eMarketing

Summary

Facebook, twitter, youtube or link-in ,these social-medias do not exist in China because of the censorship. Chinese people are using different social media like renren, weibo or kaixin. Because of the different culture, they have a different way of using social medias weither it's used by online users or companies.

Introduction

The world's largest demography is also the world's largest social-media market. It's vastly different from its counterpart in the west but there are some similar aspects. Social-media is a larger phenomenon in the world’s second-biggest economy than in other countries, including the United States. But why is it not exactly used the same as in the western countries?

1. Surveying the scene

-the world's biggest internet user base -world's most active environment for social media -chinese companies have social medias more advanced tan in western countries -A growth of social medias is difficult because of the censorship established by the government

2. Particularities of chinese social-medias

-Social media targets a Socio-professional group of people, depending on the age, family situation etc..
-Given the active censorship in China, Social Medias are very influenced by the Chinese culture.
-Young people are very active on social Medias.
-Social medias develop themselves more and more, and the government has difficulties to have them under control

3. Consumers and social media

- Multiple accounts
- 100 millions mobiles social users
- Users value the advices of opinion leaders
-A real opportunity for marketers

4. How companies are using social media

-A window to show their products
-they are using artificial writers
-A problem for users to distinguish the right from the fake

5. Crafting a winning strategy

- Chinese brands use essentially social medias efforts to support their goals!
- Making content authentic and entertaining to attract more internet users
- Marketing team constantly adapting content and learn from the users reactions
- Ingredients of success in marketing action are pretty similar but different because of the particular context in china with a big government power.

Conclusion

Companies are taking adventages of social-media and are using them as a tool for their strategy.
Chinese inhabitants are strongly influenced by social medias, which impact heavily on their consumption.
China is a politicly a communist country and informations are censored by the government. We can wonder where social medias will stop their explosive growth and if they will ever change the policy about censorship on social medias.

Sources


http://weibo.blog.lemonde.fr/
-https://docs.google.com/folder/d/0BxUAZLrIhGt-Ni1helNDanFUMVN5a3VkbUFhN1YwQQ/edit?pli=1&docId=0BxUAZLrIhGt-NW1vZ0JsQ0dDUkU
-http://www.chine-informations.com/actualite/micro-blogage-weibo-veut-concurrencer-twitter-avec-sa-version_30843.html
-http://www.marketing-chine.com/e-marketing/les-utilisateurs-des-reseaux-sociaux-chinois

Exemples of Chinese social media (1: renren, 2: sina weibo)

Mobile marketing is simply the process of marketing to people via their mobile devices. This is really just an extension of internet marketing, as more and more people are starting to spend more time on their mobile devices and less time on their computers it was inevitable that the internet marketers would move into this form of marketing. If you want to be successful with your mobile marketing campaign, you will need to be more creative in your approach to marketing.

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Buzz marketing engages users as brand ambassadors. Several aspects need to be considered for social network marketing success, like sharing pertinent contents and to target the matching audience.

Methology/Research methods
Silverpop, as specialist for digital marketing, regularly publishes case studies. The following steps are partly based on this practical experience, but also on corresponding literature.

Over the last years, customers and prospects are more and more inclining towards forming online social communities, blogs and networks not just to stay in touch with friends, but also to exchange views on brands and businesses. This is a challenge that marketers have to face lately.

1. Determine Your Strategy and Find Your Key Channels

A company should elaborate a marketing strategy that matches with their overall and social media goal. Social media can be used as a sale, promotion, customer support and communication channel. The enterprise needs to locate the social networks where the real target group is active. In general, users are active on various platforms, like Facebook and Twitter. B2C marketing focuses on entertaining platforms such as Facebook and YouTube, where promotions take place and costumers get engaged. B2B marketing is more informative and uses channels such as Blogs or Twitter.

2. Create Content That Connects

A pertinent, engaging and share-worthy content is still the most important part of any campaign to evoke a two-way dialogue with the customer. However, the style and voice of the messages have to be linear and adapted to the specific channel. Articles are more detailed; Twitter on the other hand, has to catch the reader in just 140 characters. Furthermore, Tweets as well as blog post are additional inbound links that will show up in search engines and thus, using the right keywords can increase the overall site traffic through the search engines. Consistency is expected and will even increase this traffic further.

3. Engage & Monitor the Marketplace

The best scenario is seeing the message go viral, that means social network users spread it themselves. Companies need to start posting content on networks that encourages people to participate and that is related to the company’s activity without being perceived as advertisement. Monitoring people's activity in social networks will help to understand and interact with them. The more interaction, the better the viral marketing is. It can be monitored for example by measuring how often the customers share the message. The final step consists of analyzing the data obtained by social media monitoring, figuring out mistakes and eliminating them.

