Social Media for Retailers - Prantik

Hello@happymarketer.com


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May
13th
2013


And is social media being used to

celebrate this centennial movie event?

You
Bet!


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In fact ‘digital’ is revolutionizing not just

the way movies are made & launched but also
the way they are distributed consumed!

Lets
look
at
some
local

examples!


Ms.
Shilpa
Krishnan

30
year
old
Singaporean
Brand
Marketer
at
PG

Passionate
about
ﬁlm
making!


4

3
Years
ago
she
began
her

independent
ﬁlm
producAon
company


She
began
with
4-‐5
short

sub-‐10min
ﬁlms
3
years
ago…


5

AHer
gaining
some
experience,

in
2011
she
produced
her
1st
feature
ﬁlm


Needless
to
say
her

equipment
was
‘digital’


6

She
found
her
editor

music
director

online
via
Facebook
in
Dubai!


guess
what
social
media
helped
her

connect
to
a
Bollywood
singer,
who

kindly
sang
the
Atle
track
for
her
for
free!


7

Her
trailers
were
distributed

via
YouTube

Vimeo


We,
at
Happy
Marketer
helped

develop
her
web
assets!


8

All
behind-‐the-‐scene
sAlls

promo
interviews
were
marketed
via
Facebook


We
used
digital

social
media
markeAng

to
promote
her
screenings
at
The
Art
House


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The
screening
‘moments’

audience
reviews

very
captured

shared
via
digital
channels….


Following
the
oﬄine
screening,
the
movie

had
a
global
premiere
via
an
online

movie
distribuAon
channel!


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The
global
premiere
screening
news

spread
far

wide
across
conAnents

thanks
to
cost-‐eﬀecAve
social
media!


….and
thanks
to
that
Shilpa

her
crew

got
covered
by
tradiAonal
media
in
Singapore

overseas!


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That’s not all folks,
the news spread as from Singapore
to Bangladesh to Hollywood!


…and today she has a DVD distribution
contract from Hollywood as well


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Global media coverage
3 International Film Festivals

Digital equipment | social network connectivity
crowd sourcing | digital marketing launch

7 short films +
1 x 2 hour feature film

A passionate Budding talent
dream

lots of effort


Crowdsourced
funding

for
film-‐making!


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The power of digital is immense
it should not be undermined!


A
simple
wall
post
image
liked
by
800;

106
comments

shared
982
Ames;


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What do you think
makes digital this powerful popular?



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We saw how digital inﬂuences
the movie making launching process,
but how about movie
distribution consumption?


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But these are all not available in
Singapore right, so are there
any homegrown local options?


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Movie streaming with
crowd-sourced, translated subtitles


Licensed Bollywood movie streaming
integrated with social media


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Not only does it show me which of my
friends have watched movies but gives
me incentives to spread the word!


So is ‘digital social media’
a competitive threat to
business?


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Can this potential
competitive threat be converted
to a ‘competitive advantage’?

You
Bet!


For that we need to dig deep
ﬁrst understand how and why the
digital social revolution is underway!


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What are some of the
trends you observe?

Crowd-sourced

Off-line online
integration

Localized

Personalized

Data-driven

Social


The role impact of
social media marketing

Prantik Mazumdar

Partner, Happy Marketer

prantik@happymarketer.com


24

If I were to ask you, how is Singapore feeling today?
Sad? Happy? Ok? What would you say??


And how was Singapore feeling during the Budget
Valentines month?
Valentines Day!


25

Let’s see what are Singaporeans are searching
for right now?......


And what are they tweeting as we speak??

03:14


26

Some fun social mobile trivia!

1.  What is the mobile penetration of Singapore?

2.  What is the smartphone penetration of Singapore?

3.  What is the most expensive iPhone/iPad app?

4.  How many of you’ll use a mobile device while watching TV?

5.  Which country has the highest per capita usage of Facebook by time?

6.  Which is the fastest growing user segment on Facebook in Singapore?


We have moved into a
real-time information era

People are searching communicating
through real time, social location-aware mechanism

What sparked this change??


27

The advent of Web 2.0 has transformed
revolutionized the Internet…
Web
2.0
encompasses
services

applicaAons

that
facilitate
a
two-‐way
process
to

communicate,
share
and
collaborate


Its much more than just Facebook, LinkedIn
Twitter…


28

Everyone can be a creator, critic collector!



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Social media allows the same consumer to be a
producer your brand ambassador too!


