MENDAKI Social Media Training - Day 2, Part 1

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David Liem's Slide Deck during the MENDAKI Social Media training

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MENDAKI Social Media Training - Day 2, Part 1

  1. 1. Social MediaEngagementTrainingDavid LiemPartner, Happy Marketerdavid@happymarketer.com Hello@happymarketer.com
  2. 2. About Happy Marketer?• Headquartered in Singapore• Provides Strategic Consulting and Training Services• Focused on bringing market leading thought leadership in Social Media Marketing to APAC• Trained over 1500 professionals in less than 2 years• Yahoo & Google Certified Partners Hello@happymarketer.com
  3. 3. Happy Marketer.more business from your websiteA little about myself… David Liem Senior Consultant, Happy Marketer david@happymarketer.com Hello@HappyMarketer.com
  4. 4. David’s Profile Hello@HappyMarketer.com
  5. 5. Hello@HappyMarketer.com
  6. 6. Hello@HappyMarketer.com
  7. 7. Hello@HappyMarketer.com
  8. 8. IDK Rachit@HappyMarketer.com
  9. 9. LOL Rachit@HappyMarketer.com
  10. 10. OTOT Rachit@HappyMarketer.com
  11. 11. FTW Rachit@HappyMarketer.com
  12. 12. BF Rachit@HappyMarketer.com
  13. 13. BFF4L Rachit@HappyMarketer.com
  14. 14. BFFLTDDUP Rachit@HappyMarketer.com
  15. 15. #Fail Rachit@HappyMarketer.com
  16. 16. Abuden Rachit@HappyMarketer.com
  17. 17. The Slow Death of Linear Thought• In the past linear, one-way thinking worked well• Because of limited communication channels, the only thing companies could focus on was getting more eyeballs Rachit@HappyMarketer.com
  18. 18. Internet Influences On Multiple Levels Rachit@HappyMarketer.com
  19. 19. Much More Choice for Consumers• Now consumers make decisions based on … – Finding alternatives through search engines – Opinions of their friends from social networking – Peer reviews through twitter and other websites – User generated content through YouTube and blogs Rachit@HappyMarketer.com
  20. 20. Rachit@HappyMarketer.com
  21. 21. Uses of the Internet Rachit@HappyMarketer.com
  22. 22. Fish where the fishes are Rachit@HappyMarketer.com
  23. 23. Disconnect between Advertisers & Users Rachit@HappyMarketer.com
  24. 24. Brands Ignoring Internet Behavior? 1.7% Ad spend online 45% Time online Rachit@HappyMarketer.com
  25. 25. Social Media Landscape Rachit@HappyMarketer.com
  26. 26. We have many tools to choose from... 800 MM+ monthly active users 15MM+ users 800MM+ monthly users visit site 15MM+ users 232MM+ monthly active users 6MM+ users 230MM+ users 2MM+ users 135MM+ users 2MM+ users 115MM+ subscribers 2MM+ users 62MM+ users 1.5MM+ users 51MM+ users 500K+ users 20MM+ blogs 100K+ usersSource: Official and Estimated statistics. Facebook, YouTube, Zynga, Twitter, LinkedIn, Groupon, Flickr, Tumblr, Instagram, Foursquare, Pinterest, scvngr, Path,Google+ SlashGear, TechCrunch / Comscore, FastCompany, Oink: TechCrunch, GetGlue, Foodspotting: Soraya Darabi’s LinkedIn EC Rachit@HappyMarketer.com
  27. 27. Every 60 Seconds … (1) Rachit@HappyMarketer.com
  28. 28. Every 60 Seconds … (2) Rachit@HappyMarketer.com
  29. 29. The Corporate Website Rachit@HappyMarketer.com
  30. 30. Rachit@HappyMarketer.com
  31. 31. Emerging Web Design Trends• “Don’t make me think”• Simple Navigation• Large Headlines vs lots of text Rachit@HappyMarketer.com
  32. 32. Socialize Your Website• Add social media buttons to your home page• Add a Facebook Like box to your website• Portal for your social media channels Rachit@HappyMarketer.com
  33. 33. Strengths & WeaknessesStrengths•Effective for branding, sparking excitement with productannouncements,•Information gathering from the official sourceWeaknesses•May appear ‘one-sided’, glossed over, fake•Info may not be as ‘cutting edge’ as 3rd party sites Rachit@HappyMarketer.com
  34. 34. Facebook Rachit@HappyMarketer.com
  35. 35. Timeline for Businesses, Features Rachit@HappyMarketer.com
