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Burda SingaporeRachit DayalManaging Partner, Happy Marketer                                   Rachit@HappyMarketer.com
IDK      Rachit@HappyMarketer.com
LOL      Rachit@HappyMarketer.com
OTOT   Rachit@HappyMarketer.com
FTW      Rachit@HappyMarketer.com
BF     Rachit@HappyMarketer.com
BFF4L        Rachit@HappyMarketer.com
BFFLTDDUP       Rachit@HappyMarketer.com
#Fail        Rachit@HappyMarketer.com
Abuden     Rachit@HappyMarketer.com
Agenda (and welcome to the training!)                 1.   The web in 2012                 2.   Content Strategies        ...
Rachit Dayal – Profile• Managing Partner, Happy Marketer   – Lead Consultant on all for Happy Marketer   – 12+ years of We...
Rachit’s Story                 Rachit@HappyMarketer.com
About Happy Marketer?• Social Media Think Tank    – 2+ years old, headquartered in Singapore    – Provides Complete Manage...
Other facets of my life … Business at 21                                  Rachit@HappyMarketer.com
Other Facets … Certified Hypnotherapist                                Rachit@HappyMarketer.com
Other Facets … Author at 23                              Rachit@HappyMarketer.com
Other Facets … NLP Master Practitioner                                Rachit@HappyMarketer.com
Which Me Do You Know?                        Rachit@HappyMarketer.com
Doesn’t everyone have split personalities?                                   Rachit@HappyMarketer.com
Pre 2007 – Compartmentalized Life                                Rachit@HappyMarketer.com
Post 2007 – Public Visible Pieces of Life …                                   Rachit@HappyMarketer.com
The Slow Death of Linear Thought• In the past linear, one-way thinking worked well• Because of limited communication chann...
Internet Influences On Multiple Levels                                   Rachit@HappyMarketer.com
Much More Choice for Consumers• Now consumers make  decisions based on …   – Finding alternatives through     search engin...
The Conversation Prism                         Rachit@HappyMarketer.com
Uses of the Internet                       Rachit@HappyMarketer.com
Fish where the fishes are                            Rachit@HappyMarketer.com
Disconnect between Advertisers & Users                                Rachit@HappyMarketer.com
Brands Ignoring Internet Behavior?       1.7%     Ad spend online                            45%                          ...
Social Media Landscape                  Rachit@HappyMarketer.com
We have many tools to choose from...                                 800 MM+ monthly active users                         ...
Every 60 Seconds … (1)                         Rachit@HappyMarketer.com
Every 60 Seconds … (2)                         Rachit@HappyMarketer.com
The Corporate Website                        Rachit@HappyMarketer.com
Rachit@HappyMarketer.com
Emerging Web Design Trends• “Don’t make me think”• Simple Navigation• Large Headlines vs lots of text                     ...
Socialize Your Website• Add social media buttons to your home page• Add a Facebook Like box to your website• Portal for yo...
Strengths & WeaknessesStrengths•Effective for branding, sparking excitement with productannouncements,•Information gatheri...
Facebook           Rachit@HappyMarketer.com
Timeline for Businesses, Features                                    Rachit@HappyMarketer.com
Hello@HappyMarketer.com  Rachit@HappyMarketer.com
Strengths & WeaknessesStrengths•It’s where the fishes are•Repeat visitors, convenient channel to communicate•Great for bra...
Twitter          Rachit@HappyMarketer.com
Rachit@HappyMarketer.com
Posting Company News                                Hello@HappyMarketer.com                       Hello@happymarketer.com ...
Posting Important Updates                            Rachit@HappyMarketer.com
Customer Service                            Hello@HappyMarketer.com                   Hello@happymarketer.com             ...
Strengths & WeaknessesStrengths•‘Faster than TV’, cutting edge•Easy to use, get ideas and answers•Used by mobile & tablet ...
YouTube          Hello@HappyMarketer.com            Rachit@HappyMarketer.com
Tutorials            Hello@happymarketer.com                Rachit@HappyMarketer.com
Thought Leadership                     Hello@happymarketer.com                         Rachit@HappyMarketer.com
Activism and Citizen Journalism                                  Hello@happymarketer.com                                  ...
Testimonials               Rachit@HappyMarketer.com
Strengths & WeaknessesStrengths•High degree of engagement, realism, more likely to be shared and go‘viral’•Powerful to sha...
Collaborating with Popular Bloggers                                  Rachit@HappyMarketer.com
Strengths & WeaknessesStrengths•More content, perspectives for loyal customers, Able to clarifymisunderstandings, search e...
