Social Media Fast Track 2013 - Asia Pacific

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Everything you need to know about Social Media in Thailand and Asia Pacific.

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Social Media Fast Track 2013 - Asia Pacific

  1. 1. Website: www.bamsms.com Email: info@bamsms.com LinkedIn: BAM-Social-Media-Services
  2. 2. • PART 1Modules Three 1- Overview • Social Media Marketing overview dont’s 2- Do’s and • Case studies 3- ROI • Workshop
  3. 3. Why make professional use of Social Media? • Nearly 1 in 4 people in the world are active on social networks (emarketeer) • Your customers, your competitors, your employees and your prospects are on social media.
  4. 4. Social Interaction • people communicating with people • relationship marketing • listen, understand and implement what your consumers are asking for • humanise your brand
  5. 5. STATISTICS & FACTS
  6. 6. Market Study 2013 Source: 2013 s o c i a l m e d i a m a r k e t i n g i n d u s t r y r e p o r t M.A Stelzner Top 5 benefits of social media marketing: • Increased exposure • Increased traffic • Marketplace insight • Brand loyalty • Generate leads
  7. 7. Business Impact • 86% of marketers consider social media important. “Important”
  8. 8. A Marketing revolution • 75% of marketers started using social media marketing in the last three years. < 1 year • Marketing budgets shift fast to Social Media. 1-2 years 2-3 years
  9. 9. Leading tools (incl China)- JeffBullas.com Asia Pacific region dominates the social media landscape
  10. 10. And... Thailand? Zocial Inc.
  11. 11. The Social Media Clutter Top five platforms delivering results: Facebook – 92% Twitter – 80% LinkedIn – 70% Blogging – 58% YouTube – 56%
  12. 12. Facebook • • • • Branding your products Reach new people Interact with your audience Generate demand (Pull Marketing)
  13. 13. 5 Facebook Power Tips • • • • • Develop a Content Strategy Develop a Posting Schedule Build and engage Increase your audience using Ad’s Use your tabs wisely
  14. 14. Facebook Business Basics • • • • • Create a professional Facebook Page Use a compelling cover photo Personalize & show who you are Use variety in all your posts K-I-S-S
  15. 15. [NLP Page]
  16. 16. Facebook Ad Campaigns Ad Campaign Campaign Reach Responses Prospective Event Attendees 421 people Budget Amount Spent Ad Campaign 1 (Promote Manchester United event) Ad Campaign 2 (Increase Page Likes) Ad Campaign 3 (Promote FTCC event) Ad Campaign 4 (Promote Red Passion event) 170,328 people 399 Event Responses 2 USD/day 63.80 USD 53,179 people 1,068 Page Likes - 5 USD/day 74.41 USD 296,385 people 75 Event Responses 70 people 4 USD/day 39.6 USD 135,026 people 51 Event Responses 73 people 4 USD/day 16 USD
  17. 17. LinkedIn • Show and share your expertise • Find and interact with – – – – Potential Employees Customers Suppliers Peers • Learn and gain knowledge
  18. 18. LinkedIn Business Basics • • • • • • • Quality picture Background and experience Build your network carefully Communicate with your contacts Company page Join groups Add value and knowledge to conversations
  19. 19. 5 LinkedIn Power Tips • • • • • Make your profile easy to find: example Choose your Groups strategically Personalize your connect invitations Avoid spamming Meet people in person GROUP ME YOU
  20. 20. Spam is easily recognised...
  21. 21. YouTube • Thailand users uploaded 5.3 million videos on YouTube (ZocialRank.com) • 2,500 videos uploaded / day • 630,000 YouTube channels created by Thailand users
  22. 22. YouTube Business Basics • Link back to your website – Call To Action • Fill out your descriptions thoroughly – Title, tags, description, category • Interact with other members • Show your personality
  23. 23. Twitter • 2 million Twitter users in Thailand • 5.5 Tweets / day on average • 200 Active users / day
  24. 24. Twitter Business Basics • Choose the right username – To identify your business – Short enough (10-15 characters) for mentions • Write a captivating Twitter bio – Explain your business to a complete stranger • Upload a professional image
  25. 25. 5 Social Media Power Tips • • • • • Be present on different platforms Post valuable content regularly Develop a strategic Social Media plan Find out where your customers are online Invest time daily and be consistent
  26. 26. WORKSHOP
  27. 27. Workshop – per team • List in order of importance the Social Media Marketing tools you currently use for your business (individual) • Motivate (why?) • Compare and share in team
  28. 28. • PART 2 • Do’s and Dont’s • Workshop 2
  29. 29. Don't • Unrealistic expectations – Transform your brand overnight – Turn bad customer service into stellar – Push Sales • Failure to execute – Daily activity is necessary • Numbers Game – Likes or Followers
  30. 30. Don’t • Too much focus on Sales – Hard Sell <-> Soft Sell • Not providing valuable information – Spamming • Lack of Social Media talent – Looking into your organization
  31. 31. What’s wrong here?
  32. 32. Come on, using a celebrities death as a way to get a “like” is just…
  33. 33. What’s wrong here?
  34. 34. NRA sent this tweet a few hours after the Colorado shooting. When something this tragic happens, choose your words carefully.
  35. 35. What’s wrong here?
  36. 36. Secrets for Success (Do) • Define your objectives – – – – New audience / Growth User Engagement Branding Market insight • Select your tools well – Which Social Network(s) does your audience use? – When? – How?
  37. 37. Secrets for Success (Do) – Slideshare presentations – Infographics – Comics or memes or animated GIFs • Consistency is key – Post regularly – Time/s of day
  38. 38. Learn from Analytics • Fans online • Post Types • Understanding your demographics – Gender – Location – Language
