• Save
eCMO 2010 The anatomy of social media marketing revisited
Upcoming SlideShare
Loading in...5
×
 

eCMO 2010 The anatomy of social media marketing revisited

on

  • 1,634 views

By Ralph Szeto, CMRS Digital Soulutions Limited

By Ralph Szeto, CMRS Digital Soulutions Limited

Statistics

Views

Total Views
1,634
Views on SlideShare
1,631
Embed Views
3

Actions

Likes
3
Downloads
0
Comments
0

2 Embeds 3

file:// 2
http://pinterest.com 1

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    eCMO 2010 The anatomy of social media marketing revisited eCMO 2010 The anatomy of social media marketing revisited Presentation Transcript

    • The anatomy of social media marketing revisited Jun 30th, 2010
    • Social media is not new … Maturing of the Web more and more sophisticated users under Web 2.0 era Combination of established and newer technologies New, collaborative, approach to how the web is used A different way of thinking about the Internet …that uses CGM and evolving technologies
    • Facebook – newer web technology Blogging
    • Facebook – newer web technology MSN (Instant Messenger)
    • Facebook – newer web technology Emailing
    • Facebook – newer web technology Flicker/ Picasa (web album)
    • It comes from two words … Media Same as TV, it’s a medium Connecting brand and customer Appearing in more than one forms Social User engagement Customer relation Two/ multiple-ways communication
    • Key characteristics of social media Digital community Content generated by users Engaging customers Content, comment and experience sharing Trans-posting Interlinking
    • Shifting further AIDA Attention  Interest  Desire  Action AISAS* Attention  Interest  Search  Action  Share * Source : Dentsu Inc.
    • Traditional advertising Brands talk to consumers
    • PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER
    • Advertising in digital age Brands talk with consumers
    • PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER
    • Social media is used for … Connect with customers 75% Build company/ brand awareness 73% Keep up with the trend 57% Manage corporate reputation 24% Generate sales & revenue 22% Increase/maintain market share 18% Manage stakeholder opinions 18% Manage crisis 12% Expand customer base 2% Source : HK2A Ad spend 2010 conducted by Nielsen (Mar 2010)
    • Brand and Audience Traditional Brand  Audience Web 1.0 Brand  Audience Web 2.0 Brand + Audience
    • Uniqlo Grid
    • The company  UNIQLO 优衣库 is a brand of FAST RETAILING in Japan  Among the top 10 specialty apparel retailers in the world  Stores operating in China, France, Hong Kong, Japan, Korea, UK and USA  “UNIQLO designs, manufactures, markets and sells casual wear that can be worn by anyone, any day …” www.uniqlo.com
    • UNIQLO grid For constant change and user contribution “UNIQLO is under constant change. Get involved and play on the grid. Experiment with the logo and see your compositions at UNIQLO stores”  UNIQLO grid is a campaign to enable users to create their own UNIQLO logos  customer engagement www.uniqlo.com/grid
    • UNIQLO grid Create
    • UNIQLO grid Share
    • UNIQLO grid On Mar 25, 2009, Till Jun 22, 2010, there’re there’re 113,376 people 149,755 people involved involved From 121 From 126 countries countries Have updated the Have updated the grid 6,426,308 grid 8,187,690 times times
    • Write the future
    • Before rolling out any social Start media tactics … How “social” of target segments ? Listening to their opinions & perceptions ? Role of social media amongst overall marketing mix Readiness of on-going dialogue content and channels Sales channels and market shares Internal resources and staffing
    • Act “SOCIAL” L Loyalty A Awareness I Integration C Committment O Organic S Sales
    • Thank you ! Ralph Szeto Business Development Director CMRS Digital Solutions Limited 20/F, Union Park Tower, 168 Electric Road, HK Tel 2806 1832/ 9100 9567 Fax 2815 3990 Website www.cmrs.com.hk Email ralphszeto@cmrs.com.hk