Web / News Portals                     Rachit@HappyMarketer.com
Shopping Portals                   Rachit@HappyMarketer.com
Online Shopping Channels                           Rachit@HappyMarketer.com
Topic Specific Portals                         Rachit@HappyMarketer.com
Strengths & WeaknessesStrengths•Source of ‘alternative’ views, comments = transparency, betterunderstanding•Product review...
Pintrest           Rachit@HappyMarketer.com
Strengths & WeaknessesStrengths•Fast growing network•Visually appealing•Easy to shareSpark initial interestWeaknesses•Pict...
Then & Now …               Rachit@HappyMarketer.com
Google.com (Today)                     Rachit@HappyMarketer.com
Google.com (12 years ago – 1998)                                   Rachit@HappyMarketer.com
McDonalds.com (Today)                        Rachit@HappyMarketer.com
McDonalds.com (14 years ago – 1996)                               Rachit@HappyMarketer.com
Pepsi.com (Today)                    Rachit@HappyMarketer.com
Pepsi.com (14 years ago – 1996)                                  Rachit@HappyMarketer.com
Hotmail.com (Today)                      Rachit@HappyMarketer.com
Hotmail.com (12 years ago – 1998)                                Rachit@HappyMarketer.com
Apple.com (Today - 2010)                           Rachit@HappyMarketer.com
Apple.com (10 yrs ago - 2000)                                Rachit@HappyMarketer.com
MTV.com (Today – 2010)                         Rachit@HappyMarketer.com
MTV.com (10 years ago – 2000)                                Rachit@HappyMarketer.com
Biore.com (Today – 2010)                           Rachit@HappyMarketer.com
Biore.com (10 years ago – 2000)                                  Rachit@HappyMarketer.com
Web Content Formats                Rachit@HappyMarketer.com
Why is Web Content Important?• Content engages your readers• Content pulls your knowledge together and makes it accessible...
Never Stop Marketing• Every page is a marketing page• Who is your site for … and what do they want?• People buy benefits, ...
Articles           Rachit@HappyMarketer.com
Blog Posts             Rachit@HappyMarketer.com
Microblogs             Rachit@HappyMarketer.com
Photos         Rachit@HappyMarketer.com
Videos         Rachit@HappyMarketer.com
Podcasts           Rachit@HappyMarketer.com
Downloadables & PPTs                       Rachit@HappyMarketer.com
15 Proven WebContent Recipes                  Rachit@HappyMarketer.com
#1 – Answer Your Customers’ Questions                                  Rachit@HappyMarketer.com
#2 – Reveal Your Secret Tips & Tricks                                 Rachit@HappyMarketer.com
#3 – Bust An Urban Myth                          Rachit@HappyMarketer.com
#4 – Write A Case Study                          Rachit@HappyMarketer.com
#5 – Write A Blog                    Rachit@HappyMarketer.com
#6 – Write Your Company’s History                               Rachit@HappyMarketer.com
#7 – Start A Debate                      Rachit@HappyMarketer.com
#8 – Review of the Year                          Rachit@HappyMarketer.com
#9 – Report on an Event                          Rachit@HappyMarketer.com
#10 – Jargon Buster                      Rachit@HappyMarketer.com
#11 – Review a Book or Product                                 Rachit@HappyMarketer.com
#12 – Build a Top 10 List                            Rachit@HappyMarketer.com
#13 – Interview an Expert                            Rachit@HappyMarketer.com
#14 – Write an A to Z                        Rachit@HappyMarketer.com
#15 – Publish Your Own Surveys                                 Rachit@HappyMarketer.com
The 4 Steps toSocial MediaSuccess                 Hello@HappyMarketer.com                   Rachit@HappyMarketer.com
AttractExisting NetworkAdvertisingViral / Word of MouthGoal: Grow your community.                        Hello@HappyMarket...
In-House Promotion• Tags on TV, posters, brochures, website, events                                                    Hel...
Advertise• Sponsored Ads, Facebook, Twitter                                     Fan Page                                  ...
Socialize Your Website• Add social media buttons to your home page• Add a Facebook Like box to your website• Portal for yo...
Advertise• Sponsored Ads on Mobile platforms                                      Hello@HappyMarketer.com                 ...
Viral / Word of Mouth                        Hello@HappyMarketer.com                          Rachit@HappyMarketer.com
Make it attractive to join                             Hello@HappyMarketer.com                               Rachit@HappyM...
Show off your satisfied customers                                    Hello@HappyMarketer.com                              ...
Brainstorming Time• How can you spread the word about your social community? List  out the mediums you will use• What’s th...
AttractConstant ContentCommunityCustomer ServiceGoal: Increase participation                               Hello@HappyMark...
Create Constant Content1. Short videos2. Infographics3. Articles                          Hello@HappyMarketer.com         ...
