In association with The Wall Street Journal and GoToWebinar, Ogilvy's Asia-Pacific social media team presented this deck on how to use social networks for business.

1. Audio Options: Listen to the presentation using your computer speakers or dial in on the phone using the numbers provided in
the confirmation e-mail.

2. Social Media Belts
Social Media Social Media Red Social Media Black
White Belt Belt Belt
Understand Participate Lead

3. Social
Networking
for Business
Social Media
A White Belt Training White Belt
Understand

4. Moderator
ThomasCrampton.com | @ThomasCrampton
Asia-Pacific Director
Ogilvy 360°Digital Influence

5. #net4biz

6. What city are
you joining us
from?

7. Speakers
Brian Giesen | @bdgiesen John Stauffer | @johnstauffer
Regional Director, Sydney Regional Director, Hong Kong
Ogilvy 360°Digital Influence Ogilvy 360°Digital Influence

8. Global Network
Stats Behavior
Text
Social Nets Business
in Asia Impact

9. Social Networking Around the Globe

10. Time Spent on Social
Networks Has
Doubled.
Text
5 Million Mobile Users
Worldwide in 2010

11. Text
Globally. In one year.

12. 58% of online users globally have
created a social network profile
500+ million on Facebook alone
SOURCE: Universal McCann Social Media Tracker and Facebook, and checkfaceook.com

13. Web users spend on
average five and
half hours every
month on social
networking sites.

14. Active unique users of
social networks are also
up nearly 30% globally,
rising from 244.2 million
to 314.5 million
collectively.
http://www.flickr.com/photos/
stickathing/1943486952/

15. Globally, brands will
spend 3.3 billion dollars
(USD) in social network
advertising.
In 2011, non-US
advertisers will outspend
the United States.
Facebook’s Chief Operating
Officer, Sheryl Sandberg, says top
global brands have increased
spending by a factor of 10 this
year alone.
“Facebook Advertisers Boost Spending,” BusinessWeek, Aug 4, 2010.

16. Global Network
Stats Behavior
Text
Social Networks Business
in Asia Impact

17. Does This Matter in
Asia?
Does This
Matter in
Asia?

18. In Asia, 456 million
web users are
currently using some
form of social media,
just under a third of
the world's online
population.

19. Dominant Networks Across Asia

20. In Japan, three major networks rule:
Mixi, Gree and Mobage Town.

21. 50 million registered users
2,500 updates per second
SOURCE: Sina.inc 2009 annual report, Research Microblogging trend during world cup

22. But, What About China?

30. Global Network
Stats Behavior
Text
Social Nets Business
in Asia Impact

31. Facebook SFF4 Report, Exact Target. 2009

32. Poll
Why do you “Friend” brands
32

33. To receive discounts &
promotions Deal Seekers
To get a "freebie”
Passives
To stay informed about a company
To get updates on future products
To learn more about the company
Fanatics
For education about company topics
To interact (e.g. share ideas, provide feedback)
To get access to exclusive content
Someone recommended it to me
Badgers
To show my support for the
company to others

34. To receive discounts &
promotions Deal Seekers
To get a "freebie”
Passives
To stay informed about a company
To get updates on future products
tor
To learn more about the company
rac
Fanatics
For education about company topics
To interact (e.g. share ideas, provide feedback)
Det
To get access to exclusive content
Someone recommended it to me
Badgers
To show my support for the
company to others

35. Passives
For the vast majority of brand pages, passive are the most
common brand fans.
These fans are unlikely to participate on discussion threads or
share branded content for a variety of reasons:
Infrequent users: half of Facebook users don’t log into the
network everyday.
Online and annoyed: ask fans that have recently left a brand
community why they “un-friended” a page and the number
one reason…too many irrelevant updates.

36. Passives
Boring or intrusive brands risk a common behavior among
passives…
HOUSEKEEPING.

37. Passives
Tips for Engaging…
Look at historical spikes in fan
count to isolate periods when
Passives joined the page.
Identify the sort of engagement
that occurred at that time (e.g.
contest, new product launch)
and revisit that content to re-
engage.

38. Fanatics
These brand enthusiasts epitomize what it means to be a “Fan.”
They talk about the brand outside of Facebook and are likely
owners of products and services related to a community.

39. Fanatics
There are more than
you may think: 49%
of Facebook users
would “certainly”
recommend a brand
to a friend, that
same groups is
responsible for as
much as 75% of
reposts.
http://farm4.static.flickr.com/3539/3285881286_4cc77a78c9.jpg?v=0

40. Fanatics
Tips for Engaging…
Fanatics are the most likely to vote in polls
so use Facebook’s Poll feature to test our
new products and get insight from your
most passionate fans.
Rely on Fanatics to help shoulder the
responsibility of responding and policing the
community.

