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Establishing a Digital
                                               Presence in China
D/BM l Digital and Social Media Influence at




                                               Burson-Marsteller
Burson-Marsteller China




                                               China
                                               Zaheer Nooruddin
                                               Lead Digital Strategist
                                               Twitter @zooruddin
                                               Twitter @DBM_China
                                               www.DBMChina.com
                                               February 6 2012



                                                                         D/BM l Listen Plan Mobilize
D/BM l Digital and Social Media Influence at
                              Burson-Marsteller China




D/BM l Listen Plan Mobilize
                                                                Digital China at a Glance
China’s 1.4 billion
D/BM l Digital and Social Media Influence at
Burson-Marsteller China




                                                       50%                        50%
                                                       Rural                      Urban

                                                                                          Source: World Bank

                                                          D/BM l Listen Plan Mobilize
China Digital Behavior
D/BM l Digital and Social Media Influence at
Burson-Marsteller China




                                                                                        Source: China Internet Watch
                                                          D/BM l Listen Plan Mobilize
China Digital Reach
                                                                         • 1.4 billion Population are nearly 1.4
D/BM l Digital and Social Media Influence at




                                                                               billion in China


                                                                         • 500 million Number of Internet users
                                                                               with growth rate 19%       annually, ranks No.1 in
Burson-Marsteller China




                                                                               the world


                                                                         • 1 million new Internet users every month
                                                                         • 303 million Mobile Internet users reach
                                                                               303 million, accounting for 66% computer Internet
                                                                               users


                                                                         • 18 hours Average time online 18 hours
                                                                               per week and 2.6 hours every day
                                                                      Source: World Bank,InternetWorldStats, China Internet Watch,2011

                                                         D/BM l Listen Plan Mobilize
Digital broadband usage

                                               460 million
D/BM l Digital and Social Media Influence at
Burson-Marsteller China




                                               98% broadband penetration                    Source: China Internet Watch

                                                              D/BM l Listen Plan Mobilize
China on the GO
D/BM l Digital and Social Media Influence at
Burson-Marsteller China




                                                Mobile web usage
                                                303 million
                                                66% of PC Internet Users
                                                                                           Source: China Internet Watch

                                                             D/BM l Listen Plan Mobilize
An Evolved Webscape
D/BM l Digital and Social Media Influence at




                                                                                                                    Social
                                                                                                     Personal
Burson-Marsteller China




                                                                                                                    • e.g. Social
                                                                                                                      networks
                                                                                                     • e.g. Blogs
                                                                                     Transactional
                                                                                     • e.g. e-
                                                                                       Commerce
                                                                     Interactive
                                                                     • e.g. Forums

                                                        Informational
                                                        • e.g. Corporate websites




                                                                     D/BM l Listen Plan Mobilize
Share
                                                                                                                     41% of time online
                                                                                                                     spent on Weibo
                                                                                                                     and SNS


                                                32 hours per month
                                                                            Discuss                                           Connect
                                                spent online, more
                                                than with any other
                                                media, including TV
D/BM l Digital and Social Media Influence at




                                                                                                        Weibo
                                                              Play                             BBS                SNS
                                                                                                                                                      Entertain
                                                                                                                                                      23% of time online
                                                                                   Gaming                                   Video                     spent watching video



                                                                                                                                                       Trade
Burson-Marsteller China




                                               Check In                                                China’s
                                                                                 Mobile                                         E-Shop
                                                                                D/BM
                                               Web access by mobile is
                                               dominated by Gaming, Email
                                               and Video. 910M mobile users,
                                                                                                        500M                                           10% of time online spent on e-
                                                                                                                                                       commerce; Taobao leads with
                                               310M mobile internet users,                                                                             88% of C2C and 48% of B2C
                                               expected to grow exponentially                                                                          market share


                                                                Learn                 News
                                                                                                                           Dating                       Meet
                                                                                                                                               385M users of IM in China, 2nd in
                                                                                                                                               application popularity, only to Search
                                                                                                Wiki                IM
                                                                                                         Search
                                                                           Educate                                                             Chat
                                                                                                                    Search is the most dominant means of
                                                                                                       Locate       finding information about people, products
                                                                                                                    and brands
                                                                                                                                                        Source: GroupM Sept 2011 Digital Media

