Social Media Marketing Seminar in HKU SPACE (Jun 2010)

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The presentation slides of the Seminar "Engaging your customers with Social Media Marketing" conducted by Alvis Ko in HKU SPACE.

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Social Media Marketing Seminar in HKU SPACE (Jun 2010)

  1. 1. Engaging your customers with SOCIAL MEDIA MARKETING by Alvis Ko General Manager at theOrigo
  2. 2. Do you social?
  3. 3. Do you social?
  4. 4. SOCIAL MEDIA • Connections • Contributing • Collaboration • Content Creation (UGC) • Collective Wisdom • Community!
  5. 5. Social media is not about future. It is a now & reality It’s as main stream as a major search engine
  6. 6. 400M (4 ) ACTIVE USERS IN FACEBOOK (FEB 2010) DOUBLED IN 10 MONTHS POPULATION IN US:307M POPULATION IN CHINA: 1,300M
  7. 7. 50% OF ACTIVE USERS LOGIN FACEBOOK IN ANY GIVEN OF DATE
  8. 8. 50 MIN. PER DAY AVERAGE USER SPENDS EACH DAY ON FACEBOOK
  9. 9. Source: Pew, Nielsen
  10. 10. 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. ”
  11. 11. Traditional Marketing...
  12. 12. People are exposed to 3000 advertising messages per day
  13. 13. CONSUMERS HAVE BECOME OVERLOADED 14% : PROPORTION OF PEOPLE WHO TRUST ADVERTISING INFORMATION skeptical about traditional company-driven advertising and make purchasing decisions largely independent of what companies tell them about products. marketing
  14. 14. TRADITIONAL MARKETING IS BEING CHALLENGED
  15. 15. NOT JUST ABOUT ATTRACTING EYEBALLS
  16. 16. NOT JUST ABOUT GETTING HITS Image source: Flickr - yewco
  17. 17. IT’S ABOUT TRUST
  18. 18. 91% OF PEOPLE GLOBALLY WILL BUY FROM COMPANIES BASED ON TRUST Source: EDELMAN PR, 2009 Previous Usage + Word of Mouth
  19. 19. TOP 3 INFLUENCE FACTORS OF BUYING Only WOM has different degrees of influence on consumers at each stage of this Advertising become less important journey Source: McKinsey Quarterly Apr 2010
  20. 20. INTENTIONAL WOM • Marketersuse celebrity endorsements to trigger positive buzz for product launches • difficult to measure
  21. 21. CONSEQUENTIAL WOM • Trigger by traditional marketing / advertising activities • Occur when someone pass on messages • Stronger impact of than direct effect of advertisements Implication on crafting marketing message and media mix: • Brandsshould consider both the direct and the pass-on effects of word of mouth -- maximizes the return on their investments
  22. 22. EXPERIENTIAL WOM • DirectExperience, direct experience with a product or service, largely when that experience deviates from what’s expected • Positive :) or Negative :( • Most powerful! • Most common. 50% - 80% of WOM activity
  23. 23. UNITED BREAKS GUITARS
  24. 24. COMPLAINTS SOMETIMES CAN GROW BIG
  25. 25. WOM SPREAD RAPIDLY THROUGH SOCIAL MEDIA Flickr / (cc)jared
  26. 26. SOCIAL MEDIA MARKETING FUNNEL Awareness Interest Needs determination Active Evaluation Purchase Loyalty Repeat purchase / referral
  27. 27. BRANDED SITE EXTERNAL MKTG-MANAGED PRESENCE EXTERNAL THIRD-PARTY SITE TRADITIONAL MEDIA/PR Active Evaluation EVENTS PRODUCT LAUNCH E-COMMERCE PARTNER MICROSITE TV/ RADIO S T O R Y T E L L I N G Awareness HELPFUL RESOURCES INTEREST REVIEWS SEO Corporate Website COMMENTS Purchase PRINT Loyalty COMPANY BLOG ONLINE SAMPLING OUTDOOR YOUTUBE CHANNEL: RETAIL SITES PR STORYTELLING (eg.. AMAZON) EXTERNAL / INFLUENCER BLOGS SEARCH ENGINE FACEBOOK FAN TOPICAL COMMUNITIES PAGE PRODUCT REVIEW SITE FACEBOOK TWITTER APP, GROUP, etc) SAMPLING PGMS RETAIL SHOP Awareness Interest Active Evaluation Purchase Loyalty MARKETING MIX IN 5 STAGES
  28. 28. Awareness Interest Active Evaluation Purchase Loyalty Stage 1. Awareness Stage 2. Interest
  29. 29. Your Brand USE MULTIPLE CHANNELS
  30. 30. Blog Twitter ... YouTube Slideshare ... Amazon Technorati Twitter Digg ... Facebook LinkedIn ...
  31. 31. STARBUCKS Starbucks.com My Starbucks Idea On Facebook On Twitter On Youtube
  32. 32. BE VIRAL. STRONG IMPACT
  33. 33. STAY CURRENT Catch the wave on the hot topics / tags
  34. 34. COMPETITION AND GIVEAWAY
  35. 35. SOCIAL APP / GAME Awareness & Lead Generation
  36. 36. DOING SOMETHING FUN Argumented Reality ( )
  37. 37. Awareness Interest Active Evaluation Purchase Loyalty Stage 3. Evaluation Stage 4. Purchase
  38. 38. SEARCH
  39. 39. READ THE OFFICIAL WEBSITE Get the first impression
  40. 40. BLOGS discussing the topics or your products
  41. 41. WIKIPEDIA
  42. 42. YAHOO! ANSWER +
