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Social Media for Retailers, Sept 2011
 

Social Media for Retailers, Sept 2011

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  • Hitwise singapore
  • Benefits of it? Personally: connect with more people more often, learn about topics you would never typically encounter,
  • Obj: raise funds, engage wider community, get them to vote Action: Make it easy for them to interact / engage
  • Go over each area and tell them what it is, and what applications it’s used for. Give them some ideas on how people have used it.
  • The hub of your business, tone? Transparency, simplicity, ease to check out your other social profiles
  • Mail chimp
  • AirAsia is well-known for having an active presence in social media and blogging, to forge a close relationship with customers. Unlike any other corporate blogs, the folks there put themselves into the shoes of a typical blogger, publishing journals of their culture and working lives. I would say it looks more like a personal blog, with the use of rich multimedia such as photos and videos. What’s interesting is that they give their readers the opportunity to submit guest posts, and encourage them to write about their experiences on trips to countries they have recently been to. This type of informal style of corporate blogging can easily gain “sticky” readers, who will likely become potential customers.
  • where your customers provide feedback for future product development. Read more: http://blog.hubspot.com/blog/tabid/6307/bid/5870/4-Ways-to-Make-Your-Corporate-Web-Site-More-Social.aspx#ixzz1LjePxhJb
  • Lots of traffic/eyeballs, a place people go often, open to message, Sponsored articles, ads, articles etc - A lot of info, clutter,
  • Facebook in SEA
  • http://www.thomascrampton.com/facebook/facebook-infographic-asia/
  • pros: educational, funny, unusual videos, for all taste, awareness marketing cons: world can see your personal videos, some questionable content, but it is moderated quickly
  • pros, share documents, presentations, expertise with the world, google friendly cons: people may copy your ideas
  • pros: promote yourself profess ional life, increase your network, share expertise, utilize network, research tool, private, con: small network, slow linking process, less interactivity http://www.wordstream.com/blog/ws/2011/03/22/facebook-vs-linkedin
  • http://www.youtube.com/watch?v=qKhlhqQWag4&feature=fvwrel
  • http://www.grouponworks.com/why-groupon/roi-calculator
  • http://uniquefrequency.com/2011/01/11/3-reasons-why-foursquare-should-succeed-in-singapore-and-2-reasons-why-it-hasnt/
  • . This is the portion of your company’s social networks (e.g., Twitter, Facebook) that actively engages with your social media content (e.g., Twitter, Facebook Pages, etc.) Is your collective members, followers, fans network growing, and is there interaction with your content?
  • So, you have a highly active social network and members are talking about your company or the company’s brands. Measure and track both positive and negative mentions, and their quantities.
  • Costly, maybe low quality, but highly engaging Developing social games is a creative way companies today can leverage to boost their reputation. They take advantage of Facebook’s half a billion users worldwide by getting them to play the game, love it, and then indirectly increasing product sales or TV viewerships like the example of Discovery Channel’s Deadliest Catch.
  • Background The Blendtec© “Will it Blend?” series of viral videos started when then-new Marketing Director George Wright found out that CEO Tom Dickson and the R&D team had a practice of blending up wooden boards to test product toughness. Wright had an idea to shoot video of the operation and post it online. He invested under $100 in supplies and convinced Dickson to blend up other things on camera. 186 videos later, Blendtec’s retail sales are up a reported 700 percent, its YouTube site has 200,000+ subscribers, and it has been featured on major mainstream media outlets like The Today Show, The Tonight Show, The History Channel, The Wall Street Journal and others. Among awards, Blendtec has won a bronze Clio in 2008 (Interactive category) for their interactive efforts.
