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SOCIAL MEDIA:
                    HYPE OR BUZZ?
                         THE NEW REALITIES FOR
                         AS...
SIMON KEMP
 @ESKIMON
DIA’S
SOCI AL ME AIL
          RET
 R OLE IN ACIFIC	
  
  IN ASIA-P
3 QUESTIONS:
       WHAT EXACTLY ARE ‘SOCIAL MEDIA’?
    WHY ARE SOCIAL MEDIA RELEVANT TO YOU?
HOW CAN RETAILERS IN ASIA H...
3 QUESTIONS:
       WHAT EXACTLY ARE ‘SOCIAL MEDIA’?
    WHY ARE SOCIAL MEDIA RELEVANT TO YOU?
HOW CAN RETAILERS IN ASIA H...
“   SOCIAL MEDIA ARE INTERNET-POWERED
      PLATFORMS THAT MAKE IT EASY FOR
    INDIVIDUALS, GROUPS OF PEOPLE, AND
      O...
THE CONCEPT OF SOCIAL MEDIA HAS
EXISTED SINCE THE DAYS OF CAVE PAINTINGS
BUT THE INTERNET HAS MADE THINGS
 POSSIBLE ON A WHOLE NEW SCALE
EARLY ‘INTERNET-ENABLED’ SOCIAL MEDIA
INCLUDED BULLETIN BOARD SYSTEMS (BBS)
THE WEB’S FIRST ‘SOCIAL NETWORK’ –
SIXDEGREES.COM – LAUNCHED IN 1997
NOW IT SEEMS LIKE A NEW SOCIAL
NETWORK LAUNCHES EVERY WEEK
BUT IT’S NOT THE NUMBER OF PLATFORMS THAT
MAKE SOCIAL MEDIA SO IMPORTANT FOR RETAILERS
3 QUESTIONS:
       WHAT EXACTLY ARE ‘SOCIAL MEDIA’?
    WHY ARE SOCIAL MEDIA RELEVANT TO YOU?
HOW CAN RETAILERS IN ASIA H...
WORLWIDE USERS OF SOCIAL MEDIA:

1,500,000,000+
                                   SOURCE: SITE-REPORTED FIGURES, WIKIPEDIA
PROPORTION OF THE WORLD’S
POPULATION WHO USE SOCIAL MEDIA:


        22%                        SOURCE: SITE-REPORTED FIGU...
1,338
        1,183



                  800




                           310
                                    231   ...
800M
                                                                                                         700M

      ...
NEW USERS JOINING
FACEBOOK EVERY DAY:


500,000
                      SOURCE: FACEBOOK
FACEBOOK                                  800 M


        QQ                    700 M


    TWITTER           200 M


 SIN...
ASIAN SOCIAL MEDIA USERS:

800,000,000+
                             SOURCE: SITE-REPORTED FIGURES, WIKIPEDIA
18M                15M
                                     CHINA:    531M
                                     QZONE
    ...
REACH
50%
OF FACEBOOK USERS
 SIGN IN EVERY DAY

                     SOURCE: FACEBOOK
REACH
FREQUENCY
MINUTES SPENT ON FACEBOOK EACH MONTH:

700,000,000,000
                                        SOURCE: FACEBOOK
(                                 )
      THAT EQUATES TO MORE THAN

    1 MILLION YEARS
      ON FACEBOOK EVERY MONTH
REACH
FREQUENCY
  AFFINITY
SOCIAL MEDIA ARE REAL-TIME
COMMUNICATION CHANNELS

                   OCT

                  13
EACH FACEBOOK FAN IS WORTH


US$3.60
  IN ‘EARNED MEDIA’ REACH

                             SOURCE: VITRUE.COM
REACH
FREQUENCY
  AFFINITY
EFFICIENCY
BUY NOW!
REACH
FREQUENCY
   AFFINITY
 EFFICIENCY
CONVERSION
HOW CAN YOU TURN THIS POTENTIAL
INTO REAL BUSINESS OPPORTUNITY?
3 QUESTIONS:
       WHAT EXACTLY ARE ‘SOCIAL MEDIA’?
 WHY ARE SOCIAL MEDIA RELEVANT TO MARKETING?
HOW CAN RETAILERS IN ASI...
SOME ‘BEST PRACTICE’ SOCIAL MEDIA
CASE STUDIES FROM THE RETAIL SECTOR
IKEA’S ‘SOCIAL CATALOGUE’
OBJECTIVE:
   RAISE AWARENESS OF A NEW IKEA
STORE WITH ALMOST ZERO MEDIA BUDGET
APPROACH: UPLOAD PHOTOS OF ROOMS IN THE IKEA SHOWROOM
 TO FACEBOOK, AND LET PEOPLE ‘TAG’ THEMSELVES AGAINST AN
  ITEM OF F...
TAG




