Presented by Vincent Lee, Digital Strategist , Edelman Digital China @ PR Newswire Asia #New Media Tea Party美通社亚洲玩转新媒体茶话会 # Please share your thoughts and contact me for a chat via vincerhop82@hotmail.com

1. 5/19/2010
TODAY
1. Let’s face the challenge
2.Some solutions and thoughts
3. See some cases
Digital Engagement:
4.Let’s Chat
Advance Shared Interest Among Stakeholders
Presented by Vincent Lee, Digital Strategist , Edelman Digital China
美通社亚
美通社 洲玩转新媒体茶话
@ PR Newswire Asia #New Media Tea Party美通社亚 洲玩转新媒体茶话会 #
2
The trust eco-system is spinning out of control.
1
1

2. 5/19/2010
Business still isn’t trusted in China – look at the numbers
Busines
Govt.
s
S. Korea 4
9
3
China 2 1
India 1 4
Consumers are revolting - against control, against
Indonesia
Japan
Australia
2
1
3
4
4
1
59% the rules and against brands that don’t engage.
APAC 1 4
…59% of people trust … and CPG rates just 9th
Business in APAC is not companies LESS than in top ten most trusted
trusted – period… they did one year ago…
Multi-National Companies vs Nationalism
category list in APAC
2
Consumers fight back – but can also fight WITH Converting protest to promote is a powerful process
The consumers that matter are the loud
mouths.
In an era of public engagement filtering
A SEISMIC CULTURAL consumers into those who are ‘active’
creates a niche group with compelling
SHIFT HAS OCCURED. power.
Corporates must change from protecting
(consumers are a now brand’s worst enemy themselves from active consumers to
or potentially, their very best friend) engaging active consumer to work with
them.
Identifying consumers who are truly
After the Sichuan However, rumors spread The company said it ‘active’ is the key to harnessing the true
earthquake, many Chinese online that companies such provided 34,000 meals a power of persuasion
and multinationals quickly as McDonald's (MCD) were day to people in Sichuan
announced plans to donate not doing much to help. involved in the relief and
to relief efforts. That led to several protests moved to do even more.
outside McDonald's Online response to
2

3. 5/19/2010
The Internet in China is home to a
whole new world of stakeholder
dialogue that can help you achieve
PR/Marketing Mission
The media landscape is in constant flux: Social
media is mainstream. Authority has been dispersed.
Conversations start anywhere (and involve
participants of all stripes). Build trust with multiple stakeholders
(including media, government, employees,
partners, customers and
consumers/citizens to drive brand
awareness and preference)
3
Love 喜欢
Water Army 水军
Wu Mao 五毛
The media landscape is in constant flux: Social
media is mainstream. Authority has been dispersed.
Conversations start anywhere (and involve
participants of all stripes). Complaint 投诉
4
12
3

4. 5/19/2010
The media landscape is in constant flux: Social
media is mainstream. Authority has been dispersed.
Game is changing. Social Media is not only changing LEGAL
Is it transparent ?
PR/Marketing but the whole business. Is it Legal?
5
A New World.. Public engagement aims to advance
shared interests in a world of interdependence.
Called Digital Engagement
16
4

5. 5/19/2010
The 7 new behaviors that TRADITIONAL AUTHORITY FIGURES – AND ADVERTISING
NO LONGER CREDIBLE*RISE OF ‘REGULAR’ PEOPLE AS
underpin Public Engagement
TRUSTED SOURCES (EMPLOYEES, FRIENDS, FAMILIES,
Listen with new intelligence
PEERS)*MEDIA AUTHORITY NO LONGER THE PRIVELEDGE
OF PRINT NEWS*MORE RELIANCE ON INTERNET THAN
Participate in the conversation PRINT (40 VS 30)*100 MILLION PEOPLE WATCHING ‘TV’ Edelman 2012
Create and co-create content ON YOU TUBE*66% OF ON-LINE PEOPLE BLOG OR
Socialise media relations NETWORK*TWITTERS EXPLOSION OF POPULARITY*200 What is
MILLION ACTIVE FACEBOOK USERS*120 MILLION
Champion open advocacy
VISITORS TO WIKIPEDIA EACH MONTH*5.5 MILLION
Digital Engagement?
Build active partnerships: for common good FEEDS INTO YOUTUBE *DIVERSITY IS KEY – FLICKR, DIGG,
Embrace complexity SKYPE, LINKEDIN, ORKUT, HIGH5, FORUMS
because …
18
Employee Engagement + Digital Engagement = Public Engagement
Digital engagement is a continuous set of
interactions, communications and the participatory
behavior of individuals who seek connectivity,
empowerment and real time interactivity through digital
and social technologies.
…leading to a more engaged constituency, loyal
customers, brand affinity and measurable results.
19
20
5

6. 5/19/2010
Embassies, Ambassadors and Envoys and Public Engagement
The overarching goal
of a digital embassies
& envoys initiative is to
organize Edelman 2012
communities
around shared
interests and inspire
them to act for
mutual gain.
21 22
Programs Can Come in all Shapes & Sizes
Short-Lived Campaigns …or Brand & Business Models
Digital Public Engagement
demands we help clients
successfully navigate all
digital channels, and across
all types of media. Engaging in the Digital Arena is Paramount to ANY Program’s Overall Relevance & Impact
23
24
6

