Demystify social media & business benefits 21 apr

Demystifying Social Media &How Your Business can Benefit from it ,[object Object],1,[object Object]

Truth #1 : Internet Usage in Singapore is Rising Exponentially ,[object Object],2,[object Object],80% Broadband penetration,[object Object]

Truth #2 : At the expense of TV Airtime Ratings and Print Readership,[object Object],3,[object Object]

Truth #3 : Singapore Users are into Social Networking,[object Object],4,[object Object],Projected Exponential Growth,[object Object],Facebook Growth : ,[object Object],250% in 2 years ,[object Object],495K (‘08) to 1.7M (‘10),[object Object],Facebook Chart by Willis Wee, Penn Olsen,[object Object]

Truth #4 : It’s not just Gen Y anymore,[object Object],5,[object Object],The 2010 digital marketer: Benchmark and trend report – Experian Marketing ,[object Object]

Truth #5 : The customer is king… and is now a lot more marketing-aware and better networked.,[object Object],6,[object Object],Ads are blind spots.,[object Object],Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. ,[object Object],As a result, markets are getting smarter, more informed, more organized. ,[object Object],People in networked markets have figured out that they get far better information and support from one another than from vendors. ,[object Object],There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.,[object Object],7 of the top 10 markets that rely most on ‘recommendations from consumers’ hail from the Asia region. ,[object Object]

Truth #6 : Word of Mouth = Word of Mouse∞,[object Object],7,[object Object]

Truth #7 : Digital Experience influence Purchase Decisions,[object Object],65% of consumers report having had a digital experience that either positively or negatively changed their opinion about a brand. ,[object Object],97% say that their digital experience influenced whether or not they eventually purchased a product or service from that brand.,[object Object],Source : 2010 Razorfish Digital,[object Object],Digital is not only a place to build a brand: it can also make or break it.,[object Object],8,[object Object]

9,[object Object],Truth #8 : Customers want to be Brand Insiders,[object Object]

Truth #9 : The Business Environment has Evolved,[object Object],10,[object Object],Marketing budgets are shrinking and ROI now includes customer loyalty metrics.,[object Object],Your customers are now more fragmented than ever. ,[object Object],A lot less trust in Corporations this year.,[object Object],Enterprise 2.0 :,[object Object],Your brand is controlled by your stakeholders who are all part of a social community ,[object Object]

Truth #10 : Enterprise Social Media is Trail Blazing in the US,[object Object],interactive marketing spend will trend up from 12% today to 22% in the next five years. Dollars will shift from traditional marketing and advertising channels into social media, email and mobile marketing,[object Object],11,[object Object],70% Plan to invest in improving their company website functionality within next year,[object Object],Source : The “2010 Business Website & Internet Usage Survey” – Strategic Vision LLC. (AIS Media),[object Object],Social Media Marketing : CAGR 34%,[object Object],Forrester Research - “US Interactive Marketing Forecast, 2009 to 2014,” ,[object Object]

A quick check list - how critical is Social Media to your business,[object Object],[object Object]

How complex is your product, that depends on knowledge and in-depth understanding to purchase?

Are your targeted customers online most of the time?

Are your sales channels online?

Is first mover advantage critical to you?

Are you a multiple product / service business, that up-selling and cross-selling, ie. ARPU contributes significantly to your business?

Are your competitors already on social media?

Do you have a strong fan / advocate base?

Do you plan to expand regionally12,[object Object],The more affirmative answers to this checklist, the more critical social media is to your marketing & corporate communications mix,[object Object]

Defining Social Media,[object Object],13,[object Object],Participatory communications, building communities, P2P communications, word of mouth,[object Object],[object Object],Democratization of content production & distribution,[object Object]

Make no mistake… the internet is now a media platform,[object Object],14,[object Object]

15,[object Object],but it is a different creature from its mass counterpart,[object Object]

Industrialization & Consumerism invented Advertisements,[object Object],16,[object Object]

Today, the Digital Revolution has changed personal communications,[object Object],17,[object Object]

Yet corporate communications have yet to evolve…,[object Object],18,[object Object]

To compound the problem, in most Asian businesses – ‘FACE’ is of the utmost importance. Apologies are last resorts.,[object Object],19,[object Object]

BUT whether you like it or not, your customers are talking about your brand, products, customer service… with or without your participation,[object Object],20,[object Object]

