[China Social Media Jobs]: Razorfish Seeks A Social Media Manager (NIKE)
Posted on | May 11, 2010 | No Comments
Razorfish is one of the largest interactive agencies in the world. Razorfish helps industry leaders build great brands by creating engaging experiences for consumers wherever they live in the digital world.
Razorfish was acquired by Microsoft as part of its acquisition of aQuantive, but functioned as an independent company. On August 9th, 2009, Microsoft sold the firm to Publicis Groupe.
Currently, Razorfish is looking for a Shanghai-based social media manager who is to work on the Nike account.
Position: Social Media Manager (Shanghai)
Responsibilities:
- Develop and implement social media plan for our clients, which will include IWOM (internet word of mouth program), influencers marketing, partnership program with communities and web2.0 websites.
- Come up programs and partnerships ideas with community websites, work out the details with partners, monitor progress and make any adjustment to deliver good results. The programs can be tactical or long-term and be in various formats like user generated content, viral campaign, etc. to engage consumers on special topics on the brands / campaigns.
- Develop and implement seeding plan, monitor and moderate participations and interactions, and make any adjustment if needed.
- Engage influencers in the various social community sites, and develop special partnership and program with them to influence their preference on brands / products / campaigns, and get positive discussion on line.
- Establish performance benchmark of the social media campaigns and measurement methodology. Provide tracking and metrics to communicate and validate the community effectiveness, and prepare reports and presentations to client.
Requirements:
- Strong experience in implementing social media programs in key portals, bbs, communities and web 2.0 websites
- Passionate for today’s trends on social networking, user generated content, web2.0.
- Experience with, and passion for, creating and consuming new content types: websites, blogs, podcasts, wikis, etc.
- Strong relationship with community sites, web2.0 sites, influencers, to able to implement interesting and unique campaigns.
- Experience handling international brands will be an added advantage
- Good English and good presentation skill will be an advantage.
- A self-starter with the willingness and desire to “roll up your sleeves” and get the job done. Self
- Motivated showing strong sense of ownership, and enjoy satisfaction of implementing your ideas/plans and see the results.
If you are qualified and interested in this job, please send your resume to jobs@in2marcom.com and DO include “Razorfish Social Media Manager (NIKE)” in your email title.
Tags: China Social Media Jobs, Influencer, Interactive Communication, Internet Word of Mouth, Microsoft, Nike, Online Community, Razorfish, Social Networking, aQuantiveTags: China Social Media Jobs > Influencer > Interactive Communication > Internet Word of Mouth > Microsoft > Nike > Online Community > Razorfish > Social Networking > aQuantive
[China Social Media Jobs]: Social Media Marketing Manager For Nokia
Posted on | May 7, 2010 | No Comments
Nokia is the world leader in mobile communications. Backed by its experience, innovation, user-friendliness and secure solutions, the company has become the leading supplier of mobile phones and a leading supplier of mobile, fixed broadband and IP networks.
Nokia Solution is responsible for driving Nokia’s offering of solutions, where the mobile device, personalized services and content are integrated into a unique and compelling package for the consumer. The unit is tasked with concepting and creating such solutions.
Position: Social Media Marketing Manager (Beijing)
Responsibilities:
- Developing strategic and operational plans around social media, managing execution, budget and measuring results
- Develop long term social media programs to create buzz and conversation with customers for Nokia Solution
- Develop short term/tactical social media programs which aligned with Nokia Solution strategy.
- Manages agencies in the revamping of social media programs, ongoing maintenance and updates
- Establishes and maintains cross-functional working relationships with operational support from media.
- Provides social media marketing insight and direction for cross-functional teams throughout the Company.
Qualifications:
- Deep understanding social media landscape in PRC
- Marketing expertise, and operational experiences.
- Strong interpersonal skills
- Ability to communicate clearly and concisely, both orally and in writing, both English and Chinese
- Creative & strategic thinking
- Ability to handle multiple tasks
If you are qualified and interested in this job, please send your resume to jobs@in2marcom.com and DO include “Nokia Social Media Marketing Manager” in your email title.
Tags: China Social Media Jobs, Interactive Communication, Nokia, Online Community, Social Networking, social media managerTags: China Social Media Jobs > Interactive Communication > Nokia > Online Community > Social Networking > social media manager
China Digital Brand Index 2.0
Posted on | April 29, 2010 | 3 Comments
On April 28th, Edelman APAC, in partnership with social media intelligence firm, Brandtology, unveiled the latest edition (DBI 10.2) of their quarterly Digital Brand Index cross eight Asia-Pacific markets (Australia, China, Hong Kong, India, Indonesia, Malaysia, Singapore and Taiwan). With data from January to March 2010, the DBI tracked netizen behaviors and technology brand activities during the lunar holiday season.
