A deck i made for an internal training session. Ideas credited where due.

1. SOCIAL MEDIA 101
CREATED FOR HAVAS MEDIA SINGAPORE

2. outline
A brief history of social media
What is it and why should we care?
Social media in Singapore
A quick look at various social media channels
Case studies

3. Lets start from the very
beginning

4. A brief history
1971: the first email was delivered
1989: CERN engineers start developing the world wide web
1995: Newsweek headlines disses the internet

5. A brief history
1997: Google opens
2004: Facebook opens
2006: Twitter launches
2009: “Unfriend” was the New Oxford American
Dictionary’s ‘word of the year’
2010: The internet surpassed newspapers as the primary
news source for Americans

6. Today
Over 50% of people have learned about
breaking news via social media rather than
official news sources
46% of people get their news online at least
3x a week
As of 2012, online news revenue has
surpassed print newspaper revenue
Via mashable

7.
We cant live without it

8. Every one minute in social media:

9. Every one minute in social media:
Via mashable

10. Every one minute in social media:
See what I mean
Via mashable

11. But what is social?

12. Social Media
is basically about online conversations

13. Via

14. Via
Communities of real voices

15. A fundamental shift in
the way we
communicate: from
monologue to
dialogue

16. Via Tara Hunt in The Social Retailer

17. So what

18. Why
should
we
care?

19. Because they do

20. >95% of consumers in APAC trust companies
with a responsible social profile over those that
don’t
Via asiamediajournal

21. What going social can
do for you

22. Make life simpler, less
alienating, and more
efficient.

23. Give your brand a personality
and identity

24. “Focus on how to be social, not on how to do
social.”
- Jay Baer, Convince & Convert

25. Know
what
you
want
Two questions

26. Largely visual
bookish
Interested in
culture
bold
Who is your consumer?

27.
Who are you?
Brand identity is more important than ever
now. If you don’t know who you are, how do
you expect your customers to identify with
you?

28. Be aspirational

29. All clients want the same thing
(Really)

30. All clients want the same thing
(Really)
“I wanna
go viral”

31. All consumers want the same
thing too (it’s not complicated)

32. All consumers want the same
thing too (it’s not complicated)
“an easier
life”

33. Your underlying goal should
be to make life easier for
your consumer.
Make this
guy happy

34. It’s like being in a relationship
Let them…
... Finish your sentences
Be Relevant
Give them conversation starters
Provide high quality content that
consumers want to talk about
Ask questions

35. Listen to them: what are they saying about
your brand?

36. Understand your
social media
channels

37. How do you get noticed?
Create content that is relevant and interesting
(more on this later)

38. Lets get a bit more technical
Deciphering jargon so even grandpa can understand it

39. edgerank
Why some stuff appears on your newsfeed and
some doesnt

40. Social impressions

41. influencers
! Key influencers in specific fields have an
outsized influence on brand affinity and
purchasing decisions on social platforms. Key
influencers typically have their own blogs,
huge Twitter followings and rarely know their
audiences personally.

42. blogs
A personal journal published on the
internet

43. microblogs
! Microblog- a form of blogging that allows users to
exchange small elements of content such as short
sentences, individual images or video links
! Tweet- a message sent via twitter. 140 characters
long
! Retweet - tweeting something that was posted by
another user
! Hashtag: a way of organising updates for twitter
search engines. Users prefix the message with a
community driven hashtagto enable others to
discover relevant posts

44. Social media in singapore

45. 2.7 Mn
Singapore internet users
on social networks
26 mins
Avg time spent per visit per
month
50 times
Visited social media sites in a
month

46. Social media supporting consumer
decision making – participation in past 12
months
Source:
The
Digital
Media
Habits
and
A8tudes
of
Southeast
Asian
Consumers
,October
2011,

47. Key Platforms
Reach
per
month
Avg
Time
Spent
Frequency
of
per
month
Visit
per
month
Facebook
2184
10.2
26
TwiOer
567
2.7
11
Linkedin
369
4.3
3.9
Youtube
1771
16.4
13.2
Wikipedia
976
2.8
5
Blogger
1243
2.4
5.8
Comscore
Dec
2011

48. Previously: the need to go social
Vs
Now: the need to differentiate yourself

49. Understanding the different
social media channels and what
they cater for

50. The usual suspects

51. facebook

53. “You are what you
tweet.”
- Alex Tew, Monkey
Inferno

54. twitter
twiOer

57. youtube

58. linkedIN

60. Google+
Just kidding.
G+ is useless.

61. GENRE SPECIALIZED

63. UP AND COMING/ UNUSUAL
The New Kid on the Social Media Block
Beta site launched in 2010

64. Basically
A content curation
site where you can
‘pin’ images to your
own boards
organized by
themes

65. Brands big on pinterest

67. Integration with Instagam makes it a very popular
medium for brands of a primarily visual nature
Ie. Fashion labels: Topshop and Alexander Mc Queen

70. Examples
of social
media
campaigns
What you can do

71. Run competitions on Social media
channels
“Pin it to win it” as seen from Barneys, New York

72. Gamify your campaign
Example:
Foursquare

73. Engage Influencers and
collaborators
But
create brand advocates

74. Short term goals:
Measurables: likes, followers,
retweets, reach, brand keyword
association

75. Long term goals
Turn your customers into advocates
(remember- making life easier for
them?)
If they like you
They will talk

76. Case
studies
What They Did

77. ASOS makes life easier (and more
affordable) with free worldwide
shipping

78. IKEA uses facebook tags
http://www.youtube.com/watch?v=3yc8tlT2_6w

79. MINICOOPER gamifying their entire campaign
http://www.youtube.com/watch?v=WMWu1h_6OfE

80. Oldspice creates conversation
http://www.youtube.com/watch?v=TdJWrphD7aAa

81. Finally,
Its supposed to make life easier
Enjoy it

82. THANK YOU
JEMIMAH WEI
COPYWRITER & SOCIAL
MEDIA STRATEGIST
HA AS MEDIA
V
Jemmawei.com