Social media marketing March 2016

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AGENDA: SOCIAL MEDIA MARKETING: TWO-DAY WORKSHOP
1.0 EXECUTIVE SUMMARY
Welcome to the two-day course on Social Media Marketing. We hope you will actively
participate in making this training successful.
The Internet is fast becoming the most influential resource for buying decisions by
prospective customers. Sophisticated buyers are now in control with more products,
channels and competitors to choose from. This training is specifically targeted at
marketing executives who face significant challenges incorporating new media concepts
into the marketing mix.
This intensive session will provide helpful tips and techniques to get started in using
social media tools and applications. It is aimed at participants who want to roll-out an
effective social media strategy.
Learn to use Facebook, Twitter, Instagram, YouTube and visual storytelling techniques
to fire-up enthusiasm among your fans and followers, and grow an online community of
brand advocates.
2.0 OBJECTIVES AND LEARNING OUTCOMES
 Learn to use the latest online, social and mobile tools and applications to run
effective marketing programmes.
 Build and grow a community online, find leads and prospects, engage and win
customers for your brand, products or services through social media channels.
 Plan and strategize an integrated marketing campaign that combines traditional
and social media channels.
 Measure the effectiveness of social media marketing campaigns.
 Improve internal, external communications and online reputation management.
Upon completion of this course, you will be able to:
 Understand how to align your social media marketing strategy to your overall
agenda.
 Evaluate which channels, content, tools, apps and techniques to use for your
social media marketing strategy.
 Apply a rigorous planning process to all stages of your marketing lifecycle.
 Measure success of your social media marketing activity
 Manage the risks of social media and plan effective strategies for online
reputation management.

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3.0 PROGRAMME OUTLINE
DAY 1
9am -10am
MODULE 1: Key Trends in Social Media
 Engaging the 21st century audience via social media tools
 Social media trends: Malaysia vs global context
 Keys to social media: listen, connect, engage, measure
 Case studies and examples
10am-10.15am: Break
10.15am-11.30am
MODULE 2: Branding and Identity Online
Your online brand is shaped by your advocates and community on social media.
Posts, tweets, comments, photos, videos all have an impact on your bottomline.
What is the social web saying about your brand, product or service at this moment?
 Search Engine Marketing: What is your brand value, messaging and linkability
online
 10 tips on Google, basics of SEO and analytics
 What tools to use to track, monitor and manage your social media brand online
Exercise 1: Audit your brand and monitor keywords using alerts
11.30am – 1pm
MODULE 3: Social Media Marketing
 Four pillars of engagement: Content, Communications, Credibility, Community.
 Different types of social media use: eg: thought leadership, news updates, social
responsibility, customer support, etc.
 Choosing your channel: Blog, Twitter, Facebook, LinkedIn, YouTube, Pinterest,
Tumblr, Instagram, Whatsapp, WeChat, Telegram, Viber, Line, Snapchat
 Guidelines to moderate comments and manage negative feedback.
 Best practices of posting on social media channels
 Posting guidelines, tagging, timing, scheduling, responding to comments.
1pm- 2pm: Lunch
2pm – 3.15pm
MODULE 3 (Continued):
Exercise 2:
 Set up an account using Wordpress, Blogger, Twitter or Facebook.
 Tips to post audio, pictures and embed videos.
3.15pm – 3.30pm: Break
3.30pm – 5pm
MODULE 4: Social Media Marketing Case Studies
 Lessons from a successful social media campaigns
 Dos and don’ts of leveraging and pitching bloggers, fans and followers.
 Tips on using photos and videos.

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 Promoting events on social networks.
 The power of viral videos and social media campaigns
DAY 2
9am – 10.15am
MODULE 5: Social Media Marketing Strategy and Planning
 Mapping the social media plan and controls for strategy execution
 Setting the agenda and strategy planning
 Justifying budgets and convincing management
 The importance of training and setting guidelines for employee interaction
 Tips on policy development and responsible social media participation
10.15am – 10.30am: Break
10.30am – 11.30am
MODULE 5: (Continued)
 Working with your IT department to define parameters
 Best practices and lessons learnt from various case studies
 Setting KPIs: Tracking and measuring performance
11.30am – 1pm
Exercise 3:
 Break out into teams.
 Map out a marketing strategy for your next social media campaign
 Presentation and critique by facilitator
1pm – 2pm: Lunch
2pm – 3.15pm
MODULE 6: Marketing, Media Relations and Crisis Communications
 Media relations and reputation management in the social media world.
 Pro-active engagement on social media
 Countering the trolls: Handling gossip, hoaxes, parodies, faked photos, video
mashes, rogue websites, incriminating video and brand terrorists.
 Executing a quick turnaround on negative brand attacks: The options available
 Case study analysis: Various local and international case studies
3.15pm – 3.30pm: Break
3.30pm – 4.15pm
Exercise 4: Role-play scenario and presentation
 Participants will form teams and undergo a social media crisis scenario
 Critique and feedback will be provided by facilitators
4.15pm – 5pm
Wrap-up, fill up feedback forms and certificate presentation

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4.0 FACILITATOR PROFILE: JULIAN MATTHEWS
Diploma in Multimedia Production, SAE, New Zealand,
Certified Trainer by Human Resource Development Council of
Malaysia.
Julian Matthews was a journalist in print and online for 20 years before
embarking on a career in media training for the past ten years.
He has developed, designed and presented training workshops at
public conferences, seminars and bootcamps and also in-house, customized
programmes for multinationals, public-listed companies, small-and-medium-sized
enterprises and non-government organisations.
Julian has coached C-level executives and senior management one-on-one in
preparation for a press conference or live broadcast media interview. As a trainer, he
has conducted workshops entitled Effective Media Spokesperson, Effective Media
Relations, Effective Investor Relations, Crisis Communications, Corporate Social Media,
Social Media Marketing, Online Advertising and Multimedia Journalism
Julian began his career as a freelancer for the local broadsheet New Straits Times at the
age of 20 before becoming a fulltime journalist with The Star in 1984. He switched to
travel writing in 1989 and won the Tourist Development Corporation’s Best Travel Writer
award that same year. Since 1991, he has established a career as a professional
business and technology writer for various corporations, trade publications, magazines
and online media. For 14 years, he was the Malaysian correspondent for Nikkei
Electronics Asia, a magazine for Nikkei Business Publications, Inc, the largest trade
publisher in Japan. He was also one of the pioneers of online journalism in Malaysia,
contributing to AsiaBizTech, a website also published by Nikkei Business Publications,
Inc based in Silicon Valley in 1997.
Besides AsiaBizTech, he was also at various times the Malaysian correspondent for
some of the most prominent online technology and business publishers in the Asia
Pacific region including CNET, ZDNet and Newsbytes, a Washington Post-Newsweek
subsidiary. As a journalist, Julian was skilled in writing and editing news stories as well
as doing analyses and feature stories.
In the last ten years, as a consultant and trainer, Julian has extended his experience and
services to multinationals such as Accenture, Bayer, Chevron, HP, IBM, HP, Lend Lease,
Maxis, Nestlé, Petronas and Proton. He is also the director and co-founder of consulting
and training firm Trinetizen Media.
Julian presents regularly for Intelectasia’s annual PR Bootcamp series on Social Media
PR. He is also the media trainer who trains the media. He has developed and presented
over 30 workshops on Multimedia Journalism, Social Media Journalism and Mobile
Journalism for reporters, editors and photographers of leading English daily The Star,
national news agency Bernama and national broadcaster RTM, which were specifically
for media professionals transitioning to online media.

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5.0 COMPANY PROFILE: TRINETIZEN.COM
Trinetizen Media Sdn Bhd is an independent media training company and consultancy
set up in 2000 and based in Petaling Jaya, Malaysia. It is co-founded by Anita
Devasahayam and Julian Matthews, former journalists who have extensive experience
in media relations, consulting and training.
The company develops and presents customized, in-house training programmes for
senior management, executives and professionals in local companies and multinationals
on media relations, investor relations, crisis communications, corporate social media,
multimedia journalism and effective spokesperson communications.
As certified trainers, we have trained over 500 senior management, executives and
professionals in multinationals, small-and-medium enterprises and non-governmental
organisations.
We have also trained over 300 journalists, editors and photojournalists in The Star, the
No 1 English daily in Malaysia, Bernama, the national news agency and RTM, the
national broadcasting station, the Commonwealth Journalists Association and publishing
houses HCK Media and Mongoose Publishing from 2006-2016.
We also consult with clients on formulating crisis communications plans and media
relations strategies for online and print media and continue to produce news and feature
stories for placements in targetted media.
The panel of trainers are certified to conduct training for employers who are contributing
to the Human Resource Development Fund (PSMB).
PARTIAL CLIENT LIST: Advanced Micro Devices Inc, Bayer Co (M) Sdn Bhd, Bernama
(National News Agency), Bursa Malaysia Bhd, Celcom Bhd, Chevron Malaysia Ltd,
Cybersecurity Malaysia, DiGi Telecommunications Bhd, Embassy of Japan, ExxonMobil
Exploration and Production Malaysia Inc, Golden Screen Cinemas Sdn Bhd, GITN Sdn
Bhd, ING Funds Bhd, Johnson Matthey Sdn Bhd, Jotun (M) Sdn Bhd, Kulim Technology
Park Corp Bhd, Kuwait Finance House Bhd, LKT Industrial Bhd, Maybank Group,
Motorola Malaysia, OSK Investment Bank Berhad, Palm Oleo Sdn Bhd, Packet One
Networks (M) Sdn Bhd, Public Mutual Bhd, Penang Seagate Industries (M) Sdn Bhd,
Radio Televisyen Malaysia (RTM), Recall Malaysia, Securities Commission, Selangor
Dredging Bhd, SDB Properties Sdn Bhd, Taylor’s University College, Telekom Malaysia
Bhd, Texchem Resources Bhd, WAO Malaysia, WWF Malaysia.

