social media landscape 2011: strengths & weaknesses

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Social Media Landscape

David LiemHappy Marketer, SingaporeHello@HappyMarketer.com

Twitter - @hmarketer

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Factors for Social Media Success1. Have clear objectives2. Drive Action / Engagement

– Email stimulates action

3. ID & manage active users, communities

4. Go where fishes are, social comm.5. Be relevant

– Listen to what’s being said, and where– Engage and add value to existing

conversations

6. Combine Offline & Online– Act offline, share online

Reference:http://www.slideshare.net/MarkjMcNally/tsb-social-media-kt-ns-feb-2010

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Social Media Landscape

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Your Website

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Emerging Web Design Trends

• “Don’t 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 & WeaknessesStrengths• Effective for branding, sparking

excitement with product announcements, information gathering from 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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Company Blog

• Company voice or individuals?• Comments enabled?

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A platform for feedback?

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Thought Leadership

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Collaborating with Popular Bloggers

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Strengths & WeaknessesStrengths• 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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Strengths & WeaknessesStrengths• Direct to your inbox• Fast, repetitive• Time consumingWeaknesses• Easy to ignore• Not personalized• Repetitive, ‘spammy’

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Web / News Portals

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Topic Specific Portals

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Product Specific

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Strengths & WeaknessesStrengths• Source of ‘alternative’ views,

comments = transparency, better understanding

• Product reviews / testimonials are powerful to shape customer sentiment

• Great for PRWeaknesses• Lots of clutter / overload of

information• No control over user sentiment

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• B2C

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Facebook on your Website

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Strengths & WeaknessesStrengths• It’s where the fishes are• Repeat visitors, convenient channel

to communicate• Great for branding, short term

engagementWeaknesses• Hard to find direction/purpose,

takes time• Not strong for conversions without

significant incentives

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• 131 million users, 55 million on mobile

• 31 million visit at least once a month

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Social Networking in China• 221 million people have blogs,

largely in a diary-style• 176 million Chinese connect via

social networking system• 117 million connect

anonymously via bulletin board system

• Word of mouth is especially influential, since the media is not open. http://smartblogs.com/socialmedia/2010/03/31/social-media-and-

china-what-you-need-to-know/

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Some interesting facts

• 2 Billion videos watched every day

• 516 Million Views – Most Popular Video - Justin Bieber

• 35 hours of videos uploaded each/ min

• Over 13 million hours of footage uploaded in 2010

• It’s a powerful marketing platform

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Viral Marketing Videos

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Product Reviews

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Trade Shows

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Tutorials

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Tutorials

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Est. Thought Leadership

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Videos with a twist

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Intrigue your audience

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Vimeo: Professional Alternative• No Ads• HD quality video, custom colors

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Success on YouTube

1. Focus on content, not on viewers

2. A consistent audience needs consistent content.

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

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Strengths & WeaknessesStrengths• High degree of engagement,

realism, more likely to be shared and go ‘viral’

• Powerful to shape user sentiment• Consistent content rewards

consistent viewersCons• Costly (but high quality content

almost always works)

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Posting Company News

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Customer Service

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Strengths & WeaknesessStrengths• ‘Faster than TV’, cutting edge• Easy to use, get ideas and

answers• Used by mobile & tablet users• Share info quickly, directly

interact, listenWeaknesses • 140 characters, time consuming,

narcissistic, boring, service often overwhelmed, low engagement levels

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Increasing your Search Real Estate

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Strengths & WeaknessesStrengths• Thought leaderships, more

detailed views on how company thinks,

• Great for generating new content• helps generate leads, networking• Search engine visibilityWeaknesses• Sensitivity of info in slides,• More business related, not as

engaging

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Highly Targeted Recruitment

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Strengths & WeaknessesStrengths• Create a customizable business

page• build network, collaboration,

groups, share expertise, research tool,

• Recruiting tool• connect with other employeesWeaknesses• Smaller network than Facebook,

slow linking process, less conversation

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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

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Be Aware of your reviews

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Reviews

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Video Reviews

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User reviews: show it off

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Strengths & Weaknesses Strengths• Critical in comparing / buying

phase• Customers get a better

understanding of your product• Useful to understand user’s

needs• See where you stand with your

competitorsWeaknesses• No control over ratings,

comments

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Deal Websites

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The current craze

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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.

social media landscape 2011: strengths & weaknesses

social media channels8

social media landscape4

social comm

user reviews

high quality content

brand value

active users

users needssee

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