Presentation slides of the Public seminar at HKU SPACE Date: 28/Oct/2010 Location: Hong Kong By: Alvis Ko, theOrigo Ltd.

1. Engaging your
customers with
SOCIAL MEDIA MARKETING
by Alvis Ko
theOrigo Ltd.

2. It’s presentation slides of the Public seminar at HKU SPACE
Date: 28/Oct/2010
Location: Hong Kong
By: Alvis Ko, theOrigo Ltd.
http://www.facebook.com/hkuspace.smm

3. QUESTIONS IN YOUR HEAD?
• What’s Social Media? • How to do that?
• How do Social Media • Where to start?
affect or help you?
• Is it Safe?
• How you handle negative
comments?

5. Do you social?

6. ONLINE MARKETING
Search Engine
E-Mail Search Engine Social Media Affiliate
Banner Ads Marketing
Marketing Optimization Marketing Marketing
(Paid Search)
Company Website

7. NEW TREND OF ONLINE
MARKETING
Uni-directional
Advertising
Publishing
Social Media Search Engine
Marketing Optimization
Integrating SMM & SEO

8. WHAT’S THE SOCIAL MEDIA?
• Social media are media for social interaction, using highly accessible
and scalable publishing techniques. Social media use web-based
technologies to transform and broadcast media monologues into
social media dialogues.
• The online tools that facilitate conversation
• Connections between friends, peers, and influencers
• Collaboration
• Community

10. SOCIAL NETWORK
• Example: Facebook, Friendster, LinkedIn,
MySpace, Orkut, Hi5, Ning, Cyworld
• Tools allowing you to share information about
your friends, professional colleagues, etc
• Allow you to create a profile and post
content (text, photo, video, audio, etc) or link
to things about your interests or expertise.
• A reflection of social networking in offline
world
• Primary for joining is social (connect with
friends or know friends) but rather than
commercial (sell something)

11. BLOG
• Blogger.com , WordPress,
TypePad, Xanga,Yahoo/Sina
Blogs, LiveJournal, ...
• Publish yourself. Manage
you own content
• Communicate with your
employee, customers and/
or friends

12. MICROBLOGGING
• Example: Twitter, Sina ,
Plurk,
• Communicate through less
than 140 characters

13. VIDEO
• Example:YouTube, Google
Video,Vimeo, Blip.tv,,
Metacafe
• Live Streaming: UStream,
Justin.tv, Blog.tv, Mogulus,
Veodia

14. PHOTO SHARING
• Example: Flickr, Picasa,
PhotoBucket, SmugMug
• Archive and share photos

15. AUDIO
• Example: Podcast, iTunes,
last.fm

16. FORUM
• Forum:Yahoo! Groups,
Google Groups,Yahoo!
Answers, Discuss, Uwants,
,Yahoo! Answer
• Forum Seeding

17. WIKI AND CROWD WISDOM
• Example: Wikipedia, Wikia,
SocialText, ,
About.com

18. VIRTUAL WORLDS
• Example: Second Life, The
Sims Online, PlayStation
HOME, Sooff,
• Advertising opportunities
• Virtual Storefront, do
commerce

19. GAMING
• Example: World of Warcraft,
Halo3
• Similar to Virtual World but
emphasis on gaming basis:
Cooperation & competition
• Online community
• Conversation and shared
experience
• Advertising opportunities

20. AGGREGATORS
• Example: Delicious, Digg, Google
Reader, iGoogle, Alltop, FriendFeed
• Gather, update and store
information for easy access
• Leverage the wisdom of crowd
and tell what other people saying
about a particular product, service
or brand.
• Excellent tools for capture market
intelligence

21. MORE...
• RSS - Feedburner
• Location - FourSquare, Google Latitude
• Document/Content Share - Slideshare, Scribd, Docstoc
• Customer Service - GetSatisfaction, Uservoice
• Social Bookmark - Delicious, StumbleUpon, Evernote
• Social News: Digg, Mixx, Reddit, NowPublic

