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

1. Engaging your customers with
SOCIAL MEDIA MARKETING
by Alvis Ko
General Manager at theOrigo

2. Do you social?

3. Do you social?

5. SOCIAL MEDIA
• Connections • Contributing
• Collaboration • Content Creation (UGC)
• Collective Wisdom • Community!

6. Social media is not about future.
It is a now & reality
It’s as main stream as a major search engine

7. 400M (4 )
ACTIVE USERS IN FACEBOOK (FEB 2010)
DOUBLED IN 10 MONTHS
POPULATION IN US:307M
POPULATION IN CHINA: 1,300M

8. 50%
OF ACTIVE USERS LOGIN FACEBOOK IN ANY GIVEN OF DATE

9. 50 MIN. PER DAY
AVERAGE USER SPENDS EACH DAY ON FACEBOOK

10. Source: Pew, Nielsen

11. 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. ”

12. Traditional Marketing...

13. People are exposed to 3000
advertising messages per day

14. 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

15. TRADITIONAL MARKETING IS
BEING CHALLENGED

16. NOT JUST ABOUT ATTRACTING EYEBALLS

17. NOT JUST ABOUT GETTING HITS
Image source: Flickr - yewco

18. IT’S ABOUT TRUST

19. 91%
OF PEOPLE GLOBALLY
WILL BUY FROM
COMPANIES BASED ON
TRUST
Source: EDELMAN PR, 2009
Previous Usage
+
Word of Mouth

20. 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

21. INTENTIONAL WOM
• Marketersuse celebrity endorsements to trigger positive buzz
for product launches
• difficult to measure

22. 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

23. 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

24. UNITED BREAKS GUITARS

25. COMPLAINTS SOMETIMES CAN GROW BIG

26. WOM SPREAD RAPIDLY
THROUGH SOCIAL MEDIA
Flickr / (cc)jared

27. SOCIAL MEDIA MARKETING FUNNEL
Awareness
Interest Needs determination
Active Evaluation
Purchase
Loyalty Repeat purchase / referral

28. 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

29. Awareness
Interest
Active Evaluation
Purchase
Loyalty
Stage 1. Awareness
Stage 2. Interest

30. Your Brand
USE MULTIPLE CHANNELS

31. Blog
Twitter
...
YouTube
Slideshare
...
Amazon
Technorati
Twitter
Digg
...
Facebook
LinkedIn
...

32. STARBUCKS
Starbucks.com My Starbucks Idea
On Facebook On Twitter On Youtube

34. BE VIRAL. STRONG IMPACT

35. STAY CURRENT
Catch the wave on the hot topics / tags

36. COMPETITION AND GIVEAWAY

37. SOCIAL APP / GAME
Awareness & Lead Generation

38. DOING SOMETHING FUN
Argumented Reality ( )

39. Awareness
Interest
Active Evaluation
Purchase
Loyalty
Stage 3. Evaluation
Stage 4. Purchase

40. SEARCH

41. READ THE OFFICIAL WEBSITE
Get the first impression

42. BLOGS
discussing the topics or your products

43. WIKIPEDIA

44. YAHOO! ANSWER +

45. ASK OUR FRIENDS
Facebook / Twitter / Face-to-face

46. BACK TO THE WEBSITE AGAIN
Get Detail Info

47. READ USER REVIEWS

48. PURCHASE!
Yeah!

49. INFLUENCERS
Image source: Fluent

50. 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

51. 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.

52. 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.

53. Awareness
Interest
Active Evaluation
Purchase
Loyalty
Stage 5. Loyalty

54. LOYAL CUSTOMERS
• Customer who purchase again = Loyal customer
• Encourageto spread the word about the product &
encourage others to buy
•= best marketers!

55. LOYAL CUSTOMERS BECOME INFLUENCERS

56. 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

57. LIKE BUTTON

58. RULE # 2: CONNECT PROSPECTIVE
CUSTOMERS WITH LOYAL CUSTOMERS
• Facilitate
a community
for your loyal and
prospective customer
• Bring them together

59. 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

60. BUILD COMMUNITY WITHIN
YOUR WEBSITE

61. CONNECT THEM BY YOUR OWN NEW WAY
See a Kindle in your Area

62. Listen to the feedback

63. LISTEN TO FEEDBACKS
Response if necessary

64. FACEBOOK PAGE INSIGHTS

65. TWITTER SEARCH

66. TWITTER STREAM GRAPH

67. FINDING VALUES IN NOISE
Source: Harvard Business Review Jun 2010

68. Who should run your company's
social media program?

69. 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

70. Social Media Voices should be
MULTIPLE AND AUTHENTIC
• Focus on different conversation
areas:
• Customer support
• Industry insights
• product information
• awareness building
• ...

72. 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

73. 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

74. 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

75. 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

76. 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

77. 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

78. 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

79. Questions and Answers

80. 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