B2C2B marketing best practises

THE CASE FOR B2C2B
MARKETING
P R E S E N T AT I O N T O P AY P A L : 1 1 O C T 2 0 1 2

By Kestrel Lee:
cn/linkedin.com/in/kestrellee

WHAT DIGITAL AND SOCIAL MEDIA
ADVERTISING IS NOT

• Using every available social
media platform

• Throwing out catch phrases:
http://v.youku.com/v_show/id_XMjk0MzQ1ODYw.html

By Kestrel Lee:

HOW DIGITAL ADVERTISING HAS CHANGED
品牌营销已不再局限于单纯的“出镜率”,而是逐渐融入人们日常的生活与对话中.

DIGITAL ADVERTISING IS MOVING FROM IMPRESSION-BASED STANDALONE EXECUTIONS
TO SOCIALIZED OR LIFESTYLE DRIVEN EXPERIENCES.
PAST PRESENT

Brand Desktop
Banners
Web Site Widgets

By Kestrel Lee:

THIS HAS IMPACTED CAMPAIGN PLANNING AND THINKING IN THE FOLLOWING WAYS:

吸引用户
Attract clients

招募粉丝
Recruit fans

集中宣传
Create buzz

Listen Monitor Respond Engage Measure
倾听监控回复吸引衡量
产品口碑
Improve
brand sentiments

By Kestrel Lee:


Branding

CRM Search

Direct
B2B Digital Social
Media
Marketing
Marketing Marketing

Demand Mobile
Generation Marketing

Event
Marketing

By Kestrel Lee:

MARKET OBSERVATIONS

- Investment in content marketing and social media drives
search queries, search volumes and visibility for its brand
and the product.

- Investments in social content and social media marketing
enhances brand recall and product awareness in the market.

- Social media complements employer branding and
recruitment perfectly.

By Kestrel Lee:

The case for B2C2B marketing

By Kestrel Lee:

DIGITAL IS “CONSUMERISING
B2B”

CONSUMERS ARE ALSO CORPORATE CLIENTS
Consumer oriented digital experiences including social media,
apps, devices and appealing content are raising expectations
of B2B brand expression

By Kestrel Lee:

B2B ADVERTISING NOW MIRRORS B2C
ADVERTISING

By Kestrel Lee:

B2B MARKETING ARE LOSING APPEAL

7 out of 8
B2B sales meetings create zero
value* for the buyer.
Source: Forrester Technology Sales Enablement forum, May 2011

* Value defined as “the salesperson
clearly shows they understand my
business issues and can clearly
articulate to me how to solve them.”

SEARCH, SNS AND PEER-TO-PEER ARE
REPLACING TRADITIONAL ENGAGEMENT

Asia's business elite are turning to social media for
news in increasing numbers, with Twitter and
LinkedIn tied for fourth place on the international
website rankings, according to Ipsos' annual
Business Elite: Asia report.
http://www.campaignasia.com/Article/316829,be-asia-2012-business-elites-read-
social-sites-but-still-favor-traditional-media-news.aspx

By Kestrel Lee:

SEARCH, SNS AND PEER-TO-PEER ARE
REPLACING TRADITIONAL ENGAGEMENT

“B2B buyer behavior has been changing
dramatically over the last few years as buyers
become more sophisticated, find new ways to
gather information online and social media. 90%
of business buyers say when they’re ready to buy,
they’ll find you.”
DemandGen reports
http://www.optify.net/forms/b2b-content-marketing-trends-2012-survey-results

By Kestrel Lee:

CONTENT MARKETING IS KING FOR LEAD
GENERATION & THOUGHT LEADERSHIP

By Kestrel Lee:

B2B BRANDS MOVING INTO CONSUMER-
FRIENDLY CONTENT MARKETING

By Kestrel Lee:

DIGITISING B2B FOR MARKET &
THOUGHT LEADERSHIP

Digital is an
opportunity:
The internet has become the
C-suite’s top information
source

Digital is an
imperative:
If you are not found, you are
not present

By Kestrel Lee:

