When east meet west digital engagement in practice by liblog

7/12/2010

1

Win Online with clients: When East Meet West

品牌的社会化媒体品牌的社会化媒体品牌的社会化媒体品牌的社会化媒体实实实实践践践践共共共共赢赢赢赢社会化媒体社会化媒体社会化媒体社会化媒体

2

TODAY 今天的主今天的主今天的主今天的主题题题题

1. Gap & Challenge 偏差和挑偏差和挑偏差和挑偏差和挑战战战战

2. Correction & Solutions 纠纠纠纠正和方案正和方案正和方案正和方案

3. Your feedback 交流与探交流与探交流与探交流与探讨讨讨讨


1. Gap & Challenge 偏差和挑战

2. Correction & Solutions 纠正和方案

3. Your feedback 交流与探讨

Lost in translation: 中国和西方社会化媒体的比较中国社会化媒体脱胎于美国模式中国社会化媒体脱胎于美国模式中国社会化媒体脱胎于美国模式中国社会化媒体脱胎于美国模式，，，，又被有又被有又被有又被有意或者无意地加载了更多的内容和概念意或者无意地加载了更多的内容和概念意或者无意地加载了更多的内容和概念意或者无意地加载了更多的内容和概念，，，，包括如何利用社会化媒体进行企业包括如何利用社会化媒体进行企业包括如何利用社会化媒体进行企业包括如何利用社会化媒体进行企业////品牌品牌品牌品牌传播和互动的模式传播和互动的模式传播和互动的模式传播和互动的模式。。。。社会化媒体不仅仅改社会化媒体不仅仅改社会化媒体不仅仅改社会化媒体不仅仅改变着我们的沟通和行为方式变着我们的沟通和行为方式变着我们的沟通和行为方式变着我们的沟通和行为方式，，，，而且改变着而且改变着而且改变着而且改变着传统的公关传统的公关传统的公关传统的公关、、、、市场甚至整个企业市场甚至整个企业市场甚至整个企业市场甚至整个企业////机构的机构的机构的机构的战略和策略行为战略和策略行为战略和策略行为战略和策略行为。。。。社会化媒体不仅仅是平社会化媒体不仅仅是平社会化媒体不仅仅是平社会化媒体不仅仅是平台台台台、、、、工具或者沟通方式工具或者沟通方式工具或者沟通方式工具或者沟通方式，，，，而本身就是沟通而本身就是沟通而本身就是沟通而本身就是沟通的过程和结果的过程和结果的过程和结果的过程和结果。。。。而社会化媒体带来的机遇而社会化媒体带来的机遇而社会化媒体带来的机遇而社会化媒体带来的机遇和挑战共存和挑战共存和挑战共存和挑战共存，，，，接受新媒体并把新媒体作为接受新媒体并把新媒体作为接受新媒体并把新媒体作为接受新媒体并把新媒体作为企业企业企业企业////机构的战略机构的战略机构的战略机构的战略////策略组成是一个既简单策略组成是一个既简单策略组成是一个既简单策略组成是一个既简单又复杂的过程又复杂的过程又复杂的过程又复杂的过程。。。。成功可能源于偶然成功可能源于偶然成功可能源于偶然成功可能源于偶然，，，，而失而失而失而失败又可能发端于不可预料的细节败又可能发端于不可预料的细节败又可能发端于不可预料的细节败又可能发端于不可预料的细节。。。。

7/12/2010

2

1

When the East Meet West

中国社会化媒体和西方社会化媒体的比较

Lost in translation: 中国和西方社会化媒体的比较


Nielson： Asia Pacific Social Media Trends


Nielson： Asia Pacific Social Media Trends

7/12/2010

3


2

Social Media Phobia 社会化媒体恐惧症

社会化媒体恐惧症

• 可能产生的法律问题和纠纷

•失去对品牌和信息的“控制”

•企业信息或者“秘密”的披露影响企业业绩

•浪费员工工作时间

•来自网络的负面言论

•投入和产出比

•竞争对手的网络伏击

12

Water Army 水军水军水军水军

Wu Mao 五毛五毛五毛五毛

Complaint 投诉投诉投诉投诉

Love 喜欢喜欢喜欢喜欢

7/12/2010

4

Late Better than Never?

