This document describes Burson-Marsteller China's integrated Digital and Social Media (D/BM) practice. D/BM identifies key audiences and influencers, creates social media programs and campaigns to build online connections, and manages issues and campaigns. The document outlines D/BM's end-to-end digital solutions and team members. It also discusses trends in social media and China, the importance of online relationships and influencers, and how to evaluate social media initiatives and align them with strategic goals.
The Burson-Marsteller Asia-Pacific Social Media Study is a review and analysis of social media activity by 120 major companies across 12 markets in Asia-Pacific; Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan and Thailand. The companies surveyed comprise the top 10 companies per country as ranked in the 2009 Wall Street Journal Asia 200 Index.
Weibo: Seven Steps to Better Corporate Reputation, Crisis Preparedness and Di...Burson-Marsteller China
Weibo: Seven Steps to Better Corporate Reputation, Crisis Preparedness and Digital Communications in China” outlines an actionable framework towards online reputation management, crisis preparedness and brand communications on weibo – from developing a social media strategy to measuring results.
Organizations successfully leveraging social media are seeing benefits for sales, marketing, and customer service. Yet most organizations are struggling to define a business strategy that makes the most of these opportunities. This storyboard will help you:
* Identify achievable social media opportunities
* Evaluate the risks of social media versus the benefits
* Understand IT’s role in the deployment and maintenance of a social media project
Social media continues to grow at a breakneck pace, and businesses need to get on board or they will be left behind. This storyboard, complete with real-world case studies of social media at work, will help you build a foundation for the successful integration of social media into your CRM strategy.
JCI London presents IBM Social Media Business (June 2012)
Creating and capturing value through Social Media - a corporate and large organisation perspective
The Burson-Marsteller Asia-Pacific Social Media Study is a review and analysis of social media activity by 120 major companies across 12 markets in Asia-Pacific; Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan and Thailand. The companies surveyed comprise the top 10 companies per country as ranked in the 2009 Wall Street Journal Asia 200 Index.
Weibo: Seven Steps to Better Corporate Reputation, Crisis Preparedness and Di...Burson-Marsteller China
Weibo: Seven Steps to Better Corporate Reputation, Crisis Preparedness and Digital Communications in China” outlines an actionable framework towards online reputation management, crisis preparedness and brand communications on weibo – from developing a social media strategy to measuring results.
Organizations successfully leveraging social media are seeing benefits for sales, marketing, and customer service. Yet most organizations are struggling to define a business strategy that makes the most of these opportunities. This storyboard will help you:
* Identify achievable social media opportunities
* Evaluate the risks of social media versus the benefits
* Understand IT’s role in the deployment and maintenance of a social media project
Social media continues to grow at a breakneck pace, and businesses need to get on board or they will be left behind. This storyboard, complete with real-world case studies of social media at work, will help you build a foundation for the successful integration of social media into your CRM strategy.
JCI London presents IBM Social Media Business (June 2012)
Creating and capturing value through Social Media - a corporate and large organisation perspective
As president of AAF for the National Student Advertising Competition (NSAC), we developed a thorough campaign for AOL (AIM) as an elite social media tool for the 18-24 age group covering research, analysis, media planning & strategy, creative execution, commercials, print ads, non traditional advertising, website strategy, and viral marketing. At the end of our term we pitched our campaign in Portland, Oregon among the Northwest Universities and as president, lead BYU - Idaho's advertising team of 25 members to place 2nd overall. Visit http://aaf.org/default.asp?id=122 to learn more about this HUGE event.
Delivered at the Plastics News Executive Forum on March 8, 2011 in Summerlin, Nevada by Eric Schwartzman. [CC] Feel free to use but please attribute www.ericschwartzman.com.
Online Image Management & Positioning Survey: Penn Schoen Berlandpsbsrch123
Penn Schoen Berland survey reveals that you need to leverage the technologies such as Mobile marketing, Search Marketing, Social Media Presence & Blog Marketing for the online image management & positioning of your Company. You will need to bring new ideas and innovative engagement tools to grow your Companies in the digital world
State of the Media: The Social Media Report 2012NM Incite
The “State of the Media: The Social Media Report 2012” jointly released by Nielsen and NM Incite, breaks down new data on how social media is impacting consumer behavior, advertising, marketing, social TV, mobile, social care and more.
