Retail asia social media

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Retail asia social media

  1. 1. SOCIAL MEDIA: HYPE OR BUZZ? THE NEW REALITIES FOR ASIA-PACIFIC RETAILERSSIMON KEMP • we are social • RETAIL ASIA ROUNDTABLE, SINGAPORE, 13 OCTOBER 2011
  2. 2. SIMON KEMP @ESKIMON
  3. 3. DIA’SSOCI AL ME AIL RET R OLE IN ACIFIC   IN ASIA-P
  4. 4. 3 QUESTIONS: WHAT EXACTLY ARE ‘SOCIAL MEDIA’? WHY ARE SOCIAL MEDIA RELEVANT TO YOU?HOW CAN RETAILERS IN ASIA HARNESS SOCIAL MEDIA?
  5. 5. 3 QUESTIONS: WHAT EXACTLY ARE ‘SOCIAL MEDIA’? WHY ARE SOCIAL MEDIA RELEVANT TO YOU?HOW CAN RETAILERS IN ASIA HARNESS SOCIAL MEDIA?
  6. 6. “ SOCIAL MEDIA ARE INTERNET-POWERED PLATFORMS THAT MAKE IT EASY FOR INDIVIDUALS, GROUPS OF PEOPLE, AND ORGANISATIONS TO CONVERSE AND PARTICIPATE WITH ONE ANOTHER IN A “ WIDE VARIETY OF SOCIAL ACTIVITIES.
  7. 7. THE CONCEPT OF SOCIAL MEDIA HASEXISTED SINCE THE DAYS OF CAVE PAINTINGS
  8. 8. BUT THE INTERNET HAS MADE THINGS POSSIBLE ON A WHOLE NEW SCALE
  9. 9. EARLY ‘INTERNET-ENABLED’ SOCIAL MEDIAINCLUDED BULLETIN BOARD SYSTEMS (BBS)
  10. 10. THE WEB’S FIRST ‘SOCIAL NETWORK’ –SIXDEGREES.COM – LAUNCHED IN 1997
  11. 11. NOW IT SEEMS LIKE A NEW SOCIALNETWORK LAUNCHES EVERY WEEK
  12. 12. BUT IT’S NOT THE NUMBER OF PLATFORMS THATMAKE SOCIAL MEDIA SO IMPORTANT FOR RETAILERS
  13. 13. 3 QUESTIONS: WHAT EXACTLY ARE ‘SOCIAL MEDIA’? WHY ARE SOCIAL MEDIA RELEVANT TO YOU?HOW CAN RETAILERS IN ASIA HARNESS SOCIAL MEDIA?
  14. 14. WORLWIDE USERS OF SOCIAL MEDIA:1,500,000,000+ SOURCE: SITE-REPORTED FIGURES, WIKIPEDIA
  15. 15. PROPORTION OF THE WORLD’SPOPULATION WHO USE SOCIAL MEDIA: 22% SOURCE: SITE-REPORTED FIGURES, WIKIPEDIA, UN DATA
  16. 16. 1,338 1,183 800 310 231 193CHINA INDIA FACEBOOK USA INDONESIA BRAZIL SOURCE: FACEBOOK, UN DATA
  17. 17. 800M 700M 600M 500M 400M 300M 200M 100M …AND GROWTH SHOWS NO SIGNS OF SLOWING  AUG 2008 NOV 2008 FEB 2009 MAY 2009 AUG 2009 NOV 2009 FEB 2010 MAY 2010 AUG 2010 NOV 2010 FEB 2011 MAY 2011 AUG 2011 SOURCE: FACEBOOK
  18. 18. NEW USERS JOININGFACEBOOK EVERY DAY:500,000 SOURCE: FACEBOOK
  19. 19. FACEBOOK 800 M QQ 700 M TWITTER 200 M SINA WEIBO 200 MHABBO HOTEL 200 M VKONTAKTE 135 M GOOGLE+ 50 M SOURCE: SITE-REPORTED FIGURES, WIKIPEDIA
  20. 20. ASIAN SOCIAL MEDIA USERS:800,000,000+ SOURCE: SITE-REPORTED FIGURES, WIKIPEDIA
  21. 21. 18M 15M CHINA: 531M QZONE SOUTH KOREA: JAPAN: CYWORLD MIXI HONG KONG: INDIA: FACEBOOK FACEBOOK 4M TAIWAN: 9M WRETCH 29M VIETNAM: ZING PHILIPPINES: 15M THAILAND: 11M 25M FACEBOOK FACEBOOK MALAYSIA: 11M INDONESIA: FACEBOOK FACEBOOK ASIA’S FAVOURITE 2.5M 39M SINGAPORE:SOCIAL NETWORKS FACEBOOK BY COUNTRY SOURCE: BURSON MARSTELLER
