• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Cathay Social Media Training, Prantik
 

Cathay Social Media Training, Prantik

on

  • 826 views

 

Statistics

Views

Total Views
826
Views on SlideShare
806
Embed Views
20

Actions

Likes
0
Downloads
3
Comments
0

2 Embeds 20

http://www.happymarketer.com 18
http://staging-happymarketer.com 2

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Cathay Social Media Training, Prantik Cathay Social Media Training, Prantik Presentation Transcript

    • Hello@happymarketer.com
    • May  13th  2013 Hello@happymarketer.com
    • And is social media being used to celebrate this centennial movie event? You  Bet! Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • In fact ‘digital’ is revolutionizing not justthe way movies are made & launched but also the way they are distributed & Lets  look  at  some  local consumed! examples! Hello@happymarketer.com
    • Ms.  Shilpa  Krishnan 30  year  old  Singaporean  Brand  Marketer  at  P&GPassionate  about  film  making! Hello@happymarketer.com
    • 3  Years  ago  she  began  herindependent  film  producFon  company Hello@happymarketer.com
    • She  began  with  4-­‐5  short  sub-­‐10min  films  3  years  ago… Hello@happymarketer.com
    • AMer  gaining  some  experience,  in  2011  she  produced  her  1st  feature  film Hello@happymarketer.com
    • Needless  to  say  her  equipment  was  ‘digital’ Hello@happymarketer.com
    • She  found  her  editor  &  music  director online  via  Facebook  in  Dubai! Hello@happymarketer.com
    • &  guess  what  social  media  helped  her connect  to  a  Bollywood  singer,  whokindly  sang  the  Ftle  track  for  her  for  free! Hello@happymarketer.com
    • Her  trailers  were  distributed   via  YouTube  &  Vimeo Hello@happymarketer.com
    • We,  at  Happy  Marketer  helped   develop  her  web  assets!   Hello@happymarketer.com
    • All  behind-­‐the-­‐scene  sFlls  &  promo  interviews  were  marketed  via  Facebook Hello@happymarketer.com
    • We  used  digital  &  social  media  markeFngto  promote  her  screenings  at  The  Art  House Hello@happymarketer.com
    • The  screening  ‘moments’  &  audience  reviewsvery  captured  &  shared  via  digital  channels…. Hello@happymarketer.com
    • Following  the  offline  screening,  the  movie had  a  global  premiere  via  an  online movie  distribuFon  channel! Hello@happymarketer.com
    • The  global  premiere  screening  news spread  far  &  wide  across  conFnentsthanks  to  cost-­‐effecFve  social  media! Hello@happymarketer.com
    • ….and  thanks  to  that  Shilpa  &  her  crewgot  covered  by  tradiFonal  media  in  Singapore &  overseas! Hello@happymarketer.com
    • That’s not all folks,the news spread as from Singapore to Bangladesh to Hollywood! Hello@happymarketer.com
    • …and today she has a DVD distributioncontract from Hollywood as well Hello@happymarketer.com
    • Global media coverage & 3 International Film Festivals Digital equipment | social network connectivitycrowd sourcing | digital marketing & launch 7 short films + 1 x 2 hour feature film A passionate Budding dream talent & lots of effort Hello@happymarketer.com
    • Crowdsourced  funding   for  film-­‐making! Hello@happymarketer.com
    • The power of digital is immense & it should not be undermined! Hello@happymarketer.com
    • A  simple  wall  post  image  liked  by  800;   106  comments  &  shared  982  Fmes;   Hello@happymarketer.com
    • What do you thinkmakes digital this powerful & popular? Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • We saw how digital influencesthe movie making & launching process, but how about movie distribution & consumption? Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • But these are all not available in Singapore right, so are there any homegrown local options? Hello@happymarketer.com
    • Movie streaming withcrowd-sourced, translated subtitles Hello@happymarketer.com
    • Licensed Bollywood moviestreaming integrated with social media Hello@happymarketer.com
    • Not only does it show me which of my friends havewatched movies but gives me incentives to spread the word! Hello@happymarketer.com
    • So is ‘digital & social media’ a competitive threat to Cathay’s business? Hello@happymarketer.com
    • Can this potentialcompetitive threat be converted to a ‘competitive advantage’? You  Bet! Hello@happymarketer.com
