Social Media Engagement

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Social Media Engagement

  1. 1. Social  Media  Engagement  TrainingDavid  Liem  Partner,  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 Hello@HappyMarketer.com
  9. 9. LOL Hello@HappyMarketer.com
  10. 10. OTOT Hello@HappyMarketer.com
  11. 11. FTW Hello@HappyMarketer.com
  12. 12. BF Hello@HappyMarketer.com
  13. 13. BFF4L Hello@HappyMarketer.com
  14. 14. BFFLTDDUP Hello@HappyMarketer.com
  15. 15. @}--->---- Hello@HappyMarketer.com
  16. 16. #Fail Hello@HappyMarketer.com
  17. 17. Friendzone Hello@HappyMarketer.com
  18. 18. Abuden Hello@HappyMarketer.com
  19. 19. What’s a MEME? Hello@HappyMarketer.com
  20. 20. Social  Network  Users Hello@happymarketer.com
  21. 21. Million People on Earth are on Hello@happymarketer.com
  22. 22. Visited site in Singapore Hello@happymarketer.com
  23. 23. Billion hoursa month watching Hello@happymarketer.com
  24. 24. Million messagesget sent a day on Hello@happymarketer.com
  25. 25. Billion mobile phone subscribers in Asia Hello@happymarketer.com
  26. 26. $Ave. amount spent online In Singapore (ages 18+) Hello@happymarketer.com
  27. 27. How do you spend time on the Internet? Rank the following according to time spend:1. Games2. Social Networks / Blogs3. Email4. Search Engines5. Videos/Movies6. IM7. Online Shopping8. Online Portals: (Yahoo!, MSN) Hello@happymarketer.com
  28. 28. Hello@happymarketer.com
  29. 29. What does it take to be successful on Social Media? Hello@happymarketer.com
  30. 30. Hello@happymarketer.com
  31. 31. Platforms we used• Based on Facebook and YouTube since we knew most kept in touch this way. Hello@happymarketer.com
  32. 32. We brought out our fun side• We made sure our videos were funny and entertaining Hello@happymarketer.com
  33. 33. We educated & brought value to audience Hello@happymarketer.com
  34. 34. We engaged the community online and off• Lots of Videos Hello@happymarketer.com
  35. 35. Created opportunities for get involved Hello@happymarketer.com
  36. 36. Present at most major events• Keep in regular (physical) touch with your community Hello@happymarketer.com
  37. 37. In Essence: 1.Entertain 2.Enlighten 3.Engage Hello@happymarketer.com
  38. 38. The  Social  Media  Landscape Hello@happymarketer.com
  39. 39. Your Website Hello@happymarketer.com
  40. 40. Emerging Web Design Trends• “Don’t make me think”• Simple Navigation• Large Headlines vs lots of text Hello@happymarketer.com
  41. 41. 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 Hello@happymarketer.com
  42. 42. Strengths & Weaknesses• Strengths• Effective for branding, sparking excitement with product announcements, information gathering from official source• Weaknesses• May appear ‘one-sided’, glossed over, fake• Info may not be as ‘cutting edge’ as 3rd party sites Hello@happymarketer.com
  43. 43. Collaborating with Popular Bloggers Hello@happymarketer.com
  44. 44. Strengths & WeaknessesStrengths• More content, perspectives for loyal customers, Able to clarify misunderstandings, search engines visibility, humanizes brand, collaborate, publishing articles increase brand value, repeat visitors, feedbackWeaknesses• Time commitment Hello@happymarketer.com
  45. 45. Web / News Portals Hello@happymarketer.com
  46. 46. Shopping Portals Hello@happymarketer.com
  47. 47. Online Shopping Channels Hello@happymarketer.com
  48. 48. Topic Specific Portals Hello@happymarketer.com
  49. 49. Strengths & WeaknessesStrengths• Source of ‘alternative’ views, comments = transparency, better understanding• Product reviews / testimonials are powerful to shape customer sentiment• Great for PRWeaknesses• Lots of clutter / overload of information• No control over user sentiment Hello@happymarketer.com
  50. 50. • B2C Hello@happymarketer.com
  51. 51. Hello@happymarketer.com
  52. 52. Hello@happymarketer.com
  53. 53. Hello@happymarketer.com
  54. 54. Hello@happymarketer.com
  55. 55. Hello@happymarketer.com
  56. 56. Strengths & Weaknesses• Strengths• It’s where the fishes are• Repeat visitors, convenient channel to communicate• Great for branding, short term engagement• Weaknesses• Hard to find direction/purpose, takes time• Not strong for conversions without significant incentives Hello@happymarketer.com
  57. 57. Hello@happymarketer.com
  58. 58. Tutorials Hello@happymarketer.com
  59. 59. Thought Leadership Hello@happymarketer.com
  60. 60. Activism and Citizen Journalism Hello@happymarketer.com
