Pulse Breakfast Series ‘09 Brand Energisers of Social Media Malaysia
“ Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done there is surprise it’s not better.“
<ul><li>Introduction to Social Media </li></ul>
What is Social Media? “ Social media offers new opportunities to activate…brand enthusiasm.” “ Social Media puts the “public” into PR and the “market” into marketing. “ Social media is not a media. [The key is to listen, engage, and build relationships.] “ Social networking is now an essential part of peoples’ daily online routine, providing a level of engagement and reach that far exceeds most other content categories. “ Social media is conversation in print – through blogs, electronic tools like Facebook, Twitter, and a vast array of other online electronic platforms.”
Which Stage Are You At? Age of Ignorance – Social media is a vague concept. Age of Silence – Begin to dip toes into social media streams but no follow-up. Age of Sponsored Conversations – Begin to pro-actively engage influential social media voices in the media ecosystem Age of Social Web – Actively experimenting with various concepts to ‘socialize’ their brands. Age of Normalization – Social Media becomes a widely accepted way of branding.
Interesting Facts Most users of Twitter are over 35. Only 10.6% are aged 18-24. Those aged 35-44 spend on average 20 mins at a time at Twitter, compared to just 5 mins for younger users 40% of tweets are ‘pointless babble’ a study found
Interesting Facts Men gravitate more to transactional sites, such as those that make gaining access to news, sports, and financial information easier. Women spend more time on social networks building relationships, communicating with friends, and making new friends. Facebook users are 63% female 61% males use LinkedIn 58% females use Friendsters 60% users of Hi5 are females
Social Media in Asia YOUTH: 76% belong to at least ONE online Social Network
Social Media in Asia Malaysians are among the top social networkers in the region and spending more time social networking Social Networking in Asian Countries Country % Reach of Social Networking Average Minutes Per Visitor Average Visits Per Visitor Singapore 74.3 175.6 19.1 South Korea 68.0 277.8 15.1 Malaysia 66.6 181.2 14.2 Hong Kong 62.8 127.7 13.7 India 60.3 110.4 10.4 Japan 50.9 72.8 9.9 Source: GreyReview
Social Media in Malaysia There are about 16 million Internet users in Malaysia and it is projected that Malaysian Internet users will reach 20.4 million by 2012. In March this year, the number of Facebook users in Malaysia surpassed the one million mark. Top 10 Social Networks in Malaysia No. Social Network Alexa Traffic Rank in Malaysia, as of July 28 2009 Google Ad Planner’s Unique Visitors from Malaysia, as of July 28 2009 1 Facebook 3 6,200,000 2 YouTube 4 not available 3 Friendster 8 4,200,000 4 MySpace 11 2,100,000 5 Tagged 12 1,800,000 6 Flickr 29 1,500,000 7 Photobucket 34 1,300,000 8 Twitter 38 750,000 9 Metacafe 48 910,000 10 Ning 82 690,000 Sources: GreyReview
Social Media in Malaysia By end of this year, there are more than 20,000 Twitter users in Malaysia. By 2011, the number of users will swell to more than 300,000 and the half-a-million mark will be crossed in 2012. By end of 2013, there will be an estimated total of 866,280 Twitter users in Malaysia. Year Total Worldwide Twitter Users, Projected by Twitter, Inc. Estimated Total Twitter Users in Malaysia 2009 25 million 21,657 2010 100 million 86,628 2011 350 million 303,198 2012 750 million 649,710 2013 1 billion 866,280
Top Malaysian Brands of Social Media Just Plane Thoughts AirAsia Blog | Tony Fernandes CEO Blog | “AirAsia.com Travel Wish List” Facebook Application | AirAsia Facebook Fan Page | AirAsia Air Crew Facebook Group | AirAsiaGroup Enthusiasts Facebook Group | AirAsiaGroup Channel on YouTube | AirAsia Vista Gadget AstroTV on Twitter | StadiumAstro on Twitter | AstroFootball on Twitter | Stadium Astro Facebook Fan Page | Astro Chinese Programmes Channel on YouTube | Astromalaysia’s Channel on YouTube DiGi Facebook Group Page | DiGi Telecommunications Facebook Fan | DiGi’s Open Hearts Open Mind Program on Facebook | DiGi D’podCast | DiGi Yellow Coverage on YouTube | DiGi Desktop Agent
Case Study #1: AirAsia Just Plane Thoughts Blog – let’s open up AirAsia is tapping into the power of bloggers with its blog, “Just Plane Thoughts.” Besides contents posted by 16 AirAsia bloggers, the site also encourages its readers to post their travel stories and comments. Although the blog is moderated, negative customer comments also get posted.
