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Social media sharing for Vietnam Youth Entrepreneur (vye) 2013

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Great Viral marketing principles from Jonah Berger together with some guidelines for social media marketing and how to measure success of your social media efforts is shared in this presentation.

Great Viral marketing principles from Jonah Berger together with some guidelines for social media marketing and how to measure success of your social media efforts is shared in this presentation.

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  • 1. Social Media Sharing for Viet Youth Entrepreneur 2013 By Chandler Nguyen Monday, August 12, 13
  • 2. What we hope to Discuss in the next 1 hour Monday, August 12, 13
  • 3. What we hope to Discuss in the next 1 hour Quick Overview of Social media Monday, August 12, 13
  • 4. What we hope to Discuss in the next 1 hour Quick Overview of Social media Viral marketing principles Monday, August 12, 13
  • 5. What we hope to Discuss in the next 1 hour Quick Overview of Social media Viral marketing principles Deep dive into facebook in particular Monday, August 12, 13
  • 6. What we hope to Discuss in the next 1 hour Quick Overview of Social media Viral marketing principles Deep dive into facebook in particular Q & A Monday, August 12, 13
  • 7. If you could remember one thing today “When done right, technology enhances the story, it doesn’t replace it” Monday, August 12, 13
  • 8. Before jumping into Social Media Marketing Monday, August 12, 13
  • 9. Let’s recap the marketing brief Monday, August 12, 13
  • 10. Let’s recap the marketing brief Background: Monday, August 12, 13
  • 11. Let’s recap the marketing brief Background: • who you are? what values you bring to the target audience? Key products & unique selling points, market condition, competitors etc... Monday, August 12, 13
  • 12. Let’s recap the marketing brief Background: • who you are? what values you bring to the target audience? Key products & unique selling points, market condition, competitors etc... Objectives Monday, August 12, 13
  • 13. Let’s recap the marketing brief Background: • who you are? what values you bring to the target audience? Key products & unique selling points, market condition, competitors etc... Objectives Key message Monday, August 12, 13
  • 14. Let’s recap the marketing brief Background: • who you are? what values you bring to the target audience? Key products & unique selling points, market condition, competitors etc... Objectives Key message Target audience Monday, August 12, 13
  • 15. Let’s recap the marketing brief Background: • who you are? what values you bring to the target audience? Key products & unique selling points, market condition, competitors etc... Objectives Key message Target audience Brand personality on social media Monday, August 12, 13
  • 16. Digital marketing Monday, August 12, 13
  • 17. Digital marketing Owned Media Monday, August 12, 13
  • 18. Digital marketing Owned Media • Computer screen: Website, Microsite Monday, August 12, 13
  • 19. Digital marketing Owned Media • Computer screen: Website, Microsite • Mobile screen: Responsive Design Website, Mobile Native App Monday, August 12, 13
  • 20. Digital marketing Owned Media • Computer screen: Website, Microsite • Mobile screen: Responsive Design Website, Mobile Native App • Social media assets: Facebook, You Tube, Google Plus, Linkedin, Twitter, Instagram, Pinterest, Zing Me, Web Tre Tho account, WeChat, Line etc... Monday, August 12, 13
  • 21. Digital marketing Owned Media • Computer screen: Website, Microsite • Mobile screen: Responsive Design Website, Mobile Native App • Social media assets: Facebook, You Tube, Google Plus, Linkedin, Twitter, Instagram, Pinterest, Zing Me, Web Tre Tho account, WeChat, Line etc... Paid Media: Display Media, Search Engine Marketing, Social Media Ads, Mobile ads, Online PR etc... Monday, August 12, 13