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6.0 TESTIMONIALS
Cited in book Asia’s Media Innovators by Stephen Quinn
(The Star Group in Malaysia) also employed former Star journalists Julian and Anita
Matthews as multimedia trainers. “We prefer to outsource because we have lots of good
trainers in KL. And our training manager is on-board when it comes to multimedia,”
Asohan (Aryaduray, former editor for new media) said. In the multimedia training
courses Star journalists learned how to create their own slide show and put it on the
Internet, shoot video, and use 3G phones to take pictures. They practised how to make
a story out of the content they gathered and how to find information on the Internet. On
the last day they had to create a multimedia story and put it on the Net.
“Julian is a master at his craft. He pulls out an array of real-life and personal experiences
to illustrate his points. As a former journalist he knows all the tricks of the trade,”
Mohamed Iqbal, Head of Retail and Commercial Banking, Kuwait Finance House Bhd.
“It was an excellent, informative and entertaining workshop! Julian keeps the pace going
nicely, no slow/meandering lecturing, introduced us to the stuff and moved on. Also
mixed tech how-to’s with inspirational/mentoring. Great!” Andrew Sia, Chief Reporter,
Star Publications Bhd.
“A well-organised training full of fun and information on how to handle the media. Both
trainers are experienced and have the ability to motivate the participants,” Tuan Haji
Ismail Harun, Vice President, Corporate Office, Packet One Networks (M) Sdn Bhd.
“Julian did his homework on our organisation very well. It helped participants to relate to
the subject/topics being discussed,” A. Shukor Rahman, Communications Manager,
Malaysian Software Testing Board.
“Very beneficial training session. Trainers are very engaging with up-to-date materials.
Group discussion and mock session very beneficial,” Mokhtar Ali Ismail, PGPA Manager,
Chevron Malaysia.
“This is a great platform to get myself updated about the media. The knowledge should
help me improve my work in media planning and management, as well as improve the
way I should assist in handling media and media-related issues for my company,” Cindy
Thean, Pacific Mutual Fund Bhd.
“A short brief intro into media training – yet well covered and delivered in a fun and lively
way.” Sharon Chow, Bayer Company Malaysia.
"Very interactive workshop with lots of humour which keeps the workshop alive," Ng Yen
Yen, Penang Seagate Industries.
"It was very interesting and informative. I'll definitely recommend friends and colleagues
to attend your seminars," Ivan Goh-Lee, Texchem Resources Bhd.
“I learnt a lot of useful tips that I can apply in my daily job with regards to social media.
Excellent!” Adeline Abdul Ghani, Asst Mgr, PR & Communication, Gleneagles Kuala
Lumpur.

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Social Media
Marketing
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Learning Objectives
1.To learn about a variety of social media tools
to help us listen, connect, add value and
measure.
2.To identify a strategy for roll-out of a social
media marketing plan for your organisation.
3.To learn from successful social media
campaigns.
4.To understand how to use social media tools
to nurture a community of fans and
followers and turn them into brand
advocates.
5.Improve internal, external communications
and online reputation management.

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Module 1:
Key Trends in
Social Media
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The Internet circa 1995

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The challenge in 2016 and beyond
Early days…
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“57 channels and nothing on” –
B.Springsteen

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Multi-screen watchers
Where is everyone?
1.55 billion monthly active users
Malaysia: >18 million
1b unique users/month, 6b hrs watched/month
100hrs of video uploaded/1 min
1b active users/month
Malaysia: 75% penetration
400 million active users/month
414m registered users
Malaysia: >2m
320m monthly active users
Malaysia: >2m (estimate)
200m daily active users
Malaysia: ?
217 million blogs
76.5 million blogs
100 million active users 12
Sources: Statista(Feb, 2016), ExpandedRamblings.com, Facebook, Linkedin, Twitter,
Socialbakers.com ,YouTube , GreyReview, Google, Tumblr, Instagram, Whatsapp, DMR

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Living in a selfie world
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The comeback
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Cameras everywhere
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Who made this mess?
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Back to basics
Audience : Who
Story : What
Context : Why should I
care?
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Case study: Zalora surprises couple
after exchange on Facebook

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It began with Facebook post…

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The “viral” campaign:
ALS ice bucket challenge
• Simple: Visual, fun,
shareable, easy to replicate
• Gamify: Set up a challenge
that was passed on to 3
others, feel-good factor of
supporting a worthy cause
• Authentic people power :
Attracted celebs and
ordinary folk. Real stories
of people with ALS and
their family and friends.
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Can we ignore
social media?

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There will be consequences…
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1. You won't know what people
are saying about you
The conversation is taking place anyway.
You can choose to participate or you can
ignore it, but people are talking -- even
when you're not listening.

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2. You won't know what's going on
Listening in to conversations on Facebook, Twitter and the
blogosphere is like having a free focus group going 24/7.
 If you listen to your market, you'll be able to anticipate
customer needs, make better products, improve services and
hear what's wrong with what you are currently delivering.
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3. No one knows the real you
• Someone may already be squatting on your brand and
spewing false corporate messages
• If you don't secure your brand accounts on Twitter,
Facebook, no one will know if it's real or fake.
• Get out there with your own voice and establish a
reputation for authenticity and truth - it's a lot harder
for someone else to hijack your brand.

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4. When you need a voice, you
won't have any credibility
• Typically, organizations only think of a blog or a
Twitter account, after a crisis hits.
• Whether you're talking online or off, it takes
months – even years – to establish trust in a
relationship.
• You need to start the conversation in order to
start making deposits in the bank of trust.
Then when you need it, the credibility will be
there.
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5. You're giving away a
competitive advantage
• Whether you are listening
or not, chances are your
competition is monitoring
what your stakeholders
are saying about you.
• They may get the
feedback you don’t and
be able to bring a new
product to market faster,
and meet the needs of
the marketplace better
than you can.

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4-step social media guidance
Step 1: Listen
What are people
saying about your
brand online?
Who’s saying what?
Who comments and
responds?
What they say and
how they say it.

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Make friends – one at
a time
Participate in
conversations and find
your voice
Observe comments
and reactions, if any
Do not dominate the
conversations!
Step 2: Connect
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2/3 of the economy now influenced by
personal recommendations – McKinsey&Co

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Step 3: Add value
Find unique and
genuine ways to reach
out to help.
Bring authority and
credibility to the
conversation.
Do not flood streams
with marketing
messages!
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Step 4: Measure
Track engagement,
pageviews, unique visitors,
downloads, subscribers,
followers, fans
Cost savings, sales and
call-to-actions
Measure sentiment,
positive vs negative
comments, issues resolved,
feedback received

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Five key trends in social media
marketing in 2016
1. Mobile-centric: It has to work on phones
2. Visual: Rise of videos, photos, infographics
3. H2H: Humanizing the experience wins
4. Social media management going in-house,
round-the-clock monitoring is the reality
5. Early days yet, big corporations still make
blunders
It’s not the technology,
tools, devices or apps.
It’s the story.
So what’s your story?
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Module 2:
Branding
and identity
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I don’t know who you are.
I don’t know your company.
I don’t know your company’s
product.
I don’t know what your company
stands for.
customers.
record.
reputation.
Now – what was it you
wanted to sell me?
Moral: Sales start before your
salesman calls…

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Google Quotient
• Findability: Can your brand name,
product or service be found easily?
• Linkability: Are you linking out and being
linked by others?
• Relevance: Are the search results
relevant to your potential customers?
• Differentiation: Are the generic searches
for your product or service rated higher
than your competitor’s?
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Search engine results are key
• 68% click a search result in the 1st page of results
• 92% will go up to (at most) 3rd page before
changing query (half will switch after 1st page)
• 39% believe that the companies whose websites
are in top search results are the leaders in their
field.
Key lesson: If you're not ranking well for your
desired search terms, brand names and other
important key words and phrases, you're missing
out on significant, highly qualified traffic.
Source: iProspect & JupiterResearch, Search Engine User Behaviour
Study on Google, MSN, Yahoo! Users, 2008

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British Airways vs Virgin Atlantic:
A basic search results
comparison
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“British Airways” – 1st Page Results
Source: http://www.distilled.co.uk/blog/reputation-wars/reputation-wars-british-airways-vs-virgin-atlantic/
1. www.britishairways.com - Owned
2. www.britishairways.com/travel/home/p
ublic/en_gb - Owned
3. www.baworldcargo.com - Owned
4. www.baworldcargo.com/tracking -
Owned
5. en.wikipedia.org/wiki/British_Airways -
Positive
6. www.britishairwaysjobs.com - Owned
7. www.britishairways.no - Owned
8. www.baa.com - Positive
9. www.oneworld.com/ow/member-
airlines/british-airways - Owned
10.www.baholidays.com/packages/ -
Owned

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“British Airways:2nd Page Results
11.www.foxnews.com/story/0,2933,291
304,00.html - Negative
12.www.bavirtual.co.uk - Owned
13.ocaoimh.ie/tag/british-airways/ -
Negative
14.www.bafc.co.uk - Owned
15.www.londoneye.com - Owned
16.www.britishairwaysrfc.co.uk -
Owned
17.www.topix.net/com/bab - Positive
18.www.worldtracer.aero/filedsp/ba.htm
- Positive
19.www.gbairways.com - Positive
20.www.flybmi.com/bmed - Positive
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“Virgin Atlantic” – 1st Page Results
1. www.virgin-atlantic.com - Owned
2. www.virgin.com - Owned
3. virgin.com/uk/default.asp - Owned
4. en.wikipedia.org/wiki/Virgin_Atlantic
_Airways - Positive
5. www.virginatlanticglobalflyer.com -
Owned
6. www.flyingwithoutfear.info - Owned
7. www.v-flyer.com - Owned
8. www.virginatlanticflights.com -
Owned
9. gs19.globalsuccessor.com/fe/tpl_virg
in01.aps?newms=hm - Owned
10.www.airlinequality.com/Forum/vir_atl
.htm - Positive

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“Virgin Atlantic”: 2nd Page Results
11.www.cheapflights.co.uk/airlines/virgi
n-atlantic.html - Positive
12.www.forbes.com/forbeslife…etc -
Positive
13.www.forbes.com/forbeslife…etc -
Positive
14.www.virginatlanticglobalflyer.com/Mi
ssionControl/Tracking/ - Owned
15.farechase.yahoo.com/airlines/virgin_
atlantic-214281 - Positive
16.www.engadget.com/2007/01/17…etc
- Positive
17.www.virginmobile.co.za/…etc -
Owned
18.www.cheapflights.com/airlines/virgin
atlantic.html - Positive
19.www.fastcompany.com/…etc -
Positive
20.www.usatoday.com/…etc - Negative
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British Airways vs Virgin Atlantic
1. Own website
2. Own website
3. Own website
4. Own website
5. Positive: Wikipedia
6. Own website
7. Own website
8. Positive: Airport website
9. Own website
10. Own website
11. Negative: News site
12. Owned
13. Negative: Blog
14. Own website
15. Own website
16. Own website
17. Positive: News Aggregator
18. Positive: Baggage Tracer
19. Positive: Travel booking site
20. Positive: Travel booking site
1. Own website
2. Own website
3. Own website
4. Positive: Wikipedia
5. Own website
6. Own website
7. Own website
8. Own website
9. Own website
10. Positive: Airline review site
11. Positive: Flight deals aggregator
12. Positive: Magazine site
14. Own website
15. Positive: Flight deals aggregator
16. Positive: Gadget news site
17. Own website
18. Positive: Flights deals aggregator
20. Negative: News site
Score: 42/50 Score: 44/50

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Love vs hate
• “I love British
Airways” - 436 results
• “I hate British
Airways” - 172 results
Score: 36 / 50
• “I love Virgin Atlantic” -
597 results
• “I hate Virgin Atlantic” -
3 results
Score: (49.75 rounded
up to) 50 / 50
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Fun test: GoogleFight.com

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Ways to monitor brands for free*
• Google Alerts
• Socialmention
• Hootsuite
• Tweetreach
• Klout
• Twazzup
• Addictomatic
• HowSociable
• SumAll
• Mention
• Twitonomy
• Followerwonk
• Simple Measured:
http://simplymeasured
.com/free-social-
media-tools
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*Premium features are not free, some offer trial periods only for free
Source: https://www.brandwatch.com/2013/08/top-10-free-social-media-
monitoring-tools/
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RSS
• Rich Site Summary/Really Simple Syndication is a
method to syndicate web content out to users.
Using RSS files, you can create a feed that
supplies headlines, news, posts, comments,
threads, photos, audio files, and even video to
“subscribers”.
• Subscribers can use a dedicated software called
an RSS reader or aggregator to “pull in” all their
favourite web content into one location and scan
quickly.
• Users can also use a web-based aggregator to
pull-in feeds that are constantly updated and view
a web page of feeds. Eg: Feedly, Netvibes,
Alltop, My Yahoo

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Understanding basic terms
• Hits
• Pageviews, Impressions
• Unique visitors
• Downloads
• Embeds
• Timespent
• Traffic
• PPC =pay-per-click, CPM =cost-per-1000
• CPC= cost/click, CPA = cost/action
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Google PageRank
• PageRank™ is Google's proprietary
system for ranking web pages.
• Google grades pages from PR 1 to 10
based on a complex algorithm that takes
into account the page's content, and the
number and quality of inbound links.
• The higher the inbound links, the higher in
the search engine results page (SERP)
your website/blog will appear after a query.