  • or most marketers, photo-sharing can help build brand awareness and encourage consumers to interact with the company. LIPTON Brisk iced tea partnered with mobile photo-sharing app Instagram for a campaign prior to the 2011 South By Southwest (SXSW) Conferences and Festivals. Fans were encouraged to take pictures through Instagram and tag them with #briskpic to be entered in a photo contest. The winning photos were included on a limited-edition can of the drink during SXSW http://www.emarketer.com/Article.aspx?R=1008281&dsNav=Ntk:basic|%22photo+contest%22|1|,Rpp:25,Ro:-1
  • 1. Make Content Increasingly Relevant 2. Go Where Your Customers Are 3. Loosen Control from the Top 4. Decide What Channel to Use for What Purpose 5. Let the Conversation Happen
  • http://www.penn-olson.com/2010/03/04/brewerkz-singapore-how-it-uses-social-media/

Social Media for Retailers, Sept 2011 Social Media for Retailers, Sept 2011 Presentation Transcript

  • Social Media Marketing for Retailers
    • David Liem
    • Senior Consultant, Happy Marketer
    • [email_address]
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • This course is designed to
    • Understand current trends and behavior in Web-Based, Mobile and Social Media
    • Improve your organization’s approach to generating interest through social media
    • Generate ideas for upcoming marketing activities
    • Be a non-competitive and confidential environment for retailers to share ideas and learnings in social media marketing
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Social Platforms and Web 2.0 Environments
  • Social Platforms and Web 2.0 Environments
  • Social Platforms and Web 2.0 Environments
  • Social Platforms and Web 2.0 Environments
  • Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore http://www.hitwise.com/
  • Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Trust is harder to earn Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Describe Your customer
    • Who and how old?
    • Interests? Hobbies? Lifestyle?
    • What are his/her needs?
    • More than 1 type of profile?
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • What are your biggest threats?
    • What do they have that you don’t?
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • What does it take to be successful on Social Media? Social Media? Social Media? Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Some Factors for Social Media Success
    • Have clear objectives
    • Drive Action / Engagement
      • Email stimulates action
    • ID & manage active users, communities
    • Go where fishes are, social comm.
    • Be relevant
      • Listen to what’s being said, and where
      • Engage and add value to existing conversations
    • Combine Offline & Online
      • Act offline, share online
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore Reference: http://www.slideshare.net/MarkjMcNally/tsb-social-media-kt-ns-feb-2010
  • Integrated Marketing Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • In Essence:
    • Entertain
    • Enlighten
    • Engage
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • The Social Media Landscape Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Your Website Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Emerging Web Design Trends
    • “Don’t make me think”
    • Simple Navigation
    • Large Headlines vs lots of text
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • 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
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Strengths & Weaknesses
    • Strengths
    • Effective for branding, sparking excitement with product announcements, information gathering from official source
    • Weaknesses
    • May appear ‘one-sided’, glossed over, fake
    • Info may not be as ‘cutting edge’ as 3 rd party sites
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Company Blog
    • Company voice or individuals?
    • Comments enabled?
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • A platform for feedback? Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Thought Leadership Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Collaborating with Popular Bloggers Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Strengths & Weaknesses
    • Strengths
    • More content, perspectives for loyal customers, Able to clarify misunderstandings, search engines visibility, humanizes brand, collaborate, publishing articles increase brand value, repeat visitors, feedback
    • Weaknesses
    • Time commitment
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Email Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Strengths & Weaknesses
    • Strengths
    • Direct to your inbox
    • Fast, repetitive
    • Time consuming
    • Weaknesses
    • Easy to ignore
    • Not personalized
    • Repetitive, ‘spammy’
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Web / News Portals Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Shopping Portals Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Online Shopping Channels Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Topic Specific Portals Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Product Specific Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Strengths & Weaknesses
    • Strengths
    • Source of ‘alternative’ views, comments = transparency, better understanding
    • Product reviews / testimonials are powerful to shape customer sentiment
    • Great for PR
    • Weaknesses
    • Lots of clutter / overload of information
    • No control over user sentiment
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
    • B2C
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Facebook on your Website Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Strengths & Weaknesses
    • Strengths
    • It’s where the fishes are
    • Repeat visitors, convenient channel to communicate
    • Great for branding, short term engagement
    • Weaknesses
    • Hard to find direction/purpose, takes time
    • Not strong for conversions without significant incentives
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
    • 131 million users, 55 million on mobile
    • 31 million visit at least once a month
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Social Networking in China
    • 221 million people have blogs, largely in a diary-style
    • 176 million Chinese connect via social networking system
    • 117 million connect anonymously via bulletin board system
    • Word of mouth is especially influential, since the media is not open.
