Digital Marketing and Social Media Marketing for Cosmetics Brands
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Digital Marketing and Social Media Marketing for Cosmetics Brands

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Presentation for Sustainable Cosmetics Summit 2013 in Hong Kong

Presentation for Sustainable Cosmetics Summit 2013 in Hong Kong

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    Digital Marketing and Social Media Marketing for Cosmetics Brands Digital Marketing and Social Media Marketing for Cosmetics Brands Presentation Transcript

    • The Power of Social & Digital Media David Liem, Cofounder Happy Marketer Slide 1 The Power of Social Media & Digital Marketing
    • Today’s Menu – Digital Marketing Websites Facebook Mobile Google Display Ads Instagram Vine Slide 2 News Maps Email The Power of Social Media & Digital Marketing
    • Today’s Agenda 1. Trends in Online Behavior 2. Establishing your Digital Strategy 3. Digital in 2014 and Beyond Slide 3 The Power of Social Media & Digital Marketing
    • Happy Marketer. more business from your website A little about myself… Slide 4 The Power of Social Media & Digital Marketing
    • Slide 5 The Power of Social Media & Digital Marketing
    • Who We Are •  Digital Marketing Consulting & Training based in Singapore •  Our Mission: To help businesses connect with their customers in innovative and profitable ways. Slide 6 The Power of Social Media & Digital Marketing
    • Why Us Slide 7 The Power of Social Media & Digital Marketing
    • Our List Of Services 1.  2.  3.  4.  5.  Slide 8 Social Media Search & Digital Advertising Content & Digital Assets Analytics Marketing Training The Power of Social Media & Digital Marketing
    • We Are Certified For Slide 9 The Power of Social Media & Digital Marketing
    • Hey there, I’m… Slide 10 The Power of Social Media & Digital Marketing
    • Slide 11 The Power of Social Media & Digital Marketing
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    • What I do at work… Slide 15 The Power of Social Media & Digital Marketing
    • What I do for fun… Slide 16 The Power of Social Media & Digital Marketing
    • Trends in Online Behavior Slide 17 The Power of Social Media & Digital Marketing
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    • What steps would you take if… 1.  You were interested to buy a new compact digital camera? 2.  You wanted to hire a wedding planner in Hong Kong? Slide 38 The Power of Social Media & Digital Marketing
    • How things used to be... Slide 39 The Power of Social Media & Digital Marketing
    • The Customer Buying Cycle Discovery Slide 40 Research Decision The Power of Social Media & Digital Marketing
    • How people are actually influenced Slide 41 The Power of Social Media & Digital Marketing
    • The Social Customer Buying Cycle Sharing Discovery Sharing Slide 42 Sharing Sharing Research Sharing Decision Sharing The Power of Social Media & Digital Marketing
    • The Purpose of Digital Marketing Slide 43 The Power of Social Media & Digital Marketing
    • Lets bust some myths about Search Marketing! •  SEO is free; SEM costs money •  SEM = Google + Yahoo + Bing •  Offline success helps get you to No.1 •  Adwords help SEO ranks •  SEO takes a long time; SEM works right away •  SEM traffic isnt as high quality as SEO traffic Slide 44 The Power of Social Media & Digital Marketing
    • Most Companies Brand – To Acquire Slide 45 The Power of Social Media & Digital Marketing
    • Some Companies Make An Effort To Convert Slide 46 The Power of Social Media & Digital Marketing
    • Very Few Maximize Their Customers Slide 47 The Power of Social Media & Digital Marketing
    • Very Few Maximize Their Customers Expensive & Hard To Measure Slide 48 The Power of Social Media & Digital Marketing
    • Very Few Maximize Their Customers Expensive & Hard To Measure Usually done once, but great for results Slide 49 The Power of Social Media & Digital Marketing
    • Very Few Maximize Their Customers Expensive & Hard To Measure Usually done once, but great for results Slide 50 Done least, but actually the highest ROI activity The Power of Social Media & Digital Marketing
    • When The Purpose Is To Acquire Slide 51 The Power of Social Media & Digital Marketing
    • When The Purpose Is To Convert Slide 52 The Power of Social Media & Digital Marketing
    • And When The Purpose Is To Resell Slide 53 The Power of Social Media & Digital Marketing
    • Let’s Learn By Looking At Innovative Ideas in Digital Slide 54 The Power of Social Media & Digital Marketing
    • Slide 55 The Power of Social Media & Digital Marketing
    • B2B Marketing - Hubspot Slide 56 The Power of Social Media & Digital Marketing
    • Slide 57 The Power of Social Media & Digital Marketing
    • Lessons to Learn 1.  2.  3.  4.  Even B2B company’s can be ‘fun’ Education has a strong pull effect Hubs of information creates repeat visitors Find ways of ‘helping’ your market with low effort to create stronger relationships How can I apply these lessons in my business? Slide 58 The Power of Social Media & Digital Marketing
