SoLoMo Thursday - Social Media Marketing for Events: Don't Get Left Behind (26 July 2012)

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SoLoMo Thursday - Social Media Marketing for Events: Don't Get Left Behind (26 July 2012)

  1. 1. Social Media Marketing for Events: Dont Get Left Behind26 July 2012 PAGE1
  2. 2. Presenting: BENJAMIN CHIANG Account Manager Techsailor Group Pte Ltd26 July 2012 PAGE2
  3. 3. Started a web and multimedia company at 17 Spent many years across Europe and China to sharpen his skills Wrote Sports Extreme Singapore in 2004 Founded The Marketing Initiative Repertoire of private clients in portfolio include: the SGX,AXN, L’Oreal, Kranji Countryside Association, amongst many, many others.31 July 2012 PAGE 3
  4. 4. ◦ Asia is growing. But we should lead, not just in economics, but also in culture. ◦ Brands, branding and good marketing demonstrates our culture.1131 July 2012 PAGE 4
  5. 5. How Do I Reach The Crowd?31 July 2012 PAGE 5
  6. 6. 31 July 2012 PAGE 6
  7. 7. Do you know where your audience is looking?31 July 2012 PAGE 7
  8. 8. Include Digital Marketing in your macrolevel marketing eco-system31 July 2012 PAGE 8
  9. 9. Understand Your Tools31 July 2012 PAGE 9
  10. 10. News Sites Blog Mentions Portals Search Engine - PaidInstitute Sites Interest Group/ Forums - Paid FaceBook - Paid
  11. 11. Start with28 June 2012 PAGE11
  12. 12. Using the copy as an anchor,Use your tools to speak thesame message31 July 2012 PAGE 12
  13. 13. Example: Write a tagline for a car race31 July 2012 PAGE 13
  14. 14. “Zero to Wow in 1 second”31 July 2012 PAGE 14
  15. 15. Vote for your favourite car designs! (wow)(zero) +42 +234 Share . Comment +12 +7626Share . Comment
  16. 16. Digital Media Tools 331 July 2012 PAGE 18
  17. 17. 31 July 2012 PAGE 19
  18. 18. The Pledge Campaigno Participate in the movement through a FB Appo Users virally invite friends to pledge/participate in the movement31 July 2012 PAGE 20
  19. 19. Create Interactive Games Interactive Games/Social Games to engage users Competitive element Score users on a leaderboard31 July 2012 PAGE 21
  20. 20. Enhance your website31 July 2012 PAGE 22
  21. 21. 31 July 2012 PAGE 23
  22. 22. Mobile Apps31 July 2012 PAGE 24
  23. 23. ◦ SISTIC, ◦ Magazines (ie. Time Out, IS magazine) ◦ Associations (EDMs and ads) ◦ Interest Groups (FB, Forums, etc)31 July 2012 PAGE 25
  24. 24. ALL31 July 2012 PAGE 26
  25. 25. “Likes” should be a journey – not a destination.31 July 2012 PAGE 27
  26. 26. ◦ Time spent on site ◦ Advocacy (shares, re-tweets, USG etc) ◦ Intention: Watch a video, make a pledge etc ◦ Who’s making more conversations?31 July 2012 PAGE 28
  27. 27. “Tell me how my campaign on digital media will lead to conversion.”31 July 2012 PAGE 29
  28. 28. “Tell me how your campaign on newspapers will lead to conversion.”31 July 2012 PAGE 30
  29. 29. o To check on information, o They love to associate, o They want to comment, o There was a prize incentive31 July 2012 PAGE 31
  30. 30. Instead of focusing on conversions alone, onemight want to focus on micro-conversions:For example – what percentage of people whoclicked on an incentive, actually wanted theprize:Could we reach them with an offer toregister/buy/participate?31 July 2012 PAGE 32
  31. 31. Keep them coming back31 July 2012 PAGE 33
  32. 32. Advocates + Conversations31 July 2012 PAGE 34
  33. 33. Be Photo Friendly31 July 2012 PAGE 35
  34. 34. Check in rewards31 July 2012 PAGE 36
  35. 35. Engagement Apps on Mobile
  36. 36. SMS/InteractionEngines
  37. 37. Sponsors Journalists31 July 2012 PAGE 39
  38. 38. Why should Why I giveshould I you give you money? money?31 July 2012 PAGE 40
  39. 39. ◦ Clearly identify your audience (eg. 16-25 yr olds that participate in sports events) ◦ How much publicity can you bring them? ◦ Is the brand association in their favour? ◦ Identify platforms that your sponsors can use ◦ Make it measurable31 July 2012 PAGE 41
  40. 40. Journalists Journalists31 July 2012 PAGE 42
  41. 41. This is also a journalist This is also a journalist31 July 2012 PAGE 43
  42. 42. British Heart Foundation31 July 2012 PAGE 44
  43. 43. 31 July 2012 PAGE 45
  44. 44. 31 July 2012 PAGE 46
  45. 45. To Sum up:o Know where your market is looking, and operate thereo Start a campaign with copy, develop your tools around the copy, your product and your unique selling proposition.o Find interesting ways to exploit the medium of your choiceo Know what KPIs to meet and focus on micro conversionso Keep people engaged, encourage conversations and advocates31 July 2012 PAGE 47
  46. 46. To Sum up: o Know what sponsors are looking for and use your digital tools to convey this message. o Journalists can be anyone, not just mainstream media. Find exciting ways to keep them engaged.31 July 2012 PAGE 48
  47. 47. EarlyBulk Buying Deal o Buy SoLoMo Thursday Tickets @ 4 for $45.00 o Purchase at Reception. Cash Only. o Tickets are transferable.28 June 2012 PAGE49
  48. 48. Dine-in Deal o 10% off non-promo F&B items on your next visit o Provide your name to redeem offer o Valid for single use, for one month (until next SoLoMo Thursday)31 July 2012 PAGE 50
  49. 49. Next SoLoMo Thursday(30 August 2012)Topic: Google SEO & Adwords Have Adapted to SoLoMo, Haven’t You?Speaker: Rachit Dayal (Managing Partner of Happy Marketer Private Limited) Visit http://bitly.com/st_tics for more information28 June 2012 PAGE51
  50. 50. Questions? www.techsailor.com Feel free to approach our colleagues Brought to you by: &28 June 2012 PAGE52

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