Chasing after successful social marketing campaigns
Kestrel Lee
Executive Creative Director
Zeno Group Asia
4 October 2013
A Results-Driven, Social-
Digital agency, with a PR
DNA - offering branding
expertise across; Planning,
Creative, Technolo...
US-BASED WITH A NETWORK ACROSS ASIA
10 Ten network offices –
Seven Zeno
Strategists and
community managers
in all markets
...
What is social media marketing today
• Publicising your business via blogs:
using EDM, events & online PR
• Publicity via ...
What is the type of social media marketing
we should be doing?
1. Research-based approach: Research the attitudes and expe...
o
Do not chase new media, especially since social
media is more than just a media channel
Social media is also
- A Crisis management platform for PR professionals
- A customer service platform for sales professio...
o
Chase social media listening as it is the key to
creating engaging social media campaigns
Coke-Mentos Bottle Rocket: Coke brought the two consumers to Coke HQ and invited them to continue running the page with Co...
A case of how a Telco nearly lost all credibility on Twitter:
http://vimeo.com/15677861
Why social media listening is so i...
Listen
倾听
Monitor
监控
Respond
回复
Engage
吸引
Measure
衡量
吸引用户
Attract clients
招募粉丝
Recruit fans
集中宣传
Create buzz
产品口碑
Improve
...
Why social media listening is needed
1. Use social media listening tools like JamiQ and
www.socialmention.com
2. Identify ...
Scope of social media listening
• Understand what your customers are thinking and saying about you
• Track all sources rel...
Brand
Positioning
And Planning
Marketing Mix/
Advertising
Management
Voice of the
Consumer
Product Insights
Competitive
In...
Collection
Search for relevant
terms & keywords
Your Competition
Your Brand
Your
Products/services
Track results by media
...
Use listening to move brands from
Social Branding activities…
… to Social Business evolution
Source: Michael Brito 2011
o
Do not chase consumers with only push and paid
media
Message
Creative
Concept
Mainstream
Shareholders
Consumers
Regulators
Vendors
Employees
Media agnostic thinking simply doe...
Attention span has split and consumers need to hear something multiple times
from different sources before they believe It...
MEDIA FRAGMENTATION HAS DISRUPTED YOUR MARKETING FUNNEL
Wealth of information and third party opinions on social media is ...
B2B marketing mirrors B2C advertising
IT’S B2C2B MARKETING: CORPORATE CUSTOMERS ARE STILL CONSUMERS
ON TOP OF ALL THE AD IMPRESSIONS
1975
500/DAY
2013
5,000/DAY 208 /HOUR
BOTTOM LINE,
IT’S HARDER FOR
ALL OF US TO
GET PEOPL...
o
Chase after good content so that consumers
will come to you
WHY COKE IS MOVING FROM CREATIVE TO CONTENT EXCELLENCE
Coke 2020 Part 1 Chapter one: http://www.youtube.com/watch?v=LerdMm...
This American Presidential Election related post is taken
from Durex’s Sina Weibo account. It was posted on November 7th
a...
Johnny Walker:
http://v.youku.com/v_show/id_XMTY2NjMyNTk2.html
Curate corporate, product and advertising
videos from all o...
o
Don’t chase prime time slots and other traditional
marketing wisdom
Chase consumer lifestyles in the social era
Consumer behavior has socialized media
Past Present
Banners
Brand
Web Site
Email
Image: customer
Desktop
Widgets
Digital a...
Using social media behavior to drive campaigns
http://v.youku.com/v_show/id_XNDI2MTM4MzEy.html
Digital advertising is movi...
http://www.youtube.com/watch?v=CqXkfvErPsU
The beauty of this Asia-Pacific region
campaign is that it revolves around
an u...
BEN & JERRY’S USING
INSTAGRAM TO FEED
A BOND WITH ICE
CREAM LOVERS
Fan photos solicited through a
"Capture Euphoria"-theme...
Use social behavior to drive campaigns:
HUMAN SEARCH ENGINES 网民人肉搜索http://www.chinasmack.com/2009/pictures/chinese-obama-g...
Use social behavior to drive social campaigns
Using the passion of lovers to find inspiration online, a real E-love
story ...