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On a lighter note, today we even have a
prescribed social media diet;)



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The Internet has democratized
information ﬂow.

People Consumers have the
power choice to communicate, critique,
discuss, share, transact through various
social location-aware mobile tools

Brands companies need to innovate
offer new, relevant ways to live, work play


A bit about myself…..
Currently a Partner @ Happy Marketer

Previously, worked with another digital brand management ﬁrm

Started my career in the Civil Service – at IESingapore

Majored in Comp Engg in NUS minor in Technopreneurship

Had won in the TEC category at
Startup@Singapore in 2004

Love cricket a believer in social media

www.linkedin.com/in/pranAkmazumdar

@pranmaz


32

Today’s agenda…..

1. The evolution of media marketing

2. Are Asia Sg ready to embrace social media?

3. The role inﬂuence of digital on businesses

4. Social Media ROI – What should you measure?

5. 10 new Facebook launches!



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67
Million
iPads
sold
in

2
years
since
launch!


44

67
Million
Units
sold
in…..

24
years
5
years
3
years


In the last 700 years, since the advent
of print media, marketing has evolved across many
different media and devices and is progressively moving
towards in-bound, content based, non-intrusive ideas


45

Activity 1: Design an marketing campaign for
your business across the following channels

• 

Print

One annual mega promotion
• 

Radio
to increase the awareness
• 

TV
footfall at your retail outlet

• 

Email

• 

Mobile

• 

Display

• 

Social
Media



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Source:
www.thomascrompton.com



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Smartphone Penetration in APAC…..

•  Singapore – 70%

•  Australia – 37%

•  Hong Kong – 35%

•  USA – 31%



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Mobile Web Trends are rather
unique in Asia


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Mobile Web Usage Trends…..
•  Globally 8.9% of web trafﬁc comes from mobile

•  In Asia, that number stands at 14%
- Japan : 47%
- Urban China : 43%
- Singapore : 35%
- HK : 16%

•  In many other Asian countries, most mobile Internet
users never use a desktop/PC
- India : 59%
- Indonesia : 44%
- Thailand : 32%


Smartphones, mobile web, mobile apps are
transforming our lives!


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Now, lets see how mobile is transforming
our habits
behaviour on social media?


The convergence of mobile social is creating a wave of
opportunities in the domains of entertainment, gaming,
commerce, deals……


59

The convergence of mobile social is creating a wave of
opportunities in the domains of entertainment, gaming,
commerce, deals……


Activity 2: Outline 5 interesting features that
a smartphone iPad app should have for
your business?


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So where how exactly does
“digital marketing” ﬁt in
inﬂuence marketing?


62

Traditionally the consumer decision making
process has been linear and simplistic…….


…but with the advent of digital social media, the
model has evolved to be dynamic…..

Source: McKinsey HBR 2010


63

…and in this new loop model, online marketing helps
marketers achieve a good mix of objectives…..


….and there’s different forms of digital
marketing channels media to cater to the
different phases…..


64

Brand marketers must distinguish between the
different kinds of digital media available their
utilities….



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What are the cool, new,
relevant Facebook updates?


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Key Features

1. Cover Photo Proﬁle Photo

2. Milestones

3. PinPosts Highlights

4. Private Messages

5. Admin Panel Analytics



68

6 Asian
countries in
the Global
Top 20


Singapore’s Facebook Demographic


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The largest Singapore FanPage on FB is an
Entertainment channel!


72


What are some of the other great
examples of Fan Pages
social media communities?


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What about local Fanpages?



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Singapore Top 10 Retail Entertainment Pages
Property
Total
Fans
People
Talking
Check-‐ins

About

Marina
Bay
Sands
95114
10640
1,005,486

ION
Orchard
47228
899
173,120

313@Somerset
10986
194
95,149

Orchard
Central
9045
214
975

City
Square
Mall
8429
52
-‐

Tampines
1
8170
281
37,173

Parkway
Parade
7427
436
38,543

Cathay
Cineleisure
4898
38
-‐

United
Square
4450
42
12,818

Tiong
Bahru
Plaza
3838
43
17,070


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Singapore has 2.8 M active
users on Facebook yet fan bases
activities are rather low
in this category!


But does all this Social Media activity
actually work show business results?


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So, what should be my
Social Media Marketing
Strategy?


