Engaging your customers with Social Media Marketing


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Presentation slides of the Public seminar at HKU SPACE

Date: 28/Oct/2010
Location: Hong Kong
By: Alvis Ko, theOrigo Ltd.

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Engaging your customers with Social Media Marketing

  1. 1. Engaging your customers with SOCIAL MEDIA MARKETING by Alvis Ko theOrigo Ltd.
  2. 2. It’s presentation slides of the Public seminar at HKU SPACE Date: 28/Oct/2010 Location: Hong Kong By: Alvis Ko, theOrigo Ltd. http://www.facebook.com/hkuspace.smm
  3. 3. QUESTIONS IN YOUR HEAD? • What’s Social Media? • How to do that? • How do Social Media • Where to start? affect or help you? • Is it Safe? • How you handle negative comments?
  4. 4. Do you social?
  5. 5. ONLINE MARKETING Search Engine E-Mail Search Engine Social Media Affiliate Banner Ads Marketing Marketing Optimization Marketing Marketing (Paid Search) Company Website
  6. 6. NEW TREND OF ONLINE MARKETING Uni-directional Advertising Publishing Social Media Search Engine Marketing Optimization Integrating SMM & SEO
  7. 7. WHAT’S THE SOCIAL MEDIA? • Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media use web-based technologies to transform and broadcast media monologues into social media dialogues. • The online tools that facilitate conversation • Connections between friends, peers, and influencers • Collaboration • Community
  8. 8. SOCIAL NETWORK • Example: Facebook, Friendster, LinkedIn, MySpace, Orkut, Hi5, Ning, Cyworld • Tools allowing you to share information about your friends, professional colleagues, etc • Allow you to create a profile and post content (text, photo, video, audio, etc) or link to things about your interests or expertise. • A reflection of social networking in offline world • Primary for joining is social (connect with friends or know friends) but rather than commercial (sell something)
  9. 9. BLOG • Blogger.com , WordPress, TypePad, Xanga,Yahoo/Sina Blogs, LiveJournal, ... • Publish yourself. Manage you own content • Communicate with your employee, customers and/ or friends
  10. 10. MICROBLOGGING • Example: Twitter, Sina , Plurk, • Communicate through less than 140 characters
  11. 11. VIDEO • Example:YouTube, Google Video,Vimeo, Blip.tv,, Metacafe • Live Streaming: UStream, Justin.tv, Blog.tv, Mogulus, Veodia
  12. 12. PHOTO SHARING • Example: Flickr, Picasa, PhotoBucket, SmugMug • Archive and share photos
  13. 13. AUDIO • Example: Podcast, iTunes, last.fm
  14. 14. FORUM • Forum:Yahoo! Groups, Google Groups,Yahoo! Answers, Discuss, Uwants, ,Yahoo! Answer • Forum Seeding
  15. 15. WIKI AND CROWD WISDOM • Example: Wikipedia, Wikia, SocialText, , About.com
  16. 16. VIRTUAL WORLDS • Example: Second Life, The Sims Online, PlayStation HOME, Sooff, • Advertising opportunities • Virtual Storefront, do commerce
  17. 17. GAMING • Example: World of Warcraft, Halo3 • Similar to Virtual World but emphasis on gaming basis: Cooperation & competition • Online community • Conversation and shared experience • Advertising opportunities
  18. 18. AGGREGATORS • Example: Delicious, Digg, Google Reader, iGoogle, Alltop, FriendFeed • Gather, update and store information for easy access • Leverage the wisdom of crowd and tell what other people saying about a particular product, service or brand. • Excellent tools for capture market intelligence
  19. 19. MORE... • RSS - Feedburner • Location - FourSquare, Google Latitude • Document/Content Share - Slideshare, Scribd, Docstoc • Customer Service - GetSatisfaction, Uservoice • Social Bookmark - Delicious, StumbleUpon, Evernote • Social News: Digg, Mixx, Reddit, NowPublic
  20. 20. ALEXA TOP SITES - GLOBAL 1. Google 11.QQ 2. Facebook 12.Yahoo Japan 3. YouTube 13.Google India 4. Yahoo! 14.Taobao 5. Windows Live 15.Amazon 6. Baidu 16.Google 7. Wikipedia 17.Sina 8. Blogger 18.Google Hong Kong 9. Twitter 19.Wordpress.com 10.MSN 20.Google UK
  21. 21. TOP SITES IN HONG KONG 1. Yahoo! 11.TVB 2. Facebook 12.Blogger.com 3. YouTube 13.Wikipedia 4. Google Hong Kong 14.on.cc 5. Google 15.MSN 6. Discuss.com.hk 16.Sina.com.cn 7. Windows Live 17.Hong Kong Jockey Club 8. Uwants 18.Taobao.com 9. Next Media 19.hkgolden.com 10.Baidu 20.HSBC
  22. 22. Why social media is important? Reason 1 Social media is not about future. It is the MAINSTREAM.
