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Demystify social media & business benefits 21 apr

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Demystify social media and how your business should evolve to adopt it in marketing and corporate communications. Includes case studies.

Demystify social media and how your business should evolve to adopt it in marketing and corporate communications. Includes case studies.

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    Demystify social media & business benefits 21 apr Demystify social media & business benefits 21 apr Presentation Transcript

    • Demystifying Social Media &How Your Business can Benefit from it
      1
    • Truth #1 : Internet Usage in Singapore is Rising Exponentially
      2
      80% Broadband penetration
    • Truth #2 : At the expense of TV Airtime Ratings and Print Readership
      3
    • Truth #3 : Singapore Users are into Social Networking
      4
      Projected Exponential Growth
      Facebook Growth :
      250% in 2 years
      495K (‘08) to 1.7M (‘10)
      Facebook Chart by Willis Wee, Penn Olsen
    • Truth #4 : It’s not just Gen Y anymore
      5
      The 2010 digital marketer: Benchmark and trend report – Experian Marketing
    • Truth #5 : The customer is king… and is now a lot more marketing-aware and better networked.
      6
      Ads are blind spots.
      Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed.
      As a result, markets are getting smarter, more informed, more organized.
      People in networked markets have figured out that they get far better information and support from one another than from vendors.
      There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.
      7 of the top 10 markets that rely most on ‘recommendations from consumers’ hail from the Asia region.
    • Truth #6 : Word of Mouth = Word of Mouse∞
      7
    • Truth #7 : Digital Experience influence Purchase Decisions
      65% of consumers report having had a digital experience that either positively or negatively changed their opinion about a brand.
      97% say that their digital experience influenced whether or not they eventually purchased a product or service from that brand.
      Source : 2010 Razorfish Digital
      Digital is not only a place to build a brand: it can also make or break it.
      8
    • 9
      Truth #8 : Customers want to be Brand Insiders
    • Truth #9 : The Business Environment has Evolved
      10
      Marketing budgets are shrinking and ROI now includes customer loyalty metrics.
      Your customers are now more fragmented than ever.
      A lot less trust in Corporations this year.
      Enterprise 2.0 :
      Your brand is controlled by your stakeholders who are all part of a social community
    • Truth #10 : Enterprise Social Media is Trail Blazing in the US
      interactive marketing spend will trend up from 12% today to 22% in the next five years. Dollars will shift from traditional marketing and advertising channels into social media, email and mobile marketing
      11
      70% Plan to invest in improving their company website functionality within next year
      Source : The “2010 Business Website & Internet Usage Survey” – Strategic Vision LLC. (AIS Media)
      Social Media Marketing : CAGR 34%
      Forrester Research - “US Interactive Marketing Forecast, 2009 to 2014,”
    • A quick check list - how critical is Social Media to your business
      • Is your product sensitive to consumer perception?
      • How complex is your product, that depends on knowledge and in-depth understanding to purchase?
      • Are your targeted customers online most of the time?
      • Are your sales channels online?
      • Is first mover advantage critical to you?
      • Are you a multiple product / service business, that up-selling and cross-selling, ie. ARPU contributes significantly to your business?
      • Are your competitors already on social media?
      • Do you have a strong fan / advocate base?
      • Do you plan to expand regionally
      12
      The more affirmative answers to this checklist, the more critical social media is to your marketing & corporate communications mix
    • Defining Social Media
      13
      Participatory communications, building communities, P2P communications, word of mouth
      • Network-based applications, channels, platforms, communities, user-generated content
      Democratization of content production & distribution
    • Make no mistake… the internet is now a media platform
      14
    • 15
      but it is a different creature from its mass counterpart
    • Industrialization & Consumerism invented Advertisements
      16
    • Today, the Digital Revolution has changed personal communications
      17
    • Yet corporate communications have yet to evolve…
      18
    • To compound the problem, in most Asian businesses – ‘FACE’ is of the utmost importance. Apologies are last resorts.
