Implementing a social media strategy

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Implementing a social media strategy

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Implementing a social media strategy

  1. 1. Sieu thi dien may Viet Long - www.vietlongplaza.com.vn Cost Effective Social Media Marketing Strategies to Maximize ROI Hsien- Tong Hsien-Hui VP, Marketing and New Media 8th April 2009 @ Marketing Institute of Singapore© Copyright 2009 Tong Hsien-Hui
  2. 2. Agenda • Introduction to Social Media • Implementation Process ? • Measuring ROI • Common Problems Faced • What Others Are Doing© Copyright 2009 Tong Hsien-Hui
  3. 3. Introduction to Social MediaOld Model New Model1 to Many The Multiplier© Copyright 2009 Tong Hsien-Hui
  4. 4. Introduction to Social Media• Social Media is about interactions • Social Media is not just technology• Social Media is about each • Social Media is not a short term individual project• Social Media provides a canvas for • Social Media is not something you your creativity give an intern to do• Social Media provides an outlet • Social Media is not a channel to for you to show the world what blast your packaged ads you can do • Social Media will not work without• Social Media is about EGO YOUR participation© Copyright 2009 Tong Hsien-Hui
  5. 5. Introduction to Social Media • What companies tend to use it for – Market Research – Public Relations/Marketing/Online Voice – Branding – Product Development – Customer Service – Promotions – Presence© Copyright 2009 Tong Hsien-Hui
  6. 6. Introduction to Social Media© Copyright 2009 Tong Hsien-Hui Chart Source: Forrester Research Dec 2008
  7. 7. Introduction to Social Media© Copyright 2009 Tong Hsien-Hui Chart Source: Forrester Research Dec 2008
  8. 8. Introduction to Social Media© Copyright 2009 Tong Hsien-Hui Chart Source: Frederic Cavazza
  9. 9. Implementation Process© Copyright 2009 Tong Hsien-Hui
  10. 10. Implementation Process? • No One-Size-Fits-All Strategy One-Size-Fits- • A poor plan implemented well is often better than a good plan implemented poorly • This is a long term business initiative© Copyright 2009 Tong Hsien-Hui
  11. 11. Implementation Process? S – Stakeholders, Who are they? W - Where are they? O Objective(s) - Objective(s) P - Planning - Community, Conversation, Context, Content E - Execute M - Monitor© Copyright 2009 Tong Hsien-Hui
  12. 12. Implementation Process Images Micro Webpage Blog Content Creator RSS Blog Platform Bookmark Video© Copyright 2009 Tong Hsien-Hui
  13. 13. Implementation Process Success Factors • Know your company • Know your online community • Interesting content – Innovative (Controversy is a subset) – Funny – ‘Cool’ Cool’ • Informative and accurate content • Frequent updates/changes/ replies • Honesty and Acknowledgement • Give “strokes” judiciously but frequently strokes” • Be consistent© Copyright 2009 Tong Hsien-Hui
  14. 14. Measuring ROI© Copyright 2009 Tong Hsien-Hui
  15. 15. Measuring ROI • Qualitative – Corporate Reputation – Conversations – Customer Relationships • Quantitative – Related Sales – Traffic – SEO Ranking – Benchmark vs Competitors and Partners© Copyright 2009 Tong Hsien-Hui
  16. 16. Measuring ROI Social Media can be Quantified – Number of positive conversations – Number of new qualified subscribers – New sales – New qualified leads – Number of new product changes suggested through this channel© Copyright 2009 Tong Hsien-Hui
  17. 17. Common Problems Faced© Copyright 2009 Tong Hsien-Hui
  18. 18. Common Problems Faced • Internal – Corporate Structure/Responsibilities – Response time – Loss of traditional one way communication channel – de- Change from centralized control to de-centralized control – Consistent pricing and message is needed • External – Target audience may not be online – Unless they are engaged, community often dies from lack of interaction – People engage with people, not with companies – Everyone sees you….investors, competitors, customers, you… busybodies… busybodies….. – A few people can dominate the conversation….and influence conversation… the tide of opinion© Copyright 2009 Tong Hsien-Hui
  19. 19. What Others are Doing - Skittles© Copyright 2009 Tong Hsien-Hui
  20. 20. What Others are Doing - Skittles© Copyright 2009 Tong Hsien-Hui
  21. 21. What Others are Doing - Skittles© Copyright 2009 Tong Hsien-Hui
  22. 22. What Others are Doing - Skittles© Copyright 2009 Tong Hsien-Hui
  23. 23. What Others are Doing - Skittles© Copyright 2009 Tong Hsien-Hui
  24. 24. What Others are Doing – Vodka Absolut Interest© Copyright 2009 Tong Hsien-Hui
  25. 25. What Others are Doing – Vodka Absolut Promote© Copyright 2009 Tong Hsien-Hui
  26. 26. What Others are Doing – Vodka Absolut Engage© Copyright 2009 Tong Hsien-Hui
  27. 27. What Others are Doing – Vodka Absolut Involve/Interact© Copyright 2009 Tong Hsien-Hui
  28. 28. What Others are Doing – Accenture Podcasts Staff Blogs© Copyright 2009 Tong Hsien-Hui
  29. 29. What Others are Doing – IBM Limited Community© Copyright 2009 Tong Hsien-Hui
  30. 30. What Others are Doing - Dell© Copyright 2009 Tong Hsien-Hui
  31. 31. What Others are Doing – Starbucks© Copyright 2009 Tong Hsien-Hui
  32. 32. What Others are Doing – Nike© Copyright 2009 Tong Hsien-Hui
  33. 33. What Others are Doing – Nike Connections© Copyright 2009 Tong Hsien-Hui
  34. 34. What Others are Doing – Burger King Controversy© Copyright 2009 Tong Hsien-Hui
  35. 35. What Others are Doing – Red Bull© Copyright 2009 Tong Hsien-Hui
  36. 36. What Others are Doing – Red Bull© Copyright 2009 Tong Hsien-Hui
  37. 37. What Others are Doing – AT & T (?) Will the real AT&T stand up© Copyright 2009 Tong Hsien-Hui
  38. 38. What Others are Doing – Bank of America© Copyright 2009 Tong Hsien-Hui

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