MENDAKI Social Media Training - Day 2, Part 2

What are some of the
trends you observe? Crowd-sourced

Off-line & online
integration Localized

Personalized Data-driven

Social

Hello@happymarketer.com

Social Media Strategy,
KPIs, Protocol & ROI

Prantik Mazumdar
Partner, Happy Marketer
prantik@happymarketer.com


If I were to ask you, how is Singapore feeling today?
Sad? Happy? Ok? What would you say??


And how was Singapore feeling during the Budget
& Valentines month?
Valentines Day!


searching for right now?......


And what are they tweeting as we speak??

01:10


Some fun social & mobile trivia!

1. What is the mobile penetration of Singapore?

2. What is the smartphone penetration of Singapore?

3. What is the most expensive iPhone/iPad app?

4. How many of you’ll use a mobile device while watching TV?

5. Which country has the highest per capita usage of Facebook by time?

6. Which is the fastest growing user segment on Facebook in Singapore?


We have moved into a
real-time information era

People are searching & communicating
through real time, social & location-aware mechanism

What sparked this change??


The advent of Web 2.0 has transformed

Web 2.0 encompasses services & applications
that facilitate a two-way process to
communicate, share and collaborate


Its much more than just Facebook, LinkedIn &


Everyone can be a creator, critic &
collector!


Social media allows the same consumer
to be a producer & your brand
ambassador too!


On a lighter note, today we even have a
prescribed social media diet;)


The Internet has democratized
information flow.

People & Consumers have the
power & choice to communicate, critique,
discuss, share, transact through various
social & location-aware mobile tools

Brands & companies need to innovate
& offer new, relevant ways to live, work & play

Currently a Partner @ Happy Marketer

Previously, worked with another digital brand management firm

Started my career in the Civil Service – at IESingapore

Majored in Comp Engg in NUS & minor in Technopreneurship

Had won in the TEC category at
Startup@Singapore in 2004

Love cricket & a believer in social media
www.linkedin.com/in/prantikmazumdar
@pranmaz

1. The evolution of media & marketing

2. The influence of “social media” on marketing

3. Is Asia & Sg ready to embrace social media?

4. Social Media Protocols

5. Social Media KPIs & ROI


In the last 700 years, since the advent
of print media, marketing has evolved across many
different media and devices and is progressively moving
towards in-bound, content based, non-intrusive ideas


So where & how exactly does
“digital marketing” fit in &
influence marketing?


Traditionally the consumer decision making process has
been linear and simplistic…….


…but with the advent of digital & social media, the
model has evolved to be dynamic…..

Source: McKinsey & HBR 2010


…and in this new loop model, online marketing helps
marketers achieve a good mix of objectives…..


….and there’s different forms of digital marketing
channels & media to cater to the different phases…..


Brand marketers must distinguish between the different
kinds of digital media available & their utilities….


6 Asian
countries in
the Global
Top 20


Facebook Demographic


So, does Social Media work
for public & social
sectors?


Source: www.thomascrompton.com

• Singapore – 70%

• Australia – 37%

• Hong Kong – 35%

• USA – 31%


Mobile Web Trends are rather
unique in Asia


• Globally 8.9% of web traffic comes from mobile

• In Asia, that number stands at 14%
- Japan : 47%
- Urban China : 43%
- Singapore : 35%
- HK : 16%

• In many other Asian countries, most mobile Internet
users never use a desktop/PC
- India : 59%
- Indonesia : 44%
- Thailand : 32%


Smartphones, mobile web, mobile apps
are transforming our lives!


Now, lets see how mobile is
transforming our habits
& behaviour on social media?


The convergence of mobile & social is creating a
wave of opportunities in the domains of


What are the cool, new,
relevant Facebook updates?


Key Features

1. Cover Photo & Profile Photo

2. Milestones

3. PinPosts & Highlights

4. Private Messages

5. Admin Panel & Analytics


So, what should be my
Social Media Marketing
Strategy?