A Presentation from the Module Midwest Conference on how companies should approach integrating social media on the executive level. Additional insight into leveraging existing corporate infrastructure and maintaining brand value.
A recent survey explains how companies aiming to reach customers through social media have been successful using three key capabilities. These capabilities help strengthen organizations' social media presence as they move to digitize their brands.
“Dr.3” event will feature leading Chinese digital marketing practitioners who will present their views on the Chinese market and discuss way for companies to gain value from using social media in their marketing strategies.
I interviewed the experts in MROCs -- here's what I learned from them, and presented to a professional conference in Prague in 2010.
This is the detailed paper that accompanied the presentation.
Social listening & Social Analytics for Insight ProfessionalsMichalis A. Michael
For the first time the discipline known as social media monitoring is making inroads in market research. It used to be mainly used by the PR industry but now that sentiment and semantic accuracy have reached acceptable levels for accurate insights market researchers are all over it.
Every day, people share billions of public posts across social media, and every one of these updates – no matter how innocuous – offer marketers valuable insights into people’s attitudes, beliefs, behaviours, and habits. This guide explains how you can find relevant conversations, and analyse them to deliver bottom-line value for your brand.
As president of AAF for the National Student Advertising Competition (NSAC), we developed a thorough campaign for AOL (AIM) as an elite social media tool for the 18-24 age group covering research, analysis, media planning & strategy, creative execution, commercials, print ads, non traditional advertising, website strategy, and viral marketing. At the end of our term we pitched our campaign in Portland, Oregon among the Northwest Universities and as president, lead BYU - Idaho's advertising team of 25 members to place 2nd overall. Visit http://aaf.org/default.asp?id=122 to learn more about this HUGE event.
Delivered at the Plastics News Executive Forum on March 8, 2011 in Summerlin, Nevada by Eric Schwartzman. [CC] Feel free to use but please attribute www.ericschwartzman.com.
Online Image Management & Positioning Survey: Penn Schoen Berlandpsbsrch123
Penn Schoen Berland survey reveals that you need to leverage the technologies such as Mobile marketing, Search Marketing, Social Media Presence & Blog Marketing for the online image management & positioning of your Company. You will need to bring new ideas and innovative engagement tools to grow your Companies in the digital world
State of the Media: The Social Media Report 2012NM Incite
The “State of the Media: The Social Media Report 2012” jointly released by Nielsen and NM Incite, breaks down new data on how social media is impacting consumer behavior, advertising, marketing, social TV, mobile, social care and more.
A Presentation from the Module Midwest Conference on how companies should approach integrating social media on the executive level. Additional insight into leveraging existing corporate infrastructure and maintaining brand value.
A recent survey explains how companies aiming to reach customers through social media have been successful using three key capabilities. These capabilities help strengthen organizations' social media presence as they move to digitize their brands.
“Dr.3” event will feature leading Chinese digital marketing practitioners who will present their views on the Chinese market and discuss way for companies to gain value from using social media in their marketing strategies.
I interviewed the experts in MROCs -- here's what I learned from them, and presented to a professional conference in Prague in 2010.
This is the detailed paper that accompanied the presentation.
Social listening & Social Analytics for Insight ProfessionalsMichalis A. Michael
For the first time the discipline known as social media monitoring is making inroads in market research. It used to be mainly used by the PR industry but now that sentiment and semantic accuracy have reached acceptable levels for accurate insights market researchers are all over it.
Every day, people share billions of public posts across social media, and every one of these updates – no matter how innocuous – offer marketers valuable insights into people’s attitudes, beliefs, behaviours, and habits. This guide explains how you can find relevant conversations, and analyse them to deliver bottom-line value for your brand.
This presentation outlines a powerful solution for tapping into social media and exploiting this channel for the benefit of your hotel
As most agree, Social Media allows hotels to establish a relationship with customers unlike any other media. It opens the door for hotels to establish a one-on-one relationship with travelers where hotels are getting regular feedback on how their customers are reacting to their marketing messages, customer service, and hotel stay experience.
