social platforms & web 2.0 environments

Rachit@HappyMarketer.com

Happy Marketer.more business from your website

Social Platforms & Web 2.0 EnvironmentsRachit DayalPrincipal Consultant, Happy Marketer

Rachit Dayal – Profile

• Principal Consultant, Happy Marketer– Lead Consultant on all Web Projects for Happy Marketer– 12+ years of Web experience,

• SEO – Over 50 websites optimized• SEM – $500,000 spend managed • Conversion – $5 million of online sales • Websites – 11+ years of experience

– Singapore’s first Google Certified• AdWords Professional (Jan 2006)• Analytics Professional (Mar 2009)

Rachit’s Story

About Happy Marketer?

• Social Media Think Tank– 2+ years old, headquartered in Singapore– Provides Complete Management, Strategic

Consulting and Training Services– Clients include Starhub, JobStreet, AirAsia, Phillip

Capital, Tourism New Zealand– Focused on bringing market leading thought

leadership in Social Media Marketing to APAC– Vibrant Training/Consulting arm – trained over

1500 professionals in less than 2 years– Yahoo & Google Certified Partners– Dedicated to Transparency of Processes,

Progress and Billing with Clients

Let’s Answer Three Important Questions

1. Why are we here today?2. What will we accomplish by the EOD today?3. What will we be doing in today’s training?

Agenda

1. Introduction2. Social Media + Businesses3. Websites That Work Today4. Search Engines & Mobile

5. Social Media Landscape6. Hands-on Experience with Social Media7. Case studies in Social & Mobile8. The future of the web

Ground Rules

• Phones• Questions• Distractions• Be Eager Beavers!

Communication& Brainstorming in the Web 2.0 World …

Quick Game

• 2 People in a team• One facing the screen – one facing away from the screen• Need paper, pens• Bring out your inner directors & artists!

How we use the web

Q1 - What Do You Use The Web For?

• Email• Search Engines• Instant Messaging• Portals• News• Blogging & Microblogging• Social Networks• Mobile apps & web

Uses of the Internet

Q2 – How do you do product research today?

• Websites• Brochures• Events• Magazines• Television• Outdoor Ads• Newspapers• Radio• Direct Mail

Q3 - What is your current marketing mix?

• Distributors & Retailers• Billboards• Print & Radio Ads• Direct Mail• Website• Search Advertising• Email Marketing

1/3rd of All Ad/Marketing Spend to Digital

• Total: $368 Billion– Print: $111.5 Billion– TV, Radio, Movies:$84.6B– Mobile: $1.1 Billion

• Digital: $120.2 Billion– Websites: $63 B– Search Ads: $14.6B– Email Mktg: $12.7B

The Slow Death of Linear Marketing

• In the past linear, one-way promotions worked well• Because of limited marketing channels, the only thing companies

could focus on was getting more eyeballs

Internet Influences On Multiple Levels

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

Why Social Media?

Fish where the fishes are

Disconnect between Advertisers & Users

Brands Ignoring Internet Behavior?

45%Time online

1.7%Ad spend online

YouTube Kills Search Engines

Facebook Leads The Web

Bloggers & Tweeters are Close Behind

How much do people Social Network?

Social Networking Reach and Engagement in Asia Pacific MarketsTotal Internet Audience*, Age 15+ -‐ Home & Work LocaGonsSource: comScore World Metrix – Feb 2010

Social Networking Reach and Engagement in Asia Pacific MarketsTotal Internet Audience*, Age 15+ -‐ Home & Work LocaGonsSource: comScore World Metrix – Feb 2010 Social NetworkingSocial NetworkingSocial Networking

% Reach Average Minutes per Visitor

Average Visits per Visitor

Asia Pacific 50.8 148.9 15.1Philippines 90.3 332.2 26.3Australia 89.6 228.0 20.9Indonesia 88.6 324.4 22.6Malaysia 84.7 226.0 22.3Singapore 83.7 220.9 22.1New Zealand 81.2 217.5 20.3Taiwan 75.9 131.3 18.3Hong Kong 75.4 223.3 25.4India 68.5 130.1 13.0South Korea 63.5 131.4 16.0Vietnam 46.1 49.5 7.2Japan 42.3 120.5 14.0

What’s The Top Social Media Destination?