  • 22. Digital marketing Owned Media • Computer screen: Website, Microsite • Mobile screen: Responsive Design Website, Mobile Native App • Social media assets: Facebook, You Tube, Google Plus, Linkedin, Twitter, Instagram, Pinterest, Zing Me, Web Tre Tho account, WeChat, Line etc... Paid Media: Display Media, Search Engine Marketing, Social Media Ads, Mobile ads, Online PR etc... Earned Media: word of mouth, Key influencer outreach, fans, social mentions etc... Monday, August 12, 13
  • 23. What is Social Media? Monday, August 12, 13
  • 24. Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks.[1] Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content."[2] Furthermore, social media depends on mobile and web-based technologies to create highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content. It introduces substantial and pervasive changes to communication between organizations, communities, and individuals.[3] Monday, August 12, 13
  • 25. Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks.[1] Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content."[2] Furthermore, social media depends on mobile and web-based technologies to create highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content. It introduces substantial and pervasive changes to communication between organizations, communities, and individuals.[3] Monday, August 12, 13
  • 26. Social media are communication channels between people Monday, August 12, 13
  • 27. However, Social Landscape is complex Monday, August 12, 13
  • 28. However, Social Landscape is complex Monday, August 12, 13
  • 29. However, Social Landscape is complex Monday, August 12, 13
  • 30. However, Social Landscape is complex Monday, August 12, 13
  • 31. However, Social Landscape is complex Monday, August 12, 13
  • 32. However, Social Landscape is complex Monday, August 12, 13
  • 33. However, Social Landscape is complex Monday, August 12, 13
  • 34. However, Social Landscape is complex Monday, August 12, 13
  • 35. However, Social Landscape is complex And many more Monday, August 12, 13
  • 36. Example: Facebook in Vietnam User 19,200,000 Online Penetration 60.0% Population Penetration 22.00% Monday, August 12, 13
  • 37. Twitter (estimated) User 1,800,000 Online Penetration 5.600% Population Penetration 2.00% Monday, August 12, 13
  • 38. Monday, August 12, 13
  • 39. Monday, August 12, 13
  • 40. Every two days now we create as much information as we did from the dawn of civilization up until 2003. Monday, August 12, 13
  • 41. So how to make our Digital Marketing initiative noticed? Talked about? Monday, August 12, 13
  • 42. Only 10% of sharing happens online! Research by kellerfay group Monday, August 12, 13
  • 43. Principles of viral marketing by Jonah Berger Monday, August 12, 13
  • 44. Principles of viral marketing by Jonah Berger Stepps Monday, August 12, 13
  • 45. Principles of viral marketing by Jonah Berger Stepps • Social currency Monday, August 12, 13
  • 46. Principles of viral marketing by Jonah Berger Stepps • Social currency • Triggers Monday, August 12, 13
  • 47. Principles of viral marketing by Jonah Berger Stepps • Social currency • Triggers • Emotion Monday, August 12, 13
  • 48. Principles of viral marketing by Jonah Berger Stepps • Social currency • Triggers • Emotion • Public Monday, August 12, 13
  • 49. Principles of viral marketing by Jonah Berger Stepps • Social currency • Triggers • Emotion • Public • Practical value Monday, August 12, 13
  • 50. Principles of viral marketing by Jonah Berger Stepps • Social currency • Triggers • Emotion • Public • Practical value • Stories Monday, August 12, 13
  • 51. Who is Jonah Berger? Jonah Berger is the James G. Campbell Assistant Professor of Marketing at the Wharton School at the University of Pennsylvania. He has published dozens of articles in top-tier academic journals, and popular accounts of his work have appeared in places like The New York Times, The Wall Street Journal, The Washington Post, Science, Harvard Business Review. “Google Think insight” Jul 2013: From Complacent to Contagious Monday, August 12, 13
  • 52. Social currency Monday, August 12, 13
  • 53. Make people look good in the eyes of others Inner remark ability Game mechanics Insider Monday, August 12, 13
