Art of Storytelling Marcom Beijing 2010


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  • Without a doubt social media is changing the way things are done. Marketing is in a sense being turned on its head.
  • The reach of social media is phenomenal. (talk thru slide #s). It has captured a fundamental want in the human psyche, the need to connect, share thoughts, and get references. It is a universal trend.
  • In Asia Pacific, the numbers here speak for themselves. And this is also the case in almost every other major country in the world. Facebook continues to be the 1000 Lb gorilla in social media, but in many non-english speaking markets, local social networking sites hold considerable influence, e.g. Mixi in Japan, Xiaonei in China. People are not only engaged in social media and networking, they are also spending a lot more time on social networking.
  • Who are your target audiences, how are they getting their news, what’s the platform to best get their attention? e.g. Catalog company, potential clients vary greatly in their practices. In China, they’re making buying decisions wholly online; in Singapore, it’s a different mix, they look at catalog but then do their buying and other research onlineExtra points for #2: Singapore – bloggers hold big influence; for FMCG, FB groups make sense; main point is to know where your target audiences are going, which social media tools they are usingMeasurement: Start with the measurement, what goals do you want to achieve, find best measurement tool to track the results and take it from there
  • Bloggers have big influence in Singapore, Google realises this and has over the years developed a healthy relationship with them.
  • Although effective, traditional PR outreach has its limitations as the launch of these two new services were announced merely two weeks away from each other. The Agency saw this as a good opportunity for Google to jump onto the social media bandwagon to engage directly with its target publics, otherwise known as Internet Natives or Generation Y. The key objectives of this digital media plan is to expand Google’s reach to target consumers directly and create buzz in the online social media scene – a place that has become part of the masses’ daily lives. In addition, it is also to position Google as a company that gathers genuine, direct and instantaneous feedback on its products and services by way of social media chatter. Instead of merely using social media tools (i.e. Google blogs) as an avenue of pushing information to the public, it seeks ways for improvement through this platform.
  • Google Maps was first launched in the US in early February 2005 with the idea of making a user-friendly mapping technology accessible to consumers and business users for free. Since then, different versions of Google Maps have become available in over 30 countries, including the UK, Japan and China.In July 22, 2008, Google decided to launch Google Maps Hong Kong as part of its ongoing commitment to deliver tools and applications customized for local users.Blogger involvement: Google knows the growing importance and influence of a new breed of communicators: the bloggers. As more and more users turn to the Internet to get news and information, and as Web 2.0 continue to increase in popularity, Hong Kong’s blogger community has become a key factor to the success of Google’s local campaigns, including the Google Maps’ launch.Bloggers were invited to an informal dinner with Google’s marketing and engineering teams. They were divided into small groups and each group was joined by a Google spokesperson, who engaged the bloggers in a casual yet intimate conversation about the company and its products.A skit, done in Cantonese, showed two Google engineers demonstrating different scenarios where Google Maps can be incorporated in one’s daily activities. An interactive demo kiosk was set up at both the media conference and the blogger dinner, where local partners, such as PCCW, and HKTDC showed how they integrated Google Maps into their web sites. At the demo kiosk, the journalists and bloggers were invited to experience Google Maps first hand.
  • With the groundwork established, HA then initiated a two-way engagement between Google and key bloggers. By keeping bloggers in the loop about company news — offering product previews, organizing meetings and holding exclusive events — HA helped Google to grow its number of blogger contacts and also strengthen its relationship with them.
