In my daily work, I am being involved pretty much in clients’ social media marketing (SMM) strategy planning. SMM sounds like a latest and trendy marketing approach run by high-profile marketers and prime brands. During the time companies and agencies are still struggling how to deal with the SMM, Chinese young people are already skillfully (although not systematically enough) using social media for everything in their life and even business……

Last week, I wrote a post “Four Steps to Review The Success of An Online Digital Campaign”. It’s an introduction of a four-steps approach to review the digital campaign from various perspective, including digital media, social media, and branding.

Media and/or Digital Agencies are usually responsible for the analytics of step 1 and 2, since they have third party web tools to get such data from the minisite. Step 4, some Research Agencies have the capability to do that. However, for step 3, it’s really a new area for everybody, even those social media agencies……

Recently, my employer CIC issued a book 《“网论我见”博文精选集》 to summarize all the posts from 2007 to 2008 on its Chinese company blog Seeisee. Pretty much valuable and insightful stuff in the book. If you are interested in Internet Culture, Social Media, and Internet Word of Mouth in China, it worth a read…….

Today, I am honor to participate in a workshop with one of my clients, and other agency partners include MillwardBrown ACSR (from branding side), OMD (from media side), and MRM (from digital marketing side). Of course, I am on behalf of CIC (from social media side). The topic of this workshop is to discuss how to review the success of an online digital campaign integratedly and comprehensively from different factors. I cannot disclose too many details due to business confidential and ethics. What I want share today are some key learnings and thoughts from my perspective……

If you ask me about what is the hottest event in China in this week, I think I probably have to say that is the “two sessions”. The “two sessions” refer to the once-a-year full conferences of the National People’s Congress (NPC), China’s parliament, and the National Committee of the Chinese People’s Political Consultative Conference (CPPCC), the country’s top advisory body. What most impressive thing in my mind is that few days before the two sessions, on February 28th, Premier Wen Jiabao engaged in his first ever online chat facing nearly 300,000 netizens and answering 29 questions over two hours……