  23. 23. Source: Pew, Nielsen
  24. 24. Social Media Marketing is now a integral part of the marketing
  25. 25. Why social media is important? Reason 2 Traditional advertising method is being challenged
  26. 26. People are exposed to 3000 advertising messages per day
  27. 27. CONSUMERS HAVE BECOME OVERLOADED 14% : PROPORTION OF PEOPLE WHO TRUST ADVERTISING INFORMATION make purchasing decisions largely independent of what companies tell them about products. skeptical about traditional company-driven advertising and marketing
  30. 30. NOT JUST ABOUT GETTING HITS Image source: Flickr - yewco
  31. 31. IT’S ABOUT TRUST
  32. 32. 91% OF PEOPLE GLOBALLY WILL BUY FROM COMPANIES BASED ON TRUST Source: EDELMAN PR, 2009 Word of Previous = + Mouth Usage
  33. 33. TOP 3 INFLUENCE FACTORS OF BUYING Only WOM has different degrees of influence on consumers at each stage of this journey Advertising become less important Source: McKinsey Quarterly Apr 2010
  36. 36. RUPERT MURDOCH : • “ To find something comparable, you have to go back 500 years to the printing press, the birth of mass media … • Technology is shifting power away from editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control. ”
  37. 37. Why social media is important? Reason 3 Social Media Spread WOM rapidly and broadly that never happened before Everyone is a publisher
  38. 38. VERY IMPORTANT CONCEPT ON ONLINE MARKETING! Traditional Advertising Online Marketing • Interrupt people so that • Web marketing is about they pay attention to a one- delivering useful content at way message. just the precise moment that a buyer needs it. • Uni-directional communications • Bi-directional & Multi- directional communications
  39. 39. FRAMEWORK FOR A SOCIAL MEDIA STRATEGY Audience Objectives Strategy Tactics and Tools Metric
  40. 40. AUDIENCE Audience • Listen and understand your audience and how they communicate/interact on the social web. • Understand their behaviors, preferences, methods of publishing, and sharing. • What types of social networks, media sharing and assets do they engage? • What are their goals for doing so? 
  41. 41. PEOPLE (AUDIENCE) • In order to reach people, we have to first figure out who they are and where they go for information • In the process, you’ll quickly discover that there is no magic bullet for reaching everyone, all at once. • The strategy is in how to segment active communities from audiences - humanizing and materializing the people we with to reach.
  42. 42. Not only reaching your audience directly. Also go through influencers.
  43. 43. 3 KINDS OF INFLUENCERS Image source: Fluent
  44. 44. EXPERT/KEY INFLUENCERS Who? • bloggers and Twitterer with huge following • rarely now their audiences personally How? • Blogs, Twitters, websites, etc... • In specific fields have an outsized influence on brand affinity & purchasing decisions on social platforms
  45. 45. SOCIAL INFLUENCERS Who? • everyday people who participate in social platforms. • usually know them personally (in your consumer’s social graph) How? • through consumer reviews, by updating their own status and Twitter feeds and commenting on blogs and forums.
  46. 46. KNOWN PEER INFLUENCERS Who? • Family members or friends (in consumer’s inner circle) • the closest to both the purchasing decision and to the consumer How? • Online or real person contacts • purchasing decision most directly and have to live with the results of their family member or friend’s decision as well.
  47. 47. OBJECTIVES Objectives • Consider both the goals of the company as well as the audience you’re trying to reach. Marketing on the social web is about giving to get. • Knowing what your community wants is key in reaching your own organization’s goals because you’re going to give it to them. 
  49. 49. SOME COMMON OBJECTIVES • Branding • Customer Service & Loyalty • Educate customers. • Improve customer • Build awareness. satisfaction. • Establish thought leadership. • Customer communication. • Marketing & Sales • Crowd Sourcing. • Generate leads. • Market Research • Drive sales. • Monitor the mentions • Reach new channels of • Get customer’s comments customers. on brands • Make money from content.
  50. 50. STRATEGY Strategy • What approach will you take to meet the needs and interests of your audience in order to meet your own?   • Will you engage influencers, will you energize brand advocates or will you create demand by offering non- branded resources?
  51. 51. SOCIAL MEDIA MARKETING FUNNEL Awareness Interest Needs determination Active Evaluation Purchase Loyalty Repeat purchase / referral
  52. 52. Awareness Interest Active Evaluation Purchase Loyalty Stage 1. Awareness & Stage 2. Interest
  53. 53. USER MULTIPLE CHANNELS Starbucks.com My Starbucks Idea On Facebook On Twitter On Youtube
  55. 55. VIRAL MARKETING • The buzzwords viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self- replicating viral processes, analogous to the spread of pathological and computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the Internet. • Viral promotions may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or even text messages.
