Impactful Social Media Strategy
Wynn
Overview:
1) Why Social Media? – among all other online tools
2) Why will some Social Media projects…fail?
3) Social Media Campaigns-
– Witness the Globalization – Twitter and Facebook
– Open the Door of China - Sina Weibo + KaiXin001 + Forum + Blog
4) Social Media monitoring
Why Social Media? – among all other online tools
If you were to make a purchase, which media would you rate as most trustworthy and influential?
©2009 by Hong Kong Association of Interactive Marketing(HKAIM), All right reserved.
The social media came in a very close second (55%) to TV (57%) The social media came in a very close second (55%) to TV (57%) as the most trustworthy and influential media.as the most trustworthy and influential media.
Which media would you rate as being most effective in creating a relationship with your target consumer?
©2009 by Hong Kong Association of Interactive Marketing(HKAIM), All right reserved.
Social media far outpaces any other media (71%) , with its next Social media far outpaces any other media (71%) , with its next closest competitor eDM trailing by 20%.closest competitor eDM trailing by 20%.
• No clear objectives
• No clear measurements
• No one person accountable
• No sustainable business model (ROI)
• No Media Mix with Display ad and Search Engine Marketing
We are just Pay To Play ?
Why will some Social Media projects…fail?
Questions to ask yourself before doing Social Media
Overall strategy: Why our competitors will envy us, why our clients will love us even more.
Give me Process and Answers: How do we launch? Who should be responsible for updating? Where/how do we source content? How do we measure?
Show me the money! Can it really be done by Social Media ?Conversation and engagement are all great, but how do we drive sales through social media with a Good media Mix ?
Channel Development: How will our channels look different ? 2 ways communication ? Online customer Service Center ?
And you are now ready to Go !!
The MIX of advertising channels
Media Mix :
• Search Engines – Sales Driven– CPC as low as < HK$2.0
• Display ads– Brand building– CPC < HK$15.0
• Social Media– Engagement – CPC in average HK$3
**** Social Media cannot survive without Search and Display ad support
The way to leverage the power of social network
1. Create Fan ‘s page on Facebook and KaiXin001
2. Create Account in Twitter and Sina Weibo
3. Create seeding on forum
4. Create dedicated and managed blog on social network
Twitter , Facebook
Witness the Globalization
106m Registered Users
180m unique visitors
300k new users per day added
Twitter’s users send 55m Tweets/day
Search engine receives 600m queries/day
Twitter: The World’s Most Powerful Microblogging Platform
Sources:Facebook.com & Checkfacebook.com
https://twitter.com/VenetianMacao
• One Way Communication (One to Many )
• People who become your Follower may not because of your Brand , but the offer you provide.
• Coupon , Lucky Draw and Online Game is always welcome !
Facebook Worldwide
FACEBOOK Worldwide
400 million users
and growing….
Review of Fans Page of CotaiJet (Venetian)
• 76,583 People Likes• Positioning: Cotaijet = Macau
Tourism • Online Event , Promotion are
definitely help • Frequent update and Monitor of
the Wall
Facebook Fans Page
Facebook Maintenance:
1. Weekly Press Release Upload
2. Photos and news upload
3. Weekly Blog Update
4. Online Events Update
5. Monitor Negative Posts
Fans Page is not just a Fans Page
• Fans Page should not be overlapped with Campaign Site
• Mini site in Fans Page enable viewers gain more engagement with the campaign / product knowledge
Blog, Forum, KaiXin001, Sina Weibo
Open the Door of China
Understanding the Internet Market in China
Survey - CNNIC 中国互联网络信息中心Number of Internet User in China
384 millions Online User
Survey - CNNIC 中国互联网络信息中心Online User Profile in China
50% Online Users Age from
20 - 39
64% Online Users with education level High
School or above
Survey - CNNIC 中国互联网络信息中心 Usage of Online Channel
KaiXin001
Fans Page Setup
Understanding KaiXin001
开心网 KaiXin001 Fans Page Setup (Mock up)
Advertiser Fans page
Wall
Fans List
开心网 Fans page Setup
Advertiser Fans Page
News
Promotion Message
Monitor Negative Post
Message by Advertiser
VotingBlogActivities
Channel
Engagement
Attract Users to join the Fans Page
Profile of Seeding Team in KaiXin001
No Gunner URLNo of
Friends1 柳若蓝 http://www.kaixin001.com/home/?uid=65371135 10500
2 蓝语蝶 http://www.kaixin001.com/home/?uid=65362884 10260
3 吕巧蕊 http://www.kaixin001.com/home/?uid=65357848 13623
4 张悦爱 http://www.kaixin001.com/home/?uid=65355084 12647
5 伊然健 http://www.kaixin001.com/home/?uid=64340828 12879
6 韩雯熙 http://www.kaixin001.com/home/?uid=52141902 10156
7 朴智秀 http://www.kaixin001.com/home/?uid=51896318 10082
8 吴悠雪 http://www.kaixin001.com/home/?uid=50458013 12030
9 周涵霜 http://www.kaixin001.com/home/?uid=48992534 1018310 上官可儿 http://www.kaixin001.com/home/?uid=44590304 11483
Cost Indication of KaiXin001.com
Selected Portals/ Channel Creative Format Duration Sub Total Estimated Reach
开心网
Fan Page Setup 3 months
RMB 60,000
Estimated 100,000 fans
Voting x 3 3 months 1. Voting Pool with 2,000 Users 2. Reply Post of each Vote x 50
开心网 Gunners x 10 ( 开心红人 )
3 months
1. Gunner with over 10,000 Friends in KaiXin001 2. Fan page maintenance (Role: Voting, Issue Post and monitor)
Sina Weibo: The Twitter of China
Overview: Over 5 million users since its launch in August 2009
50% rate of increase in no. of post per month
Exceed 10 million posts per day by end of 2010
35% of Sina Weibo users use mobile phones to “tweet”
Twitter in China
1.One Way Communication (One to Many )
2.People who become your Follower may not because of your Brand , but the offer you provide.
