Download - Social Media for Retails, Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing for Retailers
David Liem
Senior Consultant, Happy Marketer
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Past Social Media Trainings
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
David’s Profile
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Our Job is to Create…
Relevance Content
Context
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Why Social Media?
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
http://www.hitwise.com/
1. Go where the fishes are
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
2. More Business
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
3. Trust is harder to earn
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
It allows you show entertain & engage.
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
http://www.blendtec.com/willitblend/
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Results
• 158 million video views
• Sales increased 700% after videos launched
• 375,000 subscribers on YouTube
• Plenty of PR: National TV, radio, internet coverage, Social media marketers awed.
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
It allows you to share your story.
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
It gives you a chance to stand out of the crowd.
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
The results
• 76% jump in traffic
• Outperformed all of its competitors
• 770,000 facebook fans
• 45,000 Twitter followers
• Alexander has his own plush toy
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
It gives you a chance connect to your customer in a meaningful way.
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
The
Social Media Landscape
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Your Website
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Your Company Blog
• Company voice or individuals?
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Web Portal
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Pros & Cons
• One sided, users desire alternative views, transparency
• Testimonials go a long way
• Critical for first impressions: usability - how well do you know your customers?
• Is the most credible place for Point of Sale
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
• B2C
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Pros & Cons
• Many businesses have a presence, but no direction/purpose
• Good for branding, not for conversions
• Time Consuming
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
• 2 Billion videos watched every day
• 516 Million Views – Most Popular Video - Justin Bieber
• 35 hours of videos uploaded ea/ min
• Over 13 million hours of footage uploaded in 2010
• Pros: Viral, engaging educational, funny videos global audience, subcribers
• Cons: Copyright issues, message may backfire
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
• 4th popular social site - 1.17%
• Microblogging, share info quickly, directly interact, listen
• Pros: easy to use, get ideas and answers quickly, networking, employee empowerment
• Cons: 140 characters, time consuming, narcissistic, boring, service often overwhelmed
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Customer Service
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
• Social networks for professionals
• Pros: Create a customizable business page build network, collaboration, groups, share expertise, research tool, recruiting, connect with other employees
• Cons: Smaller network than Facebook, slow linking process, less conversation
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Apps
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
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
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Reviews
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Video Reviews
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Blog Network Advertising
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
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 Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
The current craze
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Case Studies
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Haagen-Daz Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Lots of contests and specials
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Location-Based Marketing
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
What is it?
• Multimedia + content to mobile
device dependent on location
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
What can people do?
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
What can businesses do?
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Types of Attractive Specials
• Friends Special – Check in with 4 friends
• Newbie Special – First time visitors
• Mayor Special – Most visited person
• Loyalty Special – 5th check-in…
• Many more!
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Why People Use Geo-Apps
• 7% Coupons
• 4% Badges and passport stamps
• Social Engagement
– 40% “connect with people I know or could meet”
– 21% “find a place liked by people they trust.”
Whitehorse Geolocation survey
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
What to consider?
• Pros:
– Singapore’s Small Geographical Size,
– hyperlocal targeting by local audience,
– relatively low cost
• Cons:
– May not work in decentralized conditions,
– not mainstream (but might change soon),
– lack of incentives for increased interactions,
– extra training / coordination for (high turnover) ground staff
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Online Reputation Tools
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Why it’s so important
• Monitor, repair, and manage the status of the business
• Stay in tune / connect with the customer, real time
• Develop marketing ideas
• Learn from the feedback it brings backs to you, whether positive or negative
• Reformat your promotional materials to minimize the effects of a possible reputation threat
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Monitoring
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Keyword monitoring
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Keyword Popularity Research
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Twitter Search
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Forum Monitoring
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Industry monitoring
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Website Popularity
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
10 Social Media Metrics You Should Be Monitoring
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
1. & 2. Visitors & Traffic Sources
• Comparison on quantity and quality of traffic to your website
• Web Analytics (Google Analytics, Omniture)
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
3. Community Size (Fans, Friends, Followers)
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
4. Membership Increase & active members
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
5. Leads / Conversions
• Subscriptions
• Sales (direct or affiliate)
• Application use
• Downloads
• Contact forms
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
5. Leads / Conversions
• Me: “Hey Mr. Customer, do you mind if I ask how did you find me?”
• Client: “Oh yeah! last week I followed your tweet and read your post about the 7 examples of awesome personal brands…”
New Prospects: 8 (6 from Twitter/1
from Facebook/1 from LinkedIn)
New Clients: 4 (3 from Twitter/1 from
LinkedIn).