Don’t chase everyone on social media
Chase the millennials or Y-generation with their
culture of you
Your Millennial strategy is also your social media strategy
Key findings from
Edelman’s 8095 study
Millennial are more likely to
recommend products and start
trends…more involved in ...
TO SPEAK TO THEM ,WE NEED TO EMBRACE WHAT THEY/YOU ARE INTO.
TARGETING THE MILLENNIAL CULTURE OF YOU
To connect with our 18-30 year old consumers
Samsung needs to address the culture of “YOU”
1970’s
Era of Collectivism
(Fol...
LINKING BRAND AND CONTENT STRATEGY TO
CONSUMER PASSION POINTS
“I need to look good
before my friends”
Social Acceptance
So...
THE CULTURE OF “YOU”
THE NEED
WANT TO MAKE A FIRST GOOD IMPRESSION ONLINE
THE BRAND OPPORTUNITY
DESIRE TO IMPRESS FUTURE F...
Don’t chase impressions, likes or even fans.
Chase better engagement through social purpose.
ENGAGEMENT STARTS WITH EMOTIONAL CONNECTIONS
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.h
tml
“...
Brands
need to
stand for
something
or they
mean
nothing
online.
BUILDING SOCIAL ENGAGMENT ONLINE MEANS DEFINING
AND OWNING...
OVERALL
CAMPAIGN
STRATEGY
Brands need to make that emotional connection with
Target Audience to drive demand for Far East ...
Key objectives for your social media campaign is to create
memorable social occasions worth sharing
Key objectives for your social media campaign is to create
memorable social occasions worth sharing
https://www.youtube.co...
Engagement starts with emotional connections
Using the pride of China’s best machine operators in their skills, Edelman Sh...
The insight that drove the idea is
that people want to make a positive
difference but often feel that
anything they do as ...
1 2 3
Hand Wash Revolution
--P&G Safeguard--
Intangible Cultural
Heritage Protection Project
--Canon (China)--
Insight fro...
THE END. LET’S DISCUSS.
By Kestrel Lee:
Email/MSN: kestrel,lee@zenogroup.com
LinkedIn: http://sg.linkedin.com/in/kestrellee
MAD School -  How to create an engaging social media campaign?
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MAD School - How to create an engaging social media campaign?

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Exclusive insights on Social Media Campaign by Zeno Group Asia Regional ECD Kestrel Lee @MADSchool by Chatsworth Medi@rt Academy.

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MAD School - How to create an engaging social media campaign?

  1. 1. Chasing after successful social marketing campaigns Kestrel Lee Executive Creative Director Zeno Group Asia 4 October 2013
  2. 2. A Results-Driven, Social- Digital agency, with a PR DNA - offering branding expertise across; Planning, Creative, Technology & Measurement.
  3. 3. US-BASED WITH A NETWORK ACROSS ASIA 10 Ten network offices – Seven Zeno Strategists and community managers in all markets Managing communities of over 8 million fans on behalf of brands across the region 600 Social media marketing experts across 60 offices Ho Chi Minh City Singapore Jakarta Beijing Shanghai Tokyo Delhi Sydney Kuala Lumpur Bangkok Manila
  4. 4. What is social media marketing today • Publicising your business via blogs: using EDM, events & online PR • Publicity via postings, classified ads on forums & portals • Publicity via partner sites i.e. banners, press releases, text links • Spreading and tagging pictures and videos
  5. 5. What is the type of social media marketing we should be doing? 1. Research-based approach: Research the attitudes and expectations of your target audience and your competitors for meaningful differentiation. 2. Emotion first: Appeal to emotions as well as reason. Decision making is seldom done with no emotions and branding works best with an intrinsic emotional appeal. 3. Integrated campaign: Public Relations and internal brand communications are as important as advertising. Making them work hand in hand works wonders. 4. Media partnerships: Entered into targeted, vertically integrated media partnerships that extended reach while trying new media channels. 5. Inside out: Internal social branding should start before external social branding so your staff will become the brand’s first ambassadors.
