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

D/BMBurson-Marsteller ChinaHow to promote your brand using

Social MediaJuly 29, 2011

v.1.1

Join Burson-Marsteller China Weibo www.weibo.com/BMChina

Twitter www.twitter.com/DBM_ChinaMore www.bmchina.com.cnZaheer Nooruddin

Lead Digital Strategist

Email dropbox@bm.comzaheer.nooruddin@bm.com

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

HelloIntroducing 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

What is D/BM?

Digital influencers

communities

Digital reputation marketing

Digital Issues Crises

Identify Create

Manage

D/BM is Burson-Marsteller China's integrated Digital

and Social Media influencer practice.

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

Digital Issues & Crises

DigitalCampaigns

Digital Integration

Listening

Consultancy

Reporting

Influencer

Tracking

Engagement

Social media

Communications

Digital Media

Planning

Activation

Experience Design

Mobile

Email

Social Media

Channel

Management

Training

Check Up

Community

Development

Online Presence

Marketing

Collaboration

Search

D/BM end-to-end digital

solutions

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

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

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

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

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

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

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

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

People trust other people

the most.4

Trust is driven by online connections and relationships.

4McKinsey Quarterly report, October 2010TNS China’s Top Digital Brands 2010 Report

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

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

“Leading source of

information, leading to

conversations.

#1 source to find

information during and

after conversations.”

- Kelley Fay Group Study 2011

D/BM The power of Internet

Word of Mouth

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

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

%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

By 2015,750M PC internet

2Ericcson Mobile Tech Report, 2010

800M smartphones2

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

Time spent online today

19 hoursper week3

3McKinsey Quarterly report, 2010

Consuming experiences,Co-creating and consuming information

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

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

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

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

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

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

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

D/BMCorporate

Reputation

Corporate Reputation

More demanding consumers

Wider

networks

of influencers

More social

awareness

Reduced

trust in

institutions

D/BM B-M China’s integrated Digital and Social Media practice

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

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

D/BM media typesReach vs. Control

CO

NT

RO

L

PAIDReach and visibility

SOCIALAudience driven

REACH

EARNEDBrand and

advocates

VIRALRapidly

shared

OWNEDExperience and

relationship led

+-

+

-

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

D/BM China social insightsSocial media transforms how companies

manage reputation and marketing

News and issues travel become universally known in minutes

Increasingly, issues for companies are born in discussions online

Digital messaging is not consumed but “experienced”. People trust other people

Online social communities have the power to shape business

Mobile forces are unstoppable

Crises will happen more often

Influencers shape issues and brands

1

2

3

4

5

6

7

8

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

Boost revenues and/or margins

Support full & fair share price

Lower corporate reputation risk

Acquire talent

Gather intelligence

Lower cost of customer service

Business unit leaders with a

stake in communications

with outside audiences

Corporate function leaders

(PR, IR, Corporate Counsel)

Sets stage for coordination

between business units later

Social media channels already

in place

Skilled staff

Social media audit if current social

media monitoring is not in place

Research on the channels each

target audience uses; their

expectations for visibility, type of

information, level of engagement

Identify the people, processes and technologies needed to close the gap between the business goal and current status

Include Monitoring

solution

Rank tactics based on budget,

resources, culture

Build channels

Train staff

Create content calendar

Build online influencer lists

Message calendar

Crisis scenario preparation

Analytics

Typically 3-6 months

Analytics

Qualitative lessons learned

Integrate social media into crisis

planning

Staff training

Create toolkits that enable

Expand monitoring

Ongoing strategy and analytics

reviews

D/BM social media

programming

1. Define business

objectives

2. Identify stakeholders

to bring to the table

3. Identify current assets

4. Research 5. Strategy 6. Prioritize7. Pilot

programs8. Review

performance

9. Bring programs to scale over

time

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

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

Corporate

Risk management

Leadership development

& culture

Value metrics

Business unit

Consistency across brands

Social strategist & COE

ROI metrics

Brand

Channel focusCommunity manager & education

Engagement metrics

D/BM Goals will differ by levels

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

D/BM Choose metrics for each level

C-level/ Corporate

LOB/Geo Stakeholders

Agency/ Marketing Manager

Business metrics: revenue,

reputation.

Social media analytics: Insights,

share of voice, resonance,

WOM.

Engagement metrics: fans,

followers, clicks.

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

D/BM Ask tough questions:

Is your company ready to be social?

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

Impact

• How does itsupport an objective?

• What metrics matter?

Readiness

• Are there people who can do this?

• Is there budget?

Risks

• What are the risks if we do this?

• What if we don’t?

Priority

• Does this initiative enable other work?

Evaluate each social media

initiative

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

D/BM digital methodology

Listen/ Monitoring

Analysis Insight

PlanningEngagement

Analytics Results

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

No monitoring in place

Tracks brand mentions using basic tools (Baidu, Alexa)

Centralized monitoring but not actionable in business units

Deep monitoring to prep & support campaigns

Monitoring & analytics support integrated into everyday workflow

Go beyond basic monitoring to

analytics

Make course corrections

nearly real-time.

Use predictive analytics to

anticipate demand.

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

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

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

Your brand

Your competitorYour issue

Your product

Your campaign

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

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

D/BMDigital

Listener

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

D/BM Online

Social

Media

Analysis

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

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

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

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

D/BM Social Media Influencers – A five-phase approach

Phase 1:

Internal Readiness

Phase 2:

Identify Influencers

Phase 3: Build Relationships

Phase 4: Put Influencers

First

Phase 5: Foster Growth

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

0

1

2

3

4

5Trust factors

Brand images

Usability

Content & tools

Use of technology

FunctionalityCorporate website

Campaign mini-site

Mobile apps

RSS

Banner Ads

Rich media

Email

D/BM Digital & Social Media

Integration

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

D/BM Multichannel Integration

planning

INFRASTRUCTURE: 8 CORE COMPONENTS

Strategy

Resources

Process

Marketing

Policy

Measurement

Tools

Skills

Website Email Search

Integrated marketing strategy to manage cross-channel touch-points and frameworks to

present target audiences consistent and best-in-class experience

Mobile Online

adsRich

media

Online

events

Social

media

End to End Measurement, Analytics & Optimization

Target Segments

Conversion Loyalty Awareness Preference

Affinity

Awareness Affinity Loyalty Awareness

/ WOM

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

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

D/BM Our team’s success

stories

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

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

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

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

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

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

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

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

Social Media. Remember

it’s about RELATIONSHIPS

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

D/BMBurson-Marsteller

1. Identify audiences, influencers, programs and channels

2. Create actionable online solutions focused on results 3. Manage issues and

campaigns that build connections with audiences and influencers

Meaningful online presence is critical to business

What we do?

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

Ask how

D/BM can deliver your digital business

needs in China

Email:

dropbox@bm.com

About Burson-Marsteller ChinaWhat we do:

• Digital and Social Media

• Brand Marketing

• Media Relations

• Corporate Communications

• 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

D BM

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

Follow Burson-Marsteller China Weibo www.weibo.com/BMChina

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