1. Engaging your
SOCIAL MEDIA MARKETING
by Alvis Ko
2. It’s presentation slides of the Public seminar at HKU SPACE
Location: Hong Kong
By: Alvis Ko, theOrigo Ltd.
3. QUESTIONS IN YOUR HEAD?
• What’s Social Media? • How to do that?
• How do Social Media • Where to start?
affect or help you?
• Is it Safe?
• How you handle negative
4. Do you social?
5. ONLINE MARKETING
E-Mail Search Engine Social Media Afﬁliate
Banner Ads Marketing
Marketing Optimization Marketing Marketing
6. NEW TREND OF ONLINE
Social Media Search Engine
Integrating SMM & SEO
7. WHAT’S THE SOCIAL MEDIA?
• Social media are media for social interaction, using highly accessible
and scalable publishing techniques. Social media use web-based
technologies to transform and broadcast media monologues into
social media dialogues.
• The online tools that facilitate conversation
• Connections between friends, peers, and inﬂuencers
8. SOCIAL NETWORK
• Example: Facebook, Friendster, LinkedIn,
MySpace, Orkut, Hi5, Ning, Cyworld
• Tools allowing you to share information about
your friends, professional colleagues, etc
• Allow you to create a proﬁle and post
content (text, photo, video, audio, etc) or link
to things about your interests or expertise.
• A reﬂection of social networking in ofﬂine
• Primary for joining is social (connect with
friends or know friends) but rather than
commercial (sell something)
• Blogger.com , WordPress,
Blogs, LiveJournal, ...
• Publish yourself. Manage
you own content
• Communicate with your
employee, customers and/
• Example: Twitter, Sina ,
• Communicate through less
than 140 characters
• Example:YouTube, Google
• Live Streaming: UStream,
Justin.tv, Blog.tv, Mogulus,
• Forum:Yahoo! Groups,
Answers, Discuss, Uwants,
• Forum Seeding
15. WIKI AND CROWD WISDOM
• Example: Wikipedia, Wikia,
16. VIRTUAL WORLDS
• Example: Second Life, The
Sims Online, PlayStation
• Advertising opportunities
• Virtual Storefront, do
• Example: World of Warcraft,
• Similar to Virtual World but
emphasis on gaming basis:
Cooperation & competition
• Online community
• Conversation and shared
• Advertising opportunities
• Example: Delicious, Digg, Google
Reader, iGoogle, Alltop, FriendFeed
• Gather, update and store
information for easy access
• Leverage the wisdom of crowd
and tell what other people saying
about a particular product, service
• Excellent tools for capture market
• RSS - Feedburner
• Location - FourSquare, Google Latitude
• Document/Content Share - Slideshare, Scribd, Docstoc
• Customer Service - GetSatisfaction, Uservoice
• Social Bookmark - Delicious, StumbleUpon, Evernote
• Social News: Digg, Mixx, Reddit, NowPublic
20. ALEXA TOP SITES - GLOBAL
1. Google 11.QQ
2. Facebook 12.Yahoo Japan
3. YouTube 13.Google India
4. Yahoo! 14.Taobao
5. Windows Live 15.Amazon
6. Baidu 16.Google
7. Wikipedia 17.Sina
8. Blogger 18.Google Hong Kong
9. Twitter 19.Wordpress.com
10.MSN 20.Google UK
21. TOP SITES IN HONG KONG
1. Yahoo! 11.TVB
2. Facebook 12.Blogger.com
3. YouTube 13.Wikipedia
4. Google Hong Kong 14.on.cc
5. Google 15.MSN
6. Discuss.com.hk 16.Sina.com.cn
7. Windows Live 17.Hong Kong Jockey Club
8. Uwants 18.Taobao.com
9. Next Media 19.hkgolden.com
22. Why social media is important?
Social media is not about future.
It is the MAINSTREAM.
