Post Event Report Of 7th Annual China Social Media & Digital Marketing Forum 2017

Transcription

1 Post Event Report Of 7th Annual China Social Media & Digital Marketing Forum 2017 Post Event Report 7th Annual China Social Media & Digital Marketing Forum 2017 Digital Transformation under the O2O Context SHANGHAI YANGTZE HOTEL September 7-8, 2017 Shanghai Master-Land Business Consulting Co., Ltd 上海会朗商务咨询有限公司 ｌ 1

2 目录 Conference Background 会议背景... 3 Take a Quick Look 现场概况... 4 Delegates Information 参会嘉宾信息 Delegate Industry 参会行业分类 Key Motivator that Attract You to Attend 吸引参加会议的原因... 7 Speaker Appraisal 演讲者评价 Speaker Introduction 各演讲嘉宾介绍 Most Popular Speakers 最受欢迎嘉宾 Course Content 会议内容 Rating 会议总得分 General Comments 总体评价 Topics Recommendation for Next Year 下届会议期待话题

3 Conference Background 会议背景 The age of internet+ has arrived. With the rapid development of digital technology and social media, the communication channels, equipment and modes are becoming more diverse and complicated. Research indicates that nearly half of people are engaged in digital activities. Enterprises interaction has fully entered the digital era. Marketers are facing the same challenges: how to integrate online and offline resources and channels? How to set up consumer engagement? How to develop content that truly targets your core buying customer? How to capture digital marketing ROI and set KPI? Come and join us at 7th Annual China Social Media & Digital Marketing Forum 2017 on September 7th-8th at Shanghai, China. This conference will focus on how brands are using digital tools, delivering the latest techniques, innovation strategies and best practice solutions. Learn how brands are successfully monitoring and measuring their ROI and how the major digital tools are positioning their offerings within the market to assist marketers to achieve desirable results. 7th Annual China Social Media & Digital Marketing Forum 2017 brings together the worldwide social media community to debate hot topics and get right into the nitty-gritty of the industry's current issues. Digital marketing experts from leading global companies both in B2B and B2C industries will share their best practices and experiences. You will get the most insightful ideas and practical case studies. 互联网 + 时代已经来临 随着数字技术和社交媒体的快速发展, 沟通渠道, 设备以及模式越来越多样化和复杂化 研究表明近一半的人已经参与到数字化活动特别是社交媒体中 企业间的互动已经完全进入到数字化时代 大多数营销者都面临着同样的挑战 : 如何整合线上和线下资源和渠道? 如何提升消费者参与度? 如何创建内容能够真正的与你的目标客户群建立联系? 如何提升数字营销 ROI 以及设定 KPI? 来加入我们 2017 年 9 月 7 日到 8 日举办的第七届中国数字营销 & 社交媒体峰会, 您的这些疑问都可以得到解答 本届峰会将关注品牌如何运用数字营销工具, 分享最新的数字营销方法, 创新策略和最佳解决方案 讨论品牌如何成功的监控和评估数字营销的 ROI 以及重要的社交工具如何帮助营销者实现理想的营销效果 第七届中国数字营销 & 社交媒体峰会 2017 将邀请数字营销和社交媒体领域专业人士一起探讨最新的热点话题和挑战 来自国际知名 B2B,B2C 行业的数字营销专家会会分享最新案例和经验, 这是一次耳目一新的思想碰撞和最新案例分享的盛会 3

4 Take a Quick Look 4

5 Delegates Information 1 Delegate Industry 参会行业分类 There were 374 delegates from 206 different companies in total having attended the conferences. The Mechanical consist of the largest part of the delegate industry with 41 companies in 19.90% and 68 delegates in 18.18%. 表 1 各行业参会公司数及人数 The Number of Company and Delegates from Different Industry Industry 行业 Mechanical or Industrial Engineering Company Percentage Delegates Percentage 公司数 百分比 人数 百分比 % % Pharmaceuticals & Biotechnology % % Chemicals % % Financial Services % % Information Technology and Services % % Medical Devices % % Building Materials % % Automotive % % FMCG % % Semiconductors % % Electronic Manufacturing % % Internet % % Management Consulting % % Telecommunications % % Insurance % % Others % % Total % % 5

6 Delegate Industry Company Delegates Function Others Marcom Brand/PR E-Commerce Digital Channel, Social Media and Content Marketing Corporate Communications 1.29% 3.09% 1.55% 1.03% 21.39% 23.71% 47.94% 0% 10% 20% 30% 40% 50% 60% Title 6% 2% 6% 1% 19% 13% 53% CEO/GM President/VP CMO Director Manager Supervisor/Specialist Others 6

7 2 Key Motivator that Attract You to Attend 吸引参加会议的原因 We collected 313 assessment form in this part, and analyzed the reasons of attending. The first motivator among the selections is program content. The number of choosing different motivators Motivator Program content Speaker Networking/Business Others number Key Motivator that attract you to atend Networking/Busi ness Others Speaker Program content Program content Speaker Networking/Business Others 7