22. ALEXA TOP SITES - GLOBAL
1. Google 11.QQ
2. Facebook 12.Yahoo Japan
3. YouTube 13.Google India
4. Yahoo! 14.Taobao
5. Windows Live 15.Amazon
6. Baidu 16.Google
7. Wikipedia 17.Sina
8. Blogger 18.Google Hong Kong
9. Twitter 19.Wordpress.com
10.MSN 20.Google UK

23. TOP SITES IN HONG KONG
1. Yahoo! 11.TVB
2. Facebook 12.Blogger.com
3. YouTube 13.Wikipedia
4. Google Hong Kong 14.on.cc
5. Google 15.MSN
6. Discuss.com.hk 16.Sina.com.cn
7. Windows Live 17.Hong Kong Jockey Club
8. Uwants 18.Taobao.com
9. Next Media 19.hkgolden.com
10.Baidu 20.HSBC

24. Why social media is important?
Reason 1
Social media is not about future.
It is the MAINSTREAM.

25. Source: Pew, Nielsen

26. Social Media Marketing is now a
integral part of the marketing

27. Why social media is important?
Reason 2
Traditional advertising method is
being challenged

28. People are exposed to 3000
advertising messages per day

29. CONSUMERS HAVE BECOME OVERLOADED
14% : PROPORTION OF PEOPLE WHO TRUST
ADVERTISING INFORMATION
make purchasing decisions largely independent of what
companies tell them about products.
skeptical about traditional company-driven advertising and
marketing

30. TRADITIONAL MARKETING
IS BEING CHALLENGED

31. NOT JUST ABOUT ATTRACTING EYEBALLS

32. NOT JUST ABOUT GETTING HITS
Image source: Flickr - yewco

33. IT’S ABOUT TRUST

34. 91%
OF PEOPLE GLOBALLY
WILL BUY FROM
COMPANIES BASED ON
TRUST
Source: EDELMAN PR, 2009
Word of
Previous
= + Mouth
Usage

35. TOP 3 INFLUENCE FACTORS OF BUYING
Only WOM has
different degrees of
influence on
consumers at each
stage of this journey
Advertising become
less important
Source: McKinsey Quarterly Apr 2010

36. WOM SPREAD RAPIDLY
THROUGH SOCIAL MEDIA
Flickr / (cc)jared

37. COMPLAINTS SOMETIMES CAN GROW BIG

39. RUPERT MURDOCH :
• “ To find something comparable,
you have to go back 500 years
to the printing press, the birth
of mass media …
• Technology is shifting power
away from editors, the
publishers, the establishment,
the media elite. Now it’s the
people who are taking control. ”

40. Why social media is important?
Reason 3
Social Media Spread WOM
rapidly and broadly that never
happened before
Everyone is a publisher

41. VERY IMPORTANT CONCEPT
ON ONLINE MARKETING!
Traditional Advertising Online Marketing
• Interrupt people so that • Web marketing is about
they pay attention to a one- delivering useful content at
way message. just the precise moment
that a buyer needs it.
• Uni-directional
communications • Bi-directional & Multi-
directional communications

42. FRAMEWORK FOR A SOCIAL
MEDIA STRATEGY
Audience
Objectives
Strategy
Tactics and Tools
Metric

43. AUDIENCE
Audience
• Listen and understand your audience and how they
communicate/interact on the social web.
• Understand their behaviors, preferences, methods of
publishing, and sharing.
• What types of social networks, media sharing and assets do
they engage?
• What are their goals for doing so?

44. PEOPLE (AUDIENCE)
• In order to reach people, we have to first figure out who
they are and where they go for information
• In the process, you’ll quickly discover that there is no magic
bullet for reaching everyone, all at once.
• The strategy is in how to segment active communities from
audiences - humanizing and materializing the people we with
to reach.

45. Not only reaching your audience directly.
Also go through influencers.

46. 3 KINDS OF INFLUENCERS
Image source: Fluent

47. EXPERT/KEY INFLUENCERS
Who?
• bloggers and Twitterer with huge
following
• rarely now their audiences personally
How?
• Blogs, Twitters, websites, etc...
• In specific fields have an outsized
influence on brand affinity & purchasing
decisions on social platforms

48. SOCIAL INFLUENCERS
Who?
• everyday people who participate in
social platforms.
• usually know them personally (in your
consumer’s social graph)
How?
• through consumer reviews, by updating
their own status and Twitter feeds and
commenting on blogs and forums.

