Social Media Landscape 2011: Strengths & Weaknesses


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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

    1. 1. The Social Media Landscape<br />David Liem<br />Happy Marketer, Singapore<br /><br />Twitter - @hmarketer<br />
    2. 2. Factors for Social Media Success<br />Have clear objectives<br />Drive Action / Engagement<br />Email stimulates action<br />ID & manage active users, communities<br />Go where fishes are, social comm.<br />Be relevant<br />Listen to what’s being said, and where<br />Engage and add value to existing conversations<br />Combine Offline & Online<br />Act offline, share online<br />Reference:<br /><br />
    3. 3. The Social Media Landscape<br />
    4. 4. Your Website<br />
    5. 5.
    6. 6. Emerging Web Design Trends<br />“Don’t make me think”<br />Simple Navigation<br />Large Headlines vs lots of text<br />
    7. 7. Socialize Your Website<br />Add social media buttons to your home page<br />Add a Facebook Like box to your website<br />Portal for your social media channels<br />
    8. 8. Strengths & Weaknesses<br />Strengths<br />Effective for branding, sparking excitement with product announcements, information gathering from official source<br />Weaknesses<br />May appear ‘one-sided’, glossed over, fake<br />Info may not be as ‘cutting edge’ as 3rd party sites <br />
    9. 9. Company Blog<br />Company voice or individuals?<br />Comments enabled?<br />
    10. 10. A platform for feedback?<br />
    11. 11. Thought Leadership<br />
    12. 12. Collaborating with Popular Bloggers<br />
    13. 13. Strengths & Weaknesses<br />Strengths<br />More content, perspectives for loyal customers, Able to clarify misunderstandings, search engines visibility, humanizes brand, collaborate, publishing articles increase brand value, repeat visitors, feedback<br />Weaknesses<br />Time commitment<br />
    14. 14. Email<br />
    15. 15. Strengths & Weaknesses<br />Strengths<br />Direct to your inbox<br />Fast, repetitive<br />Time consuming<br />Weaknesses<br />Easy to ignore<br />Not personalized<br />Repetitive, ‘spammy’<br />
    16. 16. Web / News Portals<br />
    17. 17. Topic Specific Portals<br />
    18. 18. Product Specific<br />
    19. 19. Strengths & Weaknesses<br />Strengths<br />Source of ‘alternative’ views, comments = transparency, better understanding<br />Product reviews / testimonials are powerful to shape customer sentiment<br />Great for PR<br />Weaknesses<br />Lots of clutter / overload of information<br />No control over user sentiment<br />
    20. 20.
    21. 21.
    22. 22. B2C<br />
    23. 23.
    24. 24. Facebook on your Website<br />
    25. 25. Strengths & Weaknesses<br />Strengths<br />It’s where the fishes are<br />Repeat visitors, convenient channel to communicate<br />Great for branding, short term engagement<br />Weaknesses<br />Hard to find direction/purpose, takes time<br />Not strong for conversions without significant incentives<br />
    26. 26. 131 million users, 55 million on mobile<br />31 million visit at least once a month<br />
    27. 27. Social Networking in China<br />221 million people have blogs, largely in a diary-style<br />176 million Chinese connect via social networking system<br />117 million connect anonymously via bulletin board system <br />Word of mouth is especially influential, since the media is not open. <br /><br />
    28. 28.
    29. 29. Some interesting facts<br />2 Billion videos watched every day<br />516 Million Views – Most Popular Video - Justin Bieber<br />35 hours of videos uploaded each/ min<br />Over 13 million hours of footage uploaded in 2010<br />It’s a powerful marketing platform<br />
    30. 30. Viral Marketing Videos<br />
    31. 31. Product Reviews<br />
    32. 32. Trade Shows<br />
    33. 33. Tutorials<br />
    34. 34. Tutorials<br />
    35. 35. Est. Thought Leadership<br />
    36. 36. Videos with a twist<br />
    37. 37. Intrigue your audience<br />
    38. 38. Vimeo: Professional Alternative<br />No Ads<br />HD quality video, custom colors <br />
    39. 39. Success on YouTube<br />Focus on content, not on viewers<br />A consistent audience needs consistent content.<br />There is only one rule for content……and that is “What do you genuinely enjoy making?”<br />
    40. 40. Strengths & Weaknesses<br />Strengths<br />High degree of engagement, realism, more likely to be shared and go ‘viral’ <br />Powerful to shape user sentiment<br />Consistent content rewards consistent viewers<br />Cons<br />Costly (but high quality content almost always works)<br />
    41. 41.
    42. 42. Posting Company News<br />
    43. 43. Customer Service<br />
    44. 44. Strengths & Weaknesess<br />Strengths<br />‘Faster than TV’, cutting edge<br />Easy to use, get ideas and answers<br />Used by mobile & tablet users<br />Share info quickly, directly interact, listen<br />Weaknesses <br />140 characters, time consuming, narcissistic, boring, service often overwhelmed, low engagement levels<br />
    45. 45.
    46. 46. Increasing your Search Real Estate<br />
    47. 47. Strengths & Weaknesses<br />Strengths<br />Thought leaderships, more detailed views on how company thinks, <br />Great for generating new content<br />helps generate leads, networking<br />Search engine visibility<br />Weaknesses<br />Sensitivity of info in slides,<br />More business related, not as engaging<br />
    48. 48.
    49. 49.
    50. 50. Highly Targeted Recruitment<br />
    51. 51. Strengths & Weaknesses<br />Strengths<br />Create a customizable business page<br />build network, collaboration, groups, share expertise, research tool,<br />Recruiting tool<br />connect with other employees<br />Weaknesses<br />Smaller network than Facebook, slow linking process, less conversation<br />
    52. 52. Review Websites<br />People love ratings, reviews, top 10 lists<br />If you have good ratings show it off<br />If it don’t have any, find sites that do, or encourage reviews/feedback<br />
    53. 53. Be Aware of your reviews<br />
    54. 54. Reviews<br />
    55. 55. Video Reviews<br />
    56. 56. User reviews: show it off<br />
    57. 57. Strengths & Weaknesses <br />Strengths<br />Critical in comparing / buying phase<br />Customers get a better understanding of your product<br />Useful to understand user’s needs<br />See where you stand with your competitors<br />Weaknesses<br />No control over ratings, comments<br />
    58. 58. Deal Websites<br />
    59. 59. The current craze<br />
    60. 60. Deals websites<br />Effectively boost your brand visibility<br />Groupon: 77 per cent of their users are women<br />Can also tarnish your company’s reputation if deal is misleading.<br />