Social Media: Friend or Foe?

THE LOVE HATE RELATIONSHIP BETWEEN SOCIAL AND MEDIA. PRESENTED BY DENTSU UTAMA, MAY 2010. Dos and don’ts to keep the relationship alive, healthy and thriving.

Why are we here today? >> We’ve been in the communication business for more than 100 years, seen through a few industry revolutions but none such as the social media phenomenon

Why are we here today? >> We’ve been in the communication business for more than 100 years, seen through a few industry revolutions but none such as the social media phenomenon >> Dentsu Utama is Malaysian born and bred, 5 years old with a whole 2 years dedicated to integrated digital campaigns and social media marketing

Why are we here today? >> We’ve been in the communication business for more than 100 years, seen through a few industry revolutions but none such as the social media phenomenon >> Dentsu Utama is Malaysian born and bred, 5 years old with a whole 2 years dedicated to integrated digital campaigns and social media marketing >> We’ve seen internal and external challenges in not just maintaining our client’s social sites but keeping it upbeat

Why are we here today? >> We’ve been in the communication business for more than 100 years, seen through a few industry revolutions but none such as the social media phenomenon >> Dentsu Utama is Malaysian born and bred, 5 years old with a whole 2 years dedicated to integrated digital campaigns and social media marketing >> We’ve seen internal and external challenges in not just maintaining our client’s social sites but keeping it upbeat >> Our digital integration isn’t just about taking the idea online and offline, but also understanding the client’s culture – what can be taken online/offline and what cannot

Why are we here today? >> We’ve been in the communication business for more than 100 years, seen through a few industry revolutions but none such as the social media phenomenon >> Dentsu Utama is Malaysian born and bred, 5 years old with a whole 2 years dedicated to integrated digital campaigns and social media marketing >> We’ve seen internal and external challenges in not just maintaining our client’s social sites but keeping it upbeat >> Our digital integration isn’t just about taking the idea online and offline, but also understanding the client’s culture – what can be taken online/offline and what cannot >> For two whole years, we have been strong 2.0 advocates albeit below the radar

2010 and beyond: Where do we go online?

The ‘WEB’ – where it all begins Aims to organize the world’s information The No.1 search page in the world based on an algorithm which ranks pages according to importance by virtue of quality links

The ‘COMMUNITY’ – where it all connects Aims to provide a social utility that connects people with friends, family and others who work, study and live around them The No.1 digital mapping of people’s real-world social connections. Search is based on verbatim from own social circle and Facebook population

*Published in Financial Times, 16/03/10

S E A R C H O C I A L

Number of users >> 6 387 060 Number of male users >> 3 252 720 Number of female users >> 2 961 960 Penetration >> 23.66 % Online penetration >> 37.79 % Average CPC >> $ 0.08 Average CPM >> $ 0.03 Estimated number of users >> 910,000 (as of Feb 2010)

Our effort in making brands more social. Some challenges: How do you draw the line between an approachable brand and a brand that’s overly friendly? Where do you draw the line between what the brand wants to say and what the community wants to share? What is the difference between a branded social community and social CRM? When do you ignore a bad comment and when do you call for a risk management strategy? When do we change from testing water to launching a measureable social media marketing strategy? What is the meaning of integration and what does social media really mean?

Individuals. Groups. Professionals. Businesses. Corporations. NGOs. Government.

Individuals. Groups. Professionals. Businesses. Corporations. NGOs. Government. *Source: Facebakers >> In short, it’s just about anyone who’s looking to connect with someone else.

Value offering & promotion
Same-cause as community
Basic customer service capability
Content & connection
PROMOTIONAL Honesty Credibility Efficiency Optimism Helpfulness Inspirational Trust Rewarding SUSTAINABLE Following conventional brand building strategies, the real investment and growth are rooted in the long run. The million dollar question is, where do you want to be?

Before you embark on social media, you need to know these important things. >> Growth is highly organic and community driven, you don’t get to drive all the time . >> One hour you’re hot and next hour you’re not. >> Transparency-on-demand. >> People can be really mean. And we mean, really mean. >> The ‘Always-on’ expectation.

