Stephane Prud’hommeM.A. Communication (Canada) and I.E.MBA (China)17 years of experience in marketing and public relations (traditional and online); in Canada, in Europe, and in ChinaSpecialized in business development through Social Media, ePR, eMarketing, eReputation, and eCommerce
Workshop OverviewThis workshop examines the fundamentals of social media, eMarketing and digital public relations wise. It covers how professionals can deal with all this new flow of information, how to canalize it, in respect of the corporate integrated communication strategy.
ObjectivesTo defeat social media fears and to give confidence to professionals in interacting on social media on behalf of their employerTo understand a Social Media Curator’s/Community Manager’s roleHow to define a social media strategy; How to set objectives and goalsTo generate and to maintain a bidirectional relationship and dialogue with the audienceHow to boost engagement, likes and follows
You cannot escape, it’s everywhere!!And if you miss the boat, your competitor will not…
Definition Internet and email early 1990’s Online media VS. printed eCommerce mid 1990’s Connexion between people mid 2000’s Connexion between organizations and customers Geolocation Social eCommerce early 2010’s And who knows what is coming up….
Definition A place where people and organizations can virtually connect, where they can share files and comments, no matter the time and the location.
Ultimate Goals To be everywhere To be high ranked in search engine To have people talking you or your organization To have likes, follows, and comments that will generate likes, follows, and comments To create relationship, a dialogue, with targeted audience, stakeholders, customers, and future customers
Internet in China 600 million internet users (= European population) 10 million new users monthly 360 million of mobile internet users and 712 million by 2015 China will be soon the biggest mobile internet market in the world 312+ billion searches on internet per year Tencent is the 3rd biggest internet company in the world
Smartphones in China 26 million smartphones sold during the last 3 months of 2011, means 9 million per month Biggest smartphone market in the world 2nd biggest market for smartphone app 870% increase in app use More than 1 billion mobiles, 43 million more first quarter of 2012
Social Networks in China Blocked international networks Chinese social networks have hundred of millions of daily users and visitors 33 % increase in social networks use (Feb. 2011) 62 % of internet user adults world wide use social networks
eCommerce in China 250% increase in sales since 2010 161 million online shoppers have bought for ¥513 billions in 2010 and 190 million have bought for ¥6 trillions in 2011 329 million online shoppers should buy for ¥ 18 trillions in 2015 China will become by 2015 the biggest eCommerce market in the world
Questions? Have I covered everything you need? Do you have questions about the basics? The differences between international and Chinese The differences between the networks Questions about eCommerce
Curator’s role Community Manager What a curator/Community manager does? Hootsuite
Curator’s role Daily tasks Posts Interactions Monitoring Daily responsibilities Engagement all publics/audiences/stakeholders Weekly tasks Report Monitoring
Corporate VS. Personal Differences between corporate and personal accounts To whom belong the contacts, followers Corporate Image Personal Image The Story
ePR VS. eMarketing Online / Digital / Electronic eMarketing is about design, promotion, sales = numbers ePR is about strategy, content, messages = relationship
Business Development Through social media, ePR, and eMarketing Brand building, promotion and recruitment Intelligence & Monitoring Opportunities
Laws, Privacy and Copyrights Important to respect the copyrights of content and pictures that you post…
Social Platforms What is a social platform? Social networks Discussion / support forums Customer service Bloggers Wikis Did you know that Dulwich Beijing article has been visited 1,000 times in the last 3 months? Microblogging
Social Interactions Social media status updates, comments Interactions between users Interactions between users and corporations Mobile internet Social Media and Events Task Sharing Smartphone apps
Social Media in details Facebook Tumblr LinkedIn Wordpress Twitter Paper.li Google+ Orchestra Pinterest Ushi Youtube Freebao Foursquare
Social Media Strategy SM strategic plan SM objectives and goals, define the tactics Mapping out the audience Integrated plan SMO (think like your audience) Policy and Guidelines for staff
Engagement To have people like, follow, share, and comment To drive people to your website
•Write an objective•Define an audience•Which networks for your audience and objective•Select 5 key words for SMO
Social Presence Building a social presence on a daily basis Building a addressable bas of readers & fans Generate and maintain a bidirectional relationship and dialogue with the audience How to write and post on social media How to boost engagement, likes, and follows
•Find names for your social media accounts•Create your own accounts•Write a post on Twitter•Write a post on FacebookWrite a post on LinkedIn•Select a picture for a pinboard•Find a way to boost likes and follows
Reputation Before, reputation was only the traditional media and people to people Now, it is everywhere!
eCrisis Rumors Scandals Customer Service Scale and quickness
Metrics It is all about influence , exposition, impressions, and conversion Klout PeerIndex Google Analytics Twitter Counter & Tweet Stats Facebook Fan Page Insights LinkedIn Group Stats Wordpress Bitly
10 tips to remember 1. Integrated Strategy 2. Targeted Audience 3. Engagement 4. Interaction Between Networks 5. Importance of Content and Messages 6. Message Lifetime 7. Saturation 8. Need Time to Build a Platform with Audience 9. Corporate Reputation 10. Metrics