 WHEN SOMEONE IS TAGGED IN A PHOTO       MORE IMPORTANTLY, THE SIMPLICITY OF
ON FACEBOOK, THEIR FRIENDS RECEIVE AN...
NOT ONLY DID THOUSANDS OF PEOPLE
 HEAR ABOUT MALMÖ’S NEW STORE,
 IT BECAME THE TALK OF THE TOWN
UNIQLO’S ‘SOCIAL LOOKBOOK’
OBJECTIVE:
  ENGAGE A FASHIONABLE, TECH-SAVVY
AUDIENCE WITH THE CHAIN’S NEW RANGE
APPROACH: REINTERPRET THE SARTORIALIST’S BLOG BY INVITING EVERYDAY PEOPLE
TO UPLOAD ‘UNIQLOOKS’ – THEIR OWN OUTFITS MADE U...
THE ACTIVITY HAS PROVEN VERY POPULAR THROUGHOUT THE
 WORLD, WITH MANY ASIAN COUNTRIES PARTICIPATING TOO
BY ENCOURAGING FASHIONISTAS TO    BY THEN ENABLING OTHERS TO VOTE
CREATE THEIR OWN LOOKS AND SHARE      VIA SOCIAL MEDIA, ...
HUNDREDS OF PHOTOS UPLOADED,
 AND HUNDREDS OF THOUSANDS
 OF VOTES IN SINGAPORE ALONE
BEST BUY’S
‘TWELPFORCE’
OBJECTIVE:
  REDUCE THE COST OF CUSTOMER SERVICE
WHILE SIMULTANEOUSLY EXTENDING ITS REACH
APPROACH: HARNESS THE COLLECTIVE KNOWLEDGE AND ENTHUSIASM OF
 THE WHOLE BEST BUY TEAM TO RESPOND TO CUSTOMERS’ QUESTIONS
 ...
APPROACH: ANY MEMBER OF BEST BUY’S TEAM ACROSS THE U.S. THAT
   HAS REGISTERED TO BE PART OF THE TWELPFORCE CAN OFFER
 ASS...
BY TAPPING INTO THE VAST BEST BUY      BY HARNESSING THE POWER OF
 NETWORK, THE BRAND MULTIPLIED        TWITTER, BEST BUY ...
REDUCED CUSTOMER
COMPLAINTS BY 20%
USING SOCIAL MEDIA
DIESEL GOES SOCIAL
IN THE FITTING ROOM
APPROACH: CREATE A BOOTH IN THE FITTING ROOM THAT ALLOWS PEOPLE TO TAKE PHOTOS OF
 THEMSELVES WEARING ITEMS THEY’RE TRYING...
CUSTOMERS CAN GET OPINIONS      DIESEL GAINS FREE EXPOSURE FOR
 AND OBJECTIVE ADVICE FROM     ITS RANGE THANKS TO THE PHOT...
SUCCESSFULLY INTEGRATED THE REAL-
WORLD SOCIAL ASPECT OF SHOPPING
  INTO DIGITAL SOCIAL NETWORKS
STARBUCKS’S
‘MAYOR OFFERS’
APPROACH: OFFER DISCOUNTS TO THE
  PERSON WHO ‘CHECKS IN’ TO EACH
BRANCH MOST OFTEN ON FOURSQUARE
CUSTOMERS GET VALUE IN THE FORM     STARBUCKS GETS VALUE IN THE
OF POTENTIAL DISCOUNTS, AND THE       FORM OF WORD-OF-MOUT...
150,000 CHECK-INS AT US
STARBUCKS OUTLETS PER WEEK
CONVERTING SOCIAL
ACTIVITY INTO REVENUE
OBJECTIVE:
  DRIVE ACTUAL SALES AMONGST A
FASHION AND MONEY-SAVVY AUDIENCE
APPROACH: CREATE A BLOG THAT FOCUSES ON GREAT FASHION TIPS AND
ADVICE, AND BRINGS EVERYTHING BACK TO HOW EVERYDAY CUSTOMER...
APPROACH: EXTEND CREDIBILITY AND REACH BY PARTNERING WITH
OTHER INFLUENTIAL BLOGGERS, AND CHALLENGE THEM TO CREATE NEW
  L...
APPROACH: MAKE IT STRAIGHTFORWARD FOR PEOPLE TO ENGAGE AND
 GET EXTRA INSPIRATION BY EXTENDING THE ACTIVITY INTO EVERYDAY
...
GENERATED MORE THAN
 £2 MILLION IN SALES
FROM SOCIAL ACTIVITIES
LOTS OF GREAT INSPIRATION
 FROM PREVIOUS ACTIVITIES
…BUT WHAT DOES
THE FUTURE HOLD?
3 TRENDS SHAPING THE FUTURE
OF SOCIAL MEDIA FOR RETAILERS
MOBILE DEVICES WILL MAKE
SOCIAL MEDIA UBIQUITOUS
MOBILE     SOCIAL      CONSTANT   DYNAMIC
SEARCH   ‘CHECK-INS’    COMMS      OFFERS
¥€$	
  

