Smmpkl day 1 highlights and review

Social Media Marketing Practice

Day1 Feedback and ReviewHighlights

Areas for Discussion

Malaysian social behavior

• SCRM

• Hotels

• SSP Mascot International (Restaurants)

• ROI

Top Sites in Malaysia ranked by Alexa6 September, 2012

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1. facebook.com2. google.com.my 3. google.com4. youtube.com 5. yahoo.com 6. blogspot.com 7. Wikipedia.org8. twitter.com9. blogger.com10. live.com 11. maybank2u.com.my 12. mudah.my

Malaysia Facebook Demographics (Source:socialbakers.com)6 September 2012

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User age distribution on Facebook in Malaysia Male/Female User Ratio on Facebook in Malaysia

Facebook penetration in Malaysia is 49.12% compared to the country's population and 76.02% in relation to number of Internet users. The total number of FB users in Malaysia is reaching 12849500 and grew by more than 452900 in the last 6 months.

Malaysia Facebook Demographics (Source:checkfacebook.com)

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Facebook Places in Malaysia (6 September, 2012)

6Source:

Top 5 Brands and Media Properties in Malaysia by Facebook(Source: Social Baker 6 September 2012)

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Online Video Viewing in Southeast AsiaSource: 23 March 2011, Comscore

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Among the three markets in Southeast Asia where comScore measures online video consumption. Malaysia has the largest number of online video viewers but the lightest average usage. Viewers in high-bandwidth Hong Kong and Singapore watched twice as much online video as viewers in Malaysia during January: 12 hours per viewer in Hong Kong and nearly 11 hours per viewer in Singapore.

Hmetro.com.my Bharian.com.my Tonton.com.my

comScore, Inc October 17, 2011

Social Networking Accounts for One Third of All Time Spent Online in Malaysia – 1 in 3 mins

comScore, Inc October 17, 2011

comScore, Inc October 17, 2011

Facebook has 75.5% reach

64.7% of Malaysian use the Internet – 16.9M

Top Social networking sites in Malaysia and Asia Pacific Burson Marsteller Asia, 14 August 2011

http://blog.airasia.com/

Low-Cost Airlines Online in Asia Pacific

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Source:http://www.comscore.com/Press_Events/Press_Releases/2011/4/Low-Cost_Airlines_Take_Off_Online_in_Asia_Pacific

Significant Growth in Numbers For Low-Cost Airlines in Asia Pacific

15http://www.comscore.com/Press_Events/Press_Releases/2011/4/Low-Cost_Airlines_Take_Off_Online_in_Asia_Pacific

Areas for Discussion

• Malaysian social behavior

SCRM

• Hotels

• SSP Mascot International (Restaurants)

• ROI

Social CRM

Gmail, Yahoo! Mail, and Outlook for Windows…create an automatic address book. Integration with Facebook, Twitter, and LinkedIn (so you're always up to date).

XOBNI NIMBLE BATCHBOOK

Social Traveller: sources content & inputs from social travel sites

General social networks and sites:

Facebook (e.g. referrals to hotel web sites) Flickr (uploads from destination) Twitter (twavl.com/sydney)LinkedInYouTube (video of destination experience)

Mobile social networks – foursquare and Gowalla

Travel Blogs – Travelpod and TravelBlog

Social Travel guides/networks – WAYN

Travel review sites – trip advisor and Travel Post

Online Travel Agencies (hotel reviews)

Areas for Discussion

• Malaysian social behavior

• SCRM

• Hotels

• SSP Mascot International (Restaurants)

• ROI

The Social Hotel

• Social media as assets • Gen Y as customers (15 – 25)• At moment of truth– Who am I, What I do, What I look like, What I like to do

• Content well beyond room booking• Content generation by hotel staff• Bedside iPad (optional) • Social Hub and content curation vs Web site• Provides real time experiences

RS Hotel ?

Conversations -> relationships -> transactions

Prospects -> friends->fans -> contacts -> customers

Alexa.com last viewed 25 August 2012

How The Roger Smith Hotel Built A “Culture of Content” And Reached Social Media Celebrity Status

Posted on May 6, 2011 by Josiah Mackenzie

1. “Culture of content”

2. Host events

3. Participate elsewhere

4. Involve everyone

5. Hyper-local stories

6. Face-to-face connections

7. Closing advice

Source: http://www.reviewpro.com/roger-smith-hotel-publishing-3551(last accessed 25 August 2012)

Engagement Checkup: Roger Smith Hotel

Roger Smith has leveraged its midtown Manhattan locale to build a virtual community of brand evangelists. They hold a monthly social media breakfast and regularly host events and meet-ups with companies like Sprouter and 1938 Media. “We’re a hotel, we’ve got something a lot of brands and marketers would love to have,” Adam says. “A real life connection center.”

