March 2010March 2010

New Media and Marketing CampaignsKeep it Real

WILLIAM BAO BEAN

SOFTBANK CHINA & INDIA HOLDINGS

WILLIAM BAO BEAN

SOFTBANK CHINA & INDIA HOLDINGS

“Beware the social media charlatans”

“Lately it seems I can’t go anywhere without running into a gaggle of social media consultants bloviating about the wonders of social network marketing. Sure, you’ve seen ‘em, too. Slick shake-and-bake “experts” promising to help you leverage the power of Twitter and Facebook to raise your profile and, inexplicably, boost your profits. But scratch the surface on most of these claims and they instantly crumble. Meanwhile, it seems the only people making any money in social media are the consultants themselves.”

I’m a Venture Capitalist, not a social marketer

Source: PC World - Robert Strohmeyer; HT Churbuck.com

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Going shopping for 1st grade

Online listings & directories – 4BBS – 100sMothers – 18Friends – 3

Who do you trust to tell you where to put your son for the next 5 years?

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Marketing in social media: handle with care

AwarenessEngagementConversationMetrics

Social media comes after the conversation

Trust and Value

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Source : Agenda

What would your sell your friends for?

Defriend for a hamburgerHere is a plant. Will you work on my farm?If you sign up then I get a free drink!

This is something I love and I think you will love it too

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Case study: @ctripenglish

Haiku Contest Four Great Inventions; Dim sum Kung fu Tiger Balm; and Ctrip dot com

Retweet to win

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How to best leverage social media?

Integrated with campaignsProvide real value

Entertainment Product Status

Leverage net promotersOngoing relationship, not staticTrackingProactive reaction

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1. Integrate with campaigns

360 campaigns Traditional media Offline events In store tie-ins Online advertising Seeding, no astroturfing

Leveraging existing “conversations”Cross promoteBridge campaigns

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1. Integrate with campaigns

Made for Internet TV Shows: 3 channels Mogo – Music TV IVIVI – Womens Lifestyle Niurenku – Youth Culture & Actions Sports

Demographically targetedDistribution on Tudou, Youku, and BaiduGrass rootsMeasureable

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2. Provide real value

EntertainEnable sharingRewardPromote your promotersNot about selling, they are already sold

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3. Leverage net promoters

Would you recommend to friends? 9 or 10

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Source : Holaba

4. Ongoing relationship

Do your customers think in terms of campaigns?

Strong existing relationships > new relationships in social

Keep it interestingKeep it real

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5. Tracking

What is the social graph saying? About you About your competitors What other brands do your net promoters like?

CIC: BBS comment tracking Language and themes to drive messaging

Holaba: brand war surveys What impact are my campaigns having over time by demographic CRM: reach out to net promoters

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6. Proactive reaction

Managing complaints: Orange Hotel

CIC: tracking and management

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Thank You!

William Bao BeanPartner

wbean@softbankci.com +86 139 1789 8171

+852 9131 0218