Your SlideShare is downloading. ×
Social Media Marketing

1
Learning Objectives
1. To learn about a variety of social media
tools to help us listen, connect, add value
and measure.
2...
Module 1:
Key Trends in
Social Media
3
Twitter in action: Plane crash!

http://www.youtube.com/watch?v=imDFSnklB0k

4
From Twitter to Front page

6
Lessons
• 1-PERSON: A single person with a smartphone
can make a huge impact globally
• 2-WAY: Some characteristics of soc...
Costa Concordia

8
"In a short period of time the Concordia ship will pass very close. A big greeting to
9
my brother who finally gets to hav...
Hero vs Villain

10
It’s not the tools or the
technology, it’s the story

11
The Old Media World

14
The New Media World
Press
Community

Investors

Customers

Employees

MESSAGES

Competitors
Prospects
Analysts

Partners

...
Newsmakers have gone social

16
17
18
Classic Branson stunt

19
Arby’s tweet at Grammys 2014

20
Celebs have reach + influence
Twitter:
@LisaSurihani : 1,993,233 Followers
@Shaheizy_Sam : 1,475,740 Followers
Facebook Fa...
Force 1: Rise of access

*Mobile penetration: 146.1% **Internet penetration: 60.7%
22

*Source: Malaysia, Q3, 2013, MCMC *...
Force 2: Media fragmentation
Mass media >>> Masses of niche media
Opinion forming elite
• One-way, one-to-many
• Sole or f...
Force 3: Diverse media options
Then

Now

Word-of-mouse
Word-of-mouth
Email
Print: eg. news, direct mail, Websites, Forums...
25
What’s social media?
One definition: It’s an
umbrella term that defines
the various activities that
integrate technology,
...
…it’s people connecting online

27
What is social networking
and social media?
• Social networking in Plain English
http://www.youtube.com/watch?v=6a_KF7TYKV...
29
Where Is Everyone?
F. L. Y. T. B. G.

30
Why social media?
• 1.11b active users*
• Malaysia: >13.6 million**
• 225m active users
• Malaysia: >1.162m
• 1b unique us...
Why social media?
1. What our peers say about you
matters
- we trust what our friends say about your
brand online

2. Onli...
Can we ignore
social media?

33
There will be consequences…

34
1. You won't know what people
are saying about you

The conversation is taking place anyway.
You can choose to participate...
2. You won't know what's going on

Listening in to conversations on Facebook, Twitter and the
blogosphere is like having ...
3. No one knows the real you
• Someone may already be squatting on your brand and
spewing false corporate messages
• If yo...
4. When you need a voice, you
won't have any credibility
• Typically, organizations only think of a blog or a
Twitter acco...
5. You're giving away a
competitive advantage
• Whether you are listening
or not, chances are your
competition is monitori...
Why use social media?
“Fish where the fish are!”
Users are spend more time in
social networks rather than
portals or dest...
41
4-step social media guidance
Step 1: Listen
What are people
saying about your
brand online?
Who’s saying what?
Who comm...
Step 2: Connect
Make friends – one at
a time
Participate in
conversations and find
your voice
Observe comments
and reac...
2/3 of the economy now influenced by
personal recommendations – McKinsey&Co

44
Step 3: Add value
Find unique and
genuine ways to reach
out to help.
Bring authority and
credibility to the
conversation...
Step 4: Measure
Track pageviews, unique
visitors, downloads,
embeds, subscribers,
followers, fans
Cost savings, sales an...
Key trends in social media
marekting in 2014
•
•
•
•
•

Mobile first
Visual: Rise of videos, photos
H2H: Humanizing the ex...
01.Key trends in social media
01.Key trends in social media
01.Key trends in social media
Upcoming SlideShare
Loading in...5
×