  E-COMMERCE WILL
BECOME MORE SOCIAL
‘COLLECTIVE BUYING POWER’
SOCIAL ANALYTICS WILL MAKE
 EVERYTHING ACCOUNTABLE
IDEA




SO HOW CAN RETAILERS IN ASIA
GET STARTED IN SOCIAL MEDIA?
8
STEPS TO
SUCCESS
STEP 1: DEFINE YOUR
BUSINESS OBJECTIVES
STEP 2: MONITOR AND INTERPRET
YOUR AUDIENCE’S CONVERSATIONS
STEP 3: UNDERSTAND YOUR
 AUDIENCE’S MOTIVATIONS
STEP 4: IDENTIFY HOW YOU CAN ADD
VALUE TO YOUR AUDIENCE’S WORLD
STEP 5: SELECT
YOUR PLATFORMS
♔♘♗♕♖
 STEP 6: STRATEGISE
  YOUR APPROACH
STEP 7: TEST
AND LEARN
STEP 8: RINSE
 AND REPEAT
8
    STEP 1: SET YOUR OBJECTIVES
    STEP 2: MONITOR CONVERSATIONS
    STEP 3: UNDERSTAND MOTIVATIONS
    STEP 4: IDENTIF...
3 QUESTIONS:
       WHAT EXACTLY ARE ‘SOCIAL MEDIA’?
 WHY ARE SOCIAL MEDIA RELEVANT TO MARKETING?
HOW CAN RETAILERS IN ASI...
SOCIAL MEDIA:
HYPE OR BUZZ?
WE ARE SOCIAL IS A CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN
 TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL ME...
SIMON KEMP
MANAGING DIRECTOR, SINGAPORE
                  @ESKIMON
                      DJESKI
               +65 9146 53...
Social Media and Retail Marketing
Social Media and Retail Marketing
Social Media and Retail Marketing
Social Media and Retail Marketing
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This is a guide to using social media for retail brands. It explores 3 key questions for any retailers looking to harness the power of social media:
1) What exactly are Social Media?
2) Why are they relevant to Retail Marketing
3) How can Retailers get started using Social Media?
It shares key figures that provide a rationale for using social media as part of retail marketing, offers some inspiring case studies of retail social media from around the world, explroes some trends that will shape the future of social in retailing, and sets out a simple framework to help retailers get started in Social Media.