  56. 56. STAY CURRENT Catch the wave on the hot topics / tags
  57. 57. PROMOTION: Competition / Sweepstakes / e-Coupon
  58. 58. SOCIAL APP / GAME Awareness & Lead Generation
  59. 59. 1. AWARENESS STAGE & 2. INTEREST STAGE • Introduce to potential customers to your brand • Build awareness & encourage customers to remember you • Popular means: TV, radio, print, DM, Sponsor event, promotions, PR • Digital: Display Ad., Paid Search on category-oriented keywords, Sponsorship, SEO, Email Marketing
  60. 60. SMM MEANS IN AWARENESS STAGE • Facebook Fan Page, Games, Apps • Twitter • Provide RSS for content of Corporate website • Allow new customer to broadcast their purchases to their social network • Build brand awareness by encourage your loyal customers to talk to their friends about your product. • Leverage social ads. • Display Ad. on Social Network
  61. 61. • Nurture Relationship with expert/key influencers (bloggers, expert in specific field or someone with large no. of follower) e.g., Invite to product trial, sponsorship, loyalty
  62. 62. Awareness Interest Active Evaluation Purchase Loyalty Stage 3. Evaluation & Stage 4. Purchase
  63. 63. A TYPICAL OF HOW BUYING DECISION IS MADE 1 2 Search in Read the Official website Search Engines - Get the first impression
  64. 64. A TYPICAL OF HOW BUYING DECISION IS MADE (CON’T) 3 4 Read Review from Found and Read the Blogs & Forums Wikipedia Page discussing the product
  65. 65. A TYPICAL OF HOW BUYING DECISION IS MADE (CON’T) 5 6 Found and Read Ask Friends in Facebook / articles in Yahoo + Twitter
  66. 66. A TYPICAL OF HOW BUYING DECISION IS MADE (CON’T) 7 8 Read more details in Read User Reviews company website
  67. 67. A TYPICAL OF HOW BUYING DECISION IS MADE (CON’T) 9 Purchase in online store Purchase in physical store
  68. 68. 3. EVALUATION STAGE • Publish customer rating and reviews on corporate website • Point to authoritative third-party reviews • Encourage prospects to discuss products • Connect Prospective customer to each other • Setup Twitter account and response to customer queries • Track a list of websites, blogs, discussion forums where the product’s target customers spends their time
  69. 69. 4. PURCHASE STAGE • Highlight related popular Products • Provide tools to broadcast the purchase • Provide customer support to smoothen the survey process (e.g, user community forum)
  70. 70. Awareness Interest Active Evaluation Purchase Loyalty Stage 5. Loyalty
  71. 71. 5. LOYALTY • Who are Loyal Customers? • Purchasers who buy again • or Refer friends/someones to buy • Loyal Customer: Higher Margin, Lower Acquisition Cost • Encourage to spread the word about the product & encourage others to buy • Loyal Customer = best marketers!
  73. 73. LIKE BUTTON
  74. 74. Marketing on Facebook
  76. 76. ALWAYS: Listen Have Fun! Engage Be Respectful Be Real
  77. 77. Important! PEOPLE ARE SEEKING ANSWERS AND DIRECTION, NOT MESSAGES OR SALES PITCHES People do not create accounts on Facebook,YouTube, Twitter, of any other social network to hear from brands
  78. 78. Personal Page Group Account Likes Facebook Friends Members (Fans) Connect / API Social Ads Events Apps Photos Notes Video
  79. 79. PERSONAL PROFILE • The starting point for your personal presence on Facebook is your profile page. • By connecting to hundreds of partners, customers, associates, and friends on Facebook, you’ll drive a TON of traffic to your profile page. Take advantage of that huge opportunity.
  80. 80. PERSONAL PROFILE • Not only is your profile the page that you have the most control over, it’s the place where you can most deeply and authentically express your passion for the brand, company, or product you want to promote. • Your profile page is an opportunity to engage with audience in more personal level.
  81. 81. FACEBOOK PAGE • Facebook has provided a second kind of public profile called Pages that are designed to be used by businesses, brands, and public figures to establish a brand presence on Facebook and engage with large numbers of Facebook users. • Redesigned in 2009
  82. 82. PAGES NOW LOOK MUCH LIKE PERSONAL PROFILE • The Wall tab, containing all the latest updates and Wall posts, is now front and center. • Page owners can also choose to separate Facebook user comments (“Wall posts”) from updates from the profile owner. If they choose to do so, updates from the profile owner will appear in a separate filtered view of the wall. • Most static information now lives on an Info tab, and Photos now live on a Photos tab.
