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
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.
Online gaming portals and MMORPG (Massively Multi-player Online Role Playing Games)
““ 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
provide materials to raise the quantity and quality of user-created social media content.
Do it because your target audience consumes social media in various ways
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.
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.
SK-11 in China : toxic product rumors spread on forums .
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? http://video.google.com/videoplay?docid=-1450915772177922792#
http://www.facebook.com/Starbucks “… 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 "Ideas in Action" 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. “
Starbucks digital strategy director Alexandra Wheeler
Home décor marketer Umbra is offering its Facebook "fans" 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.
Beds.sg 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.
Bad example: Skittles http://www.skittles.com/
Bad example: Skittles http://www.skittles.com/
Social media campaign made them cede their brand ownership
to Tom, Dick & Harry.
Parasitic website application.
Appears over social media sites like Facebook, Google & YouTube.
Only when content/comments on Skittles are mentioned.
One of Singapore and SEA’s most creative and extensive banner campaign:
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%.
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.
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%.
4. Spreading and tagging pictures, videos and user-generated content
To create publicity about a business or campaign simply and freely.
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.
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)
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.
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”.