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a digital marketing agency
Social media is an umbrella term that encompasses activities that
integrate technology, social interaction, and the constr...
Social	
  Media	
  Prism
Source:	
  
thecoversa.onprism.com
6	
  out	
  of	
  10	
  Hong	
  Kongers	
  are	
  Facebook	
  users.	
  	
  
Such	
  penetra@on	
  rate	
  has	
  surpasse...
Do	
  You	
  Know
Source:	
  
h7p://www.slideshare.net/mzkagan/what-­‐the-­‐>-­‐is-­‐social-­‐media-­‐one-­‐year-­‐
Do	
  You	
  Know
Over	
  6	
  billion	
  hours	
  of	
  video	
  	
  
are	
  watched	
  each	
  month	
  on	
  YouTube	
 ...
Why	
  do	
  we	
  care?	
  
what	
  are	
  the	
  opportuni@es	
  lying	
  within	
  
this	
  vast	
  ocean	
  of	
  soci...
It’s	
  supposed	
  to	
  be	
  a	
  DIALOGUE,	
  
NOT	
  A	
  MONOLOGUE	
  
Source:	
  
h7p://www.slideshare.net/mzkagan/...
Incorpora@ng	
  social	
  media	
  into	
  your	
  business	
  plan	
  is	
  like	
  cas@ng	
  
a	
  wide	
  net,	
  what	...
A	
  social	
  media	
  marke.ng	
  approach	
  is	
  not	
  universally	
  effec.ve.	
  	
  
Every	
  digital	
  marke@ng	...
3Vs
Source:	
  www.datasciencecentral.com	
  
Just	
  because	
  there	
  are	
  opportuni@es	
  
out	
  here	
  doesn’t	
  mean	
  everyone	
  has	
  
the	
  ability	
...
Source:	
  
www.heleneblowers.info
Engage	
  customers	
  on	
  social	
  media	
  plaIorms	
  
and	
  listen	
  to	
  them.
Success	
  Metrics
 Goal
 As	
  ...
Source:	
  h7p://www.conexioncentral.com
Giving	
  campaign	
  par.cipants	
  printable	
  vouchers	
  so	
  
that	
  actual	
  usage	
  can	
  be	
  easily	
  tra...
Oreo’s	
  Daily	
  Twist	
  is	
  a	
  100-­‐day	
  campaign	
  to	
  celebrate	
  the	
  brand’s	
  100th	
  
anniversary...
Imagine	
  walking	
  into	
  a	
  bookstore	
  and	
  an	
  
employee	
  tells	
  you	
  about	
  a	
  book	
  that	
  yo...
Return	
  on	
  Investment	
  
Digital	
  	
  
Ac.on	
  
Digital	
  	
  
Interac.on	
   Sales	
   WOM	
   RECO	
  
More	
 ...
stop	
  thinking	
  “campaigns”	
  
start	
  thinking	
  “conversa@ons”
Social	
  media	
  is	
  not	
  a	
  solu.on	
  th...
Room 3002, 30/F Enterprise Square Three,
39 Wang Chiu Road, Kowloon Bay, Kowloon, Hong Kong
Tel: +852 2754 2299
Fax: +852 ...
Prizm ibm talk130829
Prizm ibm talk130829
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Transcript of "Prizm ibm talk130829"

  1. 1. a digital marketing agency
  2. 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. 3. Social  Media  Prism Source:   thecoversa.onprism.com
  4. 4. 6  out  of  10  Hong  Kongers  are  Facebook  users.     Such  penetra@on  rate  has  surpassed  the  US,  UK  and  Japan.   Source:  appledaily.com Do  You  Know
  5. 5. Do  You  Know Source:   h7p://www.slideshare.net/mzkagan/what-­‐the-­‐>-­‐is-­‐social-­‐media-­‐one-­‐year-­‐
  6. 6. Do  You  Know Over  6  billion  hours  of  video     are  watched  each  month  on  YouTube   50%  more  than  last  year Source:   h7p://www.slideshare.net/mzkagan/what-­‐the-­‐>-­‐is-­‐social-­‐ media-­‐one-­‐year-­‐later
  7. 7. Why  do  we  care?   what  are  the  opportuni@es  lying  within   this  vast  ocean  of  social  media?
  8. 8. It’s  supposed  to  be  a  DIALOGUE,   NOT  A  MONOLOGUE   Source:   h7p://www.slideshare.net/mzkagan/what-­‐ the-­‐>-­‐is-­‐social-­‐media-­‐one-­‐year-­‐later
  9. 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://librariangoddess.wordpress.com/
  10. 10. A  social  media  marke.ng  approach  is  not  universally  effec.ve.     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. 11. 3Vs Source:  www.datasciencecentral.com  
  12. 12. Just  because  there  are  opportuni@es   out  here  doesn’t  mean  everyone  has   the  ability  to  capture  them.   Source:  
  13. 13. Source:   www.heleneblowers.info
  14. 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. 15. Source:  h7p://www.conexioncentral.com
  16. 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. 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. 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  effec.ve.     Source:  insidefacebook.com Source:  facebook.com
  19. 19. Return  on  Investment   Digital     Ac.on   Digital     Interac.on   Sales   WOM   RECO   More   Sales   Return  on  Influence  Return  on  Interac.on  
  20. 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. 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: info@prizmm.com a subsidiary of Legend World Technology Development Limited contact us prizmm.com https://www.facebook.com/prizm.digital
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