www.andrewchow.sg

1. How to Win on the Social Media
Chessboard?
Content. Conversation. Community

2. Andrew Chow (Ideasandrew)
 Founded
 Ideamart (S) Pte Ltd since 1994 . Ideas & Concepts since 2002
 Education
 Thames Valley University, UK
 Business Awards
 STB Business Award – Most Innovative Marketing Initiative award 2007
 Spirit of Enterprise 2008
 Successful Entrepreneur 2010
 Spirit of Service 2012
 Certification
 NLP Practitioner
 Certified Life Coach
 Forte
 PR Strategic Counsel, Implementation & Monitoring
 Social Networking / Social Media Strategy
 Brand Management Consultancy
 Personal Branding
 Professional Affiliation
 Approved NCSS Training Provider
 WDA ACTA-certified
 Asia Professional Speakers – Singapore (APSS) - President
How to Win on the Social Media Chessboard?

3. Outline
 Developing user-generated content is King
 Managing all conversation is Queen
 Engaging your community is everything else

4. Social Media
Overview
Differentiate the Internet with New Internet
What can Social Media Do for You?

5. Differentiate the old
Internet from New Internet

6. Google : Search
(You look for information)
Social Media : Share
(Information look for you)
Differentiate the old Internet from New Internet

7. Social Media
=
New Internet
=
Live Communication
Differentiate the old Internet from New Internet

8. Differentiate the old Internet from New Internet

9. o Learn what people are saying about you
o Create buzz for events & campaigns
o Increase brand exposure
o Identify and recruit influencers to spread your message
o Find new opportunities and customers
o Support your products and services
o Improve your search engine visibility
o Gain competitive intelligence
o Get your message out fast
o Retain clients by establishing a personal relationship
o Be an industry leader – not a follower
Differentiate the old Internet from New Internet

10. | Social Media |
Content
{ King of the Chessboard }

11. Content
Original
Co-created
User-generated
Content is King

12. Original
Something Exclusively
Yours!
Content is King

13. Others Contribute to what
Co-created you have started
Exposes a Problem/ Asks a Question
Solves a Problem/ Answers a Question
Propose a Solution / Enrich an Answer
Verify a Solution / Test an Answer
Content is King

14. User-generated
Others generate new
Content about your brand
Entirely on their own
Content is King

15. Voters’ Content (user generated)

16. English Wikipedia
is 30 X bigger
than
Britannica
Content is King

17. 1000 years to watch all videos
(2012 – 3012)
Content is King

18. 6,000,000,000
85% of people on earth
has a photo in Flickr
Content is King

19. 1,000,000,000
If FACEBOOK is a Country,
It will be the 3rd largest Country In the World
(after China & India)
Content is King

20. Content on Social Media

21. Curiosity
Content that reveals
SECRET
Content on Social Media

22. Motivation
Content that remind us that
Dreams can come true
Content on Social Media

23. Against All Odds
Content about
David beating Goliath
Content on Social Media

24. Small is Beautiful. Big is Advantage
Content that reminds us that
what we do matters
Content on Social Media

25. Affirmation
Contents that confirms our assumption
Content on Social Media

26. Sensationalism
Content that has unexpected twists
Content on Social Media

27. Feel Good Story
Content that tells us
a great story
Content on Social Media

28. New Discovery
Content that challenges
our assumption
Content on Social Media

29. Transformation
Content that
Inspires us to action
Content on Social Media

30. | Social Media |
Context
(Conversation)
| Queen of the Chessboard |

31. Listen & Learn
Conversation is the Queen

32. Share & Inspire
Conversation is the Queen

33. Comment & Discuss
Social Branding

34. Basic Rules
 Be Social, not just Professional
 Be Personable, but never Personal
 Be Transparency, yet Discreet
 Share more, Sell Less (Sell by Sharing)
Conversation is the Queen

35. New Rules
 Listen First, Talk Later
Lesson : Social Media Fire must be put out by social media water
Conversation is the Queen

36. New Rules
 Saying something is better saying nothing
Lesson : Be Open and Transparent, People will forgive quickly
Conversation is the Queen

37. New Rules
 Begins with one topic, ends with another
Lesson : User generated content is most interesting!
The Emergence of Fluid Conversation

38. New Rules
 Focus on Having Fun, not gathering Fans
Lesson : Speak like your Brand! Live up to its Personality
Conversation is the Queen

