China Social Media: Branding in the Digital Age

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China Social Media: Branding in the Digital Age

  1. Impressions VS expressions Event: Branding in the digital age Shanghai, June 23, 2011
  2. Warming up
  3. How many internet users in China?A: 477 mln B: 377 mln Warming up 3
  4. Which brand ranks #1 in amount of fans on Chinese social media?A: Volkswagen B: Audi Warming up 4
  5. The time Chinese spent online in 2010 has increased by..A: 31% B: 45%Warming up 5
  6. What’s the Chinese Twitter called?A: Dianping B: Weibo Warming up 6
  7. Ready?
  8. This presentation is notabout branding (sorry)Instead, it’s about wherethe rubber meets the road 8
  9. This P&G commercial reached85% of the target group in 3airings. That was 1987. 9
  10. The old sender/receivermodel has become morecomplex Sender Message Receiver 10
  11. Today, people talk back at brands..Sender Message Receiver 11
  12. And worse, also to each other on a global scale, beyond the local tupperware party! ReceiverSender Message + Sender 12
  13. 67%of consumer purchase decisions areprimarily influenced by word of mouth,according to McKinseyMcKinsey/Thompson LightstoneFact 13
  14. You should buy this No
  15. You should buy this Yes
  16. It’s about what others sayabout your brand.Not you.Simple, right? 16
  17. fromImpressions toExpressions 17
  18. Traditional media was aboutgenerating impressions 18
  19. How many people (might have) seen our ad? 19
  20. Digital media was also aboutgenerating impressions 20
  21. How many page views did we get? 21
  22. Social media is aboutgenerating expressions social games ambassadors 22
  23. DefinitionExpressions are brand interactions thatare shared with others 23
  24. Me talking about my new Nikeshoes on Renren 24
  25. Me sharing my running time onSina Weibo 25
  26. Me trying to sell my old Adidas shoes on a BBS Rose beauty origin exampleAgenda 26
  27. It are photos, videos, replies, blogposts andreviews about your brand But also.. 27
  28. 28
  29. Fox trying to get more likes.. 29
  30. BWM screaming for more likes.. 30
  31. Red Bull crying for more likes.. 31
  32. (they don’t get it) 32
  33. DefinitionExpressions are EARNED brandinteractions that are shared with others 33
  34. Burberry get’s it 34
  35. Burberry saw its sales oftrench coats decline.. 35
  36. Art of the Trench byBurberry 36
  37. Add your trench coatphoto via Facebook 37
  38. Share, like and givecomments! 38
  39. Photos from 150countries6 million fans onFacebookGiving avg 300 repliesper post95% positive replies 39
  40. 10% sales increasePhotos from 150countries6 million fans onFacebookGiving avg 300 repliesper post95% positive replies 40
  41. Another example 41
  42. KLM was looking for a way tobring their philosophy ‘Journeysof inspiration’ to life.. 42
  43. How happiness spreads:surprising passengerswith little gifts 43
  44. For 3 weeks a KLM teamon Schiphol tracks downpassengers that tweetabout waiting for theirflight.. 44
  45. Surprising them with asmall personalized giftbased on their socialmedia profile... 45
  46. Let the lucky winnersshare their moment ofhappiness with others onsocial media! 46
  47. 28 passengers received agiftTheir happiness reachedover 1mln people onTwitter5.000 new KLM fans onFacebook 47
  48. So remember.. 48
  49. It are theexpressionsthat count. 49
  50. Thank you!
  51. Boosting brands Rogier BikkerCo-founder | Creative Director +86 1860 167 2657 rogier@energize.cn www.energize.cn

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