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This is a presentation I gave at a Regional Aesthetics Marketing Workshop on how clinics in Asia can leverage on digital and social media to engage consumers and acquire new prospects.
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Q-MED Clinic Manager Training Workshop 25 June 2011
Digital and Social Media in Aesthetics Marketing
Agenda • The Changing Landscape of Advertising
• Challenges & Implications
• Digital Landscape in Asia
• Digital Marketing and Social Media: How you can apply this to your role
Let’s take a step back
Think about how the way we interact with media and entertainment has changed
There’s a shift from pure media consumption
To a culture participation and creation
People talk, share and aggregate
People create, remix and watch
And people do all of that for, with and against brands
For With Against
We are quickly evolving in the way we communicate and socialize
Consumers research and talk about brands heavily online.
Digital and social media accelerates these conversations…
Marketing is social With digital technology, communication
between brands and consumers become bidirectional
Brand Communication
Paid media gave us the power to completely control the story we wanted to tell
Brand Conversation
The Brand and Consumers talk to each other.
The enormous influence of earned media requires brands to open the conversation to everyone
is largely out of our control
Today, what is said about
our brand
Social Media: It’s not the same as advertising
• New medium with different rules • You need to understand the rules or get an external agency who does
• Traditional advertising rules will not work
So what does the digital landscape in Asia look like?
42% of the world’s Internet users are from Asia
Internetworldstats.com, June 2010 data
42% of the world’s Internet users are from Asia
Internetworldstats.com, June 2010 data
Asia Internet Population
Internet World Stats, June 2010
Asia Internet Population
Internet World Stats, June 2010
Asian web audience skews younger
Comscore, January 2011
Hong Kong and Singapore skews older than the global average
Comscore, March 2011
Median age of Online Users in HK, SG, TW and KR is between 25 – 44 years old
Hong Kong Taiwan Singapore South Korea
Growth of active users between the age of 35-59 year olds rising dramatically
Growth of active users between the age of 35-59 year olds rising dramatically
Key Online Activities: Asia
Comscore, Jan 2011
Most visited sites in APAC
Comscore: Top Domains, Asia Pacific Jan 2011
Females are equally active online
Comscore, March 2011
In fact, Hong Kong and Singapore have the largest proportion of women online
Comscore, June 2011
Singapore & Hong Kong: Social Media and Search Dominates
Hitwise, June 2011
Taiwan & South Korea: Search Portals and Community Networks lead the way
Hitwise, June 2011
Taiwan
South Korea
Photo sharing and videos are an integral part of the digital experience
Photo sharing and videos are an integral part of the digital experience
Online Video consumption: SG and HK
Online Video consumption: TW and KR
Search: Google leads the pack
Comscore, APAC, July 2010-Jan 2011
Singapore and Hong Kong users are active searchers
Facebook Penetration in APAC
Socialbakers, Feb 2011
Indonesia has the 2nd largest Facebook user base in the world
Philippines is the top Facebook market by reach
Comscore, June 2011
Japan, Indonesia, Philippines and Singapore are top 10 on Twitter by reach
Comscore, June 2011
Digital Marketing Toolkit: Data & Statistics
• Asian Digital Marketing Yearbook 2011
ü http://www.asiadigitalmarketingyearbook.com/asia-pacific-digital-marketing-yearbook-2011
• Comscore State of the Internet South East Asia March 2011
ü http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/State_of_the_Internet_Southeast_Asia
• Internet World Stats
ü http://www.internetworldstats.com/stats3.htm
Where should we start?
What are your customer touch points online?
Social Platforms Banners
E-Newsletter
Search
Microsites
Mobile App
Website
Blog
E-Direct Mailer
Branded content
Podcast
Forums
Objectives: What do you want to achieve?
Digital Platform
Awareness
Sales
Adoption
Building relationships
Leads generation
Data acquisition
Call to Action: What do you want the target audience to do?
Call to Action
Register for Events
Contact our Sales Team
Download our
marketing collaterals
Attend Online
Training
Purchase online
Download our Trial
Update your profile
Subscribe to our
newsletters
Find our more about
our products / services
What does Digital encompass?
