Telling Stories: Social Media Marketing

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Telling Stories : Social Media MarketingThanyathorn Chatlaong

Sunday, February 3, 2013

Agenda

Setting the Scene : Why Digital?

New Marketing Strategy : Going 365

Influence of Social Media

Implications for Marketers: SoLoMo

Case Studies

Q&A

Sunday, February 3, 2013

Setting the Scene : Why Digital? Telling Stories : Social Media MarketingFebruary 2012

Sunday, February 3, 2013

Setting the Scene : Why Digital?

Times have changed the ways we socialize and entertain ourselves

Sunday, February 3, 2013

New Way of Getting Around

Sunday, February 3, 2013

New Social Life : Internet Over Dating & Friendship

Sunday, February 3, 2013

Media Consumption by Type (Jan - Dec 2010)

Amongst teens, Internet, VDO games and Cinema exposure are significantly higher and is increasing.

Sunday, February 3, 2013

Influence of the Internet in Thailand

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4 in 5 consumers go online to research what or where to buy

3 in 4 consumers use Search Engines to research online and 92% prefer to use Google

Consumers spend 2x more on Online than on TB and 5x more than Print

At least 3 in 4 digital products are purchased in stores as result of online research

Source: Google

Updated : 20 million internet users in Thailand

Sunday, February 3, 2013

Consumers Share of Times

Internet has the highest share of time in media consumption behavior and

highest ads recall and actions thereafter.

Source: Google

Sunday, February 3, 2013

But on the Internet, Information is Overloaded!

Sunday, February 3, 2013

Traditional Marketing

Easy to not care

High level of noise

EXPENSIVE!

One-Way Delivery

Sunday, February 3, 2013

YOU Control the Information Age. Welcome to Your World!

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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

Sunday, February 3, 2013

ENGAGEMENT : New Marketing Strategy

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Sunday, February 3, 2013

A New Level of Connection: Introducing GENERATION C

CONNECTEDRedefining media consumption with the

unique embrace of all things digital. Generation C is taking their personal

connection - with each other and content - to new levels, new devices,

and new experiences.

Social media as integral part of lives

Sunday, February 3, 2013

Influence of Social Media

The idea of friends is changing

Influence shifted from media to individuals

Rise of seamlessly connected multi-taskers

Rise in consumers content creation and involvement on digital platforms

Introducing the new consumers purchasing journey

Real time & mobile social

Sunday, February 3, 2013

Changing Idea of FRIENDS: expanding social and interest graphs

The interest graph is shifting away attention from classic friends

what I like who I know

The future of a truly social web will rely on getting these two types of graphs to work together

SOCIAL ON SOCIAL

Sunday, February 3, 2013

Interest-based network: the long-tail webs are growing

Communities, blogs, etc.

- Nokiagang

- Nokia blogs

- Appreview

- Siamphone forums

- Thaimobilecenter forums

- Flashfly

- Pantip: MBK, Gadget

- Other related communities such as

entertainment, gaming communities

Sunday, February 3, 2013

Shifting Influence from Media to INDIVIDUALS

Active social media users are influential online...and they also tend to be influential offline.

Mega celebrity directly engage with fans. Some became influential by spreading content online.

Sunday, February 3, 2013

Rise of seamlessly CONNECTED multi-taskers

While youre online, which of the following media channels you read/listen to/watch/use at the same time?

Source: QC6

Base: All respondents - Thailand (rr=505)

Accelerating technology adoption

Sunday, February 3, 2013

Real-time & MOBILE social on the rise

Always-on & On-the-go1/3 of total active Facebook users access the network via their mobileOver 50% of total active Twitter users access the site via their mobile

Sunday, February 3, 2013

Rise in consumers content creation on digital platformFrom being most observers, Thai consumers are increasingly involved in the process of content creation and distribution via online media platforms. This has been particularly apparent during the flood situations.

During the floods, there was a surge of user-generated content including tweets, FB updates, blog posts, and VDO posts, which serve as a form of citizen journalism updating and reporting the situations in real-time, 1st-person perspective. Many of these posts were via mobile.

Sunday, February 3, 2013

Introducing the new consumers purchasing journey

The traditional shopping journey: The new purchase journey:

Linear, predictable, analog, brand-controlled

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Sunday, February 3, 2013

Different Ways to Market Your Mobile Applications

1. Press release

2. Lite or demo versions

3. In-app advertisings

4. Mobile & mobile search advertising

5. Reviews

6. Version updates

7. Reaching new target audience

8. Social media [word of mouth marketing]

Sunday, February 3, 2013

Marketing Your Mobile Application : Pre-Launch

Pre-Launch : Hype Early

1. Coming soon page on app website

2. Exclusive trial by collecting emails prior to launch

3. Create teaser VDO explaining the app

4. Release newsletter to targeted websites & communities

5. Maintain hype via social networking platform

Sunday, February 3, 2013

Marketing Your Mobile Application : Launch

Launch Big

1. More elaborate version of website with screen shots

2. Send out email newsletter

3. Write blog posts and spread them in your networks

4. Find new venues to exhibit your app eg. review websites

5. Giveaway promo key on Twitter

6. Serve new content on your website and let it spread

7. Cross-platform media promote eg. live event, radio, etc.

8. Throw a contest or giveaway on your website

9. Reach out to larger websites

Sunday, February 3, 2013

Earned Media Touch Points Planning : Sample

Paid Advertising1. Mobile advertising, in-app advertising, mobile search advertising2. Influencer marketing

Owned Platform1. Application official websites: information, activities, and other content2. Facebook page, Twitter account, etc.

Earned Media [Seeding]

1. Strategic communities eg. siamphone, thaimobilecenter, flashfly, nokiagang, whatphone, pantip, etc.2. VDO content eg. youtube, sanook, kapook, yenta4, clipmass, mthai, atcoud3. Social bookmarks eg. Thaidigg, Thaizad, Monojung, Thailanddigg, Zikr, Thaipr4. Youth communities eg. exteen, dek-d, sanook, kapook, etc

5. Entertainment websites eg. siamha, postjung, yenta4, teenee, zubzip, etc.6. Game communities eg. Game-mun, modxtoy, thaigaming, etc.

Sunday, February 3, 2013

Thank YouContact: Tchatlaong@gmail.comwww.facebook.com/pear.chatlaongwww.twitter.com/thanyathorncwww.mashingup.wordpress.com

Sunday, February 3, 2013