Top Social Network in Individual Asia Pacific Markets by Percent Reach of Web PopulaGonTotal Internet Audience*, Age 15+ -‐ Home & Work LocaGonsSource: comScore World Metrix – Feb 2010

Top Social Network in Individual Asia Pacific Markets by Percent Reach of Web PopulaGonTotal Internet Audience*, Age 15+ -‐ Home & Work LocaGonsSource: comScore World Metrix – Feb 2010 Top Social Network in Market % Reach of Web PopulaGon

Asia Pacific Facebook.com 14.9%

Philippines Facebook.com 84.5%Australia Facebook.com 69.4%Indonesia Facebook.com 84.9%Malaysia Facebook.com 77.5%Singapore Facebook.com 72.1%New Zealand Facebook.com 63.6%

Taiwan Wretch.cc 62.5%Hong Kong Facebook.com 62.6%India Orkut 46.8%South Korea CyWorld 54.2%Vietnam Facebook.com 18.4%Japan Mixi.jp 18.9%

Social Media + Business

Facebook Fans Spend More Money

… Spend Much More!

Businesses Agree, Social Media = Opportunity

Why Would People Connect With Your Brand?

But Staying Up To Date is Challenging

… So Don’t Forget Education In Your Team

What Makes Up A Social Media Strategy?

Social Media + Organizations

A plan that suits everyone’s needs

Social Media Networking Metrics

Quantitative • Fans, followers, page views• Channel performance• Conversions• Comments/posts• Pages ranking on search engines• ROI on Money and Time spent

Social Media Networking Metrics

Qualitative• Influencer sharing behavior • Quality of conversation• Enhancement of relationships with key audiences• Enhancement of company reputation• Identification & value of Influencers• Fan likelihood to promote or offline event etc

ROI Measurement: Marketing/Sales

Customer Support

• Customer satisfaction• Number of initiated support tickets per customer per period• Support cost per customer in community

Product Development

• Number of new product ideas• % of ideas from customers/prospects/community• Idea to development initiation cycle time• Revenue/Adoption rate of new products from community vs.

traditional sources

• Retention/Employee turn over• Time to hire• Prospect identification cost• Prospect to hire conversion rate• Hiring cost• Training cost• Time to acclimation for new employees

Social Media Policy

Advantages

• Easier to build social communities• Faster Crisis Reponse• Improved Social Media Performance (Team Effort!)

Have you included…

• Social networking sites, blogs, wikis uses?• Not to disclose confidential or proprietary info?• Commenting on aspects of company’s business• “Views expressed are mine alone & do not reflect the views of …”• Approval when posting on company accounts?• Company request to remove comments or posts

What Other Policies You Should Consider Writing

http://www.inc.com/guides/2010/05/writing-a-social-media-policy.html

154 Policy Examples

http://socialmediagovernance.com/policies.php

What are we learning today?

• Social Media + Businesses• Social Media + Users• Social Media Landscape (David)• Social Media Hands-On

Hello@HappyMarketer.com

Websites

Google.com (Today)

Google.com (12 years ago – 1998)

McDonalds.com (Today)

McDonalds.com (14 years ago – 1996)

Pepsi.com (Today)

Pepsi.com (14 years ago – 1996)

Hotmail.com (Today)

Hotmail.com (12 years ago – 1998)

Apple.com (Today - 2010)

Apple.com (10 yrs ago - 2000)

MTV.com (Today – 2010)

MTV.com (10 years ago – 2000)

Biore.com (Today – 2010)

Biore.com (10 years ago – 2000)

Our Expectations From Sites Have Changed …

• Layouts & Navigation• Colors & Moods• Use of Graphics• Fonts & Typography• Amount of Content• Use of Rich Media

Changed … For The Better

Simpler, cleaner layoutsText-based NavigationLighter colors, GradientsSubtle/No BackgroundsSans-serif, Web-safe fontsInformation-rich sitesOnly when effective

(videos, demos, slideshows)

Layouts NavigationColors & MoodsUse of GraphicsFonts &

TypographyAmount of

ContentUse of Rich

Breakout: What Sites Do You Dislike?

• IRAS• MySpace / Orkut

Breakout: What Sites Do You Admire?

• Google?• Yahoo?• MSN?• Facebook?• News sites?• Games?• Your favourites?

Effective Websites8 Principles of Awesome Website

1. A Home Page That’s Useful

That affirms the brand and site purpose

Assures the visitor that they have landed at the right site - clearly displays it’s brand and any unique selling points.