49. KNOWN PEER INFLUENCERS
Who?
• Family members or friends (in consumer’s
inner circle)
• the closest to both the purchasing decision
and to the consumer
How?
• Online or real person contacts
• purchasing decision most directly and have
to live with the results of their family
member or friend’s decision as well.

50. OBJECTIVES
Objectives
• Consider both the goals of the company as well as the
audience you’re trying to reach. Marketing on the social web
is about giving to get.
• Knowing what your community wants is key in reaching
your own organization’s goals because you’re going to give it
to them.

51. YOUR ORGANIZATION MAY
HAS MULTIPLE OBJECTIVES

52. SOME COMMON OBJECTIVES
• Branding • Customer Service &
Loyalty
• Educate customers.
• Improve customer
• Build awareness. satisfaction.
• Establish thought leadership. • Customer communication.
• Marketing & Sales • Crowd Sourcing.
• Generate leads. • Market Research
• Drive sales. • Monitor the mentions
• Reach new channels of • Get customer’s comments
customers. on brands
• Make money from content.

53. STRATEGY
Strategy
• What approach will you take to meet the needs and
interests of your audience in order to meet your own?
• Will you engage influencers, will you energize brand
advocates or will you create demand by offering non-
branded resources?

54. SOCIAL MEDIA
MARKETING FUNNEL
Awareness
Interest Needs determination
Active Evaluation
Purchase
Loyalty Repeat purchase / referral

55. Awareness
Interest
Active Evaluation
Purchase
Loyalty
Stage 1. Awareness
&
Stage 2. Interest

56. USER MULTIPLE CHANNELS
Starbucks.com My Starbucks Idea
On Facebook On Twitter On Youtube

57. BE VIRAL. STRONG IMPACT

58. VIRAL MARKETING
• The buzzwords viral marketing and viral
advertising refer to marketing techniques that use
pre-existing social networks to produce increases
in brand awareness or to achieve other marketing
objectives (such as product sales) through self-
replicating viral processes, analogous to the spread
of pathological and computer viruses. It can be
word-of-mouth delivered or enhanced by the
network effects of the Internet.
• Viral promotions may take the form of video
clips, interactive Flash games, advergames, ebooks,
brandable software, images, or even text messages.

59. STAY CURRENT
Catch the wave on the hot topics / tags

60. PROMOTION:
Competition / Sweepstakes / e-Coupon

61. SOCIAL APP / GAME
Awareness & Lead Generation

62. 1. AWARENESS STAGE &
2. INTEREST STAGE
• Introduce to potential customers to your brand
• Build awareness & encourage customers to remember you
• Popular means: TV, radio, print, DM, Sponsor event,
promotions, PR
• Digital: Display Ad., Paid Search on category-oriented
keywords, Sponsorship, SEO, Email Marketing

63. SMM MEANS IN AWARENESS
STAGE
• Facebook Fan Page, Games, Apps
• Twitter
• Provide RSS for content of Corporate website
• Allow new customer to broadcast their purchases to their social network
• Build brand awareness by encourage your loyal customers to talk to their
friends about your product.
• Leverage social ads.
• Display Ad. on Social Network

64. • Nurture Relationship with expert/key influencers (bloggers,
expert in specific field or someone with large no. of
follower)
e.g., Invite to product trial, sponsorship, loyalty

65. Awareness
Interest
Active Evaluation
Purchase
Loyalty
Stage 3. Evaluation
&
Stage 4. Purchase

66. A TYPICAL OF HOW BUYING
DECISION IS MADE
1 2
Search in Read the Official website
Search Engines - Get the first impression

67. A TYPICAL OF HOW BUYING
DECISION IS MADE (CON’T)
3 4
Read Review from
Found and Read the
Blogs & Forums
Wikipedia Page
discussing the product

68. A TYPICAL OF HOW BUYING
DECISION IS MADE (CON’T)
5 6
Found and Read Ask Friends in Facebook /
articles in Yahoo + Twitter

