Best Practices to Leverage Renren for Consumer Activation

Best practices to leverage Renren for consumer activation!

Gaurav Mishra | Gauravonomics!Asia Director of Social Media, MSLGROUP!

06.29.2010 | P2

How to leverage Renren for consumer activation?!

•  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.!

Introduction to Renren social

networking platform!

Source: Renren, infographic from Ogilvy!

How to run an integrated

campaign on Renren?!

While many brands are creating public pages on Renren, brands should leverage the full functionality of Renren and integrate it with other platforms to effectively activate consumers.!

Renren contest mini site!1!

2! Renren ad package!

Renren public page!3!

Renren contest entries!i!

Renren public page fans!ii!

Renren shares & comments !iii!

Sina Weibo & Youku pages!4!

ePR on BBS, SNS, blogs!5!

ePR with KOLs!6!

More content & engagement!

More content!

•  Dell is one of the most popular brand public pages on Renren with more than 730,000 fans.!

•  Dell has also leveraged the full range of Renrenʼs public page features.!

Dell Public Page on Renren!

Source: Dell Public Page on Renren!

Banner for campus ambassador mini site!

Featured campus ambassador!

Tab for contest mini site!

•  Dell uses rotating banners at the top of the middle column on the homepage to showcase important initiatives.!

Dell Public Page on Renren!

Source: Dell Public Page 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.!

Dell Campus Mini site on

Renren!

Source: Dell Campus Mini site on Renren!

Clear step 1-2-3 workflow!

•  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.!

Dell Convocation

Event on Renren!

Source: Dell Campus Event on Renren!

•  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.!

Dell Contest Mini site on

Renren!

Source: Dell Contest Mini site on Renren !

Tab for public page!

Banner for promotion!

Tabs for leaderboard, missions, redemption!

Featured community members!

•  Fans can participate in a lucky draw to win Dell Streak 10 Pro tablets without spending any points.!


Renren!

Source: Dell Contest Mini site on Renren!

Sharing button for other social networks!

•  Fans can ask their friends to gift them Dell laptops as Chinese Valentineʼs Day gifts.!


Renren!


Clear step 1-2-3 workflow!

Mini site profile linked to Renren profile!

Featured community members!

•  Dell showcases the top fans on its contest mini site on a leaderboard.!


Renren!


Mini site profile linked to Renren profile!Banner for top fans!

4 ways to filter featured community members!

•  Dell showcases all the missions that fans can perform.!


Renren!



Featured missions: public page, promos!

Missions to leverage Renren for virality!

•  Dell showcases all the options to redeem points accumulated by performing missions.!


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.!


Renren!


Detailed mini site profile linked to Renren profile!

•  In 2009, Dell China tied up with Renren to create a contest where consumers could create 3D doodles on letters from a laptop keyboard.!

Dell Doodle Contest Mini

Site !

Source: Dell Youth via Little Red Book!

Best practices for leveraging

Renren for consumer activation!

Based on case studies like Dell and MSLGROUPʼs own experience in managing SNS pages for brands like Alpenliebe, Watsons, E&Y, Singapore Tourism and Ikea, MSLGROUP has identified five best practices for leveraging Renren for consumer activation. !

Integrate mini site, public page and ad package!!Use the ad package to drive Renren members to the mini site, then convert them into public page fans to engage with them repeatedly over time!

Communicate the call to action repeatedly!!Clearly communicate the call to action!In a step 1-2-3 manner, sometimes repeatedly in multiple locations, to reinforce the message!

Leverage viral social graph features!!Fully leverage Renrenʼs viral features like checking in, updating status message, inviting friends to support entries and sharing entries with friends!

2! 3!1! 4!

Feature community member profiles!!Show featured community member profiles in multiple locations, linking back to their Renren profiles, to increase the sense of active participation!

5!

Best practices for leveraging Renren for consumer activation!

Define ladder of engagement & call to action!!Define the actions you want Renren members to engage in a ladder of engagement from the simplest to the most complex actions!

06.29.2010 | P18

MSLGROUPʼs social media offering!

MSLGROUPʼs social media

offering!

MSLGROUP has created a fully integrated social media offering across the PLAN-BUILD-ENGAGE phases.!

PLAN!Insights, Strategy, Enterprise Change!

BUILD!Web, Mobile, Social Applications

ENGAGE!Content, Community, Conversations

2! 3!1!


offering!

MSLGROUPʼs PLAN offering includes insights, strategy, and enterprise change across the consumer activation, corporate reputation, and employee engagement use cases.!