                                                                                             D/BM l Listen Plan Mobilize                                Report, CNNIC July 2011 Report
D/BM l Digital and Social Media Influence at
                              Burson-Marsteller China

                                                                             Top 5 Web Reach in China




D/BM l Listen Plan Mobilize
Social media vs. Mainstream
                                         media reach in China
D/BM l Digital and Social Media Influence at
Burson-Marsteller China




                                                         D/BM l Listen Plan Mobilize
China Real-Time Tweeting

                                               300 Million+ users                     Qt: which microblogging
D/BM l Digital and Social Media Influence at




                                                                                      service is the most famous
                                                                                      in China?
Burson-Marsteller China




                                                                                                            Source: DCCI 2010 Microblog Survey



                                                             D/BM l Listen Plan Mobilize
Top social platforms in China


                                               1.
                                                    Qzone - China’s largest social network is back of the 637 million active accounts for
D/BM l Digital and Social Media Influence at




                                                    Tencent’s QQ Messenger. The question for Qzone is not quantity, but rather the quality of its nickname-
                                                    based social graph.
Burson-Marsteller China




                                                                                                                                         46.0% Reach
                                                                                                                                         Monthly Page View

                                                                                                                                         8,600M
                                                                                   D/BM l Listen Plan Mobilize
Top social platforms in China


                                               2.
                                                    Pengyou – Tencent’s latest entry into the real-name social networking space
D/BM l Digital and Social Media Influence at




                                                    with many student and white-collar users. Still not very aggressively going into the business partnership.
Burson-Marsteller China




                                                                                                                                          17.8% Reach
                                                                                                                                          Monthly Page View

                                                                                                                                          2,100M
                                                                                   D/BM l Listen Plan Mobilize
Top social platforms in China


                                               3.
D/BM l Digital and Social Media Influence at




                                                    Renren – China’s leading real-name social network. Founded in 2005 and previously
                                                    called Xiaonei with a lot of student users. With its re-branding to Renren (Chinese pinyin, means
                                                    “everyone”), it has been expanding its target audience groups.
Burson-Marsteller China




                                                                                                                                       16.0% Reach
                                                                                                                                       Monthly Page View

                                                                                                                                       3,300M
                                                                                D/BM l Listen Plan Mobilize
Top social platforms in China


                                               4.
                                                    Sina Weibo – The red-hot microblogging service that threatens China’s social
D/BM l Digital and Social Media Influence at




                                                    networks with a new model. Can microblogging surpass social networking in terms of popularity in
                                                    China? Its features now far surpass those of Twitter, including threaded comments, pictures, videos, IM,
                                                    and LBS.
Burson-Marsteller China




                                                                                                                                          9.0% Reach
                                                                                                                                          Monthly Page View

                                                                                                                                          1,300M
                                                                                   D/BM l Listen Plan Mobilize
Top social platforms in China


                                               5.
                                                    Kaixin001 – Popular amongst white-collar workers via its social games and
D/BM l Digital and Social Media Influence at




                                                    post-forwarding features. But as the social games mania has died down and the appeal of its post-
                                                    forwarding has been usurped by Sina Weibo, Kaixin001 is now struggling.
Burson-Marsteller China




                                                                                                                                       4.7% Reach
                                                                                                                                       Monthly Page View

                                                                                                                                       1,200M
                                                                                  D/BM l Listen Plan Mobilize
D/BM l Digital and Social Media Influence at
                              Burson-Marsteller China




D/BM l Listen Plan Mobilize
                                                              3 China Digital Insights
D/BM l Digital and Social Media Influence at
                              Burson-Marsteller China




                                                                             1. In China we believe




D/BM l Listen Plan Mobilize
2. In China we believe
D/BM l Digital and Social Media Influence at




                                                All business functions converge online. Digital
                                                presence   must be addressed with                holistic
Burson-Marsteller China




                                                strategy that provides




                                                                   D/BM l Listen Plan Mobilize
3. In China we believe
D/BM l Digital and Social Media Influence at




                                                          People trust other
                                                          people the most.*
Burson-Marsteller China




                                                                       *McKinsey Quarterly, October 2011




                                                             D/BM l Listen Plan Mobilize
D/BM l Digital and Social Media Influence at
                              Burson-Marsteller China




                                                         Think Different




D/BM l Listen Plan Mobilize
                                                                       China Digital Planning
Think Holistically to Succeed
D/BM l Digital and Social Media Influence at
Burson-Marsteller China




