Social Media for Retails, Singapore

Social Media Marketing For Retailers

Social Media
Marketing for
Retailers
David Liem
Senior Consultant, Happy Marketer
david@happymarketer.com

Jointly organised by Happy Marketer & The Retail Academy of Singapore


Past Social Media Trainings



David’s Profile



Our Job is to Create…

Relevance
Content

Context



Why Social Media?



1. Go where the fishes are

http://www.hitwise.com/



2. More Business



3. Trust is harder to earn



It allows you show
entertain & engage.



http://www.blendtec.com/willitblend/



Results
• 158 million video views
• Sales increased 700% after videos
launched
• 375,000 subscribers on YouTube
• Plenty of PR: National TV, radio, internet
coverage, Social media marketers awed.



It allows you to
share your story.



It gives you a
chance to stand
out of the crowd.



The results
• 76% jump in traffic
• Outperformed all of its competitors
• 770,000 facebook fans
• 45,000 Twitter followers
• Alexander has his own
plush toy



It gives you a
chance connect to
your customer in a
meaningful way.


The
Social Media
Landscape



Your Website



Your Company Blog
• Company voice or individuals?



Web Portal



Pros & Cons
• One sided, users desire alternative
views, transparency
• Testimonials go a long way
• Critical for first impressions: usability -
how well do you know your customers?
• Is the most credible place for Point of
Sale



• B2C



Pros & Cons
• Many businesses have a presence,
but no direction/purpose
• Good for branding, not for conversions
• Time Consuming



• 2 Billion videos watched every day
• 516 Million Views – Most Popular Video - Justin
Bieber
• 35 hours of videos uploaded ea/ min
• Over 13 million hours of footage uploaded in
2010

• Pros: Viral, engaging educational, funny videos
global audience, subcribers
• Cons: Copyright issues, message may backfire



• 4th popular social site - 1.17%
• Microblogging, share info quickly, directly
interact, listen

• Pros: easy to use, get ideas and answers
quickly, networking, employee empowerment
• Cons: 140 characters, time consuming,
narcissistic, boring, service often overwhelmed



Customer Service



• Social networks for professionals

• Pros: Create a customizable business
page build network, collaboration,
groups, share expertise, research tool,
recruiting, connect with other
employees
• Cons: Smaller network than Facebook,
slow linking process, less conversation


Apps



Review Websites
• People love ratings, reviews, top 10 lists
• If you have good ratings show it off
• If it don’t have any, find sites that do, or
encourage reviews/feedback



Reviews



Video Reviews



Blog Network Advertising



Deals websites
• Effectively boost your brand visibility
• Groupon: 77 per cent of their users are
women
• Can also tarnish your company’s
reputation if deal is misleading.



The current craze



Social Media
Case Studies



Haagen-Daz Singapore



Lots of contests and specials



Location-Based
Marketing



What is it?
• Multimedia + content to mobile
device dependent on location



What can people do?



What can businesses do?



Types of Attractive Specials
• Friends Special – Check in with 4 friends

• Newbie Special – First time visitors

• Mayor Special – Most visited person

• Loyalty Special – 5th check-in…

• Many more!



Why People Use Geo-Apps
• 7% Coupons
• 4% Badges and passport stamps
• Social Engagement
– 40% “connect with people I know or could
meet”
– 21% “find a place liked by people they
trust.”

Whitehorse Geolocation survey



What to consider?
• Pros:
– Singapore’s Small Geographical Size,
– hyperlocal targeting by local audience,
– relatively low cost
• Cons:
– May not work in decentralized conditions,
– not mainstream (but might change soon),
– lack of incentives for increased interactions,
– extra training / coordination for (high
turnover) ground staff



Online
Reputation Tools



Why it’s so important
• Monitor, repair, and manage the status
of the business
• Stay in tune / connect with the
customer, real time
• Develop marketing ideas
• Learn from the feedback it brings backs
to you, whether positive or negative
• Reformat your promotional materials to
minimize the effects of a possible
reputation threat


Social Media Monitoring



Keyword monitoring



Keyword Popularity Research



Twitter Search



Forum Monitoring



Industry monitoring



Website Popularity



10 Social Media
Metrics You
Should Be
Monitoring


1. & 2. Visitors & Traffic Sources
• Comparison on quantity and quality of
traffic to your website
• Web Analytics (Google Analytics,
Omniture)



3. Community Size
(Fans, Friends, Followers)



4. Membership Increase &
active members



5. Leads / Conversions
• Subscriptions
• Sales (direct or affiliate)
• Application use
• Downloads
• Contact forms



5. Leads / Conversions
• Me: “Hey Mr. Customer, do you mind if I
ask how did you find me?”
• Client: “Oh yeah! last week I followed
your tweet and read your post about the
7 examples of awesome personal
brands…”
New Prospects: 8 (6 from Twitter/1
from Facebook/1 from LinkedIn)
New Clients: 4 (3 from Twitter/1 from
LinkedIn).



