1. @wearesocialsg • 1We Are Social
MAKING FRIENDS &
WE ARE SOCIAL’S GUIDE TO SOCIAL MEDIA MARKETING
2. @wearesocialsg • 2We Are Social
3. @wearesocialsg • 3We Are Social
MAKING FRIENDS & INFLUENCING PEOPLE
SOCIAL MEDIA DEFINED
THE STATE OF SOCIAL MEDIA
DEBUNKING SOCIAL MEDIA MYTHS
HOW CAN MARKETERS HARNESS SOCIAL MEDIA?
USES OF SOCIAL MEDIA FOR BUSINESS
THE 10 ‘COMMENDMENTS’
8 STEPS TO STRATEGIC SUCCESS
FINDING OUT MORE
4. @wearesocialsg • 4We Are Social
WHAT EXACTLY ARE SOCIAL MEDIA?
5. @wearesocialsg • 5We Are Social
Social media are internet-powered
platforms that make it easy for
individuals, groups of people, and
organisations to converse and
participate with one another in a
wide variety of social activities.
6. @wearesocialsg • 6We Are Social
The concept of social media has been around for
thousands of years – even early cavemen wrote on
each other’s walls. However, the internet has scaled
social media to a whole new level. Nearly 2 billion
people around the world use social networks every
month, and that number is still increasing by
hundreds of thousands of people every day.
7. @wearesocialsg • 7We Are Social
ACTIVE MOBILE USERS
MOBILE USAGE PENETRATION
ACTIVE MOBILE SUBSCRIPTIONS MOBILE SUBSCRIPTION PENETRATION
GLOBAL DATA SNAPSHOT
ACTIVE SOCIAL NETWORK USERS SOCIAL NETWORKING PENETRATION
• Sources: US Census Bureau, InternetWorldStats, CNNIC, IAMAI, Tencent, Facebook, VKontakte, GSMA Intelligence
8. @wearesocialsg • 8We Are Social
It’s not just the number of users that’s impressive,
though. Facebook reports that more than half its users
sign in every day, while ComScore data indicates
that, worldwide, people spend more than 10 hours
each month using the top social channels. Social
media have become so popular that they are now
responsible for more than 1 in every 6 minutes spent on
the internet – more than any other kind of activity.
• Sources: Facebook, ComScore
9. @wearesocialsg • 9We Are Social
TIME SPENT ON SOCIAL MEDIA
• Source: GlobalWebIndex
AVERAGE NUMBER OF HOURS PER DAY SPENT BY SOCIAL MEDIA USERS ON ALL SOCIAL CHANNELS
3.2! 3.2! 3.2! 3.1!
2.0! 2.0! 2.0! 1.9!
1.8! 1.8! 1.8! 1.7! 1.7! 1.7! 1.6! 1.6! 1.6!
1.5! 1.4! 1.4!
10. @wearesocialsg • 10We Are Social
AVERAGE TIME SPENT ON SOCIAL MEDIA SITES
FACEBOOK: 405 MINS
TUMBLR: 89 MINS PINTEREST: 89 MINS
• Source: ComScore, as cited in the Wall Street Journal
11. @wearesocialsg • 11We Are Social
Social media are a global phenomenon too: Facebook
has users in more than 200 countries, with India,
Indonesia, Brazil and Mexico all in the top 5. China’s
QZone platform claims more than 630 million active
users alone. What’s more, with interest in social media
driving internet adoption in many parts of the
developing world, growth in the use of social
platforms will continue for the foreseeable future.
• Sources: Facebook, Tencent
12. @wearesocialsg • 12We Are Social
ACTIVE USERS BY SOCIAL PLATFORM
• Sources: most recent user data in company press releases, correct as at Feb 2014
MESSENGER / CHAT APP
BASED ON ACCOUNTS THAT HAVE LOGGED IN AT LEAST ONCE IN THE PAST 30 DAYS, IN MILLIONS
13. @wearesocialsg • 13We Are Social
DEBUNKING SOME SOCIAL MEDIA MYTHS
14. @wearesocialsg • 14We Are Social
This assertion continues to surface, even in
leading business literature, but it’s unlikely
that social media will ‘replace’ anything.
Rather, social media are simply one more –
albeit very powerful – addition to the mix of
comms channels at the marketer’s disposal.
“SOCIAL MEDIA WILL REPLACE ADVERTISING”
15. @wearesocialsg • 15We Are Social
This is another common misconception. The
media space itself may be considerably
cheaper than that in newspapers or on TV, but
the time involved in creating effective content
and interacting with audiences means social
channels still require financial investment.
“SOCIAL MEDIA ARE FREE”
16. @wearesocialsg • 16We Are Social
Marketers that try to shoe-horn interruptive
advertising approaches into social channels
may believe this to be so, but brands that
strive to add value to their audiences’ world
will find that their activities are actually very
welcome, and successful, in social media.
