Social Media Landscape and Strategy
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Social Media Landscape and Strategy Presentation Transcript

  • 1. The  Social  Media  LandscapeDavid  Liem  Partner,  Happy  Marketerdavid@happymarketer.com Hello@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 Hello@happymarketer.com
  • 3. Why go into social media? Hello@HappyMarketer.com
  • 4. It can be that one thing that setsyou apart from your competitors Hello@HappyMarketer.com
  • 5. Trust is harder to earn• How things used to be... Hello@HappyMarketer.com
  • 6. How people are actually influenced Hello@HappyMarketer.com
  • 7. What are the top reasons peopleChoose your brand? Hello@HappyMarketer.com
  • 8. What are the top feelings peopleexperience with your brand Hello@HappyMarketer.com
  • 9. Your Goals in Social Media: 1.Create EMOTION2.Create Friendships3.Create a Community Hello@HappyMarketer.com
  • 10. 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 Hello@HappyMarketer.com
  • 11. The  Social  Media  Landscape Hello@HappyMarketer.com Hello@happymarketer.com
  • 12. The Corporate Website Hello@HappyMarketer.com
  • 13. Web Design Tips• “Don’t make me think”• Simple and friendly navigation Hello@HappyMarketer.com
  • 14. Friendly design Hello@HappyMarketer.com
  • 15. Hello@HappyMarketer.com
  • 16. Socialize Your Website• Add social media share buttons to your home page• Add a Facebook Like box to your website• Portal for your social media channels Hello@HappyMarketer.com Hello@happymarketer.com
  • 17. Strengths & Weaknesses Strengths• Effective for branding, sparking excitement with product announcements,• Information gathering from the official source Weaknesses• May appear ‘one-sided’, glossed over, fake• Info may not be as ‘cutting edge’ as 3rd party sites Hello@HappyMarketer.com
  • 18. Facebook Hello@HappyMarketer.com
  • 19. Timeline for Businesses, Features Hello@HappyMarketer.com
  • 20. Hello@HappyMarketer.com
  • 21. Behind-the-Scenes, On-the-Ground updates Hello@HappyMarketer.com
  • 22. 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 Hello@HappyMarketer.com Hello@happymarketer.com
  • 23. YouTube Hello@HappyMarketer.com
  • 24. YouTube Hello@HappyMarketer.com
  • 25. ‘How it’s made’ videos Hello@HappyMarketer.com
  • 26. Testimonials Hello@HappyMarketer.com
  • 27. Strengths & WeaknessesStrengths•High degree of engagement, realism, more likely to be sharedand go ‘viral’•Powerful to shape user sentiment•Consistent content rewards consistent viewersWeaknesses•Costly (but high quality content almost always works) Hello@HappyMarketer.com Hello@happymarketer.com
  • 28. Pintrest Hello@HappyMarketer.com
  • 29. Pintrest Hello@HappyMarketer.com
  • 30. Infographics Hello@HappyMarketer.com
  • 31. Strengths & Weaknesses Strengths• Fast growing network• Visually appealing• Easy to share Spark initial interest Weaknesses• Pictures must be visually appealing to attract attention• Cluttered• Lower degree of interactivity between brands and users Hello@HappyMarketer.com
  • 32. Your Goals in Social Media: 1.Create EMOTION2.Create Friendships3.Create a Community Hello@HappyMarketer.com
  • 33. Hello@happymarketer.com
  • 34. Hello@happymarketer.com
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  • 36. Hello@happymarketer.com
  • 37. Hello@happymarketer.com
  • 38. What are some of thetrends you observe? Crowd-sourced Off-line & online integration Localized Personalized Data-driven Social Hello@happymarketer.com
  • 39. The role & impact ofsocial media inmarketingPrantik MazumdarPartner, Happy Marketerprantik@happymarketer.com Hello@happymarketer.com
  • 40. If I were to ask you, how is Singapore feeling today?Sad? Happy? Ok? What would you say?? Hello@happymarketer.com
  • 41. And how was Singapore feeling during the Budget& Valentines month? Valentines Day! Hello@happymarketer.com
