Social Media Landscape 2011: Strengths & Weaknesses
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Social Media Landscape 2011: Strengths & Weaknesses



An Overview of the Landscape of the most common social media platforms and Social Media Marketing Principles. Recent successful case studies from Asia and the USA have been included.

An Overview of the Landscape of the most common social media platforms and Social Media Marketing Principles. Recent successful case studies from Asia and the USA have been included.



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  • Obj: raise funds, engage wider community, get them to voteAction: 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:
  • 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
  • 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 professional life, increase your network, share expertise, utilize network, research tool, private, con: small network, slow linking process, less interactivity

Social Media Landscape 2011: Strengths & Weaknesses Social Media Landscape 2011: Strengths & Weaknesses Presentation Transcript

  • The Social Media Landscape
    David Liem
    Happy Marketer, Singapore
    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
  • 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
    Effective for branding, sparking excitement with product announcements, information gathering from official source
    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 & Weaknesses
    More content, perspectives for loyal customers, Able to clarify misunderstandings, search engines visibility, humanizes brand, collaborate, publishing articles increase brand value, repeat visitors, feedback
    Time commitment
  • Email
  • Strengths & Weaknesses
    Direct to your inbox
    Fast, repetitive
    Time consuming
    Easy to ignore
    Not personalized
    Repetitive, ‘spammy’
  • Web / News Portals
  • Topic Specific Portals
  • Product Specific
  • Strengths & Weaknesses
    Source of ‘alternative’ views, comments = transparency, better understanding
    Product reviews / testimonials are powerful to shape customer sentiment
    Great for PR
    Lots of clutter / overload of information
    No control over user sentiment
  • B2C
  • Facebook on your Website
  • Strengths & Weaknesses
    It’s where the fishes are
    Repeat visitors, convenient channel to communicate
    Great for branding, short term engagement
    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.
  • 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
  • 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 & Weaknesses
    High degree of engagement, realism, more likely to be shared and go ‘viral’
    Powerful to shape user sentiment
    Consistent content rewards consistent viewers
    Costly (but high quality content almost always works)
  • Posting Company News
  • Customer Service
  • Strengths & Weaknesess
    ‘Faster than TV’, cutting edge
    Easy to use, get ideas and answers
    Used by mobile & tablet users
    Share info quickly, directly interact, listen
    140 characters, time consuming, narcissistic, boring, service often overwhelmed, low engagement levels
  • Increasing your Search Real Estate
  • Strengths & Weaknesses
    Thought leaderships, more detailed views on how company thinks,
    Great for generating new content
    helps generate leads, networking
    Search engine visibility
    Sensitivity of info in slides,
    More business related, not as engaging
  • Highly Targeted Recruitment
  • Strengths & Weaknesses
    Create a customizable business page
    build network, collaboration, groups, share expertise, research tool,
    Recruiting tool
    connect with other employees
    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 & Weaknesses
    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
    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.