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Social Media for Retailers - David

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Social Media Marketing For Retailers Retail and Social Media David Liem Cofounder, Happy Marketer david@happymarketer.com Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers This course is designed for you to •  Understand current trends and behavior in Web-Based, Mobile and Social Media •  Improve your organization s approach to generating interest through social media •  Generate ideas for upcoming marketing activities •  Be a non-competitive and confidential environment for retailers to share ideas and learnings in social media marketing Jointly organised by Happy Marketer The Retail Academy of Singapore 1
Social Media Marketing For Retailers Happy Marketer. more business from your website A little about myself… Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore 2
Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore 3
Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore 4
Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore 5
Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers 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 Jointly organised by Happy Marketer The Retail Academy of Singapore Hello@HappyMarketer.com Hello@happymarketer.com 6
Social Media Marketing For Retailers Internet IQ Quiz Time! Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers What letter in the Greek alphabet appears under Wikipedia’s missing puzzle piece? Jointly organised by Happy Marketer The Retail Academy of Singapore 7
Social Media Marketing For Retailers What are the max number of characters allowed in a tweet? Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers What does ‘nom nom’ refer to? Jointly organised by Happy Marketer The Retail Academy of Singapore 8
Social Media Marketing For Retailers Match the website to its founder Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Rank these 4 celebrities on Twitter in the order of most # of followers Jointly organised by Happy Marketer The Retail Academy of Singapore 9
Social Media Marketing For Retailers Rank Facebook in terms of population with these other countries from biggest to smallest Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Rank these top 4 search engines in order of most used: Jointly organised by Happy Marketer The Retail Academy of Singapore 10
Social Media Marketing For Retailers 1 billion Social Network Users Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers 900 million Million People on Earth are on Jointly organised by Happy Marketer The Retail Academy of Singapore 11
Social Media Marketing For Retailers #1 Visited site in Singapore Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers 3 Billion hours a month watching Jointly organised by Happy Marketer The Retail Academy of Singapore 12
Social Media Marketing For Retailers 1.6 Million messages get sent a day on Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers 2+ Billion mobile phone subscribers in Asia Jointly organised by Happy Marketer The Retail Academy of Singapore 13
Social Media Marketing For Retailers $ 1500 Ave. amount spent online In Singapore (ages 18+) Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Why go into social media? Jointly organised by Happy Marketer The Retail Academy of Singapore 14
Social Media Marketing For Retailers It could be that one thing that sets you apart from your competitors… Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Trust is harder to earn •  How things used to be... Jointly organised by Happy Marketer The Retail Academy of Singapore 15
Social Media Marketing For Retailers How people are actually influenced Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Social Media Lessons Jointly organised by Happy Marketer The Retail Academy of Singapore 16
Social Media Marketing For Retailers What comes around goes around… Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore 17
Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers KFC Malaysia Food Disaster •  Staff filmed food mishandling Jointly organised by Happy Marketer The Retail Academy of Singapore 18
Social Media Marketing For Retailers A fast sincere response = fast recovery •  A video apologizing from Director of Operations •  Ensures customers of Action steps •  Invited to voice Concerns on facebook Jointly organised by Happy Marketer The Retail Academy of Singapore Not So SMRT: Social Media Marketing For Retailers A Case Study of Communications Failure Disruptions not updated by Twitter despite happening during •  working hours Jointly organised by Happy Marketer The Retail Academy of Singapore 19
