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social media how-tojan 15, 2013
totemsocial media solutions
Credentialsmar 28, 2013
图腾
Social media How-to
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Social media How-to
social media
why use it
19.9online per weekhours
5%
26%
28%
9%
5%8%
18%
News
Other
Ecommerce
Games
Search
Online Video
Social Media
Source: iUsertracker, Mar 2012
Social Media is capturing audience attention
Quickly changing landscape with many participants- Not necessary to be chasing all SNS sites
All media are socialSocial is a “buzzword” representing a change in media interaction- Media created/distributed by individuals
- Two-way, multi-way sharing
Mindset change is most important for brands
topline thoughts on social
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Traditional Marketing: Funnel Metaphor
Source: Harvard Business Review, Dec 2010
social: Loyalty Loop
buy
CONSIDER
EVALUATE
AWARENESS
ADVOCATE
ENJOY
BOND
Source: Harvard Business Review, Dec 2010
China social ecosystem
buy
CONSIDER
EVALUATE
AWARENESS
ADVOCATE
ENJOY
BOND
Source: Harvard Business Review, Dec 2010
Know your customer (intimately)
Pull dont pushProvide useful content
Serve audience (customer) needsAnswer questions (be responsive)
social marketer’s mindset
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social media
The rules
1. Rushing to action without a plan
2. No listening/monitoring capabilities3. No content guidelines: brand & product style guides
4. Insufficient resources: weak audience engagement5. Pushing sales too quickly (too hard)
five social media pitfalls
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1. Objectives: Whats the framework for assessing value (ROI)?
2. Resources: Team & time to match objectives?3. Audience Target: Include findings from listening efforts
4. Influencers: Identify key influencers (How to connect with them)5. Summary of existing marketing: (How does social media intersect?)
6. Competitive analysis: How competitors reaching audiences thru SNS7. Engagement model: How to engage with SNS?
8. Social media priorities: How will Weibo, Ren ren, Jiepang, be used?9. Content Strategy and Syndication
10.Metrics and Reporting
social media checklist
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To start, do not focus on strict measurement of ROI- Likely to take time to ramp up structure, community and results
Priorities at outset of community management program:- Listening & understanding/profiling of audience
- Customer service & support first
- Build a solid structure to allow for scaling of quality
1. Objectives
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1. Objectives matrix
OBJECTIVESOBJECTIVESOBJECTIVES RESOURCESRESOURCESRESOURCES
Research & Insights Brand Awareness Sales (Acquisition) Staff (Employees) Content Assets 3rd Party (Tool/
Agency)
LISTENING
SEARCH
CONTENT
ENGAGEMENT
ANALYTICS
CAMPAIGN SUPPORT
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Social is ideally managed internally and connected to multiple departments
To start, you should have one dedicated in-house champion
Followed by wider contributions from across the company- Marketing & Sales
- Product Development
- Retail Partners
- Senior Management
- HR
3rd Party support for:- Listening, response and analytics
- Management, CRM tools
- Campaign creatives
2. Resources
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2. the skillsets for social
Brand awarenessOutgoing, willing to be the “face” of the company
Strong knowledge of company & its products
Engaging “online” persona
Strong writer
Understanding of sources of content in company
Sales (acquisition)Consistent monitoring of
competitors & industry
Strong knowledge of products
Outgoing & responsive
Service minded
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Observe and listen to audiences first
Build detailed psychographic profiles - Motivations & needs (“emotional center”)
- Media preferences (complete details)
- Life routines
- Product portfolios...
3. audience targeting
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Activity
Celebritiestech
Other MediaWeb Media
Style
周末享乐 不间断 He is at the beginning of his career, and knowing that he has a long road ahead, he will do everything possible to excel in life - to get ahead and learn. Technical skills are a priority for him, where as fashion and style are somewhat less critical.
Profile One
24yrsBeijingMgr at IT firmrmb8,500/mo
Web Media
Weibo, QQ, Top100, Douban, Kaixin, Dianping
He is an extremely heavy user of all digital media. Time spent online absorbs a majority of his leisure time and a large % of time at work (Baidu, QQ...). He is both a deep and wide user.
3. map out the path to purchase
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hig
hn
eu
tra
llo
w
interest level
awareness acquisition engagement (Loyalty)
3. map out the path to purchase
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hig
hn
eu
tra
llo
w
interest level
awareness acquisition engagement (Loyalty)
awareness acquisition engagement (Loyalty)
3. map out the path to purchase
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hig
hn
eu
tra
llo
w
interest level
4. influencers
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Divide “influencers” into two groups:
1. KOLs (Paid influencers ...celebs, people of note)– Best used to support product launches & events– Not for brand building or “always on discussions”
2. Advocates (harvested from monitoring of your SNS)– “Authentic” followers yield sustained engagement (ROI)– Getting the right mix of personalities is vitally important
4. elements of a great discussion
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MODERATORS
PRODUCT FANS INFLUENCERS
CONTRARIANS
REVIEWERS
STARTER (YOU)
Getting the right mix of people
around the table is important.
