Digtial engagement advance shared interest among stakeholders
When east meet west digital engagement in practice by liblog
1. 7/12/2010
今天的主题
TODAY 今天的主题
偏差和挑战
1. Gap & Challenge 偏差和挑战
Win Online with clients: When East Meet West
2. Correction & Solutions 纠 正和方案
品牌的社会化媒体实
品牌的社会化媒体实践 共赢社会化媒体
交流与探讨
3. Your feedback 交流与探讨
2
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，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，
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
今天的主题
TODAY 今天的主题 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
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
1. Gap & Challenge 偏差和挑战 传统的公关、市场甚至整个企业/
传统的公关、市场甚至整个企业/机构的
战略和策略行为。
战略和策略行为。社会化媒体不仅仅是平
2. Correction & Solutions 纠正和方案 工具或者沟通方式，
台、工具或者沟通方式，而本身就是沟通
的过程和结果。
的过程和结果。而社会化媒体带来的机遇
和挑战共存，
和挑战共存，接受新媒体并把新媒体作为
3. Your feedback 交流与探讨 企业/机构的战略/
企业/机构的战略/策略组成是一个既简单
又复杂的过程。成功可能源于偶然，而失
又复杂的过程。成功可能源于偶然，
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。
1
2. 7/12/2010
Lost in translation: 中国和西方社会化媒体的比较
When the East Meet West
中国社会化媒体和西方社会化媒体的比较
1
Lost in translation: 中国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
2
3. 7/12/2010
Lost in translation: 中国和西方社会化媒体的比较
Social Media Phobia 社会化媒体恐惧症
2
社会化媒体恐惧症 Love 喜欢
• 可能产生的法律问题和纠纷 Water Army 水军
Wu Mao 五毛
•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
Complaint 投诉
•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
3
5. 7/12/2010
Lost in social media: 勇敢的盲飞
今天的主题
TODAY 今天的主题
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 social media: 勇敢的盲飞 Lost in social media: 勇敢的盲飞
5
7. 7/12/2010
知己知彼
在小处
在小处着手
PRIMARY ACTIVITY
Listen Synthesize Contact Create Engage Collaborate
• Monitor online buzz • Determine severity • Outreach to key • Create online info • Integrate offline and
• Overall and daily level influencers and &interaction hubs • Engage top online assets
sentiment • Develop content consumers • Create and seed influencers to gain • Collaborate with
• Consumer • Determine channels • Respond to online multimedia content support stakeholders
expectation and tools queries & Correct to address queries • Engage through brand re-
• Determine misunderstanding • Social ads consumers for building campaigns
communicators • Participate in
positive UGC
conversation
SUPPORT ACTIVITY
官方网站、博客、微
Social Media Policy 数字营销，传统广告， 博和SNS账户，员工 消费者社会化媒体账
公关活动， SEO， 社会化媒体账户， 产 户，公共论坛/SNS平
网站合作 品、服务和应用 台，分享巩固
“War Room” and “Strike Team”
Collaboration: online and offline channels and initiatives
Interdependence: Regional and local support(Marketing/Sales, HR, PR, Legal) 对话，讨论，互动
围观群众 消费者和客户 粉丝
Channels-Owned Channels-Earned
EXCELLENT GOOD OK EXCELLENT GOOD OK
Reputation/Brand Issue/Crisis
Reputation/Brand Issue/Crisis Channel Consumer Communication
Channel Consumer Communication Building Management
Building Management
Important hub to engage Tianya.cn. Mop Major hub to listen to consume and Offer opportunities to engage
Official Website Efficient to send accurate and right
consumers, key influencers and
Important channel to update your Effective to listen to online buzz and
messages to consumers and advance response, manage consumer etc. deliver key messages to shape online consumers in a viral way and create
Official website and sub- other stakeholders with brand gain insights of overall sentiment
engagement among consumers expectations and address crisis conversation positive online buzz
channels messaging China’s leading BBS
Outstanding to communicate a
Sina Weibo Outstand ing to listen to consumers
Great to listen to consumers and Outstanding to engage consumers, Consumer brand and create positive Effective to respond to queries,
address queries as well as key influencers and media to build If use wisely, it is the most efficient and engage them with
Chinese-version Twitter Community sentiment and enhance brand correct misinformation and handle
engagement people who love your or re-build a brand with real-time platform to address issues and crisis conversations, solutions to their
that use 140 words to Major Consumer BBS loyalty consumer expectation
products and brand and engagement problems
engage consumers
Outstanding to communicate a
Kaixin001 & Branded account will efficiently Effective to engage advocacy groups Wikipedia websites Important channel to deliver right
Effective to respond to queries,
Great to engage consumers for user brand and create positive
communicate a brand and create to create friendly online &Q&A message to consumer who seek
Renren.com generated content(UGC0 and answers and guidance online for HP
sentiment and enhance brand correct misinformation and handle
Chinese-version Facebook positive sentiment and enhance communication environment and Baidu 知道， Qihoo, 天涯 loyalty consumer expectation
develop advocacy groups products
brand loyalty shape online conversation 问答and others
Outstanding to build and manage
Youku & Tudou
Quickly engage consumers in a viral
way and create positive sentiment
reputation with a branded channel
to generate positive buzz and win
Effective to listen to online buzz and
gain insights of overall sentiment
Listen to online buzz through real-time monitoring system and
Chinese-version Youtube toward brand
consumers respond in channels where buzz happen.