23. Source: Pew, Nielsen
24. Social Media Marketing is now a
integral part of the marketing
25. Why social media is important?
Traditional advertising method is
26. People are exposed to 3000
advertising messages per day
27. CONSUMERS HAVE BECOME OVERLOADED
14% : PROPORTION OF PEOPLE WHO TRUST
make purchasing decisions largely independent of what
companies tell them about products.
skeptical about traditional company-driven advertising and
28. TRADITIONAL MARKETING
IS BEING CHALLENGED
29. NOT JUST ABOUT ATTRACTING EYEBALLS
30. NOT JUST ABOUT GETTING HITS
Image source: Flickr - yewco
31. IT’S ABOUT TRUST
OF PEOPLE GLOBALLY
WILL BUY FROM
COMPANIES BASED ON
Source: EDELMAN PR, 2009
= + Mouth
33. TOP 3 INFLUENCE FACTORS OF BUYING
Only WOM has
different degrees of
consumers at each
stage of this journey
Source: McKinsey Quarterly Apr 2010
34. WOM SPREAD RAPIDLY
THROUGH SOCIAL MEDIA
Flickr / (cc)jared
35. COMPLAINTS SOMETIMES CAN GROW BIG
36. RUPERT MURDOCH :
• “ To ﬁnd something comparable,
you have to go back 500 years
to the printing press, the birth
of mass media …
• Technology is shifting power
away from editors, the
publishers, the establishment,
the media elite. Now it’s the
people who are taking control. ”
37. Why social media is important?
Social Media Spread WOM
rapidly and broadly that never
Everyone is a publisher
38. VERY IMPORTANT CONCEPT
ON ONLINE MARKETING!
Traditional Advertising Online Marketing
• Interrupt people so that • Web marketing is about
they pay attention to a one- delivering useful content at
way message. just the precise moment
that a buyer needs it.
communications • Bi-directional & Multi-
39. FRAMEWORK FOR A SOCIAL
Tactics and Tools
• Listen and understand your audience and how they
communicate/interact on the social web.
• Understand their behaviors, preferences, methods of
publishing, and sharing.
• What types of social networks, media sharing and assets do
• What are their goals for doing so?
41. PEOPLE (AUDIENCE)
• In order to reach people, we have to ﬁrst ﬁgure out who
they are and where they go for information
• In the process, you’ll quickly discover that there is no magic
bullet for reaching everyone, all at once.
• The strategy is in how to segment active communities from
audiences - humanizing and materializing the people we with
42. Not only reaching your audience directly.
Also go through inﬂuencers.
43. 3 KINDS OF INFLUENCERS
Image source: Fluent
44. EXPERT/KEY INFLUENCERS
• bloggers and Twitterer with huge
• rarely now their audiences personally
• Blogs, Twitters, websites, etc...
• In speciﬁc ﬁelds have an outsized
inﬂuence on brand afﬁnity & purchasing
decisions on social platforms
45. SOCIAL INFLUENCERS
• everyday people who participate in
• usually know them personally (in your
consumer’s social graph)
• through consumer reviews, by updating
their own status and Twitter feeds and
commenting on blogs and forums.
46. KNOWN PEER INFLUENCERS
• Family members or friends (in consumer’s
• the closest to both the purchasing decision
and to the consumer
• Online or real person contacts
• purchasing decision most directly and have
to live with the results of their family
member or friend’s decision as well.
• Consider both the goals of the company as well as the
audience you’re trying to reach. Marketing on the social web
is about giving to get.
• Knowing what your community wants is key in reaching
your own organization’s goals because you’re going to give it
48. YOUR ORGANIZATION MAY
HAS MULTIPLE OBJECTIVES
49. SOME COMMON OBJECTIVES
• Branding • Customer Service &
• Educate customers.
• Improve customer
• Build awareness. satisfaction.
• Establish thought leadership. • Customer communication.
• Marketing & Sales • Crowd Sourcing.
• Generate leads. • Market Research
• Drive sales. • Monitor the mentions
• Reach new channels of • Get customer’s comments
customers. on brands
• Make money from content.
• What approach will you take to meet the needs and
interests of your audience in order to meet your own?
• Will you engage inﬂuencers, will you energize brand
advocates or will you create demand by offering non-
51. SOCIAL MEDIA
Interest Needs determination
Loyalty Repeat purchase / referral
53. USER MULTIPLE CHANNELS
Starbucks.com My Starbucks Idea
On Facebook On Twitter On Youtube
54. BE VIRAL. STRONG IMPACT
55. VIRAL MARKETING
• The buzzwords viral marketing and viral
advertising refer to marketing techniques that use
pre-existing social networks to produce increases
in brand awareness or to achieve other marketing
objectives (such as product sales) through self-
replicating viral processes, analogous to the spread
of pathological and computer viruses. It can be
word-of-mouth delivered or enhanced by the
network effects of the Internet.