Results across the region showed that Twitter has established itself as the dominant channel for sharing news about technology brands across Asia, except in Hong Kong as well as in China where it is banned. Google and Microsoft also continued to rank in the top 10 across countries, alongside discussions on local telecommunications brands in each market.
Break down to the China market and here are the key findings:
- 184,374 online conversations relating to 88 large technology brands tracked within 472 influential channels. This represents one major technology brand mentioned online in China every 42 seconds, compared to one brand mention every 38 seconds found in DBI 10.1 (2009Q4 data).
- Google, which led all other brands in terms of brand mentions in the first quarter, saw its buzz factor increase significantly amid online debate over its withdrawal from China. The total number of brand mentions online of Google grew by 30 per cent since DBI 10.1 and 55 per cent in terms of Channel Index.
- Acer followed Google as the second most buzzed brand, with a total of 10,431 online brand mentions, a jump in position from #9 in DBI 10.1. Acer also leads all other brands in terms of its engagement index, which evaluates how leading online content creators (influencers) are being actively wooed by brands.
- The two major telecom carriers in the country, China Telecom and China Unicom, continued to rank in the top 10 list of “buzziest” brands in China in third and eighth place respectively, due to the active promotion of their 3G services and mobile phones. Mobile manufacturers Nokia, Sony and Samsung also made the top 10 list.
- Kingsoft made DBI’s top 10 buzz list for the first time with 5,573 major online buzz, most likely due to its online marketing /engagement initiatives surrounding new anti-virus services, WPS software and an online video game drive. The company also ranked #4 in terms of Average Engagement.
- Overall, telecom and mobile phone companies and software companies are the most discussed brands online, followed by several technology brands such as Sony and Samsung. Software companies such as Oracle and Kingsoft improving their ranks both in terms of buzz volume and engagement.
1. Google | 34,211 mentions
2. Acer | 10,431 mentions
3. China Telecom | 10,137 mentions
4. Nokia | 10,048 mentions
5. Microsoft | 9,100 mentions
6. Sony | 7,081 mentions
7. Samsung | 6,636 mentions
8. China Unicom | 6,009 mentions
9. Kingsoft | 5,573 mentions
10. Oracle | 5,527 mentions
For more details and market-by-market fact sheet downloads, link here.
One critical query from my perspective is about Brandtology’s data collection methodology. The DBI results indicate that most of top 10 ”buzziest channels in China” are on Tianya, China’s leading mass BBS community. But based on my experience, there are much more buzz around technology brands on IT vertical sites, for example PConline for consumer IT, Chinabyte for corporate IT, and iMobile for mobile phone. Not sure whether Brandtology covers these sites (a full list here and here) and is able to grab all the data. If not, the DBI may be a bit misleading on media /channel selection for brands’ social media strategy.
Tags: Acer, Asia Pacific, Australia, Brandtology, China, China Telecom, China Unicom, DBI, Digital Brand Index, Edelman, Google, Hong Kong, IWOM, India, Indonesia, Internet Word of Mouth, Kingsoft, Malaysia, Microsoft, Nokia, Oracle, Samsung, Singapore, Social Media, Sony, TaiwanTags: Acer > Asia Pacific > Australia > Brandtology > China > China Telecom > China Unicom > DBI > Digital Brand Index > Edelman > Google > Hong Kong > IWOM > India > Indonesia > Internet Word of Mouth > Kingsoft > Malaysia > Microsoft > Nokia > Oracle > Samsung > Singapore > Social Media > Sony > Taiwan
National Day of Mourning, A Black-and-white Internet
Posted on | April 22, 2010 | 3 Comments
April 21 was declared a National Day of Mourning for the victims of the 4.14 Earthquake in Yushu, Qinghai Province. Public entertainment activities have been suspended, flags fly at half-staff, and newspapers have gone gray. The front pages of major online websites have switched to mostly black-and-white as well.