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Google AdWords
• AdWords is Google's flagship advertising
product, and main source of revenue.
• AdWords offers pay-per-click (PPC)
advertising, and site-targeted advertising
for both text and banner ads.
• Google's text ads are short, consisting of
one title line and two content text lines.
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Google AdSense
• Website publishers can earn a portion of
the ad revenue for placing Google-
administered text and image ads on their
sites or blogs.
• The ads generate revenue on a per-click
basis.
• Google utilizes its search technology to
serve ads based on website content, the
user's geographical location, and other
factors.

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Search Engine Optimization
• The process of choosing targeted keyword
phrases related to a site, and ensuring that
the site ranks higher when those keyword
phrases are part of a web search.
Organic
PaidPaid
X
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Wordtracker
• Enter in keywords
and search phrases
• Find relevant terms
• Use for brainstorming
as well as drilling
down into specific
phrases.
• Google Keyword
suggestion tool:
Free version: http:// freekeywords.wordtracker.com
http://adwords.google.com/select/KeywordToolExternal

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Google Analytics
• Tracks and generates detailed statistics about visitors to a site.
• Used to optimize AdWords campaigns by analysis of where
the visitors came from, how long they stayed, their
geographical position and where exactly visitors click on the
site.
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Google AdWords: search results
Exercise:
1. Search for keywords of your
product
2. Who’s advertising your
keyword?

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10 Google tips
10 Google Tips
1. Capitalization, quotation marks: Google searches are
NOT case sensitive. Searches for najib razak, Najib
Razak, and nAjiB rAzaK will all return the same results.
Use “quotes” to home-in with specific search, - (minus) to
exclude words
Eg: “social media marketing case studies”
2. Limit to .my sites
Example 1: “contact centres” site:my
Example 2: “najib razak” site: gov.my, “najib razak” -my
3. Either OR. If you want to include either this or that in result
list, use the OR operator (must be upper-case):
Example: rosmah OR najib site:my (Leave out the OR,
Google returns pages that include both terms)

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4. Try searching News, Images
5. Finding specific Filetypes
Go to Google > Advanced Search.
Try finding Acrobat (pdf), Powerpoint (pps), Word
(doc) Excel spreadsheet (xls) files.
Eg: filetype:xls site:bnm.gov.my
6. Older stuff and newer stuff
Try Google Cached, or www.archive.org
7. Find definitions, synonyms
eg: define:dodecagon
8. Tools: Calculator, Metric/Currency
Conversion
Eg 1: 233 square feet in square meter OR
233 sq ft =? sq m
Eg 2: USD in ringgit, 5.6 million British pounds
in MYR
Eg 3: half a cup in teaspoons
9. Flight details
Eg 1: mh123
Eg 2: flights from kuala lumpur to langkawi
10. Weather, time,
Eg 1: weather kuala lumpur
Eg 2: time london

1
Module 3:
Social media
marketing

2
Definitions
• Social media: platforms that allow people or
companies to create, share or exchange
information via text, pictures and videos in
communities and networks using online
publishing and communication tools and apps.
Social media is rooted in conversations,
participation and engagement.
• Social media marketing: any form of direct or
indirect marketing that is used to build
awareness, recognition, recall, loyalty and call-to-
action for a person, brand, product, service,
business or other entity and is carried out using
the platforms, tools and apps of social media.
4
Tomorrow’s customers are today’s
“digital natives.”

3
5
The old communication
model was a
monologue.
6
The new communication model
is a dialogue.

4
7
“In 2016, if you’re
not on a social
networking site,
you’re not on the
Internet.”
Owned, Paid and Earned Media
Owned Media – These are the content
channels that you own. You create and
control it. Eg: Your website, blog, social
media pages.
Earned Media – This is the media that
you’ve earned. Eg: Press coverage of your
event, people voluntarily sharing your
content or discussing about you.
Paid Media – These are the third-party
channel that you pay to leverage. Eg:
Advertising, advertorials, sponsored content.

5
Social media and you
• Four pillars of engagement: Content,
Communications, Credibility, Community.
• Choose the different types of social content that
plays to your strength: eg: newsy, humorous,
weekly thought leadership, customer support,
daily helpful tips, photoblog
• Choose your channel: Blog, Twitter, Facebook,
LinkedIn, Google+, YouTube, Mobile Apps
• Set guidelines to moderate comments and
manage negative feedback
• Use best practices of posting on social media
channels

6
Case study: Intel
• Turning followers into brand ambassadors
Source: Ekaterina Walter, Social Media Strategist, Intel
Get to know your audience

7
Make it fun with quirky
questions, games, polls
Avoid automated updates*
• Frequent automated status updates
makes your Page inhuman
• Facebook hides repeated updates in
“Show Similar Posts”
• Space out updates so you don’t clog up
your fans News Feeds – 3 to 5 posts/day
• Find a balance between “official” updates
and being human and spontaneous
* Exceptions: Long weekend or going on leave or reaching customers in different
time zones. Do not post every tweet to FB, instead use Selective Tweets app and
#fb to cross-post relevant tweets.

8
Encourage shares, @mentions,
show gratitude for sharing
• Use @<insert name of fan> to encourage
interaction
• Use of photos and videos gets a lot of traffic
16
Meet f2f: Offline engagement
• Organize tweetups,
blogger meets and
Facebook fan days
or “meet the social
media team”
• Invite fans for
launches,
roadshows,
community projects,
sponsored events,
festivals

9
Provide house rules or
moderation guidelines
Celebrate milestones

10
19
Facebook stats
• 1.59 billion monthly active users as of December 31, 2015
• 1.04 billion daily active users on average for December
2015, 934 million via mobile
• 83.6% of our daily active users are outside the US and
Canada
• 91% of millennials (15-34 year olds) use Facebook
• Daily active users in Asia: 300m
• Average user has 338 friends (2014)
• On average, more than 350 million photos are uploaded per
day. Facebook now hosts more photos than the top 20
photo sites combined
• Facebook bypassed Google as a No 1 most visited site in
US
• 65% of US Facebook users said they are more likely to buy
a product based on a positive Facebook friend referral*
Source: http://newsroom.fb.com except * from eMarketer
20
Your target audience is already on Facebook. No additional
registration or profile to fill to participate.
1. Built-in audience
Setting up a Facebook Page is easy - it doesn’t require a
developer or approval from IT.
2. Rapid rollout
A Facebook Page is free, versus high costs of developing
a custom social networking site. But note: Experts,
custom apps, games, landing pages cost money.
3. Minimal costs
Why Facebook?

11
21
If you post something interesting, it will have a life of its
own.
4. Viral Features
Facebook is aggressive in deleting spammers, rogue
accounts and inappropriate content. This minimizes issues
in managing your own community.
5. Minimal Hassle
Hosting photos/videos is a lot easier and tagging makes
those photos easy for friends to share
6. Multimedia features
22
Facebook, LinkedIn, Twitter and other social networks are
great ways to drive traffic to your flagship website, e-
commerce platform or other owned sites.
7. Referral engine
You can find new customers you would not have discovered
otherwise and review profiles to generate new leads.
8. Leads
You can engage with existing customers in new ways and
build longterm relationships for customer retention.
9. Engagement

12
23
Friends’ recommendations of your promotions are better
received. Your giveaways, coupons, promos may trigger
call-to-actions and direct sales. It is easier to cross-promote
with partners.
10. Targetted promos
You can do one-to-one customer support and redirect to
right personnel for resolution.
11. Customer support
Proactive correction of misinformation, errors, inaccuracies,
myths and responding quickly to negative comments may
avert a crisis.
12. Reputation mgt
24
Cons of Facebook
• Facebook may change: While Facebook is the current
“it” social network, traffic may flatten and its future is not
guaranteed. If users abandon Facebook, they’ll be
abandoning your company/brand page too.
• You’re Limited to Facebook’s Feature Set: If
Facebook decides to drop or add features that aren’t
popular, or imposes restrictions that kill your
community’s growth, you’re out of luck.
• No Data Ownership: You are limited by number of
invites to your page and applications.
• Your Competitors Can Do the Same Thing: There are
no barriers to entry for Facebook pages. They can copy
the popular apps you develop. They can join your group
without your knowledge.

13
25
Case study: CIMB on Facebook
http://www.facebook.com/CIMBMalaysia
One-to-one customer
complaint resolution
Translation: Azmi: ‘That’s two months my salary was delayed because of technical issues with your
bank. CIMB – curse this bank!”
CIMB reply: Hi Azmi! Our apologies for the inconvenience caused. Please fill your details in the tab
CIMB Assists (http://bit.ly/CIMB_Assists) and we will have someone assists you.
26
Recruitment

14
27
CIMB advertises
for social media-
savvy employees
28
CIMB ad copy
“CIMB is looking for someone who wants
to spend all day on Facebook and get
paid for it. We want to bring our brand
closer to our customers and stakeholders
and are looking for people to help us do
so. If you believe that social media is the
next step in getting people to connect with
brands and if this is something you are
passionate about, then read on!”

