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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
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
Social PulseMonitoring & measurement
Inline Crisis MngOnline issues assessment, planning and response
Social StudioContent production, syndication and sharing
Social PulseMonitoring & measurement
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
Social PulseMonitoring & measurement
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
44
Step 1:
AudiencePlanning
Step 2:
Platform& ContentStrategy
Step 3:
CommunityInteraction
Step 4:
SocialCampaigning
Step 5:
OrganizationalAlignment
Step 6:
Listen, Measure & Benchmark
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
Short term projects
Activities
Small game on Kaixin
Group purchaseactivity
McD’s website
McD’s on Baidu Zhidao/Baike
Check-in Project
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Audience PlanningStep 1:
AudiencePlanning
Step 2:
Platform& ContentStrategy
Step 3:
CommunityInteraction
Step 4:
SocialCampaigning
Step 5:
OrganizationalAlignment
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
Listen, Measure & Benchmark
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:
Platform& ContentStrategy
Step 3:
CommunityInteraction
Step 4:
SocialCampaigning
Step 5:
OrganizationalAlignment
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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Listen, Measure & Benchmark
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…
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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:
Platform& ContentStrategy
Step 3:
CommunityInteraction
Step 4:
SocialCampaigning
Step 5:
OrganizationalAlignment
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:
41
Listen, Measure & Benchmark
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:
Platform& ContentStrategy
Step 3:
CommunityInteraction
Step 4:
SocialCampaigning
Step 5:
OrganizationalAlignment
Step 6:
42
Listen, Measure & Benchmark
Organizational AlignmentAlign all functions (marketing, PR, CSR, customer service) to consistently communicate across teams and internal communications
Step 6:
Step 1:
AudiencePlanning
Step 2:
Platform& ContentStrategy
Step 3:
CommunityInteraction
Step 4:
SocialCampaigning
Step 5:
OrganizationalAlignment
Step 6:
Listen, Measure & Benchmark
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