Care for your Community• Provide educational material                                 Hello@HappyMarketer.com             ...
Share community gen. content                               Hello@HappyMarketer.com                                 Rachit@...
Lot’s of free stuff!                       Hello@HappyMarketer.com                         Rachit@HappyMarketer.com
‘How it’s made’ videos                         Hello@HappyMarketer.com                           Rachit@HappyMarketer.com
Customer Service• Learn how to answers questions, complains.                                               Hello@HappyMark...
Hello@HappyMarketer.com  Rachit@HappyMarketer.com
Responding to comments: LOFT• Fans complained that pants only look good on model, but not on  real people. Demanded post p...
LOFT responded the next day• Use possible threats as opportunities• Stay calm and listen to comments: they may be valid• R...
September 2009 – September 2010                             Rachit@HappyMarketer.com
Wall Strategy (December)                 From Tongue Twisters,                 Sing-a-long, Trivia’s…                     ...
Total comments 720 (average 8)         Overall highest – 63 comments                      Total likes 680 (average 7)     ...
A TRIBUTE TO EARTH DAY     (April 22, 2010)   The theme for April isEnvironmental Awareness.Cheers is launching anapplicat...
Go Wild Over  Football w/ Cheers June 1 to July 9, 2010 Extended till July 12th                     Rachit@HappyMarketer.com
Wall activity just for     the fans…            Rachit@HappyMarketer.com
World Cup Finals                                                      (July 11/12 SGT)SPAIN scored the 1st and only goal o...
Trivia on VideoPhoto Tagging                        Rachit@HappyMarketer.com
June 2010 interaction went to > 100 interactions.        March’s highest interaction was 65.      Avg. interaction would b...
Hello@HappyMarketer.com  Rachit@HappyMarketer.com
Activity Time!• How will your company constant engage fans?• What resources will you use? Self generated content? Other  r...
AttractContestsCouponsCell PhonesGoal: Influence perception, storevisits and purchases                            Hello@Ha...
What level of engagement is appropriate?                                 Rachit@HappyMarketer.com
Coupons• Exclusive discounts just for followers                                           Hello@HappyMarketer.com         ...
Quizzes          Hello@HappyMarketer.com            Rachit@HappyMarketer.com
Photo Contests                 Hello@HappyMarketer.com                   Rachit@HappyMarketer.com
Collaborations                 Hello@HappyMarketer.com                   Rachit@HappyMarketer.com
Hello@HappyMarketer.com  Rachit@HappyMarketer.com
Hello@HappyMarketer.com  Rachit@HappyMarketer.com
Hello@HappyMarketer.com  Rachit@HappyMarketer.com
Activity• What action or decision do you want your customers to do                                                    Hell...
AttractSize of CommunityQuality ConversationsRevenue GeneratedGoal: Utilize metrics to makebetter business decisions      ...
Web Traffic              Hello@HappyMarketer.com                Rachit@HappyMarketer.com
Facebook Insights                    Hello@HappyMarketer.com                      Rachit@HappyMarketer.com
YouTube Insights                   Hello@HappyMarketer.com                     Rachit@HappyMarketer.com
Size of Active Community• The number of Facebook fans, Twitter followers• Blog posts, comments• The number of pictures, vi...
Quality of Conversations• Did you learn anything from your customers? Did they  learn anything about you?• Reviews?       ...
Revenue Generated• Sales from events, contests, and products promoted  through social media• Reduction in marketing expens...
What We Do About Happy Marketer                        Rachit@HappyMarketer.com
What is Happy Marketer?• Search & Social Media Consulting Company    – Focused on bringing market leading thought leadersh...
Our Clients              Rachit@HappyMarketer.com
Our Role in Client Needs                Training                               Skills   Consulting                        ...
Training Offerings We’ll Train Your Staff in Practical Social Media Skills, and run Tactical Think Tanks for your Manageme...
Training – Building Skills & Direction      Client’s ManagementHappy Marketer                            Client’s Marketin...
Types of Trainings • Website & Search Marketing    • Social Media    –   Management Think Tanks      –   Tactical Workshop...
Consulting Support We’ll take stock of your Social Media assets, Analyze & Monitor competition, Help manage your Social me...
Consulting – Creative, Planning & Monitoring                             Happy Marketer’s Consultants   Client’s Managemen...
Types of Consulting Support • Search Strategy                          • Creative Direction • SEO Audits                  ...
Integrated Campaigns  We’ll run end-to-end Social Media campaigns that  attract new fans, absorb them into your universe  ...
Integrated Campaigns - Execution    Client’s Management                                                        Happy Marke...
