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Best Practices to Leverage Renren for Consumer Activation
Best practices to leverage Renren forconsumer activation! Gaurav Mishra | Gauravonomics! Asia Director of Social Media, MSLGROUP!
How to leverage Renren for consumeractivation?! 06.29.2010 | P2
Introduction to Renren social networking platform!• Renren is perhaps the most popular social networking platform amongst Chinese college students.!• Renren is most popular in tier 1 and tier 2 cities, but gaining popularity in tier 3 cities.!• The most popular content on Renren is personal status updates and photos.!• Renren has more than 100 million active users and continues to grow.! Source: Renren, infographic from Ogilvy!
How to run an While many brands are creating public pages on Renren, brands integrated should leverage the full functionality of Renren and integrate it with campaign on other platforms to effectively activate consumers.! Renren? ! More content! 2! Renren ad package!4! Sina Weibo & Renren contest i! Youku pages! entries! ePR on BBS, 1! Renren contest Renren public5! ii! SNS, blogs! mini site! page fans!6! ePR with KOLs! iii! Renren shares & comments ! 3! Renren public page! More content & engagement!
Banner for campus Featured campus Dell Public ambassador mini site! ambassador! Page on Renren!• Dell is one of the most popular Tab for contest mini site! brand public pages on Renren with more than 730,000 fans.!• Dell has also leveraged the full range of Renrenʼs public page features.! Source: Dell Public Page on Renren!
Dell Public Page on Renren!• Dell uses rotating banners at the top of the middle column on the homepage to showcase important initiatives.! Source: Dell Public Page on Renren!
Dell Campus Mini site on Renren !• The Dell Campus mini site on Renren is a long-term program to recruit and leverage campus ambassadors.!• Dell has about 150 campus ambassadors.! Clear step 1-2-3 workﬂow! Source: Dell Campus Mini site on Renren!
Dell Convocation Event on Renren!• Dell leveraged the event functionality on Renren to promote a convocation event to students.!• Dell asked students to post a photo of their convocation and gave prizes to the ﬁve most creative photos.! Source: Dell Campus Event on Renren!
Dell Contest Mini site on Renren ! Tabs for leaderboard, Tab for public page! missions, redemption!• Dell has created a dedicated contest mini site on Renren to run a series of contests.!• The contest mini site has more than 230,000 members.!• Fans get points for participating in contests and performing missions, which they can redeem against Dell vouchers.! Featured community members! Banner for promotion! Source: Dell Contest Mini site on Renren !
Dell Contest Mini site on Sharing button for other social networks! Renren !• Fans can participate in a lucky draw to win Dell Streak 10 Pro tablets without spending any points.! Source: Dell Contest Mini site on Renren!
Dell Contest Mini site on Renren !• Fans can ask their friends to gift them Dell laptops as Chinese Valentineʼs Day gifts.! Mini site proﬁle linked to Renren proﬁle! Featured community Clear step 1-2-3 members! workﬂow! Source: Dell Contest Mini site on Renren!
Banner for top fans! Mini site proﬁle linked to Dell Contest Renren proﬁle! Mini site on Renren !• Dell showcases the top fans on its contest mini site on a leaderboard.! 4 ways to ﬁlter featured community members! Source: Dell Contest Mini site on Renren!
Featured missions: Mini site proﬁle linked to Dell Contest public page, promos! Renren proﬁle! Mini site on Renren !• Dell showcases all the missions that fans can perform.! Missions to leverage Renren for virality! Source: Dell Contest Mini site on Renren!
Mini site proﬁle linked to Dell Contest Renren proﬁle! Mini site on Renren !• Dell showcases all the options to redeem points accumulated by performing missions.! Source: Dell Contest Mini site on Renren!
Detailed mini site proﬁle linked to Renren proﬁle! Dell Contest Mini site on Renren !• Dell showcases a personal proﬁle for each fan with a summary of missions performed and points earned.!• This proﬁle is linked to the fanʼs Renren proﬁle.! Source: Dell Contest Mini site on Renren!
Dell Doodle Contest Mini Site!• In 2009, Dell China tied up with Renren to create a contest where consumers could create 3D doodles on letters from a laptop keyboard.! Source: Dell Youth via Little Red Book!
Best practices Based on case studies like Dell and MSLGROUPʼs own experience for leveraging in managing SNS pages for brands like Alpenliebe, Watsons, E&Y, Renren for Singapore Tourism and Ikea, MSLGROUP has identiﬁed ﬁve best consumer practices for leveraging Renren for consumer activation. ! activation! Best practices for leveraging Renren for consumer activation! 1! 2! 3! 4! 5!Integrate mini Deﬁne ladder of Communicate Leverage viral Featuresite, public page engagement & the call to action social graph communityand ad package! call to action! repeatedly! features! member proﬁles!! ! ! ! !Use the ad Deﬁne the Clearly Fully leverage Show featuredpackage to actions you communicate Renrenʼs viral communitydrive Renren want Renren the call to action! features like member proﬁlesmembers to the members to In a step 1-2-3 checking in, in multiplemini site, then engage in a manner, updating status locations,convert them ladder of sometimes message, linking back tointo public page engagement repeatedly in inviting friends their Renrenfans to engage from the multiple to support proﬁles, towith them simplest to the locations, to entries and increase therepeatedly over most complex reinforce the sharing entries sense of activetime! actions! message! with friends! participation!
