tuesday, november 17, 2:00pm - 3:00pm

Social Engagement - Brand/Consumer Relationship

Online community case studies from Lancôme, Ford and HoopChina.com on how to leverage social media analytics based consumer insight to create strategic, highly engaged communications. In attempts to establish trendy “social media” driven “engagement,” brands and agencies instead often end up creating wastelands with “on message” topics echoing in conversations empty of their consumers. The reason is brands and agencies, while perhaps understanding their consumer, often do not understand consumer insight within their online, and very social context. The key component to successful social media driven strategic communications is to leverage the right insights which combine systematic analysis of both social media content and context. Led by CIC’s Sam Flemming, who has been speaking and moderating on social media panels at Ad:Tech since 2005, this panel will introduce and put into perspective case studies from the highly successful Lancôme Rosebeauty community, from Ford’s innovative campaigns and from Hoopchina, the most active online sports community in China.

MODERATOR: Sam Flemming, Co-Founder & CEO, CIC PANELISTS: Pierre Leurquin, China Consumer Relationship & Digital Marketing Director, L'oreal China Shawn Cheng, CEO, hoopCHINA.com Jimmy Wong, Senior Account Director, Wunderman Shanghai

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