01.Key trends in social media

193

Published on

1/6 Social media marketing: Key trends in Malaysia

Published in: Social Media
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
193
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
11
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Passenger on ferry Janis Krums clicked a snapshot with his iPhone of US Airways Flight 1549 partially submerged in the Hudson River and tweets rescue of passengers in Hudson River after plane crash.
  • Same pic appeared on front pages of major dailies.
  • The captain of a luxury cruise liner that capsized off Italy's coast may have steered the ship too close to shore so that its head waiter could salute his family in a pre-planned stunt that was posted on Facebook. Just minutes before the Costa Concordia struck rocks and began taking on water, the head waiter's sister updated her Facebook status to say: "In a short period of time the Concordia ship will pass very close. A big greeting to my brother who finally gets to have a holiday on landing in Savona." Captain Francesco Schettino, 52, reportedly invited the head waiter, Antonello Tievoli, on to the bridge as he steered the vessel towards the coast of Giglio on Friday night. "Come and see, Antonello, we're right in front of Giglio," the captain told Tievoli shortly before the crash, according to Italy's Corriere della Sera newspaper. It also quoted witnesses who claimed the waiter had warned Captain Schettino just before the accident, saying: "Careful, we are extremely close to the shore." Captain Schettino may have performed the sail-past also as a salute to an old colleague, a former admiral from the cruise line, who was not even on Giglio on Friday night.
  • The captain of a luxury cruise liner that capsized off Italy's coast may have steered the ship too close to shore so that its head waiter could salute his family in a pre-planned stunt that was posted on Facebook. Just minutes before the Costa Concordia struck rocks and began taking on water, the head waiter's sister updated her Facebook status to say: "In a short period of time the Concordia ship will pass very close. A big greeting to my brother who finally gets to have a holiday on landing in Savona." Captain Francesco Schettino, 52, reportedly invited the head waiter, Antonello Tievoli, on to the bridge as he steered the vessel towards the coast of Giglio on Friday night. "Come and see, Antonello, we're right in front of Giglio," the captain told Tievoli shortly before the crash, according to Italy's Corriere della Sera newspaper. It also quoted witnesses who claimed the waiter had warned Captain Schettino just before the accident, saying: "Careful, we are extremely close to the shore." Captain Schettino may have performed the sail-past also as a salute to an old colleague, a former admiral from the cruise line, who was not even on Giglio on Friday night. Costa Cruises offered compensation to passengers (to a limit of €11,000 a person) to pay for all damages including the value of the cruise. One-third of the passengers took this offer. It had 3,206 passengers and 1,023 crew members on board
  • Captain Chesley "Sully" Sullenberger seen as hero because he successfully ditched US Airways Flight 1549, which had been disabled by striking a flock of Canada geese during its initial climb out, over the Hudson River off Manhattan, New York City, on January 15, 2009. All of the 155 passengers and crew aboard the aircraft survived.
    Captain Francesco Schettino seen as a villain because he abandoned the ill-fated cruise ship Costa Concordia after it partially sunk and ran aground at Isola del Giglio, Tuscany, on 13 January 2012 before all the passengers were rescued. The ship carried 4,252 people of which 32 lives were lost.
  • Richard Branson serving as Air Asia flight attendant after losing F1 bet with Tony Fernandes two years ago.
  • The early adopter wave off in Malaysia via Jaring, the pioneering ISP in Malaysia, followed by TMnet. Broadband took off in the 2nd wave following the advent of Streamyx, Jaring Broadband, several WiFi players in the latter half the 3G players via celcos Maxis, Celcom and DiGi and WiFi. In the 3rd Wave we will see a number of WiMAX players coming onstream. P1 is already rapidly rolling out in Peninsular while Amax and YTLe are set to come onstream in 2010 with Redtone offering its service in East Malaysia. TM’s HSBB service Unifi will provide a combination of broadband services for both households and offices with fiber-to-the-home as a key technology.
    May, 2013: TM Unifi has 550,000 subscribers on the back of 1.39m premises
  • According to the Oxford Internet Institute, Malaysia along with Brazil, has the highest Twitter use in the world
  • Social media provides every person with a stage to share their thoughts and opinions with friends and other consumers.
    If you provide them with a great customer experience, social media will reward you with positive reviews and endorsements that attract new business.
    If a customer has a less than perfect experience, social media will let you know. But that's not such a bad thing so long as you take the opportunity to respond to them and use that feedback constructively to improve the way you serve your customers.
    o be a good conversationalist, you need to be a great listener.
    Social media marketing is more about listening and responding than it is about broadcasting a message.
    It's critical that you monitor what people are saying to you and about you, your industry, your areas of expertise and your competitors. (Don’t worry, we'll show you how easy it is to monitor the online conversations.)
    You've also got to be responsive—whether it's to respond directly to a customer’s question or suggestion or join a discussion where you can share your knowledge.
    Remember: To build relationships you don’t need to speak “social media,” you just need to be yourself.  Talk on social media the same way you do in real life.
  • “Hi there, I’m Janet, one of a few Community Evengilist at ExxonMobil Corp. I’m here to answer any of questions from this twitter community.” Janet is conversing on issues related to Exxon Mobil. As to why on Twitter, she wrote “we’re working hard on building a strong relationship with the twitter community.”
    UPDATE (August 02 2008): Four days later, Janet of ExxonMobilCorp is revealed as a fake. The person DOES NOT represent Exxon Mobil Corporation..
  • Alicia_at_Honda does an amazing job on Twitter connecting with fans and owners on Twitter. When a 9/11 hoax surfaced again she pointed to the real info
  • Transcript of "01.Key trends in social media"

