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1. To learn about a variety of social media
tools to help us listen, connect, add value
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
• 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
• LIKE-ME: People care more when it’s someone
“like me”: more human, more real, more visual,
more believable, more authentic
Celebs have reach + influence
@LisaSurihani : 1,993,233 Followers
@Shaheizy_Sam : 1,475,740 Followers
Facebook Fan Page:
: 2,880,184 likes
: 1,632,897 likes
: 660,465 Followers
: 318,551 Followers
: 209,323 Followers
: 147,718 Followers
: 116,768 Followers
Facebook Fan Page:
: 1,010,932 likes
: 865,215 likes
: 761,339 likes
: 726,043 likes
: 116,504 likes
* As of Feb 3, 2014
Force 1: Rise of access
*Mobile penetration: 146.1% **Internet penetration: 60.7%
*Source: Malaysia, Q3, 2013, MCMC **Internetworldstats.com
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
Here it is, you decide
• Bloggers, tweeters,
post in near real-time
• Many sources engage in
the conversation from
Force 3: Diverse media options
Print: eg. news, direct mail, Websites, Forums, Chat rooms
Blogs eg.Wordpress, Blogger, Tumblr
Broadcast: TV, radio
eg. Facebook, LinkedIn, G+
Microblogging eg. Twitter
Video-sharing eg. YouTube
Mobile apps eg. iPhone, Android,
Video chat eg. Skype, Facetime,
Search Engine Marketing
What’s social media?
One definition: It’s an
umbrella term that defines
the various activities that
social interaction, and the
construction of words,
pictures, videos and
What is social networking
and social media?
• Social networking in Plain English
• Social media in Plain English
Copyright: Lee & Sachi LeFever, CommonCraft.com
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
Why social media?
1. What our peers say about you
- we trust what our friends say about your
2. Online recommendations translate
- 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
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.
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.
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.
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.
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
• 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
5. You're giving away a
• 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.
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
4-step social media guidance
Step 1: Listen
What are people
saying about your
Who’s saying what?
Who comments and
What they say and
how they say it.
Step 2: Connect
Make friends – one at
conversations and find
and reactions, if any
Do not dominate the
2/3 of the economy now influenced by
personal recommendations – McKinsey&Co
Step 3: Add value
Find unique and
genuine ways to reach
out to help.
Bring authority and
credibility to the
Do not flood streams
Step 4: Measure
Track pageviews, unique
Cost savings, sales and
Weigh sentiment, positive
vs negative comments,
issues resolved, feedback
Key trends in social media
marekting in 2014
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