cic iwom panel: cic founder sam on from social media to social business
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© 2010 CIC1
From Social Media to Social Business
November 15, 2010
© 2010 CIC
The Leading Social Business Intelligence Provider in China
© 2010 CIC2
The Buzz in the West about Social Media
–2008: 50m USD, investment to Dachis Group for social biz design
–May 2010: 20m USD, Scout Labs was sold to first social CRM company, Lithium
–July 2010: 30m USD, Jive social business software (SBS) invested by Sequoia Capital & KPC
–October 2010: Kleiner Perkins S-Fund announced
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Social CRM
Social Commerce
Social Media Strategist
Social Sales
Enterprise 2.0
Social Media Center of Excellence
© 2010 CIC3
The Buzz in China about Social Media
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Organic Hub Multiple Hub (Int’l)
© 2010 CIC4
The Buzz in China about Social Media
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–How can social media be applied across the organization?
–What are the best organizational structures for companies?
Beijing
© 2010 CIC5
“About Me”
“About Topics”
“Shared moments with friends”
The reality is…China is different
Blogs231
BBS132
SNS210
Data Source: The 26th Statistical Survey Report on the Internet Development in China by CNNIC, July 2010 ( including active and non-active users)
Microblog29
“About Being First to Show or Know”
Inspired by Brian Solis
© 2010 CIC6
China is VERY different
• Compared to other markets, Chinese social media is: – Bigger– More active– More diverse/complex (1000’s of key sources, not just 2)– Different (unique China sources; no Facebook, no Twitter)– Filled with more talk about brands, products and services – More trusted by consumers for purchase decision
• THE PROBLEM: How to unlock the intelligence within this ‘new media’ that is fundamentally changing communications and even the way that business is done overall in ways which are absolutely unique in China compared to any other market.
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© 2010 CIC7 7
PHASE 1 of SOCIAL MEDIA:
Mapping social media to marketing to inform smarter communications
AKA Social Media and Marketing
IWOM AnalyticsIWOM Monitoring
Research & Consulting
© 2010 CIC8
SOCIAL MEDIA PHASE 1: Mapping social media to the comms organization
PR/ Brand
Marketing/ Creative
Research/R&D
Business Intelligence/ Consulting
Marketing/ Digital/ PR & Media
Digital/ Media Planning
© 2010 CIC9 9
PHASE 2 of SOCIAL MEDIA:
Mapping social media to business drivers for action that leads to increased sales or
decreased costs
AKA Social Business
IWOM Engagement
© 2010 CIC10
PREDICT SALES: Buzz sentiment volume can predict sales (save cost by controlling inventory)
High buzz volume in June preceded high sales number in July by one month. In other words, buzz volume positively influences sales.
0
2
4
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10
12
14
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov
Car
Sale
s(000)
0
5
10
15
20
25
30
Buzz
(000)
Sales(000) Positive Buzz000
天籁Teana- Sales and Online Buzz
© 2010 CIC11
Hot Leads
Overall 2347
Posts of one messages 1710
Posts Repeated messages 637
I want to buy a MPV for my family but not sure which is better: Buick GL8 or Mazda 5?
HOT LEADS IDENTIFICATION: 4,000 expressions of purchase intent everyday (increase sales)
Overall Average Auto Hot Leads Per Day (Tracked by CIC)
© 2010 CIC12
Link
Between 10 Feb 2010 and 3 Aug 2010, Dell has posted 1,000 posts on Weibo and now has 20,850 fans. We solved many technical and non-technical problems as well as sold some Dell products. We are always here to listen to you and hope to interact with you.
LinkCustomer: 2 of my classmates who bought Dell computer for less than a year both had problems. One with screen, the other with keyboard.
Dell Andy: Can send me message on Weibo? Can’t use QQ during office hours.
Customer: You noticed my complaint?
Dell Andy: I’m Dell’s technical support. Send me your serial number and I can help you.
SOCIAL CRM: customer support on Weibo (Twitter of China) (reduce costs)
© 2010 CIC13
SOCIAL MARKETING CASE STUDY: SEEISEE & IWOM panel
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© 2010 CIC1414
FROM SOCIAL MEDIA TO SOCIAL BUSINESS
• Being ‘social’ in business is NOT new.
• But there are new ways of being social which are impacting business in massive and sometimes ‘chaotic’ ways
• Technology should enable businesses to effectively leverage the old and new ways of being social to inform communications and to impact business
© 2010 CIC15
• Understanding the unique Chinese social media landscape• Converting ‘chat’ into ‘intelligence’• Mapping social media intelligence across the organization (and getting buy in)• Determining the best organizational structure for action (Social Media Centers
of Excellence)• Fostering collaboration across all social media stakeholders (advertisers,
social media owners and agencies)• Taking action for business impact
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A social business is an organization designed consciously around social tools, social media, and social networks, as a response to outgrowth of the web 2.0 technology space and the reshaped brand-consumer communication and business disciplines.
Inspired by Stowe Boyd
FROM SOCIAL MEDIA TO SOCIAL BUSINESS
社会化商业是指一个组织自觉利用社会化工具,社会化媒体,和社会化网络,有计划地整合 web2.0 技术和互联网空间来重塑其品牌 - 消费者的沟通关系及其组织管理和商业运作模式。
Inspired by Stowe Boyd
This document is for private commercial use only. Distribution to third parties and/or publication in whole or in part is strictly prohibited without expressed written consent of CIC.
本文件是针对 CIC 客户的相关品牌和企业的商业文件。未经CIC 的书面许可,本文件或文件中的任何内容不得转交给第三方, 同时也不得发表本文件或文件中的任何内容。
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