39. 10 Ways of Managing Social Media
Conversation

40. o Experiment personally
before professionally
o Try a variety of social
media tools
o Be yourself, make some
friends, and share
Social Customer Service

41. 1. Discovery 2. Strategy
(people, competition, and (opportunities, objectives)
search engines)
4. Execution
3. Skills (tools, integration, policies,
(identify internal resources and process)
and gaps)
5. Maintenance
(monitor and adapt)
Social Customer Service

42. o Find where your audience is participating
and indentify the influencers
o Read industry blogs (including comments)
o Google your company name & your
competition
o Find tools that can help you listen
Social Customer Service

43. o Tap into the wisdom of the crowd to access a wider talent pool
and gain customer insight
o Companies that use crowd sourcing include:
o Starbucks (MyStarbucks)
o Dell (Ideastorm)
o DuPont
o Netflix
o Wikipedia
o iStockphoto.com
o Threadless.com
o Mechanical Turk (Amazon)
Social Customer Service

44. o Avoid puffery
(people will ignore it)
o Avoid evasion and lying
(people won’t ignore it)
o Companies have watched their biggest screw-
up's rise to the top 10 of a Google search
o Admit your mistakes right away
Social Customer Service

45. Share your content
 Don’t be afraid to share. Corporations, like people,
need to share information to get the value out of social
media
 Make your content easy to share
 Incorporate tools that promote sharing:
 Share This, RSS feeds, Email a friend
Social Customer Service

46. Be personable and act like a person
 Don't shout. Don't broadcast. Don’t
brag.
 Speak like yourself – not a corporate
marketing shill or press secretary
 Personify your brand – give people
something they can relate to.
Social Customer Service

47. Contribute in a meaningful way
 Think like a contributor, not a marketer
 Consider what is relevant to the
community before contributing
 Don’t promote your product on every post
 Win friends by promoting other people’s
content if it interests you
Social Customer Service

48. See criticism as an opportunity
 Don’t try to delete or remove
criticism (it will just make it worse)
 Listen to your detractors
 Admit your shortcomings
 Work openly towards an
explanation and legitimate solution
Social Customer Service

49. Social Customer Service

50. Be proactive
 Don’t wait until you have a
campaign to launch - start
planning and listening now
 Build relationships so they’re
ready when you need them
Social Customer Service

51. Accept you can’t do it all yourself
 You need buy in from everyone in
the organization
 Convince your CEO that social
media is relevant to your organization
 Get your communications team
together, discuss the options, then
divide and conquer
Social Customer Service

52.  Coordinate comments internally
 Tweet & Retweet, @mention, etc
Social Customer Service

53. Experiment with more Social Media
Social Customer Service

54. Summary
1. Experiment with social media
2. Make a plan
3. Listen
4. Be transparent & honest
5. Share your content
6. Be personable and act like a person
7. Contribute in a meaningful way
8. See criticism as an opportunity
9. Be proactive
10. Accept you can’t do it all yourself
11. Develop other Advocates within your network
12. Experiment with more Social Media
Social Customer Service

55. Social Customer Service

56. { Bishops, Pawns, Horses, Castles }
Contacts
(Community)
{ Bishops, Pawns, Horses, Castles }

57. Community
Influence Peer Stakeholders
Community is Everyone Else!

58. Community
 Advocators  Inner Circle
 Affluent Market  Leads
 Baby Boomers  Mass Media
 Bloggers  Men
 Competitors  Minorities
 Customers  Other networks
 Detractors  Peers
 Distributors  Principals
 Followers  Prospects
 Gen Z / Gen Y / Gen Z  Resellers
 Government  Retailers
 High Net-worth Individuals  Thought leaders
(HNWIs)  Under-privileged
 Influencers  Women
 Youth
Community is Everyone Else!

