Social Media Campaigns

Hello@happymarketer.com

Search Discovery

Connectivity & The Power of Data

Digital Media��is revolutionizing��

our lives!

What are some of the ��trends you observe?

Off-line & online ��integration Localized

Personalized

Social

Crowd-sourced

Data-driven

Prantik Mazumdar Partner, Happy Marketer prantik@happymarketer.com

Real-time data & integrated digital marketing

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

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

Valentines Day!

Let’s see what are people in HK searching for right now?......

And what are they tweeting as we speak??

Some fun social & mobile trivia!

1.  What is the mobile penetration of HK

2.  What is the smartphone penetration of HK?

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 HK?

We have moved into a��real-time information era

��People are searching & communicating��

through 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 & applica8ons that facilitate a two-‐way process to communicate, 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 brand ambassador too!

The Internet has democratized��information flow.

��

People & Consumers have the��power & 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

How has this affected the print industry?

Why is the 600+ year old ��printing press industry ��suddenly struggling?

Discussion

I wasn’t joking when I said that Hong Kong folks are mobile & social in toilets;)

We are pretty high in the scale!

Today’s agenda…..

1. Asia & HK’s Digital & Mobile Landscape ��2. 11 Best Digital Practices for Luxury Brands 3. Different Online Media Advertising Options 4. Operationalizing the Digital Roadmap

Asia & HK’s Digital and Mobile Landscape

Source: www.thomascrompton.com

Smartphone Penetration in APAC…..

•  Singapore – 70%

•  Hong Kong – 60% •  Australia – 37%

•  USA – 31%

Do check out some of these fashion/beauty/luxury pages…..

Mobile Web Trends are rather��unique 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 our lives!

Lets talk luxury & lets talk digital!

What business are we in again?

CONTENT PUBLISHING &

MEDIA ADVERTISING

Who are my target audiences?

Can digital help me cater to different segments?

SPONSORS & BRANDS

TARGET AUDIENCE

Key Questions to Discuss & Debate

1. Do affluent consumers consume content & �� purchase products online?�� - If so, which segments & through which channels? ��2. Should luxury brands be present online at all?�� 3. How do we use the web to tell the luxury �� brand story? 4. How do we recreate the sensorial experience �� of the brand online?

A broad outlook

1. Traditionally, luxury brands have been hesitant to move online ��2. Given Internet’s increased ubiquity & print’s diminishing returns, �� more & more luxury brands are going digital�� 3. Research indicates that affluent consumers, especially the younger lot are avid users of social & digital for consuming information, research, products & services – up to about 70% of HNIs

Luxury brands must have a strong online presence…

1. Without or without the brand’s online presence, there are �� multiple sources of 3rd party information anyways, that affluent�� consumers can tap on to. ��2. Its vital that the brands themselves have their own authentic voice�� & presence online else it risks being shadowed�� 3. What is critical though for the brand to strategize what channels �� to use, what assets to create, how to reach the right audience, �� how to monetize the assets, how to transform the organization

11 best digital practices of high-end luxury brands

1.  Communicate the dream of the luxury brand 2.  Digital as a piece of the larger puzzle 3.  Tell a great story 4.  Be a cultural tastemaker 5.  Provide a trusted guide to lifestyle enhancement 6.  Use history as a way to push forward 7.  Encourage the spirit of competition 8.  Talk to the younger luxury consumers 9.  Offer incomparable services 10. Use digital to convey exclusivity 11. Facilitate & encourage social sharing & crowdsourcing

The spectrum of accessibility and exclusivity……

All luxury brand communications must fall somewhere in between the spectrum

Luxury brands by definition must be exclusive. However their value must be recognized and desired by those who

cannot attain it.

Where does digital play a role in?

The Internet is found on the principles of accessibility & democracy, luxury brands usually use the media to��

spread the brand’s dream & mythology

Digital’s role in this case is to spread the aspiration, dream ��& desire to the ‘have nots’ & future potential customers

#1. Communicate the dream of the luxury brand

1.  Build the brand’s image & mythology online to make it desirable��for current & future consumers

2.  Many brands by default try and replicate their in-store retail ��experience online without giving a thought about differing��online consumer behaviour, access devices, time of usage etc.

#2. Digital as a piece of the larger puzzle

1.  The most successful luxury digital campaigns are fully integrated�� with a larger digital strategy and align with the brand’s values

2.  Digital can be used to support all other touchpoints – including��events, campaigns, customer service etc.

3.  The digital space can also help expose past initiatives to people��who may have missed them – an alternative source of fulfilment.

#3. Tell a great story!

1.  Go beyond aesthetics to create marketing products that add��value for the consumer – something that sparks a real social��conversation!

2.  Most value-added marketing includes a heavy storytelling��component, giving consumers a reason to engage with the brand

3.  The digital space can also help expose past initiatives to people��who may have missed them – an alternative source of fulfilment.

#4. Be a cultural tastemaker

1.  Elevate the brand’s luxury status by acting as an arbitrator of taste,��recognizing and guiding consumers to cultural excellence

2.  In addition to arts & culture, the brand can also take the part in the��global community by recognizing pioneers for global good.