15
29
Job: Asst Mgt/Exec-Social Media Team
• Location: The World Wide Web
Responsibilities:
• Create and execute social media
campaigns across the various
platforms that CIMB has
established communities in
(forums, Facebook, Twitter,
YouTube etc)
• Manage, monitor and engage in our
online community as well as
provide quantitative and qualitative
insights based on feedback from
this community
• Formulate strategies for programs
on social media that will
complement CIMB's initiatives
• Assist in the development of social
media strategies as well as
community management and
implementation of social media
campaigns across the region
• Requirements: Bachelors
Degree in any field, at least 1-3
years working experience in any
field
• Facebook & Twitter savvy
with an intimate knowledge
on developments of the media
landscape
• Able to work and engage with
people easily and comfortably
• Understand and appreciate
the difference between LOL
and ROFLMAO
• Please ensure that resumes are
submitted together with your
Facebook ID and Twitter handle
for our reference.
30
News updates

16
31
Marketing
32
Tie-ups: Eg: CIMB and SF Coffee

17
33
FB Fail: What not to do
https://www.facebook.com/pages/Les-Deux-Garcons/190072754350375
34
Set up Facebook account
(if you haven’t already)

18
35
Best practices
• Turn on Follow
– Click downward arrow at the top right
– Click Settings
– Click Followers from the left column and then
check the Turn on Follow box
• Use authentic photos for Profile
• Fill up About section
• Post breaking news
• Include your own comments, analysis
• Use Interests lists
36
Must-know Facebook Basics
Info
Update Status
Messages
Chat
Friend Request
Newsfeed
Join Group
Timeline
Like
Share
Comment
@ Mentions
Notes
Question
Privacy Settings
Acct Settings
Add photo
Create album
Tag photo
Upload video
Create A Page
Apps
Events
Vanity URL

19
37
10 Facebook Tips
1. Create a Page to promote events, conferences,
seminars, projects, launches, your website.
2. Share: Be useful. Answer questions, offer tips,
guides, timely information.
3. Do link and promote to stories on your organisation,
but provide some other value-add or insider
insight, this is not just a broadcast medium.
4. Be human: Show you care, be witty, disclose some
of your personal interests, it helps to get to know you
better.
5. Use apps to automate stuff: blog posts, Twitter
updates ~ but don’t overdo it!
(http://apps.facebook.com/selectivetwitter)
38
10 Facebook Tips
6. Tag all photos and videos with “Company ABC”
for events. Divide photos into separate albums.
7. Address new fans with personal messages
8. Have two or three admins as backups
9. For CSR: like-minded groups for related pages: eg
Breast Cancer Awareness, Eradicate Polio.
10. Use smart lists to divide group and target
messages once you have mastered various apps
Note: Pages vs Groups: Pages are better for a long-term relationships
with your fans, readers or customers; Groups are better for hosting an
active discussion and attracting quick attention. Community pages are for
generic causes or topics. http://bit.ly/pagesvsgroups

20
39
Facebook Page Basics
How To Start A Page:
http://www.facebook.com/pages/create.php
Facebook for Business
http://www.facebook.com/business/
40
What type of Facebook page
is right for me?
Local Business or Place
page is best:
• Merge with Bing Place data
(map & link on info tab)
• Fans can ‘check in’ to your
location
• Fields on info tab are more
detailed
• Categories help potential
clients find your business

21
41
•Custom URLs
•Unlimited
Fans/Likes
•Can add Apps,
Custom Tabs,
Games
•Visitor insights and
analytics
•Indexed by search
engines and can be
seen by non-fans
•Messages appear
as updates
•Can target by
location, language
Why a Facebook page
is the best for business:
Profile Groupvs vsPage
•Custom URLs
•Limited Friends,
Manual friending
•Line between
personal and
business blurred
•No analytics
•Cannot appoint
admins
•Limited custom
apps
•No custom URLS
•No support for
custom apps
•Can restrict who
can access: open,
closed, and secret.
•Can send bulk
message into inbox
of up to 5000
members
•No analytics
•Better for quick,
active discussions
42
Steps to creating a new page
1. Go To: http://www.facebook.com/pages/create.php
• Also a link to ‘Create a Page’ on the Home Page
• Links to ‘Create a Page’ In lower left corner of existing pages
2. Select the ‘Local Business or Place’ Page type
• Choose your business type category
• Enter business name & info
• Click ‘Get Started’
3. Log into the personal account you want to admin the page
• You will be prompted to do so if you were not logged in when
you started
4. Fill out your ‘info’ tab with details about your business
• Add links to your website, Twitter, etc.
• Add info about what you specialize in and offer
• Make a good first impression that makes people want to like
the page
5. Follow the steps on the “Get Started” tab

22
43
‘Get started’ tab makes it easy!
‘Get started’ tab walks you through:
1. Adding images
2. Posting a status update
• Encourage your friends to share your page
• Announce a new website or promo offer
3. Adding a ‘Like’ button to your website
• Takes a little coding knowledge
4. Inviting friends & announcing to fans
• Upload an Excel doc
• Import email contacts
• Suggest to personal Facebook friends
5. Syncing to a mobile device
44
Converting a Group to a Page
Facebook DOES NOT allow you to convert a group
to a page
– Groups were part of Facebook BEFORE Pages were
introduced
– When Pages were first introduced Facebook temporarily
allowed converting
– Only way to migrate group members to page fans now is
to ask them to ‘Like’ it
– Post new page URL on group wall and invite member to
‘Like’ the page
– Send a message and/or chat to members ask them to
spread the news & like the page
– Consider incentives to ‘like’ the page & suggest it (eg:% off
a service, coupons, being entered into a drawing for a free
gifts, etc.)

23
45
Converting your Profile to a Page
• Facebook lets you convert a personal Profile into
a Page!
http://www.facebook.com/pages/create.php?migrate
• Cannot be undone – So be sure it’s your best option.
• Friends will be converted into fans that ‘Like’ the Page.
• Only photos will be transferred and privacy will be set to
public. NOTE: All other data lost!
• Your new page won’t show up in your follower’s interest
lists.
• You won’t be able to see personal messages from your old
profile.
• The posts from your profile will not transfer to the page.
• You will no longer be in any of the groups you’ve joined.
46
A word of caution…
1. Avoid shameless plugs on
how wonderful you or the
company are.
2. Your personal views are
your own, don’t post
updates in anger or in spite.
Nothing is private on
Facebook.
3. Don’t sign up for every
game/quiz and annoy others
with your updates.
4. Do not disclose confidential
information obtained
through work that may bring
the company into disrepute.
5.Don’t undermine your
effectiveness at work.
6.“Friending” should not be
taken literally – but others
may misconstrue this as
being partisan or biased.
7.Avoid racial, religious slurs
and personal attacks.
8.You are still a company rep
24/7: Verify facts, identify
sources before passing along
news. Make it clear if you are
skeptical of veracity of
information, if you are.

24
47
Facebook jumpstarters
Fan Page Friday: Highlight one fan every
Friday
Expert hour: Set one-hour per week where an
expert answers questions on FB, ask them to
post questions early via video
“Office hours” – tell people when you are live.
Do live video eg: Ustream, Periscope
Surprise giveaways for lightning quizzes
Run polls asking people what they think about
a specific story or subject.
More tips: https://www.facebook.com/business/a/online-sales/page-post-tips
48
Facebook: Some Features
• Follow Button
– http://www.facebook.com/about/follow
• Lists
– http://www.facebook.com/help/lists
• Timeline
– http://www.facebook.com/about/timeline
• Privacy settings
• Ads: http://www.facebook.com/ads/create/

25
49
Allow Followers without Friending
• To allow others to Follow your Public
posts:
– Click at the top right of any Facebook page
and choose Settings
– Click Followers from the left-hand column
– Check the box to the right of Turn On Follow
– Subscribers can see only the things you
share publicly
50
Lists
http://www.facebook.com/help/lists
Create lists for Close Friends, Acquaintances,
Work Mates or Restricted. Good for targetting
posts to appropriate list of friends.

26
51
Important considerations
• Promotion Guidelines:
http://www.facebook.com/promotions_guidelines.php
• Analytics: http://www.facebook.com/insights
• Sponsored stories:
http://www.facebook.com/marketing
• Facebook advertising:
http://www.facebook.com/advertising
• Facebook for Business:
http://www.facebook.com/business
52
Case study: MAS
Engaging bloggers using Facebook

27
53
• As part of MAS' blogger engagement
programme, 15 bloggers won a simple
contest and were invited to participate in an
exclusive cabin crew training programme.
• During the half-day programme, they were
given insights into cabin crew procedures on
grooming, first aid, emergency landing
evacuation, and water/raft drill.
• Location: Malaysia Airlines Academy, Kelana
Jaya
MAS: Blogger outreach
54
1. Photos first posted on MAS Facebook page
2. Re-posted on blogger’s blog with personal account of
experience
3. Article re-posted on “Living Malaysian Hospitality” –
MAS blog
Source: http://www.facebook.com/#/album.php?aid=75488&id=52798899711
http://lenaee.blogspot.com/2009/05/7.html
http://www.malaysiaairlinesblog.com/pt/blog/default.aspx?id=323&t=My-Dream-to-be-a-MAS-Cabin-Crew

28
55
56
Would you trust a surgeon who
tweeted your operation?

30
59
“Water me, please!”
60
How are companies using Twitter
EXTERNAL
• Customer service
• News, blog updates
• Branding, promotion,
marketing
• PR, media relations
• Finding leads,
prospects
• Extending touchpoints
• Community building
• Networking, tweetups
• Direct sales
• Recruitment
• Driving traffic to website
INTERNAL
• Connecting sales teams
• Coordinating
decentralized teams
• Event planning
• Project status and
updating staff, teams
• Employee support
• Mentoring
• Problem-solving
• Purely social

31
61
CIMB on Twitter: Customer service
twitter.com/cimb_assists
62
Twitter: Best practices
• Listen: Follow popular tweeters first
• Share: Find great stuff to share
• Be authentic
• Be active! No one is interested if your last
tweet was from several months ago
• Don’t hard sell: If you are plugging your own
product, service, event, cause, say so.
Preface with “Shameless plug…”
• Preface a personal opinion with IMHO, or “My
personal opinion is…”

32
63
Scott Monty, Ford Motor Company
Head of social media, Ford
http://www.scottmonty.com
http://twitter.com/scottmonty
1. Always shows gratitude
2. Constantly corrects misinformation
3. Encourage conversation
64
Frank Eliason, Citi, formerly of Comcast
SVP of Social, Citi
http://www.frankeliason.com
http://twitter.com/askciti
Formerly @comcastcares
4. Problem solver: Fields customer
support issues, re-directs to right person
5. Always helpful and adding value

33
65
Lee Aase, Mayo Clinic
Director, Social Media, Mayo
http://tinyurl.com/smugu
http://twitter.com/leeaase
http://twitter.com/mayoclinic
6. Health tips
7. Sharing patient, inspiring stories
8. Promoting radio shows, webcasts
66
“People relate to people,
not companies,”
Tony Hsieh, Zappos.com,
Zappos.com: Shoevangelism

34
67
Case study: Zappos.com
• Free shipping, a 24/7 open call center, and 365-
day return policy.
• Turned an e-commerce shoe site into a US$1B
business in 10 years. Sold to Amazon.com
• Obsession with customer service, little
advertising, organic word-of-mouth
recommendations.
• Five weeks of employee training on culture,
core values, customer service. Uses Twitter as
communications channel.
68

36
71
Twitter 101
1. A tweet is 140 characters long
2. RT: re-tweet other tweets you think are worth
repeating,
3. @username: used to reply to someone or
engage in a conversation or as a hat tip. This
a public tweet everyone can see. Eg:
@username message
4. dm or d followed by space, then name of
person eg: d username message OR click
Messages (next to Profile). You can send
private message to someone only if they
follow you.
72
Twitter 101: Using #hashtags
5. The Hash Tag aka Pound Symbol [#] is
used to categorize tweets into topics,
events, trends.Hashtags are the Twitter
equivalent of keywords. eg: #socialmedia
6. Search specific hashtags and save those
searches for future reference.
7. Tip: Use a unique hashtag to promote a
contests, event or product eg:
#contest123 (make sure no one is using it
first)
8. #followfriday or #ff is used by a majority
to spotlight individuals they consider
worth following, not necessarily on Friday