DIGITIZING B2B: A STRATEGIC
IMPERATIVE TO TARGET BUSINESS
DECISION MAKERS (BDM)

By Kestrel Lee:

EVERYTHING STARTS WITH DIGITAL AS
IN SEARCH IN CHINA BEFORE SOCIAL
CONVERSATIONS & ACTIONS

From Synovate China Media Atlas; activities after online communication.
By Kestrel Lee:

SOCIAL MEDIA
RECOMMENDATIONS IMPACT
DECISION-MAKING

By Kestrel Lee:

27.5% CHINA WEIBO USERS SEARCH
FOR BRAND INFORMATION ON WEIBO

According to CNNIC’s latest report issued on July 2012, over 70% weibo users search hot
trending news which is ranked at the top position, followed by friends and celebrity. It is
noteworthy that 27.5% search brand info and 19.6% search company on Weibo.

根据CNNIC2012年月发布的《中国网民搜索行为研究报告》显示，微博用户在热点新闻事件上
的搜索比例最高，比例为70.4%；其次为朋友信息和名人信息。此外值得注意的是，有27.5%的
By Kestrel Lee:
用户在微博上搜索了品牌信息，有19.6%的用户搜索了厂商信息。

MEDIA INTEGRATION IS KEY TO
ATTRACTING ATTENTION

People need to hear something multiple times –
and from an array of media sources – to believe it
By Kestrel Lee:

MEDIA INTEGRATION IS KEY TO
ATTRACTING ATTENTION

By Kestrel Lee:

Edelman helps brands in B2C2B marketing

By Kestrel Lee:

REACHING BLUE-COLLAR AUDIENCES

http://v.youku.com/v_show/id_XMjAyMjkzMzcy.html?f=17509198
http://v.youku.com/v_show/id_XMTkwNDg2Mjc2.html?f=17509198
http://i.youku.com/u/UMzc0NDIwMzgw

REACHING BLUE-COLLAR AUDIENCES

Situation Overview
• Improve profile of China’s 1 million operators in public

• Recruit and engage extravator operators in a nationwide contest by Volvo Construction
Equipment to communicate Volvo CE’s eco operating messages to operators, business
insiders and the construction industry.

Strategy
• Develop an insights-driven integrated digital engagement strategy and leverage social
media, mobile internet, mobile apps and SMS to recruit and engage all stakeholders
• Build a campaign mini-site as the online hub for recruitment and engagement and
establish microblog account in QQ.com to further engage operators ; use paid media to
make buzz and drive traffic to the mini-site and QQ microblog; use mobile internet,
SMS and mobile apps to closely engage with operators
• Develop and curate multi-media content to tell a seamless Volvo eco operator story;
fully engage contest participants to use social media to share their experience and
contribute to the eco operating story
• Build an online training center to provide eco operating training and use social media to
encourage participation.

Results
• 89,000 operators were recruited through mini-site, mobile internet, SMS for the
national wide campaign, accounting for nearly 10 per cent of all the operators in China
• 1 million visits to the minisite; 110,000 followers of QQ micro-blog account; 10,000
operators attended eco operating training
• More then 10 millions views for all videos related to the brand and the campaign
• Awarded as 2011 Top 10 Marketing Campaigns by China Mechanical Engineering
Society; Candidate of 2011 Best CSR Campaign by 17PR.com

REACHING C-CLASS EXECUTIVES ON THE MOVE

PwC stays top-of-mind with boards of directors, audit committee members,
CEOs and proxy advisors by engaging through a specialized corporate
governance iPad app.

REACHING C-CLASS
EXECUTIVES WITH YOUR CEO
Situation overview
• BDO is the world’s fifth largest accounting firm. Jeremy Newman, the
global CEO, recognized in the wake of the 2008 financial collapse
that no commodity would be more valuable than the erudite leader
able to communicate a vision for the future of finance and the
economy with clarity and authority.

• Jeremy wanted a means to communicate his view of the reforms he
believed necessary to restore trust and safeguard it from a similar
crash in the future, to the opinion formers and stakeholders in the
financial industry.

