The document discusses the rise of social media marketing in China. It notes that consumers now have more control over information consumption and sharing online. While some brands have found success using social media, it also faces challenges in China like not fully understanding social platforms and difficulties measuring effectiveness. The document then walks through steps a company took in launching a social media marketing campaign on Weibo, including understanding the platform, setting goals, and evaluating results.

1. Evolution on social media , esp. microblog
Integral solution for Internet-word-of-mouth on social media Sonia Ai

2. Social Media Cause a Consumer Evolution
Integral solution for Internet-word-of-mouth on social media

3. 网站产生内容流量占比 用户产生内容流量占比
47%
51%
2%
消费者互联网世界里拥有了更多的
“信息获取自主权”和“信息发布自主权”
Integral solution for Internet-word-of-mouth on social media

4. 品牌不消费者之间可以建立一种关联
而这种关联是直接的，丌再需要通过介质
Integral solution for Internet-word-of-mouth on social media

5. Integral solution for Internet-word-of-mouth on social media

6. Social Media Cause a Consumer Evolution
So do the marketing world…
Integral solution for Internet-word-of-mouth on social media

7. NOW, IT’S SOCIAL TIME!
Social Media Marketing
全球的广告主和代理商都调高了社会化媒体营销的级别，社会化媒体营销的预
算比例大幅度提升，越来越多的品牌和代理公司开始尝试社会化媒体营销 。
Integral solution for Internet-word-of-mouth on social media

8. 积极使用社会化媒体营销的企业，都获得了华丽的营销成果
Integral solution for Internet-word-of-mouth on social media

9. 在中国，社会化媒体营销的开展遇到了一些挑战
We don't know enough about social media to know where to begin
我们对社会化媒体了解丌够多丌知道从何开始
There's no established way to measure the effectiveness of social media
没有确定的方法来测量社会化媒体的效果
Only a fraction potential of social media is currently tapped in china
目前中国社会化媒体潜力只被挖掘出来一小部分
Very few companies really understand how to use social media
只有少数公司懂得如何运用社会化媒体
I think my company needs to catch up with the latest trends around social
media，but Keeping up with the developments and trends in social media
usage is challenge
我想我的公司需要了解最新的社会化媒体趋势和发展，但是这对于我们是个挑战
I think there are too many social channels/platforms to choose from
我觉得有太多的平台需要选择，有些无从下手
I cannot find the right agency partners or vendors
我找丌到好的代理公司或者供应商
一份来自对中国广告主的调查
Integral solution for Internet-word-of-mouth on social media

10. 以微博为例
我们尝试来开展一次
社会化媒体营销
Integral solution for Internet-word-of-mouth on social media

11. 流程如下：
Integral solution for Internet-word-of-mouth on social media

12. 了解媒体：微博是什么？
Microblogging is a broadcast medium in the form of blogging. A microblog differs from
a traditional blog in that its content is typically much smaller, in both actual size and
aggregate file size. A microblog entry could consist of nothing but a short sentence
fragment, an image or embedded video.
As with traditional blogging, microbloggers post about topics ranging from the simple,
such as "what I'm doing right now," to the thematic, such as "sports cars.“
Commercial microblogs also exist, to promote websites, services and/or products, and
to promote collaboration within an organization.
——vis wikipedia
Integral solution for Internet-word-of-mouth on social media

13. 了解媒体：微博是什么？
简单说，由于微博在产品功能设计上
的全面性，且用户参不的低门槛性
决定了微博是一个同时具备“关系”
和“内容”属性的媒体平台，且使
用起来很方便
Integral solution for Internet-word-of-mouth on social media

14. 制定目标：我需要微博为我做什么？
你希望微博帮你做到的，和微博可以帮你做到的两者之间，是存在差距的
Integral solution for Internet-word-of-mouth on social media

15. 有时候，制定一个单一目标，结果可能更好
Integral solution for Internet-word-of-mouth on social media

16. 审核战略：在我整体的社会化媒体营销布局中，微博的
作用是什么？
Integral solution for Internet-word-of-mouth on social media

17. Integral solution for Internet-word-of-mouth on social media

18. Integral solution for Internet-word-of-mouth on social media

19. 确定实施规划：达到我的目标我需要做哪些事情？
我做好心理准备了么？
我有没有足够多以及足够好的内容？
我制定准则了没有？
我的运营团队做好准备了么？
Integral solution for Internet-word-of-mouth on social media

20. 评估营销结果：我如何评估我的营销效果？
Integral solution for Internet-word-of-mouth on social media

21. 3个月丌到的时间
20万粉丝
超过600万条微博
超过3000万次活动网站点击
Integral solution for Internet-word-of-mouth on social media

22. 关联
Integral solution for Internet-word-of-mouth on social media

23. 确定target：我的目标群体在微博上么？
Target研究：他们都在微博上干什么？
这两点没说…
Integral solution for Internet-word-of-mouth on social media

24. Social Media Cause a marketing Evolution
Consumer drives it
Integral solution for Internet-word-of-mouth on social media

25. Social Media Cause a marketing Evolution
Consumer needs drives it
Integral solution for Internet-word-of-mouth on social media

26. Social Media Cause a marketing Evolution
PRODUCT/产品 PRICE/价格
Customers
On social network
PLACE/渠道 PROMOTE/推广
Consumer’s touch-point drives it
Integral solution for Internet-word-of-mouth on social media

27. Social Media Cause a marketing Evolution
Consumer’s Data drives it
Integral solution for Internet-word-of-mouth on social media

28. 谢谢大家！
Integral solution for Internet-word-of-mouth on social media