Beyond Fans - How to maximize business value with social media. May 2013

Transcription

1 Beyond Fans - How to maximize business value with social media May 2013

2 Consumers continue to embrace Social Media 2

3 Lots of people 300M 500M 580M 600M Q1 Social Media Users Source: CNNIC 31 st & 29 th Report 3

4 Spending lots of time Avg Daily time spent 46 minutes 4

5 Having lots of interactions Avg Daily Posts On Weibo 135 million 5

6 Why is this relevant for brands? 6

7 Brands 85% Of consumer actively discuss new events/products/brands with others on weibo SOURCE: WEIBO & PEKING UNIVERSITY New events Products 7

8 67% Buy or not buy? Of consumer purchase decision are primarily influenced by WOM SOURCE: MCKINSEY 8

9 66% Of Chinese Social Media Users Follow Brands SOURCE: INSITES CONSULTING SEP

10 On average, Each of China s Social Media User Follows 8 Brands SOURCE: DCCI Sep

11 54% Weibo users spend 54% of China s goods & services each month equivalent to 800 Billion (RMB) SOURCE: WEIBO & PEKING UNIVERSITY 11

12 So, how can brands realize the value? 12

13 Businesses already have lots of fans on Weibo 300 million users are following brands 13

14 400K Avg. daily posts from brands 3.6 billion Avg. daily impressions

15 But that s not enough 15

16 Turn Fans Into BFFs With the power Of Social CRM And convert them into buyers By unleashing the power of Social Commerce 16

17 Turning Your Fans into BFFs With The Power Of Social CRM 17

18 Everyone is talking about Social CRM 18

19 So what is Social CRM, really? Social Listening? Social Response? Is that it? 19

20 Let s get the C right first Social CRM Content? 20

21 Let s get the C right first Social CRM Customers 21

22 So who is the C in S-CRM? 22

23 It s NOT just your Fans FANS ENGAGED NON-FANS POTENTIAL TARGET AUDIENCE BRAND 23

24 And it s not how you used to know them Phone Number Interests Address Social Interactions with your brand Purchase History Social Graph / Social Influence 24

25 So let s think about them in 2D 1. Users relationship with your Brand Awareness Consideration 2. Users Social Role for your Brand Passive Participant Social Ads Prized Activities Targeted Feed Active Participant Prized Activities Key Influencers Special Content Preference Purchase Targeted Feed Events Social Ads Events 25

26 Now let s work on the S in SCRM Social CRM How to make CRM social? 26

27 Quick look at the traditional CRM Marketing Leads Generation Targeted Offers Cross/Up Sell Service / Support Loyalty Program Customer Acquisition Customer Value Optimization Customer Retention 27

28 Now CRM is amplified through Social Social amplification KOL Activation / Management Crisis Management Social Listening Foundational needs Marketing Leads Generation Targeted Offers Cross/Up Sell Service / Support Loyalty Program Customer Acquisition Customer Value Optimization Customer Retention 28

29 Brands now also have more ways to engage their customers Users Conversation Interaction Purchase Relationship Brands 29

30 More Social Channels To Reach Them Effectively FenSiTong Private Message APPs 30

31 Unleashing The Power Of Social Commerce 31

32 $$$ $$$ $$$ $$$ $$$ $$$ $$$ Social Commerce E-Commerce 32

33 Drive Traffic Sell Direct 33

34 Drive Traffic 34

35 Driving Millions To E-Commerce E-Commerce Price War Click Trend Taobao 1111 Sale s Weibo Traffic 360buy saw 5x increased in traffic from Weibo on the Price War Day. 52M / 25% of the 213 million users that visited Taobao 35

36 Drive Traffic To Store 36

37 Weibo Passbook, From Online to Offline Digital Distribution Weibo feeds // APPs // Pages, // SMS // etc In-Store Redemption LBS // Reminder QR Code // NFC 37

38 Sell Direct 38

39 Selling million in minutes via an exclusive sale 50,000 smartphone sold in 5 mins 13M pre-orders (leads) 24M reposts & comments 666 smart cars sold in 490 mins 67K reposts & comments 39

40 Light engagement method to facilitate purchase via Special FEED 40

41 Complete Transaction Solution Front End on Enterprise Weibo Backend System Product Detail Page Product Manager Order Confirmation Page Order Manager 41

42 Benefits of selling direct $$$ $$$ Create massive brand buzz within a short period of time Img scr: worldofbofy.blogspot.com Grow significant number of quality fans (leads) quickly with valuable customer information Generate direct revenue through selling signature / hero products, and possibly create indirect revenue by uplifting other related products Kick-start other longterm social media marketing programs like Social CRM programs 42

43 Maximizing Business Value with Sina Weibo Social Advertising Social CRM Social Commerce 43

44 Thank you. Ken 上 海 KenHong