Social Media Landscape 2011: Strengths & Weaknesses

The Social Media Landscape
David Liem
Happy Marketer, Singapore
Hello@HappyMarketer.com
Twitter - @hmarketer

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
Reference:
http://www.slideshare.net/MarkjMcNally/tsb-social-media-kt-ns-feb-2010

The Social Media Landscape

Your Website

Emerging Web Design Trends
“Don’t make me think”
Simple Navigation
Large Headlines vs lots of text

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

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 3rd party sites

Company Blog
Company voice or individuals?
Comments enabled?

A platform for feedback?

Thought Leadership

Collaborating with Popular Bloggers

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

Strengths
Direct to your inbox
Fast, repetitive
Time consuming
Weaknesses
Easy to ignore
Not personalized
Repetitive, ‘spammy’

Web / News Portals

Topic Specific Portals

Product Specific

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

Facebook on your Website

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

131 million users, 55 million on mobile
31 million visit at least once a month

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.
http://smartblogs.com/socialmedia/2010/03/31/social-media-and-china-what-you-need-to-know/

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

Viral Marketing Videos

Product Reviews

Trade Shows

Tutorials

Est. Thought Leadership

Videos with a twist

Intrigue your audience

Vimeo: Professional Alternative
No Ads
HD quality video, custom colors

Success on YouTube
Focus on content, not on viewers
A consistent audience needs consistent content.
There is only one rule for content……and that is “What do you genuinely enjoy making?”

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)

Posting Company News

Customer Service

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

Increasing your Search Real Estate

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

Highly Targeted Recruitment

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

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

Be Aware of your reviews

Reviews

Video Reviews

User reviews: show it off

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

Deal Websites

The current craze

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 Landscape 2011: Strengths & Weaknesses

by Happy Marketer Private Ltd on May 10, 2011

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