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How to leverage social networking and media effectively in marketing and public relations in china
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March 2010March 2010
New Media and Marketing CampaignsKeep it Real
WILLIAM BAO BEAN
SOFTBANK CHINA & INDIA HOLDINGS
WILLIAM BAO BEAN
SOFTBANK CHINA & INDIA HOLDINGS
“Beware the social media charlatans”
“Lately it seems I can’t go anywhere without running into a gaggle of social media consultants bloviating about the wonders of social network marketing. Sure, you’ve seen ‘em, too. Slick shake-and-bake “experts” promising to help you leverage the power of Twitter and Facebook to raise your profile and, inexplicably, boost your profits. But scratch the surface on most of these claims and they instantly crumble. Meanwhile, it seems the only people making any money in social media are the consultants themselves.”
I’m a Venture Capitalist, not a social marketer
Source: PC World - Robert Strohmeyer; HT Churbuck.com
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Going shopping for 1st grade
Online listings & directories – 4BBS – 100sMothers – 18Friends – 3
Who do you trust to tell you where to put your son for the next 5 years?
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Marketing in social media: handle with care
AwarenessEngagementConversationMetrics
Social media comes after the conversation
Trust and Value
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Source : Agenda
What would your sell your friends for?
Defriend for a hamburgerHere is a plant. Will you work on my farm?If you sign up then I get a free drink!
This is something I love and I think you will love it too
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Case study: @ctripenglish
Haiku Contest Four Great Inventions; Dim sum Kung fu Tiger Balm; and Ctrip dot com
Retweet to win
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How to best leverage social media?
Integrated with campaignsProvide real value
Entertainment Product Status
Leverage net promotersOngoing relationship, not staticTrackingProactive reaction
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1. Integrate with campaigns
360 campaigns Traditional media Offline events In store tie-ins Online advertising Seeding, no astroturfing
Leveraging existing “conversations”Cross promoteBridge campaigns
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1. Integrate with campaigns
Made for Internet TV Shows: 3 channels Mogo – Music TV IVIVI – Womens Lifestyle Niurenku – Youth Culture & Actions Sports
Demographically targetedDistribution on Tudou, Youku, and BaiduGrass rootsMeasureable
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2. Provide real value
EntertainEnable sharingRewardPromote your promotersNot about selling, they are already sold
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3. Leverage net promoters
Would you recommend to friends? 9 or 10
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Source : Holaba
4. Ongoing relationship
Do your customers think in terms of campaigns?
Strong existing relationships > new relationships in social
Keep it interestingKeep it real
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5. Tracking
What is the social graph saying? About you About your competitors What other brands do your net promoters like?
CIC: BBS comment tracking Language and themes to drive messaging
Holaba: brand war surveys What impact are my campaigns having over time by demographic CRM: reach out to net promoters
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6. Proactive reaction
Managing complaints: Orange Hotel
CIC: tracking and management
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