Social media campaign in China

Singapore | Beijingwww.eastwestpr.co

‘The Digital Spin Cycle’A structured approach to digital

public relations programs

For more information, please contact:

Jim Jamesjim@eastwestpr.com

Public Relations is communication to effect change in thought or action of the target audience.

Fragmentation of the media & shift to digital

Brands

Consumers

Discussion, forums,Blogs, microblogging, SNS

RSS news feed

Articles, whitepapersManuals, directories

Webinars, vidcasts, tutorials

The new paradigm: consumers look for content that provide solutions and helps them lead productive jobs and lives.

Newspapers

‘Spin cycle’‘Spin cycle’

Internal / external/ allies

Internal•Spokespeople•Staff

Allies & Influencers

•Media & Analysts•Industry Associations•Government bodies•Previous & Existing Customers

Allies & Influencers

•Media & Analysts•Industry Associations•Government bodies•Previous & Existing Customers

External•Prospective customers

Build over time

Create

Press release

Youku 231 million monthly unique visitors from homes and offices in March 2011 52 million monthly unique visitors from Internet cafes in February 2011.

Micro blogging

Weibo 90% market share. 140 million domestic users

Publish

Events

Online release services

•www.prweb.com•www.przwt.com/•www.businesswirechina.com•www.Cenn.cn•www.Sootoo.com•www.71xw.com•www.prexpress.cn/•www.prlog.org•www.free-press-release.com•www.pr-inside.com•www.pr.com•www.i-newswire.com•www.FreePressIndex.com•www.xooarticles.com

http://www.5min.com http://www.blip.tv http://www.dailymotion.com/ http://www.flickr.com http://www.metacafe.com http://www.photobucket.com http://www.screencast.com http://www.veoh.com http://www.viddler.com/ http://www.vidilife.com http://vimeo.com http://www.ustream.tv http://www.livestream.com/prtraining http://www.youtube.comhttp://www.youku.comhttp://6.cn

Digital PrismDigital Prism

http://www.eastwestpr.com/2010/02/the-chinese-conversation-prism/

Micro blogging

Short descriptions 140 charactersLinks to otherConstant conversations

Weibo 90% market share. 140 million domestic users

Promote

Feeding & Seeding

TAGGING

REPOSTING

CALLING

LINKING

PITCHING

Everything starts with search: picture of Baidu

Monitor

Analyse

Key Social Media Metrics:•Visits•Time on site•Pages viewed•Mentions•Inbound links

Case study One- Irdeto

Asia Pacific – One Irdeto: Many markets

Mature

Receding

•Net-neutrality

Emerging

• Mobility

•Ultra HD/ 3DTV

•Security of consumer devices (Banking from Mobile)

•Gaming

•Telco emergence into the market

• Digital Content Piracy/Security

•Home networking

•Broadband infrastructure and

capacity issues

•Mobile TV

•VoD (concept)

•Pay-TV and conditional access

•Ad vs. Pay monetization models

• Pay-per-View•Digital Switchover (concept)

•Internet vs. TV

•DTA Stampede

•Authentication

•Standardization of Digital Content (DECE, Keychest, etc)

•3 Screen (Media 3.0)

•OTT

Huiming Zeng(曾会明 )CEO of SARFT.comWeibo user / 255 followers

Peng Zhang(张鹏 )Senior journalist of Satellite TV & IPTV Multimedia

Xiaobu Luo（罗小布）Vice GM of Beijing GeHua CATV Network Co.,LtdWeibo user / 209 followers

Zhenhua Mao(毛振华 )Prof. of China People University and Expert on NGBWeibo user / 91,398 followers

Troy Senior journalist of tech-ex.comWeibo user / 548 followers

Ziyu Lin(林紫玉 ) Chief editor of Communication WeeklyWeibo user / 15,174 followers

Chunmin Hu (胡春民 )Chief editor of China Eletronic NewsWeibo user / 1,634 followers

Fei Xiong(熊飞 ) Analyst of SARFT ResearchWeibo user / 184 followers

Dongsheng Li(李东生 )Chairman of TCLWeibo user / 1,115,681 followers

Xingbao Xiong (熊兴保 ) President of The Broadcasting and Television Administration of Xiangtan CountyWeibo user / 53,995 followers

Influencers

Case study Two- Mercedes

SIP charts to show impact

Source: Navigating the social media jungle. Matt McDougall. Digital Jungle

Case study Three- EASTWEST

weibo.com/eastwestpr

iTunes EASTWEST Public Relations

Conclusion-Compelling Content-Configure for Search-Follow a Process

More resources:

eastwestpr.com/careerseastwestpr.tv weibo.com/eastwestprtwitter.com @eastwestprYouku.com/eastwestprYoutube.com/eastwestprslideshare.net/eastwest public relationsLinkedin.com/in/jamesjimjimjames.cnJim JamesDirectorEASTWEST Public Relationsjim@eastwestpr.com

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