Thailand Social Media Trend and How to make it right Speak at the iStart event, Thailand PART 1 Trend and facts of social media in Thailand PART 2 Theory and Strategy on how it make it right. Credits: some slides curated from http://www.slideshare.net/zocialinc?utm_campaign=profiletracking&utm_medium=sssite&utm_source=ssslideview http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge

1. thailand social media trend
& how to make it right
Curated and Speak by Charkrid Th. Founder for Figabyte, Socialhappen
@iStart Bangkok event 19 Nov 2013

2. welcome to the world
social media capital city
bangkok

4. How to date
a thai girl?

5. don’t touch the food
before some photos!

6. Something
AboutMe
Charkrid is an avid entrepreneur and a founder of a
few tech startups, one sold. He is passionate about
web, mobile, social media, and startup. He dreams
of building Silicon Valley in his country to bring
opportunity to people, and promote the society of
wisdom.
is interested in..
building useful stuff for people
Build startup
Charkrid has a strong background in fund raising
from both Thailand, and Singapore. His experience
is diverse from managing tech team, to social media
consulting, to building a lean startup, which derive
from his multitasking and distracted lifestyle.
social media for business
web, mobile, and new technology
startup mentor
Let me know if I can help you make value

7. Your own app
Dolphin Beacon
The world first Ultrasonic + BLE Beacon

8. build apps

9. things we build
AZENQos
Broadcaster
figabyte
dealhappen
www.azenqos.com
www.isltlab.com
www.figabyte.com
www.dealhappen.com
Azenqos is providing GSM and
WCDMA mobile network testing
using only a smartphone and web
application.
Broadcaster fill the gap between
expensive physical broadcasting
equipment and traditional green
screen by providing a solution that
can produce 3D, live virtual
program with accurate location
synchronization. The result is a
CNN's quality virtual program at a
strikingly lower cost.
Figabyte is a social media agency
and award-winning tech company.
We help brands build
conversation and achieve their
business objectives on social
media.
A daily deal website focusing on
beauty and wellness for women.
2007
charkrid
2009
2008
facebook.com/charkrid
charkrid@gmail.com
+6687.005.2020
@boatnoy
2010

10. Actually,
we love experimenting
on the science of
social behavior

11. http://narze.github.io/sendcoketo/#/

12. resulting in
millions of
likes, share, comments
on our pages

13. Social Media Quiz
1,000
200
millions
times/day
20
37
millions
mins

15. 200 times/day =
Number of times we tap on the
phone, and mostly for…(?)….

16. Social Media Budget ·ท∙Ñั้§งºบ¹น Web &
Mobile ªช¹นÐะ Traditional ÁมÒา¹นÒา¹นáแÅลŒŒÇว

17. 150 M worldwide,
in thailand?
http://instagram.com/press/

18. #1 popular place in the world 2012
http://bk.asia-city.com/city-living/article/why-bangkok-global-social-media-capital

19. #Top followers

20. 60k - 120k likes a photo

21. #1 Top likes in instagram in Thailand

29. 20 M in Thailand
10 M in bangkok, #1 world penetration

33. Top brands
http://www.socialbakers.com/facebook-pages/brands/thailand/

34. The Green tea lottery

35. The Green tea lottery

38. 2 M in thailand
Verdict: Thais don’t like to read much and Bangkok remains a small player
in the global Twitter-sphere. We’re not even in the Top 20, in fact.
Interestingly, we stole the Facebook crown from the current top Twitter
town, Jakarta, so there’s hope yet.
!

39. The world top twitter by country?
http://tech2.in.com/news/social-networking/saudi-arabia-has-most-active-twitter-users-india-21st-in-the-world/920636

42. Youtube in thailand

43. Countries that viewed PSY’s “Gangnam Style” on YouTube the Most
1.) USA
2.) Thailand
3.) South Korea

44. Top channels are mostly on music
Thai people love
entertainment..
It s in the veins

45. weird thing on thai top channel.. putdejudom
http://www.youtube.com/watch?v=3kMYm4Cf_DA

46. top fastest growth video in thailand 2012
top video views in thailand 2013
what song?

47. Nan-ook (splash out)
http://www.youtube.com/watch?v=ahkGRFhyxx4

50. part 2
how to make it right on social media?

51. 2.5 M download in first week!
500 k at the first night.. How?

52. ติ๊กเก้อ - No.1 on app store in just 2 days

53. Some
Uses of social media
Brand building
awareness
public relation
customer service
customer building
loyalty building
contact points
Make Sales
If your product sucks,
social media can’t help.
!
But if your brand and marketing
have problems, social media
can fix.

54. social Media
Product &
services
brand
platform
Identity
experience
story
culture
mission &
belief

55. Join Beliefs
Social Media
Hierarchy Theory
Join the Movement
A part of Life
Do what really means to your
customers, or solve their problems
Become Influencer Manage tons of engagements,
questions, and drama
(and Friends)
Build great content
10+ Themes that can unlock virality
Unlock Viral Emotion
5 Proven content marketing themes
Frameworks (STEPPS, SUCCESS)
BRAND PLATFORM
copyright

56. lv.
4-5
lv.3
lv.2
lv.1

57. Lv.1
build great content
to unlock virality

58. 4P
s
didn’t work
anymore
(at least on social media)

59. C
This is
the new C

64. yada!
This is the new iphone

65. i’m on social media,
but nobody find me..
hope is not a strategy..