      19
    • BUT whether you like it or not, your customers are talking about your brand, products, customer service… with or without your participation
      20
    • Yes… the Challenges of Social Media Adoption are Real
      Measurement
      Efficiency
      Resources
      Source : Social Media for Marketing Survey Results - March Second, Inc. May ‘09
    • FEAR NOT! The fundamentals remain unchanged…
      "Over and over again, connecting people with one another is what lasts online. Some folks thought it was about technology, but it's not.“
      Seth Godin
      Image: http://www.gapingvoid.com/
    • Some customers can be real idiots, but if you remain true to your values of transparency and being genuine… you have nothing to fear.
      23
    • So, where do we start?
      24
    • 25
      Crafting the Social Media Plan and Putting it to Work
    • Start with the business objectives
      Define your objectives
      Define the audience you are targeting
      What’s the overall message and media strategy
      What is the social media strategy
      What are the key measurements of success
      Based on the corporate risk appetite, shape the engagement and campaign accordingly
      26
    • Management Support is Critical
      Get buy-in and an agreement on the approach
      Determine the drivers and stakeholders
      Determine the rules of engagement
      Provide training, allow feedback and explain implementation
      Mobilize the other cogs in the corporate machinery around your social media efforts
      Plug the gaps in customer feedback and management decision making
      Remember to update the customers on status
      Shout about implementation or actions taken
      Time to get the pieces together – customer support, product marketing, product
      27
    • “Putting the public back into PR”*
      Staff empowerment, provide them training and rules of engagement
      Build channels that is centered on relations with customers – talk with them
      Sustain conversations between product campaigns
      Connecting with enthusiasts
      Maintain your share of voice
      Work with bloggers and create a network of influences, brand advocates and fans
      Leverage on their voices
      It is really ok to say sorry.
      When complaints are handled well, customer satisfaction and loyalty skyrocket.
      28
      Tonality
      Go for :
      Collaboration
      Openness
      Dialogue
      Avoid :
      Domination
      Control
      Monologue
      * Brian Solis
    • Example of Proactive and Timely Responses - Winning difficult customers over, win fans in the longer run
      29
      www.brooksrunning.com
    • Genuine and timely responses – it’s ok to say Sorry
      30
      www.hungrygowhere.com
    • Evolution of Corporate Web Presence
      31
      Brand driven lifestyle websites
      Community engagement CSR websites
      The Irrelevant Corporate Website
      Graphic By Jeremiah Owyang (Web Strategy)
      Dell engages customers for product improvement ideas
      Brand conversations on popular Social Media Sites
    • Building & Managing Communities
      Listen to/observe what the target audience is doing in social media
      Create a “social object” that is relevant to the brand and of genuine interest
      Start where your brand advocates and fans are the most passionate about
      Focus on your customer’s needs. Focus on answering the question, “Why would consumers form a community around our brand?”
      Think like a contributor, not a marketer or sales person
      Foster many-to-many relationships. People need to interact with each other and not simply “the brand”.
      Share “insider” information and offer a preview of what new products are being developed.
      If a company's brand community restricts discussions, unhappy customers will simply go to one of dozens (and for many brands, hundreds) of enthusiast-run communities and vent just as much. The company loses the opportunity to gain insight from customers with potentially valuable criticisms.
      32
    • Engaging your brand advocates
      33
      • Reached out to those who are listening and let them do the talking for you and to connect with people like themselves
      • Foster peer celebrity. Advocates love it when others recognize their expertise, experiences, and passion.
      • Let your advocates advocate. The only way to inspire your best advocates is to let them work their magic without interference except in issues of ethics and legality. Your advocates are not pawns—they are your partners, so treat them that way.
      Social Technographics of Users
      Source : Groundswell - Josh Bernoff and Charlene Li
    • Tell Your Story and let your customers tell theirs…
      34
      www.fordvehicles.com/mustang/
    • Even if it’s just in photos… remember it is all about their passion for your brand and products
      35
      http://artofthetrench.com/
    • Create & Sustain Your Company Blogs
      "Tell stories"
      "Don't just re-purpose your standard marketing messages and turn your blog into a marketing vehicle."
      "People want to develop relationships with the businesses they patronize. The more you can share your stories, the more you give your customers access to the inside and allow them to get to know you."
      "A blog gives you the opportunity to be more human and less corporate.“
      “Business blogs should have multiple authors, ideally people in different parts of the company, to give a rich, multi-dimensional sense of a company and its brand. "Business blogs shouldn't have a single 'company' voice,"
      "To be compelling, they have to be personal and human."
