MENDAKI Social Media Training - Day 2, Part 1

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David Liem's Slide Deck during the MENDAKI Social Media training

David Liem's Slide Deck during the MENDAKI Social Media training

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Transcript

  • 1. Social MediaEngagementTrainingDavid LiemPartner, Happy Marketerdavid@happymarketer.com Hello@happymarketer.com
  • 2. About Happy Marketer?• Headquartered in Singapore• Provides Strategic Consulting and Training Services• Focused on bringing market leading thought leadership in Social Media Marketing to APAC• Trained over 1500 professionals in less than 2 years• Yahoo & Google Certified Partners Hello@happymarketer.com
  • 3. Happy Marketer.more business from your websiteA little about myself… David Liem Senior Consultant, Happy Marketer david@happymarketer.com Hello@HappyMarketer.com
  • 4. David’s Profile Hello@HappyMarketer.com
  • 5. Hello@HappyMarketer.com
  • 6. Hello@HappyMarketer.com
  • 7. Hello@HappyMarketer.com
  • 8. IDK Rachit@HappyMarketer.com
  • 9. LOL Rachit@HappyMarketer.com
  • 10. OTOT Rachit@HappyMarketer.com
  • 11. FTW Rachit@HappyMarketer.com
  • 12. BF Rachit@HappyMarketer.com
  • 13. BFF4L Rachit@HappyMarketer.com
  • 14. BFFLTDDUP Rachit@HappyMarketer.com
  • 15. #Fail Rachit@HappyMarketer.com
  • 16. Abuden Rachit@HappyMarketer.com
  • 17. 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
  • 18. Internet Influences On Multiple Levels Rachit@HappyMarketer.com
  • 19. 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
  • 20. Rachit@HappyMarketer.com
  • 21. Uses of the Internet Rachit@HappyMarketer.com
  • 22. Fish where the fishes are Rachit@HappyMarketer.com
  • 23. Disconnect between Advertisers & Users Rachit@HappyMarketer.com
  • 24. Brands Ignoring Internet Behavior? 1.7% Ad spend online 45% Time online Rachit@HappyMarketer.com
  • 25. Social Media Landscape Rachit@HappyMarketer.com
  • 26. 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
  • 27. Every 60 Seconds … (1) Rachit@HappyMarketer.com
  • 28. Every 60 Seconds … (2) Rachit@HappyMarketer.com
  • 29. The Corporate Website Rachit@HappyMarketer.com
  • 30. Rachit@HappyMarketer.com
  • 31. Emerging Web Design Trends• “Don’t make me think”• Simple Navigation• Large Headlines vs lots of text Rachit@HappyMarketer.com
  • 32. 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 Rachit@HappyMarketer.com
  • 33. 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 Rachit@HappyMarketer.com
  • 34. Facebook Rachit@HappyMarketer.com
  • 35. Timeline for Businesses, Features Rachit@HappyMarketer.com
  • 36. Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 37. 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
  • 38. Twitter Rachit@HappyMarketer.com
  • 39. Rachit@HappyMarketer.com
  • 40. Posting Company News Hello@HappyMarketer.com Hello@happymarketer.com Rachit@HappyMarketer.com
  • 41. Posting Important Updates Rachit@HappyMarketer.com
  • 42. Customer Service Hello@HappyMarketer.com Hello@happymarketer.com Rachit@HappyMarketer.com
  • 43. 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
  • 44. YouTube Hello@HappyMarketer.com Rachit@HappyMarketer.com
  • 45. Tutorials Hello@happymarketer.com Rachit@HappyMarketer.com
  • 46. Activism and Citizen Journalism Hello@happymarketer.com Rachit@HappyMarketer.com
  • 47. Testimonials Rachit@HappyMarketer.com
  • 48. 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
  • 49. Collaborating with Popular Bloggers Rachit@HappyMarketer.com
  • 50. 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 Rachit@HappyMarketer.com
  • 51. Web / News Portals Rachit@HappyMarketer.com
  • 52. Topic Specific Portals Rachit@HappyMarketer.com
  • 53. 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
  • 54. Pintrest Rachit@HappyMarketer.com
  • 55. 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
  • 56. Social MediaBloopers & Disasters Hello@happymarketer.com
  • 57. KFC Malaysia Food Disaster• Staff filmed food mishandling Hello@happymarketer.com
  • 58. A fast sincere response = fast recovery• A video apologizing from Director of Operations• Ensures customers of Action steps• Invited to voice Concerns on facebook Hello@happymarketer.com
  • 59. Not So SMRT:A Case Study of Communications Failure• Disruptions not updated by Twitter despite happening during working hours Hello@happymarketer.com
  • 60. Even internal messages were made public• Public did not take lightly to the internal memo. Hello@happymarketer.com
  • 61. Only at 11pm SMRT Responded• In the absence of information, ‘Trolls’ take over• Failure to develop communication channel in crisis situation for internal and external parties• Failure to listen to public feedback during crisis Hello@happymarketer.com
  • 62. Leaking internal memo’s• Hello@happymarketer.com
  • 63. Making light of a serious situation...backfires Hello@happymarketer.com
  • 64. Personal behavior damages company rep. Hello@happymarketer.com