                                                           Social
                                                 Website                    Influencers           Search   Analytics
                                                           Media




                                                                    D/BM l Listen Plan Mobilize
China digital user experience
                                               Unique characteristics
D/BM l Digital and Social Media Influence at
Burson-Marsteller China




                                                                   D/BM l Listen Plan Mobilize
Social media channels
                                               Fragmented and home-grown
D/BM l Digital and Social Media Influence at
Burson-Marsteller China




                                                            D/BM l Listen Plan Mobilize
Search Optimization
                                                 Hm, what’s
D/BM l Digital and Social Media Influence at




                                                                              ?
Burson-Marsteller China




                                                  SEO and SEM are powerful
                                                  strategies, but in China both       Your brand
                                                  require local insight, planning
                                                  and implementation to succeed




                                                                           D/BM l Listen Plan Mobilize
Analytics
D/BM l Digital and Social Media Influence at
Burson-Marsteller China




                                                               … drives crisis preparedness, web strategy planning,
                                                               content creation, insight, reputation management
                                                               and real-time fact-based decision-making

                                                               BUT international monitoring platforms do
                                                               NOT work in China

                                                           D/BM l Listen Plan Mobilize
Track Your Online Presence in China
D/BM l Digital and Social Media Influence at




                                                                      Your brand
                                                                                                    Your marketing
Burson-Marsteller China




                                                                            Your competitors
                                                    Your reputation                                          Your influencers




                                                                      D/BM l Listen Plan Mobilize
D/BM l Digital and Social Media Influence at
                              Burson-Marsteller China




D/BM l Listen Plan Mobilize
Influencer Mapping
                                               Local tracking & outreach
D/BM l Digital and Social Media Influence at
Burson-Marsteller China




                                                                D/BM l Listen Plan Mobilize
Optimize Your Effectiveness
                                                                    Your brand
D/BM l Digital and Social Media Influence at




                                                                                                   Your marketing
                                                                     Your                           Your content
                                                                     company
Burson-Marsteller China




                                                                           Your
                                                      Your issue           competitors                       Your
                                                                               Your competitors              product

                                                                                                           Your influencers
                                                             Your reputation

                                                                     D/BM l Listen Plan Mobilize
D/BM l Digital and Social Media Influence at
                              Burson-Marsteller China




                                                                           China Digital
                                                        Strategic Consultants




D/BM l Listen Plan Mobilize
Digital Burson-Marsteller
                                               China Evidenced-Based
D/BM l Digital and Social Media Influence at




                                                                                                          Using the right tools to track
                                                                                                          issues that are critical to a
                                                                                                          company, gauging buzz and
                                                                                                          sentiment online is key.
                                                                                            Audits &
                                                                                          Benchmarking
Burson-Marsteller China




                                                 Regular reporting
                                                 on Measurement
                                                                           Reporting &                    Planning &
                                                 and ROI to business
                                                                           Optimization                  Programming
                                                 benefit.



                                                                                                                       Developing a strategic
                                                               Once planning              Activation &                 framework of Online
                                                                                           Mobilizing                  Engagement, based on
                                                               framework is in place,
                                                               set up and begin                                        experience, research and insights.
                                                               engagement.


                                                                                   D/BM l Listen Plan Mobilize
4 Steps to Establishing Your
                                               Presence in China
D/BM l Digital and Social Media Influence at




                                                                                                       Define objectives, audiences, channels, and
                                                                                            1.         benchmark content, conversations,
                                                                                           Audit       sentiment, competitors
                                                 Optimize through KPI analytics-driven
                                                 reporting for effectiveness in
                                                 reputation management and
                                                 marketing
Burson-Marsteller China




                                                                       4.                China Web             2.
                                                                     Report               Presence          Strategy

                                                                                                                       Build a corporate and brand
                                                                                                                       website, social media
                                                             Nurture Influencers,                                      community extension
                                                             awareness, leads                                          framework and process
                                                             generation, sales               3.
                                                             campaigns                    Program


                                                                                    D/BM l Listen Plan Mobilize
Introducing D/BM
D/BM l Digital and Social Media Influence at




                                               D/BM is Burson-Marsteller China's integrated digital and social media influencer practice.