Questions?Contact: Rachit DayalPhone: +65 9427 4110Web: www.HappyMarketer.comEmail: Hello@HappyMarketer.comTwitter: @hmark...
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Burda Social Media March 2012 - Rachit

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Rachit Dayal's presentation on Social Media Landscape and Content Strategies

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Transcript of "Burda Social Media March 2012 - Rachit"

  1. 1. Burda SingaporeRachit DayalManaging Partner, Happy Marketer Rachit@HappyMarketer.com
  2. 2. IDK Rachit@HappyMarketer.com
  3. 3. LOL Rachit@HappyMarketer.com
  4. 4. OTOT Rachit@HappyMarketer.com
  5. 5. FTW Rachit@HappyMarketer.com
  6. 6. BF Rachit@HappyMarketer.com
  7. 7. BFF4L Rachit@HappyMarketer.com
  8. 8. BFFLTDDUP Rachit@HappyMarketer.com
  9. 9. #Fail Rachit@HappyMarketer.com
  10. 10. Abuden Rachit@HappyMarketer.com
  11. 11. Agenda (and welcome to the training!) 1. The web in 2012 2. Content Strategies 3. Media Sales Strategy 4. Facebook Marketing 5. Online + Offline Integration 6. Budgeting & ROI Measurement www.happymarketer.com/training/courses/burda Rachit@HappyMarketer.com
  12. 12. Rachit Dayal – Profile• Managing Partner, Happy Marketer – Lead Consultant on all for Happy Marketer – 12+ years of Web experience, • SEO – Over 50 websites optimized • SEM – $500,000 spend managed • Conversion – $5 million of online sales • Websites – 11+ years of experience – Singapore’s first Google Certified • AdWords Professional (Jan 2006) • Analytics Professional (Mar 2009) Rachit@HappyMarketer.com
  13. 13. Rachit’s Story Rachit@HappyMarketer.com
  14. 14. About Happy Marketer?• Social Media Think Tank – 2+ years old, headquartered in Singapore – Provides Complete Management, Strategic Consulting and Training Services – Clients include Starhub, JobStreet, AirAsia, Phillip Capital, Tourism New Zealand – Focused on bringing market leading thought leadership in Social Media Marketing to APAC – Vibrant Training/Consulting arm – trained over 1500 professionals in less than 2 years – Yahoo & Google Certified Partners – Dedicated to Transparency of Processes, Progress and Billing with Clients Rachit@HappyMarketer.com
  15. 15. Other facets of my life … Business at 21 Rachit@HappyMarketer.com
  16. 16. Other Facets … Certified Hypnotherapist Rachit@HappyMarketer.com
  17. 17. Other Facets … Author at 23 Rachit@HappyMarketer.com
  18. 18. Other Facets … NLP Master Practitioner Rachit@HappyMarketer.com
  19. 19. Which Me Do You Know? Rachit@HappyMarketer.com
  20. 20. Doesn’t everyone have split personalities? Rachit@HappyMarketer.com
  21. 21. Pre 2007 – Compartmentalized Life Rachit@HappyMarketer.com
  22. 22. Post 2007 – Public Visible Pieces of Life … Rachit@HappyMarketer.com
  23. 23. The Slow Death of Linear Thought• In the past linear, one-way thinking worked well• Because of limited communication channels, the only thing companies could focus on was getting more eyeballs Rachit@HappyMarketer.com
  24. 24. Internet Influences On Multiple Levels Rachit@HappyMarketer.com
  25. 25. Much More Choice for Consumers• Now consumers make decisions based on … – Finding alternatives through search engines – Opinions of their friends from social networking – Peer reviews through twitter and other websites – User generated content through YouTube and blogs Rachit@HappyMarketer.com
  26. 26. The Conversation Prism Rachit@HappyMarketer.com
  27. 27. Uses of the Internet Rachit@HappyMarketer.com
  28. 28. Fish where the fishes are Rachit@HappyMarketer.com
  29. 29. Disconnect between Advertisers & Users Rachit@HappyMarketer.com
  30. 30. Brands Ignoring Internet Behavior? 1.7% Ad spend online 45% Time online Rachit@HappyMarketer.com
  31. 31. Social Media Landscape Rachit@HappyMarketer.com
  32. 32. We have many tools to choose from... 800 MM+ monthly active users 15MM+ users 800MM+ monthly users visit site 15MM+ users 232MM+ monthly active users 6MM+ users 230MM+ users 2MM+ users 135MM+ users 2MM+ users 115MM+ subscribers 2MM+ users 62MM+ users 1.5MM+ users 51MM+ users 500K+ users 20MM+ blogs 100K+ usersSource: Official and Estimated statistics. Facebook, YouTube, Zynga, Twitter, LinkedIn, Groupon, Flickr, Tumblr, Instagram, Foursquare, Pinterest, scvngr, Path,Google+ SlashGear, TechCrunch / Comscore, FastCompany, Oink: TechCrunch, GetGlue, Foodspotting: Soraya Darabi’s LinkedIn EC Rachit@HappyMarketer.com