  • 54. Will It Blend - Golf Balls video Monday, August 12, 13
  • 55. Will It Blend - Golf Balls video Monday, August 12, 13
  • 56. Monday, August 12, 13
  • 57. Monday, August 12, 13
  • 58. Monday, August 12, 13
  • 59. Flash, member only sales - scarcity & exclusivity Monday, August 12, 13
  • 60. Triggers Monday, August 12, 13
  • 61. Top of mind - tip of tongue Monday, August 12, 13
  • 62. Mentos National Night Singapore Monday, August 12, 13
  • 63. Mentos National Night Singapore Monday, August 12, 13
  • 64. Mentos National Night Video Monday, August 12, 13
  • 65. Mentos National Night Video Listened and plugged into social “Trigger Points” Monday, August 12, 13
  • 66. Mentos National Night Video Listened and plugged into social “Trigger Points” Singapore National Day Monday, August 12, 13
  • 67. Mentos National Night Video Listened and plugged into social “Trigger Points” Singapore National Day Singapore Birth Rate Monday, August 12, 13
  • 68. Mentos National Night Video Listened and plugged into social “Trigger Points” Singapore National Day Singapore Birth Rate Other cue like Firework, parade during the national day, Durian, Ez Link card, Singapore highway abbreviation Monday, August 12, 13
  • 69. Mentos National Night Video Listened and plugged into social “Trigger Points” Singapore National Day Singapore Birth Rate Other cue like Firework, parade during the national day, Durian, Ez Link card, Singapore highway abbreviation you Tube lyric video Monday, August 12, 13
  • 70. Effective triggers? Frequency of the stimulus Strength of the link Monday, August 12, 13
  • 71. Emotion Monday, August 12, 13
  • 72. Charlie bit my finger - again ! video Monday, August 12, 13
  • 73. Charlie bit my finger - again ! video Monday, August 12, 13
  • 74. United Breaks Guitars video Monday, August 12, 13
  • 75. United Breaks Guitars video Monday, August 12, 13
  • 76. Parisian Love video Monday, August 12, 13
  • 77. Parisian Love video Monday, August 12, 13
  • 78. High vs low arousal High arousal Low arousal Positive Awe Excitement Amusement (Humor) Contentment Negative Anger Anxiety Sadness Monday, August 12, 13
  • 79. Public Monday, August 12, 13
  • 80. Social prof Monkey see, monkey do Monday, August 12, 13
  • 81. Practical value Monday, August 12, 13
  • 82. Shucking Corn--Clean Ears Every time videoMonday, August 12, 13
  • 83. Shucking Corn--Clean Ears Every time videoMonday, August 12, 13
  • 84. Stories Monday, August 12, 13
  • 85. dove evolution Monday, August 12, 13
  • 86. dove evolution Monday, August 12, 13
  • 87. No relevancy between tutu prankster and goldenpalace.com Monday, August 12, 13
  • 88. The good news is: anyone could do it! Monday, August 12, 13
  • 89. You would still need paid media support to let enough people know about it Monday, August 12, 13
  • 90. Monday, August 12, 13
  • 91. Guiding principles when you engage in social media Monday, August 12, 13
  • 92. Listen first and never stop listening Monday, August 12, 13
  • 93. Listen first and never stop listening “Seek first to understand, then to be understood.” Habit 5 of the “7 habits of highly effective people” Monday, August 12, 13
  • 94. Listen first and never stop listening “Seek first to understand, then to be understood.” Habit 5 of the “7 habits of highly effective people” “Be a good listener. Encourage people to talk about themselves” Principle 4 of “How to win friends and influence people” Monday, August 12, 13
  • 95. Enterprise Listening Systems Meltwater Buzz: http://www.meltwater.com Parature: http://www.parature.com/ Radian6: http://www.parature.com/ Sysomos: Sysomos.com Vocus: vocus.com Brandtology Jami Q Alterian SM2 Monday, August 12, 13
  • 96. Other tools Google Alerts (Google Alerts and RSS) Social Bakers TrackUr Monday, August 12, 13
  • 97. Action items Monday, August 12, 13
  • 98. Action items Listen to what people are saying about your brand, your competitors and your industry in general Monday, August 12, 13
  • 99. Action items Listen to what people are saying about your brand, your competitors and your industry in general Develop the list of keywords/phrases that are related to these topics Monday, August 12, 13