无法释怀的纠结无法释怀的纠结无法释怀的纠结无法释怀的纠结

3

Flying blind 盲飞盲飞盲飞盲飞

4

Lost in social media: 勇敢的盲飞

策略 Strategy

• 不了解消费者行为模式

和网络习惯

•先渠道后策略的思维

•与企业战略和商业目标缺少呼应

•缺乏短期策略和长期战略的配合

• 缺少应对方案

机制 Mechanism

• 缺乏企业各部分的协调

• 资源的缺乏

• 渠道界定和搭建混乱和无序

内容 Content

• 缺乏与企业形象和品牌文化的关联

• 无序的内容传播，缺乏连贯

• 与消费者的兴趣和习惯无法衔接

•无效的UGC （User

Generated Content ）

•

互动和反馈Engagement &

Synthesize

• 缺乏快速和敏捷的反应机制

•无法融入社会互动

• 建立在物质奖励基础上的无效互动

7/12/2010

5






Lost in social media: 勇敢的盲飞 Lost in social media: 勇敢的盲飞

7/12/2010

6


让客户了解和接受社会化媒体让客户了解和接受社会化媒体让客户了解和接受社会化媒体让客户了解和接受社会化媒体

• 实践出真知实践出真知实践出真知实践出真知

• 用而不思则殆用而不思则殆用而不思则殆用而不思则殆

•重复重复重复重复、、、、重复和重复重复和重复重复和重复重复和重复

• 从别人的脚印里看到自己的路从别人的脚印里看到自己的路从别人的脚印里看到自己的路从别人的脚印里看到自己的路

• 听期待奇迹听期待奇迹听期待奇迹听期待奇迹，，，，天听由命天听由命天听由命天听由命

构建企构建企构建企构建企业业业业的社会化媒体的社会化媒体的社会化媒体的社会化媒体战战战战略略略略

23

INPUTSVALUES, VISION &

STRATEGYOUTPUTS

AMBASSADORS

EMBASSIES

INPUTS STRATEGY OUTPUTS

从从从从实际实际实际实际出出出出发发发发循序循序循序循序渐进渐进渐进渐进

7/12/2010

7

Listen• Monitor online buzz• Overall and daily

sentiment• Consumer

expectation

Contact• Outreach to key

influencers and consumers

• Respond to online queries & Correct misunderstanding

• Participate in conversation

Create• Create online info

&interaction hubs • Create and seed

multimedia content to address queries

• Social ads

Collaborate• Integrate offline and

online assets • Collaborate with

stakeholders through brand re-building campaigns

Synthesize• Determine severity

level • Develop content• Determine channels

and tools• Determine

communicators

Engage

• Engage top influencers to gain support

• Engage consumers for positive UGC

PRIMARY ACTIVITY

SUPPORT ACTIVITY

Social Media Policy

“War Room” and “Strike Team”

Collaboration: online and offline channels and init iatives

Interdependence: Regional and local support(Marketi ng/Sales, HR, PR, Legal)

在小在小在小在小处处处处着手着手着手着手知己知彼知己知彼知己知彼知己知彼

数字营销，传统广告，公关活动， SEO，网站合作

官方网站、博客、微博和SNS账户，员工社会化媒体账户，产品、服务和应用

消费者社会化媒体账户，公共论坛/SNS平台，分享巩固

围观群众消费者和客户粉丝

对话，讨论，互动

Channels-Owned

Channel Consumer CommunicationReputation/Brand

Building

Issue/Crisis

Management

Sina Weibo Chinese-version Twitter

that use 140 words to

engage consumers

Great to listen to consumers and

address queries as well as

engagement people who love your

products and brand

Outstanding to engage consumers,

key influencers and media to build

or re-build a brand with real-time

and engagement

If use wisely, it is the most efficient

platform to address issues and crisis

Kaixin001 &

Renren.comChinese-version Facebook

Great to engage consumers for user

generated content(UGC0 and

develop advocacy groups

Branded account will efficiently

communicate a brand and create

positive sentiment and enhance

brand loyalty

Effective to engage advocacy groups

to create friendly online

communication environment and

shape online conversation

Youku & TudouChinese-version Youtube

Quickly engage consumers in a viral

way and create positive sentiment

toward brand

Outstanding to build and manage

reputation with a branded channel

to generate positive buzz and win

consumers

Effective to listen to online buzz and

gain insights of overall sentiment

EXCELLENT OKGOOD

Official WebsiteOfficial website and sub-

channels

Efficient to send accurate and right

messages to consumers and advance

engagement among consumers

Important hub to engage

consumers, key influencers and

other stakeholders with brand

messaging

Important channel to update your

response, manage consumer

expectations and address crisis

Channel

Tianya.cn. Mop

etc.China’s leading BBS

Consumer CommunicationReputation/Brand

Building

Issue/Crisis

Management

Major hub to listen to consume and

deliver key messages to shape online

conversation

Offer opportunities to engage

consumers in a viral way and create

positive online buzz

Effective to listen to online buzz and

gain insights of overall sentiment

EXCELLENT OKGOOD

Consumer

CommunityMajor Consumer BBS

Outstand ing to listen to consumers

and engage them with

conversations, solutions to their

problems

Outstanding to communicate a

brand and create positive

sentiment and enhance brand

loyalty

Effective to respond to queries,

correct misinformation and handle

consumer expectation

Wikipedia websites

&Q&ABaidu 知道， Qihoo, 天涯问答and others

Important channel to deliver right

message to consumer who seek

answers and guidance online for HP

products

Outstanding to communicate a

brand and create positive

sentiment and enhance brand

loyalty

Effective to respond to queries,

correct misinformation and handle

consumer expectation

Listen to online buzz through real-time monitoring system and

respond in channels where buzz happen.