7
8. 7/12/2010
Channels-Paid 把握舆论方向
把握舆论方向
舆论
EXCELLENT GOOD OK
Reputation/Brand Issue/Crisis
Channel Consumer Communication
Building Management
Major hub to listen to consume, With media partnership, company
Sina, 163, Sohu launch products, engage consumers could use them as major tool to
The most important power to
Chinese-version Yahoo reshape online sentiment and handle
and engage online key influencers efficiently and rapidly to expose
but more powerful issues/crisis
through their blog services and enhance a brand
With media partnership, company
The most important power to
Leading consumer Major hub to target and engage could use them as a strong
reshape online sentiment and handle
BBS and portals potential consumers channel to efficiently and rapidly to
issues/crisis
expose and enhance a brand
Baidu TV and Precisely outreach to consumers and
With paid services, those precision
An additional tool to direct
consumer tools will enable HP to
other social ads deliver brand and product key
directly promote and re-build brand
consumers to issue/crisis specific
messages channels
company among stakeholders
把握舆论方向
把握舆论方向
舆论 终成正果
Identify Strategy & Response - Look at various source type & review possible action steps Measurement: ROI
POST TYPE HOW TO RECOGNIZE POSSIBLE
Includes info. that is blatantly ACTION COLLECTION &
Misguided
wrong or mis-stated; may link to
Respond with Factual
BEST PRACTICES Attention Engagement Authority Influence Sentiment
Misinformation or erroneous
statement(s)
wrong sources
Information
or redirect to another online
MEASUREMENT
resource Cite Online Sources
Complains continuously and Try to Address Privately, if
Constant Critic
cannot be satisfied; may use bad possible; When possible try & include a link in
Dedicated to bashing companies/HP do not engage going forward
language the response for additional info or
resources
Makes suggestions, not
Engaged Critic Encourage Discussion • Time Spent • On-Message
Thinks they can make things better;
complaints; responds intelligently recognize good ideas publicly Transparency • Trackbacks
advice
to critics • Number of Response
Always state who you are and your • Impressions • Inbound Links • Subscribers
An open question soliciting advice Answer the Question Directly affiliation with HP Units of Comments • Positive /
• Unique Users • Links to your • Registered Users
Open Question(s) Posed or feedback before making an or redirect to another online • Wall Posts Negative /
opinion resource
Timeliness Measurement • Page Views content • Fans
• Unique Neutral
No Response – Monitor Only and Try to respond in the first 24-48 hours • Video Views • Shares • Followers
Mentions legal matters, pending of the original post or comment Commenters Discussion
Legal Posting or Solicitation
cases, new cases, etc.
forward all posts to legal • Embeds
department • Comment Length • Ratings
Spokesperson
Engage Rationally and
Competitor Mentions other brands; copies Indentify who will be the most credible
respectfully providing HP’s
Wants to promote competing services marketing messages spokesperson to respond
perspective
Legitimate Complainer Raises legitimate issues; may use Solve Problems or Explain
Needs help with services or warns strong language; seems open to Policies • Brandtology
others reason publicly if possible • Brandtology
• Search Analytics • Brandtology • Brandtology
• Technorati
How to Collect • Compete • Radian6
• BlogPulse
• Search Analytics • Radian6
• Radian6 • Search Analytics • MotiveQuest
• Radian6
• Quantcast
8