    • Slide 59 The Power of Social Media & Digital Marketing
    • Slide 60 The Power of Social Media & Digital Marketing
    • Slide 61 The Power of Social Media & Digital Marketing
    • Lessons to Learn 1.  2.  3.  4.  CLEAR content is king Make content sharable Reviews are your friend Live chat to add to customer experience How can I apply these lessons in my business? Slide 62 The Power of Social Media & Digital Marketing
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    • Slide 65 The Power of Social Media & Digital Marketing
    • Lessons Learned 1.  2.  3.  4.  5.  6.  Create content relevant for today Get your people involved, Show the world your team Show the world your loyal customers Original visual content has great appeal Inspirational quotes are highly viral How can I apply these lessons in my business? Slide 66 The Power of Social Media & Digital Marketing
    • Slide 67 The Power of Social Media & Digital Marketing
    • Slide 68 The Power of Social Media & Digital Marketing
    • Lessons Learned 1.  Utilize user generated content for great brand visibility 2.  Educational video are a great marketing and branding tool 3.  Localize your content How can I apply these lessons in my business? Slide 69 The Power of Social Media & Digital Marketing
    • Slide 70 The Power of Social Media & Digital Marketing
    • Lessons Learned 1.  2.  3.  4.  Twitter is a great tool for keep your audience informed on breaking developments Connect to your customers on common values and issues Create videos to educate your audience on larger issues Connect your audience on the larger issues around them and urge them to get involved. How can I apply these lessons in my business? Slide 71 The Power of Social Media & Digital Marketing
    • What is Web Analytics? Marketing in the Information Age Slide 72 The Power of Social Media & Digital Marketing
    • A Tree In A Forest … Slide 73 The Power of Social Media & Digital Marketing
    • Web analytics in a nutshell “Web analytics is the measurement, collection, analysis and reporting of internet data…  …for purposes of understanding and optimizing web usage.” -Digital Analytics Association Slide 74 The Power of Social Media & Digital Marketing
    • Is it possible to have too much data? Slide 75 The Power of Social Media & Digital Marketing
    • Analytics isn’t just about data – it’s about insights In the age of Big Data, it’s easy to focus on one or 2 things. We’re surrounded by data, so how do we turn it into insights that deliver performance for our clients? Data Analysis Information Insight So what can analytics do for us? What can’t analytics do for us? 1.  Provide metrics on our visitors and potential customers 2.  Give us tools to segment and analyze data 3.  Help us ask the right questions 1.  Report on people’s names, IP addresses, etc. 2.  Provide any personal information about our visitors 3.  Find all the answers for us Slide 76 The Power of Social Media & Digital Marketing
    • Analytics has a come a long way 1 6 Slide 77 2 5 5 4 The Power of Social Media & Digital Marketing
    • The key is to measure business goals, not just clicks. Ecommerce Lead Generation Phone calls Mailing Lists Information Ad Serving Social Support Careers Affiliate ??? ??? Slide 78 The Power of Social Media & Digital Marketing
    • Introduction to Google Analytics The world’s most popular web analytics service Slide 79 The Power of Social Media & Digital Marketing
    • Google Analytics: the world leader in web analytics. More than 10M websites now use Google Analytics. In fact, more than 82% of web traffic is measured by Google Analytics!* Dashboards Real-time Data Custom Reports Advanced Segmentation Path Analysis *http://w3techs.com/technologies/overview/traffic_analysis/all Slide 80 The Power of Social Media & Digital Marketing
    • The data you want, the way you want it. Slide 81 The Power of Social Media & Digital Marketing
    • How do you convince clients to adopt GA? “Flying Blind” Customized for You “One-Stop Shop” It’s Free!* 1.  Flying blind: without analytics, it’s impossible to optimize marketing performance. 2.  Customized for You: sure, the basic setup process is easy; but we can customize Google Analytics to give you a truly valuable, unique solution! 3.  “One-Stop Shop”: Convincing your client to adopt Google Analytics will be much easier if they can simply use you to get started. 4.  Don’t forget to mention: this is enterprise-class web analytics … for free! Slide 82 The Power of Social Media & Digital Marketing
    • How can you include GA in your agency’s business? 1.  Audit & Strategy: Before you implement, find out what your goals should be! Audit & Strategy Analysis & Insights 2.  Implementation & Customization: Provide clients with an analytics solution designed just for them! 3.  Analysis & Insights: Analyze data on an ongoing basis to generate compelling insights that improve performance! Implement & Customize Slide 83 4.  Repeat & Iterate: Goals and priorities change over time! The Power of Social Media & Digital Marketing
