Social Media Basics - China

social media how-tojan 15, 2013

totemsocial media solutions

Credentialsmar 28, 2013

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Social media How-to

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Social media How-to

social media

why use it

19.9online per weekhours

5%

26%

28%

9%

5%8%

18%

News

Other

Ecommerce

Games

Search

Online Video

Social Media

Source: iUsertracker, Mar 2012

Social Media is capturing audience attention

Quickly changing landscape with many participants- Not necessary to be chasing all SNS sites

All media are socialSocial is a “buzzword” representing a change in media interaction- Media created/distributed by individuals

- Two-way, multi-way sharing

Mindset change is most important for brands

topline thoughts on social

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Traditional Marketing: Funnel Metaphor

Source: Harvard Business Review, Dec 2010

social: Loyalty Loop

buy

CONSIDER

EVALUATE

AWARENESS

ADVOCATE

ENJOY

BOND


China social ecosystem

buy

CONSIDER

EVALUATE

AWARENESS

ADVOCATE

ENJOY

BOND


Know your customer (intimately)

Pull dont pushProvide useful content

Serve audience (customer) needsAnswer questions (be responsive)

social marketer’s mindset

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social media

The rules

1. Rushing to action without a plan

2. No listening/monitoring capabilities3. No content guidelines: brand & product style guides

4. Insufficient resources: weak audience engagement5. Pushing sales too quickly (too hard)

five social media pitfalls

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1. Objectives: Whats the framework for assessing value (ROI)?

2. Resources: Team & time to match objectives?3. Audience Target: Include findings from listening efforts

4. Influencers: Identify key influencers (How to connect with them)5. Summary of existing marketing: (How does social media intersect?)

6. Competitive analysis: How competitors reaching audiences thru SNS7. Engagement model: How to engage with SNS?

8. Social media priorities: How will Weibo, Ren ren, Jiepang, be used?9. Content Strategy and Syndication

10.Metrics and Reporting

social media checklist

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To start, do not focus on strict measurement of ROI- Likely to take time to ramp up structure, community and results

Priorities at outset of community management program:- Listening & understanding/profiling of audience

- Customer service & support first

- Build a solid structure to allow for scaling of quality

1. Objectives

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1. Objectives matrix

OBJECTIVESOBJECTIVESOBJECTIVES RESOURCESRESOURCESRESOURCES

Research & Insights Brand Awareness Sales (Acquisition) Staff (Employees) Content Assets 3rd Party (Tool/

Agency)

LISTENING

SEARCH

CONTENT

ENGAGEMENT

ANALYTICS

CAMPAIGN SUPPORT

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Social is ideally managed internally and connected to multiple departments

To start, you should have one dedicated in-house champion

Followed by wider contributions from across the company- Marketing & Sales

- Product Development

- Retail Partners

- Senior Management

- HR

3rd Party support for:- Listening, response and analytics

- Management, CRM tools

- Campaign creatives

2. Resources

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2. the skillsets for social

Brand awarenessOutgoing, willing to be the “face” of the company

Strong knowledge of company & its products

Engaging “online” persona

Strong writer

Understanding of sources of content in company

Sales (acquisition)Consistent monitoring of

competitors & industry

Strong knowledge of products

Outgoing & responsive

Service minded

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Observe and listen to audiences first

Build detailed psychographic profiles - Motivations & needs (“emotional center”)

- Media preferences (complete details)

- Life routines

- Product portfolios...

3. audience targeting

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Activity

Celebritiestech

Other MediaWeb Media

Style

周末享乐不间断 He is at the beginning of his career, and knowing that he has a long road ahead, he will do everything possible to excel in life - to get ahead and learn. Technical skills are a priority for him, where as fashion and style are somewhat less critical.

Profile One

24yrsBeijingMgr at IT firmrmb8,500/mo

Web Media

Weibo, QQ, Top100, Douban, Kaixin, Dianping

He is an extremely heavy user of all digital media. Time spent online absorbs a majority of his leisure time and a large % of time at work (Baidu, QQ...). He is both a deep and wide user.

3. map out the path to purchase

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hig

hn

eu

tra

llo

w

interest level

awareness acquisition engagement (Loyalty)

awareness acquisition engagement (Loyalty)

3. map out the path to purchase

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hig

hn

eu

tra

llo

w

interest level

4. influencers

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Divide “influencers” into two groups:

1. KOLs (Paid influencers ...celebs, people of note)– Best used to support product launches & events– Not for brand building or “always on discussions”

2. Advocates (harvested from monitoring of your SNS)– “Authentic” followers yield sustained engagement (ROI)– Getting the right mix of personalities is vitally important

4. elements of a great discussion

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MODERATORS

PRODUCT FANS INFLUENCERS

CONTRARIANS

REVIEWERS

STARTER (YOU)

Getting the right mix of people

around the table is important.

