The document discusses the importance and strategies of social media marketing. It notes that social media allows for two-way conversations, engagement, and participation at a low cost compared to traditional marketing methods. Some key strategies discussed are using social media platforms like Facebook, YouTube, and Twitter to build communities, distribute content, and generate word-of-mouth marketing. It also emphasizes creating engaging content and strategic storytelling to develop a brand personality and identity.

1. Social Media Marketing Thanyathorn Chatlaong (Pear) A.R. Information & Publication Co., Ltd.

2. Thanyathorn Chatlaong (Pear) @Thanyathornc

3. Traditional Marketing One-Way Delivery Easy to not care High level of noises EXPENSIVE!

4. Customers used to ‘gods’. Today, they are FRIENDS. New era in business transparency and engagement From ‘TRYING TO SELL’ to ‘MAKING CONNECTIONS’ From ‘LARGE CAMPAIGNS’ to ‘SMALL ACTS’ From ‘CONTROLLING OUR IMAGE’ to ‘BEING OURSELVES’ From ‘HARD TO REACH’ to ‘AVAILABLE EVERYWHERE’ “ CHANGE We Can Believe In” “ Yes, you. You control the Information Age. Welcome to Your World.” BusinessWeek 12 July 2004 Time’s Person of the Year 2006 Obama’s Social Media Campaign

5. ENGAGEMENT: New Marketing Strategy New Marketing Principles (4Es) EMOTION EXPERIENCE ENGAGEMENT EXCLUSIVITY This is where SOCIAL MEDIA comes in.

6. Social Media = Listen & Respond Two-way conversation Opens up dialogue with audience Creates ENGAGEMENT Encourage participation Enables collaboration Infuses personality NOT EXPENSIVE! Social Media is primarily internet and mobile-based tools for sharing and discussing information—often refers to activities that integrated technology, telecommunications and social interaction through words, pictures, videos, and audios.

7. about 2/3 of global online population are members of social networking sites creating and producing information that give rise to new distribution and consumption patterns 77% of YouTube, Twitter, Facebook listings that appeared for brand searches were controlled by a party other than marketers 25% of search results for the world’s top 20 largest brands are linked to user-generated content 34% of bloggers post opinions about products & brands The Illusion of Brand Control

8. “ The closer any company is to its customers, the better, and it’s hard to argue with the ability for social media to create such proximity .” Brand awareness and brand-building Acquiring new customers Introducing new products and services Retaining current customers Marketing research Brand promotions Identify new customer groups Identify new products and services opportunities

9. Social Media Marketing

10. Branded Content + Strategic Storytelling = Brand Personality

11. Print Media Below-the-Line New Media

12. Content-Rich Interactive Media Hybrid Media Channels Engaging Communications Database Integration

13. Web 2.0 platform for the exchange of content Partnered websites to generate visitors and expanded reach Search-Engine Optimization (SEO) Facebook: community building and communication channels between members as well as with production team Youtube: Distribution platform and communication channel Twitter: PR channel as well as platform to generate activities with members and followers generating conversation on a regular basis—word-of-mouth marketing Face-to-face contact with followers as well as with advertisers and agencies Consolidate community building efforts Platform for opinion gathering and content collaboration Customer reward activities and CRM Expanding Our Reach @ariptoday @comtoday @wmmag @buzzideatv

14. Single Content Traditional Media Online Media Single Experience Below-the-Line Multi-Channels

15. More than half of social networking users have become fan or follower of a brand online. Successful companies in social media act more like party planners, aggregators, and content providers than traditional advertisers. Study finds ENGAGEMENT correlates to financial performance.

16. “ Social media didn’t invent conversations, it only surfaced them.” The power of social network lies in the ability for anyone to find and forge connections with those who share passions, interests, beliefs, and aspirations. But just because we have access to the tools doesn’t necessarily entitle us to reach out to customers, influencers, and stakeholders. Simply because we have something to say doesn’t guarantee that anyone is ready or willing to listen. Nor does it mean what we have to say automatically entitles us to a ready audience.

17. “ It’s in the nature of human animal to play with language, to create fables and songs and nonsense to entertain ourselves with. And it’s in our nature to make beautiful objects and embellish anything that will stand still long enough. These instincts are alive today in great writing and imagery being shared all over the web. The impulses that make us retweet a blog post or a fantastic Flickr image are the same ones that bring a superb Navajo weaver renown across four states.”

18. THANK YOU Pear Chatlaong @Thanyathornc [email_address]