Social media campaign in China


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A 5 step methodology for developing and implementing a social media campaign in China.

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  • ----- Meeting Notes (29/09/2011 12:31) ----- Welcome to Digital Spin Cycle. Creating a structured approach to PR in the fast moving age of digital communications.
  • If you have a mobile Phone – please stand up. If you have a pc stand up If you read a print newspaper today, sit down Those left standing are the audience! ----- Meeting Notes (29/09/2011 12:01) ----- This is the fundamental challenge facing the media and Public Relations Industry. Move from Media 1.0 to Media 3.0 ----- Meeting Notes (29/09/2011 12:31) ----- See the trends here - where the message needs to be!
  • ----- Meeting Notes (29/09/2011 12:01) ----- Shift from people sourcing information from few trusted sources to many unknown sources ----- Meeting Notes (29/09/2011 12:31) ----- The challenge therefore for the PR professional is how to get the message consistently heard/seen across all these diverse and often 'uncontrolled' medium
  • ----- Meeting Notes (29/09/2011 12:31) ----- This leads us to the Digital Spin Cycle. A 5 step approach to creating consistent PR communications. Each washing machine represents a community, the laundry is the message. How to have them all coming out clean & fresh.
  • ----- Meeting Notes (29/09/2011 12:31) ----- Introducing the Spin Cycle - the EASTWEST approach to PR planning process for digital communications.
  • ----- Meeting Notes (29/09/2011 12:31) ----- Firstly one has to identify the key audience. We classify these as: Internal, External & Allies.
  • ----- Meeting Notes (29/09/2011 12:31) ----- PR is communications with a view to building a relationship wth an audience. Therefore one has to view the stages of a campaign.
  • ----- Meeting Notes (29/09/2011 12:31) ----- 1st then let's look at the Creation of Content for the PR campaign which is going to take place both in traditional and digital domains. You will all recognize this screen. All online activities start with search. It doesn't matter who catchy or impressive the PR news if it can't be found.
  • It all starts with Search. Youku had approximately 231 million monthly unique visitors from homes and offices in March 2011 and approximately 52 million monthly unique visitors from Internet cafes in February 2011. English searches on Baidu number as high as 10 million per day, Found Compelling Engaging ----- Meeting Notes (29/09/2011 12:31) ----- Let's look at a simple press release which has been 'turbocharged' for the Internet. We must think about the key terms / words which will be searched and embed relevant words and content which will be found. We embed Video, social media links, photos, and cross reference links.
  • Social media releases ----- Meeting Notes (29/09/2011 12:31) ----- A large part of PR is that of events. Especially in consumer PR where image of great importance. Here is an example of a magazine which EASTWEST launched. Audiences love images - one picture can tell 1,000 words. So in PR we strive to create great photos.
  • 48 x the image of text. IBM / CNN
  • For ----- Meeting Notes (29/09/2011 12:37) ----- Microblogging has changed pace, quantity and depth of news. Short, frequent and superficial. How to engage and change perceptions under these circumstances when we are trying to affect 'understanding.'
  • Audience Timing Reach ----- Meeting Notes (29/09/2011 12:37) ----- When we publish content we have to think of the audience, timing and reach - how far we want the message to reach. Digital Media Prism illustrates all the potential
  • Multi channel approach to communications
  • ----- Meeting Notes (29/09/2011 12:31) ----- The growth area of the past 5 years is Video. Content creation with video, and especially since camera phone have come in. Youku had 231 million visitors. 370 million TV households in China. 50 million cable households. Equipment has become affordable for even small
  • Promotion comes via Feeding & Seeding. This is done by people in offices and at home finding relevant communities and sharing links and content. ----- Meeting Notes (29/09/2011 12:51) ----- The key functions are linking...all aimed at getting placement on key sites so that the page rank of the home page for the news is found more easily.
  • ----- Meeting Notes (29/09/2011 12:51) ----- This is now the challenge - we have to create a news network across the net among interested communities - we can no longer rely on a 'publisher' to span the divide. This is also the opportunity for PR people - and in many ways makes this the most exciting period in PR since the practice was created in the 1950's
  • Promotion: It is a Network – and we need to learn how to create content which the network will carry.
  • ----- Meeting Notes (29/09/2011 12:51) ----- We must track what we are doing - to ensure that we are on message. Remember that clients are paying for this service - therefore we must get the results in line with our original brief and contract.
  • Frequency Volume Location ----- Meeting Notes (29/09/2011 12:51) ----- When it comes to analysis - we are looking at the statistics in context of the goals and over time. Monitoring is a snapshot of what has been said. Analysis is the knowledge we can gain by reviewing them.
  • ----- Meeting Notes (29/09/2011 12:51) ----- Here you can see a sample of our analysis for our own work.
  • Here you can see analysis of sources of traffic to a site, regional review and importantly the impact of PR in different languages. Digital PR has a goal which is to bring visitors to the source for more information and potential conversion to client. We want to analyse sources of traffic, which stories garnered most re-mentions etc
  • Messaging Audience Trends Looking for sources, what works, which PR activities brought clicks and leads to the sales team. PR is a function of a business not an end in it’s own right. It must generate revenue.
  • EASTWEST case study of use of Video for PR. Primary use for answering simple questions we are given by candidates & prospects
  • Weibo
  • Social media campaign in China

