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Social Media Opportunities International Marketing SecretariatInternational Trade and Investment Attraction Division Ministry of Jobs, Tourism and Innovation
AgendaPart 1:Why is Digital Marketing Critical?Part 2:Integrated Marketing and Promotional StrategiesPreliminary Results from China Trade MissionLessons LearnedPart 3:A Snapshot of Digital Media in Japan
Why is digital marketing critical?Creating a professional Business Social Identity helps fuse your businessnetworking with the power of online networking and relationship-building.Social Media is considered new media and communications that are creatinga world conversation online with constant dialogue.Search Engine Marketing increases website traffic from search engines. Tobe Search Engine Optimized is to appear in the top listings of all majorsearch engines.Open Source Platforms are free and transparent websites there is anexchange of business information and engagement
Objective1: Build brand reputation, awareness and professionalbusiness social identityProtect, expand and strengthen a new CanadaStartsHere brand by proactivelyengaging and listening to online conversations, identifying brand ambassadorsand key companies and clients for business development and lead generation.“90% of consumers trust peer recommendations, only 14% trust ads” “34% of Bloggers post opinions about products & brands”Brand AmbassadorWhat does it look like? ”
Objective 2: Effectively engage business and organizations onlineUtilize open-source platforms to participate in conversations across socialchannels to establish a reputation for delivering business expertise online in real-time.London-based social marketing agency FreshNetworks claims 40 percent ofbusinesses around the world have successfully leveraged social platforms for newbusiness development.What does it look like? “
Get Recognized. Influence. Share Market Information.
Reach Beyond Missions or Trade Show – Promote ITIAServices
Objective 3: Mobile AccessMobile technologies are increasingly how businesses reach customers andclients.In 2010, Forbes reported 45 per cent of senior corporate executives believe asmartphone or web-enabled tablet will be their primary device for business-related use within 3 years.What does it look like?• Customized business APPS supporting missions, events and trade shows• Adoption of APPS by TID to facilitate B2B social networking
PART 2Integrated Marketing and Promotional Strategies
Preliminary Results from China Trade MissionIntegrated Marketing Messaging /booth activation at trade shows E-collateral & Social Media Search Engine Optimization / Search Engine Marketing; Google AdWordsIncreased Recognition & Influence 4,748% increase in webpage visits (campaign: Oct 28-Nov 21, compared over Oct 3-27) Domestic Twitter following increased 40%, international following 13% Twitter Klout Score increased 6.41, to 43 pointsPromotional outreach to extended audience via SINA Seafood blog earned 56 reads, 2 comments on B.C.’s SINA Weibo account Average of 2-3 comments, “likes” and “shares” on BC Government Facebook BC seafood video received 41 views on B.C.’s SINA Weibo accountTrade and Investment Services 1 business query on trade and investment for Latin America
Lessons Learned1. Use established, international social media channels and designate a “community manager.”2. Identify high value channels, ensure usability and define metrics for integration of social media outreach and central website.3. Commit to building social media networks over the long-term to build following, trust, and relationships.4. Attract business with business-specific content Market intelligence; breaking news Investment opportunities Trade and investment services and resources Offer free brand exposure, marketing opportunities
Digital Media & JapanIn Japan, behaviours online are characterized by a number of uniquetraits that can impact foreign business looking to do business. Preference towards online anonymity Consume information on mobile-based platforms Cultural customization of platforms Top social networks in Japan include Mixi, Gree, Twitter and FC2 Inc. – just one of many blog websites in Japan. Japan Social Networking Study, 2010
Infographic Digital Media & JapanBurson – MarstellerAsia Pacific Infographic2011