  61. 61. Strengths & WeaknessesStrengths• High degree of engagement, realism, more likely to be shared and go ‘viral’• Powerful to shape user sentiment• Consistent content rewards consistent viewersCons• Can be Costly (but high quality content almost always works) Hello@happymarketer.com
  62. 62. Hello@happymarketer.com
  63. 63. Hello@happymarketer.com
  64. 64. Posting Important Updates Hello@happymarketer.com
  65. 65. Customer Service Hello@happymarketer.com
  66. 66. Strengths & Weaknesess Strengths• ‘Faster than TV’, cutting edge• Easy to use, get ideas and answers• Used by mobile & tablet users• Share info quickly, directly interact, listen Weaknesses• 140 characters, time consuming, narcissistic, boring, service often overwhelmed, low engagement levels Hello@happymarketer.com
  67. 67. Reviews Hello@happymarketer.com
  68. 68. Deal Websites Hello@happymarketer.com
  69. 69. The current craze Hello@happymarketer.com
  70. 70. Deals websites• Effectively boost your brand visibility• Groupon: 77 per cent of their users are women• Can also tarnish your company’s reputation if deal is misleading. Hello@happymarketer.com
  71. 71. Hello@HappyMarketer.comHello@happymarketer.com
  72. 72. Hello@HappyMarketer.comHello@happymarketer.com
  73. 73. Google +Strengths•Friend’s circle makes it easy to share info with the rightgroup of friends, or colleagues,•Less invasive / embarrassing adding people•Group Hangout : video chat with up to 10 people•Integrates with other Google productsWeaknesses•Not easy to sort out info on Stream•Reminiscent in many way of its main competitor: Facebook Hello@HappyMarketer.com Hello@happymarketer.com
  74. 74. Social  Media  Bloopers  &  Disasters Hello@happymarketer.com
  75. 75. KFC Malaysia Food Disaster• Staff filmed food mishandling Hello@happymarketer.com
  76. 76. 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
  77. 77. Not So SMRT:A Case Study of Communications Failure• Disruptions not updated by Twitter despite happening during working hours Hello@happymarketer.com
  78. 78. Even internal messages were made public• Public did not take lightly to the internal memo. Hello@happymarketer.com
  79. 79. 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
  80. 80. Leaking internal memo’s• Hello@happymarketer.com
  81. 81. Making light of a serious situation...backfires Hello@happymarketer.com
  82. 82. Personal behavior damages company rep. Hello@happymarketer.com
  83. 83. The  Power  of  Social?
  84. 84. IgniAng  RevoluAons
  85. 85. Spreading  harmony  &  brotherhood
  86. 86. Sharing  knowledge
  87. 87. The  choice  is  yours &  the  power  is  in   your  hand
  88. 88. With  great  power comes  great   responsibility!
  89. 89. And  responsibility is  underpinnedwith  some  rules  &   protocols
  90. 90. Social  Media   Protocol
  91. 91. What  is  protocol? “Is  a  code  of  behavior  that  delineates  expectaAons  for  social  behavior  according  to   contemporary  convenAons in  socieAes” RULES!
  92. 92. Why  are  rules   important?They  provide  structure  to  any  organizaAon &  set  disciplined  norms  that drive  behavior  and  acAons.
  93. 93. But  rules  are  boring  & binding! Yes,  hence  many  do  not follow  them  naturally!
  94. 94. So,  how?!
  95. 95. ‘Rules’  aligned  tomission  statement CAN?
  96. 96. ‘Rules’  Aed   to  values! CAN?
  97. 97. ‘Rules’  alignedto  KPIs  &  incenAves! CAN?
  98. 98.  Mission  Statement  Values  KPIs  &  incenAves
  99. 99. So,  what  is  MENDAKI’s   mission?
  100. 100. To  navigate,  empower  and  posiAon  the  Malay/Muslim   community  at  the  forefront  of   excellence
  101. 101. Navigate  &  Connect!
  102. 102. Empower
  103. 103. PosiAon
  104. 104. PosiAon
  105. 105. Inspire  Excellence
  106. 106. Showcase  Excellence
  107. 107. So,  what  are   MENDAKI’s   values?
  108. 108. ‘Keluarga  AKRAB’ AkAf KreaAf RealisAk Azam Bijaksana
  109. 109. Be  AkAf
  110. 110. KreaAf
  111. 111. KreaAf
  112. 112. RealisAk
  113. 113. Share  Bijaksana
  114. 114. &  what  are  some   of  MENDAKI’s   KPIs?
  115. 115. MENDAKI  KPIs EducaAon Youth Employability Fundraising Volunteerism
  116. 116. EducaAon
  117. 117. Youth
  118. 118. Employability
  119. 119. Employability
  120. 120. Fundraising US$28M  raised  from social  media. 90%  were  below  $100 contribuAons
  121. 121. Fundraising Over  $10M   raised  via social  media
  122. 122. Volunteerism
  123. 123. www.facebook.com/HappyMarketer @hmarketer

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