a work on social media marketing The Intro of Social Media Marketing (Some theories) -Why Social Media Marketing -Definition -Components/ Characteristics -The motivation of online participation -how to influence people Social Media Marketing -The convergence of e-commerce & social media -Opportunities and Strategies -The best practices of Social Interface Design -The measurement of Social Media Marketing Supplements：The cases of industrial practices

1. Social Media Marketing:
Intro & Strategies http://www.v2000.info
wyl2000@gmail.com

2. Content
• The Intro of Social Media Marketing (Some theories)
– Why Social Media Marketing
– Definition
• Components/ Characteristics
• The motivation of online participation
• how to influence people
• Social Media Marketing
– The convergence of e-commerce & social media
– Opportunities and Strategies
• The best practices of Social Interface Design
– The measurement of Social Media Marketing
• Supplements：The cases of industrial practices

3. Why Social Media Marketing
• Because（online）consumers are all using it
• The marketing cost is lower, compared to traditional
ways
• The effects of traditional marketing are limited and
diminishing ！
Most marketing efforts are invested here

4. The failure of traditional marketing
• Low click rate
• AD avoidance
• Distrust / Hatred of AD

5. The purchase of a true customer （Complex）

6. Why Social Marketing?
Those behaviors
Key conversion happening on
point Social web
The main focus of
traditional marketing
The differences of traditional/ social marketing：
• Traditional：focus on customer awareness, educating customer（product
function, feature or brand image etc.）
• Social：focus on equal, transparent communication，let customer know
the benefit of buying a specific product to make a smart purchase

7. ROI of Traditional / Social Media Marketing

8. Define Social Media and Social Media Marketing
• Social Media：The media of online Talk and Interaction, often
generated and exchanged by online consumer。
• Social Media Marketing(SMM)：usually center on efforts to create
content that attracts attention, generates online conversations, and
encourages readers to share it with their social networks.
The message spreads from user to user and presumably resonates
because it is coming from a trusted source, as opposed to the brand
or company itself.
SMM is a recent component of integrated marketing
communications plans, coordinates the elements of the
promotional mix—advertising, personal selling, public
relations, publicity, direct marketing, and sales
promotion—to produce a customer focused message.

9. Touch-points

10. The components of Social Media

11. The motivation of Online Participation

12. B=f(P+E)
Behavior is a function of a Person
and his Environment
Lewin’s Equation

14. The Social
Web is built
here, from
love and
esteem

15. Online Participation theories
Anticipated reciprocity ：
contribute valuable info to
Increased recognition：
receive useful help in
individuals want
return. Anticipated
recognition for their
reciprocity
contributions. Most
online community
offer member profile
Increased
page/ avatars / ranks…
recognition
Sense of efficacy：a sense
of having some effect on Sense of
the community/ Sense of Sense of community：
environment. efficacy community people are social
beings and natural
to communicate/
respond, rate/
recommend。

16. The Characteristics of Social Media / Web 2.0
• Democracy
• Open
• Transparent
• Dynamic
……

17. How to influent people, instead of trying to control them
• Six Weapons
– Reciprocation
– Commitment and
consistency
– Social proof
– Liking
– Authority
– Scarcity

18. Part II Social Media Marketing and E-commerce
The convergence of e-commerce & social media

19. The future （e-commerce）web*
• Social relation, transformed from
being isolated to confederated &
convergent
• Monetize the social network/
relationship of consumers.
*See the supplement：The Future Of The Social
Web， Forrester Research

20. Social Media Marketing and E-commerce
Opportunities and Strategies

21. The Social Stage
1.Improve & 2. Go into Social Network 3. E-commerce & 4. Explore the
intensify the SNS converge each possibilities
social other
interaction of
website
Relative controllability and complication
• Social Interface Design*
Infrastructures • Social Media Marketing & Operation Measurement
• Social Customer Relationship Management

22. The principles and best practices of social interface design:
Social Patterns
*http://designingsocialinterfaces.com Strongly suggest to design in the UCD ways

23. Social Stage 1
• Facilitate the interaction，increase the time on page；
• Customer help themselves, enhance the knowledge and engagement；
• Reduce the possible demand for customer services；
• Easy to control and manage
Fundamental within-site interaction elements, such as Share, Tag
Need to redesign the current website；
Not connected with external social network

24. Possible opportunities
• Membership 2.0
– Identity and Profile
– Participation/ Contribution Dashboard
– Buyer Membership Club
• Extended social functions
– Tagging
– Public shopping list
– Buyer Expert
– Product discussion board
– Open box
……

25. Customer profile：Yelp.com
Social elements：
• Avatar | Ranks （not the purchasing rank）
• Friend network
• Contribution dashboard
• The history of interactions
Benefits：
• Satisfy customers’ “ego”
• More sense of community
• Better social discovery (explore more site info)
Must pay attention to the privacy

26. Examples: Amazon.com
1. Social tag（let customer to re-categorize , discover and explore the website）
2. Public shopping list（make the shopping list social，collectively recommend
and consult)
Functions：
One customer make the shopping list,
others can rate, recommend and make
purchase
Elements：
Shopping list/ Single product review /
buy in whole

