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| Date post: | 17-Oct-2014 |
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Business |
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Burda Singapore
Rachit Dayal
Managing Partner, Happy Marketer
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)
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
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
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
Brands Ignoring Internet Behavior?
45% Time online
1.7% Ad spend online
15MM+ users
135MM+ users
51MM+ users
15MM+ users
62MM+ users
232MM+ monthly active users
115MM+ subscribers
20MM+ blogs
6MM+ users
800 MM+ monthly active users
230MM+ users 2MM+ users
500K+ users
800MM+ monthly users visit site
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
100K+ users
2MM+ users
2MM+ users
1.5MM+ users
EC
We have many tools to choose from...
Emerging Web Design Trends
• “Don’t make me think”
• Simple Navigation
• Large Headlines vs lots of text
[email protected] [email protected] [email protected]
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
[email protected] [email protected]
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
[email protected] [email protected] [email protected]
Strengths & Weaknesses
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
Strengths & Weaknesses
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
Strengths & Weaknesses
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)
[email protected] [email protected]
Strengths & Weaknesses
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
Strengths & Weaknesses
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
Strengths & Weaknesses
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
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
[email protected] [email protected]
Attract
Existing Network
Advertising
Viral / Word of Mouth
Goal: Grow your community.
[email protected] [email protected]
In-House Promotion
• Tags on TV, posters, brochures, website, events
[email protected] [email protected]
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
[email protected] [email protected]
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?)
[email protected] [email protected]
Attract
Constant Content
Community
Customer Service
Goal: Increase participation
[email protected] [email protected]
Create Constant Content
1. Short videos
2. Infographics
3. Articles
[email protected] [email protected]
Responding to comments: LOFT
• Fans complained that pants only look good on model, but not on
real people. Demanded post pictures of real people.
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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.
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
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…
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
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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?
[email protected] [email protected]
Attract
Contests
Coupons
Cell Phones
Goal: Influence perception, store
visits and purchases
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Activity
• What action or decision do you want your customers to do
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Attract
Size of Community
Quality Conversations
Revenue Generated
Goal: Utilize metrics to make
better business decisions
[email protected] [email protected]
Size of Active Community
• The number of Facebook fans, Twitter followers
• Blog posts, comments
• The number of pictures, videos, article views
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Quality of Conversations
• Did you learn anything from your customers? Did they
learn anything about you?
• Reviews?
[email protected] [email protected]
Revenue Generated
• Sales from events, contests, and products promoted
through social media
• Reduction in marketing expenses
• Set the right expectation about revenue
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 Role in Client Needs
Skills
Strategy
Implementation Integrated Services
Consulting
Training
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
Search, Web or Social Media
Agency
Client’s Marketing Managers Happy Marketer
Types of Trainings
• Website & Search Marketing
– Management Think Tanks
– Campaign Planning
– Search Optimization
– Search Advertising
– Display Advertising
– Web Analytics
– Website Usability
– Web 2.0 & 3.0 Features
• Social Media
– Tactical Workshops
– Campaign Planning
– Facebook Pages
– Facebook Buzz Campaigns
– Twitter & Microblogging
– Youtube & Video Marketing
– Apps Features & Usability
– 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
Client’s Management
Search, Web or Social Media
Agency
Client’s Marketing Managers
Happy Marketer’s Consultants
Types of Consulting Support
• Website Usability
• Sitemaps & Revamps
• Web Analytics
• Online Reputation
• Digital Strategy
• Creative Direction
• Spend Audits
• Policy & Processes
• Search Strategy
• SEO Audits
• SEM Audits
Search Social
Web Analytics
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
Client’s Management
Search, Web or Social Media Agency
Client’s Marketing Managers
Happy Marketer’s Consultants
Questions? Contact: Rachit Dayal
Phone: +65 9427 4110
Web: www.HappyMarketer.com
Email: [email protected]
Twitter: @hmarketer
Facebook: ww.Facebook.com/HappyMarketer
