FROM CONTENT MARKETING TO MEDIA COMPANY,The Art of Sustainable Influence and Native Advocacy ,VINCENT LI @ LIBLOG,Digital marketing strategistDeloitte ,September 4, 2014,Your brand: ,the Next Media Company,©2014. For information, contact vincent@liblog,2,梦勤士,by Deloitte Consulting Beijing Office ,A film of ,Deloitte Oscar,A FILM FESTIVAL FOR AND BY ALL DELOITTE STAFF ,©2014. For information, contact vincent@liblog,3,Every brand is a media company. ,Even for B2B brand like ,©2014. For information, contact vincent@liblog,4,5,reasons or motivationsto become a media company,©2014. For information, contact vincent@liblog,5,1,Our game is changing ,Weibo2009,Google Glass 2012,Information,Relationship,Values,Vine 2013Wechat2012Instagram2012,The “activeness” decreased by 40%,2,Social Media is dying,Well…呵呵,Too expensive to build and too hard to promote…,What about vertical websites? En..Their only readers are arketers. ,Anyone still use Renren.com ? You are kidding me!,It is “open” but not so open. And actually, it is not designed to be social,3,Mobile world is chaotic ,©2014. For information, contact vincent@liblog,8,4,Content marketing is becoming a paid media game,SEO,微电影,植入,Celebrity,Promoted tweets,Ads Banner,话剧,Water Army,购买,©2014. For information, contact vincent@liblog,9,5,The disconnected consumer experience journey,©2014. For information, contact vincent@liblog,10,What makes a media company,©2014. For information, contact vincent@liblog,11,Content Excellence ,Five Content types,©2014. For information, contact vincent@liblog,12,Source: David Armano@Edelman Digital ,Content Excellence ,Real-time content ,©2014. For information, contact vincent@liblog,13,Management Excellence ,Centre of Excellence,©2014. For information, contact vincent@liblog,14,Source: David Armano@Edelman Digital ,Management Excellence ,Centre of Excellence,Phase 1,©2014. For information, contact vincent@liblog,15,Source: David Armano@Edelman Digital ,Management Excellence ,Centre of Excellence,Phase 2,©2014. For information, contact vincent@liblog,16,Management Excellence ,Centre of Excellence,Phase3,©2014. For information, contact vincent@liblog,17,Management Excellence ,Centre of Excellence,Case 1 ,is,MOST INNOVATIVE COMPANIES 2012,©2014. For information, contact vincent@liblog,18,Community Excellence ,Influencer mapping,©2014. For information, contact vincent@liblog,19,Community Excellence ,Employee ,©2014. For information, contact vincent@liblog,20,So,Mo,Lo,Pho,Deloitte is moving toward creating an experiential brand and demonstrating these through a changing and closely-connected online and offline ecosystem in China ,Talent and brand come together in the expression of Deloitte brand internally and externally. People is key of the expression, who will create the content and share the content.,Paid Owned,v,r,i,a,l,Campaign,Content,Social Earned,O,i,W,M,Brand is more than marketing but advancing Deloitte values and working with our talents and influencers to make that story relevant, and influence the ways people experience it.,©2014. For information, contact vincent@liblog,21,Employees as Key of Media Company,©2014. For information, contact vincent@liblog,22,P WERFAN,100 “story” + 100 “ambassadors”+ 100 business opportunities ,Power fans is a platform to connect dots of the offline and online assets and identify and engage Deloitte “ambassadors” and influencers which will help tell a seamless Deloitte story and advance Deloitte’s influence and values among stakeholders to drive real values for recruiting, employer branding and the business as whole. ,1 PLATFORM,1 VOICE,1 GOAL,Build a mechanism to connect ,dots through identifying power ,fans from the offline/online ,events and engage them on a consistent and continuous ,way to drive content marketing and build influence. ,Engage power fans to create ,and co-create content with ,Deloitte values that will be tell a positive and seamless Deloitte story, whether it be campus talk or Deloitte Oscar program. ,Drive real values: 100 ,videos/stories + 100 power ,fans to help bring live the online and offline events and help create business opportunities for Deloitte ,©2014. For information, contact vincent@liblog,23,Deloitte Power House ,Deloitte Club,DDD,Campus talk,ISBF,Career site,Online community,Sinaweibo,@德勤招聘,Virtual office tour,Alumni,DeloitteOscar,Yammer,EB,HR News-letter,24,StudentsEmployeesAlumniPartners,Power Fans,InsightsAmbassadorsCurated contentDeloitte value holders,1 goal,1 platform,1 voice,Join Power HouseJoin Power House,Take tasks and participate into eventsTake tasks and participate into events,Gain scores for every activitiesGain scores for every activities,开始德勤虚拟职业生涯,Rewarded with promotions, opps and giftsRewarded with promotions, opps and gifts,领取任务获得积分,个人页面,P,r,o,f,il,epage,任务模块,T,a,sk,M,odue,l,s,积分和奖励模块,S,c,o,r,i,ng,&,R,e,w,a,r,d,C,o,mm,un,i,t,y,交流和社区模块,S,uppo,后兑换积分获得晋升台模块任参与特殊任务获得礼物（务发）布,ng,r,t,i,Tasks createdby National HRregional HRs, CSR, learning, functions and service lines,25,Case Study: Deloitte Power House ,Deloitte WeiboCartoon Stories,Action LearningProject,Deloitte Oscar,Power Alumni,•,• Use 2 cartoon characters to represent A1s and her senior mentor Solicit weibo fans to contribute authentic and meaningful Deloitte stories Turn stories in to weekly cartoon series to post on WeiboAll participants earn credits for prize,-,-,•,Invite functions/ambassadors to be e-buddy to help interns do meaningful online projects • Enrol active fans/candidates into CSR activities• All participants earn credits for prize ,•,•,Invite active fans to form cross functional team to write storiesInvite external film major students to support film taking & final cutting•Internal screening• Public voting• All participants earn credits for prize,• Ask current employee to look for their 5 & 10 years alumni who are now success in their diverse careers Invite those alumni to contribute Deloitte stories or participate film shooting,•,26,Project Owner ,• Create project•Post project•Invite and decide 5 sub-chiefsHR and Web Managers,Level 1,•Share/ finish task• Create sub-projects•Invite and many level 2Verified DTTers,Level 2,••,Share/ finish taskInvite and many level 3sub-chiefs,DTTers,Level 3,•Share/ finish task• Create sub-projects•Invite sub-chiefsDTTers and invited and registered users ,27,审核所有公开信息发布,HR,A,B,C,Questions?,For off-site catch-up: ,lijiansports@gmail.comWeibo: @liblogweChat: vincent6857,31,