37
73
Short links
• Helps reduce character space. Became
popular with rise of Twitter
• Popular services: tinyurl.com, bit.ly
• Others: is.gd, snipurl.com, tr.im
• When posting a link, use Topsy.com to find
out how popular/timely the link already is
and whether your friends have already
tweeted/posted it.
• Bit.ly provides transparent stats: Add + sign
at the end of shortlink eg: bit.ly/123456+
1. 2.
74
Must-know Twitter Basics
Settings: Profile
Time Zone/Location
Email Notifications
Design
Follow
Tweet
RT
Reply @Username
Shortlink
Messages(DM)
#hashtag
Favorite
Interactions
Mentions
Searches
Lists
Trends
Post a photo
Post a video
Post to Facebook
Selective Tweets
Block spammer
Who To Follow
Apps

38
75
Sample Twitter Accts/Lists
• Media on Twitter: http://www.mediaontwitter.com
• Journalists on Twitter: http://muckrack.com
• List of Malaysian journalists:
http://twitter.com/trinetizen/malaysian-journalists
• List of Malaysian media:
http://twitter.com/trinetizen/malaysian-media
• List of Malaysian politicians:
http://twitter.com/trinetizen/malaysian-politicians
• List of Malaysian celebs:
http://twitter.com/trinetizen/malaysian-celebs
• List of Malaysian brands:
http://twitter.com/trinetizen/malaysian-brands
76
Exercise: Twitter
• Go to Twitter (set up account, if you don’t
already have one)
• Find a news release from your site to tweet
• Make a shortlink using bit.ly of that story link
• Create 140-character tweet and add the
short link
• Find people to follow
• Create a list
• Re-tweet another person’s tweet
• Post a photo using Twitpic

39
77
“In the past you were what you owned.
Now you are what you share,”
Charles Leadbeater

1
1
Module 4:
Social media
case studies
2

2
3
Case study 1: HP’s 31-Day
Dragon Campaign
• HP provided its flagship notebook HDX Dragon systems
to 31 selected influencers to give away to lucky readers
on their sites over 31 days (one per blogger)
• Worth US$5,500: 500GB HDD, Blu Ray player, games,
movies, software.
• Each blogger was able to create
their own unique contest
• 31 days of ongoing discussions as
bloggers also created and shared
custom marketing materials,
graphics, logos, videos,
RSS feeds and then
cross-promoted these items.
4
Results
Month over month data from HPshopping.com
 84% increase in sales on the HDX Dragon system
 14% increase in traffic
 10% increase in overall consumer PC sales
 Sales figures for the month of the program set
several records.
 Usually a softer month and does not include
channel sales
 The sales gains continued even 2 months after the
program
Costs
• Total cost for systems, shipping, software and
paying to offset taxes $250K (costs shared by HP
and partners)
• $0 media spend

3
5
6
Google reports well
over 380,000 links
discussing the 31
sites and giveaways.
Virtually no negative
comments about HP
or the promotion
associated with the
giveaway
Linkbait

4
7
Enthusiastic reaction
• 31 participating sites/blogs saw an average 150%
increase in traffic, with some increasing as much
as 5,000%
• Estimated reach for the programme is well over
50 million impressions (Alexa data)
• Coverage reached 123 countries and was
translated into 40+ languages
• Readers/entrants created more than 10,000
videos on sites such as YouTube.com and Blip.tv
• In excess of 25,000 entries received by
participating sites
8
Why it worked
1. HP and Buzz Corps built up real relationships with
the influencers: “We really know them at a personal
level – we consider each other friends, not just cards in a
rolodex. We spent over a year demonstrating that we were
willing to do the right things for, with and by them and
therefore earned their trust.”
2. Provided the tools, then gave them control: They
helped design the rules and helped manage and organize
each other.
3. Not just for big boys: Mix of small and large blogs/sites
to vary the coverage
4. Social media marketing is about conversation, not
news: The HDX Dragon had been shipping for 10 months
when the giveaways began

5
9
“Word of mouth is so effective
because of the natural credibility
that comes from real people with no
profit or agenda tied to their
recommendations,”
Andy Sernovitz, Word of Mouth Marketing
mouse
10
Case study 2: Blendtec

6
11
Blendtec’s viral videos
http://www.willitblend.com
• 6 million views in 5
days
• Was 3rd most
viewed video on
YouTube
• 2006 revenue up
43%
• Blendtec, little-known blender company spends
US$50 to make unusual video
12
Case study 3: Dove “Real Beauty”
• Unilever's “Campaign for Real Beauty”
marketing campaign sought to
challenge stereotypes.
• Featured non-models that did not fit in
with the idealized images of super-
models.
• Videos went viral online and raised
debates in countries it was launched.
Mothers were encourages to talk to
daughters about self-esteem.
• Some critics felt the campaign was
contradictory because it aimed to
convince women to buy Dove's Firming
range, a product for reducing cellulite.

7
13
Dove: Reinventing advertising
14
“Viral” Marketing
One of the most effective new marketing
strategies uses “viral” techniques that spreads
through “word-of-mouse” among members

8
15
Power of Viral Marketing
• Builds awareness through low-key
product/message placement
• Lets word-of-mouse spread your message
• Gets people talking about your product,
service or campaign
• Inexpensive: Others do the distribution
• No hard sell or interruption: It spreads
from peer to peer. Audience chooses to
view it and engage in conversation.
16
Viral Marketing: Cons
• Control
– You don’t control the distribution
– Randomness to who gets the message
• Context
– The context of the message can be distorted
since others are distributing it
– Audience may mash it up and change intent
• ROI
– May be difficult to show how it translates into
sales

9
17
GM “Chevy Tahoe” campaign
• General Motors invited
Internet users to create or
remix their own
“advertisement” for the
SUV truck “Chevy Tahoe”
• A website was created with various elements of
video that the user could use to arrange the
commercial
• The user could also add their own “text” over the
video
18
Viral Marketing Campaign Misfires
The goal was to let users
interact with the product in a
fun, unique way. They would
then distribute their creation
and the message to friends and
via their blogs. GM hoped to
build brand awareness of the
new truck.

10
19
Success? Or Not?
• Some Internet users decided to create
negative commercials that complained about
the environmental impact of the gas-hungry
truck.
• 21,000 user-created ads were submitted
• 2.4 million page views
• 80% of the ads were positive
• However, 20% of ads were critical
– The media coverage focused on the
negative
20
Fail: J & J Camp Baby blogstorm
• Johnson and Johnson invites mommy
bloggers a 2-day all-expenses paid event in
early April, 2008 at their HQ.
• Mommy bloggers looked forward to seeing
their friends, making new ones, lots of
conversation ensues in the blogosphere.
• Then two well-read moms, Julie Marsh and
Stefania Pomponi Butler, were “disinvited”.
• Apparently, it was an adults-only event with
no child care!
http://getgood.typepad.com/getgood_strategic_marketi/2008/03/camp-baby-blogs.html

11
21
Faking it: Online Street Teams
• Boston-based Alt Terrain arranges “alternative
media” marketing campaigns
• “Online street teams” infiltrate chat rooms and
blogs to post positive information on clients
• They pose as fans expressing spontaneous
opinions, but they are really paid promoters
• The web community hates fakes!
22
Astro-turfing
• Avoid such techniques
like the plague
• If outted, there will be a
backlash.
• Online community will be
skeptical of future
campaigns.
Astro-turfing refers to a brand of artificial grass.
In marketing, is an artificial attempt at gaining
“grassroots” support covertly for a political or
commercial entity.

12
23
Case study: Post-it
24
From prank to marketing campaign?

13
25
What not to do
• Dec 2006, pranksters covered a co-worker’s beloved
Jaguar with 14,000 Post-it Notes.
• Scott Ableman posts photos of prank on Flickr. Idea goes
viral online.
• A year passes before marketing geniuses at 3M Corp’s
Post-it Note thinks to capitalize on the viral success.
• In spring 2008, they contact Scott photographer to ask
about using the photos in a marketing campaign. He
quoted an amount for a typical licensing fee.
• Their response: They tell him they’d rather not pay
when they can just recreate the photograph
themselves.
http://www.all-about-content.com/2008/09/3m-carjacks-postit-note-jaguar.html
26
3M Carjacks Idea

14
27
Mentos-Diet Coke geysers
EepyBird’s
Experiment #4
video of geyser
fountain goes
viral.
Mentos site links
to video, then
supports record-
breaking events
around the world.
28
Contrasting reactions
• Mentos: “We are tickled pink by it,” says Pete
Healy, vp of marketing for company's U.S. division.
“When they appeared on Late Night with David
Letterman and The Today Show, we were there.”
The company spends less than US$20 million on
U.S. advertising annually and estimates the value of
online buzz to be “over US$10 million.”
• Coke: “We would hope people want to drink (Diet
Coke) more than try experiments with it,” says Coke
spokeswoman Susan McDermott. She adds that the
“craziness with Mentos ... doesn't fit with the brand
personality”.

15
29
“In the world of the Internet,
you don't own your brand. Your
customers and your users own
your brand,”David Sifry, founder
Technorati
30
Idea 1: Using Flickr.com
Memories come alive in photos
• The Star and Federal Hotel KL organises “1957
Photo Album” project in June 2007.
• Readers submit old photos with creative captions.
• Received close to 150 photographs.
• Held for over 12 weeks.
• The photo album was available for viewing at the
hotel and online at Flickr at visiting
www.flickr.com/photos/the1957album

16
31
32
Idea 2: Reaching out to fans
http://www.chevroncarsblog.com/

17
33
Idea 3: Adopt-A-Pilot
http://adoptapilot.blogs.com
34
Idea 4: Southwest Airlines viral video
contest
1. US airlines Southwest asked people to post a 20-
second clip of something embarrassing or
humiliating happening to them, with the winning
video to be used in Southwest's official "Wanna
Get Away" campaign.
2. Contestants signed up and posted video at
http://www.youtube.com/group/Southwestcontest
3. Winning videos and honourable mentions were
cross-posted at
www.southwestwannagetaway.com.

18
35
36
Idea 5: Doritos chips contest
• Doritos’ “Crash the Super Bowl” contest
encouraged wanna directors to produce an
ad that would be aired during Super Bowl
2007.
• More than 1,000 submissions were
uploaded to Yahoo! Video and Jumpcut,
and voted on by consumers at
CrashTheSuperBowl.com
• Two winners were aired: ‘Live The Flavor’
and ‘Check Out Girl’.