  • Art of Storytelling Marcom Beijing 2010

    1. 1. Integrating the Art of Conversation with the Art of Storytelling<br />Chris Tang<br />Asia Pacific Managing Director<br />The Hoffman Agency<br />
    2. 2. 10 signs that things are changing<br />1<br />2<br />3<br />I spent more time on Twitter, Facebook and Flickr yesterday than I did on e-mail.<br />It’s easier to put my message on M&Ms than it is to get it in an A-list blog.<br />Two women raised over $6,000 in one day Twittering about frozen peas.<br />4<br />5<br />$0 budget YouTube videos about Barack Obama were seen 120 times compared to Hilary Clinton’s “largest town hall meeting in US history”, which cost millions.<br />IBM receives more leads, sales and exposure from a $500 podcast than it does from an ad.<br />6<br />7<br />8<br />A start-up company got 100 great marketing ideas for free from Twitter.<br />We no longer search for the news, the news finds us.<br />If Facebook were a country, it would be the world’s 3rd largest after China and India.<br />9<br />10<br />Google has replaced the thesaurus, the encyclopedia, the dictionary and my short-term memory.<br />Measurement of social media campaigns and impact to brand is so much easier than traditional PR.<br />
    3. 3. Social networking continues to engage and capture audiences globally<br />More than 770m people worldwide visited a social networking site in July 2009, an 18% increase from the previous year <br />Social media reached nearly 70% of the total global online audience, ranking as one of the most popular destinations on the Web<br />
    4. 4. Penetration of social networking sites <br />By market<br />
    5. 5. Hong Kong’s social media scene<br />Over half<br />>50%<br />45%<br />of Web users have a social media profile<br />of active Internet users have read a blog<br />of Hong Kong’s youth read and participate in online forums and discussion groups<br />93%<br />25<br />number of hours an average user spends online each month<br />of Internet users rely strongly on WOM<br />
    6. 6. China’s social media scene<br />46%<br />BBS<br />of Chinese netizens access the Internet by mobile phone<br />is the heart of China’s social media, with over 100 million netizens using the online forum<br />Music, video, online games<br />three biggest Internet apps in China<br />>95m<br />124m<br />SNS users in 2009<br />rural netizens and growing<br />
    7. 7. China’s digital media landscape is dominated by local players<br />Local players appeal to domestic users<br />Government censorship<br />
    8. 8. Popular social media tools in China<br />Source: Web2Asia’s “Chinese Online Social Networks”<br />
    9. 9. What they are using<br />Social Networking Sites (SNS)<br />RenRen (formerly Xiaonei)copied the Facebook model: it started with students and has since opened to all<br />Kaixin001attracted white-collar office workers by focusing on fun, addictive social games<br />Qzonegained young teens and rural users via cross-promotional traffic from QQ Messenger<br />51.comstarted strong in lower tier cities, but growth has since slowed<br />Source: CNNIC’s 24th Statistical Report (June 2009)<br />
    10. 10. Top 3 questions marketers want answered<br />1<br />2<br />3<br />
    11. 11. Hoffman’s philosophy behind social media<br />Pragmatic<br />Campaigns blend social media with traditional communication tactics<br />Never-ending process to refine the program<br />Keep an eye on the prize: Building the client’s name and brand in the virtual world<br />Social media is a means to enhance a client’s online presence<br />Other elements that come into play include content creation, search engine optimization (SEO), analytics and engagement<br />
    12. 12. Philosophy behind social media<br />3 types of media at the macro level<br />Earned Media<br />Paid Media<br />Typically advertising not our domain, although we get involved in Google AdWords<br />Owned Media<br />Company web site, social network platform, etc.<br />We believe the more niche your market space, the greater the emphasis should be on “owned” media.<br />
    13. 13. Philosophy behind social media<br />
    14. 14. Redefining an influencer<br />Social Media<br />Traditional<br />Jonathan Sin<br />Blogs<br />Online Communities<br />
    15. 15. Philosophy behind social media<br />Define success<br />Traffic to the web site<br />“Air cover” for sales<br />Market perception<br />Deeper relationships with customers<br />Employee morale<br />Push down negative content in search results<br />Thought leadership<br />Etc.<br />
    16. 16. Philosophy behind social media<br />Requires different communications mindset<br />ACTION<br />RISK?<br />People will say bad things<br />People will say good things<br />Y<br />Y<br />Y<br />People won’t give a darn<br />
    17. 17. No. 1 requirement to counsel on social media<br />
