Be Prepared to Leverage Social in the Digital Era

June 2012

Cohn & Wolfe Digital Capabilities – 7/3/2012 – 2

• Current Media Environment

• Are You Ready for Social Media

• How to Leverage Social Media

• Best in Class Case

Agenda

Cohn & Wolfe Digital Capabilities – 7/3/2012 – 3

Media Landscape

• 8,500+ periodicals

• 2,000+ dailies

• 3,500+ TV channels

• 2,900+ radio stations

• 2 nationwide wire services

(Xinhua & China News Agency)

• E-zine and readers interaction

• app for smart phone/ tablet PC

• real-name involvement

Cohn & Wolfe Digital Capabilities – 7/3/2012 – 4

Multiple Digital Channels

Social Media: Be SocialSearch Engine: Be Searchable

Official website: Be Responsive

Online Media: Be informative

Paid

Media

Earned

Media

Owned

Media

Earned

Media

Cohn & Wolfe Digital Capabilities – 7/3/2012 – 5

China’s Social Media

485million 250

million

116

million

137

million

500+ million

internet users

350 million

mobile internet

user

284

million

Source: CNNIC, Nov,2011

Social Media Landscape

• China’s digital landscape is

fragmented

• Weibo appears as the most popular

social media platform to interact

with customers

• By end of 2011, Sina weibo

accumulated over 250 million of

registered users

• Competition is fierce, so for each

industry and age group there is a

different set of platforms, channels

and influencers.. some effective,

some not.

Cohn & Wolfe Digital Capabilities – 7/3/2012 – 6

• Current Media Environment

• Are You Ready for Social Media

• How to Leverage Social Media

• Best in Class Case

Agenda

Cohn & Wolfe Digital Capabilities – 7/3/2012 – 7

B2B Social Media By The Numbers…

81% of marketers said their social media efforts increased exposure for their business

72%of marketers who have used social media for more than 3 years report it helped them close business

2011 Forrester Research “B2B Interactive Marketing Forecast”

Cohn & Wolfe Digital Capabilities – 7/3/2012 – 8

• Almost 90% of B2B businesses are either maintaining or increasing their social media spending.

– For those increasing budgets, “past success” is sited as the most common reason.

– For those decreasing budgets, economic conditions is almost exclusively the cause.

B2B Marketing Trends

Sources: Forrester ,2010 – “Segment Social Media Behaviors to Improve Tech Vendor Marketing Plans”,

Forrester – 2010 “The Coming Upheaval in Tech Services”, HubSpot – 2010 “The State of Inbound Marketing”,

IDG – 2010 “Bringing Method to Media Madness”, eMarketer – 2010 “B2C Outpacing B2B in Social Measurement”,

White Horse – 2010 “B2B Marketing Goes Social”, AMR 2010 International Report on B2B Marketing in the U.S.

*Inbound marketing refers to non-paid or earned social media activities.

Cohn & Wolfe Digital Capabilities – 7/3/2012 – 9

B2B Social Media Investment

B2B companies are investing aggressively in their online properties such as company websites, official blogs, social networks, blogs and micro-blogs to reach buyers.

Sources: Forrester ,2010 – “Segment Social Media Behaviors to Improve Tech Vendor Marketing Plans”,

Forrester – 2010 “The Coming Upheaval in Tech Services”, HubSpot – 2010 “The State of Inbound Marketing”,

IDG – 2010 “Bringing Method to Media Madness”, eMarketer – 2010 “B2C Outpacing B2B in Social Measurement”,

White Horse – 2010 “B2B Marketing Goes Social”, AMR 2010 International Report on B2B Marketing in the U.S.

“How do you expect your use of digital to change in the marketing mix?”

Cohn & Wolfe Digital Capabilities – 7/3/2012 – 10

– My company has clear goals and separate budget for social media.

– We know which social media platforms are popular with our

prospects and customers

– We have the human resources to commit to social media.

– We produce enough quality content to sustain social media

conversations

– Our stakeholders talk the company on social media

– We’re ready to incorporate social media strategies throughout the

buying process.

Social Media Preparation

CHECKLIST – Is Your Company Ready for Social Media?Don’t jump into social media just because everyone else is doing it. Here’s a checklist designed to help you determine if your organization is ready and, if so, how to make your efforts successful.

Cohn & Wolfe Digital Capabilities – 7/3/2012 – 11

• Current Media Environment

• Are You Ready for Social Media

• How to Leverage Social Media

• Best in Class Case

Agenda

Cohn & Wolfe Digital Capabilities – 7/3/2012 – 12

How to Leverage Social Media

Insights-Based Strategy Development

Social Media Monitoring, Response & Analysis

Digital Influencer Mapping

Measurement Approach

Social Media Policy & Process Creation (complete)

