Download - Activating the Social in Media
Activating the Social in Media
ADWAVE 2011
Let’s look at the universe of media
BOUGHT MEDIA
Typical corporate media spend. Drives people to Owned Media.
OWNED MEDIA
All media directly owned by the brand. These destinations provide platform to drive marketing messages and tools to create Earned Media.
EARNED MEDIA
First person commentary and comment about the brand posted and shared across variety of venues.
‘Social media’ outlets also support both Bought Media (e.g. ad banners, sem/ppc & etc) and Owned Media (e.g. widgets, apps, etc)
Think you know social media?
Think again.
Are these social media?
How about these?
What is social media?
Any form of media that connects a mass amount of people together and allows them to share information with each other
Will you call THESE social media?
Interactive TV
Newspaper Opinions
Radio Games
Interactive Billboards
It’s not about the TYPE of media
It’s how it’s used to bring people together
Emerging forms of socially-oriented media
Wootfood
The new media landscape How Malaysia is turning social
#6 most visited site
~500,000 users
~300,000+ bloggers
In Malaysia, out of
97% social network users,
79% say the actively
manage their SNS accounts.
Source : Comscore & UM
9.9+ million users
has reached 77.5% amongst Malaysia internet users
Top brands on Facebook
Social keeps traditional media alive
How does this affect you?
Think: SocialDo: Connect
Let’s get chummy!Group assignment
Treasure HuntHow many accounts do you have?
1. Facebook
2. Facebook + MSN
3. Facebook + MSN + Twitter/Friendster
4. Facebook + MSN + Twitter/Friendster + MySpace/Blog
5. Facebook + MSN + Twitter/Friendster + MySpace/Blog + Lowyat/Forum
Form 5 groups – Each group should have at least
3 of #1
5 of #2
3 of #3
2 of #4
2 of #5
The Challenge for the DayDomestic Tourism for Ipoh
Lost World of Tambun
Kellie’s Castle
Gua Tempurung
Kek Lok Tong
A few of Ipoh’s main attractions
Excellent for food
Promote domestic tourism online
Target AudienceAttract more
college/university students to visit during holidays
Use Internet, Magazines and Radio to attract youth
Focused on urban youths (KL, Penang, Johor Bahru)
EtceteraGoals
Increase travel to states (bus tickets/airlines) Increase registration in local hotels/motels Increase buzz online about these states among youth Increase search interest
Money is not a problem, but perception isNothing interesting in IpohToo far and not worth itMelaka is highly preferred, even though distance is
roughly the same (2-3 hour drive)Cost of living is also much lower than Melaka
What you need to doCome up with an idea to attract youths to come
to Ipoh
5 mins Proposal – 25 mins preparationCreative Idea (e.g. Malaysia, Truly Asia, Nothing
like Australia, Your Singapore)Social activation strategy
Connect youths with State / Connect youths with each other
Questions?Speak up or forever hold your peace
Break!5 minutes
S.O.C.I.A.L. 101How to Activate the Social in Media
Begin with the end in mind
SET. O. C. I. A. L.
Why
What
Who
When
Where
How
Understand your Audience
S. Observe. C. I. A. L.
Look now
Look backward Look forward
Consumer Behaviour
Consumer Journey
Issues/Feedback
Past Initiatives
Behaviour Trends
Opportunities
Brand Communities
Brand Noise(Tweets, Mentions, Blogs, News,
Search Results)
Insights
Google.com/alerts
Google.com/adplanner
Google.com/trends
Understand your Audience
S. Observe. C. I. A. L.
What are you missing?
S. O. Compare. I. A. L.
Brand Audit
Competitor Audit
Category Audit
What are you missing?
S. O. Compare. I. A. L.
What are you missing?
S. O. Compare. I. A. L.
Create an idea worth sharing
S. O. C. Ideate. A. L.
Play, Participate, Pass On
Propagate that Idea
S. O. C. I. Activate. L.
Propagate that Idea
S. O. C. I. Activate. L.
Propagate that Idea
S. O. C. I. Activate. L.
Listen, Measure and Improve.
S. O. C. I. A. Learn.
Listen, Measure and Improve.
S. O. C. I. A. Learn.
Facebook Twitter YouTube Blog
Likes Retweets Views Comments
Comments Replies Likes Views
Visits Followers Favourites Likes
Posts added Lists Subscribers Subscribers
Page Views Messages Comments CTR
CTR CTR CTR
Listen, Measure and Improve.
S. O. C. I. A. Learn.
Think Social
Questions?Speak up or forever hold your peace
Get your heads cracking!25 minutes start now
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