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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

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

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  • 1. Burda SingaporeRachit DayalManaging Partner, Happy Marketer Rachit@HappyMarketer.com
  • 2. IDK Rachit@HappyMarketer.com
  • 3. LOL Rachit@HappyMarketer.com
  • 4. OTOT Rachit@HappyMarketer.com
  • 5. FTW Rachit@HappyMarketer.com
  • 6. BF Rachit@HappyMarketer.com
  • 7. BFF4L Rachit@HappyMarketer.com
  • 8. BFFLTDDUP Rachit@HappyMarketer.com
  • 9. #Fail Rachit@HappyMarketer.com
  • 10. Abuden Rachit@HappyMarketer.com
  • 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. 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. Rachit’s Story Rachit@HappyMarketer.com
  • 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. Other facets of my life … Business at 21 Rachit@HappyMarketer.com
  • 16. Other Facets … Certified Hypnotherapist Rachit@HappyMarketer.com
  • 17. Other Facets … Author at 23 Rachit@HappyMarketer.com
  • 18. Other Facets … NLP Master Practitioner Rachit@HappyMarketer.com
  • 19. Which Me Do You Know? Rachit@HappyMarketer.com
  • 20. Doesn’t everyone have split personalities? Rachit@HappyMarketer.com
  • 21. Pre 2007 – Compartmentalized Life Rachit@HappyMarketer.com
  • 22. Post 2007 – Public Visible Pieces of Life … Rachit@HappyMarketer.com
  • 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. Internet Influences On Multiple Levels Rachit@HappyMarketer.com
  • 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. The Conversation Prism Rachit@HappyMarketer.com
  • 27. Uses of the Internet Rachit@HappyMarketer.com
  • 28. Fish where the fishes are Rachit@HappyMarketer.com
  • 29. Disconnect between Advertisers & Users Rachit@HappyMarketer.com
  • 30. Brands Ignoring Internet Behavior? 1.7% Ad spend online 45% Time online Rachit@HappyMarketer.com
  • 31. Social Media Landscape Rachit@HappyMarketer.com
  • 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. Every 60 Seconds … (1) Rachit@HappyMarketer.com
  • 34. Every 60 Seconds … (2) Rachit@HappyMarketer.com
  • 35. The Corporate Website Rachit@HappyMarketer.com
  • 36. Rachit@HappyMarketer.com
  • 37. Emerging Web Design Trends• “Don’t make me think”• Simple Navigation• Large Headlines vs lots of text Rachit@HappyMarketer.com
  • 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. 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. Facebook Rachit@HappyMarketer.com
  • 41. Timeline for Businesses, Features Rachit@HappyMarketer.com
  • 42. Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 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. Twitter Rachit@HappyMarketer.com
  • 45. Rachit@HappyMarketer.com
  • 46. Posting Company News Hello@HappyMarketer.com Hello@happymarketer.com Rachit@HappyMarketer.com
  • 47. Posting Important Updates Rachit@HappyMarketer.com
  • 48. Customer Service Hello@HappyMarketer.com Hello@happymarketer.com Rachit@HappyMarketer.com
  • 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. YouTube Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 51. Tutorials Hello@happymarketer.com Rachit@HappyMarketer.com
  • 52. Thought Leadership Hello@happymarketer.com Rachit@HappyMarketer.com
  • 53. Activism and Citizen Journalism Hello@happymarketer.com Rachit@HappyMarketer.com
  • 54. Testimonials Rachit@HappyMarketer.com
  • 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. Collaborating with Popular Bloggers Rachit@HappyMarketer.com
  • 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. Web / News Portals Rachit@HappyMarketer.com
  • 59. Shopping Portals Rachit@HappyMarketer.com
  • 60. Online Shopping Channels Rachit@HappyMarketer.com
  • 61. Topic Specific Portals Rachit@HappyMarketer.com
  • 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. Pintrest Rachit@HappyMarketer.com
  • 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. Then & Now … Rachit@HappyMarketer.com
  • 66. Google.com (Today) Rachit@HappyMarketer.com
  • 67. Google.com (12 years ago – 1998) Rachit@HappyMarketer.com
  • 68. McDonalds.com (Today) Rachit@HappyMarketer.com
  • 69. McDonalds.com (14 years ago – 1996) Rachit@HappyMarketer.com
  • 70. Pepsi.com (Today) Rachit@HappyMarketer.com
  • 71. Pepsi.com (14 years ago – 1996) Rachit@HappyMarketer.com
  • 72. Hotmail.com (Today) Rachit@HappyMarketer.com
  • 73. Hotmail.com (12 years ago – 1998) Rachit@HappyMarketer.com
  • 74. Apple.com (Today - 2010) Rachit@HappyMarketer.com
  • 75. Apple.com (10 yrs ago - 2000) Rachit@HappyMarketer.com
  • 76. MTV.com (Today – 2010) Rachit@HappyMarketer.com
  • 77. MTV.com (10 years ago – 2000) Rachit@HappyMarketer.com
  • 78. Biore.com (Today – 2010) Rachit@HappyMarketer.com
  • 79. Biore.com (10 years ago – 2000) Rachit@HappyMarketer.com
  • 80. Web Content Formats Rachit@HappyMarketer.com
  • 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. 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. Articles Rachit@HappyMarketer.com
  • 84. Blog Posts Rachit@HappyMarketer.com
  • 85. Microblogs Rachit@HappyMarketer.com
  • 86. Photos Rachit@HappyMarketer.com
  • 87. Videos Rachit@HappyMarketer.com
  • 88. Podcasts Rachit@HappyMarketer.com
  • 89. Downloadables & PPTs Rachit@HappyMarketer.com
  • 90. 15 Proven WebContent Recipes Rachit@HappyMarketer.com
  • 91. #1 – Answer Your Customers’ Questions Rachit@HappyMarketer.com
  • 92. #2 – Reveal Your Secret Tips & Tricks Rachit@HappyMarketer.com
  • 93. #3 – Bust An Urban Myth Rachit@HappyMarketer.com
  • 94. #4 – Write A Case Study Rachit@HappyMarketer.com
  • 95. #5 – Write A Blog Rachit@HappyMarketer.com
  • 96. #6 – Write Your Company’s History Rachit@HappyMarketer.com