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Social Media and Retail Marketing

  1. 1. SOCIAL MEDIA: HYPE OR BUZZ? THE NEW REALITIES FOR ASIA-PACIFIC RETAILERS SIMON KEMP • we are social • RETAIL ASIA ROUNDTABLE, SINGAPORE, 13 OCTOBER 2011
  2. 2. SIMON KEMP @ESKIMON
  3. 3. DIA’S SOCI AL ME AIL RET R OLE IN ACIFIC   IN ASIA-P
  4. 4. 3 QUESTIONS: WHAT EXACTLY ARE ‘SOCIAL MEDIA’? WHY ARE SOCIAL MEDIA RELEVANT TO YOU? HOW CAN RETAILERS IN ASIA HARNESS SOCIAL MEDIA?
  5. 5. 3 QUESTIONS: WHAT EXACTLY ARE ‘SOCIAL MEDIA’? WHY ARE SOCIAL MEDIA RELEVANT TO YOU? HOW CAN RETAILERS IN ASIA HARNESS SOCIAL MEDIA?
  6. 6. “ SOCIAL MEDIA ARE INTERNET-POWERED PLATFORMS THAT MAKE IT EASY FOR INDIVIDUALS, GROUPS OF PEOPLE, AND ORGANISATIONS TO CONVERSE AND PARTICIPATE WITH ONE ANOTHER IN A “ WIDE VARIETY OF SOCIAL ACTIVITIES.
  7. 7. THE CONCEPT OF SOCIAL MEDIA HAS EXISTED SINCE THE DAYS OF CAVE PAINTINGS
  8. 8. BUT THE INTERNET HAS MADE THINGS POSSIBLE ON A WHOLE NEW SCALE
  9. 9. EARLY ‘INTERNET-ENABLED’ SOCIAL MEDIA INCLUDED BULLETIN BOARD SYSTEMS (BBS)
  10. 10. THE WEB’S FIRST ‘SOCIAL NETWORK’ – SIXDEGREES.COM – LAUNCHED IN 1997
  11. 11. NOW IT SEEMS LIKE A NEW SOCIAL NETWORK LAUNCHES EVERY WEEK
  12. 12. BUT IT’S NOT THE NUMBER OF PLATFORMS THAT MAKE SOCIAL MEDIA SO IMPORTANT FOR RETAILERS
  13. 13. 3 QUESTIONS: WHAT EXACTLY ARE ‘SOCIAL MEDIA’? WHY ARE SOCIAL MEDIA RELEVANT TO YOU? HOW CAN RETAILERS IN ASIA HARNESS SOCIAL MEDIA?
  14. 14. WORLWIDE USERS OF SOCIAL MEDIA: 1,500,000,000+ SOURCE: SITE-REPORTED FIGURES, WIKIPEDIA
  15. 15. PROPORTION OF THE WORLD’S POPULATION WHO USE SOCIAL MEDIA: 22% SOURCE: SITE-REPORTED FIGURES, WIKIPEDIA, UN DATA
  16. 16. 1,338 1,183 800 310 231 193 CHINA INDIA FACEBOOK USA INDONESIA BRAZIL SOURCE: FACEBOOK, UN DATA
  17. 17. 800M 700M 600M 500M 400M 300M 200M 100M …AND GROWTH SHOWS NO SIGNS OF SLOWING   AUG 2008 NOV 2008 FEB 2009 MAY 2009 AUG 2009 NOV 2009 FEB 2010 MAY 2010 AUG 2010 NOV 2010 FEB 2011 MAY 2011 AUG 2011 SOURCE: FACEBOOK
  18. 18. NEW USERS JOINING FACEBOOK EVERY DAY: 500,000 SOURCE: FACEBOOK
  19. 19. FACEBOOK 800 M QQ 700 M TWITTER 200 M SINA WEIBO 200 M HABBO HOTEL 200 M VKONTAKTE 135 M GOOGLE+ 50 M SOURCE: SITE-REPORTED FIGURES, WIKIPEDIA
  20. 20. ASIAN SOCIAL MEDIA USERS: 800,000,000+ SOURCE: SITE-REPORTED FIGURES, WIKIPEDIA
  21. 21. 18M 15M CHINA: 531M QZONE SOUTH KOREA: JAPAN: CYWORLD MIXI HONG KONG: INDIA: FACEBOOK FACEBOOK 4M TAIWAN: 9M WRETCH 29M VIETNAM: ZING PHILIPPINES: 15M THAILAND: 11M 25M FACEBOOK FACEBOOK MALAYSIA: 11M INDONESIA: FACEBOOK FACEBOOK ASIA’S FAVOURITE 2.5M 39M SINGAPORE: SOCIAL NETWORKS FACEBOOK BY COUNTRY SOURCE: BURSON MARSTELLER
