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Social Media for Retailers - Prantik
 

Social Media for Retailers - Prantik

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    Social Media for Retailers - Prantik Social Media for Retailers - Prantik Document Transcript

    • Hello@happymarketer.comHello@happymarketer.com 1  
    • May  13th  2013   Hello@happymarketer.com And is social media being used to celebrate this centennial movie event? You  Bet!   Hello@happymarketer.com 2  
    • Hello@happymarketer.comHello@happymarketer.com 3  
    • In fact ‘digital’ is revolutionizing not just the way movies are made & launched but also the way they are distributed & consumed! Lets  look  at  some  local   examples!   Hello@happymarketer.com Ms.  Shilpa  Krishnan   30  year  old  Singaporean  Brand  Marketer  at  P&G     Passionate  about  film  making!   Hello@happymarketer.com 4  
    • 3  Years  ago  she  began  her  independent  film  producAon  company   Hello@happymarketer.com She  began  with  4-­‐5  short     sub-­‐10min  films  3  years  ago…   Hello@happymarketer.com 5  
    • AHer  gaining  some  experience,    in  2011  she  produced  her  1st  feature  film   Hello@happymarketer.com Needless  to  say  her     equipment  was  ‘digital’   Hello@happymarketer.com 6  
    • 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,  who  kindly  sang  the  Atle  track  for  her  for  free!   Hello@happymarketer.com 7  
    • Her  trailers  were  distributed     via  YouTube  &  Vimeo   Hello@happymarketer.comWe,  at  Happy  Marketer  helped     develop  her  web  assets!     Hello@happymarketer.com 8  
    • All  behind-­‐the-­‐scene  sAlls  &    promo  interviews  were  marketed  via  Facebook   Hello@happymarketer.com We  used  digital  &  social  media  markeAng   to  promote  her  screenings  at  The  Art  House   Hello@happymarketer.com 9  
    • The  screening  ‘moments’  &  audience  reviews  very  captured  &  shared  via  digital  channels….   Hello@happymarketer.com Following  the  offline  screening,  the  movie   had  a  global  premiere  via  an  online   movie  distribuAon  channel!   Hello@happymarketer.com 10  
    • The  global  premiere  screening  news   spread  far  &  wide  across  conAnents   thanks  to  cost-­‐effecAve  social  media!   Hello@happymarketer.com ….and  thanks  to  that  Shilpa  &  her  crew  got  covered  by  tradiAonal  media  in  Singapore   &  overseas!   Hello@happymarketer.com 11  
    • That’s not all folks, the news spread as from Singapore to Bangladesh to Hollywood! Hello@happymarketer.com…and today she has a DVD distribution contract from Hollywood as well Hello@happymarketer.com 12  
    • Global media coverage &  3 International Film Festivals Digital equipment | social network connectivity crowd sourcing | digital marketing & launch 7 short films +  1 x 2 hour feature film A passionate Budding talent & dream lots of effort Hello@happymarketer.com Crowdsourced  funding     for  film-­‐making!   Hello@happymarketer.com 13  
    • The power of digital is immense & it should not be undermined! Hello@happymarketer.comA  simple  wall  post  image  liked  by  800;     106  comments  &  shared  982  Ames;     Hello@happymarketer.com 14  
    • What do you thinkmakes digital this powerful & popular? Hello@happymarketer.com Hello@happymarketer.com 15  
    • Hello@happymarketer.com We saw how digital influencesthe movie making & launching process, but how about movie distribution & consumption? Hello@happymarketer.com 16  
    • Hello@happymarketer.comHello@happymarketer.com 17  
    • Hello@happymarketer.comBut these are all not available in Singapore right, so are thereany homegrown local options? Hello@happymarketer.com 18  
    • Movie streaming with crowd-sourced, translated subtitles Hello@happymarketer.comLicensed Bollywood movie streaming integrated with social media Hello@happymarketer.com 19  
    • Not only does it show me which of myfriends have watched movies but gives me incentives to spread the word! Hello@happymarketer.com So is ‘digital & social media’ a competitive threat to business? Hello@happymarketer.com 20  
