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Be prepared to leverage social in the digital era abca cwia
1. Be Prepared to Leverage Social
in the Digital Era
June 2012
2. Agenda
• Current Media Environment
• Are You Ready for Social Media
• How to Leverage Social Media
• Best in Class Case
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 2
3. Media Landscape
• E-zine and readers interaction
• app for smart phone/ tablet PC
• real-name involvement
• 8,500+ periodicals
• 2,000+ dailies
• 3,500+ TV channels
• 2,900+ radio stations
• 2 nationwide wire services
(Xinhua & China News Agency)
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 3
4. Multiple Digital Channels
Search Engine: Be Searchable Social Media: Be Social
Earned
Media
Paid
Media
Earned
Media
Owned
Online Media: Be informative
Media
Official website:
Be Responsive
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 4
5. China’s Social Media
Social Media Landscape
485 284 • China’s digital landscape is
million fragmented
million 250 • Weibo appears as the most popular
million social media platform to interact
with customers
500+ million • By end of 2011, Sina weibo
internet users 137
accumulated over 250 million of
million
registered users
350 million
mobile internet • Competition is fierce, so for each
116
user industry and age group there is a
million
different set of platforms, channels
and influencers.. some effective,
some not.
Source: CNNIC, Nov,2011
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 5
6. Agenda
• Current Media Environment
• Are You Ready for Social Media
• How to Leverage Social Media
• Best in Class Case
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 6
7. B2B Social Media By The Numbers…
81% 72%
of marketers said their social
media efforts increased exposure of marketers who have
for their business used social media for
more than 3 years report
it helped them close
business
2011 Forrester Research “B2B Interactive Marketing Forecast”
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 7
8. B2B Marketing Trends
• Almost 90% of B2B businesses are either maintaining or increasing their
social media spending.
– For those increasing budgets, “past success” is sited as the most common
reason.
– For those decreasing budgets, economic conditions is almost exclusively the
cause.
*Inbound marketing refers to non-paid or earned social media activities.
Sources: Forrester ,2010 – “Segment Social Media Behaviors to Improve Tech Vendor Marketing Plans”,
Forrester – 2010 “The Coming Upheaval in Tech Services”, HubSpot – 2010 “The State of Inbound Marketing”,
IDG – 2010 “Bringing Method to Media Madness”, eMarketer – 2010 “B2C Outpacing B2B in Social Measurement”,
White Horse – 2010 “B2B Marketing Goes Social”, AMR 2010 International Report on B2B Marketing in the U.S. Cohn & Wolfe Digital Capabilities – 7/3/2012 – 8
9. B2B Social Media Investment
B2B companies are investing aggressively in their online properties such as
company websites, official blogs, social networks, blogs and micro-blogs to
reach buyers.
“How do you expect your use of digital to change in the marketing mix?”
Sources: Forrester ,2010 – “Segment Social Media Behaviors to Improve Tech Vendor Marketing Plans”,
Forrester – 2010 “The Coming Upheaval in Tech Services”, HubSpot – 2010 “The State of Inbound Marketing”,
IDG – 2010 “Bringing Method to Media Madness”, eMarketer – 2010 “B2C Outpacing B2B in Social Measurement”,
White Horse – 2010 “B2B Marketing Goes Social”, AMR 2010 International Report on B2B Marketing in the U.S. Cohn & Wolfe Digital Capabilities – 7/3/2012 – 9
10. Social Media Preparation
CHECKLIST – Is Your Company Ready for Social Media?
Don’t jump into social media just because everyone else is doing it. Here’s
a checklist designed to help you determine if your organization is ready
and, if so, how to make your efforts successful.
– My company has clear goals and separate budget for social media.
– We know which social media platforms are popular with our
prospects and customers
– We have the human resources to commit to social media.
– We produce enough quality content to sustain social media
conversations
– Our stakeholders talk the company on social media
– We’re ready to incorporate social media strategies throughout the
buying process.
