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.

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  • Impactful Social Media StrategyWynn

  • Overview:

    Why Social Media? among all other online tools

    Why will some Social Media projectsfail?

    Social Media Campaigns-Witness the Globalization Twitter and Facebook

    Open the Door of China - Sina Weibo + KaiXin001 + Forum + Blog

    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%) 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 closest competitor eDM trailing by 20%.

  • No clear objectivesNo clear measurementsNo one person accountableNo 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 projectsfail?

  • Questions to ask yourself before doing Social MediaOverall 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 channelsMedia Mix :

    Search Engines Sales DrivenCPC as low as < HK$2.0

    Display adsBrand buildingCPC < HK$15.0

    Social MediaEngagement CPC in average HK$3

    **** Social Media cannot survive without Search and Display ad support

  • The way to leverage the power of social networkCreate Fan s page on Facebook and KaiXin001

    Create Account in Twitter and Sina Weibo

    Create seeding on forum

    Create dedicated and managed blog on social network

  • Twitter , FacebookWitness the Globalization

  • Twitter: The Worlds Most Powerful Microblogging PlatformSources:Facebook.com & Checkfacebook.com

  • https://twitter.com/VenetianMacaoOne 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 WorldwideFACEBOOK Worldwide

    400 million users and growing.

  • Review of Fans Page of CotaiJet (Venetian)76,583 People LikesPositioning: Cotaijet = Macau Tourism Online Event , Promotion are definitely help Frequent update and Monitor of the Wall

  • Facebook Fans PageFacebook Maintenance:

    Weekly Press Release Upload Photos and news uploadWeekly Blog UpdateOnline Events UpdateMonitor Negative Posts

  • Fans Page is not just a Fans PageFans 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 Number of Internet User in China384 millions Online User

  • Survey - CNNIC Online User Profile in China

    50% Online Users Age from 20 - 3964% Online Users with education level High School or above

  • Survey - CNNIC Usage of Online Channel

  • KaiXin001Fans Page Setup

  • Understanding KaiXin001

  • KaiXin001 Fans Page Setup (Mock up)Advertiser Fans pageWallFans List

  • Fans page SetupNewsPromotion Message Monitor Negative PostEngagement

  • Profile of Seeding Team in KaiXin001

    NoGunnerURLNo of Friends1http://www.kaixin001.com/home/?uid=65371135105002http://www.kaixin001.com/home/?uid=65362884102603http://www.kaixin001.com/home/?uid=65357848136234http://www.kaixin001.com/home/?uid=65355084126475http://www.kaixin001.com/home/?uid=64340828128796http://www.kaixin001.com/home/?uid=52141902101567http://www.kaixin001.com/home/?uid=51896318100828http://www.kaixin001.com/home/?uid=50458013120309http://www.kaixin001.com/home/?uid=489925341018310http://www.kaixin001.com/home/?uid=4459030411483

  • Cost Indication of KaiXin001.com

    Selected Portals/ ChannelCreative FormatDuration Sub TotalEstimated Reach Fan Page Setup3 months RMB 60,000Estimated 100,000 fansVoting x 33 months 1. Voting Pool with 2,000 Users 2. Reply Post of each Vote x 50 Gunners x 10 () 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 tweetTwitter in China

    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 !

  • BloggerSinaQQ Sohu163 ()

  • How to select the blogger in China ?What is the difference between , and ?

    It is determined by total blog Pageviews from start to now.

