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Telling Stories : Social Media Marketing Thanyathorn Chatlaong Sunday, February 3, 2013

Telling Stories: Social Media Marketing

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Page 1: Telling Stories: Social Media Marketing

Telling Stories : Social Media MarketingThanyathorn Chatlaong

Sunday, February 3, 2013

Page 2: Telling Stories: Social Media Marketing

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

Page 3: Telling Stories: Social Media Marketing

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

Sunday, February 3, 2013

Page 4: Telling Stories: Social Media Marketing

Setting the Scene : Why Digital?

Times have changed the ways we socialize and entertain ourselves

Sunday, February 3, 2013

Page 5: Telling Stories: Social Media Marketing

New Way of Getting Around

Sunday, February 3, 2013

Page 6: Telling Stories: Social Media Marketing

New Social Life : Internet Over Dating & Friendship

Sunday, February 3, 2013

Page 7: Telling Stories: Social Media Marketing

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

Page 8: Telling Stories: Social Media Marketing

Influence of the Internet in Thailand

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12/$34/$*-3/5-/3$675*-8$34/$.7594:2/$.5,9/22$

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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

Page 9: Telling Stories: Social Media Marketing

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

Page 10: Telling Stories: Social Media Marketing

But on the Internet, Information is Overloaded!

Sunday, February 3, 2013

Page 11: Telling Stories: Social Media Marketing

Traditional Marketing

Easy to not care

High level of noise

EXPENSIVE!

One-Way Delivery

Sunday, February 3, 2013

Page 12: Telling Stories: Social Media Marketing

‘YOU’ Control the Information Age. Welcome to Your World!

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1$2&3#)4&5#6%)67)89&):&;5)+/*/)

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

Page 13: Telling Stories: Social Media Marketing

ENGAGEMENT : New Marketing Strategy

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of marketing

Sunday, February 3, 2013

Page 14: Telling Stories: Social Media Marketing

New Marketing Strategy : Going 365 Telling Stories : Social Media MarketingFebruary 2012

Sunday, February 3, 2013

Page 15: Telling Stories: Social Media Marketing

Old 360 Marketing Strategy

Step 1 : Identify a brand message that represents the brand values

Step 2 : Produce a TVC to communicate the bran message and adapt the key visual to print etc.

Step 3 : Buy ads to promote the message across channels

Step 4 : Repeat with a new TVC with a different creative twist on the brand message

Sunday, February 3, 2013

Page 16: Telling Stories: Social Media Marketing

Old 360 Marketing Strategy

As TVC-centric campaign doesn’t really build upon previous campaigns, the brand starts and ends with zero attention in spite of high ad spend

The old role of the campaign was to maximize reach and frequency of the brand message

Sunday, February 3, 2013

Page 17: Telling Stories: Social Media Marketing

Who’s Your Target?

Sunday, February 3, 2013

Page 18: Telling Stories: Social Media Marketing

Going 365 : New Marketing Strategy

Step 1 : Identify a big social object (lifestyle, interest, or cause) that is connected with the brand values

Step 2 : Build an online community around the social object

Step 3 : Create a campaign to energize evangelists across channels

Step 4 : Repeat with a connected campaign around the same social object

Sunday, February 3, 2013

Page 19: Telling Stories: Social Media Marketing

Going 365 : New Marketing Strategy

From TVC-centric campaign to community-centric campaign

From inside-out brand message to outside-in social object

From standalone campaigns to a series of campaigns that build upon each other

From standalone content pieces to permission-based content streams

From linear ad-supported growth to viral organic growth

From measuring success based on reach and frequency to participation

Sunday, February 3, 2013

Page 20: Telling Stories: Social Media Marketing

Keep Building Your Community

If you’re not building your communities, then the world is

moving away from you.

And the world keeps getting faster. If you don’t jump on now, you might

be left behind

Sunday, February 3, 2013

Page 21: Telling Stories: Social Media Marketing

Influence of Social Media Telling Stories : Social Media MarketingFebruary 2012

Sunday, February 3, 2013

Page 22: Telling Stories: Social Media Marketing

Influence of Social Media - Distractions in Daily Life

Sunday, February 3, 2013

Page 23: Telling Stories: Social Media Marketing

Influence of Social Media - Distractions in Daily Life

Sunday, February 3, 2013

Page 24: Telling Stories: Social Media Marketing

The World of Social Media 2011

Sunday, February 3, 2013

Page 25: Telling Stories: Social Media Marketing

Social Media Landscape in Thailand

FacebookNumber of users on Facebook in Thailand: 12,881,800Penetration of population: 19.40%Penetration of online population: 73.67%Highest users by age groups: 18 - 24 33% 25 - 34 31%

TwitterEstimated number of Twitter users in Thailand: [Updated Feb 2010 from 720,000 based on no. of people who visited Twitter.com over a 1-month period from Google]

910,000About 60% of Twitter users in Thailand access it from mobile phone

Quick Stats:Estimated 6 million Hi5 users [AIS, Jan 2010]1 million registered Friendster account [Friendster, Jan 2010]40 million mobile phone users12 million mobile internet users

Sunday, February 3, 2013

Page 26: Telling Stories: Social Media Marketing

Why Earned Media : Social Spread

Social networking now accounts

for 16% of time spend online -

that’s 1 out of every 6 minutes.