3.Coupon , Lucky Draw and Online Game is always welcome !
Blogger
Sina 、 QQ 、 Sohu 、 163 ( 四大門户 )
How to select the blogger in China ?
What is the difference between 百万博主 , 千万博主 and 亿博主 ?
It is determined by total blog
Pageviews from start to now.
百万博主 : 1 Millions Pageviews Blogger
千万博主 : 10 Millions Pageviews Blogger
亿博主 : >10 Millions Pageviews Blogger
Thus, 10 Millions PV blogger has higher
popularity and public influence and of
course , the most expensive .
How do we Select the Bloggers ?
1. Blog Total visits
2. Percentage of new visits
3. Visits from search engines
4. Average length of stay
5. Number of pages viewed per visit
6. Referrers from other sites
7. Repeat visits
8. Comments
Blogger List
编号 站点 博主 链接 级别
1
旅游类 Travel
新浪 孤独川陵 http://blog.sina.com.cn/u/1225833283
千万博客
2 搜狐 野人探索之谜 http://www.yetiblog.blog.sohu.com/ 千万博客
3 新浪 轶宝宝 http://blog.sina.com.cn/u/1199901301
千万博客
4 新浪 小晨故事 http://blog.sina.com.cn/u/1222194431
千万博客
5 新浪 十年奶奶的人民公摄 http://blog.sina.com.cn/shinian 千万博客 6 新浪 行走 40 国 http://blog.sina.com.cn/xz40 千万博客 7 新浪 七色地图 http://blog.sina.com.cn/qiseditu 千万博客 8 新浪 徐铁人 http://blog.sina.com.cn/xutieren 千万博客 9 新浪 伊夫 http://blog.sina.com.cn/yifublog 千万博客 1
生活美食类 F&B
新浪 文怡的美食厨房 http://blog.sina.com.cn/wenyi 千万博客 2 新浪 爱是辣舞的博客 http://blog.sina.com.cn/lovervip 千万博客 3 新浪 YOYO の食色空间 http://blog.sina.com.cn/m/yoyolove 千万博客
4 腾讯 刘濮宁博客 http://user.qzone.qq.com/622007124
千万博客
5 新浪 胖星儿 http://blog.sina.com.cn/m/wangxiaoxing
千万博客
6 搜狐 梅子的写食日记 http://plum.blog.sohu.com/ 千万博客 7 新浪 欲望烧饼 http://blog.sina.com.cn/xuehouniao 千万博客 8 新浪 80 后男人厨房 http://blog.sina.com.cn/ky1982 千万博客
9 新浪 紫紫 http://blog.sina.com.cn/u/1593585873
千万博客
10 腾讯 波波 - 中国娃娃 http://443889110.qzone.qq.com/ 千万博客
Blogger List
•Our Blogging Network:-Experienced bloggers-High traffic blogs-Professional in different areas
编号 类型 站点 博主 链接 级别
1
LifeStyle
新浪 acosta http://blog.sina.com.cn/u/1456252804 亿博客
2 新浪 当年明月 http://blog.sina.com.cn/u/1233526741 亿博客
3 新浪 丑鱼莫尼 http://blog.sina.com.cn/u/1145642397 亿博客
4 新浪 三峡在线 http://blog.sina.com.cn/u/1265722751 亿博客
5 新浪 一和家家 http://blog.sina.com.cn/u/1243037810 亿博客
6 新浪 抚摸三下 http://blog.sina.com.cn/u/1025708803 千万博客
7 新浪 达人钧钧 http://blog.sina.com.cn/u/1414660444 千万博客
8 新浪 思考者 http://blog.sina.com.cn/u/1346553137 千万博客
9 新浪 假装潜水 http://blog.sina.com.cn/u/1288109750 千万博客
10 新浪 戒戒 http://blog.sina.com.cn/u/1135508254 千万博客
China Bloggers
Selected Portals/ ChannelCreative Format Duration Sub Total
Estimated Reach Remarks:
Coverage of Blog: Sina, Sohu,
QQ, 163
Blogger x 30
2 months RMB 80,000
Reach 30,000 Visitors 600 Reply Posts
1. Guarantee number of visit for 1000 times for each blog 2. Guarantee reply post x 20 for each blog 3 . In case the target can’t be meet for any Blog, we shall bonus extra new blog as compensation (by same blog) 4. In case any Blogger fail to meet the schedule , we shall bonus extra new blog as compensation
Cost Indictaion
Forum in China
Sina 、 QQ 、 Sohu 、 163 (Big Four)
Understanding the Positioning of Sina 、 QQ 、 Sohu 、 163 ( 四大門户 )
Positioning of Sina 、 QQ 、 Sohu 、 163
