Social Media Landscape and Strategy

Hello@HappyMarketer.comHello@happymarketer.com

The Social Media Landscape

David Liem

Partner, Happy Marketer

david@happymarketer.com

mailto:Hello@happymarketer.com

mailto:david@happymarketer.com

About Happy Marketer?

• Headquartered in Singapore• Provides Strategic Consulting and

Training Services• Focused on bringing market leading

thought leadership in Social Media Marketing to APAC

• Trained over 1500 professionals in less than 2 years

• Yahoo & Google Certified Partners

Hello@HappyMarketer.com

Why go into social media?

It can be that one thing that sets you apart from your competitors

Trust is harder to earn

• How things used to be...

How people are actually influenced

What are the top reasons people

Choose your brand?

What are the top feelings people

experience with your brand

Your Goals in Social Media:

1.Create EMOTION2.Create Friendships3.Create a Community

15MM+ users

135MM+ users

51MM+ users

15MM+ users

62MM+ users

232MM+ monthly active users

115MM+ subscribers

20MM+ blogs

6MM+ users

800 MM+ monthly active users

230MM+ users 2MM+ users

500K+ users

800MM+ monthly users visit site

Source: Official and Estimated statistics. Facebook, YouTube, Zynga, Twitter, LinkedIn, Groupon, Flickr, Tumblr, Instagram, Foursquare, Pinterest, scvngr, Path, Google+ SlashGear, TechCrunch / Comscore, FastCompany, Oink: TechCrunch, GetGlue, Foodspotting: Soraya Darabi’s LinkedIn

100K+ users

2MM+ users

1.5MM+ users

EC

We have many tools to choose from...

http://advertising.yahoo.com/article/flickr.html

http://www.slashgear.com/google-passes-62-million-users-adding-625000-new-users-daily-28204738/

http://techcrunch.com/2011/12/22/googlesplus/

http://www.fastcompany.com/1726460/fashion-site-polyvore-is-creating-an-army-of-anna-wintours

http://techcrunch.com/2011/11/22/oink-hits-100k-downloads-with-a-100k-items-added-in-under-three-weeks/

http://blog.getglue.com/?p=8976

http://www.linkedin.com/in/sorayadarabi

http://www.estebancontreras.com/

The

Social Media Landscape

The Corporate Website

Web Design Tips

• “Don’t make me think”• Simple and friendly navigation

Friendly design

Socialize Your Website• Add social media share buttons to your home page

• Add a Facebook Like box to your website

• Portal for your social media channels

Strengths & Weaknesses

Strengths• Effective for branding, sparking excitement with product

announcements, • Information gathering from the official source

Weaknesses• May appear ‘one-sided’, glossed over, fake• Info may not be as ‘cutting edge’ as 3rd party sites

Facebook

Timeline for Businesses, Features

Behind-the-Scenes, On-the-Ground updates

Strengths• It’s where the fishes are• Repeat visitors, convenient channel to communicate• Great for branding, short term engagement

Weaknesses• Hard to find direction/purpose, takes time• Not strong for conversions without significant incentives

YouTube

‘How it’s made’ videos

Testimonials

Strengths•High degree of engagement, realism, more likely to be shared and go ‘viral’ •Powerful to shape user sentiment•Consistent content rewards consistent viewers

Weaknesses•Costly (but high quality content almost always works)

Pintrest

Infographics

Strengths• Fast growing network• Visually appealing• Easy to share

Spark initial interest

Weaknesses• Pictures must be visually appealing to attract attention• Cluttered• Lower degree of interactivity between brands and users

Your Goals in Social Media:

1.Create EMOTION2.Create Friendships3.Create a Community

Hello@happymarketer.com

http://vimeo.com/38134755

http://www.youtube.com/watch?v=fGaVFRzTTP4

What are some of the trends you observe?

Off-line & online integration Localized

Personalized

Social

Crowd-sourced

Data-driven

Prantik MazumdarPartner, Happy Marketerprantik@happymarketer.com

The role & impact of social media in marketing

mailto:david@happymarketer.com

If I were to ask you, how is Singapore feeling today? Sad? Happy? Ok? What would you say??

http://www.singmood.com/

And how was Singapore feeling during the Budget & Valentines month?

Valentines Day!

Let’s see what are Singaporeans are searching for right now?......

http://www.google.com.sg/trends/

And what are they tweeting as we speak??

03:14

http://trendsmap.com/local/sg/singapore

Some fun social & mobile trivia!

1. What is the mobile penetration of Singapore?

2. What is the smartphone penetration of Singapore?

3. What is the most expensive iPhone/iPad app?

4. How many of you’ll use a mobile device while watching TV?

5. Which country has the highest per capita usage of Facebook by time?

6. Which is the fastest growing user segment on Facebook in Singapore?

We have moved into areal-time information era

People are searching & communicatingthrough real time, social & location-aware mechanism

What sparked this change??

