simon dang content creation beapon shanghai nov 10 2011 blank

Simon Dang 邓世民 , Vice President Inline Strategy

Creating Compelling Inline Campaigns With Social Media

BeaPon & Company5th Annual Asia Social Media Summit 2011Nov 10-11 2011 Shanghai Marriott Hotel Hongqiao

The Traditional Purchase Funnel Model Explains Basic Consumer Behavior

Awareness

Consideration

Purchase

Effective model for one-way communication

Social Media Forces a New Model: The Purchase “Cycle”

Trigger

Loyalty Loop / Amplification

Source: McKinsey and Company 2009

Social Media Cloud

Initial Awareness Consideration

Purchase

Post-purchase ExperienceOngoing Exposure

A Few Questions….(My Agenda)

How do I create exciting, compelling, attractive, social media content?i.e.…“The Trigger”

How do I integrate the content with other media campaigns?

How do I measure success?

Pulling the

Triggerwith compelling exciting content..

Happiness is…

Don’t Start with

Social Media Cloud

a renren pagea weibo accountor seeding a BBS Forum…

Instead start with……….

storieseveryorganizationcan use its assetsto forge

newstoolsknowledgeleadershipresourceshistorypeople

formatsevery story can be told in multiple

text photo image video audio

vehiclesevery formathas multiple

news release

faq

slideshow

whitepaper

social network

blog post

podcast

BBS Forum

geo-location

image

infographic

video

tweet

email

microblog

desti-nations

every vehiclehas multiple

websitemicrositeblogemployeessubscribers

advocateseventsappsweibolinkedIN

doubanslideshareKu6.comrenrenjiepan

tudoujiepangkaixinnewswirenewspaper

tvradiomagazineonline mediaforums

sations

every destination creates multiple

conver-

assetseveryconversationcreates more

(and so the story goes)

ecosystemeach client liveswithin a unique

storytelling

Content Fusion identifies what stories can be told in which formats and where to drive those stories. It provides direction for an organization to become its own media outlet, publishing its own stories in its own channels, as well as helping an organization share its news with more traditional media in a manner more consistent with how news is produced and absorbed today.

Content Fusion is not a product. It is a new way of approaching public, media and client relations.www.webershandwick.com/ContentFusion

Your Business

Create an Ecosystem In Social Media to Reach Audiences

Weber Shandwick’s Key Online Leader Network

?Social Media Ecosystem

Content FusionStory, message, content strategy

Target Audiences

+

Amplify Your Message Across All Formats With Content Fusion

Trigger

Initial Awareness Consideration

Purchase

Content Fusion = TriggerEcosystem Amplifies Your Messages

The Next Questions To Consider…

How do I integrate and launch content with other media campaigns?

How do I measure success?

ONLINE < > OFFLINE

>>INLINE

SOCI

ALI

ZED

BRA

ND

Dis

cove

ry &

Pla

nnin

gBa

selin

e Ex

ecuti

onAd

vanc

ed E

xecu

tion

Listen, Measure & Benchmark

Step 1:

AudiencePlanning

Step 2:

Platform& ContentStrategy

Step 3:

Community Interaction

Step 4:

SocialCampaigning

Step 5:

OrganizationalAlignment

Step 6:

Step

Social PulseMonitoring & measurement

Strategy ShiftChange management consultation and training


Inline Crisis MngOnline issues assessment, planning and response

Social StudioContent production, syndication and sharing


Social*ID – 6 Steps to a Fully Socialized Brand

Social*ID Action Step

Social StudioContent production, syndication and sharing

Social PlatformsSite, network and application development


Content FusionStory, message, content strategy

McDonald’s Chinese Kung Food Panda II Inline Social Campaign

Inline (integrated) Campaign Planning & Execution

Make Room for Happy Discovery (Story)

Event

Social media sharing

中国功 Food媒体家庭同乐会

Media exposure

Campaign Press release

Product feature

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Step 1:

AudiencePlanning

Step 2:


Step 3:

CommunityInteraction

Step 4:

SocialCampaigning

Step 5:


Step 6:


Listen, Measure & BenchmarkDetermine the depth, progress and level of social media integration into a brand’s programs

General Discovery of McD’s Social Brand Audit:• Presence on the mainstream target communities

• Short-term project driven interaction with different social communities

• Project driven content sharing on period focused channels

• Using txt, picture as the main content format

• The activities in the past gained well reputation

• Lack of coherence and long-term strategy

• Lack of social monitor and response

Weibo

Short term projects

Activities

Small game on Kaixin

Group purchaseactivity

McD’s website

McD’s on Baidu Zhidao/Baike

Check-in Project

http://itunes.apple.com/cn/app/id350962117?mt=8

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Audience PlanningStep 1:

AudiencePlanning

Step 2:


Step 3:


Step 4:

SocialCampaigning

Step 5:


Step 6:

Analyze the brand’s audience and identity/target influencers to engage in social communications programs.

Step 2:

Target Audience Analysis: Insights, media consumption, social behavior

McD’s KOL Management and Engagement: Find the KOLs for McD’s, and keep a long term good relationship with them


Category

Young LifestyleToy fans & Trendy icons &

Young Internet star

Food &

Healthy & Young MotherCelebrity

Category

• Identify McD’s KOLs based on the categories related to the brand and products• Target to build up 50 KOLs database

Digital footprint: Brand sites, social network presence, interaction across influential sites

Content strategy: Production, syndication and participation that sustains presence online

Step 1:

AudiencePlanning

Step 2:


Step 3:


Step 4:

SocialCampaigning

Step 5:


Step 6:

Platform & Content StrategyBuild-out digital/social media supported by editorial and production capabilities and managed holistically to deliver consistent brand experiences across all channels.

Step 3:

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SNSRenrenWeibo

BBSBlog

Video sharingQ&A

So Lo Mo

9

Social Local Mobile

LBSJiepang.com

Smart phone’sApp

Platform Strategy

We prefer to treat McD’s weibo account as…

9

A vivid human being

FunnyHappy

Responsible

Caring

Active

OptimisticYoung

FriendlyTrendy

Content Development Process

WS Digi Team McD’s PR Team

Monthly develop the content direction based on the aligned strategy and campaign message

Confirm the content direction or provide the revising suggestions

WS Digi Team

Develop the posts/articles copywriting based on the confirmed direction

Weibo post- 3 days content provided 3 days aheadBBS/Blog/Q&A- At least one week ahead the release

• Content development and release need to follow the process below to improve the effectiveness of content confirmation and revision

McD’s PR Team

Review and confirm the copywriting

WS Digi Team

Release the posts/articles on time and send the links to McD’s

Interaction via social networks/customer service channels

Interaction through McD’s weibo

Supporting 3rd partyblogs/forums/events

Step 1:

AudiencePlanning

Step 2:


Step 3:


Step 4:

SocialCampaigning

Step 5:


Step 6:

Community ManagementCreate engagement plans to reach targeted audiences via social channels as well as support communities through sponsorships and special access to the brand.

Step 4:

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Social CampaigningDevelop tailor-made campaigns that elevate brands within daily conversations, directly engage target audiences, trigger widespread word-of-mouth and drive mainstream media coverage.

Step 5:

Step 1:

AudiencePlanning

Step 2:


Step 3:


Step 4:

SocialCampaigning

Step 5:


Step 6:

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Organizational AlignmentAlign all functions (marketing, PR, CSR, customer service) to consistently communicate across teams and internal communications

Step 6:

Step 1:

AudiencePlanning

Step 2:


Step 3:


Step 4:

SocialCampaigning

Step 5:


Step 6:


Results (Digital) 3 Weeks / Limited Budget:

Over 1,500 new Weibo followers

3.8M exposures from KOLs

Over 2,200 users forwarded messages

Over 10,000 Jiepang checkin’s at McDonald’s restaurants

Generated over 590 comments

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Thank You - Questions?

Simon Dang 邓世民 , Vice President Inline Strategy

simon dang content creation beapon shanghai nov 10 2011 blank

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