Start up singapore - social media


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This was for a presentation that I conducted for Startup@Singapore in NUS on 16 October 2010. It's a quick summary of what works and what does not plus some guidelines on making social media work harder for you.

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Start up singapore - social media

  1. 1. Making sense of the changes and opportunities in the fast lane of Social Media. By Kestrel Lee
  2. 6. How 3 brands have done it with my agency <ul><li>Martell VSOP: </li></ul><ul><li>Ribena: </li></ul><ul><li>Adidas: </li></ul>
  3. 7. Table of contents <ul><li>What is social media: pages 3-5 </li></ul><ul><li>Why do you need it : pages 6-11 </li></ul><ul><li>Case studies: pages 12-22 </li></ul><ul><li>How you should do it : pages 23-37 </li></ul><ul><li>Facebook and blog: pages 3 8 -4 4 </li></ul>
  4. 8. What is social media <ul><li>NEW KIDS ON THE BLOCK </li></ul><ul><li>YouTube, Friendster, Facebook, Twitter, Plurk, WordPress, </li></ul><ul><li>Blogger, Livejournal, Flickr and more. </li></ul><ul><li>OLD BOYS </li></ul><ul><li>Search (Google) & Instant Messaging </li></ul><ul><li>Ecommerce sites: Amazon, Ebay, Yahoo auctions (defunct) </li></ul><ul><li>Online gaming portals and MMORPG (Massively Multi-player Online Role Playing Games) </li></ul>
  5. 9. ““ social media” soon will be called just plain “media,” and the world will accept that the power to publish or broadcast to large audiences has passed irrevocably from a select few to virtually everyone. It is common wisdom these days that marketers no longer own their brands—the audience does. ” The netsize guide 2010
  6. 10. Why do you need social media <ul><li>Don’t do it because: </li></ul><ul><li>Someone tells you it’s hip </li></ul><ul><li>Everyone is doing it </li></ul><ul><li>I’m a guru and I’m telling you. </li></ul>
  7. 11. Do it because your business wants to <ul><li>reach out to people online </li></ul><ul><li>have fruitful brand dialogues </li></ul><ul><li>provide materials to raise the quantity and quality of user-created social media content. </li></ul>
  8. 12. Do it because your target audience consumes social media in various ways
  9. 13. Do it when your brand needs 24/7 exposure Website / Facebook page Banner Only 2 persons out of 1000 will click on the banner i.e. 0.2% click-through rate.
  10. 14. Do it when your brand needs 24/7 exposure Website / Facebook page Banner Only 2 persons out of 1000 will click on the banner i.e. 0.2% click-through rate. Search engines Blogs Forums Social Networks IM Content 24/7 online presence to drive sales, website visits and spark brand conversations.
  11. 15. Do it before someone else do it for you <ul><li>In the era of the social web, you don’t control your own message, your customers do . </li></ul><ul><li>“ Most (77%) social media search listings on YouTube, Twitter & Facebook that appear for brand-related queries are created by individuals not from the brand.” ( 360i, Nov 09 ) </li></ul>
  12. 16. … someone else do it for you <ul><li>SK-11 in China : toxic product rumors spread on forums . </li></ul><ul><li>Coke-Mentos YouTube hit Objected to the use of Diet Coke in a viral Web video hit. Brought the two consumers to Coke HQ and invited them to continue running the page with Coke’s backing. But what happens if someone is injured? </li></ul>
  13. 17. Good example: Starbucks <ul><li> “… the journey really began with the launch of My Starbucks Idea last March, an online community where our customers and partners -- as we like to call our employees -- can go online and submit their ideas, vote for other people's ideas or add to ideas in the community. They can also see what Starbucks is doing with those ideas through our &quot;Ideas in Action&quot; blog. It's a pretty robust community. It has over 75,000 ideas in it. In its first year, we activated 25 ideas through that program. It's a significant way to co-create through that program, to inform business decisions that were under way or forming. [For instance,] we wouldn't have had music in our stores if it weren't for our partner here, Timothy Jones, or [so many different] creations of our beverages, to take what's happening in-store and bring that online. It's a natural extension of the brand through that experiment, and through our success with that, we started to expand beyond that. It was important for us to go where consumers are and to provide a valuable and meaningful brand experience. “ </li></ul><ul><li>Starbucks digital strategy director Alexandra Wheeler </li></ul>
  14. 18. Good example: Starbucks <ul><li>http:// /Starbucks - Started as My Starbucks Idea in March 2008. </li></ul><ul><li>- 3% percent growth per week, about to overtake Will Smith in popularity on the site. </li></ul><ul><li>- 5.4 million fans; ice cream and pastry giveaways clearly resonate with consumers </li></ul><ul><li>- No.1 most-connected brand in the world. </li></ul>
