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

Hello@HappyMarketer.com

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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Hello@HappyMarketer.com

Twitter

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Facebook

• Ran contests, customer service, share photos/videos

• First 1000 fans get a free beer• Measured post quality (number of

interactions/comments), traffic to website

Hello@HappyMarketer.com

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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Hello@HappyMarketer.com

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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