- The document discusses how companies can strengthen their corporate reputation in a changing media landscape dominated by social media. - It provides examples of how companies like Google, Dell, and Lenovo have benefited from social media engagement through increased sales, reduced call center activity, and greater website traffic. - The key aspects that companies should focus on are listening to social conversations, engaging influencers both online and offline, experimenting with different social media platforms, and measuring engagement rather than just numbers.

1. Strengthening Corporate Reputation in a Changing Media Landscape Chris Tang Asia Pacific Managing Director The Hoffman Agency

2. 9 signs that things are changing 1 2 I spent more time on Twitter, Facebook and Flickr yesterday than I did on e-mail. Lenovo has experienced a 20% reduction in activity to their call center since they launched their community website for customers. 3 4 $0 budget YouTube videos about Barack Obama were seen 120 times compared to Hilary Clinton’s “largest town hall meeting in US history”, which cost millions. Naked Pizza set a one-day sales record using social media: 68% of their sales came via twitter and 85% of their new customers 6 7 5 Software company Genius.com reports 24% of social media leads convert to sales opportunities If Facebook were a country, it would be the world’s 3rd largest after China and India. Dell has already made over $7 million in sales via Twitter 9 8 71% of companies plan to increase investments in social media by an average of 40% Google has replaced the thesaurus, the encyclopedia, the dictionary and my short-term memory.

3. Changing expectations Wider range of influencers More demanding citizens & consumers More activist governments Reduced trust in traditional institutions

4. Why digital and why now? Print is declining while digital is on the rise We are moving from mass media to mass of media The Digital Media Shift Marketing dollars quickly shifting from traditional to online 92% of journalists use the Internet for article research

5. User-generated content Trust

7. Internet penetration:

8. China 28.7%

9. Hong Kong 69.2%

10. Japan 75.5%

11. Korea 77.3%

12. Singapore 72.4%

13. Taiwan 65.9%

14. Consumer content drives local language

15. Chinese rising to number 1Source: Internet World Stats

16. Penetration of social networking sites By market

17. China’s social media scene 46% BBS of Chinese netizens access the Internet by mobile phone is the heart of China’s social media, with over 100 million netizens using the online forum Music, video, online games three biggest Internet apps in China >95m 124m SNS users in 2009 rural netizens and growing

18. Why they access the web? “Chinese netizens are looking for ways to express… their freedom on the Internet.” “73% of Chinese netizens agreed with the statement: Online, I feel free to say and do things I wouldn’t do or say offline, compared to only 32% of US netizens.” Source: The Uniqueness of Social Media in China

19. China’s digital media landscape is dominated by local players Local players appeal to domestic users Government censorship

20. Popular social media tools in China Source: Web2Asia’s “Chinese Online Social Networks”

21. What they are using Social Networking Sites (SNS) RenRen (formerly Xiaonei)copied the Facebook model: it started with students and has since opened to all Kaixin001attracted white-collar office workers by focusing on fun, addictive social games Qzonegained young teens and rural users via cross-promotional traffic from QQ Messenger 51.comstarted strong in lower tier cities, but growth has since slowed Source: CNNIC’s 24th Statistical Report (June 2009)

22. It’s all about BBS Carrefour Boycott “I love China” MSN Chain

23. How do celebrity blogs work? Xiamen Chemical Plant Protest Starbucks in Forbidden City Carlyle Xugong Buyout

24. Chongqing Nail House Case Deng Yujiao Rape Case What about citizen journalism? Luo Caixia ID Theft “Hide-and-Seek” Murder Case