  22. 22. REACH
  23. 23. 50%OF FACEBOOK USERS SIGN IN EVERY DAY SOURCE: FACEBOOK
  24. 24. REACHFREQUENCY
  25. 25. MINUTES SPENT ON FACEBOOK EACH MONTH:700,000,000,000 SOURCE: FACEBOOK
  26. 26. ( ) THAT EQUATES TO MORE THAN 1 MILLION YEARS ON FACEBOOK EVERY MONTH
  27. 27. REACHFREQUENCY AFFINITY
  28. 28. SOCIAL MEDIA ARE REAL-TIMECOMMUNICATION CHANNELS OCT 13
  29. 29. EACH FACEBOOK FAN IS WORTHUS$3.60 IN ‘EARNED MEDIA’ REACH SOURCE: VITRUE.COM
  30. 30. REACHFREQUENCY AFFINITYEFFICIENCY
  31. 31. BUY NOW!
  32. 32. REACHFREQUENCY AFFINITY EFFICIENCYCONVERSION
  33. 33. HOW CAN YOU TURN THIS POTENTIALINTO REAL BUSINESS OPPORTUNITY?
  34. 34. 3 QUESTIONS: WHAT EXACTLY ARE ‘SOCIAL MEDIA’? WHY ARE SOCIAL MEDIA RELEVANT TO MARKETING?HOW CAN RETAILERS IN ASIA HARNESS SOCIAL MEDIA?
  35. 35. SOME ‘BEST PRACTICE’ SOCIAL MEDIACASE STUDIES FROM THE RETAIL SECTOR
  36. 36. IKEA’S ‘SOCIAL CATALOGUE’
  37. 37. OBJECTIVE: RAISE AWARENESS OF A NEW IKEASTORE WITH ALMOST ZERO MEDIA BUDGET
  38. 38. APPROACH: UPLOAD PHOTOS OF ROOMS IN THE IKEA SHOWROOM TO FACEBOOK, AND LET PEOPLE ‘TAG’ THEMSELVES AGAINST AN ITEM OF FURNITURE FOR THE CHANCE TO WIN IT IN REAL LIFE
  39. 39. TAG WHEN SOMEONE IS TAGGED IN A PHOTO MORE IMPORTANTLY, THE SIMPLICITY OFON FACEBOOK, THEIR FRIENDS RECEIVE AN THIS COMPETITION, AND THE GENERALUPDATE THAT SHOWS THE PHOTO AND ITS DESIRE FOR ‘FREE STUFF’ MEANT THAT THE ACCOMPANYING STATUS UPDATE ACTIVITY RECEIVED HUGE PR COVERAGE
  40. 40. NOT ONLY DID THOUSANDS OF PEOPLE HEAR ABOUT MALMÖ’S NEW STORE, IT BECAME THE TALK OF THE TOWN
  41. 41. UNIQLO’S ‘SOCIAL LOOKBOOK’
  42. 42. OBJECTIVE: ENGAGE A FASHIONABLE, TECH-SAVVYAUDIENCE WITH THE CHAIN’S NEW RANGE
  43. 43. APPROACH: REINTERPRET THE SARTORIALIST’S BLOG BY INVITING EVERYDAY PEOPLETO UPLOAD ‘UNIQLOOKS’ – THEIR OWN OUTFITS MADE UP OF UNIQLO ITEMS – ANDENCOURAGE THE PUBLIC TO VOTE FOR THEIR FAVOURITES AMONGST THESE PHOTOS
  44. 44. THE ACTIVITY HAS PROVEN VERY POPULAR THROUGHOUT THE WORLD, WITH MANY ASIAN COUNTRIES PARTICIPATING TOO
  45. 45. BY ENCOURAGING FASHIONISTAS TO BY THEN ENABLING OTHERS TO VOTECREATE THEIR OWN LOOKS AND SHARE VIA SOCIAL MEDIA, THE BRAND THEM VIA SOCIAL MEDIA, UNIQLO BROADENED ENAGEMENT TO FRIENDS CREATED A NETWORK OF ENDORSERS AND THEIR SOCIAL NETWORKS
  46. 46. HUNDREDS OF PHOTOS UPLOADED, AND HUNDREDS OF THOUSANDS OF VOTES IN SINGAPORE ALONE
  47. 47. BEST BUY’S‘TWELPFORCE’
  48. 48. OBJECTIVE: REDUCE THE COST OF CUSTOMER SERVICEWHILE SIMULTANEOUSLY EXTENDING ITS REACH
