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Social media campaign in China

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A 5 step methodology for developing and implementing a social media campaign in China.

Publicada em: Negócios, Tecnologia
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Social media campaign in China

  1. 1. ‘ The Digital Spin Cycle ’ A structured approach to digital public relations programs For more information, please contact: Jim James [email_address]
  2. 2. Public Relations is communication to effect change in thought or action of the target audience .
  3. 3. Fragmentation of the media & shift to digital
  4. 4. Brands Consumers Discussion, forums, Blogs, microblogging, SNS RSS news feed Articles, whitepapers Manuals, directories Webinars, vidcasts, tutorials The new paradigm: consumers look for content that provide solutions and helps them lead productive jobs and lives. Newspapers
  5. 6. ‘ Spin cycle’
  6. 7. <ul><li>Internal / external/ allies </li></ul><ul><li>Internal </li></ul><ul><li>Spokespeople </li></ul><ul><li>Staff </li></ul><ul><li>Allies & Influencers </li></ul><ul><li>Media & Analysts </li></ul><ul><li>Industry Associations </li></ul><ul><li>Government bodies </li></ul><ul><li>Previous & Existing Customers </li></ul><ul><li>External </li></ul><ul><li>Prospective customers </li></ul>
  7. 8. Build over time
  8. 9. Create
  9. 11. Press release
  10. 12. 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.
  11. 13. Micro blogging Weibo 90% market share. 140 million domestic users
  12. 14. Publish
  13. 16. Events
  14. 17. <ul><li>Online release services </li></ul><ul><li>www.prweb.com </li></ul><ul><li>www.przwt.com/ </li></ul><ul><li>www.businesswirechina.com </li></ul><ul><li>www.Cenn.cn </li></ul><ul><li>www.Sootoo.com </li></ul><ul><li>www.71xw.com </li></ul><ul><li>www.prexpress.cn/ </li></ul><ul><li>www.prlog.org </li></ul><ul><li>www.free-press-release.com </li></ul><ul><li>www.pr-inside.com </li></ul><ul><li>www.pr.com </li></ul><ul><li>www.i-newswire.com </li></ul><ul><li>www.FreePressIndex.com </li></ul><ul><li>www.xooarticles.com </li></ul>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.com http://www.youku.com http://6.cn
  15. 18. Digital Prism http://www.eastwestpr.com/2010/02/the-chinese-conversation-prism/
  16. 19. Micro blogging Short descriptions 140 characters Links to other Constant conversations Weibo 90% market share. 140 million domestic users
  17. 20. Promote
  18. 21. Feeding & Seeding
  20. 23. Everything starts with search: picture of Baidu
  21. 24. Monitor
  22. 26. Analyse
  23. 28. <ul><li>Key Social Media Metrics: </li></ul><ul><li>Visits </li></ul><ul><li>Time on site </li></ul><ul><li>Pages viewed </li></ul><ul><li>Mentions </li></ul><ul><li>Inbound links </li></ul>
  24. 29. Case study One - Irdeto
  25. 31. Asia Pacific – One Irdeto: Many markets Mature Receding <ul><li>Net-neutrality </li></ul>Emerging <ul><li>Mobility </li></ul><ul><li>Ultra HD/ 3DTV </li></ul><ul><li>Security of consumer devices (Banking from Mobile) </li></ul><ul><li>Gaming </li></ul><ul><li>Telco emergence into the market </li></ul><ul><li>Digital Content Piracy/Security </li></ul><ul><li>Home networking </li></ul><ul><li>Broadband infrastructure and capacity issues </li></ul><ul><li>Mobile TV </li></ul><ul><li>VoD (concept) </li></ul><ul><li>Pay-TV and conditional access </li></ul><ul><li>Ad vs. Pay monetization models </li></ul><ul><li>Pay-per-View </li></ul><ul><li>Digital Switchover (concept) </li></ul><ul><li>Internet vs. TV </li></ul>Media Curve: 2010/2011 <ul><li>DTA Stampede </li></ul><ul><li>Authentication </li></ul><ul><li>Standardization of Digital Content (DECE, Keychest, etc) </li></ul><ul><li>3 Screen (Media 3.0) </li></ul><ul><li>OTT </li></ul>
  26. 32. Influencers Huiming Zeng( 曾会明 ) CEO of SARFT.com Weibo 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.,Ltd Weibo user / 209 followers Zhenhua Mao( 毛振华 ) Prof. of China People University and Expert on NGB Weibo user / 91,398 followers Troy  Senior journalist of tech-ex.com Weibo user / 548 followers Ziyu Lin( 林紫玉 )                Chief editor of Communication Weekly Weibo user / 15,174 followers Chunmin Hu ( 胡春民 ) Chief editor of China Eletronic News Weibo user / 1,634 followers Fei Xiong( 熊飞 )  Analyst of SARFT Research Weibo user / 184 followers Dongsheng Li( 李东生 ) Chairman of TCL Weibo user / 1,115,681 followers Xingbao Xiong ( 熊兴保 )            President of The Broadcasting and Television Administration of Xiangtan County Weibo user / 53,995 followers
  27. 35. Case study Two - Mercedes
  28. 36. SIP charts to show impact Source: Navigating the social media jungle. Matt McDougall. Digital Jungle
  29. 39. Case study Three - EASTWEST
  30. 41. weibo.com/eastwestpr
  31. 42. iTunes EASTWEST Public Relations
  32. 44. <ul><li>Conclusion </li></ul><ul><li>Compelling Content </li></ul><ul><li>Configure for Search </li></ul><ul><li>Follow a Process </li></ul>
  33. 45. More resources: eastwestpr.com /careers eastwestpr.tv weibo.com/eastwestpr twitter.com @eastwestpr Youku.com/eastwestpr Youtube.com/eastwestpr slideshare.net/eastwest public relations Linkedin.com/in/jamesjim jimjames.cn Jim James Director EASTWEST Public Relations [email_address]