A snapshot of internet, social media, and mobile use in every country in the world. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
Social Revolution: Connecting with Today’s CustomerHubSpot
Salesforce.com’s George Hu and HubSpot’s Brian Halligan discuss how your organization can turn the social revolution into a competitive advantage. View the entire webinar: http://www.hubspot.com/new-webinar-revolutionize-sales-and-marketing/
The world of employee communications has changed. The requirements and expectations of employees—who have embraced social media in their personal lives—are colliding with the tools provided by employers—who are wrestling with how to utilize Intranet 2.0 within their enterprise.
This is the deck to a 90 minute seminar hosted by Prescient Digital Media and Beslin Communication Group.
Introduction to social media from B2B perspective. Delivered at a customer workshop for a global B2B client.
External utilization part done and presented by Marko Sykkö from Promener / Tehostamo Consulting.
The 6 Trends in Digital Communication You Must Be Aware OffLa French Tech
This presentation is a synthetic analysis of the main worldwide trends in digital communication, social media marketing and Internet for 2011 and 2012. This analysis is based on data from Vanksen Group, Emarketer, TNS Gallup and imediaconnection.
With new social technologies arriving on the scene every day, it's easy to get overwhelmed. This presentation provides step-by-step guidelines to help simplify your social media strategy.
For more information, please contact info@hawkpartners.com
This is a presentation given in Atlanta to a group of Chief Marketing Officers and Vice Presidents of Marketing that provided an overview of today's public relations landscape and the role that digital communications plays in it today. As we've seen, the social and digital media landscape has changed the way that organizations communicate, engage and gather their information. Take a look and provide your thoughts or even share some of your best practices!
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Burson-Marsteller's China Chaired Global Energy Practice's third installment in the series Ten Energy System Dynamics - And the Implications for Global Energy Company Communications
The world’s heightening awareness of our impact on the environment has resulted in an increased sense of personal responsibility. The priorities of individual consumers affect corporate decision-making, and the past decade has seen every
company under the sun communicating its socially responsible development, both locally and globally.
Consumers are demanding sustainable products from responsible companies, and companies are responding. A lot of them are. So many and so quickly, in fact, that people are overloaded with messages- from the proliferation eco-labels, to the naming of reports and campaigns, to the specific messaging- customers are confused.
This crowded landscape has created uncertainty around which claims to trust and how best to make environmentally-friendly and socially-responsible purchases.
by Burson-Marsteller China CEO Chris Deri
Burson-Marsteller China and Kantar Health jointly released a piece of research on healthcare and wellness trends in China. The survey was organized through an online questionnaire involving 1,000 consumers across tier 1 and 2 cities in China. Over 50% of the respondents, aged 26 and older, were college graduates, and over 70% were professionals and mid-to-high level executives.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
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Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
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Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
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How to promote your brand using social media
1. D/BM
Burson-Marsteller China
How to promote your brand using
Social Media Join Burson-Marsteller China
Weibo www.weibo.com/BMChina
Twitter www.twitter.com/DBM_China
July 29, 2011 More www.bmchina.com.cn
Zaheer Nooruddin
v.1.1 Lead Digital Strategist
Email dropbox@bm.com
zaheer.nooruddin@bm.com
D/BM B-M China’s Integrated Digital and Social Media practice
2. Hello
Introducing some team members at
Burson-Marsteller (B-M GD)
Joanne Amber Wendy Kathy Zaheer
D/BM B-M China’s Integrated Digital and Social Media practice
3. What is D/BM?
D/BM is Burson-Marsteller China's integrated Digital
and Social Media influencer practice.
Identify
Digital
Create influencers
Manage communities
Digital Digital
Issues reputation
Crises marketing
D/BM B-M China’s Integrated Digital and Social Media practice
4. D/BM end-to-end digital
solutions
Digital
Digital Digital
Issues & Campaigns Integration
Crises
Listening Digital Media
Planning Training
Consultancy Check Up
Reporting Activation
Experience Design Community
Influencer Development
Tracking Mobile
Email Online Presence
Engagement Marketing
Social media Social Media
Channel Collaboration
Communications Search
Management
D/BM B-M China’s Integrated Digital and Social Media practice
12. People trust other people
the most. 4
Trust is driven by online connections and
relationships.