  6. 6. o Do not chase new media, especially since social media is more than just a media channel
  7. 7. Social media is also - A Crisis management platform for PR professionals - A customer service platform for sales professionals - A CRM/data mining platform for loyalty programmes - A branded entertainment platform for celebrities, movies and TV shows - A gaming platform for gamers - An e-commerce platform for online shoppers There are no social media gurus: http://www.mediabistro.com/agencyspy/new-job-title-digital-strategic-guruninja_b10097
  8. 8. o Chase social media listening as it is the key to creating engaging social media campaigns
  9. 9. Coke-Mentos Bottle Rocket: Coke brought the two consumers to Coke HQ and invited them to continue running the page with Coke’s backing. But what happens if someone is injured: http://video.google.com/videoplay?docid=-1450915772177922792# How social media listening prevented an online crisis and allowed Coke to own a viral trend on YouTube Social is not just an advertising channel
  10. 10. A case of how a Telco nearly lost all credibility on Twitter: http://vimeo.com/15677861 Why social media listening is so important
  11. 11. Listen 倾听 Monitor 监控 Respond 回复 Engage 吸引 Measure 衡量 吸引用户 Attract clients 招募粉丝 Recruit fans 集中宣传 Create buzz 产品口碑 Improve brand sentiments 11 Listening has impacted campaign planning and thinking in the following ways: Why social media listening is so important
  12. 12. Why social media listening is needed 1. Use social media listening tools like JamiQ and www.socialmention.com 2. Identify key online influencers and the appropriate media to guide, direct or shape online conversations in a positive way via the number of brand mentions on their social media assets. 3. Pick those who can influence online opinion about your brand. Reach out to them and encourage them to write in an informed way about you. 4. Identify the specific channels and sites where the most (and least) discussion is occurring regarding your brand, product and related services and issues to plan your media and content marketing strategy.
  13. 13. Scope of social media listening • Understand what your customers are thinking and saying about you • Track all sources related to your brand including online news and PR • Measure your brand sentiment through trade and/or consumer content • Consolidate and measure brand sentiment over any specified date range with links available for close inspection. Dips in sentiment can trigger automatic alerts. • Gives invaluable feedback from the market that can greatly inform brand positioning, campaign messaging, media buys, and other marketing strategy, channels and tactics. • Track the volume of your brand mentions on a daily basis, and identify active or quiet periods and compare them to competitors. This help identify issues of importance to the target audience that should be part of the marketing and communications strategy and tactics.
  14. 14. Brand Positioning And Planning Marketing Mix/ Advertising Management Voice of the Consumer Product Insights Competitive Intelligence Weak Signal Alert Reputation / Risk Assessment Crisis Management Market Management Brand Management Scope of social media listening 品牌危机处理 品牌日常管理 市场分析和管理
  15. 15. Collection Search for relevant terms & keywords Your Competition Your Brand Your Products/services Track results by media channel Blogs BBS Sites Weibo Assessment Analyze Sentiment Positive Neutral Negative Analysis • Volume of mentions • Share of mentions • Sentiment • Potential threats • Potential opportunities • Influential sites • Influential individuals Identify Advocates and Protagonists Response Social Media Strategy, action and reaction Crisis Management Brand Management Market Management Re-Action Positioning Intelligence Social Media Execution Social media monitoring process
  16. 16. Use listening to move brands from Social Branding activities…
  17. 17. … to Social Business evolution Source: Michael Brito 2011
  18. 18. o Do not chase consumers with only push and paid media
  19. 19. Message Creative Concept Mainstream Shareholders Consumers Regulators Vendors Employees Media agnostic thinking simply does not work In the past, marketing is a direct push to action messaging.
