1. Chris Tang Asia Pacific Managing Director The Hoffman Agency Integrating Social Media & PRFrom Selection to Monitoring

2. Changing expectations More demanding citizens and consumers Wider range of influencers Reduced trust in traditional institutions More activist governments

3. Why digital and why now? Print is declining while digital is on the rise We are moving from mass media to mass of media The Digital Media Shift Marketing dollars quickly shifting from traditional to online 92% of journalists use the Internet for article research

4. Asia is driving global Internet growth Asia has over 40% of world’s internet population but only second lowest penetration rate Internet penetration: Australia 80% China 22% Hong Kong 70% India 7% Japan 74% Korea 76% Singapore 67% Consumer content drives local language Chinese rising to number 1

6. Over half of Web users have a social network profile

7. 93% of online users rely strongly on WOM

8. More than 50% of active Internet users have read a blog

9. Political blogs or citizen journalism practically non-existent

11. Social media channels used to express opinions, comment on news and share content

12. A nation filled with star bloggers exuding mass appeal

13. Popularity of blogging led to a yearly bloggers’ conference — TW Bloggers BoF

14. BBS is big, with over 1.84m unique visitors a month

16. Blogging among the top ten applications for Chinese netizens

17. Social media used mainly for entertainment

18. Three biggest internet apps are music, video and online games

19. Over half of netizens look for new friends online

20. 90% of young users use IM to connect with friendsSource: Ogilvy Insight: “Can Brands Have a Social Life”

21. Why embrace Chinese social media?

22. Popular social media tools in China Source: Web2Asia’s “Chinese Online Social Networks”

23. It’s all about BBS Carrefour Boycott “I love China” MSN Chain

24. How do celebrity blogs work? Xiamen Chemical Plant Protest Starbucks in Forbidden City Carlyle Xugong Buyout

25. Chongqing Nail House Case Deng Yujiao Rape Case What about citizen journalism? Luo Caixia ID Theft “Hide-and-Seek” Murder Case

26. Top 3 questions marketers want answered 1 2 3

27. Starting your social media campaign

28. Four parts to a successful strategy

29. Setting up the plan

31. What do customers findvaluable?

32. What’s their preferred method of content consumption?

33. What’s your currentcustomer relationship?

34. How do your customers use social media?

35. What are your competitors doing?

36. What is going on in your industry?

37. What works that you can prototype?

38. How can you best reachyour goals?

39. Where can you bestdistribute content?

40. How do you incorporatepersonality?

42. How’s your web site? Your web site should be the central component of your social media strategy If your web site needs work, best to sort this out first before getting serious about social media www

43. Getting your plan to work

44. New rules apply Engage, don’t interrupt Unless your pitch is amazing, it will fall flat or worse still, backfire. Focus instead on providing content or service your customers want. Engagement Be genuine and transparent Social media is a conversation where marketing is only sometimes invited. Faking it can seriously damage your reputation. Credibility Look beyond the one-time hit Your objective is not a click, or any other single action. It’s a sustainable relationship that enables WOM endorsement and recurring revenue. Relationships

45. Promote your content

46. SEO: Make sure your content is keyword rich Keywords in titles and headings Keywords in content Keywords in link text Keywords in tags “That way if your content is shared or goes viral, you will get the benefits of search engine visibility and traffic.”

47. Is it working?

48. What you track depends on your goals Third-Party Social Media SitesNumber of submissions/commentsNumber of friends, fans, members over timeNumber of videos/photo viewsNumber of subscribers (e-mail, RSS)Number of blog/wall commentsNumber of trackbacks% increase in organic search traffic Twitter Search Web Site AnalyticsNumber of page viewsNumber of visits/unique visitorsReferrer data — which social media sites send most traffic?Time on site and bounce rateSearch engine keywordsGoal conversion

49. Levi’s World Housewarming Competition Levi’s World: a social networking site aimed at China and Hong Kong’s youth (15 to 24 years old) A platform to address their young audience’s need for self-expression

50. Levi’s World Housewarming Competition Objective: Expand Enhance Excitement Room-decorating competition Message boards to let members contact and invite their friends Housewarming points given to the best designers

51. Levi’s World Housewarming Competition Participants sent more than 12,000 housewarming invites to friends, of which 98% were answered More than 10,000 new friends were added to the network Winner of the competition received 183,000 housewarming points, while the average participant had 4,685 Competition was popular among 11- to 20-year-olds, overall comprising 46% of Levi’s World participants More than 53% of its members visited the site more than once

52. Take aways…

53. Google Marrying the Art of Storytelling with the Art of Conversation

54. Google Street View Launch

56. Join groups Read blogs Google BloggerStrategy Participate in online discussions Attend meetings and events Engage in conversation

57. Google Street View launch in Singapore

58. Google press site

59. Social networking sites

60. Micro-blogs

62. Google’s target list of bloggers invited to event

63. Facebook and IM outreach managed by agency

64. Social media release and local Street View press site

65. Twitter OutreachDigital Media

66. Blogs

67. Online videos

68. Street View Launch coverage results

69. Digital media results

71. Community outreach Day-to-day users describing the uses of Street View “It’s perfect for people who can’t read maps, as it offers a real ground perspective of how to get to a place.” Kenneth Pinto, administrative officer “Google Street View, which is 3D, will allow the students to see and plan better how they will actually get around.” Wendy Tan, geography teacher “Our café is locatedat street level, at a front shop house at Holland Village, so it helps that users can walk their way to our café online before coming here.” Eva Chung, café director

72. What bloggers have to say about Google “Google Maps Hong Kong launch is my favorite blogger event by far! Google’s blogger engagement has given local bloggers like me an invaluable opportunity to interact and even brainstorm with their engineers. We appreciated that the engineers took some quality time with us, and we all felt that it was such a delightful and enjoyable moment. In the past, Google is very low-key and ‘mysterious’ to me as it preferred users to discover its latest products rather than aggressively promote its products like companies. But after Google has started to reach out to local bloggers actively, it seems that Google has opened up a lot, and become more active in sharing their news and product updates with us.” Marie Yuen, Blogger, Marieyuen.blogspot.com “Google Maps [Hong Kong Launch] is my favorite Google blogger engagement event for sure! When I joined Google’s Cantonese Suggest Launch, I put up a live stream of Google engineers’ product demo and shared it with 50 blogger friends of mine on my Facebook. Google’s blogger outreach campaign definitely established local bloggers’ growing support for the company and increased our usage of Google's products. It also helped Google get a more positive image, especially among end users. I appreciate the fact that Google values local bloggers, and the events it organize provide us a great opportunity to socialize and make friends. ” Jansen Lu, Blogger, Jan’s Tech Blog

73. Just to recap…

74. Also remember…

75. ` Hong Kong Trade Development Council Securing Mindshare from Target Audience with Interactive News Release

82. Captivate your audience 70 press coveragegenerated

83. Captivate your audience “It is a satisfying experience to work with The Hoffman Agency in the development of the Interactive News Release (INR). Your professionalism, helpful manner and quick response has led to its success. In just 10 days we were able to get the INR published from scratch, and we are happy with the extensive online coverage it received. Once again, we thank you for your team’s dedication and effort in driving the many good and positive coverage from the electronic media.”

84. Captivate your audience

85. Just to recap…

86. The Hoffman Agency on the Web

88. Chris TangManaging Director APACTel: +86 10 65070985Mobile: +86 13801179352E-mail: ctang@hoffman.comSkype: chrisleitang_china