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Telling Stories: Social Media Marketing


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  • 1. Telling Stories : Social Media Marketing Thanyathorn ChatlaongSunday, February 3, 2013
  • 2. Agenda • Setting the Scene : Why Digital? • New Marketing Strategy : Going 365 • Influence of Social Media • Implications for Marketers: SoLoMo • Case Studies • Q&ASunday, February 3, 2013
  • 3. Telling Stories : Social Media Marketing Setting the Scene : Why Digital? February 2012Sunday, February 3, 2013
  • 4. Setting the Scene : Why Digital? Times have changed the ways we socialize and entertain ourselvesSunday, February 3, 2013
  • 5. New Way of Getting AroundSunday, February 3, 2013
  • 6. New Social Life : Internet Over Dating & FriendshipSunday, February 3, 2013
  • 7. Media Consumption by Type (Jan - Dec 2010) Amongst teens, Internet, VDO games and Cinema exposure are significantly higher and is increasing.Sunday, February 3, 2013
  • 8. Influence of the Internet in Thailand Updated : 20 million internet users in Thailand 4 in 5 consumers go online to research what or where to buy !"#$ 3 in 4 consumers use Search Engines to research online and 92% prefer %&($)*++*,-$./,.+/0$ to use Google 12/$34/$*-3/5-/3$675*-8$34/$ .7594:2/$.5,9/22$ Consumers spend 2x more on Online than on TB and 5x more than Print At least 3 in 4 digital products are purchased in stores as result of online research ;*8*3:+$<*=/23>+/$ ?,-27)/52 Source: GoogleSunday, February 3, 2013
  • 9. Consumers’ Share of Times Internet has the highest ‘share of time’ in media consumption behavior and highest ads recall and actions thereafter. Source: GoogleSunday, February 3, 2013
  • 10. But on the Internet, Information is Overloaded!Sunday, February 3, 2013
  • 11. Traditional Marketing One-Way Delivery Easy to not care High level of noise EXPENSIVE!Sunday, February 3, 2013
  • 12. ‘YOU’ Control the Information Age. Welcome to Your World! !"#$%&##&&() 1$2&3#)4&5#6%)67)89&) =>;2;3#)?6@$;-)A&B$;) 1$2&3#)4&5#6%)67)89&) *+),"-.)+//0) :&;5)+//<) C;2D;$E%) :&;5)+/*/) New era in business transparency and engagement From ‘TRYING TO SELL’ to ‘MAKING CONNECTIONS’ From ‘LARGE CAMPAIGNS’ to ‘SMALL ACTS’ From ‘CONTROLLING OUR IMAGE’ to ‘BEING OURSELVES’ From ‘HARD TO REACH’ to ‘AVAILABLE EVERYWHERE’Sunday, February 3, 2013
  • 13. ENGAGEMENT : New Marketing Strategy !"#$%&(")*+$,-*.-/0"1$ 23415 4%6786! 49,4:84!;4 4!<=<4%4!7 of marketing 49;>?@8A87BSunday, February 3, 2013
  • 14. Telling Stories : Social Media Marketing New Marketing Strategy : Going 365 February 2012Sunday, February 3, 2013
  • 15. Old 360 Marketing Strategy Step 1 : Identify a brand message that represents the brand values Step 2 : Produce a TVC to communicate the bran message and adapt the key visual to print etc. Step 3 : Buy ads to promote the message across channels Step 4 : Repeat with a new TVC with a different creative twist on the brand messageSunday, February 3, 2013
  • 16. Old 360 Marketing Strategy As TVC-centric campaign doesn’t really build upon previous campaigns, the brand starts and ends with zero attention in spite of high ad spend The old role of the campaign was to maximize reach and frequency of the brand messageSunday, February 3, 2013
  • 17. Who’s Your Target?Sunday, February 3, 2013
  • 18. Going 365 : New Marketing Strategy Step 1 : Identify a big social object (lifestyle, interest, or cause) that is connected with the brand values Step 2 : Build an online community around the social object Step 3 : Create a campaign to energize evangelists across channels Step 4 : Repeat with a connected campaign around the same social objectSunday, February 3, 2013
  • 19. Going 365 : New Marketing Strategy From TVC-centric campaign to community-centric campaign From inside-out brand message to outside-in social object From standalone campaigns to a series of campaigns that build upon each other From standalone content pieces to permission-based content streams From linear ad-supported growth to viral organic growth From measuring success based on reach and frequency to participationSunday, February 3, 2013