Social Media Marketing Strategy

Community
Setup & Growth

Community
Engagement
Online User-Generated
Monitoring Content
Community
Enticement

Community
Participation


The activities and events that typically into campaign
planning exercises……
• Facebook Fans Strategy
Community
• Facebook MediaBuy & CPC Advertising
Growth
• Online & Traditional PR

• Facebook Application Contest
Community
Engagement
• Facebook Wall Content Strategy
• Facebook Photos & Videos

• Traditional PR Activities
Community
Participation • Promotions & Fan Meetups
• Roadshows & Events


Brand
Engagement


September 2009 – September 2010


Wall Strategy (December)

From Tongue Twisters,
Sing-a-long, Trivia’s…


Total comments 720 (average 8)
Overall highest – 63 comments

Total likes 680 (average 7)
Overall highest – 70 likes


A TRIBUTE TO EARTH DAY
(April 22, 2010)

The theme for April is
Environmental Awareness. Cheers
is launching an application that
serves as an awareness on how to
maintain the balance of a pond’s
eco-system which will make healthy
water for fish and other living
community in a pond.

An ECO FRIENDLY FUN ACTIVITY
for users keep the balance in the
eco-system to stop water pollution
and act fast. Thus, we named the
application as the Cheers Act Fast
Challenge.


Go Wild Over
Football
w/ Cheers
June 1 to July 9, 2010
Extended till July 12th


Wall activity just for the
fans…


World Cup Finals
(July 11/12 SGT)

SPAIN scored the 1st and only goal of the World Cup 2010 at 4:57 am.
14 people was up, some cheered some wept using our wall…


Trivia on Video

Photo Tagging


June 2010 interaction went to > 100 interactions.
March’s highest interaction was 65.
Avg. interaction would be 35 per month.

Month Interaction Comments Like
June 496 249 241
May 373 162 205
April 365 190 170
March 500 296 193

March 2010

Customer
Service


Promotion & Contests


Social
Commerce


The Offline vs. Online battle?


How do I split my spends?

Source: Mashable

Source: Economist

Which one takes the lead
&
How do we synergize both?


Offline marketing boosts
online effect by 40%
What prompts users to search online
for a particular product/service?

• TV ads – 44%
• Word of Mouth – 41%
• Print ads – 35%
• Radio – 23%
• Billboard – 13%
Source: eConsultancy & iProspect

The Power
of Social?


Igniting Revolutions


Spreading harmony & brotherhood


Sharing knowledge


The choice is yours
& the power is in
your hand


With great
power
comes great
responsibility!


And responsibility
is underpinned
with some rules &
protocols


Social Media
Protocol


What is protocol?
“Is a code of behavior that delineates
expectations for social behavior according to
contemporary conventions
in societies”

RULES!

Why are rules
important?
They provide structure to any organization
& set disciplined norms that
drive behavior and actions.


But rules are boring &
binding!
Yes, hence many do not
follow them naturally!


So, how?!


‘Rules’ aligned to
mission statement

CAN?

‘Rules’ tied
to values!

CAN?

‘Rules’ aligned
to KPIs & incentives!

CAN?

Mission Statement

Values

KPIs & incentives

So, what is
MENDAKI’s
mission?

To navigate, empower
and position the Malay/Muslim
community at the forefront of
excellence


Navigate & Connect!


Empower


Position


Inspire Excellence


Showcase Excellence


So, what are
MENDAKI’s
values?

‘Keluarga AKRAB’

Aktif
Kreatif
Realistik
Azam
Bijaksana

Be Aktif


Kreatif


Realistik


Share Bijaksana


& what are some
of MENDAKI’s
KPIs?

MENDAKI KPIs
Education
Youth
Employability
Fundraising
Volunteerism


Education


Youth


Employability


Fundraising

US$28M raised from
social media.

90% were below $100
contributions


Fundraising
Over $50M
raised via
social media


Volunteerism


There needs to be a balance
Between quantitative &
Qualitative metrics!


Hope you’ve enjoyed the session.
For anything else
just drop me a tweet
@pranmaz

Or call me at +6590695123


MENDAKI Social Media Training - Day 2, Part 2

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MENDAKI Social Media Training - Day 2, Part 2