Andrew Chow (Ideasandrew) Founded Ideamart (S) Pte Ltd since 1994 . Ideas & Concepts since 2002 Education Thames Valley University, UK Business Awards STB Business Award – Most Innovative Marketing Initiative award 2007 Spirit of Enterprise 2008 Successful Entrepreneur 2010 Spirit of Service 2012 Certification NLP Practitioner Certified Life Coach Forte PR Strategic Counsel, Implementation & Monitoring Social Networking / Social Media Strategy Brand Management Consultancy Personal Branding Professional Affiliation Asia Professional Speakers – Singapore (APSS) Approved NCSS Training Provider WDA ACTA-certified
Andrew Chow (Ideasandrew) Social Networking Facebook - http://www.facebook.com/#!/AndrewChowKokWah Plaxo http://ideasandrew.myplaxo.com/ Linkedin - http://sg.linkedin.com/in/ideasandrew Social Media Sharing Flickr Collection - http://www.flickr.com/photos/ideasandrew/ Youtube Channel - http://www.youtube.com/user/ideasandrew Slideshare - http://www.slideshare.net/ideasandrew Podomatic - http://ideasandrew.podomatic.com Social Blogging / Micro-blogging Twitter - http://twitter.com/Ideasandrew Wordpress – www.andrewchow.sgMore than 270 interviews/feature in 7 years from local and international media
Course Learning Objectives Explore opportunities on Social Media in new internet age Evaluate different key platforms of social media Create financial-related content for sharing on social media Manage conversation according to guidelines and governance Grow the social media community and brand ambassadors
Course Outline Social Media Landscape of 2013 Social Media Platforms for Marketing Content is King Conversation is Queen Community is Everyone Else How to execute a comprehensive Social Media Strategy?
1. Social Media Landscape in 2013Differentiate the Internet with New Internet Embracing Social Media Lifestyle
Differentiate the old Internet from New InternetSocial Media Overview
Google : Search (You look for information)Social Media : Share (Information look for you)Social Media Overview
Social Media = New Internet =Live CommunicationSocial Media Overview
o Learn what people are saying about youo Create buzz for events & campaignso Increase brand exposureo Identify and recruit influencers to spread your messageo Find new opportunities and customerso Support your products and serviceso Improve your search engine visibilityo Gain competitive intelligenceo Get your message out fasto Retain clients by establishing a personal relationshipo Becomes an industry leader – not a followerSocial Media Overview
Old Internet New Internet (Social Media age)Broadcasting ListeningBusiness BrandCampaign ConversationComment about others Commend on othersCompany-focused Community-focusedCompetition CollaborationDesignated time for internet 24 hours / 7 days / 52 weeksDesktop only Multi-platformEmails Private NetworksInstruct others Inspire othersIt’s about the media It’s about being “social”Mass NicheMonitor MeasureNeed to log on Always onPhone call ViberPosting Listening and LearningSearch SharingSMS WhatsappWait for news update Everyone is a media owner
Criteria Mass Media Social MediaPower Pitching Engaging Spinning Conversation Reporting Sharing Interviewing DiscussionInfluence Press conference Social networking Campaign Collaboration/Feedback Authority Authenticity Advertising AdvocateReach News User-generated content Circulation Viral Database Network Crisis management Brand building
Embracing the Social Media lifestyleSocial Media Overview
Embracing the social media lifestyle Be Yourself. Who you are in real life is who you are on social media Be Adventurous. Try everything you possibly can. Adopt those you are comfortable with. Be Social. Making more new friends online before meeting them offline Be Honest. No one knows everything. Everyone makes mistake. Transparency is the best policy on social media. Be Current. Mass Media reports. Social Media reveals. The real news is on social media.
