Be Prepared to Leverage Social in the Digital Era June 2012
Sep 13, 2014
Be Prepared to Leverage Social in the Digital Era
June 2012
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 2
• Current Media Environment
• Are You Ready for Social Media
• How to Leverage Social Media
• Best in Class Case
Agenda
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 3
Media Landscape
• 8,500+ periodicals
• 2,000+ dailies
• 3,500+ TV channels
• 2,900+ radio stations
• 2 nationwide wire services
(Xinhua & China News Agency)
• E-zine and readers interaction
• app for smart phone/ tablet PC
• real-name involvement
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 4
Multiple Digital Channels
Social Media: Be SocialSearch Engine: Be Searchable
Official website: Be Responsive
Online Media: Be informative
Paid
Media
Earned
Media
Owned
Media
Earned
Media
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 5
China’s Social Media
485million 250
million
116
million
137
million
500+ million
internet users
350 million
mobile internet
user
284
million
Source: CNNIC, Nov,2011
Social Media Landscape
• China’s digital landscape is
fragmented
• Weibo appears as the most popular
social media platform to interact
with customers
• By end of 2011, Sina weibo
accumulated over 250 million of
registered users
• Competition is fierce, so for each
industry and age group there is a
different set of platforms, channels
and influencers.. some effective,
some not.
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 6
• Current Media Environment
• Are You Ready for Social Media
• How to Leverage Social Media
• Best in Class Case
Agenda
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 7
B2B Social Media By The Numbers…
81% of marketers said their social media efforts increased exposure for their business
72%of marketers who have 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 – 8
• 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.
B2B Marketing Trends
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.
*Inbound marketing refers to non-paid or earned social media activities.
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 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.
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.
“How do you expect your use of digital to change in the marketing mix?”
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 10
– 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.
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.
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 11
• Current Media Environment
• Are You Ready for Social Media
• How to Leverage Social Media
• Best in Class Case
Agenda
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 12
How to Leverage Social Media
Insights-Based Strategy Development
Social Media Monitoring, Response & Analysis
Digital Influencer Mapping
Measurement Approach
Social Media Policy & Process Creation (complete)
Social Media Training
Digital Influencer Relations/Community Engagement
Issues & Crisis Management
Content Strategy & Optimization
Digital Footprint Optimization & Expansion
SEO/SEM Planning
Sites, Apps, Widgets, Podcasts
Social Media Monitoring, Rapid Response & Analysis
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 13
Music Fans
• Love music, may not know
Brand
• Want to obtain passion
and spirit from music
• Vertical SNS
• Vertical SNS
Brand Fans
• Play guitar and hear about Brand
• Have interest to know more about
Gibson brand and guitar relevant
information
Brand Users/Fans
• Know & understand Brand
• Willing to share their experience
with Brand guitar and guitar
knowledge
• Online Guitar Community
Awareness FamiliarityConside
rationPurchase Loyalty
• Increase brand
awareness among
music fans
• Highlight brand essence to generate guitar fans‟ interests
and know more about Brand
• Build up brand
preference & enlarge
Gibson fans club
• Build brand advocacy to influence more target
audience
• Enhance brand loyalty
among Brand fans
Social Media Insights
Target Audience Analysis for a Music Brand:
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 14
Social Media Planning - Weibo
Brand Building
Customer Service
MediaRelationship
RecruitingSales
Support Others
Corporate Objective of Weibo Marketing
Weibo objective:
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 15
Weibo positioning:
Social Media Planning - Weibo
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 16
Social Media Planning – Beyond Weibo
Source: 3M PR
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 17
Intel Social Media Guidelines
Social Media Infrastructure - Policy
• Protect Information
• Be Transparent and Disclose
• Be Responsible
• Be Nice, Have Fun and Connect
• Social Media Account Ownership
Dell Global Social Media Policy
Five Social Media Principles
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 18
Social Media Infrastructure – Process & Training
Membership
Drives acquisition & retention
PR/Comms
MessageArchitecture
Content StrategyEarned Media
(offline & online)
Marketing
Member Advantage(online/o
ffline)PromotionPaid Media
.com
CommerceIntegration,
Channel cross promotion,
Conversion metrics
Insights/Analyti
cs
Audience insights, measurement,
conversion analytics
Community
CSR, Community + Philanthropy
Enterprise Model
Training Model
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 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 – 20
Social Media Experience – illy Coffee
“Brand” the Authentic Espresso &
Promote Italian Quality lifestyle
Activate illy social media platforms to:
• Reach Niche Market (Coffee Crazy Fans)
• Increase E-shop Conversion Rate
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 21
• Current Media Environment
• Are You Ready for Social Media
• How to Leverage Social Media
• Best in Class Case
Agenda
Cisco : The Network
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 23
Cisco: The Network
• 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
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
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 24
• 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
Cisco: The Network
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 25
Utilized traditional media, marketing, and social media tactics to
drive traffic and use of „The Network‟ portal.
Cisco: The Network
Traditional Media Tactics
– Press Release
– Media Relations
Marketing Tactics
– Brand advertising
– Introducing “The Network” Video
Social Media Tactics
– The Network Portal
– YouTube
– Flickr
– Embeddable widget
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 26
Cisco: The Network
– 188,268 Likes
– SuperFan Spotlight
showcases a fan‟s photo as
the profile image
– Custom tabs integrating news
feeds, videos, Twitter, and
polls
Twitter @CiscoSystems
– 63,537 Followers
– Curated by internal social
media employees
YouTube
– 1,000 videos
– Corporate speakers, product demos
– 251,129 channel Views
– 1,977,772 upload Views
– 4,211 subscribers
– 28% growth in subscribers post
launch
– A 17% increase in the number of
comments
Flickr
– Features press and event images
Cohn & Wolfe Digital Capabilities – 7/3/2012 – 27
Cisco: The Network In China
LET’S CONNECTMore social media news and
insights, please read
Weibo: @凯维公关
Website: www.cohnwolfe.com
Carrie [email protected]
+ 86 18621897932
@肖逸紫