New Strategies in Digital PR

CultureFish Media’s CEO Lonnie Hodge and and Sam Flemming, founder of CIC, China’s first Internet Word of Mouth research and consulting firm, are the featured speakers at the New Trends in Digital Media Conference in Shenzhen, China. Topics to be discussed include: Benefits of Online News Releases, Myths and Realities of Digitization, Trends in Digital Online Ads, applications of Internet word of Mouth and Online Reputation Management methods. The event will give attendees a competitive advantage over the competition by revealing information needed to catapult a company, event, brand or website to top positions in search engines world-wide.

The conference is part of a trio of charity events designed to entertain and inform while raising money for important charities. The three events include a golf tournament, a concert with Virgin records star Che’Nelle and the Digital Workshop.

Veteran and apprentice PR, Advertising, Online Reputation Management and SEO and SEM specialist will equally benefit from the half-day seminar to be held at the famed Mission Hills Resort. Known for being the world’s largest championship golf complex Mission Hills is also a 5-star conference facility.

All proceeds from the workshop benefit two literacy projects: The Library Project in China which builds facilities in rural villages and orphanages and the Reading Tub which supports opportunities for under-privileged youth in America.

Cost for the workshop is $200 USD and covers lunch and dinner at the resort. All attendees can bring their families and discounted rates up to 50% for rooms and activities will apply.

To register for the events simply pay online at the Dream Bash: http://dreambash.eventbrite.com

The workshop is sponsored by Digital PR and Marketing Specialists CultureFish Media.

—You may also attend ONLINE. The workshop begins at 1:00 PM China Time

Created by The Greatest Living American

This post was written exactly a year ago and I opted to reprrint it as some things never seem to change…..

In today’s news:
Club.cn.yahoo.co is a new blogging network for Chinese netizens. According to Reuters and Wired magazine the new service designed to give bloggers a place to exchange ideas and photos. Wired posited that this seemed pretty dangerous in light of Yahoo’s admitted role as a snitch for folks who might advocate such atrocities as democracy and human rights. While I like that they took a shot at Yahoo! for its ongoing hypocrisy, it seems typically naive and Sinophobic. QQ is the world’s third most popular IM service and easily the largest in China. It is an incredible pipeline for information among everyday Chinese citizens. There are now so many blogs, bulletin boards, cell phones and messaging services that the Chinese government is soon going to be busier than a one-armed paper hanger with the hives and hopefully unable to police even a fraction of the traffic out there. I am looking forward to more of the Chinese information/communication explosion. Wired and media worldwide ought to be applauding any vehicle that further taxes the censors and they should be providing links to groups that will help further that cause. But, it is easier to demonize a country we really know little about in the west and play to people’s perceptions of China.

While Yahoo is trying to get folks on the net the Chinese government is trying to get some of them off: The long anticipated restrictions on gaming will take effect on July 15th. Emboldened by a report that claims some 2,000,000 Chinese kids are addicted, the government will penalize minors who spend more then three hours a day playing video games like WoW online. The consequences: After three hours players will only earn half the credits they would normally accrue and if they play for five hours online they will stop earning any credits at all. It isn’t exactly a firing squad, but some folks are calling this a fascist policy. Should I be sent to Guantanamo for believing it is not really a very bad policy and the punishment seems pretty benign?

And speaking of fascists: Google, Yahoo! and MSN are taking heat from some bloggers for refusing to to sell ads for China is Evil. CIE is a pretty poorly done site with kind of rambling rant which includes: “ In recent years maoist rebels have tried to take over Nepal. I have no evidence that China is supporting them, but it is highly probable that they are.” It ain’t the International Herald Tribune and I am even not sure there enough content on his one page site to get him banned in Beijing. I say sell him the ads. As advocates of free speech we should be defending his right to sound dim, especially if he is paying for it.

But he seems typical of most Americans and bloggers to whom I speak with about China: It is a given, in my experience, that Westerners will buy information in any news release that helps paint China as a bastion of oppression and don’t do a lot of research on their own. My stories about China’s ills are syndicated 10 times more frequently than my calls for positive action.

I was guiding a class through keyword research in an SEO class today and looking up words relating to China/Asia. The results were telling:

China Politics receives 1,600 queries

Chinese Girls gets 61,000 searches a month by Americans in the three major engines

Human Rights China scores 2,345 hits

China News gets 17,000 visits

Chinese Zodiac slams in at 280,000

and Tiannanmen Square receives 15,000 searches a month…..