Social media done right will become immeasurable to your investment when the brand becomes truly part of a constructive community. >> Real-time prompted and unprompted feedback and research. >> Helps business owners to identify the exact problem in the value chain. >> Build highly meaningful relationships, people will talk about what you told them for free . SOCIAL MEDIA >> A virtual database at absolutely no cost in keeping it fresh. >> An idea hub for projects especially where it involves your customers. >> You can share a lot about your brand which could be a hefty investment running on traditional campaigns.

What is risk management, when do you need one and how do you deploy one? Addressing the most pressing issue of social media: When bad news travels, boy does it travel… People like to talk about bad news. So the 4,999 don’t write a letter to say how great the show was, but the person who complains – bad news – will take the trouble to write a letter. So all you hear about is that one and people think that’s representative of the public. Harith Iskandar on the state of believability in Malaysia

Feb 2010 – Sticky accelerators and hybrid anti-lock brake defects cause Toyota to recall more than 9 million cars worldwide. Panic began to spread faster than ever because this was also the age of social media. Frustrations were fired up, disappointments were vented. One misery continues to feed on another. What did Toyota do on social media to contain the fire?

STEP 1: BUILD A TRUSTWORTHY AND CREDIBLE PERSONA, GIVE THE CRISIS A FACE. >> Go to YouTube

STEP 2: CREATE AN OPEN SPACE FOR TRANSPARENT DIALOGUE, NEVER HIDE.

>> While Jim Lentz was on Digg, his team was on Facebook (TOYOTA USA) identifying themselves and attending to concerns

STEP 3: DIRECT THE PUBLIC BACK TO OFFICIAL SITES OWNED BY THE BRAND.

Directing traffic to official sites.

SOCIAL MEDIA WAS ONLY A CHANNEL. THE POINT OF MANAGING CRISIS HINGES ON THE PORTION OF THIS LETTER.

And keep saying and saying and saying and saying it until it’s done. Say what you are doing internally, what you are doing externally, what your involved counterparts are doing and especially when addressing a personal enquiry, say when.

It’s still debatable if it’s a good idea to get a third party to speak for you. Even if you claim they are not paid to say ‘good things’. (Yeah right!)

>> However, there was a third party site which claimed to be independent from Toyota. Its Facebook title was Toyota Recall and was linked to a ‘consumer’ site called Toyota Recall. This sites were owned by Pasch Consulting Group whose client was ‘Toyota’.

Here’s a thought for you to ponder: Is it better for you to address bad news at your site directly? OR Is it better for you to isolate the frustration and ridicule elsewhere?

But like everything else… This too shall pass.

Deploying a crisis management plan. >> SPEED >> TRANSPARENCY >> DIALOGUE >> ADVANCED DATA >> Monitor all CG media, respond team taskforce, a streamlined approach, >> Identification, what actions are being taken, what will happen next and how long it will take >> Be human, acknowledge concerns and express eagerness in rectification >> Find out exactly who is using what to be able to craft specific digital messages

STRATEGIC PLANNER COMMUNITY MANAGER ANALYTICS MANAGER HEAD OF PR/ CUSTOMER SERVICE HEAD OF MARKETING HEAD OF R&D CRISIS TASK FORCE CRISIS POLICY FOR STREAMLINED APPROACH + WHAT NOW, WHAT NEXT, WHEN MONITOR

>> Utilize social media for cost efficiency in enhancing marketing plans >> Take criticism positively and use it as a beacon for perfection >> Rethink and innovate because on social media, even manufacturers will become part of the ‘service’ industry >> Using ‘crisis’ as an opportunity to show the true mettle of the brand A dose of optimism goes a long way.

Can you control a community? And more importantly, should you? No and Yes

N Because your community owns half of it. O Be mindful of what they want to share versus the intention of the community. Without your fans and followers, you won’t have a community. Let’s talk about my package Let’s talk about your horrible service Telco X Brand X fan Let’s talk about my product Let’s talk about cars Auto Y Brand Y fan

YES Because you own the other half of the share. T&Cs are important: You state your turf, what you will tolerate and what you won’t. You can control what happens at the other half of the equation. strategy Having a control also means flexibility.