Social networking use has

increased around 25% in the last

year alone.

Facebook consumption saw

growth of 69%.

Sunday, February 3, 2013

Page 27: Telling Stories: Social Media Marketing

Dramatic Increase in Social Media Usage During the Flood

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Sunday, February 3, 2013

Page 28: Telling Stories: Social Media Marketing

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

Page 29: Telling Stories: Social Media Marketing

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

Page 30: Telling Stories: Social Media Marketing

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

Page 31: Telling Stories: Social Media Marketing

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

Page 32: Telling Stories: Social Media Marketing

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

Page 33: Telling Stories: Social Media Marketing

Rise of seamlessly CONNECTED multi-taskers

While you’re 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

Page 34: Telling Stories: Social Media Marketing

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

Page 35: Telling Stories: Social Media Marketing

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

Page 36: Telling Stories: Social Media Marketing

Introducing the new consumers’ purchasing journey

The traditional shopping journey: The new purchase journey:

Linear, predictable, analog, brand-controlled

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Non-linear, multi-channels, digital-first

We’ve entered the age of the customers.Empowered buyers demand a new level

of customers obsession.

Sunday, February 3, 2013

Page 37: Telling Stories: Social Media Marketing

Implications for Marketers: SoLoMo Telling Stories : Social Media MarketingFebruary 2012

Sunday, February 3, 2013

Page 38: Telling Stories: Social Media Marketing

Digital Marketing Landscape : Bought, Owned, Earned

Bought or Paid MediaAdvertising that is placed and bought by the marketer

Earned MediaCommunication about a brand that is not managed by the marketer

Owned MediaBranded communication that makes a direct connection between brand and consumers

Sunday, February 3, 2013

Page 39: Telling Stories: Social Media Marketing

Digital Marketing Landscape : Bought, Owned, Earned

Tomorrow

EARNED MEDIA

OWN MEDIA

BOUGHT MEDIA

Today

EARNED MEDIA

OWN MEDIA

BOUGHT MEDIA

‘SOCIAL’ as integral part of all media channels

Sunday, February 3, 2013

Page 40: Telling Stories: Social Media Marketing

It’s easy to add a ‘like’ button on our website, and say now our brand site is ‘social.’ But really, how do we get people liking, sharing, and talking about our brand to their networks?

Getting consumers to be SOCIAL about the brand

SOCIAL = SHARED INTEREST = SOCIAL OBJECT

Humans have told stories for as long as we have been

humans...maybe longer.

The medium has change, but we’re still telling stories.

Saying ‘Like me on Facebook’ isn’t a story - it’s asking

a favor from someone who you should be helping

Sunday, February 3, 2013

Page 41: Telling Stories: Social Media Marketing

What’s Social Object?

A social object is anything that people are talking about.

Social objects can be physical objects, concepts, web

pages, media assets, or anything else along the

spectrum of completely abstract to extremely concrete.

The key is that people attract some sort of meaning

to it and are therefore able to talk about it.

At that point it can be talked about or shown, and that

coverage or leveraging of the social object has the

potential to be of interest to others.

- Brad Cohen

Sunday, February 3, 2013

Page 42: Telling Stories: Social Media Marketing

Build Smart . Use Quality Product

Provide social objects that:

Resonate within your community

Are things that members of your community want to share

Get pushed out by the core of your community into new territory

Attract individuals in that new territory to join the community

Encourage repeat interactions and interactivity rather than a one-time hit

Sunday, February 3, 2013

Page 43: Telling Stories: Social Media Marketing

Successful Social Strategy

Tell the right story

Tell it to the right group

Tell it well

Sunday, February 3, 2013

Page 44: Telling Stories: Social Media Marketing

Social, Location, Mobile : Social Media Trends 2012

Telling stories : content as marketing strategy

Collaboration & content co-creation

Mobile & real-time social

Create content for cross-devices consumption

Social search : social media affecting search results

Influencer marketing redefined

Emergence of social commerce

Atomized & distributed: the fragmenting of content & commerce

Sunday, February 3, 2013

Page 45: Telling Stories: Social Media Marketing

Telling Stories : Content as Marketing Strategy

Content is currency for the social web

Brand becoming ‘the media’ as marketers are finally beginning to understand how creating blogs or VDOs can enhance SEO, lead generation, customer relationship management.

In addition to creating content, brands can also curate content on the social web. Content curation basically means that - out of all the content you find on the social web - you pass on the most valuable stuff to your network. A content curator is someone who continually finds, groups, organizes and shares the best and most relevant content on a specific issue online.