7. 5/19/2010
Home, Sweet Home. Embassies: Homes Away From Home
Ambassadors Run Embassies and Build
Bridges to the Local Community
Digital Embassies Outposts: Nice Places to Visit
• Are • Are Not:
– Sina Weibo • Event Pages
– Branded channels on • One-off Videos
YouKu • Sponsored forum
– Sustained feeds channels
– Ongoing • One night stands
relationships
Envoys Are Deployed to Engage in Outposts
27
7

8. 5/19/2010
VALUES, VISION &
INPUTS OUTPUTS
STRATEGY
EMBASSIES
Edelman 2012
Deploying Digital
Embassies & Envoys
AMBASSADORS
INPUTS STRATEGY OUTPUTS
29 30
Deploying Digital Embassies & Envoys: Three Recurring Steps
1. Listen & Explore
• Visibility Audit
listen &
• Gather the data needed
to establish benchmarks
and inform strategy
• Conversation Audit Edelman 2012
explore
• Social Fitness Check-Up
- Internal
- External
synthesize • Influencer Identification
(if not already done)
• Build the foundation for
sustained engagement
based on shared interests
activate &
and mutual gain.
evaluate
• Engage in real time with
content optimized to
maximize participation,
action and mutual value
creation.
31 32
8

9. 5/19/2010
2. Synthesize 3. Activate & Evaluate
• Digital Compass • Phased Launch
• Site & App Construction Edelman 2012 • Alpha Envoys
• Beta
Edelman 2012
• Q1 Content Calendar
• Implement Real Time
• Ambassador Recruiting Monitoring & Moderation
& Onboarding
• Optimize Content For
• Cross-Channel & Inter- Action & SEO
Agency Coordination
• Expand Ambassador
• Monitoring, Moderation & Network
Rapid Response Protocols • Measure & Report Results
vs. Baseline Benchmarks
33 34
BMW CHINA SOCIAL NETWORK: BUILDING LOYALTY
Cases Situation
• Increase customer loyalty and satisfaction with the BMW brand via web 2.0.
• To listen to customers’ feedback about BMW brand and products.
• To initiate good and exclusive online user experience to BMW owners.
A team of talented professionals in • To increase connection with customers in a dynamic and creative way.
digital, web 2.0 and social marketing Strategy
and communications strategy, technical • Provide a new and innovative channel for “peer-to-peer” support by
enabling healthy conversations.
development, creative and web design,
• Listen to customer needs and create a support channel to act
digital project management, online e- • Nurture customer loyalty with exclusive events, activities and value-added
services and a superior overall brand experience among competition.
influencer monitoring plus social media
research and intelligence services. Success
• Over 13,000 consumers registered with MyBMWClub.
• Dozens of online campaigns have been held in MyBMWClub successfully..
• Thousands of car-related articles written and shared by members.
• Consumer-generated content and WOM around product and brand
35 36
9

10. 5/19/2010
FRAPPUCINNO LAUNCH: FROM PROMOTION TO PARTICIPATION CHEWING BAR ON RENREN.COM
Situation
• Engage Starbucks consumers with a compelling online campaign for its
bottled Frappuccino® product launch in China that reinforces the
positioning of "Rich Experience in Every Bottle"
Strategy
• Create a compelling 'world' online for the product to live and breathe
• Bring out the idea of ‘sharing’ and connect this message with the product
positioning: “Rich Experiences in Every Bottle.”
• Create a campaign mechanism based around Consumer-Generated
Content
• Leverage existing Social Media spaces by creating community pages on
several popular Chinese social networking sites
• Engage key bloggers to write about the campaign and its message
Success
• The summer online campaign has performed exceeded all KPI benchmarks
• Over 100,000consumers visited to the campaign site from the target cities
of Beijing, Shanghai and Hong Kong
• Thousands of Rich Experience stories were written and successfully shared
by consumers
• Consumer-generated content and WOM around the product and the
Starbucks brand was significant
37 38
GE AUGMENTED REALITY: ADVANCE INNOVATION IN INNOVATITE WAY
39 40
10

11. 5/19/2010
Top 10 Things Before You Start
Tips & Tricks
Rules of Engagement Measurement: Our Approach
COLLECTION &
Attention Engagement Authority Influence Sentiment
MEASUREMENT
1. Commitment to Integrity
a) Honesty
b) Disclosure • Time Spent • On-Message
• Trackbacks
c) Identity • Number of Response
• Impressions • Inbound Links • Subscribers
Units of Comments • Positive /
• Unique Users • Links to your • Registered Users
• Wall Posts Negative /
2. Commitment to Community Measurement • Page Views
• Unique
content • Fans
Neutral
• Video Views • Shares • Followers
a) Responsiveness Commenters
• Embeds
Discussion
b) Generosity • Comment Length • Ratings
c) Helpfulness
d) Collaboration
• Brandtology
• Brandtology
3. Commitment to opinion • Search Analytics • Brandtology • Brandtology
• Technorati
a) Respectfulness How to Collect • Compete • Radian6
• BlogPulse
• Search Analytics • Radian6
• Radian6 • Search Analytics • MotiveQuest
b) Equality • Radian6
• Quantcast
c) Freedom of speech
11

12. 5/19/2010
Contact Vincent Lee via:
Gtalk: lijiansports@gmail.com
MSN: vincerhop82@hotmail.com
SW: t.sina.com.cn/liblog
12