66. 5
Social Media

67. even non-buyers can help you build profitable
relationship and be connectors

68. 6000 Likes, 6500 Shares

69. IT is
Social Media Marketing focus on
generating organic ‘Earn Media’ that
let people spread the content
themselves. Unlike the traditional
media that do a direct paid media.

70. learn from
the community pages
of the social media capital city

71. 1
stop reward mechanic
start unlock virality

72. <3 Heart of social content..
= snackable content
visual + words
& video
& Numbers
> content that
Unlock
the emotional
+
> multiply
the viral effects
Tech
mechanics

74. 1. LOL Marketing

75. 6000 Likes
430 Shares
7800 Likes
1000 Shares

76. App > Make a funny user generate content +
Viral Mechanic to let it share on social media

79. ติ๊กเก้อ - No.1 on app store in just 2 days

80. Character Marketing

82. Line Sticker

83. What
do
you
‘Feel’
Listening to
Thai Social Media Trend
at 10 am.
83

84. What
is
your
‘Feeling’
84

85. CUTE Marketing

86. CUTE Marketing
CUTE + Help complete the mission

87. CUTE Marketing

88. you are loser

89. Infographic
Tips : Snackable content + visual

90. some more viral unlocks
1. ขำขำ
2. character : น้องเนย, jay rabbit
3. drama : จ่า
4. words
5. story
6. infographic
7. helping others
8. sex

91. 5 keys takeaway
1. Focus on how to create earn media > Own media
2. know how to Unlock the emotional/viral
mechanic not rewards mechanics
3. post in visual, even text do it in visual style
4. when think of campaign, focusing on brand
building not vanity metrics
5. don’t forget basic of content marketing is to
engage people to click (conversion)

92. let’s apply
the theory into actions
behavioural marketing

93. เพี้ยน เพี้ยน
Do the Unexpected

96. h:p://www.youtube.com/watch?v=JkDxma2PGBg
96

97. h:p://www.youtube.com/watch?v=4otK36AYfq4
97

98. Trigger

99. Story
&
Trigger
:
Valentine Chocolate

101. รีมิกซ์
Public Remix

102. ตัดต่อ
content Marketing
remix culture

103. ตัดต่อ
content Marketing
remix culture

104. ¡กÓำ¹นÑั¹นÊสäไµตÅล
gangnam parody

105. ugc
Public
Remix
-­‐
Gwiyomi

106. Building Influence
Klout Score
benchmark influencer levels
compare brands to humans

107. Why
Influencer?
107

108. 108

110. 110

111. 111

112. 112

113. 113

114. Influencer
is
the
‘last
mile’
content
114

115. TO
HIRE
A
CELEB
IS
TOO
EXPENSIVE
115

116. เป็นประโยชน์
Practical Value
กรุงศรีฯ Taxi
Volk - โรงแรม
ตกแต่งบ้าน homeless

117. content Marketing
visual marketing
tips - create everyday ‘real story’

118. living stagram
ÃรÇวÁมäไÍอàเ´ดÕีÂยáแµต‹‹§งºบŒŒÒา¹น
ÊสÓำËหÃรÑัºบÅลÙู¡กºบŒŒÒา¹น

121. ส่วนหนึ่งของชีวิต
A Part of Life
รังนก - เพื่อคนที่คุณรัก
Coke เพื่อแม่
Nike Trainer

122. Share a Coke
h:p://www.markefngoops.com/digital/campaigns/local-­‐campaigns/share-­‐a-­‐coke-­‐th/
122

123. Share a Coke
h:p://www.markefngoops.com/digital/campaigns/local-­‐campaigns/share-­‐a-­‐coke-­‐th/
123

124. Share a Coke
h:p://www.markefngoops.com/digital/campaigns/local-­‐campaigns/share-­‐a-­‐coke-­‐th/
124

125. Share a Coke
h:p://www.markefngoops.com/digital/campaigns/local-­‐campaigns/share-­‐a-­‐coke-­‐th/
125

126. Share a Coke
h:p://www.markefngoops.com/digital/campaigns/local-­‐campaigns/share-­‐a-­‐coke-­‐th/
126

127. Any Moment of Life?
In your service design

128. ร่วมสร้างสรรค์
Co-Creation

129. ugc
lays co-creation
170k
ingredients
10
selected
3
on shelf

130. ร่วมเป็นส่วนของปรากฎการณ์
Join the Movement
Apple
Zappos
Brand with strong beliefs

131. wwdc 2013
ticket sold out < 2 mins
131

132. 132

133. The KubTan (Captain) again..

134. สร้างกระแส
Fever

135. กระแส โคอาล่ามาร์ช
(Public Remix)
135

136. กระแส โคอาล่ามาร์ช
(Public Remix)
136

137. 137

138. กระแส โคอาล่ามาร์ช
(Public Remix)
138

139. กระแส โคอาล่ามาร์ช
(Public Remix)
“ลองรึยัง”
139

140. Big
Brand
Will
Have
Big
Fans
Doraemon
Starbucks
lover
Mc
Happy
Meal,
etc.
140

141. เป็นสาวก
Join Beliefs
Iconic score

142. Everyone in the
company communicate
all the time

143. People trust people
we need a company level
influencer
to move the tribe

144. congrats
Contact : charkrid [at] gmail.com