social media 247
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SOCIAL MEDIA 247 Everything you need to know
to create business success
through social media
Andrew Chow (Ideasandrew)
Founded
Ideamart (S) Pte Ltd since 1994 . Ideas & Concepts since 2002
Education
Thames Valley University, UK
Business Awards
STB Business Award – Most Innovative Marketing Initiative award 2007
Spirit of Enterprise 2008
Successful Entrepreneur 2010
Spirit of Service 2012
Certification
NLP Practitioner
Certified Life Coach
Forte
PR Strategic Counsel, Implementation & Monitoring
Social Networking / Social Media Strategy
Brand Management Consultancy
Personal Branding
Professional Affiliation
Approved NCSS Training Provider
WDA ACTA-certified
Social Networking
Facebook - http://www.facebook.com/#!/AndrewChowKokWah
Plaxo http://ideasandrew.myplaxo.com/
Linkedin - http://sg.linkedin.com/in/ideasandrew
Social Media Sharing
Flickr Collection - http://www.flickr.com/photos/ideasandrew/
Youtube Channel - http://www.youtube.com/user/ideasandrew
Slideshare - http://www.slideshare.net/ideasandrew
Podomatic - http://ideasandrew.podomatic.com
Social Blogging / Micro-blogging
Twitter - http://twitter.com/Ideasandrew
Wordpress – www.andrewchow.sg
Social Collaboration
Wikipedia - http://en.wikipedia.org/wiki/User:Ideasandrew
Meet up - http://www.meetup.com/members/11966314/
More than 250 interviews/feature in 6 years from local and international media
Andrew Chow (Ideasandrew)
Talk Outline
Mastering Social Media Content and Connection
Initiating great conversations and strengthening
relationships
Engaging the public to develop brand advocators within
the community
Details Overview of Social Media
The Platforms and Channels of Social Media
Social Media Branding
Streamline Your Content.
Select Your platforms.
Share Your Knowledge.
Simplify Your Conversation.
Sell Your Expertise.
Support Your Community
Conversational Marketing
Get the Thumbs Up!
Practice Crowd-Sourcing.
Social media Celebrities
Between each print.
Getting Visual
Social Customer Service
Be authentic and transparency
Be Personable, Not Being Personal.
Leverage on Criticism as an Opportunity to explain yourself
Differentiate the Internet with New Internet
Embracing Social Media Lifestyle
Social Media – ROI is measurable to a certain extent
Popular Platforms
Social Media
Overview
Differentiate the old
Internet from New Internet
Social Media Overview
Google : Search
(You look for information)
Social Media : Share
(Information look for you)
Social Media Overview
Social Media
=
New Internet
=
Live Communication
Social Media Overview
Social Media Overview
Embracing the
Social Media lifestyle
Social Media Overview
o Learn what people are saying about you
o Create buzz for events & campaigns
o Increase brand exposure
o Identify and recruit influencers to spread your message
o Find new opportunities and customers
o Support your products and services
o Improve your search engine visibility
o Gain competitive intelligence
o Get your message out fast
o Retain clients by establishing a personal relationship
o Be an industry leader – not a follower
Social Media Overview
Social Media :
Return on Investment
Social Media Overview
Reach
o Website visits / views
o volume of reviews
and comments
o Incoming links
Action & Insight
o Sales inquiries
o New business
o Customer satisfaction
and loyalty
o Marketing efficiency
Engagement & Influence
o Sentiment of reviews
and comments
o Brand affinity
o Commenter authority/influence
o Time spent
o Favourites / Friends / Fans
o Viral forwards
o Number of downloads
Social Media Overview
Resources required for social media may include:
o Strategic consultation
o Training
o Creating content
o Integrating tools
o Distributing content
o Relationship management
o Measuring value
Social Media Overview
The Platforms & Channels
of Social Media
FaceBook – The King of Social Networking
LinkedIn – The network of connection, recommendation and sharing
Twitter – The Brand Directory of Social Media
Youtube – The Social Coffee shop for Social Commercial
Flickr – The Open Album
Podcast : Personal On-demand Broadcast
Slideshare – The platform to share your knowledge, Sell your expertise
Blog – The corporate dairy every company needs
o Fastest growing social network in emerging
countries (China, India, Brazil) (700 million members)
o Powerful tools to engage and understand
your audience:
o Brand pages
o Custom applications
o Targeted advertising
o Audience insights/metrics
o Opinion polls
Social Media Platforms
o Your brand’s homepage on Facebook.