  20. 20. Attention span has split and consumers need to hear something multiple times from different sources before they believe It. MEDIA HAS SPLIT INTO 4 NEW FORMS 20
  21. 21. MEDIA FRAGMENTATION HAS DISRUPTED YOUR MARKETING FUNNEL Wealth of information and third party opinions on social media is disrupting traditional marketing funnels 21
  22. 22. B2B marketing mirrors B2C advertising IT’S B2C2B MARKETING: CORPORATE CUSTOMERS ARE STILL CONSUMERS
  23. 23. ON TOP OF ALL THE AD IMPRESSIONS 1975 500/DAY 2013 5,000/DAY 208 /HOUR BOTTOM LINE, IT’S HARDER FOR ALL OF US TO GET PEOPLE’S ATTENTION 23
  24. 24. o Chase after good content so that consumers will come to you
  25. 25. WHY COKE IS MOVING FROM CREATIVE TO CONTENT EXCELLENCE Coke 2020 Part 1 Chapter one: http://www.youtube.com/watch?v=LerdMmWjU_E Coke 2020 Part 2: http://www.youtube.com/watch?v=fiwIq-8GWA8 Popular Meme Grumpy Cat on YouTube 9.7M views: http://www.youtube.com/watch?v=INscMGmhmX4 Grumpy Cat Facebook Community - 1.4M engaged users: https://www.facebook.com/pages/Grumpy-Cat/456752354392268?fref=ts Catadvertising: http://www.youtube.com/watch?v=IkOQw96cfyE
  26. 26. This American Presidential Election related post is taken from Durex’s Sina Weibo account. It was posted on November 7th and within 24 hours had accumulated over 55,000 forwards and 14,000 comments. The Chinese sentence at the top reads “The difference between Obama and Romney is…” Consumers chase good content and entertainment online
  27. 27. Johnny Walker: http://v.youku.com/v_show/id_XMTY2NjMyNTk2.html Curate corporate, product and advertising videos from all offices and from past to present. Blackberry loves their developer partners: https://www.youtube.com/watch?v=Wlsah
  28. 28. o Don’t chase prime time slots and other traditional marketing wisdom Chase consumer lifestyles in the social era
  29. 29. Consumer behavior has socialized media Past Present Banners Brand Web Site Email Image: customer Desktop Widgets Digital advertising is moving from impression-based standalone executions to socialized or lifestyle driven experiences.
  30. 30. Using social media behavior to drive campaigns http://v.youku.com/v_show/id_XNDI2MTM4MzEy.html Digital advertising is moving from impression-based standalone executions to socialized or lifestyle driven experiences.
  31. 31. http://www.youtube.com/watch?v=CqXkfvErPsU The beauty of this Asia-Pacific region campaign is that it revolves around an unique social networking portal that allowed people to tag their pictures, as well as tagging their music pieces to their photo albums or the albums of other people on the site and vice versa. This was done before Facebook arrived in Asia, before Facebook introduced photo-tagging, which made it such a hit with people in the world today. Using social media behavior to drive campaigns
  32. 32. BEN & JERRY’S USING INSTAGRAM TO FEED A BOND WITH ICE CREAM LOVERS Fan photos solicited through a "Capture Euphoria"-themed campaign will be featured in ads for local markets all around the globe. http://www.youtube.com/watch?v=CqXkfvErPsU Using social media behavior to drive campaigns
  33. 33. Use social behavior to drive campaigns: HUMAN SEARCH ENGINES 网民人肉搜索http://www.chinasmack.com/2009/pictures/chinese-obama-girl-red-coat-black-dress-wang-zifei.html http://blog.sina.com.cn/s/blog_632322cc0100g30c.html?tj=1
  34. 34. Use social behavior to drive social campaigns Using the passion of lovers to find inspiration online, a real E-love story was encouraged to drive sales and bring a brand to life. Dove Gifting’s Chinese Valentine’s Campaign: http://v.youku.com/v_show/id_XMzAzNzc5NzQw.html
  35. 35. Don’t chase everyone on social media Chase the millennials or Y-generation with their culture of you
  36. 36. Your Millennial strategy is also your social media strategy
  37. 37. Key findings from Edelman’s 8095 study Millennial are more likely to recommend products and start trends…more involved in pop culture and activities that would compel them to try new products and recommend them to friends via social media channels. -MINTEL, WORD OF MOUTH AND VIRAL MARKETING Http://www.edelman.com/insights/intellectual- property/8095-exchange/