    : 1 Millions Pageviews Blogger : 10 Millions Pageviews Blogger : >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 ?Blog Total visitsPercentage of new visits Visits from search enginesAverage length of stayNumber of pages viewed per visitReferrers from other sitesRepeat visitsComments

  • Blogger List

    1 Travel http://blog.sina.com.cn/u/1225833283 2 http://www.yetiblog.blog.sohu.com/ 3 http://blog.sina.com.cn/u/1199901301 4 http://blog.sina.com.cn/u/1222194431 5 http://blog.sina.com.cn/shinian 6 40 http://blog.sina.com.cn/xz40 7 http://blog.sina.com.cn/qiseditu 8 http://blog.sina.com.cn/xutieren 9 http://blog.sina.com.cn/yifublog 1 F&B http://blog.sina.com.cn/wenyi 2 http://blog.sina.com.cn/lovervip 3 YOYO http://blog.sina.com.cn/m/yoyolove 4 http://user.qzone.qq.com/622007124 5 http://blog.sina.com.cn/m/wangxiaoxing 6 http://plum.blog.sohu.com/ 7 http://blog.sina.com.cn/xuehouniao 8 80 http://blog.sina.com.cn/ky1982 9 http://blog.sina.com.cn/u/1593585873 10 - http://443889110.qzone.qq.com/

  • Blogger ListOur Blogging Network:Experienced bloggersHigh traffic blogsProfessional in different areas

    1LifeStyle acosta http://blog.sina.com.cn/u/1456252804 2 http://blog.sina.com.cn/u/1233526741 3 http://blog.sina.com.cn/u/1145642397 4 http://blog.sina.com.cn/u/1265722751 5 http://blog.sina.com.cn/u/1243037810 6 http://blog.sina.com.cn/u/1025708803 7 http://blog.sina.com.cn/u/1414660444 8 http://blog.sina.com.cn/u/1346553137 9 http://blog.sina.com.cn/u/1288109750 10 http://blog.sina.com.cn/u/1135508254

  • Cost Indictaion

    China BloggersSelected Portals/ ChannelCreative FormatDuration Sub TotalEstimated Reach Remarks:Coverage of Blog: Sina, Sohu, QQ, 163 Blogger x 30 2 months RMB 80,000Reach 30,000 Visitors 600 Reply Posts 1. Guarantee number of visit for 1000 times for each blog2. Guarantee reply post x 20 for each blog 3. In case the target cant 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

  • Forum in ChinaSinaQQ Sohu163 (Big Four)

  • Understanding the Positioning of SinaQQ Sohu163 ()

    Positioning of SinaQQ Sohu163 ContentKey FocusQQ.com QQ,; ; ,Sina.com.cn Sina,, ,; Blog 163.com ,;Sohu CN Sohu ,,; ,

  • Type: Actual PhotoBrand:Mobile Phone Sample(part):

    YN

    Y79

    ~Y~~~~~~~~~LG

    ~~

    Example of Seeding Role Play

  • Cost Indication

    Cost IndicationSelected Portals/ ChannelCreative FormatDuration Sub TotalEstimated Effective Reach Remarks: Sina, Sohu, QQ, 16330 New Posts, 2,000 Reply Posts 2 monthsRMB 60,000Effective Reach 300,000 Users1. Top 3 position for 2-3 days per article 2. Guarantee Impression 10,000 for each new posts 3. In case the target cant be meet for any post, we shall bonus extra new posts as compensation

  • Social Media Damage ControlRealize 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 clients 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 datePeriod of Top 3 Position or Hot Post No of Referral of the posts Pageview of the postReply Posts

  • BBS Report(Computer Client)Periods4 weeksNo of Posts 20074New Posts 9976Reply Posts 10098IT, Notebook, Career, Leisure , Fashion Section

    SNS ReportPeriods4 weeksNo of Posts 8723New Posts 7360 Reply Posts 1363

    Sample of Seeding and SNS Report

  • Page * of 38Sample of Seeding and SNS Report

    TopicsNew PostReply Post Total no of PostPVAverage PV100693619423630636100098619864443044211008100820162731827102697420003047730PK5014589591619532502501100314185285044419451933938 50147998016051324954879821203925 49851010081261625

  • You are Ready to Go Now !

    *When discussing social media, we most often think of online network applications like LinkedIn, Facebook or MySpace. Today's public social networking applications allow anyone with a specific interest to link with and communicate with others on that particular social network that share those interests. *