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Retail and Social MediaDavid Liem Senior Consultant, Web [email protected]
About Happy Marketer?
• Headquartered in Singapore• Provides Strategic Consulting and
Training Services• Focused on bringing market leading
thought leadership in Social Media Marketing to APAC
• Trained over 1500 professionals in less than 2 years
• Yahoo & Google Certified Partners
Attract
1. Advertising2. Your Existing Assets3. Viral / Word of Mouth
Goal: Grow your community.
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
Attract
1. Constant Content2. Community3. Customer Service
Goal: Increase participation
Create Constant Content
• Short videos• Infographics• Articles• “Constant content
creates a constant audience”
Organic: Content Calendar
• Plan & chalk out 6 month content strategy
• Meet an overarching theme
• Post twice a week, optimize and encourage comments
• Ran contests, customer service, share photos/videos
• First 1000 fans get a free beer• Measured post quality (number of
interactions/comments), traffic to website
Customer Service and Engagement• Free beer to the 1st 1000 fans• Low advertising• Lots of conversation & images• Lots of promos being offered
Case Study – Customer Service
Air Asia uses a tab on it’s Facebook page to encourage questions, and reduce phone volume. There’s an automated database that answers most questions.
Attract
1. Contests2. Coupons 3. Cell Phones
Goal: Influence perception, store visits and purchases
Attract
1. Size of Community2. Quality Conversations 3. Revenue Generated
Goal: Utilize metrics to make better business decisions
Size of Active Community
• The number of Facebook fans, Twitter followers
• Blog posts, comments• The number of pictures, videos, article views
Quality of Conversations
• Did you learn anything from your customers? Competitors? Did they learn anything about you?
• Reviews?
Tracking Conversations
• 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 kick-ass personal brands…”
New Prospects: 8 (6 from Twitter/1 from Facebook/1 from LinkedIn)New Clients: 4 (3 from Twitter/1 from LinkedIn).
Revenue Generated
• Sales from events, contests, and products promoted through social media
• Reduction in marketing expenses• Set the right expectation about revenue
Recommendations for the next 4 weeks
1. Internal check of existing social media accounts
2. Competitor analysis on social media
3. Assign an internal evangelist
Corporate Training ProgramsThink Tank for Senior Managers & Leaders
– Half a day– Strategic view of company,
competitors– Senior leaders from sales, marketing,
IT– Plugging the biggest implementation
leaks– Prioritizing New Media Goals
Boot Campsfor Mid-level IT/Marketing Staff
– 1-2 days
– Implementation processes in web, search & social media
– Relevant execution folks from marketing & IT
– Learning how to manage agencies & web staff
– Beating practical challenges
Monthly Digital Performance Report
• Find out where your business stands in web marketing
• Discover opportunities for growth• Understand your online business
more intimately • We set up the measurement
tools• 2-hour monthly performance
review + consultation
Thanks!
Email: [email protected]: HappyMarketer.comTwitter : @hmarketerFacebook: Facebook.com/HappyMarketer
bit.ly/springoct2011
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