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Social Media MarketingThanyathorn Chatlaong (Pear)
A.R. Information & Publication Co., Ltd.
Thanyathorn Chatlaong (Pear)
@Thanyathornc
Traditional Marketing
One-Way Delivery
Easy to not care High level of noises EXPENSIVE!
“Yes, you. You control the Information Age. Welcome to Your World.”
BusinessWeek12 July 2004
Time’s Person of the Year 2006
Obama’s Social Media Campaign
Customers used to ‘gods’. Today, they are FRIENDS.
New era in business transparency and engagement
From ‘TRYING TO SELL’ to ‘MAKING CONNECTIONS’
From ‘LARGE CAMPAIGNS’ to ‘SMALL ACTS’
From ‘CONTROLLING OUR IMAGE’ to ‘BEING OURSELVES’
From ‘HARD TO REACH’ to ‘AVAILABLE EVERYWHERE’
“CHANGE We Can Believe In”
ENGAGEMENT: New Marketing Strategy
New Marketing Principles (4Es)
EMOTION
EXPERIENCE
ENGAGEMENT
EXCLUSIVITY
This is where SOCIAL MEDIA
comes in.
Social Media = Listen & Respond
Two-way conversation Opens up dialogue with audience Creates ENGAGEMENT Encourage participation Enables collaboration Infuses personality NOT EXPENSIVE!
Social Media is primarily internet and mobile-based tools for sharing and discussing information—often refers to activities that integrated technology, telecommunications and social interaction through words, pictures, videos, and audios.
about 2/3 of global online population are members of social networking sites
creating and producing information that give rise to
new distribution and consumption patterns
77% of YouTube, Twitter, Facebook listings that appeared for brand searches were controlled by a party other than marketers
25% of search results for the world’s top 20 largest brands are linked to user-generated content
34% of bloggers post opinions about products & brands
The Illusion of Brand Control
“The closer any company is to its customers, the better,
and it’s hard to argue with the ability for social media to
create such proximity.”
Brand awareness and brand-building Acquiring new customers Introducing new products and services Retaining current customers Marketing research Brand promotions Identify new customer groups Identify new products and services opportunities
Social Media Marketing
Branded Content
+ Strategic
Storytelling
=
BrandPersonality
Print Media Below-the-Line New Media
Content-Rich Interactive MediaHybrid Media ChannelsEngaging CommunicationsDatabase Integration
Web 2.0 platform for the exchange of content Partnered websites to generate visitors and expanded reach Search-Engine Optimization (SEO)
Facebook: community building and communication channels between members as well as with production team
Youtube: Distribution platform and communication channel
Twitter: PR channel as well as platform to generate activities with members and followers generating conversation on a regular basis—word-of-mouth marketing
Face-to-face contact with followers as well as with advertisers and agenciesConsolidate community building effortsPlatform for opinion gathering and content collaboration Customer reward activities and CRM
Expanding Our Reach
@ariptoday@comtoday@wmmag@buzzideatv
SingleContentSingleContent
Traditional MediaTraditional Media
Online MediaOnline Media
SingleExperienceSingle
Experience
Below-the-LineBelow-the-Line
Multi-Channels
More than half of social networking users have become
fan or follower of a brand online.
Successful companies in social media act more like party planners, aggregators, and content providers than traditional advertisers.
Study finds ENGAGEMENT correlates to financial performance.
“Social media didn’t invent conversations, it only surfaced them.”
The power of social network lies in the ability for anyone to find and forge connections with those who share passions, interests, beliefs, and aspirations.
But just because we have access to the tools doesn’t necessarily entitle us to
reach out to customers, influencers, and stakeholders. Simply because we have something to say doesn’t guarantee that anyone is ready or willing to listen. Nor does it mean what we have to say automatically entitles us to a ready audience.
“It’s in the nature of human animal to play with language, to create fables and songs and nonsense to entertain
ourselves with. And it’s in our nature to make beautiful objects and embellish anything that will stand still long
enough.
These instincts are alive today in great writing and imagery being shared all over the web.
The impulses that make us retweet a blog post or a fantastic Flickr image are the same ones that bring a superb Navajo weaver renown across four states.”
