Social Media and Public Relations - Marcus Evans Presentation - Softbank China & India Holdings


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How to leverage social networking and media effectively in marketing and public relations in china

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Social Media and Public Relations - Marcus Evans Presentation - Softbank China & India Holdings

  1. 1. March 2010 New Media and Marketing Campaigns Keep it Real WILLIAM BAO BEAN SOFTBANK CHINA & INDIA HOLDINGS
  2. 2. “ Beware the social media charlatans” <ul><li>“ Lately it seems I can’t go anywhere without running into a gaggle of social media consultants bloviating about the wonders of social network marketing. Sure, you’ve seen ‘em, too. Slick shake-and-bake “experts” promising to help you leverage the power of Twitter and Facebook to raise your profile and, inexplicably, boost your profits. But scratch the surface on most of these claims and they instantly crumble. Meanwhile, it seems the only people making any money in social media are the consultants themselves .” </li></ul><ul><li>I’m a Venture Capitalist, not a social marketer </li></ul><ul><li>Source: PC World - Robert Strohmeyer; HT </li></ul>
  3. 3. Going shopping for 1 st grade <ul><li>Online listings & directories – 4 </li></ul><ul><li>BBS – 100s </li></ul><ul><li>Mothers – 18 </li></ul><ul><li>Friends – 3 </li></ul><ul><li>Who do you trust to tell you where to put your son for the next 5 years? </li></ul>
  4. 4. Marketing in social media: handle with care <ul><li>Awareness </li></ul><ul><li>Engagement </li></ul><ul><li>Conversation </li></ul><ul><li>Metrics </li></ul><ul><li>Social media comes after the conversation </li></ul><ul><li>Trust and Value </li></ul>Source : Agenda
  5. 5. What would your sell your friends for? <ul><li>Defriend for a hamburger </li></ul><ul><li>Here is a plant. Will you work on my farm? </li></ul><ul><li>If you sign up then I get a free drink! </li></ul><ul><li>This is something I love and I think you will love it too </li></ul>
  6. 6. Case study: @ctripenglish <ul><li>Haiku Contest </li></ul><ul><ul><li>Four Great Inventions; Dim sum Kung fu Tiger Balm; and Ctrip dot com </li></ul></ul><ul><li>Retweet to win </li></ul>
  7. 7. How to best leverage social media? <ul><li>Integrated with campaigns </li></ul><ul><li>Provide real value </li></ul><ul><ul><li>Entertainment </li></ul></ul><ul><ul><li>Product </li></ul></ul><ul><ul><li>Status </li></ul></ul><ul><li>Leverage net promoters </li></ul><ul><li>Ongoing relationship, not static </li></ul><ul><li>Tracking </li></ul><ul><li>Proactive reaction </li></ul>
  8. 8. 1. Integrate with campaigns <ul><li>360 campaigns </li></ul><ul><ul><li>Traditional media </li></ul></ul><ul><ul><li>Offline events </li></ul></ul><ul><ul><li>In store tie-ins </li></ul></ul><ul><ul><li>Online advertising </li></ul></ul><ul><ul><li>Seeding, no astroturfing </li></ul></ul><ul><li>Leveraging existing “conversations” </li></ul><ul><li>Cross promote </li></ul><ul><li>Bridge campaigns </li></ul>
  9. 9. 1. Integrate with campaigns <ul><li>Made for Internet TV Shows: 3 channels </li></ul><ul><ul><li>Mogo – Music TV </li></ul></ul><ul><ul><li>IVIVI – Womens Lifestyle </li></ul></ul><ul><ul><li>Niurenku – Youth Culture & Actions Sports </li></ul></ul><ul><li>Demographically targeted </li></ul><ul><li>Distribution on Tudou, Youku, and Baidu </li></ul><ul><li>Grass roots </li></ul><ul><li>Measureable </li></ul>
  10. 10. 2. Provide real value <ul><li>Entertain </li></ul><ul><li>Enable sharing </li></ul><ul><li>Reward </li></ul><ul><li>Promote your promoters </li></ul><ul><li>Not about selling, they are already sold </li></ul>
  11. 11. 3. Leverage net promoters <ul><li>Would you recommend to friends? 9 or 10 </li></ul>Source : Holaba
  12. 12. 4. Ongoing relationship <ul><li>Do your customers think in terms of campaigns? </li></ul><ul><li>Strong existing relationships > new relationships in social </li></ul><ul><li>Keep it interesting </li></ul><ul><li>Keep it real </li></ul>
  13. 13. 5. Tracking <ul><li>What is the social graph saying? </li></ul><ul><ul><li>About you </li></ul></ul><ul><ul><li>About your competitors </li></ul></ul><ul><ul><li>What other brands do your net promoters like? </li></ul></ul><ul><li>CIC: BBS comment tracking </li></ul><ul><ul><li>Language and themes to drive messaging </li></ul></ul><ul><li>Holaba: brand war surveys </li></ul><ul><ul><li>What impact are my campaigns having over time by demographic </li></ul></ul><ul><ul><li>CRM: reach out to net promoters </li></ul></ul>
  14. 14. 6. Proactive reaction <ul><li>Managing complaints: Orange Hotel </li></ul><ul><li>CIC: tracking and management </li></ul>
  15. 15. Thank You! William Bao Bean Partner [email_address] +86 139 1789 8171 +852 9131 0218