4McKinsey Quarterly report, October 2010
TNS China’s Top Digital Brands 2010 Report
D/BM B-M China’s Integrated Digital and Social Media practice
13. D/BM The power of Internet
Word of Mouth
“Leading source of
information, leading to
conversations.
#1 source to find
information during and
after conversations.”
- Kelley Fay Group
Study 2011
D/BM B-M China’s Integrated Digital and Social Media practice
14. China’s
60 largest
% cities, people
spend leisure time
online
4McKinsey, China’s Internet Obsession Report,
Feb 2011
D/BM B-M China’s Integrated Digital and Social Media practice
15. %
of traditional media sources
go online to track companies and find stories*
*Brandseye.com
D/BM B-M China’s Integrated Digital and Social Media practice
16. By 2015 ,
750M PC internet
800M smartphones 2
2Ericcson Mobile Tech Report, 2010
D/BM B-M China’s Integrated Digital and Social Media practice
17. Time spent online today
19 hours
per week 3
Consuming experiences,
Co-creating and consuming information
3McKinsey Quarterly report, 2010
D/BM B-M China’s Integrated Digital and Social Media practice
18. 1 in 4 consumers in
China say they will neither
purchase nor recommend a
company or product without
first checking other customer
opinions online. 2
2McKinsey Quarterly report, October 2010
D/BM B-M China’s Integrated Digital and Social Media practice
19. Everyone’s a journalist:
% of online users in
China have written a blog
entry.
D/BM B-M China’s Integrated Digital and Social Media practice
21. PR, communications, marketing, media
and business in China has become
Online and Social.
1Forrester Research’s Social Technology study for brands, October 2009
D/BM B-M China’s Integrated Digital and Social Media practice
25. D/BM
More
Corporate demanding
consumers
Reputation
Wider
Reduced
trust in
Corporate networks
Reputation of
institutions
influencers
More
social
awareness
D/BM B-M China’s integrated Digital and Social Media practice
27. D/BM media types
Reach vs. Control
- VIRAL
Rapidly
EARNED SOCIAL shared
Brand and Audience driven
advocates
CONTROL
PAID
Reach and visibility
OWNED
Experience and
relationship led
+
- REACH +
D/BM B-M China’s Integrated Digital and Social Media practice
28. D/BM China social insights
Social media transforms how companies
1 manage reputation and marketing
News and issues travel become
2 universally known in minutes
Increasingly, issues for companies are
3 born in discussions online
Digital messaging is not consumed but
4 “experienced”. People trust other people
Online social communities have the power to
5 shape business
6 Mobile forces are unstoppable
7 Crises will happen more often
8 Influencers shape issues and brands
D/BM B-M China’s Integrated Digital and Social Media practice
29. D/BM social media
programming
2. Identify 9. Bring
1. Define 3. Identify
stakeholders 7. Pilot 8. Review programs to
business current 4. Research 5. Strategy 6. Prioritize
to bring to programs performance scale over
objectives assets
the table time
Business unit Build channels
Boost revenues leaders with a Social media audit Integrate social
Identify the Train staff
and/or margins stake in if current social media into crisis
people, processes Create content
Support full & fair communications media monitoring planning
and technologies calendar
share price with outside is not in place needed to close Staff training
audiences Social media Build online
Lower corporate Research on the the gap between Rank tactics based Analytics Create toolkits
Corporate channels already channels each the business goal influencer lists
reputation risk on budget, Qualitative that enable
function leaders in place target audience and current status Message calendar
Acquire talent resources, culture lessons learned Expand
(PR, IR, Corporate Skilled staff uses; their
Counsel) Crisis scenario monitoring
Gather expectations for
Include preparation
intelligence Sets stage for visibility, type of Ongoing strategy
information, level Monitoring Analytics and analytics
Lower cost of coordination
of engagement solution reviews
customer service between business Typically 3-6
units later months
D/BM B-M China’s Integrated Digital and Social Media practice
30. D/BM Align social with
key strategic goals
Examine your
2011/12 goals
Pick ones where
social will have an
impact
D/BM B-M China’s Integrated Digital and Social Media practice
31. D/BM Goals will differ by levels
Corporate
Risk
management Business unit
Consistency
Leadership
development
& culture
across brands
Brand
Social strategist
& COE Community
Engagement
Channel focus manager &
metrics
education
Value metrics ROI metrics
D/BM B-M China’s Integrated Digital and Social Media practice
32. D/BM Choose metrics for
each level
C-level/ Business metrics: revenue,
reputation.