59. Community Growth
Technology

60. Social Network (www.socialengine.net)
Community is Everyone Else!

61. Facebook Connect
Community is Everyone Else!

62. OpenID
Community is Everyone Else!

63. Mobile Web
Community is Everyone Else!

64. Mass Invite (not Mass Broadcast)
Community is Everyone Else!

65. Social Media
Chessboard Strategy

66. # 1 – Streamline Your Content
What’s your Content?
1. Accolades & Awards 1. ____________________________
2. Case studies 2. ____________________________
3. Charity work/humanitarian projects 3. ____________________________
4. ____________________________ 4. ____________________________
5. ____________________________ 5. ____________________________
6. ____________________________ 6. ____________________________
7. ____________________________ 7. ____________________________
8. ____________________________ 8. ____________________________
9. ____________________________ 9. ____________________________
10. ____________________________ 10. ____________________________
11. ____________________________ 11. ____________________________
12. ____________________________ 12. ____________________________
13. ____________________________ 13. ____________________________
14. ____________________________
Social Media Chessboard Strategy

67. # 2 – Select Your Platforms
What are your Platform? How did you choose and prioritize them?
Social Media Chessboard Strategy

68. # 3 – Share Your Knowledge
How do you share your knowledge?
 Contest  _____________________
 Testimonial  _____________________
 Landing Page  _____________________
 _____________________  _____________________
 _____________________  _____________________
 _____________________  _____________________
 _____________________  _____________________
 _____________________  _____________________
 _____________________  _____________________
 _____________________  _____________________
 _____________________  _____________________
 _____________________  _____________________
Social Media Chessboard Strategy

69. # 4 – Simplify Your Conversation
Preparing Conversation Starters (content)
• List the 10 most unique features about your services
• Brainstorm 10 different ways to share each unique feature
• Find 10 related topics in the market (#)
• Find 10 different answers to the topic
• Prepare 20 toughest questions to ask
• Find 20 best articles in your blog
• Find 30 best sites relating to your field
• Create 100 business wisdom/tips which are your forte
• Find 3 sources of your industry news
• Produce 10 creative motivation posters
Social Media Chessboard Strategy

70. # 4 – Simplify Your Conversation
Finding the right people to engage in conversation
• Find 10 influencers/thought leaders you really want to
have open conversation with
• Appoint 10 best staff in your organisation to form a
task force to discuss and comment on behalf of the
company
• Search for keywords to find 50 best people on Twitter
in your field
Social Media Chessboard Strategy

71. # 4 – Simplify Your Conversation
Implementing good conversation
• Mix and Match Item 1 to 12 by creating different
• Use Aggregation tools like Hootsuite to schedule,
monitor and assign tasks among your task force.
• Attitude of managing a conversation should be :
• Listening more than talking
• Inspiring more than informing
• Commending not just commenting
Social Media Chessboard Strategy

72. # 5 – Sell Your Expertise
80 / 20 Rule
4 : 1 rule
Social Media Chessboard Strategy

73. # 6 – Support Your Community
• Offer Help
• Provide Insight
• Gain Trust
• Build rapport
• Growth Empowerment
• Others ________________________
Social Media Chessboard Strategy

74. Recap
 Content is King.
 Takes time to create
 Needs creativity to sustain
 Conversation is Queen.
 Takes Patience to Learn
 Needs Experience to engage meaningfully
 Community is Power
 Influencers are your key stakeholders
 Keep them close to you
 Chess Board Strategy
 #1 - Streamline Your Content
 #2 – Select Your Platforms
 #3 – Share Your Knowledge
 #4 – Simplify Your Conversation
 #5 – Sell Your Expertise
 #6 - Support Your Community

75. What’s Next?
Social Media Knowledge Base

76. Mashable – www.mashable.com

77. www.socialmediaexaminer.com

78. www.socialmediatoday.com

79. www.socialmediab2b.com

80. Launch : 10 Oct
Pre Order
$28
$25 with CD
Questions & Answers

81. Andrew Chow (Ideasandrew)
Social Networking
Facebook - http://www.facebook.com/#!/AndrewChowKokWah
Plaxo http://ideasandrew.myplaxo.com/
Linkedin - http://sg.linkedin.com/in/ideasandrew
Social Media Sharing
Flickr Collection - http://www.flickr.com/photos/ideasandrew/
Youtube Channel - http://www.youtube.com/user/ideasandrew
Slideshare - http://www.slideshare.net/ideasandrew
Podomatic - http://ideasandrew.podomatic.com
Social Blogging / Micro-blogging
Twitter - http://twitter.com/Ideasandrew
Wordpress – www.andrewchow.sg
Social Collaboration
Wikipedia - http://en.wikipedia.org/wiki/User:Ideasandrew
Meet up - http://www.meetup.com/members/11966314/
More than 250 interviews/feature in 6 years from local and international media