Social Media Marketing For Retailers Even internal messages were made public •  Public did not take lightly to the internal memo. Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Only at 11pm SMRT Responded •  In the absence of information, Trolls take over •  Failure to develop communication channel in crisis situation for internal and external parties •  Failure to listen to public feedback during crisis Jointly organised by Happy Marketer The Retail Academy of Singapore 20
Social Media Marketing For Retailers Making light of a serious situation...backfires Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Personal behavior damages company rep. Jointly organised by Happy Marketer The Retail Academy of Singapore 21
Social Media Marketing For Retailers What are the top reasons people Choose your brand? Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers What are the top feelings people experience with your brand Jointly organised by Happy Marketer The Retail Academy of Singapore 22
Social Media Marketing For Retailers Your Goals in Social Media: 1. Create Friendships 2. Create a Community 3. Create EMOTION Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore 23
Social Media Marketing For Retailers Create Friendships Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Create a Community •  Behind the Scenes •  Read feedback •  Keep in touch with what’s happening Jointly organised by Happy Marketer The Retail Academy of Singapore 24
Social Media Marketing For Retailers Create Emotion •  Personal Point of View Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers We have many tools to choose from... 800 MM+ monthly active users 15MM+ users 800MM+ monthly users visit site 15MM+ users 232MM+ monthly active users 6MM+ users 230MM+ users 2MM+ users 135MM+ users 2MM+ users 115MM+ subscribers 2MM+ users 62MM+ users 1.5MM+ users 51MM+ users 500K+ users 20MM+ blogs 100K+ users Source: Official and Estimated statistics. Facebook,YouTube, Zynga, Twitter, LinkedIn, Groupon, Flickr, Tumblr, Instagram, Foursquare, Pinterest, scvngr, Path, Google+ SlashGear, TechCrunch / Comscore, FastCompany, Oink: TechCrunch, GetGlue, Foodspotting: Soraya Darabi’s LinkedIn EC Jointly organised by Happy Marketer The Retail Academy of Singapore 25
Social Media Marketing For Retailers The Social Media Landscape Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers The Corporate Website Jointly organised by Happy Marketer The Retail Academy of Singapore 26
Social Media Marketing For Retailers Web Design Tips •  Don t make me think •  Simple and friendly navigation Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Friendly design Jointly organised by Happy Marketer The Retail Academy of Singapore 27
Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Socialize Your Website •  Add social media share buttons to your home page •  Add a Facebook Like box to your website •  Portal for your social media channels Jointly organised by Happy Marketer The Retail Academy of Singapore 28
Social Media Marketing For Retailers Strengths Weaknesses Strengths • Effective for branding, sparking excitement with product announcements, • Information gathering from the official source Weaknesses • May appear one-sided , glossed over, fake • Info may not be as cutting edge as 3rd party sites Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Facebook Jointly organised by Happy Marketer The Retail Academy of Singapore 29
Social Media Marketing For Retailers Timeline for Businesses, Features Jointly organised by Happy Marketer The Retail Academy of Singapore Hello@HappyMarketer.com Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore Hello@HappyMarketer.com 30
Social Media Marketing For Retailers Behind-the-Scenes, On-the-Ground updates Jointly organised by Happy Marketer The Retail Academy of Singapore Hello@HappyMarketer.com Social Media Marketing For Retailers Strengths Weaknesses Strengths • It s where the fishes are • Repeat visitors, convenient channel to communicate • Great for branding, short term engagement Weaknesses • Hard to find direction/purpose, takes time • Not strong for conversions without significant incentives Jointly organised by Happy Marketer The Retail Academy of Singapore 31
Social Media Marketing For Retailers YouTube Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers YouTube Jointly organised by Happy Marketer The Retail Academy of Singapore 32
Social Media Marketing For Retailers How it s made videos Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Testimonials Jointly organised by Happy Marketer The Retail Academy of Singapore 33
Social Media Marketing For Retailers Strengths Weaknesses Strengths • High degree of engagement, realism, more likely to be shared and go viral • Powerful to shape user sentiment • Consistent content rewards consistent viewers Weaknesses • Costly (but high quality content almost always works) Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Pintrest Jointly organised by Happy Marketer The Retail Academy of Singapore 34
