My presentation as of 9 April 2010, at DDB Singapore.

1. Things Iʼve learnt
about Social Media
Marketing
And why “social media experts” are
douchebags.

2. No one worthy of his craft as
a communicator will claim to
be a “newspaper expert” or a
“bus shelter expert” because
the medium is SECONDARY
to the Big Idea.

3. Lesson #01
Monkey see, monkey do.

4. Lesson #02
Numbers lie,
but Management
buys into that
shit.
Especially the Government!

5. Source: Asia Pacific Digital Marketing Yearbook 2009

6. The Digital Landscape At A Glance
• Facebook has taken over Friendster with 638,000 members from
Singapore as the most visited social network, although the latter still
maintains a lead in membership size at 1.6 million registered users
• Twitter has seen a growth of 602% from January 2008 – January 2009
• In February 2009, more than 2.5 million people in Singapore age 15 and
older accessed the Internet from home and work locations, consuming an
average of 1,785 pages of content and accessing the Internet an average
of 21 hours per person
Source: comSore, Inc http://www.comscore.com/Press_Events/Press_Releases/2009/3/
First_Report_on_Singapore_Internet_Usage/%28language%29/eng-US

7. Social Media is taking over
1. Facebook
16. Photobucket
31. Ebay
2. Google Singapore
17. Hardwarezone.com.sg
32. Sammyboy
3. Yahoo!
18. Tagged
33. Megaupload
4. YouTube
19. Baidu.com
34. SingNet
5. Google International
20. Twitter
6. Blogger.com
35. Microsoft
21. Friendster
7. Windows Live
36. Streetdirectory
22. Bing
8. Microsoft Network (MSN)
37. Flickr
9. Wikipedia
23. Ask.com
38. Channel News Asia
10. LiveJournal
24. Starhub
39. RapidShare
11. Go
25. Zynga Inc (Farmville)
12. Wordpress.com
40. AsiaOne
26. One Manga
13. ESPN Sportszone
41. GamesFAQs
27. LiveJasmin.com
14. MediaFire
42. Golden Village
28. Blogspot
15. DBS Bank Ltd
29. Tudou.com
43. SOGOU
30. Singapore Pools
44. Y8
45. Apple
Source: Alexa® http://www.alexa.com/topsites/countries;0/SG

9. Lesson #03
Do not
underestimate
the power of
listening.

10. Lesson #04

12. Lesson #05
You will never buy a car
from someone who
doesnʼt drive.

13. 1
You become one of them
2
You increase your ability to influence influencers
You acquire market intelligence AC Nielsen canʼt
3
provide
4
You become an Influencer

14. Lesson #06
Content is King

15. Lesson #07
There is no “media” in
“social media”
The background color used in this slide is not indicative of any particular
media agency who is currently freaking out from the loss of revenue
from the shift in media consumption from traditional to online media.

16. Lesson #08
You canʼt buy true
love with money.

17. Readers who donʼt matter
Readers who matter
Lesson #09
Donʼt mistake Reach for Influence.

18. Lesson #10
Aim to surprise,
always.

19. Pat Law
email: pat@goodstuph.org
mobile: +65.9773.8608
twitter: @patlaw
blog: blankanvas.bypatlaw.com