Basics to get started if you're a small business selling to consumers in Social Media

1. Social Media
101

2. About me
- 10 years of in digital marketing
- Founder of Kobe Global Technologies Pte Ltd
- Kobe Global opens new market segments for
consumer brands with their 4,000 relevant
celebrity, macro, micro or everyday influencers
reaching 20M audiences
- Within the 1st year, Kobe has crossed 7-digit in
sales and worked with over 150 brands including
Pepsi, Changi Airport Group and Calvin Klein
- Also a partner of PurpleClick Media and has
managed over USD$10 Million annual ad revenue
across the region
- Loves going to JB for her food hunts

3. Outline
▪What is Social Media
▪Why is Social Media Relevant to me
▪Who should I be engaging
▪What should I do to get started, or improve my
social media campaign
▪Where can I get (free) Help?

4. What is Social Media?

5. Overview of Digital Landscape
Southeast Asia is the world’s
fastest growing internet region
+3.8mn people coming online
every month
260mn internet users
→ 480mn by 2020
$200bn SEA internet economy by 2025
(eCommerce, Online Media, Online Travel)
Source: Google, Temasek 2016, We Are Social

8. Overview of Digital Landscape
Total Addressable Market
Leads
Conversions
Repeat
Customers
Marketing Objective
Raise Awareness
Generate Interest
Facilitate Buying
Encourage Loyalty
Capture Demand
Google Search
Generate Demand
Social Media, Video

13. Overview of Social Media Landscape
Social media landscape divided into categories of :
- Publishing (e.g. Blogger)
- Sharing (e.g. Pinterest)
- Discussing (e.g. Quora)
- Collaborating(e.g. Slack)
- Messaging (e.g. WhatsApp)
- Networking(e.g. Tinder)
Source: Quora

14. Overview of Social Media Landscape 2018
Source: Quora

15. Why is Social Media
relevant/important to me?

16. Social Media Statistics (Singapore)
Total
Population
Internet
Users
Active social
Media Users
Mobile
Subscription
Active Mobile
Social Users
5.75
Million
4.83
Million
4.80
Million
8.61
Million
4.30
Million
Urbanisation:
100%
Penetration:
84%
Penetration:
83%
Penetration:
150%
Penetration:
75%
Source:
Hootsuite

17. People’s Purchasing Patterns
have changed.
In a noisy world, people listen to
voices they already know and
trust.
The world is changing

18. How Social Media is changing Consumers
purchase patterns
Consumers have a
voice on Social Media
Consumers are
well-informed
Consumers have
high expectations
- They freely share what’s on
their mind
- Opportunity for brands to
amplify user generated
content such as good reviews
about their products
- Digital form of word-of-
mouth and will have a great
impact on the success of their
campaign
- Population has unlimited
access to many
information on the internet
- Educate themselves about
different topics that they
are interested in
- Follow influencers’
accounts and look up to
them for advice on which
products are a go-to and
which deserve a no
- Well informed about
what is out there and
how well products
perform, they have set
the bar of expectations
even higher
- Customers are always
connected and it is not
easy for them to accept
a message that does not
resonate with their
interests
Source: https://www.activedmc.com/3-ways-social-media-has-changed-consumer-behavior/

19. “
Seek first to understand,
then to be understood
We need to listen to our audience, understand what they are looking for and accept what they
believe in, in order to be able to successfully win them over as brand consumers.

20. Who should I be
engaging and how do I
create content?

21. Know Your Customer
Demographics
Age
Gender
Marital Status
Occupation
Location
The “Traditional” Customer

22. Demographics
Female
25 – 40 years old
Married
Housewife
Singapore
The “Traditional” Customer

23. Personality,
interests,
mindset,
habits
Demographics
The 2018 Customer

24. Example
Sally, 33 is a SAHM of 2 young children. She is digitally
savvy and stays connected with friends through
Instagram and Facebook. She spends most of her time
taking care of her kids and at her free time, she enjoys
experimenting with new recipes to delight her
family…….

25. WHO
Demographics
Gender? Age? Location?
Education level? Income
level?
Psychographics
Demeanour?
Lifestyle Habits
Interests/Hobbies
Communication
Preferences
WHY
What motivates
him/her?
All Rights Reserved. Kobe Global Technologies Pte Ltd
75 Ayer Rajah Crescent Singapore #03-13 S139953
www.getkobe.com | contact@getkobe.com | TEL: +65 6255 5662

26. WHO
Demographics
Gender? Age?
Location? Education
level? Income level?
• Female, age 35
• Tertiary educated, Dual HH Income: $140,000
• Stays at heartland, HDB area (Tampines)
Psychographics
Demeanour?
Lifestyle Habits
Interests/Hobbies
Communication
Preferences
• Stay at home mother with 2 children (10 and 8), used to work as a Office Manager
at an SME for 7 years
• Calm, loving, patient demeanor
• Stays connected with her family and friends through Instagram, Facebook
• Online savvy, does research on reviews, blogs, social media before purchase
• Enjoys weekends with children at child-friendly activities or dining places
WHY
What motivates
him/her?
Her children’s ability to cope with education and family’s well-being
All Rights Reserved. Kobe Global Technologies Pte Ltd
75 Ayer Rajah Crescent Singapore #03-13 S139953
www.getkobe.com | contact@getkobe.com | TEL: +65 6255 5662
[FOR ILLUSTRATION ONLY]

