The review of Social Media Landscape of Thailand

1. 
Social
Media
Landscape of Thailand - What’s next?
Weekly Update Issue 35 : Social Network LandScape of Thailand

2. This weekly update starts off with our curiosity
Weekly Update Issue 35 : Social Network Keynote LandScape Template
of Thailand
Platform rules or
contents rules?
Will Facebook last
another decade?

3. What is Social Media?
Social Media is the social interaction among
people in which they create, share, or exchange
information and ideas in virtual communities and
network
Weekly Update Issue 35 : Social Network Keynote LandScape Template
of Thailand

4. 15 M
Weekly Update Issue 35 : Social Network LandScape of Thailand
Social Media analysis - Thailand
What is trending and what has potential
More followers. More Power.
Facebook is still the king of “Social Media”
for Thailand, but other social media
platform is gaining ground as well
especially Line and Youtube. While others
have rapid growth, Twitter and Google+
experience slow but steady growth along
these past few years.
4 M 2 M
22 M
4 M
 As social media technology change, social
media consuming behavior change as well.
#

#!"
$

12 M
Source : Thailand NMR Media Index 2013, Comscore 2013

5. % Timeline / Our history
Let’s look back a few years
Weekly Update Issue 35 : Social Network Keynote LandScape Template
of Thailand

6. 2011 : The Year of Check-in
The Rise and Fall of FourSquare
Weekly Update Issue 35 : Social Network LandScape of Thailand
%
2011
2012
2013
2014
2015
Mayor wanted
What worked: A lot of Thai teenagers and
youngsters used Foursquare to check-in to
places that they wanted to share with their
friends in other social networks.
The buzz: Badges and Mayor collection
showed potential for social marketing, a lot of
brands adopted the approach to drive
marketing buzz and loyalty
!
On November 2011, Facebook launched its own check-in feature
that made its users check-in easier without using third party app
like Foursquare
&
Check-ins
What happened:

7. Viral buzz on instagram
What happened:
Weekly Update Issue 35 : Social Network LandScape of Thailand
2012 : Photo-mania
One picture is worth a thousand words
%
What worked: With this application, people could
simply take photos and beautify them with Instagram
unique filters, and share through any social media
platform
The Buzz: Magnum Thailand officially introduced
Instagram to mass majority of Thai with its celebrity
endorsement buzz on the platform made Instagram
marketing trending and unique until every brands
wanted to adopt the same model

Instagram
2011
2012
2013
2014
2015
!
Instagram was a cult and unique just like Apple and its fans when it
first launched on its iOS. Once it opened itself to Android, and later
was taken over by Facebook in April 2012, the magic was gone.

8. 2013 : Sticker Taken Over
One sticker says a thousand words too!
The buzz:
The branded free download stickers and gaming
addictive platform
Weekly Update Issue 35 : Social Network LandScape of Thailand
%
2011
2012
2013
2014
2015
Cony, Brown, Moon and the gang
What worked: Other messaging apps offer basic emoji
for user. Line saw that people don’t have enough
emoji to express their feeling so they create platform
that users can send sticker to each other resulting in
fast adoption of users in Thailand
#
Line
What happened:
!
As a successful messaging platform, line doesn’t
success much as an advertising platform because
users in this category want privacy.

9. 2014 : Contents are really the king
Broadcasting your content on your own
What is happening:
Weekly Update Issue 35 : Social Network LandScape of Thailand
image
%
2011
2012
2013
2014
2015
The new television of the generation
What worked: Self-expression and self-created
content made simpler with youtube especially for
branded contents that currently are regulatory-free
The buzz: Many well-known influencers and guru
have turned their online contents into profitable
business after growing loyalty fans base for over 5
years

Videos
!
Brands and marketers still expect online media to
drive immediate sales while consumers mindset no
longer work that way

10. What’s next?
Weekly Update Issue 35 : Social Network Keynote LandScape Template
of Thailand

11. 2015 : Where are we heading to?
As a lot of people start to look for Facebook alternative
Weekly Update Issue 35 : Social Network LandScape of Thailand
]
%
2011
2012
2013
2014
2015
Circle? What is circle?
What could work: “Social Layer” feature of Google+ that let
users integrate all of Google’s services with one social
media. Circle system that can easily share or avoid specific
group of people
The potential buzz: Due to growing concern of privacy of
Facebook users, Circle could overcome this matter and
grow more of its popularity in Thailand likely through its
hero product of youtube
!
If Facebook deploy the same system as Google+ in
time, there might be some hesitation to change
platform
#
Circle
What might happen:

12. 2015 : Where are we heading to?
More privacy online
Weekly Update Issue 35 : Social Network LandScape of Thailand
%
Anonymous
2011
2012
2013
2014
2015
Socially networking anonymously
What could work: People would be able to
express themselves honestly without
worrying about the privacy through this type
of applications
The potential buzz: Truthful insights for
brands and marketers that could be found
through this searchable application platform
WHISPER
mobile application that only allows
anonymous posts by users
What might happen:
!
Facebook might have included this as option in its
privacy term to fight back the mass majority of the
audience

Source: http://whisper.sh

13. 2015 : Where are we heading to?
Real time marketing
Weekly Update Issue 35 : Social Network LandScape of Thailand
2011
2012
2013
2014
2015
Talk to me now!
What could work: Brands could have
engaged more with consumers during the
LIVE broadcasting where advertising is non-skippable!
The potential buzz: Tailored branded contents
for the audience to watch and engage, more
interactive advertising! in Thailand?
What might happen:
!
Media spending on youtube advertising might hype
up, but only those with engaging contents are likely
to win!

Live Videos

14. Key Implications - Contents
Each social media platforms has unique audiences, marketers and
brands should be aware of these audience in order to approach
them with the right contents
No contents should be created equal, unique contents
diversification will play important role in reaching the consumers
Privacy of contents will remain controversial for social media
landscape for the years to come, however it seems that Thais are
less sensitive to privacy concern comparing to the westerners.
Weekly Update Issue 35 : Social Network Keynote LandScape Template
of Thailand