Search: Google
Search: Baidu
Search: Bing
Search: Soso
Search: Sogou
Search: Youdao
Forum Community: Tianya
Forum Community: Mop
Social Networking: Kaixin001
Social Networking: Renren
Social Networking: Qzone
Social Networking: 51.com
Social Networking: 360quan
Social Networking: Douban
Social Networking: Myspace
eCommerce: Taobao
eCommerce: Paipai
Tags: 21CN > 360quan > 51.com > Baidu > Bing > China > Douban > Google > Kaixin001 > MSN > Mop > MySpace > National Day of Mourning > Netease > Paipai > QQ > Qzone > Renren > Sina > Sogou > Sohu > Soso > Taobao > Tianya > Tom > Yahoo > Youdao > Yushu Earthquake > iFeng
EYES ON ME: Quarterly Review of Chinese Viral Video (2010 Q1)
Posted on | April 18, 2010 | 2 Comments
EYES ON ME is a post series on IN2marcom. Previously it was a monthly highlight of Chinese viral videos. From 2010, it is changed to a quarterly review to feature those most creative and popular viral ads.
In 2010Q1, Dell and Mazda presented the mostly popular viral videos for the Ophone and Mazda 2 respectively. McDonald’s and Nike produced a lot of viral ads throughout the first quarter, the former’s are very funny while the latter’s are in pretty high shooting quality.
1. “The Most Amazing DIY Of The Year” | Dell Ophone
View: 2,404,044 | Comment: 385 | Favorited: 820 | Embed: 68,169
2. “The Most Fuel-efficient Car At The Gas Station” | Mazda2/Chana-Mazda
View: 1,228,426 | Comment: 480 | Favorited: 151 | Embed: 512
3. “Real Person Counter Strike” | Uni-president Instant Noodles (I feel it’s so bloody & no meaning for the brand)
4. “New Paying, New Life” | Alipay.com
5. “The Three Kingdoms” | McDonald’s Lunch
6. “Flying Dove With A Letter” | McDonald’s Lunch
7. McDonald’s Spicy Chicken Wings Promotion I
8. McDonald’s Spicy Chicken Wings Promotion II
9. McDonald’s Spicy Chicken Wings Promotion III
10. “Can You Challenge Me – Blindfolded Shot” | Nike Pro Combat/Nike Training & Nike Basketball
11. “Can You Challenge Me – Hercules” | Nike Pro Combat/Nike Training & Nike Basketball
Any time, when you come across a Chinese viral video, please do me a favor to dig it out. You just need to send the video URL to EYES-ON-ME@in2marcom.com, I will add it to the list. Bravo! Bravo! Bravo!
Disclosure: I’m an employee of Razorfish, which produced the two Nike viral ads.
Tags: Alipay, China Social Media, Dell, EYES ON ME, Mazda, McDonald's, Nike, Viral Marketing, Viral VideoTags: Alipay > China Social Media > Dell > EYES ON ME > Mazda > McDonald's > Nike > Viral Marketing > Viral Video
Foursquare Day in China
Posted on | April 13, 2010 | 1 Comment
4/16 is a day called Foursquare Day. It is a day designed to demonstrate the power of social media and specifically promote the use of the geo-location social service all over the world. You can click here to know more about the 4SQDAY story.
Here in China, three cities will have their own swarm party / challenge:
Shanghai
Time: 7:30pm – 10:00pm
Contact: (+8621) 64317027
Location: Tara 57, 2/F 57 Fuxing Xi Lu
Foursquare Venue: http://foursquare.com/venue/537674
Website: http://4sqday.com/event/shanghai-foursquare-day-swarm
Beijing
Time: 8:30pm – 11:00pm
Contact: +8613641361514 / +8615210013848
Location: Apple Store, 19 Workers’ Stadium North Rd
Foursquare Venue: http://foursquare.com/venue/313487
Website: http://4sqday.com/event/beijing-foursquare-day-swarm
Hong Kong
Time: 6:00pm – 9:00pm
Contact: (8526) 7685252
Location: 52 Wyndham St
Foursquare Venue: http://foursquare.com/venue/346730
Website: http://4sqday.com/event/hong-kong-foursquare-day-swarm
If you are still new to Foursquare, watch below video and get a quick understanding how to unlock your world with the Foursquare.
Let’s join this global celebration of Foursquare Day on Friday. Unlock the Swarm Badge (50+ check-ins) or even Super Swarm Badge (250+ check-ins over a 3-hour period) for your city!
Tags: Beijing, Foursquare, Foursquare Day, Hong Kong, Shanghai, Social MediaTags: Beijing > Foursquare > Foursquare Day > Hong Kong > Shanghai > Social Media
The KFC Coupon Crisis
Posted on | April 10, 2010 | 5 Comments
This week must be a terrible period of time for KFC China. The fiasco of its online promotion led the brand to a very big crisis. Now let’s look back to the issue and try to learn some lessons from it.