The advent of Web 2.0 has transformed & revolutionized the Internet…

Web 2.0 encompasses services & applicaDonsthat facilitate a two-‐way process tocommunicate, share and collaborate

Its much more than just Facebook, LinkedIn & Twitter…

Everyone can be a creator, critic & collector!

Social media allows the same consumer to be a producer & your

On a lighter note, today we even have aprescribed social media diet;)

The Internet has democratizedinformation flow.

People & Consumers have thepower & choice to communicate, critique, discuss, share, transact through various

social & location-aware mobile tools

Brands & companies need to innovate& offer new, relevant ways to live, work & play

A bit about myself…..

Currently a Partner @ Happy Marketer

Previously, worked with another digital brand management firm

Started my career in the Civil Service – at IESingapore

Majored in Comp Engg in NUS & minor in Technopreneurship

Had won in the TEC category atStartup@Singapore in 2004

Love cricket & a believer in social media

www.linkedin.com/in/pranDkmazumdar@pranmaz

http://www.linkedin.com/in/prantikmazumdar

http://www.twitter.com/pranmaz

Today’s agenda…..

1. The evolution of media & marketing

2. Is Asia & Sg ready to embrace social media?

3. The role & impact of “social media” on marketing

4. Social media strategy.

http://vimeo.com/39557378

Source: www.thomascrompton.com

Smartphone Penetration in APAC…..

• Singapore – 70%

• Australia – 37%

• Hong Kong – 35%

• USA – 31%

Mobile Web Trends are ratherunique in Asia

Mobile Web Usage Trends…..

• Globally 8.9% of web traffic comes from mobile

• In Asia, that number stands at 14% - Japan : 47% - Urban China : 43% - Singapore : 35% - HK : 16%

• In many other Asian countries, most mobile Internet users never use a desktop/PC - India : 59% - Indonesia : 44% - Thailand : 32%

Smartphones, mobile web, mobile apps are transforming

Now, lets see how mobile is transforming our habits

The convergence of mobile & social is creating a wave of opportunities in the domains of entertainment, gaming, commerce, deals……

http://youtu.be/9c6W4CCU9M4

So where & how exactly does

“digital marketing” fit in &

influence marketing?

Traditionally the consumer decision making process has been linear and simplistic…….

…but with the advent of digital & social media, the model has evolved to be

Source: McKinsey & HBR 2010

…and in this new loop model, online marketing helps marketers achieve a good mix of objectives…..

….and there’s different forms of digital marketing channels & media to cater to

Brand marketers must distinguish between the differentkinds of digital media available & their

6 Asian countries in the Global

Top 20

Singapore’s Facebook Demographic

What are the cool, new,

relevant Facebook updates?

Key Features

1. Cover Photo & Profile Photo

2. Milestones

3. PinPosts & Highlights

4. Private Messages

5. Admin Panel & Analytics

So, what should be my Social Media MarketingStrategy?

Community Setup & Growth

Community Engagement

Community Enticement

Community Participation

Online Monitoring

User-GeneratedContent

Social Media Marketing Strategy

The activities and events that typically into campaign planning exercises……

• Facebook Fans Strategy• Facebook MediaBuy & CPC Advertising• Online & Traditional PR

• Facebook Application Contest• Facebook Wall Content Strategy• Facebook Photos & Videos

• Traditional PR Activities• Promotions & Fan Meetups• Roadshows & Events

Community Growth

Community Engagement

Community Participation

Brand Engagement

September 2009 – September 2010

From Tongue Twisters, Sing-‐a-‐long, Trivia’s…

Wall Strategy (December)

Total likes 680 (average 7)

Overall highest – 70 likes

Total comments 720 (average 8)

Overall highest – 63 comments

A TRIBUTE TO EARTH DAY(April 22, 2010)

The theme for April is Environmental Awareness. Cheers is launching an applicaTon that serves as an awareness on how to maintain the balance of a pond’s eco-‐system which will make healthy water for fish and other living community in a

pond.

Go Wild Over Football w/ CheersJune 1 to July 9, 2010Extended Dll July 12th

Wall

World Cup

SPAIN scored the 1st and only goal of the

Trivia on

Photo

June 2010 interacDon went to > 100 interacDons.

March’s highest interacTon

March

Month InteracTon Comments Like June 496 249 241 May 373 162 205 April 365 190 170 March 500 296 193

Customer Service

Promotion & Contests

Social Commerce

The Offline vs. Online battle?

How do I split my spends?

Source: Mashable

Hello@happymarketer.comSource: Economist

Which one takes the lead

&How do we synergize

both?

Offline marketing boostsonline effect by 40%

What prompts users to search onlinefor a particular product/service?

• TV ads – 44%• Word of Mouth – 41%• Print ads – 35%• Radio – 23%• Billboard – 13%

Source: eConsultancy & iProspect

Come lets take a nicephoto and share our

story on social media

Hope you’ve enjoyed the session.For anything else

just drop me a tweet@pranmaz

Or call me at +6590695123

http://www.twitter.com/pranmaz

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