The hotel uses social media to lure people into its space, and then broadcasts the hotel’s “stories” back out into the world. Their blog, Roger Smith Life, is filled with videos, photos, event recaps and art from the hotel gallery. “Content has been the backbone of what we do for a long time,” Adam says. “It’s about telling people’s stories.”

And that’s the lesson of Roger Smith Hotel. As we friend, follow, and connect with more people online than ever knew before, our thirst for real world relationships and encounters is only fueled. Once travel brands become trusted facilitators and matchmakers, the marketing takes care of itself.

Source: http://sparksheet.com/engagement-checkup-roger-smith-hotel/

Social Media ROI, the Roger Smith Hotel version

• Food and Beverage Sales, up 32%

• Event revenues, up 37%

• Estimated 75 – 175 rooms per month filled directly due to social media efforts. – Yes — small compared to the 3 – 4000 usual room bookings, but these 75-175 tend to be

social media enthusiasts who then talk about the hotel to their audience — either on blogs, Twitter, Facebook, photo sharing platforms, Youtube, or other channels. Even when they aren’t comped [compelled].

Source: http://blog.businesssocialmediasolutions.com/roger-smith-hotel/

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A New Mental Model of Marketing ?

First Moment of Truth

Second Moment of Truth

Stimulus

Pre-shopping | In-store | In-home

At shelfIn-store,

destination or travel agent

Experience

Which becomes the next person’s ZMOT

Search engines

Social media

Affiliates

The moments of truth defined for hotels• Discovery / stimulus: Guest finds out about the hotel and gets

interested

• Zero Moment of truth: Guest goes online to research the hotel and “do his homework”

• First Moment of truth: Guest finds the hotel website and finds out if this product is for him.

• Second Moment of truth: Guest arrives and discovers the product and is either happy or disappointed, which then cycles to Stimulus (or lack thereof) for his friends and family.

Source: http://www.wihphotel.com/mag/2011/first-moment-of-truth-fmot-in-hotel-marketing-part-3-of-4/

Source: http://www.wihphotel.com/mag/2011/stimulus-moment-of-truth-hotel-marketing-part-1-of-4/

Source: http://www.wihphotel.com/mag/2011/zero-moment-of-truth-in-hotel-marketing-part-2-of-4/

http://www.wihphotel.com/mag/2011/first-moment-of-truth-fmot-in-hotel-marketing-part-3-of-4/

http://www.wihphotel.com/mag/2011/second-moment-of-truth-in-hotel-marketing-part-4-of-4/

Areas for Discussion

• Malaysian social behavior

• SCRM

• Hotels

SSP Mascot International (Restaurants)

• ROI

Buzz Campaign Brief Deliverables:

• Social media campaign (micro blogging) igniting conversations around recently launched SSP restaurants/units/offering

• Customer education via social media around the $500m facelift at Sydney International Airport.

• Social media ‘micro-test’ targeting English speakers over 4 months concluding January 31, 2011.

• Create conversational sparks (social articles) stimulating discussions and interactions around the four KPIs - Environment, Emotional Experience, Service and Product.

ServiceBlogs - 13Videos - 24Photos - 51

EnvironmentBlogs-27Videos-36Photos-94Newsletters-3

ProductBlogs-32Videos-35Photos-69Newsletters-3

Emotion/ExperienceBlogs-26Videos-34Photos-128Newsletters-2

Confidential | Do not reproduce without prior written permission from MMG

Consumers use social media to give SSP real time feedback.

• Meet Michael H from Perth, WA. He was a real unsolicited spontaneous ‘Mystery Shopper’ at Trattoria Prego, his feedback he syndicated to multiple social touch networks.

•

Confidential | Do not reproduce without prior written permission from MMG

Social Network & Media Asset Register

14,624 Following 14,335 Followers 32,512 Tweets 146 Lists**

34 videos 2,239 views 4,980 channel views* 28 comments

132 Unique photos 43 Videos 44 Blog Posts

58 photos2,368 views

648 Check-In 182 Unique Visitors

98 images 31 videos

*number of times more that anyone has looked at YouTube/Freshonthego channel**incidences where a Twitter users has classified you as important in a unique way - a sign of deeper engagement

Confidential | Do not reproduce without prior written permission from MMG

Social articles attract quality clicks

Total number of clicks on Bit.ly links over the past four months is 3,499 43% of these links were clicked on from within Australia.

