Social Media Marketing - An Introduction


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This is for a EMBA lecture I gave on 2010-01-31 in Shanghai

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Social Media Marketing - An Introduction

  1. 1. Social Media Marketing<br />An Introduction<br />by Allen Hsieh<br />Shanghai, China<br />2010-01-31<br />2010 © Allen Hsieh, All rights reserved.<br />
  2. 2. This is probably a new concept for you…<br />2<br />
  3. 3. What is social media?<br />New generation of web sites/services where the users provide the content or determine the choices for content – hence information received is a result of social interaction<br />3<br />
  4. 4. Types of social media & examples - US<br />4<br />
  5. 5. Types of social media & examples - China<br />5<br />
  6. 6. Why is social media important?<br />Social media is changing the way we communicate with one another;<br />Social media is changing the way we receive and share information;<br />Most importantly to a business… social media is changing the way we make purchase decisions!<br />6<br />
  7. 7. What is social media marketing?<br />Place advertisements on social media is not the same as social media marketing!<br />Social media marketing is<br />Campaigns that are based on participation from consumers on social media;<br />Create a sense of community;<br />Operate in an open and evolving environment<br />Objective for social media marketing is more about improving brand equity and understand your customers than directly improving sales<br />7<br />
  8. 8. Why social media marketing?<br />Break through the information overload;<br />Viral as users will promote for you;<br />Highly targeted and better measured<br />Build a deeper, more meaningful relationship with your customers;<br />Understand your market <br /> better and therefore maximize <br /> your marketing effort;<br />8<br />
  9. 9. Let’s see how others have done it…<br />9<br />Do you know social media can help make history?<br />
  10. 10. Case Study – How Obama won the election<br />Politicians are like any other product. They need to be well positioned and they need exposure. Obama’s 2008 US presidential campaign used social media to generate grassroots support for him and demonstrated the power of social media in today’s society!<br />10<br />
  11. 11. Case Study - Obama<br />11<br />Obama Everywhere!<br />Obama was EVERYWHERE on the internet! The point in this – Be where your customers are. Doesn’t matter how good a product you have, it needs to be known first.<br />
  12. 12. Case Study – Obama<br />12<br />Obama vs. McCain<br />Obama had….<br /><ul><li>10x more online staff
  13. 13. 5x more Facebook friends
  14. 14. 24x more Twitter followers
  15. 15. 4x more YouTube viewers
  16. 16. More than 3 millions users on</li></ul>Results?<br /><ul><li>192 more electoral votes (356 to 173)
  17. 17. 9,522,083 more popular votes</li></ul>Simply one of the best marketing execution ever!<br />
  18. 18. Case Study – Obama<br />13<br />
  19. 19. Case Study - Obama<br />14<br />Obama was like a rock star…<br />And in the end,<br />he won the election!<br />
  20. 20. Case Study – Dell<br />Dell is famously active with social media by:<br />Operating its own community sites<br />Communicating through blogs<br />Setting up groups on social networks<br />Pushing out discounts via Twitter<br />15<br />Being on Facebook is the obvious thing to do. A brand needs to be where its customers are!<br />
  21. 21. Case Study – Dell<br />16<br />Dell has put a lot of effort in communicating to its customer base with various blogs and blogs in different languages, too!<br />
  22. 22. Case Study – Dell<br />17<br />This is Dell’s attempt to be more than a computer brand… Instead, it’s trying to be consumer lifestyle brand, much like Sony or Apple have been able to achieve.<br />They want the “COOL factor” that they didn’t have before…<br />
  23. 23. Case Study – Dell<br />18<br />Dell created IdeaStorm to specifically allow users to make suggestions back to them and encourage discussions around these suggestions.<br />
  24. 24. Case Study – Dell<br />19<br />Dell is famous for announcing back in middle of 2009 that it had generated 3 millions USD of sales from links sent out by its DellOutlet account!<br />
  25. 25. Case Study – Dell<br />20<br />In short, Dell’s social media strategies have allow them to:<br /><ul><li>Improve sales, but also…
  26. 26. Building better relationship with their customers;
  27. 27. Increase exposure and brand awareness;
  28. 28. Discover new business and product opportunities directly from the users;
  29. 29. Engage consumers in ways beyond a traditional computer brand;</li></ul>The key message is that social media can help a brand beyond the bottomline!<br />
  30. 30. Case Study – Lancome China<br />21<br />First Lancome created an online community website which included:<br /><ul><li>Expert advise
  31. 31. Video tutorials
  32. 32. Link to an English language blog on make up
  33. 33. BBS/forum
  34. 34. “Beauty Encyclopedia”
  35. 35. And of course, detailed product information</li></li></ul><li>Case Study – Lancome China<br />22<br />Then it created an official group on China’s most popular social networking Kaixin001 to:<br /><ul><li>Drive traffic to its own online community site
  36. 36. Organize events and promotions
  37. 37. Engage customers in active dialogue</li></ul>The group on Kaixin001 has 209,943 members and 5,419 discussion topics.<br />
  38. 38. Case Study – Lancome China<br />23<br />Key Strategic Thinking:<br />Leverage popular SNS as gateway to find interested customers;<br />Always drive traffic back to your own Internet property because that is the environment you can best control & measure;<br />Key Benefits:<br />Reach a highly targeted audience<br />Build strong awareness to Lancome products and current marketing campaigns;<br />Engage customers on a long-term basis;<br />Eventually lead customers to Lancome e-commerce site or real-life stores and improve sales;<br />
  39. 39. Review: Elements of successful social media marketing campaigns<br />Give people what they want (and not hard-push branded messages);<br />Focus on involvement and collaboration from the users and the community grows by itself;<br />Get real feedback from customers;<br />Take place in real-time, which means they can be adjusted while they are taking place;<br />24<br />
  40. 40. What can you do?<br />25<br />Use social media to reach your customers<br />Use social media to know your customers<br /><ul><li>Do you know what people say about you online?
  41. 41. Do you know what they say about your competitors?
  42. 42. In today’s world, before people file a complaint with you, they are probably already complaining on social media about you. Can you respond to that fast?
  43. 43. Does you have an official blog or microblog?
  44. 44. Does you have an user group or fan page on social networks?
  45. 45. Do you operate your any kind of customer community online?
  46. 46. Do you have a policy regarding to your employees writing blogs or using social networks?</li></li></ul><li>Q&A<br />26<br />
  47. 47. About Allen Hsieh<br />27<br />Allen Hsieh is the founder of SocialBuzz, a social media marketing agency in Shanghai, China. SocialBuzz helps clients reach their customers in ways that traditional marketing methods can&apos;t. It aims to achieve that by creating a rich social experience on the Internet.<br />Other Experiences:<br /><ul><li>IBM Global Service in China
  48. 48. BearingPoint Consulting in China
  49. 49. CapGemini Consulting in New York</li></ul>Mr. Hsieh is raised and educated in the US but has been in China since 2003.<br />Contact Information:<br />Phone: +86-13761603484<br />E-mail:<br />Company Website:<br /><br />LinkedIn Profile:<br /><br />