  39. 39. Learn from Analytics • Reach – Number of people who have seen any activity – Posts, posts by other people, ads, mentions, check-ins • Engagement – Positive: Number of people who liked, commented, shared or clicked – Negative: unlikes, hides, report as spam
  40. 40. Secrets for Success (Do) • Create a content strategy – What to post? – Variety: images, video, quotes, tips, humor – Timing, Holidays, Events • Avoid boring content – – – – Engagement strategy? Ask questions / poll Fill in the blanks Caption this
  41. 41. Tips from the Pro’s (Facebook) • • • • • • Use images to amplify your message Post with CTA (Call To Action) Offer promotions (vouchers, discounts) Run a contest Increase Event attendees Optimize your Facebook Ads for your intended action
  42. 42. Tips from the Pro’s (LinkedIn) • • • • • Communicate with your LinkedIn connections Post valuable information on your LinkedIn Profile Build and optimize your LinkedIn Company Page Interact with members of your LinkedIn Group Get the attention of influencers
  43. 43. Tips from the Pro’s (Twitter) • The 4-1-1 rule – Share valuable information 4x – Retweet valuable information 1x – Tweet to promote your brand 1x • Contribute to the conversations taking place • See what topics are trending and relate to your brand if possible
  44. 44. Tips from the Pro’s (Social Media) • • • • • Focus on the platforms where your customers are Choose your images wisely Build online influence Make real life connections Make following/follower management part of your routine
  45. 45. Social Media: the 3 biggest strategic business mistakes • 1- Not having a social media presence. • 2- Having an unprofessional social media presence. • 3- Not having a well defined strategy and goals.
  46. 46. WORKSHOP
  47. 47. Workshop – per team • Define your social media strategies – Goals – Audience – Preferred Media • • • • • Visibility Traffic Engagement & Reach Leads New Customers
  48. 48. • PART 3 • Define and allocate Social Media Budgets • Q&A
  49. 49. Rule of Thumb • Allocate 15% to 20% of your marketing budget • 6 months minimum initial project – – – – – Plan and strategy (3 weeks) Create foundation (3 weeks) Manage and improve Never try never know: use various tools & techniques Measure and feedback • Compare results of SMM versus other Marketing Projects • Adapt budget % versus highest ROI
  50. 50. Social Media Funnel and Measurement Steps • Visibility • Traffic • Engagement & Reach • Leads • New Customers Measurement tools • • • • • Impressions Visits, Clicks Likes, Share, Comments OPT-In Buy
  51. 51. Social Media ROI (Research) • 4 out of 5 consumers say they would be more inclined to buy a brand after being exposed to Social Media (IAB UK Research) • 83% of consumers exposed to Social Media would trial a brand’s product (IAB UK Research) • 1 out of 3 shoppers say they were introduced to a brand or changed their opinion about a brand because of Social Media
  52. 52. Social Media ROI (Examples from Social Media Today) 1. Coffee Groundz – Channel used: Twitter – Used it as a direct ordering channel – Sales and market share increased 25% 2. Vitabiotics – Channels used: Twitter, Facebook, and blog – Built a community of 13,000 – Saves the company hundreds of thousands annually vs. traditional research and test marketing
  53. 53. Social Media ROI (Case studies) 3. Jimmy Choo – – – – Channel used: Twitter Geo-located and featured upscale stores that sell their sneakers Sneaker sales increased 33% 40% increase in positive tweets and messages 4. Kraft/Toblerone – – – – Channels used: Company website and multiple social networks used in the Philipines Established October 20th as the country’s “National Thank You Day” Drove 500,000 website visits Sales of Toblerone increased 132%
  54. 54. Social Media ROI (Case studies) 3. Jimmy Choo – – – – Channel used: Twitter Geo-located and featured upscale stores that sell their sneakers Sneaker sales increased 33% 40% increase in positive tweets and messages 4. Kraft/Toblerone – – – – Channels used: Company website and multiple social networks used in the Philippines Established October 20th as the country’s “National Thank You Day” Drove 500,000 website visits Sales of Toblerone increased 132%
  55. 55. Outsource or not? ...it depends. Using social media for marketing is a whole lot different than using it for personal purposes. • It depends on – – – – – your business what you want to outsource your social media strategy your social media goals your resources ( time, knowledge, money )
  56. 56. More than Community Management – Engagement strategies – Strategic use of data – Focus on valuable business outcomes: ROI – Create user experiences to generate demand
  57. 57. Outsource or not? ...it depends. • If you outsource then choose the right partner – – – – – – – Check ranking: Facebook & Twitter & Website Grader Make sure they understand your business Weekly-Daily feedback and Monthly reporting Work as a team Set goals and objectives References: what do current clients say? Multi-skilled team @your partner: graphic, video, copywriting,… • Make sure you put your brand in the right hands
  58. 58. Summary • What is the Key to Survival in a Constantly Changing Environment? To survive, we have to embrace change • Social Media is only the beginning … of an exciting new way in consumer management • Not to be underestimated: crucial for your future
  59. 59. And… if you think it not applies to your kind of business…
  60. 60. BAM-SMS is a Bangkok based Social Media Marketing company We use Social Media Marketing to deliver results Thank you very much for your attention 
  61. 61. Time for Questions (and answers)
  62. 62. BAM-SMS: Services • • • • Social Media Marketing Management Branding Website Development COPY of Consultancy PRESENTATION?
  63. 63. Website: www.bamsms.com Email: info@bamsms.com LinkedIn: BAM-Social-Media-Services

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