• Viral promotions may take the form of video
clips, interactive Flash games, advergames, ebooks,
brandable software, images, or even text messages.
56. STAY CURRENT
Catch the wave on the hot topics / tags
59. 1. AWARENESS STAGE &
2. INTEREST STAGE
• Introduce to potential customers to your brand
• Build awareness & encourage customers to remember you
• Popular means: TV, radio, print, DM, Sponsor event,
• Digital: Display Ad., Paid Search on category-oriented
keywords, Sponsorship, SEO, Email Marketing
60. SMM MEANS IN AWARENESS
• Facebook Fan Page, Games, Apps
• Provide RSS for content of Corporate website
• Allow new customer to broadcast their purchases to their social network
• Build brand awareness by encourage your loyal customers to talk to their
friends about your product.
• Leverage social ads.
• Display Ad. on Social Network
61. • Nurture Relationship with expert/key inﬂuencers (bloggers,
expert in speciﬁc ﬁeld or someone with large no. of
e.g., Invite to product trial, sponsorship, loyalty
63. A TYPICAL OF HOW BUYING
DECISION IS MADE
Search in Read the Ofﬁcial website
Search Engines - Get the ﬁrst impression
64. A TYPICAL OF HOW BUYING
DECISION IS MADE (CON’T)
Read Review from
Found and Read the
Blogs & Forums
discussing the product
65. A TYPICAL OF HOW BUYING
DECISION IS MADE (CON’T)
Found and Read Ask Friends in Facebook /
articles in Yahoo + Twitter
66. A TYPICAL OF HOW BUYING
DECISION IS MADE (CON’T)
Read more details in
Read User Reviews
67. A TYPICAL OF HOW BUYING
DECISION IS MADE (CON’T)
Purchase in online store Purchase in physical store
68. 3. EVALUATION STAGE
• Publish customer rating and reviews on corporate website
• Point to authoritative third-party reviews
• Encourage prospects to discuss products
• Connect Prospective customer to each other
• Setup Twitter account and response to customer queries
• Track a list of websites, blogs, discussion forums where the
product’s target customers spends their time
69. 4. PURCHASE STAGE
• Highlight related popular Products
• Provide tools to broadcast the purchase
• Provide customer support to smoothen the survey process
(e.g, user community forum)
Stage 5. Loyalty
71. 5. LOYALTY
• Who are Loyal Customers?
• Purchasers who buy again
• or Refer friends/someones to buy
• Loyal Customer: Higher Margin, Lower Acquisition Cost
• Encourage to spread the word about the product & encourage
others to buy
• Loyal Customer = best marketers!
72. LOYAL CUSTOMERS BECOME
73. LIKE BUTTON
74. Marketing on Facebook
75. 500M (5 )
ACTIVE USERS IN FACEBOOK (JUL 2010)
DOUBLED IN 10 MONTHS
POPULATION IN US: 310M (3 )
POPULATION IN CHINA: 1,300M (13 )
POPULATION IN THE WORLD: 6,900M (69 )
OF ACTIVE USERS LOGIN FACEBOOK IN ANY GIVEN OF DATE
50MIN. PER DAY
AVERAGE USER SPENDS EACH DAY ON FACEBOOK
PEOPLE ARE SEEKING ANSWERS
AND DIRECTION, NOT
MESSAGES OR SALES PITCHES
People do not create accounts on Facebook,YouTube, Twitter,
of any other social network to hear from brands
Social Ads Events
79. PERSONAL PROFILE
• The starting point for your
personal presence on
Facebook is your proﬁle page.
• By connecting to hundreds of
associates, and friends on
Facebook, you’ll drive a TON
of trafﬁc to your proﬁle page.
Take advantage of that huge
80. PERSONAL PROFILE
• Not only is your proﬁle the page that you have the most
control over, it’s the place where you can most deeply and
authentically express your passion for the brand, company,
or product you want to promote.
• Your proﬁle page is an opportunity to engage with audience
in more personal level.
