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Prizm ibm talk130829



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  • 1. a digital marketing agency
  • 2. Social media is an umbrella term that encompasses activities that integrate technology, social interaction, and the construction of words, pictures, video and audio. What  is  social  media
  • 3. Social  Media  Prism Source:
  • 4. 6  out  of  10  Hong  Kongers  are  Facebook  users.     Such  penetra@on  rate  has  surpassed  the  US,  UK  and  Japan.   Source: Do  You  Know
  • 5. Do  You  Know Source:   h7p://­‐the-­‐>-­‐is-­‐social-­‐media-­‐one-­‐year-­‐
  • 6. Do  You  Know Over  6  billion  hours  of  video     are  watched  each  month  on  YouTube   50%  more  than  last  year Source:   h7p://­‐the-­‐>-­‐is-­‐social-­‐ media-­‐one-­‐year-­‐later
  • 7. Why  do  we  care?   what  are  the  opportuni@es  lying  within   this  vast  ocean  of  social  media?
  • 8. It’s  supposed  to  be  a  DIALOGUE,   NOT  A  MONOLOGUE   Source:   h7p://­‐ the-­‐>-­‐is-­‐social-­‐media-­‐one-­‐year-­‐later
  • 9. Incorpora@ng  social  media  into  your  business  plan  is  like  cas@ng   a  wide  net,  what  you  get  is  something  called  BIG  DATA. Source:   h7p://
  • 10. A  social  media  approach  is  not  universally     Every  digital  marke@ng  plan  should  start  with  defining  your   success  metrics  (KPI)     Number of people who filled in the “get more info” form. Number of new customers/sales. Reduction in support costs. Number of minutes a day we are nice to customers. Number of influential people who tweet something about us. Number of people who used a specific coupon that is associated with this campaign. Number of influential blogs that linked to us. Number of features suggested by users that we actually implement. Number of repeating, unique visitors. Increase in Pagerank. Number of people in a specific location/ demographic who follow us on Weibo. Number of things we discovered about customers that we never knew before!
  • 11. 3Vs Source:  
  • 12. Just  because  there  are  opportuni@es   out  here  doesn’t  mean  everyone  has   the  ability  to  capture  them.   Source:  
  • 13. Source:
  • 14. Engage  customers  on  social  media  plaIorms   and  listen  to  them. Success  Metrics Goal As  implemented  by… •  Amount  of  good   sugges.ons  that   your  company   hadn’t  thought  of     •  Amount  of  the   above  that  your   company  actually   implements •  N  amount  of   sugges.ons   collected  per  month   and  N  amount  that   you  actually   implements Increase  sa@sfac@on
  • 15. Source:  h7p://
  • 16. Giving  campaign  par.cipants  printable  vouchers  so   that  actual  usage  can  be  easily  tracked. Success  Metrics Goal As  implemented  by… •  Monthly  sales     •  Monthly  store  traffic •  SN  monthly  sales   •  N%  increase  in  store   traffic  over  the  pre-­‐ promo.on  period. Boos@ng  online  sales  
  • 17. Oreo’s  Daily  Twist  is  a  100-­‐day  campaign  to  celebrate  the  brand’s  100th   anniversary.  In  those  100  days,  Oreo  gained  an  addi@onal  1  million  users.   Facebook  interac@ons  went  up  195%. Story  of  brand  exposure
  • 18. Imagine  walking  into  a  bookstore  and  an   employee  tells  you  about  a  book  that  your  friend   is  reading.       OpenGraph more  tailored,   more  targeted,   more     Source: Source:
  • 19. Return  on  Investment   Digital     Ac.on   Digital     Interac.on   Sales   WOM   RECO   More   Sales   Return  on  Influence  Return  on  Interac.on  
  • 20. stop  thinking  “campaigns”   start  thinking  “conversa@ons” Social  media  is  not  a  solu.on  that  can  solve  all  of  your  business  problems.  But   they  do  help  achieve  these  goals,  when  used  wisely:     1.  Public  rela.ons   2.  Loyalty  building   3.  Customer  acquisi.on
  • 21. Room 3002, 30/F Enterprise Square Three, 39 Wang Chiu Road, Kowloon Bay, Kowloon, Hong Kong Tel: +852 2754 2299 Fax: +852 2754 2999 mail: a subsidiary of Legend World Technology Development Limited contact us