPAIGNS & COMMUNITY DYNAMICS TO MARKET BRANDS ON THE SOCIAL WEB
  • Our Philosophy “ADVERTISING IS LESS CREDIBLE, LESS INFLUENTIAL AND LESS PERSUASIVE THAN JANE SMITH FROM NEXT DOOR” (* SOURCE: JOSEPH JAFFE, FOUNDER, CRAYON *)
  • The 1% Rule WE IDENTIFY & ENGAGE WITH THE 1% CREATORS & THE 9% EDITORS TO: PRODUCE INSIGHTS, WORD OF MOUTH & CONTENT EDITORS GENERATE AWARENESS & SOCIAL COMMERCE WITH THE 90% MAINSTREAM
  • About UsFOUNDED IN 2008WE ARE A TEAM OF 30OFFICES IN SINGAPORE, MALAYSIA &SHANGHAIWE ARE INVESTED BY STARASIA,A LARGE ASIAN DISTRIBUTOR OF BEAUTY &COSMETICS PRODUCTS
  • ServicesInsightsUse of dedicated search technology to recommend engagement strategiesbased on tracking, listening & analysis of online conversationsInfluenceE-fluencer & Internet word-of-mouth marketingCreative Campaign & ContentCreation & execution of viral social media campaigns often supported bycommunity co-creation process, on-the-ground events & dedicatedapplications to generate engagement and User Generated ContentCommunityManagement of brands’ presence & voice on the social web - content, tone,frequency - and of the relationship with & between online communities,including tools like web & mobile apps, on social platforms such as Renren,Douban, Sina/QQ Weibo, Youku, Tudou, 163, Tianya et cetera.
  • Role of Social Media Marketing Weibo Apps & Digital Community Management Games Media Buy Creative Brand BrandActivation Communities Retail &Campaign Video eCommerce Sharing Visual SNS & eFluencer Community Written Engagement Management iWOM / Content SNS (Weibo Daren) Social Media Group Relations Marketing eFluencer eFluencer Engagement (BBS) Engagement (SNS Hongren) eFluencer MEMBERS = ¥ Engagement (Blogs)
  • Strategy - PrinciplesPlace the brand at the center of “The 3 Cs” ContentMake it the enabler to cultivate brand- anduser-generated contentAttract a targeted community Community ConversationEncourage interaction and conversation
  • Strategy – Social Media Marketing by Category EARNED OWNED PAID INSIGHTS & MEDIA MEDIA MEDIA ANALYSISEFLUENCER MARKETING COMMUNITY MGMT MEDIA BUY BUZZ MONITORINGBlogs SNS (RenRen, Douban) Websites Quarterly AuditBBS Sina & QQ Weibo Portals Pre-Campaign BenchmarkSina & QQ Weibo Brand Proprietary Sites Verticals Post-Campaign ROI AnalysisSNS Taobao SNS Identification: Videosharing Sina & QQ Weibo Trends Videosharing Topics CREATIVE TECH Efluencers Apps Games
  • Some of Our Clients
  • 谢谢
  • ADDENDUM: CNNIC Bi-Annual Internet Report (January 2012)