  • 97. #7 – Start A Debate Rachit@HappyMarketer.com
  • 98. #8 – Review of the Year Rachit@HappyMarketer.com
  • 99. #9 – Report on an Event Rachit@HappyMarketer.com
  • 100. #10 – Jargon Buster Rachit@HappyMarketer.com
  • 101. #11 – Review a Book or Product Rachit@HappyMarketer.com
  • 102. #12 – Build a Top 10 List Rachit@HappyMarketer.com
  • 103. #13 – Interview an Expert Rachit@HappyMarketer.com
  • 104. #14 – Write an A to Z Rachit@HappyMarketer.com
  • 105. #15 – Publish Your Own Surveys Rachit@HappyMarketer.com
  • 106. The 4 Steps toSocial MediaSuccess Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 107. AttractExisting NetworkAdvertisingViral / Word of MouthGoal: Grow your community. Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 108. In-House Promotion• Tags on TV, posters, brochures, website, events Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 109. Advertise• Sponsored Ads, Facebook, Twitter Fan Page Web Page Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 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. Advertise• Sponsored Ads on Mobile platforms Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 112. Viral / Word of Mouth Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 113. Make it attractive to join Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 114. Show off your satisfied customers Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 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. AttractConstant ContentCommunityCustomer ServiceGoal: Increase participation Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 117. Create Constant Content1. Short videos2. Infographics3. Articles Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 118. Care for your Community• Provide educational material Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 119. Share community gen. content Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 120. Lot’s of free stuff! Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 121. ‘How it’s made’ videos Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 122. Customer Service• Learn how to answers questions, complains. Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 123. Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 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. 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. September 2009 – September 2010 Rachit@HappyMarketer.com
  • 127. Wall Strategy (December) From Tongue Twisters, Sing-a-long, Trivia’s… Rachit@HappyMarketer.com
  • 128. Total comments 720 (average 8) Overall highest – 63 comments Total likes 680 (average 7) Overall highest – 70 likes Rachit@HappyMarketer.com
  • 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. Go Wild Over Football w/ Cheers June 1 to July 9, 2010 Extended till July 12th Rachit@HappyMarketer.com
  • 131. Wall activity just for the fans… Rachit@HappyMarketer.com
  • 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. Trivia on VideoPhoto Tagging Rachit@HappyMarketer.com
  • 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. Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 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. AttractContestsCouponsCell PhonesGoal: Influence perception, storevisits and purchases Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 138. What level of engagement is appropriate? Rachit@HappyMarketer.com
  • 139. Coupons• Exclusive discounts just for followers Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 140. Quizzes Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 141. Photo Contests Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 142. Collaborations Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 143. Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 144. Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 145. Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 146. Activity• What action or decision do you want your customers to do Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 147. AttractSize of CommunityQuality ConversationsRevenue GeneratedGoal: Utilize metrics to makebetter business decisions Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 148. Web Traffic Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 149. Facebook Insights Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 150. YouTube Insights Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 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. Quality of Conversations• Did you learn anything from your customers? Did they learn anything about you?• Reviews? Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 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. What We Do About Happy Marketer Rachit@HappyMarketer.com
  • 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. Our Clients Rachit@HappyMarketer.com
  • 157. Our Role in Client Needs Training Skills Consulting Strategy Integrated Services Implementation Rachit@HappyMarketer.com
  • 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. Training – Building Skills & Direction Client’s ManagementHappy Marketer Client’s Marketing Managers Search, Web or Social Media Agency Rachit@HappyMarketer.com
  • 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. 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. 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. 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. 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. Integrated Campaigns - Execution Client’s Management Happy Marketer’s Consultants Client’s Marketing Managers Search, Web or Social Media Agency Rachit@HappyMarketer.com
  • 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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