Post on 10-May-2015
2014 Social and Marketing TrendsDeveloped for Zen-est
Embrace the social Turn
From Collaboration to Engagement
PATHWAYS
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Social media and digital is a must-have for today’s marketing and engagement strategies. New platforms are rising, new technologies are burgeoning and new concepts are transforming they way we live and do business . The game is on but
DO YOU KNOW
where are we heading for?
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• It’s integrated. (integrated marketing).
• Social is a lot about finding the right content at the right time (content marketing).
• Mobile is important. So does the new Apps, censors, wearables .(mobile marketing)
• Social is a lot about industry-specific communities, professional networks, trust, proximity and moving towards personal interaction. (WOM and influencer marketing)
• Data is big and important. (Data Mining and Analytic Marketing and Growth Hacker)
• Branding and emotions matter. The decision journey is more ‘rational’ but don’t underestimate the power of brand and emotion, an often made mistake.
Lessons we learnedabout digital marketing
SO FAR …
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…and
the challenges lurking in the near future
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SOCIAL MEDIA IS NOT SOCIAL ANYMORE
The “activeness” decreased by 40%
Anyone still use Renren.com ? You are kidding me!
It is “open” but not so open. And actually, it is
not designed to be social
Too expensive to build and too hard to
promote…
Well… 呵呵
What about vertical websites? En..Their only readers are marketers.
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SOCIAL CONSUMER PURCHASE JOURNEY IS BROKEN
We have to face the truth: the process of selling is broken. Customers have more choices and are under intense pressure.
The social consumer journey is more vulnerable and it is even challenging to engage your consumers via social media - - the battle for attention and influence is ubiquitous
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IMPACT AND ROI STILL HARD TO MEASURE
Source: http://www.theidm.com Brandwith Group 2013
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from engagement to collaboration 5 trends
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Temporary Social MediaSnapchat, Vine and WeChat
Temporary is like laugh Temporary is like sadness
Temporary is like life
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Temporary trumps permanent; anonymity makes a comeback
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CaseStudy
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But why we are talking about Snapchat here, especially when we do not have it in China…
The idea of temporary social media is important because the ability to be candid and spontaneous—and to be that way with only some people and not others—is the essence of friendship, individuality, creativity and real engagement and communication with your clients and consumers.
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SoLoMoViVisual and interactive content
Social
Location
Mobile Visual
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So
SOCIAL
Mo
MOBILE
ViVISUAL
OWNED MEDIA
EARNED MEDIA
PAID MEDIA
PARTICIPATION
ENGAGEMENT
AWARENESS
OB
SER
VO
RS
INFL
UEN
CER
S
AD
VO
CA
CY
TO
ED
UC
ATE
TO
EN
GA
GE
TO
AW
AR
D
Lo
LOCAL
SEARCH/ORGANIC
GEN
ER
AL
PU
BLI
CTO
BU
ILD P
RES
EN
CE
ACCESSIBILITY
DATA MINING
COMMAND CENTRE
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MOBILE AND CLOUDING MAKE SOLOMOVI A REAL THING… AND PAVING WAYS FOR O2O
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Visual marketing
CaseStudy
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Deloitte 德勤奥斯卡电影节
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The Value NetworkCollaborative Economy
Sharing is caring and creating values for you and others
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2009
Google Glass
2012
Vine
2013
2012
2012
Information Relationship Values
SOCIAL MEDIA IS NOT DYING, THEY ARE EVOLVING …
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Anything will be social when shared
Ownership Access
Maintain Share
Gain Help Provide Help
Fun Value
Sharing Economycreated by young and WiFi-powered generations
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Sharing Economy is not just about business. It is the new way for brand building, product marketing and client loyalty. The more they share, the more social you brand will be.
B2B
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Regardless of the fate of Snapchat in particular, the idea of temporary social media is important because the ability to be candid and spontaneous—and to be that way with only some people and not others—is the essence of friendship, individuality, creativity and real engagement and communication with your clients and consumers. 1. If you sell products, turn them into
services.2. If you offer services, create a marketplace.3. If you run a marketplace, empower that
marketplace to build products.