  22. 22. REACH
  23. 23. 50% OF FACEBOOK USERS SIGN IN EVERY DAY SOURCE: FACEBOOK
  24. 24. REACH FREQUENCY
  25. 25. MINUTES SPENT ON FACEBOOK EACH MONTH: 700,000,000,000 SOURCE: FACEBOOK
  26. 26. ( ) THAT EQUATES TO MORE THAN 1 MILLION YEARS ON FACEBOOK EVERY MONTH
  27. 27. REACH FREQUENCY AFFINITY
  28. 28. SOCIAL MEDIA ARE REAL-TIME COMMUNICATION CHANNELS OCT 13
  29. 29. EACH FACEBOOK FAN IS WORTH US$3.60 IN ‘EARNED MEDIA’ REACH SOURCE: VITRUE.COM
  30. 30. REACH FREQUENCY AFFINITY EFFICIENCY
  31. 31. BUY NOW!
  32. 32. REACH FREQUENCY AFFINITY EFFICIENCY CONVERSION
  33. 33. HOW CAN YOU TURN THIS POTENTIAL INTO REAL BUSINESS OPPORTUNITY?
  34. 34. 3 QUESTIONS: WHAT EXACTLY ARE ‘SOCIAL MEDIA’? WHY ARE SOCIAL MEDIA RELEVANT TO MARKETING? HOW CAN RETAILERS IN ASIA HARNESS SOCIAL MEDIA?
  35. 35. SOME ‘BEST PRACTICE’ SOCIAL MEDIA CASE STUDIES FROM THE RETAIL SECTOR
  36. 36. IKEA’S ‘SOCIAL CATALOGUE’
  37. 37. OBJECTIVE: RAISE AWARENESS OF A NEW IKEA STORE WITH ALMOST ZERO MEDIA BUDGET
  38. 38. APPROACH: UPLOAD PHOTOS OF ROOMS IN THE IKEA SHOWROOM TO FACEBOOK, AND LET PEOPLE ‘TAG’ THEMSELVES AGAINST AN ITEM OF FURNITURE FOR THE CHANCE TO WIN IT IN REAL LIFE
  39. 39. TAG WHEN SOMEONE IS TAGGED IN A PHOTO MORE IMPORTANTLY, THE SIMPLICITY OF ON FACEBOOK, THEIR FRIENDS RECEIVE AN THIS COMPETITION, AND THE GENERAL UPDATE THAT SHOWS THE PHOTO AND ITS DESIRE FOR ‘FREE STUFF’ MEANT THAT THE ACCOMPANYING STATUS UPDATE ACTIVITY RECEIVED HUGE PR COVERAGE
  40. 40. NOT ONLY DID THOUSANDS OF PEOPLE HEAR ABOUT MALMÖ’S NEW STORE, IT BECAME THE TALK OF THE TOWN
  41. 41. UNIQLO’S ‘SOCIAL LOOKBOOK’
  42. 42. OBJECTIVE: ENGAGE A FASHIONABLE, TECH-SAVVY AUDIENCE WITH THE CHAIN’S NEW RANGE
  43. 43. APPROACH: REINTERPRET THE SARTORIALIST’S BLOG BY INVITING EVERYDAY PEOPLE TO UPLOAD ‘UNIQLOOKS’ – THEIR OWN OUTFITS MADE UP OF UNIQLO ITEMS – AND ENCOURAGE THE PUBLIC TO VOTE FOR THEIR FAVOURITES AMONGST THESE PHOTOS
  44. 44. THE ACTIVITY HAS PROVEN VERY POPULAR THROUGHOUT THE WORLD, WITH MANY ASIAN COUNTRIES PARTICIPATING TOO
  45. 45. BY ENCOURAGING FASHIONISTAS TO BY THEN ENABLING OTHERS TO VOTE CREATE THEIR OWN LOOKS AND SHARE VIA SOCIAL MEDIA, THE BRAND THEM VIA SOCIAL MEDIA, UNIQLO BROADENED ENAGEMENT TO FRIENDS CREATED A NETWORK OF ENDORSERS AND THEIR SOCIAL NETWORKS
  46. 46. HUNDREDS OF PHOTOS UPLOADED, AND HUNDREDS OF THOUSANDS OF VOTES IN SINGAPORE ALONE
  47. 47. BEST BUY’S ‘TWELPFORCE’