I get a bit weary of the negativity without good information or corresponding positive solutions. I heard candidate Obama on Letterman play to people’s fears that their jobs might be outsourced to China, but I heard little about how he’d further humanitarian ideals for an oppressed populace. China is new country we love to hate. But boycotting or ignoring issues and not participating in solutions isn’t going to do us, or the 1.3 billion folks in the Middle Kingdom, much good.

Scholarly and well articulated related articles: Mutant Frog (fantastic writing!), Simon World,

I have been thinking a lot about brand and reputation management (Yes, really!) in light of events in China over the last few weeks that I addressed in an earlier Onemanbandwidth post. Companies in the west tend to overlook reputation management unless there is a crisis and then it can be incredibly costly and I guarantee time will stand still during the repair.

It is especially hard on a multinational brand when negative publicity threatens them in a foreign country, like China. Suddenly every available bi-lingual marketer, search engine optimization specialist and online digital maketing company is called on to rebuild an image. A company should not have to ask, “Can we rebound from this?” Stock prices, and jobs will depend on the outcome.
Companies like CIC, the Internet Word of Mouth Research Company in Shanghai are called, after the fact, to assess damages and recommend strategies for leveling the Internet playing field again. If a brand’s good name is threatened a company should use (to exploit the metaphor) every play in the book to come from behind:

• Online Videos posted on popular Chinese video sites like Tudou and Youku and 56.com which may already be more popular here than Youtube.
  For examples of success, look no further than the videos put out by Mattel and in America remember how Obama countered criticism of his pastor via Youtube and Facebook.
• Buy Paid results in Chinese Search Engines. The first four search slots are for sale on Baidu and they have an incredible no-brainer tool I will mention later for branded terms and products. Partnering with Companies like Online Digital Marketing provider and Baidu partner Culture Fish Media, is a good idea. They will help you choose and translate, with help from CIC, the right keywords in the right local dialects. Armed with information and adwords they can then geographically target them for the right regions and toward the correct demographic profiles so you don’t waste advertising revenue with panic spending.
• SEO interface: Start looking again at keywords and language interface pages again. And be sure to hire a company in China that gets reputation management and IWOM.
• Because Bulletin boards (BBS) comments have such great authority in organic search results in China is is essental for a native team to continue to incorporate reputation monitoring as a regular business strategies. Ideally this is best done before a crisis.

Here are some facts compiled by the marketing pilgrim:

• 80% of adults are “very” or “somewhat” more likely to consider buying products recommended by real-world friends and family.
• 78% of executive recruiters routinely use search engines to learn more about candidates, and 35% have eliminated candidates based on the information they found.
• 52% of survey respondents from developed nations said they find “a person like yourself” to provide the most credible information.
• 87% believe the CEO’s reputation is an important part of a company’s reputation.
• 90% of consumers trust recommendations from others.
• 83% of companies will face a crisis that will negatively impact their share price between 20 and 30%, during the next five years.
• 100% of those reading this post have either a personal or corporate reputation to protect.

I would add that the stats for China, save the last one, are all higher. IWOM has far more impact here.
Some companies say full recovery from a PR trauma can take 4-41/2 years. That is a long time in the life of many stock portfolios. There is no need to get initial that situation in China in the first place. Baidu has a very inexpensive tool tailored for brands. It is called a power link:

Should your company have a trademarked name or branded service you can buy the entire first page of search results. On that page, a company can include up to 15 left-side links and a right hand display ad.

Think about that for a second: Owning your own page/keywords means a 100% click-through rate and 100% of the listings that are seen on the first page of results belong to you. It is the ultimate no-brainer for advertising.

Especially for a difficult to understand market like China it is important to begin SEM with a company, prior to an emergency, that can guide, nurture and maintain your online reputation.

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Note:

Culturefish Media is currently working and with ad agencies, SEO firms and Independent marketing consultants to tailor solutions for online digital advertising and reputation management in China. Inquiries about partnerships and services can be made here: Culturefish

Doing Business in China Part 2:

The third strategy in our series on Doing Business in China involves: “Besieging Wei to Save Zhao.” Basically this means that you don’t need a bigger army if you’ve got relative superiority at key points of contact. Ask anyone who has ever played the Japanese game of Go if they have ever lost due to “target fixation” by fixating on the larger battles and getting overtaken by the troops in the skirmishes. The story involves a general of Zhao, who allowed an opposing army to lay siege to the major city of Wei (one of 7 “key” cities) so that his army could exhaust his opponent and defeat them later.

