Understanding Social Media


Published on

Understanding Social Media and how it can help your Marketing

Published in: Technology
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Understanding Social Media

  1. 1. Understanding Social Media by Rhys Leong
  2. 2. Agenda <ul><li>What is Social Media? </li></ul><ul><li>Why do I need Social Media? </li></ul><ul><li>How do I make use of Social Media? </li></ul><ul><li>Who should I engage in Social Media? </li></ul><ul><li>Are you ready for Social Media? </li></ul><ul><li>Case studies </li></ul>
  3. 3. What is Social Media?
  4. 4. What is Social Media? <ul><li>&quot;Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words and pictures.&quot; - Wikepedia </li></ul>
  5. 5. What is NOT Social Media? <ul><li>Advertising </li></ul><ul><li>Spamming </li></ul><ul><li>Multilevel marketing </li></ul><ul><li>Most importantly, Social Media is not a microphone, it’s a telephone! </li></ul>
  6. 6. How is this new media different from the traditional one? <ul><li>Traditional media was a monologue and you are told only what they wanted you to know when they feel it is time for you to know. It doesn’t matter how you feel about it. </li></ul><ul><li>New media is a dialogue and it is </li></ul><ul><ul><li>Authentic - tells you the real stuff </li></ul></ul><ul><ul><li>Inclusive - is open for your feedback </li></ul></ul><ul><ul><li>Immediate - keeps you updated </li></ul></ul><ul><ul><li>Consumer driven - what you think really matters </li></ul></ul>
  7. 7. Why do I need Social Media?
  8. 8. When a company uses Social Media correctly <ul><li>They are more approachable and more “human” </li></ul><ul><li>They are less about profitability and more about creating loyalty and engaging customers </li></ul><ul><li>They want to share and educate their customers and potential customers with new knowledge </li></ul><ul><li>They have a direct relationship with their customers </li></ul><ul><li>They can go global and yet be localised at the same time </li></ul>
  9. 9. How do I make use of Social Media?
  10. 10. What can social media do for you? <ul><li>Drive traffic to your official website </li></ul><ul><li>Launch campaigns/events/contests </li></ul><ul><li>New products/services introduction </li></ul><ul><li>Promote discounts and sales </li></ul><ul><li>Provide support for your products/services </li></ul><ul><li>Gather feedbacks from your customers </li></ul><ul><li>Conduct surveys </li></ul><ul><li>Hire new employees </li></ul>
  11. 11. How do you spread the news in social media? <ul><li>“ Hey! We’ve got a new campaign!” </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><li>“ This is what our new campaign is all about!” </li></ul><ul><ul><li>Blog </li></ul></ul><ul><li>“ These are the real people who have tried our products/services!” </li></ul><ul><ul><li>Blog reviews </li></ul></ul><ul><li>“ These are our new products/services!” </li></ul><ul><ul><li>Youtube </li></ul></ul><ul><ul><li>Flickr </li></ul></ul>
  12. 12. Launching an event with traditional and new media <ul><li>Pre-event activities: </li></ul><ul><ul><li>Define agenda of event </li></ul></ul><ul><ul><li>Define target audience </li></ul></ul><ul><ul><li>Determine location of event </li></ul></ul><ul><ul><li>Initial budgeting </li></ul></ul><ul><ul><li>Send invite to customer database </li></ul></ul><ul><ul><li>Send out Press Release </li></ul></ul><ul><ul><li>Start event registration on website </li></ul></ul><ul><ul><li>Announce event on print media </li></ul></ul><ul><ul><li>Logistics arrangement (e.g. F&B, door gifts) </li></ul></ul><ul><ul><li>Print Marketing collaterals (e.g. event banners, brochures) </li></ul></ul><ul><ul><li>Consolidate attendance and archive newly registered attendees to customer database </li></ul></ul><ul><ul><li>Finalised budgeting </li></ul></ul><ul><ul><li>Co-ordinate with speakers on finalising speeches </li></ul></ul><ul><ul><li>Staff briefing </li></ul></ul><ul><ul><li>Rehearsal </li></ul></ul><ul><li>Social media: </li></ul><ul><ul><li>Announce event on blog, Facebook, Twitter </li></ul></ul>
  13. 13. Launching an event with traditional and new media <ul><li>Post-event activities </li></ul><ul><ul><li>Determine total cost </li></ul></ul><ul><ul><li>Send out Press Release </li></ul></ul><ul><ul><li>Write-up of event on website </li></ul></ul><ul><ul><li>Post-mortem review </li></ul></ul><ul><li>Social media: </li></ul><ul><ul><li>Write-up of event on blog, Facebook </li></ul></ul><ul><ul><li>Link to attendees’ write-ups on their blogs </li></ul></ul><ul><ul><li>Upload event photographs on Flickr </li></ul></ul><ul><ul><li>Upload event videos on Youtube </li></ul></ul><ul><ul><li>Tweet about event write-ups, photographs and videos </li></ul></ul>
  14. 14. Measuring Social Media ROI <ul><li>Define your goal and start to measure </li></ul><ul><ul><li>What are you trying to accomplish? </li></ul></ul><ul><ul><li>Find out the baseline of web metrics like traffic counts, number of comments, number of Twitter followers, Facebook fans, etc. </li></ul></ul><ul><ul><li>What are the metrics leading up to? Increase in sales? Increase in website traffic? </li></ul></ul><ul><li>Important figures to look at </li></ul><ul><ul><li>Increased mentions online </li></ul></ul><ul><ul><li>Increased traffic to website </li></ul></ul><ul><ul><li>Improved overall keyword rankings </li></ul></ul>
  15. 15. Case Study n97-sg-pix.blogspot.com Measuring how social media networks are contributing to the traffic
  16. 16. Case Study Cloudywind Measuring how social media improves your keyword ranking
  17. 17. Who should I engage in Social Media?
  18. 18. People that work for you <ul><li>Anybody in your company can contribute </li></ul><ul><ul><li>From the CEO to the office boy </li></ul></ul><ul><ul><li>It is the content that matters </li></ul></ul><ul><li>You don’t need to engage EVERYBODY. You just need to reach </li></ul><ul><ul><li>People who will buy your products/services </li></ul></ul><ul><ul><li>People who will influence more people to buy your products/services </li></ul></ul>
  19. 19. Are you ready for Social Media?
  20. 20. Cons of Social Media <ul><li>You need to have a long-term plan which can adapt to changes quickly </li></ul><ul><li>It takes time and effort to engage </li></ul><ul><li>You need to have an open mind to accept negative feedbacks </li></ul><ul><li>Good news spread fast, but bad news even faster </li></ul><ul><li>Your competitors are also reading </li></ul>
  21. 21. Case studies
  22. 22. Facebook
  23. 23. Twitter
  24. 24. About me Rhys Leong [email_address] Twitter @cloudywind http:// www.linkedin.com/in/rhysleong