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An introduction to social media
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Marketers, Meet Social MediaAn introductory guide
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
WHAT IS
SOCIAL MEDIA?
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
“Social media is like teen sex.Everyone wants to do it. Nobody knows how.When it’s finally done there is surprise it’s not better.”
Avinash
Kaushik, Analytics Evangelist, Google
photo by 1855 Photohtaphy
on Flickr.com
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SERIOUSLY,WHAT IS SOCIAL MEDIA?
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Social media is an umbrella term –
a “combination of channels, platforms, communities, content and tools
that power the phenomenon of peer to peer
communication
or ‘word of mouth’.”
photo by jonnybaker
on Flickr.com
OgilvyOne, Can Brands Have a Social Life?, 2008
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In other words -
it’s the many ways in which people express
themselves online 24/7.
photo by dhammza
on Flickr.com
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
The Social Media LandscapeThe Conversation PrismBy Brian Solis & JESS3
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WHY SHOULD I CARE?
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Because ~88% of Singaporeans use the internet
IDA, June 2008
pho
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Because
~70% of Singaporeans use social mediaOgilvyOne, Can Brands Have a Social Life?, 2008
photo by hsalnat
on Flickr.com
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Nielsen, Global Faces & Networked Places, 2009
Because
2/3
of the world’s internet population visit social networks and blogs
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Nielsen, Global Faces & Networked Places, 2009
Because
9.3% of all internet time is spent on social networks or blogs
–
with this time spent growing
at 3X
the rate of
overall internet participation
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Because social networks and blogs
are the 4th
most popular online activity
–
ahead of personal email.
Nielsen, Global Faces & Networked Places, 2009
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Because in Singapore
social networks and blogs
are the 3rd most popular online activity
–
ahead of all email.comScore, 2009
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Nielsen, Global Faces & Networked Places, 2009
Power is moving away from those who own and manage the media to a new and demanding
generation of consumers -
consumers who are better educated, unwilling to be led, and who
know that in a competitive world they can get what they want, when they want it.
The challenge for us in the traditional media is how to engage
with this new audience.”
Rupert Murdoch, 2009
photo by Brendan Canty
on Flickr.com
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51% of Singaporeans trust a blog
as much as traditional media.Blogging
Asia: A windows live report 2009
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WHAT CAN SOCIAL MEDIA DO FOR ME?
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• Build Brand Awareness
• Acquire new customers
• Introduce new products and services
• Retain current customers
• Conduct marketing / competitor research
• Carry out brand promotions, such as contests and coupons
• Identify new customer groups to target
• Improve current products or services
• Identify new product or service opportunities
Christine Moorman, “The CMO Survey”, August2009
Works as a flexible marketing platform
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
24% of Singaporeans said that the online presence of brands “significantly increases their interest”
in them.
Asia Pacific Digital Marketing Handbook 2008
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70% of Singaporeans said they passed on viral marketing messages.
Asia Pacific Digital Marketing Handbook 2008
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
CASE STUDIES
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The most successful and innovative digital marketing and social media campaign
ever attempted on a mass scale
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“The campaign was not successful simply because it got a lot of people out to vote. It
was successful because it got a lot of
people out getting others to vote.”
photo by sofauxboho
on Flickr.com
Jalali
Hartman, Yovia.com
CEO, author of ‘Obamanomics’
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Web Marketing -
BarackObama.com
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Social NetworksSocial Networking -
MySpace
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Social NetworksSocial Networking -
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Specialty Social Networks
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Specialty Social Networks
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Specialty Social Networks
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Specialty Social Networks
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Online File-Sharing Sites
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
2,000,000 MyBarackObama.com
supporters
5,000,000supporters on other social networks
photo by Amanda Mac. on Flickr.com
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
18.4 million Youtube
channel views
photo by Wavy1 on Flickr.com
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
$500 million raised online
of which 6 million were
of $100 or less.from
6.5 million donations
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
• Provide website interaction and encourage sharing• Integrate your social media elements together• Identify your brand advocates• Be consistent and committed to what you post• Don’t make your social media elements a copy of your
website –
pivot around a campaign or cause
Some Takeaways
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Social media is a force to be reckoned with
“Word-of-Mouth on Steroids.”
photo by maksid
on Flickr.com
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
A $3,500 Taylor six-string with a snapped neck
Dave Carroll, a Canadian musician of the Sons of Maxwell band
Months of trying to get United Airlines to pay compensation
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“United Breaks Guitars”
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
...within four days of the song going online, the gathering thunderclouds of bad PR caused United Airlines’
stock price
to suffer a mid-flight stall, and it plunged by 10 per cent, costing shareholders $180 million. Which, incidentally, would have bought Carroll more than 51,000 replacement guitars.”
Chris Ayers, The Times, July 2009
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
The Dell Swarm
photo by lennyjpg
on Flickr.com
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
The more people join the swarm, the lower the price each person will have to pay
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Incentives• Encourage users to spread the
word –
it’s in their interest to do so!
• Leverage contests, limited-time promotions, coupons, gifts
• Keep your messaging simple, personal and friendly
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
SPECIFIC SOCIAL MEDIA PLATFORMS
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
The world’s most popular social network.
Nielsen, Global Faces & Networked Places, 2009Nielsen, Global Faces & Networked Places, 2009
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Has an audience of at least 108.3 millionNielsen, Global Faces & Networked Places, 2009
photo by Gaetan
Lee on Flickr.com
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
If Facebook
were a country, it’d be the
8th most populated in the world –
just
ahead of Japan.
Mark Zuckerberg, January 7, 2009
photo by Loren Zemlicka
on Flickr.com
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Women tend to be more active on Facebook then men.
BIGresearch, June 2009
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is the average age of a Facebook
user.
BIGresearch, June 2009
37.1
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Facebook’s
audience is becoming increasingly broad.
Nielsen, Global Faces & Networked Places, 2009
photo by Darwin Bell on Flickr.com
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Nielsen, Global Faces & Networked Places, 2009
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Facebook Marketing Tools
•
Pages
•
Groups
•
Applications
•
Ads
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Facebook Pages
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Facebook Groups
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Facebook Applications
•
Interactive user experiences –
including games, gift- sharing programs, tools to upload and edit photos, etc.
•
Can be integrated with a website, mobile or desktop application
•
Requires an external location to host the app
•
User interactions can be publicised
on the user’s wall
•
Reports on application usage and demographics are available
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Facebook Ads
Standard Facebook
Ad
Social Ads
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CREATIVE FACEBOOK EXAMPLES
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All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Creativity isn’t limited to original Facebook
applications…
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Thank You
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Brandcore [email protected]
+65 94788507