    • Can this potential competitive threat be converted to a ‘competitive advantage’? You  Bet!   Hello@happymarketer.com For that we need to dig deep & first understand how and why thedigital & social revolution is underway! Hello@happymarketer.com 21  
    • Hello@happymarketer.comHello@happymarketer.com 22  
    • Hello@happymarketer.comHello@happymarketer.com 23  
    • What are some of the trends you observe? Crowd-sourced Off-line & online  integration Localized Personalized Data-driven Social Hello@happymarketer.com The role & impact of social media marketing Prantik Mazumdar Partner, Happy Marketer prantik@happymarketer.com Hello@happymarketer.com 24  
    • If I were to ask you, how is Singapore feeling today?Sad? Happy? Ok? What would you say?? Hello@happymarketer.comAnd how was Singapore feeling during the Budget &Valentines month? Valentines Day! Hello@happymarketer.com 25  
    • Let’s see what are Singaporeans are searchingfor right now?...... Hello@happymarketer.comAnd what are they tweeting as we speak?? 03:14   Hello@happymarketer.com 26  
    • 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 & communicating through real time, social & location-aware mechanism  What sparked this change?? Hello@happymarketer.com 27  
    • The advent of Web 2.0 has transformed &revolutionized the Internet… Web  2.0  encompasses  services  &  applicaAons   that  facilitate  a  two-­‐way  process  to   communicate,  share  and  collaborate   Hello@happymarketer.comIts much more than just Facebook, LinkedIn &Twitter… Hello@happymarketer.com 28  
    • Everyone can be a creator, critic & collector! Hello@happymarketer.com Hello@happymarketer.com 29  
    • Hello@happymarketer.comSocial media allows the same consumer to be aproducer & your brand ambassador too! Hello@happymarketer.com 30  
    • On a lighter note, today we even have aprescribed social media diet;) Hello@happymarketer.com Hello@happymarketer.com 31  
    • 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.comA 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/pranAkmazumdar   @pranmaz     Hello@happymarketer.com   32  
    • 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 businesses 4. Social Media ROI – What should you measure? 5. 10 new Facebook launches! Hello@happymarketer.com Hello@happymarketer.com 33  
    • Hello@happymarketer.comHello@happymarketer.com 34  
    • Hello@happymarketer.comHello@happymarketer.com 35  
    • Hello@happymarketer.comHello@happymarketer.com 36  
    • Hello@happymarketer.comHello@happymarketer.com 37  
    • Hello@happymarketer.comHello@happymarketer.com 38  
    • Hello@happymarketer.comHello@happymarketer.com 39  
    • Hello@happymarketer.comHello@happymarketer.com 40  
    • Hello@happymarketer.comHello@happymarketer.com 41  
    • Hello@happymarketer.comHello@happymarketer.com 42  
    • Hello@happymarketer.comHello@happymarketer.com 43  
    • Hello@happymarketer.com67  Million  iPads  sold  in     2  years  since  launch!   Hello@happymarketer.com 44  
    • 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 moving  towards in-bound, content based, non-intrusive ideas Hello@happymarketer.com 45  
    • Activity 1: Design an marketing campaign foryour business across the following channels •     Print   One annual mega promotion •     Radio   to increase the awareness  •     TV   & footfall at your retail outlet •     Email   •     Mobile   •     Display   •     Social  Media   Hello@happymarketer.com Hello@happymarketer.com 46  
    • 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 businesses 4. Social Media ROI – What should you measure? 5. 10 new Facebook launches! Hello@happymarketer.com Hello@happymarketer.com 47  
    • Source:  www.thomascrompton.com   Hello@happymarketer.com Hello@happymarketer.com 48  
    • Hello@happymarketer.comHello@happymarketer.com 49  
    • Smartphone Penetration in APAC….. •  Singapore – 70% •  Australia – 37% •  Hong Kong – 35% •  USA – 31% Hello@happymarketer.com Hello@happymarketer.com 50  
    • Hello@happymarketer.comHello@happymarketer.com 51  
    • Hello@happymarketer.comHello@happymarketer.com 52  
    • Hello@happymarketer.comHello@happymarketer.com 53  
    • Hello@happymarketer.comMobile Web Trends are rather unique in Asia Hello@happymarketer.com 54  