69. A TYPICAL OF HOW BUYING
DECISION IS MADE (CON’T)
7 8
Read more details in
Read User Reviews
company website

70. A TYPICAL OF HOW BUYING
DECISION IS MADE (CON’T)
9
Purchase in online store Purchase in physical store

71. 3. EVALUATION STAGE
• Publish customer rating and reviews on corporate website
• Point to authoritative third-party reviews
• Encourage prospects to discuss products
• Connect Prospective customer to each other
• Setup Twitter account and response to customer queries
• Track a list of websites, blogs, discussion forums where the
product’s target customers spends their time

72. 4. PURCHASE STAGE
• Highlight related popular Products
• Provide tools to broadcast the purchase
• Provide customer support to smoothen the survey process
(e.g, user community forum)

73. Awareness
Interest
Active Evaluation
Purchase
Loyalty
Stage 5. Loyalty

74. 5. LOYALTY
• Who are Loyal Customers?
• Purchasers who buy again
• or Refer friends/someones to buy
• Loyal Customer: Higher Margin, Lower Acquisition Cost
• Encourage to spread the word about the product & encourage
others to buy
• Loyal Customer = best marketers!

75. LOYAL CUSTOMERS BECOME
INFLUENCERS

76. LIKE BUTTON

77. Marketing on Facebook

78. 500M (5 )
ACTIVE USERS IN FACEBOOK (JUL 2010)
DOUBLED IN 10 MONTHS
POPULATION IN US: 310M (3 )
POPULATION IN CHINA: 1,300M (13 )
POPULATION IN THE WORLD: 6,900M (69 )
50%
OF ACTIVE USERS LOGIN FACEBOOK IN ANY GIVEN OF DATE
50MIN. PER DAY
AVERAGE USER SPENDS EACH DAY ON FACEBOOK

79. ALWAYS:
Listen
Have Fun!
Engage
Be Respectful
Be Real

80. Important!
PEOPLE ARE SEEKING ANSWERS
AND DIRECTION, NOT
MESSAGES OR SALES PITCHES
People do not create accounts on Facebook,YouTube, Twitter,
of any other social network to hear from brands

81. Personal
Page Group
Account
Likes Facebook
Friends Members
(Fans) Connect
/ API
Social Ads Events
Apps Photos
Notes Video

82. PERSONAL PROFILE
• The starting point for your
personal presence on
Facebook is your profile page.
• By connecting to hundreds of
partners, customers,
associates, and friends on
Facebook, you’ll drive a TON
of traffic to your profile page.
Take advantage of that huge
opportunity.

83. PERSONAL PROFILE
• Not only is your profile the page that you have the most
control over, it’s the place where you can most deeply and
authentically express your passion for the brand, company,
or product you want to promote.
• Your profile page is an opportunity to engage with audience
in more personal level.

84. FACEBOOK PAGE
• Facebook has provided a
second kind of public profile
called Pages that are
designed to be used by
businesses, brands, and public
figures to establish a brand
presence on Facebook and
engage with large numbers
of Facebook users.
• Redesigned in 2009

85. PAGES NOW LOOK MUCH
LIKE PERSONAL PROFILE
• The Wall tab, containing all the latest updates and Wall posts, is
now front and center.
• Page owners can also choose to separate Facebook user
comments (“Wall posts”) from updates from the profile owner. If
they choose to do so, updates from the profile owner will appear
in a separate filtered view of the wall.
• Most static information now lives on an Info tab, and Photos now
live on a Photos tab.

86. • Page admins can add custom application tabs to their Page if
they so choose.
• Perhaps most important, page admins can now share Status
Updates like regular Facebook users can on their own
profile.
• All Page updates will now prominently appear in Facebook
users’ home page News Feed. This means users will see
updates from Pages they’re a fan of mixed in with updates
from people they’re friends with.

87. WALL
• Facebook Pages for business are focused on the “Wall.”
• Content posted on the new Wall shows up in Fans’ News
Feeds more often.
• Use the Wall to “update your Status, upload new photos or
videos, and post Notes or Links to interesting content.
• Posting updates to your Facebook Page is now a lot more
viral, as more News Feed distribution could drive significant
traffic to your Page.