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
6. Brand Mentions
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
7. Mentions by Media Type
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
8. Sentiment
• And the shift in sentiment over time
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
9. Comments
• Through Blog, Facebook, Twitter, Social Voting
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
10. Money Spent (ROI)
• ROI = (revenue - investment) + X / investment * 100
• What is your goal?
– Change in Revenue
– Number of leads
– Employee Retention or Productivity, cost of training
– Customer engagement, idea generation
– Social Good
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Facebook Marketing Tactics
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Goals
1.Increase Community Size
2.Increase Interactions
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Like Blocks
• Good for fan acquisition
• May have high (50% drop off rate)
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Give Away’s
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Photo or Video Contests
• Varying levels of success
• Women more active with photo-sharing than men (*Pixable study)
• Running a photo or video contest outside of an app : violation of Facebook's Terms
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Sweepstakes
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Create a Facebook Game
• Can be highly engaging and creative way to boost reputation
• May be costly, and low quality
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
http://www.facebook.com/AirAsia
Customer Service
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
How to build your Facebook community
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Organically – Keep them busy
http://alexkaris.posterous.com/how-to-build-a-facebook-community
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Keep it fresh! Update your page regularly
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Be part of the conversation
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Shortcut: Buy your community
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Facebook Insights
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Facebook Insights
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Facebook Insights
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Integrating Facebook with your site
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Video Marketing
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Why Rich Media Rules
• It genuinely ENGAGES your audience
• Opportunity to present your brand’s personality
• (Quality) Content is King
• Highly likely to be shared (Viral)
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
http://www.blendtec.com/willitblend/
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Success on YouTube
1. Focus on content, not on viewers
2. A consistent audience requires consistent content.
3. There is only one rule for content… …and that is “What do you genuinely enjoy making?”
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
YouTube Video Statistics
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Interact with followers
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Customer Service
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Run Contests
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Find people
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Tweet
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Reply, Retweet
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Search
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Management
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Integrating Online & Offline Campaigns
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Partnering with Schools
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
• Track # of mentions, exclusive promo codes to track sales
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
• Ran contests, customer service, share photos/videos
• First 1000 fans get a free beer
• Measured post quality (number of interactions/comments), traffic to website
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Foursquare
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Friendly Website
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Implementing Social Media in your Organisation
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Who does social media belong to?
Marketing • To increase sales
• To increase traffic to your website
• To increase exposure to your brand
• To launch new products
• To receive feedback and ideas
• To be fully integrated with all marketing programs
Public Relations
• To post the latest company news
• To act as an official source of company information
• To act as a “quick response” to any immediate rumors/news
• To facilitate new relationships with bloggers and media
• To monitor buzz and insights
• To post new job opportunities
http://blogs.imediaconnection.com/blog/2010/08/31/does-social-media-belong-in-pr-or-marketing-divisions/
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Hiring a Social Media Specialist?
• Hire a consultant ($1500/m +)
– Can be highly effective, they have all the resources
– Investment isn't too big, because it's temporary
– Be committed once they leave
• Hire a full-time employee
– Marketers at the core
– Must be realistic & money minded
– Can effectively weave business in Social media
– Build social media ‘capital’ in your organisation
http://www.inc.com/guides/2010/08/how-to-hire-a-social-media-specialist_pagen_2.html
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Game Plan
1.Business Objectives
2.Target Audience
3.Social Media Strategies & Tools
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Business Objectives
• “I would like to have 500 fans on my facebook page and 150 followers on my twitter account.”
• “I would like to increase the volume of traffic to my website and store by 50% over the next 6 months.”
• “I would like to capture 300 new leads using my “free offer” on my website.”
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Target Audience, Needs
Target
• Adults 18-35
• Teachers
• Parents
• Teens 13-18
• Exectives
• Tech Savvy Users
• Tourists
Needs
• Fashion tips/advice
• Promotions/Deals
• Product Reviews
• Funky phone accessories
• The latest gadgets
• Unique sightseeing / shopping ideas
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
How will you build a community of trust?
• Offer regular investment tips, online chat support (through facebook groups)
• Create an ultimate SG teaching guide to classroom management, get teachers to submit their GCP’s
• Produce gadget reviews from everyday users, off the street, random people
• Provide exclusive content for sightseeing events published on facebook page
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Strategies & Tools • Design a Facebook Fan/Group Page, Add
a Fan Page widget on the blog.
• Add a poll function to my facebook page/website
• Set up a twitter account, gather exclusive content to share
• Create a contest & promote it to your Facebook, Twitter, website community
• Build community through Facebook Ads
• Publish content on slideshare, youtube
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing for Retailers
David Liem
Senior Consultant, Happy Marketer