  • 100. Action items Listen to what people are saying about your brand, your competitors and your industry in general Develop the list of keywords/phrases that are related to these topics Try a listening tool or simply start using Google Search Monday, August 12, 13
  • 101. Think and Act like your Customers Do you like to watch TV commercial during the movie time? Do you like to see banners on websites? Monday, August 12, 13
  • 102. Respond quickly to all bad comments Monday, August 12, 13
  • 103. Respond quickly to all bad comments Think twice before deleting a bad comment: Unless the comment is obscene, politically related, we do NOT delete bad comments from fan. Monday, August 12, 13
  • 104. Respond quickly to all bad comments Think twice before deleting a bad comment: Unless the comment is obscene, politically related, we do NOT delete bad comments from fan. We have to response to 100% of all of the bad comments Monday, August 12, 13
  • 105. Respond quickly to all bad comments Think twice before deleting a bad comment: Unless the comment is obscene, politically related, we do NOT delete bad comments from fan. We have to response to 100% of all of the bad comments Always RESPONSE publicly and then take the issue private: by having fans to email us, call us, get in touch via private message on Facebook etc... Please note this is to response, not reply. Monday, August 12, 13
  • 106. Respond quickly to all bad comments Think twice before deleting a bad comment: Unless the comment is obscene, politically related, we do NOT delete bad comments from fan. We have to response to 100% of all of the bad comments Always RESPONSE publicly and then take the issue private: by having fans to email us, call us, get in touch via private message on Facebook etc... Please note this is to response, not reply. Prioritise the response based on online preference if we can't response to everyone in time. We could check online presence by the size of their network, their engagement on walls etc... Monday, August 12, 13
  • 107. Respond quickly to all bad comments Think twice before deleting a bad comment: Unless the comment is obscene, politically related, we do NOT delete bad comments from fan. We have to response to 100% of all of the bad comments Always RESPONSE publicly and then take the issue private: by having fans to email us, call us, get in touch via private message on Facebook etc... Please note this is to response, not reply. Prioritise the response based on online preference if we can't response to everyone in time. We could check online presence by the size of their network, their engagement on walls etc... Consider response with surprise and delight - go the extra miles to delight the customers with bad comments by providing something of value. Monday, August 12, 13
  • 108. Respond to good comments too Monday, August 12, 13
  • 109. Respond to good comments too What would you do if someone comes to your store, and thank you? Monday, August 12, 13
  • 110. Respond to good comments too What would you do if someone comes to your store, and thank you? Get creative with your thank you according to your brand personality Monday, August 12, 13
  • 111. Be authentic & honest Monday, August 12, 13
  • 112. Be authentic & honest Think less about “putting on a show”, build a strong brand personality & Tone of voice Monday, August 12, 13
  • 113. Be authentic & honest Think less about “putting on a show”, build a strong brand personality & Tone of voice Develop an authentic voice Monday, August 12, 13
  • 114. Be authentic & honest Think less about “putting on a show”, build a strong brand personality & Tone of voice Develop an authentic voice Honesty and Transparency “should” be at the core Monday, August 12, 13
  • 115. Where should you tell customers to like you? Monday, August 12, 13
  • 116. Where should you tell customers to like you? On your website Monday, August 12, 13
  • 117. Where should you tell customers to like you? On your website On every staff email signature Monday, August 12, 13