  48. 48. OBJECTIVE: REDUCE THE COST OF CUSTOMER SERVICE WHILE SIMULTANEOUSLY EXTENDING ITS REACH
  49. 49. APPROACH: HARNESS THE COLLECTIVE KNOWLEDGE AND ENTHUSIASM OF THE WHOLE BEST BUY TEAM TO RESPOND TO CUSTOMERS’ QUESTIONS AROUND THE CLOCK VIA A CONSOLIDATED TWITTER ACCOUNT
  50. 50. APPROACH: ANY MEMBER OF BEST BUY’S TEAM ACROSS THE U.S. THAT HAS REGISTERED TO BE PART OF THE TWELPFORCE CAN OFFER ASSISTANCE TO CUSTOMERS WHO TWEET QUESTIONS TO THE BRAND
  51. 51. BY TAPPING INTO THE VAST BEST BUY BY HARNESSING THE POWER OF NETWORK, THE BRAND MULTIPLIED TWITTER, BEST BUY REDUCED THE THE LIKELIHOOD OF BEING ABLE TO COST OF DELIVERING ANSWERS WHILE DELIVER CUSTOMERS AN ANSWER ALSO DELIVERING THEM FASTER
  52. 52. REDUCED CUSTOMER COMPLAINTS BY 20% USING SOCIAL MEDIA
  53. 53. DIESEL GOES SOCIAL IN THE FITTING ROOM
  54. 54. APPROACH: CREATE A BOOTH IN THE FITTING ROOM THAT ALLOWS PEOPLE TO TAKE PHOTOS OF THEMSELVES WEARING ITEMS THEY’RE TRYING ON, AND POST THESE PICTURES INSTANTLY TO THEIR OWN FACEBOOK PROFILE IN ORDER TO GET FRIENDS’ OPINIONS AND SUGGESTIONS
  55. 55. CUSTOMERS CAN GET OPINIONS DIESEL GAINS FREE EXPOSURE FOR AND OBJECTIVE ADVICE FROM ITS RANGE THANKS TO THE PHOTOS FRIENDS, EVEN IF THEY’RE NOT THAT PEOPLE SHARE TO THEIR ACTUALLY SHOPPING TOGETHER FACEBOOK PROFILES
  56. 56. SUCCESSFULLY INTEGRATED THE REAL- WORLD SOCIAL ASPECT OF SHOPPING INTO DIGITAL SOCIAL NETWORKS
  57. 57. STARBUCKS’S ‘MAYOR OFFERS’
  58. 58. APPROACH: OFFER DISCOUNTS TO THE PERSON WHO ‘CHECKS IN’ TO EACH BRANCH MOST OFTEN ON FOURSQUARE
  59. 59. CUSTOMERS GET VALUE IN THE FORM STARBUCKS GETS VALUE IN THE OF POTENTIAL DISCOUNTS, AND THE FORM OF WORD-OF-MOUTH EGO BOOST OF BECOMING ‘MAYOR’ ADVOCACY, AS WELL AS THE ABILITY OF THEIR FAVOURITE STARBUCKS TO IDENTIFY ITS TOP CUSTOMERS
  60. 60. 150,000 CHECK-INS AT US STARBUCKS OUTLETS PER WEEK
  61. 61. CONVERTING SOCIAL ACTIVITY INTO REVENUE
  62. 62. OBJECTIVE: DRIVE ACTUAL SALES AMONGST A FASHION AND MONEY-SAVVY AUDIENCE
  63. 63. APPROACH: CREATE A BLOG THAT FOCUSES ON GREAT FASHION TIPS AND ADVICE, AND BRINGS EVERYTHING BACK TO HOW EVERYDAY CUSTOMERS CAN AFFORD THE LOOK BY BUYING DIFFERENT ITEMS FROM TESCO
  64. 64. APPROACH: EXTEND CREDIBILITY AND REACH BY PARTNERING WITH OTHER INFLUENTIAL BLOGGERS, AND CHALLENGE THEM TO CREATE NEW LOOKS AND WRITE ABOUT THESE ON THEIR OWN PROPERTIES TOO
  65. 65. APPROACH: MAKE IT STRAIGHTFORWARD FOR PEOPLE TO ENGAGE AND GET EXTRA INSPIRATION BY EXTENDING THE ACTIVITY INTO EVERYDAY ‘QUICK CONSUMPTION’ SOCIAL MEDIA LIKE FACEBOOK AND TWITTER
