burda social media march 2012 - rachit
Post on 17-Oct-2014
1.272 views
DESCRIPTION
Rachit Dayal's presentation on Social Media Landscape and Content StrategiesTRANSCRIPT
![Page 1: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/1.jpg)
Burda Singapore
Rachit Dayal
Managing Partner, Happy Marketer
![Page 11: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/11.jpg)
Agenda (and welcome to the training!)
1. The web in 2012
2. Content Strategies
3. Media Sales Strategy
4. Facebook Marketing
5. Online + Offline Integration
6. Budgeting & ROI Measurement
www.happymarketer.com/training/courses/burda
![Page 12: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/12.jpg)
Rachit Dayal – Profile
• Managing Partner, Happy Marketer
– Lead Consultant on all 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)
![Page 14: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/14.jpg)
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
![Page 23: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/23.jpg)
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
![Page 25: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/25.jpg)
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
![Page 30: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/30.jpg)
Brands Ignoring Internet Behavior?
45% Time online
1.7% Ad spend online
![Page 32: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/32.jpg)
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...
![Page 37: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/37.jpg)
Emerging Web Design Trends
• “Don’t make me think”
• Simple Navigation
• Large Headlines vs lots of text
![Page 38: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/38.jpg)
[email protected] [email protected] [email protected]
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
![Page 39: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/39.jpg)
[email protected] [email protected]
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
![Page 43: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/43.jpg)
[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
![Page 49: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/49.jpg)
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
![Page 55: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/55.jpg)
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)
![Page 57: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/57.jpg)
[email protected] [email protected]
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
![Page 62: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/62.jpg)
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
![Page 64: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/64.jpg)
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
![Page 81: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/81.jpg)
Why is Web Content Important?
• Content engages your readers
• Content pulls your knowledge together and makes it accessible to
your customers
• Content attracts search engines
• Content brings you inbound links
• Content creates a buzz in social media
• Content is an investment that keeps bringing visitors month after
month after year after year
![Page 82: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/82.jpg)
Never Stop Marketing
• Every page is a marketing page
• Who is your site for … and what do they want?
• People buy benefits, not features
• The headline is the most important part of your content
• Your first paragraph is the second most important part of your
content
![Page 107: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/107.jpg)
[email protected] [email protected]
Attract
Existing Network
Advertising
Viral / Word of Mouth
Goal: Grow your community.
![Page 108: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/108.jpg)
[email protected] [email protected]
In-House Promotion
• Tags on TV, posters, brochures, website, events
![Page 110: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/110.jpg)
[email protected] [email protected]
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
![Page 115: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/115.jpg)
[email protected] [email protected]
Brainstorming Time
• How can you spread the word about your social community? List
out the mediums you will use
• What’s the selling point? (“Why should I join?”)
• How big do you want it to grow? (How many fans?)
![Page 116: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/116.jpg)
[email protected] [email protected]
Attract
Constant Content
Community
Customer Service
Goal: Increase participation
![Page 117: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/117.jpg)
[email protected] [email protected]
Create Constant Content
1. Short videos
2. Infographics
3. Articles
![Page 124: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/124.jpg)
[email protected] [email protected]
Responding to comments: LOFT
• Fans complained that pants only look good on model, but not on
real people. Demanded post pictures of real people.
![Page 125: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/125.jpg)
[email protected] [email protected]
LOFT responded the next day
• Use possible threats as opportunities
• Stay calm and listen to comments: they may be valid
• Respond and act quick: stay in the conversation.
![Page 127: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/127.jpg)
From Tongue Twisters, Sing-a-long, Trivia’s…
Wall Strategy (December)
![Page 128: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/128.jpg)
Total likes 680 (average 7) Overall highest – 70 likes
Total comments 720 (average 8) Overall highest – 63 comments
![Page 129: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/129.jpg)
A TRIBUTE TO EARTH DAY (April 22, 2010)
The theme for April is Environmental Awareness. Cheers is launching an application 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. An ECO FRIENDLY FUN ACTIVITY for users keep the balance in the eco-system to stop water pollution and act fast. Thus, we named the application as the Cheers Act Fast Challenge.
![Page 130: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/130.jpg)
Go Wild Over Football
w/ Cheers
June 1 to July 9, 2010 Extended till July 12th
![Page 132: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/132.jpg)
World Cup Finals (July 11/12 SGT)
SPAIN scored the 1st and only goal of the World Cup 2010 at 4:57 am. 14 people was up, some cheered some wept using our wall…
![Page 134: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/134.jpg)
June 2010 interaction went to > 100 interactions. March’s highest interaction was 65.