    18. 18. Social media participation = credible counsel<br />
    19. 19. Social media participation = credible counsel<br />
    20. 20. Social media participation = credible counsel<br />4:28 p.m.<br />
    21. 21. Social media participation = credible counsel<br />From: Lou Hoffman [] Sent: Wednesday, March 03, 2010 5:06 PMTo: Pletka, Ryan J.Cc: Lori Shen (Tokunaga); Minter, George A.Subject: Question<br />Ryan,<br />Alex Madrigal is writing a book on energy and also contributes to Wired Magazine.<br />He posed the following question on Twitter today –<br />Does anyone have an estimate for what the total BTU contribution of passive solar designs (U.S.) has been in the last 30 years?<br />Does this number exist or do we have a logical way of ballparking it?<br />Feel like it could be a door opener to an A+ influencer (but not the type of thing that warrants a chunk of time).<br />Thanks.<br />Lou <br />
    22. 22. Social media participation = credible counsel<br />From: Pletka, Ryan J. Sent: Wednesday, March 03, 2010 5:16 PMTo: Lou Hoffman; Pietruszkiewicz, JonCc: Lori Shen (Tokunaga); Minter, George A.Subject: RE: Question<br />I am not aware of a good data source.  <br />Jon might be able to pontificate on this.  <br /> <br />Regards, Ryan <br />Ryan PletkaBlack & Veatch 650 California, Fifth Floor San Francisco, CA 94108 USA 1-415-693-9552 x14<br />From: Pietruszkiewicz, Jon []Sent: Wednesday, March 03, 2010 5:21 PMTo: Pletka, Ryan J.; Lou HoffmanCc: Lori Shen (Tokuanga); Minter, George A.Subject: RE: Question<br />Unfortunately, I don't think anyone has a handle on this. Either passive designs implemented or average savings of a passive design. Average savings you might be able to take a shot at, but number of passive designs, I don't think there is anyone who has thought about this. Most passive design features are not even implemented as a "passive design", so that is part of the problem.<br /> <br />Jon Pietruszkiewicz, PE Renewable Energy and Energy Efficiency Project Manager Black and Veatch Office 1-415-693-9552 x 17 Cell 916-532-5188<br />
    23. 23. Social media participation = credible counsel<br />
    24. 24. Social media participation = credible counsel<br />
    25. 25. Social media participation = credible counsel<br />
    26. 26. 9:06 a.m.<br />6:20 p.m.<br />8:53 a.m.<br />Social media participation = credible counsel<br />
    27. 27. Social media campaign case study<br />Black & Veatch Electric Utility Survey<br />Black & Veatch conducted the survey for three years with zero public traction<br />Company wanted to leverage investment in survey as a vehicle for thought leadership<br />Campaign integrated social media with traditional PR tactics<br />
    28. 28. Social media campaign case study<br />Black & Veatch Electric Utility Survey<br />We mined the “GOLD” from the 93-page survey…<br />
    29. 29. Social media campaign case study<br />Black & Veatch Electric Utility Survey<br />… and created a microsite culling content with strongest mass appeal<br />
    30. 30. Social media campaign case study<br />Black & Veatch Electric Utility Survey<br />Survey Microsite Tuned for SEO<br />Conducted a trending search online to determine the most popular keyword (energy vs. electric vs. power); based on the outcome, implemented the most popular (energy) throughout the text, within the URL and in meta tags<br />Used descriptive alt tags on the site’s chart images to drive more traffic based on specific keyword searches<br />Added hyperlinks to the press release on keywords for backlinks during syndication<br />
    31. 31. Social media campaign case study<br />Black & Veatch Electric Utility Survey<br />Coverage ranged from The New York Times …<br />
    32. 32. Social media campaign case study<br />Black & Veatch Electric Utility Survey<br />… to CNET<br />
    33. 33. Social media campaign case study<br />Black & Veatch Electric Utility Survey<br />… and ZDNet<br />
    34. 34. Social media campaign case study<br />Black & Veatch Electric Utility Survey<br />Generated 200+ pieces of coverage (and counting)with limited interviews<br />4 interviews<br />The power of syndication and viral effect<br />
    35. 35. Social media campaign case study<br />Black & Veatch Electric Utility Survey<br />Fortified microsite as an online destination (Evergreen)<br />Thanks partly to 100+ backlinks<br />
    36. 36. Social media campaign case study<br />Black & Veatch Electric Utility Survey<br />Fortified microsite as an online destination (Evergreen)<br />And thanks partly to Wikipedia visibility<br />
    37. 37. Social media campaign case study<br />Black & Veatch Electric Utility Survey<br />Now dominate “electric utility survey” searches<br />(Similar study from PriceWaterhouse nowhere to be found)<br />
    38. 38. Google’s social media engagement<br />Marrying the art of storytelling with the art of conversation<br />