During our time in China, and having traveled to meet dozens of top expatrapreneurs, we feel confident we could amass a formidable staff in your campaign for business superiority in China. The metaphor, however prosaic, stands to give you the information needed for relative superiority at any point of business contact:

Without a doubt, you’ll need China Law Blog as your JAG. If you have a question about the law you should be talking to Dan and Steve.They have the most powerful and best researched China blog on the Internet and don’t let the name fool you: they talk with good humor and keen insight about all aspects of life in China both personal and professional.

And recently we met Sam Flemming, CEO if CIC in Shanghai. His company, once providing niche research has created a mainstream standard in China and is an absolute necessity: to learn the latest IWOM buzz on your brand, Sam’s team provides the latest in searched-for terms for your product or service on in the China websphere and identifies for you all critical advertising data, reputation management information. Our Online Digital Marketing Company, Culturefish Media, has resolved not to enter into a large campaigns for clients without the thorough recon’ work offered up by CIC. Equally helpful is China Vortex, who keeps abreast of the latest Internet news, trends and information in China. And for in-depth knowledge about consumer markets in China, Shaun Rein and his team will prepare the field via white papers and in-depth reports that will guide you to success. And las, but not least is Marc Vanderchijs’ blog. Marc is a Dutch Entrpreneur and co-founder of the China video sharing site Tudou. Reading his blog wiill make you feel like you a fireside chat with a real veteran. There is much to be learned there.

For a good quartermaster, we heartily recommend All Roads Lead to China for the latest information about logistics, shipping, and import-export here in China. As for logistics, kinakontaak…kinaahgk…kinkatonkie the tall Scandanavian guys on the small motorbikes at Kinakontakten and the publicly traded kings of online savvy at Global Sources are two reliable resources for keeping supply lines open and moving with quality products.

For Engineers capable of helping you build a great business, Globe Forum and its SME incubator methodology will connect you with the world’s fast-growth and corporately responsible companies and opportunities.

In public affairs, Kaiser Kuo, Web Wednesday and Danwei are the best at what they do. All of them know the lay of the land and are not afraid to speak or change their minds as the truth mandates. If it is relevant, Kaiser, Napoleon and Jeremy have likely already talked about it over lunch or Twittered, Facebooked and Blogged it throughout the Middle Kingdom.

China biz needs an expat Signal Corps: men, women, and sites dedicated to quality digital content, keeping up with the latest in online technology developments. China Web Review 2.0 will keep up to date on the latest in Internet trends, David Feng will brief you on the latest updates on technology and trends (especially Apple Products), and ChinaOnTV will provide you with high-quality digital videos about anything from history to contemporary Kung Fu and Chinese Recipes. Meanwhile, China Webmasters will keep you ahead of the power curve and put your website on track for visibility in China.

For cultural affairs, Shanghaiist stands out as a great collection of the most interesting cultural news in China. From updates on the Worldwide Pillow Fight in Shanghai to updates on F-visas, these guys know what is going on. The defense language institute belongs to Chinesepod and The Lost Laowai Blog.

For personnel needs, look to ChinaBiz Speakers and the wealth of great knowledge these speakers can tap into. The top aggregator of talent driven content about doing business in China is the China Business Network. CBN, hosted by our comrade-in-arms Christine Lu, is a one-stop Linked-In connection for Web 2.0 in China and Silicon Valley leaders and visionaries.

Everyone needs a Morale and Welfare Corp, and in China’s all-too-serious blogosphere, some down-to-earth chopping wood and carrying water is needed. The Library Project, which builds literacy in orphanages and rural schools around China, does a great job of spreading goodwill as does The China Dreamblogue, whose purpose is to create travel, charity and educational opportunities for Westerners and Chinese while promoting engagement with all that is positive about China. CCTV9’s Culture Express provides a surprisingly well produced source of information about China’s remarkable past and contemporary cultural heritage. And since we live on the south we look to GZ nightlife, Shenzehn Stuff and the newest gourmet dining spot in the area belogs to our friends at Wilbur’s Guangzhou Restaurant–They even have their own private-label house wine if you get tired of that Rothchild’s brand.

There is plenty more to come. Not nearly as many links, but a footlocker full of books, movies, and other valuable resources….