    1. 1. Social Media Marketing 1
    2. 2. Learning Objectives 1. To learn about a variety of social media tools to help us listen, connect, add value and measure. 2. To identify a strategy for roll-out of social media in my organisation. 3. To learn from successful social media practitioners and organisations. 4. To understand how to use social media tools to nurture a community of fans and followers. 2
    3. 3. Module 1: Key Trends in Social Media 3
    4. 4. Twitter in action: Plane crash! http://www.youtube.com/watch?v=imDFSnklB0k 4
    5. 5. 5
    6. 6. From Twitter to Front page 6
    7. 7. Lessons • 1-PERSON: A single person with a smartphone can make a huge impact globally • 2-WAY: Some characteristics of social media: speed, amplification, pass-along value, archival, offers instant feedback and more engagement • LIKE-ME: People care more when it’s someone “like me”: more human, more real, more visual, more believable, more authentic 7
    8. 8. Costa Concordia 8
    9. 9. "In a short period of time the Concordia ship will pass very close. A big greeting to 9 my brother who finally gets to have a holiday….” Facebook update of sister to head-waiter of ship
    10. 10. Hero vs Villain 10
    11. 11. It’s not the tools or the technology, it’s the story 11
    12. 12. The Internet circa 1993 12
    13. 13. Internet in 2014 13
    14. 14. The Old Media World 14
    15. 15. The New Media World Press Community Investors Customers Employees MESSAGES Competitors Prospects Analysts Partners 15
    16. 16. Newsmakers have gone social 16
    17. 17. 17
    18. 18. 18
    19. 19. Classic Branson stunt 19
    20. 20. Arby’s tweet at Grammys 2014 20
    21. 21. Celebs have reach + influence Twitter: @LisaSurihani : 1,993,233 Followers @Shaheizy_Sam : 1,475,740 Followers Facebook Fan Page: Lisa Surihani : 2,880,184 likes Shaheizy Sam : 1,632,897 likes Twitter: @bharianmy @StarOnline @hmetromy @umonline @sinaronline : 660,465 Followers : 318,551 Followers : 209,323 Followers : 147,718 Followers : 116,768 Followers Facebook Fan Page: Berita Harian : 1,010,932 likes Utusan Online : 865,215 likes Sinar Harian : 761,339 likes Harian Metro : 726,043 likes TheStarOnline : 116,504 likes * As of Feb 3, 2014 21
    22. 22. Force 1: Rise of access *Mobile penetration: 146.1% **Internet penetration: 60.7% 22 *Source: Malaysia, Q3, 2013, MCMC **Internetworldstats.com
    23. 23. Force 2: Media fragmentation Mass media >>> Masses of niche media Opinion forming elite • One-way, one-to-many • Sole or few sources dictating schedules and headlines from topdown. • Very little engagement or feedback encouraged and even these are edited. Here it is, you decide • Many-to-many • Bloggers, tweeters, podcasters, aggregators, producers, commenters post in near real-time • Many sources engage in the conversation from grassroots-level. 23
    24. 24. Force 3: Diverse media options Then Now Word-of-mouse Word-of-mouth Email Print: eg. news, direct mail, Websites, Forums, Chat rooms newsletters, magazines Blogs eg.Wordpress, Blogger, Tumblr Broadcast: TV, radio Social networks Advertising eg. Facebook, LinkedIn, G+ Public relations Microblogging eg. Twitter Telephone Video-sharing eg. YouTube Direct Mail Podcasts Contests Mobile apps eg. iPhone, Android, iPad, Tablets Research reports Video chat eg. Skype, Facetime, Face-to-face Hangout Search Engine Marketing Viral marketing 24
    25. 25. 25
    26. 26. What’s social media? One definition: It’s an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio…. 26 26
    27. 27. …it’s people connecting online 27
    28. 28. What is social networking and social media? • Social networking in Plain English http://www.youtube.com/watch?v=6a_KF7TYKVc • Social media in Plain English http://www.youtube.com/watch?v=MpIOClX1jPE Copyright: Lee & Sachi LeFever, CommonCraft.com 28
    29. 29. 29
    30. 30. Where Is Everyone? F. L. Y. T. B. G. 30