  33. 33. Every 60 Seconds … (1) Rachit@HappyMarketer.com
  34. 34. Every 60 Seconds … (2) Rachit@HappyMarketer.com
  35. 35. The Corporate Website Rachit@HappyMarketer.com
  36. 36. Rachit@HappyMarketer.com
  37. 37. Emerging Web Design Trends• “Don’t make me think”• Simple Navigation• Large Headlines vs lots of text Rachit@HappyMarketer.com
  38. 38. Socialize Your Website• Add social media buttons to your home page• Add a Facebook Like box to your website• Portal for your social media channels Hello@HappyMarketer.com Hello@happymarketer.com Rachit@HappyMarketer.com
  39. 39. Strengths & WeaknessesStrengths•Effective for branding, sparking excitement with productannouncements,•Information gathering from the official sourceWeaknesses•May appear ‘one-sided’, glossed over, fake•Info may not be as ‘cutting edge’ as 3rd party sites Hello@HappyMarketer.com Rachit@HappyMarketer.com
  40. 40. Facebook Rachit@HappyMarketer.com
  41. 41. Timeline for Businesses, Features Rachit@HappyMarketer.com
  42. 42. Hello@HappyMarketer.com Rachit@HappyMarketer.com
  43. 43. Strengths & WeaknessesStrengths•It’s where the fishes are•Repeat visitors, convenient channel to communicate•Great for branding, short term engagementWeaknesses•Hard to find direction/purpose, takes time•Not strong for conversions without significant incentives Hello@HappyMarketer.com Hello@happymarketer.com Rachit@HappyMarketer.com
  44. 44. Twitter Rachit@HappyMarketer.com
  45. 45. Rachit@HappyMarketer.com
  46. 46. Posting Company News Hello@HappyMarketer.com Hello@happymarketer.com Rachit@HappyMarketer.com
  47. 47. Posting Important Updates Rachit@HappyMarketer.com
  48. 48. Customer Service Hello@HappyMarketer.com Hello@happymarketer.com Rachit@HappyMarketer.com
  49. 49. Strengths & WeaknessesStrengths•‘Faster than TV’, cutting edge•Easy to use, get ideas and answers•Used by mobile & tablet users•Share info quickly, directly interact, listenWeaknesses•140 characters, time consuming, narcissistic, boring, service oftenoverwhelmed, low engagement levels Rachit@HappyMarketer.com
  50. 50. YouTube Hello@HappyMarketer.com Rachit@HappyMarketer.com
  51. 51. Tutorials Hello@happymarketer.com Rachit@HappyMarketer.com
  52. 52. Thought Leadership Hello@happymarketer.com Rachit@HappyMarketer.com
  53. 53. Activism and Citizen Journalism Hello@happymarketer.com Rachit@HappyMarketer.com
  54. 54. Testimonials Rachit@HappyMarketer.com
  55. 55. Strengths & WeaknessesStrengths•High degree of engagement, realism, more likely to be shared and go‘viral’•Powerful to shape user sentiment•Consistent content rewards consistent viewersWeaknesses•Costly (but high quality content almost always works) Rachit@HappyMarketer.com
  56. 56. Collaborating with Popular Bloggers Rachit@HappyMarketer.com
  57. 57. Strengths & WeaknessesStrengths•More content, perspectives for loyal customers, Able to clarifymisunderstandings, search engines visibility, humanizes brand,collaborate, publishing articles increase brand value, repeat visitors,feedbackWeaknesses•Time commitment Hello@happymarketer.com Rachit@HappyMarketer.com
  58. 58. Web / News Portals Rachit@HappyMarketer.com
  59. 59. Shopping Portals Rachit@HappyMarketer.com
  60. 60. Online Shopping Channels Rachit@HappyMarketer.com
  61. 61. Topic Specific Portals Rachit@HappyMarketer.com
  62. 62. Strengths & WeaknessesStrengths•Source of ‘alternative’ views, comments = transparency, betterunderstanding•Product reviews / testimonials are powerful to shape customersentiment•Great for PRWeaknesses•Lots of clutter / overload of information•No control over user sentiment Rachit@HappyMarketer.com
  63. 63. Pintrest Rachit@HappyMarketer.com