  36. 36. Hello@HappyMarketer.com Rachit@HappyMarketer.com
  37. 37. Strengths & WeaknessesStrengths•It’s where the fishes are•Repeat visitors, convenient channel to communicate•Great for branding, short term engagementWeaknesses•Hard to find direction/purpose, takes time•Not strong for conversions without significant incentives Hello@HappyMarketer.com Hello@happymarketer.com Rachit@HappyMarketer.com
  38. 38. Twitter Rachit@HappyMarketer.com
  39. 39. Rachit@HappyMarketer.com
  40. 40. Posting Company News Hello@HappyMarketer.com Hello@happymarketer.com Rachit@HappyMarketer.com
  41. 41. Posting Important Updates Rachit@HappyMarketer.com
  42. 42. Customer Service Hello@HappyMarketer.com Hello@happymarketer.com Rachit@HappyMarketer.com
  43. 43. Strengths & WeaknessesStrengths•‘Faster than TV’, cutting edge•Easy to use, get ideas and answers•Used by mobile & tablet users•Share info quickly, directly interact, listenWeaknesses•140 characters, time consuming, narcissistic, boring, service oftenoverwhelmed, low engagement levels Rachit@HappyMarketer.com
  44. 44. YouTube Hello@HappyMarketer.com Rachit@HappyMarketer.com
  45. 45. Tutorials Hello@happymarketer.com Rachit@HappyMarketer.com
  46. 46. Activism and Citizen Journalism Hello@happymarketer.com Rachit@HappyMarketer.com
  47. 47. Testimonials Rachit@HappyMarketer.com
  48. 48. Strengths & WeaknessesStrengths•High degree of engagement, realism, more likely to be shared and go‘viral’•Powerful to shape user sentiment•Consistent content rewards consistent viewersWeaknesses•Costly (but high quality content almost always works) Rachit@HappyMarketer.com
  49. 49. Collaborating with Popular Bloggers Rachit@HappyMarketer.com
  50. 50. Strengths & WeaknessesStrengths•More content, perspectives for loyal customers, Able to clarifymisunderstandings, search engines visibility, humanizes brand,collaborate, publishing articles increase brand value, repeat visitors,feedbackWeaknesses•Time commitment Rachit@HappyMarketer.com
  51. 51. Web / News Portals Rachit@HappyMarketer.com
  52. 52. Topic Specific Portals Rachit@HappyMarketer.com
  53. 53. Strengths & WeaknessesStrengths•Source of ‘alternative’ views, comments = transparency, betterunderstanding•Product reviews / testimonials are powerful to shape customersentiment•Great for PRWeaknesses•Lots of clutter / overload of information•No control over user sentiment Rachit@HappyMarketer.com
  54. 54. Pintrest Rachit@HappyMarketer.com
  55. 55. Strengths & WeaknessesStrengths•Fast growing network•Visually appealing•Easy to shareSpark initial interestWeaknesses•Pictures must be visually appealing to attract attention•Cluttered•Lower degree of interactivity between brands and users Rachit@HappyMarketer.com
  56. 56. Social MediaBloopers & Disasters Hello@happymarketer.com
  57. 57. KFC Malaysia Food Disaster• Staff filmed food mishandling Hello@happymarketer.com
  58. 58. A fast sincere response = fast recovery• A video apologizing from Director of Operations• Ensures customers of Action steps• Invited to voice Concerns on facebook Hello@happymarketer.com
  59. 59. Not So SMRT:A Case Study of Communications Failure• Disruptions not updated by Twitter despite happening during working hours Hello@happymarketer.com
  60. 60. Even internal messages were made public• Public did not take lightly to the internal memo. Hello@happymarketer.com
  61. 61. Only at 11pm SMRT Responded• In the absence of information, ‘Trolls’ take over• Failure to develop communication channel in crisis situation for internal and external parties• Failure to listen to public feedback during crisis Hello@happymarketer.com
  62. 62. Leaking internal memo’s• Hello@happymarketer.com
  63. 63. Making light of a serious situation...backfires Hello@happymarketer.com
  64. 64. Personal behavior damages company rep. Hello@happymarketer.com

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