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20122

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www.twitter.com/DBM_China
BMChina.com.cn
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All images used in this guide are used under the

Creative Commons License for illustration purposes
only. No infringement is intended.

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3
4

6
7

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Leon Zhang

Leon Zhang

Leon

500
Leon

Leon2008
DigiMarketing.cn

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www.DigitalBursonMarsteller.com

D/BM l Listen Plan Mobilize

D/BM

Zaheer Nooruddin

Zaheer Nooruddin

Zaheer
14

Zaheer
B2B B2C

ZaheerThe Social
Media MBA: Your Competitive
Edge in Social Media Strategy
Development and Delivery

www.weibo/BMChina
www.twitter.com/DBM_China
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www.DigitalBursonMarsteller.com

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2011
A1
20%

20121
A

18-22

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20092011

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24

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D/BM

1
2424

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D/BM

KPI

S.M.A.R.T S(Specific)
M(Measureable) A(Attainable)
R(Relevant)T(Timebased)

KPI

KPI
11

1
2000
1/
80%

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1
1
3

200

KPI 1
2

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 Altimeter Group

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Earned Media

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D/BM

: 1)

2)
3)

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1/

D/BM

2/

3/

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KPI

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D/BM

Influencer
Relationship Management (IRM)
KOL Key Opinion
Leader Management)

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D/BM

D/BM

1
2 +

3 +
+

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D/BM

API

D/BM

D/BM

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www.twitter.com/DBM_China
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D/BM

D/BM

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D/BM

Zaheer Nooruddin

D/BM
Zaheer.Nooruddin@bm.com
Leon Zhang
D/BM

Leon.Zhang@bm.com

www.weibo/BMChina
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Burson-Marsteller
Asia-Pacific Dickson,
Annie

D/BM

Maggie Hicks, Aaron Kreuscher, Craig Adams

and Chris Deri.

Social Media
#Infographics
H1 2011
August 2011

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