From McKinsey Quarterly: By looking at the impact—as well as the volume—of the word-of-mouth messages, this metric lets a marketer accurately test their effect on sales and market share for brands, individual campaigns, and companies as a whole. 通过对口碑营销所传达的信息的力度以及强度上的观察，我们发现通过该标准（如图），市场营销人员可以精确地检测WOM信息在整个品牌产品销售、市场份额（变化）、公司以个别的营销活动中所发挥的作用。
From McKinsey Quarterly: Marketers must adapt to the varying effects of different media types on budgets and revenue flows; introducing two new additional media “sold” and “hijacked” to the “paid, owned, earned” model. Paid Media: Paid media include traditional advertising and similar vehicles: a company pays for space or for a third party to promote [...]
From Jeremiah Owyang via Sam Flemming; the different social media structures set up by Western business. Interesting in general, but is it applicable to China? So far my experience is the centralized model; this is likely due to China’s fast pace and high turnover rates leading to simplified structures, especially true when the initiative is [...]
Jesse Schell, author of “Art of Game Design” and professor at Carnegie Mellon University discusses the impact of social gaming and it’s implication on future behavior. A follow up to a TED talk posted recently; games are woven into every digital campaign; therefore the future Jesse portends may seem out there, but its more likely just around [...]
Picked this up from TED; the next phase after social connection via digital is the “game layer”; emphasizing interactions after connection. We can see this already building; though in it’s infant stages. It’s likely this will be the next playing field where digital campaigns will wage commercial war.
Picked this up from Kai Pan and Mashable, it’s a great map of Facebook’s relationships across the world. Notice China is almost completely absent expect for a few specks on the east coast mainland. Thank you great firewall for making China social media agencies relevant
Data partly from Facebakers: According to the comparison we can find out which big players are now focusing in online marketing in China. One more thing is that the fans of top 5 in Facebook are much more than that in Kaixin001.
From Ogilvy PR‘s social media team: Including Kaixin001, Facebook, Renren, Douban and QQ, each of these SNS has been demonstrated by a typical user. Though Facebook is being blocked in China, people have their own approaches to access. Following are the detailed info (via Chris Tou) of the 5 users, enjoy! The Kaixiner (kaixin001.com) 32 years [...]
From Colour Lovers: An amazing aggregation of the world’s top 100 prestige brands. Anyway, besides the No.71—Tudou.com, it seems there is no other influential brand from China! In the forum of littleredbook there is a twin of this picture. Click to check the more detailed version if you are interested. Related articles The Most Powerful Colors In the [...]
From McKinsey‘s Mesuring of WOMM (Word of Mouth Marketing) Report (June, 2010): As ordinary customers in one of the greatest developing markets around the world, Chinese consumers’ purchasing decisions are easily influenced by the reviews or recommendations of their friends. That’s why WOMM is more and more valued by both prestige & common brands in China market.
Picked this up from Socialmediatoday.com; 25 different characteristics of effective social media campaigns: 1) They spread like wildfire. Effective social media campaigns spread very fast. If your campaign is not spreading, it is not effective. Test the waters with micro campaigns. Learn to swim before attempting to ride the big waves. 2) They are not [...]
I recently attended a conference in Shanghai titled: “Social Media 2.0: Unleashing the power of conversations to achieve company business objectives”; it featured Jeremiah Owyang, Partner, Altimeter Group, Silicon Valley, USA, Sam Flemming, Chairman & Founder of CIC and Bryce Whitwam, General Manager, Wunderman Shanghai, Nicolas Zurstrassen, Action Sports GM, Nike. Below is the slideshare version of [...]
Tipping point labs recently published their model of social media influence. It begins with the brand message, and then filters down to tiered levels of advocates with varying levels of influence. It’s great as a model to understand how Brand messages effect and recruit engaged customers. Related articles from around the web. 5 Tips To [...]
SmartBlog on social media recently published an article on the perfection of social media by allowing imperfections.The article details a case study by Oregon State University; the beginning of which fear of the unknown dominated; but the end showed a complete overhaul of media spend, and a focus on social media and interaction over traditional [...]
The Harvard Business Review wrote an excellent article recently on the power of word of mouth in China’s digital space. Citing examples such as McDonald’s recent McSpicy Chicken Wings campaign, leveraging the woes of competitor KFC’s botched social media efforts. Interesting stats include: 60% of Chinese seek friend referrals when purchasing products, vs their Western counterparts 38%. The [...]