The document provides an overview of a workshop on social media, eMarketing and digital public relations. It discusses objectives like understanding social media strategies and engagement. It defines social media and its evolution. It also covers topics like social networks and their users in China, the role of a social media curator, developing a social media presence and engagement. Metrics, reputation and crisis management on social platforms are also summarized.

1. By Stephane Prud’homme
May 31st 2012
© 2012 | Prud’homme

2. Stephane Prud’homme
M.A. Communication (Canada) and I.E.MBA (China)
17 years of experience in marketing and public
relations (traditional and online); in Canada, in
Europe, and in China
Specialized in business development through Social
Media, ePR, eMarketing, eReputation, and
eCommerce

3. Workshop Overview
This workshop examines the fundamentals of social
media, eMarketing and digital public relations wise. It
covers how professionals can deal with all this new
flow of information, how to canalize it, in respect of
the corporate integrated communication strategy.

4. Objectives
To defeat social media fears and to give confidence to
professionals in interacting on social media on behalf
of their employer
To understand a Social Media Curator’s/Community
Manager’s role
How to define a social media strategy; How to set
objectives and goals
To generate and to maintain a bidirectional
relationship and dialogue with the audience
How to boost engagement, likes and follows

5. You cannot escape, it’s everywhere!!
And if you miss the boat, your competitor will not…

6. Definition
Internet and email early 1990’s
Online media VS. printed
eCommerce mid 1990’s
Connexion between people mid 2000’s
Connexion between organizations and customers
Geolocation
Social eCommerce early 2010’s
And who knows what is coming up….

7. Definition
A place where people and organizations can
virtually connect, where they can share files and
comments, no matter the time and the location.

8. Ultimate Goals
To be everywhere
To be high ranked in search engine
To have people talking you or your organization
To have likes, follows, and comments that will
generate likes, follows, and comments
To create relationship, a dialogue, with targeted
audience, stakeholders, customers, and future
customers

9. Internet in China
600 million internet users (= European
population)
10 million new users monthly
360 million of mobile internet users and 712
million by 2015
China will be soon the biggest mobile internet
market in the world
312+ billion searches on internet per year
Tencent is the 3rd biggest internet company in
the world

10. Smartphones in China
26 million smartphones sold during the last 3
months of 2011, means 9 million per month
Biggest smartphone market in the world
2nd biggest market for smartphone app
870% increase in app use
More than 1 billion mobiles, 43 million more first
quarter of 2012

11. Social Networks in China
Blocked international networks
Chinese social networks have hundred of millions
of daily users and visitors
33 % increase in social networks use (Feb. 2011)
62 % of internet user adults world wide use social
networks

12. Hundreds of copies…

13. Social Networks
 Q-Zone 700M users
 Tencent Weibo 310M – 50M users/day
 Sina Weibo 250M – 25M users/day
 RenRen 170M
 PengYou 131M
 KaiXin 116M
 51.com 178M
 DouBan 40M
 BaiSheHui 30M
 YouKu 27M daily visitors

15. Mostly all coming from Silicon Valley, California

16. International Networks
 Facebook 900M users
 Google+ 90M
 LinkedIn 150M
 Pinterest 104M
 Twitter 500M
 Youtube 4B videos
watched/day

18. eCommerce in China
250% increase in sales since 2010
161 million online shoppers have bought for
¥513 billions in 2010 and 190 million have
bought for ¥6 trillions in 2011
329 million online shoppers should buy for
¥ 18 trillions in 2015
China will become by 2015 the biggest
eCommerce market in the world

21. The “Majors”
Facebook Tumblr
LinkedIn Wordpress
Twitter Paper.li
Google+ Orchestra
Pinterest Ushi
Youtube Tianji
Foursquare Weibo

22. Questions?
Have I covered everything you need?
Do you have questions about the basics?
The differences between international and
Chinese
The differences between the networks
Questions about eCommerce

24. Curator’s role
Community Manager
What a curator/Community manager does?
Hootsuite

25. Curator’s role
Daily tasks
Posts
Interactions
Monitoring
Daily responsibilities
Engagement
 all publics/audiences/stakeholders
Weekly tasks
Report
Monitoring

26. Corporate VS. Personal
Differences between corporate and personal
accounts
To whom belong the contacts, followers
Corporate Image
Personal Image
The Story

27. ePR VS. eMarketing
Online / Digital / Electronic
eMarketing is about design, promotion, sales
= numbers
ePR is about strategy, content, messages
= relationship

28. Business Development
Through social media, ePR, and eMarketing
Brand building, promotion and recruitment
Intelligence & Monitoring
Opportunities

29. Laws, Privacy and Copyrights
Important to respect the copyrights of
content and pictures that you post…

31. Social Platforms
What is a social platform?
Social networks
Discussion / support forums
Customer service
Bloggers
Wikis
Did you know that Dulwich Beijing article has been
visited 1,000 times in the last 3 months?
Microblogging

32. Social Content
Information, comments, posts
Blogs, blogger outreach
Audio, video, photo sharing
Likes, follows, comments
Interaction, connexions
Microblogging
Engagement

33. Social Interactions
Social media status updates, comments
Interactions between users
Interactions between users and corporations
Mobile internet
Social Media and Events
Task Sharing
Smartphone apps

36. Social Media in details
Facebook Tumblr
LinkedIn Wordpress
Twitter Paper.li
Google+ Orchestra
Pinterest Ushi
Youtube Freebao
Foursquare

38. Social Media Strategy
SM strategic plan
SM objectives and goals, define the tactics
Mapping out the audience
Integrated plan
SMO (think like your audience)
Policy and Guidelines for staff

39. R.A.C.E.

40. S.M.A.R.T Objective
Major Term Minor Terms
S Specific Significant, Stretching, Simple
M Measurable Meaningful, Motivational, Manageable
A Attainable Appropriate, Achievable, Agreed, Assignable,
Actionable, Ambitious, Aligned, Aspirational,
Acceptable, Action-focused
R Relevant Results-oriented, Realistic, Resourced, Resonant
T Timely Time-oriented, Time framed, Timed, Time-based,
Timeboxed, Time-bound, Time-Specific
E Evaluate Ethical, Excitable, Enjoyable, Engaging
R Reevaluate Rewarded, Reassess, Revisit, Recordable, Rewarding,
Reaching

42. Engagement
To have people like, follow, share, and comment
To drive people to your website

45. •Write an objective
•Define an audience
•Which networks for your audience and objective
•Select 5 key words for SMO

46. Social Presence
Building a social presence on a daily basis
Building a addressable bas of readers & fans
Generate and maintain a bidirectional relationship
and dialogue with the audience
How to write and post on social media
How to boost engagement, likes, and follows

47. •Find names for your social media accounts
•Create your own accounts
•Write a post on Twitter
•Write a post on Facebook
Write a post on LinkedIn
•Select a picture for a pinboard
•Find a way to boost likes and follows

49. Reputation
Before, reputation was only the traditional
media and people to people
Now, it is everywhere!

50. eCrisis
Rumors
Scandals
Customer Service
Scale and quickness

52. Metrics
It is all about influence , exposition,
impressions, and conversion
Klout
PeerIndex
Google Analytics
Twitter Counter & Tweet Stats
Facebook Fan Page Insights
LinkedIn Group Stats
Wordpress
Bitly

54. 10 tips to remember
1. Integrated Strategy
2. Targeted Audience
3. Engagement
4. Interaction Between Networks
5. Importance of Content and Messages
6. Message Lifetime
7. Saturation
8. Need Time to Build a Platform with Audience
9. Corporate Reputation
10. Metrics