1.
Digital and Social Media in Aesthetics
Marketing
Q-MED Clinic Manager Training Workshop
25 June 2011

2.
Agenda
• The Changing Landscape of Advertising
• Challenges & Implications
• Digital Landscape in Asia
• Digital Marketing and Social Media: How you can apply
this to your role

3.
Let’s take a step back
Think about how the way we interact with media and
entertainment has changed

4.
There’s a shift from pure media consumption

5.
To a culture participation and creation

6.
People talk, share and aggregate

7.
People create, remix and watch

8.
And people do all of that for, with and against brands
For With Against

9.
We are quickly evolving in the way we
communicate and socialize

10.
Consumers research and talk about brands
heavily online.

11.
Digital and social media accelerates these
conversations…

12.
Marketing is social
With digital technology, communication
between brands and consumers become bidirectional

13.
Paid media gave us the power to completely
control the story we wanted to tell
Brand
Communication

14.
The enormous influence of earned media requires
brands to open the conversation to everyone
Brand
Conversation
The Brand and Consumers talk to each other.

15.
Today, what is largely
is said about out of our
our brand
control

16.
Social Media: It’s not the same as advertising
• New medium with different rules
• You need to understand the rules or get an
external agency who does
• Traditional advertising rules will not work

17.
So what does the digital landscape in
Asia look like?

18.
42% of the world’s Internet users are from Asia
Internetworldstats.com, June 2010 data

19.
42% of the world’s Internet users are from Asia
Internetworldstats.com, June 2010 data

20.
Asia Internet Population
Internet World Stats, June 2010

21.
Asia Internet Population
Internet World Stats, June 2010

22.
Asian web audience skews younger
Comscore, January 2011

23.
Hong Kong and Singapore skews older than the
global average
Comscore, March 2011

24.
Median age of Online Users in HK, SG, TW
and KR is between 25 – 44 years old
Hong Kong Singapore Taiwan South Korea

25.
Growth of active users between the age of
35-59 year olds rising dramatically

26.
Growth of active users between the age of
35-59 year olds rising dramatically

27.
Key Online Activities: Asia
Comscore, Jan 2011

28.
Most visited sites in APAC
Comscore: Top Domains, Asia Pacific Jan 2011

29.
Females are equally active online
Comscore, March 2011

30.
In fact, Hong Kong and Singapore have the
largest proportion of women online
Comscore, June 2011

31.
Singapore & Hong Kong: Social Media and
Search Dominates
Hitwise, June 2011

32.
Taiwan & South Korea: Search Portals and
Community Networks lead the way
Taiwan
South Korea
Hitwise, June 2011

33.
Photo sharing and videos are an integral part of
the digital experience

34.
Photo sharing and videos are an integral part of
the digital experience

35.
Online Video consumption: SG and HK

36.
Online Video consumption: TW and KR

37.
Search: Google leads the pack
Comscore, APAC, July 2010-Jan 2011

38.
Singapore and Hong Kong users are active
searchers

39.
Facebook Penetration in APAC
Socialbakers, Feb 2011

40.
Indonesia has the 2nd largest Facebook user
base in the world

41.
Philippines is the top Facebook market by
reach
Comscore, June 2011

42.
Japan, Indonesia, Philippines and
Singapore are top 10 on Twitter by reach
Comscore, June 2011

43.
Digital Marketing Toolkit: Data & Statistics
• Asian Digital Marketing Yearbook 2011
ü http://www.asiadigitalmarketingyearbook.com/asia-pacific-digital-
marketing-yearbook-2011
• Comscore State of the Internet South East Asia March 2011
ü http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/
State_of_the_Internet_Southeast_Asia
• Internet World Stats
ü http://www.internetworldstats.com/stats3.htm

44.
Where should we start?

45.
What are your customer touch points online?
E-Newsletter
Podcast
Branded
content
Blog
E-Direct Mailer
Search
Forums
Mobile App
Microsites
Social
Banners
Platforms
Website

46.
Objectives: What do you want to achieve?
Awareness
Data
Sales
acquisition
Digital
Platform
Leads
Adoption
generation
Building
relationships

47.
Call to Action: What do you want the target
audience to do?
Register for
Events
Find our
more about
our Contact our
Sales Team
products /
services
Download
Subscribe our
to our
marketing
newsletters
collaterals
Call to Action
Attend
Update Online
your profile
Training
Download Purchase
our Trial online

