Social media campaign in China

Singapore | Beijingwww.eastwestpr.co

m

‘The Digital Spin Cycle’A structured approach to digital

public relations programs

For more information, please contact:

Jim [email protected]


m

Public Relations is communication to effect change in thought or action of the target audience.


m

Fragmentation of the media & shift to digital


m

Brands

Consumers

Discussion, forums,Blogs, microblogging, SNS

RSS news feed

Articles, whitepapersManuals, directories

Webinars, vidcasts, tutorials

The new paradigm: consumers look for content that provide solutions and helps them lead productive jobs and lives.

Newspapers


m


m

‘Spin cycle’‘Spin cycle’


m

Internal / external/ allies

Internal•Spokespeople•Staff

Internal•Spokespeople•Staff

Allies & Influencers

•Media & Analysts•Industry Associations•Government bodies•Previous & Existing Customers

Allies & Influencers

•Media & Analysts•Industry Associations•Government bodies•Previous & Existing Customers

External•Prospective customers

External•Prospective customers


m

Build over time


m

Create


m


m

Press release


m

Video

Youku 231 million monthly unique visitors from homes and offices in March 2011 52 million monthly unique visitors from Internet cafes in February 2011.


m

Micro blogging

Weibo 90% market share. 140 million domestic users


m

Publish


m


m

Events


m

Online release services

•www.prweb.com•www.przwt.com/•www.businesswirechina.com•www.Cenn.cn•www.Sootoo.com•www.71xw.com•www.prexpress.cn/•www.prlog.org•www.free-press-release.com•www.pr-inside.com•www.pr.com•www.i-newswire.com•www.FreePressIndex.com•www.xooarticles.com

http://www.5min.com http://www.blip.tv http://www.dailymotion.com/ http://www.flickr.com http://www.metacafe.com http://www.photobucket.com http://www.screencast.com http://www.veoh.com http://www.viddler.com/ http://www.vidilife.com http://vimeo.com http://www.ustream.tv http://www.livestream.com/prtraining http://www.youtube.comhttp://www.youku.comhttp://6.cn


m

Digital PrismDigital Prism

http://www.eastwestpr.com/2010/02/the-chinese-conversation-prism/


m

Micro blogging

Short descriptions 140 charactersLinks to otherConstant conversations

Weibo 90% market share. 140 million domestic users


m

Promote


m

Feeding & Seeding


m

TAGGING

REPOSTING

CALLING

LINKING

PITCHING


m

Everything starts with search: picture of Baidu


m

Monitor


m


m

Analyse


m


m

Key Social Media Metrics:•Visits•Time on site•Pages viewed•Mentions•Inbound links

Key Social Media Metrics:•Visits•Time on site•Pages viewed•Mentions•Inbound links


m

Case study One- Irdeto


m


m

Asia Pacific – One Irdeto: Many markets

Mature

Receding

•Net-neutrality

Emerging

• Mobility

•Ultra HD/ 3DTV

•Security of consumer devices (Banking from Mobile)

•Gaming

•Telco emergence into the market

• Digital Content Piracy/Security

•Home networking

•Broadband infrastructure and

capacity issues

•Mobile TV

•VoD (concept)

•Pay-TV and conditional access

•Ad vs. Pay monetization models

• Pay-per-View•Digital Switchover (concept)

•Internet vs. TV

Me

dia

Cu

rve

: 20

10/

201

1

•DTA Stampede

•Authentication

•Standardization of Digital Content (DECE, Keychest, etc)

•3 Screen (Media 3.0)

•OTT


m32

Huiming Zeng(曾会明 )CEO of SARFT.comWeibo user / 255 followers

Peng Zhang(张鹏 )Senior journalist of Satellite TV & IPTV Multimedia

Xiaobu Luo（罗小布）Vice GM of Beijing GeHua CATV Network Co.,LtdWeibo user / 209 followers

Zhenhua Mao(毛振华 )Prof. of China People University and Expert on NGBWeibo user / 91,398 followers

Troy Senior journalist of tech-ex.comWeibo user / 548 followers

Ziyu Lin(林紫玉 ) Chief editor of Communication WeeklyWeibo user / 15,174 followers

Chunmin Hu (胡春民 )Chief editor of China Eletronic NewsWeibo user / 1,634 followers

Fei Xiong(熊飞 ) Analyst of SARFT ResearchWeibo user / 184 followers

Dongsheng Li(李东生 )Chairman of TCLWeibo user / 1,115,681 followers

Xingbao Xiong (熊兴保 ) President of The Broadcasting and Television Administration of Xiangtan CountyWeibo user / 53,995 followers

Influencers


m


m


m

Case study Two- Mercedes


m

SIP charts to show impact

Source: Navigating the social media jungle. Matt McDougall. Digital Jungle


m


m


m

Case study Three- EASTWEST


m


m

weibo.com/eastwestpr


m

iTunes EASTWEST Public Relations


m


m

Conclusion-Compelling Content-Configure for Search-Follow a Process


m

More resources:

eastwestpr.com/careerseastwestpr.tv weibo.com/eastwestprtwitter.com @eastwestprYouku.com/eastwestprYoutube.com/eastwestprslideshare.net/eastwest public relationsLinkedin.com/in/jamesjimjimjames.cnJim JamesDirectorEASTWEST Public [email protected]

Date post:	18-Jan-2015
Category:	Business
Upload:	eastwest-public-relations
View:	989 times
Download:	1 times

Social media campaign in China

Business