  • 42. Let’s see what are Singaporeans aresearching for right now?...... Hello@happymarketer.com
  • 43. And what are they tweeting as we speak?? 03:14 Hello@happymarketer.com
  • 44. 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
  • 45. 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
  • 46. The advent of Web 2.0 has transformed& revolutionized the Internet… Web  2.0  encompasses  services  &  applicaDons that  facilitate  a  two-­‐way  process  to communicate,  share  and  collaborate Hello@happymarketer.com
  • 47. Its much more than just Facebook, LinkedIn &Twitter… Hello@happymarketer.com
  • 48. Everyone can be a creator, critic &collector! Hello@happymarketer.com
  • 49. Hello@happymarketer.com
  • 50. Hello@happymarketer.com
  • 51. Social media allows the sameconsumer to be a producer & your Hello@happymarketer.com
  • 52. On a lighter note, today we even have aprescribed social media diet;) Hello@happymarketer.com
  • 53. Hello@happymarketer.com
  • 54. 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
  • 55. A 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/pranDkmazumdar @pranmaz Hello@happymarketer.com
  • 56. Today’s agenda….. 1. The evolution of media & marketing 2. Is Asia & Sg ready to embrace social media? 3. The role & impact of “social media” on marketing 4. Social media strategy. Hello@happymarketer.com
  • 57. Today’s agenda….. 1. The evolution of media & marketing 2. Is Asia & Sg ready to embrace social media? 3. The role & impact of “social media” on marketing 4. Social media strategy. Hello@happymarketer.com
  • 58. Hello@happymarketer.com
  • 59. Source:  www.thomascrompton.com Hello@happymarketer.com
  • 60. Hello@happymarketer.com
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  • 62. Hello@happymarketer.com
  • 63. Smartphone Penetration in APAC….. • Singapore – 70% • Australia – 37% • Hong Kong – 35% • USA – 31% Hello@happymarketer.com
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  • 72. Mobile Web Trends are rather unique in Asia Hello@happymarketer.com
  • 73. 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
  • 74. Smartphones, mobile web,mobile apps are transforming Hello@happymarketer.com
  • 75. Hello@happymarketer.com
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  • 81. Now, lets see how mobile is transforming our habits Hello@happymarketer.com
  • 82. The convergence of mobile & social is creating awave of opportunities in the domains ofentertainment, gaming, commerce, deals…… Hello@happymarketer.com
  • 83. The convergence of mobile & social is creating awave of opportunities in the domains ofentertainment, gaming, commerce, deals…… Hello@happymarketer.com
  • 84. Today’s agenda….. 1. The evolution of media & marketing 2. Is Asia & Sg ready to embrace social media? 3. The role & impact of “social media” on marketing 4. Social media strategy. Hello@happymarketer.com
  • 85. Hello@happymarketer.com
  • 86. So where & how exactly does“digital marketing” fit in & influence marketing? Hello@happymarketer.com
  • 87. Traditionally the consumer decisionmaking process has been linear andsimplistic……. Hello@happymarketer.com
  • 88. …but with the advent of digital & social media, the model has evolved to beSource: McKinsey & HBR 2010 Hello@happymarketer.com
  • 89. …and in this new loop model, onlinemarketing helps marketers achieve agood mix of objectives….. Hello@happymarketer.com
  • 90. ….and there’s different forms of digitalmarketing channels & media to cater to Hello@happymarketer.com
  • 91. Brand marketers must distinguishbetween the differentkinds of digital media available & their Hello@happymarketer.com
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  • 105. Hello@happymarketer.com
  • 106. 6 Asiancountries in the Global Top 20 Hello@happymarketer.com
  • 107. Singapore’s Facebook Demographic Hello@happymarketer.com
