social media campaign in china
DESCRIPTION
A 5 step methodology for developing and implementing a social media campaign in China.TRANSCRIPT
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‘The Digital Spin Cycle’A structured approach to digital
public relations programs
For more information, please contact:
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Public Relations is communication to effect change in thought or action of the target audience.
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Fragmentation of the media & shift to digital
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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
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Singapore | Beijingwww.eastwestpr.co
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‘Spin cycle’‘Spin cycle’
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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
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Build over time
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Create
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Press release
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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.
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Micro blogging
Weibo 90% market share. 140 million domestic users
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Publish
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Events
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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
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Digital PrismDigital Prism
http://www.eastwestpr.com/2010/02/the-chinese-conversation-prism/
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Micro blogging
Short descriptions 140 charactersLinks to otherConstant conversations
Weibo 90% market share. 140 million domestic users
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Promote
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Feeding & Seeding
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TAGGING
REPOSTING
CALLING
LINKING
PITCHING
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Everything starts with search: picture of Baidu
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Monitor
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Analyse
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Singapore | Beijingwww.eastwestpr.co
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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
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Case study One- Irdeto
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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
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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
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Singapore | Beijingwww.eastwestpr.co
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Case study Two- Mercedes
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SIP charts to show impact
Source: Navigating the social media jungle. Matt McDougall. Digital Jungle
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Singapore | Beijingwww.eastwestpr.co
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Singapore | Beijingwww.eastwestpr.co
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Case study Three- EASTWEST
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weibo.com/eastwestpr
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iTunes EASTWEST Public Relations
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Conclusion-Compelling Content-Configure for Search-Follow a Process
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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]