Burda Social Media - Day 2

transcript

Hello@happymarketer.com

Welcome to Day 2

More Case Studies &

Application

mailto:Hello@happymarketer.com

1. The role & influence of “digital” in marketing?

2. Latest Developments in Facebook Marketing

3. Integrated Offline-Online Social Media Campaigns

4. Social Media ROI

In the last 700 years, since the advent

of print media, marketing has evolved across many

different media and devices and is progressively moving

towards in-bound, content based, non-intrusive ideas

So where & how exactly does

“digital marketing” fit in &

influence marketing?

Traditionally the consumer decision making process has

been linear and simplistic…….

…but with the advent of digital & social media, the

model has evolved to be dynamic…..

Source: McKinsey & HBR 2010

…and in this new loop model, online marketing helps

marketers achieve a good mix of objectives…..

….and there’s different forms of digital marketing

channels & media to cater to the different phases…..

Brand marketers must distinguish between the different

kinds of digital media available & their utilities….

Activity 1: Design an advertising campaign for

AugustMan across the following channels

• Print • Radio • TV • Email • Mobile • Display • Social Media

One annual mega promotion

to increase the awareness

& subscription

of the magazine

4. Social Media ROI

6 Asian

countries in

the Global

Top 20

So, does Facebook work

for businesses?

What are the cool, new,

relevant Facebook updates?

1. Cover Photo & Profile Photo

2. Milestones

3. PinPosts & Highlights

4. Private Messages

5. Admin Panel & Analytics

Activity II: Let’s use our creative juices to think of ideas

of how best we can leverage on the Timeline & Social

Reader to revamp AugustMan’s Facebook Page

So, what should be my

Facebook Marketing

Strategy?

The activities and events that typically into campaign

planning exercises……

• Facebook Fans Strategy

• Facebook MediaBuy & CPC Advertising

• Online & Traditional PR

• Facebook Application Contest

• Facebook Wall Content Strategy

• Facebook Photos & Videos

• Traditional PR Activities

• Promotions & Fan Meetups

• Roadshows & Events

Community

Growth

Community

Engagement

Community

Participation

Brand

Engagement

September 2009 – September 2010

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

Wall Strategy (December)

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

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

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.

March 2010

Month Interaction Comments Like June 496 249 241 May 373 162 205

April 365 190 170 March 500 296 193

Customer

Service

Promotion & Contests

Social

Commerce

So, what can we do for Burda

& it’s properties?

Lets Brainstorm!

Activity III: Think of one idea each per given category for

the August Man FanPage

1. Brand Engagement

2. Contests & Promos

3. Customer Service

4. Crowdsourcing

5. Social Reading & Commerce

4. Social Media ROI

The Offline vs. Online battle?

How do I split my spends?

Source: Mashable

Hello@happymarketer.com Source: Economist

Which one takes the lead

&

How do we synergize both?

Offline marketing boosts

online effect by 40% What prompts users to search online

for a particular product/service?

• TV ads – 44%

• Word of Mouth – 41%

• Print ads – 35%

• Radio – 23%

• Billboard – 13%

Source: eConsultancy & iProspect

4. Social Media ROI

There needs to be a balance

Between quantitative &

Qualitative metrics!

Hope you’ve enjoyed the session.

For anything else

just drop me a tweet

@pranmaz

Or call me at +65 9069 5123

http://www.twitter.com/pranmaz

Burda Social Media - Day 2

Business