                                               D/BM monitors corporate and
                                               brand reputation and issues,
Burson-Marsteller China




                                               identifies influencers and fosters            Listen
                                               advocates,       by    developing                              Influencers
                                                                                            Identify             Leads
                                               communities and content that
                                               enable                   superior            Mobilize         Communities
                                               communications and marketing
                                               in the digital age.
                                                                                                                 PR
                                                                                               Issues         Reputation
                                                                                               Crises         Marketing




                                                                                    D/BM l Listen Plan Mobilize
Our Thinking & Process
                                                D/BM offers fully-managed integrated social media solutions – from audits and intelligence,
D/BM l Digital and Social Media Influence at




                                                to strategy, to engagement, to measurement and optimization


                                                        Listening             Planning            Mobilization           Optimization
Burson-Marsteller China




                                               D/BM                                      Strategy
                                                                                         Programming                                     Report
                                                                        Practice
                                                                                         Search                                          Measure
                                                                        Alerts
                                                                                          Plan                   Mobilize
                                                                        Insight
                                                                                          Design                 Develop                      KPI
                                                                                                                                              ROI
                                                                                                                       Influence

                                                                    Listen                                             Content

                                                                    Analyze

                                                                                    D/BM l Listen Plan Mobilize
Our China services
                                               We identify emerging digital influencers, plan digital communications, mobilize
D/BM l Digital and Social Media Influence at




                                               corporate and consumer-driven content to promote reputation and amplify marketing
                                               1                       2                     3                         4                      5                        6
                                                    Audits                 Strategy
                                                   Reporting
                                                                                                   Crisis                  Content                Influence                Trainings
                                                                           Planning

                                                                                                    Digital Crisis          Digital Content           Influencer            Digital Crisis
Burson-Marsteller China




                                                       Digital              Digital Comms           Management              Development             Identification           Simulation
                                                     Reputation
                                                     Assessment
                                                                                                    Digital Crisis                                  Influencer                 Social
                                                                             Social Media                                   Social Media
                                                                                                    Preparedness                                   Management                 Media
                                                      Competitor               Comms                                          Content                                         Policies
                                                        Digital                                                             Management
                                                     Benchmarking                                                                                      Talent
                                                                             Digital Crisis Preparedness & Response                                 Recruitment               Social
                                                                                                                            Digital Content                                  Media for
                                                    Digital & Mobile                                                          Seeding &                                        B2B
                                                                                Digital                                      Distribution          Social Media Lead
                                                        Auditing
                                                                             Integration            Digital Issues &                                  Generation
                                                                                                    Crisis Analysis

                                                                                SEO                 Digital Issues &         Social Media Community Management
                                                                                                    Crisis Counsel


                                                                                            D/BM l Listen Plan Mobilize
We develop
                                         Integrated Digital Strategy
D/BM l Digital and Social Media Influence at
Burson-Marsteller China




                                                                   Decentralized               Hub and spoke                    Dandelion                          Twins
                                               Description   • No clear coordination     • A central account and       • Message originally comes      • One official account, one
                                                               between accounts            several sub-accounts, the     from one account, other         (or more) influential
                                                             • Message travels between     sub-accounts are equal        accounts retweet that           individual accounts and
                                                               accounts randomly.        • Message originally comes    • No strict and distinct          several sub-accounts
                                                               Retweet and comment on      from the central account,     hierarchy between accounts    • If the individual accounts
                                                               each other to increase      then sub-accounts retweet   • Accounts interact with each     are more influential,
                                                               influence                   that                          other when necessary            message is spread out
                                                             • Looks authentic           • No much connection or                                         more broadly through
                                                                                           interaction between sub-                                      them
                                                                                           accounts

                                               Example                                   • Wanda studios               • Adidas China                  • Jet Li personal weibo +
                                                                                                                                                         “One Foundation” official
                                                                                                                                                         weibo
                                                                                                                            Source: Altimeter Group, 新浪微博商务部, SocialBeta


                                                                                          D/BM l Listen Plan Mobilize
D/BM l Digital and Social Media Influence at
                              Burson-Marsteller China




D/BM l Listen Plan Mobilize
                                                                             Our China Digital Reports
Thank you
D/BM l Digital and Social Media Influence at




                                               For more on our China consultancy, email



                                                                     Zaheer Nooruddin
                                                            zaheer.nooruddin@bm.com
Burson-Marsteller China