MSLGROUPʼs social media offering! 06.29.2010 | P18
MSLGROUPʼs MSLGROUP has created a fully integrated social media offering social media across the PLAN-BUILD-ENGAGE phases.! offering! 1! 2! 3!PLAN! BUILD! ENGAGE!Insights, Strategy, Web, Mobile, Social Content, Community,Enterprise Change! Applications Conversations
MSLGROUPʼs MSLGROUPʼs PLAN offering includes insights, strategy, and social media enterprise change across the consumer activation, corporate reputation, and employee engagement use cases.! offering! 1! 2! 3!PLAN! BUILD! ENGAGE!Insights, Strategy, Web, Mobile, Social Content, Community,Enterprise Change! Applications Conversations • Distill actionable insights and • Link back participation and foresights from conversations action to business objectives and communities using our through our proprietary proprietary What IF Peoples VERITE measurement Lab approach.! approach.! ! • Discover a shared purpose • Provide strategic counsel and brand story that connects across the consumer the brand values with activation, corporate evangelists passions.! reputation, and employee ! engagement use cases.! • Create platforms and programs to organize and • Design and deliver training energize brand evangelists, programs to help build co-create shareable content, enterprise capabilities to and trigger participation and participate in the conversation action.! economy.!
MSLGROUPʼs MSLGROUPʼs BUILD offering includes designing and developing social media web, mobile, and social applications, through in-house specialists and partners.! offering! 1! 2! 3!PLAN! BUILD! ENGAGE!Insights, Strategy, Web, Mobile, Social Content, Community,Enterprise Change! Applications Conversations • Design and develop private or • Set up, optimize and manage public community platforms digital assets across channels using our proprietary What IF and geographies.! white label community tool.! ! ! • Leverage on-site and off-site • Design and develop social search engine optimization for applications using the higher search rankings.! Facebook, LinkedIn and Twitter APIs.! ! • Design and develop mobile applications on the Apple, Android, and Blackberry platforms.!
MSLGROUPʼs MSLGROUPʼs ENGAGE offering includes managing content, social media communities, and conversations, through dedicated specialists and integrated communications teams.! offering! 1! 2! 3!PLAN! BUILD! ENGAGE!Insights, Strategy, Web, Mobile, Social Content, Community,Enterprise Change! Applications Conversations • Build long-term relationships • Track and participate in with key online inﬂuencers conversations related to the beyond the "big-box" blogs brand, the category or the using our proprietary social heartbeat on the Multiloguer inﬂuencer broader social web.! relationship management tool.! ! • Leverage targeted paid • Leverage creative storytelling media, primarily social and rich multimedia content to advertising and search bring alive the brand story.! advertising, to support owned media and earned media.! • Create triggers for community members to participate and act, on the community platforms owned by the brand.!
MSLGROUPʼs social media planningframeworks! 06.29.2010 | P23
Six stages of Based on interactions with 1500+ marketing and communications social media professionals in Asia, all companies can be mapped across six stages of social media integration.! integration! 4! 5! 6! Letʼs integrate Letʼs integrate Letʼs integrateIntegration! social into our social into our social into our web marketing and business platforms!! comms programs!! processes!! 2! 3! Letʼs create a Letʼs run aIncubation! Facebook page or Facebook contest! a Twitter proﬁle!! or a Twitter inﬂuencer program!! 1! Letʼs create aInaction! campaign or country microsite!! Platforms! Programs! Processes!
MSLGROUPʼs Brands should design platforms and programs around a shared social heartbeat passion, or social heartbeat, to inspire, organize and energize their most important inﬂuencers.! framework !Brand Brand z Organizingpersona! values! Social platform! heartbeat! Brand Insights! Long-Term! z SharedInﬂuencer Inﬂuencer brand Energizingpersona! passions! story! programs! Inﬂuencer Insights! The BIG Idea! Short-Term!
MSLGROUPʼs Brands should recognize that different inﬂuencers have different IM MSL roles and motivations, and approach them with different appeals, to activate them effectively.! framework! Aspirationals! Thought Endorsers! Catalysts! Vesteds! Leaders! Why are they Their name! Their Their Their Inside credible?! expertise! reputation! networks! knowledge! Whatʼs their Tastemakers! Innovators ! Standard Resources! Evangelists! role?! setters! Whatʼs most Status! Substantiation!Constituency! Information ! Sales! important ?! How to Help them Give them Tell why their Help them be Give them appeal to stay ahead of something audience ʻin-the-knowʼ motivation to them?! the trends; unique to talk cares! and ʻﬁrst-to- spread the pet charities! about! knowʼ! word!
MSLGROUPʼs ! Social media has a speciﬁc role to play at each stage of the crisis crisis curve curve. MSLGROUP has created a crisis management toolkit that includes tools and best practices for each stage in the crisis curve.! framework ! Attention! 2! Spotlight! 3! Blame Game! Plot heat map of Shape narrative crisis ﬂows! via owned media! 1! Flash Point! 4! Resolution! Track early Optimize for warning signals! search results! Time! 0! Before Crisis! Plan for crisis scenarios!
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