This presentation discusses the digital transformation of Panda Base in China for wildlife conservation through their use of various digital media platforms. It summarizes: 1) How Panda Base uses their website, TV channel, app, social media, and other platforms to build their brand and promote giant panda culture. This reflects an internet-based approach focused on traffic, social media, big data, and cross-industry collaboration. 2) How content marketing and viral video campaigns can be integrated into their social media strategy, such as encouraging user-generated videos and creating emotional/unique content. 3) How Panda Base applies the "4I" principles of interesting, interactive, interest-based, and individualized content

1. “The Last Prsentation”
PANDA BASE:
DIGITAL TRANSFORMATION
FOR WILDLIFE CONSERVATION
Yifeng Sandra Liang 64724463

2. 1
What forms of digital media are used in
the process of building the culture and
brand of the giant panda at Panda Base,
and what type of Internet thinking is
reflected in its use of social media?
PART
ONE

3. p
a
n
d
a
Panda Website
TV Channel - iPanda
iPanda App
Sina Weibo
WeChat
TikTok
Facebook
Youtube
Forms of Digital Media

4. Internet Thinking
3. Big data thinking
(from corporate assets and core
competitiveness perspective)
 Collect user data, analyze user behavior,
and drive operational decisions (get user
information including registration
information, mobile phone, email, address,
etc)
4. Cross-disciplinary thinking
(from industry collaboration perspective)
 Collaborate with different industry out of
panda breeding and biology research (TV,
product selling,art, design)
5. User-centered thinking
1. Traffic/streaming/clout thinking
(from business operations perspective)
 Use free stuff to get users' attention
(users can use all Panda Base’s media
platform for free)
 Then sell relevant products such as
books, music, magazines, pictures, and
games
2.Social thinking
(from communication chain
perspective)
 Rebuild the communication relationship
between enterprises and users (use
social media platforms to rebuild
business models and get good word of
mouth)

5. How can content marketing and
viral marketing ideas be integrated
into Panda Base’s social media
marketing?
PART
TWO
2

6. Vlogs
Content Marketing

7. v
ir
a
l
Viral Marketing
There are two types of viral marketing
campaigns:
• Organic (or in-the-wild) campaigns
• Amplified (or controlled) campaigns
1. Organic (or in-the-wild) campaigns (little
input from the marketer.)
• Users upload some randomly cute
videos/posts and make it go viral
accidentally
• Panda base should encourage users to
upload their videos and increase the
opportunity of videos going viral
2. Amplified (or controlled) campaigns
(strategically planned, have defined goals)
• Through short-video platform, make videos
that let users feel strongly about the content
that they want to share it with their family,
friends, and followers.
• Create emotional, surprising, cute funny, or
unique videos on YouTube, and share on

8. PART
THREE
3
How does Panda Base use the 4I
principles of network integrated
marketing (i.e., interesting,
interests, interaction, and
individually) in the design of its
digital content for promotion?

9. FOUR “I”S
Interesting
• Broadcasting
• Daily videos of the daily life of
giant pandas
• Latest news from the base,
and popularize knowledge on
the protection of giant pandas
• Cute, short videos and
humorous graphics
• Panda file, postcard service
• Facebook page
• iPanda channel app created a
fan zone allowing fans to
share videos and stories
• Customized postcards
• Recruit volunteers and
conduct offline training
• Comments/likes from the
followers
Interaction Interests
• Users can see daily life of
Panda anywhere and anytime
without being in person
• Have accessbile information
• Being healed by panda’s
cuteness
• Discuss with people who
share the same interests
Individuality
• The subject - Panda, has
already been unique and rare
• Have creative and unique
content sharing
• Domestic and international
• Create new and interesting
content continuously

10. How does Panda Base use social
media to fulfill its founding mission?
4
PART
FOUR

11. Founding mission:
The protection and breeding of the giant panda, scientific
research, public education, and cultural tourism.
The protection and breeding of the giant panda
popularize knowledge on the protection of giant pandas
broadcasting 24/7 is a service quality monitor for Panda
base management
Scientific research
The revenue from social media plartform provide more
research funding to the research team
Public education
publicize scientific knowledge and promote the need to
protect giant panda and broadened the breadth and depth
of panda culture worldwide
Cultural tourism
Spread panda culture on the Internet, spark interest in
panda culture, promote giant pandas outside of Sichuan
province, and make these gentle giants the biggest
attraction in Chengdu, generate feelings among global
users of having visited an exotic place among global users

12. Describe the value and
role of digital media
promotion for Panda Base.
P a r t F i v e
5

13. Seven functions of
social media
• Increase panda brand
awareness
• Increase the website traffic
• Boost sales
• Promote cultural tourism of
Sichuan province
• Build better brand reputation
• Engage and connect with users
who love pandas
• Global reach and visibility
• Better and timely customer
service
• Reduce communication cost
for panda promotion
• Expand China’s international
influence
• Better feedback from users and
find improvement area from
reviews and complaints
• Better market research based
on the big data analysis
• Form a community of panda
lovers

14. T H E E N D
Thank you!!