Digital
Web Design (User Experience/Interface)
Mobile (Apps, coupons, QR codes, Augmented
Reality, Location Based Services)
Customer Relationship Management (Email Marketing)
Search Engine Optimization (SEO)
Viral Marketing (Blogs, Forum Seeding, Influencers)
Online Advertising (Banners, Paid Search, Ad
networks, Content Targeting)
Social Media (Facebook, Twitter, YouTube)
Web Analytics
The Consumer Purchase Funnel
Awareness
Consideration
Preference
Purchase
Retention
Advocacy
Advertising (Online/Offline), Email Marketing, Viral Marketing, Social Media
CRM, Social Media
Website (User Experience), Mobile, Web Analytics
Paid Search, SEO, Email Marketing, Viral Marketing, Mobile, Social Media
Paid Search, SEO, Viral Marketing, Mobile, Social Media
CRM, Viral Marketing, Social Media
Challenges Challenges
Our Challenges • High involvement product/service • Social Taboo • Invasive • Inertia • Fear • Expectations • Lack of or too much information • Costs • Marketing regulations
How can we use digital to… • Sell the product/service? • Recreate the sensorial experience of the brand/product online?
Key Digital Tenets • High level of involvement requires research to be done before a decision is made to purchase ü Online is the number one source of information
ü Not enough to just have a website
ü Users now rely on social networks and user generated content (e.g. reviews) to make their choices
Clinics must have a strong presence online • Numerous third party information sources online about the
brand and product
• Includes consumer reviews, discussions and even price comparison
• Potential customers have access to this information
• Essential for the brand and clinics to have a strong voice in the online landscape
What do consumers want? • Information, Clarity and Ease of Mind • They want to:
ü Hear about the experiences of others
ü Ask questions and get answers ü Be able to imagine what they would look like
ü Get a step by step explanation of the procedure
ü Find out if it will be painful/The price?
ü Know about the time horizon/downtime
• We need to get them comfortable enough to make a well informed decision
Let’s approach this in the following ways…
• Build a solid foundation – Website/Social Platforms ü Consumer education
ü Provide an information repository via content curation and not just aggregation
ü Open communication / Customer Service
ü Search Engine Optimization
• Drive awareness and traffic to digital assets ü Online Advertising, Keyword Search
• Engage existing/potential customers & key influencers ü CRM Strategy, Digital seeding, Blogger marketing
Content Creation & Distribution • Create customized (localized) branded media and content – Videos &
Photos
• Doctor participation and clinic promotions
• Product seminars and events
• Document procedure and experience
• Use well known bloggers as a launch platform
• Create a compelling reason to keep users coming back
• Solicit volunteers/Co-creation
• Build customer database (Email/Social Media)
Digital Marketing Channels
• Digital/Social Network Platforms ü Website, Facebook, Twitter, YouTube, Blogs
• Viral Marketing ü Digital seeding, Blogger outreach
• Online Advertising/Search Marketing ü Banner Ads, Ad Networks, Paid Search, Content Targeting
• Search Engine Optimization • Customer Relationship Management
ü Database management, Email marketing
• Website Analytics ü Accountability, Tracking and Optimization
Tying everything together
Blog
YouTube Channel Owned
Media Facebook
Page
Facebook Ads
Drive fan acquisition
Paid Media Search (Paid/
SEO)
Drive visits to Website/Blog
Earned Media
Drive traffic Increase brand
awareness/product knowledge
Monitor and engage on Discussion Forums . Digital Seeding, Blogger Outreach
Website
Online Advertising/
Drive traffic
What can we do to move customers away from purchase inertia?
• Create an immersive digital experience through pervasive storytelling
• Leverage on technology to create a virtual customized trial experience
Humans crave stories and technology constantly advances the art of story telling and creates new
experiences that help marketers connect
People love to hear and be part of stories
The Customized Trial Experience
Augmented Reality
Facial Recognition: Stars in You
Facial Recognition: Doggelganger New Zealand
Vaseline Face Whitening
Questions?
Thank You!
Vincent Teo [email protected] @intersphere (www.twitter.com/intersphere) www.linkedin.com/in/vincentteo