  49. 49. APPROACH: HARNESS THE COLLECTIVE KNOWLEDGE AND ENTHUSIASM OF THE WHOLE BEST BUY TEAM TO RESPOND TO CUSTOMERS’ QUESTIONS AROUND THE CLOCK VIA A CONSOLIDATED TWITTER ACCOUNT
  50. 50. APPROACH: ANY MEMBER OF BEST BUY’S TEAM ACROSS THE U.S. THAT HAS REGISTERED TO BE PART OF THE TWELPFORCE CAN OFFER ASSISTANCE TO CUSTOMERS WHO TWEET QUESTIONS TO THE BRAND
  51. 51. BY TAPPING INTO THE VAST BEST BUY BY HARNESSING THE POWER OF NETWORK, THE BRAND MULTIPLIED TWITTER, BEST BUY REDUCED THE THE LIKELIHOOD OF BEING ABLE TO COST OF DELIVERING ANSWERS WHILE DELIVER CUSTOMERS AN ANSWER ALSO DELIVERING THEM FASTER
  52. 52. REDUCED CUSTOMERCOMPLAINTS BY 20%USING SOCIAL MEDIA
  53. 53. DIESEL GOES SOCIALIN THE FITTING ROOM
  54. 54. APPROACH: CREATE A BOOTH IN THE FITTING ROOM THAT ALLOWS PEOPLE TO TAKE PHOTOS OF THEMSELVES WEARING ITEMS THEY’RE TRYING ON, AND POST THESE PICTURES INSTANTLY TO THEIR OWN FACEBOOK PROFILE IN ORDER TO GET FRIENDS’ OPINIONS AND SUGGESTIONS
  55. 55. CUSTOMERS CAN GET OPINIONS DIESEL GAINS FREE EXPOSURE FOR AND OBJECTIVE ADVICE FROM ITS RANGE THANKS TO THE PHOTOSFRIENDS, EVEN IF THEY’RE NOT THAT PEOPLE SHARE TO THEIRACTUALLY SHOPPING TOGETHER FACEBOOK PROFILES
  56. 56. SUCCESSFULLY INTEGRATED THE REAL-WORLD SOCIAL ASPECT OF SHOPPING INTO DIGITAL SOCIAL NETWORKS
  57. 57. STARBUCKS’S‘MAYOR OFFERS’
  58. 58. APPROACH: OFFER DISCOUNTS TO THE PERSON WHO ‘CHECKS IN’ TO EACHBRANCH MOST OFTEN ON FOURSQUARE
  59. 59. CUSTOMERS GET VALUE IN THE FORM STARBUCKS GETS VALUE IN THEOF POTENTIAL DISCOUNTS, AND THE FORM OF WORD-OF-MOUTH EGO BOOST OF BECOMING ‘MAYOR’ ADVOCACY, AS WELL AS THE ABILITY OF THEIR FAVOURITE STARBUCKS TO IDENTIFY ITS TOP CUSTOMERS
  60. 60. 150,000 CHECK-INS AT USSTARBUCKS OUTLETS PER WEEK
  61. 61. CONVERTING SOCIALACTIVITY INTO REVENUE
  62. 62. OBJECTIVE: DRIVE ACTUAL SALES AMONGST AFASHION AND MONEY-SAVVY AUDIENCE
  63. 63. APPROACH: CREATE A BLOG THAT FOCUSES ON GREAT FASHION TIPS ANDADVICE, AND BRINGS EVERYTHING BACK TO HOW EVERYDAY CUSTOMERS CAN AFFORD THE LOOK BY BUYING DIFFERENT ITEMS FROM TESCO
  64. 64. APPROACH: EXTEND CREDIBILITY AND REACH BY PARTNERING WITHOTHER INFLUENTIAL BLOGGERS, AND CHALLENGE THEM TO CREATE NEW LOOKS AND WRITE ABOUT THESE ON THEIR OWN PROPERTIES TOO
  65. 65. APPROACH: MAKE IT STRAIGHTFORWARD FOR PEOPLE TO ENGAGE AND GET EXTRA INSPIRATION BY EXTENDING THE ACTIVITY INTO EVERYDAY ‘QUICK CONSUMPTION’ SOCIAL MEDIA LIKE FACEBOOK AND TWITTER
  66. 66. GENERATED MORE THAN £2 MILLION IN SALESFROM SOCIAL ACTIVITIES
  67. 67. LOTS OF GREAT INSPIRATION FROM PREVIOUS ACTIVITIES
  68. 68. …BUT WHAT DOESTHE FUTURE HOLD?