  • 118. Where should you tell customers to like you? On your website On every staff email signature On every business card handed out Monday, August 12, 13
  • 119. Where should you tell customers to like you? On your website On every staff email signature On every business card handed out On every brochure printed Monday, August 12, 13
  • 120. Where should you tell customers to like you? On your website On every staff email signature On every business card handed out On every brochure printed On every receipt you hand out Monday, August 12, 13
  • 121. Where should you tell customers to like you? On your website On every staff email signature On every business card handed out On every brochure printed On every receipt you hand out On packaging Monday, August 12, 13
  • 122. Where should you tell customers to like you? On your website On every staff email signature On every business card handed out On every brochure printed On every receipt you hand out On packaging On in-location signage Monday, August 12, 13
  • 123. Facebook fanpage Management Monday, August 12, 13
  • 124. Overall process Monday, August 12, 13
  • 125. Overall process Objectives & KPIs Monday, August 12, 13
  • 126. Overall process Objectives & KPIs Set up Monday, August 12, 13
  • 127. Overall process Objectives & KPIs Set up What to post? Content Strategy & content Buckets Monday, August 12, 13
  • 128. Overall process Objectives & KPIs Set up What to post? Content Strategy & content Buckets How to get fans? Monday, August 12, 13
  • 129. Overall process Objectives & KPIs Set up What to post? Content Strategy & content Buckets How to get fans? Promotions/engagement activities? Monday, August 12, 13
  • 130. Overall process Objectives & KPIs Set up What to post? Content Strategy & content Buckets How to get fans? Promotions/engagement activities? How to measure success? Monday, August 12, 13
  • 131. Process Create Share InteractMeasure Optimise Monday, August 12, 13
  • 132. Content strategy CREATED CURATED Monday, August 12, 13
  • 133. Content that fits with the brand Content that people like to engage with Monday, August 12, 13
  • 134. Content curation Monday, August 12, 13
  • 135. Looking at what is already working on social media Monday, August 12, 13
  • 136. Monday, August 12, 13
  • 137. “Nano targeting” Ad Monday, August 12, 13
  • 138. “Nano targeting” Ad Imagine the TVC, Print Ads with your friend approval on them? Monday, August 12, 13
  • 139. “Nano targeting” Ad Imagine the TVC, Print Ads with your friend approval on them? “Friends of Connections Ads”: Monday, August 12, 13
  • 140. “Nano targeting” Ad Imagine the TVC, Print Ads with your friend approval on them? “Friends of Connections Ads”: Location Monday, August 12, 13
  • 141. “Nano targeting” Ad Imagine the TVC, Print Ads with your friend approval on them? “Friends of Connections Ads”: Location Demographic Monday, August 12, 13
  • 142. “Nano targeting” Ad Imagine the TVC, Print Ads with your friend approval on them? “Friends of Connections Ads”: Location Demographic Likes and interests Monday, August 12, 13
  • 143. “Nano targeting” Ad Imagine the TVC, Print Ads with your friend approval on them? “Friends of Connections Ads”: Location Demographic Likes and interests Birthday Monday, August 12, 13
  • 144. “Nano targeting” Ad Imagine the TVC, Print Ads with your friend approval on them? “Friends of Connections Ads”: Location Demographic Likes and interests Birthday Relationship status Monday, August 12, 13
  • 145. “Nano targeting” Ad Imagine the TVC, Print Ads with your friend approval on them? “Friends of Connections Ads”: Location Demographic Likes and interests Birthday Relationship status Language Monday, August 12, 13
  • 146. “Nano targeting” Ad Imagine the TVC, Print Ads with your friend approval on them? “Friends of Connections Ads”: Location Demographic Likes and interests Birthday Relationship status Language Education and work Monday, August 12, 13
  • 147. Measuring success Monday, August 12, 13
  • 148. Measuring success Brand Awareness Monday, August 12, 13
  • 149. Measuring success Brand Awareness • Number of fans/followers Monday, August 12, 13
