INSPIRINGSOCIALMEDIA
CASESTUDIES40

YEAR-ON-YEAR-GROWTH HOW THE DIGITAL WORLD
HAS EVOLVED OVER THE PAST 12 MONTHS TOTAL POPULATION ACTIVE INTERNET USERS ACTIVE MEDIA USERS UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL USERS 7.357 BILLION 3.175 BILLION 2.206 BILLION 3.734 BILLION 1.925 BILLION

GLOBAL DIGITAL STATISTICS TOTAL POPULATION
ACTIVE INTERNET USERS ACTIVE MEDIA USERS UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL USERS 2.5% +177 MILLION 7.6% +225 MILLION 8.7% +176 MILLION 3.4% +124 MILLION 23.3% +365 MILLION

SOCIAL NETWORK MESSENGER / CHAT
APP / VOIP BASED ON ACCOUNTS THAT LOGGED IN AT LEAST ONCE IN THE MOST RECENT 30-DAY REPORTING PERIOD, IN MILLIONS ACTIVE USERS BY SOCIAL PLATFORM

70% 50% 45% 26% 25%
21% 20% 12% PEOPLE WHO ARE ON SOCIAL MEDIA 3.8 million 2.7 million 2.4 million 1.38 million 1.35 million 1.2 million 1.1 million 1.7 million

HOW HAS SOCIAL MEDIA IMPACTED
SINGAPOREANS?

A nation rallies together

A nation rallies together on
social media #LeeKuanYew #NoYewNoUs #RememberingLKY #ThankYouLKY

Local Brands use sombre logos
on social media to show respect to the late Mr Lee Kuan Yew

Global Brands soon follow suit
to pay tribute

LOCAL POLITICS – General elections,
11 sept 2015 Singapore general election reveals growing importance of social media

Social media soaked up the
activities around the election 24/7

Breaking down the age-old divide
between sovereignty and the community

DIGITAL

MOST BRANDS ARE STUCK IN
THE BEATLES ERA

ITS TIME TO EVOLVE TO
THE KIM KARDASHIAN ERA

70%OF MARKETERS PLAN TO INCREASE
THEIR BUDGETS IN SOCIAL MEDIA MARKETING IN 2016

The Internet has democratized information
flow Consumers have the power & choice to communicate, discuss, share, transact through various social & location- aware tools Brands & companies need to innovate & offer new, relevant ways to live, work & play KEY TAKEAWAYS

KEY TAKEAWAYS 1.Mostly anyone who
is online is social 2.90% of those on social media use mobile phones to access the platforms 3.At 31%,the 25 –34 year age group is the fastest growing internet user segment 4.Singapore is a highly social,mobile-driven nation of digital citizens 5.Social Media is‘the’choice platform for news,information,peer reviews, evaluation and much more!

SOCIAL MEDIA MARKETING FOR A
W A R E N E S S

Brand awareness is the extent
to which a brand is recognized by potential customers, and is correctly associated with a particular product credits: wikipedia

Measuring brand awareness – Traditional
media GROSS RATING POINTS (GRP) = REACH X FREQUENCY Reach : Number of people who see an ad/ commercial Frequency : Number of times a person sees an ad/commercial

Brand Awareness for Facebook can
be tracked by Number of Fans and Reach of the page/posts Measuring brand awareness – Facebook

Measuring brand awareness–
Facebook

LEGO’s ‘Fill The Gap’ campaign
proved that design & architecture need not be left to the professionals only

Uber shows us how to
successfully capitalize on a global movie blockbuster #GameOfThrones #RideOfThrones

Red Bull – 44 million
fans. Increased it’s brand awareness over the years with many high powered partnerships

McDonalds – 59 million fans.
The largest restaurant chain with 34,480 outlets and a global footprint in 119 countries.

Starbucks– 323,342 fans in Singapore
plays up its dynamic, fun appeal to target it’s younger demographics by teaming up with young influential bloggers Local Brands

Skin Inc. – A local
beauty retailer started its roots here 8 years ago and is now a global brand in more than 20 cities!

Love Bonito – Starting out
as a 2nd-hand home business of a student is now a global brand thanks to social media!

In summary, for effective brand
awareness, 1. DEVELOP YOUR UNIQUE BRAND VOICE 2. HAVE A STRATEGY 3. THINK OUT OF THE BOX. STAND OUT 4. BE CONSISTENT.