Strategy
• Establish the CEO Insights blog as a platform for his point of view on
financial reform
• Provide ongoing support to Jeremy in developing ideas and content
for the blog to drive BDO’s agenda on key industry issues

Results
• The blog has established a consistent monthly readership of
approximately 3,000 people, many of whom are key players in the
industry
• It has become a valuable tool in driving news media coverage,
building Jeremy’s credibility as an opinionated thought leader and
providing inspiration for news stories
• The blog also provides a valuable internal communications tool to
share views and opinion across the global network

CURRENT B2C2B
EXAMPLES
G AM E F I C AT I O N , U G C C O N T E N T , V I D E O S

By Kestrel Lee:

MAKING B2B COMMUNICATIONS
MORE CONSUMER FRIENDLY

The focus needs to be at generating content in
a more consumer friendly manner so that it can
be more accessible with a large following online
or has good WOM appeal. Such content can be
games, events and especially videos.

By Kestrel Lee:

IBM targets a community of policy makers and industry influencers through a
branded content strategy that makes its POV highly visible where they spend
time online.

IBM CHINA REACHES OUT TO
CORPORATE CLIENTS VIA SINA
Viral video idea: IBM CHINA have your company’s back.

Using a creative Japanese theatre execution, the branding and
communication integration is smartly done; stating the IBM’s eX5
always supports your business invisibly, symbolized by the “behind
the black curtain” helpers in the video:

http://v.youku.com/v_show/id_XNDMyNDI5NzM2.html
By Kestrel Lee:
www.youtube.com/watch?v=ltK5AWatcG8

EMC drives maximum value from offline events by optimizing digital
publishing, integrating social participation and forming ongoing connections
post-event

By Kestrel Lee:

DIGITAL INTELLIGENCE

EMC gathers digital intelligence about #bigdata influencers to inform content creation, media
relations and online engagement

DUPONT: SCIENCE STORIES
DuPont created a series of
videos – The Science Stories –
supports their branding of
‘the miracles of science’ .

http://v.youku.com/v_show/id_X
NDU1MjgwOTk2.html

Objectives Results

• To increase brand awareness & • Post campaign brand survey:
share of voice in the digital 93% views indicated that they
space have learned something ‘new’
• To increase positive brand or ‘interesting’ about DuPont
sentiment • 50,000 views of the video
• To create stories sufficiently streams
compelling to generate word of • 6,000 unique visits brought from
mouth the video blogs to DuPont
By Kestrel Lee: corporate site in a month

DUPONT: SCIENCE STORIES
http://v.youku.com/v_show/id_XNDU1MjgzMDAw.html

By Kestrel Lee:

MOBILE APP: 3M VISUAL ATTENTION
SERVICE
• Meaningful & Relevance: allow faster decision making
• Interactivity & Engagement: key to invite repeated visits
Help decorators/sign makers to see effects of original colors
be applied on the objects

By Kestrel Lee:

体验型网站： ZEBRA PRINTING SOLUTIONS: VIRTUAL
WORLDS

Zebra's virtual worlds exploited this opportunity to the full in a series of 3D virtual
environments complete with Zebra solutions
Customers and prospects could be taken on a stimulating “tour” of each
environment, including healthcare, retail, and post and parcel, exploring in their
own time and according to their particular needs.
By Kestrel Lee:

GAME-FICATION IS THE EASIEST
WAYS TO DO B2C2B BRANDING
State Farm Insurance recently launched a six-
month ad campaign within the Facebook game, Car
Town, designed to get people thinking about State
Farm when they're thinking about buying
insurance: http://www.cartown.com/

"We see this as an opportunity to engage a whole
lot of people that are not currently involved in the
State Farm brand," Ed Gold, State Farm advertising
director, told me. "It is definitely a consideration
play. We want to get people, when they're in the
purchasing process for insurance, to remember
State Farm, think about State Farm, and make sure
we're in the consideration set."