o Allow you to post photos, videos,
events and other messages.
o Users interact with you by
o Becoming fans
o Commenting on your posts
o Participating in discussions
o Post photos to your page
o Fans see your page updates in their
newsfeed
Social Media Platforms
o Contains profiles of Fortune 500 executives
and leading entrepreneurs
o average individual salary on LinkedIn is
$109,000
o On LinkedIn your can:
o Post a profile and resume
o Connect with colleagues
o Share professional recommendations
o Find jobs
o Forums to demonstrate expertise and find
answers
Social Media Platforms
o Microblogs are blogs limited to a
sentence or two (about 140 characters)
o People use microblogging to promote
themselves, share content and follow
friends, celebrities and brands
o Companies use it for marketing, public
relations and customer service by giving
their brand a voice within the
community
Social Media Platforms
o share timely information
o promote useful content including resources,
contests, deals, etc.
(not just your own)
o personify your brand
o connect with your customers and develop
leads
o build credibility and influence
o listen to consumer buzz
o research competitors
o network and learn from experts in your field
Social Media Platforms
o Video sharing sites let you
upload videos and share them
with people.
o They’re a perfect repository for
video blogs, taped seminars,
witty Power Points,
commercials, how-to’s and a
behind-the-scene look at your
organization.
Social Media Platforms
o helps you gain exposure and direct
traffic back to your website
o sparks interest without a hard-sell
o videos can be low-fi and cheap to
produce - immediacy and content is
more important than quality.
o videos can be a place to showcase your
leadership in a field, and spread
customer testimonials
Social Media Platforms
o Photo sharing sites give you
a place to upload and
organize your photos
o You can invite friends to
check out your photos and
people can find your photos
by searching for the
keywords (tags) you apply
to your photos.
Social Media Platforms
o detail the launch of a new
product, from initial sketches to
the launch party
o promote special events,
charitable campaigns, and
awards ceremonies
o provide an inside look at your
organization, making it appear
glamorous, busy, fun, or
innovative
Social Media Platforms
o A podcast is a series of audio or
video files which is distributed by
syndicated download to your
computer, for use on an MP3
player or computer.
o Podcasts can be simple recordings
of conversations,
presentations, or interviews
o They’re a chance to provide build
an audience around your brand
or message.
Social Media Platforms
o A file-sharing site is a series of presentation in PPT,
PDF, Word format which is distributed by syndicated
download to your computer, for use on a presentation
software.
o File-sharing can be simple notes of training, seminar,
conferences, and workshop.
o Excellent tools to share knowledge and thought
leadership
Social Media Platforms
o A blog is a website with
regular entries of
commentary or news
o Blogs serve to establish
your company as
transparent, relevant,
active, and expert.
Social Media Platforms
o engage in dialogue with your
customers
o improve your search engine
visibility
o promote product launches and
events
o gain expert status by providing
useful tips
Social Media Platforms
Group Exercise:
What are the reasons most companies
do not have active social media
presence?
General Principles
Best Practices
SOCIAL
BRANDING
Brand & Branding
Brand Execution
Brand
Elements
Communications
Strategy
Brand Experience Map
Brand
Architecture
Target & Insight Competitive
Assessment
Brand
Inventory
Brand Audit
Points of Parity and Difference
Equity
Pyramid Positioning
Objectives & Metrics
Personality
Brand Strategy
Social Branding
Social Branding
General Principles
Social Branding
| Social Media |
Content { What’s happening in the world? }
{ What can I do with it? }
{ Is this real, useful, relevant? }
{ How do I maintain Control? – You CAN’T }
Social Branding
Original
Co-created
User-generated
Content
Social Branding
Original
Something Exclusively
Yours!