Social Media Marketing Strategy

Community
Setup Growth

Community
Engagement
Online User-Generated
Monitoring Content
Community
Enticement

Community
Participation


83

The activities and events that typically into
campaign planning exercises……

•  Facebook Fans Strategy

Community
•  Facebook MediaBuy CPC Advertising

Growth

•  Online Traditional PR

•  Facebook Application Contest

Community
Engagement

•  Facebook Wall Content Strategy

•  Facebook Photos Videos

• Traditional PR Activities

Community
Participation

•  Promotions Fan Meetups

•  Roadshows Events


Brand
Engagement


84

September 2009 – September 2010


Wall
Strategy
(December)

From
Tongue
Twisters,

Sing-‐a-‐long,
Trivia’s…


85

Total
comments
720
(average
8)

Overall
highest
–
63
comments

Total
likes
680
(average
7)

Overall
highest
–
70
likes


A
TRIBUTE
TO
EARTH
DAY

(April
22,
2010)

The
theme
for
April
is

Environmental
Awareness.

Cheers
is

launching
an
applicaôn
that
serves
as

an
awareness
on
how
to
maintain
the

balance
of
a
pond’s
eco-‐system
which

will
make
healthy
water
for
fish
and

other
living
community
in
a
pond.

An
ECO
FRIENDLY
FUN
ACTIVITY
for

users
keep
the
balance
in
the
eco-‐
system
to
stop
water
polluôn
and
act

fast.

Thus,
we
named
the
applicaôn

as
the
Cheers
Act
Fast
Challenge.


86

Go
Wild
Over

Football

w/
Cheers

June
1
to
July
9,
2010

Extended
^ll
July
12th


Wall
ac^vity
just
for
the

fans…


87

World
Cup
Finals

(July
11/12
SGT)

SPAIN
scored
the
1st
and
only
goal
of
the
World
Cup
2010
at
4:57
am.

14
people
was
up,
some
cheered
some
wept
using
our
wall…


Trivia
on
Video

Photo
Tagging


88

June
2010
interacôn
went
to

100
interacôns.

March’s
highest
interacôn
was
65.

Avg.
interacôn
would
be
35
per
month.

Month
InteracAon

Comments
Like

June
496
249
241

May
373
162
205

April
365
190
170

March
500
296
193

March
2010



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Customer
Service



92


Promotion Contests


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Social
Commerce



95


Activity 4: Outline discuss 5 ways that you
can leverage on digital technology social
media to improve a customers experience


96

Customized pre-roll
Live-tweeting?

ads?

Check-in contests
promos?

Hashtag-based
contests?

iPad integration
with luxury seats?


The Ofﬂine vs. Online battle?


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How do I split my spends?

Source: Mashable


Source: Economist


99

Which one takes the lead

How do we synergize both?


Ofﬂine marketing boosts
online effect by 40%

What prompts users to search online
for a particular product/service?

• TV ads

– 44%

• Word of Mouth – 41%

•  Print ads

– 35%

•  Radio

– 23%

•  Billboard

– 13%

Source: eConsultancy iProspect


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Activity 5: Outline discuss 5 ways that you
can create interesting ofﬂine-online
integrated campaigns for your business that
can help you monetize your business better?


102

Sponsored
2nd screens?

Post-movie
hang out FB bars?

Pre-movie launch
parties for Fans?

Promoted
Memorabilia?

Exclusive
Sneak Previews as social
media rewards?





3. The role inﬂuence of digital on cinema, leisure
entertainment marketing




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There needs to be a balance

Between quantitative

Qualitative metrics!


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Activity 6: Think of 3 creative ideas where
you can use digital social media data to
monitor add value to your customers





3. The role inﬂuence of digital on cinema, leisure
entertainment marketing




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Come 31st March 2012,
Facebook introduced the
Timeline



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Post its IPO, Facebook is
working even harder
to roll out more marketing
features for brands!


Timeline
for
Mobile


154

Promoted
Posts


Faster

Lighter
NaAve
iOS
App


155

Facebook
Mobile
Ads


Facebook
AdExchange


156

Phone

Email
Targeted
Ads


Page
Post
Targeted
Enhanced


157

Scheduled,
Unpublished,
Editable

Posts


Sponsored
Search
Results


158

LogOut
Page
Ads


So, what are the steps
in creating a Facebook
Fan Page?


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Hope you’ve enjoyed the session.
For anything else
just drop me a tweet

@pranmaz

Or call me at +6590695123


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Social Media for Retailers - Prantik

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