Demystify social media and how your business should evolve to adopt it in marketing and corporate communications. Includes case studies.

1. Demystifying Social Media &How Your Business can Benefit from it 1

2. Truth #1 : Internet Usage in Singapore is Rising Exponentially 2 80% Broadband penetration

3. Truth #2 : At the expense of TV Airtime Ratings and Print Readership 3

4. Truth #3 : Singapore Users are into Social Networking 4 Projected Exponential Growth Facebook Growth : 250% in 2 years 495K (‘08) to 1.7M (‘10) Facebook Chart by Willis Wee, Penn Olsen

5. Truth #4 : It’s not just Gen Y anymore 5 The 2010 digital marketer: Benchmark and trend report – Experian Marketing

6. Truth #5 : The customer is king… and is now a lot more marketing-aware and better networked. 6 Ads are blind spots. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a result, markets are getting smarter, more informed, more organized. People in networked markets have figured out that they get far better information and support from one another than from vendors. There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone. 7 of the top 10 markets that rely most on ‘recommendations from consumers’ hail from the Asia region.

7. Truth #6 : Word of Mouth = Word of Mouse∞ 7

8. Truth #7 : Digital Experience influence Purchase Decisions 65% of consumers report having had a digital experience that either positively or negatively changed their opinion about a brand. 97% say that their digital experience influenced whether or not they eventually purchased a product or service from that brand. Source : 2010 Razorfish Digital Digital is not only a place to build a brand: it can also make or break it. 8

9. 9 Truth #8 : Customers want to be Brand Insiders

10. Truth #9 : The Business Environment has Evolved 10 Marketing budgets are shrinking and ROI now includes customer loyalty metrics. Your customers are now more fragmented than ever. A lot less trust in Corporations this year. Enterprise 2.0 : Your brand is controlled by your stakeholders who are all part of a social community

11. Truth #10 : Enterprise Social Media is Trail Blazing in the US interactive marketing spend will trend up from 12% today to 22% in the next five years. Dollars will shift from traditional marketing and advertising channels into social media, email and mobile marketing 11 70% Plan to invest in improving their company website functionality within next year Source : The “2010 Business Website & Internet Usage Survey” – Strategic Vision LLC. (AIS Media) Social Media Marketing : CAGR 34% Forrester Research - “US Interactive Marketing Forecast, 2009 to 2014,”

13. How complex is your product, that depends on knowledge and in-depth understanding to purchase?

14. Are your targeted customers online most of the time?

15. Are your sales channels online?

16. Is first mover advantage critical to you?

17. Are you a multiple product / service business, that up-selling and cross-selling, ie. ARPU contributes significantly to your business?

18. Are your competitors already on social media?

19. Do you have a strong fan / advocate base?

20. Do you plan to expand regionally12 The more affirmative answers to this checklist, the more critical social media is to your marketing & corporate communications mix

22. Make no mistake… the internet is now a media platform 14

23. 15 but it is a different creature from its mass counterpart

24. Industrialization & Consumerism invented Advertisements 16

25. Today, the Digital Revolution has changed personal communications 17

26. Yet corporate communications have yet to evolve… 18

27. To compound the problem, in most Asian businesses – ‘FACE’ is of the utmost importance. Apologies are last resorts. 19

28. BUT whether you like it or not, your customers are talking about your brand, products, customer service… with or without your participation 20

29. Yes… the Challenges of Social Media Adoption are Real Measurement Efficiency Resources Source : Social Media for Marketing Survey Results - March Second, Inc. May ‘09

30. FEAR NOT! The fundamentals remain unchanged… "Over and over again, connecting people with one another is what lasts online. Some folks thought it was about technology, but it's not.“ Seth Godin Image: http://www.gapingvoid.com/

31. Some customers can be real idiots, but if you remain true to your values of transparency and being genuine… you have nothing to fear. 23

32. So, where do we start? 24

33. 25 Crafting the Social Media Plan and Putting it to Work

34. Start with the business objectives Define your objectives Define the audience you are targeting What’s the overall message and media strategy What is the social media strategy What are the key measurements of success Based on the corporate risk appetite, shape the engagement and campaign accordingly 26

35. Management Support is Critical Get buy-in and an agreement on the approach Determine the drivers and stakeholders Determine the rules of engagement Provide training, allow feedback and explain implementation Mobilize the other cogs in the corporate machinery around your social media efforts Plug the gaps in customer feedback and management decision making Remember to update the customers on status Shout about implementation or actions taken Time to get the pieces together – customer support, product marketing, product 27

36. “Putting the public back into PR”* Staff empowerment, provide them training and rules of engagement Build channels that is centered on relations with customers – talk with them Sustain conversations between product campaigns Connecting with enthusiasts Maintain your share of voice Work with bloggers and create a network of influences, brand advocates and fans Leverage on their voices It is really ok to say sorry. When complaints are handled well, customer satisfaction and loyalty skyrocket. 28 Tonality Go for : Collaboration Openness Dialogue Avoid : Domination Control Monologue * Brian Solis

37. Example of Proactive and Timely Responses - Winning difficult customers over, win fans in the longer run 29 www.brooksrunning.com

38. Genuine and timely responses – it’s ok to say Sorry 30 www.hungrygowhere.com

39. Evolution of Corporate Web Presence 31 Brand driven lifestyle websites Community engagement CSR websites The Irrelevant Corporate Website Graphic By Jeremiah Owyang (Web Strategy) Dell engages customers for product improvement ideas Brand conversations on popular Social Media Sites

