MENDAKI Social Media Training - Day 2, Part 2
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MENDAKI Social Media Training - Day 2, Part 2

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

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

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MENDAKI Social Media Training - Day 2, Part 2 MENDAKI Social Media Training - Day 2, Part 2 Presentation Transcript

  • Hello@happymarketer.com
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  • What are some of thetrends you observe? Crowd-sourced Off-line & online integration Localized Personalized Data-driven Social Hello@happymarketer.com
  • Social Media Strategy,KPIs, Protocol & ROIPrantik 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
  • searching for right now?...... Hello@happymarketer.com
  • And what are they tweeting as we speak?? 01:10 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 Web 2.0 encompasses services & applications that facilitate a two-way process to communicate, share and collaborate Hello@happymarketer.com
  • Its much more than just Facebook, LinkedIn & Hello@happymarketer.com
  • Everyone can be a creator, critic &collector! Hello@happymarketer.com
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  • Social media allows the same consumerto be a producer & your brandambassador too! Hello@happymarketer.com
  • On a lighter note, today we even have aprescribed social media diet;) Hello@happymarketer.com
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  • 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
  • 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
  • 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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  • 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
  • 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
  • So where & how exactly does “digital marketing” fit in & influence marketing? Hello@happymarketer.com
  • Traditionally the consumer decision making process hasbeen linear and simplistic……. Hello@happymarketer.com
  • …but with the advent of digital & social media, themodel has evolved to be dynamic…..Source: McKinsey & HBR 2010 Hello@happymarketer.com
  • …and in this new loop model, online marketing helpsmarketers achieve a good mix of objectives….. Hello@happymarketer.com
  • ….and there’s different forms of digital marketingchannels & media to cater to the different phases….. Hello@happymarketer.com
  • Brand marketers must distinguish between the differentkinds of digital media available & their utilities…. Hello@happymarketer.com
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  • 6 Asiancountries in the Global Top 20 Hello@happymarketer.com
  • Facebook Demographic Hello@happymarketer.com
  • Facebook Demographic Hello@happymarketer.com
  • Facebook Demographic Hello@happymarketer.com
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  • So, does Social Media work for public & social sectors? Hello@happymarketer.com
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  • 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
  • Source: www.thomascrompton.com Hello@happymarketer.com
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  • • Singapore – 70%• Australia – 37%• Hong Kong – 35%• USA – 31% Hello@happymarketer.com
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  • Mobile Web Trends are rather unique in Asia Hello@happymarketer.com
  • • 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 our lives! Hello@happymarketer.com
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  • Now, lets see how mobile is transforming our habits& behaviour on social media? Hello@happymarketer.com
  • The convergence of mobile & social is creating awave of opportunities in the domains of Hello@happymarketer.com
  • The convergence of mobile & social is creating awave of opportunities in the domains of Hello@happymarketer.com
  • What are the cool, new,relevant Facebook updates? Hello@happymarketer.com
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  • Key Features 1. Cover Photo & Profile Photo 2. Milestones 3. PinPosts & Highlights 4. Private Messages 5. Admin Panel & Analytics Hello@happymarketer.com
  • So, what should be mySocial 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 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
  • 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 likes Hello@happymarketer.com
  • 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
  • Go Wild Over Football w/ Cheers June 1 to July 9, 2010 Extended till July 12th Hello@happymarketer.com
  • Wall activity just for the fans… Hello@happymarketer.com
  • 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
  • Trivia on VideoPhoto Tagging Hello@happymarketer.com
  • 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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  • Customer Service Hello@happymarketer.com
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  • Promotion & Contests Hello@happymarketer.com
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  • SocialCommerce Hello@happymarketer.com
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  • The Offline vs. Online battle? Hello@happymarketer.com
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  • 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 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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  • 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
  • The Power of Social? Hello@happymarketer.com
  • Igniting Revolutions Hello@happymarketer.com
  • Spreading harmony & brotherhood Hello@happymarketer.com
  • Sharing knowledge Hello@happymarketer.com
  • The choice is yours& the power is in your hand Hello@happymarketer.com
  • With great power comes greatresponsibility! Hello@happymarketer.com
  • And responsibility is underpinnedwith some rules & protocols Hello@happymarketer.com
  • Social Media Protocol Hello@happymarketer.com
  • What is protocol? “Is a code of behavior that delineatesexpectations for social behavior according to contemporary conventions in societies” RULES! Hello@happymarketer.com
  • Why are rules important?They provide structure to any organization & set disciplined norms that drive behavior and actions. Hello@happymarketer.com
  • But rules are boring & binding! Yes, hence many do not follow them naturally! Hello@happymarketer.com
  • So, how?! Hello@happymarketer.com
  • ‘Rules’ aligned tomission statement CAN? Hello@happymarketer.com
  • ‘Rules’ tied to values! CAN? Hello@happymarketer.com
  • ‘Rules’ alignedto KPIs & incentives! CAN? Hello@happymarketer.com
  • Mission Statement ValuesKPIs & incentives Hello@happymarketer.com
  • So, what isMENDAKI’s mission? Hello@happymarketer.com
  • To navigate, empowerand position the Malay/Muslimcommunity at the forefront of excellence Hello@happymarketer.com
  • Navigate & Connect! Hello@happymarketer.com
  • Empower Hello@happymarketer.com
  • Position Hello@happymarketer.com
  • Position Hello@happymarketer.com
  • Inspire Excellence Hello@happymarketer.com
  • Showcase Excellence Hello@happymarketer.com
  • So, what areMENDAKI’s values? Hello@happymarketer.com
  • ‘Keluarga AKRAB’ Aktif Kreatif Realistik Azam Bijaksana Hello@happymarketer.com
  • Be Aktif Hello@happymarketer.com
  • Kreatif Hello@happymarketer.com
  • Kreatif Hello@happymarketer.com
  • Realistik Hello@happymarketer.com
  • Share Bijaksana Hello@happymarketer.com
  • & what are some of MENDAKI’s KPIs? Hello@happymarketer.com
  • MENDAKI KPIs Education Youth Employability Fundraising Volunteerism Hello@happymarketer.com
  • Education Hello@happymarketer.com
  • Youth Hello@happymarketer.com
  • Employability Hello@happymarketer.com
  • Employability Hello@happymarketer.com
  • Fundraising US$28M raised from social media. 90% were below $100 contributions Hello@happymarketer.com
  • Fundraising Over $50M raised via social media Hello@happymarketer.com
  • Volunteerism Hello@happymarketer.com
  • 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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  • There needs to be a balance Between quantitative & Qualitative metrics! 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