  83. 83. • Page admins can add custom application tabs to their Page if they so choose. • Perhaps most important, page admins can now share Status Updates like regular Facebook users can on their own profile. • All Page updates will now prominently appear in Facebook users’ home page News Feed. This means users will see updates from Pages they’re a fan of mixed in with updates from people they’re friends with.
  84. 84. WALL • Facebook Pages for business are focused on the “Wall.” • Content posted on the new Wall shows up in Fans’ News Feeds more often. • Use the Wall to “update your Status, upload new photos or videos, and post Notes or Links to interesting content. • Posting updates to your Facebook Page is now a lot more viral, as more News Feed distribution could drive significant traffic to your Page.
  85. 85. UPDATES MAY GO TO FAN’S NEWS FEED ...But Not Always
  86. 86. WILL GO FURTHER IN THE COURSE • Creating interesting stories • Increasing Fan base • Optimizing Newsfeed of fans and friends • Getting the most out of a Fan Page
  87. 87. AND... • Setting Page Username • Use of Photos • Optimizing Landing Page • Social Ads • Facebook Apps • Social Plugins • Promotion on Facebook • Facebook Connect • Facebook Group • Metric for measurement
  88. 88. Marketing on Twitter
  89. 89. Marketing on Blogs
  90. 90. Marketing on YouTube
  91. 91. Forum/Video/Photo Seedings
  92. 92. Listen to the feedback
  93. 93. LISTEN TO FEEDBACKS Response if necessary
  94. 94. GOOGLE ALERT http://www.google.com/alerts
  96. 96. TWITTER ADVANCED SEARCH http://search.twitter.com/advanced
  98. 98. TWITTER STREAM GRAPH http://www.neoformix.com/Projects/TwitterStreamGraphs/view.php
  99. 99. FINDING VALUES IN NOISE Source: Harvard Business Review Jun 2010
  100. 100. TWEETDECK www.tweetdeck.com/
  101. 101. WITH FACEBOOK Full News Feed Status Updates Wall Posts Photos ...
  102. 102. WITH TWITTER Your Twitter Feed Saved Twitter Search
  103. 103. RADIAN 6
  104. 104. RADIAN 6 • Crisis Management • Lifecycle of Buzz • Uncover Influencers • Benchmark the Competition • Capture Industry Trends • Sales and Lead Generation • Customer Service Outreach
  105. 105. Who should run your company's social media program?
  106. 106. Who should run your company's social media program? • CEO • Agency • CMO • Twitern (Twitter Intern) • Social Media Lead • PR Manager • Product/Service Lead
  107. 107. Social Media Voices should be MULTIPLE AND AUTHENTIC • Focus on different conversation areas: • Customer support • Industry insights • product information • awareness building • ...
  108. 108. HE/SHE SHOULD KNOW COMPANY-WIDE THE OBJECTIVES Such as: • Providing industry and company insights to all stakeholders • Building awareness for your product and services • Forging deeper more trusted relationships with your customers • Customer service and product complaints • Discount and promotional information
  109. 109. SETUP COMPANY’S SOCIAL MEDIA GUIDELINE • Declaration of trust • Engagement practices • Statement of responsibility • No unauthorized sharing of business info • An identification of themselves as employees • Respect for the audience • A social media voice, • Respect for copyrights recognize not brand voice • How to handle mistakes
  110. 110. EXAMPLES OF GUIDELINES IBM Intel http://www.ibm.com/blogs/zz/en/guidelines.html http://www.intel.com/sites/sitewide/en_us/social-media.htm
  111. 111. WE’VE LEARNED • WE are in the moment of cultural change in marketing • WOM is important • 5 stages in social media marketing • Listen to Feedbacks • How and who to start with social media marketing
  112. 112. Social Media Marketing and Search Engine Optimization for Business Start on 19/Oct/2010 Every Tuesday o 8:00-10:00pm o 5 Weeks at Admiralty Centre conducted by Alvis Ko http://www.hkuspace.hku.hk/prog/social-media-marketing-and-SEO-for- business http://www.facebook.com/hkuspace.smm
  113. 113. How SMM & SEO help each other to BE FOUND & ENGAGE WITH CUSTOMERS Social Media Marketing Search Engine Optimization • Creating Social Media • Working principles of Search Marketing Plan Engines • Considerations in specific • Best Practice for Optimizing Social Media Platforms web Page • Tools & Technical aspects • Identify the best keywords for the website • Analytics - how to measure the success • Measuring success and useful SEO tools
  114. 114. Thank you! Get Updates on Social Media Marketing Trend at: http://www.facebook.com/hkuspace.smm Course Info: http://www.hkuspace.hku.hk/prog/social-media- marketing-and-SEO-for-business By Alvis Ko - theOrigo Ltd www.theorigo.com