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MENDAKI Social Media Training - Day 2, Part 1

Date post:17-Oct-2014
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David Liem's Slide Deck during the MENDAKI Social Media training
Transcript:

MENDAKI Social Media Training

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Social Media Engagement Training

David Liem

Partner, Happy Marketer

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About Happy Marketer?

Headquartered in Singapore

Provides Strategic Consulting and

Training Services

Focused on bringing market leading

thought leadership in Social Media

Marketing to APAC

Trained over 1500 professionals in

less than 2 years

Yahoo & Google Certified Partners

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Happy Marketer. more business from your website

A little about myself

David Liem

Senior Consultant, Happy Marketer

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Davids Profile

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IDK

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LOL

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OTOT

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FTW

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BF

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BFF4L

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BFFLTDDUP

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#Fail

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Abuden

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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

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Internet Influences On Multiple Levels

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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

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Uses of the Internet

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Fish where the fishes are

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Disconnect between Advertisers & Users

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Brands Ignoring Internet Behavior?

45% Time online

1.7% Ad spend online

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Social Media Landscape

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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 Darabis LinkedIn

100K+ users

2MM+ users

2MM+ users

1.5MM+ users

EC

We have many tools to choose from...

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Every 60 Seconds (1)

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Every 60 Seconds (2)

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The Corporate Website

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Emerging Web Design Trends

Dont make me think

Simple Navigation

Large Headlines vs lots of text

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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

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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

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Facebook

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Timeline for Businesses, Features

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Strengths & Weaknesses

Strengths

Its 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

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Twitter

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Posting Company News

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Posting Important Updates

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Customer Service

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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

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YouTube

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Tutorials

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Activism and Citizen Journalism

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Testimonials

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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)

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Collaborating with Popular Bloggers

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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

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Web / News Portals

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Topic Specific Portals

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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

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Pintrest

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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

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Social Media Bloopers & Disasters

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KFC Malaysia Food Disaster

Staff filmed food mishandling

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A fast sincere response = fast recovery

A video apologizing from Director of Operations

Ensures customers of

Action steps

Invited to voice

Concerns on facebook

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Not So SMRT:

A Case Study of Communications Failure

Disruptions not updated by Twitter despite happening

during working hours

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Even internal messages were made public

Public did not take lightly to

the internal memo.

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Only at 11pm SMRT Responded

In the absence of information, Trolls take over

Failure to develop communication channel in crisis situation

for internal and external parties

Failure to listen to public feedback during crisis

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Leaking internal memos

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Making light of a serious situation...backfires

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Personal behavior damages company rep.

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