5. summary of existing marketing
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Map out the links between all marketing efforts
“Social” ties into all elements of marketing:- Search results: organic social contributes to SEO- CRM: fans/followers link to sign-ups- Campaigns: SNS become a strong place to “soft launch”- Product Devt: feedback, review new products- Events: Invitations to brand/product activities- Cross-links: social streams can be added to other assets (sites)
5. social = brand
brand internal external
Brands are defined by how they participate internally and externally
With employees for training & development
For product R&D, feedback, review
With customers for CRM
Building awareness, ad campaigns, events...
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6. competitive analysis
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Utilize monitoring tools to track sentiment & “hot buttons”Review Weibos, SNS and vertical sites regularlyRespond first to category questions/concernsKeep a positive tone (dont go negative...dont bad mouth)
7/8. maintain a Focus
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Process for monitoring + responding of critical importanceWith limited resources, keep it simple– Build depth with relatively few social media– Monitor (listen) across a wide spectrum
8. weibo deserves depth of focus
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0
75
150
225
300
5.11 9.11 1.12 5.120
75
150
225
300
5.11 9.11 1.12 5.12
Monthly Unique Visitors by Social Site
Monthly Time Spent by Social Site
Source: iResearch iUserTracker
Sina weibo Tencent weibo RenrenDouban Kaixin Pengyou
9. content strategy
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Balance approach between brand & product(s) Support a strong mix of multimedia Maintain a “styleguide” consistent with brand
TONE
Add value, serve needs Focus on category insights, audience utilityDont push product
TYPE
Industry reports, reviews, news, tips for better results...Useful responses to questions, issues
10. metrics/reporting
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CONSIDER
EVALUATE & BUY
ENJOY & BOND
ADVOCATE
Online
Enga
gemen
t
Metrics: Total visits, page views, visitors, SNS friends
Metrics: Organic search, referring site traffic, registrations, product views
Metrics: Shared creations, sends-to-friends, sentiment analysis
Metrics: Loyalty, repeat purchase
weibo engagement
content tips
winning with weibo
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TIMELY
- Be time sensitive: users are most active 10-12am & 10-12pm (least: 3-7pm)- Be first on the scene: to release breaking news about your brand
ENGAGING
- Post with question marks to start a conversation- Avoid spamming: keep your tweets relevant to products & service/support- Go beyond your brand: share exciting industry news, ideas to help fill needs- Dont just re-tweet: add value in commenting on why re-posting- Keep it short & simple
ENROLLING
- Use the @ function to invite & mention KOLs and influencers- Follow others in your industry - to get followers - reach out
winning with weibo
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ON BRAND
- Aggregate your activity: consolidate news from across the web to your microblog- Search vertical sites to respond to questions- Utilize a brand style-guide and be consistent- Involve/include: organize events to educate fans about your brand/products- Make it attractive: keep a simple, consistent design theme
CONTENT PLANNING
- Create an editorial calendar for activity - News, product categories, issues, KOL input, contests, polls/questions - Making sure its balanced- Add attractive multimedia content on a regular basis
sample audience profiles
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BY PRODUCT DIVISIONKEY CUSTOMER
sample content plan
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sample styleguide
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how brands are
using it
What can brands do with social media?
Audiences following brands on social media
Brand info
Brand advocacy
Discounts
0% 20% 40% 60% 80%
Reasons people follow brands
Audience participation with brands
57%
43%
Not Yet
Have Participated
Source: DCCI, 2012
Branded social activities users participated in
Polling / Voting
Coupon or discount info
Brand topic discussion with friends
Following brand social account
Retweeting seeding post
Interaction with brand directly
Commenting on seeding post
Reviewing and feedback
On-line off-line event
Sharing the event info
Photo &video uploading
Writing article & status
App download
Top activities:
1. Polling / Voting
2. Get coupon / Discount info
3. Discuss with friends about a brand
4. Follow brand social media account and read content
5. Retweet seeding post (posted by brand)
Audience participation with brands
Source: DCCI, 2012
Objectives
Redefine the word “greatness” as an idea, dominate the Olympics conversation, and redirect the energy of Olympics-related conversation to the Nike platform
Nike - Weibo Project “Greatness”
Nike - Weibo Project “Greatness”
Solution
• 30 producers, artists, writers, and agency leaders in a “command center” to watch, listen, respond, and repost Olympic conversations
• Help people see that greatness isn’t only for the chosen few, but something everyone can find within themselves
Nike - Weibo Project “Greatness”
Nike - Weibo Project “Greatness”
Results
• No.1 topic on Weibo
• Weibo mentions of Nike outnumbered all competitors combined
• 120,000 forwards
• 22,000 comments
Nike - Weibo Project “Greatness”
Smart - Awareness & Sales
Skoda (Fabia)
trends: 2013
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Key social trends in 2013
1. Accelerating move to mobile (WeChat) will shift energy from desktop social - LBS being incorporated into all SNS
2. Weibo to continue as champion ...capitalizing on its strength in “amplifying”
3. Search on social platforms (trying to shift from Baidu)
4. Increasing support for brands within SNS - Branded pages, forums, functions- Display inventory- Promoted ‘tweets’
5. A closer, more measurable link between social, search and ecommerce
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Thank you
totemsocial media solutions