"We’re able to convey the messages that are
important to us about safe driving and multi-car
discounts, without making it a hard sell," Gold said
in a statement. "Consumers will encounter our
brand in a place they associate with fun and
friends, and a place they visit every day."
By Kestrel Lee:

USER-GENERATED TRADE MARKETING
CAMPAIGN
• The most successful award winning UGC campaign of
2007 in Asia with over 18,000 search results on Google:
Key issue is that user creations
may not be that good in quality.
One way to control this is to
provide easy to use tools to
create the video within the site
using interesting characters.

For this trade marketing
campaign targeted at animation
studios, we allow people to
create videos within the website
with helpful tool.
http://www.youtube.com/watch?v=kogGY6pI2sY
By Kestrel Lee:

TURN CORPORATE VIDEOS INTO
B2C2B CONTENT
企业版的生意营销视屏例子/B2C2B corporate video targeted at investors:

The Dollar Shave Club pitch promises to eliminate the hassle and high price of
buying razors. Members have three choices: the Humble Twin (five two-bladed
cartridges per month); the 4X (four four-bladed cartridges); and the Executive
(three five-bladed cartridges). The latter two cost $6 and $9 per month, shipping
included. Humble Twin is just $1 monthly, but shipping is extra. The razors, built in
South Korea and China, all have pivot heads and Aloe Vera strips.
http://business.time.com/2012/03/12/dollar-shave-club-a-start-ups-viral-ad-for-fing-great-razors-is-a-big-hit/

By Kestrel Lee:

TURN CORPORATE VIDEOS INTO
B2C2B CONTENT
企业版的生意营销视屏例子/ Internal corporate video which went viral: Johnny Walker
China’s version of this video:
http://www.tudou.com/programs/view/ZoVbkMwnO74/?resourceId=0_06_02_99?fr=2

www.youtube.com/watch?v=MnSIp76CvUI
http://v.youku.com/v_show/id_XMTY2NjMyNTk2.html
By Kestrel Lee:

VIRAL VIDEOS GO CORPORATE

企业版的病毒视屏例子: Cisco "Don't Have a Meltdown" - Cisco is
promoting their unified mobile communicator service to IT folks
and business people. The video features a business guy having a
total meltdown in a hotel lobby because he cannot contact a
coworker. The video is funny, and builds until the end where the
guy really just blows up. With a clear call to action in the video,
there were over 80,000 views of the video on
YouTube: http://blog.hubspot.com/blog/tabid/6307/bid/2192/3-
Examples-of-Awesome-B2B-Marketing-Viral-Videos.aspx

By Kestrel Lee:

MAKING B2B COMMUNICATIONS
MORE CONSUMER FRIENDLY

Besides content and consumer, the “C” in
“B2C2B” can mean a few other things:

Collaboration / Crowdsourcing

Crowdfunding

By Kestrel Lee:

CROWDSOURCING AND
COLLABORATION
T H E P U B L I C I S J U D G E , J U R Y AN D C O N S U M E R

By Kestrel Lee:

CROWDSOURCING/COLLABORATION
DEFINED

Instead of being helpless watchers/bystanders,
the public or consumers can propose ideas that
will affect the final design and delivery of a
brand’s product or services.

By Kestrel Lee:

BRAND-PURPOSE DRIVEN CAMPAIGN
IN ASIA

By Kestrel Lee:

BRAND-PURPOSE DRIVEN CAMPAIGN
IN ASIA

Martell VSOP’s business idea challenge:
http://our-idea.net/martell/spikes/d01/index.html

Martell VSOP brand was associated with the older Chinese-speaking crowd. To engage
English Singaporean speakers, we gave a challenge: "If you have 760 sq ft of shop
space at Clarke Quay, what would you do with it?"

Entrepreneurs were asked to send in their start-up ideas as videos and Martell VSOP was
able to successfully engage them, while transforming them into brand advocates. This drew
the attention and support of venture capitalists for startups while key entrepreneur bloggers
aggressively blogged about the campaign and getting their fans to support the campaign.
This was a clear seismic shift to a more progressive and entrepreneurial brand perception
forBy Kestrel Lee:
Martell VSOP.