                                                                           Leon Zhang
                                                                  leon.zhang@bm.com


                                                       Visit Digitalbursonmarsteller.com
                                                                         Bmchina.com.cn

                                                     Follow us on Twitter @DBM_China
                                                           Follow us on Weibo BMChina




                                                                                     D/BM l Listen Plan Mobilize

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Establishing Your Digital Presence In China

  • 1. Establishing a Digital Presence in China D/BM l Digital and Social Media Influence at Burson-Marsteller Burson-Marsteller China China Zaheer Nooruddin Lead Digital Strategist Twitter @zooruddin Twitter @DBM_China www.DBMChina.com February 6 2012 D/BM l Listen Plan Mobilize
  • 2. D/BM l Digital and Social Media Influence at Burson-Marsteller China D/BM l Listen Plan Mobilize Digital China at a Glance
  • 3. China’s 1.4 billion D/BM l Digital and Social Media Influence at Burson-Marsteller China 50% 50% Rural Urban Source: World Bank D/BM l Listen Plan Mobilize
  • 4. China Digital Behavior D/BM l Digital and Social Media Influence at Burson-Marsteller China Source: China Internet Watch D/BM l Listen Plan Mobilize
  • 5. China Digital Reach • 1.4 billion Population are nearly 1.4 D/BM l Digital and Social Media Influence at billion in China • 500 million Number of Internet users with growth rate 19% annually, ranks No.1 in Burson-Marsteller China the world • 1 million new Internet users every month • 303 million Mobile Internet users reach 303 million, accounting for 66% computer Internet users • 18 hours Average time online 18 hours per week and 2.6 hours every day Source: World Bank,InternetWorldStats, China Internet Watch,2011 D/BM l Listen Plan Mobilize
  • 6. Digital broadband usage 460 million D/BM l Digital and Social Media Influence at Burson-Marsteller China 98% broadband penetration Source: China Internet Watch D/BM l Listen Plan Mobilize
  • 7. China on the GO D/BM l Digital and Social Media Influence at Burson-Marsteller China Mobile web usage 303 million 66% of PC Internet Users Source: China Internet Watch D/BM l Listen Plan Mobilize
  • 8. An Evolved Webscape D/BM l Digital and Social Media Influence at Social Personal Burson-Marsteller China • e.g. Social networks • e.g. Blogs Transactional • e.g. e- Commerce Interactive • e.g. Forums Informational • e.g. Corporate websites D/BM l Listen Plan Mobilize
  • 9. Share 41% of time online spent on Weibo and SNS 32 hours per month Discuss Connect spent online, more than with any other media, including TV D/BM l Digital and Social Media Influence at Weibo Play BBS SNS Entertain 23% of time online Gaming Video spent watching video Trade Burson-Marsteller China Check In China’s Mobile E-Shop D/BM Web access by mobile is dominated by Gaming, Email and Video. 910M mobile users, 500M 10% of time online spent on e- commerce; Taobao leads with 310M mobile internet users, 88% of C2C and 48% of B2C expected to grow exponentially market share Learn News Dating Meet 385M users of IM in China, 2nd in application popularity, only to Search Wiki IM Search Educate Chat Search is the most dominant means of Locate finding information about people, products and brands Source: GroupM Sept 2011 Digital Media D/BM l Listen Plan Mobilize Report, CNNIC July 2011 Report
  • 10. D/BM l Digital and Social Media Influence at Burson-Marsteller China Top 5 Web Reach in China D/BM l Listen Plan Mobilize
  • 11. Social media vs. Mainstream media reach in China D/BM l Digital and Social Media Influence at Burson-Marsteller China D/BM l Listen Plan Mobilize
  • 12. China Real-Time Tweeting 300 Million+ users Qt: which microblogging D/BM l Digital and Social Media Influence at service is the most famous in China? Burson-Marsteller China Source: DCCI 2010 Microblog Survey D/BM l Listen Plan Mobilize
  • 13. Top social platforms in China 1. Qzone - China’s largest social network is back of the 637 million active accounts for D/BM l Digital and Social Media Influence at Tencent’s QQ Messenger. The question for Qzone is not quantity, but rather the quality of its nickname- based social graph. Burson-Marsteller China 46.0% Reach Monthly Page View 8,600M D/BM l Listen Plan Mobilize
