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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Weibo

2009

Google Glass

2012

Vine

2013

Instagram

2012

Wechat

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