4 steps to social media success (spring edition)
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Hello@HappyMarketer.com
Retail and Social MediaDavid Liem Senior Consultant, Web Marketingdavid@happymarketer.com
Hello@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
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We all know social media is
BIG
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Social network users>1billion
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800Million People on
Earth are on
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#1Most visited site in
Singapore
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2.9Billion hours
watching a month
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1.6Million messages get sent a day on
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2+Billion mobile phone subscribers in Asia
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$1492Ave. Amount spent online
In Singapore(ages 18+)
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It Influences Opinions
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Because trust is harder to earn
• How things used to be...
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How people are actually influenced
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Yes, we all know we have to be on
social media...
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But how do we
DO IT??
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The 4 Steps to Social Media
Success
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The 4 Steps to Social Media Success
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Attract
1. Advertising2. Your Existing Assets3. Viral / Word of Mouth
Goal: Grow your community.
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Use Your Existing Assets
• Tags on TV, posters, brochures, website
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Socialize Your Website• Add social media buttons to your home page
• Add a Facebook Like box to your website
• Portal for your social media channels
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Advertise
• Sponsored Ads Facebook, Twitter
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Advertise
• Sponsored Ads on Google
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Advertise
• Sponsored Ads on Mobile platforms
•
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Viral / Word of Mouth
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Attract
1. Constant Content2. Community3. Customer Service
Goal: Increase participation
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Create Constant Content
• Short videos• Infographics• Articles• “Constant content
creates a constant audience”
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Organic: Content Calendar
• Plan & chalk out 6 month content strategy
• Meet an overarching theme
• Post twice a week, optimize and encourage comments
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Care for your Community
• Provide educational material
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Customer Service
• Learn how to answers questions, complains.
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• Ran contests, customer service, share photos/videos
• First 1000 fans get a free beer• Measured post quality (number of
interactions/comments), traffic to website
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Customer Service and Engagement• Free beer to the 1st 1000 fans• Low advertising• Lots of conversation & images• Lots of promos being offered
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Building your community example
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Case Study – Customer Service
Air Asia uses a tab on it’s Facebook page to encourage questions, and reduce phone volume. There’s an automated database that answers most questions.
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Attract
1. Contests2. Coupons 3. Cell Phones
Goal: Influence perception, store visits and purchases
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Quizzes
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Photo Contests
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Coupons
• Exclusive discounts just for followers
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Cell Phones
• Near Field Communication (NFC), QR Codes
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Attract
1. Size of Community2. Quality Conversations 3. Revenue Generated
Goal: Utilize metrics to make better business decisions
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Size of Active Community
• The number of Facebook fans, Twitter followers
• Blog posts, comments• The number of pictures, videos, article views
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Quality of Conversations
• Did you learn anything from your customers? Competitors? Did they learn anything about you?
• Reviews?
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Tracking Conversations
• Me: “Hey Mr. Customer, do you mind if I ask how did you find me?”
• Client: “Oh yeah! last week I followed your tweet and read your post about the 7 examples of kick-ass personal brands…”
New Prospects: 8 (6 from Twitter/1 from Facebook/1 from LinkedIn)New Clients: 4 (3 from Twitter/1 from LinkedIn).
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Revenue Generated
• Sales from events, contests, and products promoted through social media
• Reduction in marketing expenses• Set the right expectation about revenue
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Buzz Generated
• Traffic• Mentions
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The 4 Steps to Social Media Success
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The 4 Steps to Social Media Success
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Downloadbit.ly/springoct2011
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Recommendations for the next 4 weeks
1. Internal check of existing social media accounts
2. Competitor analysis on social media
3. Assign an internal evangelist
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Corporate Training ProgramsThink Tank for Senior Managers & Leaders
– Half a day– Strategic view of company,
competitors– Senior leaders from sales, marketing,
IT– Plugging the biggest implementation
leaks– Prioritizing New Media Goals
Boot Campsfor Mid-level IT/Marketing Staff
– 1-2 days
– Implementation processes in web, search & social media
– Relevant execution folks from marketing & IT
– Learning how to manage agencies & web staff
– Beating practical challenges
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Monthly Digital Performance Report
• Find out where your business stands in web marketing
• Discover opportunities for growth• Understand your online business
more intimately • We set up the measurement
tools• 2-hour monthly performance
review + consultation
Rachit@HappyMarketer.com
Thanks!
Email: David@HappyMarketer.comWeb: HappyMarketer.comTwitter : @hmarketerFacebook: Facebook.com/HappyMarketer
bit.ly/springoct2011
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