  • 14. Top social platforms in China 2. Pengyou – Tencent’s latest entry into the real-name social networking space D/BM l Digital and Social Media Influence at with many student and white-collar users. Still not very aggressively going into the business partnership. Burson-Marsteller China 17.8% Reach Monthly Page View 2,100M D/BM l Listen Plan Mobilize
  • 15. Top social platforms in China 3. D/BM l Digital and Social Media Influence at Renren – China’s leading real-name social network. Founded in 2005 and previously called Xiaonei with a lot of student users. With its re-branding to Renren (Chinese pinyin, means “everyone”), it has been expanding its target audience groups. Burson-Marsteller China 16.0% Reach Monthly Page View 3,300M D/BM l Listen Plan Mobilize
  • 16. Top social platforms in China 4. Sina Weibo – The red-hot microblogging service that threatens China’s social D/BM l Digital and Social Media Influence at networks with a new model. Can microblogging surpass social networking in terms of popularity in China? Its features now far surpass those of Twitter, including threaded comments, pictures, videos, IM, and LBS. Burson-Marsteller China 9.0% Reach Monthly Page View 1,300M D/BM l Listen Plan Mobilize
  • 17. Top social platforms in China 5. Kaixin001 – Popular amongst white-collar workers via its social games and D/BM l Digital and Social Media Influence at post-forwarding features. But as the social games mania has died down and the appeal of its post- forwarding has been usurped by Sina Weibo, Kaixin001 is now struggling. Burson-Marsteller China 4.7% Reach Monthly Page View 1,200M D/BM l Listen Plan Mobilize
  • 18. D/BM l Digital and Social Media Influence at Burson-Marsteller China D/BM l Listen Plan Mobilize 3 China Digital Insights
  • 19. D/BM l Digital and Social Media Influence at Burson-Marsteller China 1. In China we believe D/BM l Listen Plan Mobilize
  • 20. 2. In China we believe D/BM l Digital and Social Media Influence at All business functions converge online. Digital presence must be addressed with holistic Burson-Marsteller China strategy that provides D/BM l Listen Plan Mobilize
  • 21. 3. In China we believe D/BM l Digital and Social Media Influence at People trust other people the most.* Burson-Marsteller China *McKinsey Quarterly, October 2011 D/BM l Listen Plan Mobilize
  • 22. D/BM l Digital and Social Media Influence at Burson-Marsteller China Think Different D/BM l Listen Plan Mobilize China Digital Planning
  • 23. Think Holistically to Succeed D/BM l Digital and Social Media Influence at Burson-Marsteller China Social Website Influencers Search Analytics Media D/BM l Listen Plan Mobilize
  • 24. China digital user experience Unique characteristics D/BM l Digital and Social Media Influence at Burson-Marsteller China D/BM l Listen Plan Mobilize
  • 25. Social media channels Fragmented and home-grown D/BM l Digital and Social Media Influence at Burson-Marsteller China D/BM l Listen Plan Mobilize
  • 26. Search Optimization Hm, what’s D/BM l Digital and Social Media Influence at ? Burson-Marsteller China SEO and SEM are powerful strategies, but in China both Your brand require local insight, planning and implementation to succeed D/BM l Listen Plan Mobilize
  • 27. Analytics D/BM l Digital and Social Media Influence at Burson-Marsteller China … drives crisis preparedness, web strategy planning, content creation, insight, reputation management and real-time fact-based decision-making BUT international monitoring platforms do NOT work in China D/BM l Listen Plan Mobilize
  • 28. Track Your Online Presence in China D/BM l Digital and Social Media Influence at Your brand Your marketing Burson-Marsteller China Your competitors Your reputation Your influencers D/BM l Listen Plan Mobilize
  • 29. D/BM l Digital and Social Media Influence at Burson-Marsteller China D/BM l Listen Plan Mobilize
  • 30. Influencer Mapping Local tracking & outreach D/BM l Digital and Social Media Influence at Burson-Marsteller China D/BM l Listen Plan Mobilize
  • 31. Optimize Your Effectiveness Your brand D/BM l Digital and Social Media Influence at Your marketing Your Your content company Burson-Marsteller China Your Your issue competitors Your Your competitors product Your influencers Your reputation D/BM l Listen Plan Mobilize
  • 32. D/BM l Digital and Social Media Influence at Burson-Marsteller China China Digital Strategic Consultants D/BM l Listen Plan Mobilize