HOW DOES IT WORK IN CHINA?

Dove Gifting’s Chinese Valentine’s Campaign:
http://v.youku.com/v_show/id_XMzAzNzc5NzQw.html
Using the passion of lovers to find online inspiration for CVD
celebrations, a real life love story was encouraged to drive sales and
bring By Kestrel Lee:to life.
a brand

德芙巧克力的特制七夕节活动:
http://v.youku.com/v_show/id_XMzAzNzc5NzQw.html
为了在七夕节的前3个星期促销，我的团队巧妙地运用了网民上网查询和讨论能激
发他们在七夕节送礼的灵感和点子. 我们间接促使一个在新浪微博体现的真实爱情
故事，用一对情人的壮举深深得带动网民对这个节日的关注，也有效地把这节日的
意义和德芙巧克力捆绑在一起。

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JUL.14 – MAJIN, AN INDUSTRIAL ARTIST, RELEASES THE 1ST VIDEO & CARRIAGE SKETCH TO CALL FOR CHINESE NETIZENS TO
PROVIDE HEART-SHAPED BOXES LIKE THE POPULAR DOVE GIFT By Kestrel Lee: COMPLETE A ART PIECE FOR HIS GIRL.
BOXES TO HELP HIM
7月14日，麻进在微博上发布第一段视频及马车手绘稿号召网友捐赠心形铁盒 http://weibo.com/mamayuanyuan

CROWDSOURCING HAS BECOME
AN INNOVATIVE BUSINESS PROCESS
This type of campaign works
along the successful
business model utilized by
the iconic t-shirt brand,
Threadless, where youth
people can submit and vote
for t-shirt designs for
Threadless to make:

http://www.threadless.com/s
ubmissions

By Kestrel Lee:

PEOPLE’S CAR PROJECT BY
VOLKSWAGEN ON 20 MAY 2011
Volkswagen launched the People’s Car project in China to facilitate
a new dialogue through an interactive cross media platform.

Seeking to engage people with content to inspire, tools to create and
personalize. And environments where they can discuss design.

Share innovative ideas and connect with each other to create
collective visions for what a car should be:

Created by the people. For the people. With the people.

This social car ecosystem will exist for a year.

By Kestrel Lee:

PEOPLE’S CAR PROJECT BY
VOLKSWAGEN ON 20 MAY 2011

By Kestrel Lee:
http://www.youtube.com/watch?v=n-ebjzlUy54

PEOPLE’S CAR WEBSITE: HOME
PAGE

By Kestrel Lee:

PEOPLE’S CAR WEBSITE:
INSPIRATION SECTION/TAB

By Kestrel Lee:

PEOPLE’S CAR WEBSITE: CREATION
ENGINE SECTION/TAB

By Kestrel Lee:

PEOPLE’S CAR WEBSITE: DESIGN
COMPETITION SECTION/TAB

By Kestrel Lee:

PEOPLE’S CAR WEBSITE: TVC & WEB
FILM

TVC: http://v.youku.com/v_show/id_XMjY4MzQ5MTc2.htl Sponsored National Student University Short Film
awards :
VO: If you let me design a car, I want it... http://v.youku.com/v_show/id_XMjY2Mjk1MDY0.ht
Like a UFO. ml
Like a time machine.
Have a CPU inside
Or a 2.4 metre length bed
Very cute and handy like a swiss army knife. By Kestrel Lee:

PEOPLE’S CAR WEBSITE: EVENTS
PEOPLE’S CAR EXPERIENCE PAVILION PLUS SPONSORSHIP OF BEIJING
CONTEMPORARY ART FAIR & THE PEOPLE’S CAR IMAGINATION CONFERENCE

By Kestrel Lee:

PEOPLE’S CAR WEBSITE:
KAIXIN/SNS BANNER AD

By Kestrel Lee:

CROWDFUNDING AS A
B2C2B APPROACH
T H E P U B L I C I S Y O U R V E N T U R E C AP I T AL I S T

By Kestrel Lee:

CROWDFUNDING CAMPAIGNS &
DIGITAL MEDIA CREATION

To get crowdfunding for apps, people go to appbackr. For social causes, causevix. For movie funding, indiegogo and kickstarter.com
By Kestrel Lee:

WHAT IS CROWDFUNDING?