Case Study #1: AirAsia With its interesting and purposeful usage social media marketing tools, AirAsia are able to engage with its target audience effectively. Facebook Fan Page – latest updates and comments
Case Study #1: AirAsia Twitter – from “large campaigns” to “small act” AirAsia twitter page is less about “selling” and more “engaging” and, as a result, through such engagement people feel more comfortable about the company.
Case Study #1: AirAsia CEO Blog & Twitter – personal touch One of the few CEOs with a blog and twitter, Tony Fernandes’ effort in connecting with the public received positive responses.
Case Study #2: DiGi DiGi’s ‘Love To Save’ campaign in its website managed to circulated virally through Facebook, Twitter, blogs, and online forums, which attracted 86,615 visits with 589 personal groups created over a 30-day campaign. Facebook Fan Page – from “selling” to “making connections”
Case Study #2: DiGi DiGi empowers its employees to monitor the brand by responding to any questions regarding the brand on social media Twitter – empowering DiGizens
Facebook Fan Page – connect with purpose Case Study #3: KFC Holdings KFC interact with its customers by organising contests and at the same time conducting polls to find out customers’ preferences towards its products
YouTube – reach the geeks Case Study #3: KFC Holdings New product ads are being shown in YouTube to reach internet-savvy consumers who are hard to reach by TV.
Facebook Fan Page – connecting with customers Case Study #4: McDonald’s Since its introduction, the current fan base is more than 30,000 in Malaysia. The running of contests for bloggers also earned McD’s mentions in blogs.
Case Study #5: Astro Astro, the subscription-based satellite TV provider, is the one of Malaysia’s big brand on Twitter. Twitter – from “hard to reach” to “available everywhere”
Return of Investment Results from social media marketing effort: Increase in click through rates Increase linked traffic flow to its website Conversion in sales
Barriers to Social Media Adoption 68% have no idea where to begin with 65% think there is no established way to measure its effectiveness Top 2 Barriers Only 33% clients saw their ad agencies as possessing a sound knowledge of digital media
How to measure ROI? Fact 1: 84% of social media programs don’t measure return on investment (ROI) Fact 2: 65% think there is no established way to measure its effectiveness Fact 3: Businesses want to measure the ROI of their social media strategies and campaigns, but they don’t know where to start ROI Equation Investment Expectation of return
Step 1: Establish a Baseline Gauge baseline before starting or changing social media strategy Example:
Step 4: Measure Transactional Precursors Compare how these metrics correlate to higher sales, better customer retention, or whatever your primary markers for output are. Using metric tools to measure web metrics like traffic counts, number of comments, Twitter followers, Facebook fans, etc. are an important component when calculating ROI. Example: Example: Example:
Step 5: Overlay All Timelines activities transactions social data web data loyalty metrics etc.
Step 6: Identify Patterns Before After Impact Impact Impact No Impact Uncertain Impact Example:
Step 7: Prove Relationships Before After How was this group Affected by Social Media? Example:
Barriers to adoption Build it, and they will come... NOT Ensure tools meet literacy of community members Communicate existence of social media strategies Ensure the content is interactive, not broadcasting Educate about contribution and reward useful participation
Barriers to participation No content Rhetorical/reporting oriented content Difficult/hard to navigate interface No incentives to add content/participate No follow-up on contributions Poor or limited notifications on updates or new content
Barriers to sustainability Single channel strategy (ie: one Social Media tool only or just a few tools used) Getting rid of Social Media staffing or resources in difficult financial times Changing needs of the community Poor conversion of reporting from data aggregated as part of a Social Media strategy Change of management