    • For that we need to dig deep& first understand how and why the digital & social revolution is underway! Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • What are some of thetrends you observe? Crowd-sourced Off-line & online integration Localized Personalized Data-driven Social Hello@happymarketer.com
    • The role & impact ofsocial media incinema, leisure &hospitality marketingPrantik MazumdarPartner, Happy Marketerprantik@happymarketer.com Hello@happymarketer.com
    • If I were to ask you, how is Singapore feeling today?Sad? Happy? Ok? What would you say?? Hello@happymarketer.com
    • And how was Singapore feeling during the Budget& Valentines month? Valentines Day! Hello@happymarketer.com
    • Let’s see what are Singaporeans aresearching for right now?...... Hello@happymarketer.com
    • And what are they tweeting as we speak?? 03:14 Hello@happymarketer.com
    • Some fun social & mobile trivia!1. What is the mobile penetration of Singapore?2. What is the smartphone penetration of Singapore?3. What is the most expensive iPhone/iPad app?4. How many of you’ll use a mobile device while watching TV?5. Which country has the highest per capita usage of Facebook by time?6. Which is the fastest growing user segment on Facebook in Singapore? Hello@happymarketer.com
    • We have moved into a real-time information era People are searching & communicatingthrough real time, social & location-aware mechanism What sparked this change?? Hello@happymarketer.com
    • The advent of Web 2.0 has transformed& revolutionized the Internet… Web  2.0  encompasses  services  &  applicaFons that  facilitate  a  two-­‐way  process  to communicate,  share  and  collaborate Hello@happymarketer.com
    • Its much more than just Facebook, LinkedIn &Twitter… Hello@happymarketer.com
    • Everyone can be a creator, critic &collector! Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Social media allows the sameconsumer to be a producer & your Hello@happymarketer.com
    • On a lighter note, today we even have aprescribed social media diet;) Hello@happymarketer.com
    • Hello@happymarketer.com
    • The Internet has democratized information flow. People & Consumers have the power & choice to communicate, critique, discuss, share, transact through various social & location-aware mobile tools Brands & companies need to innovate& offer new, relevant ways to live, work & play Hello@happymarketer.com
    • A bit about myself….. Currently a Partner @ Happy Marketer Previously, worked with another digital brand management firm Started my career in the Civil Service – at IESingapore Majored in Comp Engg in NUS & minor in Technopreneurship Had won in the TEC category at Startup@Singapore in 2004 Love cricket & a believer in social media www.linkedin.com/in/pranFkmazumdar @pranmaz Hello@happymarketer.com
    • Today’s agenda….. 1. The evolution of media & marketing 2. Are Asia & Sg ready to embrace social media? 3. The role & influence of digital on cinema, leisure & entertainment marketing 4. Social Media ROI – What should you measure? Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • 67  Million  iPads  sold  in   2  years  since  launch! Hello@happymarketer.com
    • 67  Million  Units  sold  in…..24  years 5  years 3  years Hello@happymarketer.com
    • In the last 700 years, since the advent of print media, marketing has evolved across many different media and devices and is progressively movingtowards in-bound, content based, non-intrusive ideas Hello@happymarketer.com
    • Activity 1: Design an marketing campaignfor Cathay Cinema Singapore across thefollowing channels •    Print •    Radio One annual mega •    TV promotion •    Email to increase the awareness & footfall at Cathay Cinemas •    Mobile •    Display •    Social  Media Hello@happymarketer.com
    • Hello@happymarketer.com
    • Today’s agenda….. 1. The evolution of media & marketing 2. Are Asia & Sg ready to embrace social media? 3. The role & influence of digital on cinema, leisure & entertainment marketing 4. Social Media ROI – What should you measure? Hello@happymarketer.com
    • Hello@happymarketer.com
    • Source:  www.thomascrompton.com Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Smartphone Penetration in APAC….. • Singapore – 70% • Australia – 37% • Hong Kong – 35% • USA – 31% Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Mobile Web Trends are rather unique in Asia Hello@happymarketer.com
