Marketing To Asian Women Conference Singapore

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A Presentation for Marketing to Asian Women Conference in Singapore. 8 October 2009. An overview on Internet Word of Mouth marketing and Social Media activities in Asia.

A Presentation for Marketing to Asian Women Conference in Singapore. 8 October 2009. An overview on Internet Word of Mouth marketing and Social Media activities in Asia.

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  • Hi everyone, here is a copy of the presentation I gave today. Sorry the presentation is not for download but if anyone needs more information, pls feel free to drop me a mail at briantiong@one9ninety.com. Thanks!
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  • 1. Thursday, October 8, 2009
  • 2. www.one9ninety.com Thursday, October 8, 2009
  • 3. 1% CREATOR 9% FAST FOLLOWERS 90% MAINSTREAM Thursday, October 8, 2009
  • 4. something to think about... Thursday, October 8, 2009
  • 5. “Advertising is less credible, less influential, and less persuasive than Jane Smith from next door” (* Source: Joseph Jaffe, Founder, Crayon *) Thursday, October 8, 2009
  • 6. OLD MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING (* SOURCE: PAUL ISAKSON *) CONSUMER Thursday, October 8, 2009
  • 7. REMEMBER THE 4 “P”s Product/ Price/ Place/ Promotion Thursday, October 8, 2009
  • 8. THERE IS NOW A NEW “P” Participation Thursday, October 8, 2009
  • 9. NEW MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING (* SOURCE: PAUL ISAKSON *) CONSUMER Thursday, October 8, 2009
  • 10. Our vision is quite simply to aggregate and facilitate the largest community of brand fans for our clients It is to achieve an increased share of voice over time on the social web It is to form relationship and build brand trust and equity in the process ... it is also to support & grow sales Thursday, October 8, 2009
  • 11. ASK YOURSELF THIS: HOW MANY FANS DOES YOUR BRAND HAVE? Thursday, October 8, 2009
  • 12. HOW CAN BRANDS HAVE FANS? Thursday, October 8, 2009
  • 13. DELIVER VALUE THROUGH MARKETING & MAKE PEOPLES’ LIVES BETTER (* SOURCE: PAUL ISAKSON *) Thursday, October 8, 2009
  • 14. BUILD THE MARKETING INTO THE PRODUCT & MAKE THE PRODUCT SO GREAT, PEOPLE CAN’T HELP BUT TALK ABOUT IT. (* SOURCE: PAUL ISAKSON *) Thursday, October 8, 2009
  • 15. WHAT IS YOUR TARGET AUDIENCE LOOKING AT? ...SOME OLD ASIAN INTERNET STATS & FACTS FROM FRIENDS FROM SYNOVATE Thursday, October 8, 2009
  • 16. The Asian Internet Today Internet Users / million 300 510 million Internet Users in Asia 225 210.00 150 87.50 75 60.00 34.90 18.20 20.00 14.00 14.90 15.40 8.40 2.40 4.80 0 Singapore Hong Kong Thailand Philippines Malaysia Taiwan Vietnam Indonesia Korea India Japan China Source: IWS, December 2007 Thursday, October 8, 2009
  • 17. Tremendous Growth in Asia 9000.00% Source: IWS, December 2007 Thursday, October 8, 2009
  • 18. The Internet outperforms TV & print in time spent among key demographics Magazines Aged 25-34 3.7 hours Magazines Newspapers Radio 3.0 hours 5.9 hours 10.6 hours Newspapers Radio 4.2 hours 10.5 hours TV Internet 15.2 hours 20.8 hours Internet 18.5 hours TV 16.9 hours Magazines Top/ Middle Management 4.2 hours Newspapers Radio 5.6 hours 9.3 hours TV Internet University degree 14.8hours 19.9 hours No. of hours spent on each or above medium per week Markets: Australia, China, Hong Kong, India, Japan, Malaysia, Singapore, South Korea, Taiwan, Thailand Source: Synovate AsiaBUS Survey June/July 2007 Thursday, October 8, 2009
  • 19. % time Spend vs % of advertising spend – Disproportional Adspent on Media Type Time Ad Spend Source:  ‐ Synovate Asia Bus Jun/Jul 2007, 15‐64 years ‐ Nielsen Media Research  Jan – Jun 2007 Adex Data  (Sing$) *ContribuZon from Forbes.com, Hardwarezone, MSN & Yahoo (based on published ratecard) Thursday, October 8, 2009
  • 20. The Internet puts people in control and helps decide what to buy Which medium is best described by … (%) Internet TV 46 Newspapers Magazines 40 Radio 35 31 32 23 16 14 11 10 3 4 3 4 1 The media you have control in Keeps you ahead of the game Helps you decide what to buy Markets: Australia, China, Hong Kong, India, Japan, Malaysia, Singapore, South Korea, Taiwan, Thailand Universe (Sample): Total population aged 15-64 (Australia 18+) - 187,774,122 (11,319) Source: Synovate AsiaBUS Survey June/July 2007 Thursday, October 8, 2009
  • 21. what’s interesting about the beauty industry... Thursday, October 8, 2009
  • 22. #1 Thursday, October 8, 2009
  • 23. CONVERSATION IS HAPPENING Social Networks Thursday, October 8, 2009
  • 24. i was suppose to be talking about... Thursday, October 8, 2009
  • 25. RIMMEL CASE STUDY Thursday, October 8, 2009