41. http://www.flickr.com/
photos/lbphotos/
These fans are on the hunt for
promotional campaigns on
the social web.
40% of all Facebook Fans say
the number one reason
they’ve joined a page is to
receive deals or promotions.

42. Dealer Seekers
Tips for Engaging…
Strike a balance by creating a regular schedule for deal & pricing
related updates so this audience segment can plan to tune in at
certain times.
Consider using polls to crowd-source pricing information.
Warning: balance the needs of this group with those of the Passives
who may leave the community if there are too many promotional
updates.

43. Social Badgers
These fans follow brands as a method of personal branding,
called social-badging.
This is most prevalent on Facebook - almost 40% of fans join
primarily to publicly display brand affiliations to friends.
Perhaps to appear more intellectual, off-beat, in-the-know,
etc.
The number drops to 23% on Twitter, where follows are less
prominent on a profile
Sources:
Marketing Profs, “Facebook Users Like Brands for Discounts, Social Badging,” September 2010

44. Social Badgers
Forbes
Brooks Brothers
Goldman Sachs
This is an entire
identity right here
in the Brand Pages

45. Social Badgers
Tips for Engaging…
Social Badgers are the fans most in tune to the brand personality,
values and ideals. Ensure the info page provides a good
description of what the brand stands for.
Warning: Swings in brand positioning from one campaign to
another risk losing the inherent value in “social badging”
Opportunity: Virality: exposure and access to friends

46. Detractors come in many forms. Brand fans upset and reacting to
a bad brand experience. Brand loiters who stick around long
enough to post negative comments for the sake of getting a
reaction. Either way, they will be heard. And sometimes, joined.

47. Detractors
Tips for Engaging…
• Develop community management strategy before engaging
• Rely on professional community managers, not junior level
staffers.
• Plan for detractors and develop respond protocol in advance

48. Poll
Are you a...

49. Global Network
Stats Behavior
Text
Social Nets Business
in Asia Impact

50. This social network
behavior has serious
implications for
brands beyond the
networks.

51. Social Network Filtering
Search Engines
Return Social Media
Content - no longer
brand websites only
51

52. Social Network Filtering
52

53. Content Finds Us
53

54. Content Finds Us
54
http://www.hitwise.com/uk/

55. If web traffic is a guide, I’m
more likely to encounter Than here:
brand content here:
Friend
Ford
Friend
55

56. Social
Networking
Is Not A Fad
It’s a fundamental shift in the way we behave
and communicate.
56

57. As a result of the growth, brands have shifted from
influencer only programs to social “grassroots”
models:
Influential Bloggers Social Grassroots
57

58. 1 Plan 2 Manage 3 Equip 4 Optimize
Move beyond fan count
Use a “Conversation Assign Conversation As the community grows, metrics and asses positive
Calendar” to plan social Managers to respond to social networks need a tool to sentiment, engagement
network engagement across fans and execute against assign tasks, track analytics levels, and time spent with
campaigns the Conversation Calendar and asses the ROI branded content

59. Conversation Management
Core Elements
59

60. Research Resources:
1. Mashable Facebook Resource:
http://mashable.com/category/facebook/
2. Neilsen - Social Media Usage Dominates Asia-Pacific:
http://blog.nielsen.com/nielsenwire/global/social-media-dominates-asia-pacific-internet-usage/
3. Allfacebook.com Resource:
http://www.allfacebook.com/
4. TechCrunch Facebook Resource:
http://techcrunch.com/tag/facebook/
5. McKinsey Quarterly - Unlocking the Elusive Potential of Social Networks: http://
www.mckinseyquarterly.com/Unlocking_the_elusive_potential_of_social_networks_2623
6. Asia Digital Map - Social Network Users in China:
http://www.asiadigitalmap.com/2010/11/china_social_network_users_infographic/
7. InsideFacebook.com
http://www.insidefacebook.com/
8. Pew Research Center
http://pewresearch.org/pubs
9. Hitwise Data Center:
http://www.hitwise.com/us/resources/data-center

61. Any Questions?
?

62. CONTACT
“ One company that goes with this online-initiated flow is
Ogilvy Public Relations.
”
Thomas Crampton
Asia-Pacific Director | 360° Digital Influence
Ogilvy Hong Kong
p +852 6397 1662
e thomas.crampton@ogilvy.com
t @thomascrampton
Brian Giesen
Regional Director | 360° Digital Influence
“ 25 China Experts you should follow on
Twitter… Thomas Crampton ” Ogilvy Sydney
p +61 2 8281 3853
e brian.giesen@ogilvy.com.au
t @bdgiesen
John Stauffer
Regional Strategy Director | 360° Digital
Influence
Ogilvy Hong Kong
p +852 9661 0998
“ Ogilvy's digital specialist Brian Giesen outlined the
best strategies for getting business results on social
networking site Twitter. ” e john.stauffer
t @johnstauffer
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