Corporate
Social media analytics: Insights,
LOB/Geo share of voice, resonance,
WOM.
Stakeholders
Engagement metrics: fans,
Agency/ Marketing followers, clicks.
Manager
D/BM B-M China’s Integrated Digital and Social Media practice
33. D/BM Ask tough questions:
Is your company ready to be social?
D/BM B-M China’s Integrated Digital and Social Media practice
34. Evaluate each social media
initiative
Impact Readiness
• How does it • Are there
support an people who can
objective? do this?
• What metrics • Is there budget?
matter?
Risks Priority
• What are the • Does this
risks if we do initiative enable
this? other work?
• What if we
don’t?
D/BM B-M China’s Integrated Digital and Social Media practice
35. D/BM digital methodology
Listen/ Planning
Monitoring Engagement
Analysis Insight Analytics Results
D/BM B-M China’s Integrated Digital and Social Media practice
36. Go beyond basic monitoring to
analytics
Monitoring &
analytics
Deep support
monitoring to integrated into
prep & support everyday
Centralized campaigns
monitoring but workflow
not actionable
in business
Tracks brand units
mentions
using basic
tools (Baidu,
No Alexa)
monitoring
Make course corrections
in place nearly real-time.
Use predictive analytics to
anticipate demand.
D/BM B-M China’s Integrated Digital and Social Media practice
46. D/BM Social Media Influencers
– A five-phase approach
Phase 1: Phase 2: Phase 4:
Phase 3: Phase 5:
Put Influencers
Internal Readiness Identify Influencers Build Relationships Foster Growth
First
D/BM B-M China’s Integrated Digital and Social Media practice
47. D/BM Digital & Social Media
Integration Trust factors
5
4
3 Corporate website
Functionality Brand images
2 Campaign mini-site
1 Mobile apps
0 RSS
Banner Ads
Rich media
Use of technology Usability
Email
Content & tools
D/BM B-M China’s Integrated Digital and Social Media practice
48. D/BM Multichannel Integration
planning
Target Segments
Integrated marketing strategy to manage cross-channel touch-points and frameworks to
present target audiences consistent and best-in-class experience
Website Email Search Mobile Online Rich Online Social
ads media events media
Conversion Loyalty Awareness Preference Awareness Affinity Loyalty Awareness
Affinity / WOM
End to End Measurement, Analytics & Optimization
INFRASTRUCTURE: 8 CORE COMPONENTS
Strategy Process Policy Tools
Resources Marketing Measurement Skills
D/BM B-M China’s Integrated Digital and Social Media practice
57. D/BM Partners & tools
Research & Insights
Social Media
Monitoring
Channel Management
Design & Development
Web Analytics
D/BM B-M China’s Integrated Digital and Social Media practice
58. Social Media. Remember
it’s about RELATIONSHIPS
D/BM B-M China’s Integrated Digital and Social Media practice
59. D/BM
Burson-Marsteller
What we do?
1. Identify audiences,
influencers, 2. Create actionable
programs and online solutions
channels focused on results 3. Manage issues and
campaigns that build
connections with
audiences and
influencers
Meaningful online presence is critical to business
D/BM B-M China’s Integrated Digital and Social Media practice
60. Ask how
D/BM can deliver your digital business
needs in China About Burson-Marsteller China
What we do:
• Digital and Social Media
• Brand Marketing
Email: • Media Relations
• Corporate Communications
dropbox@bm.com • Corporate Responsibility
• Training
• Crisis
• Healthcare
• Public Affairs
• Energy, Environment and Climate
Change
• Change & Organisational Performance
• Technology
D/BM B-M China’s Integrated Digital and Social Media practice
61. Follow Burson-Marsteller China
Weibo www.weibo.com/BMChina
Twitter www.twitter.com/DBM_China
More www.bmchina.com.cn
Email dropbox@bm.com
D BM
D/BM B-M China’s Integrated Digital and Social Media practice
D/BM B-M China’s Integrated Digital and Social Media practice