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 [email protected]@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
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
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:
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
Twitter www.twitter.com/DBM_ChinaMore www.bmchina.com.cnEmail [email protected]
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