IMPROVISE Content Delivery Activations Promotions “ If you meet and like someone and hope for reciprocation, wouldn’t you want to talk about something he or she is interested in?” strategy Having a control also means flexibility.

Did social media kill the ATL star? TRADI IONAL MEDIA

MEDIA INTEGRATION is about searchability, sociability and scalability. Regardless of media. Regardless of space. Regardless of investment. INTEGRATED

CONSUMERS DIGITAL REALITY

MARKETERS WANT MORE TWO-WAY MEDIA. OR WAS IT CONSUMERS? *Source: Marketing & Media Ecosystem 2010 survey and Booz & Company analysis

INTEGRATION MEANS SAYING WHAT YOU WANT TO SAY, AND THEN LISTEN. >> If we don’t say anything, what is there to feedback on?

Traditionally: Receive message >> Info search >> Take action >> Today: Receive message >> Info search >> Take action >> >> Talk about it >> Ask about it >> Share it SPOT THE DIFFERENCE The difference is in the scale of things. Adidas Originals – 20 versus 2.8mil people >> >> Talk about it >> >> >> Ask about it >> >> >> >> Share it

FIVE POPULAR MYTHS WORTH DEBUNKING ON SOCIAL MEDIA. It’s the next best thing since sliced bread. 1 Social media is cheap because it’s FREE. 2 English is our first language. 3 Followers and fans will just ‘appear’ overnight. 4 All our followers and fans are advocates and loyalists. 5

It’s the next best thing since sliced bread. 1 No, it’s not. It’s just simple math. Social media is only an evolution of the web. 1.0 + 1.0 2.0 + 1.0 3.0 Web 1.0 – Information portal – usable directories, one way publication, stagnant, dial-up Web 2.0 – Platform – social communities, wisdom of the crowd, scalable, broadband Web 3.0 – Intelligence – contextual search (semantic web), human + artificial intelligence, mobility

Social media is cheap because it’s FREE. 2 Twitterer Blog writer Facebook moderator Community managers Strategic planners Content planners Customer service managers PR managers Analytics managers Creative producers Promotional Sustainable

Social media is cheap because it’s FREE. 2 Community managers Strategic planners Content planners Customer service managers PR managers Analytics managers Creative producers Twitterer Blog writer Facebook moderator Promotional Sustainable Standard engagement Relationship management Strategy integration Value Creation Value creation Relationship management Analytics and analysis Effectiveness study

Social media is cheap because it’s FREE. 2 *Source: Dentsu Utama >> Go to YouTube

Social media is cheap because it’s FREE. 2 *Source: Dentsu Utama Within 3 weeks since first upload of 3 videos: 60,305 unique views, 78,608 video post impressions on Facebook

Social media is cheap because it’s FREE. 2 *Source: Brandtology

Social media is cheap because it’s FREE. 2 *Source: Sparks

English is our first language. 3 Choice of language depends on: >> Purpose of the community >> Geographic consideration of the community >> Cultural consideration of the community And last but not least, >> Brand personality

Followers and fans will just ‘appear’ overnight. 4 No, they don’t. You would promote an event. You would advertise a contest. You would have a traffic driver strategy for everything offline. Why wouldn’t you, online? Seeding Cross-promote Own social circle ‘ Bot’ fans Congratulations, but what’s next? >>

All our followers and fans are advocates and loyalists. 5 No, they are not. They could be. But they are also your competitors, fire starters and cynics. So best be prepared and exude confidence in providing accurate information.

SOCIAL MEDIA > Branded community? < Social CRM? >> The intricate decision of using the brand as the ‘face’ of the community >> Content needs to original/unique, valuable/meaningful, relevant/make sense << If it’s intended CRM, then be prepared to be straightforward, transparent and efficient

SOCIAL MEDIA So where do we (or you) go from here? Critical considerations before you start: Your corporate/brand portfolio Your marketing objectives Your promotional budget Your research strategy Your customer service capability

SOCIAL MEDIA In a giant nutshell In traditional marketing, you want consumers to buy your brand. In today’s marketing, you want consumers to vote for your brand. So that they will buy and influence hundreds and thousands of others to do so.

Thank you. Again, you must be tired. For more information, please email sueanne@dentsutama.com.my

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Social Media: Friend or Foe?

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