Alan Vandermolen, President of Edelman APAC, spoke at the American Chamber of Commerce in Hong Kong on April 28, 2010, on the Imact of Social Media on Public Affairs in China.
Multiscreen Email Design: Lessons from the ProsLitmus
Recently it seems as if mobile email has become the new hot topic among digital marketers. Much of this conversation centers around the on-screen experience: What's the best way to design an email so it renders well and drives opens, clicks and most importantly conversions and other desired goals on the tiny screen of a smartphone, mid-sized tablet and larger monitor on a laptop or desktop PC? While certainly important questions to ask, this is only one aspect of an effective mobile and multiscreen email marketing strategy. Before you make over the email message itself, you must first work out many other aspects of your multiscreen strategy.
In this Webinar, Loren McDonald will assemble a team of some of the smartest thinkers in the mobile/multiscreen email marketing design arena. Together they will tackle some of the toughest questions and offer real-life advice for getting multiscreen email right.
Among the specific topics will include the following:
Learning the implications of each major screen size and device
Determining what devices your subscriber base is using and how and where they are converting
Discussing the different types of design approaches, such as responsive and scalable, and which is the best fit based on your resources and expertise
Creating a consistent user experience across email and Web/landing pages
Examples and key best practices
Communicating with your designer and programmer
Testing, learning, optimization and measurement/analysis
Future trends and predictions - where is it all going
In the eighth annual Burson-Marsteller/PRWeek CEO study, CEOs offered their opinions on a range of issues including social media, Word of Mouth, digital, crisis, CSR and research and measurement.
This year's key findings include:
CEOs disagree about the effectiveness of using social media to reach stakeholders, with 29% saying that social media is an effective communications tool and 29% saying it is not.
Most CEOs do recognize the value of digital, with 71% reporting that the company website is the most effective means to communicate with stakeholders during a crisis.
42% of CEOs say Word of Mouth is one of the three biggest influences on a company's business today, second only to The Wall Street Journal (51%).
Leo Rayman, Strategic Planning Director of Weber Shandwick, reviews the latest Advocacy and Word of Mouth research before presenting practical ways for brands to create Advocacy.
Invoke Live: Social Networking - JUL2010 (Invoke)Sociatria.com
Un estudio sobre los hábitos de uso de los usuarios habituales de redes sociales centrado en Facebook, Twitter, su relación con las marcas, el papel de los smartphones... (en inglés)
2011 Brunswick Study on the Use of Social Media Among Business JournalistsBrunswick Group
Brunswick Research has released the findings of its first global poll among business journalists looking at the influence of social media on stories published via more traditional media channels. The survey found that on balance social media is seen as having a positive effect on the quality of journalism, and will be increasingly important to the angle and content of published stories. Overall, two-thirds claim to have written a story that originated via social media, giving rise to up to one in seven of all published stories.
7 effective strategies to use social media for your businessMilena Regos
A road map for businesses of any size to understand the importance of social media and social media marketing and how to approach new media the right way from understanding how to use social media right for their business, identify their audience is, where to find good content, how to listen online, how to engage, how to save time on a daily basis and how to measure social media efforts. I gave this presentation live to Nevada County Online group in Grass Valley, CA on July 24, 2012.
Multiscreen Email Design: Lessons from the ProsLitmus
Recently it seems as if mobile email has become the new hot topic among digital marketers. Much of this conversation centers around the on-screen experience: What's the best way to design an email so it renders well and drives opens, clicks and most importantly conversions and other desired goals on the tiny screen of a smartphone, mid-sized tablet and larger monitor on a laptop or desktop PC? While certainly important questions to ask, this is only one aspect of an effective mobile and multiscreen email marketing strategy. Before you make over the email message itself, you must first work out many other aspects of your multiscreen strategy.
In this Webinar, Loren McDonald will assemble a team of some of the smartest thinkers in the mobile/multiscreen email marketing design arena. Together they will tackle some of the toughest questions and offer real-life advice for getting multiscreen email right.
Among the specific topics will include the following:
Learning the implications of each major screen size and device
Determining what devices your subscriber base is using and how and where they are converting
Discussing the different types of design approaches, such as responsive and scalable, and which is the best fit based on your resources and expertise
Creating a consistent user experience across email and Web/landing pages
Examples and key best practices
Communicating with your designer and programmer
Testing, learning, optimization and measurement/analysis
Future trends and predictions - where is it all going
In the eighth annual Burson-Marsteller/PRWeek CEO study, CEOs offered their opinions on a range of issues including social media, Word of Mouth, digital, crisis, CSR and research and measurement.
This year's key findings include:
CEOs disagree about the effectiveness of using social media to reach stakeholders, with 29% saying that social media is an effective communications tool and 29% saying it is not.
Most CEOs do recognize the value of digital, with 71% reporting that the company website is the most effective means to communicate with stakeholders during a crisis.