  43. 43. ASK OUR FRIENDS Facebook / Twitter / Face-to-face
  44. 44. BACK TO THE WEBSITE AGAIN Get Detail Info
  45. 45. READ USER REVIEWS
  46. 46. PURCHASE! Yeah!
  47. 47. INFLUENCERS Image source: Fluent
  48. 48. KEY INFLUENCERS Who? • bloggers and Twitterer with huge following • rarely now their audiences personally How? • Blogs, Twitters, websites, etc... • In specific fields have an outsized influence on brand affinity & purchasing decisions on social platforms
  49. 49. SOCIAL INFLUENCERS Who? • everyday people who participate in social platforms. • usually know them personally (in your consumer’s social graph) How? • through consumer reviews, by updating their own status and Twitter feeds and commenting on blogs and forums.
  50. 50. KNOWN PEER INFLUENCERS Who? • Family members or friends (in consumer’s inner circle) • are the closest to both the purchasing decision and to the consumer How? • 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.
  51. 51. Awareness Interest Active Evaluation Purchase Loyalty Stage 5. Loyalty
  52. 52. LOYAL CUSTOMERS • Customer who purchase again = Loyal customer • Encourageto spread the word about the product & encourage others to buy •= best marketers!
  53. 53. LOYAL CUSTOMERS BECOME INFLUENCERS
  54. 54. RULE #1: ENCOURAGE LOYAL CUSTOMERS TO INFLUENCE OTHER BY LET THEM TALK ABOUT THE PRODUCT • rate & review products • they are happy to broadcast their rate
  55. 55. LIKE BUTTON
  56. 56. RULE # 2: CONNECT PROSPECTIVE CUSTOMERS WITH LOYAL CUSTOMERS • Facilitate a community for your loyal and prospective customer • Bring them together
  57. 57. SET UP A FACEBOOK FAN PAGE OR LINKEDIN GROUP IN SPECIFIC LOCATIONS • Your presence and your own channel • Wall post, photo, videos, notes... • News, promo, discussion • Fans share their thoughts • Collect feedbacks and response, if necessary
  58. 58. BUILD COMMUNITY WITHIN YOUR WEBSITE
  59. 59. CONNECT THEM BY YOUR OWN NEW WAY See a Kindle in your Area
  60. 60. Listen to the feedback
  61. 61. LISTEN TO FEEDBACKS Response if necessary
  62. 62. FACEBOOK PAGE INSIGHTS
  63. 63. TWITTER SEARCH
  64. 64. TWITTER STREAM GRAPH
  65. 65. FINDING VALUES IN NOISE Source: Harvard Business Review Jun 2010
  66. 66. Who should run your company's social media program?
  67. 67. Who should run your company's social media program? • CEO • All of Above? • CMO • None of Above? • Social Media Lead • PR Manager • ... Twitern (Twitter Intern) • Product/Service Lead • Agency
  68. 68. Social Media Voices should be MULTIPLE AND AUTHENTIC • Focus on different conversation areas: • Customer support • Industry insights • product information • awareness building • ...
  69. 69. KNOW 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
  70. 70. SETUP COMPANY’S SOCIAL MEDIA GUIDELINE • Declaration of trust • Engagement practices • Statement of responsibility • No unauthorized sharing of business info • Anidentification of themselves as employees • Respect for the audience •A social media voice, • Respect for copyrights recognize not brand voice • How to handle mistakes
  71. 71. EXAMPLES OF GUIDELINES IBM Intel http://www.ibm.com/blogs/zz/en/guidelines.html http://www.intel.com/sites/sitewide/en_us/social-media.htm
  72. 72. WE’VE LEARNED • WE are in the moment of cultural change in marketing • WOM is important • Loyal customers => Larger margin => +ve WOM => more revenue • 5 stages in social media marketing • Listen to Feedbacks • How and who to start with social media marketing
  73. 73. ACTION PLANS WHEN YOU GO BACK • Setup Facebook Fan Page, • Forum Seeding Twitter Account • Social Apps • ProvideRSS Feeds for contents in website • Allownew customer to broadcast their purchase • Publish a blog • Learn & Innovate! • Share photos & videos
  74. 74. Social Media Marketing and Search Engine Optimization for Business Start on 20/Jul/2010 Every Tuesday o 8:00-10:00pm o 5 Weeks at Admiralty Centre conducted by Alvis Ko http://www.hkuspace.hku.hk/prog/social-media-marketing-and-SEO-for-business
  75. 75. 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 the website • Analytics - how to measure the success • Measuring success and useful SEO tools How SMM & SEO help each other to BE FOUND & ENGAGE WITH CUSTOMERS
  76. 76. Questions and Answers
  77. 77. Thank you! http://www.facebook.com/hkuspace.smm http://www.hkuspace.hku.hk/prog/social-media- marketing-and-SEO-for-business Alvis Ko - alvisko@theorigo.com

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