Social Media Landscape and Strategy

The
Social
Media

Landscape

David
Liem

Partner,
Happy
Marketer
david@happymarketer.com

Hello@HappyMarketer.com
Hello@happymarketer.com

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


Why go into social media?


It can be that one thing that sets
you apart from your competitors


Trust is harder to earn
• How things used to be...


How people are actually inﬂuenced


What are the top
reasons people
Choose your brand?


What are the top
feelings people
experience with your
brand


Your Goals in Social Media:

1.Create EMOTION
2.Create Friendships
3.Create a Community


We have many tools to choose from...
800 MM+ monthly active users 15MM+ users

800MM+ monthly users visit site 15MM+ users

232MM+ monthly active users 6MM+ users

230MM+ users 2MM+ users

135MM+ users 2MM+ users

115MM+ subscribers 2MM+ users

62MM+ users 1.5MM+ users

51MM+ users 500K+ users

20MM+ blogs 100K+ users
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 EC


The

Social
Media

Landscape


The Corporate Website


Web Design Tips
• “Don’t make me think”
• Simple and friendly navigation


Friendly design


Socialize Your Website
• Add social media share 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


Facebook


Timeline for Businesses, Features


Behind-the-Scenes, On-the-Ground updates


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


YouTube


‘How it’s made’ videos


Testimonials


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)


Pintrest


Infographics


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

What are some of the
trends you observe?
Crowd-sourced

Off-line & online
integration Localized

Personalized Data-driven

Social


The role & impact of
social media in
marketing

Prantik Mazumdar
Partner, Happy Marketer
prantik@happymarketer.com


If I were to ask you, how is Singapore feeling today?
Sad? Happy? Ok? What would you say??


And how was Singapore feeling during the Budget
& Valentines month?
Valentines Day!


Let’s see what are Singaporeans are
searching for right now?......


And what are they tweeting as we speak??

03:14


Some fun social & mobile trivia!

1. What is the mobile penetration of Singapore?

2. What is the smartphone penetration of Singapore?

3. What is the most expensive iPhone/iPad app?

4. How many of you’ll use a mobile device while watching
TV?

5. Which country has the highest per capita usage of
Facebook by time?

6. Which is the fastest growing user segment on
Facebook in Singapore?

We have moved into a
real-time information era

People are searching & communicating
through real time, social & location-aware mechanism

What sparked this change??


The advent of Web 2.0 has transformed
& revolutionized the Internet…
Web
2.0
encompasses
services
&
applicaDons
that
facilitate
a
two-‐way
process
to
communicate,
share
and
collaborate


Its much more than just Facebook, LinkedIn &
Twitter…


Everyone can be a creator, critic &
collector!


Social media allows the same
consumer to be a producer & your


On a lighter note, today we even have a
prescribed social media diet;)


The Internet has democratized
information ﬂow.

People & Consumers have the
power & choice to communicate, critique,
discuss, share, transact through various
social & location-aware mobile tools

Brands & companies need to innovate
& offer new, relevant ways to live, work & play


A bit about myself…..
Currently a Partner @ Happy Marketer

Previously, worked with another digital brand management ﬁrm

Started my career in the Civil Service – at IESingapore

Majored in Comp Engg in NUS & minor in Technopreneurship

Had won in the TEC category at
Startup@Singapore in 2004

Love cricket & a believer in social media

www.linkedin.com/in/pranDkmazumdar
@pranmaz

Today’s agenda…..

1. The evolution of media & marketing

2. Is Asia & Sg ready to embrace social media?

3. The role & impact of “social media” on marketing

4. Social media strategy.


Source:
www.thomascrompton.com

Smartphone Penetration in APAC…..

• Singapore – 70%

• Australia – 37%

• Hong Kong – 35%

• USA – 31%


Mobile Web Trends are rather
unique in Asia


Mobile Web Usage Trends…..
• Globally 8.9% of web trafﬁc comes from mobile

• In Asia, that number stands at 14%
- Japan : 47%
- Urban China : 43%
- Singapore : 35%
- HK : 16%

• In many other Asian countries, most mobile Internet
users never use a desktop/PC
- India : 59%
- Indonesia : 44%
- Thailand : 32%


Smartphones, mobile web,
mobile apps are transforming


Now, lets see how mobile is
transforming our habits


The convergence of mobile & social is creating a
wave of opportunities in the domains of
entertainment, gaming, commerce, deals……


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

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


Brand marketers must distinguish
between the different
kinds of digital media available & their


6 Asian
countries in
the Global
Top 20


Singapore’s Facebook Demographic


What are the cool,
new,
relevant Facebook
updates?

Key Features

1. Cover Photo & Proﬁle Photo

2. Milestones

3. PinPosts & Highlights

4. Private Messages

5. Admin Panel & Analytics


So, what should be my
Social Media
Marketing
Strategy?

Social Media Marketing Strategy

Community
Setup & Growth

Community
Engagement
Online User-Generated
Monitoring Content
Community
Enticement

Community
Participation


The activities and events that typically
into campaign planning exercises……
• Facebook Fans Strategy
Community • Facebook MediaBuy & CPC Advertising
Growth • Online & Traditional PR

• Facebook Application Contest
Community
• Facebook Wall Content Strategy
Engagement
• Facebook Photos & Videos

• Traditional PR Activities
Community
Participation
• Promotions & Fan Meetups
• Roadshows & Events


Brand
Engagement


September 2009 – September 2010


Wall
Strategy

(December)
From
Tongue
Twisters,

Sing-‐a-‐long,
Trivia’s…


Total
comments
720

(average
8)
Overall
highest
–
63

comments

Total
likes
680

(average
7)
Overall
highest
–
70


A
TRIBUTE
TO

EARTH
DAY
(April
22,

2010)

The
theme
for
April
is

Environmental
Awareness.

Cheers
is

launching
an
applicaTon
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.


Go
Wild
Over

Football

w/
Cheers
June
1
to
July
9,
2010
Extended
Dll
July
12th


Wall


World
Cup

SPAIN
scored
the
1st
and
only
goal
of
the


Trivia
on

Photo


June
2010
interacDon
went
to

>
100
interacDons.

March’s
highest
interacTon

Month InteracTon
Comments Like

June 496 249 241

May 373 162 205

April 365 190 170

March 500 296 193

March

Customer
Service


Promotion & Contests


Social
Commerce


The Ofﬂine vs. Online
battle?


How do I split my
spends?

Source: Mashable

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 &

Come lets take a nice
photo and share our
story on social media


Hope you’ve enjoyed the session.
For anything else
just drop me a tweet
@pranmaz

Or call me at +6590695123


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