© 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

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The Buzz in China about Social Media

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Organic Hub Multiple Hub (Int’l)

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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

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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

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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

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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.

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Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov

Car

Sale

s(000)

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5

10

15

20

25

30

Buzz

(000)

Sales(000) Positive Buzz000

天籁Teana- Sales and Online Buzz

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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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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

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• 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.

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