  • 20. Keep Building Your Community If you’re not building your communities, then the world is moving away from you. And the world keeps getting faster. If you don’t jump on now, you might be left behindSunday, February 3, 2013
  • 21. Telling Stories : Social Media Marketing Influence of Social Media February 2012Sunday, February 3, 2013
  • 22. Influence of Social Media - Distractions in Daily LifeSunday, February 3, 2013
  • 23. Influence of Social Media - Distractions in Daily LifeSunday, February 3, 2013
  • 24. The World of Social Media 2011Sunday, February 3, 2013
  • 25. Social Media Landscape in Thailand Facebook Number of users on Facebook in Thailand: 12,881,800 Penetration of population: 19.40% Penetration of online population: 73.67% Highest users by age groups: 18 - 24 33% 25 - 34 31% Twitter Estimated number of Twitter users in Thailand: [Updated Feb 2010 from 720,000 based on no. of people who visited over a 1- month period from Google] 910,000 About 60% of Twitter users in Thailand access it from mobile phone Quick Stats: Estimated 6 million Hi5 users [AIS, Jan 2010] 1 million registered Friendster account [Friendster, Jan 2010] 40 million mobile phone users 12 million mobile internet usersSunday, February 3, 2013
  • 26. Why Earned Media : Social Spread Social networking now accounts for 16% of time spend online - that’s 1 out of every 6 minutes. Social networking use has increased around 25% in the last year alone. Facebook consumption saw growth of 69%.Sunday, February 3, 2013
  • 27. Dramatic Increase in Social Media Usage During the Flood !"#$%&()*+)$,-$./%0)($1+)(+$-(,2$3""4"""$1+)(+$5,$6!"4"""$1+)(+$ /%57%&$8$2,&57$$ !  !"#$%&()(((%*+#$+,-./%0!123%(&&4%56%1789.$5+76%27%:;)<((%*+#$+,-./%% !  !"#$%3%85==576%2>##2+,-./%?%@AB%561$#.+#%C$78%D#C7$#%2E#%F77-%0&3<% 85==576%2>##2+,-./4% !  G(B%7C%H>5I#$%J8#=56#%>#$#%F77-%*9-.2#+% !  K7$#%2E.6%:@;)(((%8#6J76+%7C%LHE.5F77-%0."M3%8#6J76%#"#$/%&3<%+#1+4% 89!#$%&()*+)$%&$:*);,,<$1+)(+$%&$=5,;)($*>,&)$;(%&?%&?$57)$ &12;)($,-$:*);,,<$1+)(+$%&$.7*%>*&@$5,$,A)($8!$2%>>%,&$B),B>)$ ()*7%&?$8C#$,-$57)$B,B1>*D,&$ !  HE.5=.6-%$#M5+2#$#-%7"#$%&3<%85==576%*+#$+%>52E56%:%8762E%0N*M%?%!124% !  HE5+%8.-#%HE.5=.6-%2E#%:$-OC.+2#+2%M$7>56M%17*62$/%C7$%P.1#D77Q%*+#$+% D#E56-%R$.S5=%.6-%T6-5.% EFGHEIJ.E=KLM$ •  U*$M#%56%87D5=#%+715.=%6#2>7$Q%*+.M#)%2E*+%561$#.+#%56%87D5=#%-.2.%*+.M#%% •  V#.=OJ8#%176+*89J76%7C%56C7$8.J76%D#17856M%E.D52*.=%C7$%176+*8#$+% •  T61$#.+#-%56"7="#8#62%7C%176+*8#$+%56%1762#62%1$#.J76%.6-%-5+2$5D*J76%76% +715.=%6#2>7$Q56M%9=.W7$8+% U7*$1#X%R.6MQ7Q%Y7+2%?%K1Z=.21E/OH$5D*6#%T6C7$8.J76%U#$"51#%"5.%Z!KH[%0!12%&)%(&&4]% R.6MQ7Q%Y7+2%%0&%^7")%(&&4%Sunday, February 3, 2013
  • 28. A New Level of Connection: Introducing GENERATION C CONNECTED Redefining media consumption with the unique embrace of all things digital. Generation C is taking their personal connection - with each other and content - to new levels, new devices, and new experiences. Social media as integral part of livesSunday, February 3, 2013
  • 29. Influence of Social Media The idea of ‘friends’ is changing Influence shifted from media to individuals Rise of seamlessly connected multi-taskers Real time & mobile social Rise in consumers’ content creation and involvement on digital platforms Introducing the new consumers’ purchasing journeySunday, February 3, 2013
  • 30. Changing Idea of ‘FRIENDS’: expanding social and interest graphs The interest graph is shifting away attention from classic ‘friends’ what I ‘like’ who I ‘know’ The future of a truly social web will rely on getting these two types of graphs to work together SOCIAL ON SOCIALSunday, February 3, 2013
  • 31. Interest-based network: the long-tail webs are growing Communities, blogs, etc. - Nokiagang - Nokia blogs - Appreview - Siamphone forums - Thaimobilecenter forums - Flashfly - Pantip: MBK, Gadget - Other related communities such as entertainment, gaming communitiesSunday, February 3, 2013
  • 32. Shifting Influence from Media to INDIVIDUALS Active social media users are influential online... Mega celebrity directly engage with fans. Some and they also tend to be influential offline. became influential by spreading content online.Sunday, February 3, 2013