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore http://smartblogs.com/socialmedia/2010/03/31/social-media-and-china-what-you-need-to-know/
  • Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Some interesting facts
    • 2 Billion videos watched every day
    • 516 Million Views – Most Popular Video - Justin Bieber
    • 35 hours of videos uploaded each/ min
    • Over 13 million hours of footage uploaded in 2010
    • It’s a powerful marketing platform
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Product Reviews Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Trade Shows Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Tutorials Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Thought Leadership Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Videos with a twist Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Vimeo: Professional Alternative
    • No Ads
    • HD quality video, custom colors
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Strengths & Weaknesses
    • Strengths
    • High degree of engagement, realism, more likely to be shared and go ‘viral’
    • Powerful to shape user sentiment
    • Consistent content rewards consistent viewers
    • Cons
    • Costly (but high quality content almost always works)
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Posting Company News Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Customer Service Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Strengths & Weaknesess
    • Strengths
    • ‘Faster than TV’, cutting edge
    • Easy to use, get ideas and answers
    • Used by mobile & tablet users
    • Share info quickly, directly interact, listen
    • Weaknesses
    • 140 characters, time consuming, narcissistic, boring, service often overwhelmed, low engagement levels
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Increasing your Search Real Estate Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Strengths & Weaknesses
    • Strengths
    • Thought leaderships, more detailed views on how company thinks,
    • Great for generating new content
    • helps generate leads, networking
    • Search engine visibility
    • Weaknesses
    • Sensitivity of info in slides,
    • More business related, not as engaging
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Highly Targeted Recruitment Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Strengths & Weaknesses
    • Strengths
    • Create a customizable business page
    • build network, collaboration, groups, share expertise, research tool,
    • Recruiting tool
    • connect with other employees
    • Weaknesses
    • Smaller network than Facebook, slow linking process, less conversation
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Review Websites
    • People love ratings, reviews, top 10 lists
    • If you have good ratings show it off
    • If it don’t have any, find sites that do, or encourage reviews/feedback
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Be Aware of your reviews Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Reviews Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Video Reviews Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • User reviews: show it off Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Strengths & Weaknesses
    • Strengths
    • Critical in comparing / buying phase
    • Customers get a better understanding of your product
    • Useful to understand user’s needs
    • See where you stand with your competitors
    • Weaknesses
    • No control over ratings, comments
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Deal Websites Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • The current craze Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Deals websites
    • Effectively boost your brand visibility
    • Groupon: 77 per cent of their users are women
    • Can also tarnish your company’s reputation if deal is misleading.
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Social Shopping
    • if you get three of your friends to buy the same deal you've just purchased, you get that deal for free
    • More likely to purchase if friend purchase
    • Read more: http://techland.time.com/2011/04/05/social-shopping-is-big-business-but-whats-so-social-about-it/#ixzz1Vqpji500
    • http://www.apartmenttherapy.com/ny/marketplace/10-social-shopping-sites-to-watch-in-2011-shoppers-guide-136484
    • Do you think Social Shopping
    • is a trend or is it here to stay?
    Social Platforms and Web 2.0 Environments
  • iTunes & App Store
    • Revolutionized the online purchasing world
    • Seamless installation and backup
    • Goodbye album, hello single
    • Music and App prices from $0.99
    • 1-Click purchases
    • How has iTunes Changed your life?
    Social Platforms and Web 2.0 Environments
  • [email_address]
  • [email_address]
  • Google +
    • Strengths
    • Friend’s circle makes it easy to share info with the right group of friends, or colleagues,
    • Less invasive / embarrassing adding people
    • Group Hangout : video chat with up to 10 people
    • Integrates with other Google products
    • Weaknesses
    • Not easy to sort out info on Stream
    • Reminiscent in many way of its main competitor: Facebook
    • Not for businesses...yet
    [email_address]
  • Mobile’s Growing Influence on Retail
    • 48%: Research , Browse and Comparison shopping
    • 29% use mobile while in a store:
      • Compare products
      • Visit company web site
      • Product reviews and discounts
    [email_address] From Oracle Report: Mobile Trends: Consumer Views of Mobile Shopping and Mobile Service Providers” report
  • Location-Based Marketing Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • What is it?
    • Multimedia + content to mobile device dependent on location
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • What can people do? Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • What can businesses do? Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • What to consider?
    • Pros:
      • Singapore’s Small Geographical Size,
      • hyperlocal targeting by local audience,
      • relatively low cost
    • Cons:
      • May not work in decentralized conditions,
      • not mainstream (but might change soon),
      • lack of incentives for increased interactions,
      • extra training / coordination for (high turnover) ground staff
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Payment Trends in Facebook
    • Virtual Currency
      • Facebook Credits
      • Game Cash
      • Experience
    • In Game Payments
    • Virtual Goods
    Social Platforms and Web 2.0 Environments
  • Facebook Credits
    • Used as a currency or a payment method
    • Facebook Credits cannot be..
