The document provides an introduction to social media for marketers. It defines social media as online channels for peer-to-peer communication and expression. Examples given include social networks, blogs, forums and file-sharing sites. Case studies are presented on the Obama presidential campaign's successful use of social media and a musician's viral YouTube video that hurt United Airlines' stock price. The document advocates integrating social media into marketing strategies to build awareness, engage customers and generate word-of-mouth.

1. Marketers, Meet Social Media
An introductory guide

2. WHAT IS SOCIAL MEDIA?
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3. “Social media is like teen sex.
Everyone wants to do it. Nobody knows how.
When it’s finally done there is surprise it’s not better.”
Avinash Kaushik, Analytics Evangelist, Google
photo by 1855 Photohtaphy on Flickr.com
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4. SERIOUSLY,
WHAT IS SOCIAL MEDIA?
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5. Social media is an umbrella term – a “combination of
channels, platforms, communities, content and
tools that power the phenomenon of peer to peer
communication or ‘word of mouth’.”
OgilvyOne, Can Brands Have a Social Life?, 2008
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6. In other words - it’s the many ways in which
people express themselves online 24/7.
photo by dhammza on Flickr.com
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7. The
The Social Media Landscape
Conversation
Prism
By Brian Solis
& JESS3
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8. WHY SHOULD I CARE?
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9. Because ~88%
of Singaporeans
use the internet
IDA, June 2008
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10. Because ~70% of Singaporeans use
social media
OgilvyOne, Can Brands Have a Social Life?, 2008
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11. Because 2/3 of the world’s
internet population visit
social networks and blogs
Nielsen, Global Faces & Networked Places, 2009
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12. Because 9.3% of all
internet time is spent on
social networks or blogs –
with this time spent
growing at 3X the rate of
overall internet
participation
Nielsen, Global Faces & Networked Places, 2009
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13. Because social networks and blogs are
the 4th most popular online activity
– ahead of personal email.
Nielsen, Global Faces & Networked Places, 2009
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14. Because in Singapore social networks and
blogs are the 3rd most popular online activity
– ahead of all email.
comScore, 2009
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15. Power is moving away from those who own and
manage the media to a new and demanding
generation of consumers - consumers who are
better educated, unwilling to be led, and who
know that in a competitive world they can get
what they want, when they want it.
The challenge for us in the traditional media is
Nielsen, Global Faces & Networked Places, 2009
how to engage with this new audience.”
Rupert Murdoch, 2009
photo by Brendan Canty on Flickr.com
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16. 51% of Singaporeans trust a blog as much
as traditional media.
Blogging Asia: A windows live report 2009
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17. WHAT CAN SOCIAL MEDIA DO FOR ME?
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18. Works as a flexible marketing platform
• Build Brand Awareness
• Acquire new customers
• Introduce new products and services
• Retain current customers
• Conduct marketing / competitor research
• Carry out brand promotions, such as contests and coupons
• Identify new customer groups to target
• Improve current products or services
• Identify new product or service opportunities
Christine Moorman, “The CMO Survey”, August2009
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19. 24% of Singaporeans said that the online
presence of brands “significantly increases
their interest” in them. Asia Pacific Digital Marketing Handbook 2008
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20. 70% of Singaporeans said they passed
on viral marketing messages.
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Asia Pacific Digital Marketing Handbook 2008

21. CASE STUDIES
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22. The most successful and innovative digital
marketing and social media campaign
ever attempted on a mass scale
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23. “The campaign was
not successful simply
because it got a lot of
people out to vote. It
was successful
because it got a lot of
people out getting
others to vote.”
Jalali Hartman, Yovia.com CEO,
author of ‘Obamanomics’
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photo by sofauxboho on Flickr.com

24. Web Marketing - BarackObama.com
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25. Social Networks
Social Networking - MySpace
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26. Social Networks
Social Networking - Facebook
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27. Specialty Social Networks
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28. Specialty Social Networks
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29. Specialty Social Networks
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30. Specialty Social Networks
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31. Online File-Sharing Sites
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32. 2,000,000
MyBarackObama.com supporters
5,000,000
supporters on other social networks
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photo by Amanda Mac. on Flickr.com

33. 18.4 million
Youtube channel views
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34. $500 million raised online
from 6.5 million donations
of which 6 million were of $100 or less.
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35. Some Takeaways
• Provide website interaction and encourage sharing
• Integrate your social media elements together
• Identify your brand advocates
• Be consistent and committed to what you post
• Don’t make your social media elements a copy of your
website – pivot around a campaign or cause
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36. Social media is a force to be reckoned with
“Word-of-Mouth on Steroids.”
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photo by maksid on Flickr.com

37. Dave Carroll, a Canadian musician of the Sons of Maxwell band
A $3,500 Taylor six-string with a snapped neck
Months of trying to get United Airlines to pay compensation
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38. “United Breaks Guitars”
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39. ...within four days of the song going
online, the gathering thunderclouds of
bad PR caused United Airlines’ stock price
to suffer a mid-flight stall, and it plunged
by 10 per cent, costing shareholders
$180 million. Which, incidentally, would
have bought Carroll more than 51,000
replacement guitars.”
Chris Ayers, The Times, July 2009
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40. The Dell Swarm
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photo by lennyjpg on Flickr.com

41. The more people join the swarm,
the lower the price each person will have to pay
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42. Incentives
• Encourage users to spread the
word – it’s in their interest to do
so!
• Leverage contests, limited-time
promotions, coupons, gifts
• Keep your messaging simple,
personal and friendly
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43. SPECIFIC SOCIAL MEDIA PLATFORMS
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44. All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
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45. The world’s most popular
social network.
Nielsen, Global Faces & Networked Places, 2009
Nielsen, Global Faces & Networked Places, 2009
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46. Has an audience of at least 108.3 million
Nielsen, Global Faces & Networked Places, 2009
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47. If Facebook were a
country, it’d be the
8th most populated
in the world – just
ahead of Japan.
Mark Zuckerberg, January 7, 2009
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48. Women tend to be more active on
Facebook then men.
BIGresearch, June 2009
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49. 37.1
is the average age
of a Facebook user.
BIGresearch, June 2009
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50. Facebook’s audience is becoming
increasingly broad.
Nielsen, Global Faces & Networked Places, 2009
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51. Nielsen, Global Faces & Networked Places, 2009
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52. Facebook Marketing Tools
• Facebook Pages
• Facebook Groups
• Facebook Applications
• Facebook Ads
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53. Facebook Pages
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54. Facebook Groups
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55. Facebook Applications
• Interactive user experiences – including games, gift-
sharing programs, tools to upload and edit photos, etc.
• Can be integrated with a website, mobile or desktop
application
• Requires an external location to host the app
• User interactions can be publicised on the user’s wall
• Reports on application usage and demographics are
available
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56. Facebook Ads
Standard Facebook Ad
Facebook Social Ads
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57. CREATIVE FACEBOOK EXAMPLES
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58. All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
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59. All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
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60. All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
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61. Creativity isn’t limited to original
Facebook applications…
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62. All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
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63. Thank You
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64. Brandcore Singapore
Jurn.chan@brandcore.sg
+65 94788507
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