Social Branding
Co-created
Exposes a Problem/ Asks a Question
Solves a Problem/ Answers a Question
Propose a Solution / Enrich an Answer
Verify a Solution / Test an Answer
Others Contribute to what
you have started
Social Branding
Others generate new
Content about your brand
Entirely on their own
User-generated
Value Creation
Social Branding
English Wikipedia
is 30 X bigger
than
Britannica
Social Branding
1000 years to watch all videos (2012 – 3012)
Social Branding
6,000,000,000
85% of people on earth
has a photo in Flickr
Social Branding
If FACEBOOK is a Country,
It will be the 3rd largest Country In the World
(after China & India)
1,000,000,000
Social Branding
Context
(Conversation)
(What’s there to talk about?)
(How do I conduct myself on social media?)
Listen & Learn
Social Branding
Share & Inspire
Social Branding
Comment & Discuss
Social Branding
Values & Ethics
Social Branding
Social Media Effect?
Or
It’s how fast your content travels and
stay “hot” online by your contacts
Contacts
(Community)
{ Who am I meeting? }
{ Where can I find them? }
{ What do they know? }
{ When are they moving on? }
{ Why do I need to know them? }
Social Branding
Community
Influence Peer Stakeholders
Community Advocators
Affluent Market
Baby Boomers
Bloggers
Competitors
Customers
Detractors
Distributors
Followers
Gen Z / Gen Y / Gen Z
Government
High Net-worth Individuals (HNWIs)
Influencers
Inner Circle
Leads
Mass Media
Men
Minorities
Other networks
Peers
Principals
Prospects
Resellers
Retailers
Thought leaders
Under-privileged
Women
Youth
Social Branding
Best Practices
Social Branding
# 1 – Streamline Your Content
What’s your Content?
1. Accolades & Awards
2. Case studies
3. Charity work/humanitarian projects
4. ____________________________
5. ____________________________
6. ____________________________
7. ____________________________
8. ____________________________
9. ____________________________
10. ____________________________
11. ____________________________
12. ____________________________
13. ____________________________
14. ____________________________
1. ____________________________
2. ____________________________
3. ____________________________
4. ____________________________
5. ____________________________
6. ____________________________
7. ____________________________
8. ____________________________
9. ____________________________
10. ____________________________
11. ____________________________
12. ____________________________
13. ____________________________
Social Branding
# 2 – Select Your Platforms
What are your Platform? How did you choose and prioritize them?
Social Branding
# 3 – Share Your Knowledge
How do you share your knowledge?
Contest
Testimonial
Landing Page
_____________________
_____________________
_____________________
_____________________
_____________________
_____________________
_____________________
_____________________
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_____________________
_____________________
_____________________
_____________________
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Social Branding
# 4 – Simplify Your Conversation
Preparing Conversation Starters (content)
• List the 10 most unique features about your services
• Brainstorm 10 different ways to share each unique feature
• Find 10 related topics in the market (#)
• Find 10 different answers to the topic
• Prepare 20 toughest questions to ask
• Find 20 best articles in your blog
• Find 30 best sites relating to your field
• Create 100 business wisdom/tips which are your forte
• Find 3 sources of your industry news
• Produce 10 creative motivation posters
Social Branding
# 4 – Simplify Your Conversation
Finding the right people to engage in conversation
• Find 10 influencers/thought leaders you really want to
have open conversation with
• Appoint 10 best staff in your organisation to form a
task force to discuss and comment on behalf of the
company
• Search for keywords to find 50 best people on Twitter
in your field
Social Branding
# 4 – Simplify Your Conversation
Implementing good conversation
• Mix and Match Item 1 to 12 by creating different
• Use Aggregation tools like Hootsuite to schedule,
monitor and assign tasks among your task force.
