[email protected] [email protected] The Social Media Landscape David Liem Partner, Happy Marketer [email protected]
Social Media Landscape and Strategy
Oct 17, 2014
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[email protected]@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
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
2MM+ users
1.5MM+ users
EC
We have many tools to choose from...
[email protected]@happymarketer.com
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
[email protected]@happymarketer.com
Strengths & Weaknesses
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
[email protected]@happymarketer.com
Strengths & Weaknesses
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)
Strengths & Weaknesses
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
What are some of the trends you observe?
Off-line & online integration Localized
Personalized
Social
Crowd-sourced
Data-driven
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?
Valentines Day!
Let’s see what are Singaporeans are searching for right now?......
And what are they tweeting as we speak??
03:14
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
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.
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.
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……
The convergence of mobile & social is creating a wave of opportunities in the domains of entertainment, gaming, commerce, deals……
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.
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
Singapore’s Facebook Demographic
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
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.
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
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
World Cup
SPAIN scored the 1st and only goal of the
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
How do I split my spends?
Source: Mashable
[email protected]: 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
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