Social Media Marketing For Retailers Pintrest Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Infographics Jointly organised by Happy Marketer The Retail Academy of Singapore 35
Social Media Marketing For Retailers Strengths Weaknesses Strengths • Fast growing network • Visually appealing • Easy to share Spark initial interest Weaknesses • Pictures must be visually appealing to attract attention • Cluttered • Lower degree of interactivity between brands and users Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Your Goals in Social Media: 1. Create EMOTION 2. Create Friendships 3. Create a Community Jointly organised by Happy Marketer The Retail Academy of Singapore 36
Social Media Marketing For Retailers Asset Creation Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore 37
Social Media Marketing For Retailers The 10 Reasons We Share 1. It’s Hilarious 6. It’s not covered by 2. It’s Incredible / mainstream Media Unbelievable 7. It makes me Smile 3. It’s Emotional 8. It’s Dramatic 4. It’s Relevant 9. It’s Embarrassing 5. It makes us Think 10. It’s Provocative Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers 1. It’s Hilarious! Jointly organised by Happy Marketer The Retail Academy of Singapore 38
Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers 2. It’s incredible •  Example : Pictures Jointly organised by Happy Marketer The Retail Academy of Singapore 39
Social Media Marketing For Retailers Interactive can be incredible too Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers 3. It’s Emotional Jointly organised by Happy Marketer The Retail Academy of Singapore 40
Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers 4. It’s Relevant Jointly organised by Happy Marketer The Retail Academy of Singapore 41
Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers 5. Makes us stop and think •  Case studies videos Jointly organised by Happy Marketer The Retail Academy of Singapore 42
Social Media Marketing For Retailers Interviews Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers 6. It isn’t covered by mainstream media •  Behind the scenes, demos, exclusive content Jointly organised by Happy Marketer The Retail Academy of Singapore 43
Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers 7. It makes us smile J Jointly organised by Happy Marketer The Retail Academy of Singapore 44
Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore 45
Social Media Marketing For Retailers 8. It’s Dramatic Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers •  Fashion Fails! 9. It’s Embarrassing Jointly organised by Happy Marketer The Retail Academy of Singapore 46
Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers 10. Provocative (But Safe for Work) Jointly organised by Happy Marketer The Retail Academy of Singapore 47
Social Media Marketing For Retailers The 10 Reasons We Share 1. It’s Hilarious 6. It’s not covered by 2. It’s Incredible / mainstream Media Unbelievable 7. It makes me Smile 3. It’s Emotional 8. It’s Dramatic 4. It’s Relevant 9. It’s Embarrassing 5. It makes us Think 10. It’s Provocative Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers 15 Proven Web Content Recipes Jointly organised by Happy Marketer The Retail Academy of Singapore 48
Social Media Marketing For Retailers #1 – Answer Your Customers’ Questions Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers #2 – Reveal Your Secret Tips Tricks Jointly organised by Happy Marketer The Retail Academy of Singapore 49
Social Media Marketing For Retailers #3 – Bust An Urban Myth Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers #4 – Write A Case Study Jointly organised by Happy Marketer The Retail Academy of Singapore 50
Social Media Marketing For Retailers #5 – Write A Blog Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers #6 – Write Your Company’s History Jointly organised by Happy Marketer The Retail Academy of Singapore 51
Social Media Marketing For Retailers #7 – Start A Debate Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers #8 – Review of the Year Jointly organised by Happy Marketer The Retail Academy of Singapore 52
Social Media Marketing For Retailers #9 – Report on an Event Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers #10 – Jargon Buster Jointly organised by Happy Marketer The Retail Academy of Singapore 53
Social Media Marketing For Retailers #11 – Review a Book or Product Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers #12 – Build a Top 10 List Jointly organised by Happy Marketer The Retail Academy of Singapore 54
Social Media Marketing For Retailers #13 – Interview an Expert Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers #14 – Write an A to Z Jointly organised by Happy Marketer The Retail Academy of Singapore 55