  • 150. Measuring success Brand Awareness • Number of fans/followers • Fan growth/month Monday, August 12, 13
  • 151. Measuring success Brand Awareness • Number of fans/followers • Fan growth/month • Reach: actual reach & Viral uplift Monday, August 12, 13
  • 152. Measuring success Brand Awareness • Number of fans/followers • Fan growth/month • Reach: actual reach & Viral uplift Engagement: Like, Share, Comment, Fan Post, Fan message to Admin Monday, August 12, 13
  • 153. Measuring success Brand Awareness • Number of fans/followers • Fan growth/month • Reach: actual reach & Viral uplift Engagement: Like, Share, Comment, Fan Post, Fan message to Admin • How many: Total, ratio (per fan) Monday, August 12, 13
  • 154. Measuring success Brand Awareness • Number of fans/followers • Fan growth/month • Reach: actual reach & Viral uplift Engagement: Like, Share, Comment, Fan Post, Fan message to Admin • How many: Total, ratio (per fan) • Share rate, Comment Rate, Like rate Monday, August 12, 13
  • 155. Measuring success Brand Awareness • Number of fans/followers • Fan growth/month • Reach: actual reach & Viral uplift Engagement: Like, Share, Comment, Fan Post, Fan message to Admin • How many: Total, ratio (per fan) • Share rate, Comment Rate, Like rate • Sentiment: positive, negative, neutral Monday, August 12, 13
  • 156. Measuring success Brand Awareness • Number of fans/followers • Fan growth/month • Reach: actual reach & Viral uplift Engagement: Like, Share, Comment, Fan Post, Fan message to Admin • How many: Total, ratio (per fan) • Share rate, Comment Rate, Like rate • Sentiment: positive, negative, neutral Bottom line: Monday, August 12, 13
  • 157. Measuring success Brand Awareness • Number of fans/followers • Fan growth/month • Reach: actual reach & Viral uplift Engagement: Like, Share, Comment, Fan Post, Fan message to Admin • How many: Total, ratio (per fan) • Share rate, Comment Rate, Like rate • Sentiment: positive, negative, neutral Bottom line: • Macro conversion: e commerce sales, multi channel analysis Monday, August 12, 13
  • 158. Measuring success Brand Awareness • Number of fans/followers • Fan growth/month • Reach: actual reach & Viral uplift Engagement: Like, Share, Comment, Fan Post, Fan message to Admin • How many: Total, ratio (per fan) • Share rate, Comment Rate, Like rate • Sentiment: positive, negative, neutral Bottom line: • Macro conversion: e commerce sales, multi channel analysis • Micro conversion: Product enquiry, visits, sign up Monday, August 12, 13
  • 159. Monday, August 12, 13
  • 160. Facebook Edgerank How long ago was the content posted? Does this user interact with you often? How interactive are the engagements with this post? Monday, August 12, 13
  • 161. Appendix Monday, August 12, 13
  • 162. Twitter Best use: Consumer Insight, Customer Service, Real Time Communication General update @Replies Direct Message Twitter conversations are typically much more public Brand can send message directly to a “follower” Monday, August 12, 13
  • 163. You Tube Second biggest Search Engine Content is more important than quality Short and Sweet (about up to 90 seconds video) Have fun Monitoring & Answering comments Monday, August 12, 13
  • 164. Google+ Best use: Drive better search results for your company Circles: How content is being shared & with Whom? Hangout: up to 10 people Personalized Search Monday, August 12, 13
  • 165. Pinterest: Content Curation at its best Curate video, images, slideshares etc... Pin boards Followers & Following Examples: Go behind the scene, Humanize the brand, crowdsourcing. Monday, August 12, 13
  • 166. Instagram Best use: bringing your brand to life through photos. Social networking through your phone Sharing on the go Monday, August 12, 13
  • 167. Linkedin Best use: Recruitment, Retention, Industry collaboration, B2B Business Development Monday, August 12, 13
  • 168. Reference Monday, August 12, 13
  • 169. Reference “Made to stick” by Chip Health & Dan Health “Contagious: Why Things Catch on” by Jonah Berger “Likeable Social media” by Dave Kerpen Monday, August 12, 13