2! 3!1!

•  Distill actionable insights and foresights from conversations and communities using our proprietary What IF People's Lab approach.!

!•  Discover a shared purpose

and brand story that connects the brand values with evangelists passions.!

!•  Create platforms and

programs to organize and energize brand evangelists, co-create shareable content, and trigger participation and action.!

•  Link back participation and action to business objectives through our proprietary VERITE measurement approach.!

•  Provide strategic counsel across the consumer activation, corporate reputation, and employee engagement use cases.!

•  Design and deliver training programs to help build enterprise capabilities to participate in the conversation economy.!


offering!

MSLGROUPʼs BUILD offering includes designing and developing web, mobile, and social applications, through in-house specialists and partners.!




•  Design and develop private or public community platforms using our proprietary What IF white label community tool.!

!•  Design and develop social

applications using the Facebook, LinkedIn and Twitter APIs.!

!•  Design and develop mobile

applications on the Apple, Android, and Blackberry platforms.!

•  Set up, optimize and manage digital assets across channels and geographies.!

!•  Leverage on-site and off-site

search engine optimization for higher search rankings.!

2! 3!1!


offering!

MSLGROUPʼs ENGAGE offering includes managing content, communities, and conversations, through dedicated specialists and integrated communications teams.!




•  Build long-term relationships with key online influencers beyond the "big-box" blogs using our proprietary Multiloguer influencer relationship management tool.!

•  Leverage creative storytelling and rich multimedia content to bring alive the brand story.!

•  Create triggers for community members to participate and act, on the community platforms owned by the brand.!

•  Track and participate in conversations related to the brand, the category or the social heartbeat on the broader social web.!

!•  Leverage targeted paid

media, primarily social advertising and search advertising, to support owned media and earned media.!

2! 3!1!

06.29.2010 | P23

MSLGROUPʼs social media planning frameworks!

Six stages of social media

integration!

Based on interactions with 1500+ marketing and communications professionals in Asia, all companies can be mapped across six stages of social media integration.!

Letʼs create a campaign or country microsite!!

1!

Letʼs create a Facebook page or a Twitter profile!!

2!Letʼs run a Facebook contest or a Twitter influencer program!!

3!

Letʼs integrate social into our business processes!!

6!

Platforms!

Letʼs integrate social into our marketing and comms programs!!

5!

Programs! Processes!

Inaction!

Incubation!!

Integration!Letʼs integrate social into our web platforms!!

4!

MSLGROUPʼs social heartbeat

framework!

Brands should design platforms and programs around a shared passion, or social heartbeat, to inspire, organize and energize their most important influencers.!

Brand persona!

Brand values!

Brand Insights!

Influencer persona!

Influencer passions!

Influencer Insights!

Organizing platform!

z

Energizing programs!

z

Short-Term!

Long-Term!

Shared brand story!

The BIG Idea!

Social heartbeat!

MSLGROUPʼs IM MSL

framework!

Brands should recognize that different influencers have different roles and motivations, and approach them with different appeals, to activate them effectively.!

Aspirationals! Thought Leaders!

Endorsers! Catalysts! Vesteds!

Why are they credible?!

Their name! Their expertise!

Their reputation!

Their networks!

Inside knowledge!

Whatʼs their role?!

Tastemakers! Innovators ! Standard setters!

Resources! Evangelists!

Whatʼs most important ?!

Status! Substantiation!Constituency! Information ! Sales!

How to appeal to them?!

Help them stay ahead of the trends; pet charities!

Give them something unique to talk about!

Tell why their audience cares!

Help them be ʻin-the-knowʼ and ʻfirst-to-knowʼ!

Give them motivation to spread the word!

MSLGROUPʼs!crisis curve framework!

Social media has a specific role to play at each stage of the crisis curve. MSLGROUP has created a crisis management toolkit that includes tools and best practices for each stage in the crisis curve.!

Atte

ntio

n!

Time!

1!

2! 3!

4!Flash Point!

Spotlight! Blame Game!

Resolution!Track early warning signals!

Plot heat map of crisis flows!

Shape narrative via owned media!

Optimize for search results!

0! Before Crisis!Plan for crisis scenarios!

Letʼs stay in touch!

mslgroup.com | gauravonomics.com gauravonomics on Google/ Skype!Facebook/ Twitter/ LinkedIn/ SlideShare!

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Best Practices to Leverage Renren for Consumer Activation