42% of CEOs say Word of Mouth is one of the three biggest influences on a company's business today, second only to The Wall Street Journal (51%).
Leo Rayman, Strategic Planning Director of Weber Shandwick, reviews the latest Advocacy and Word of Mouth research before presenting practical ways for brands to create Advocacy.
Invoke Live: Social Networking - JUL2010 (Invoke)Sociatria.com
Un estudio sobre los hábitos de uso de los usuarios habituales de redes sociales centrado en Facebook, Twitter, su relación con las marcas, el papel de los smartphones... (en inglés)
2011 Brunswick Study on the Use of Social Media Among Business JournalistsBrunswick Group
Brunswick Research has released the findings of its first global poll among business journalists looking at the influence of social media on stories published via more traditional media channels. The survey found that on balance social media is seen as having a positive effect on the quality of journalism, and will be increasingly important to the angle and content of published stories. Overall, two-thirds claim to have written a story that originated via social media, giving rise to up to one in seven of all published stories.
7 effective strategies to use social media for your businessMilena Regos
A road map for businesses of any size to understand the importance of social media and social media marketing and how to approach new media the right way from understanding how to use social media right for their business, identify their audience is, where to find good content, how to listen online, how to engage, how to save time on a daily basis and how to measure social media efforts. I gave this presentation live to Nevada County Online group in Grass Valley, CA on July 24, 2012.
User Generated Content Research Brief
Retailers are beginning to understand how user-generated content (UGC) can
be a critical component to their brand experience.
Campus Party 2011 Consumer Social Media SurveyJeffreyGroup
How do consumers view companies and brands that take an active role in communicating with their customers through social media? This survey reveals how consumers expect the brands they patronize to relate to them online, and the findings show that trust and perceptions of reliability increase when brands engage in real dialogue online. Consumers will listen, but they want to be heard as well. When the balance of brand communications favors two-way communication, the brand and its relationships benefit.
Still Setting the Pace in Social Media: The First Longitudinal Study of Usage...Elizabeth Lupfer
This research shows that charitable organizations are still outpacing the business world and academia in their use of social media. In the latest study (2008) a remarkable eighty-nine percent of charitable organizations are using some form of social media including blogs, podcasts, message boards, social networking, video blogging and wikis. A majority (57%) of the organizations are blogging. Forty-five percent of those studied report social media is very important to their fundraising strategy. While these organizations are best known for their non-profit status and their fundraising campaigns, they demonstrate an acute, and still growing, awareness of the importance of Web 2.0 strategies in meeting their objectives.
Similar to The Impact of Social Media on Public Affairs in China (20)
The Impact of Social Media on Public Affairs in China
1. The Impact of Social Media on Public
Affairs in China
Alan VanderMolen
President, Asia Pacific, Edelman
28 April 2010, Hong Kong
2. What is Social Media?
• Internet-linked
• Many-to-many, user-generated content
• A keyboard and a point-of-view gets you into the discussion
• Governments, companies and citizens are becoming their
own media companies
4. The World Does Not Revolve Around You:
The Public Engagement Cloud
Brands
5. • Conversations can start
anywhere within a network
producers commentators
• Influence flows from multiple
sources – no longer the sole
domain of mass media
• Influence can spread in any
direction
curators
• Real people can be influencers
and/ or amplifiers
• Different psychographics:
sharers watchers Watchers, Sharers,
Commentators, Producers,
Curators
Conversations start anywhere
– and involve influencers of all stripes
7. The Challenge Is To EVOLVE
from pitching to informing
from control to conversation
from static stories to dynamic
narratives
from influencing to advocating
8. China Internet: The Numbers
• 338 million users
• 181 million bloggers, 119 million active
• 155 million access using mobile phones
• 124 million social network (SNS) users
• 102 million BBS users
• 62.8% of users are aged 10 - 29
Data source: CNNIC reports June and November 2009
9. Major Websites in China All
Have Social Media Components
• QQ /Tencent from IM to gaming to blogs
• BBS: from tianya.cn to People’s Daily to Baidu.com to
tiexue.net…
• SNS: Kaixin001.com, Renren.com, 51.com
• Blogs and news commentary: Sina.com, Sohu.com
• Video: Youku.com, Tudou.com
• Microblogging: Sina, QQ
• Auction/e-commerce: Taobao.com
10. China and the Internet
• 84.3% of Chinese Internet users believe that the Internet is
their most important source of information.
Data source: CNNIC, June 2009
• Chinese social networking
Websites, especially Sina, Weibo
and Kaixin001, are reshaping the
overall online communications
ecosystem.