  38. 38. TO SPEAK TO THEM ,WE NEED TO EMBRACE WHAT THEY/YOU ARE INTO. TARGETING THE MILLENNIAL CULTURE OF YOU
  39. 39. To connect with our 18-30 year old consumers Samsung needs to address the culture of “YOU” 1970’s Era of Collectivism (Follow trend) 1980’s 1990’s Transitioning (Choose trend) Individualism (Create trend but still need guidance and inspiration) TARGETING THE MILLENNIAL CULTURE OF YOU
  40. 40. LINKING BRAND AND CONTENT STRATEGY TO CONSUMER PASSION POINTS “I need to look good before my friends” Social Acceptance Social recognition Social status Social confidence “A good first impression counts” Success with opposite gender Personal confidence “Looking good shows my professionalism” Career success Outer trappings of success Career Confidence FOUNDATION OF SELF- CONFIDENCE AND ABILITY TO REALIZE ONE’S POTENTIAL THOUGHT CORE NEED ASPECT OF LIFE Career Social Romance
  41. 41. THE CULTURE OF “YOU” THE NEED WANT TO MAKE A FIRST GOOD IMPRESSION ONLINE THE BRAND OPPORTUNITY DESIRE TO IMPRESS FUTURE FRIENDS, WIFE AND EMPLOYERS THE SOCIAL OPPORTUNITY SOCIAL REPUTATION WILL ENHANCE THEIR CONFIDENCE AND CHANCES FOR SUCCESS IN CAREER, SOCIAL & ROMANCE SETTING UP A NEW ”WORLD” New Habits, Rituals and Behaviors that contribute to success in core areas of life Brands should provide social content, experiences, tools, community influence, support to help these millennials take advantage of their social opportunities
  42. 42. Don’t chase impressions, likes or even fans. Chase better engagement through social purpose.
  43. 43. ENGAGEMENT STARTS WITH EMOTIONAL CONNECTIONS http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.h tml “…Owning a Prius was an expression of political identity, a way to signal a deeply held belief and a profoundly social act.
  44. 44. Brands need to stand for something or they mean nothing online. BUILDING SOCIAL ENGAGMENT ONLINE MEANS DEFINING AND OWNING A SOCIAL BRAND PURPOSE
  45. 45. OVERALL CAMPAIGN STRATEGY Brands need to make that emotional connection with Target Audience to drive demand for Far East SOHO and conversation about the brand. YOUR BRAND Emotional Connection Millennials Social Radar + = The key? Create social and emotional relevance. 46
  46. 46. Key objectives for your social media campaign is to create memorable social occasions worth sharing
  47. 47. Key objectives for your social media campaign is to create memorable social occasions worth sharing https://www.youtube.com/watch?v=cDsVOXTQAIs
  48. 48. Engagement starts with emotional connections Using the pride of China’s best machine operators in their skills, Edelman Shanghai helped Volvo Construction Equipment to channel their expertise into showing how they could drive a more eco-friendly way of construction via China’s most eco-friendly operator challenge: http://v.youku.com/v_show/id_XNDA1NjA5ODU2.html
  49. 49. The insight that drove the idea is that people want to make a positive difference but often feel that anything they do as individuals won’t matter. But when hundreds of millions of individuals band together, their action can inspire real change. By making their individual voices heard, a collective voice flowed and massive people support and large-scale government action followed. Social branding purpose campaigns from APAC
  50. 50. 1 2 3 Hand Wash Revolution --P&G Safeguard-- Intangible Cultural Heritage Protection Project --Canon (China)-- Insight from the blind --Samsung (Korea)- After establishing social media channels, brands want to engage fans to join social or grassroots movements to advance the brand’s beliefs and marketing objectives.They want to bond people, groups, communities together. Social branding purpose campaigns from China Campaign introduction: http://www.chinadaily.com.cn/bw/2009- 11/16/content_8975024.htm Cause introduction: www.pg.com/en_US/sustainability/social_responsibilit y/safeguard.shtml Campaign video: http://www.youtube.com/watch?feature=player_embe dded&v=Zo_iCWx0nOI#!
  51. 51. THE END. LET’S DISCUSS. By Kestrel Lee: Email/MSN: kestrel,lee@zenogroup.com LinkedIn: http://sg.linkedin.com/in/kestrellee

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