  • 33. Digital Burson-Marsteller China Evidenced-Based D/BM l Digital and Social Media Influence at Using the right tools to track issues that are critical to a company, gauging buzz and sentiment online is key. Audits & Benchmarking Burson-Marsteller China Regular reporting on Measurement Reporting & Planning & and ROI to business Optimization Programming benefit. Developing a strategic Once planning Activation & framework of Online Mobilizing Engagement, based on framework is in place, set up and begin experience, research and insights. engagement. D/BM l Listen Plan Mobilize
  • 34. 4 Steps to Establishing Your Presence in China D/BM l Digital and Social Media Influence at Define objectives, audiences, channels, and 1. benchmark content, conversations, Audit sentiment, competitors Optimize through KPI analytics-driven reporting for effectiveness in reputation management and marketing Burson-Marsteller China 4. China Web 2. Report Presence Strategy Build a corporate and brand website, social media Nurture Influencers, community extension awareness, leads framework and process generation, sales 3. campaigns Program D/BM l Listen Plan Mobilize
  • 35. Introducing D/BM D/BM l Digital and Social Media Influence at D/BM is Burson-Marsteller China's integrated digital and social media influencer practice. D/BM monitors corporate and brand reputation and issues, Burson-Marsteller China identifies influencers and fosters Listen advocates, by developing Influencers Identify Leads communities and content that enable superior Mobilize Communities communications and marketing in the digital age. PR Issues Reputation Crises Marketing D/BM l Listen Plan Mobilize
  • 36. Our Thinking & Process D/BM offers fully-managed integrated social media solutions – from audits and intelligence, D/BM l Digital and Social Media Influence at to strategy, to engagement, to measurement and optimization Listening Planning Mobilization Optimization Burson-Marsteller China D/BM Strategy Programming Report Practice Search Measure Alerts Plan Mobilize Insight Design Develop KPI ROI Influence Listen Content Analyze D/BM l Listen Plan Mobilize
  • 37. Our China services We identify emerging digital influencers, plan digital communications, mobilize D/BM l Digital and Social Media Influence at corporate and consumer-driven content to promote reputation and amplify marketing 1 2 3 4 5 6 Audits Strategy Reporting Crisis Content Influence Trainings Planning Digital Crisis Digital Content Influencer Digital Crisis Burson-Marsteller China Digital Digital Comms Management Development Identification Simulation Reputation Assessment Digital Crisis Influencer Social Social Media Social Media Preparedness Management Media Competitor Comms Content Policies Digital Management Benchmarking Talent Digital Crisis Preparedness & Response Recruitment Social Digital Content Media for Digital & Mobile Seeding & B2B Digital Distribution Social Media Lead Auditing Integration Digital Issues & Generation Crisis Analysis SEO Digital Issues & Social Media Community Management Crisis Counsel D/BM l Listen Plan Mobilize
  • 38. We develop Integrated Digital Strategy D/BM l Digital and Social Media Influence at Burson-Marsteller China Decentralized Hub and spoke Dandelion Twins Description • No clear coordination • A central account and • Message originally comes • One official account, one between accounts several sub-accounts, the from one account, other (or more) influential • Message travels between sub-accounts are equal accounts retweet that individual accounts and accounts randomly. • Message originally comes • No strict and distinct several sub-accounts Retweet and comment on from the central account, hierarchy between accounts • If the individual accounts each other to increase then sub-accounts retweet • Accounts interact with each are more influential, influence that other when necessary message is spread out • Looks authentic • No much connection or more broadly through interaction between sub- them accounts Example • Wanda studios • Adidas China • Jet Li personal weibo + “One Foundation” official weibo Source: Altimeter Group, 新浪微博商务部, SocialBeta D/BM l Listen Plan Mobilize
  • 39. D/BM l Digital and Social Media Influence at Burson-Marsteller China D/BM l Listen Plan Mobilize Our China Digital Reports
  • 40. Thank you D/BM l Digital and Social Media Influence at For more on our China consultancy, email Zaheer Nooruddin zaheer.nooruddin@bm.com Burson-Marsteller China Leon Zhang leon.zhang@bm.com Visit Digitalbursonmarsteller.com Bmchina.com.cn Follow us on Twitter @DBM_China Follow us on Weibo BMChina D/BM l Listen Plan Mobilize