Ink Stain Commercial for CCTV by Niko Tziopanos
How to lead a successful strategy on sns in China ? 6 mistakes to avoid – Part II
Mistake # 4 - Define conversions as the only KPI
Often, marketers – or sales executive focus only on what drives the direct and final conversions : a lead, an email, keywords campaigns or banner display, neglecting important decision-makers factors such as trust and persuasion.
Social media campaigns have to be handled with the same pragmatism of any other online marketing action but not only : defining KPIs and clear objectives is the first step to ensure the success of a campaign. Indeed, if I do not know what I want to achieve, how can I tell I succeeded or not?
Using a mix of quantitative metrics - number of times the brand/product is mentionned, number of pageviews, social networks coverage, traffic driven, sales, average order value…together with qualitative ones – accuracy of the targeting is translated by engagement : time spent on site, return rate, positive vs negative word-of-mouth, natural virality…is necessary to measure the effectiveness of such campaigns.
Mistake # 5 – See China with your own eyes
This mistake is still widely spread among foreign companies in China. Whether for big groups who must respond to a global positioning worlwide and politics that slow them down in their decision process, or smaller companies that still try to replicate foreign models on the Chinese markets, the question is : why so many failures?
Chinese netizens have a very different behavior online than the West : the craving of Generation Y to express itself gives birth to a more participative and interactive web 2.0, leading to the growing importance of social networks and online games. To understand social networks, you have to understand Chinese society.
Rand Han from BloodyAmazing said in this very interesting article The Meta-Reality of China Advertising
“Beyond appearance, the true value of a brand is the emotions it elicits when viewed by its market.”
What is important to Chinese people? What stirs up their emotions? Keeping in mind thess questions when building strategy is the one ingredient often missing to achieve success.
Mistake # 6 - Stop your campaign
Social Media is about creating a relationship. Many brands build a site, create profiles on numerous social networks, get an audience engaged, make efforts, but just stop after 3 months. Why? Social media marketing is still considered from a traditional 3-months campaign approach and the mistakes mentionned above contribute to ruining campaigns.
Keep on entertaining the relationship, listening to your audience and rewarding your fans/followers. What is the risk ? See results increase, stabilize the budget and get your return on investment…
For successful examples, check this L’Oreal case and follow this blog.
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How to lead a disastrous Social Media Strategy in China – Part I
Latest Statistics on online SNS usage in China
Eight Ways to Ruin your Social Media Strategy
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