  64. 64. Strengths & WeaknessesStrengths•Fast growing network•Visually appealing•Easy to shareSpark initial interestWeaknesses•Pictures must be visually appealing to attract attention•Cluttered•Lower degree of interactivity between brands and users Rachit@HappyMarketer.com
  65. 65. Then & Now … Rachit@HappyMarketer.com
  66. 66. Google.com (Today) Rachit@HappyMarketer.com
  67. 67. Google.com (12 years ago – 1998) Rachit@HappyMarketer.com
  68. 68. McDonalds.com (Today) Rachit@HappyMarketer.com
  69. 69. McDonalds.com (14 years ago – 1996) Rachit@HappyMarketer.com
  70. 70. Pepsi.com (Today) Rachit@HappyMarketer.com
  71. 71. Pepsi.com (14 years ago – 1996) Rachit@HappyMarketer.com
  72. 72. Hotmail.com (Today) Rachit@HappyMarketer.com
  73. 73. Hotmail.com (12 years ago – 1998) Rachit@HappyMarketer.com
  74. 74. Apple.com (Today - 2010) Rachit@HappyMarketer.com
  75. 75. Apple.com (10 yrs ago - 2000) Rachit@HappyMarketer.com
  76. 76. MTV.com (Today – 2010) Rachit@HappyMarketer.com
  77. 77. MTV.com (10 years ago – 2000) Rachit@HappyMarketer.com
  78. 78. Biore.com (Today – 2010) Rachit@HappyMarketer.com
  79. 79. Biore.com (10 years ago – 2000) Rachit@HappyMarketer.com
  80. 80. Web Content Formats Rachit@HappyMarketer.com
  81. 81. Why is Web Content Important?• Content engages your readers• Content pulls your knowledge together and makes it accessible to your customers• Content attracts search engines• Content brings you inbound links• Content creates a buzz in social media• Content is an investment that keeps bringing visitors month after month after year after year Rachit@HappyMarketer.com
  82. 82. Never Stop Marketing• Every page is a marketing page• Who is your site for … and what do they want?• People buy benefits, not features• The headline is the most important part of your content• Your first paragraph is the second most important part of your content Rachit@HappyMarketer.com
  83. 83. Articles Rachit@HappyMarketer.com
  84. 84. Blog Posts Rachit@HappyMarketer.com
  85. 85. Microblogs Rachit@HappyMarketer.com
  86. 86. Photos Rachit@HappyMarketer.com
  87. 87. Videos Rachit@HappyMarketer.com
  88. 88. Podcasts Rachit@HappyMarketer.com
  89. 89. Downloadables & PPTs Rachit@HappyMarketer.com
  90. 90. 15 Proven WebContent Recipes Rachit@HappyMarketer.com
  91. 91. #1 – Answer Your Customers’ Questions Rachit@HappyMarketer.com
  92. 92. #2 – Reveal Your Secret Tips & Tricks Rachit@HappyMarketer.com
  93. 93. #3 – Bust An Urban Myth Rachit@HappyMarketer.com
  94. 94. #4 – Write A Case Study Rachit@HappyMarketer.com
  95. 95. #5 – Write A Blog Rachit@HappyMarketer.com
  96. 96. #6 – Write Your Company’s History Rachit@HappyMarketer.com
  97. 97. #7 – Start A Debate Rachit@HappyMarketer.com
  98. 98. #8 – Review of the Year Rachit@HappyMarketer.com
  99. 99. #9 – Report on an Event Rachit@HappyMarketer.com
  100. 100. #10 – Jargon Buster Rachit@HappyMarketer.com
  101. 101. #11 – Review a Book or Product Rachit@HappyMarketer.com
  102. 102. #12 – Build a Top 10 List Rachit@HappyMarketer.com
  103. 103. #13 – Interview an Expert Rachit@HappyMarketer.com
  104. 104. #14 – Write an A to Z Rachit@HappyMarketer.com
  105. 105. #15 – Publish Your Own Surveys Rachit@HappyMarketer.com
  106. 106. The 4 Steps toSocial MediaSuccess Hello@HappyMarketer.com Rachit@HappyMarketer.com
  107. 107. AttractExisting NetworkAdvertisingViral / Word of MouthGoal: Grow your community. Hello@HappyMarketer.com Rachit@HappyMarketer.com
  108. 108. In-House Promotion• Tags on TV, posters, brochures, website, events Hello@HappyMarketer.com Rachit@HappyMarketer.com
  109. 109. Advertise• Sponsored Ads, Facebook, Twitter Fan Page Web Page Hello@HappyMarketer.com Rachit@HappyMarketer.com
  110. 110. Socialize Your Website• Add social media buttons to your home page• Add a Facebook Like box to your website• Portal for your social media channels Hello@HappyMarketer.com Rachit@HappyMarketer.com
  111. 111. Advertise• Sponsored Ads on Mobile platforms Hello@HappyMarketer.com Rachit@HappyMarketer.com
  112. 112. Viral / Word of Mouth Hello@HappyMarketer.com Rachit@HappyMarketer.com
  113. 113. Make it attractive to join Hello@HappyMarketer.com Rachit@HappyMarketer.com