    • Mobile Web Usage Trends….. • Globally 8.9% of web traffic comes from mobile • In Asia, that number stands at 14% - Japan : 47% - Urban China : 43% - Singapore : 35% - HK : 16% • In many other Asian countries, most mobile Internet users never use a desktop/PC - India : 59% - Indonesia : 44% - Thailand : 32% Hello@happymarketer.com
    • Smartphones, mobile web,mobile apps are transforming Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Now, lets see how mobile is transforming our habits Hello@happymarketer.com
    • The convergence of mobile & social is creating awave of opportunities in the domains ofentertainment, gaming, commerce, deals…… Hello@happymarketer.com
    • The convergence of mobile & social is creating awave of opportunities in the domains ofentertainment, gaming, commerce, deals…… Hello@happymarketer.com
    • Activity 2: Outline 5 interesting featuresthat a Cathay smartphone & iPad appshould have? Hello@happymarketer.com
    • Hello@happymarketer.com
    • Today’s agenda….. 1. The evolution of media & marketing 2. Are Asia & Sg ready to embrace social media? 3. The role & influence of digital on cinema, leisure & entertainment marketing 4. Social Media ROI – What should you measure? Hello@happymarketer.com
    • Hello@happymarketer.com
    • So where & how exactly does“digital marketing” fit in & influence marketing? Hello@happymarketer.com
    • Traditionally the consumer decisionmaking process has been linear andsimplistic……. Hello@happymarketer.com
    • …but with the advent of digital & social media, the model has evolved to beSource: McKinsey & HBR 2010 Hello@happymarketer.com
    • …and in this new loop model, onlinemarketing helps marketers achieve agood mix of objectives….. Hello@happymarketer.com
    • ….and there’s different forms of digitalmarketing channels & media to cater to Hello@happymarketer.com
    • Brand marketers must distinguishbetween the differentkinds of digital media available & their Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • What are the cool, new,relevant Facebook updates? Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Key Features 1. Cover Photo & Profile Photo 2. Milestones 3. PinPosts & Highlights 4. Private Messages 5. Admin Panel & Analytics Hello@happymarketer.com
    • Hello@happymarketer.com
    • 6 Asiancountries in the Global Top 20 Hello@happymarketer.com
    • Singapore’s Facebook Demographic Hello@happymarketer.com
    • Singapore’s Facebook Demographic Hello@happymarketer.com
    • Singapore’s Facebook Demographic Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • The largest Singapore FanPage on FB is an Entertainment channel! Hello@happymarketer.com
    • Hello@happymarketer.com
    • What are some of the othergreat examples of Fan Pages & Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • What about local retail &entertainment Fanpages? Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Singapore Top 10 Retail & Entertainment Pages Property Total  Fans People  Talking   Check-­‐ins About Marina  Bay  Sands 95114 10640 1,005,486 ION  Orchard 47228 899 173,120 313@Somerset 10986 194 95,149 Orchard  Central 9045 214 975 City  Square  Mall 8429 52 -­‐ Tampines  1 8170 281 37,173 Parkway  Parade 7427 436 38,543 Cathay  Cineleisure 4898 38 -­‐ United  Square 4450 42 12,818 Tiong  Bahru  Plaza 3838 43 17,070 Hello@happymarketer.com
    • Singapore has 2.6M activeusers on Facebook & yet fan Hello@happymarketer.com
    • So how well is Cathay doing on social media? Hello@happymarketer.com
    • It has 3 Facebook Properties….. Hello@happymarketer.com
    • Any reason why the needfor multiple social media Hello@happymarketer.com
    • Can we incorporate our richheritage on the Facebook Hello@happymarketer.com
    • …and better integrate ourweb properties with social Hello@happymarketer.com
    • …and better integrate ourweb properties with social Hello@happymarketer.com
    • Best Practices – StarhubBeEntertained Hello@happymarketer.com
    • Best Practices – RottenTomatoes Hello@happymarketer.com
    • Hello@happymarketer.com
    • Activity 3: Outline 5 changes orimprovements that you would make toCathay’s social media & web assets? Hello@happymarketer.com
    • Hello@happymarketer.com
