Activating the Social in Media


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Presented a short 101 on my two cents of what a social campaign would entail for USM's ADWAVE 2011 workshop.

Lend me your thoughts. Felt that this could have better meat included.

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  • Hi, Good morning!! My name is Rachel. I work with a company called Tribal DDB. We’re an interactive agency in KL and we develop end-to-end digital solutions for our clients. Everything from websites , banner advertisements, and also we’ve been doing a lot of social media lately. I’m really excited to come speak to you about social media today because I see it as something very necessary for your future in the marketing/advertising industry. And I hope that at the end of this workshop you get to take something home into your future careers.
  • Before we look at activating the social in media, let’s understand the different types of media.There are so many forms of media that are emerging, how can we categorise them.
  • Some of you may have already learnt about bought media, owned media and earned media.But let’s take a look at social media.Social media is a rising trend but what is it really?
  • We’re going to first talk about what social media is all about and I really need your help to make this workshop fun ok. I’ll try to be fast, promise 
  • Any channel/medium that is able to bring A LOT of people together and allows them to share/communicate with one another.What we call traditional media (Newspapers, radio, TV) CAN BE social. But they aren’t TRADITIONALLY used that way until very recently. And new emerging technology is helping in changing that. That’s why we see a lot of radio DJs now using Twitter to get requests/feedback and participation more than ever before.
  • Media is always an advancement of technology. As technology changes, so will the type of media we consume. I want to open your minds a little
  • And we need to have open minds, because the world of media is constantly changing. From ONE way to TWO way communicationOne minute, paper was the most mobile thing, the next minute it’s phones. Who knows what is the next form of mobile communication that will really consume our lives?
  • People are finding new ways to connect with each other. And that’s how media emerges. Look how they evolve with technology.A good sense of how media will evolve is through the availability of new emerging technology.
  • So, since the world is constantly changing in the way we consume media with technology.What about Malaysia?
  • Even Malaysian companies are now using social media for everything.customer service, launching new products/services, contestsMore and more companies are realising the importance of connecting with customers in whatever way possible. How many of you are fans of any of these brands?
  • Job market is ripe now for social media.Don’t be surprised if your future employers ask you about using social media for marketing or how to change their brand to be more social.How many of you are planning to work as a social media executive? Even if you are not planning to do social media as a career, employers are now looking on your social profiles to see who you are. Make sure your social profile doesn’t look bad on you.Also, be sure to expect more and more employers looking into how to expand their business via social media
  • When I first thought about what to present, I though about what would b useful to students who are graduating out into a world where social media is growing and expanding.When your future employers come to you and say they want to do social. What you need to make sure you remember to do is to connect people together. Either to connect them with your brand or to connect them with each other .So far, we have learnt WHAT social media is aboutLearnt that our future is social-orientedNow, we will…Learn more about how to make media socialActually WORK on a social projectSo Before we get into the main topic – Activating the Social in Media let’s break everyone into groups
  • Find reprsentative from Ipoh
  • After this assignment, you will get a better view on how to use social in your future companies. The winner of this assignment will win
  • Search interest in Ipoh is lower compared to other key statesIn 2010, there was a dip in local tourists. More foreign tourists however, they realised that local tourists who do come tend to come again and again, especially from KL. Want to attract younger tourists in order that they will bring friends to come again and again.Also hotels
  • So in order to help you see how advertisers/marketeers come up with winning campaigns, I’m going to show you some 6 steps that you can take with you for any advertising work you do in the future.Basic steps of advertising CONNECTING people
  • Activating the Social in Media