Lynx Sexy Rugby Rules Axe Thailand Facebook Page Garnier Comic Strips

Sunday, February 3, 2013

Page 46: Telling Stories: Social Media Marketing

Collaboration & Content Co-Creation

Shared and consumed content become a shared experience

Enabling consumers to publish and share their opinion = importantEnabling personalizationIncreasing the points of connection with your customers

Starbucks Make My Frappucino Youtube Life in a Day ProjectStarbucks paved their way through social and the creative opportunities that it

brings through empowering fans and helping the global community.

The film was directed by Oscar-winning Kevin Macdonald, who took over 80,000

submissions and 4,500 hours of footage from 192 countries and created a feature-

length documentary reflecting people’s lives on the 24th of July, 2010.

Sunday, February 3, 2013

Page 47: Telling Stories: Social Media Marketing

Collaboration & Content Co-Creation

Sunday, February 3, 2013

Page 48: Telling Stories: Social Media Marketing

Mobile & Real-Time Social

Mobile platform hits critical mass.

Providing linkage between online and offline engagement Serves as communication tool as point of sales (eg. discounted offers driving foot traffic)Immediate gratification (instant digital product and content delivery).Utilize location-based social networks as marketing tools - enable real-time physical retail & service opportunities.Mobile commerce as emerging trend (transparent pricing, in-apps commerce, etc.)

Lynx Auto Romeo Honda Jazz Interactive TV AdTrident Interactive Magazine Ad

Sunday, February 3, 2013

Page 49: Telling Stories: Social Media Marketing

Mobile & Real-Time Social

When grocery chain Tesco wanted to expand their

market share in South Korea, they came up with a

brilliant idea.

Because the people in South Korea work long hours they

thought of an efficient way to sell their products. The

Korean subsidiary Home Plus put up billboards in

subway stations with their range of products,

accompanied by QR, or Quick Response codes. All

people had to do now is scan the QR codes with their

cell phone and the groceries were delivered to their

doorsteps.

Sunday, February 3, 2013

Page 50: Telling Stories: Social Media Marketing

Atomized & Distributed: The Fragmenting of Content & Commerce

Making the brand an integral and integrated part of their consumers’ everyday lives.

In the most radical future, content will come to consumers - rather than them chasing it - prepare to fragment your corporate website & let it distribute to the social web via different platforms.

Sunday, February 3, 2013

Page 51: Telling Stories: Social Media Marketing

Create content for cross-devices consumptions

‘Connected device’ have contributed to an explosion in digital media consumption.

We’re seeing the rise of the ‘digital omnivores’ - consumers who access content through several touch points during the course of their daily digital lives. In order to meet the needs of these consumers, advertisers and publishers must learn to navigate this new landscape so they develop cross-platform strategies to effectively engage their audiences.

Whatsapp Messenger

Sunday, February 3, 2013

Page 52: Telling Stories: Social Media Marketing

Social Search : Social Media Affecting Search Results

Social relevance in search results. Increased importance of digital influencer marketing.

Google pushing relevant content from our personal networks to the front of page results, making them more personalized. Pages that have previously been shared by your networks on Facebook, Twitter, or Google+ rank higher in your own search results. We will see the importance of digital influencer marketing increased.

Websites, blogs, and other content that’s shared by or created by your friends

Images are shared by social connection

Relevant articles from Google Reader subscription

Profiles of people you know beneath results for social sites like Twitter and Flickr

Web content that has been recommended or shared by others using +1 button

Sunday, February 3, 2013

Page 53: Telling Stories: Social Media Marketing

Influencer Marketing Redefined

Discovering social media influencer to reach desired customers.

As social media continues to permeate more aspects of not only the way we interact with digital media but also other channels. We will see the significance of influencer marketing grew dramatically. Especially with Google social search waiting to permeate search results with content that will be managed by social influence or relevance to your social networks. Discovering people who can help you reach your desired customers will become exponentially more effective and important.

Also, broad adoption of ranking tools - Klout, Kled, PeerIndex - as influencer marketing becomes more widely utilized.

Sunday, February 3, 2013

Page 54: Telling Stories: Social Media Marketing

Emergence of Social Commerce

Social media has been a game changer for e-commerce strategists.

Social commerce has arrived with the mass adoption by the consumer of social media outlets such as Facebook. Social commerce has merged the act of socializing and sharing with the act of making informed purchases. Social commerce allows companies to anticipate, personalize and energize the shopping experience in new ways and benefits from the complex interconnections of social relationships to create new demand generating techniques. The power has shifted to the consumers and as a result companies can now have a more meaningful communication with their consumers.

IKEA Youtube Store personalizing the showroom with users’ Facebook data

Levis friend store

Sunday, February 3, 2013

Page 55: Telling Stories: Social Media Marketing

Measuring ROIs

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Sunday, February 3, 2013

Page 56: Telling Stories: Social Media Marketing

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

Page 57: Telling Stories: Social Media Marketing

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

Page 58: Telling Stories: Social Media Marketing

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

Page 59: Telling Stories: Social Media Marketing

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