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Digital marketing behind the Great Firewall. Stephen Delvoye – Global Head Marketing Communications VOKA Mechelen 03/09/2014. Bekaert Bekaert online Global E-Strategy China website China online Social. Bekaert. Bekaert Global eStrategy. A customer centred corporate website
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Digital marketing behind the Great Firewall Stephen Delvoye – Global Head Marketing Communications VOKA Mechelen 03/09/2014
Bekaert • Bekaert online • Global E-Strategy • China website • China online • Social Stephen Delvoye @VOKA Mechelen
Bekaert Stephen Delvoye @VOKA Mechelen
Bekaert Global eStrategy • A customer centred corporate website • Inform, Attract, Convince, Convert • KPI - C2A: Contact + address finder + (eNews/social) • Customer Centred Services Extranet • Deliver, Interact, Personalization • Delivering personalized services to identified customers • eCommerce in extranet environment • Metrics & Analytics • Manage your website with facts, not opinions • Know your visitor: measure, analyze & optimize • ePresence & eReputation • ORM: online reputation management (Alterian) • Social Media Presence (Facebook, Twitter, etc) Continuous improvement in every step affects the Q of every other step Stephen Delvoye @VOKA Mechelen
Philosophy: Customer-centric, not organization-centric Customer-centric, task-focused website • A more customer-focused website: Create a website that is truly customer-centric; with web content that speaks customer language, not organizational lingo. • Manage with facts, not opinions: No more endless debates about what should and shouldn't be on your website. You get hard, defensible, compelling data that show exactly what your customers want … and don't want. • A simpler website: Strip away all the filler content from your website. Create a clean, lean website that focuses on exactly what your customers care most about. ‘Website content has to be DRIVEN by customer needs!’ Gerry McGovern Stephen Delvoye @VOKA Mechelen
Metrics, analytics & SEO – proof you’re right • Metrics & analytics The culture of metrics: • Speaking the same language within the organization • Dashboards management reports & operational reports • Watch & learn to optimize and improve your website • SE(O) Ranking: the power of Google • Approx. 6 out of 10 visitors come trough Google • SEO was, is and will remain very important • pagerank, links, titles, keyword density, keywords, etc… Stephen Delvoye @VOKA Mechelen
Customize... Stephen Delvoye @VOKA Mechelen
... followed by responsive Stephen Delvoye @VOKA Mechelen
Bekaert went Social to be present, not to connect Stephen Delvoye @VOKA Mechelen
Chinese website 2010 Stephen Delvoye @VOKA Mechelen
Chinese digital marketing • Server issues • KP listens • Baidu vs Google / Organic versus paid search • Different content • Brand ambassadors • Domain name phishing • Social rules Stephen Delvoye @VOKA Mechelen
Social network users (Statista 2014) Stephen Delvoye @VOKA Mechelen
Listen, listen, listen Every social media strategist and industry expert will tell you, the first step in creating an effective social media strategy, at any capacity, is listening. As social media has evolved, marketers have, too. Your community and customers are already discussing your brand, competitors, and industry – so, finding these conversations and tapping in is your first step to developing any solid, scalable social media strategy. Mathew McDougall (赵马修) CEO Digital Jungle Stephen Delvoye @VOKA Mechelen
TOWARDS A LISTENING STRATEGY Why do we listen? Where do we listen? How do we listen? What do we learn? Stephen Delvoye @Vlerick June 2013
Where do we listen? Blogs Social Networks Message boards/ Forums Social Media Microblogs Videos/ Photos Sharing News News Other Media Types Wikis
How do we listen? Collect Store Understand Understand A powerful and intuitive tool ables you to analyze, visualize en communicate by using Social Media content to obtain a comprehensive insight in your target group and engage with them. WAREHOUSE
Sources MAINSTREAM CHANNELS Corporate site Corporate social satellites Competitor channels Expert blogs TOPICAL CHANNELS • NICHE CHANNELS Industry news sites, blogs, forums
Case - Vicson • Vicson: • · ReyesCarlos583: @ ChavezcandangaCamaraVicson company exploits workers and do not recognize their work, are protesting and threatening them with dismissal • derckam: RT is going to go at 4:30 pm hahaha@ llanerojodaxooooootro more day with mother in Vicsonment .. to see what time we leave today • wilmerenriquebl: President a revolutionary greeting hacerca give us an answer to the problems that we are workers Vicsonvalencia • anthony_342: Chavezcandanga @ d greetings from President Socialist Workers Vicson Valencia .. please attend our call· Stephen Delvoye @Vlerick June 2013
Case Indonesia Stephen Delvoye @Vlerick June 2013
It all starts with listening to the web... • And understand • Get some help and advise (http://www.flanders-china.be/) • Go for local support • Do it! Stephen Delvoye @VOKA Mechelen