25. Google’s social media engagement Marrying the art of storytelling with the art of conversation

26. Google Hong Kong blogger engagement Google Map Launch

27. Google Hong Kong blogger engagement DedicatedBloggerEvents ExclusivePreviewMeetings VIPGuests

28. Google Hong Kong blogger engagement “Google Maps Hong Kong launch is my favorite blogger event by far! Google’s blogger engagement has given local bloggers like me an invaluable opportunity to interact and even brainstorm with their engineers. We appreciated that the engineers took some quality time with us, and we all felt that it was such a delightful and enjoyable moment. In the past, Google is very low-key and ‘mysterious’ to me as it preferred users to discover its latest products rather than aggressively promote its products like companies. But after Google has started to reach out to local bloggers actively, it seems that Google has opened up a lot, and become more active in sharing their news and product updates with us.” Marie Yuen, Blogger, Marieyuen.blogspot.com “Google Maps [Hong Kong Launch] is my favorite Google blogger engagement event for sure! When I joined Google’s Cantonese Suggest Launch, I put up a live stream of Google engineers’ product demo and shared it with 50 blogger friends of mine on my Facebook. Google’s blogger outreach campaign definitely established local bloggers’ growing support for the company and increased our usage of Google's products. It also helped Google get a more positive image, especially among end users. I appreciate the fact that Google values local bloggers, and the events it organize provide us a great opportunity to socialize and make friends. ” Jansen Lu, Blogger, Jan’s Tech Blog

29. Increased web traffic

30. Google’s Web Search Market Share by Visits Google Maps Hong Kong Launch (July 22) Source: HitWise

31. Google’s Blogger Outreach Gets Industry Recognition Technology Campaign of the Year“Customizing Users’ Online Experience” (Google Taiwan)Asia-Pacific PR AwardsNovember 20, 2008 Certificate of Excellence“Redefining Online Mapping in Hong Kong” (Google Hong Kong)Asia-Pacific PR AwardsNovember 20, 2008

32. Google’s social media engagement Marrying the art of storytelling with the art of conversation Google Street View Launch in Hong Kong

33. Google Street View launch in Hong Kong

34. Redefining an influencer Social Media Traditional Jonathan Sin Blogs Online Communities

36. Invited top-tier newswires, business, lifestyle, IT, dailies and marketing trade media

38. Google’s key bloggers were invited to event

39. Facebook, Twitter, and blogger outreach managed by agency

41. Google Street View launch in Hong Kong Social networking sites

42. Google Street View launch in Hong Kong Online videos

43. Google Street View launch in Hong Kong Print media

45. It may not always be appropriate to use EVERY kind of social media.

46. There is no point to a Twitter that is not “twittering”, a Facebook with no “faces” or a blog with no blog posts.

48. Social media and B2B marketing

49. Social media and B2B marketing How is it different from B2C? Driving Awareness Customer Loyalty Advocacy

50. Social media and B2B marketing Gated Communities

51. Social media and B2B marketing How is it different from B2C?

52. Top 3 questions marketers want answered 1 2 3

53. Social media and B2B marketing Listen and know what’s being talked about

54. Social media and B2B marketing P EOPLE O BJECTIVES S TRATEGY T ECHNOLOGY Source:

56. Campaigns blend social media with traditional communication tactics

57. Never-ending process to refine the program

58. Keep an eye on the prize: Building the client’s name and brand in the virtual world

59. Social media is a means to enhance a client’s online presence

61. Social media and B2B marketing

62. Social media and B2B marketing

63. Social media and B2B marketing Deepening customer engagement Awareness Acquisition Referral Customer Engagement Cycle Satisfaction Retention Conversion

65. Deepen customer interaction

66. Segment user groups based on industries/sectors

67. Allow other users to easily communicate with other users/customers who had or are experiencing the same issues)

68. Dedicate and reward employees or users who monitor, facilitate or respond to the discussions in each of these community groups

69. Create a dedicated company’s BBS

70. Need to provide resources to support the BBS

71. Integrate customer stories on company’s BBS

72. Share

73. Customers to share their success stories in brief

75. User-generated content Identify Sources to Monitor Daily Monitoring Positive, Neutral or Negative No Influence Capture in Database Repeat Offender Source has Influence Activity stops Engage Positive Negative CommunicatePR Resource Issue Resolved Communicate Issue Not Resolved Yes No Determine if More Engagement is Needed

77. Engagement and community activity to generate positive vibe

79. Two closing thoughts Read…

80. Two closing thoughts Experiment…

81. Two closing thoughts Experiment…

82. Two closing thoughts Experiment…

83. Two closing thoughts Experiment…

85. Get senior management buy-in

86. Develop the right organizational hierarchy to be responsible for social media

87. Set measurable goals before developing a social media strategy

88. Develop a social media policy

89. Participate in the conversations