27. How do I get started /
Improve my social media
marketing?

28. Gather a team
– existing
people from
different
divisions
Ask questions
& set goals
Review work
plan
Start,
measure,
learn!
Centrally store Information:
• Learning materials
• Marketing Content and Assets
• Customer Databases
Getting Started
Watch video
together

30. LIMBIC BRAIN
• All of our feelings, like trust and loyalty
• All human behavior and decision-making
• No capacity for language
LIMBIC BRAIN
All of our feelings like trust and loyalty

31. NEOCORTEX
• Rational and Analytical Thinking
• Language
NEOCORTEX
Rational and Analytical Thinking

34. “
OUR WHY

35. BEFORE KOBE
2 WEEKS INTO BUSINESS, NEW OPENING
COMPETITOR JUST 2 STALLS AWAY

36. CONSUMERS TRUST EACH OTHER

38. Social Media
Influencer
Marketing =
Social
Proofing
Expert
Celebrity
User
Friend
Badges

39. People who loved to
explore hawker centre
food
People who work or
stay around
Macpherson

43. AFTER KOBE:
160% INCREASE IN 3 WKS

44. “I never thought it (social
media) could be effective
until I felt the difference in
my business! I knew my
food was good, and I just
had to give a push for
people to share it.”
Danny, 55
Owner, CCK190

46. Gather a team
– existing
people from
different
divisions
Ask questions
& set goals
Review work
plan
Start,
measure,
learn!
Centrally store Information:
• Learning materials
• Marketing Content and Assets
• Customer Databases
Getting Started
Watch video
together

47. Tips to improve (Social Media 102)
1. Establish
Social Media
Presence
2. Content
Creation
3. Get
(Measurable)
Feedback
4. Implement
Content
(scientifically)
based on
Feedback
5. Work on
Earned
Content
Managing
Expectation
Anticipating
Expectation

48. What free marketing
tools can I use?

49. Free Marketing Tools
- Snip.ly – drive traffic with others’ contents
- Buffer.com – publish social media posts more
effectively and efficiently
- Socialmention.com – search for where you
appear in social media
- Google Alerts – get notified via email each time
you appear somewhere on Google

50. Free Marketing Information
- Blog Contents
- Eg. Hubspot, Kissmetrics, Getkobe, Neil Patel
- Email Subscription
- Eg. Hubspot, Kissmetrics
- Marketing News
- Eg. Marketing Interactive
- Podcast
- Eg. Neil Patel, Gary Vaynerchuk
- YouTube Videos

51. Free Templates
• Content Calendar: https://docs.google.com/spreadsheets/d/123P8tvm53fmKe5zAjKTPSA6by9FG-
CZyqtYWE9knVp4/edit#gid=0
• Writing Social Media Updates:
https://docs.google.com/spreadsheets/d/1UU4a58rDlM2y1mhDDqsukkcEd10g0wAyPobcml-C7ts/edit#gid=0
• Social Media Strategy Template:
https://docs.google.com/presentation/d/15nxREYBJ2lElS5Zx8Gdb4qlbvhH4Xtqse3dwxeExASE/edit#slide=id.g1e3ee8b4f
7_2_83
• Social Media Audit: https://docs.google.com/spreadsheets/d/1Xap5QTGn2qm7fZp8zlt0P5-
04a6KIKEWfD69556MlkA/edit#gid=0
• Editorial Calendar Template:
https://docs.google.com/spreadsheets/d/1RURXxXgal2LWdIYxVGalhMOq3fWlfI3JzkB8SGBBqo8/edit#gid=0
• Social Media Analytics Report:
https://docs.google.com/spreadsheets/d/1BIS5JZeMUp6KiJwqobGL2sILs4QFIgzroJZ5IXzF8g0/edit#gid=316759799

52. Top 4 Marketing Trends in 2018
Rise of Peer Influence
Getting Employee
Advocacy Right
Self-Serve Advertising
Tools
Data Driven Creativity
Peer influence continues to be the
most trusted source of information.
Acknowledging that employees are
individually and uniquely powerful on
social media – as influencers in their own
right – will be deemed a strategic asset.
The self-serve advertising tools of retail
websites like Amazon getting a lot more
popular.
Digital content continues to be a crucial
touchpoint for brands to connect with
customers in this digital age. Marketers need
to understand how to create and deliver the
right content to the right people at the right
time to ensure personalized, relevant, and
engaging experiences are being delivered.
Source: https://blog.digimind.com/en/insight-driven-marketing/build-strategy/top-4-marketing-trends-digital-marketers-
2018/

53. About Kobe

54. About Kobe

55. 36,854,322 audiences successfully targeted

56. Thanks!Any questions?
You can find me at:
evangeline@getkobe.com
Find us at:
www.getkobe.com
@getkobe
@getkobe