1. D/BM
Burson-Marsteller China
How to promote your brand using
Social Media Join Burson-Marsteller China
Weibo www.weibo.com/BMChina
Twitter www.twitter.com/DBM_China
July 29, 2011 More www.bmchina.com.cn
Zaheer Nooruddin
v.1.1 Lead Digital Strategist
Email dropbox@bm.com
zaheer.nooruddin@bm.com
D/BM B-M China’s Integrated Digital and Social Media practice

2. Hello
Introducing some team members at
Burson-Marsteller (B-M GD)
Joanne Amber Wendy Kathy Zaheer
D/BM B-M China’s Integrated Digital and Social Media practice

3. What is D/BM?
D/BM is Burson-Marsteller China's integrated Digital
and Social Media influencer practice.
Identify
Digital
Create influencers
Manage communities
Digital Digital
Issues reputation
Crises marketing
D/BM B-M China’s Integrated Digital and Social Media practice

4. D/BM end-to-end digital
solutions
Digital
Digital Digital
Issues & Campaigns Integration
Crises
Listening Digital Media
Planning Training
Consultancy Check Up
Reporting Activation
Experience Design Community
Influencer Development
Tracking Mobile
Email Online Presence
Engagement Marketing
Social media Social Media
Channel Collaboration
Communications Search
Management
D/BM B-M China’s Integrated Digital and Social Media practice

5. D/BM B-M China’s Integrated Digital and Social Media practice

6. D/BM B-M China’s Integrated Digital and Social Media practice

7. D/BM B-M China’s Integrated Digital and Social Media practice

8. D/BM B-M China’s Integrated Digital and Social Media practice

9. D/BM B-M China’s Integrated Digital and Social Media practice

10. D/BM B-M China’s Integrated Digital and Social Media practice

11. D/BM B-M China’s Integrated Digital and Social Media practice

12. People trust other people
the most. 4
Trust is driven by online connections and
relationships.
4McKinsey Quarterly report, October 2010
TNS China’s Top Digital Brands 2010 Report
D/BM B-M China’s Integrated Digital and Social Media practice

13. D/BM The power of Internet
Word of Mouth
“Leading source of
information, leading to
conversations.
#1 source to find
information during and
after conversations.”
- Kelley Fay Group
Study 2011
D/BM B-M China’s Integrated Digital and Social Media practice

14. China’s
60 largest
% cities, people
spend leisure time
online
4McKinsey, China’s Internet Obsession Report,
Feb 2011
D/BM B-M China’s Integrated Digital and Social Media practice

15. %
of traditional media sources
go online to track companies and find stories*
*Brandseye.com
D/BM B-M China’s Integrated Digital and Social Media practice

16. By 2015 ,
750M PC internet
800M smartphones 2
2Ericcson Mobile Tech Report, 2010
D/BM B-M China’s Integrated Digital and Social Media practice

17. Time spent online today
19 hours
per week 3
Consuming experiences,
Co-creating and consuming information
3McKinsey Quarterly report, 2010
D/BM B-M China’s Integrated Digital and Social Media practice

18. 1 in 4 consumers in
China say they will neither
purchase nor recommend a
company or product without
first checking other customer
opinions online. 2
2McKinsey Quarterly report, October 2010
D/BM B-M China’s Integrated Digital and Social Media practice

19. Everyone’s a journalist:
% of online users in
China have written a blog
entry.
D/BM B-M China’s Integrated Digital and Social Media practice

20. D/BM B-M China’s Integrated Digital and Social Media practice

21. PR, communications, marketing, media
and business in China has become
Online and Social.
1Forrester Research’s Social Technology study for brands, October 2009
D/BM B-M China’s Integrated Digital and Social Media practice

22. D/BM B-M China’s Integrated Digital and Social Media practice

23. D/BM B-M China’s Integrated Digital and Social Media practice

24. D/BM B-M China’s Integrated Digital and Social Media practice

25. D/BM
More
Corporate demanding
consumers
Reputation
Wider
Reduced
trust in
Corporate networks
Reputation of
institutions
influencers
More
social
awareness
D/BM B-M China’s integrated Digital and Social Media practice