      "Before your blog goes live, you want everyone in the company to be on board... Create sample posts; critique each other. Have the legal department get comfortable with it. Don't go live until everyone is ready."
      36
      Kasey Kersnowski, Editor, Patagonia.com
    • 37
      Engage & Connect with your Customers – Multiple Touchpoints
      • Socialize your website with multiple social media touch points – setup & design for company blog, Facebook page, Twitter and widget.
      • Empower your marketing/PR team to publish regular articles, photos and videos to your company blog, Facebook page, Twitter, company widget and more.
      • Engage your customers – update them on your latest promotions, sales, company history, product development, etc.
      • Enable your customers to provide feedback, insights and great ideas/suggestions to improve your service and products
      • Reach out and grow your brand awareness to international markets
    • Integration with Off-line Marketing
      38
    • Monitor, Track and Report
      Web Analytics
      Google Analytics
      Wordpress Analytics
      Social Media Monitoring
      Collecta
      Social Mention
      Tweeter Analytics
      Tweetanalyzer
      Tweeteffect
      All-in-one Social Media publishing & Analytics
      pepperconn Social Media Groupware
      39
    • 7. You have to invest time and resources
      Invest time and human resource to build consistency, loyalty
      Use tools to mitigate the extra load
      technology is ONLY a means to an end…
      90% of social media is just showing up. It’s the other half that’s hard
      40
    • Regional Strategies
      41
    • Case Studies
      42
    • pepperconn’s Social Media Program Methodology
      43
      50% Personal Angles : 50% Product Angles
    • Meeting OSIM’s Business Objectives through Social Media
      44
    • Matching Talents’ Profiles to target Customer Segments
      Strictly Confidential & Proprietary ©PepperConn LLP
      45
      Gladys
      Janie
      April
    • The Homemaker
      46
      Target audience : Tai-Tais, home makers, health & fitness fanatics,
    • Monthly Themes - Overview
      47
    • Social Media Program (November)
      November’s Theme : Staying in Shape
      Product Focus : uKimono
      48
    • Content Distribution & Convergence
      49
      OSIM Blog
      Personal &
      Corporate
      Personal Blogs
      E-commerce / sales
      OSIM Blog Article
    • OSIM corporate website
      Unique visitors & Traffic increased by 100% in 2 months
    • Lifestyle Blog Advertorials : Rubbermaid
      51
    • 52
      Lifestyle Blog Advertorials : Rubbermaid
    • Crowdsourcing Ideas : My Starbucks Idea
      53
    • DELL Idea Storm
      54
      • At start of program, 49% of blog posts were negative. Today, overall tonality is 22% negative.
      • Direct2Dell currently ranked about 700 on Technorati, among the highest corporate blogs.
      • Direct2Dell gets more than 5 million unique views per month
      • Over 7000 ideas have been submitted via IdeaStorm
    • Reebok
      55
    • Community Support : Being a Girl (P&G Whisper)
      56
    • “In its earliest days, there was a face associated with Ford. In recent years, not so much.
      We realized that with social media, we had an opportunity to begin to humanize the company.”
      57
      “People don’t talk to brands, they talk to people.”
      Scott Monty, Head of Social Media,
      Ford Motor Company
    • “People don’t talk to brands, they talk to people.”
      Strategy: to humanize the company by connecting consumers with Ford employees and with each other when possible, providing value in the process.
      Accessibility
      Authenticity
      Transparency
    • thefordstory.com
    • The Ford Fiesta Movement
      60
    • The Ford Fiesta Movement
      61
      Fully unedited or moderated
    • The Ford Fiesta Movement
      62
    • Parallels with “Parents on Facebook” Debate
      64
      At the heart of the issue is usually a non-web (human) related factor :
      Communication
      Mutual respect
      Trust
    • 65
      What going social really means for your business – Building a relationship with your customers
      Participation
      Authenticity
      Transparency
      Connectedness
      Collaboration
      Immediacy
      Reference :Joel Postman – SocialCorp : Social Media Goes Corporate Postman
    • http://www.flickr.com/photos/alphadslr/
    • 67
      Contact :
      Adrian Teo
      Founder & CEO
      pepperconn Pte. Ltd.
      www.pepperconn.com
      mobile : +65 821 821 97
      email : adrian@pepperconn.com