Thailand Social Media Trend - iStart event

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Thailand Social Media Trend and How to make it right
Speak at the iStart event, Thailand

PART 1
Trend and facts of social media in Thailand

PART 2
Theory and Strategy on how it make it right.

Credits: some slides curated from
http://www.slideshare.net/zocialinc?utm_campaign=profiletracking&utm_medium=sssite&utm_source=ssslideview

http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge

Published in: Social Media, Business, Technology

Thailand Social Media Trend - iStart event

  1. 1. thailand social media trend 
 & how to make it right Curated and Speak by Charkrid Th. Founder for Figabyte, Socialhappen
 @iStart Bangkok event 19 Nov 2013
  2. 2. welcome to the world 
 social media capital city bangkok
  3. 3. How to date a thai girl?
  4. 4. don’t touch the food before some photos!
  5. 5. Something AboutMe Charkrid is an avid entrepreneur and a founder of a few tech startups, one sold. He is passionate about web, mobile, social media, and startup. He dreams of building Silicon Valley in his country to bring opportunity to people, and promote the society of wisdom. 
 is interested in..
 building useful stuff for people Build startup 
 
 
 Charkrid has a strong background in fund raising from both Thailand, and Singapore. His experience is diverse from managing tech team, to social media consulting, to building a lean startup, which derive from his multitasking and distracted lifestyle. 
 social media for business
 
 web, mobile, and new technology startup mentor Let me know if I can help you make value
  6. 6. Your own app Dolphin Beacon The world first Ultrasonic + BLE Beacon
  7. 7. build apps
  8. 8. things we build AZENQos Broadcaster figabyte dealhappen www.azenqos.com www.isltlab.com www.figabyte.com www.dealhappen.com Azenqos is providing GSM and WCDMA mobile network testing using only a smartphone and web application. Broadcaster fill the gap between expensive physical broadcasting equipment and traditional green
 screen by providing a solution that can produce 3D, live virtual program with accurate location synchronization. The result is a CNN's quality virtual program at a strikingly lower cost. Figabyte is a social media agency and award-winning tech company. We help brands build conversation and achieve their business objectives on social media. A daily deal website focusing on beauty and wellness for women. 2007 charkrid 2009 2008 facebook.com/charkrid charkrid@gmail.com +6687.005.2020 @boatnoy 2010
  9. 9. Actually, 
 we love experimenting
 on the science of 
 social behavior
  10. 10. http://narze.github.io/sendcoketo/#/
  11. 11. resulting in
 millions of 
 likes, share, comments on our pages
  12. 12. Social Media Quiz 1,000 200 millions times/day 20 37 millions mins
  13. 13. 200 times/day = Number of times we tap on the phone, and mostly for…(?)….