  114. 114. Show off your satisfied customers Hello@HappyMarketer.com Rachit@HappyMarketer.com
  115. 115. Brainstorming Time• How can you spread the word about your social community? List out the mediums you will use• What’s the selling point? (“Why should I join?”)• How big do you want it to grow? (How many fans?) Hello@HappyMarketer.com Rachit@HappyMarketer.com
  116. 116. AttractConstant ContentCommunityCustomer ServiceGoal: Increase participation Hello@HappyMarketer.com Rachit@HappyMarketer.com
  117. 117. Create Constant Content1. Short videos2. Infographics3. Articles Hello@HappyMarketer.com Rachit@HappyMarketer.com
  118. 118. Care for your Community• Provide educational material Hello@HappyMarketer.com Rachit@HappyMarketer.com
  119. 119. Share community gen. content Hello@HappyMarketer.com Rachit@HappyMarketer.com
  120. 120. Lot’s of free stuff! Hello@HappyMarketer.com Rachit@HappyMarketer.com
  121. 121. ‘How it’s made’ videos Hello@HappyMarketer.com Rachit@HappyMarketer.com
  122. 122. Customer Service• Learn how to answers questions, complains. Hello@HappyMarketer.com Rachit@HappyMarketer.com
  123. 123. Hello@HappyMarketer.com Rachit@HappyMarketer.com
  124. 124. Responding to comments: LOFT• Fans complained that pants only look good on model, but not on real people. Demanded post pictures of real people. Hello@HappyMarketer.com Rachit@HappyMarketer.com
  125. 125. LOFT responded the next day• Use possible threats as opportunities• Stay calm and listen to comments: they may be valid• Respond and act quick: stay in the conversation. Hello@HappyMarketer.com Rachit@HappyMarketer.com
  126. 126. September 2009 – September 2010 Rachit@HappyMarketer.com
  127. 127. Wall Strategy (December) From Tongue Twisters, Sing-a-long, Trivia’s… Rachit@HappyMarketer.com
  128. 128. Total comments 720 (average 8) Overall highest – 63 comments Total likes 680 (average 7) Overall highest – 70 likes Rachit@HappyMarketer.com
  129. 129. A TRIBUTE TO EARTH DAY (April 22, 2010) The theme for April isEnvironmental Awareness.Cheers is launching anapplication that serves as anawareness on how to maintainthe balance of a pond’s eco-system which will makehealthy water for fish andother living community in apond. An ECO FRIENDLY FUNACTIVITY for users keep thebalance in the eco-system tostop water pollution and actfast. Thus, we named theapplication as the Cheers ActFast Challenge. Rachit@HappyMarketer.com
  130. 130. Go Wild Over Football w/ Cheers June 1 to July 9, 2010 Extended till July 12th Rachit@HappyMarketer.com
  131. 131. Wall activity just for the fans… Rachit@HappyMarketer.com
  132. 132. World Cup Finals (July 11/12 SGT)SPAIN scored the 1st and only goal of the World Cup 2010 at 4:57 am. 14 people was up, some cheered some wept using our wall… Rachit@HappyMarketer.com
  133. 133. Trivia on VideoPhoto Tagging Rachit@HappyMarketer.com
  134. 134. June 2010 interaction went to > 100 interactions. March’s highest interaction was 65. Avg. interaction would be 35 per month. Month Interaction Comments Like June 496 249 241 May 373 162 205 April 365 190 170 March 500 296 193 March 2010 Rachit@HappyMarketer.com
  135. 135. Hello@HappyMarketer.com Rachit@HappyMarketer.com
  136. 136. Activity Time!• How will your company constant engage fans?• What resources will you use? Self generated content? Other resources?• How often will you release content? Hello@HappyMarketer.com Rachit@HappyMarketer.com
  137. 137. AttractContestsCouponsCell PhonesGoal: Influence perception, storevisits and purchases Hello@HappyMarketer.com Rachit@HappyMarketer.com
  138. 138. What level of engagement is appropriate? Rachit@HappyMarketer.com
  139. 139. Coupons• Exclusive discounts just for followers Hello@HappyMarketer.com Rachit@HappyMarketer.com
  140. 140. Quizzes Hello@HappyMarketer.com Rachit@HappyMarketer.com
  141. 141. Photo Contests Hello@HappyMarketer.com Rachit@HappyMarketer.com
  142. 142. Collaborations Hello@HappyMarketer.com Rachit@HappyMarketer.com
  143. 143. Hello@HappyMarketer.com Rachit@HappyMarketer.com
  144. 144. Hello@HappyMarketer.com Rachit@HappyMarketer.com