48.
What does Digital encompass?
Web Design
(User Experience/Interface)
Online Advertising Search Engine
(Banners, Paid Search, Ad
networks, Content Targeting) Optimization (SEO)
Customer Relationship
Web Analytics
Management Digital
(Email Marketing)
Social Media Mobile
(Facebook, Twitter, YouTube) (Apps, coupons, QR codes, Augmented
Reality, Location Based Services)
Viral Marketing
(Blogs, Forum Seeding, Influencers)

49.
The Consumer Purchase Funnel
Advertising (Online/Offline), Email
Awareness Marketing, Viral Marketing, Social
Media
Consideration Paid Search, SEO, Viral Marketing,
Mobile, Social Media
Preference Paid Search, SEO, Email Marketing, Viral
Marketing, Mobile, Social Media
Purchase Website (User Experience), Mobile, Web
Analytics
Retention CRM, Social Media
Advocacy CRM, Viral Marketing, Social Media

50.
Challenges
Challenges

51.
Our Challenges
• High involvement product/service
• Social Taboo
• Invasive
• Inertia
• Fear
• Expectations
• Lack of or too much information
• Costs
• Marketing regulations

52.
How can we use digital to…
• Sell the product/service?
• Recreate the sensorial experience of the brand/
product online?

53.
Key Digital Tenets
• High level of involvement requires research to be
done before a decision is made to purchase
ü Online is the number one source of information
ü Not enough to just have a website
ü Users now rely on social networks and user generated
content (e.g. reviews) to make their choices

54.
Clinics must have a strong presence
online
• Numerous third party information sources online about the
brand and product
• Includes consumer reviews, discussions and even price
comparison
• Potential customers have access to this information
• Essential for the brand and clinics to have a strong voice
in the online landscape

55.
What do consumers want?
• Information, Clarity and Ease of Mind
• They want to:
ü Hear about the experiences of others
ü Ask questions and get answers
ü Be able to imagine what they would look like
ü Get a step by step explanation of the procedure
ü Find out if it will be painful/The price?
ü Know about the time horizon/downtime
• We need to get them comfortable enough to make a well
informed decision

56.
Let’s approach this in the following ways…
• Build a solid foundation – Website/Social Platforms
ü Consumer education
ü Provide an information repository via content curation and not just
aggregation
ü Open communication / Customer Service
ü Search Engine Optimization
• Drive awareness and traffic to digital assets
ü Online Advertising, Keyword Search
• Engage existing/potential customers & key influencers
ü CRM Strategy, Digital seeding, Blogger marketing

57.
Content Creation & Distribution
• Create customized (localized) branded media and content – Videos &
Photos
• Doctor participation and clinic promotions
• Product seminars and events
• Document procedure and experience
• Use well known bloggers as a launch platform
• Create a compelling reason to keep users coming back
• Solicit volunteers/Co-creation
• Build customer database (Email/Social Media)

58.
Digital Marketing Channels
• Digital/Social Network Platforms
ü Website, Facebook, Twitter, YouTube, Blogs
• Viral Marketing
ü Digital seeding, Blogger outreach
• Online Advertising/Search Marketing
ü Banner Ads, Ad Networks, Paid Search, Content Targeting
• Search Engine Optimization
• Customer Relationship Management
ü Database management, Email marketing
• Website Analytics
ü Accountability, Tracking and Optimization

59.
Tying everything together
Paid Online Facebook
Media Advertising/ Search (Paid/ Ads
Email SEO)
Drive visits to Drive fan
Drive traffic Website/Blog acquisition
YouTube
Website Facebook
Owned Channel
Media Page
Twitter Blog
Increase brand
Drive traffic awareness/product
knowledge
Earned
Media
Monitor and engage on Discussion Forums . Digital Seeding,
Blogger Outreach

60.
What can we do to move customers away from
purchase inertia?
• Create an immersive digital experience through pervasive
storytelling
• Leverage on technology to create a virtual customized
trial experience

61.
Humans crave stories and technology constantly
advances the art of story telling and creates new
experiences that help marketers connect

62.
People love to hear and be part of stories

63.
The Customized Trial Experience

64.
Augmented Reality

65.
Facial Recognition: Stars in You

66.
Facial Recognition: Doggelganger New
Zealand

67.
Vaseline Face Whitening

68.
Questions?

69.
Thank You!
Vincent Teo
intersphere@gmail.com
@intersphere (www.twitter.com/intersphere)
www.linkedin.com/in/vincentteo