• Attitude of managing a conversation should be :
• Listening more than talking
• Inspiring more than informing
• Commending not just commenting
Social Branding
# 5 – Sell Your Expertise
80 / 20 Rule
4 : 1 rule
Social Branding
# 6 – Support Your Community
• Facebook Connect
• Mass Invite
• Niche Partnership
• Open ID
• Personal Branding
• Strategic Alliance
• Others ________________________
Social Branding
Community Growth
Technology
Social Network (www.socialengine.net)
Social Branding
Facebook Connect
Social Branding
OpenID
Social Branding
Mobile Web
Social Branding
Mass Invite (not Mass Broadcast)
Social Branding
Conversational
Marketing
Best Practices
Marketing Phases
Conversational Marketing
Best Practices
Get the Thumbs Up!
Practice Crowd-Sourcing.
Engage Social media Celebrities
Digital Between Prints.
Getting Visual
Conversational Marketing
Pre Marketing
Generate User Content!
(awareness)
Conversational Marketing
Manage it! (www.eventbrite.com)
Conversational Marketing
Update it! (www.slideshare.net)
Conversational Marketing
Discuss it! - Early Bird Portal
Conversational Marketing
Quiz It ! (www.proprofs.com)
Conversational Marketing
Blog about it! (www.wordpress.com)
Conversational Marketing
Promote It! With keywords
(www.youtube.com)
Conversational Marketing
Answer It! (www.quora.com)
Conversational Marketing
“Usual Suspects”
Conversational Marketing
Marketing “Peak”
Let’s Get Talking!
(Participation & Interaction)
Conversational Marketing
#hashtag @mention RT
Conversational Marketing
Are you Pinterested?
(www.pinterest.com)
Conversational Marketing
Lead generation! – QR Code
Conversational Marketing
Go Live! – www.ustream.com
Conversational Marketing
Who’s Talking? –
www.socialmention.com
Conversational Marketing
Let’s Connect! – www.linkedin.com
Conversational Marketing
Share Locations! –
www.foursquare.com
Conversational Marketing
Post Marketing
Engage the Community!
(Sharing of experiences and feedback )
Conversational Marketing
Record it! – Podcast!
Conversational Marketing
Make it Official! –
www.wikipedia.com
Conversational Marketing
Moment of Truth –
www.feedbackfarm.com
Conversational Marketing
Memory Lane – www.animoto.com
Conversational Marketing
Submit the Story! – www.mashable.com
Conversational Marketing
Follow up Meeting – www.meetup.com
Conversational Marketing
Write a book! – www.smashwords.com
Conversational Marketing
Special Focus on Linkedin
Conversational Marketing
Customer Service
on Social Media Social Customer Service Principle
Social Customer Service Best Practices
Personable Customer
Service Principles
Be authentic and transparency.
Be Personable, Not Being Personal.
Leverage on Criticism as an Opportunity to explain
yourself
Social Customer Service
Social Customer Service
Best Practices
Social Customer Service
Social Customer Service
o Experiment personally
before professionally
o Try a variety of social
media tools
o Be yourself, make some
friends, and share
Social Customer Service
1. Discovery
(people, competition, and
search engines)
3. Skills
(identify internal resources
and gaps)
5. Maintenance
(monitor and adapt)
2. Strategy
(opportunities, objectives)
4. Execution
(tools, integration, policies,
and process)
Social Customer Service
o Find where your audience is participating
and indentify the influencers
o Read industry blogs (including comments)
o Google your company name & your
competition
o Find tools that can help you listen
Social Customer Service
o Tap into the wisdom of the crowd to access a wider talent pool
and gain customer insight
o Companies that use crowd sourcing include:
o Starbucks (MyStarbucks)
o Dell (Ideastorm)
o DuPont
o Netflix
o Wikipedia
o iStockphoto.com
o Threadless.com
o Mechanical Turk (Amazon)
Social Customer Service
o Avoid puffery
(people will ignore it)
o Avoid evasion and lying
(people won’t ignore it)
o Companies have watched their biggest screw-
up's rise to the top 10 of a Google search
o Admit your mistakes right away
Social Customer Service
Share your content
Don’t be afraid to share. Corporations, like people,
need to share information to get the value out of social
media
Make your content easy to share
Incorporate tools that promote sharing:
Share This, RSS feeds, Email a friend
Social Customer Service
Be personable and act like a person
Don't shout. Don't broadcast. Don’t
brag.