Avoids long introductions as customers will seek this information in the ‘about us’ section.

Has the optimal page layout

Shows visitors a clean and easy to understand homepage which isn’t cluttered and has all relevant information available on the top of the page.

Includes news & promotions

Mirrors any offers promoted in offline advertising, and lets customers know of any compelling deals.

Popular or seasonal products that are profitable for are visible on the homepage.

Makes it easy to navigate further

Easy for visitors to proceed beyond your homepage. With so many potential routes a visitor could take, makes

sure they don’t get lost. Options on where to navigate next should be clear and

simple e.g. using site search, top/side navigation, and/or product links.

2. You’re Taken To The Right Page

Links promos to the right page

Product-specific ads and keywords should link to product specific pages; General ads about a product or service link to more general pages.

Avoids directing visitors to search results pages.

Mirrors your email / promo / ad title

Mirrors the headline or title of the ad on your landing page – this way, the customers feel immediately reassured they’ve been directed to the right page.

Ensures salient highlights are visible

If you seecompelling prices, special offers or delivery options in some ad text, you will expect to see these on your site.

The selling points from ad are clearly visible on landing page.

3. Helps You Navigate

Makes product/service categories visible

People need to see how to navigate in order to do so. Uses clear labels/titles to show products and services Builds a navigation structure that is intuitive and not

too complex.

Uses easy-to-understand terms

When labeling the product/service categories site uses terms that you understand and find appealing.

Avoids jargon where possible.

Highlights where to go next

Helps the user understand how they can get from A to B in the easiest possible way.

Experiments with call to action buttons, or click-able links and images to find out what works best to direct the customer onwards.

4. Makes It Easy To Enquire

Doesn’t ask for unnecessary details

Reduces the number of fields and steps in your checkout or enquiry process. Only asks the customer for information that’s really needed.

Shows transparent steps

Use a status bar to show what stage a customer is at in the checkout process.

This sets expectations and makes the process seem manageable.

Expedites the process

Helps the customer to complete forms by auto-populating fields where possible e.g. suggesting a delivery address based on the billing address in a checkout form.

Avoids distractions

Removes advertising and unnecessary navigation bars from your checkout process.

Minimize distractions that might lead a customer to move elsewhere.

5. Reassures You

Offers transparency on all contact

Transparent about total costs and informs customers early on about any extra charges.

It can also be beneficial in the checkout process to offer downloadable information.

Clarifies what happens after contact

Makes sure a customer knows how long the next step will take. You should receive immediate online email confirmation, that sets

expectations for an offline reply.

Offers security & trust logos

Makes sure it’s pages are secure, and includes known symbols to indicate this e.g. padlock symbol.

Ensures there’s a privacy policy, billing policy and compliance policy clearly accessible.

6. Work on Your Devices

Tested on Popular Browsers

Avoids Unnecessary Flash Files

Doesn’t Load Up With Heavy Graphics

7. Has Expansive Useful Content

Has Expansive Sitemap & Pages

All Relevant Content is on the Web

Offers Email or other Subscription

8. Has a Rich, Social Experience

Facebook + Bloggers + Tweeters

Videos, Videos Everywhere

Allows Social Actions

Locates, Reminds & Subscribes

Search Engines

Search Engines (in 1996)• Netscape

Navigator owned 80.3% of the market

• Altavista was the search engine of choice

• Text results and educational sites owned Search Engine results

Search Engines (in 2011)

• One horse race with Google having over 80% global search share

• Browser market beginning to get fragmented – but IE still winner

• Search Results now include:– News– Maps– Images– Videos– Social Media Results– Web Results

Customers Love Search Engines

Search – Trusted Results!