    39. 39. Google’s social media engagement<br />Marrying the art of storytelling with the art of conversation<br />Google Street View Launch in Hong Kong<br />
    40. 40. Google Street View launch in Hong Kong<br />
    41. 41. Google Street View launch in Hong Kong<br />Implementation<br />Traditional PR<br />Press launch event at a historical heritage building <br />Invited top-tier newswires, business, lifestyle, IT, dailies and marketing trade media<br />Debut of Street View Pegman and live demos with engineers to enrich the total Street View experience<br />Digital Media<br /><ul><li>Blogs & blog aggregators
    42. 42. Google’s key bloggers were invited to event
    43. 43. Facebook, Twitter, and blogger outreach managed by agency
    44. 44. Active engagement in online social media groups such as Google Guru Group and HK Bloggers Group</li></li></ul><li>Google Street View launch in Hong Kong<br />Blogs<br />
    45. 45. Google Street View launch in Hong Kong<br />Social networking sites<br />
    46. 46. Google Street View launch in Hong Kong<br />Online videos<br />
    47. 47. Google Street View launch in Hong Kong<br />Print media<br />
    48. 48. Google Street View launch in Hong Kong<br />Coverage results<br />
    49. 49. Google Hong Kong blogger engagement<br />Community outreach<br />
    50. 50. Google Hong Kong blogger engagement<br />DedicatedBloggerEvents<br />ExclusivePreviewMeetings<br />VIPGuests<br />
    51. 51. Google Hong Kong blogger engagement<br />“Google Maps Hong Kong launch is my favorite blogger event by far! Google’s blogger engagement has given local bloggers like me an invaluable opportunity to interact and even brainstorm with their engineers. We appreciated that the engineers took some quality time with us, and we all felt that it was such a delightful and enjoyable moment. In the past, Google is very low-key and ‘mysterious’ to me as it preferred users to discover its latest products rather than aggressively promote its products like companies. But after Google has started to reach out to local bloggers actively, it seems that Google has opened up a lot, and become more active in sharing their news and product updates with us.”<br />Marie Yuen, Blogger,<br />“Google Maps [Hong Kong Launch] is my favorite Google blogger engagement event for sure! When I joined Google’s Cantonese Suggest Launch, I put up a live stream of Google engineers’ product demo and shared it with 50 blogger friends of mine on my Facebook. Google’s blogger outreach campaign definitely established local bloggers’ growing support for the company and increased our usage of Google's products. It also helped Google get a more positive image, especially among end users. I appreciate the fact that Google values local bloggers, and the events it organize provide us a great opportunity to socialize and make friends. ” <br />Jansen Lu, Blogger, Jan’s Tech Blog<br />
    52. 52. Also remember<br />Social media drives traditional press. Traditional press drives social media.<br />It may not always be appropriate to use EVERY kind of social media.<br />There is no point to a Twitter that is not “twittering”, a Facebook with no “faces” or a blog with no blog posts.<br />Don’t just use social media. Ensure there is “real-life” contact.<br />
    53. 53. User-generated content<br />Engagement<br />
    54. 54. Toshiba 500 GB USB 2.0Portable External Hard DriveHdDR500E04XL (Liquid Blue)<br />User-generated content<br />
    55. 55. User-generated content<br />Trust<br />
    56. 56. User-generated content<br />Identify Sources to Monitor <br />Daily Monitoring<br />Positive, Neutral or Negative <br />No<br />Influence<br />Capture in Database<br />Repeat Offender<br />Source has Influence<br />Activity stops<br />Engage<br />Positive<br />Negative<br />CommunicatePR Resource<br />Issue Resolved<br />Communicate<br />Issue Not Resolved<br />Yes<br />No<br />Determine if More Engagement is Needed<br />
    57. 57. Two closing thoughts<br />Read…<br />
    58. 58. Two closing thoughts<br />Read…<br />
    59. 59. Two closing thoughts<br />Experiment…<br />
    60. 60. Two closing thoughts<br />Experiment…<br />
    61. 61. Two closing thoughts<br />Experiment…<br />
    62. 62. Two closing thoughts<br />Experiment…<br />
    63. 63. Two closing thoughts<br />Experiment…<br />
    64. 64. Two closing thoughts<br />Experiment…<br />
    65. 65. Considerations for companies before diving in<br />Monitor your own and your competitors’ social media presence<br />Get senior management buy-in<br />Develop the right organizational hierarchy to be responsible for social media<br />Set measurable goals before developing a social media strategy<br />Develop a social media policy <br />Participate in the conversations<br />Be ready for the good times as well as the bad<br />
    66. 66. Chris TangAsia Pacific Managing DirectorE-mail:<br /><br />