These results above are from the past seven days to 31st January 2011 from Bitly.com a website which follows and tracks all unique links leading back to a specific URL.

Confidential | Do not reproduce without prior written permission from MMG

Facebook Fan Page Socialgraphics There are currently 1,263 fans for the SSP Australia Facebook Fan Page. In comparison, Caviar House & Prunier (global fan page) has 376 fans and Itacho Sushi have 642 fans. There have been 20,817 views of the Facebook Fan Page within the last 30 days.The most frequent referrer to the Facebook Fan Page from an external source is from YouTube.There are 31 videos currently uploaded to the Facebook Fan Page. There are currently 15 photo albums uploaded to the page.

Confidential | Do not reproduce without prior written permission from MMG

FreshOnTheGo Key Insights

•FOCUS AREA: Consumer Engagement Behaviour Analysis: (Campaign highlights)

1.Emotional Experience/Environment - Lunch With A Lingerie Model (Montreux Jazz Café) http://youtu.be/ky7ea_c-dP8 566 views, 3 tweets, shared to Facebook 5 times. (.01% engagement - entertaining but not compelling.)

2. Service/Corporate Culture: Experience Accidental Magic (SSP) – 165 views http://youtu.be/9HGAy77DJm4 shared to Twitter 130 times, shared to Facebook 10 times. (84% of viewers shared - STICKY)

3.Product: Happy Bites at Itacho http://youtu.be/D98TWCPchRc viewed 224, tweeted 199 times, shared to Facebook 15 times. (95% of viewers shared - VERY STICKY CONTENT)

4.Product/Experience/Corporate Culture: That’s Amore Pizza Making (Prego)-http://youtu.be/9oRq2cnXqrE 172 views, 3 Tweets, shared to Facebook 52 times (31% of viewers shared)

Right Platform for Target Audience

TSFs - Travel Social Fans

Confidential | Do not reproduce without prior written permission from MMG

Key Insights

Key Insights: Caviar House

2, 001 Following 902 Followers 16 Lists

7 videos289 views

39 Unique Pictures8 Videos9 Blog Posts

14 Pictures624 Views

55 Check-Ins11 Unique Visitors

23 Pictures3 Videos

The results over past four months indicate Caviar House & Prunier has 46% greater brand strength since October 2010 according to *Social Mention.com.

There have been no “offers” in place for Caviar House and therefore limited “brand play” as there was no basis for buzz and no interaction between local and global brand teams.

Caviar House & Prunier video content was the popular and the primary source of engagement and more could be done on the education of the Global brand strength and localisation of the offer (fresh seafood) in conjunction with global social media team of Caviar House.

Key Insights: Danks Street Depot

2,001 following 1 ,284 followers 14 Listed

6 videos242 views

10 Pictures3 Videos5 Blog Posts

13 Pictures

195 Check-In38 Unique Visitors

16 Pictures3 Videos

SocialMention.com indicates a 76% greater brand signal than when the campaign commenced for search parameter “Danks Street Depot Airport”.

Tweets and blogs focusing on Danks Street Depot’s ethos proved to be the most engaging content and Product the most common focus articulated in real-time feedback.

Key Insights: Bambini Wine Room2,001Following1,178 Followers17 listed

4 videos 247 views

17 Pictures2 Videos7 Blog Posts

11 Pictures

103Check-In

12 Pictures2 Videos

Bambini Wine Room has 74% greater brand strength than campaign commencement.

SocialMention.com sentiment analysis shows that compared to their primary competitor The Black Tonic Espresso Bar, Bambini Wine Room has a more visible online presence by Foursquare check-ins and customers would like to see more continuity of brand message.

Environment/Experience,Product was “notable” to a traveler. (see real-time guest feedback by @witheredwords)

Key Insights: Itacho Sushi

2, 001 Following1, 060 Followers7 listed

5 videos317 views

26 Unique Pictures3 Videos6 Blog Posts

13 Pictures1, 744 views

48 Check-In11 Unique Visitors

16 pictures2 videos

The results over the past four months indicate that Itacho Sushi has 64% greater brand strength than when the campaign commenced. The sentiment analysis shows that compared to their primary competitor China Grand Restaurant, by customer segmentation, Itacho Sushi has a far more visible brand presence.