Source: Edelman Digital Brand Index, April 2010
11. Online search engines most credible digital information source
Rivals credibility of traditional media sources in many countries
Credible Sources of Information – Digital
Online search engines Free content sources Social networking sites Blogs
100%
90%
China India Japan S. Korea Indonesia Singapore Australia
80%
70%
60% 56%
50% 47%
43% 43%
41% 40%
40% 37% 37%
33%
30% 30%
30% 27% 27% 28% 27%
25% 25%
22% 22% 23%
19%
20% 16% 16% 15% 15%
13%
11%
10% 7%
0%
China India Japan S. Korea Indonesia Singapore Australia
E84-97. Now I’m going to read you a list of places where you might get information about a company. Please tell me how credible you
believe each one of them is as a source of information about the company—is it extremely credible, very credible, somewhat credible, or
not credible at all? (Top 2 box, very + extremely credible) Informed Publics ages 25-64
11
12. The Unwritten Rules
• National pride
• Anti-establishment: Chinese Netizens love challenging
authority
• Sensational: Chaozuo 炒作
• Replicable: Zhuanzai 转载
13. A View from the Government
• The characteristics of online public opinion crises
– suddenness 突发性
– destructiveness 破坏性
– urgency 紧迫性
• In the Internet age, many of the means of news control that
were effective in the past are no longer useful, and many in
fact bind our own feet and hands, creating passivity in the
handling of crises by the party and the government.
在网络时代,许多过去行之有效的新闻管理办法有的已经不起作用,
有的 反而束缚我们自己的手脚,造成党和政府处理事件的被动。
Source: government document ‘How public prosecutors can
neutralize online opinion crises’ — August 2009
http://media.nfdaily.cn/content/2009-08/13/content_5553979.htm
14. Importance of “Social Media” to
Overall Public Affairs Strategy in China
How important is social media to your
broader public affairs strategy in China?
Extremely important 17%
Very important 28% 74%
Somewhat important 29%
Not particularly important 14%
Not at all important 13%
15. Social Media’s Influence Over
Public Policy
To what extent do you believe opinions
expressed in online and digital social
media channels influence
contemporary public policy in China?
The most influential media 10%
channel available
67%
Often more influential than 57%
other media channels
No more influential than other 24%
media
Less influential than other media 9%
channels
18. Tengzhong - Hummer Deal
How story broke: Unstructured announcement
• GM Chapter 11: Hummer to be discontinued
• One day later: GM says MOU signed with Chinese buyer
Social media reaction
• Online criticism and allegations: deal is money
laundering; exporting capital from China
Deal is confirmed
• Formal announcement 5 months later
19. Tengzhong - Hummer Deal
Government & Social Media Reactions
• Ministry of Commerce had not received applications from Tengzhong
• Bloggers: “Against Chinese government's commitment to low-carbon
economic development and environmental laws“
Lessons Learned
• Poor communication between buyer and seller
• Treated as ‘transactional, top down’; ignored digital
• Online commentary: national pride issues can attract celebrity bloggers who
have clout of mainstream media with strong following
20. Hangzhou 70kph
Media report fatal car accident
• “Working class" man hit and killed; although driver’s
speed excessive, police issued minor citation for driving
at 70 kph
Social media reaction: “Human flesh search engine”
• Netizens outraged at deference to driver’s wealthy
background and nonchalant attitude
• “Human flesh search engine" investigates driver
• "70 kph" becomes online catch-phrase
21. Hangzhou 70kph
Police reaction
• Hangzhou police update speed to between 84 and 101 kph
• Driver sentenced to three years in prison
• Netizens compare photos at crime scene; suggesting driver paid someone
to take his place in jail
• Driver later expressed regret and offered proof of his identity
Lessons Learned
• Authorities are subject to same online forces as companies
• Chinese netizens are sensitive about apparent abuses by the wealthy
• Slow police reaction to online criticism enhanced netizen suspicions
22. Mineralized Water
Story broke on BBS website
• “Master Kong, where is your water source?” accuses Master Kong (康师傅)
of quality problems – mineral water is merely tap water
• Huge response from netizens, accusing the company of false advertising
Traditional media picks up story
• National Business Daily notes bottling plant is located in an area without
natural springs
• Master Kong representative: "Everyone does it. A one or two kuai bottle of
water can't be natural spring water"
23. Mineralized Water
How Story Played Out
• Government regulators get involved, review bottled water standards
• Master Kong apologizes for "gap in understanding“, not adequately
explaining its "superior source”. Water is now labeled as “distilled,”
“mineral” or mineralized”.
• Online China Youth Daily poll: 57.3% of respondents will no longer buy
Master Kong water; 72.9% believe supervision of the water industry
needs to be strengthened
Lessons Learned
• Social media is the world’s biggest fact-checker and can rapidly expose
false advertising
• Traditional media now feeds off social media
25. Listen With New Intelligence
Start by listening to stakeholders from all stripes
26. Participate in Conversation:
Real time/All the time
Widgets Blogs
Social
Message
networking
boards
sites
Insight Collaboration Innovation
Credible voices
Participate as
equals
Be transparent
Find and participate in conversations in a transparent way
27. Every Company Is A Media Company:
Create And Co-Create Content
Every organization must create content, not rely on media