  • 108. Singapore’s Facebook Demographic Hello@happymarketer.com
  • 109. Singapore’s Facebook Demographic Hello@happymarketer.com
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  • 125. Hello@happymarketer.com
  • 126. What are the cool, new,relevant Facebook updates? Hello@happymarketer.com
  • 127. Hello@happymarketer.com
  • 128. Hello@happymarketer.com
  • 129. Key Features 1. Cover Photo & Profile Photo 2. Milestones 3. PinPosts & Highlights 4. Private Messages 5. Admin Panel & Analytics Hello@happymarketer.com
  • 130. Today’s agenda….. 1. The evolution of media & marketing 2. Is Asia & Sg ready to embrace social media? 3. The role & impact of “social media” on marketing 4. Social media strategy. Hello@happymarketer.com
  • 131. So, what should be my Social Media Marketing Strategy? Hello@happymarketer.com
  • 132. Social Media Marketing Strategy Community Setup & Growth Community Engagement Online User-Generated Monitoring Content Community Enticement Community Participation Hello@happymarketer.com
  • 133. The activities and events that typicallyinto campaign planning exercises…… • Facebook Fans Strategy Community • Facebook MediaBuy & CPC Advertising Growth • Online & Traditional PR • Facebook Application Contest Community • Facebook Wall Content Strategy Engagement • Facebook Photos & Videos • Traditional PR Activities Community Participation • Promotions & Fan Meetups • Roadshows & Events Hello@happymarketer.com
  • 134. BrandEngagement Hello@happymarketer.com
  • 135. September 2009 – September 2010 Hello@happymarketer.com
  • 136. Wall  Strategy  (December) From  Tongue  Twisters,   Sing-­‐a-­‐long,  Trivia’s… Hello@happymarketer.com
  • 137. Total  comments  720   (average  8) Overall  highest  –  63   comments Total  likes  680   (average  7) Overall  highest  –  70   Hello@happymarketer.com
  • 138. A  TRIBUTE  TO   EARTH  DAY (April  22,   2010)          The  theme  for  April  is  Environmental  Awareness.    Cheers  is  launching  an  applicaTon  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.   Hello@happymarketer.com
  • 139. Go  Wild  Over   Football   w/  Cheers June  1  to  July  9,  2010 Extended  Dll  July  12th Hello@happymarketer.com
  • 140. Wall   Hello@happymarketer.com
  • 141. World  Cup  SPAIN  scored  the  1st  and  only  goal  of  the   Hello@happymarketer.com
  • 142. Trivia  on  Photo   Hello@happymarketer.com
  • 143. June  2010  interacDon  went  to    >  100  interacDons.  March’s  highest  interacTon   Month InteracTon   Comments Like  June 496 249 241  May 373 162 205  April 365 190 170    March 500 296 193 March   Hello@happymarketer.com
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  • 149. Customer Service Hello@happymarketer.com
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  • 152. Promotion & Contests Hello@happymarketer.com
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  • 155. SocialCommerce Hello@happymarketer.com
  • 156. Hello@happymarketer.com
  • 157. Hello@happymarketer.com
  • 158. The Offline vs. Online battle? Hello@happymarketer.com
  • 159. Hello@happymarketer.com
  • 160. Hello@happymarketer.com
  • 161. How do I split my spends? Source: Mashable Hello@happymarketer.com
  • 162. Source: EconomistHello@happymarketer.com
  • 163. Which one takes the lead &How do we synergize both? Hello@happymarketer.com
  • 164. Offline marketing boosts online effect by 40% What prompts users to search online for a particular product/service? • TV ads – 44% • Word of Mouth – 41% • Print ads – 35% • Radio – 23% • Billboard – 13% Source: eConsultancy & Hello@happymarketer.com
  • 165. Hello@happymarketer.com
  • 166. Come lets take a nice photo and share ourstory on social media Hello@happymarketer.com
  • 167. Hope you’ve enjoyed the session. For anything else just drop me a tweet @pranmaz Or call me at +6590695123 Hello@happymarketer.com