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 10
11. Agenda
• Current Media Environment
• Are You Ready for Social Media
• How to Leverage Social Media
• Best in Class Case
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 11
12. How to Leverage Social Media
Insights-Based Social Media Digital Content Strategy
Strategy Policy & Process Influencer & Optimization
Development Creation Relations/Com
(complete) munity
Social Media Engagement Digital Footprint
Monitoring, Optimization &
Response & Social Media Expansion
Analysis Training Issues & Crisis
Digital Influencer Management
Mapping SEO/SEM
Planning
Measurement
Approach Sites, Apps,
Widgets, Podcasts
Social Media Monitoring, Rapid Response & Analysis
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 12
13. Social Media Insights
Target Audience Analysis for a Music Brand:
Conside
Awareness Familiarity Purchase Loyalty
ration
Music Fans Brand Fans Brand Users/Fans
• Love music, may not know • Play guitar and hear about Brand • Know & understand Brand
Brand • Have interest to know more about • Willing to share their experience
• Want to obtain passion Gibson brand and guitar relevant with Brand guitar and guitar
and spirit from music information knowledge
• Highlight brand essence • Build brand advocacy
to generate guitar fans‟ interests to influence more target
• Increase brand and know more about Brand audience
awareness among • Build up brand • Enhance brand loyalty
music fans
preference & enlarge among Brand fans
Gibson fans club
• Vertical SNS • Weibo • Vertical SNS
• Weibo • Online Guitar Community • Weibo
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 13
14. Social Media Planning - Weibo
Weibo objective:
Corporate Objective of Weibo Marketing
Brand Media Customer Sales
Recruiting Others
Building Relationship Service Support
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 14
15. Social Media Planning - Weibo
Weibo positioning:
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 15
16. Social Media Planning – Beyond Weibo
Source: 3M PR
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 16
17. Social Media Infrastructure - Policy
Intel Social Media Guidelines Dell Global Social Media Policy
Five Social Media Principles
• Protect Information
• Be Transparent and Disclose
• Be Responsible
• Be Nice, Have Fun and Connect
• Social Media Account Ownership
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 17
18. Social Media Infrastructure – Process & Training
Enterprise Model
Insights
Membe PR/ Marketi Commu
.com /Analyti
rship Comms ng nity
cs
Drives acquisition Message Member Commerce Audience insights, CSR, Community
& retention Architecture Advantage(online/o Integration, measurement, + Philanthropy
Content Strategy ffline) Channel cross conversion analytics
Earned Media Promotion promotion,
(offline & online) Paid Media Conversion metrics
Training Model
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 18
19. Social Media Influence - Crisis Management
2012年2月CIC和奥美公关联合发布的《微时代危机管理白皮书》
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 19
20. Social Media Experience – illy Coffee
Activate illy social media platforms to:
“Brand” the Authentic Espresso &
• Reach Niche Market (Coffee Crazy Fans)
Promote Italian Quality lifestyle • Increase E-shop Conversion Rate
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 20
21. Agenda
• Current Media Environment
• Are You Ready for Social Media
• How to Leverage Social Media
• Best in Class Case
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 21
23. Cisco: The Network
A history of using social media successfully
– In 2008, saved $100,000+ on launch of a
new router by only using social media
channels to promote it
• Recently launched “The Network”
– Ties in to existing “Human Network” campaign
– Name chosen by their Facebook fans
• Features curated industry news, press releases, and videos
• Commissioned reporters who have worked at top tier publications to
create content on their core technology topics
• Embeddable news widget for websites
• Facebook, Twitter, Flickr, and video integration
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 23
24. Cisco: The Network
• The social-media
communications team
manages the overall content
and strategy across Cisco
corporate social channels
• The social-media marketing
team oversees integrated
social-media campaigns,
lead generation, online
brand strategy and
monitoring
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 24
25. Cisco: The Network
Utilized traditional media, marketing, and social media tactics to
drive traffic and use of „The Network‟ portal.
Traditional Media Tactics Social Media Tactics
– Press Release – The Network Portal
– Media Relations – Facebook
– Twitter
Marketing Tactics – YouTube
– Brand advertising – Flickr
– Introducing “The Network” Video – Embeddable widget
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 25
26. Cisco: The Network
Facebook YouTube
– 188,268 Likes – 1,000 videos
– SuperFan Spotlight – Corporate speakers, product demos
showcases a fan‟s photo as – 251,129 channel Views
the profile image – 1,977,772 upload Views
– Custom tabs integrating news – 4,211 subscribers
feeds, videos, Twitter, and – 28% growth in subscribers post
polls launch
– A 17% increase in the number of
comments
Twitter @CiscoSystems
– 63,537 Followers
Flickr
– Curated by internal social
media employees – Features press and event images
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 26
27. Cisco: The Network In China
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 27
28. LET’S CONNECT
Carrie Wang More social media news and
Carrie.wang@cohnwolfe.com insights, please read
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@肖逸紫 Website: www.cohnwolfe.com