Social Media Marketing For Retailers #15 – Publish Your Own Surveys Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Online Reputation Tools Jointly organised by Happy Marketer TheThe Retail AcademySingapore Jointly organised by Happy Marketer Retail Academy of of Singapore 56
Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Why it s so important •  Monitor, repair, and manage the status of the business •  Stay in tune / connect with the customer, real time •  Develop marketing ideas •  Learn from the feedback it brings backs to you, whether positive or negative •  Reformat your promotional materials to minimize the effects of a possible reputation threat Jointly organised by Happy Marketer The Retail Academy of Singapore 57
Social Media Marketing For Retailers Social Media Monitoring Jointly organised by Happy Marketer The Retail Academy of Singapore Now  that  we  know  how  they  are  feeling,  lets  see  what  are   they  are  searching  for  today??   Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore 58
Social Media Marketing For Retailers Keyword monitoring Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Keyword Popularity Research Jointly organised by Happy Marketer The Retail Academy of Singapore 59
Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Twitter Search Jointly organised by Happy Marketer The Retail Academy of Singapore 60
Social Media Marketing For Retailers Forum Monitoring Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore 61
Social Media Marketing For Retailers Industry monitoring Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Website Popularity Jointly organised by Happy Marketer The Retail Academy of Singapore 62
Social Media Marketing For Retailers YouTube Video Statistics Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Facebook Insights Jointly organised by Happy Marketer The Retail Academy of Singapore 63
Social Media Marketing For Retailers Social Media Management Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Competitor Analysis Jointly organised by Happy Marketer The Retail Academy of Singapore 64
Social Media Marketing For Retailers Research your competitors Jointly organised by Happy Marketer The Retail Academy of Singapore 65

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Social Media for Retailers - David

  • 1. Social Media Marketing For Retailers Retail and Social Media David Liem Cofounder, Happy Marketer david@happymarketer.com Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers This course is designed for you to •  Understand current trends and behavior in Web-Based, Mobile and Social Media •  Improve your organization s approach to generating interest through social media •  Generate ideas for upcoming marketing activities •  Be a non-competitive and confidential environment for retailers to share ideas and learnings in social media marketing Jointly organised by Happy Marketer The Retail Academy of Singapore 1
  • 2. Social Media Marketing For Retailers Happy Marketer. more business from your website A little about myself… Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore 2
  • 3. Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore 3
  • 4. Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore 4
  • 5. Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore 5
  • 6. Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers 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 Jointly organised by Happy Marketer The Retail Academy of Singapore Hello@HappyMarketer.com Hello@happymarketer.com 6
  • 7. Social Media Marketing For Retailers Internet IQ Quiz Time! Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers What letter in the Greek alphabet appears under Wikipedia’s missing puzzle piece? Jointly organised by Happy Marketer The Retail Academy of Singapore 7
  • 8. Social Media Marketing For Retailers What are the max number of characters allowed in a tweet? Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers What does ‘nom nom’ refer to? Jointly organised by Happy Marketer The Retail Academy of Singapore 8
  • 9. Social Media Marketing For Retailers Match the website to its founder Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Rank these 4 celebrities on Twitter in the order of most # of followers Jointly organised by Happy Marketer The Retail Academy of Singapore 9
  • 10. Social Media Marketing For Retailers Rank Facebook in terms of population with these other countries from biggest to smallest Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Rank these top 4 search engines in order of most used: Jointly organised by Happy Marketer The Retail Academy of Singapore 10
  • 11. Social Media Marketing For Retailers 1 billion Social Network Users Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers 900 million Million People on Earth are on Jointly organised by Happy Marketer The Retail Academy of Singapore 11