  14. 14. Social Media Budget ·ท∙Ñั้§งºบ¹น Web & Mobile ªช¹นÐะ Traditional ÁมÒา¹นÒา¹นáแÅลŒŒÇว
  15. 15. 150 M worldwide, in thailand? http://instagram.com/press/
  16. 16. #1 popular place in the world 2012 http://bk.asia-city.com/city-living/article/why-bangkok-global-social-media-capital
  17. 17. #Top followers
  18. 18. 60k - 120k likes a photo
  19. 19. #1 Top likes in instagram in Thailand
  20. 20. 20 M in Thailand 10 M in bangkok, #1 world penetration
  21. 21. Top brands http://www.socialbakers.com/facebook-pages/brands/thailand/
  22. 22. The Green tea lottery
  23. 23. The Green tea lottery
  24. 24. 2 M in thailand Verdict: Thais don’t like to read much and Bangkok remains a small player in the global Twitter-sphere. We’re not even in the Top 20, in fact. Interestingly, we stole the Facebook crown from the current top Twitter town, Jakarta, so there’s hope yet. !
  25. 25. The world top twitter by country? http://tech2.in.com/news/social-networking/saudi-arabia-has-most-active-twitter-users-india-21st-in-the-world/920636
  26. 26. Youtube in thailand
  27. 27. Countries that viewed PSY’s “Gangnam Style” on YouTube the Most 1.) USA 2.) Thailand 3.) South Korea
  28. 28. Top channels are mostly on music Thai people love entertainment..
 It s in the veins
  29. 29. weird thing on thai top channel.. putdejudom http://www.youtube.com/watch?v=3kMYm4Cf_DA
  30. 30. top fastest growth video in thailand 2012 top video views in thailand 2013 what song?
  31. 31. Nan-ook (splash out) http://www.youtube.com/watch?v=ahkGRFhyxx4
  32. 32. part 2 how to make it right on social media?
  33. 33. 2.5 M download in first week! 500 k at the first night.. How?
  34. 34. ติ๊กเก้อ - No.1 on app store in just 2 days
  35. 35. Some Uses of social media Brand building awareness public relation customer service customer building loyalty building contact points Make Sales If your product sucks,
 social media can’t help. ! But if your brand and marketing
 have problems, social media can fix.
  36. 36. social Media Product & services brand platform Identity experience story culture mission & 
 belief
  37. 37. Join Beliefs Social Media Hierarchy Theory Join the Movement A part of Life Do what really means to your customers, or solve their problems Become Influencer
 Manage tons of engagements,
 questions, and drama (and Friends) Build great content 10+ Themes that can unlock virality Unlock Viral Emotion 5 Proven content marketing themes Frameworks (STEPPS, SUCCESS) BRAND PLATFORM copyright
  38. 38. lv. 4-5 lv.3 lv.2 lv.1
  39. 39. Lv.1
 build great content 
 to unlock virality
  40. 40. 4P s didn’t work 
 anymore (at least on social media)
  41. 41. C This is
 the new C
  42. 42. yada! This is the new iphone
  43. 43. i’m on social media, but nobody find me.. hope is not a strategy..
  44. 44. 5 Social Media
  45. 45. even non-buyers can help you build profitable relationship and be connectors
  46. 46. 6000 Likes, 6500 Shares
  47. 47. IT is Social Media Marketing focus on generating organic ‘Earn Media’ that let people spread the content themselves. Unlike the traditional media that do a direct paid media.
  48. 48. learn from 
 the community pages of the social media capital city
  49. 49. 1 stop reward mechanic start unlock virality
  50. 50. <3 Heart of social content.. 
 = snackable content visual + words & video & Numbers > content that Unlock the emotional + > multiply
 the viral effects Tech mechanics
  51. 51. 1. LOL Marketing
  52. 52. 6000 Likes
 430 Shares 7800 Likes
 1000 Shares
  53. 53. App > Make a funny user generate content +
 Viral Mechanic to let it share on social media
  54. 54. ติ๊กเก้อ - No.1 on app store in just 2 days