  69. 69. 3 TRENDS SHAPING THE FUTUREOF SOCIAL MEDIA FOR RETAILERS
  70. 70. MOBILE DEVICES WILL MAKESOCIAL MEDIA UBIQUITOUS
  71. 71. MOBILE SOCIAL CONSTANT DYNAMICSEARCH ‘CHECK-INS’ COMMS OFFERS
  72. 72. ¥€$   E-COMMERCE WILLBECOME MORE SOCIAL
  73. 73. ‘COLLECTIVE BUYING POWER’
  74. 74. SOCIAL ANALYTICS WILL MAKE EVERYTHING ACCOUNTABLE
  75. 75. IDEASO HOW CAN RETAILERS IN ASIAGET STARTED IN SOCIAL MEDIA?
  76. 76. 8STEPS TOSUCCESS
  77. 77. STEP 1: DEFINE YOURBUSINESS OBJECTIVES
  78. 78. STEP 2: MONITOR AND INTERPRETYOUR AUDIENCE’S CONVERSATIONS
  79. 79. STEP 3: UNDERSTAND YOUR AUDIENCE’S MOTIVATIONS
  80. 80. STEP 4: IDENTIFY HOW YOU CAN ADDVALUE TO YOUR AUDIENCE’S WORLD
  81. 81. STEP 5: SELECTYOUR PLATFORMS
  82. 82. ♔♘♗♕♖ STEP 6: STRATEGISE YOUR APPROACH
  83. 83. STEP 7: TESTAND LEARN
  84. 84. STEP 8: RINSE AND REPEAT
  85. 85. 8 STEP 1: SET YOUR OBJECTIVES STEP 2: MONITOR CONVERSATIONS STEP 3: UNDERSTAND MOTIVATIONS STEP 4: IDENTIFY HOW TO ADD VALUE STEP 5: SELECT YOUR PLATFORMS STEP 6: STRATEGISE YOUR APPROACH STEP 7: TEST AND LEARN STEP 8: RINSE AND REPEAT
  86. 86. 3 QUESTIONS: WHAT EXACTLY ARE ‘SOCIAL MEDIA’? WHY ARE SOCIAL MEDIA RELEVANT TO MARKETING?HOW CAN RETAILERS IN ASIA HARNESS SOCIAL MEDIA?
  87. 87. SOCIAL MEDIA:HYPE OR BUZZ?
  88. 88. WE ARE SOCIAL IS A CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING TESCO, UNILEVER, ADIDAS, COCA-COLA, AND DIAGEO. IF YOU’D LIKE TO CHAT ABOUT HOW WE CAN HELP YOU TOO, EMAIL US AT SAYHELLO@WEARESOCIAL.SG, OR CALL US ON +65 9146 5356
  89. 89. SIMON KEMPMANAGING DIRECTOR, SINGAPORE @ESKIMON DJESKI +65 9146 5356 SIMON.KEMP@WEARESOCIAL.SG HTTP://WEARESOCIAL.SG

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