2. Social Media Platforms for Marketing FaceBook – The King of Social Networking LinkedIn – The network of connection, recommendation and sharing Twitter – The Brand Directory of Social Media Youtube – The Social Coffee shop for Social Commercial Flickr – The Open Album Podcast : Personal On-demand Broadcast Slideshare – The platform to share your knowledge, Sell your expertise Blog – The corporate dairy every company needs
o Fastest growing social network in emerging countries (China, India, Brazil) (1100 million members)o Powerful tools to engage and understand your audience: o Brand pages o Custom applications o Targeted advertising o Audience insights/metrics o Opinion polls Social Media Platforms
o Your brand’s homepage on Facebook.o Allow you to post photos, videos, events and other messages.o Users interact with you by o Becoming fans o Commenting on your posts o Participating in discussions o Post photos to your pageo Fans see your page updates in their newsfeed Social Media Platforms
o Contains profiles of Fortune 500 executives and leading entrepreneurs o average individual salary on LinkedIn is $109,000o On LinkedIn your can: o Post a profile and resume o Connect with colleagues o Share professional recommendations o Find jobs o Forums to demonstrate expertise and find answers Social Media Platforms
o Microblogs are blogs limited to a sentence or two (about 140 characters) o People use microblogging to promote themselves, share content and follow friends, celebrities and brands o Companies use it for marketing, public relations and customer service by giving their brand a voice within the community Social Media Platforms
o share timely informationo promote useful content including resources, contests, deals, etc. (not just your own)o personify your brando connect with your customers and develop leadso build credibility and influenceo listen to consumer buzzo research competitorso network and learn from experts in your field Social Media Platforms
o Video sharing sites let you upload videos and share them with people.o They’re a perfect repository for video blogs, taped seminars, witty Power Points, commercials, how-to’s and a behind-the-scene look at your organization. Social Media Platforms
o helps you gain exposure and direct traffic back to your websiteo sparks interest without a hard-sello videos can be low-fi and cheap to produce - immediacy and content is more important than quality.o videos can be a place to showcase your leadership in a field, and spread customer testimonials Social Media Platforms
o A podcast is a series of audio or video files which is distributed by syndicated download to your computer, for use on an MP3 player or computer.o Podcasts can be simple recordings of conversations, presentations, or interviewso They’re a chance to provide build an audience around your brand or message. Social Media Platforms
o A file-sharing site is a series of presentation in PPT, PDF, Word format which is distributed by syndicated download to your computer, for use on a presentation software.o File-sharing can be simple notes of training, seminar, conferences, and workshop.o Excellent tools to share knowledge and thought leadership Social Media Platforms
o A blog is a website with regular entries of commentary or newso Blogs serve to establish your company as transparent, relevant, active, and expert. Social Media Platforms
o engage in dialogue with your customerso improve your search engine visibilityo promote product launches and eventso gain expert status by providing useful tips Social Media Platforms
Information ToolsInterviews ________________Record sound bytes ________________A good article ________________Pictures taken from mobile phones ________________Survey results/insights ________________Powerpoint presentations ________________E-book ________________Several gossips ________________Some rumours ________________A Map ________________The Latest book by your speaker ________________Video from professionals ________________A nice online video from a broadcaster ________________Namecards gathered at your exhibition ________________Old archived photographs ________________Past awards received ________________Marketing brochure ________________Tradeshow statistics ________________A good compliment from a visitor ________________A MOU signing ceremony ________________Networking session ________________Announcement to offer a promotional offer ________________An excel file with worksheets of templates ________________A report from the media which isn’t accurate ________________Your CEO keynote address ________________Your participant wins a free ticket to the conference ________________
6,000,000,00085% of people on earth has a photo in Flickr
1,100,000,000 If FACEBOOK is a Country,It will be the 3rd largest Country In the World (after China & India)
What are the attributes of greatUser-generated Content? It makes us laugh, cry or think. (Emotional) It gets to the point. (Clear and Concise) It leaves us wanting more. (Engaging)
How do you create user-generatedcontent? Creates a Mind Map. (When clear overview is important) Offers Scenario ( when the “Why not?” mindset is needed) Draws Predictions ( when the “What if?” feeling is needed) Introduces Polls or Surveys.( when social consensus is needed) Generates Infographics. ( when a cheatsheet is needed) Gives Motivation and Inspiration ( when inspiration is needed) Encourages Crowd-sourcing ( when ideas and contribution are needed)
Principles of Good Conversation Be Social. Not just professional. Share more. Sell less. Be Personable, but never Personal. Be Transparent, yet discreet. Be Respectful. Listen first. Speak later. Be Authentic. Saying something is better than saying nothing. Be Fluid. Begins with a topic and end with another. Focus on having fun, not just gathering fans.
Extended Community Advocators Inner Circle Affluent Market Leads Baby Boomers Mass Media Bloggers Men Competitors Minorities Detractors Other networks Gen Z / Gen Y / Gen Z Peers Government Thought leaders High Net-worth Under-privileged Individuals (HNWIs) Women Influencers Youth
Summary: 1. Social Media Landscape 2. Social Media Platforms for Marketing 3. Content is King 4. Conversation is Queen 5. Community is Everyone elseSocial Customer Service
o Experiment personally before professionallyo Try a variety of social media toolso Be yourself, make some friends, and share
o Find where your audience is participating and indentify the influencerso Read industry blogs (including comments)o Google your company name & your competitiono Find tools that can help you listen
o Tap into the wisdom of the crowd to access a wider talent pool and gain customer insighto Companies that use crowd sourcing include: o Starbucks (MyStarbucks) o Dell (Ideastorm) o DuPont o Netflix o Wikipedia o iStockphoto.com o Threadless.com o Mechanical Turk (Amazon)
o Avoid puffery (people will ignore it)o Avoid evasion and lying (people won’t ignore it)o Companies have watched their biggest screw- ups rise to the top 10 of a Google searcho Admit your mistakes right away
Share your content Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media Make your content easy to share Incorporate tools that promote sharing: Share This, RSS feeds, Email a friend
Be personable and act like a person Dont shout. Dont broadcast. Don’t brag. Speak like yourself – not a corporate marketing shill or press secretary Personify your brand – give people something they can relate to.
