temasek polytechnic - knowledge sharing on social media >2010
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Social Media >2010
© Dillon Lee - Temasek Polytechnic 2010
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Agenda
1. SM & it’s impact on global industries2. Best practices with Social Media3. SM: Return on investment (ROI)4. Why should organizations listen & act now
– online monitoring of brand/reputation/chatter
5. Upcoming & future social media trends
© Dillon Lee - Temasek Polytechnic 2010
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WHAT IS SOCIAL MEDIA?© Dillon Lee - Temasek Polytechnic 2010
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WHAT IS SOCIAL MEDIA?User Generated Content
Web 2.0Share
Gossip
© Dillon Lee - Temasek Polytechnic 2010
Chatter
Dangerous
VoiceEmpowerment
Privacy
Word-of-mouth
NEWS
Evil
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SOCIAL MEDIA IS EVERYWHERE..
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EVERYWHERE..
© Dillon Lee - Temasek Polytechnic 2010
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SM & impact on global industries
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SM & impact on global industries
© Dillon Lee - Temasek Polytechnic 2010
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SM & impact on global industries
© Dillon Lee - Temasek Polytechnic 2010
125,760 Facebook Fans48,776 Twitter Followers1,505,838 combined views on YouTube for “We’re All Fans” campaign videos2,050,699 combined views on Grammy.com for “We’re All Fans” campaign videosThe Grammys were a trending topic on Twitter for more than four days1
26.6m viewers = 35% increase compared to 2009
1Source: Mashable
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SM & impact on global industries
© Dillon Lee - Temasek Polytechnic 2010
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SM & impact on global industries
Generated USD$6.5m sales using Twitter
© Dillon Lee - Temasek Polytechnic 2010
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SM & impact on global industries
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SM & impact on global industries
© Dillon Lee - Temasek Polytechnic 2010
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SM & impact on global industries
© Dillon Lee - Temasek Polytechnic 2010
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Best practices with SM
• Embodied through entire organization• positive + negative = positive? • Infused & Integrated with all other marketing
efforts• Understand your customers/supporters/fans• Use the platforms that best fit your target
market’s profile• Monitor & respond NOW 24/7/365
© Dillon Lee - Temasek Polytechnic 2010
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Image/Video/Audio Sharing
Social Networking
Publishing
Microblogs
Collaborative Tools
http://blogs.starbucks.com
http://mystarbucksidea.force.com/
© Dillon Lee - Temasek Polytechnic 2010
Best practices with SM
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>388,000 employees globallyMost profitable IT company globallySells hardware & software
Best practices with SM
© Dillon Lee - Temasek Polytechnic 2010
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Best practices with SM>571,074 fansInteractions CompetitionsMedia (videos)
>31,880 real fansInteractions CompetitionsNews/UpdatesSpecial offers
>1,696 subscribersInteractions News/UpdatesExclusive footage
© Dillon Lee - Temasek Polytechnic 2010
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What are your objectives?
How are you going to measure it?
© Dillon Lee - Temasek Polytechnic 2010
SM: ROI
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SM: ROI
• Awareness
• Leads• Sentiments
• No. of fans/followers• Conversations
• Direct traffic to website• Site traffic• Conversion to $sales• Turning sentiments to
customers• No. of ambassador• Type of conversation
© Dillon Lee - Temasek Polytechnic 2010
Tracking KPIs are easy compared to ROIs
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© Dillon Lee - Temasek Polytechnic 2010
SM: ROI
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© Dillon Lee - Temasek Polytechnic 2010
SM: ROI
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Why should we listen & act now
© Dillon Lee - Temasek Polytechnic 2010
“Brands are unprepared for organized social attacks”
- Jeremy Owyang 2010
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Why should we listen & act now
© Dillon Lee - Temasek Polytechnic 2010
Mar 16-17
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Why should we listen & act now
© Dillon Lee - Temasek Polytechnic 2010
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Why should we listen & act now
© Dillon Lee - Temasek Polytechnic 2010
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It’s all about connecting the dots
© Dillon Lee - Temasek Polytechnic 2010
Scandal in class
Blog post
Facebook protest page
Past scandals surface
Other scandals from Polys surface
Image & reputation of Polys affected
Singapore’s education image affected
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START BY LISTENING…Developing a community strategy and practice crises response
© Dillon Lee - Temasek Polytechnic 2010
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Start by listening…
© Dillon Lee - Temasek Polytechnic 2010
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Start by listening…
© Dillon Lee - Temasek Polytechnic 2010
Sentiments
# of mentions
+ve / -ve
Demographics
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>2010 : Social Media
© Dillon Lee - Temasek Polytechnic 2010
What’s next?• Integration & cohesive experience across platforms, products and devices
-- Web, mobile, TV, and video -- will become nearly-inseparable• Data crunching – making sense of all the collected data
– Friendship analysis
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>2010 : Social Media
© Dillon Lee - Temasek Polytechnic 2010
What’s next?• Enterprise Social Media
– Share, discuss at work• Online - Offline Integration will continue• Rise of the mobile platform
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© Dillon Lee - Temasek Polytechnic 2010
Last words…