Unlocking the return on investment for the world's biggest economy: The power of a billion • What are some of the ways in which Chinese consumer behaviour differs from the rest of the world? • What are the strategies that enable brands to utilise "fan economy"? • How are the savviest brands defining and measuring ROI on Sina? Ken Hong, General Manager, Weibo Strategy Marketing, Sina Interviewed by: Thomas Crampton, Global Managing Director, Social@Ogilvy

1. The New Economy Powered by
Fans
14 Oct 2014

2. In the future, only brands who can successfully
harness fans value will survive
2

3. Most valuable
company in the world
3

4. Fastest growing technology
company in China
4

5. #1 market share in sports
category globally
5
*
Transparency
market
research
2013

6. These brands have effectively
unlock fans value to create a “fans economy”
6

7. What is Fans Economy?
A community of fans, with strong affinity for a brand, cultivated and
invested by a brand that eventually drives business value.
7
Spark
Innovation
Increase
Revenue
Enhance
Loyalty
Reduce
Cost

8. Understanding what fans want?
8
Unlocking the value starts with…

9. Service
New BMW interior part is falling off! @BMW
China Not very good quality, is it?
9

10. Reciprocity
10

11. Product
Information
11

12. To be part of
the experience
12

13. 3 things to build a fans economy
13
Then brands have to do…

14. 1. Establish a fans-centric eco-system
14

15. Transform the organization from within
Product Marketing Sales Supply Chain Service
Consumer
centric
Social
Brands
Social
marketing
Social
E-Commerce
Custom-
made
Service
focused
Social
Customer
vs
Function
oriented
Traditional
Brands
Repeated
impression
Detailed
distribution
Warehouse
Telephone
hotline
Traditional
Customer
15

16. Innovators Early adopters Early majority Late majority Laggards
Big
scary
chasm
Social fuels the leap across the chasm
* Geoffrey Moore, Crossing the Chasm
Broad
Reach
High
Engagement
Brand
Fanatics
Early-adopting Fans
Mass Fans
16

17. 20+ accounts; 53+ million fans
Be in-sync externally & internally
17
Service PersonnelMarketing SalesProduct

18. Social enhances the service experience
After sales
Transactional follow up
within social
VIP response
Xiaomi CEO, Leijun, responded
to a fan in a short 22 mins
Social support
Customizable
self-serve service
18

19. Partner right
Brands

Agencies

Media

• Brand custodian
• Branded assets, i.e.
celebrities, content, etc
• Strategic partnerships
• Product innovation
• Brand guardian
• Media strategies &
planning
• Delivery
19

20. 2. Build a social brand
20

21. Brands need to behave like idols
21

22. Recruit brand fanatics
Fans quantity is important,
only to an extent
More importantly, fans have
relationships, interests,
engagements and conversations
22

23. Celebrity News
Faye Wong
reunites with ex
Sponsored
HTC launches new
mobile phone
Desire 820 Sponsored
Adidas supports
Beijing marathon
2014
Sports News
Support China in
the Asia Games
2014
Participate in trending hot topics
23

24. News report
Brand In-feed
advertising
Research brandBrand
campaign
Buy exclusive
product
Discuss a
#Hot Topic#
Establish a total experience
24

25. 3 methods to build a social brand on weibo
25

26. a. Leverage Weibo UGC Campaign
Pfizer: Red Packet Flies Chinese New Year Gifting Campaign
Join conversation & reward fans
26

27. 27

28. Accelerate brand exposure quickly
28
1. Craft #UGC# hot topic à 2. Promote hot topic à 3. Reward users
Red packet
flies (Q1)
Snap along
(Q2)
Travel with
Weibo (Q3)
Charity
together (Q4)
Fans quantity
Brand influence
Engagements
Increase

29. b. Amplify brand on TV via social
engagements
Yili QQ Star - Daddy, where are we going? (Season 2)
Expose & engage fans on & off-line
29

30. 30

31. Increase brand affinity
with social amplification
TV + Weibo
Watch then interact online;
Brand exposure & engagement
TV Broadcast
Watch alone;
Brand exposure only
31

32. Sustain brand
exposure & engagement
Warm up;
increase viewership
Weibo interaction to increase
branded contents influence 
Extend/Amplify
the contents
During program After programBefore program
Re-usable framework
for each episode
32

33. c. Create brand owned experience
Lenovo - Exclusive smartphone for you & your S.O.
Tell the story & hand it off to fans
33

34. 34

35. Right tool for each moment
Awareness
Content
Distribution
Engagement
• Loading screen
• Announcement banner
• Feed advertising
Video / Image Card
• Hot topics
• Lite app landing page
Warm Up Launch Amplify
35

36. 3. Unleash fans value
36

37. 0 to 100M RMB revenue in 2 years
via fans economy
2 years old
Chinese
skincare brand
20 types of
skincare
products
Loyal fans through
KOLs & frequent
engagements
100+M RMB revenue
(2013); Top 20 in sales on
Taobao beauty category
37

38. Bring down your fever, switch to a Meizu
Meizu MX3 Debut Launch on Weibo (2099 sets in 8 mins)
Sell a conversation starter
38

39. Meizu MX4 The Even Better Mobile Phone
Weibo Exclusive Launch (500 sets in 2 mins)
Sell a desired product
39

40. Sell as a family
40

41. 41
Sell, quickly & simply

42. 42
Tier 1: Basic Tier 2: Personas Tier 3: Precision
Increase performance with actionable data

43. BMW X1 launch campaign on Weibo, generated
more leads than other digital channels
50x more leads with precision targeting
Core auto-
lovers
Lookalike
auto-lovers
Engaged
users
Registered
users
43

44.
Sales funnel
Social selling is more than just a sale
44
Sale Direct monetary benefits
Opportunity
Opportunity to attract &
provide peripheral services/
products
Lead Potential to convert leads

45. Future economy is a fans economy
45
1. Establish a fans-centric
eco-system
2. Build a
social brand
3. Unleash fans
value

46. Thank you