    • 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 our lives! Hello@happymarketer.com 55  
    • Hello@happymarketer.comHello@happymarketer.com 56  
    • Hello@happymarketer.comHello@happymarketer.com 57  
    • Hello@happymarketer.comHello@happymarketer.com 58  
    • Now, lets see how mobile is transforming our habits & behaviour on social media? Hello@happymarketer.comThe convergence of mobile & social is creating a wave ofopportunities in the domains of entertainment, gaming,commerce, deals…… Hello@happymarketer.com 59  
    • The convergence of mobile & social is creating a wave ofopportunities in the domains of entertainment, gaming,commerce, deals…… Hello@happymarketer.comActivity 2: Outline 5 interesting features thata smartphone & iPad app should have foryour business? Hello@happymarketer.com 60  
    • Hello@happymarketer.comToday’s agenda….. 1. The evolution of media & marketing  2. Are Asia & Sg ready to embrace social media? 3. The role & influence of digital on businesses 4. Social Media ROI – What should you measure? 5. 10 new Facebook launches! Hello@happymarketer.com 61  
    • Hello@happymarketer.comSo where & how exactly does “digital marketing” fit in & influence marketing? Hello@happymarketer.com 62  
    • Traditionally the consumer decision makingprocess has been 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 63  
    • …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 marketing channels & media to cater to the different phases….. Hello@happymarketer.com 64  
    • Brand marketers must distinguish between thedifferent kinds of digital media available & theirutilities…. Hello@happymarketer.com Hello@happymarketer.com 65  
    • Hello@happymarketer.com What are the cool, new, relevant Facebook updates? Hello@happymarketer.com 66  
    • Hello@happymarketer.comHello@happymarketer.com 67  
    • 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 68  
    • 6 Asian countries in the Global Top 20 Hello@happymarketer.comSingapore’s Facebook Demographic Hello@happymarketer.com 69  
    • Singapore’s Facebook Demographic Hello@happymarketer.comSingapore’s Facebook Demographic Hello@happymarketer.com 70  
    • Hello@happymarketer.comHello@happymarketer.com 71  
    • Hello@happymarketer.comThe largest Singapore FanPage on FB is an Entertainment channel! Hello@happymarketer.com 72  
    • Hello@happymarketer.comWhat are some of the other great examples of Fan Pages &  social media communities? Hello@happymarketer.com 73  
    • Hello@happymarketer.comHello@happymarketer.com 74  
    • Hello@happymarketer.comHello@happymarketer.com 75  
    • What about local Fanpages? Hello@happymarketer.com Hello@happymarketer.com 76  
    • Hello@happymarketer.comHello@happymarketer.com 77  
    • Hello@happymarketer.comSingapore 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 78  
    • Singapore has 2.8 M active users on Facebook & yet fan bases & activities are rather low in this category! Hello@happymarketer.com But does all this Social Media activityactually work & show business results? Hello@happymarketer.com 79  
    • Hello@happymarketer.comHello@happymarketer.com 80  
    • Hello@happymarketer.comHello@happymarketer.com 81  
    • Hello@happymarketer.comHello@happymarketer.com 82  
    • So, what should be my  Social Media Marketing Strategy? Hello@happymarketer.comSocial Media Marketing Strategy Community Setup & Growth Community Engagement Online User-Generated Monitoring Content Community Enticement Community Participation Hello@happymarketer.com 83  
    • The activities and events that typically intocampaign planning 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 Brand  Engagement Hello@happymarketer.com 84  
    • September 2009 – September 2010 Hello@happymarketer.com Wall  Strategy  (December)   From  Tongue  Twisters,     Sing-­‐a-­‐long,  Trivia’s…   Hello@happymarketer.com 85  
    • 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  is   Environmental  Awareness.    Cheers  is   launching  an  applica^on  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.                An  ECO  FRIENDLY  FUN  ACTIVITY  for   users  keep  the  balance  in  the  eco-­‐ system  to  stop  water  pollu^on  and  act   fast.    Thus,  we  named  the  applica^on   as  the  Cheers  Act  Fast  Challenge.       Hello@happymarketer.com 86  