27. Examples: Amazon.com
3. Buyer expert（make a stage for the
extreme customer*）
4. Open box • Encourage the enthusiasm
• Text review • Enhance the engagement
• Image/
Video
* Behold the Extreme Consumers and Learn to Embrace Them， HBR

28. Best Buy - Reward Zone
• Customer Member Club, bind the future purchase and loyalty to increase
the lifetime value
• If possible，separate the membership from the online participation ranks

29. Social Stage 2
Possible to shift the traffic
away；
May cause unexpected
word-of-mouth
Easy to deployment；
Low cost（Free）
Make the social presence on SNS,, such as Facebook,
Twitter, RenRen, Sina Weibo
Hard to control what people say about

30. Social Stage 3
May change the
structure and display of
website
Share web info to social media；
Increase the exposure and awareness
Imbed the social sharing widgets into the website
Functions are limited, only a few data to collect

31. Social Stage 4
The potential dependency
on SNS；
Decrease the management
power on customers
Decrease the resistance of login/ registration
Improve the user experience and conversion rates
Oauth, OpenID, Facebook Connect
No trouble in login/ registration
Hard to collect customers’ info, such as email；
May lose the complete customers data in the long run

32. Example：BestBuy TwelpForce - a virtual customer service
support team based on Twitter

33. Examples：Simple Sharing；Active Sharing
1. Simple Sharing
• The motivation/ social context are tedious
• The interaction is low and passive
USA：Facebook, Twitter, Google Buzz, Yahoo Buzz, Digg……
China：新浪微博，人人网，开心网，豆瓣网……
2. Active sharing（more specific Objective and in a natural Social Conversation
way，such as “I Like…”，“Please give your advise…”etc.）
• Enrich the sharing
• Increase the interaction，more actively

34. Examples：Open Authorization
3. Open Authorization、OpenID etc.

35. Social Stage 5
Aim at key campaigns，
customer/ deals；not the
simply sync
Increase customer engagement,
Enhance the interaction and make
visitors stay on site longer
Synchronize social media into website
Not all the info are relevant
Useless noises increase the disturbance

36. Social Stage 6
Depend on the
development of
internet and industry
Make website info open and available
Increase involvement and interaction channels
Open API to the 3rd parties
Development cost
Controllability and transaction security

37. 例子
1. Synchronize social media into website
• Deepen the convergence of e-commerce and social media
• Increase the interaction of the e-commerce website and hold traffic
• Offer new customer service support channel

38. 例子
2. Transfer e-commerce to SNS platform
• Exploit SNS platform as a new marketing channel

39. The e-commerce on Facebook
• Free e-commerce solution：Payvment offers simple function,
immature store management
• Service supplier：http://www.alvenda.com/ a commission-based
Facebook e-commerce solution provider

40. Example: open API
Groupon
Android APP
Case：Taobao API – integrated with Sina
Weibo
淘宝商城与新浪微博API整合的应用案例
Tweet an inquiry
Widget
Receive the instant
price and alerts

41. Social Stage 7
More possibilities？
Customer needs
prediction based on
their social behaviors？

42. Summary：
Social Media Marketing is not only a communication way also a marketing system.
Conversation
E-commerce
Social Media Marketing

43. How to deploy the social media marketing?

44. A Social Media Marketing management and deployment framework
聆听 理解 参与 度量和反馈
TR has been working on “Listen/Understand”customers： Must dos：
• Usability test / Contextual interview / customer feedback/ • measurement
Survey • React /respond
are going to do： to customer
• In-depth interview ，Brand image research ……

45. The Measurement of
Social Media Marketing

46. Goals
• To build brand awareness?
• To generate buzz, advocacy or WOM?
• To generate brand engagement?
• To shift consumer perceptions?
• To influence key opinion formers?
• To generate leads or build prospect base?
• To stimulate dialogue or relationship with prospects
• To encourage participation for social event?
• To manage brand reputation?
• To divert a PR crisis?
• To engender customer loyalty?
• To uncover customer or product insights?
• To enhance customer service?
……

47. Social Media Marketing Mix: 4P -> 4A

48. The possible metrics

49. NPS
Three customers：Promoters，Passives & Detractors
Focus：
Promoters：high loyalty & CLV. How to make the most of them？
Detractors：negative loyalty & deteriorate profit. How to diminish？
Benchmark this metric with historical and industrial ones

50. Tranditional CRM  Social CRM

51. Social CRM（Customer Relationship Management）
• Traditional CRM：Know which customer are satisfied and profitable,
analyze the sales performance and etc.；
• Social CRM：better communicate with customer, including existing and
prospective customers
Via social media marketing/ Social CRM to increase customers’
long-term profitability, loyalty and word-of- mouth.
Calculate Customer Lifetime Value
A RFM method：
Rencency how long has it been since the last purchase
Frequency how many purchases have been made in a curtain period
Monetary how much have been spent

52. THANKS
wyl2000@gmail.com
http://www.v2000.info

53. Supplements：Some cases of industrial players

54. Coca Cola

55. Twitter & Tweetmeme

56. Dell IdeaStorm

57. BestBuy TwelpForce

59. Best Buy GiftTag

60. Zappos.com

61. Levi’s Friends Store

62. http://www.flowtown.com/blog/which-companies-are-most-social

63. Best Buy Social Media Policy

64. THANKS AGAIN
wyl2000@gmail.com
http://www.v2000.info