Case Study: Strategic Management

SOCIAL MEDIA

Create, Share & Exchange Information.

Internet Based Applications that allow the exchange of UGC.

Mobile and Web based Technologies

SOCIAL MEDIA MARKETING

Utilisation of Social Media to:

Increase Inbound Traffic Build Brand Awareness

Increase Revenue

CHINA’S SOCIAL MEDIA VS. WESTERN COUNTRIES

DECATHLON’S SMM STRATEGY

Unclear & Experimental

BBS sites

Taobao Bangpai

8264.com - Banner Ad Micro Blog

• Sina Weibo

• Engaged with

followers

SUGGESTED SMM STRATEGY

SMM Strategy

Goals

Target Audience

Social Media Choice

Resources

Monitor

Activity Plan

BRAND AWARENESS

Website Brand Awareness

Tabao Bangpai Low number of people joined

www.8264.com Banner Ads

Sina Weibo 1,098 followers (Jan-Mar ‘11)

Renren / Kaixin001 No Brand Awareness

SHORT-TERM SALES

Website Short-Term Sales

Tabao Bangpai Did not increase

www.8264.com Low conversion rate (15%)

Sina Weibo Contests & Promotions

Renren / Kaixin001 No sales generated

PERFORMANCE METRICS

Taobao Bangpai (China’s Amazon) Purchases, average revenue, average profit, average cross

sells/up sells and cost per click.

8264.com (Blog) No. of posts viewed tied to the promotion or a specific period of

time.

Sina Weibo (China’s Twitter) Celebrity endorsements, followers and number of re-tweets for

potential reach.

Renren (China’s Facebook) Number of fans.

Track these separately and then compare the month-over-month growth rate of each of these metrics so you can determine where you’re seeing the most growth.

LINK TO SALES REVENUE

Brand Health - Social media monitoring

Optimization - Find your target market

Revenue Generation - generate leads and conversions.

Operational Savings - Social media can provide opportunities for hard and soft savings to your business

Customer Experience - research discovered a direct correlation between social media and customer experience that translated into improved brand health, increased revenue and cost saving.

Innovation – Find new ways to engage interact and listen.

Thank You For Listening!Q & A’s