    • But does all this Social Mediaactivity actually work & show Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • So, what should be my Social Media Marketing Strategy? Hello@happymarketer.com
    • Social Media Marketing Strategy Community Setup & Growth Community Engagement Online User-Generated Monitoring Content Community Enticement Community Participation Hello@happymarketer.com
    • The activities and events that typicallyinto campaign planning exercises…… • Facebook Fans Strategy Community • Facebook MediaBuy & CPC Advertising Growth • Online & Traditional PR • Facebook Application Contest Community • Facebook Wall Content Strategy Engagement • Facebook Photos & Videos • Traditional PR Activities Community Participation • Promotions & Fan Meetups • Roadshows & Events Hello@happymarketer.com
    • BrandEngagement Hello@happymarketer.com
    • September 2009 – September 2010 Hello@happymarketer.com
    • Wall  Strategy  (December) From  Tongue  Twisters,   Sing-­‐a-­‐long,  Trivia’s… Hello@happymarketer.com
    • Total  comments  720   (average  8) Overall  highest  –  63   comments Total  likes  680   (average  7) Overall  highest  –  70   Hello@happymarketer.com
    • A  TRIBUTE  TO   EARTH  DAY (April  22,   2010)          The  theme  for  April  is  Environmental  Awareness.    Cheers  is  launching  an  applicaFon  that  serves  as  an  awareness  on  how  to  maintain   the  balance  of  a  pond’s  eco-­‐system   which  will  make  healthy  water  for  fish  and  other  living  community  in  a   pond.   Hello@happymarketer.com
    • Go  Wild  Over   Football   w/  Cheers June  1  to  July  9,  2010 Extended  Fll  July  12th Hello@happymarketer.com
    • Wall   Hello@happymarketer.com
    • World  Cup  SPAIN  scored  the  1st  and  only  goal  of  the   Hello@happymarketer.com
    • Trivia  on  Photo   Hello@happymarketer.com
    • June  2010  interacFon  went  to    >  100  interacFons.  March’s  highest  interacFon   Month InteracFon   Comments Like  June 496 249 241  May 373 162 205  April 365 190 170    March 500 296 193 March   Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Customer Service Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Promotion & Contests Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • SocialCommerce Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Activity 4: Outline & discuss 5 ways thatyou can leverage on digital technology &social media to improve Hello@happymarketer.com
    • Customized pre-Live-tweeting? roll ads? Check-in contests & promos? Hashtag-based contests? iPad integration with luxury seats? Hello@happymarketer.com
    • The Offline vs. Online battle? Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • How do I split my spends? Source: Mashable Hello@happymarketer.com
    • Source: EconomistHello@happymarketer.com
    • Which one takes the lead &How do we synergize both? Hello@happymarketer.com
    • Offline marketing boosts online effect by 40% What prompts users to search online for a particular product/service? • TV ads – 44% • Word of Mouth – 41% • Print ads – 35% • Radio – 23% • Billboard – 13% Source: eConsultancy & Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Activity 5: Outline & discuss 5 ways thatyou can create interesting offline-onlineintegrated campaigns for Cathay cinema Hello@happymarketer.com
    • Sponsored 2nd screens? Post-movie hang out F&B bars?Pre-movie launchparties for Fans? Promoted Memorabilia? Exclusive Sneak Previews as social media rewards? Hello@happymarketer.com
    • Today’s agenda….. 1. The evolution of media & marketing 2. Are Asia & Sg ready to embrace social media? 3. The role & influence of digital on cinema, leisure & entertainment marketing 4. Social Media ROI – What should you measure? Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • Hello@happymarketer.com
    • There needs to be a balanceBetween quantitative & Qualitative metrics! Hello@happymarketer.com
    • Activity 6: Think of 3 creative ideaswhere you can use digital & social mediadata to monitor & add value to your Hello@happymarketer.com
    • Sentiment Analysis for brands? My Movie Journal?Real-time emotions & feedback post movies/visits? Social CRM & Loyalty Programs? Theatre Miles? Hello@happymarketer.com
    • Hope you’ve enjoyed the session. For anything else just drop me a tweet @pranmaz Or call me at +6590695123 Hello@happymarketer.com