  • 33. Rise of seamlessly CONNECTED multi-taskers While you’re online, which of the following media channels you read/listen to/watch/use at the same time? Accelerating technology adoption Source: QC6 Base: All respondents - Thailand (rr=505)Sunday, February 3, 2013
  • 34. Real-time & MOBILE social on the rise Always-on & On-the-go 1/3 of total active Facebook users access the network via their mobile Over 50% of total active Twitter users access the site via their mobileSunday, February 3, 2013
  • 35. Rise in consumers’ content creation on digital platform From being most observers, Thai consumers are increasingly involved in the process of content creation and distribution via online media platforms. This has been particularly apparent during the flood situations. During the floods, there was a surge of user-generated content including tweets, FB updates, blog posts, and VDO posts, which serve as a form of citizen journalism updating and reporting the situations in real-time, 1st-person perspective. Many of these posts were via mobile.Sunday, February 3, 2013
  • 36. Introducing the new consumers’ purchasing journey The traditional shopping journey: The new purchase journey: Linear, predictable, analog, brand-controlled We’ve entered the age of the customers. Empowered buyers demand a new level of customers obsession. Non-linear, multi-channels, digital-first !"#$%&()*&+,-./$012(3454607)$&1289"$:;<<=>?&8"#$%&@16&$0%AB&Sunday, February 3, 2013
  • 37. Telling Stories : Social Media Marketing Implications for Marketers: SoLoMo February 2012Sunday, February 3, 2013
  • 38. Digital Marketing Landscape : Bought, Owned, Earned Bought or Paid Media Advertising that is placed and bought by the marketer Earned Media Communication about a brand that is not managed by the marketer Owned Media Branded communication that makes a direct connection between brand and consumersSunday, February 3, 2013
  • 39. Digital Marketing Landscape : Bought, Owned, Earned Today Tomorrow OWN MEDIA OWN BOUGHT MEDIA MEDIA BOUGHT MEDIA EARNED EARNED MEDIA ‘SOCIAL’ as integral part MEDIA of all media channelsSunday, February 3, 2013
  • 40. Getting consumers to be SOCIAL about the brand It’s easy to add a ‘like’ button on our website, and say now our brand site is ‘social.’ But really, how do we get people liking, sharing, and talking about our brand to their networks? SOCIAL = SHARED INTEREST = SOCIAL OBJECT Humans have told stories for as long as we have been humans...maybe longer. The medium has change, but we’re still telling stories. Saying ‘Like me on Facebook’ isn’t a story - it’s asking a favor from someone who you should be helpingSunday, February 3, 2013
  • 41. What’s Social Object? A social object is anything that people are talking about. Social objects can be physical objects, concepts, web pages, media assets, or anything else along the spectrum of completely abstract to extremely concrete. The key is that people attract some sort of meaning to it and are therefore able to talk about it. At that point it can be talked about or shown, and that coverage or leveraging of the social object has the potential to be of interest to others. - Brad CohenSunday, February 3, 2013
  • 42. Build Smart . Use Quality Product Provide social objects that: Resonate within your community Are things that members of your community want to share Get pushed out by the core of your community into new territory Attract individuals in that new territory to join the community Encourage repeat interactions and interactivity rather than a one-time hitSunday, February 3, 2013
  • 43. Successful Social Strategy Tell the right story Tell it to the right group Tell it wellSunday, February 3, 2013
  • 44. Social, Location, Mobile : Social Media Trends 2012 Telling stories : content as marketing strategy Collaboration & content co-creation Mobile & real-time social Atomized & distributed: the fragmenting of content & commerce Create content for cross-devices consumption Social search : social media affecting search results Influencer marketing redefined Emergence of social commerceSunday, February 3, 2013
