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
               ...
Facebook – newer web technology




                            Blogging
Facebook – newer web technology




                                MSN
                          (Instant Messenger)
Facebook – newer web technology




                            Emailing
Facebook – newer web technology




                            Flicker/
                            Picasa
              ...
It comes from two words …
              Media

Same as TV, it’s a medium
Connecting brand and customer
Appearing in mor...
Key characteristics of social media

   Digital community

  Content generated by users

        Engaging customers
      ...
Shifting further

                   AIDA
    Attention  Interest  Desire  Action




                  AISAS*
Attentio...
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...
Brand and Audience

Traditional       Brand           Audience



 Web 1.0          Brand          Audience



 Web 2.0...
Uniqlo Grid
The company
                      UNIQLO 优衣库 is a brand of
                       FAST RETAILING in Japan

              ...
UNIQLO grid

            For constant change and user contribution



“UNIQLO is under constant change. Get involved and p...
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 pe...
Write the future
Before rolling out any social
Start
                  media tactics …
           How “social” of target segments ?

      ...
Act “SOCIAL”

L   Loyalty

    A Awareness
              I   Integration

                    C Committment
              ...
Thank you !
    Ralph Szeto
    Business Development Director

    CMRS Digital Solutions Limited
    20/F, Union Park Tow...
eCMO 2010 The anatomy of social media marketing revisited
eCMO 2010 The anatomy of social media marketing revisited
eCMO 2010 The anatomy of social media marketing revisited
eCMO 2010 The anatomy of social media marketing revisited
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eCMO 2010 The anatomy of social media marketing revisited

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By Ralph Szeto, CMRS Digital Soulutions Limited

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eCMO 2010 The anatomy of social media marketing revisited

  1. 1. The anatomy of social media marketing revisited Jun 30th, 2010
  2. 2. 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
  3. 3. Facebook – newer web technology Blogging
  4. 4. Facebook – newer web technology MSN (Instant Messenger)
  5. 5. Facebook – newer web technology Emailing
  6. 6. Facebook – newer web technology Flicker/ Picasa (web album)
  7. 7. 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
  8. 8. Key characteristics of social media Digital community Content generated by users Engaging customers Content, comment and experience sharing Trans-posting Interlinking
  9. 9. Shifting further AIDA Attention  Interest  Desire  Action AISAS* Attention  Interest  Search  Action  Share * Source : Dentsu Inc.
  10. 10. Traditional advertising Brands talk to consumers
  11. 11. PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER
  12. 12. Advertising in digital age Brands talk with consumers
  13. 13. PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING CONSUMER
  14. 14. 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)
  15. 15. Brand and Audience Traditional Brand  Audience Web 1.0 Brand  Audience Web 2.0 Brand + Audience
  16. 16. Uniqlo Grid
  17. 17. 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
  18. 18. 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
  19. 19. UNIQLO grid Create
  20. 20. UNIQLO grid Share
  21. 21. 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
  22. 22. Write the future
  23. 23. 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
  24. 24. Act “SOCIAL” L Loyalty A Awareness I Integration C Committment O Organic S Sales
  25. 25. 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

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