8 Speaker Appraisal 演讲者评价 1 Speaker Introduction 各演讲嘉宾介绍 ================================================================================================== Lidong Wu VP of Marketing IBM GCG Yeh Ming Hsin, Director, Ford Motor Company AP Luyin Zhong PR & Communication and Advertising & Promotion Director, GE Healthcare Greater China Lu Guo, Founder & CEO, Shopal; Former Vice President of Digital Ecommerce at Johnson & Johnson ================================================================================================== Linda Yang Yale Mao, Lucy Feng, Johnny Lu Director, Digital Sr. Marketing Mgr. Marketing Director of head of big data Marketing & E- BASF Automotive Lighting, analytical consulting Commerce, Starbucks OSRAM Asia Pacific team, Nielsen China (China) Company Limited 8

9 Liangbin Jiang Head of Live, 1688 Live Ryan Li Digital Lead-HCP Information Technology, AstraZeneca China Lili Wang CEO of Blue Bird International Consulting (Digital Branding & Crisis Communications), Former GE Consumer & Industrial Asia CMO Michelle Jiang China M2O Lead, Philips Health& Wellness Di Sun Claire Shen Ronald C.Vining Tina Wang Marketing Product Innovation & UX Chief Brandaffeine, Founder, Frontier Director&Executive Director, EF Education First BrandInflux by Learnami Communications Assistant to GM, Beijing United Family Hospital 9

10 Hanson Wang Airong Jiang Jackie Lou Cindy Qin Chief Digital Officer Asia KA Solution and Service Communications Manager Online Communications Pacific, Saint-Gobain Team Supervisor of China, Continental Manager, Continental China Planning,Tencent Social Automotive Holding Co., Automotive Holding Co., Ads Ltd. Ltd. 2 Most Popular Speakers 最受欢迎嘉宾 326 delegates finished this part of assessment form Luying Zhong, Hanson Wang, Lu Guo, Lili Wang, Linda Yang, Michelle Jiang and Lucy Feng were all mentioned. According to the feedback, the best content belonged to Luying Zhong, Hanson Wang and Lu Guo. More specifically, the Top 5 of the most popular list is below. Speaker Number of voting Key words of the comments 1 Luying Zhong 138 Practical / Experienced / Look forward to next year! 2 Hanson Wang 122 Impressive /Real thing / Solid cases 3 Lu Guo 86 Powerful / Experienced / Passionate 4 Lili Wang/Linda Yang 54 Brilliant / Good content 5 Michelle Jiang/Lucy Feng 23 Good comparison / Perfect 10

11 Course Content 会议内容 1 Rating 会议总得分 Score 8 takes up more than 1/3 of the rating, with a general comment of excellent. rating(1=low/10=high) 14% 4% 2% 8% % 28% 9 10 others 11

12 General Comments 总体评价 (Partial quote form delegates) Shared content, Speakers' presentation is closely followed with market trends, have cooperation resources can be tapped 内容紧跟市场趋势, 同行的分享, 还有合作资源可以挖掘 Marketing & Communication Division Manager, Hoermann (Beijing) Trading Co., Ltd. It s an excellent Digital Summit, the official Wechat group is very good to build the marketing relations, and suggest that the organizer can invite more speakers from Industrial Enterprises. 学到东西, 营销群建立有利于建立关系, 建议下次能多一些工业企业的 speakers. Marketing Specialist, Creaform Shanghai Ltd. Excellent Summit. If the Wechat group can divide into different industry to exchange experience 增加 Group Discussion 或者 Brain storming 环节, 让同行们互相交流经验的平台和机会 Marketing Specialist, Lubrizol Management (Shanghai) Co., Ltd. Most of the content shared by speaker is practical, with excellent insight and presentation capabilities 演讲嘉宾大部分分享的内容都很实用, 具备优秀的 insight 和 presentation 能力 Marketing Director, an Automotive Company Overall arrangement is satisfied, WeChat group service is very good. On-site control can be improved (environment, temperature, etc.), the contents of the lecture notes are missing, I hope to have a full electronic version, thanks to the organizers, wish to be better! 总体 OK, 现场掌控可提高 ( 环境温度等 ), 讲义内容有遗漏, 希望有电子版, 微信群服务很赞, 感谢主办方的精心安排, 祝越办越好! Kipsta Digital Leader, Decathlon Group 12

13 Topics Recommendation for Next Year 下届会议期待话题 B2B & B2C Strategy B2B & B2C 营销策略 Various types of social media differentiation Marketing channels & effective marketing methods 营销渠道与有效的营销手段 analysis, digital marketing solution design 社交媒体与数字营销融合新趋势 Integrated marketing communication 整合营销传播 Digital Marketing Strategy & Technology 数字营销解决方案 The Operational skills of Tmall, Taobao, Employer branding build communication skills in company inter communication 雇主品牌建设在公司内部的交流沟通能力 JD, and other Platforms 天猫. 淘宝. 京东. 等平台的运营技巧 Contents building 内容建设 How B2B shift to B2C 怎样从 B2B 转化至 B2C 模式 Successful and failure case study in Marketing activities 营销活动成功与失败案例分析 More speakers from Industrial Enterprises, equipment,b2b digital marketing channels + tools 多些工业企业的 speakers. 设备 B2B 数字营销渠道 + 工具 13