3.  Many luxury brands attempt to act as tastemakers for their��audience. The most successful efforts work because they align ��with the brand values and they take an innovative approach to��highlighting the content��

#5. Be a trusted guide to lifestyle content

1.  Be the trusted, preferred source for best-in-class lifestyle content.

2.  Create unique content that grabs people’s attention – either do��it in-house, through a content partner or other sponsorship��partners

3.  Do not repeat what you are doing via offline – try & complement.

#6. Use history as a way to push forward

1.  Luxury brands frequently illustrate and share the brand’s history & ��heritage and story to help contribute to the sense of craft

2.  They also draw parallels to historic moments outside of the brand�� to help articulate the points-of-view & opinion

3.  Providing users with a story about what makes the brand special��makes the purchase decision more compelling.

#7. Encourage the spirit of competition

1.  Affluent folks are competitive and want to win! ��

1.  Leverage the commaradarie of sport and the excitement and��engagement that competition generates.

��

1.  Contests can tie in with the real world events or event real��products to add gravitas

#8. Talk to younger luxury consumers

1.  Luxury brands need a strategy to engage the yuppies & 3rd��generation royals/elite

2.  Not only are they tech savvy; they could be cultivated as��long term potential, loyal consumers

3.  Two prong approach: a) Listen, engage & respond;�� b) Youth awareness

#9. Offer incomparable services

1.  Time is money & the affluent are willing to buy time & service��at high costs.

2.  Use digital touch points for exclusive, private, frequent, immediate��customer service.

#10. Use digital to convey exclusivity

1.  Closed communities & selective services to elite customers

2.  Premium-paid models possible

#11. Facilitate & encourage social sharing & crowd-sourcing

11 best digital practices of high-end luxury brands

1.  Communicate the dream of the luxury brand 2.  Digital as a piece of the larger puzzle 3.  Tell a great story 4.  Be a cultural tastemaker 5.  Provide a trusted guide to lifestyle enhancement 6.  Use history as a way to push forward 7.  Encourage the spirit of competition 8.  Talk to the younger luxury consumers 9.  Offer incomparable services 10. Use digital to convey exclusivity 11. Facilitate & encourage social sharing & crowdsourcing

Drive Traffic

Drive Eyeballs

Increase Subs

Increase ��Ad Sales

Drive Traffic

Search Engine Marketing/Optimization

Display Banner Advertising

Display Advertising

Premium ��Buy Run-Of-Site

Run-Of-Network

Contextual Network

Premium Buy

1.  Usually a fixed spot, fixed time-frame buy with a��minimum spend

2.  High Share of Voice & hence great for brand ��awareness & creating impact��

3.  Typically used by large brands, especially during��product launches or promotions

4.  Selling unit: CPM or CPE

Run-Of-Site

1.  Usually non-premium spots other than the��homepage

2.  Remnant inventory, dished out randomly and��hence low share of voice��

3.  Following a big bang launch, used to for campaign ��sustenance to create stickiness

4.  Selling unit: CPM or CPC or CPA

Run-Of-Network

1.  Usually theme-based, collectivised, non-premium��spots other than the homepage

2.  Remnant inventory, dished out randomly and��hence low share of voice��

3.  Following a big bang launch, used to for campaign ��sustenance to create stickiness for a niche audience

4.  Selling unit: CPM or CPC or CPA

Contextual Networks

Re-Marketing on Contextual Networks is very powerful

Contextual Networks

1.  Usually non-premium spots other than the��homepage

2.  Remnant inventory, dished out based on the context of the content on the website 3. Following a big bang launch, used to for campaign ��

sustenance to create stickiness

4. Selling unit: CPC

Social Media Advertising

Facebook LinkedIn Twitter

Facebook Advertising - Premium

Facebook Advertising – Run-Of-Site

LinkedIn Advertising - Premium

LinkedIn Advertising – Network Ads

Twitter for Business!

Twitter – Promoted Tweets

Social Media Advertising

1.  The primary benefit is that it is much more�� targeted to a specific audience based on data

2.  Sold on premium and non premium basis 3. Different kinds of creatives available: Banners, ��

Videos, Sponsored Stories, Polls etc.

4. Selling unit: CPM or CPC or CPA

In Display & Social Advertising, creatives are the key to success and there are various formats

And they have varying performance efficacies….

Global Creative Showcase

Local Creative Showcase

Mobile & Table Advertising

Click-To-Website

Click-To-AppStore Click-To-Call

Click-To-SMS

Mobile Display Advertising

1.  Global mobile advertising

stands at US$3.3B��

2.  Asia contributes about US$1.6B to the global revenue

(49%) ��

3.  Mobile Ap Ads, Search Ads, Location & In-game placements are most prevalent.

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Mobile Ads

Case 1: Lancome

1.  Video-Ad Unit led to 75% ��

higher than average CTR ��

2.  HTML 5 Rich Media ��creative featuring Emma

Watson ��

3.  Strong call-to-action:�� - Get Invited Now�� - Save to Calendar�� - Share on Facebook

��

Case 2: HTC Sensation

1.  Rich-media banner ad creative��

2.  Engage creative that allowed��viewers to try out different��features of the new HTC��

phone virtually��

3.  Over 50,000 people tried��the virtual experience before launch

��

Case 3: SP Open House

Case 4: Audi Fashion Festival

Case 5: Lipton Ice Tea

Case 6: Starwood Hotels

How do you buy display ads?

Publisher

Ad Network

Agency Clients

What are the different��pricing models?

Advertising Pricing Models

1.  CPM – Impression Based

2.  CPC - Click Based 3.  CPE – Engagement Based

4.  CPL – Lead Based

5.  CPA – Acquisition Based

Hope you’ve enjoyed the session.��For anything else��

just drop me a tweet @pranmaz

Or call me at +6590695123

Social Media Campaigns

varying performance

expose past

big bang launch

sp open house

offer incomparable

end luxury

younger luxury

social media

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