Speak like yourself – not a corporate
marketing shill or press secretary
Personify your brand – give people
something they can relate to.
Social Customer Service
Contribute in a meaningful way
Think like a contributor, not a marketer
Consider what is relevant to the
community before contributing
Don’t promote your product on every post
Win friends by promoting other people’s
content if it interests you
Social Customer Service
See criticism as an opportunity
Don’t try to delete or remove
criticism (it will just make it worse)
Listen to your detractors
Admit your shortcomings
Work openly towards an
explanation and legitimate solution
Social Customer Service
Social Customer Service
Be proactive
Don’t wait until you have a
campaign to launch - start
planning and listening now
Build relationships so they’re
ready when you need them
Social Customer Service
Accept you can’t do it all yourself
You need buy in from everyone in
the organization
Convince your CEO that social
media is relevant to your organization
Get your communications team
together, discuss the options, then
divide and conquer
Social Customer Service
Coordinate comments internally
Tweet & Retweet, @mention, etc
Social Customer Service
Experiment with more Social Media
Social Customer Service
Summary
1. Experiment with social media
2. Make a plan
3. Listen
4. Be transparent & honest
5. Share your content
6. Be personable and act like a person
7. Contribute in a meaningful way
8. See criticism as an opportunity
9. Be proactive
10. Accept you can’t do it all yourself
11. Develop other Advocates within your network
12. Experiment with more Social Media
Social Customer Service
Social Customer Service
Social Media Knowledge Base
What’s Next?
Mashable – www.mashable.com
www.socialmediaexaminer.com
www.socialmediatoday.com
www.socialmediab2b.com
Others Platforms
& Monitoring
Article Submission and Crowd Sourcing Tools
Social Media Monitoring
Social Media Aggregation
Social Media Measurement
Social Media Community Growth Tools
Social Media Knowledge Base
Article Submission and
Crowd Sourcing Tools
www.ezinearticles.com
www.selfgrowth.com
www.evancarmichael.com
www.wikipedia.com
www.smashwords.com
www.feedbackfarm.com
www.proprofs.com
www.animoto.com
www.ustream.com
Social Media Monitoring Tools
www.socialmention.com
Professional - www.jamiq.com
Social Media Aggregation
www.hootsuite.com
www.hootsuite.com
www.hootsuite.com
Social Media Measurement Tools
www.google.com/analytics
www.klout.com
Current
Applications of
Social Media How People Are Using Social Media
How Businesses Are Using Social Media
How Governments & Statutory Boards Are Using Social Media
How are Charities using social media?
How individuals are using Social
Media?
Personal Branding
www.merryriana.co
m
Thought
Leadership
www.violetlim.co
m
Personal
Conviction
Nicole Seah
Professional
Showcase
Andrew Chow
(Ideasandrew)
How Businesses Are Using Social
Media?
Sharing of Content
Get ideas for product devt
Provide Customer Service Support
Provide Competitive and Market
Research
Answer prospects’ questions
Develop relationship with Influencers
Facilitate Offline Connections
How Government & Statutory
Boards are Using Social Media
Mobilization and Volunteerism
Campaign
Election
Voters’ Content (user generated)
Community Engagement
Public Education
How Charities use Social Media
Increase Awareness
Raising Donation
Increase Volunteerism
1 copy : $28
2 copies ; $50
5 copies : $100
Questions & Answers
Thank you !