      • cashed out into real-world currency
      • used to enable person-to-person funds
      • used to sell physical or real-world items
    Social Platforms and Web 2.0 Environments
  • Credits as Currency Social Platforms and Web 2.0 Environments
  • Credits are Payments Social Platforms and Web 2.0 Environments
  • Credits to buy in game currency Social Platforms and Web 2.0 Environments
  • Social Platforms and Web 2.0 Environments
  • Cash to buy in game credits Social Platforms and Web 2.0 Environments
  • Notes about Microtransactions in Games
    • Low Friction: consumers get comfortable spending small amounts of money to begin with
    • Works well once players get addicted to the game
    • No amount of money one can spend: ‘microtransactions’ can add up to hundreds even thousands of dollars
    • May cause unfairness in game play from players buying their way to success
    • Pros and Cons of Microtransactions ‘compared to Subscriptions?
    Social Platforms and Web 2.0 Environments
  • Virtual Goods: what Virtual Currency buys
    • Non-physical objects purchased for use in online communities or online games
    • Sometimes referred as micro transactions
    Social Platforms and Web 2.0 Environments
  • A few notes about Virtual Goods
    • According to a PlaySpan survey:
    • 57% of consumers are buying virtual goods in a game
    • PayPal and credit cards are the most popular way to pay for virtual goods
    • >50% of the time virtual goods are purchased in the middle of a game
    • On average, virtual goods buyers spent $100+ on virtual goods in 2010
    • iPhone owners, virtual world regular visitors, and frequent gamers are the heaviest virtual goods buyers.
    • Read more: http://news.cnet.com/8301-13846_3-20006167-62.html#ixzz1VvniHW00
    Social Platforms and Web 2.0 Environments
    • Online Gaming Portal
    • Free to play, but credits used to gain in-game coins
    Social Platforms and Web 2.0 Environments
  • Social Platforms and Web 2.0 Environments
  • Trends in PC Games
    • Digital-Only Distribution
      • Direct to Consumer: no middle man
      • Mainstream accessibility of broadband internet allowing greater convenience for distribution and purchasing of software
      • Lower/Eliminates physical costs of producing, shipping and storing software
      • Indie artists/studios now able to access the same distribution channel as major studios/labels
    • Downloadable Content
      • Additional or Premium content to enhance and prolong game play
    Social Platforms and Web 2.0 Environments
  • Steam
    • Digital Distributor, and multiplayer platform
    • 1,300 games available, 30 million user accounts
    • Estimated 70% share of digital distribution market for video games
    Social Platforms and Web 2.0 Environments
  • DD= Lower Prices+Greater Convenience
    • Prices often lower than in store prices
    • Read to play, seamless installation
    • Eliminates storing of disks, purchases can be downloaded again in the future
    Social Platforms and Web 2.0 Environments
  • Viable Platform for Indie Developer
    • Lowers the barriers to entry
    • Greatly increases the selection of games available
    Social Platforms and Web 2.0 Environments
  • Downloadable Content
    • Similar to Microtransactions
    • Purchase customized equipment, weapons for in game character
    • Additional Missions, Campaigns
    • Allows developers to continuously prolong replay value of games
    Social Platforms and Web 2.0 Environments
  • Age of Empires Online
    • Free-to-play downloadable Online PC game
    • Purchase Premium Packs to unlock new features, weapons, and armor
    • Purchase in game mini-games for more experience and items
    Social Platforms and Web 2.0 Environments
  • Online Reputation Tools Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Why it’s so important
    • Monitor, repair, and manage the status of the business
    • Stay in tune / connect with the customer, real time
    • Develop marketing ideas
    • Learn from the feedback it brings backs to you, whether positive or negative
    • Reformat your promotional materials to minimize the effects of a possible reputation threat
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Social Media Monitoring Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Keyword monitoring Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Keyword Popularity Research Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Twitter Search Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Forum Monitoring Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Industry monitoring Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Website Popularity Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • YouTube Video Statistics Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Social Media Management Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Social Metrics Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • 1. & 2. Visitors & Traffic Sources
    • Comparison on quantity and quality of traffic to your website
    • Web Analytics (Google Analytics, Omniture)
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • 3. Community Size (Fans, Friends, Followers) Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • 4. Membership Increase & active members Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • 5. Leads / Conversions
    • Subscriptions
    • Sales (direct or affiliate)
    • Application use
    • Downloads
    • Contact forms
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • 5. Leads / Conversions
    • Me: “Hey Mr. Customer, do you mind if I ask how did you find me?”