Yes… the Challenges of Social Media Adoption are Real,[object Object],Measurement,[object Object],Efficiency,[object Object],Resources,[object Object],Source : Social Media for Marketing Survey Results - March Second, Inc. May ‘09,[object Object]

FEAR NOT! The fundamentals remain unchanged…,[object Object],"Over and over again, connecting people with one another is what lasts online. Some folks thought it was about technology, but it's not.“,[object Object],Seth Godin,[object Object],Image: http://www.gapingvoid.com/,[object Object]

Some customers can be real idiots, but if you remain true to your values of transparency and being genuine… you have nothing to fear.,[object Object],23,[object Object]

So, where do we start?,[object Object],24,[object Object]

25,[object Object],Crafting the Social Media Plan and Putting it to Work,[object Object]

Start with the business objectives ,[object Object],Define your objectives,[object Object],Define the audience you are targeting,[object Object],What’s the overall message and media strategy,[object Object],What is the social media strategy,[object Object],What are the key measurements of success,[object Object],Based on the corporate risk appetite, shape the engagement and campaign accordingly,[object Object],26,[object Object]

Management Support is Critical,[object Object],Get buy-in and an agreement on the approach,[object Object],Determine the drivers and stakeholders,[object Object],Determine the rules of engagement,[object Object],Provide training, allow feedback and explain implementation,[object Object],Mobilize the other cogs in the corporate machinery around your social media efforts,[object Object],Plug the gaps in customer feedback and management decision making,[object Object],Remember to update the customers on status,[object Object],Shout about implementation or actions taken,[object Object],Time to get the pieces together – customer support, product marketing, product,[object Object],27,[object Object]

“Putting the public back into PR”*,[object Object],Staff empowerment, provide them training and rules of engagement,[object Object],Build channels that is centered on relations with customers – talk with them,[object Object],Sustain conversations between product campaigns,[object Object],Connecting with enthusiasts,[object Object],Maintain your share of voice,[object Object],Work with bloggers and create a network of influences, brand advocates and fans,[object Object],Leverage on their voices,[object Object],It is really ok to say sorry.,[object Object],When complaints are handled well, customer satisfaction and loyalty skyrocket.,[object Object],28,[object Object],Tonality ,[object Object],Go for :,[object Object],Collaboration,[object Object],Openness,[object Object],Dialogue ,[object Object],Avoid :,[object Object],Domination,[object Object],Control,[object Object],Monologue,[object Object],* Brian Solis,[object Object]

Example of Proactive and Timely Responses - Winning difficult customers over, win fans in the longer run,[object Object],29,[object Object],www.brooksrunning.com ,[object Object]

Genuine and timely responses – it’s ok to say Sorry,[object Object],30,[object Object],www.hungrygowhere.com,[object Object]

Evolution of Corporate Web Presence,[object Object],31,[object Object],Brand driven lifestyle websites,[object Object],Community engagement CSR websites,[object Object],The Irrelevant Corporate Website,[object Object],Graphic By Jeremiah Owyang (Web Strategy),[object Object],Dell engages customers for product improvement ideas,[object Object],Brand conversations on popular Social Media Sites,[object Object]

Building & Managing Communities,[object Object],Listen to/observe what the target audience is doing in social media,[object Object],Create a “social object” that is relevant to the brand and of genuine interest,[object Object],Start where your brand advocates and fans are the most passionate about ,[object Object],Focus on your customer’s needs. Focus on answering the question, “Why would consumers form a community around our brand?”,[object Object],Think like a contributor, not a marketer or sales person,[object Object],Foster many-to-many relationships. People need to interact with each other and not simply “the brand”.,[object Object],Share “insider” information and offer a preview of what new products are being developed.,[object Object],If a company's brand community restricts discussions, unhappy customers will simply go to one of dozens (and for many brands, hundreds) of enthusiast-run communities and vent just as much. The company loses the opportunity to gain insight from customers with potentially valuable criticisms.,[object Object],32,[object Object]

Engaging your brand advocates,[object Object],33,[object Object],[object Object]

Foster peer celebrity. Advocates love it when others recognize their expertise, experiences, and passion.