6. Brand Mentions



7. Mentions by Media Type



8. Sentiment
• And the shift in sentiment over time



9. Comments
• Through Blog, Facebook, Twitter, Social
Voting



10. Money Spent (ROI)
• ROI = (revenue - investment) + X /
investment * 100
• What is your goal?
– Change in Revenue
– Number of leads
– Employee Retention or Productivity, cost of
training
– Customer engagement, idea generation
– Social Good



Facebook
Marketing Tactics



Goals

1.Increase Community
Size
2.Increase Interactions



Like Blocks
• Good for fan
acquisition
• May have high
(50% drop off
rate)



Give Away’s



Photo or Video Contests
• Varying levels of
success
• Women more active
with photo-sharing
than men (*Pixable
study)
• Running a photo or
video contest outside
of an app : violation of
Facebook's Terms



Sweepstakes



Create a Facebook Game
• Can be highly
engaging and
creative way to boost
reputation
• May be costly, and
low quality



Customer Service

http://www.facebook.com/AirAsia



How to build your
Facebook
community



Organically – Keep them busy

http://alexkaris.posterous.com/how-to-build-a-facebook-community


Keep it fresh!
Update your page regularly



Be part of the conversation



Shortcut: Buy your community



Facebook Insights



Integrating Facebook with your site



Video Marketing



Why Rich Media Rules
• It genuinely ENGAGES your audience
• Opportunity to present your brand’s
personality
• (Quality) Content is King
• Highly likely to be shared (Viral)



Success on YouTube
1. Focus on content, not on viewers

2. A consistent audience requires
consistent content.

3. There is only one rule for content…
…and that is “What do you genuinely
enjoy making?”



YouTube Video Statistics



Twitter



Interact with followers



Run Contests



Find people



Reply, Retweet



Search



Social Media Management



Integrating Online
& Offline
Campaigns



Partnering with Schools



Twitter

• Track # of mentions, exclusive promo
codes to track sales



Facebook
• Ran contests, customer
service, share
photos/videos
• First 1000 fans get a free
beer
• Measured post quality
(number of
interactions/comments),
traffic to website



Foursquare



Friendly Website



Implementing
Social Media
in your
Organisation


Who does social media belong to?
Marketing • To post the latest company
news
• To increase sales
• To act as an official source of
• To increase traffic to your company information
website
• To act as a “quick response”
• To increase exposure to your to any immediate
brand rumors/news
• To launch new products • To facilitate new
• To receive feedback and relationships with bloggers
ideas and media
• To be fully integrated with all • To monitor buzz and insights
marketing programs • To post new job
opportunities
http://blogs.imediaconnection.com/blog/2010/08/31/does-social-media-belong-in-pr-or-marketing-divisions/
Public Relations


Hiring a Social Media Specialist?
• Hire a consultant ($1500/m +)
– Can be highly effective, they have all the
resources
– Investment isn't too big, because it's
temporary
– Be committed once they leave
• Hire a full-time employee
– Marketers at the core
– Must be realistic & money minded
– Can effectively weave business in Social
media
http://www.inc.com/guides/2010/08/how-to-hire-a-social-media-specialist_pagen_2.html in your
– Jointly organised by Happy Marketer & The Retail Academy of Singapore
Build social media ‘capital’


Social Media Game Plan

1.Business Objectives
2.Target Audience
3.Social Media Strategies
& Tools



Business Objectives
• “I would like to have 500 fans on my
facebook page and 150 followers on my
twitter account.”

• “I would like to increase the volume of
traffic to my website and store by 50%
over the next 6 months.”

• “I would like to capture 300 new leads
using my “free offer” on my website.”


Target Audience, Needs
Target Needs
• Adults 18-35 • Fashion tips/advice
• Teachers • Promotions/Deals
• Parents • Product Reviews
• Teens 13-18 • Funky phone
• Exectives accessories
• Tech Savvy Users • The latest gadgets
• Tourists • Unique sightseeing
/ shopping ideas


How will you build a
community of trust?
• Offer regular investment tips, online chat
support (through facebook groups)
• Create an ultimate SG teaching guide to
classroom management, get teachers to
submit their GCP’s
• Produce gadget reviews from everyday
users, off the street, random people
• Provide exclusive content for sightseeing
events published on facebook page


Social Media
Strategies & Tools
• Design a Facebook Fan/Group Page, Add
a Fan Page widget on the blog.
• Add a poll function to my facebook
page/website
• Set up a twitter account, gather
exclusive content to share
• Create a contest & promote it to your
Facebook, Twitter, website community
• Build community through Facebook Ads
• Publish content on slideshare, youtube

Social Media for Retails, Singapore

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