Digital marketing behind the Great Firewall

1. Digital marketing behind the Great Firewall Stephen Delvoye – Global Head Marketing Communications VOKA Mechelen 03/09/2014

2. Bekaert • Bekaert online • Global E-Strategy • China website • China online • Social Stephen Delvoye @VOKA Mechelen

3. Bekaert Stephen Delvoye @VOKA Mechelen

4. 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

5. 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

6. 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

7. Customize... Stephen Delvoye @VOKA Mechelen

8. ... followed by responsive Stephen Delvoye @VOKA Mechelen

9. Bekaert went Social to be present, not to connect Stephen Delvoye @VOKA Mechelen

10. Chinese website 2010 Stephen Delvoye @VOKA Mechelen

11. 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

12. Social network users (Statista 2014) Stephen Delvoye @VOKA Mechelen

13. Stephen Delvoye @VOKA Mechelen

14. Stephen Delvoye @VOKA Mechelen

15. Stephen Delvoye @VOKA Mechelen

16. Stephen Delvoye @VOKA Mechelen

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19. Stephen Delvoye @VOKA Mechelen

20. 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

21. 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

22. Where do we listen? Blogs Social Networks Message boards/ Forums Social Media Microblogs Videos/ Photos Sharing News News Other Media Types Wikis

23. 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

24. Sources MAINSTREAM CHANNELS Corporate site Corporate social satellites Competitor channels Expert blogs TOPICAL CHANNELS • NICHE CHANNELS Industry news sites, blogs, forums

25. 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

26. Case Indonesia Stephen Delvoye @Vlerick June 2013

27. 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