“MARKETING HAS NO PLACE IN SOCIAL MEDIA”
17. @wearesocialsg • 17We Are Social
SO HOW CAN BRANDS
HARNESS SOCIAL MEDIA?
18. @wearesocialsg • 18We Are Social
If marketers are to seize the opportunities offered by
social media, they must first decide what they will use
them for. Will they simply be another advertising
channel? Is there an opportunity to use social media to
deliver real-time customer service? Could the brand
generate revenue directly through social channels? Only
once these questions have been answered should
marketers start to plan specific social media activities.
19. @wearesocialsg • 19We Are Social
COMMON BUSINESS USES OF SOCIAL MEDIA
39%INTERNAL COLLABORATION AND LEARNING
29%CUSTOMER SERVICE AND SUPPORT
• Source: eMarketer
20. @wearesocialsg • 20We Are Social
21. @wearesocialsg • 21We Are Social
1: FOCUS ON PEOPLE, NOT TECHNOLOGY
Social media marketing is not a digital discipline – it’s a human
discipline that is powered by digital channels. Platforms like
Facebook, Twitter, and Sina Weibo have all achieved success by
satisfying our desire to connect and interact with other people,
but no matter how impressive it is, the technology is only ever a
means to an end. In order for brands to ensure lasting relevance
and engagement in social media, it’s critical that marketers
build social media strategies around people’s motivations, not
the platforms’ technology.
22. @wearesocialsg • 22We Are Social
2: BUILD CONVERSATIONS, NOT CAMPAIGNS
Broadcast advertising works like a pick-up line: it’s a great way
to make an introduction and capture people’s interest. However,
it’s very difficult to build a long-term relationship with pick-up
lines alone. Social media allow marketers to engage audiences
beyond introductions and deliver more meaningful exchanges of
value. These exchanges are often smaller and less spectacular
than traditional advertising, but – just like in a good marriage –
these smaller interactions add up over time to form the basis of a
much deeper relationship.
23. @wearesocialsg • 23We Are Social
~ Cory Doctorow
“Content is not king. If I sent you to a desert
island and gave you the choice of taking
your friends or your movies, you'd choose
your friends – if you chose the movies, we'd
call you a sociopath. Conversation is king.
Content is just something to talk about.
24. @wearesocialsg • 24We Are Social
3: CONTENT IS A MEANS, NOT AN END
Social media content is less about creating a stand-alone
spectacle, and more about inspiring and fueling on-going
conversations. Because of this, content can take on different
forms and roles: activities like asking questions, posting simple
pictures, or even sharing links to third-party content can all help
to engage an audience. However, it’s critical that this content all
contributes towards a broader ‘conversation agenda’, and
marketers need to give special attention to sequencing different
activities to ensure conversations evolve as desired.
25. @wearesocialsg • 25We Are Social
4: ADD VALUE TO THE AUDIENCE’S LIFE
Brands must compete with a variety of compelling content in
social media: updates from family and friends, news, games,
and entertainment. As a result, the interruptive ‘broadcast’
approach doesn’t work; instead, brands must consistently deliver
activities that engage the audience – activities that people will
seek out and choose to share with others. Brands need to add
real value to their audiences’ lives, by going beyond product
attributes to understand what really matters to people, and
finding relevant ways to bring these benefits to life.
26. @wearesocialsg • 26We Are Social
5: LISTENING IS THE NEW SHOUTING
People use social networks to talk about the things that matter to
them. In doing so, they share a wealth of information: their
interests, their habits, their moods; even their brand preferences.
This publicly available information is often worth just as much as
traditional market research. Critically, it can help marketers to
understand which platforms their audiences use, and why. This
understanding can inform a powerful, multi-channel strategy
that engages people in different ways at different times.
27. @wearesocialsg • 27We Are Social
6: SPREAD THE WORD
It’s unlikely that people will accidentally stumble upon a brand’s
social media presence, so raising awareness of social media
activities is a key part of success. Advertising is a perfectly
legitimate way of getting the word out to the intended audience,
but it’s vital that it demonstrates how the brand’s social media
activities will add value to the intended audience’s life. Simply
inviting people to ‘Like’ a page is rarely enough; people need to
understand what they’ll get in return for their time and effort.
28. @wearesocialsg • 28We Are Social
7: ALWAYS BE PREPARED
Social media provide frequent reminders that you can’t please
all of the people all of the time. Most brands will need to deal
with discontent at some point or other, so marketers should
prepare for such situations in advance. Similarly, brands should
allow for nice surprises too, and have plans in place to capitalise
on social serendipity and unexpected opportunities. A clear ‘3As
Process’ – alert, assess, act – can help marketers prepare for
these situations, ensuring the right people can deliver the right
responses in the right places at the right times.