    31. 31. Why social media? • 1.11b active users* • Malaysia: >13.6 million** • 225m active users • Malaysia: >1.162m • 1b unique users/month • 4 billion views daily • 72hrs of video uploaded/1 min • 554m users+ • Malaysia: 1.128 million++ • > 200m bloggers • > 300m active users • Malaysia: ? Sources: *Facebook.com (Mar, 2013) **Socialbakers.com (March, 2013), +StatisticBrain(May 2012), ++ForestInteractive, Linkedin, YouTube 31
    32. 32. Why social media? 1. What our peers say about you matters - we trust what our friends say about your brand online 2. Online recommendations translate into purchases - MarketingProfs survey: 73% learn about a product online and 51% purchase a product based on an online recommendation. 3. You must provide a great customer experience 4. Permission is key - People who like a brand on Facebook, follow a brand on Twitter are more likely to buy and recommend. 5. Social Media Marketing is a commitment - You must listen and respond. Be consistent, patient. 32
    33. 33. Can we ignore social media? 33
    34. 34. There will be consequences… 34
    35. 35. 1. You won't know what people are saying about you The conversation is taking place anyway. You can choose to participate or you can ignore it, but people are talking -- even when you're not listening. 35
    36. 36. 2. You won't know what's going on Listening in to conversations on Facebook, Twitter and the blogosphere is like having a free focus group going 24/7.  If you listen to your market, you'll be able to anticipate customer needs, make better products, improve services and hear what's wrong with what you are currently delivering. 36
    37. 37. 3. No one knows the real you • Someone may already be squatting on your brand and spewing false corporate messages • If you don't secure your brand accounts on Twitter, Facebook, no one will know if it's real or fake.  Get out there with your own voice and establish a reputation for authenticity and truth - it's a lot harder for someone else to hijack your brand. 37
    38. 38. 4. When you need a voice, you won't have any credibility • Typically, organizations only think of a blog or a Twitter account, after a crisis hits. • Whether you're talking online or off, it takes months – even years – to establish trust in a relationship. • You need to start the conversation in order to start making deposits in the bank of trust. Then when you need it, the credibility will be there. 38
    39. 39. 5. You're giving away a competitive advantage • Whether you are listening or not, chances are your competition is monitoring what your stakeholders are saying about you. • They may get the feedback you don’t and be able to bring a new product to market faster, and meet the needs of the marketplace better than you can. 39
    40. 40. Why use social media? “Fish where the fish are!” Users are spend more time in social networks rather than portals or destination sites. Reach more people: Introduce new users to your services or products through conversation Spread your message and agenda: Embed on blogs, social networks, video sites proactively 40
    41. 41. 41
    42. 42. 4-step social media guidance Step 1: Listen What are people saying about your brand online? Who’s saying what? Who comments and responds? What they say and how they say it. 42
    43. 43. Step 2: Connect Make friends – one at a time Participate in conversations and find your voice Observe comments and reactions, if any Do not dominate the conversations! 43
    44. 44. 2/3 of the economy now influenced by personal recommendations – McKinsey&Co 44
    45. 45. Step 3: Add value Find unique and genuine ways to reach out to help. Bring authority and credibility to the conversation. Do not flood streams with marketing messages! 45
    46. 46. Step 4: Measure Track pageviews, unique visitors, downloads, embeds, subscribers, followers, fans Cost savings, sales and call-to-actions Weigh sentiment, positive vs negative comments, issues resolved, feedback received 46
    47. 47. Key trends in social media marekting in 2014 • • • • • Mobile first Visual: Rise of videos, photos H2H: Humanizing the experience wins ROI: right content, right context = $ Community management going in-house, round-the-clock monitoring is the reality. • Early days yet, big corporations still make blunders 47

    ×