Five best practices for brands to leverage China's most popular social networking platform Renren for consumer activation.

1. Best practices to leverage Renren for
consumer activation!
Gaurav Mishra | Gauravonomics!
Asia Director of Social Media,
MSLGROUP!

2. How to leverage Renren for consumer
activation?!
06.29.2010 | P2

3. Introduction to
Renren social
networking
platform!
• Renren is perhaps the most
popular social networking
platform amongst Chinese
college students.!
• Renren is most popular in tier 1
and tier 2 cities, but gaining
popularity in tier 3 cities.!
• The most popular content on
Renren is personal status
updates and photos.!
• Renren has more than 100
million active users and
continues to grow.!
Source: Renren, infographic from Ogilvy!

4. How to run an
While many brands are creating public pages on Renren, brands
integrated should leverage the full functionality of Renren and integrate it with
campaign on other platforms to effectively activate consumers.!
Renren? !
More content!
2!
Renren ad
package!
4!
Sina Weibo & Renren contest
i!
Youku pages! entries!
ePR on BBS, 1!
Renren contest Renren public
5! ii!
SNS, blogs! mini site! page fans!
6! ePR with KOLs! iii!
Renren shares
& comments !
3!
Renren public
page!
More content &
engagement!

5. Banner for campus Featured campus
Dell Public ambassador mini site! ambassador!
Page on
Renren!
• Dell is one of the most popular
Tab for contest mini site!
brand public pages on Renren
with more than 730,000 fans.!
• Dell has also leveraged the full
range of Renrenʼs public page
features.!
Source: Dell Public Page on Renren!

6. Dell Public
Page on
Renren!
• Dell uses rotating banners at the
top of the middle column on the
homepage to showcase
important initiatives.!
Source: Dell Public Page on Renren!

7. Dell Campus
Mini site on
Renren !
• The Dell Campus mini site on
Renren is a long-term program
to recruit and leverage campus
ambassadors.!
• Dell has about 150 campus
ambassadors.!
Clear step 1-2-3
workflow!
Source:
Dell Campus Mini site on Renren!

8. Dell
Convocation
Event on
Renren!
• Dell leveraged the event
functionality on Renren to
promote a convocation event to
students.!
• Dell asked students to post a
photo of their convocation and
gave prizes to the five most
creative photos.!
Source: Dell Campus Event on Renren!

9. Dell Contest
Mini site on
Renren !
Tabs for leaderboard, Tab for public page!
missions, redemption!
• Dell has created a dedicated
contest mini site on Renren to
run a series of contests.!
• The contest mini site has more
than 230,000 members.!
• Fans get points for participating
in contests and performing
missions, which they can
redeem against Dell vouchers.! Featured community
members!
Banner for promotion!
Source:
Dell Contest Mini site on Renren !

10. Dell Contest
Mini site on Sharing button for other
social networks!
Renren !
• Fans can participate in a lucky
draw to win Dell Streak 10 Pro
tablets without spending any
points.!
Source:
Dell Contest Mini site on Renren!

11. Dell Contest
Mini site on
Renren !
• Fans can ask their friends to gift
them Dell laptops as Chinese
Valentineʼs Day gifts.!
Mini site profile linked to
Renren profile!
Featured community Clear step 1-2-3
members! workflow!
Source:
Dell Contest Mini site on Renren!

12. Banner for top fans! Mini site profile linked to
Dell Contest Renren profile!
Mini site on
Renren !
• Dell showcases the top fans on
its contest mini site on a
leaderboard.!
4 ways to filter featured
community members!
Source:
Dell Contest Mini site on Renren!

13. Featured missions: Mini site profile linked to
Dell Contest public page, promos! Renren profile!
Mini site on
Renren !
• Dell showcases all the missions
that fans can perform.!
Missions to leverage
Renren for virality!
Source:
Dell Contest Mini site on Renren!

14. Mini site profile linked to
Dell Contest Renren profile!
Mini site on
Renren !
• Dell showcases all the options to
redeem points accumulated by
performing missions.!
Source:
Dell Contest Mini site on Renren!

15. Detailed mini site profile
linked to Renren profile!
Dell Contest
Mini site on
Renren !
• Dell showcases a personal
profile for each fan with a
summary of missions performed
and points earned.!
• This profile is linked to the fanʼs
Renren profile.!
Source:
Dell Contest Mini site on Renren!

16. Dell Doodle
Contest Mini
Site!
• In 2009, Dell China tied up with
Renren to create a contest
where consumers could create
3D doodles on letters from a
laptop keyboard.!
Source: Dell Youth via Little Red Book!

17. Best practices
Based on case studies like Dell and MSLGROUPʼs own experience
for leveraging in managing SNS pages for brands like Alpenliebe, Watsons, E&Y,
Renren for Singapore Tourism and Ikea, MSLGROUP has identified five best
consumer practices for leveraging Renren for consumer activation. !
activation!
Best practices for leveraging
Renren for consumer activation!
1! 2! 3! 4! 5!
Integrate mini Define ladder of Communicate Leverage viral Feature
site, public page engagement & the call to action social graph community
and ad package! call to action! repeatedly! features! member profiles!
! ! ! ! !
Use the ad Define the Clearly Fully leverage Show featured
package to actions you communicate Renrenʼs viral community
drive Renren want Renren the call to action! features like member profiles
members to the members to In a step 1-2-3 checking in, in multiple
mini site, then engage in a manner, updating status locations,
convert them ladder of sometimes message, linking back to
into public page engagement repeatedly in inviting friends their Renren
fans to engage from the multiple to support profiles, to
with them simplest to the locations, to entries and increase the
repeatedly over most complex reinforce the sharing entries sense of active
time! actions! message! with friends! participation!