29. @wearesocialsg • 29We Are Social
8: MEASURE YOUR PROGRESS
Social media marketing is a business investment, and marketers
must be able to demonstrate how it adds value to the brand’s
bottom line. Social media ROI is not restricted to increasing sales
though; improving the frequency of referrals, reducing the cost
of customer service, and helping to track competitor activity are
all ways in which social can contribute to a brand’s overall
success. Measuring ROI needn’t be complicated either; simple
before-and-after measurements of metrics tied to objectives can
reveal whether activities are delivering on expectations.
30. @wearesocialsg • 30We Are Social
9: OPTIMISE AS YOU GO
Unlike the ‘ready, aim, fire’ paradigm of broadcast media, social
media offer marketers the opportunity to stop, start, or change
elements of their activities in real-time, depending on the
audience’s response (or lack thereof). As a result, marketers can
adopt a ‘test-and-learn’ approach, trialling different approaches
and adapting their strategy based on their results.
Consequently, regular reporting should play a key part in any
social media strategy.
31. @wearesocialsg • 31We Are Social
You can’t hurry love,
no, you just have to wait;
love don’t come easy,
it’s a game of give and take.
“ ~ The Supremes (1966)
32. @wearesocialsg • 32We Are Social
10: BE IN IT FOR THE LONG TERM
Meaningful relationships take time to build, and we need to take
things at a pace the audience is comfortable with. Sometimes
they will initiate the conversation, but other times, it may take
months to build the desired momentum. Either way, brands can’t
achieve lasting success in social media by dipping in and out;
they must adopt a long-term, committed approach. This includes
building a dedicated social team – whether internally, or with a
partner agency – that can take advantage of every social
opportunity, however unexpected, tactical or transitory.
33. @wearesocialsg • 33We Are Social
1.  FOCUS ON PEOPLE, NOT TECHNOLOGY
2.  BUILD CONVERSATIONS, NOT CAMPAIGNS
3.  USE CONTENT AS A MEANS, NOT AS AN END
4.  ADD VALUE TO THE AUDIENCE’S LIFE
5.  LISTENING IS THE NEW SHOUTING
6.  SPREAD THE LOVE
7.  ALWAYS BE PREPARED
8.  MEASURE YOUR PROGRESS
9.  OPTIMISE AS YOU GO
10. BE IN IT FOR THE LONG TERM
34. @wearesocialsg • 34We Are Social
SO, HOW CAN YOU GET STARTED WITH
STRATEGIC SOCIAL MEDIA MARKETING?
35. @wearesocialsg • 35We Are Social
36. @wearesocialsg • 36We Are Social
STEP 1: DEFINE YOUR
37. @wearesocialsg • 37We Are Social
STEP 2: MONITOR AND INTERPRET
YOUR AUDIENCE’S CONVERSATIONS
38. @wearesocialsg • 38We Are Social
STEP 3: UNDERSTAND YOUR
39. @wearesocialsg • 39We Are Social
STEP 4: IDENTIFY HOW YOUR BRAND CAN
ADD VALUE TO YOUR AUDIENCE’S WORLD
40. @wearesocialsg • 40We Are Social
STEP 5: SELECT
41. @wearesocialsg • 41We Are Social
STEP 6: STRATEGISE
YOUR CONTENT APPROACH
42. @wearesocialsg • 42We Are Social
STEP 7: TEST
43. @wearesocialsg • 43We Are Social
STEP 8: RINSE
44. @wearesocialsg • 44We Are Social
1: SET YOUR OBJECTIVES
2: MONITOR CONVERSATIONS
3: UNDERSTAND MOTIVATIONS
4: IDENTIFY HOW TO ADD VALUE
5: SELECT YOUR PLATFORMS
6: STRATEGISE YOUR APPROACH
7: TEST AND LEARN
8: RINSE AND REPEAT
45. wearesocial.sg • @wearesocialsg • 250We Are Social
FIND OUT MORE AT
46. Making Friends & Inﬂuencing People • 45We Are Social
WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.
WE HELP BRANDS TO LISTEN TO, UNDERSTAND,
AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.
WE’RE ALREADY HELPING MANY OF THE WORLD’S
TOP BRANDS, INCLUDING ADIDAS, UNILEVER,
DIAGEO, NESTLÉ, HEINZ, AND LVMH.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU
TOO, CALL US ON +65 6423 1051, OR EMAIL
US AT SAYHELLO@WEARESOCIAL.SG.
FIND OUT MORE AT WEARESOCIAL.SG.
47. Making Friends & Inﬂuencing People • 46We Are Social
WE ARE SOCIAL SINGAPORE
SIMON KEMP, MANAGING DIRECTOR
+65 6423 1051