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CaseStudy
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CaseStudy
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Community
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开始德勤虚拟职业生涯
领取任务获得积分
兑换积分获得晋升
参与特殊任务获得礼物
Gain scores for every activities
Rewarded with promotions, opps and gifts
Take tasks and participate into events
Join Power HouseO
utcome
Out
com
e
Tasks created
by National HR
regional HRs,
CSR, learning,
functions and
service lines
Profile page
个人页面
Task Modules
任务模块
Scoring &
Rew
ard
积分和奖励模块
Com
munity
交流和社区模块
Supporting
后台模块（发布
任务）
Case Study: Deloitte Power House
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HR
A
B
C
Project Owner
Level 1
Level 2
Level 3
• Create project• Post project• Invite and decide 5
sub-chiefs
• Share/ finish task• Create sub-projects• Invite and many
level 2
• Share/ finish task• Invite and many
level 3sub-chiefs
• Share/ finish task• Create sub-projects• Invite sub-chiefs
HR and Web Managers
Verified DTTers
DTTers
DTTers and invited and registered users
审核所有公开信息发布
Case Study: Deloitte Power House
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Coming soon
A real Value Network:Consumer Generated Content + Objects Generated Content
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GamificationFun is everything
No fun, no engagement
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Gamification typically involves applying game design thinking to non-game applications to make them more fun and engaging.
In one word, gamilifcation is the reason why I should care and play.
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CaseStudy
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SOCIAL MEDIA IS NOT SILO, INTEGRATE IT
Power Fans
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Youtility
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The difference between helping and selling is just 2 letters. But those letters make all the difference. Your company needs to become a YOUtility. Sell something, and you make a customer. Help someone, and you make a customer for life.
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Community
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CaseStudy
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What we learned so far
Temporary Social Media
SoLoMoViThe Value Network
Gamification Youtility Virality
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Viralityythe missing part
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Why do some ideas spread like wildfire while others don’t? The Wharton School’s Jonah Berger has examined hundreds of baby names, thousands of New York Times articles and data from millions of YouTube videos to break down the elements that make things go viral.
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And…A further step to use social
media to empower your marketing activities
!
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Authentic
Social Location
Mobile visual
Content
ContextContinuity
Connectivity
4Cs of
Communications
Value-added Relevancy
Multiple touching point
Influencers
Good engagement is the exchanges of valuable information and content that matters to each other
Good engageement is a process to engage stakeholders in multiple touching points and tell a seamless story with influencers
Listen and participate
Better integrate social media into engagement
And build the social business
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Start with a strong strategy
Define
Ideate Strategize
ExploreActivate
Evaluate
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2
3
4
5
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1 Define your objectives, stakeholders
and desired outcome
2 Do stakeholders analysis: find the shared interests
3 Have a strategy: Content & Channel
4 Develop key messages and master narrative
5 Decide which channels to use and how?
6 Any big ideas such as an online/offline campaign?
7 Build listening and evaluation mechanism
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And the big ideas
Content
Community Connection Collaboration
The four Cs to build the pillars of big ideas
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Content
Community Connection Coloration
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We love science, technology, innovation and hearing from you! So, say hello.
Many companies think having a branded Facebook page means posting company news and talking about specific product offerings. But GE takes a different approach: By framing its platform around technology and innovation, GE positions itself as a go-to resource for content that relates to those two topics. So, if you’re a technology enthusiast and you see that GE posts interesting infographics about the industry, you’ll likely follow the company—regardless of whether or not you’re a GE customer. Which, as I probably don’t have to tell you, is very powerful marketing.
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Connection
"People don’t buy what you do, they buy why you do it.”
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With a devotion to spreading knowledge, TED Talks has hit on one of the most valuable content marketing tools today: video.
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ConnectionCollaboratio
n
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Questions?
For off-site catch-up:
vli@deloitte.com.cnWeibo: @liblogweChat: vincent6857