  • 12. Social Media Marketing For Retailers #1 Visited site in Singapore Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers 3 Billion hours a month watching Jointly organised by Happy Marketer The Retail Academy of Singapore 12
  • 13. Social Media Marketing For Retailers 1.6 Million messages get sent a day on Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers 2+ Billion mobile phone subscribers in Asia Jointly organised by Happy Marketer The Retail Academy of Singapore 13
  • 14. Social Media Marketing For Retailers $ 1500 Ave. amount spent online In Singapore (ages 18+) Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Why go into social media? Jointly organised by Happy Marketer The Retail Academy of Singapore 14
  • 15. Social Media Marketing For Retailers It could be that one thing that sets you apart from your competitors… Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Trust is harder to earn •  How things used to be... Jointly organised by Happy Marketer The Retail Academy of Singapore 15
  • 16. Social Media Marketing For Retailers How people are actually influenced Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Social Media Lessons Jointly organised by Happy Marketer The Retail Academy of Singapore 16
  • 17. Social Media Marketing For Retailers What comes around goes around… Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore 17
  • 18. Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers KFC Malaysia Food Disaster •  Staff filmed food mishandling Jointly organised by Happy Marketer The Retail Academy of Singapore 18
  • 19. Social Media Marketing For Retailers A fast sincere response = fast recovery •  A video apologizing from Director of Operations •  Ensures customers of Action steps •  Invited to voice Concerns on facebook Jointly organised by Happy Marketer The Retail Academy of Singapore Not So SMRT: Social Media Marketing For Retailers A Case Study of Communications Failure Disruptions not updated by Twitter despite happening during •  working hours Jointly organised by Happy Marketer The Retail Academy of Singapore 19
  • 20. Social Media Marketing For Retailers Even internal messages were made public •  Public did not take lightly to the internal memo. Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Only at 11pm SMRT Responded •  In the absence of information, Trolls take over •  Failure to develop communication channel in crisis situation for internal and external parties •  Failure to listen to public feedback during crisis Jointly organised by Happy Marketer The Retail Academy of Singapore 20
  • 21. Social Media Marketing For Retailers Making light of a serious situation...backfires Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Personal behavior damages company rep. Jointly organised by Happy Marketer The Retail Academy of Singapore 21
  • 22. Social Media Marketing For Retailers What are the top reasons people Choose your brand? Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers What are the top feelings people experience with your brand Jointly organised by Happy Marketer The Retail Academy of Singapore 22
  • 23. Social Media Marketing For Retailers Your Goals in Social Media: 1. Create Friendships 2. Create a Community 3. Create EMOTION Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore 23
  • 24. Social Media Marketing For Retailers Create Friendships Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Create a Community •  Behind the Scenes •  Read feedback •  Keep in touch with what’s happening Jointly organised by Happy Marketer The Retail Academy of Singapore 24
  • 25. Social Media Marketing For Retailers Create Emotion •  Personal Point of View Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers We have many tools to choose from... 800 MM+ monthly active users 15MM+ users 800MM+ monthly users visit site 15MM+ users 232MM+ monthly active users 6MM+ users 230MM+ users 2MM+ users 135MM+ users 2MM+ users 115MM+ subscribers 2MM+ users 62MM+ users 1.5MM+ users 51MM+ users 500K+ users 20MM+ blogs 100K+ users Source: Official and Estimated statistics. Facebook,YouTube, Zynga, Twitter, LinkedIn, Groupon, Flickr, Tumblr, Instagram, Foursquare, Pinterest, scvngr, Path, Google+ SlashGear, TechCrunch / Comscore, FastCompany, Oink: TechCrunch, GetGlue, Foodspotting: Soraya Darabi’s LinkedIn EC Jointly organised by Happy Marketer The Retail Academy of Singapore 25
  • 26. Social Media Marketing For Retailers The Social Media Landscape Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers The Corporate Website Jointly organised by Happy Marketer The Retail Academy of Singapore 26
  • 27. Social Media Marketing For Retailers Web Design Tips •  Don t make me think •  Simple and friendly navigation Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Friendly design Jointly organised by Happy Marketer The Retail Academy of Singapore 27
