MENDAKI Social Media Training - Day 2, Part 2

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Prantik Mazumdar's Slide Deck during the MENDAKI Social Media training

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MENDAKI Social Media Training - Day 2, Part 2

  1. 1. Hello@happymarketer.com
  2. 2. Hello@happymarketer.com
  3. 3. Hello@happymarketer.com
  4. 4. What are some of thetrends you observe? Crowd-sourced Off-line & online integration Localized Personalized Data-driven Social Hello@happymarketer.com
  5. 5. Social Media Strategy,KPIs, Protocol & ROIPrantik MazumdarPartner, Happy Marketerprantik@happymarketer.com Hello@happymarketer.com
  6. 6. If I were to ask you, how is Singapore feeling today?Sad? Happy? Ok? What would you say?? Hello@happymarketer.com
  7. 7. And how was Singapore feeling during the Budget& Valentines month? Valentines Day! Hello@happymarketer.com
  8. 8. searching for right now?...... Hello@happymarketer.com
  9. 9. And what are they tweeting as we speak?? 01:10 Hello@happymarketer.com
  10. 10. 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
  11. 11. 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
  12. 12. The advent of Web 2.0 has transformed Web 2.0 encompasses services & applications that facilitate a two-way process to communicate, share and collaborate Hello@happymarketer.com
  13. 13. Its much more than just Facebook, LinkedIn & Hello@happymarketer.com
  14. 14. Everyone can be a creator, critic &collector! Hello@happymarketer.com
  15. 15. Hello@happymarketer.com
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  17. 17. Social media allows the same consumerto be a producer & your brandambassador too! Hello@happymarketer.com
  18. 18. On a lighter note, today we even have aprescribed social media diet;) Hello@happymarketer.com
  19. 19. Hello@happymarketer.com
  20. 20. 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
  21. 21. Currently a Partner @ Happy MarketerPreviously, worked with another digital brand management firmStarted my career in the Civil Service – at IESingaporeMajored in Comp Engg in NUS & minor in TechnopreneurshipHad won in the TEC category atStartup@Singapore in 2004Love cricket & a believer in social media www.linkedin.com/in/prantikmazumdar @pranmaz Hello@happymarketer.com
  22. 22. 1. The evolution of media & marketing2. The influence of “social media” on marketing3. Is Asia & Sg ready to embrace social media?4. Social Media Protocols5. Social Media KPIs & ROI Hello@happymarketer.com
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  45. 45. In the last 700 years, since the advent of print media, marketing has evolved across manydifferent media and devices and is progressively moving towards in-bound, content based, non-intrusive ideas Hello@happymarketer.com
  46. 46. 1. The evolution of media & marketing2. The influence of “social media” on marketing3. Is Asia & Sg ready to embrace social media?4. Social Media Protocols5. Social Media KPIs & ROI Hello@happymarketer.com
  47. 47. So where & how exactly does “digital marketing” fit in & influence marketing? Hello@happymarketer.com
  48. 48. Traditionally the consumer decision making process hasbeen linear and simplistic……. Hello@happymarketer.com
  49. 49. …but with the advent of digital & social media, themodel has evolved to be dynamic…..Source: McKinsey & HBR 2010 Hello@happymarketer.com
  50. 50. …and in this new loop model, online marketing helpsmarketers achieve a good mix of objectives….. Hello@happymarketer.com
  51. 51. ….and there’s different forms of digital marketingchannels & media to cater to the different phases….. Hello@happymarketer.com
  52. 52. Brand marketers must distinguish between the differentkinds of digital media available & their utilities…. Hello@happymarketer.com
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  67. 67. 6 Asiancountries in the Global Top 20 Hello@happymarketer.com
  68. 68. Facebook Demographic Hello@happymarketer.com
  69. 69. Facebook Demographic Hello@happymarketer.com
  70. 70. Facebook Demographic Hello@happymarketer.com
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  87. 87. So, does Social Media work for public & social sectors? Hello@happymarketer.com
