Burda Social Media March 2012 - Rachit

Burda Singapore
Rachit Dayal
Managing Partner, Happy Marketer

Rachit@HappyMarketer.com

IDK

LOL

OTOT

FTW

BF

BFF4L

BFFLTDDUP

#Fail

Abuden

Agenda (and welcome to the training!)
1. The web in 2012
2. Content Strategies
3. Media Sales Strategy
4. Facebook Marketing
5. Online + Offline Integration
6. Budgeting & ROI Measurement

www.happymarketer.com/training/courses/burda


Rachit Dayal – Profile
• Managing Partner, Happy Marketer
– Lead Consultant on all for Happy Marketer
– 12+ years of Web experience,
• SEO – Over 50 websites optimized
• SEM – $500,000 spend managed
• Conversion – $5 million of online sales
• Websites – 11+ years of experience
– Singapore’s first Google Certified
• AdWords Professional (Jan 2006)
• Analytics Professional (Mar 2009)


Rachit’s Story


About Happy Marketer?
• Social Media Think Tank
– 2+ years old, headquartered in Singapore
– Provides Complete Management, Strategic
Consulting and Training Services
– Clients include Starhub, JobStreet, AirAsia,
Phillip Capital, Tourism New Zealand
– Focused on bringing market leading thought
leadership in Social Media Marketing to APAC
– Vibrant Training/Consulting arm – trained over
1500 professionals in less than 2 years
– Yahoo & Google Certified Partners
– Dedicated to Transparency of Processes,
Progress and Billing with Clients


Other facets of my life … Business at 21


Other Facets … Certified Hypnotherapist


Other Facets … Author at 23


Other Facets … NLP Master Practitioner


Which Me Do You Know?


Doesn’t everyone have split personalities?


Pre 2007 – Compartmentalized Life


Post 2007 – Public Visible Pieces of Life …


The Slow Death of Linear Thought
• In the past linear, one-way thinking worked well
• Because of limited communication channels, the only thing
companies could focus on was getting more eyeballs


Internet Influences On Multiple Levels


Much More Choice for Consumers
• Now consumers make
decisions based on …
– Finding alternatives through
search engines
– Opinions of their friends from
social networking
– Peer reviews through twitter
and other websites
– User generated content through
YouTube and blogs


The Conversation Prism


Uses of the Internet


Fish where the fishes are


Disconnect between Advertisers & Users


Brands Ignoring Internet Behavior?

1.7%
Ad spend online

45%
Time online


Social Media Landscape


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


Every 60 Seconds … (1)


Every 60 Seconds … (2)


The Corporate Website


Emerging Web Design Trends
• “Don’t make me think”
• Simple Navigation
• Large Headlines vs lots of text


Socialize Your Website
• Add social media buttons to your home page

• Add a Facebook Like box to your website

• Portal for your social media channels

Hello@HappyMarketer.com
Hello@happymarketer.com

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


Facebook


Timeline for Businesses, Features


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


Twitter


Posting Company News


Posting Important Updates


Customer Service


Strengths
•‘Faster than TV’, cutting edge
•Easy to use, get ideas and answers
•Used by mobile & tablet users
•Share info quickly, directly interact, listen

Weaknesses
•140 characters, time consuming, narcissistic, boring, service often
overwhelmed, low engagement levels


YouTube


Tutorials


Thought Leadership


Activism and Citizen Journalism


Testimonials


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)


Collaborating with Popular Bloggers


Strengths
•More content, perspectives for loyal customers, Able to clarify
misunderstandings, search engines visibility, humanizes brand,
collaborate, publishing articles increase brand value, repeat visitors,
feedback
Weaknesses
•Time commitment


Web / News Portals


Shopping Portals


Online Shopping Channels


Topic Specific Portals


Strengths
•Source of ‘alternative’ views, comments = transparency, better
understanding
•Product reviews / testimonials are powerful to shape customer
sentiment
•Great for PR
Weaknesses
•Lots of clutter / overload of information
•No control over user sentiment