  • 26. 1. Insights & Analysis - Buzz monitoring • To research, monitor and analyze online conversations on identified categories • Use last quarter data benchmark to establish campaign KPIs - share of voice • Use post campaign reports to measure KPIs Thursday, October 8, 2009
  • 27. Research Design What we analyzed : Brand analysis includes: Products category analysis Buzz content analysis includes: includes: Brand Category Mascara Product Foundation E-Community Lipstick Hot Topics E fluencer Thursday, October 8, 2009
  • 28. Data Collection - 2,694,009 posts were collected from 13 sites most active sites Site Total posts Total posters Total Conversations Share of Contribution Taobao 952,706 265,758 92,771 35.4% Sohu 484,897 47,722 22,786 18.0% Baidu 467,658 22,561 25,845 17.4% Tianya 220,756 90,255 10,123 8.2% Netease 193,575 34,898 13,451 7.2% Trendmag 176,630 12,099 7,877 6.5% Onlylady 73,142 13,195 6,111 2.7% Sina 71,268 10,668 8,699 2.6% Rayli 38,212 4,114 2,802 1.4% Vogue 7,165 2,822 529 0.3% Pclady 4,678 1,092 753 0.2% QQ 2,861 877 206 0.1% Ellechina 461 111 75 0.0% Total 2,694,009 506,172 192,028 100% Thursday, October 8, 2009
  • 29. Total Buzz Volume by Brand: Avon leads with the most buzz volume Total Number of Total Number Brand Conversations of Posters Avon 2690 3578 Maybelline 1760 2306 Aqua 1133 1587 Revlon 1079 1628 Red Earth 263 279 Color Zone 240 249 Rimmel 23 27 * Note: Unit posts, Total No. of tracking brand related posts in Q1: 17,052 * Rimmel Detailed Buzz Quotes are in Appendix or Click Here Thursday, October 8, 2009
  • 30. Buzz Volume by Category: Maybelline topped the buzz in makeup while Avon topped the buzz in skin care Brand Buzz Volume Rank by Category (2008 Q1) Maybelline 1,912 posts Avon 1,846 posts Revlon 115 posts Unit: post Note: Total No. of skin care posts in Q1: 26,200; Total No. of make up posts in Q1: 10,102 Total No. of nail in Q1: 4,969 Thursday, October 8, 2009
  • 31. Buzz Volume by Makeup Category: Maybelline leads the brands in each makeup category Total buzz volume for makeup categories Unit: Post Thursday, October 8, 2009
  • 32. MAKEUP IWOM IMPACTS THE PURCHASE PROCESS:  Makeup discussion focuses on the three stages of the purchase process Purchase/Selling Seeking Advice Usage Experience Information and Before Purchasing Sharing Pricing Users share experiences and influence other users purchase decision • Ask others (word of  • Test products at the  • Write reviews and give  mouth) for feedback  store feedback on specific  on specific brands or  • Test products through  products and brands products Internet samples • Discuss pricing  • Respond to other users  • Ask others for  • Discuss where to buy  quesZons about  recommendaZons  products certain products or  based on specific  give recommendaZons  needs and criteria based on user  experience Thursday, October 8, 2009
  • 33. an example... Thursday, October 8, 2009
  • 34. RecommendaDon and Q & A conversaDon posts  drive mascara buzz Finding: ConversaZon posts with quesZons typically  receive more responses and drive buzz  volumes.  For mascara, users ojen ask for  general recommendaZons on mascara and/or  feedback on specific brands or products. link Sample conversaDon:  Which is the best mascara? Sample responses: “ , .” “I use  Maybelline and personally feel it’s preiy good.” link “ , , .. ” “ The Maybelline mascara I  use isn’t waterproof, so washing is easy, but it easily  smears into black circles around my eyes.  40 Thursday, October 8, 2009
  • 35. 2. Engagement - Influencer Marketing • Identify & carefully map influencers & opinion leaders (the 1%) to partner with. Selection based on expertise in the identified categories & on ability to influence others • Engage influencers through product sampling, reviewing & posting in relevant online environments • Cultivate the community to nurture brand fans and generate authentic i-Word Of Mouth (i-WOM) • Maintain & moderate the dialogue between the brand & its fans • Increase share of voice and drive sales Thursday, October 8, 2009
  • 36. E-fluencer Engagement • Identify where conversation is happening & select influential category experts • Engage them personally and form a relationship with them online • Work with selected e-fluencers to sample product in exchange for reviews • Post all their reviews on the blog and profile them as experts (not implemented) Thursday, October 8, 2009
  • 37. sample e-fluencer profiles as an example... (* e-fluencers are identified based on the requirements of each project *) Thursday, October 8, 2009
  • 38. Efluencer Profile: Chiaberry (* e-fluencers are identified based on the requirements of each project *) Thursday, October 8, 2009