You start with a pitch: you describe your project, specify
what rewards patrons will receive if the fundraising is
successful and create a funding
goal and a timeline.

If you don’t reach your funding goal by the deadline,
no money changes hands. As Kickstarter says, this
“protects everyone involved. Creators aren’t expected
to develop their project without necessary funds, and it
allows anyone to test concepts without risk.”

By Kestrel Lee:

KICKSTARTER.COM

By Kestrel Lee:

KICKSTARTER: CASE STUDY

http://www.kickstarter.com/projects/1104350651/tiktok-lunatik-multi-touch-watch-kits
http://www.youtube.com/watch?v=8AdFk5IlEQM
By Kestrel Lee:

MAKING CROWDFUNDING WORK
FOR YOUR CAMPAIGN
1] CHOOSE THE RIGHT CROWDFUNDING PLATFORM

2] KNOW YOUR TARGET AUDIENCE

3] PLAN AHEAD, ESPECIALLY THE START AND END OF YOUR CAMPAIGN

4] PASSIONATELY PITCH IT

5] SHOW PEOPLE HOW YOU PLAN TO SPEND THEIR MONEY

6] LEVERAGE YOUR SOCIAL NETWORKS I.E. 3FS.

7] BREAK UP YOUR BIG PROJECT INTO SMALLER ONES

8] CREATE COMPELLING AWARDS.

9] BUILD A CAMPAIGN, NOT EXPECT CHARITY

10] TELL A STORY AND MAKE THE SALE

11] PROMISE, GIVE THANKS AND GIVE CREDIT.
By Kestrel Lee:
CHECK OUT THESE SUCCESSFUL KICKSTARTER CAMPAIGNS:: HTTP://WWW.KICKSTARTER.COM/BLOG/BLOCKBUSTER-EFFECTS

SINGAPORE’S 1ST CROWDFUNDED
CAMPAIGN

AFTER THE SUCCESS OF THE 2010
CAMPAIGN, THE NEXT CAMPAIGN WAS
LAUNCHED WITH THE SAME
MECHANICS BUT WITH A NEW TWIST.

THE PUBLIC CAN VOTE FOR ONE OF THE
10 SHORTLISTED IDEAS BY PLEDGING
DIFFERENT AMOUNTS OF MONEY IN
RETURN FOR DIFFERENT PRIVILEGES
FROM THE IDEA OWNER.

HOWEVER, THEIR MONEY WILL ONLY BE
DEDUCTED IF THEIR IDEA WINS THIS
BUSINESS IDEA CHALLENGE.

WITHIN 2 WEEKS, THE CAMPAIGN
RAISED SDG$54,000 OR OVER
http://www.youtube.com/watch?v=hQDD8aMNCnQ 250,000RMB.

http://www.youtube.com/watch?v=2i-Stpr0y10
By Kestrel Lee:

APPLYING B2C2B IN
PRACTICAL TERMS
S O M E E X AM P L E S F R O M WO R K I N C H I N A

By Kestrel Lee:

CASE STUDY: JUNIPER NETWORKS

• US manufacturer of networking
equipment founded in 1996.
• Key competitors: Cisco &华为
• JUNIPER的微博账号表现比其他后进微博品牌逊色的多。

Juniper Sina Competitor Competitor
Weibo： Cisco Weibo： @ Huawei Weibo：
@瞻博网络思科系统中国研发 @华为企业业务
有限公司
Date 9/1/2010 1/4/2012 1/27/2011
establishe
d
Number 3914 By Kestrel Lee: 15409 34686
of Fans cn/linkedin.com/in/kestrellee


问题所在:
• JUNIPER 只提供从美国官方网站的基本商务新闻。
• CISCO 较早来到中国并与中央政府签下几项大计划，因此受到媒体的注目。
• 华为最近应为要进军全球，在宣传和品牌管理大量投资。