Pintrest


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


Then & Now …


Google.com (Today)


Google.com (12 years ago – 1998)


McDonalds.com (Today)


McDonalds.com (14 years ago – 1996)


Pepsi.com (Today)


Pepsi.com (14 years ago – 1996)


Hotmail.com (Today)


Hotmail.com (12 years ago – 1998)


Apple.com (Today - 2010)


Apple.com (10 yrs ago - 2000)


MTV.com (Today – 2010)


MTV.com (10 years ago – 2000)


Biore.com (Today – 2010)


Biore.com (10 years ago – 2000)


Web Content Formats


Why is Web Content Important?
• Content engages your readers
• Content pulls your knowledge together and makes it accessible to
your customers
• Content attracts search engines
• Content brings you inbound links
• Content creates a buzz in social media

• Content is an investment that keeps bringing visitors month after
month after year after year


Never Stop Marketing
• Every page is a marketing page
• Who is your site for … and what do they want?
• People buy benefits, not features

• The headline is the most important part of your content

• Your first paragraph is the second most important part of your
content


Articles


Blog Posts


Microblogs


Photos


Videos


Podcasts


Downloadables & PPTs


15 Proven Web
Content Recipes


#1 – Answer Your Customers’ Questions


#2 – Reveal Your Secret Tips & Tricks


#3 – Bust An Urban Myth


#4 – Write A Case Study


#5 – Write A Blog


#6 – Write Your Company’s History


#7 – Start A Debate


#8 – Review of the Year


#9 – Report on an Event


#10 – Jargon Buster


#11 – Review a Book or Product


#12 – Build a Top 10 List


#13 – Interview an Expert


#14 – Write an A to Z


#15 – Publish Your Own Surveys


The 4 Steps to
Social Media
Success


Attract

Existing Network
Advertising
Viral / Word of Mouth
Goal: Grow your community.

In-House Promotion
• Tags on TV, posters, brochures, website, events


Advertise
• Sponsored Ads, Facebook, Twitter

Fan Page

Web Page


Socialize Your Website
• Add social media buttons to your home page

• Add a Facebook Like box to your website

• Portal for your social media channels


Advertise
• Sponsored Ads on Mobile platforms


Viral / Word of Mouth


Make it attractive to join


Show off your satisfied customers


Brainstorming Time
• How can you spread the word about your social community? List
out the mediums you will use
• What’s the selling point? (“Why should I join?”)
• How big do you want it to grow? (How many fans?)


Attract

Constant Content
Community
Customer Service
Goal: Increase participation

Create Constant Content
1. Short videos
2. Infographics
3. Articles


Care for your Community
• Provide educational material


Share community gen. content


Lot’s of free stuff!


‘How it’s made’ videos


Customer Service
• Learn how to answers questions, complains.


Responding to comments: LOFT
• Fans complained that pants only look good on model, but not on
real people. Demanded post pictures of real people.


LOFT responded the next day
• Use possible threats as opportunities
• Stay calm and listen to comments: they may be valid
• Respond and act quick: stay in the conversation.


September 2009 – September 2010


Wall Strategy (December)

From Tongue Twisters,
Sing-a-long, Trivia’s…


Total comments 720 (average 8)
Overall highest – 63 comments

Total likes 680 (average 7)
Overall highest – 70 likes


A TRIBUTE TO EARTH DAY
(April 22, 2010)

The theme for April is
Environmental Awareness.
Cheers is launching an
application that serves as an
awareness on how to maintain
the balance of a pond’s eco-
system which will make
healthy water for fish and
other living community in a
pond.

An ECO FRIENDLY FUN
ACTIVITY for users keep the
balance in the eco-system to
stop water pollution and act
fast. Thus, we named the
application as the Cheers Act
Fast Challenge.