88. UPDATES MAY GO TO FAN’S
NEWS FEED ...But Not Always

89. WILL GO FURTHER IN THE
COURSE
• Creating interesting stories
• Increasing Fan base
• Optimizing Newsfeed of fans and friends
• Getting the most out of a Fan Page

90. AND...
• Setting Page Username • Use of Photos
• Optimizing Landing Page • Social Ads
• Facebook Apps • Social Plugins
• Promotion on Facebook • Facebook Connect
• Facebook Group • Metric for measurement

91. Marketing on Twitter

92. Marketing on Blogs

93. Marketing on YouTube

94. Forum/Video/Photo Seedings

95. Listen to the feedback

96. LISTEN TO FEEDBACKS
Response if necessary

97. GOOGLE ALERT
http://www.google.com/alerts

98. TWITTER SEARCH

99. TWITTER ADVANCED SEARCH
http://search.twitter.com/advanced

100. FACEBOOK PAGE INSIGHTS

101. TWITTER STREAM GRAPH
http://www.neoformix.com/Projects/TwitterStreamGraphs/view.php

102. FINDING VALUES IN NOISE
Source: Harvard Business Review Jun 2010

103. TWEETDECK
www.tweetdeck.com/

104. WITH FACEBOOK
Full News Feed Status Updates
Wall Posts
Photos
...

105. WITH TWITTER
Your Twitter Feed Saved Twitter Search

106. RADIAN 6

107. RADIAN 6
• Crisis Management
• Lifecycle of Buzz
• Uncover Influencers
• Benchmark the Competition
• Capture Industry Trends
• Sales and Lead Generation
• Customer Service Outreach

108. Who should run your company's
social media program?

109. Who should run your company's
social media program?
• CEO • Agency
• CMO • Twitern (Twitter Intern)
• Social Media Lead
• PR Manager
• Product/Service Lead

110. Social Media Voices should be
MULTIPLE AND AUTHENTIC
• Focus on different conversation
areas:
• Customer support
• Industry insights
• product information
• awareness building
• ...

112. HE/SHE SHOULD KNOW
COMPANY-WIDE THE OBJECTIVES
Such as:
• Providing industry and company insights to all stakeholders
• Building awareness for your product and services
• Forging deeper more trusted relationships with your customers
• Customer service and product complaints
• Discount and promotional information

113. SETUP COMPANY’S
SOCIAL MEDIA GUIDELINE
• Declaration of trust • Engagement practices
• Statement of responsibility • No unauthorized sharing of
business info
• An identification of
themselves as employees • Respect for the audience
• A social media voice, • Respect for copyrights
recognize not brand voice
• How to handle mistakes

114. EXAMPLES OF GUIDELINES
IBM Intel
http://www.ibm.com/blogs/zz/en/guidelines.html http://www.intel.com/sites/sitewide/en_us/social-media.htm

115. WE’VE LEARNED
• WE are in the moment of cultural change in marketing
• WOM is important
• 5 stages in social media marketing
• Listen to Feedbacks
• How and who to start with social media marketing

116. Social Media Marketing and Search Engine Optimization
for Business
Start on 19/Oct/2010
Every Tuesday o 8:00-10:00pm o 5 Weeks
at Admiralty Centre
conducted by Alvis Ko
http://www.hkuspace.hku.hk/prog/social-media-marketing-and-SEO-for-
business
http://www.facebook.com/hkuspace.smm

117. How SMM & SEO help each other to
BE FOUND & ENGAGE WITH CUSTOMERS
Social Media Marketing Search Engine Optimization
• Creating Social Media • Working principles of Search
Marketing Plan Engines
• Considerations in specific • Best Practice for Optimizing
Social Media Platforms web Page
• Tools & Technical aspects • Identify the best keywords for
the website
• Analytics - how to measure
the success • Measuring success and useful
SEO tools

118. Thank you!
Get Updates on Social Media Marketing Trend at:
http://www.facebook.com/hkuspace.smm
Course Info:
http://www.hkuspace.hku.hk/prog/social-media-
marketing-and-SEO-for-business
By Alvis Ko - theOrigo Ltd www.theorigo.com