mendaki social media training - day 2, part 2
Post on 17-Oct-2014
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Prantik Mazumdar's Slide Deck during the MENDAKI Social Media trainingTRANSCRIPT
What are some of the
trends you observe?
Off-line & online
integration Localized
Personalized
Social
Crowd-sourced
Data-driven
Prantik Mazumdar
Partner, Happy Marketer
Social Media Strategy, KPIs, Protocol & ROI
If I were to ask you, how is Singapore feeling today? Sad? Happy? Ok? What would you say??
And how was Singapore feeling during the Budget & Valentines month?
Valentines Day!
searching for right now?......
And what are they tweeting as we speak??
01:10
Some fun social & mobile trivia!
1. What is the mobile penetration of Singapore?
2. What is the smartphone penetration of Singapore?
3. What is the most expensive iPhone/iPad app?
4. How many of you’ll use a mobile device while watching TV?
5. Which country has the highest per capita usage of Facebook by time?
6. Which is the fastest growing user segment on Facebook in Singapore?
We have moved into a
real-time information era
People are searching & communicating
through real time, social & location-aware mechanism
What sparked this change??
The advent of Web 2.0 has transformed
Web 2.0 encompasses services & applications that facilitate a two-way process to
communicate, share and collaborate
Social media allows the same consumer
to be a producer & your brand
ambassador too!
On a lighter note, today we even have a prescribed social media diet;)
The Internet has democratized
information flow.
People & Consumers have the
power & choice to communicate, critique,
discuss, share, transact through various
social & location-aware mobile tools
Brands & companies need to innovate
& offer new, relevant ways to live, work & play
Currently a Partner @ Happy Marketer
Previously, worked with another digital brand management firm
Started my career in the Civil Service – at IESingapore
Majored in Comp Engg in NUS & minor in Technopreneurship
Had won in the TEC category at
Startup@Singapore in 2004
Love cricket & a believer in social media
www.linkedin.com/in/prantikmazumdar @pranmaz
1. The evolution of media & marketing
2. The influence of “social media” on marketing
3. Is Asia & Sg ready to embrace social media?
4. Social Media Protocols
5. Social Media KPIs & ROI
In the last 700 years, since the advent
of print media, marketing has evolved across many
different media and devices and is progressively moving
towards in-bound, content based, non-intrusive ideas
1. The evolution of media & marketing
2. The influence of “social media” on marketing
3. Is Asia & Sg ready to embrace social media?
4. Social Media Protocols
5. Social Media KPIs & ROI
So where & how exactly does
“digital marketing” fit in &
influence marketing?
Traditionally the consumer decision making process has
been linear and simplistic…….
…but with the advent of digital & social media, the
model has evolved to be dynamic…..
Source: McKinsey & HBR 2010
…and in this new loop model, online marketing helps
marketers achieve a good mix of objectives…..
….and there’s different forms of digital marketing
channels & media to cater to the different phases…..
Brand marketers must distinguish between the different
kinds of digital media available & their utilities….
1. The evolution of media & marketing
2. The influence of “social media” on marketing
3. Is Asia & Sg ready to embrace social media?
4. Social Media Protocols
5. Social Media KPIs & ROI
• Singapore – 70%
• Australia – 37%
• Hong Kong – 35%
• USA – 31%
• Globally 8.9% of web traffic comes from mobile
• In Asia, that number stands at 14%
- Japan : 47%
- Urban China : 43%
- Singapore : 35%
- HK : 16%
• In many other Asian countries, most mobile Internet
users never use a desktop/PC
- India : 59%
- Indonesia : 44%
- Thailand : 32%
Smartphones, mobile web, mobile apps
are transforming our lives!
Now, lets see how mobile is
transforming our habits
& behaviour on social media?
The convergence of mobile & social is creating a wave of opportunities in the domains of
The convergence of mobile & social is creating a wave of opportunities in the domains of
Key Features
1. Cover Photo & Profile Photo
2. Milestones
3. PinPosts & Highlights
4. Private Messages
5. Admin Panel & Analytics
Community Setup & Growth
Community Engagement
Community Enticement
Community Participation
Online Monitoring
User-Generated Content
Social Media Marketing Strategy
The activities and events that typically into campaign
planning exercises……
• Facebook Fans Strategy
• Facebook MediaBuy & CPC Advertising
• Online & Traditional PR
• Facebook Application Contest
• Facebook Wall Content Strategy
• Facebook Photos & Videos
• Traditional PR Activities
• Promotions & Fan Meetups
• Roadshows & Events
Community
Growth
Community
Engagement
Community
Participation
From Tongue Twisters, Sing-a-long, Trivia’s…
Wall Strategy (December)
Total likes 680 (average 7) Overall highest – 70 likes
Total comments 720 (average 8) Overall highest – 63 comments
A TRIBUTE TO EARTH DAY (April 22, 2010)
The theme for April is Environmental Awareness. Cheers is launching an application that serves as an awareness on how to maintain the balance of a pond’s eco-system which will make healthy water for fish and other living community in a pond. An ECO FRIENDLY FUN ACTIVITY for users keep the balance in the eco-system to stop water pollution and act fast. Thus, we named the application as the Cheers Act Fast Challenge.
Go Wild Over Football
w/ Cheers
June 1 to July 9, 2010 Extended till July 12th
World Cup Finals (July 11/12 SGT)
SPAIN scored the 1st and only goal of the World Cup 2010 at 4:57 am. 14 people was up, some cheered some wept using our wall…
June 2010 interaction went to > 100 interactions. March’s highest interaction was 65.
Avg. interaction would be 35 per month.
March 2010
Month Interaction Comments Like June 496 249 241 May 373 162 205
April 365 190 170 March 500 296 193
Offline marketing boosts
online effect by 40% What prompts users to search online
for a particular product/service?
• TV ads – 44%
• Word of Mouth – 41%
• Print ads – 35%
• Radio – 23%
• Billboard – 13%
Source: eConsultancy & iProspect
1. The evolution of media & marketing
2. The influence of “social media” on marketing
3. Is Asia & Sg ready to embrace social media?
4. Social Media Protocols
5. Social Media KPIs & ROI
Igniting Revolutions
Spreading harmony & brotherhood
Sharing knowledge
And responsibility
is underpinned
with some rules &
protocols
What is protocol?
“Is a code of behavior that delineates
expectations for social behavior according to
contemporary conventions
in societies”
RULES!
Why are rules
important? They provide structure to any organization
& set disciplined norms that
drive behavior and actions.
But rules are boring &
binding! Yes, hence many do not
follow them naturally!
To navigate, empower
and position the Malay/Muslim
community at the forefront of
excellence
Education
Youth
Employability
Fundraising
Volunteerism
MENDAKI KPIs
Fundraising
US$28M raised from social media.
90% were below $100
contributions
1. The evolution of media & marketing
2. The influence of “social media” on marketing
3. Is Asia & Sg ready to embrace social media?
4. Social Media Protocols
5. Social Media KPIs & ROI
There needs to be a balance
Between quantitative &
Qualitative metrics!
Hope you’ve enjoyed the session.
For anything else
just drop me a tweet
@pranmaz
Or call me at +6590695123