    • Audit & Strategy Learn Explore Plan Slide 84 •  Key business goals •  Marketing strategy •  Unique elements of the site •  Implementation issues •  GA implementation roadmap The Power of Social Media & Digital Marketing
    • Implementation & Customization Slide 85 The Power of Social Media & Digital Marketing
    • Analysis & Insights: Which email produced better ROI? Visits Day Month 20,000 $0.15 $3,000 $90,000 20,000 $0.13 $2,600 $78,000 Difference: Slide 86 Value/Visit $12,000 The Power of Social Media & Digital Marketing
    • Analysis & Insights: Which keywords are most effective? Insight: There’s lower traffic for “late night pizza san francisco,” but it has a much higher conversion rate! Slide 87 The Power of Social Media & Digital Marketing
    • Repeat & Iterate Deliver Insights Evaluate Changing Needs Adjust Strategy & Implementation Deliver Insights Google Analytics work can become a revenue stream by integrating it with Google AdWords work! Slide 88 The Power of Social Media & Digital Marketing
    • Increase Your Revenue & Manage Clients More Effectively Whether or not you’re looking to GA as a new revenue stream for your agency, GA will help you manage your clients more effectively and more efficiently. Slide 89 The Power of Social Media & Digital Marketing
    • Where can I apply GA for my Biz and my Clients? Audit & Strategy Analysis & Insights Repeat & Iterate Implement & Customize Slide 90 The Power of Social Media & Digital Marketing
    • How can I sign up? Slide 91 The Power of Social Media & Digital Marketing
    • Next steps: http://www.google.com/analytics/learn/index.html Slide 92 The Power of Social Media & Digital Marketing
    • Going Beyond Data Slide 93 The Power of Social Media & Digital Marketing
    • Driving Action – 3 Steps Measure Slide 94 Analyze 4 Improve The Power of Social Media & Digital Marketing
    • Plan Your Activities According To Purpose Slide 95 The Power of Social Media & Digital Marketing
    • Activity – Write out your Digital Plan •  Write down ideas for each phase in your digital plan Slide 96 The Power of Social Media & Digital Marketing
    • What works in Digital today? Slide 97 The Power of Social Media & Digital Marketing
    • Slide 98 The Power of Social Media & Digital Marketing
    • Mac Cosmetics - Interactive Video Slide 99 The Power of Social Media & Digital Marketing
    • Sephora - Effective Web Design Slide 100 The Power of Social Media & Digital Marketing
    • Johnson & Johnson (China): ‘Pump It Forward’ Slide 101 The Power of Social Media & Digital Marketing
    • Cadbury’s Not So Sweet Slide 102 The Power of Social Media & Digital Marketing
    • Kotex Hong Kong : Softness Surprise Slide 103 The Power of Social Media & Digital Marketing
    • Visit Scotland – Three – Dancing Pony Slide 104 The Power of Social Media & Digital Marketing
    • Digital in 2014 and Beyond What to look out for in Digital Marketing? Slide 105 The Power of Social Media & Digital Marketing
    • Online Value Proposition (OVP) is increasingly important Slide 106 The Power of Social Media & Digital Marketing
    • Use of Attribution Models to access media effectiveness Slide 107 The Power of Social Media & Digital Marketing
    • Content will be more in-depth, detailed, and diverse •  More channels •  More insight •  More original and customized content Slide 108 The Power of Social Media & Digital Marketing
    • Mobile Performance and Compatibility will be critical •  •  •  •  •  Responsive Design Fast loading Easy to navigate Easy to read Update often Slide 109 The Power of Social Media & Digital Marketing
    • Visual content will become increasingly important Slide 110 The Power of Social Media & Digital Marketing
    • Distributed thinking , not destination thinking •  Have your content on multiple sites, partner sites, news sites, blogs, social media networks •  Think about getting your message as far as you can •  Your brand’s home isn’t your website, it’s where your content lies. Slide 111 The Power of Social Media & Digital Marketing
    • Story Centric Campaigns •  Have a campaign around a cause or a group of people rather than a singular message •  Story campaigns can be told over a longer period of time •  Your customers can relate and connect to stories easier than a marketing message Slide 112 The Power of Social Media & Digital Marketing
    • In a Nut Shell 1.  2.  3.  4.  5.  6.  7.  More investment in Brand Online Value Proposition (OVP) Use of Attribution Models to access media effectiveness Content will be more in-depth, detailed, and diverse Mobile Performance and Compatibility will be critical Visual content will become increasingly important Distributed thinking , not destination thinking Story Centric Campaigns Slide 113 The Power of Social Media & Digital Marketing
    • www.happymarketer.com Slide 114 The Power of Social Media & Digital Marketing