  15. 19. Bad example: Jinkela <ul><li> </li></ul><ul><li>- Purposefully idiotic China ad creates massive viral success. </li></ul><ul><li>- To go “viral” to spread the word as quickly as possible for the lowest amount of budget. </li></ul><ul><li>- People are not interested in content that follows tight corporate guidelines. </li></ul><ul><li>- Jinkela is so wacky that it’s spreading as China online sensation, spawning parodies. </li></ul><ul><li>- Think William Hung or our very own Steven Lim who’s strip tease act in front of Dick Lee. </li></ul>
  16. 20. Good example: Umbra & <ul><li>Home décor marketer Umbra is offering its Facebook &quot;fans&quot; and e-mail subscribers a $1 credit for every referral they drive at the social media site. The low-risk but intriguing campaign will run until users collectively hit $1,000. </li></ul><ul><li> used to have a $10-$50 referral policy where the amount is sent back to the customer who is happy with the purchase and reviewed it and the site on their blogs. </li></ul>
  17. 21. Bad example: Skittles
  18. 22. Bad example: Skittles <ul><li>Social media campaign made them cede their brand ownership </li></ul><ul><li>to Tom, Dick & Harry. </li></ul><ul><li>Parasitic website application. </li></ul><ul><li>Appears over social media sites like Facebook, Google & YouTube. </li></ul><ul><li>Only when content/comments on Skittles are mentioned. </li></ul>
  19. 23. How should you do it: approach <ul><li>You don’t pitch stories in social media. </li></ul><ul><li> You share. </li></ul><ul><li>  </li></ul><ul><li>You don’t tell what they should know. </li></ul><ul><li>You get them interested to find out more. </li></ul><ul><li>  </li></ul><ul><li>You don’t buy them over. </li></ul><ul><li>Get them interested & they’ll get involved. </li></ul><ul><li>See it as a conversation, not a negotiation. </li></ul><ul><li>Include people in your content and get them to share it. </li></ul>
  20. 24. How you should do it: s ocial media tactics <ul><li>Publicising your business via blogs: </li></ul><ul><li>using EDM, events & online PR </li></ul><ul><li>Publicity via postings, classified ads on forums & portals </li></ul><ul><li>Publicity via partner sites i.e. banners, press releases, text links </li></ul><ul><li>Spreading and tagging pictures and videos </li></ul>
  21. 25. 1. Publicising the campaign via blogs <ul><li>Use social media listening tools like JamiQ and </li></ul><ul><li>I dentify key online influencers to guide, direct or shape online conversations in a positive way via the number of brand mentions on their social media assets. </li></ul><ul><li>Pick those who can truly influence online opinion that matter to your brand. </li></ul><ul><li>Reach out to them immediately. </li></ul><ul><li>Encourage them to write in an informed way about you. </li></ul><ul><li>Monitor those whom you’ve talked to and discover new influencers to target. </li></ul>
  22. 26. 1. Publicising the campaign via blogs This is the end result you should try to achieve.
  23. 27. 1. Publicising the campaign via blogs This blogger campaign gained 2500 entries with a $4000 budget.
  24. 28. 1. Publicising the campaign via blogs <ul><li>Create a blog with interesting & unique content based on your business approach. </li></ul><ul><li>Publish and create it on WordPress, not any other blog platform. </li></ul><ul><li>Once you post or create a video, nominate them to content aggregation portals or meta blogs for Singaporean blogs: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Search-proof your online press release and disseminate it to suitable news sites with a link to your blog. </li></ul><ul><li>Build links with authoritative blogs and content websites, rather than just submit press releases and emails. </li></ul>
  25. 29. 2. Publicity via online postings & classified ads
  26. 30. 3. Publicity via partner sites i.e. banners, press releases, text links <ul><li>Create relationships with forums/networks to promote favourable brand and promotion dialogue with existing and potential customers/participants. </li></ul><ul><li>Promote our promotions on their forums and social media assets. </li></ul><ul><li>Entice them to moderate the dialogue on their forums on all things related to your campaign . </li></ul>
  27. 31. Collaborated with Singapore’s most famous F&B blogger on hi s Facebook page (with 5252 fans)
  28. 32. 3. Publicity via partner sites via banners
  29. 33. 3. Publicity via partner sites via banners <ul><li>One of Singapore and SEA’s most creative and extensive banner campaign: </li></ul><ul><li> </li></ul><ul><li>RESULTS </li></ul><ul><li>Based on figures from Windows Live, the campaign was very successful. For the first 2 weeks of the campaign, the expandable banners saw click-through rates (CTR) of 0.35%, almost double the industry average of 0.2%.[1] </li></ul><ul><li>Based on Eyeblaster data, the OTP banner on MSN Today, a first in Singapore, got a record-breaking CTR of 0.988 and an interaction rate of 1.89%. This performance was benchmarked against that of banners from US. </li></ul><ul><li>54144 out of 129666 of the total visitors (41,76%) at the Messenger download page downloaded the new Windows Live Messenger. The client stated that they have exceeded their projected downloads by over 300%. </li></ul>