  66. 66. GENERATED MORE THAN £2 MILLION IN SALES FROM SOCIAL ACTIVITIES
  67. 67. LOTS OF GREAT INSPIRATION FROM PREVIOUS ACTIVITIES
  68. 68. …BUT WHAT DOES THE FUTURE HOLD?
  69. 69. 3 TRENDS SHAPING THE FUTURE OF SOCIAL MEDIA FOR RETAILERS
  70. 70. MOBILE DEVICES WILL MAKE SOCIAL MEDIA UBIQUITOUS
  71. 71. MOBILE SOCIAL CONSTANT DYNAMIC SEARCH ‘CHECK-INS’ COMMS OFFERS
  72. 72. ¥€$   E-COMMERCE WILL BECOME MORE SOCIAL
  73. 73. ‘COLLECTIVE BUYING POWER’
  74. 74. SOCIAL ANALYTICS WILL MAKE EVERYTHING ACCOUNTABLE
  75. 75. IDEA SO HOW CAN RETAILERS IN ASIA GET STARTED IN SOCIAL MEDIA?
  76. 76. 8 STEPS TO SUCCESS
  77. 77. STEP 1: DEFINE YOUR BUSINESS OBJECTIVES
  78. 78. STEP 2: MONITOR AND INTERPRET YOUR AUDIENCE’S CONVERSATIONS
  79. 79. STEP 3: UNDERSTAND YOUR AUDIENCE’S MOTIVATIONS
  80. 80. STEP 4: IDENTIFY HOW YOU CAN ADD VALUE TO YOUR AUDIENCE’S WORLD
  81. 81. STEP 5: SELECT YOUR PLATFORMS
  82. 82. ♔♘♗♕♖ STEP 6: STRATEGISE YOUR APPROACH
  83. 83. STEP 7: TEST AND LEARN
  84. 84. STEP 8: RINSE AND REPEAT
  85. 85. 8 STEP 1: SET YOUR OBJECTIVES STEP 2: MONITOR CONVERSATIONS STEP 3: UNDERSTAND MOTIVATIONS STEP 4: IDENTIFY HOW TO ADD VALUE STEP 5: SELECT YOUR PLATFORMS STEP 6: STRATEGISE YOUR APPROACH STEP 7: TEST AND LEARN STEP 8: RINSE AND REPEAT
  86. 86. 3 QUESTIONS: WHAT EXACTLY ARE ‘SOCIAL MEDIA’? WHY ARE SOCIAL MEDIA RELEVANT TO MARKETING? HOW CAN RETAILERS IN ASIA HARNESS SOCIAL MEDIA?
  87. 87. SOCIAL MEDIA: HYPE OR BUZZ?
  88. 88. WE ARE SOCIAL IS A CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING TESCO, UNILEVER, ADIDAS, COCA-COLA, AND DIAGEO. IF YOU’D LIKE TO CHAT ABOUT HOW WE CAN HELP YOU TOO, EMAIL US AT SAYHELLO@WEARESOCIAL.SG, OR CALL US ON +65 9146 5356
  89. 89. SIMON KEMP MANAGING DIRECTOR, SINGAPORE @ESKIMON DJESKI +65 9146 5356 SIMON.KEMP@WEARESOCIAL.SG HTTP://WEARESOCIAL.SG
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This is a guide to using social media for retail brands. It explores 3 key questions for any retailers looking to harness the power of social media: 1) What exactly are Social Media? 2) Why are they relevant to Retail Marketing 3) How can Retailers get started using Social Media? It shares key figures that provide a rationale for using social media as part of retail marketing, offers some inspiring case studies of retail social media from around the world, explroes some trends that will shape the future of social in retailing, and sets out a simple framework to help retailers get started in Social Media.

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