  • 39. Efluencer Profile: Chiaberry (* e-fluencers are identified based on the requirements of each project *) Thursday, October 8, 2009
  • 40. Efluencer Profile: mstan75 (* e-fluencers are identified based on the requirements of each project *) Thursday, October 8, 2009
  • 41. Efluencer Profile: Angelique (* e-fluencers are identified based on the requirements of each project *) Thursday, October 8, 2009
  • 42. authentic reviews generated with the engagement... Thursday, October 8, 2009
  • 43. Lipstick Reviews • ’s Rimmel Product Review • I do want to strongly recommend this products’ moisture level. It’s really great and smooth and goes on and off extremely well. How good is the moisture level? After 2 hours, it still felt very moist. A lot of big brands’ lipsticks can not reach this level of moisture, but Rimmel’s can. I’m not sure if you like the fact that it is odorless or not, but I personally do not like odors so I think it’s good. This is a product that I would definitely buy again Thursday, October 8, 2009
  • 44. Lipgloss Reviews • Zhenzhen’s Rimmel Product Review • Overall, I’m very satisfied with this lipgloss. The lipgloss is odorless and tasteless so its easy to like. It’s a bit sticky but not too much. After you put it on, you don’t really notice. I have long hair and my hair never got stuck on my lips. The color is very glittering. Today I just put on one layer because the color is very light. If you put on multiple layers, it would look very beautiful. After 5 hours of use, I didn’t notice any problems with the lipgloss clumping up. The value for price ratio is very high. In China, it is sold for 38 RMB, which is so cheap! Thursday, October 8, 2009
  • 45. Foundation Reviews • “100% ” Efluencer Rimmel Product Review • The little application pad is very cute and the mirror can open up to 180 degress (a lot of foundation packaging only opens 90 degrees which can be inconvenient). The application pad is very soft like a sponge, which is different from all the other brands that I’ve used before. The foundation feels very fine and has small little particles and a little sparkle. The cover-up effect is very good. Thursday, October 8, 2009
  • 46. Eye Shadow Reviews • ’s Rimmel Eyeshadow Product Review • Rimmel’s color is so much better and more beautiful than I originally imagined ! (maybe that is a little exaggerated, but it’s really much better than I expected, hehe) First, use the white as a base and then smear the tan color and lastly, use the brown color along the eyeline. Using three ordinary colors together, you really can utilize the power of this product. This is how shelf-bought products are supposed to be — use the least amount of money to solve the most pressing needs. Thursday, October 8, 2009
  • 47. Mascara Reviews • Jiemi’s Rimmel Product Review • The packaging doesn’t look like anything special, a black tube with red lettering. The feel of the package is very solid and it’s the only product I sampled that says it was manufactured in England. After using it, I found that it really lengthens the eyelashes and just two swipes is all you need. Because I use a lot of mascara so I think the value to price ratio is very high. After 5 or 6 swipes you don’t need to worry as you can wear it all day without smudging so it’s very worth buying a couple sticks. The only weakpoint would be the big design of the applicator brush is a bit inconvenient. Thursday, October 8, 2009
  • 48. Nail Polish Reviews • ’s Rimmel Product Review • I absolutely 100% would buy this nail polish again. It is durable, dries quickly and is beautiful. The colors are all elegant, not like OPI which are too showy. My husband really likes this color on me. I want to emphasize, the effectiveness of this nail polish is much better than OPI. Its color does not fade, it dries quickly, the color is very bright and you do not need to add extra layers to make it brighter. This product was made in Spain so the quality of the product is very safe. Thursday, October 8, 2009
  • 49. Product Review Response Top Replies to Efluencer Reviews Looking at pictures, products make efluencer look beautiful Appreciation / positive support for providing review Ask how to receive Rimmel samples / jealous of efluencer receiving samples First exposure to Rimmel brand name Price is very reasonable, better than competitors After reading review want to purchase / try Rimmel Ask for Rimmel purchase location Mention other Rimmel products they've tried Mention Kate Moss 0 15 30 45 60 Number of Similar Comments Thursday, October 8, 2009
  • 50. 3. Community - Social Media Marketing Objectives: • Contribute resources & content • Create a conversation space for the community of brand fans • Build brand trust & equity through authentic dialogue • Aggregate membership of brand fans Thursday, October 8, 2009
