Best Practices to Leverage Renren for Consumer Activation
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The document discusses best practices for leveraging the Renren social networking platform to activate consumers, particularly among Chinese college students. It highlights successful case studies, notably Dell's marketing strategies on Renren, including contests and ambassador programs, and outlines five best practices for engaging users effectively. Additionally, it introduces MSLGroup's social media offerings and frameworks for integrating social media into marketing and crisis management strategies.
Best Practices to Leverage Renren for Consumer Activation
- 1. Best practices to leverage Renren for consumer activation! Gaurav Mishra | Gauravonomics! Asia Director of Social Media, MSLGROUP!
- 2. How to leverage Renren for consumer activation?! 06.29.2010 | P2
- 3. Introduction to Renren social networking platform! • Renren is perhaps the most popular social networking platform amongst Chinese college students.! • Renren is most popular in tier 1 and tier 2 cities, but gaining popularity in tier 3 cities.! • The most popular content on Renren is personal status updates and photos.! • Renren has more than 100 million active users and continues to grow.! Source: Renren, infographic from Ogilvy!
- 4. How to run an While many brands are creating public pages on Renren, brands integrated should leverage the full functionality of Renren and integrate it with campaign on other platforms to effectively activate consumers.! Renren? ! More content! 2! Renren ad package! 4! Sina Weibo & Renren contest i! Youku pages! entries! ePR on BBS, 1! Renren contest Renren public 5! ii! SNS, blogs! mini site! page fans! 6! ePR with KOLs! iii! Renren shares & comments ! 3! Renren public page! More content & engagement!
- 5. Banner for campus Featured campus Dell Public ambassador mini site! ambassador! Page on Renren! • Dell is one of the most popular Tab for contest mini site! brand public pages on Renren with more than 730,000 fans.! • Dell has also leveraged the full range of Renrenʼs public page features.! Source: Dell Public Page on Renren!
- 6. Dell Public Page on Renren! • Dell uses rotating banners at the top of the middle column on the homepage to showcase important initiatives.! Source: Dell Public Page on Renren!
- 7. Dell Campus Mini site on Renren ! • The Dell Campus mini site on Renren is a long-term program to recruit and leverage campus ambassadors.! • Dell has about 150 campus ambassadors.! Clear step 1-2-3 workflow! Source: Dell Campus Mini site on Renren!
- 8. Dell Convocation Event on Renren! • Dell leveraged the event functionality on Renren to promote a convocation event to students.! • Dell asked students to post a photo of their convocation and gave prizes to the five most creative photos.! Source: Dell Campus Event on Renren!
- 9. Dell Contest Mini site on Renren ! Tabs for leaderboard, Tab for public page! missions, redemption! • Dell has created a dedicated contest mini site on Renren to run a series of contests.! • The contest mini site has more than 230,000 members.! • Fans get points for participating in contests and performing missions, which they can redeem against Dell vouchers.! Featured community members! Banner for promotion! Source: Dell Contest Mini site on Renren !
- 10. Dell Contest Mini site on Sharing button for other social networks! Renren ! • Fans can participate in a lucky draw to win Dell Streak 10 Pro tablets without spending any points.! Source: Dell Contest Mini site on Renren!
- 11. Dell Contest Mini site on Renren ! • Fans can ask their friends to gift them Dell laptops as Chinese Valentineʼs Day gifts.! Mini site profile linked to Renren profile! Featured community Clear step 1-2-3 members! workflow! Source: Dell Contest Mini site on Renren!
- 12. Banner for top fans! Mini site profile linked to Dell Contest Renren profile! Mini site on Renren ! • Dell showcases the top fans on its contest mini site on a leaderboard.! 4 ways to filter featured community members! Source: Dell Contest Mini site on Renren!
- 13. Featured missions: Mini site profile linked to Dell Contest public page, promos! Renren profile! Mini site on Renren ! • Dell showcases all the missions that fans can perform.! Missions to leverage Renren for virality! Source: Dell Contest Mini site on Renren!
- 14. Mini site profile linked to Dell Contest Renren profile! Mini site on Renren ! • Dell showcases all the options to redeem points accumulated by performing missions.! Source: Dell Contest Mini site on Renren!
- 15. Detailed mini site profile linked to Renren profile! Dell Contest Mini site on Renren ! • Dell showcases a personal profile for each fan with a summary of missions performed and points earned.! • This profile is linked to the fanʼs Renren profile.! Source: Dell Contest Mini site on Renren!
- 16. Dell Doodle Contest Mini Site! • In 2009, Dell China tied up with Renren to create a contest where consumers could create 3D doodles on letters from a laptop keyboard.! Source: Dell Youth via Little Red Book!
- 17. Best practices Based on case studies like Dell and MSLGROUPʼs own experience for leveraging in managing SNS pages for brands like Alpenliebe, Watsons, E&Y, Renren for Singapore Tourism and Ikea, MSLGROUP has identified five best consumer practices for leveraging Renren for consumer activation. ! activation! Best practices for leveraging Renren for consumer activation! 1! 2! 3! 4! 5! Integrate mini Define ladder of Communicate Leverage viral Feature site, public page engagement & the call to action social graph community and ad package! call to action! repeatedly! features! member profiles! ! ! ! ! ! Use the ad Define the Clearly Fully leverage Show featured package to actions you communicate Renrenʼs viral community drive Renren want Renren the call to action! features like member profiles members to the members to In a step 1-2-3 checking in, in multiple mini site, then engage in a manner, updating status locations, convert them ladder of sometimes message, linking back to into public page engagement repeatedly in inviting friends their Renren fans to engage from the multiple to support profiles, to with them simplest to the locations, to entries and increase the repeatedly over most complex reinforce the sharing entries sense of active time! actions! message! with friends! participation!