5. summary of existing marketing

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Map out the links between all marketing efforts

“Social” ties into all elements of marketing:- Search results: organic social contributes to SEO- CRM: fans/followers link to sign-ups- Campaigns: SNS become a strong place to “soft launch”- Product Devt: feedback, review new products- Events: Invitations to brand/product activities- Cross-links: social streams can be added to other assets (sites)

5. social = brand

brand internal external

Brands are defined by how they participate internally and externally

With employees for training & development

For product R&D, feedback, review

With customers for CRM

Building awareness, ad campaigns, events...

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6. competitive analysis

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Utilize monitoring tools to track sentiment & “hot buttons”Review Weibos, SNS and vertical sites regularlyRespond first to category questions/concernsKeep a positive tone (dont go negative...dont bad mouth)

7/8. maintain a Focus

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Process for monitoring + responding of critical importanceWith limited resources, keep it simple– Build depth with relatively few social media– Monitor (listen) across a wide spectrum

8. weibo deserves depth of focus

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0

75

150

225

300

5.11 9.11 1.12 5.120

75

150

225

300

5.11 9.11 1.12 5.12

Monthly Unique Visitors by Social Site

Monthly Time Spent by Social Site

Source: iResearch iUserTracker

Sina weibo Tencent weibo RenrenDouban Kaixin Pengyou

9. content strategy

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Balance approach between brand & product(s) Support a strong mix of multimedia Maintain a “styleguide” consistent with brand

TONE

Add value, serve needs Focus on category insights, audience utilityDont push product

TYPE

Industry reports, reviews, news, tips for better results...Useful responses to questions, issues

10. metrics/reporting

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CONSIDER

EVALUATE & BUY

ENJOY & BOND

ADVOCATE

Online

Enga

gemen

t

Metrics: Total visits, page views, visitors, SNS friends

Metrics: Organic search, referring site traffic, registrations, product views

Metrics: Shared creations, sends-to-friends, sentiment analysis

Metrics: Loyalty, repeat purchase

weibo engagement

content tips

winning with weibo

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TIMELY

- Be time sensitive: users are most active 10-12am & 10-12pm (least: 3-7pm)- Be first on the scene: to release breaking news about your brand

ENGAGING

- Post with question marks to start a conversation- Avoid spamming: keep your tweets relevant to products & service/support- Go beyond your brand: share exciting industry news, ideas to help fill needs- Dont just re-tweet: add value in commenting on why re-posting- Keep it short & simple

ENROLLING

- Use the @ function to invite & mention KOLs and influencers- Follow others in your industry - to get followers - reach out

winning with weibo

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ON BRAND

- Aggregate your activity: consolidate news from across the web to your microblog- Search vertical sites to respond to questions- Utilize a brand style-guide and be consistent- Involve/include: organize events to educate fans about your brand/products- Make it attractive: keep a simple, consistent design theme

CONTENT PLANNING

- Create an editorial calendar for activity - News, product categories, issues, KOL input, contests, polls/questions - Making sure its balanced- Add attractive multimedia content on a regular basis

sample audience profiles

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BY PRODUCT DIVISIONKEY CUSTOMER

sample content plan

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sample styleguide

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how brands are

using it

What can brands do with social media?

Audiences following brands on social media

Brand info

Brand advocacy

Discounts

0% 20% 40% 60% 80%

Reasons people follow brands

Audience participation with brands

57%

43%

Not Yet

Have Participated

Source: DCCI, 2012

Branded social activities users participated in

Polling / Voting

Coupon or discount info

Brand topic discussion with friends

Following brand social account

Retweeting seeding post

Interaction with brand directly

Commenting on seeding post

Reviewing and feedback

On-line off-line event

Sharing the event info

Photo &video uploading

Writing article & status

App download

Top activities:

1. Polling / Voting

2. Get coupon / Discount info

3. Discuss with friends about a brand

4. Follow brand social media account and read content

5. Retweet seeding post (posted by brand)

Audience participation with brands

Source: DCCI, 2012

Objectives

Redefine the word “greatness” as an idea, dominate the Olympics conversation, and redirect the energy of Olympics-related conversation to the Nike platform

Nike - Weibo Project “Greatness”


Solution

• 30 producers, artists, writers, and agency leaders in a “command center” to watch, listen, respond, and repost Olympic conversations

• Help people see that greatness isn’t only for the chosen few, but something everyone can find within themselves

Results

• No.1 topic on Weibo

• Weibo mentions of Nike outnumbered all competitors combined

• 120,000 forwards

• 22,000 comments


Smart - Awareness & Sales

Skoda (Fabia)

trends: 2013

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Key social trends in 2013

1. Accelerating move to mobile (WeChat) will shift energy from desktop social - LBS being incorporated into all SNS

2. Weibo to continue as champion ...capitalizing on its strength in “amplifying”

3. Search on social platforms (trying to shift from Baidu)

4. Increasing support for brands within SNS - Branded pages, forums, functions- Display inventory- Promoted ‘tweets’

5. A closer, more measurable link between social, search and ecommerce

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Thank you

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Social Media Basics - China

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