1.
Global social content
strategy and planning

2.
Trends and Research

3.
Source: Hootsuite & WeAreSocial 2020

4.
Source: Hootsuite & WeAreSocial 2020

5.
Source: Hootsuite & WeAreSocial 2020

6.
Source: Hootsuite & WeAreSocial 2020

7.
4 Key digital platforms
EmailSocial
Search Mobile
The Art + Science of Digital

8.
Email - Opportunities
• Awareness building
• Can be personalized
• Content is:
– Rich
– Detailed
• Can be automated
• Can be scheduled

9.
Email - Opportunities
• Database dependent:
– Clean & updated?
– Sizeable?
– Relevant?
• Over zealous spam filters
• Limited frequency
• Limited credibility
• Low open rates

10.
Source: Campaign Monitor, 2020

11.
52%
18%
15%
9%
6%
Worldwide Smartphone Market Share
APAC
Europe
North America
Latin America
Middle East
Mobile - Smartphone

12.
Source: eIQ, Feb 2017

13.
Mobile video usage across the world
Source: eMarketer, 2019

14.
Singapore mobile video consumption

15.
Mobile web or app?

16.
Internet & social media users
4.3
5.2
22.0
46.0
62.0
50.0
130.0
5.0
6.7
26.0
57.0
67.0
64.0
143.3
0.0 20.0 40.0 60.0 80.0 100.0 120.0 140.0 160.0
Singapore
Hong Kong
Malaysia
Thailand
Philippines
Vietnam
Indonesia
Internet Users Social

17.
The [fragmented] world of social media

18.
The [fragmented] world of Chinese social media

19.
Global Social Media Users
2.41B
610M
2.0B
310M
Sources: Statista, Business of Apps, Messenger People, 99Firms,
TechCrunch, Omnicore, Tech in Asia, 2017 - 2019
330M
214M
1.08B
1.6B 1.6B
1B

20.
Singapore social media users
Sources: Statista & Singstat, Q3 2018
4.0M
1.3M
2.5M
3.9M
1.4M 1.3M
2.4M
4.1M

21.
Source: GlobalWebIndex, Q1 2018

22.
Trends Moving Forward
• Mobile (Smart Phone)
• Videos
– 85% of Facebook videos are watched without
sound**
• Social Media Engagement by companies
• Companies on multi-platforms of fragmented
social media to reach audience

23.
Source: Hootsuite & WeAreSocial 2020

24.
Different types of social media
1. Social Networks
2. Messaging Apps
3. Media Sharing Networks
4. Bookmarking & Content Curation Networks
5. Consumer Review Networks
6. Social Shopping Networks
7. Sharing Economy Networks

25.
1. SOCIAL NETWORKS
Connect with people
What’s the purpose?
Egs:

26.
2. MESSAGING APPS
Send messages and chats
What’s the purpose?
Egs:

27.
3. MEDIA SHARING NETWORKS
Share photos, videos, live broadcasts
What’s the purpose?
Egs:

28.
4. BOOKMARKING & CONTENT CURATION NETWORKS
Discover, save and share new content
What’s the purpose?
Egs:

29.
5. CONSUMER REVIEW NETWORKS
Find and review businesses
What’s the purpose?
Egs:

30.
6. SOCIAL SHOPPING NETWORKS
Shop online
What’s the purpose?
Egs:

31.
7. SHARING ECONOMY NETWORKS
Trade goods and services
What’s the purpose?
Egs:

32.
Singapore social media users - Facebook
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
1,000,000
20 - 24 25 - 29 30 - 34 35 - 39 40 - 44 45 - 49 50 - 54 55 - 59 60 - 64 >= 65
Social Media Users Social Media Mobile Users
Source: Facebook, Oct 2018
Age
Size

33.
Why organizations use social media?
Effective Leverage Intimate

34.
Common activities of social media marketing
Source: Buffer, 2016

35.
How are the various platforms used?
Official
Behind the scenes
Casual
Content
Language
Formal

36.
Search
Do the following task:
• List the keywords of choice
• Google the keywords
• Check if your key destinations are on results of page 1 or 2
• Take note of who else share the coveted results page 1 and 2

37.
Organic search ranking factors

38.
SEO checklist
• Keywords
• Keywords density
• Inbound links
– Websites
– Directories
– Partners
• Social media links

39.
Digital Marketing
Digital
Marketing

40.
Digital Agencies / Services
Digital Agencies
Professional
Services
Creative Media
Exchanges Performance
Public
Relations
Consultants
Strategists CX, UX Auditors
Research
Channel
Services
Website Search
SEO SEM (Paid)
Social Media
Influencers
Mobile Email
Based on industry demand:

41.
Types of traffic drivers
External Earned Paid
Internal Owned -
Free Cost

42.
PEOC
Paid Media:
Digital media
channels that a
brand pays to utilize.
Owned Media:
Any platform that a
company owns,
controls, utilizes to
reach its target
audiences.
Earned Media:
Something generated
by word of mouth,
buzz or a
communication ‘going
viral’.
Converged Media