  • 28. Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Socialize Your Website •  Add social media share buttons to your home page •  Add a Facebook Like box to your website •  Portal for your social media channels Jointly organised by Happy Marketer The Retail Academy of Singapore 28
  • 29. Social Media Marketing For Retailers Strengths Weaknesses Strengths • Effective for branding, sparking excitement with product announcements, • Information gathering from the official source Weaknesses • May appear one-sided , glossed over, fake • Info may not be as cutting edge as 3rd party sites Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Facebook Jointly organised by Happy Marketer The Retail Academy of Singapore 29
  • 30. Social Media Marketing For Retailers Timeline for Businesses, Features Jointly organised by Happy Marketer The Retail Academy of Singapore Hello@HappyMarketer.com Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore Hello@HappyMarketer.com 30
  • 31. Social Media Marketing For Retailers Behind-the-Scenes, On-the-Ground updates Jointly organised by Happy Marketer The Retail Academy of Singapore Hello@HappyMarketer.com Social Media Marketing For Retailers Strengths Weaknesses Strengths • It s where the fishes are • Repeat visitors, convenient channel to communicate • Great for branding, short term engagement Weaknesses • Hard to find direction/purpose, takes time • Not strong for conversions without significant incentives Jointly organised by Happy Marketer The Retail Academy of Singapore 31
  • 32. Social Media Marketing For Retailers YouTube Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers YouTube Jointly organised by Happy Marketer The Retail Academy of Singapore 32
  • 33. Social Media Marketing For Retailers How it s made videos Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Testimonials Jointly organised by Happy Marketer The Retail Academy of Singapore 33
  • 34. Social Media Marketing For Retailers Strengths Weaknesses Strengths • High degree of engagement, realism, more likely to be shared and go viral • Powerful to shape user sentiment • Consistent content rewards consistent viewers Weaknesses • Costly (but high quality content almost always works) Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Pintrest Jointly organised by Happy Marketer The Retail Academy of Singapore 34
  • 35. Social Media Marketing For Retailers Pintrest Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Infographics Jointly organised by Happy Marketer The Retail Academy of Singapore 35
  • 36. Social Media Marketing For Retailers Strengths Weaknesses Strengths • Fast growing network • Visually appealing • Easy to share Spark initial interest Weaknesses • Pictures must be visually appealing to attract attention • Cluttered • Lower degree of interactivity between brands and users Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Your Goals in Social Media: 1. Create EMOTION 2. Create Friendships 3. Create a Community Jointly organised by Happy Marketer The Retail Academy of Singapore 36
  • 37. Social Media Marketing For Retailers Asset Creation Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore 37
  • 38. Social Media Marketing For Retailers The 10 Reasons We Share 1. It’s Hilarious 6. It’s not covered by 2. It’s Incredible / mainstream Media Unbelievable 7. It makes me Smile 3. It’s Emotional 8. It’s Dramatic 4. It’s Relevant 9. It’s Embarrassing 5. It makes us Think 10. It’s Provocative Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers 1. It’s Hilarious! Jointly organised by Happy Marketer The Retail Academy of Singapore 38
  • 39. Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers 2. It’s incredible •  Example : Pictures Jointly organised by Happy Marketer The Retail Academy of Singapore 39
  • 40. Social Media Marketing For Retailers Interactive can be incredible too Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers 3. It’s Emotional Jointly organised by Happy Marketer The Retail Academy of Singapore 40
  • 41. Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers 4. It’s Relevant Jointly organised by Happy Marketer The Retail Academy of Singapore 41
  • 42. Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers 5. Makes us stop and think •  Case studies videos Jointly organised by Happy Marketer The Retail Academy of Singapore 42
  • 43. Social Media Marketing For Retailers Interviews Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers 6. It isn’t covered by mainstream media •  Behind the scenes, demos, exclusive content Jointly organised by Happy Marketer The Retail Academy of Singapore 43
  • 44. Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers 7. It makes us smile J Jointly organised by Happy Marketer The Retail Academy of Singapore 44
  • 45. Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore 45