  30. 34. 4. Spreading and tagging pictures, videos and user-generated content <ul><li>To create publicity about a business or campaign simply and freely. </li></ul><ul><li>Ikea Sweden launched a simple but catchy campaign on Facebook by turning its basic function into a promotional tool, to promote the opening of the brand's most modern store. Using a profile of the store's manager, Gordon Gustavsson, Ikea uploaded pictures of its store's showrooms to his photo album, so that people who became his friends can tag the products with their names to win them. </li></ul><ul><li>Campaign video: </li></ul><ul><li>Campaign write-up: </li></ul>
  31. 35. 4. Spreading content via user-generated content (UGC) campaigns <ul><li>T he most successful award winning UGC campaign of 2007 in Asia with over 18 , 000 search results on Google: </li></ul>
  32. 36. 4. Spreading content via user-generated content (UGC) campaigns <ul><li>A social network campaign in 2007, which featured tagging of photos before Facebook did it: </li></ul>
  33. 37. 4. Spreading content via user-generated content (UGC) campaigns <ul><li>One of Singapore’s first viral video campaigns. This was done as </li></ul><ul><li>part of a digital campaign to drive traffic to MSN’s Travel channel: </li></ul><ul><li>http:// =joyMGY3Y6Ok </li></ul><ul><li>http:// =n1B47_iD3go </li></ul><ul><li>http:// =t_mQ09EZjkY </li></ul>
  34. 38. Optional reads: Facebook and blogs
  35. 39. Why do a Facebook fan page? Create a profile, then a page. Ask friends to add your page A. Set - up B. Build Traffic/Traffic Add and personalise applications on the page Upload a pic or logo for the page leading to a website Encourage members to post links on the wall and submit pics C. Build/Aggregate Content Create discussions as a tab subsection on the page Create a flashy banner along the side bar that promotes a contest YouTube Box to embed videos from any video sharing sites Profile HTML for adding tracking or design coding (downloadable) Blog RSS Feed Reader (downloadable)
  36. 40. Why do a Facebook fan page? <ul><li>Superior to a Facebook Group page with a limit of 5000 members. </li></ul><ul><li>Superior to a Facebook Cause page, which only provides a badge feature to solicit donations. </li></ul><ul><li>Allows access and creation of a huge base of potential customers. </li></ul><ul><li>Publicises your idea to friends, family and contacts quickly/freely. </li></ul><ul><li>Provides a customer engagement channel for promotion updates. </li></ul>
  37. 41. Why do a blog, not a website? <ul><li>Creating and updating a blog, not a website, is a lot quicker and easier than a website. </li></ul><ul><li>Information in a blog is automatically syndicated through RSS via social media channels. </li></ul><ul><li>Blogs are search-friendly and get the message out about your business via search engines. </li></ul>
  38. 42. Do your homework before creating a blog <ul><li>Find potential themes or focus areas about your business to create sticky niche content for your business blog. </li></ul><ul><li>Personalise your blog with content such as cam whoring, occasional posts about topics like food, health, hygiene, sports and sex to quickly establish your blog and attract a following. </li></ul><ul><li>Example: Fauzi Rassull has a following among Singapore's fashionable youngsters. He advocates an anti-fat “Thin is in” message with glamour shots of his tall lanky frame on his site. </li></ul>
  39. 43. Because you may get it in the face <ul><li>If your content has no privacy setting, you have no grounds and reason to complain if the public. Laws governing privacy online are very different from those governing privacy in real life. </li></ul><ul><li>When someone makes an unpopular post that irritates a lot of people, there will be people hunting the original poster online in all forums and blogs? This online manhunt trend is now being increasingly called as “CSIed”. </li></ul><ul><ul><li>Taiwan “Typhoon Boy” example . </li></ul></ul><ul><ul><li>New “Obama Girl” in China: </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>
  40. 44. Creating a blog: Considerations <ul><li>Set a tone and the work scope </li></ul><ul><li>Download the right blog platform i.e. WordPress </li></ul><ul><li>Customise your blog for content and text editing </li></ul><ul><li>Pick the right hosting services to protect your content </li></ul><ul><li>Select the right design through online templates </li></ul><ul><li>Download plugins to enable useful features on the blog </li></ul><ul><li>Pick a domain </li></ul><ul><li>Develop content partnerships to build traffic </li></ul><ul><li>Develop search tactics to create visibility for your blog </li></ul>
  41. 45. The End