Conclusion and observations for this vertical industry
- Juniper only provides US-centric information from its global sites

- Cisco has more success with social media due to its higher budget with more intensive/creative
use of social media i.e. higher spending for various purposes i.e. recruitment, while being more
engaged in high profile projects based in China: http://e.weibo.com/ciscogc
http://online.wsj.com/article/SB10001424052702304778304576377141077267316.html

- Huawei : a local success story whose mobile based networking products are selling well in Asia
and are making the rounds in marketing magazines with its wish to launch a global branding
initiative through a global pitch. As a local home-grown brand, it also has deeper resonance with
the Chinese target audience. By Kestrel Lee:


几个可行的方案:
• 撇下只注重运用美国内容，提供中国市场和相关公司讯息。
• 在EPR的运作尝试创出多项新闻点，适用于微博的传播。
• 把公司的宣传战略定在B2C2B，而不是B2B.

Conclusion
- China-centric content is needed to catch up with Cisco and Huawei.
- More interesting and engaging content revolving around Juniper’s product or brand vision
needs to be created for the China target audience.
- Existing content is not in the right format i.e. online video viewing and sharing is the
dominant behavior in China.
- Vertical market information ranks last in interest value for the target audience on Weibo.
- Current content is seldom shared or reposted by the target audience which follows news,
celebrity content on Weibo that is shared by their friends and family.
- Current content is not suited to most types of tracking metrics on Weibo.
By Kestrel Lee:


Campaign 1: B2C2B content and messaging buzz creation approach = >
MacGuyver-clone web series

A female private detective, retired
from China’s armed forces, takes on
different challenges for different
clients every week.

Each episode has a storyline with a
major climax where the star uses
various Juniper products / technology.

From her environment to escape a life
and death issue or to save the day.
There will be some references to the
Juniper brand with visuals, script
mentions and subtitles in the video.Kestrel Lee:
By


B2C2B content and messaging buzz creation approach = >
MacGuyver-clone web series

During the time before and after the episode, the agency can
create content from this web series such as blueprint of
how you can use Juniper products to create the nifty mobile /
networking devices the heroine uses in the previous episode.

Such interesting content will help to create conversations and buzz
around the Juniper brand and products.

Possible references:
http://youtu.be/PNl9M5TxGC8
http://www.youtube.com/watch?v=09UlB17cgKw
Spoof: http://youtu.be/yuU04CdrQnLee:
By Kestrel


Campaign 2 Experiential/event marketing approach

The agency can look for the smallest and oddest looking blueprints
for office space available in the city.

These use these l-shaped or miniscule cubicles as actual roadshow
set-ups to show how an entrepreneur can use them as a work office
with wireless access to printers/scanners and other office
equipment that is located elsewhere, thanks to the reliability and
customization qualities of Juniper networks wireless and
communication solutions. These roadshows can appear in business
areas.

Entertaining viral videos can be created about the man working in
the smallest office space in China, Beijing, Shanghai etc.
By Kestrel Lee:


This approach opens up 2 new markets via 2 likely groups of target audiences:

a. Consumerization of Juniper’s products for a China-based DIY market
where people build their own customized networking and mobile
communication platforms using certain selected Juniper products, like
how Asians build their own white box PCs from scratch.

“China is home to a widespread DIY culture fed by necessity (the mother of all
invention) and innovation. These garage builders and innovators are, like their
products, often called shanzhai. Or nonprofessional or clandestine
manufacturers turning out products from the basic to the highly
sophisticated. These shanzhai often take familiar products, concepts and
Marketing memes and remake them with peculiar but innovative twists.”
http://www.wired.com/autopia/2009/12/china-diy-aviators/all/1

By Kestrel Lee:


b. SOHOs, start-ups and SMEs which require simple to build and cost-effective
communication, mobile or infrastructure builds where ingenuity and cost-
savvyness will be of great appeal to the business owners and their IT staff.

By Kestrel Lee:

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