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  111. 111. 1. The evolution of media & marketing2. The influence of “social media” on marketing3. Is Asia & Sg ready to embrace social media?4. Social Media Protocols5. Social Media KPIs & ROI Hello@happymarketer.com
  112. 112. Source: www.thomascrompton.com Hello@happymarketer.com
  113. 113. Hello@happymarketer.com
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  116. 116. • Singapore – 70%• Australia – 37%• Hong Kong – 35%• USA – 31% Hello@happymarketer.com
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  125. 125. Mobile Web Trends are rather unique in Asia Hello@happymarketer.com
  126. 126. • 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
  127. 127. Smartphones, mobile web, mobile apps are transforming our lives! Hello@happymarketer.com
  128. 128. Hello@happymarketer.com
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  134. 134. Now, lets see how mobile is transforming our habits& behaviour on social media? Hello@happymarketer.com
  135. 135. The convergence of mobile & social is creating awave of opportunities in the domains of Hello@happymarketer.com
  136. 136. The convergence of mobile & social is creating awave of opportunities in the domains of Hello@happymarketer.com
  137. 137. What are the cool, new,relevant Facebook updates? Hello@happymarketer.com
  138. 138. Hello@happymarketer.com
  139. 139. Hello@happymarketer.com
  140. 140. Key Features 1. Cover Photo & Profile Photo 2. Milestones 3. PinPosts & Highlights 4. Private Messages 5. Admin Panel & Analytics Hello@happymarketer.com
  141. 141. So, what should be mySocial Media Marketing Strategy? Hello@happymarketer.com
  142. 142. Social Media Marketing Strategy Community Setup & Growth Community Engagement Online User-Generated Monitoring Content Community Enticement Community Participation Hello@happymarketer.com
  143. 143. The activities and events that typically into campaignplanning exercises…… • Facebook Fans Strategy Community • Facebook MediaBuy & CPC Advertising Growth • Online & Traditional PR • Facebook Application Contest Community Engagement • Facebook Wall Content Strategy • Facebook Photos & Videos • Traditional PR Activities Community Participation • Promotions & Fan Meetups • Roadshows & Events Hello@happymarketer.com
  144. 144. BrandEngagement Hello@happymarketer.com
  145. 145. September 2009 – September 2010 Hello@happymarketer.com
  146. 146. Wall Strategy (December) From Tongue Twisters, Sing-a-long, Trivia’s… Hello@happymarketer.com
  147. 147. Total comments 720 (average 8) Overall highest – 63 comments Total likes 680 (average 7) Overall highest – 70 likes Hello@happymarketer.com
  148. 148. A TRIBUTE TO EARTH DAY (April 22, 2010) The theme for April isEnvironmental Awareness. Cheersis launching an application thatserves as an awareness on how tomaintain the balance of a pond’seco-system which will make healthywater for fish and other livingcommunity in a pond. An ECO FRIENDLY FUN ACTIVITYfor users keep the balance in theeco-system to stop water pollutionand act fast. Thus, we named theapplication as the Cheers Act FastChallenge. Hello@happymarketer.com
  149. 149. Go Wild Over Football w/ Cheers June 1 to July 9, 2010 Extended till July 12th Hello@happymarketer.com
  150. 150. Wall activity just for the fans… Hello@happymarketer.com
  151. 151. 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… Hello@happymarketer.com
  152. 152. Trivia on VideoPhoto Tagging Hello@happymarketer.com
  153. 153. 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 Hello@happymarketer.com
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  159. 159. Customer Service Hello@happymarketer.com
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  162. 162. Promotion & Contests Hello@happymarketer.com
  163. 163. Hello@happymarketer.com
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  165. 165. SocialCommerce Hello@happymarketer.com
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  168. 168. The Offline vs. Online battle? Hello@happymarketer.com