On April 6, KFC launched a digital campaign called Super Tuesday on China’s top e-commerce site Taobao. The rule of the campaign, dubbed a “one-second act (秒杀),” was set for 10:00 am, 2:00 pm and 4:00 pm on the day and involved 100 e-coupons for each “act.”
Unexpectedly, all the three types of e-coupons had been available to download from several online communities since late morning. They were soon spread out through various social media channels. One 50% off coupon for the 64RMB KFC family bucket meal was very much welcomed by consumers. It was supposed to be released on 4:00 pm and only the first hundred people who managed to grab them were supposed to be able to use them, as KFC originally planned. However, the coupon itself didn’t claim clearly on that. Instead, it was said the e-coupon could be used after it is printed and copies of coupons are also valid.
During the lunch time, consumers printed the coupon and brought it to local KFC restaurants. Most of them were rejected with the excuse that the coupon is supposed be release and used until after 4:00 pm. Consumers understood the rule although they were disappointed.
On 1:30 pm, KFC suddenly posted a statement on the campaign site, official brand site and official e-coupon site to shut down the campaign.
Dear netizens:
Following KFC releasing the first round of promotion, it received a warm response from many netizens, but fake electronic coupons for the last two rounds [of the promotion] have already appeared on specific websites. Because of this, KFC has temporarily decided to stop the second and third round of promotions. All coupons relating to the second and third round of promotions currently in the market are all fake coupons, and KFC restaurants will not accept any of them. Any inconvenience this has brought to you, we ask for your understanding. With regards the follow-up promotion, we will post a notice on the KFC official website later.
KFC China
April 6, 2010(translated by chinaSMACK)
During the dinner time, consumers who read or not read the statement, came to the KFC restaurants with the coupons. Staff from different stores told different excuses and some of them printed out the official statement and put it at the cashier. This led to protests in many KFC restaurants by customers who felt they were cheated and being lied to. Some customers refused to leave, demanding explanations and that KFC honor their promotion.
Some consumers even order McDonald’s takeout to KFC restaurant to fight back.
Through tweets, posts, photos, videos…… complains and angers were spread out quickly and widely. Consumers insisted that the coupons are not “fake” but just leaked earlier. The attention on this crisis broke out on Tuesday night, expanded extremely on Wednesday, and (fortunately) started weakening from Thursday. However, the media kept reporting the issue heavily (indicated by Baidu Index).
.MY POV:
1. Poor Planning
The most critical piece of this issue is KFC allowed copies of the coupon to be valid (as stated on the coupons), but the rule of online promotion allowed only 100 consumers to be able to get each type of coupon.
It is probably because the campaign planners thought the limited time and quantity of releasing e-coupons is enough to limit the promotion. The coupons did not feature any unique identifiers limiting it to single-use only, the terms of use was simply copied from a normal one. They didn’t see the weak points in their plan until it was too late. They were also failed to anticipate a big discount e-coupon (Chinese consumers are very incentive driven and price sensitive) would spread as far as it can through social media.
2. Bad Response
The e-coupons were most likely leaked out early by internal leaks or mistake. Either way, KFC is so bad in controlling confidential campaign information. Leaked coupons are not “fake”, they just become “invalid” after KFC canceled the promotion at last minute. As a brand, KFC surprisingly made consumers foot the bill of its mistake. This is such a stupid and irresponsible decision.
Tags: Internet Word of Mouth, KFC, Social Media, online crisisEarth Hour 2010, Let’s Get Involved!
Posted on | March 27, 2010 | 1 Comment
On March 28, 2009 hundreds of millions of people from 88 countries used their light switch to cast their Vote for Earth. This year Earth Hour will continue to be a global call to action to every individual, every business and every community. It is a call to stand up, to take responsibility, to make a stand against climate change, to get involved and lead the way towards a sustainable future. Iconic buildings and landmarks from Scandinavia to Europe to Asia to the Americas will stand in darkness at 8.30pm on Saturday March 27, 2010.
The ways you can also get involved digitally:
follow earthhour on Twitter and tweet what you are doing using #earthhour
be a fan of earthhour and update your Facebook status
friend with earthhour on Myspace
see earthhour photos on Flickr and share yours to http://flickr.com/groups/eh2010
watch earthhour videos on Youtube and add yours to http://youtube.com/group/earthhourglobal
There are also plenty of things that you can add to your blog or site, from banners and buttons to supporter widgets and Virtual Lantern pages. Check out all of the ways you can show your support at Tools and Downloads and Spread the Word on www.earthhour.org.
Tags: Earth Hour, Facebook, Flickr, MySpace, Twitter, YouTube« go back — keep looking »