19
37
Dale Backus, 21, and
Wes Phillips, 22, shot
the 30-second spot,
featuring Dale’s wife
Cori, with borrowed
equipment, a skateboard
and total expenditure of 12 dollars. They were
awarded a prize of $10,000 and a trip to the Super
Bowl in Miami, where the winning entry was
announced and aired during the game for est.
US$1.25m.
http://www.crashthesuperbowl.com/
Production cost: US$12

1
Module 5:
Media relations and
Crisis Communications
1
2

2
3
From Twitter to Front page
4
Lessons
• 1-PERSON: A single person with a smartphone
can make a huge impact globally
• 2-WAY: Some characteristics of social media:
speed, amplification, pass-along value,
archival, offers instant feedback and more
engagement
• LIKE-ME: People care more when it’s someone
“like me”: more human, more real, more visual,
more believable, more authentic

3
5
Costa Concordia
6
"In a short period of time the Concordia ship will pass very close. A big greeting to
my brother who finally gets to have a holiday….”
Facebook update of sister to head-waiter of ship

4
7
Hero vs Villain
“It takes 20 years to build a reputation and five
minutes to ruin it,” Warren Buffett

5
Why media relations and crisis comms?
1. Know and target the media
9
2. Perception matters -- media
visibility affects the bottom line
Takata shares plunge as
Honda drops supplier
BP profits slump after
huge oil spill charge
Uber hits back at claims of thousands of
rape and sexual assault complaints
Jury Orders J&J to Pay $72M in
Ovarian Cancer Talcum Powder
Case
Volkswagen Shares Dive
on New Emissions Woes

6
3. You are already a brand ambassador
(so you need to know how to promote your
company’s agenda 24/7/365 to the media)
11
4. One bad interview can ruin your
company’s reputation
12

7
13
Relationships matter:
Know the editors
Jalil Hamid,
New Straits Times
Jahabar Sadiq,
The Malaysian Insider
Wong Chun Wai
The Star
Ho Kay Tat,
The Edge
14
Know the reporters
• Empathy, strong social concern,
always on the side of the
underdog/victim
• Works to deadlines, but
sometimes procrastinates until last minute
• Curious about new things
• Relies on sources
• Greenhorn, veteran, generalist or dedicated
specialists.
• A reporter is human – with families, children
and homes to go back to

8
15
Recognise good reporters
1. Open up a conversation.
Focus on making friends with
reporters. Why? Because one
day they may become
editors.
2. Always be prompt in getting
back to them. Promise and
deliver.
3. Never treat any reporter as just another
outlet for your story.
4. Give them the choice of whether to explore
or ignore your news story with absolutely
no intimation of obligation.
1616
Myths about wooing the media
• Must pay/bribe them to get your story in
the press
• Must wine and dine them
• Must give them door gifts at a press
conference
• Must be “nice” to them
• Must be “big” player/advertiser first, only
then can meet and talk

9
17
Know what reporters want
• Facts
– 5Ws, 1H
• Timely answers
– Deadlines matter
• Story angles or “scoops”
• Credible spokesperson
• Good quotes and soundbites
What reporters want in a crisis
• What happened?
• When and Where did it happen?
• Who was affected?
– fatalities, injured
– parties involved
– who’s to blame
• How did it happen?
• Why did it happen? (usually cannot
be answered immediately)

10
Case study: LRT danger
Be transparent
Group MD tweets
1.19pm Nov 23
1.21pm Nov 23

11
Facebook post Tweet @MyRapidKL
Re-tweet media tweets

12
Be ready to act fast
Old pic posted as new 23
Get ahead of a crisis
KFC posts Facebook updates
after video goes viral 24

13
KFC statements
Feb 7, 2012 Feb 9, 2012
Feb 8, 2012
25
Do the right thing!
26

14
Appoint professionals
27
Local crisis Foreign crisis
“I want my life back!”28

15
29
Definitions
A crisis is an event or series
of events which can severely
damage the reputation of an
organisation. It can interrupt
normal workflow and threaten
the organisation’s very
existence.
Crisis communications is a
responsible programme to
minimize damage to a
company’s reputation through
active engagement and
communications with
employees, stakeholders, the
public and the media
30

16
Types of crises
• Organizational misdeeds:
Management misconduct,
deception, financial fudging, stock
manipulation, kickbacks. Enron,
Satyam
• Workplace issues: Violence,
sexual harassment, discrimination
• Accidents: Vehicle crash,
explosions, careless handling of
hazardous material, fire
• Rumours: False information, fake
sites, hoaxes
• Corporate/legal: Lawsuits, anti-
trust. Microsoft.
• Medical: Mass hysteria, flu
outbreak, H1N1, SARS
• Financial: Bank run, hostile takeover,
government-forced merger, sovereign
defaults, stock crash, bubbles,
currency crises
• Product/service failure: Product
recalls, faulty service. Firestone.
• Natural disasters: Tsunami,
landslides, flash floods, freak storms.
• Technological crises: eg: phishing
scam, skimming, systems crash, data
loss, software failure, blackouts. KLSE
crash.
• Confrontational: Boycotts, picketing,
sit-ins, strikes, blockade or occupation
of buildings
• Brand terrorism: product tampering,
malicious rumours, corporate
espionage, hacking. Tylenol.
31
Crisis communications reactions
POOR
 Defensive – take it
personally
 Decline to
comment
 Deny or lie
 Deflect – taichi,
play blame game
 Downplay
BETTER
Accept – that it has
happened
Acknowledge – to
those affected, media,
public
Assure – show you
care, calm fears
Apologize (if you have
to) and be specific,
express regret, suggest
remedy
ACT – assess your
allies, plan your action,
act out your plan 32

17
Best pro-active practices:
Crisis communications
• Formulate a crisis communications plan
• Role-play crisis scenarios
• Update crisis plans regularly
• Train staff on crisis communications
• Meet and cultivate the media
• Engage and connect with online
communities
• Use online tracking tools to monitor and
flag possible crisis situations 33
Opportunities in a crisis:
What the media can do for you
• Help spread information to the public quickly
– Tell your side of the story, show you care
– Repudiate and get ahead of the rumour mill
– Reassure or calm the public
– Reinforce alerts, warnings, cautions
• Disseminate appeals for
– witnesses, feedback or volunteers
• Educate the public on the issue
– Gain empathy for your cause
– Show you are good corporate citizen with long term
interest in the country
34

18
Tools for responding to
media in a crisis
Traditional
• Holding statement
• Press release
• Fact sheet
• Q & A or F.A.Q.
• Press conference
• Memo or letter
• Advertisement
• One-on-one interview
• 24-hour hotline
Social media
• Light up “dark website”
with hourly/daily updates
• Video on YouTube
• Social network update:
Facebook or Twitter
• Set up a blog or forum
(*be prepared to monitor)
• Crowd-sourced survivor
lists
• 5-digit SMS hotline 35
Holding statement: eg. Fire
• Provides the media with an initial statement of
facts that can be used immediately when crisis
breaks
• Answer the four Ws: Who, What, When, Where.
Explain WHAT the incident is. Identify WHO is
involved, tell WHERE and WHEN the incident
occurred, explain WHAT action is being taken to
respond to the incident.
• Do not speculate on the How, How Much or Why
if you do not know the answer yet. When in
doubt leave out.
• DO NOT disclose any names of dead or
injured until next-of-kin is informed. (Reporters
may get names from police or hospital. When you are
ready to release names, appeal to media to respect the
privacy of family and relatives in their time of
bereavement.)
36

19
Example: Holding statement
At approximately 9am today, March 13, 2016, a
fire occurred at the bank at _____________.
All employees were immediately and safely
evacuated. The local police and fire services
were alerted and contained the situation.
Our immediate concerns are for the safety and
well-being of our staff and the public and to
minimize the impact to the surrounding area.
We will keep you updated as more details
become available. (Please check our
website/blog or call the hotline_____________)
37
Follow-up statement
• State whether fire is put out, people are safe and
surrounding community is secure.
• Show empathy, regret and appropriate concern for
victims, their families and those affected. State that
the safety and security of your customers and
employees is always your highest priority.
• Name the agencies you are working with – eg.
police, hospital, local council, fire department,
hazmat, search and rescue, enforcement – who
are responding to this incident. State whether
investigations and related follow-up activities are
on-going. 38

20
39
Good news, get it out fast
Bad news, get it out faster!
40

21
Dell to recall 4m laptop batteries
CNET News.com,August 14, 2006
Dell and the U.S. Consumer Product Safety
Commission plan to recall 4.1 million notebook
batteries on Tuesday, a company representative
confirmed.
The recall affects certain Inspiron, Latitude and
Precision mobile workstations shipped between April
2004 and July 18, 2006. Sony manufactured the
batteries that are being recalled, the representative
said.
This looks like the largest battery recall in the
history of the electronics industry, said Roger Kay,
an analyst with Endpoint Technologies Associates.
"The scale of it is phenomenal." 41
Sony delays response,
crisis lingers in public eye…
•Aug 15, 06: Dell recalls 4.1m batteries
•Aug 24, 06: Apple recalls 1.8m batteries
•Sept 15, 06: Virgin Atlantic, Qantas and Korean Air
ban use of Dell and Apple laptops on board its planes,
unless the battery removed
•Sept 28, 06:Lenovo/IBM: 526,000 batteries
•Sept 29, 06:Dell increases recall to 4.2m
•Sept 29, 06:Toshiba recalls 830,000 batteries
42

22
Crisis escalates and
spreads online
43
Sony finally responds…
Sept 30, 2006: Sony finally announces
global recall of 9.6 million PC batteries. The
recall and replacement would cost as much
as 50 billion yen (about US$423 million)….
…but profit plunges 94 percent for
July-Sept quarter
44

23
Dell’s Response
• Determines cause – battery supplier,
executes costly remedial action with safety in
mind.
• Liaises with authority: Works with U.S.
Consumer Product Safety Commission to
announce global recall of 4.1 million laptop
batteries.
• Used website: Sets up recall website for
customers to check affected units.
• Assures safety: Guarantees replacement
batteries are safe. 45
'Alien' substance caused Dell
notebook battery to ignite
By Julian Matthews, ZDNet Asia October 23, 2000.
KUALA LUMPUR – An 'alien' substance was mixed into the
production process of the battery that caused a Dell customer's
notebook to burst into flames and prompted a recall last week.
"As a result of analysis, we defined the cause of the short circuit
that occurred in one cell was due to mixing of an alien substance
at one production process," said Yoshiyuki Arikawa, a
spokesperson of battery-supplier Soft Energy Company, a unit of
Japanese consumer giant Sanyo Electric Co Ltd.
In the e-mail response to ZDNet Asia, Arikawa did not define
what the 'alien' substance could be or how it entered the
production process…
Arikawa added, "The defect rate should be very small since it’s a
specific occasion and (went through) normal inspection process
after. The defect is limited only to the 27,000-set lot to Dell."
Dell Computer recalled the 27,000 batteries with a promise to
replace them free of charge….
46

24
47
Sony execs’ bow not deep enough?
“We want to put this
behind us. I take this
problem seriously and
I want to finish the
replacement program
as quickly as possible
for the sake of our
users and corporate
customers,”
Corporate Executive Officer
Yutaka Nakagawa, Oct 24,
2006 48

25
49
Social Media Listening Command Center
50

26
The Concept Of
P.E.A.R
In Crisis
Communications
51
 Safeguard People
 Protect the Environment
 Protect company’s Assets
 Protect company’s Reputation
Response In Crisis
52