    1. 1. Activating the Social in Media<br />ADWAVE 2011<br />
    2. 2. Let’s look at the universe of media<br />
    3. 3. EARNED MEDIA<br />First person commentary and comment about the brand posted and shared across variety of venues.<br />‘Social media’ outlets also support both Bought Media (e.g. ad banners, sem/ppc & etc) and Owned Media (e.g. widgets, apps, etc) <br />OWNED MEDIA<br />All media directly owned by the brand. These destinations provide platform to drive marketing messages and tools to create Earned Media.<br />BOUGHT MEDIA<br />Typical corporate media spend. Drives people to Owned Media.<br />
    4. 4. Think you know social media?<br />Think again.<br />
    5. 5. Are these social media?<br />
    6. 6. How about these?<br />
    7. 7. What is social media?<br />Any form of media that connects a mass amount of people together and allows them to share information with each other<br />
    8. 8. Will you call THESE social media?<br />Interactive TV<br />Newspaper Opinions<br />Radio Games<br />Interactive Billboards<br />
    9. 9. It’s not about the TYPE of media<br />It’s how it’s used to bring people together<br />
    10. 10.
    11. 11. Emerging forms of socially-oriented media<br />Wootfood<br />
    12. 12. The new media landscape <br />How Malaysia is turning social<br />
    13. 13. 9.9+ million users<br />~500,000 users<br />~300,000+bloggers<br />has reached 77.5% amongst Malaysia internet users<br />In Malaysia, out of 97% social network users, 79%say the actively <br />manage their SNS accounts.<br />Source : Comscore & UM<br />#6 most visited site<br />
    14. 14. Top brands on Facebook<br />
    15. 15. Social keeps traditional media alive<br />
    16. 16. How does this affect you?<br />
    17. 17. Think: Social<br />Do: Connect<br />
    18. 18. Let’s get chummy!<br />Group assignment<br />
    19. 19. Treasure Hunt<br />How many accounts do you have?<br />Facebook<br />Facebook + MSN<br />Facebook + MSN + Twitter/Friendster<br />Facebook + MSN + Twitter/Friendster + MySpace/Blog<br />Facebook + MSN + Twitter/Friendster + MySpace/Blog + Lowyat/Forum <br />Form 5 groups – Each group should have at least<br />3 of #1<br />5 of #2<br />3 of #3<br />2 of #4 <br />2 of #5<br />
    20. 20. The Challenge for the Day<br />Domestic Tourism for Ipoh<br />
    21. 21. Lost World of Tambun<br />KekLok Tong<br />GuaTempurung<br />Kellie’s Castle<br />A few of Ipoh’s main attractions<br />
    22. 22. Excellent for food<br />
    23. 23. Promote domestic tourism online<br />
    24. 24. Target Audience<br />Attract more college/university students to visit during holidays<br />Use Internet, Magazines and Radio to attract youth <br />Focused on urban youths (KL, Penang, Johor Bahru)<br />
    25. 25. Etcetera<br />Goals<br />Increase travel to states (bus tickets/airlines)<br />Increase registration in local hotels/motels<br />Increase buzz online about these states among youth<br />Increase search interest <br />Money is not a problem, but perception is<br />Nothing interesting in Ipoh<br />Too far and not worth it<br />Melaka is highly preferred, even though distance is roughly the same (2-3 hour drive)<br />Cost of living is also much lower than Melaka <br />
    26. 26. What you need to do<br />Come up with an idea to attract youths to come to Ipoh<br />5 mins Proposal – 25 mins preparation<br />Creative Idea (e.g. Malaysia, Truly Asia, Nothing like Australia, Your Singapore)<br />Social activation strategy<br />Connect youths with State / Connect youths with each other<br />
    27. 27. Questions?<br />Speak up or forever hold your peace<br />
    28. 28. Break!<br />5 minutes<br />
    29. 29. S.O.C.I.A.L. 101<br />How to Activate the Social in Media<br />
    30. 30. What<br />Why<br />Who<br />Where<br />When<br />How<br />SET. O. C. I. A. L.<br />Begin with the end in mind<br />
    31. 31. Look forward<br />Look backward<br />Look now<br />Behaviour Trends<br />Brand Communities<br />Consumer Journey<br />Brand Noise(Tweets, Mentions, Blogs, News, Search Results)<br />Opportunities<br />Issues/Feedback<br />Insights<br />Consumer Behaviour<br />Past Initiatives<br />S. Observe. C. I. A. L.<br />Understand your Audience<br />
    32. 32.<br />S. Observe. C. I. A. L.<br /><br />Understand your Audience<br /><br />
    33. 33. Brand Audit<br />Competitor Audit<br />Category Audit<br />S. O. Compare. I. A. L.<br />What are you missing?<br />
    34. 34. S. O. Compare. I. A. L.<br />What are you missing?<br />
    35. 35. S. O. Compare. I. A. L.<br />What are you missing?<br />
    36. 36. Play, Participate, Pass On<br />S. O. C. Ideate. A. L.<br />Create an idea worth sharing<br />
    37. 37.
    38. 38. S. O. C. I. Activate. L.<br />Propagate that Idea<br />
    39. 39. S. O. C. I. Activate. L.<br />Propagate that Idea<br />
    40. 40. S. O. C. I. Activate. L.<br />Propagate that Idea<br />
    41. 41. S. O. C. I. A. Learn.<br />Listen, Measure and Improve.<br />
    42. 42. S. O. C. I. A. Learn.<br />Listen, Measure and Improve.<br />
    43. 43. S. O. C. I. A. Learn.<br />Listen, Measure and Improve.<br />
    44. 44. Think Social<br />
    45. 45. Questions?<br />Speak up or forever hold your peace<br />
    46. 46. Get your heads cracking!<br />25 minutes start now<br />
    47. 47. Thank you<br /><br /><br />