INSPIRING SOCIAL MEDIA CASE STUDIES 40

YEAR-ON-YEAR-GROWTH HOW THE DIGITAL WORLD HAS EVOLVED OVER THE PAST 12 MONTHS

TOTAL POPULATION

ACTIVE INTERNET USERS

ACTIVE MEDIA USERS

UNIQUE MOBILE USERS

ACTIVE MOBILE SOCIAL USERS

7.357 BILLION

3.175

BILLION

2.206

BILLION

3.734

BILLION 1.925

BILLION

GLOBAL DIGITAL STATISTICS

TOTAL POPULATION

ACTIVE INTERNET USERS

ACTIVE MEDIA USERS

UNIQUE MOBILE USERS

ACTIVE MOBILE SOCIAL USERS

2.5% +177 MILLION

7.6% +225 MILLION

8.7% +176 MILLION

3.4% +124 MILLION

23.3% +365 MILLION

SOCIAL NETWORK

MESSENGER / CHAT APP / VOIP

BASED ON ACCOUNTS THAT LOGGED IN AT LEAST ONCE IN THE MOST RECENT 30-DAY REPORTING PERIOD, IN MILLIONS

ACTIVE USERS BY SOCIAL PLATFORM

70%

50%

45%

26%

25%

21%

20%

12%

PEOPLE WHO ARE ON SOCIAL MEDIA 3.8 million

2.7 million

2.4 million

1.38 million

1.35 million

1.2 million

1.1 million

1.7 million

HOW HAS SOCIAL MEDIA IMPACTED SINGAPOREANS?

A nation rallies together

A nation rallies together on social media

#LeeKuanYew

#NoYewNoUs #RememberingLKY

#ThankYouLKY

Local Brands use sombre logos on social media to show respect to the late Mr Lee Kuan Yew

Global Brands soon follow suit to pay tribute

LOCAL POLITICS – General elections, 11 sept 2015

Singapore general election reveals growing importance of social media

Social media soaked up the activities around the election 24/7

Breaking down the age-old divide between sovereignty and the community

DIGITAL

MOST BRANDS ARE STUCK IN THE BEATLES ERA

ITS TIME TO EVOLVE TO THE KIM KARDASHIAN ERA

70% OF MARKETERS PLAN TO INCREASE THEIR BUDGETS IN SOCIAL MEDIA MARKETING IN 2016

The Internet has democratized

information flow

Consumers have the power & choice to

communicate, discuss, share,

transact through various

social & location-aware tools

Brands & companies need

to innovate & offer new,

relevant ways to live, work & play

KEY TAKEAWAYS

KEY TAKEAWAYS 1. Mostly anyone who is online is social 2. 90% of those on social media use mobile phones to access the platforms 3. At 31%, the 25 – 34 year age group is the fastest growing internet user segment 4. Singapore is a highly social, mobile-driven nation of digital citizens 5. Social Media is ‘the’ choice platform for news, information, peer reviews, evaluation and much more!

SOCIAL MEDIA MARKETING FOR

A W A R E N E S S

Brand awareness is the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product credits: wikipedia

Measuring brand awareness – Traditional media

GROSS RATING POINTS (GRP) = REACH X FREQUENCY Reach : Number of people who see an ad/ commercial

Frequency : Number of times a person sees an ad/commercial

Brand Awareness for Facebook can be tracked by Number of Fans and Reach of the page/posts

Measuring brand awareness – Facebook

Measuring brand awareness– Facebook

LEGO’s ‘Fill The Gap’ campaign proved that design & architecture need not be left to the professionals only

Uber shows us how to successfully capitalize on a global movie blockbuster #GameOfThrones #RideOfThrones

Red Bull – 44 million fans. Increased it’s brand awareness over the years with many high powered partnerships

McDonalds – 59 million fans. The largest restaurant chain with 34,480 outlets and a global footprint in 119 countries.

Starbucks– 323,342 fans in Singapore plays up its dynamic, fun appeal to target it’s younger demographics by teaming up

with young influential bloggers

Local Brands

Skin Inc. – A local beauty retailer started its roots here 8 years ago and is now a global brand in more than 20 cities!

Love Bonito – Starting out as a 2nd-hand home business of a student is now a global brand thanks to social media!