27
• Dell alerts customers, warns
of danger, sets up website
for recall & replacement
• Dell continues to work with
safety authorities to monitor
the situation
• Dell expresses confidence in
Sony and safety of its
products to customers and
stakeholders
• Dell takes ownership, shows
customers it cares
• P = Safeguard
PEOPLE
• E = Protect
ENVIRONMENT
• A = Protect
ASSETS
• R = Protect
REPUTATION
53
Being pro-active
http://www.ideastorm.com
http://mystarbucksidea.force.com/ 54

28
Real-time support on Twitter
55
@MaxisListens: One-to-one
customer complaint resolution
56

29
 Consider People, Environment, Assets, Reputation
• Act quickly, search for details, verify allegations,
launch investigation
• Assess allies, call in your experts; notify affected
parties, authorities and higher ups
• Quickly share available facts with the public
• Show you care, don’t over-react or take it personally
• Accept responsibility when you are at fault
• Prepare a statement and stand by it; when in doubt,
leave out
• Tell the truth and be confident
• Simulate crisis: role-play strategies for dealing with
crisis scenarios involving digital media – blogging,
social networks, online video, viral emails, rogue
websites
Crisis Communications Summary
57

1
1
Module 6:
Strategy and Planning
Building the community
2
Determine where you are today
Level 0: Near-zero use of social media
Level 1: Passive integration
Level 2: Limited integration, some
commitment
Level 3: Committed to strategy, integration,
training
Level 4: Full turnaround, seamless
integration

2
3
Level 0
No social media strategy, planning, training
• Management sees social media as time-wasting,
unproductive and not aligned to business goals.
• All employees are banned from use of social media
during office hours.
• Employees steal time to view social media feeds via
smartphones or “illegal” access on office PCs.
• All communication still relying on traditional means.
• Rivals start implementing social media tactics and
start showing results.
4
Level 1: 90 degrees
Passive integration
• Management allowed access to social media but still
views social media with suspicion or as a passing
fad. Does not see integration as important to
business goals.
• Employees are allowed to implement social media
tactics on their own, with little or no management
support or direction.
• A marketing or communications exec may
collaborate with an ad agency or outside consultant
on a single project.
• An occasional deal struck whereby social media
elements are introduced in an important event or
activity – product launch, promo or contest.

3
5
Level 2: 180 degrees
Limited commitment, some integration
•Management curious about benefits and integration
process, but still without a defined strategy,
budget, timetable and training process
•Employees experiment with social media, some
training available, social media policy adopted
•A social media lead may be appointed at junior level
in some departments
•Communication and marketing teams see clear
benefits and integrates social media in planning but
still working in silos
•Social media integration starting to be planned in
advance rather than as an afterthought
6
Commitment to social media
strategy, integration and training
• Social media integration under implementation.
• Appointment of social business-savvy director at board
level. Management team have budgetary and
managerial power for social media integration, and
a social media lead for the integration process.
• Full commitment to ongoing training required for
social media integration in production, management,
communication, marketing, sales, human resources
and innovation.
• Social media strategy rolled out through cross-
functional, multi-department teams.

4
7
Full turnaround, seamless integration
• Employees and management not learning about
social media, they are living it. No distinction
among new or old staff in social media-savviness.
• Company transformed into a “social business
engine.”
• Processes in place where social media is a primary
source of revenue-generation.
• Management decisions flow from a social media
perspective, all business processes are fully
integrated with social media platforms and channels.
• All internal and external communication is rich with
community elements; constant feedback loop;
transparent and accountable processes in place.
8
Social media: strategic planning
1.Objectives = the broad goals and the
measurable steps to achieve them
2.Identify key target audiences, platforms
3.Tactics = the activities, apps, tools,
channels you will use, including offline
activities
4.Resources: internal, external
5.Budget
6.Metrics, KPIs, success criteria

5
9
1a. Objectives: Examples
• Improve internal
communication.
• Improve external
communication with
media, vendors,
suppliers, partners.
• Connect and engage
with present customers
where they are.
• Increase customers,
generate leads, drive
sales.
• Reach and educate
new customers.
• Build awareness of
products and services.
• Humanize brand,
service, management
team.
• Establish thought
leadership, become
subject matter expert,
go-to industry
spokesperson
10
1b. Objectives: Specifics
Example: Improve external
communications with the media
– Challenges: Media lacks information
about our products and services, technical
expertise to cover event
– Execution: Set up a closed group to reach
specific reporters to connect informally,
educate and inform them about new
products and services that may result in
stories in media

6
11
2. Identify key audiences, platforms
• Objective: Connect and engage with
present customers where they are.
– Challenge: Unaware of which social networks
customers are using and what they are saying
– Execution:
• Run a survey of present customer base
• Listen and monitor conversations
• Follow product ‘keywords’
• Determine content shared in which platforms
• Identify critics, rivals
• Identify gaps in which you can add value
12
Spectators/Watchers
Sharers
Commenters
Producers
Curators
Engagement pyramid
Source: Open Leadership, Charlene Li

7
13
Advocacy: Help the fanbase
Fanboy/girls: People who
help promote your brand or
product or service online
because they like it.
“Help them help you.”
Ideas: Blogger/Facebook fan outreach
programme. Provide content they can use,
link, share, mashup, send to others.Eg:
videos, widgets, free fun apps, games, prizes
for their readers.
14
3. Tactics and methods
• Choose platform: Blogging, Facebook,
Twitter, YouTube
• Apps or tools: Free or custom-built
• What activities?
– Contests, conferences, events, concerts
themed monthly features, video uploads,
community activities
• Offline activities:
– Outreach programmes, tweetups,
exclusive giveaways for loyal customers,
community gatherings

8
15
3. Tactics: Examples
Platform Description Objectives
Internal blog
Multiple individual/group
blogs
Gauge social media talent:
For employees and interns
only
Internal forums Technology discussions
Better communication, support
for customers
LinkedIn Business networking
Engagement: Make
employees, partners, suppliers
upload profiles, start a group
Facebook Group Collaborative publishing
Improve knowledge database
– open to employees,
partners, customers, students
Facebook Page
Showcasing new products,
services, launches, events
Engagement with advocates
Twitter Microblogging, open
Engagement, brand
awareness, media relations
YouTube CEO’s speeches, talks
Promote CEO thought
leadership, start conversations
16
4. Resources: Internal, external
•What can the company handle?
•What resources can we dedicate
in terms of people, tech, etc?
•Accept that staff, customers may
be critical or negative.
•If the company’s culture is top-
down, command-and-control,
you need to break mold by
seeking third-party expert help.
•Third-party may not have share
authentic voice of company

9
17
Internal resources: The rollout
• Fail fast: People will appreciate transparency. Don’t fear
failures - first time you cock up, try again.
• Lobby: Personal motivations matter: eg: if there’s someone
wanting a promotion approach them individually. Get them
on board and to champion project early so they can claim
benefit later on. It’s all lobbying skills.
• Champion: Champions come from all depts. Age is not an
issue. Just because someone is young doesn’t mean he/her
is innately ‘digital.’
• Skeptics: Get some pessimists and skeptics
on board. Give them the tools, learn from
their criticisms.
18
Scenario 2: SWAT team: Get a small
team sneakily doing something and rack up
some small wins. (This method can backfire
though. Eg: A page that attracts attacks.)
4. Resources: scenarios
Scenario 1: Corporate-wide awareness
training: Drum up support for social media, identify
talent, bring in trainers, speakers.
Scenario 3: Start small with a few
external committed bloggers, social
networkers and tweeters and roll out
wider if necessary.
NOTE: Document successes and failures
and lessons from above.

10
19
5. Budget
• Agency costs
• Custom-built apps
• Web design
• Additional internal staff
• External freelancers: bloggers,
photographers, videographers, designers
• Prizes and giveaways
• Sponsorship for events
20
6. Metrics, KPIs, success criteria
• You cannot improve what you don’t
measure
• Quantitative and qualitive metrics
• Set up monitoring tools to measure
downloads, views, followers, likes,
engagement, sentiment
• Don’t be afraid to set high numbers,
ambitious goals to grow community
• Constantly challenge the team

11
21
On management buy-in
ROI: There is no silver bullet to building a
business case
• The 1st question is often ‘How can this make money?’ but it
should be ‘How can we help our customers?’
• Evaluate the cost to achieve the same by traditional means
ie: print advertising, marketing, support and IT dept costs.
• Justification: “If we don’t, our competitors will take market
share.”
• Financial Dept: Give them the numbers.
• HR: Talk about staff retention.
• IT: Talk about leverage to buy new toys.
• Legal: Aim of legal dept is to reduce risk to zero. Businesses
work by taking and managing risks.
• Executive buy-in will expedite the financial, legal, HR teams
getting on board.
22
Social media policy: example
•Use common sense (don’t piss off
your boss)
•Do not post entries that are
personal attacks or culturally
sensitive or religiously offensive
•Do not discuss unreleased
products and features
•Post a standard company
disclaimer on your blog, profile
page and disclose affiliation to
company or specific projects
•If you post all or parts of an
internal email, conceal the names
of the sender and recipients
• When expressing an opinion,
emphasize that you speak only for
yourself, beginning a sentence
with "IMHO"
• If you doubt the appropriateness
of a post, ask a peer what they
think and then read it again the
next day as if it were headline in a
newspaper.
• Do not post too much noise (ie:
inane accounts of your boredom
with life)
• Respect the platform, be an adult
• Keep it friendly, and have fun
• Be wary of copyright issues
EG: http://channel9.msdn.com/About/
http://womma.org/blogger/read
http://www.intel.com/sites/sitewide/en_US/social-media.htm

12
23
Dealing with the trolls
Source: Forrester Research
24
Signs that your social media strategy is
working…on their blogs
 They have interesting things to say about your CEO, your
company, products, services and your industry
 They share and link regularly to interesting ideas, stories and
posts from your official accounts
 They provide glimpses into how you are humanizing your
brand for them
 They do not bad-mouth your company or staff (caveat: unless
there is a lesson worth learning)
 They seem genuine and honest in their
opinions of your company and its products
Adapted from Boris Epstein, CEO and Founder
of BINC

13
25
Signs that your social media
strategy is working…on Twitter
 You often find positive tweets about your
company
 Your replies are viewed positively and seem
genuine and authentic
 Your official account is growing steadily and as
a diverse set of followers
 You keep a healthy balance between personal
and professional tweets
 You engage in discussions related to
your business and seem to be an
authority in your field
26
Signs your community is working…on
Facebook
 Community is responding well to your regular
updates with increased Shares and Likes
 Users sign up on your Events fast
 Users leave comments and show genuine
interest in wanting to engage with brand and
admins
 Staff on Facebook are enthused and constantly
finding new content to keep conversations fresh.
 Fans find updates relevant to their profession
and industry

14
27
Signs that your social media
strategy is working…on LinkedIn
Users in your group have complete profiles
They make genuine recommendations
about peers, managers and colleagues
They voluntarily answer questions
They are linking to their employer, blog and
other projects of interest.
They are participating and getting involved
discussion in the community.
28
Signs of success… on Google
When company or brand is Googled:
1. Leads me to company blog, webpage, microsites, staff or
company social media pages or other owned media
2. Leads to news stories, active discussions and commentary
on social media sites on issues related to company
3. Does not lead to something controversial or negative,
(unless a lesson to be learnt)
When staff are individually Googled:
1. Doesn’t come up blank.
2. Leads me to their online blog, webpage or social media
profiles and company is identified.