Avg. interaction would be 35 per month.
March 2010
Month Interaction Comments Like June 496 249 241 May 373 162 205 April 365 190 170 March 500 296 193
![Page 136: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/136.jpg)
[email protected] [email protected]
Activity Time!
• How will your company constant engage fans?
• What resources will you use? Self generated content? Other
resources?
• How often will you release content?
![Page 137: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/137.jpg)
[email protected] [email protected]
Attract
Contests
Coupons
Cell Phones
Goal: Influence perception, store
visits and purchases
![Page 146: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/146.jpg)
[email protected] [email protected]
Activity
• What action or decision do you want your customers to do
![Page 147: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/147.jpg)
[email protected] [email protected]
Attract
Size of Community
Quality Conversations
Revenue Generated
Goal: Utilize metrics to make
better business decisions
![Page 151: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/151.jpg)
[email protected] [email protected]
Size of Active Community
• The number of Facebook fans, Twitter followers
• Blog posts, comments
• The number of pictures, videos, article views
![Page 152: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/152.jpg)
[email protected] [email protected]
Quality of Conversations
• Did you learn anything from your customers? Did they
learn anything about you?
• Reviews?
![Page 153: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/153.jpg)
[email protected] [email protected]
Revenue Generated
• Sales from events, contests, and products promoted
through social media
• Reduction in marketing expenses
• Set the right expectation about revenue
![Page 155: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/155.jpg)
What is Happy Marketer?
• Search & Social Media Consulting Company
– Focused on bringing market leading thought leadership
in Web Marketing to APAC clients
– Vibrant Training/Consulting arm – trained over 1500
professionals in less than 2 years
– Google AdWords & Analytics Certified Partners
– Singapore’s Leading Google Analytics & Enterprise SEO
Consultant
– Strong, long-term partnerships to fulfill client needs in
Search, Social Media & Web Projects
– Dedicated to Transparency of Processes, Progress and
Billing with Clients
![Page 157: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/157.jpg)
Our Role in Client Needs
Skills
Strategy
Implementation Integrated Services
Consulting
Training
![Page 158: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/158.jpg)
Training Offerings
We’ll Train Your Staff in Practical Social Media Skills, and
run Tactical Think Tanks for your Management Teams
![Page 159: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/159.jpg)
Training – Building Skills & Direction
Client’s Management
Search, Web or Social Media
Agency
Client’s Marketing Managers Happy Marketer
![Page 160: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/160.jpg)
Types of Trainings
• Website & Search Marketing
– Management Think Tanks
– Campaign Planning
– Search Optimization
– Search Advertising
– Display Advertising
– Web Analytics
– Website Usability
– Web 2.0 & 3.0 Features
• Social Media
– Tactical Workshops
– Campaign Planning
– Facebook Pages
– Facebook Buzz Campaigns
– Twitter & Microblogging
– Youtube & Video Marketing
– Apps Features & Usability
– Web Video Production
![Page 161: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/161.jpg)
Consulting Support
We’ll take stock of your Social Media assets, Analyze
& Monitor competition, Help manage your Social
media Agency & Provide Constant Expert Advice
![Page 162: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/162.jpg)
Consulting – Creative, Planning & Monitoring
Client’s Management
Search, Web or Social Media
Agency
Client’s Marketing Managers
Happy Marketer’s Consultants
![Page 163: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/163.jpg)
Types of Consulting Support
• Website Usability
• Sitemaps & Revamps
• Web Analytics
• Online Reputation
• Digital Strategy
• Creative Direction
• Spend Audits
• Policy & Processes
• Search Strategy
• SEO Audits
• SEM Audits
Search Social
Web Analytics
![Page 164: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/164.jpg)
Integrated Campaigns
We’ll run end-to-end Social Media campaigns that
attract new fans, absorb them into your universe
and activate them to become customers
![Page 165: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/165.jpg)
Integrated Campaigns - Execution
Client’s Management
Search, Web or Social Media Agency
Client’s Marketing Managers
Happy Marketer’s Consultants
![Page 166: Burda Social Media March 2012 - Rachit](https://reader034.vdocuments.us/reader034/viewer/2022052216/54411780b1af9fef4b8b461f/html5/thumbnails/166.jpg)
Questions? Contact: Rachit Dayal
Phone: +65 9427 4110
Web: www.HappyMarketer.com
Email: [email protected]
Twitter: @hmarketer
Facebook: ww.Facebook.com/HappyMarketer