43.
PEOC
Converged Media

44.
What is converged media?
• Two of more channels of paid,
owned and earned media.
• Consistent storyline, look and feel
• All channels work in concert,
enabling brands to reach
customers throughout the
customer journey

45.
Customer’s Journey
Source: comScore Device Essentials Jul 2013

46.
The digital customer lifecycle

47.
The Consumer Journey

48.
Consumer experience (CX) funnel
Awareness
Education
Consideration
Purchase
Loyalty
Advocacy
Social Media

49.
Mapping some online marketing to CXF layers
CXF Layers Online Marketing Activities
Awareness
• Grow brand awareness
• Build online community
Education
• Establish Thought leadership
• Engage customers
Consideration
• Generate leads
• Conduct research
• Deploy recommendation engines
Purchase
• Online tactical offers
• Deploy re-targeting campaigns
Loyalty
• Offer exclusive offers
• Deploy rewards programs
• Offer customer service
Advocacy
• Recruit advocates and employees
• Manage reputation

50.
Strategic vs Tactical Marketing
Strategic Tactical
Purpose Why How
Focus Macro Micro
Timeframe Long term Short term
Activity Plan (Direction) Do (Steps)

51.
Map strategy to campaigns/tactics
Three core strategies
• Grow
• Maintain
• Protect

52.
Strategy - Profiling your Target Audience (TA)
Geographic
• Region
• Country
• Population
• Climate
Demographic
• Age
• Gender
• Nationality
• Ethnicity
• Occupation
• Income
• Family size
Psychographic
• Lifestyle
• Personality
• Values
• Interests
Behavioral
• Brand loyalty
• Values sought
• User status
• Usage rates
• Occasions
• Readiness to
buy

53.
Types of buying roles
• Individual vs panel
• Primary & secondary

54.
“Mapping the psychographics
of your target audience will help
refine your social advertising
targeting & your
social media content strategy”

55.
Key Opinion Leaders
0% 20% 40% 60% 80% 100%
Solve customer issues
Improve customer satisfaction
Manage brand reputation
Improve sales conversion
Drive lead generation
Support product launches
Increase share of voice
Increase brand awareness
Improve brand sentiments
Reach new audiences
Improve brand advocacy
Source: State of Influence 2018, Altimeter

56.
Ideas to collaborate with KOLs
• Product sampling
• Giveaways (for KOLs’ followers)
• Reviews
• Sponsored content
• Guest posts
• Mystery shopping
• Insights panel
• Idea generation
• Talent pool
• Product/service development
• Early warning & detection

57.
Global Strategies
• Geographical Segmentation in Social Media
• Regional Social Presence
• Schedule in local time zones & message locally
• Keep up with local news & holidays
• Create a Social Media Content Calendar
• Decide what to standardize, what to
customize region-to-region
• Check in on analytics and strategy by region

58.
Geographical Segmentation in Social Media
• How you want your brand seen across the
world.
• Overall marketing strategy for adaptation to
local market.
• Ecommerce strategy.
• Localized promotions to brick-and-mortar
stores.

59.
Regional Social Presence
• Localized content gets more interactions

60.
Regional Social Presence
• Post at the right time, with right tone of
language use gets better reach and exposure
for the brand.
• Deliver it with relevant support for other
campaigns in the region, publicizing
promotions.

61.
Schedule in local time zones &
message locally
• There are times where the audience reads
your posts and engages with you. Post your
content, especially promotions during these
peak hours.
• Use of “localized” language can build better
connection with the community.

62.
Keep up with local news & holidays
• People like companies who are part of the
community. It builds trust.
• Celebrating holidays together, doing gifts-
with-purchase and other holiday promotions
during local holidays.
• Keep up with major news stories, share news
and offer support to show that the company is
part of the community.

63.
Create a Social Media Content Calendar
• Develop a weekly or monthly plan based on
experience and incorporate ideas gathered for
content that will engage them.
• Schedule special posts for seasonal holidays.
• Use weekly hashtags.
• Regularly share promotions and deals.
• Plan a regular live session.
• Regular blog content.
• Share testimonial and reviews.

64.
Decide what to standardize, what to
customize region-to-region
To Standardize
• branding
• positioning
• social customer care
• benchmarking practices
• commitment to research
To Customize
• demographics
• positioning with regards to
local competition
• language
• cultural preferences
• posting time & frequency

65.
Check in on analytics and
strategy by region
• Set different goals in different segments
identified in your social media content
strategy.
• Benchmark against the competition and
market.
• Modify and test different strategies to get
better results in each region. Apply successful
strategies from other regions to test locally.

66.
Important Considerations
• Company structure and branding strategy.
• Resource and team.
• Goals on social and how they fit into your
global marketing efforts.
• Competition locally and globally.

67.
Things to look out for in 2021
• If your audience is between 16 and 24, TikTok
is showing strong growth with many youths
downloading and using it.
• Stories are the new trend – Facebook Stories
and Whatsapp Stories are getting popular, and
other platforms like YouTube and LinkedIn are
developing stories platforms as well to show
the authentic side of businesses and
influencers