  • 46. Social Media Marketing For Retailers 8. It’s Dramatic Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers •  Fashion Fails! 9. It’s Embarrassing Jointly organised by Happy Marketer The Retail Academy of Singapore 46
  • 47. Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers 10. Provocative (But Safe for Work) Jointly organised by Happy Marketer The Retail Academy of Singapore 47
  • 48. Social Media Marketing For Retailers The 10 Reasons We Share 1. It’s Hilarious 6. It’s not covered by 2. It’s Incredible / mainstream Media Unbelievable 7. It makes me Smile 3. It’s Emotional 8. It’s Dramatic 4. It’s Relevant 9. It’s Embarrassing 5. It makes us Think 10. It’s Provocative Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers 15 Proven Web Content Recipes Jointly organised by Happy Marketer The Retail Academy of Singapore 48
  • 49. Social Media Marketing For Retailers #1 – Answer Your Customers’ Questions Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers #2 – Reveal Your Secret Tips Tricks Jointly organised by Happy Marketer The Retail Academy of Singapore 49
  • 50. Social Media Marketing For Retailers #3 – Bust An Urban Myth Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers #4 – Write A Case Study Jointly organised by Happy Marketer The Retail Academy of Singapore 50
  • 51. Social Media Marketing For Retailers #5 – Write A Blog Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers #6 – Write Your Company’s History Jointly organised by Happy Marketer The Retail Academy of Singapore 51
  • 52. Social Media Marketing For Retailers #7 – Start A Debate Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers #8 – Review of the Year Jointly organised by Happy Marketer The Retail Academy of Singapore 52
  • 53. Social Media Marketing For Retailers #9 – Report on an Event Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers #10 – Jargon Buster Jointly organised by Happy Marketer The Retail Academy of Singapore 53
  • 54. Social Media Marketing For Retailers #11 – Review a Book or Product Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers #12 – Build a Top 10 List Jointly organised by Happy Marketer The Retail Academy of Singapore 54
  • 55. Social Media Marketing For Retailers #13 – Interview an Expert Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers #14 – Write an A to Z Jointly organised by Happy Marketer The Retail Academy of Singapore 55
  • 56. Social Media Marketing For Retailers #15 – Publish Your Own Surveys Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Online Reputation Tools Jointly organised by Happy Marketer TheThe Retail AcademySingapore Jointly organised by Happy Marketer Retail Academy of of Singapore 56
  • 57. Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Why it s so important •  Monitor, repair, and manage the status of the business •  Stay in tune / connect with the customer, real time •  Develop marketing ideas •  Learn from the feedback it brings backs to you, whether positive or negative •  Reformat your promotional materials to minimize the effects of a possible reputation threat Jointly organised by Happy Marketer The Retail Academy of Singapore 57
  • 58. Social Media Marketing For Retailers Social Media Monitoring Jointly organised by Happy Marketer The Retail Academy of Singapore Now  that  we  know  how  they  are  feeling,  lets  see  what  are   they  are  searching  for  today??   Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore 58
  • 59. Social Media Marketing For Retailers Keyword monitoring Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Keyword Popularity Research Jointly organised by Happy Marketer The Retail Academy of Singapore 59
  • 60. Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Twitter Search Jointly organised by Happy Marketer The Retail Academy of Singapore 60
  • 61. Social Media Marketing For Retailers Forum Monitoring Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Jointly organised by Happy Marketer The Retail Academy of Singapore 61
  • 62. Social Media Marketing For Retailers Industry monitoring Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Website Popularity Jointly organised by Happy Marketer The Retail Academy of Singapore 62
  • 63. Social Media Marketing For Retailers YouTube Video Statistics Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Facebook Insights Jointly organised by Happy Marketer The Retail Academy of Singapore 63
  • 64. Social Media Marketing For Retailers Social Media Management Jointly organised by Happy Marketer The Retail Academy of Singapore Social Media Marketing For Retailers Competitor Analysis Jointly organised by Happy Marketer The Retail Academy of Singapore 64
  • 65. Social Media Marketing For Retailers Research your competitors Jointly organised by Happy Marketer The Retail Academy of Singapore 65