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China Social Media: Branding in the Digital Age
- 1. Impressions VS expressions Event: Branding in the digital age Shanghai, June 23, 2011
- 2. Warming up
- 3. How many internet users in China? A: 477 mln B: 377 mln Warming up 3
- 4. Which brand ranks #1 in amount of fans on Chinese social media? A: Volkswagen B: Audi Warming up 4
- 5. The time Chinese spent online in 2010 has increased by.. A: 31% B: 45% Warming up 5
- 6. What’s the Chinese Twitter called? A: Dianping B: Weibo Warming up 6
- 7. Ready?
- 8. This presentation is not about branding (sorry) Instead, it’s about where the rubber meets the road 8
- 9. This P&G commercial reached 85% of the target group in 3 airings. That was 1987. 9
- 10. The old sender/receiver model has become more complex Sender Message Receiver 10
- 11. Today, people talk back at brands.. Sender Message Receiver 11
- 12. And worse, also to each other on a global scale, beyond the local tupperware party! Receiver Sender Message + Sender 12
- 13. 67% of consumer purchase decisions are primarily influenced by word of mouth, according to McKinsey McKinsey/Thompson Lightstone Fact 13
- 14. You should buy this No
- 15. You should buy this Yes
- 16. It’s about what others say about your brand. Not you. Simple, right? 16
- 17. from Impressions to Expressions 17
- 18. Traditional media was about generating impressions 18
- 19. How many people (might have) seen our ad? 19
- 20. Digital media was also about generating impressions 20
- 21. How many page views did we get? 21
- 22. Social media is about generating expressions social games ambassadors 22
- 23. Definition Expressions are brand interactions that are shared with others 23
- 24. Me talking about my new Nike shoes on Renren 24
- 25. Me sharing my running time on Sina Weibo 25
- 26. Me trying to sell my old Adidas shoes on a BBS Rose beauty origin example Agenda 26
- 27. It are photos, videos, replies, blogposts and reviews about your brand But also.. 27
- 28. 28
- 29. Fox trying to get more likes.. 29
- 30. BWM screaming for more likes.. 30
- 31. Red Bull crying for more likes.. 31
- 32. (they don’t get it) 32
- 33. Definition Expressions are EARNED brand interactions that are shared with others 33
- 34. Burberry get’s it 34
- 35. Burberry saw its sales of trench coats decline.. 35
- 36. Art of the Trench by Burberry 36
- 37. Add your trench coat photo via Facebook 37
- 38. Share, like and give comments! 38
- 39. Photos from 150 countries 6 million fans on Facebook Giving avg 300 replies per post 95% positive replies 39
- 40. 10% sales increase Photos from 150 countries 6 million fans on Facebook Giving avg 300 replies per post 95% positive replies 40
- 41. Another example 41
- 42. KLM was looking for a way to bring their philosophy ‘Journeys of inspiration’ to life.. 42
- 43. How happiness spreads: surprising passengers with little gifts 43
- 44. For 3 weeks a KLM team on Schiphol tracks down passengers that tweet about waiting for their flight.. 44
- 45. Surprising them with a small personalized gift based on their social media profile... 45
- 46. Let the lucky winners share their moment of happiness with others on social media! 46
- 47. 28 passengers received a gift Their happiness reached over 1mln people on Twitter 5.000 new KLM fans on Facebook 47
- 48. So remember.. 48
- 49. It are the expressions that count. 49
- 50. Thank you!
- 51. Boosting brands Rogier Bikker Co-founder | Creative Director +86 1860 167 2657 rogier@energize.cn www.energize.cn