18. MSLGROUPʼs social media offering!
06.29.2010 | P18

19. MSLGROUPʼs MSLGROUP has created a fully integrated social media offering
social media across the PLAN-BUILD-ENGAGE phases.!
offering!
1! 2! 3!
PLAN! BUILD! ENGAGE!
Insights, Strategy, Web, Mobile, Social Content, Community,
Enterprise Change! Applications Conversations

20. MSLGROUPʼs MSLGROUPʼs PLAN offering includes insights, strategy, and
social media enterprise change across the consumer activation, corporate
reputation, and employee engagement use cases.!
offering!
1! 2! 3!
PLAN! BUILD! ENGAGE!
Insights, Strategy, Web, Mobile, Social Content, Community,
Enterprise Change! Applications Conversations
• Distill actionable insights and • Link back participation and
foresights from conversations action to business objectives
and communities using our through our proprietary
proprietary What IF People's VERITE measurement
Lab approach.! approach.!
!
• Discover a shared purpose • Provide strategic counsel
and brand story that connects across the consumer
the brand values with activation, corporate
evangelists passions.! reputation, and employee
! engagement use cases.!
• Create platforms and
programs to organize and • Design and deliver training
energize brand evangelists, programs to help build
co-create shareable content, enterprise capabilities to
and trigger participation and participate in the conversation
action.! economy.!

21. MSLGROUPʼs MSLGROUPʼs BUILD offering includes designing and developing
social media web, mobile, and social applications, through in-house specialists
and partners.!
offering!
1! 2! 3!
PLAN! BUILD! ENGAGE!
Insights, Strategy, Web, Mobile, Social Content, Community,
Enterprise Change! Applications Conversations
• Design and develop private or • Set up, optimize and manage
public community platforms digital assets across channels
using our proprietary What IF and geographies.!
white label community tool.! !
! • Leverage on-site and off-site
• Design and develop social search engine optimization for
applications using the higher search rankings.!
Facebook, LinkedIn and
Twitter APIs.!
!
• Design and develop mobile
applications on the Apple,
Android, and Blackberry
platforms.!

22. MSLGROUPʼs MSLGROUPʼs ENGAGE offering includes managing content,
social media communities, and conversations, through dedicated specialists and
integrated communications teams.!
offering!
1! 2! 3!
PLAN! BUILD! ENGAGE!
Insights, Strategy, Web, Mobile, Social Content, Community,
Enterprise Change! Applications Conversations
• Build long-term relationships • Track and participate in
with key online influencers conversations related to the
beyond the "big-box" blogs brand, the category or the
using our proprietary social heartbeat on the
Multiloguer influencer broader social web.!
relationship management tool.! !
• Leverage targeted paid
• Leverage creative storytelling media, primarily social
and rich multimedia content to advertising and search
bring alive the brand story.! advertising, to support owned
media and earned media.!
• Create triggers for community
members to participate and
act, on the community
platforms owned by the brand.!

23. MSLGROUPʼs social media planning
frameworks!
06.29.2010 | P23

24. Six stages of Based on interactions with 1500+ marketing and communications
social media professionals in Asia, all companies can be mapped across six
stages of social media integration.!
integration!
4! 5! 6!
Letʼs integrate Letʼs integrate
Letʼs integrate
Integration! social into our social into our
social into our web
marketing and business
platforms!!
comms programs!! processes!!
2! 3!
Letʼs create a Letʼs run a
Incubation! Facebook page or Facebook contest
! a Twitter profile!! or a Twitter
influencer program!!
1!
Letʼs create a
Inaction! campaign or
country microsite!!
Platforms! Programs! Processes!

25. MSLGROUPʼs Brands should design platforms and programs around a shared
social heartbeat passion, or social heartbeat, to inspire, organize and energize their
most important influencers.!
framework !

Brand Brand
 z
Organizing
persona! values! Social platform!
heartbeat!
Brand Insights! Long-Term!
  
 z
 Shared
Influencer Influencer brand Energizing
persona! passions! story! programs!
Influencer Insights! The BIG Idea! Short-Term!

26. MSLGROUPʼs Brands should recognize that different influencers have different
IM MSL roles and motivations, and approach them with different appeals, to
activate them effectively.!
framework!
Aspirationals! Thought Endorsers! Catalysts! Vesteds!
Leaders!
Why are they Their name! Their Their Their Inside
credible?! expertise! reputation! networks! knowledge!
Whatʼs their Tastemakers! Innovators ! Standard Resources! Evangelists!
role?! setters!
Whatʼs most Status! Substantiation!Constituency! Information ! Sales!
important ?!
How to Help them Give them Tell why their Help them be Give them
appeal to stay ahead of something audience ʻin-the-knowʼ motivation to
them?! the trends; unique to talk cares! and ʻfirst-to- spread the
pet charities! about! knowʼ! word!

27. MSLGROUPʼs ! Social media has a specific role to play at each stage of the crisis
crisis curve curve. MSLGROUP has created a crisis management toolkit that
includes tools and best practices for each stage in the crisis curve.!
framework !
Attention!
2! Spotlight! 3! Blame Game!
Plot heat map of Shape narrative
crisis flows! via owned media!
1! Flash Point! 4! Resolution!
Track early Optimize for
warning signals! search results!
Time!
0! Before Crisis!
Plan for crisis
scenarios!

28. Letʼs stay in touch!
mslgroup.com | gauravonomics.com
gauravonomics on Google/ Skype!
Facebook/ Twitter/ LinkedIn/ SlideShare!