social media and internet strategy
TRANSCRIPT
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Social Media & Internet Strategyby: Megat Zainurul Anuar bin Megat Johariwww.facebook.com/megatzainurulanuar
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Programme: New Entrepreneurs Foudation (NEF)
Module:Social Media and Internet Strategy
Date: 08 & 09 JAN 2014www.facebook.com/megatzainurulanuar
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Programme: Majlis Kepimpinan dan Latihan Universiti-Universiti Malaysia
Module:Social Media and Internet Strategy
Date: 29 JAN 2014, @ Universiti Malayawww.facebook.com/megatzainurulanuar
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Year 2013: Survey done by PAKARPC (www.facebook.com/thepakarpc)
Facebook = 1. ICT and 2. Internet
F I N D I N G S :
Recent Survey
Introduction
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Survey for Entrepreneur
Introduction
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More Category
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Number of YouTube Viewers in Malaysia17,543, 528 15,319,998 11,974,742 7,580,325 6,164,806
1,761,051 1,700,811 1,305,4161,390, 976 1,152,616Number of Facebook Fans in Malaysia
Number of Twitter Follower in Malaysia284,379901,434 171,805 119,354 67,452
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The Nine Game PlanStep 1: Analyse Your Company
Step 2: Analyse Your Audience
Step 3: Assess Your Resources
Step 4: Define Your Objectives
Step 5: Evaluate Your Options
Step 6: Make A Plan
Step 7: ImplementationStep 8: Watch And Learn
Step 9: Refine And Improve
Contents
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INTERNAL
STRENGTH WEAKNESSES
OPPORTUNITY THREAT
EXTERNAL
HELPFUL HARMFUL
Step 1: Analyse Your Company
The basis of any good strategy is to clearly identify and understand the environment in which you are
operating. Start off with a simple SWOT analysis to review your internal strengths and weaknesses andexternal environment opportunities and threats
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Audience Characteristics Interests Influencers
Partners
- Highly engaged
in sector
- Specialised
knowledge
- Best practice
examples
- Latest trends
and research
- Sector heads
- Academic
research
- Sector
research
Coaches
- Passionate
about their
programme
-Specialisedknowledge
- Best practice
examples
- Training and
development
- MyNEF
coaches
- Academic
research
Step 2: Analyse Your Audience
It is important to define and understand the audience groups you want to connect with, and who may be
interested in connecting with you. Youll need to know what they are looking for.
S 3 A Y R
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Question to Think of:1. managed by one staff member or a group?
2. how will you encourage other staffmembers to contribute?
3. how much time will you be able to dedicateto responding and interacting?
4. what is your acceptable response time forresponding to questions?
5. do any staff already have a goodunderstanding of the platforms?
Step 3: Assess Your Resources
Remember dont assign social media to the youngest person just because they are familiar with the tools.
Social media requires someone connected across the business and can tap into all the different facets ofyour organisation.
St 4 D fi Y Obj ti
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Sample Objectives: increase traffic to your website by 20 per cent
in the first 6 months
increase the number of Facebook likes to 500by July 2014
create one video per month and publish toYouTube
Facebook to be one of the top ten referrers toyour website/blog by July
Step 4: Define Your Objectives
Remember, the key to social media is that it should be a two-way conversation. Therefore in setting your
objectives, it is important to assess the value for the user, not just your organisation.
St 4 D fi Y Obj ti
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Question to Think of:1. What messages are your audience interested in
receiving?
2. What questions/challenges does your audience
face and can you assist?3. Which of your products or services would addvalue for your audience?
4. How visible is your brand in the eyes of youraudience?
5. How can you deepen the relationship with youraudience?
Step 4: Define Your Objectives..++
Remember, the key to social media is that it should be a two-way conversation. Therefore in setting your
objectives, it is important to assess the value for the user, not just your organisation.
St 5 E l t Y O ti
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Question to Think of:When deciding which content to feature on yoursocial media platform, consider:
Which topics are most popular on your website?
Which search terms are fans looking for to get toyour site?
What content do you currently have that could beof interest?
What content could we easily access and share?
Step 5: Evaluate Your Options
Even if you never post a single comment, social media tools can still be useful in monitoring and listening to
conversations and comments about your organisation orother relevant subjects.
St 6 M k A Pl
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To identify the best platforms for yourorganisation, think about these questions:
What social media platforms are our targetaudiences already using?
What platforms best suit the types of content wehave available?
How much time commitment is required tomanage this platform?
Is our organisation happy with the terms of serviceof the platform?
How do the platforms fit together?
Step 6: Make A Plan
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St 8 W t h A d L
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Below is a summary of some of the key tools you may want
to consider for managing your social media platforms andgaining valuable analytics to track your progress
Google Analytics
(www.google.com/analytics) Facebook Insights (www.facebook.com)
Twitter Metrics (www.twitter.com)
Hootsuite (www.hootsuite.com)
Step 8: Watch And Learn
It is important to note that not all benefits of social media can be quantitatively measured Therefore the best
insights come from a combination of measurement tools and an intrinsic understanding of your audience and
content.
Step 9: Refine And Improve
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Question to Think of:
1. What is the best time to get the most engagement?
2. What types of content get the best engagement
with fans?
3. Are you providing a good mixture of media types(photo, video, links)?
4. What content tends to bring negative responses?
5. Are you following up quickly enough?
Step 9: Refine And Improve
New social media tools come into the market all the time. While its important to keep up to date, dont be
tempted to jump on board the bandwagon of the latest tool without going through a thorough assessment
(steps 1-6) to ensure the new tool will adequately meet a need in your organisation.
H d O E i
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Register on Social Media
Hands-On Exercise
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You Have to Register:
H d O E i
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Project PresentationMarket Your Product
1. Record your Prototype / Roleplay
2. Create Blog for Hosting YourPresentation and archieve your notes
3. Shoot a video, Upload to YouTube and
link to your blog4. Link to Facebook, Broadcast to yourFriends and Get Feedback
i.e: Advantage of Social Media for Retail Entrepreneur
The Project
Hands-On Exercise
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Case Study: Samsung
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SAMSUNGSJOURNEY TO 25 MILLION FACEBOOK FANS IN EUROPE
We started our
journey to the #1
position with 8Mfans
NOVEMBER 2012
85-inch Ultra HighDefinition TV
(UHDTV)
FEBRUARY 2013
We becom the #1
brand of Facebook
in Europe
APRIL 2013
Galaxy S4
APRIL 2013
Galaxy NX camera
and ATIV products
JUNE 2013
Galaxy Note 3 and
Gear
SEPTEMBER 2013 Reach 25M fans of
Facebook across
Europe
SEPTEMBER 2013
NOV DEC JAN FEB MAR APR MEI JUN JUL AUG SEP
8,000,000 Fans
17,000,000 Fans
25,000,000 Fans
Case Study: Samsung
Becomes No.1 Brand in Europe44 Facebook Pages for 28 countries in 25 languages
Awarded 'Socially Devoted'
Case Study: Samsung
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SAMSUNGSJOURNEY TO 25 MILLION FACEBOOK FANS IN EUROPE
Case Study: Samsung
Becomes No.1 Brand in Europe44 Facebook Pages for 28 countries in 25 languages
Awarded 'Socially Devoted'