26. D/BM B-M China’s Integrated Digital and Social Media practice

27. D/BM media types
Reach vs. Control
- VIRAL
Rapidly
EARNED SOCIAL shared
Brand and Audience driven
advocates
CONTROL
PAID
Reach and visibility
OWNED
Experience and
relationship led
+
- REACH +
D/BM B-M China’s Integrated Digital and Social Media practice

28. D/BM China social insights
Social media transforms how companies
1 manage reputation and marketing
News and issues travel become
2 universally known in minutes
Increasingly, issues for companies are
3 born in discussions online
Digital messaging is not consumed but
4 “experienced”. People trust other people
Online social communities have the power to
5 shape business
6 Mobile forces are unstoppable
7 Crises will happen more often
8 Influencers shape issues and brands
D/BM B-M China’s Integrated Digital and Social Media practice

29. D/BM social media
programming
2. Identify 9. Bring
1. Define 3. Identify
stakeholders 7. Pilot 8. Review programs to
business current 4. Research 5. Strategy 6. Prioritize
to bring to programs performance scale over
objectives assets
the table time
Business unit Build channels
Boost revenues leaders with a Social media audit Integrate social
Identify the Train staff
and/or margins stake in if current social media into crisis
people, processes Create content
Support full & fair communications media monitoring planning
and technologies calendar
share price with outside is not in place needed to close Staff training
audiences Social media Build online
Lower corporate Research on the the gap between Rank tactics based Analytics Create toolkits
Corporate channels already channels each the business goal influencer lists
reputation risk on budget, Qualitative that enable
function leaders in place target audience and current status Message calendar
Acquire talent resources, culture lessons learned Expand
(PR, IR, Corporate Skilled staff uses; their
Counsel) Crisis scenario monitoring
Gather expectations for
Include preparation
intelligence Sets stage for visibility, type of Ongoing strategy
information, level Monitoring Analytics and analytics
Lower cost of coordination
of engagement solution reviews
customer service between business Typically 3-6
units later months
D/BM B-M China’s Integrated Digital and Social Media practice

30. D/BM Align social with
key strategic goals
Examine your
2011/12 goals
Pick ones where
social will have an
impact
D/BM B-M China’s Integrated Digital and Social Media practice

31. D/BM Goals will differ by levels
Corporate
Risk
management Business unit
Consistency
Leadership
development
& culture
across brands
Brand
Social strategist
& COE Community
Engagement
Channel focus manager &
metrics
education
Value metrics ROI metrics
D/BM B-M China’s Integrated Digital and Social Media practice

32. D/BM Choose metrics for
each level
C-level/ Business metrics: revenue,
reputation.
Corporate
Social media analytics: Insights,
LOB/Geo share of voice, resonance,
WOM.
Stakeholders
Engagement metrics: fans,
Agency/ Marketing followers, clicks.
Manager
D/BM B-M China’s Integrated Digital and Social Media practice

33. D/BM Ask tough questions:
Is your company ready to be social?
D/BM B-M China’s Integrated Digital and Social Media practice

34. Evaluate each social media
initiative
Impact Readiness
• How does it • Are there
support an people who can
objective? do this?
• What metrics • Is there budget?
matter?
Risks Priority
• What are the • Does this
risks if we do initiative enable
this? other work?
• What if we
don’t?
D/BM B-M China’s Integrated Digital and Social Media practice

35. D/BM digital methodology
Listen/ Planning
Monitoring Engagement
Analysis Insight Analytics Results
D/BM B-M China’s Integrated Digital and Social Media practice

36. Go beyond basic monitoring to
analytics
Monitoring &
analytics
Deep support
monitoring to integrated into
prep & support everyday
Centralized campaigns
monitoring but workflow
not actionable
in business
Tracks brand units
mentions
using basic
tools (Baidu,
No Alexa)
monitoring
Make course corrections
in place nearly real-time.
Use predictive analytics to
anticipate demand.
D/BM B-M China’s Integrated Digital and Social Media practice

