creating product awareness in the 21st century in asia
TRANSCRIPT
Creating Product Awareness in the 21st
Century in AsiaWhat Does Social Media Mean for the SME?
Matthew Maloney15/12/2011
Sponsorship of Microvision, USA Literature Review Desktop Research Interviews Case Study Analysis
Research Methodology
Solis (2011): Web is vital to modern marketing because… (a) ‘Never ending fountain of lessons and insight’ (b) Delivers new communication tools (c) Is a distribution channel in itself (d) Allows real time monitoring of responses to marketing
campaigns and advertisements 80% of businesses use social media (MarketingSherpa,
09) Move from broadcast to conversational ethos in modern
marketing
Why Social Media Marketing?
E-Commerce v Retail
Internally: Employee Engagement Social Enterprise
Externally: Customer Engagement Customer Support/Customisation Market Research PR SEO
How Do Businesses Use it?
SME with 750 corporate staff based in Illinois, USA Founded in 1980 – First Facebook Presence in 2010 Digitalised Tupperware business model (Rogers, 01) 50k Likes just 10 days after FB Launch! (No ad
spend) 35% average growth every 2 months (viral) Subsequent ad spend – 11c per new like Targeted Opinion Leaders > Opinion Formers
Case Study: The Pampered Chef
Case Study: The Pampered Chef
In Feb, 2010 50% of Asia’s Internet Population visited a SNP (comscore, 2010)
Australia, Singapore, S. Korea high penetration
150m Facebook Users in Asia (Eskimon, 2011):
SMM in Asia
Singapore 2.5m
Malaysia 11.4
Thailand 11.7
Philippines 26m
Indonesia 39.5m
Social Media Across Asia
$1.7b market, 33% growth in 2010 (Nuttney, 2010) Qzone or QQ leading SNP 87% of Chinese have followed or friended a brand
online 77% believe an online presence makes a brand more
attractive Average Internet user spends more than 2 hours
online everyday Half of China’s social media users are in their 20s 40% of netizens are content creators
SMM in China
By 2015 India will have 3rd largest social networking population in the world
Spend 3 hours p/month on average on SNPs Mobile Access to Internet – 59% of internet
pop Problem 1: Only 8% of pop have access to
internet Problem 2: 13.5 of 40m social networkers
have no bank account
SMM in India
Q3 2010 –Q3 2011: 30% increase in mobile social media usage (Nielsen, 2011)
Location based advertising e.g. QR codes What do they do?
80% read posts69% post status updates50% read posts from organisations
Trend #1: Mobile
Trend #1: Mobile
700m Social Gamers by YE 2010 (Band, 2010)
Symbiotic relationship between social games and social media e.g. Farmville
Socialisation of Console Gaming Gateway to middle Aged Social Networkers Asia $2b social gaming market in 2011
(largest) Social Gamers will buy $6b of virtual goods
by 2013 – moviegoers will buy $2.5b in real goods by 2013
Trend #2: Social Gaming
IT Revolution in Data Storage and Analytics Quantification of Social Media Data Currently companies have social media
teams – Automation of social media coming Future: Marketing Dashboards of Consumer
Data from Social Media (Prodham, 2011)
Future Trend #3: Big Data
Follow the consumer Don’t ignore B2B applications The Humanisation of the Firm (Solis, 2011) Keep track of new metrics Engagement
What Does It Mean for the SME?