Channels-Earned

7/12/2010

8

Channel Consumer CommunicationReputation/Brand

Building

Issue/Crisis

Management

Sina, 163, SohuChinese-version Yahoo

but more powerful

Major hub to listen to consume,

launch products, engage consumers

and engage online key influencers

through their blog services

With media partnership, company

could use them as major tool to

efficiently and rapidly to expose

and enhance a brand

The most important power to

reshape online sentiment and handle

issues/crisis

EXCELLENT OKGOOD

Leading consumer

BBS and portals

Major hub to target and engage

potential consumers

With media partnership, company

could use them as a strong

channel to efficiently and rapidly to

expose and enhance a brand

The most important power to

reshape online sentiment and handle

issues/crisis

Baidu TV and

other social ads

company

Precisely outreach to consumers and

deliver brand and product key

messages

With paid services, those precision

consumer tools will enable HP to

directly promote and re-build brand

among stakeholders

An additional tool to direct

consumers to issue/crisis specific

channels

Channels-Paid 把握把握把握把握舆论舆论舆论舆论方向方向方向方向

把握把握把握把握舆论舆论舆论舆论方向方向方向方向

POST TYPE HOW TO RECOGNIZE POSSIBLE ACTION

BEST PRACTICES

Identify Strategy & Response - Look at various source type & review possible action steps

advice

Engaged Critic

Thinks they can make things better;

advice

Open Question(s) Posed

Legal Posting or Solicitation

Competitor

Wants to promote competing services

Legitimate Complainer

others

Legitimate Complainer

Needs help with services or warns

others

statement(s)

Misguided

Misinformation or erroneous

statement(s)

Includes info. that is blatantly

wrong sources

Includes info. that is blatantly

wrong or mis-stated; may link to

wrong sources

Complains continuously and

language

Complains continuously and

cannot be satisfied; may use bad

language

Constant Critic

Dedicated to bashing companies/HP

or redirect to another online

resource

Respond with Factual

Information


resourceTry to Address Privately, if

do not engage going forward

Try to Address Privately, if

possible;

do not engage going forward

Encourage Discussion

recognize good ideas publicly

Makes suggestions, not

to critics

Makes suggestions, not

complaints; responds intelligently

to critics

An open question soliciting advice

opinion

An open question soliciting advice

or feedback before making an

opinion

Mentions legal matters, pending

cases, new cases, etc.

Mentions other brands; copies

marketing messages

Raises legitimate issues; may use

reason

Raises legitimate issues; may use

strong language; seems open to

reason

Answer the Question Directly

resource

Answer the Question Directly


resource

No Response – Monitor Only and

department

No Response – Monitor Only and

forward all posts to legal

department

Engage Rationally and

perspective

Engage Rationally and

respectfully providing HP’s

perspective

Solve Problems or Explain

publicly if possible

Solve Problems or Explain

Policies

publicly if possible

Cite Online Sources

When possible try & include a link in

the response for additional info or

resources

Transparency

Always state who you are and your

affiliation with HP

Timeliness

Try to respond in the first 24-48 hours

of the original post or comment

Spokesperson

Indentify who will be the most credible

spokesperson to respond

COLLECTION &

MEASUREMENT

How to Collect

Units of

Measurement

Attention

• Brandtology

• Search Analytics

• Compete

• Radian6

• Quantcast

• Impressions

• Unique Users

• Page Views

• Video Views

Engagement

• Brandtology

• Radian6


• Time Spent

• Number of

Comments

• Wall Posts

• Unique

Commenters

• Comment Length

Authority

• Brandtology

• Technorati

• BlogPulse

• Radian6

• Trackbacks

• Inbound Links

• Links to your

content

• Shares

• Embeds

Influence


• Subscribers

• Registered Users

• Fans

• Followers

Sentiment

• Brandtology

• Radian6

• MotiveQuest

• On-Message

Response

• Positive /

Negative /

Neutral

Discussion

• Ratings

Measurement: ROI

终终终终成正果成正果成正果成正果

7/12/2010

9

33

目标：了解和制定战略和策略目标

融合：利用现有的项目和资源

受众：围绕消费者设定策略和实施计划

吸引力：以消费者而不是品牌传为主导

互动：互动和社会化媒体分享

简约：摒弃复杂的互动设计和用户体验

对话：以人为本

黏度：“回头客”

重复：这刚刚才是开始





Documents

When east meet west digital engagement in practice by liblog