37. D/BM B-M China’s Integrated Digital and Social Media practice

38. D/BM B-M China’s Integrated Digital and Social Media practice

39. Your campaign
Your brand
Your issue
Your competitor
Your product
D/BM B-M China’s Integrated Digital and Social Media practice

40. D/BM B-M China’s Integrated Digital and Social Media practice

41. D/BM
Digital
Listener
D/BM B-M China’s Integrated Digital and Social Media practice

42. D/BM
Online
Social
Media
Analysis
D/BM B-M China’s Integrated Digital and Social Media practice

43. D/BM B-M China’s Integrated Digital and Social Media practice

44. D/BM B-M China’s Integrated Digital and Social Media practice

45. D/BM B-M China’s Integrated Digital and Social Media practice

46. D/BM Social Media Influencers
– A five-phase approach
Phase 1: Phase 2: Phase 4:
Phase 3: Phase 5:
Put Influencers
Internal Readiness Identify Influencers Build Relationships Foster Growth
First
D/BM B-M China’s Integrated Digital and Social Media practice

47. D/BM Digital & Social Media
Integration Trust factors
5
4
3 Corporate website
Functionality Brand images
2 Campaign mini-site
1 Mobile apps
0 RSS
Banner Ads
Rich media
Use of technology Usability
Email
Content & tools
D/BM B-M China’s Integrated Digital and Social Media practice

48. D/BM Multichannel Integration
planning
Target Segments
Integrated marketing strategy to manage cross-channel touch-points and frameworks to
present target audiences consistent and best-in-class experience
Website Email Search Mobile Online Rich Online Social
ads media events media
Conversion Loyalty Awareness Preference Awareness Affinity Loyalty Awareness
Affinity / WOM
End to End Measurement, Analytics & Optimization
INFRASTRUCTURE: 8 CORE COMPONENTS
Strategy Process Policy Tools
Resources Marketing Measurement Skills
D/BM B-M China’s Integrated Digital and Social Media practice

49. D/BM B-M China’s Integrated Digital and Social Media practice

50. D/BM Our team’s success
stories
D/BM B-M China’s Integrated Digital and Social Media practice

51. D/BM B-M China’s Integrated Digital and Social Media practice

52. D/BM B-M China’s Integrated Digital and Social Media practice

53. D/BM B-M China’s Integrated Digital and Social Media practice

54. D/BM B-M China’s Integrated Digital and Social Media practice

55. D/BM B-M China’s Integrated Digital and Social Media practice

56. D/BM B-M China’s Integrated Digital and Social Media practice

57. D/BM Partners & tools
Research & Insights
Social Media
Monitoring
Channel Management
Design & Development
Web Analytics
D/BM B-M China’s Integrated Digital and Social Media practice

58. Social Media. Remember
it’s about RELATIONSHIPS
D/BM B-M China’s Integrated Digital and Social Media practice

59. D/BM
Burson-Marsteller
What we do?
1. Identify audiences,
influencers, 2. Create actionable
programs and online solutions
channels focused on results 3. Manage issues and
campaigns that build
connections with
audiences and
influencers
Meaningful online presence is critical to business
D/BM B-M China’s Integrated Digital and Social Media practice

60. Ask how
D/BM can deliver your digital business
needs in China About Burson-Marsteller China
What we do:
• Digital and Social Media
• Brand Marketing
Email: • Media Relations
• Corporate Communications
dropbox@bm.com • Corporate Responsibility
• Training
• Crisis
• Healthcare
• Public Affairs
• Energy, Environment and Climate
Change
• Change & Organisational Performance
• Technology
D/BM B-M China’s Integrated Digital and Social Media practice

61. Follow Burson-Marsteller China
Weibo www.weibo.com/BMChina
Twitter www.twitter.com/DBM_China
More www.bmchina.com.cn
Email dropbox@bm.com
D BM
D/BM B-M China’s Integrated Digital and Social Media practice
D/BM B-M China’s Integrated Digital and Social Media practice