China Social Media: Branding in the Digital Age

Shanghai, June 23, 2011

Event: Branding in the digital age Impressions VS expressions

Warming up

Warming up

How many internet users in China?

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A: 477 mln B: 377 mln

Warming up

Which brand ranks #1 in amount of fans on Chinese social media?

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A: Volkswagen B: Audi

Warming up

The time Chinese spent online in 2010 has increased by..

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A: 31% B: 45%

Warming up

What’s the Chinese Twitter called?

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A: Dianping B: Weibo

Ready?

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This presentation is not about branding (sorry)

Instead, it’s about where the rubber meets the road

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This P&G commercial reached 85% of the target group in 3 airings. That was 1987.

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The old sender/receiver model has become more complex

Sender Message Receiver

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Today, people talk back at brands..

Sender Message Receiver

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And worse, also to each other on a global scale, beyond the local tupperware party!

Sender Message Receiver

+ Sender

Fact

67% of consumer purchase decisions are primarily influenced by word of mouth, according to McKinsey

McKinsey/Thompson Lightstone

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You should buy this No

You should buy this Yes

Simple, right?

It’s about what others say about your brand.

Not you.

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from Impressions

to Expressions

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Traditional media was about generating impressions

How many people (might have) seen our ad?

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Digital media was also about generating impressions

How many page views did we get?

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Social media is about generating expressions

ambassadors

social games

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Definition Expressions are brand interactions that are shared with others

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Me talking about my new Nike shoes on Renren

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Me sharing my running time on Sina Weibo

Agenda 26

Rose beauty origin example

Me trying to sell my old Adidas shoes on a BBS

It are photos, videos, replies, blogposts and

reviews about your brand

But also..

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Fox trying to get more likes..

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BWM screaming for more likes..

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Red Bull crying for more likes..

(they don’t get it)

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Definition Expressions are EARNED brand interactions that are shared with others

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Burberry get’s it

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Burberry saw its sales of trench coats decline..

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Art of the Trench by Burberry

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Add your trench coat photo via Facebook

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Share, like and give comments!

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Photos from 150 countries

6 million fans on Facebook

Giving avg 300 replies per post

95% positive replies

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Photos from 150 countries

6 million fans on Facebook

Giving avg 300 replies per post

95% positive replies

10% sales increase

Another example

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KLM was looking for a way to bring their philosophy ‘Journeys of inspiration’ to life..

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How happiness spreads: surprising passengers with little gifts

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For 3 weeks a KLM team on Schiphol tracks down passengers that tweet about waiting for their flight..

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Surprising them with a small personalized gift based on their social media profile...

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Let the lucky winners share their moment of happiness with others on social media!

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28 passengers received a gift

Their happiness reached over 1mln people on Twitter

5.000 new KLM fans on Facebook

So remember..

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It are the expressions that count.

Thank you!

Boosting brands

Rogier Bikker Co-founder | Creative Director

+86 1860 167 2657 rogier@energize.cn

www.energize.cn