In summary, for effective brand awareness,

1. DEVELOP YOUR UNIQUE BRAND VOICE

2. HAVE A STRATEGY

3. THINK OUT OF THE BOX. STAND OUT

4. BE CONSISTENT.

SOCIAL MEDIA MARKETING FOR

E N G A G E M E N T

Brand Engagement is the process of forming an emotional or rational attachment between a person and a brand. credits: wikipedia

Measuring engagement- Traditional media

Brands can tell if consumers have been engaged when they :-

• Actively participate in a direct call-to-action e.g. call in, submit a form, fill up a review, enter a lucky draw.

• Call in and inquire about the product or service. • Make a purchase.

Measuring engagement- Facebook

Enhance your brand recall & engagement through partnership with popular digital games!

Air Asia ran a Facebook contest to increase awareness of its new Sydney-KL route and to introduce its new fleet of Airbus A330s

Ford Motors loaned their ‘New’ Fiesta models to members of the public in exchange for providing honest feedback about the cars.

TACO BELL and OLD SPICE have an online friendly banter.

Guess who won?

Local brands

Ben & Jerry’s ‘Free Cone Day’ is a perfect example that fans love it when you appreciate them. Plus who doesn’t love a free cone of ice cream!

Real time marketing– Salvation army acts quickly on trending news on the web to broadcast a clever message for their brand

Real time marketing

A 123-year-old company has allowed its customers to personalize its brand!

NUS School of Computing ran a ‘Hacking Challenge’ which saw it’s students engage 30% more with the page as they tried to pit their skills to unlock cool prizes.

The Coffee Bean & Tea Leaf engaged with their fans with fresh new creative ways such as using emojis and even their mascot - The Ice Blended Man.

In summary, for effective brand engagement

GET CREATIVE

PLAY WITH YOUR CUSTOMERS

TRY SOMETHING NEW

KEEP UP WITH NEW TRENDS

SELLING VIA SOCIAL MEDIA

Selling is the process of offering to exchange an item of value for a different item. credits: wikipedia

Starbucks is rolling out ‘Coffee Delivery’ via its mobile app very soon and we couldn’t be more pleased.

Facebook’s new analytics product will help retailers & brands analyze the real sales impact of their ads.

Amazon has changed the personalization game at scale through digital!

The interface of Glimpse’s eCommercestore dynamically changes based on the “social media” profile of the visitor

Personalization can happen both online & offline through merchandise

Domino Pizza’s ‘Tweet to Order’ Campaign on saw a 30% increase in sales in just 1 week!Cowabunga we say!

Brewerkz – Everyone loves freebies. But Brewerkz understands that is no price tag for building brand loyalty

Local Brands

In summary, for effective Selling

MAKE IT PERSONAL

INVOLVE YOUR FANS IN YOUR PROMOTIONS

DON’T SELL. MAKE THEM WANT TO ‘BUY’

ALWAYS MAINTAIN QUALITY

CUSTOMER SERVICE VIA SOCIAL MEDIA

Customer Service is the provision of service before, during and after a purchase. credits: wikipedia

Measuring Customer Service: Traditional Media

Brands are rated on their customer service through :- • Feedback and reviews

• Return customers

• Word of mouth expressions of their satisfaction on your product or

service

Measuring Customer Service – Facebook

Every brand will make a mistake. The trick is knowing how to recover from your mistake. credits: wikipedia

Domino’s Pizza, when accused of mishandling pizzas, took strict action to apologize to customers & launched a campaign on social media apologizing.

Dell opened up a social media command centre and trained over 25,000 employees in ‘social listening’

Best Buy has 4 dedicated channels to attend to specific queries. Now that’s dedication!

Sogurt’s impressive communication with it’s customers is something all brands should endeavour towards

BreadTalk remedied its mistake by acting on it quickly the very next day! Serving up cakes and buns to tired bystanders in the queue.

Customer finds the words ‘Pink Fat Lady’ on her Pizza Hut receipt and causes an online buzz.

KOI fires employee when a customer posts his negative experience on social media which goes viral

In a Survey conducted by American Express on Social Customer Service, data revealed: People are likely to tell 27 people about their bad service experiences compared to just 12 people if they encountered good service. When faced poor service, more than 60% of customers would give a company 2 chances before they took their business elsewhere Two in five people vent their frustration about a negative customer experiences on social media. Around 7 in 10 consumers avoid businesses with poor service Around 4 in 5 people in Singapore are wiling to spend an average of 14% more on service excellence

In summary, for effective customer service

Listen. Care. Connect.

Respond quickly

Treat your customers as your brand stewards

If content was king, customer is checkmate!

Author: Rachael Shana Jacob | @RachelShana

Get in touch with our social media consultants! hello@happymarketer.com | @hmmarketer