Mobile & Smartphones

Mobile Phones (in 1995)

Mobile Phones (in 2011)

Extending to Tablets …

… And the Desktop

2 in 5 users use Mobile Internet

It’s an App app world …

Real World Usage

The New Web 2.0 World

1. Websites1. Shopping sites2. Review sites3. Blogs4. News sites

2. Social Networking Sites3. Mobile Apps4. Videos & Multimedia

How would you use these to …

1. To plan a holiday to the Seychelles2. To decide which phone to buy3. Buy a new book for your dad’s birthday4. Organize a birthday party for your spouse5. Keep your 3 year nephew entertained

Questions?Contact: Rachit DayalPhone: +65 9427 4110Web: www.HappyMarketer.comEmail: Hello@HappyMarketer.comTwitter : @hmarketerFacebook: ww.Facebook.com/HappyMarketer

Social Platforms and Web 2.0 Environments

Happy Marketer.more business from your websiteHappy Marketer.more business from your website

Social Platforms & Web 2.0 Environments

David Liem Senior Consultant, Happy Marketerdavid@happymarketer.com

Payment Trends in Facebook

1. Virtual Currency1. Facebook Credits2. Game Cash3. Experience

2. In Game Payments

3. Virtual Goods

Facebook Credits

• Used as a currency or a payment method

• Facebook Credits cannot be.. 1. cashed out into real-world

currency 2. used to enable person-to-person

funds 3. used to sell physical or real-world

Credits as Currency

Credits are Payments

Credits to buy in game currency

Cash to buy in game credits

Notes about Microtransactions in Games

• Low Friction: consumers get comfortable spending small amounts of money to begin with

• Works well once players get addicted to the game• No amount of money one can spend: ‘microtransactions’

can add up to hundreds even thousands of dollars• May cause unfairness in game play from players buying their

way to success

Pros and Cons of Microtransactions ‘compared to Subscriptions?

Virtual Goods: what Virtual Currency buys

• Non-physical objects purchased for use in online communities or online games

• Sometimes referred as micro transactions

A few notes about Virtual Goods• According to a PlaySpan survey:• 57% of consumers are buying virtual goods in a game• PayPal and credit cards are the most popular way to pay for virtual

goods• >50% of the time virtual goods are purchased in the middle of a

game• On average, virtual goods buyers spent $100+ on virtual goods in

2010• iPhone owners, virtual world regular visitors, and frequent gamers are

the heaviest virtual goods buyers.Read more: http://news.cnet.com/8301-13846_3-20006167-62.html#ixzz1VvniHW00

• Online Gaming Portal• Free to play, but credits used to gain in-game coins

Friendster Login

• david@happymarketer.com• abc123321a

Trends in PC Games

• Digital-Only Distribution– Direct to Consumer: no middle man– Mainstream accessibility of broadband internet allowing greater

convenience for distribution and purchasing of software– Lower/Eliminates physical costs of producing, shipping and storing

software– Indie artists/studios now able to access the same distribution

channel as major studios/labels

• Downloadable Content– Additional or Premium content to enhance and prolong game

• Digital Distributor, and multiplayer platform• 1,300 games available, 30 million user accounts• Estimated 70% share of digital distribution market for video

DD= Lower Prices+Greater Convenience

• Prices often lower than in store prices

• Read to play, seamless installation

• Eliminates storing of disks, purchases can be downloaded again in the future

Viable Platform for Indie Developer

• Lowers the barriers to entry

• Greatly increases the selection of games available

Downloadable Content

• Similar to Microtransactions• Purchase customized

equipment, weapons for in game character

• Additional Missions, Campaigns

• Allows developers to continuously prolong replay value of games

Age of Empires Online

• Free-to-play downloadable Online PC game

• Purchase Premium Packs to unlock new features, weapons, and armor

• Purchase in game mini-games for more experience and items

iTunes & App Store

• Revolutionized the online purchasing world

• Seamless installation and backup

• Goodbye album, hello single• Music and App prices from

$0.99• 1-Click purchases

How has iTunes Changed your life?

• Free online networking for professionals• Premium features for recruitment and enhanced targeted

networking

Social Buying

Deal Websites

Social Shopping

• if you get three of your friends to buy the same deal you've just purchased, you get that deal for free

• More likely to purchase if friend purchaseRead more: http://techland.time.com/2011/04/05/social-shopping-is-big-business-but-whats-so-social-about-it/#ixzz1Vqpji500

http://www.apartmenttherapy.com/ny/marketplace/10-social-shopping-sites-to-watch-in-2011-shoppers-guide-136484

Do you think Social Shopping is a trend or is it here to stay?