  • 45. Telling Stories : Content as Marketing Strategy Content is currency for the social web Brand becoming ‘the media’ as marketers are finally beginning to understand how creating blogs or VDOs can enhance SEO, lead generation, customer relationship management. In addition to creating content, brands can also curate content on the social web. Content curation basically means that - out of all the content you find on the social web - you pass on the most valuable stuff to your network. A content curator is someone who continually finds, groups, organizes and shares the best and most relevant content on a specific issue online. Lynx Sexy Rugby Rules Axe Thailand Facebook Page Garnier Comic StripsSunday, February 3, 2013
  • 46. Collaboration & Content Co-Creation Shared and consumed content become a shared experience Enabling consumers to publish and share their opinion = important Enabling personalization Increasing the points of connection with your customers Starbucks Make My Frappucino Youtube Life in a Day Project Starbucks paved their way through social and the creative opportunities that it The film was directed by Oscar-winning Kevin Macdonald, who took over 80,000 brings through empowering fans and helping the global community. submissions and 4,500 hours of footage from 192 countries and created a feature- length documentary reflecting people’s lives on the 24th of July, 2010.Sunday, February 3, 2013
  • 47. Collaboration & Content Co-CreationSunday, February 3, 2013
  • 48. Mobile & Real-Time Social Mobile platform hits critical mass. Providing linkage between online and offline engagement Serves as communication tool as point of sales (eg. discounted offers driving foot traffic) Immediate gratification (instant digital product and content delivery). Utilize location-based social networks as marketing tools - enable real-time physical retail & service opportunities. Mobile commerce as emerging trend (transparent pricing, in-apps commerce, etc.) Trident Interactive Lynx Auto Romeo Honda Jazz Interactive TV Ad Magazine AdSunday, February 3, 2013
  • 49. Mobile & Real-Time Social When grocery chain Tesco wanted to expand their market share in South Korea, they came up with a brilliant idea. Because the people in South Korea work long hours they thought of an efficient way to sell their products. The Korean subsidiary Home Plus put up billboards in subway stations with their range of products, accompanied by QR, or Quick Response codes. All people had to do now is scan the QR codes with their cell phone and the groceries were delivered to their doorsteps.Sunday, February 3, 2013
  • 50. Atomized & Distributed: The Fragmenting of Content & Commerce Making the brand an integral and integrated part of their consumers’ everyday lives. In the most radical future, content will come to consumers - rather than them chasing it - prepare to fragment your corporate website & let it distribute to the social web via different platforms.Sunday, February 3, 2013
  • 51. Create content for cross-devices consumptions ‘Connected device’ have contributed to an explosion in digital media consumption. We’re seeing the rise of the ‘digital omnivores’ - consumers who access content through several touch points during the course of their daily digital lives. In order to meet the needs of these consumers, advertisers and publishers must learn to navigate this new landscape so they develop cross-platform strategies to effectively engage their audiences. Whatsapp MessengerSunday, February 3, 2013
  • 52. Social Search : Social Media Affecting Search Results Social relevance in search results. Increased importance of digital influencer marketing. Google pushing relevant content from our personal networks to the front of page results, making them more personalized. Pages that have previously been shared by your networks on Facebook, Twitter, or Google+ rank higher in your own search results. We will see the importance of digital influencer marketing increased. Websites, blogs, and other content that’s shared by or created by your friends Images are shared by social connection Relevant articles from Google Reader subscription Profiles of people you know beneath results for social sites like Twitter and Flickr Web content that has been recommended or shared by others using +1 buttonSunday, February 3, 2013
