Highlight: P1.cn – 10 Laws Of Social Media Marketing @ IABC Beijng Kick Off Seminar

In my second post about the recent IABC seminar, I want to write out what P1.cn’s Simon Adriatico calls their ’10 Laws Of Social Media Marketing’.

Simon Adriatico – CMO @ P1.cn

P1.cn is China’s elite social networking site for the very (very) good looking. Solely targeting China’s rising affluent class or to be more specific those who are making RMB 100,000 +  annually. P1.cn is an invite only site that has managed to get 500,000 subscribers of the biggest brand loving show offs China has to offer. In order to maintain a fixed focus on their core user group and to keep a sharply defined edge that resonates with their audience, P1.cn has come up with a list of top 10 laws social marketing that keeps the organisation inline.

1) Don’t Do One Night Stands

Social marketing is about building, refining and committing to a relationship with your users. Campaigns are unlikely to be successful overnight or even over a month period. It is the sustained effort to communicate back and forth with the user group that gets the results.

2) People In Social Networks ‘Do’ Things

It is important to be aware of what the members within a social network are actually doing. In this way, marketing efforts can be designed to facilitate members in what they enjoy. This is likely to make more impact on them and encourage the discussion to go outside the members network, bringing about greater brand awareness.

3) Be Nice

Within a social network with like minded people, manners are important. Talk in a way that will encourage people to talk back. This point reminds me of chat rooms in the late 90’s, it was always the guy who came in and started swearing at everyone, who got hurled with abuse and ultimately kicked out of the group.

4) Build Scalable Campaigns

Generally speaking a key idea of a social network is that it should grow. Obviously networks will come in different sizes, but the hope will always be that there are more users, more conversations, more interactions and more fun. Keeping in tune with this, marketers should think out their campaigns in order to make them scalable, so that they can grow with a network.

5) Have A Conversation

A conversation is a constant process of feedback and revision, it is not a one sided viewpoint. Marketers should be seeding conversations with what they want to say, but perhaps more than that, they should be listening to what feedback they are getting and making sure they revise the message to push the conversation along further.

6) Influence Not Interference

Social networks are about people using tools and doing things that they want to do. Anything that gets in their way becomes an interference that could potentially diminish opinions. It  comes down to this idea of seeding a campaign into a social network, rather than just planting it directly in front of the users face. Furthermore, if marketers can influence the ‘real’ influencer’s in a social network, then they could be onto something really successful.

7) Tit For Tat

A social network of ‘one’, would not be much fun. Having a profile on social network is only cool, when you know there are people who might look at it. Making sure campaigns are a two way approach where everyone benefits is important in providing an experience suitable for a social media.

8) Good Social Ideas Can Spread, Recruit & Multiply

Generally speaking there is more potential for social ideas to spread faster than with traditional media, however the strength of the idea will determine how far and how fast it will spread. If your idea sucks, then don’t expect much impact, throwing ideas around with those who have experience first is a good way to catch the bad ones before they go to far.

9) Be Measurable

There are many ways to measure what you do on the web, in fact you can have numbers coming out of your ears. But it is still hard to effectively measure ‘word of mouth’. P1.cn message here was to experiment and keep coming up with new ways to try to trace actions through the discussions.

10) It Is Social Mixing Not Direct Marketing

Throw out the idea of stepping into a network and directly marketing your product, you’ll be smelt out a mile away. The point is to offer something constructive to the group that facilitates the discussion. Try to mix into the network and be a constructive member, otherwise it is all to easy to be tuned out.

Are you good looking enough to get signed up to P1 Network?

Learn more about IABC

Leave a Reply

Your email address will not be published. Required fields are marked *

Get a free project quote

+86 10 6503 0620

Sign up to our newsletter!

Sign up to our regular newsletter with our latest blogs posts and news!

  • Eggplant Digital helped us focus on exactly what we wanted the website to do and how we wanted people to interact with it. Then they built a site that exceeded all our expectations. They met every deadline, even when we missed a few ourselves. These guys are the best in the region without a doubt. They will be my first call next time around and the last call.

  • Since the site went live, a year ago, we’ve seen a significant rise in enquiries for work through the website. This has been a fantastic boost for the growth of our business. Thanks to the Eggplant team!

    Andrew Clark, Group Creative Director/DP

  • Woo hoo! Looks awesome. I am very pleased to say the least. Everyone at Eggplant, great job and thanks for the hard work.

    John Romankiewicz

  • Eggplant have been fantastic – not only do we have a great website for a reasonable price, but their technology and marketing tools for our company have exceeded my expectations.

    Mark Varley CEO

  • From their input on the initial design to their meticulous care in continuing to tweak the websites until they were exactly what we needed, I couldn’t have been more pleased with the job they did. Both their design work and back-end programming have had a profound impact on our work in China.

    Gabriel Suk - Founder

  • The site looks great and will be the envy of our industry. Thanks for being so patient with us. We can proudly say we have created the best website for a film company in China.

    David Tom

  • From the concept phase through to deployment I have been very impressed by the quality of the service delivered by Eggplant and the end result speaks for itself.Their patience in dealing with my constant queries and changes was also admirable!

    Colin Saunders - Sales and Business Development Manager

  • Thank you for all your help in creating our website, we had a great experience and we are really happy with the end result! In just a few weeks since we went live, we have already had a lot of praise from our customers about the new website! 

    Alex Wolfgram