  55. 55. Character Marketing
  56. 56. Line Sticker
  57. 57. What  do  you  ‘Feel’
 Listening to 
 Thai Social Media Trend
 at 10 am. 83
  58. 58. What  is  your  ‘Feeling’
 84
  59. 59. CUTE Marketing
  60. 60. CUTE Marketing CUTE + Help complete the mission
  61. 61. CUTE Marketing
  62. 62. you are loser
  63. 63. Infographic Tips : Snackable content + visual
  64. 64. some more viral unlocks 1. ขำขำ 2. character : น้องเนย, jay rabbit 3. drama : จ่า 4. words 5. story 6. infographic 7. helping others 8. sex
  65. 65. 5 keys takeaway 1. Focus on how to create earn media > Own media 2. know how to Unlock the emotional/viral mechanic not rewards mechanics 3. post in visual, even text do it in visual style 4. when think of campaign, focusing on brand building not vanity metrics 5. don’t forget basic of content marketing is to engage people to click (conversion)
  66. 66. let’s apply the theory into actions behavioural marketing
  67. 67. เพี้ยน เพี้ยน Do the Unexpected
  68. 68. h:p://www.youtube.com/watch?v=JkDxma2PGBg 96
  69. 69. h:p://www.youtube.com/watch?v=4otK36AYfq4 97
  70. 70. Trigger
  71. 71. Story  &  Trigger  :  
 Valentine Chocolate
  72. 72. รีมิกซ์ Public Remix
  73. 73. ตัดต่อ content Marketing remix culture
  74. 74. ตัดต่อ content Marketing remix culture
  75. 75. ¡กÓำ¹นÑั¹นÊสäไµตÅล gangnam parody
  76. 76. ugc Public  Remix  -­‐  Gwiyomi
  77. 77. Building Influence Klout Score benchmark influencer levels compare brands to humans
  78. 78. Why  Influencer? 107
  79. 79. 108
  80. 80. 110
  81. 81. 111
  82. 82. 112
  83. 83. 113
  84. 84. Influencer  is  the  ‘last  mile’   content 114
  85. 85. TO  HIRE  A  CELEB     IS  TOO  EXPENSIVE 115
  86. 86. เป็นประโยชน์ Practical Value กรุงศรีฯ Taxi
 Volk - โรงแรม
 ตกแต่งบ้าน homeless
  87. 87. content Marketing visual marketing tips - create everyday ‘real story’
  88. 88. living stagram ÃรÇวÁมäไÍอàเ´ดÕีÂยáแµต‹‹§งºบŒŒÒา¹น ÊสÓำËหÃรÑัºบÅลÙู¡กºบŒŒÒา¹น
  89. 89. ส่วนหนึ่งของชีวิต A Part of Life รังนก - เพื่อคนที่คุณรัก
 Coke เพื่อแม่
 Nike Trainer
  90. 90. Share a Coke h:p://www.markefngoops.com/digital/campaigns/local-­‐campaigns/share-­‐a-­‐coke-­‐th/ 122
  91. 91. Share a Coke h:p://www.markefngoops.com/digital/campaigns/local-­‐campaigns/share-­‐a-­‐coke-­‐th/ 123
  92. 92. Share a Coke h:p://www.markefngoops.com/digital/campaigns/local-­‐campaigns/share-­‐a-­‐coke-­‐th/ 124
  93. 93. Share a Coke h:p://www.markefngoops.com/digital/campaigns/local-­‐campaigns/share-­‐a-­‐coke-­‐th/ 125
  94. 94. Share a Coke h:p://www.markefngoops.com/digital/campaigns/local-­‐campaigns/share-­‐a-­‐coke-­‐th/ 126
  95. 95. Any Moment of Life? In your service design
  96. 96. ร่วมสร้างสรรค์ Co-Creation
  97. 97. ugc lays co-creation 170k ingredients 10 selected 3 on shelf
  98. 98. ร่วมเป็นส่วนของปรากฎการณ์ Join the Movement Apple
 Zappos
 Brand with strong beliefs

  99. 99. wwdc 2013
 ticket sold out < 2 mins 131
  100. 100. 132
  101. 101. The KubTan (Captain) again..
  102. 102. สร้างกระแส Fever
  103. 103. กระแส โคอาล่ามาร์ช (Public Remix) 135
  104. 104. กระแส โคอาล่ามาร์ช (Public Remix) 136
  105. 105. 137
  106. 106. กระแส โคอาล่ามาร์ช (Public Remix) 138
  107. 107. กระแส โคอาล่ามาร์ช (Public Remix) “ลองรึยัง” 139
  108. 108. Big  Brand  Will  Have  Big  Fans Doraemon   Starbucks  lover   Mc  Happy  Meal,  etc.  
 140
  109. 109. เป็นสาวก Join Beliefs Iconic score

  110. 110. Everyone in the 
 company communicate
 all the time
  111. 111. People trust people
 we need a company level
 influencer to move the tribe
  112. 112. congrats Contact : charkrid [at] gmail.com


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