  • 53. Influencer Marketing Redefined Discovering social media influencer to reach desired customers. As social media continues to permeate more aspects of not only the way we interact with digital media but also other channels. We will see the significance of influencer marketing grew dramatically. Especially with Google social search waiting to permeate search results with content that will be managed by social influence or relevance to your social networks. Discovering people who can help you reach your desired customers will become exponentially more effective and important. Also, broad adoption of ranking tools - Klout, Kled, PeerIndex - as influencer marketing becomes more widely utilized.Sunday, February 3, 2013
  • 54. Emergence of Social Commerce Social media has been a game changer for e-commerce strategists. Social commerce has arrived with the mass adoption by the consumer of social media outlets such as Facebook. Social commerce has merged the act of socializing and sharing with the act of making informed purchases. Social commerce allows companies to anticipate, personalize and energize the shopping experience in new ways and benefits from the complex interconnections of social relationships to create new demand generating techniques. The power has shifted to the consumers and as a result companies can now have a more meaningful communication with their consumers. IKEA Youtube Store personalizing the Levis friend store showroom with users’ Facebook dataSunday, February 3, 2013
  • 55. Measuring ROIs 34#5&4$+1"*676*)8*9.$8"1:&1)*$6" • "#$%&()*!+!,-(./! ! /0*1"$"22 • 0*-(*&!#&1(2!30"!4,5,!)$6#(726)*8!! ! -$.*.")"$#9$+";&8%)9<*%&$=0"529#"> -$.*.")"$#9$+"; • 9((:)%!! ! • D)?*.&!%2:&!! ! &8%)9<*%&$=?&69*@)"+9*> • 52;&!<(&=!! • >%2E.!)?%.&!! ! ! • H2*!*?#I&%!! ! -$.*.")"$# • >(#&!$&*1!! • F&@=)%1!!$&%G)%#2*.&! ! ! • H&&1I2./!A!.)##&*:!! ! • 5)$?-2%!$2;&!! ! • ,-(./!1&*(:@! ! (")*$+,"$ ?*@"2&88&1#4$9#A."$"1*%&$ • 3&&%<26)*!A!.)*:2.:!! ! B&A*@#A • 3&$&2:!<((:!! ! !"#"$%&$ • BC#2;27(*&!A!BC#2(-!)$&*!%2:&! ! C$61")"$#*@&:5429$"22D 642#&)"1E*@4"2Sunday, February 3, 2013
  • 56. Different Ways to Market Your Mobile Applications 1. Press release 2. Lite or demo versions 3. In-app advertisings 4. Mobile & mobile search advertising 5. Reviews 6. Version updates 7. Reaching new target audience 8. Social media [word of mouth marketing]Sunday, February 3, 2013
  • 57. Marketing Your Mobile Application : Pre-Launch Pre-Launch : Hype Early 1. ‘Coming soon’ page on app website 2. Exclusive trial by collecting emails prior to launch 3. Create teaser VDO explaining the app 4. Release newsletter to targeted websites & communities 5. Maintain hype via social networking platformSunday, February 3, 2013
  • 58. Marketing Your Mobile Application : Launch Launch Big 1. More elaborate version of website with screen shots 2. Send out email newsletter 3. Write blog posts and spread them in your networks 4. Find new venues to exhibit your app eg. review websites 5. Giveaway promo key on Twitter 6. Serve new content on your website and let it spread 7. Cross-platform media promote eg. live event, radio, etc. 8. Throw a contest or giveaway on your website 9. Reach out to larger websitesSunday, February 3, 2013
  • 59. Earned Media Touch Points Planning : Sample Paid Advertising 1. Mobile advertising, in-app advertising, mobile search advertising 2. Influencer marketing Owned Platform 1. Application official websites: information, activities, and other content 2. Facebook page, Twitter account, etc. Earned Media [Seeding] 1. Strategic communities eg. siamphone, thaimobilecenter, flashfly, nokiagang, whatphone, pantip, etc. 2. VDO content eg. youtube, sanook, kapook, yenta4, clipmass, mthai, atcoud 3. Social bookmarks eg. Thaidigg, Thaizad, Monojung, Thailanddigg, Zikr, Thaipr 4. Youth communities eg. exteen, dek-d, sanook, kapook, etc 5. Entertainment websites eg. siamha, postjung, yenta4, teenee, zubzip, etc. 6. Game communities eg. Game-mun, modxtoy, thaigaming, etc.Sunday, February 3, 2013
  • 60. Thank You Contact: www.mashingup.wordpress.comSunday, February 3, 2013