4. Identify and Enable Influencers

Given that social media marketing is most effective when it’s costumer to costumer, companies can use these already established connections to promote their product. Potential brand ambassadors, such as fans or bloggers have to be identified and engaged. Regular contact and special offers will increase their loyalty and as a result, will make them to believable promoters. The company should deal with criticism immediately, in public or in private, to demonstrate its awareness.

5. Conclusion

All in all, Buzz Marketing is an inexpensive and fast way to promote products in the Internet. Original and engaging content will involve users of various social networks and they will participate by spreading it. This results in an increasing visibility and further attachment to the brand.

6. References

Stokes, R. (2008). eMarketing: The essential guide to digital marketing. s.l.: Quirk eMarketing.

Silverpop (2010). Buzz Building: 7 Steps to Social Media Marketing Success. White Paper. [Online]. Available at: http://www.silverpop.com/marketing-resources/white-papers/download/social-media-success.html (Accessed: 22. October 2012)

Pelet, J. (2012) The Buzz Marketing: Electronic Word of Mouth. [Online]. Available at: http://emarketinpress.wordpress.com/buzz/ (Accessed: 10. November 2012)

Facebook (2012). Starbucks. Available at: http://www.facebook.com/Starbucks (Accessed: 08. November 2012)

Twitter (2012). Starbucks. Available at: https://fr.twitter.com/Starbucks (Accessed: 08. November 2012)

Youtube (2012). Starbucks. Available: http://www.youtube.com/user/Starbucks (Accessed: 08. November 2012)

• BARROT Tristan
• CRESSON Benjamin
• LE LIEVRE Alexandre
• VIOLLEAU Meriadec
• SOMMER Benjamin
• DYENS Ken

Facebook. When we hear this name, we all know what we are talking about : The most famous social network ever since. If today Facebook seems to be the greatest place to be connected with our “own community” on internet, it is also a great opportunity for brands. Every day, more than 3 billion likes and comments are made by users, called “fans” by companies. Those communities give important opportunities to attract potential customers for marketers, because Facebook pages created by brands can help them by :

• Evaluating the popularity of the concerned brand;
• Communicating with consumers and entertaining a strong relation;
• Developing the digital marketing of the brand.

In this synthesis we will try to explain shortly what the “Power of Like” on Facebook is for marketers and brands.

In the U.S., 90% of all time spent on social networking sites are for Facebook only. 27% of the activity of Facebook users is centered on the homepage and newsfeed, and 21% is centered on profile viewing. Needless to say how it is interesting for a company, especially as we know that Facebook has approximately 160 million visitors per month (about ¾ internet users) who visit the site each day for the majority.

Facebook put tools for brands in order to let them develop their digital business and marketing, for money (that is how Facebook realizes 82% of its receipts). Those tools are advertisements, called “impressions”, situated on the homepage, the newsfeed, friends’ profile or directly on a commercial fan page :

• Page publishing : Posted by the brand itself on its Facebook page, appearing in the newsfeed;
• Stories about friends : These are the famous “X.Person likes X.Brand”;
• Sponsored stories : The same as “stories about friends”, but on the right of the Facebook page (can also appear on a friend’s page);
• Ads with social : Posted by the brand itself but depending on a social context. It will appear even if we didn’t “like” the brand’s page.

Users like brand pages for several reasons : Self-expression, communication with the brand, communicating positive associations of brands to others and receiving deals and promotion. So, brand fans become “social marketing vehicles” and sources of information about products and consumers (what kind of profile(s) ) for companies, because they make ads and pages travel all over Facebook and they give their opinion about. The important thing is to entertain a dialog with consumers, and being seen and recognized by fans, friends of fans and to convert non-fans.


Moreover, we can see that a lot of famous person has been known and improve their image thanks to social networks. Indeed, the number of “Like” is currently able to reflect the notoriety of an artist/sportive and this is why famous person use that way of communication more and more. People are very active on social network, and celebrities know this. As an example, we can speak about the fan page of Shaka Ponk, the French rock band, using Facebook as a communication and marketing tool.

Sources :
http://blog.lefigaro.fr/medias/2012/04/facebook-derniers-chiffres-et.html
http://fluctuat.premiere.fr/Societe/News/Quelles-pages-ont-le-plus-de-fans-sur-Facebook-3255818
http://www.lapresse.ca/le-quotidien/actualites/201211/02/01-4589914-movember-suscite-de-lengouement.php
original paper on Power of Like