CIC IWOM Panel: CIC Founder Sam on From social media to social business

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From Social Media to Social Business
November 15, 2010
© 2010 CIC
The Leading Social Business Intelligence Provider in China

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The Buzz in the West about Social Media
–2008: 50m USD, investment to Dachis Group for social biz design
–May 2010: 20m USD, Scout Labs was sold to first social CRM company, Lithium
–July 2010: 30m USD, Jive social business software (SBS) invested by Sequoia
Capital & KPC
–October 2010: Kleiner Perkins S-Fund announced
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Social CRM
Social Commerce
Social Media Strategist
Social Sales
Enterprise 2.0
Social Media Center
of Excellence

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The Buzz in China about Social Media
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Organic Hub Multiple Hub (Int’l)

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The Buzz in China about Social Media
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–How can social media be applied across the
organization?
–What are the best organizational structures for
companies?
Beijing

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“About Me”
“About Topics”
“Shared moments with friends”
The reality is…China is different
Blogs
231
BBS
132
SNS
210
Data Source: The 26th Statistical Survey Report on the Internet Development in China by CNNIC, July 2010 ( including active and non-active users)
Microblog
29
“About Being First to Show or Know”
Inspired by Brian Solis

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China is VERY different
• Compared to other markets, Chinese social media is:
– Bigger
– More active
– More diverse/complex (1000’s of key sources, not just 2)
– Different (unique China sources; no Facebook, no Twitter)
– Filled with more talk about brands, products and services
– More trusted by consumers for purchase decision
• THE PROBLEM: How to unlock the intelligence within this ‘new media’ that is
fundamentally changing communications and even the way that business is
done overall in ways which are absolutely unique in China compared to any
other market.
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PHASE 1 of SOCIAL MEDIA:
Mapping social media to marketing
to inform smarter communications
AKA Social Media and Marketing
IWOM AnalyticsIWOM Monitoring
Research & Consulting

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SOCIAL MEDIA PHASE 1: Mapping social media to the comms
organization
PR/ Brand
Marketing/
Creative
Research/R&D
Business Intelligence/
Consulting
Marketing/ Digital/
PR & Media
Digital/ Media
Planning

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PHASE 2 of SOCIAL MEDIA:
Mapping social media to business drivers for
action that leads to increased sales or
decreased costs
AKA Social Business
IWOM Engagement

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PREDICT SALES: Buzz sentiment volume can predict sales (save
cost by controlling inventory)
High buzz volume in June preceded high sales number in July by one month.
In other words, buzz volume positively influences sales.
0
2
4
6
8
10
12
14
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov
CarSales(000)
0
5
10
15
20
25
30
Buzz(000)
Sales(000) Positive Buzz000
天籁Teana- Sales and Online Buzz

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Hot Leads
Overall 2347
Posts of one
messages 1710
Posts Repeated
messages 637
I want to buy a MPV for my family but
not sure which is better: Buick GL8
or Mazda 5?
HOT LEADS IDENTIFICATION: 4,000 expressions of purchase intent
everyday (increase sales)
Overall Average Auto Hot Leads Per Day
(Tracked by CIC)

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Link
Between 10 Feb 2010 and 3 Aug 2010, Dell has
posted 1,000 posts on Weibo and now has
20,850 fans. We solved many technical and non-
technical problems as well as sold some Dell
products. We are always here to listen to you
and hope to interact with you.
Link
Customer: 2 of my classmates who bought Dell
computer for less than a year both had problems. One
with screen, the other with keyboard.
Dell Andy: Can send me message on Weibo? Can’t
use QQ during office hours.
Customer: You noticed my complaint?
Dell Andy: I’m Dell’s technical support. Send me your
serial number and I can help you.
SOCIAL CRM: customer support on Weibo (Twitter of China)
(reduce costs)

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SOCIAL MARKETING CASE STUDY: SEEISEE & IWOM panel
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FROM SOCIAL MEDIA TO SOCIAL BUSINESS
• Being ‘social’ in business is NOT new.
• But there are new ways of being social which are impacting business in
massive and sometimes ‘chaotic’ ways
• Technology should enable businesses to effectively leverage the old and new
ways of being social to inform communications and to impact business

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• Understanding the unique Chinese social media landscape
• Converting ‘chat’ into ‘intelligence’
• Mapping social media intelligence across the organization (and getting buy in)
• Determining the best organizational structure for action (Social Media Centers
of Excellence)
• Fostering collaboration across all social media stakeholders (advertisers,
social media owners and agencies)
• Taking action for business impact
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A social business is an organization designed
consciously around social tools, social media, and
social networks, as a response to outgrowth of the
web 2.0 technology space and the reshaped brand-
consumer communication and business disciplines.
Inspired by Stowe Boyd
FROM SOCIAL MEDIA TO SOCIAL BUSINESS
社会化商业是指一个组织自觉利用社会化工具，
社会化媒体，和社会化网络，有计划地整合
web2.0技术和互联网空间来重塑其品牌-消费
者的沟通关系及其组织管理和商业运作模式。
Inspired by Stowe Boyd

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