Go Wild Over
Football
w/ Cheers
June 1 to July 9, 2010
Extended till July 12th


Wall activity just for
the fans…


World Cup Finals
(July 11/12 SGT)

SPAIN scored the 1st and only goal of the World Cup 2010 at 4:57 am.
14 people was up, some cheered some wept using our wall…


Trivia on Video

Photo Tagging


June 2010 interaction went to > 100 interactions.
March’s highest interaction was 65.
Avg. interaction would be 35 per month.

Month Interaction Comments Like
June 496 249 241
May 373 162 205
April 365 190 170
March 500 296 193

March 2010

Activity Time!
• How will your company constant engage fans?
• What resources will you use? Self generated content? Other
resources?
• How often will you release content?


Attract

Contests
Coupons
Cell Phones
Goal: Influence perception, store
visits and purchases

What level of engagement is appropriate?


Coupons
• Exclusive discounts just for followers


Quizzes


Photo Contests


Collaborations


Activity
• What action or decision do you want your customers to do


Attract

Size of Community
Quality Conversations
Revenue Generated
Goal: Utilize metrics to make
better business decisions

Web Traffic


Facebook Insights


YouTube Insights


Size of Active Community
• The number of Facebook fans, Twitter followers
• Blog posts, comments
• The number of pictures, videos, article views


Quality of Conversations
• Did you learn anything from your customers? Did they
learn anything about you?
• Reviews?


Revenue Generated
• Sales from events, contests, and products promoted
through social media
• Reduction in marketing expenses
• Set the right expectation about revenue


What We Do
About Happy Marketer


What is Happy Marketer?
• Search & Social Media Consulting Company
– Focused on bringing market leading thought leadership
in Web Marketing to APAC clients
– Vibrant Training/Consulting arm – trained over 1500
professionals in less than 2 years
– Google AdWords & Analytics Certified Partners
– Singapore’s Leading Google Analytics & Enterprise SEO
Consultant
– Strong, long-term partnerships to fulfill client needs in
Search, Social Media & Web Projects
– Dedicated to Transparency of Processes, Progress and
Billing with Clients


Our Clients


Our Role in Client Needs

Training
Skills

Consulting
Strategy

Integrated Services
Implementation


Training Offerings
We’ll Train Your Staff in Practical Social Media Skills, and
run Tactical Think Tanks for your Management Teams


Training – Building Skills & Direction

Client’s Management

Happy Marketer
Client’s Marketing Managers

Search, Web or Social Media
Agency


Types of Trainings
• Website & Search Marketing • Social Media
– Management Think Tanks – Tactical Workshops
– Campaign Planning – Campaign Planning
– Search Optimization – Facebook Pages
– Search Advertising – Facebook Buzz Campaigns
– Display Advertising – Twitter & Microblogging
– Web Analytics – Youtube & Video Marketing
– Website Usability – Apps Features & Usability
– Web 2.0 & 3.0 Features – Web Video Production


Consulting Support
We’ll take stock of your Social Media assets, Analyze
& Monitor competition, Help manage your Social
media Agency & Provide Constant Expert Advice


Consulting – Creative, Planning & Monitoring
Happy Marketer’s Consultants


Search, Web or Social Media
Agency


Types of Consulting Support
• Search Strategy • Creative Direction
• SEO Audits • Spend Audits
• SEM Audits • Policy & Processes

Search Social

Analytics Web

• Web Analytics • Website Usability
• Online Reputation • Sitemaps &
• Digital Strategy Revamps


Integrated Campaigns
We’ll run end-to-end Social Media campaigns that
attract new fans, absorb them into your universe
and activate them to become customers


Integrated Campaigns - Execution


Happy Marketer’s Consultants


Search, Web or Social Media Agency


Questions?
Contact: Rachit Dayal
Phone: +65 9427 4110
Web: www.HappyMarketer.com
Email: Hello@HappyMarketer.com
Twitter: @hmarketer
Facebook: ww.Facebook.com/HappyMarketer

Burda Social Media March 2012 - Rachit

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