Contribute in a meaningful way Social Customer Service
See criticism as an opportunity Don’t try to delete or remove criticism (it will just make it worse) Listen to your detractors Admit your shortcomings Work openly towards an explanation and legitimate solution
Be proactive Don’t wait until you have a campaign to launch - start planning and listening now Build relationships so they’re ready when you need them
Accept you can’t do it all yourself You need buy in from everyone in the organization Convince your CEO that social media is relevant to your organization Get your communications team together, discuss the options, then divide and conquer
Summary1. Experiment with social media2. Listen3. Be transparent & honest4. Share your content5. Be personable and act like a person6. Contribute in a meaningful way7. See criticism as an opportunity8. Be proactive9. Accept you can’t do it all yourself10. Develop other Advocates within your network11. Experiment with more Social Media
Group Exercise:What are the reasons most companiesdo not have active social mediapresence?
6. Executing a Comprehensive Social Media Strategy
1. Target Audience Who do you want to reach with your new media efforts to meet your objective? What does your target audience know or believe about your organization? What key points do you want to make with your audience? What new media tools are they currently using?
2. Objective What do you want to do? Marketing Public Relations Customer Service Monitoring Research S.M.A.R.T Branding Specific New business Measurable New Customers Attainable Realistic Time-based
Senior Management Support interested in leveraging Social Media as a new marketing channel understands that Social Media is a long term priority prepared to contribute to social media content development interested in taking the feedback from customer views and other data to make changes in the organization willing to provide the resources necessary in order to get the social media program off the ground
Social Media Knowledge which social media channels are available and which are the best fit for our organization solid understanding of how our employees and executives are currently using Social Media read industry-based reports and benchmarking studies on Social Media attended conferences and networked with colleagues to gain a better understanding of how they plan on implementation joined Social Media peer groups to learn more about how we can leverage Social Media subscribe to Mashable or other Social Media educational sites
Customer Engagement Dedicated online community groups exist for our customer a company profile on Social Media networking sites such as LinkedIn, Facebook, etc. Our subscriber list is growing among the various forms of Social Media currently being used regularly contribute to online discussions know if our audiences tone is positive, neutral, or negative on 3rd party sites Our audience (customers, prospects, etc) regularly make comments on our postings
Competitive Insight audited our top competitors online strategy, evaluated their maturity and have a basic idea of what they are doing with Social Media regularly track our competitors (# of Blog Postings, Comments, Twitter Followers, Facebook Group Members, etc.) monitor competitive social media changes and updates daily provide competitive positioning information to our product management group joined our competitors online community and networking groups
Staff & Resources defined roles and responsibilities for people in our organization who are involved with Social Media dedicated internal point person to manage our Social Media program consulted with Social Media experts to ensure our programs success an industry thought leader who contributes to our blog postings consulted with our IT department to get their input on technology selections developed and provided a training program to employees and contractors
Plan & Channel created and presented a social media channel map which highlights how we will use Social Media a defined strategy with clear objectives, targets, initiatives and measures analyzed and prioritized our Social Media channel options and have consensus on which opportunities pursue first evaluated and selected technology solutions for implementing our Social Media program developed a project plan with timelines, deliverables and milestones communicated our Social Media plan to our employees
Process Documentation incorporated and integrated Social Media into our normal marketing mix developed a calendar for selecting topics and organizing Social Media communications defined the frequency for updating our Social Media channels regularly scheduled meeting to discuss our Social Media program
8. Culture Change How will you get your organization to embrace your new media strategy? (Training?) Can you think of any internal champions (CEO?) to drive it forward? How will you address any fears or concerns? (who decides what info to be on Social Media?) What is the rate of change your company can tolerate?
9. Technology Trend vs Capacity Who will implement your organization’s new media strategy? (not just IT or Marketing) How much time do you allocate per week to your strategy? Do you need any outside expertise to help implement your strategy? Will your content updates depend on any other resource or person?
10. MeasurementReach Engagement & Influence Website visits / views Sentiment of reviews volume of reviews and comments and comments Brand affinity Incoming links Commenter authority/influenceAction & Insight Time spent Sales inquiries Favourites / Friends / Fans New business Customer satisfaction Viral forwards and loyalty Number of downloads Marketing efficiency
Others Platforms & Monitoring Article Submission and Crowd Sourcing Tools Social Media Monitoring Social Media Aggregation Social Media Measurement Social Media Community Growth Tools Social Media Knowledge Base