SOCIAL MEDIA MARKETING FOR E
N G A G E M E N T

Brand Engagement is the process
of forming an emotional or rational attachment between a person and a brand. credits: wikipedia

Measuring engagement- Traditional media Brands
can tell if consumers have been engaged when they :- • Actively participate in a direct call-to-action e.g. call in, submit a form, fill up a review, enter a lucky draw. • Call in and inquire about the product or service. • Make a purchase.

Measuring engagement-
Facebook

Enhance your brand recall &
engagement through partnership with popular digital games!

Air Asia ran a Facebook
contest to increase awareness of its new Sydney-KL route and to introduce its new fleet of Airbus A330s

Ford Motors loaned their ‘New’
Fiesta models to members of the public in exchange for providing honest feedback about the cars.

TACO BELL and OLD SPICE
have an online friendly banter. Guess who won?

Local brands Ben & Jerry’s‘Free
Cone Day’is a perfect example that fans love it when you appreciate them.Plus who doesn’t love a free cone of ice cream!

Real time marketing– Salvation army
acts quickly on trending news on the web to broadcast a clever message for their brand

Real time marketing

A 123-year-old company has allowed
its customers to personalize its brand!

NUS School of Computing ran
a ‘Hacking Challenge’ which saw it’s students engage 30% more with the page as they tried to pit their skills to unlock cool prizes.

The Coffee Bean & Tea
Leaf engaged with their fans with fresh new creative ways such as using emojis and even their mascot - The Ice Blended Man.

In summary, for effective brand
engagement GET CREATIVE PLAY WITH YOUR CUSTOMERS TRY SOMETHING NEW KEEP UP WITH NEW TRENDS

SELLING VIA
SOCIAL MEDIA

Selling is the process of
offering to exchange an item of value for a different item. credits: wikipedia

Starbucks is rolling out ‘Coffee
Delivery’ via its mobile app very soon and we couldn’t be more pleased.

Facebook’s new analytics product will
help retailers & brands analyze the real sales impact of their ads.

Amazon has changed the personalization
game at scale through digital!

The interface of Glimpse’s eCommerce store
dynamically changes based on the “social media” profile of the visitor

Personalization can happen both online
& offline through merchandise

Domino Pizza’s ‘Tweet to Order’
Campaign on saw a 30% increase in sales in just 1 week!Cowabunga we say!

Brewerkz – Everyone loves freebies.
But Brewerkz understands that is no price tag for building brand loyalty Local Brands

In summary, for effective Selling
MAKE IT PERSONAL INVOLVE YOUR FANS IN YOUR PROMOTIONS DON’T SELL. MAKE THEM WANT TO ‘BUY’ ALWAYS MAINTAIN QUALITY

CUSTOMER SERVICE VIA
SOCIAL MEDIA

Customer Service is the provision
of service before, during and after a purchase. credits: wikipedia

Measuring Customer Service: Traditional Media
Brands are rated on their customer service through :- • Feedback and reviews • Return customers • Word of mouth expressions of their satisfaction on your product or service

Measuring Customer Service –
Facebook

Every brand will make a
mistake. The trick is knowing how to recover from your mistake. credits: wikipedia

Domino’s Pizza, when accused of
mishandling pizzas, took strict action to apologize to customers & launched a campaign on social media apologizing.

Dell opened up a social
media command centre and trained over 25,000 employees in ‘social listening’

Best Buy has 4 dedicated
channels to attend to specific queries. Now that’s dedication!

Sogurt’s impressive communication with it’s
customers is something all brands should endeavour towards

BreadTalk remedied its mistake by
acting on it quickly the very next day! Serving up cakes and buns to tired bystanders in the queue.

Customer finds the words ‘Pink
Fat Lady’ on her Pizza Hut receipt and causes an online buzz.

KOI fires employee when a
customer posts his negative experience on social media which goes viral

In a Survey conducted by
American Express on Social Customer Service, data revealed: People are likely to tell 27 people about their bad service experiences compared to just 12 people if they encountered good service. When faced poor service, more than 60% of customers would give a company 2 chances before they took their business elsewhere Two in five people vent their frustration about a negative customer experiences on social media. Around 7 in 10 consumers avoid businesses with poor service Around 4 in 5 people in Singapore are wiling to spend an average of 14% more on service excellence

In summary, for effective customer
service Listen. Care. Connect. Respond quickly Treat your customers as your brand stewards If content was king, customer is checkmate!

Author: Rachael Shana Jacob |
@RachelShana Get in touch with our social media consultants! hello@happymarketer.com | @hmmarketer