Trinetizen Media 2016
BLOGGING – mapping a strategy
Objectives:
Examples of specific target objectives: Launch date: July 1, 2016.
1. Post four blog posts a month.
2. Increase website traffic in terms of unique visitors by 25% every month until Dec 1, 2016.
3. Increase email list sign-ups and RSS feed subscribers by 5000 names by Dec 1, 2016.
4. Increase PR value of print mentions of blog posts by 25% by Dec 1, 2016.
5. Increase Facebook likes and mentions of blog posts to 5000 by Dec 1, 2016.
6. Increase Twitter mentions, retweets, @replies of links to blog posts by 25% by Dec 1, 2016.
7. Increase referral traffic to primary website from blog by 25% by Dec 1, 2016.
8. Identify top 25 influencers on blogs, Facebook and Twitter who help link to current blog posts,
repost, and spread the word via social media and have one offline event every three months
to build relationships by Dec 1, 2016.
9. Post one video per month to tell stories of impact our corporation by Dec 1, 2016.
10. Conduct two audience surveys per year to determine how to expand, grow, and diversify
social media presence for 2016-2017.
Type:
1. CEO Insights
2. Internal staff
3. Technical Support
4. Public Relations
5. Investor Relations
6. CSR, Cause
7. Corporate Culture
8. Green initiatives
9. Brand ambassador/Mascot
10. Employee focus
11. Customer evangelists
12. Direct sales
13. Event-centered
14. How-to, Instructional, Tips
15. Sports
16. Travel
17. Community
18. Health
Authors: Single author | Multiple authors-single blog | Multiple authors and multiple blogs |
Media: The blog will primarily be: Text | Audio | Photos | Video
Platform: Wordpress | Blogger | Tumblr | Drupal | Customised Blog____________
Topic titles:
1. 10 Reasons Why I Like Working For ______
2. How We Learnt To Save Money On ______
3. 10 Ways to Get Customers to Like You.
4. The Secret of Getting the Best Deals/Price for Your _______
5. Top Gadgets We Hope To Get Our Hands On This Year.
6. Is _____ Worth the Money?
7. Everything You Need to Know About _____

8. Seven Audacious and Creative Ideas
9. How to Get More _____ in Half the Time
10. A Funny Thing Happened Today
11. Seven Tips I Would Give A _____
12. What I Learnt From This (Movie Star/Celebrity/Icon/Leader/Employee)
13. 10 Ways You Can Improve Your _______
14. Plan the Perfect/Ultimate ______
15. 10 Things To Do When You Are Bored in ______
16. What To Do When You Lose Someone You Love
17. 7 Signs You Need to Change Your _______
18. 10 Myths About (Product/Service/Industry/Employees/CEO)
19. Is_____ a Dying Breed?
20. How to Beat the Fear of _____
21. 10 ____ Scams and How to Avoid Them
22. How to Secure Your _____
23. 7 Most Scary Facts About ____ And How To Overcome Them
24. Get Rid of Your _____ Once and For All
25. What Your ____ Is Not Telling You About _______
26. Beware of ______ and How to Spot them
27. 10 Ways Not to Lose Sleep Over ______
28. Why I Loved This (Movie/TVSeries/Book/Show/Performance)
29. The Unseen/Biggest Dangers of _____
30. Dos and Don'ts of _____
31. 21 Ways to Screw Up on _____
32. 7 Danger Signs That You Are _____
33. Facts and Fiction About _____
34. Truth, Lies & Videotape
35. What Everyone Ought to Know about ______
36. Take Our Personality Test
37. The Secret of Successful _____
38. How to Spot a Fake ______
39. Special Report On Our Latest (Product/Service/Launch/Event)
40. Tricks of the Trade
41. Our Secret Method That is Helping to _____
42. 10 Tips From The Experts On ______
43. Best and Worst _____of 2016
44. The World’s Worst Ever _____
45. Conversations With My Team on _____
46. My Interview With _____
47. Why I Learnt Since I Started _____
48. What I Would Do If I Became (President/Prime Minister/Head of)
49. Why We Want To Improve The _____
50. Our Best Ideas in 2016
Measurement Tools: Google Analytics | Customised Tracker | External Audits
___________________________________________________________________________
Quantity: Pageviews, unique visitors, time spent, PR value, number of comments, number of
subscribers, number of likes, number of mentions, number of re-tweets, number of downloads,
number of embeds, savings generated from support costs, sales revenue
Quality: Issues resolved, positive comments generated, learning points, increased engagement,
crisis averted, discovered new cost-savings method, understand customer pain points better
Link
65 ways to drive traffic to your blog: http://bit.ly/65ways

Twitter channel – mapping a strategy
Objectives:
Examples of specific target objectives: Launch date: July 1, 2016.
1. Post ____ tweets a month.
2. Increase referral traffic to primary website from twitter channel in terms of unique
visitors/pageviews by 25% every month until Dec 1, 2016.
3. Increase followers by 5000 by Dec 1, 2016.
4. Increase RTs, @mentions or replies by 1,000 by Dec 1, 2016
5. Increase PR value of print mentions of Twitter account by 25% by Dec 1, 2016.
6. Increase Facebook likes and mentions of blog posts to 1000 by Dec 1, 2016.
7. Increase newsletter email list sign-ups by 5000 names by Dec 1, 2016.
8. Increase referral traffic to primary website from blog and Twitter acct by 25% by Dec 1, 2016.
9. Identify top 25 influencers on Twitter who help RT or @mention tweets and spread the word
via social media and have one offline event every three months to build relationships.
10. Post 300 photos a month via Twitter and measure pageviews.
11. Post four videos per month and measure impact via Twitter.
12. Conduct two audience surveys per year to determine how to expand, grow, and diversify
social media presence for 2016-2017.
Type of channel:
1. CEO
2. One-to-one customer resolution
3. Media channel: Connecting with
journalists/editors
4. Investor support
5. Professional networking
6. CSR: Cause, Foundation, Charity
7. Green initiatives
8. Brand ambassador/Mascot
9. Photo stream
10. Specific event run-up
11. Contests
12. Internal employee communication
13. Proactive monitoring and crisis
management
14. Community Engagement
15. Direct sales or lead generation
16. How-to, Instructional, Tips
17. Insider views
18. Mentoring or recruitment
19. Health or Sports issues
20. Promote blog, Facebook Brand
Page, Website
Resources: Who will tweet
1. Single author: CEO | Spokesperson | Social Media Lead | Fictional character |
Mascot | Brand Ambassador
2. Multiple authors: Single department | Social Media Team | Cross-department
leads
3. Multiple authors and multiple twitter channels:________________
Media: The Twitter channel will primarily be: Text | Audio | Photos | Video

Tweet Ideas:
1. Set a theme every week/month then tweet accordingly
2. Quotes from the CEO
3. 10 reasons why you should invest in__________ #1
4. 5 things you didn’t know about (Product/Service/Launch/Event)
5. Customer testimonials
6. A funny thing happened at work today
7. Tips for getting the best deals on________
8. How to save money on_______
9. Ask a question every ________day, eg: What did you learn on your last holiday?
10. Organise weekly giveaways with quick tweet quizzes.
11. Top gadgets in your locale
12. Twitter tricks using your mobile phone
13. Everything you need to know about ________ but were afraid to ask
14. Work tips: How to get more from ________
15. 10 ways you can improve your ________
16. What I learnt from this (Movie Star/Celebrity/Icon/Leader/Employee)
17. Why I loved this (Movie/TVSeries/Book/Show/Performance)
18. 10 myths about our (Product/Service/Industry/Employees/CEO)
19. 10 ____ scams and how to avoid them
20. 7 most scary facts about ______ and how to overcome them
21. Dos and don'ts of _____
Scheduling:
1. How often will you tweet: ____________ per day/week/month.
2. Who will monitor tweets on off-work hours: Alternate staff | Third-party | Automated
Monitoring and Measurement Tools:
Free tracker | Customised Tracker | Third-party Audits
___________________________________________________________________________
Quantity: Number of tweets, number of re-tweets, number of mentions, number of tweet
conversations, number of followers, pageviews, unique visitors, link popularity, savings
generated from support costs, sales revenue
Quality: Issues resolved, positive tweets generated, learning points, increased engagement,
crisis averted, discovered new cost-savings method, tips from followers, understand customer
pain points better
Budget:
Web designer: ______________
App developer: _______________
Monitoring or tracking tool: ________________
Third-party audit:_______________
Paid tweeters to cover an event:______________
Tweetups:________________
Examples:
@zappos
@jetblue
@comcastcares
@mayoclinic
@starbucks
@dominos
@scottmonty
@CIMB_Assists
@MaxisListens

1
Social Media Strategy – template
This guide covers all the elements necessary for pulling together your strategy such as:
setting objectives, agreeing on principles, developing messages and branding,
prioritising audiences, choosing channels and platforms, planning activities, estimating
time, estimating budget and evaluating success.
1. Objectives of Social Media Campaign
A very a short summary/statement of the programme/campaign
You do not need to restate the full objectives of the programme itself. It is important to
remember that we are already aware of these. This should be the publicity 'pitch' for the
programme – concise, clear, engaging and user friendly.
2. Communications objectives, principles and key messages
A clear detailed statement of the objectives in communicating the principles underpinning this
strategy and your key messages. These should be aligned with the objectives of the
programme/campaign.

2
3. Key Audiences
Who are you communicating with – a detailed description of your key audience and target
user groups. What are your priorities? Include what they already may know about you. What
do you think they should know? And do break down the users into sub-categories and add
engagement already made, if any on current social networks.

3
4. Target audience ranked by
importance
Preferred/appropriate channel of
communication
How are you going to communicate, what is the most appropriate channel – blogging, social
networks, microblogging, photo-sharing, video-sharing, mobile networks, gaming platforms.
Consider offline ways you may want to engage as well: a newsletter, a large conference,
networking lunch, workshop, an evening outreach reception, promotional literature, regional
seminars?
You will probably have several channels that are appropriate

4
5. Achieving your objectives – working project plan
Full details of all the relevant communications activities developed into a working project plan
with deadlines and responsibilities. Remember to include key milestones and review dates,
think carefully about cost, include staff and consultants, also how will you evaluate success?
Below are some suggested groupings, the table is led by activity but you may well want to
have one for each year of activity.
Social Media Communications plans are living documents and will need regular reviewing
and updating.
Activity Budget
/resources
Deadline/timeframe Success criteria
Identity/Branding
Subtotal
Internal
communication
Subtotal
Media relations
Subtotal
Marketing
Subtotal
Publicity materials

Social media marketing March 2016

Social media marketing March 2016

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