    • Client: “Oh yeah! last week I followed your tweet and read your post about the 7 examples of awesome personal brands…”
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore New Prospects: 8 (6 from Twitter/1 from Facebook/1 from LinkedIn) New Clients: 4 (3 from Twitter/1 from LinkedIn).
  • 6. Brand Mentions Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • 7. Mentions by Media Type Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • 8. Sentiment
    • And the shift in sentiment over time
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • 9. Comments
    • Through Blog, Facebook, Twitter, Social Voting
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • 10. Money Spent (ROI)
    • ROI = (revenue - investment) + X / investment * 100
    • What is your goal?
      • Change in Revenue
      • Number of leads
      • Employee Retention or Productivity, cost of training
      • Customer engagement, idea generation
      • Social Good
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Entertaining, Enlightening, & Engaging Through Social Media Through Social Media Through Social Media Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Entertain Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Funny Stories Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Funny Commercials Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Interact with followers Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Create a Facebook Game
    • Can be highly engaging and creative way to boost reputation
    • May be costly, and low quality
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore http://www.blendtec.com/willitblend/
  • [email_address]
  • [email_address]
  • Enlighten Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • It makes you more ‘human’ [email_address]
  • [email_address]
  • Like Blocks
    • Good for fan acquisition
    • May have high (50% drop off rate)
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Partnering with Schools Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Engage Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Give Away’s Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Photo or Video Contests
    • Varying levels of success
    • Women more active with photo-sharing than men (*Pixable study)
    • Running a photo or video contest outside of an app : violation of Facebook's Terms
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Sweepstakes Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Customer Service Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore http://www.facebook.com/AirAsia
  • Customer Service Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Run Contests Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Reply, Retweet Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Pepsi Refresh Project [email_address]
  • Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Twitter
    • Track # of mentions, exclusive promo codes to track sales
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Facebook
    • Ran contests, customer service, share photos/videos
    • First 1000 fans get a free beer
    • Measured post quality (number of interactions/comments), traffic to website
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Foursquare Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Friendly Website Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Implementing Social Media in your Organisation Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Hiring a Social Media Specialist?
    • Hire a consultant ($1500/m +)
      • Can be highly effective, they have all the resources
      • Investment isn't too big, because it's temporary
      • Be committed once they leave
    • Hire a full-time employee
      • Marketers at the core
      • Must be realistic & money minded
      • Can effectively weave business in Social media
      • Build social media ‘capital’ in your organisation
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore http://www.inc.com/guides/2010/08/how-to-hire-a-social-media-specialist_pagen_2.html
  • Social Media Game Plan
    • Business Objectives
    • Target Audience
    • The 3 E’s
    • Social Media Tools
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Business Objectives
    • “I would like to have 500 fans on my facebook page and 150 followers on my twitter account.”
    • “I would like to increase the volume of traffic to my website and store by 50% over the next 6 months.”
    • “I would like to capture 300 new leads using my “free offer” on my website.”
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Target Audience, Needs
    • Target
    • Adults 18-35
    • Teachers
    • Parents
    • Teens 13-18
    • Exectives
    • Tech Savvy Users
    • Tourists
    • Needs
    • Fashion tips/advice
    • Promotions/Deals
    • Product Reviews
    • Funky phone accessories
    • The latest gadgets
    • Unique sightseeing / shopping ideas
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • The 3 E’s
    • Entertain
    • Enlighten
    • Engage
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • The 3 E’s Ideas
    • Offer regular investment tips, online chat support (through facebook groups)
    • Create an ultimate SG teaching guide to classroom management, get teachers to submit their GCP’s
    • Produce gadget reviews from everyday users, off the street, random people
    • Provide exclusive content for sightseeing events published on facebook page
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Social Media Strategies & Tools
    • Design a Facebook Fan/Group Page, Add a Fan Page widget on the blog.
    • Add a poll function to my facebook page/website
    • Set up a twitter account, gather exclusive content to share
    • Create a contest & promote it to your Facebook, Twitter, website community
    • Build community through Facebook Ads
    • Publish content on slideshare, youtube
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Presentations Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore
  • Social Media Marketing for Retailers
    • David Liem
    • Senior Consultant, Happy Marketer
    • [email_address]
    Social Media Marketing For Retailers Jointly organised by Happy Marketer & The Retail Academy of Singapore