  • 51. 3. Community - Social Media Marketing • Create and moderate social media fan pages on main social network (facebook) to aggregate influencers and their followers • Maintain online community events & promo activities to drive membership • Create & moderate an official brand blog site linked to the main site - a cost efficient way to maintain an always updated online presence & to deliver great value to the community - a central repository of digital assets - photo, video, tutorials, links, etc. (not implemented) Thursday, October 8, 2009
  • 52. Lancome Social Media Group Pages Thursday, October 8, 2009
  • 53. Global Examples: Lancome US Blog on Blogspot Thursday, October 8, 2009
  • 54. Thursday, October 8, 2009
  • 55. what’s a brand blog for... Thursday, October 8, 2009
  • 56. Brand Blog Goals Content/ Community/ Conversation It gives the brand a personality & extends microsite interactivity. It shares the latest information (content) about what the brand is doing with its community • Official Brand/ Product News • E-fluencer Profiles (Recognition) • Most valuable Reviews • Competition Information • Competition Results & Photos/ Videos • Announce Prize Winners • Profile Winners (Recognition) • User Generated Content ‘how to’ Makeup Photos/ Videos • News updates and links to 3rd party sites • Sales & Promotions on Product Thursday, October 8, 2009
  • 57. what’s activities for fan pages... Thursday, October 8, 2009
  • 58. Draw Mechanics/ Flow • 8 weekly draws over 2 months • Each draw 3 winners • Goal is to keep it simple & get audience engaged with the brand • To enter draw, fans must (e.g.) submit a  - post on the wall with a message - a link to their BBS/ Blog/ SNS profile so we can review their influence • Interview winners/ profile them on blog • Encourage them to review the products • Cause excitement between the community • This is the media for them • Promote this blog link in all ATL & BTL media (* Creatives & mechanics to be discussed with the Brand Team *) Thursday, October 8, 2009
  • 59. how to reach more people... Thursday, October 8, 2009
  • 60. 4. Media - Online Social Media Buy Objective: • Use online media to drive traffic to social media & competition • Aggregate membership to social media group pages • Generate conversation and build a social community of brand fans • Let the fans be the message to market the brand Thursday, October 8, 2009
  • 61. and then eventually... the 3 letters Thursday, October 8, 2009
  • 62. ROI Thursday, October 8, 2009
  • 63. Market Research Product Development Online Focus Group Public Relations Brand Ambassadors iWord of Mouth Search Engine Optimisation Thursday, October 8, 2009
  • 64. Market Research/ Focus Group Thursday, October 8, 2009
  • 65. Product Feedback My suggesZons to your product team: • Do something about the lousy brush. Remove it and reduce the price of the  foundaZon. They should source for a good quality syntheZc brush of the same size and  shape which they can sell separately if required. • Please review the shades and bring in lighter shades. Go study the ZA brand shades  which are so universally loved by Asians and match them well. And try and replicate  those shades. The shades that M has brought in are a bit off for a lot of us. The Ochre  is too yellow, the Warm is too peach. You need something in between those two  shades for a "typical" Chinese girl. And you need one or two shades lighter than Ochre  1 (OC1) as well. If you fix the shade issue, there will surely be a greater following of  Chinese girls in this brand hip://forums.cozycot.com/showpost.php?p=1653305&postcount=96 Thursday, October 8, 2009
  • 66. Brand Ambassadors/ iWord of Mouth Make-up Artist Mr. Xu’s Rimmel Product Review • At first, I wasn’t very serious about trying them, but now that I’ve really used them, I already love the products. As a makeup artist, I’ve tried an innumerable amount of products from the high end to the low end. On the whole, I really never have a new or surprised feeling towards cosmetics, but after using the Rimmel products, I was so impressed: a reasonably priced product that is so great to use… Wow!! Thursday, October 8, 2009
  • 67. Search Engine OpZmisaZon  • Our Efluencer’s posts  have organically  created the following  • SEO results: • Efluencer’s posts are  top search result on  every blog / BBS  plasorm they have  posted on for the  keywords “Rimmel” and  “ ” – Thursday, October 8, 2009
  • 68. a loop is created... Thursday, October 8, 2009
  • 69. Thursday, October 8, 2009
  • 70. questions? www.one9ninety.com Thursday, October 8, 2009
  • 71. THA NK YOU Thursday, October 8, 2009