81. FACEBOOK PAGE
• Facebook has provided a
second kind of public proﬁle
called Pages that are
designed to be used by
businesses, brands, and public
ﬁgures to establish a brand
presence on Facebook and
engage with large numbers
of Facebook users.
• Redesigned in 2009
82. PAGES NOW LOOK MUCH
LIKE PERSONAL PROFILE
• The Wall tab, containing all the latest updates and Wall posts, is
now front and center.
• Page owners can also choose to separate Facebook user
comments (“Wall posts”) from updates from the proﬁle owner. If
they choose to do so, updates from the proﬁle owner will appear
in a separate ﬁltered view of the wall.
• Most static information now lives on an Info tab, and Photos now
live on a Photos tab.
83. • Page admins can add custom application tabs to their Page if
they so choose.
• Perhaps most important, page admins can now share Status
Updates like regular Facebook users can on their own
• All Page updates will now prominently appear in Facebook
users’ home page News Feed. This means users will see
updates from Pages they’re a fan of mixed in with updates
from people they’re friends with.
• Facebook Pages for business are focused on the “Wall.”
• Content posted on the new Wall shows up in Fans’ News
Feeds more often.
• Use the Wall to “update your Status, upload new photos or
videos, and post Notes or Links to interesting content.
• Posting updates to your Facebook Page is now a lot more
viral, as more News Feed distribution could drive signiﬁcant
trafﬁc to your Page.
85. UPDATES MAY GO TO FAN’S
NEWS FEED ...But Not Always
86. WILL GO FURTHER IN THE
• Creating interesting stories
• Increasing Fan base
• Optimizing Newsfeed of fans and friends
• Getting the most out of a Fan Page
• Setting Page Username • Use of Photos
• Optimizing Landing Page • Social Ads
• Facebook Apps • Social Plugins
• Promotion on Facebook • Facebook Connect
• Facebook Group • Metric for measurement
99. FINDING VALUES IN NOISE
Source: Harvard Business Review Jun 2010
101. WITH FACEBOOK
Full News Feed Status Updates
102. WITH TWITTER
Your Twitter Feed Saved Twitter Search
103. RADIAN 6
104. RADIAN 6
• Crisis Management
• Lifecycle of Buzz
• Uncover Inﬂuencers
• Benchmark the Competition
• Capture Industry Trends
• Sales and Lead Generation
• Customer Service Outreach
105. Who should run your company's
social media program?
106. Who should run your company's
social media program?
• CEO • Agency
• CMO • Twitern (Twitter Intern)
• Social Media Lead
• PR Manager
• Product/Service Lead
107. Social Media Voices should be
MULTIPLE AND AUTHENTIC
• Focus on different conversation
• Customer support
• Industry insights
• product information
• awareness building
108. HE/SHE SHOULD KNOW
COMPANY-WIDE THE OBJECTIVES
• Providing industry and company insights to all stakeholders
• Building awareness for your product and services
• Forging deeper more trusted relationships with your customers
• Customer service and product complaints
• Discount and promotional information
109. SETUP COMPANY’S
SOCIAL MEDIA GUIDELINE
• Declaration of trust • Engagement practices
• Statement of responsibility • No unauthorized sharing of
• An identiﬁcation of
themselves as employees • Respect for the audience
• A social media voice, • Respect for copyrights
recognize not brand voice
• How to handle mistakes
110. EXAMPLES OF GUIDELINES
111. WE’VE LEARNED
• WE are in the moment of cultural change in marketing
• WOM is important
• 5 stages in social media marketing
• Listen to Feedbacks
• How and who to start with social media marketing
112. Social Media Marketing and Search Engine Optimization
Start on 19/Oct/2010
Every Tuesday o 8:00-10:00pm o 5 Weeks
at Admiralty Centre
conducted by Alvis Ko
113. How SMM & SEO help each other to
BE FOUND & ENGAGE WITH CUSTOMERS
Social Media Marketing Search Engine Optimization
• Creating Social Media • Working principles of Search
Marketing Plan Engines
• Considerations in speciﬁc • Best Practice for Optimizing
Social Media Platforms web Page
• Tools & Technical aspects • Identify the best keywords for
• Analytics - how to measure
the success • Measuring success and useful
114. Thank you!
Get Updates on Social Media Marketing Trend at:
By Alvis Ko - theOrigo Ltd www.theorigo.com