    • Go  Wild  Over   Football     w/  Cheers     June  1  to  July  9,  2010   Extended  ^ll  July  12th   Hello@happymarketer.com Wall  ac^vity  just  for  the   fans…   Hello@happymarketer.com 87  
    • 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  Video  Photo  Tagging   Hello@happymarketer.com 88  
    • June  2010  interac^on  went  to    >  100  interac^ons.     March’s  highest  interac^on  was  65.       Avg.  interac^on  would  be  35  per  month.   Month   InteracAon     Comments   Like    June   496   249   241    May   373   162   205    April   365   190   170      March   500   296   193   March  2010   Hello@happymarketer.com Hello@happymarketer.com 89  
    • Hello@happymarketer.comHello@happymarketer.com 90  
    • Hello@happymarketer.comHello@happymarketer.com 91  
    • Customer  Service Hello@happymarketer.com Hello@happymarketer.com 92  
    • Hello@happymarketer.comPromotion & Contests Hello@happymarketer.com 93  
    • Hello@happymarketer.comHello@happymarketer.com 94  
    • Social Commerce Hello@happymarketer.com Hello@happymarketer.com 95  
    • Hello@happymarketer.comActivity 4: Outline & discuss 5 ways that youcan leverage on digital technology & socialmedia to improve a customers experience Hello@happymarketer.com 96  
    • Customized pre-roll Live-tweeting? ads? Check-in contests & promos? Hashtag-based contests? iPad integration with luxury seats? Hello@happymarketer.comThe Offline vs. Online battle? Hello@happymarketer.com 97  
    • Hello@happymarketer.comHello@happymarketer.com 98  
    • How do I split my spends? Source: Mashable Hello@happymarketer.com Source: Economist Hello@happymarketer.com 99  
    • 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 100  
    • Hello@happymarketer.comHello@happymarketer.com 101  
    • Hello@happymarketer.comActivity 5: Outline & discuss 5 ways that youcan create interesting offline-onlineintegrated campaigns for your business thatcan help you monetize your business better? Hello@happymarketer.com 102  
    • Sponsored 2nd screens? Post-movie hang out F&B bars? Pre-movie launch parties for Fans? Promoted Memorabilia? Exclusive Sneak Previews as social media rewards? Hello@happymarketer.comToday’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? 5. 10 new Facebook launches! Hello@happymarketer.com 103  
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    • Hello@happymarketer.comThere needs to be a balance Between quantitative & Qualitative metrics! Hello@happymarketer.com 112  
    • Activity 6: Think of 3 creative ideas whereyou can use digital & social media data tomonitor & add value to your customers Hello@happymarketer.comToday’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? 5. 10 new Facebook launches! Hello@happymarketer.com 113  
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    • Come 31st March 2012, Facebook introduced the Timeline Hello@happymarketer.com Hello@happymarketer.com 130  
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    • Post its IPO, Facebook is working even harder to roll out more marketing features for brands! Hello@happymarketer.comTimeline  for  Mobile   Hello@happymarketer.com 154  
    • Promoted  Posts   Hello@happymarketer.comFaster  &  Lighter  NaAve  iOS  App   Hello@happymarketer.com 155  
    • Facebook  Mobile  Ads   Hello@happymarketer.comFacebook  AdExchange   Hello@happymarketer.com 156  
    • Phone  &  Email  Targeted  Ads   Hello@happymarketer.comPage  Post  Targeted  Enhanced   Hello@happymarketer.com 157  
    • Scheduled,  Unpublished,  Editable  Posts   Hello@happymarketer.comSponsored  Search  Results   Hello@happymarketer.com 158  
    • LogOut  Page  Ads   Hello@happymarketer.com So, what are the steps in creating a Facebook Fan Page? Hello@happymarketer.com 159  
    • Hello@happymarketer.comHello@happymarketer.com 160  
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    • Hope you’ve enjoyed the session. For anything else just drop me a tweet @pranmaz Or call me at +6590695123 Hello@happymarketer.com 165