40. Building & Managing Communities Listen to/observe what the target audience is doing in social media Create a “social object” that is relevant to the brand and of genuine interest Start where your brand advocates and fans are the most passionate about Focus on your customer’s needs. Focus on answering the question, “Why would consumers form a community around our brand?” Think like a contributor, not a marketer or sales person Foster many-to-many relationships. People need to interact with each other and not simply “the brand”. Share “insider” information and offer a preview of what new products are being developed. If a company's brand community restricts discussions, unhappy customers will simply go to one of dozens (and for many brands, hundreds) of enthusiast-run communities and vent just as much. The company loses the opportunity to gain insight from customers with potentially valuable criticisms. 32

42. Foster peer celebrity. Advocates love it when others recognize their expertise, experiences, and passion.

43. Let your advocates advocate. The only way to inspire your best advocates is to let them work their magic without interference except in issues of ethics and legality. Your advocates are not pawns—they are your partners, so treat them that way.Social Technographics of Users Source : Groundswell - Josh Bernoff and Charlene Li

44. Tell Your Story and let your customers tell theirs… 34 www.fordvehicles.com/mustang/

45. Even if it’s just in photos… remember it is all about their passion for your brand and products 35 http://artofthetrench.com/

46. Create & Sustain Your Company Blogs "Tell stories" "Don't just re-purpose your standard marketing messages and turn your blog into a marketing vehicle." "People want to develop relationships with the businesses they patronize. The more you can share your stories, the more you give your customers access to the inside and allow them to get to know you." "A blog gives you the opportunity to be more human and less corporate.“ “Business blogs should have multiple authors, ideally people in different parts of the company, to give a rich, multi-dimensional sense of a company and its brand. "Business blogs shouldn't have a single 'company' voice," "To be compelling, they have to be personal and human." "Before your blog goes live, you want everyone in the company to be on board... Create sample posts; critique each other. Have the legal department get comfortable with it. Don't go live until everyone is ready." 36 Kasey Kersnowski, Editor, Patagonia.com

48. Empower your marketing/PR team to publish regular articles, photos and videos to your company blog, Facebook page, Twitter, company widget and more.

49. Engage your customers – update them on your latest promotions, sales, company history, product development, etc.

50. Enable your customers to provide feedback, insights and great ideas/suggestions to improve your service and products

52. Monitor, Track and Report Web Analytics Google Analytics Wordpress Analytics Social Media Monitoring Collecta Social Mention Tweeter Analytics Tweetanalyzer Tweeteffect All-in-one Social Media publishing & Analytics pepperconn Social Media Groupware 39

53. 7. You have to invest time and resources Invest time and human resource to build consistency, loyalty Use tools to mitigate the extra load technology is ONLY a means to an end… 90% of social media is just showing up. It’s the other half that’s hard 40

54. Regional Strategies 41

55. Case Studies 42

56. pepperconn’s Social Media Program Methodology 43 50% Personal Angles : 50% Product Angles

57. Meeting OSIM’s Business Objectives through Social Media 44

58. Matching Talents’ Profiles to target Customer Segments Strictly Confidential & Proprietary ©PepperConn LLP 45 Gladys Janie April

59. The Homemaker 46 Target audience : Tai-Tais, home makers, health & fitness fanatics,

60. Monthly Themes - Overview 47

61. Social Media Program (November) November’s Theme : Staying in Shape Product Focus : uKimono 48

62. Content Distribution & Convergence 49 OSIM Blog Personal & Corporate Personal Blogs E-commerce / sales OSIM Blog Article

63. OSIM corporate website Unique visitors & Traffic increased by 100% in 2 months

64. Lifestyle Blog Advertorials : Rubbermaid 51

65. 52 Lifestyle Blog Advertorials : Rubbermaid

66. Crowdsourcing Ideas : My Starbucks Idea 53

68. Direct2Dell currently ranked about 700 on Technorati, among the highest corporate blogs.

69. Direct2Dell gets more than 5 million unique views per month

71. Community Support : Being a Girl (P&G Whisper) 56

72. “In its earliest days, there was a face associated with Ford. In recent years, not so much. We realized that with social media, we had an opportunity to begin to humanize the company.” 57 “People don’t talk to brands, they talk to people.” Scott Monty, Head of Social Media, Ford Motor Company

73. “People don’t talk to brands, they talk to people.” Strategy: to humanize the company by connecting consumers with Ford employees and with each other when possible, providing value in the process. Accessibility Authenticity Transparency

74. thefordstory.com

75. The Ford Fiesta Movement 60

76. The Ford Fiesta Movement 61 Fully unedited or moderated

77. The Ford Fiesta Movement 62

79. Parallels with “Parents on Facebook” Debate 64 At the heart of the issue is usually a non-web (human) related factor : Communication Mutual respect Trust

80. 65 What going social really means for your business – Building a relationship with your customers Participation Authenticity Transparency Connectedness Collaboration Immediacy Reference :Joel Postman – SocialCorp : Social Media Goes Corporate Postman

81. http://www.flickr.com/photos/alphadslr/

82. 67 Contact : Adrian Teo Founder & CEO pepperconn Pte. Ltd. www.pepperconn.com mobile : +65 821 821 97 email : adrian@pepperconn.com