- 18. MSLGROUPʼs social media offering! 06.29.2010 | P18
- 19. MSLGROUPʼs MSLGROUP has created a fully integrated social media offering social media across the PLAN-BUILD-ENGAGE phases.! offering! 1! 2! 3! PLAN! BUILD! ENGAGE! Insights, Strategy, Web, Mobile, Social Content, Community, Enterprise Change! Applications Conversations
- 20. MSLGROUPʼs MSLGROUPʼs PLAN offering includes insights, strategy, and social media enterprise change across the consumer activation, corporate reputation, and employee engagement use cases.! offering! 1! 2! 3! PLAN! BUILD! ENGAGE! Insights, Strategy, Web, Mobile, Social Content, Community, Enterprise Change! Applications Conversations • Distill actionable insights and • Link back participation and foresights from conversations action to business objectives and communities using our through our proprietary proprietary What IF People's VERITE measurement Lab approach.! approach.! ! • Discover a shared purpose • Provide strategic counsel and brand story that connects across the consumer the brand values with activation, corporate evangelists passions.! reputation, and employee ! engagement use cases.! • Create platforms and programs to organize and • Design and deliver training energize brand evangelists, programs to help build co-create shareable content, enterprise capabilities to and trigger participation and participate in the conversation action.! economy.!
- 21. MSLGROUPʼs MSLGROUPʼs BUILD offering includes designing and developing social media web, mobile, and social applications, through in-house specialists and partners.! offering! 1! 2! 3! PLAN! BUILD! ENGAGE! Insights, Strategy, Web, Mobile, Social Content, Community, Enterprise Change! Applications Conversations • Design and develop private or • Set up, optimize and manage public community platforms digital assets across channels using our proprietary What IF and geographies.! white label community tool.! ! ! • Leverage on-site and off-site • Design and develop social search engine optimization for applications using the higher search rankings.! Facebook, LinkedIn and Twitter APIs.! ! • Design and develop mobile applications on the Apple, Android, and Blackberry platforms.!
- 22. MSLGROUPʼs MSLGROUPʼs ENGAGE offering includes managing content, social media communities, and conversations, through dedicated specialists and integrated communications teams.! offering! 1! 2! 3! PLAN! BUILD! ENGAGE! Insights, Strategy, Web, Mobile, Social Content, Community, Enterprise Change! Applications Conversations • Build long-term relationships • Track and participate in with key online influencers conversations related to the beyond the "big-box" blogs brand, the category or the using our proprietary social heartbeat on the Multiloguer influencer broader social web.! relationship management tool.! ! • Leverage targeted paid • Leverage creative storytelling media, primarily social and rich multimedia content to advertising and search bring alive the brand story.! advertising, to support owned media and earned media.! • Create triggers for community members to participate and act, on the community platforms owned by the brand.!
- 23. MSLGROUPʼs social media planning frameworks! 06.29.2010 | P23
- 24. Six stages of Based on interactions with 1500+ marketing and communications social media professionals in Asia, all companies can be mapped across six stages of social media integration.! integration! 4! 5! 6! Letʼs integrate Letʼs integrate Letʼs integrate Integration! social into our social into our social into our web marketing and business platforms!! comms programs!! processes!! 2! 3! Letʼs create a Letʼs run a Incubation! Facebook page or Facebook contest ! a Twitter profile!! or a Twitter influencer program!! 1! Letʼs create a Inaction! campaign or country microsite!! Platforms! Programs! Processes!
- 25. MSLGROUPʼs Brands should design platforms and programs around a shared social heartbeat passion, or social heartbeat, to inspire, organize and energize their most important influencers.! framework ! Brand Brand z Organizing persona! values! Social platform! heartbeat! Brand Insights! Long-Term! z Shared Influencer Influencer brand Energizing persona! passions! story! programs! Influencer Insights! The BIG Idea! Short-Term!
- 26. MSLGROUPʼs Brands should recognize that different influencers have different IM MSL roles and motivations, and approach them with different appeals, to activate them effectively.! framework! Aspirationals! Thought Endorsers! Catalysts! Vesteds! Leaders! Why are they Their name! Their Their Their Inside credible?! expertise! reputation! networks! knowledge! Whatʼs their Tastemakers! Innovators ! Standard Resources! Evangelists! role?! setters! Whatʼs most Status! Substantiation!Constituency! Information ! Sales! important ?! How to Help them Give them Tell why their Help them be Give them appeal to stay ahead of something audience ʻin-the-knowʼ motivation to them?! the trends; unique to talk cares! and ʻfirst-to- spread the pet charities! about! knowʼ! word!
- 27. MSLGROUPʼs ! Social media has a specific role to play at each stage of the crisis crisis curve curve. MSLGROUP has created a crisis management toolkit that includes tools and best practices for each stage in the crisis curve.! framework ! Attention! 2! Spotlight! 3! Blame Game! Plot heat map of Shape narrative crisis flows! via owned media! 1! Flash Point! 4! Resolution! Track early Optimize for warning signals! search results! Time! 0! Before Crisis! Plan for crisis scenarios!
- 28. Letʼs stay in touch! mslgroup.com | gauravonomics.com gauravonomics on Google/ Skype! Facebook/ Twitter/ LinkedIn/ SlideShare!