china social media: branding in the digital age
TRANSCRIPT
Shanghai, June 23, 2011
Event: Branding in the digital age Impressions VS expressions
Warming up
Warming up
How many internet users in China?
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A: 477 mln B: 377 mln
Warming up
Which brand ranks #1 in amount of fans on Chinese social media?
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A: Volkswagen B: Audi
Warming up
The time Chinese spent online in 2010 has increased by..
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A: 31% B: 45%
Warming up
What’s the Chinese Twitter called?
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A: Dianping B: Weibo
Ready?
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This presentation is not about branding (sorry)
Instead, it’s about where the rubber meets the road
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This P&G commercial reached 85% of the target group in 3 airings. That was 1987.
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The old sender/receiver model has become more complex
Sender Message Receiver
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Today, people talk back at brands..
Sender Message Receiver
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And worse, also to each other on a global scale, beyond the local tupperware party!
Sender Message Receiver
+ Sender
Fact
67% of consumer purchase decisions are primarily influenced by word of mouth, according to McKinsey
McKinsey/Thompson Lightstone
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You should buy this No
You should buy this Yes
Simple, right?
It’s about what others say about your brand.
Not you.
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from Impressions
to Expressions
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Traditional media was about generating impressions
How many people (might have) seen our ad?
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Digital media was also about generating impressions
How many page views did we get?
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Social media is about generating expressions
ambassadors
social games
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Definition Expressions are brand interactions that are shared with others
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Me talking about my new Nike shoes on Renren
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Me sharing my running time on Sina Weibo
Agenda 26
Rose beauty origin example
Me trying to sell my old Adidas shoes on a BBS
It are photos, videos, replies, blogposts and
reviews about your brand
But also..
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Fox trying to get more likes..
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BWM screaming for more likes..
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Red Bull crying for more likes..
(they don’t get it)
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Definition Expressions are EARNED brand interactions that are shared with others
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Burberry get’s it
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Burberry saw its sales of trench coats decline..
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Art of the Trench by Burberry
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Add your trench coat photo via Facebook
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Share, like and give comments!
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Photos from 150 countries
6 million fans on Facebook
Giving avg 300 replies per post
95% positive replies
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Photos from 150 countries
6 million fans on Facebook
Giving avg 300 replies per post
95% positive replies
10% sales increase
Another example
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KLM was looking for a way to bring their philosophy ‘Journeys of inspiration’ to life..
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How happiness spreads: surprising passengers with little gifts
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For 3 weeks a KLM team on Schiphol tracks down passengers that tweet about waiting for their flight..
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Surprising them with a small personalized gift based on their social media profile...
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Let the lucky winners share their moment of happiness with others on social media!
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28 passengers received a gift
Their happiness reached over 1mln people on Twitter
5.000 new KLM fans on Facebook
So remember..
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It are the expressions that count.
Thank you!
Boosting brands
Rogier Bikker Co-founder | Creative Director
+86 1860 167 2657 [email protected]
www.energize.cn