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Readying Your Brand For World Consumer Day in China - EN
Readying Your Brand For World Consumer Day in China - EN
MSLCould
China
Whitepaper 1
Anyone
Be Executive
Your Brand Ambassador
Brand Ambassador
By Stephy Liu, Enson Hu, Phoebe Li and Catherine Cao
offering.
www.mslchina.com.cn
About MSLGROUP
YouTube
Brand page managers, and the duties and qualifications of the operations team
What brand fans care about
Ensuring that brand pages maintain a personality and achieve your business goals
Responding to fan comments
Responding to negative feedback and communicating with brand fans during a crisis
Incorporating social
media into your
marketing strategy
The popularity of social media is a global
phenomenon, but there are few markets where
it is as prevalent as China. According to InSites
Consultings 2011 market report on global social
media trends:
SNS
relationship circle
Microblog
information circle
Strangers
Common
interests
Famous
people
Friends
Family
Friends
Me
Schoolmates
Friends
Classmates
Friends
Close Friends
Colleagues
Public
Pages
Relationships
guide interaction
Celebrities
Public Pages
Information
guides interaction
ATTENTION
INTEREST
SEARCH
ACTION
SHARE
information,
advertising,
community,
marketplace,
word of mouth,
experience
information,
advertising,
community,
marketplace,
word of mouth,
experience
comments,
web search,
reviews, trial
e-store,
marketplace
community,
word-ofmouth,
sharing
A simple and
effective marketing
model for
SNS
IT (mobile phone,
computer, appliances):
384RMB, 1,206RMB
and 1,163RMB more
respectively
Automobile:
24,000RMB more
Fast consumption:
180RMB more
Brand pages
3: Use the News feed to send out brand info. and stimulate Word-of-Mouth
Centralized
Decentralized
1) One department
controls all efforts
2) Consistent
3) Less authentic
4) e.g. Ford
1) Organic growth
2) Authentic
3) Experimental
4) e.g. Sun
Hub and
spoke
Multiple hub
and spoke
1) One hub
sets rules and
procedures
2) Business units
undertake own
efforts
3) Spreads
widely across the
organization
4) Time intensive
5) e.g. Red Cross
1) Similar to hub
and spoke, but
across multiple
brands and units
2) e.g. HP
Jeremiah Owyang
Holistic
1) Each employee is
empowered
2) Employees are
organized
3) e.g. Zappos
Nike Sisters
Apparel
20,368 Fans
Nike Running
Athletics
25,071 Fans
Centralized: Orders come from top down and tasks are assigned;
Decentralized: Decentralized organization, in a developing state;
Hub and spoke: A centralized unit decides and coordinates, while other units work
independently;
Multiple hub and spoke: One unit coordinates several brands or sub-companies;
Holistic: Each employee has their own privileges and responsibilities;
Companies need to incorporate their own internal management organization when
determining which model to use. Once the company has implemented a suitable model,
each social media platform can be coordinated together to ensure maximum efficiency.
Companies who have many brands or product lines often use a multiple hub and spoke
system on SNS. One department is responsible for coordinating many sub-brands or
product lines and operates multiple brand pages.
For example: Samsung has set up different brand pages for its IT, television, mobile,
digital and home appliance brands on Renren.
Just Do It
Apparel
53,073 Fans
Nike Sportswear
Athletics
150,365 Fans
Nike Skateboarding
Athletics
6,499 Fans
Nike Basketball
Athletics
76,976 Fans
11
Maintaining brand fans is like keeping in touch with reallife friends. Consumers will want to know about the latest
brand updates, share the opinions of other consumers,
and be informed of upcoming promotions, events and
new product releases.
However, when
posting this type
of information, it is
important to note:
13
Responding to fan
comments
Li-Ning responds to each fan. Li-Ning notes a fans concerns and promises to consider their feedback to
improve their product and brand. Li-Ning thanks the fan for their input.
Responding to a fan commenting that they prefer the companys previous logo, Li-Ning explains the
reasoning for adopting the new logo and its background.
A fan asks about Li-Nings newest product line, wondering if they carry a womans size. Li-Ning then
points out which shoes are for men and women in the new line.
A fan is curious if Li-Ning will sign on tennis players for future promotions. Li-Ning responds that
they already have deals with international and Chinese tennis players and lists them.
A fan makes an inquiry on sponsorship for an activity that fits with Li-Nings positioning. Li-Ning gives
the fan an email address to send their plan to Li-Ning. Li-Ning thanks the fan for their support and says
they will consider their plan.
Case study:
Lufthansa responds
to questions and
requests
Lufthansa provides the link for frequent flier membership for a fan inquiry.
A fan asks for student itinerary for a roundtrip flight between Shanghai and Edinburgh, Lufthansa
redirects the fan to a page listing price and times for flights.
A fan makes a complaint about the sizing and shape of Li-Ning shoes. Li-Ning responds by asking
the fan to provide details on the problem and will redirect them to the sales department to resolve
the issue.
A fan asks about luggage weight costs for a flight from France to China. Lufthansa responds saying
that student tickets generally allow up to 30kg of luggage, but the program is not available France.
Lufthansa then makes an apology.
As mentioned, some fans will share their personal life with Li-Ning. One fan makes a wedding
announcement on the Li-Ning brand page, and Li-Ning gives them a big congratulations!
A fan is having problems with their frequent flier card and their miles are not being counted. Lufthansa
responds saying that the miles can be added on and provides the fan with a link to customer service.
A fan suggests adding a new direct flight between Nanjing and Dusseldorf, in addition to the Frankfurt
route. Lufthansa patiently responds saying that it would regretfully not be possible due to a lack of
infrastructure.
15
Responding to
negative feedback and
communicating with
brand fans during a
crisis
No Response
Do you want to
respond?
Negative
Assess the
message
Yes
Yes
Yes
Evaluate the
purpose
Unhappy
customer?
Yes
No
Yes
No
Appropriately and
carefully correct the
facts
No
Yes
No
Dedicated
complainer?
No
Leave a wellthought
response
Thank the
person
Seeking
attention?
Yes
Yes
Is the problem
being fixed?
Yes
No
Ignore and monitor
complaint
17
Case study:
Watsons strategy
for developing
opinion leaders
19
In April 2011,
Dell launched
the Dell
Money Jar
program. The
event took
advantage of
Renrens reallife user relationships and converted them into
actual sales. Dell Money Jar encouraged fans to
use Renren to earn points and buy Dell products.
Fans could complete tasks and gain the support of
others to earn credits and then convert them into
coupons. After 15 weeks, Dell gathered 125,179
new fans and successfully sold 3,887 computers,
generating over $US2.88 million. Most surprising
is that over 300 of the computers sold through the
event were high-end gaming laptopsthis reflects
the purchasing power and brand recognition of
social media users.
Measuring return on
investment (ROI)
Ad recollection Ad content
recollection
Based on 10 brands on Renren
Brand
recognition
Brand
preference
Brand preorders
Brand
recommendations
21