Social Media Training

Digital Influencer Relations/Community Engagement

Issues & Crisis Management

Content Strategy & Optimization

Digital Footprint Optimization & Expansion

SEO/SEM Planning

Sites, Apps, Widgets, Podcasts

Social Media Monitoring, Rapid Response & Analysis

Cohn & Wolfe Digital Capabilities – 7/3/2012 – 13

Music Fans

• Love music, may not know

Brand

• Want to obtain passion

and spirit from music

• Vertical SNS

• Weibo

• Vertical SNS

• Weibo

Brand Fans

• Play guitar and hear about Brand

• Have interest to know more about

Gibson brand and guitar relevant

information

Brand Users/Fans

• Know & understand Brand

• Willing to share their experience

with Brand guitar and guitar

knowledge

• Weibo

• Online Guitar Community

Awareness FamiliarityConside

rationPurchase Loyalty

• Increase brand

awareness among

music fans

• Highlight brand essence to generate guitar fans‟ interests

and know more about Brand

• Build up brand

preference & enlarge

Gibson fans club

• Build brand advocacy to influence more target

audience

• Enhance brand loyalty

among Brand fans

Social Media Insights

Target Audience Analysis for a Music Brand:

Cohn & Wolfe Digital Capabilities – 7/3/2012 – 14

Social Media Planning - Weibo

Brand Building

Customer Service

MediaRelationship

RecruitingSales

Support Others

Corporate Objective of Weibo Marketing

Weibo objective:

Cohn & Wolfe Digital Capabilities – 7/3/2012 – 15

Weibo positioning:

Social Media Planning - Weibo

Cohn & Wolfe Digital Capabilities – 7/3/2012 – 16

Social Media Planning – Beyond Weibo

Source: 3M PR

Cohn & Wolfe Digital Capabilities – 7/3/2012 – 17

Intel Social Media Guidelines

Social Media Infrastructure - Policy

• Protect Information

• Be Transparent and Disclose

• Be Responsible

• Be Nice, Have Fun and Connect

• Social Media Account Ownership

Dell Global Social Media Policy

Five Social Media Principles

Cohn & Wolfe Digital Capabilities – 7/3/2012 – 18

Social Media Infrastructure – Process & Training

Membership

Drives acquisition & retention

PR/Comms

MessageArchitecture

Content StrategyEarned Media

(offline & online)

Marketing

Member Advantage(online/o

ffline)PromotionPaid Media

.com

CommerceIntegration,

Channel cross promotion,

Conversion metrics

Insights/Analyti

cs

Audience insights, measurement,

conversion analytics

Community

CSR, Community + Philanthropy

Enterprise Model

Training Model

Cohn & Wolfe Digital Capabilities – 7/3/2012 – 19

Social Media Influence - Crisis Management

2012年2月CIC和奥美公关联合发布的《微时代危机管理白皮书》

Cohn & Wolfe Digital Capabilities – 7/3/2012 – 20

Social Media Experience – illy Coffee

“Brand” the Authentic Espresso &

Promote Italian Quality lifestyle

Activate illy social media platforms to:

• Reach Niche Market (Coffee Crazy Fans)

• Increase E-shop Conversion Rate

Cohn & Wolfe Digital Capabilities – 7/3/2012 – 21

• Current Media Environment

• Are You Ready for Social Media

• How to Leverage Social Media

• Best in Class Case

Agenda

Cisco : The Network

Cohn & Wolfe Digital Capabilities – 7/3/2012 – 23

Cisco: The Network

• Recently launched “The Network”

– Ties in to existing “Human Network” campaign

– Name chosen by their Facebook fans

• Features curated industry news, press releases, and videos

• Commissioned reporters who have worked at top tier publications to

create content on their core technology topics

• Embeddable news widget for websites

• Facebook, Twitter, Flickr, and video integration

A history of using social media successfully

– In 2008, saved $100,000+ on launch of a

new router by only using social media

channels to promote it

Cohn & Wolfe Digital Capabilities – 7/3/2012 – 24

• The social-media

communications team

manages the overall content

and strategy across Cisco

corporate social channels

• The social-media marketing

team oversees integrated

social-media campaigns,

lead generation, online

brand strategy and

monitoring

Cisco: The Network

Cohn & Wolfe Digital Capabilities – 7/3/2012 – 25

Utilized traditional media, marketing, and social media tactics to

drive traffic and use of „The Network‟ portal.

Cisco: The Network

Traditional Media Tactics

– Press Release

– Media Relations

Marketing Tactics

– Brand advertising

– Introducing “The Network” Video

Social Media Tactics

– The Network Portal

– Facebook

– Twitter

– YouTube

– Flickr

– Embeddable widget

Cohn & Wolfe Digital Capabilities – 7/3/2012 – 26

Cisco: The Network

Facebook

– 188,268 Likes

– SuperFan Spotlight

showcases a fan‟s photo as

the profile image

– Custom tabs integrating news

feeds, videos, Twitter, and

polls

Twitter @CiscoSystems

– 63,537 Followers

– Curated by internal social

media employees

YouTube

– 1,000 videos

– Corporate speakers, product demos

– 251,129 channel Views

– 1,977,772 upload Views

– 4,211 subscribers

– 28% growth in subscribers post

launch

– A 17% increase in the number of

comments

Flickr

– Features press and event images

Cohn & Wolfe Digital Capabilities – 7/3/2012 – 27

Cisco: The Network In China

LET’S CONNECTMore social media news and

insights, please read

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Website: www.cohnwolfe.com

Carrie WangCarrie.wang@cohnwolfe.com

+ 86 18621897932

@肖逸紫