Integrating social-media-into-your-marketing-mix

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Integrating social-media-into-your-marketing-mix

  1. 1. Integrating Social Media Into YourMarketing MixJereme Wong (COO, clickTRUE)@jeremewong 1
  2. 2. Image by Roo Reynolds used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zerega/1366292835 Companies jumping into Social Media 2
  3. 3. Image by Andy Ciordia used with Attribution as directed by Creative Commons http://www.flickr.com/photos/30231516@N00/ 3
  4. 4. Image by Aaron Berkovich used with Attribution as directed by Creative Commons http://www.flickr.com/photos/14843475@N03/3719067 Without a clear goal, you can get lost easily. 4
  5. 5. Key Themes• What is Social Media?• Rules of Engagement?• How to Start Social Media Marketing?• Case Study: Discover Nikon 5
  6. 6. Image by Aaron Berkovich used with Attribution as directed by Creative Commons http://www.flickr.com/photos/14843475@N03/3719067 Without a clear goal, you can get lost easily. 6
  7. 7. What is Social Media? clickTRUE Confidential and Proprietary 7
  8. 8. What is Social Media? Social Media… Teen Sex?? 8
  9. 9. What is Social Media?• ”Social media supports the human need for social interaction with technology, transforming broadcast media monologues (one to many) into social media dialogues (many to many)...”• It supports the democratization of knowledge and information, transforming people from content consumers into content producers.” Brand 9
  10. 10. What is Social Media? Traditional Today Brand Brand Where brand is broadcasting to Shift to social media dialogues consumers 10
  11. 11. What is Social Media?• Social networking sites (Facebook, LinkedIn, MySpace…)• Blogs (WordPress, LiveJournal, Posterous…)• Microblogging (Twitter, Facebook Status…)• Social bookmarking (Delicious, StumbleUpon, Digg…)• Media sharing (Flickr, YouTube, Vimeo…)• + Podcasts, Virtual worlds…. 11
  12. 12. Rules of engagement clickTRUE Confidential and Proprietary 12
  13. 13. #1. The Right Mindset & AttitudeFrom top management to groundstaff and across departments:1.Participation2.Openness3.Authentic4.Honest5.Be Prepared to Apologise! 13
  14. 14. #1. The Right Mindset & Attitude (eg.) “While we’re sure this was a great deal for customers, it was inadvertent, and we took a big loss (over $1.6 million - ouch) selling so many items so far under cost. However, it was our mistake. We will be honoring all purchases that took place on 6pm.com during our mess up. We apologize to anyone that was confused and/or frustrated during out little hiccup and thank you all for being such great customers. “ 14
  15. 15. #1. The Right Mindset & Attitude (eg.) Tiger not only ignored the negative comments, they deleted them and banned those users from posting again! 15
  16. 16. 2. Commitment & Consistency• Do you have a resource committed to customer service?• How about upkeeping the blog/newsletter content?• Are your actions consistent in the online and offline world? The reason why Mac users are so loyal: Apple brand. s 16
  17. 17. 2. Commitment & Consistency (eg.) the next day… No Bill Shock?? 50% off the bill and a satisfied customer! 17
  18. 18. 3. React Fast & Be Prepared• Expectation of fast response time• Discuss internally to agree on workflows and “model” answers• Go with your gut feel and observe Rule #1Best Practices:• Social media is public. Your fans and followers have the right to make negative comments – it’s your company’s job to turn those negative comments around• If possible, suggest that customers contact you privately to send their email address or phone number for more in-depth discussion 18
  19. 19. 3. React Fast & Be Prepared 19
  20. 20. Preparing For Social Media Marketing• The Right Mindset & Attitude Participation Openness Authentic Honest Be Prepared to Apologise• Commitment & Consistency• React Fast & Be Prepared 20
  21. 21. How to do it? clickTRUE Confidential and Proprietary 21
  22. 22. How To Start Social Media Marketing 1.Create a SMM Strategy • Set your goals • Understand your assets • Choose the right tools • Assign enough resources • Create a policy and communicate it to everyone 22
  23. 23. How To Start Social Media Marketing 2. Focus On Dialogs • Start with your customers • Ask how you can benefit for your customers • Listen • Answer 23
  24. 24. How To Start Social Media Marketing 3. Measure • Setup your measurement tools • Gain actionable insights • Re-evaluate your strategy 24
  25. 25. How To Start Social Media Marketing 4. Commit! It’s a marriage, not a one night stand! 25
  26. 26. 26
  27. 27. DiscoverNikonCase Study clickTRUE Confidential and Proprietary 27
  28. 28. Discover NikonThe Challenge• Nikon wanted a platform to bind photo-enthusiasts together.• Using this platform, they hope to further engage the community with Nikon’s new products and services. 28
  29. 29. Discover NikonThe Strategy• Assess Nikon’s existing assets and resources• Leverage on Facebook Page to build a growing community• Devise a series of contests to grow this community 29
  30. 30. Discover NikonThe Impact• 10,000 of fans within 2 months (purely organic)• Average of 400 interactions per week on fan page 30
  31. 31. Creating a Engagement Strategy via Contest 31
  32. 32. Microsite & Facebook Fan Page Discover Nikon CountdownPage Contest Discover Nikon Facebook 2010 Discover Nikon Microsite Discover Nikon Twitter Page 32
  33. 33. Sample Contest Ran On Facebook 33
  34. 34. 2mins After Launch
  35. 35. 6mins After Launch
  36. 36. Contest Drew 70 Responses “Some of the fans were eagerly awaiting by their Facebook page 15 mins before we launch our contest! Seeing how the responses pour in was simply thrilling!” Samantha, Nikon Asia Marketing 36
  37. 37. Measuring Across The Social Media Landscape2 Months Into Campaign:A) Very Negative - 351 (8.8%) [-1.0%]B) Negative – 180 (4.5%) [+0.1%]C) Neutral – 1393 (35%) [+1.6%]D) Positive – 386 (9.7%) [-1.1%]E) Very Positive – 1674 (42%) [+0.4%]F) Total Posts – 3984 37
  38. 38. BONUS: Increase of Organic Search Ranking New page achieved 1st page ranking
  39. 39. Why Is The Campaign Successful?Key Takeaways: Client understood what it takes to embrace Social Media Marketing and work closely with us to gain trust of their fans Knowing client’s available assets and resources allow us to choose the right social tool and engagement strategy clickTRUE’s best practices and intimate understanding of how to leverage various social tool helped to escalate the success of the campaign within a short period 39
  40. 40. Ready?Thank You!@jeremewong 40

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