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  171. 171. How do I split my spends? Source: Mashable Hello@happymarketer.com
  172. 172. Source: EconomistHello@happymarketer.com
  173. 173. Which one takes the lead &How do we synergize both? Hello@happymarketer.com
  174. 174. Offline marketing boosts online effect by 40%What prompts users to search onlinefor a particular product/service?• TV ads – 44%• Word of Mouth – 41%• Print ads – 35%• Radio – 23%• Billboard – 13% Source: eConsultancy & iProspect Hello@happymarketer.com
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  177. 177. 1. The evolution of media & marketing2. The influence of “social media” on marketing3. Is Asia & Sg ready to embrace social media?4. Social Media Protocols5. Social Media KPIs & ROI Hello@happymarketer.com
  178. 178. The Power of Social? Hello@happymarketer.com
  179. 179. Igniting Revolutions Hello@happymarketer.com
  180. 180. Spreading harmony & brotherhood Hello@happymarketer.com
  181. 181. Sharing knowledge Hello@happymarketer.com
  182. 182. The choice is yours& the power is in your hand Hello@happymarketer.com
  183. 183. With great power comes greatresponsibility! Hello@happymarketer.com
  184. 184. And responsibility is underpinnedwith some rules & protocols Hello@happymarketer.com
  185. 185. Social Media Protocol Hello@happymarketer.com
  186. 186. What is protocol? “Is a code of behavior that delineatesexpectations for social behavior according to contemporary conventions in societies” RULES! Hello@happymarketer.com
  187. 187. Why are rules important?They provide structure to any organization & set disciplined norms that drive behavior and actions. Hello@happymarketer.com
  188. 188. But rules are boring & binding! Yes, hence many do not follow them naturally! Hello@happymarketer.com
  189. 189. So, how?! Hello@happymarketer.com
  190. 190. ‘Rules’ aligned tomission statement CAN? Hello@happymarketer.com
  191. 191. ‘Rules’ tied to values! CAN? Hello@happymarketer.com
  192. 192. ‘Rules’ alignedto KPIs & incentives! CAN? Hello@happymarketer.com
  193. 193. Mission Statement ValuesKPIs & incentives Hello@happymarketer.com
  194. 194. So, what isMENDAKI’s mission? Hello@happymarketer.com
  195. 195. To navigate, empowerand position the Malay/Muslimcommunity at the forefront of excellence Hello@happymarketer.com
  196. 196. Navigate & Connect! Hello@happymarketer.com
  197. 197. Empower Hello@happymarketer.com
  198. 198. Position Hello@happymarketer.com
  199. 199. Position Hello@happymarketer.com
  200. 200. Inspire Excellence Hello@happymarketer.com
  201. 201. Showcase Excellence Hello@happymarketer.com
  202. 202. So, what areMENDAKI’s values? Hello@happymarketer.com
  203. 203. ‘Keluarga AKRAB’ Aktif Kreatif Realistik Azam Bijaksana Hello@happymarketer.com
  204. 204. Be Aktif Hello@happymarketer.com
  205. 205. Kreatif Hello@happymarketer.com
  206. 206. Kreatif Hello@happymarketer.com
  207. 207. Realistik Hello@happymarketer.com
  208. 208. Share Bijaksana Hello@happymarketer.com
  209. 209. & what are some of MENDAKI’s KPIs? Hello@happymarketer.com
  210. 210. MENDAKI KPIs Education Youth Employability Fundraising Volunteerism Hello@happymarketer.com
  211. 211. Education Hello@happymarketer.com
  212. 212. Youth Hello@happymarketer.com
  213. 213. Employability Hello@happymarketer.com
  214. 214. Employability Hello@happymarketer.com
  215. 215. Fundraising US$28M raised from social media. 90% were below $100 contributions Hello@happymarketer.com
  216. 216. Fundraising Over $50M raised via social media Hello@happymarketer.com
  217. 217. Volunteerism Hello@happymarketer.com
  218. 218. 1. The evolution of media & marketing2. The influence of “social media” on marketing3. Is Asia & Sg ready to embrace social media?4. Social Media Protocols5. Social Media KPIs & ROI Hello@happymarketer.com
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  237. 237. There needs to be a balance Between quantitative & Qualitative metrics! Hello@happymarketer.com
  238. 238. Hope you’ve enjoyed the session. For anything else just drop me a tweet @pranmaz Or call me at +6590695123 Hello@happymarketer.com

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