Social Media Engagement Training
David Liem
Partner, Happy Marketer
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
Happy Marketer. more business from your website
A little about myself…
David Liem
Senior Consultant, Happy Marketer
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
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
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)
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
KFC Malaysia Food Disaster
• Staff filmed food mishandling
A fast sincere response = fast recovery
• A video apologizing from Director of Operations
• Ensures customers of
Action steps
• Invited to voice
Concerns on facebook
Not So SMRT:
A Case Study of Communications Failure
• Disruptions not updated by Twitter despite happening
during working hours
Even internal messages were made public
• Public did not take lightly to
the internal memo.
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