Let your advocates advocate. The only way to inspire your best advocates is to let them work their magic without interference except in issues of ethics and legality. Your advocates are not pawns—they are your partners, so treat them that way.Social Technographics of Users,[object Object],Source : Groundswell - Josh Bernoff and Charlene Li ,[object Object]

Tell Your Story and let your customers tell theirs…,[object Object],34,[object Object],www.fordvehicles.com/mustang/,[object Object]

Even if it’s just in photos… remember it is all about their passion for your brand and products,[object Object],35,[object Object],http://artofthetrench.com/,[object Object]

Create & Sustain Your Company Blogs,[object Object],"Tell stories" ,[object Object],"Don't just re-purpose your standard marketing messages and turn your blog into a marketing vehicle.",[object Object],"People want to develop relationships with the businesses they patronize. The more you can share your stories, the more you give your customers access to the inside and allow them to get to know you.",[object Object],"A blog gives you the opportunity to be more human and less corporate.“,[object Object],“Business blogs should have multiple authors, ideally people in different parts of the company, to give a rich, multi-dimensional sense of a company and its brand. "Business blogs shouldn't have a single 'company' voice," ,[object Object],"To be compelling, they have to be personal and human.",[object Object],"Before your blog goes live, you want everyone in the company to be on board... Create sample posts; critique each other. Have the legal department get comfortable with it. Don't go live until everyone is ready.",[object Object],36,[object Object],Kasey Kersnowski, Editor, Patagonia.com,[object Object]

37,[object Object],Engage & Connect with your Customers – Multiple Touchpoints,[object Object],[object Object]

Empower your marketing/PR team to publish regular articles, photos and videos to your company blog, Facebook page, Twitter, company widget and more.

Engage your customers – update them on your latest promotions, sales, company history, product development, etc.

Enable your customers to provide feedback, insights and great ideas/suggestions to improve your service and products

Reach out and grow your brand awareness to international markets,[object Object]

Monitor, Track and Report,[object Object],Web Analytics,[object Object],Google Analytics,[object Object],Wordpress Analytics,[object Object],Social Media Monitoring,[object Object],Collecta,[object Object],Social Mention,[object Object],Tweeter Analytics,[object Object],Tweetanalyzer,[object Object],Tweeteffect,[object Object],All-in-one Social Media publishing & Analytics,[object Object],pepperconn Social Media Groupware,[object Object],39,[object Object]

7. You have to invest time and resources,[object Object],Invest time and human resource to build consistency, loyalty,[object Object],Use tools to mitigate the extra load,[object Object],technology is ONLY a means to an end…,[object Object],90% of social media is just showing up. It’s the other half that’s hard,[object Object],40,[object Object]

Regional Strategies,[object Object],41,[object Object]

Case Studies,[object Object],42,[object Object]

pepperconn’s Social Media Program Methodology,[object Object],43,[object Object],50% Personal Angles : 50% Product Angles,[object Object]

Meeting OSIM’s Business Objectives through Social Media,[object Object],44,[object Object]

Matching Talents’ Profiles to target Customer Segments ,[object Object],Strictly Confidential & Proprietary ©PepperConn LLP ,[object Object],45,[object Object],Gladys,[object Object],Janie,[object Object],April,[object Object]

The Homemaker,[object Object],46,[object Object],Target audience : Tai-Tais, home makers, health & fitness fanatics, ,[object Object]

Monthly Themes - Overview,[object Object],47,[object Object]

Social Media Program (November),[object Object],November’s Theme : Staying in Shape,[object Object],Product Focus : uKimono,[object Object],48,[object Object]

Content Distribution & Convergence,[object Object],49,[object Object],OSIM Blog,[object Object],Personal & ,[object Object],Corporate,[object Object],Personal Blogs,[object Object],E-commerce / sales,[object Object],OSIM Blog Article,[object Object]

OSIM corporate website ,[object Object],Unique visitors & Traffic increased by 100% in 2 months,[object Object]

Lifestyle Blog Advertorials : Rubbermaid,[object Object],51,[object Object]

52,[object Object],Lifestyle Blog Advertorials : Rubbermaid,[object Object]

Crowdsourcing Ideas : My Starbucks Idea,[object Object],53,[object Object]

DELL Idea Storm,[object Object],54,[object Object],[object Object]

Demystify social media & business benefits 21 apr

Demystify social media & business benefits 21 apr

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Demystify social media & business benefits 21 apr