Let’s Get Physicalwith Social Media

David Liem Senior Consultant, Happy Marketerdavid@happymarketer.com

Agenda

• Twitter (Posting, Adding, Following, Replying)• Facebook (Groups, Pages, Questions, Games, Payments)• Google+• Tumblr• LinkedIn walkthrough, Groups• FourSquare Walk through

Twitter • Username: HappymarkSG• Password: abc123321a

Tumblr • Test Account• User:

David@happymarketer.com• Password: abc123321a

Questions?Contact: David LiemPhone: +65 97396959Web: www.HappyMarketer.comEmail: Hello@HappyMarketer.comTwitter : @hmarketerFacebook: ww.Facebook.com/HappyMarketer

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

If I were to ask you, how was Singapore feeling today – right now? Sad? Happy? Ok? What would you say??

And what are they tweeting as we speak??

We have moved into areal-time information era

People are searching & communicatingthrough 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 & applicaGonsthat facilitate a two-‐way process tocommunicate, 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 brand ambassador too!

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

The Internet has democratizedinformation flow.

People & Consumers have thepower & 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 &

A bit about myself…..Currently head the APAC BD team @Pinstorm

Previously, led a brand consulting firm’s operations in India

Started my career in the Civil Service – at IESingapore

Majored in Comp Engg in NUS & minor in Technopreneurship

Had won in the TEC category atStartup@Singapore in 2004

Love cricket & a believer in social mediawww.linkedin.com/in/pranGkmazumdar

@pranmaz

Pinstorm – A performance drivenintegrated digital marketing firm

Asia’s leading independent digital marketing company.

Presence in India, US, Singapore, Zurich & Kuala Lumpur

100 + people, employee-owned.

Idea-led, media-agnostic, performance-driven.

Only digital brand management firm to be chosenby Red Herring in the Global 100 hottest companies list

A game changer in the digital advertising space.

Web 2.0 & EvoluGon of Social & Mobile Payments

US$12.5B

In the Web 2.0 era, mobile is the 3rd screen and is revolutionizing the world

• 2010: 5.3B mobile subscriptions

• 77% of the world connected

• 90% of the world under mobile coverage

• 940M global mobile broadband subscriptions

• 13.6% of the world can access the Internet through mobile

• Growth primarily from emerging markets in Asia

Source: ITU; MobileThinking

“In the last 12 months, customers around the worldHave ordered more than US$1B of products

from Amazon using a mobile device” ~ Jeff Bezos, CEO Amazon

“There are about 200M mobile video playbacksevery day on YouTube” ~ Google

Major shifts happening in terms of the dominance of handset

Source: Nielsen, Engadget

With smartphones coming into the picture, the competitive landscape

Source: Nielsen, Engadget

The smartphone landscape is very fragmented with Apple leading the way

Source: OnlineMarkeGngTrends

There is fragmentation even in the preference of operating systems

Source: ITU; MobileThinking

With the advent of fast 3G networks, higher smartphone penetration, there is

Mobile apps are re-defining how we live our lives, communicate, share, discuss,

4B appsdownloadedfrom AppleAppStore

alone!

An avg. iPhoneuser

spendsUS$80

a year on apps!

The convergence of mobile & social is creating a wave of opportunities in the

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

The three fundamental mobile & social activities that are game-changers &

• Mobile & social gaming

• Mobile commerce

• Mobile & social daily deals

Each of these activities are & willhave a heavy impact on the mobile

& social payment opportunities

We now have a plethora of options to buy & consume on the go, anytime,

Shopping habits are changing and mobile &

US$11.99Over-The-Air

Purchase!

A sweet potato in the Singapore

Farmville market costsabout S$5?!

Infact during Haiti, Zynga donated 50%

of every sweet potatoseed bought!

What does all thismean & imply

for VISA?

US$240 Billionin 2011

US$670 Billionin 2015

Source: Techcrunch, Juniper

Mobile payments for digital & physical goods, money transfers and NFC payments…..

Where will all this $$$ come from??

And 45% of the world & a good majority in Asia are ready for this!

And the major platforms and service providers driving this revolution are…..

Some of the pioneering clients include…..

The big boys are making their moves already……

I’ll leave you’ll with one excellent case study wherein your competitor leverages on social & mobile to offer daily deals creating a win-

VISA has set it’s vision for the ‘digital wallet’ but it must continue to monitor the convergence between mobile &

Hope you’ve enjoyed the session.For anything else

just drop me a tweet@pranmaz

And if you want someTwitter Humour, please follow

@Fake_PMLee

Ok, let’s check if Singapore’s mood has changed by the end of my long, boring speech?

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