Content Key Focus
QQ.com資訊提供 產品服務 社區互動
QQ 崇尚年輕時尚 , 載體單一 ; 網友留言板有互動 ; 文章稍單一 , 數量較少
Sina.com.cn
綜合門戶 偏房產美食
新聞資訊 社區互動
Sina 資訊量大 , 一個話題兩種體裁 , 集中推廣 ,網友多載體 ; 網友 Blog 及留言板較有互動
163.com
娛樂頻道 財經資訊 視頻訪談 社區互動
網易娛樂、體育、財經、汽車、女人等主要頻道的流量大 文章最少 , 有圖片集合強 ;
Sohu CN
獨立頻道 資訊提供 產品服務 視頻訪談 社區互動
Sohu 有視頻 , 有圖片集合 , 網友多載體 ; 有名人反應 , 比較新穎獨特
Type: Actual PhotoBrand:Mobile Phone Sample(part):
• 甜蜜时刻，来自平安夜的惊喜！
• 早在圣诞节前几天，我 和 Y 先生都已经开始琢磨着圣诞节还有平安夜要怎么过。问了 N 多朋友，都没有主意，看来最近玩的地方变少了啊。
• 昨天的平安夜就开始按部就班的过啦。
• Y 先生带我去汉拿山吃了烤肉，人真是爆满，平时也没见那么多人啊。我们领号的时候都已经 79 号了。
• 等了很久终于有位子了。真是几经波折啊 ~ 我还在专心点肉的时候， Y 先生拿出一个小盒子，说是要给我一个惊喜，我打开一看，哇哈哈哈哈，超可爱的手机。喜欢的要死 ~~~~~~~~~ 粉色的粉色的 LG 的棒棒糖手机！！！
• 吃完饭之后服务生还送一个圣诞老人呢，哈哈，来张圣诞老人和手机无敌甜蜜大合影 ~~
Example of Seeding – Role Play
Cost Indication
Cost Indication
Selected Portals/ ChannelCreative Format Duration Sub Total
Estimated Effective Reach Remarks:
Sina, Sohu, QQ, 16330 New Posts , 2,000 Reply Posts
2 months RMB 60,000Effective Reach 300,000 Users
1. Top 3 position for 2-3 days per article
2. Guarantee Impression 10,000 for each new posts
3. In case the target can’t be meet for any post, we shall bonus extra new posts as compensation
Social Media Damage Control
• Realize and encourage the Positive in the Negative
• Monitor social media sites as much as your organization is concerned.
• Respond quickly, clearly across applicable channels.
• Educate employees (at all levels) on proper messaging.
Social Media Damage Control (Facebook)
• Community guidelines should be posted on the left hand side of the wall so that it is visible to all fans.
• Inappropriate and offensive material will immediately be removed by administrator on Facebook.
• Because unlicensed material is harder to detect, fans will be asked to contact the community administrator via email for policy violations.
• Content which requires further action, including negative fan comments, will be immediately sent to the client’s side for further direction before responding.
Social Media Monitoring
• Weekly Report for the No of Posts, Pageview , Reply of posts
• Analysis of each new post in the report with (Forum)
– New post blast date
– Period of Top 3 Position or Hot Post
– No of Referral of the posts
– Pageview of the post
– Reply Posts
BBS Report(Computer Client)
Periods ： 4 weeks
No of Posts 20074 ；
New Posts 9976 ， Reply Posts 10098 ；
IT, Notebook, Career, Leisure , Fashion Section
SNS Report
Periods ： 4 weeks
No of Posts 8723
New Posts 7360 ， Reply Posts 1363 ；
Sample of Seeding and SNS Report
Page 43 of 38
Sample of Seeding and SNS Report
Topics New PostReply Post
Total no of Post PV
Average PV
快来和哥一起参加键人大赛，抢笔记本电脑！ 1006 936 1942 36306 36
江湖征集令：键人工厂筹建中，职位有限，先到先得 1000 986 1986 44430 44
特大喜讯！特大喜讯！联想免费送 21 台笔记本啦！ 1008 1008 2016 27318 27
键人竟成涂鸦大赛主角！有图有真相！ 1026 974 2000 30477 30
“ 键人”大 PK ，看看谁最“键”？ 501 458 959 16195 32
键人工厂？没听说过 502 501 1003 14185 28
就那样，能称最键？真没人才了！ 504 441 945 19339 38
要精华！要置顶！史上最“键”键人图集 501 479 980 16051 32
我们来找茬：“最牛键人”原型竟然是 495 487 982 12039 25
杀手囧的最新目标 498 510 1008 12616 25
You are Ready to Go Now !