    1. 1. ‘ The Digital Spin Cycle ’ A structured approach to digital public relations programs For more information, please contact: Jim James [email_address]
    2. 2. Public Relations is communication to effect change in thought or action of the target audience .
    3. 3. Fragmentation of the media & shift to digital
    4. 4. Brands Consumers Discussion, forums, Blogs, microblogging, SNS RSS news feed Articles, whitepapers Manuals, directories Webinars, vidcasts, tutorials The new paradigm: consumers look for content that provide solutions and helps them lead productive jobs and lives. Newspapers
    5. 6. ‘ Spin cycle’
    6. 7. <ul><li>Internal / external/ allies </li></ul><ul><li>Internal </li></ul><ul><li>Spokespeople </li></ul><ul><li>Staff </li></ul><ul><li>Allies & Influencers </li></ul><ul><li>Media & Analysts </li></ul><ul><li>Industry Associations </li></ul><ul><li>Government bodies </li></ul><ul><li>Previous & Existing Customers </li></ul><ul><li>External </li></ul><ul><li>Prospective customers </li></ul>
    7. 8. Build over time
    8. 9. Create
    9. 11. Press release
    10. 12. Video Youku 231 million monthly unique visitors from homes and offices in March 2011 52 million monthly unique visitors from Internet cafes in February 2011.
    11. 13. Micro blogging Weibo 90% market share. 140 million domestic users
    12. 14. Publish
    13. 16. Events
    14. 17. <ul><li>Online release services </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    15. 18. Digital Prism
    16. 19. Micro blogging Short descriptions 140 characters Links to other Constant conversations Weibo 90% market share. 140 million domestic users
    17. 20. Promote
    18. 21. Feeding & Seeding
    20. 23. Everything starts with search: picture of Baidu
    21. 24. Monitor
    22. 26. Analyse
    23. 28. <ul><li>Key Social Media Metrics: </li></ul><ul><li>Visits </li></ul><ul><li>Time on site </li></ul><ul><li>Pages viewed </li></ul><ul><li>Mentions </li></ul><ul><li>Inbound links </li></ul>
    24. 29. Case study One - Irdeto
    25. 31. Asia Pacific – One Irdeto: Many markets Mature Receding <ul><li>Net-neutrality </li></ul>Emerging <ul><li>Mobility </li></ul><ul><li>Ultra HD/ 3DTV </li></ul><ul><li>Security of consumer devices (Banking from Mobile) </li></ul><ul><li>Gaming </li></ul><ul><li>Telco emergence into the market </li></ul><ul><li>Digital Content Piracy/Security </li></ul><ul><li>Home networking </li></ul><ul><li>Broadband infrastructure and capacity issues </li></ul><ul><li>Mobile TV </li></ul><ul><li>VoD (concept) </li></ul><ul><li>Pay-TV and conditional access </li></ul><ul><li>Ad vs. Pay monetization models </li></ul><ul><li>Pay-per-View </li></ul><ul><li>Digital Switchover (concept) </li></ul><ul><li>Internet vs. TV </li></ul>Media Curve: 2010/2011 <ul><li>DTA Stampede </li></ul><ul><li>Authentication </li></ul><ul><li>Standardization of Digital Content (DECE, Keychest, etc) </li></ul><ul><li>3 Screen (Media 3.0) </li></ul><ul><li>OTT </li></ul>
    26. 32. Influencers Huiming Zeng( 曾会明 ) CEO of Weibo user / 255 followers Peng Zhang( 张鹏 ) Senior journalist of Satellite TV & IPTV Multimedia Xiaobu Luo (罗小布) Vice GM of Beijing GeHua CATV Network Co.,Ltd Weibo user / 209 followers Zhenhua Mao( 毛振华 ) Prof. of China People University and Expert on NGB Weibo user / 91,398 followers Troy  Senior journalist of Weibo user / 548 followers Ziyu Lin( 林紫玉 )                Chief editor of Communication Weekly Weibo user / 15,174 followers Chunmin Hu ( 胡春民 ) Chief editor of China Eletronic News Weibo user / 1,634 followers Fei Xiong( 熊飞 )  Analyst of SARFT Research Weibo user / 184 followers Dongsheng Li( 李东生 ) Chairman of TCL Weibo user / 1,115,681 followers Xingbao Xiong ( 熊兴保 )            President of The Broadcasting and Television Administration of Xiangtan County Weibo user / 53,995 followers
    27. 35. Case study Two - Mercedes
    28. 36. SIP charts to show impact Source: Navigating the social media jungle. Matt McDougall. Digital Jungle
    29. 39. Case study Three - EASTWEST
    30. 41.
    31. 42. iTunes EASTWEST Public Relations
    32. 44. <ul><li>Conclusion </li></ul><ul><li>Compelling Content </li></ul><ul><li>Configure for Search </li></ul><ul><li>Follow a Process </li></ul>
    33. 45. More resources: /careers @eastwestpr public relations Jim James Director EASTWEST Public Relations [email_address]