  145. 145. Hello@HappyMarketer.com Rachit@HappyMarketer.com
  146. 146. Activity• What action or decision do you want your customers to do Hello@HappyMarketer.com Rachit@HappyMarketer.com
  147. 147. AttractSize of CommunityQuality ConversationsRevenue GeneratedGoal: Utilize metrics to makebetter business decisions Hello@HappyMarketer.com Rachit@HappyMarketer.com
  148. 148. Web Traffic Hello@HappyMarketer.com Rachit@HappyMarketer.com
  149. 149. Facebook Insights Hello@HappyMarketer.com Rachit@HappyMarketer.com
  150. 150. YouTube Insights Hello@HappyMarketer.com Rachit@HappyMarketer.com
  151. 151. Size of Active Community• The number of Facebook fans, Twitter followers• Blog posts, comments• The number of pictures, videos, article views Hello@HappyMarketer.com Rachit@HappyMarketer.com
  152. 152. Quality of Conversations• Did you learn anything from your customers? Did they learn anything about you?• Reviews? Hello@HappyMarketer.com Rachit@HappyMarketer.com
  153. 153. Revenue Generated• Sales from events, contests, and products promoted through social media• Reduction in marketing expenses• Set the right expectation about revenue Hello@HappyMarketer.com Rachit@HappyMarketer.com
  154. 154. What We Do About Happy Marketer Rachit@HappyMarketer.com
  155. 155. What is Happy Marketer?• Search & Social Media Consulting Company – Focused on bringing market leading thought leadership in Web Marketing to APAC clients – Vibrant Training/Consulting arm – trained over 1500 professionals in less than 2 years – Google AdWords & Analytics Certified Partners – Singapore’s Leading Google Analytics & Enterprise SEO Consultant – Strong, long-term partnerships to fulfill client needs in Search, Social Media & Web Projects – Dedicated to Transparency of Processes, Progress and Billing with Clients Rachit@HappyMarketer.com
  156. 156. Our Clients Rachit@HappyMarketer.com
  157. 157. Our Role in Client Needs Training Skills Consulting Strategy Integrated Services Implementation Rachit@HappyMarketer.com
  158. 158. Training Offerings We’ll Train Your Staff in Practical Social Media Skills, and run Tactical Think Tanks for your Management Teams Rachit@HappyMarketer.com
  159. 159. Training – Building Skills & Direction Client’s ManagementHappy Marketer Client’s Marketing Managers Search, Web or Social Media Agency Rachit@HappyMarketer.com
  160. 160. Types of Trainings • Website & Search Marketing • Social Media – Management Think Tanks – Tactical Workshops – Campaign Planning – Campaign Planning – Search Optimization – Facebook Pages – Search Advertising – Facebook Buzz Campaigns – Display Advertising – Twitter & Microblogging – Web Analytics – Youtube & Video Marketing – Website Usability – Apps Features & Usability – Web 2.0 & 3.0 Features – Web Video Production Rachit@HappyMarketer.com
  161. 161. Consulting Support We’ll take stock of your Social Media assets, Analyze & Monitor competition, Help manage your Social media Agency & Provide Constant Expert Advice Rachit@HappyMarketer.com
  162. 162. Consulting – Creative, Planning & Monitoring Happy Marketer’s Consultants Client’s Management Client’s Marketing Managers Search, Web or Social Media Agency Rachit@HappyMarketer.com
  163. 163. Types of Consulting Support • Search Strategy • Creative Direction • SEO Audits • Spend Audits • SEM Audits • Policy & Processes Search Social Analytics Web • Web Analytics • Website Usability • Online Reputation • Sitemaps & • Digital Strategy Revamps Rachit@HappyMarketer.com
  164. 164. Integrated Campaigns We’ll run end-to-end Social Media campaigns that attract new fans, absorb them into your universe and activate them to become customers Rachit@HappyMarketer.com
  165. 165. Integrated Campaigns - Execution Client’s Management Happy Marketer’s Consultants Client’s Marketing Managers Search, Web or Social Media Agency Rachit@HappyMarketer.com
  166. 166. Questions?Contact: Rachit DayalPhone: +65 9427 4110Web: www.HappyMarketer.comEmail: Hello@HappyMarketer.comTwitter: @hmarketerFacebook: ww.Facebook.com/HappyMarketer Rachit@HappyMarketer.com
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