social platforms & web 2.0 environments
TRANSCRIPT
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)
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!
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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!
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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
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
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Why Social Media?
Disconnect between Advertisers & Users
Brands Ignoring Internet Behavior?
45%Time online
1.7%Ad spend online
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 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 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%
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Social Media + Business
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?
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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
HR
• 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
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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
Google.com (12 years ago – 1998)
McDonalds.com (14 years ago – 1996)
Hotmail.com (12 years ago – 1998)
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
Media
Breakout: What Sites Do You Dislike?
• IRAS• MySpace / Orkut
Breakout: What Sites Do You Admire?
• Google?• Yahoo?• MSN?• Facebook?• News sites?• Games?• Your favourites?
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Effective Websites8 Principles of Awesome Website
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.
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.
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.
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.
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.
Doesn’t Load Up With Heavy Graphics
All Relevant Content is on the Web
Offers Email or other Subscription
8. Has a Rich, Social Experience
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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
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Mobile & Smartphones
2 in 5 users use Mobile Internet
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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: [email protected] : @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 [email protected]
Social Platforms and Web 2.0 Environments
Social Platforms and Web 2.0 Environments
Social Platforms and Web 2.0 Environments
Payment Trends in Facebook
1. Virtual Currency1. Facebook Credits2. Game Cash3. Experience
2. In Game Payments
3. Virtual Goods
Social Platforms and Web 2.0 Environments
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
items
Social Platforms and Web 2.0 Environments
Credits as Currency
Social Platforms and Web 2.0 Environments
Credits are Payments
Social Platforms and Web 2.0 Environments
Credits to buy in game currency
Social Platforms and Web 2.0 Environments
Social Platforms and Web 2.0 Environments
Cash to buy in game credits
Social Platforms and Web 2.0 Environments
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?
Social Platforms and Web 2.0 Environments
Virtual Goods: what Virtual Currency buys
• Non-physical objects purchased for use in online communities or online games
• Sometimes referred as micro transactions
Social Platforms and Web 2.0 Environments
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
Social Platforms and Web 2.0 Environments
• Online Gaming Portal• Free to play, but credits used to gain in-game coins
Social Platforms and Web 2.0 Environments
Social Platforms and Web 2.0 Environments
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
play
Social Platforms and Web 2.0 Environments
Steam
• Digital Distributor, and multiplayer platform• 1,300 games available, 30 million user accounts• Estimated 70% share of digital distribution market for video
games
Social Platforms and Web 2.0 Environments
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
Social Platforms and Web 2.0 Environments
Viable Platform for Indie Developer
• Lowers the barriers to entry
• Greatly increases the selection of games available
•
Social Platforms and Web 2.0 Environments
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
Social Platforms and Web 2.0 Environments
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
Social Platforms and Web 2.0 Environments
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?
Social Platforms and Web 2.0 Environments
• Free online networking for professionals• Premium features for recruitment and enhanced targeted
networking
Social Platforms and Web 2.0 Environments
Social Buying
Social Platforms and Web 2.0 Environments
Deal Websites
Social Platforms and Web 2.0 Environments
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?
Social Platforms and Web 2.0 Environments
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Let’s Get Physicalwith Social Media
David Liem Senior Consultant, Happy [email protected]
Social Platforms and Web 2.0 Environments
Agenda
• Twitter (Posting, Adding, Following, Replying)• Facebook (Groups, Pages, Questions, Games, Payments)• Google+• Tumblr• LinkedIn walkthrough, Groups• FourSquare Walk through
Social Platforms and Web 2.0 Environments
Twitter • Username: HappymarkSG• Password: abc123321a
Social Platforms and Web 2.0 Environments
Tumblr • Test Account• User:
[email protected]• Password: abc123321a
Social Platforms and Web 2.0 Environments
Questions?Contact: David LiemPhone: +65 97396959Web: www.HappyMarketer.comEmail: [email protected] : @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??
12:26
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 &
play
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
With the advent of fast 3G networks, higher smartphone penetration, there is
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 $$$ come from??
Where will all this $$$ 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…..
And the major platforms and service providers driving this revolution are…..
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?