PRODUCT is the most popular KPI focus illustrated by measured interaction - 98% “Last Mile” share rate reported on YouTube. Immediate next steps include development of contextually relevant videos in Asian languages, as Chinese flights to Australia have since 2009, increased by 26.2%.

1 439 Following889 Followers8 listed

6 videos816 views

31 Unique Pictures25 Videos (including 19 videos from the Montreux Jazz Festival)11 Blog Posts

10 Pictures

178 Check-In26 Unique Visitors

18 pictures2 videos

SocialMention.com indicates 60% greater brand strength since October 2010. Competitive analysis indicates greater online presence than The Terrace Bar by check-in and mention.

Montreux Jazz Café’s online presence has lead to more frequent engagement and mention from local key influencer audiences.

Focus feedback included Product, Emotional Experiences and Summer of Lunch campaign demonstrated an integrated social approach with customers going “Last Mile” when @montreuxjazzsyd online friends met in real life with purpose and drove sales revenue. Montreux Jazz Cafe is the first of SSP Australia to demonstrate characteristics of a community.

Key Insights: Montreux Jazz Cafe

2 001Following854 Followers11 listed

3 videos325 views

9 Unique Pictures2 Videos6 Blog Posts

8 Pictures

69 Check-In16 Unique Visitors

13 pictures1 videos

Trattoria Prego (a ‘made up’ brand) has 74% increase in brand strength since October 2010 according to SocialMention.com.

Trattoria Prego is one of the most engaged social brands of SSP with redemption of “FreshonTheGo” offers which increased top-line sales.

Focus feedback on Product, Emotional Experience and Environment have been articulated in real-time feedback and through multiple social platforms by engaged customer as well crisis management program tested/deployed as necessary for complaints.

Key Insights: Prego

Areas for Discussion

• Malaysian social behavior

• SCRM

• Hotels

• SSP Mascot International (Restaurants)

ROI

Useful Sources of Intelligence for ROI• Alexa

• Similarsites.com and Compete.com (paid subscription)

• Google

– http://www.thinkwithgoogle.com/insights /

• http://www.thinkwithgoogle.com/insights/tools/brand-impressions/• http://www.thinkwithgoogle.com/insights/tools/real-time-insights/

• Facebook

– Precise targeting with • e.g. # mamak stall, relationship status, language, education, places worked, city location

– https://www.facebook.com/<brand>/likes– http://wisemetrics.com/blog/the-big-list-150-facebook-pages-case-studies/ (2 May 2012)– http://www.casestudiesonline.com/– https://developers.facebook.com/showcase/– https://www.facebook.com/advertising/success- stories

• China White• Luxury link• state-bicycle

ROI benefits of social media marketing practice on key driver if not direct sales

ROI(Proxy)Views

Posting activityWebsite traffic

AdvocatesBrand communty

Earned Social Media

Social commerceaccountable commercial outcomes

research & developmentgenerate ideas, develop insights, test strategies

knowledge management generate, aggregate, disseminate organisational knowledge

brand equitybuild enduring and intimate brand relationships

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Budget Allocation Items for ROI

Item/Service Annual Investmentmonitoring tool 900community manager 120,000video content 16,667content creation and copy 16,667social media specialist(service) 75,000SCRM and initial data load 3,600Brand Community 75,000

total annual investment MYR 307,833

***Excludes investments in data mining and combining with existing company data apart from SCRM.

ROI

Social media for business is still immature, and the mechanisms by which we understand its impact are still evolving. Even if it becomes possible to “match” the majority of people using the social web across platforms, there will always be those who, for personal, cultural, age-related, security, or political reasons, cannot or will not be identifiable.

For that reason, most organizations should expect to use a combination of rigorous top-down and bottom-up measurement methods for the foreseeable future, and — to solve the ROI puzzle — will need to start quantifying their investments in social, as well as their returns from it.

Whatever ingredients you choose for your measurement mix, the important point is that the organizations that have been most successful at understanding the financial impact of their social media programs share several characteristics: They are customer-centric, value experimentation, accept that social media is in its infancy and, most importantly, have the courage to learn from — and the generosity to share — their experiences.

The Social Media ROI Cookbook: Six Ingredients Top Brands Use to Measure the Revenue Impact of Social Media, Altimeter, 24 July 2012, Silicon Valley