social media engagement
Post on 16-Sep-2014
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Social Media Engagement Training
David Liem Partner, Happy Marketer
About Happy Marketer?
• Headquartered in Singapore• Provides Strategic Consulting and
Training Services• Focused on bringing market leading
thought leadership in Social Media Marketing to APAC
• Trained over 1500 professionals in less than 2 years
• Yahoo & Google Certified Partners
Happy Marketer.more business from your website
A little about myself…
David Liem Senior Consultant, Happy [email protected]
Million messages get sent a day on
Billion mobile phone subscribers in Asia
Ave. amount spent online In Singapore(ages 18+)
$
How do you spend time on the Internet?
Rank the following according to time spend:1. Games2. Social Networks / Blogs3. Email4. Search Engines5. Videos/Movies6. IM7. Online Shopping8. Online Portals: (Yahoo!, MSN)
What does it take to be successful on Social Media?
Platforms we used
• Based on Facebook and YouTube since we knew most kept in touch this way.
We brought out our fun side
• We made sure our videos were funny and entertaining
We educated & brought value to audience
We engaged the community online and off
• Lots of Videos
Created opportunities for get involved
Present at most major events
• Keep in regular (physical) touch with your community
In Essence:
1.Entertain 2.Enlighten3.Engage
Emerging Web Design Trends
• “Don’t make me think”• Simple Navigation• Large Headlines vs lots of text
Socialize Your Website• Add social media buttons to your home page
• Add a Facebook Like box to your website
• Portal for your social media channels
Strengths & Weaknesses
• Strengths• Effective for branding, sparking excitement with product
announcements, information gathering from official source
• Weaknesses• May appear ‘one-sided’, glossed over, fake• Info may not be as ‘cutting edge’ as 3rd party sites
Collaborating with Popular Bloggers
Strengths & Weaknesses
Strengths• More content, perspectives for loyal customers, Able to
clarify misunderstandings, search engines visibility, humanizes brand, collaborate, publishing articles increase brand value, repeat visitors, feedback
Weaknesses• Time commitment
Strengths & Weaknesses
Strengths• Source of ‘alternative’ views, comments = transparency,
better understanding• Product reviews / testimonials are powerful to shape
customer sentiment• Great for PRWeaknesses• Lots of clutter / overload of information• No control over user sentiment
Strengths & Weaknesses
• Strengths• It’s where the fishes are• Repeat visitors, convenient channel to communicate• Great for branding, short term engagement• Weaknesses• Hard to find direction/purpose, takes time• Not strong for conversions without significant incentives
Strengths & Weaknesses
Strengths• High degree of engagement, realism, more likely to be
shared and go ‘viral’ • Powerful to shape user sentiment• Consistent content rewards consistent viewersCons• Can be Costly (but high quality content almost always
works)
Strengths & Weaknesess
Strengths• ‘Faster than TV’, cutting edge• Easy to use, get ideas and answers• Used by mobile & tablet users• Share info quickly, directly interact, listen
Weaknesses • 140 characters, time consuming, narcissistic, boring, service
often overwhelmed, low engagement levels
Deals websites
• Effectively boost your brand visibility• Groupon: 77 per cent of their users are women• Can also tarnish your company’s reputation if deal is
misleading.
[email protected]@HappyMarketer.com
[email protected]@HappyMarketer.com
[email protected]@HappyMarketer.com
Google +
Strengths•Friend’s circle makes it easy to share info with the right group of friends, or colleagues, •Less invasive / embarrassing adding people•Group Hangout : video chat with up to 10 people•Integrates with other Google productsWeaknesses
•Not easy to sort out info on Stream•Reminiscent in many way of its main competitor : Facebook
Social Media Bloopers & Disasters
KFC Malaysia Food Disaster
• Staff filmed food mishandling
A fast sincere response = fast recovery
• A video apologizing from Director of Operations• Ensures customers of
Action steps• Invited to voice
Concerns on facebook
Not So SMRT: A Case Study of Communications Failure• Disruptions not updated by Twitter despite happening
during working hours
Even internal messages were made public
• Public did not take lightly to the internal memo.
Only at 11pm SMRT Responded
• In the absence of information, ‘Trolls’ take over
• Failure to develop communication channel in crisis situation for internal and external parties
• Failure to listen to public feedback during crisis
Making light of a serious situation...backfires
Personal behavior damages company rep.
The Power of Social?
IgniAng RevoluAons
Spreading harmony & brotherhood
Sharing knowledge
The choice is yours& the power is in
your hand
With great powercomes great
responsibility!
And responsibilityis underpinned
with some rules & protocols
Social Media Protocol
What is protocol?
“Is a code of behavior that delineates expectaAons for social behavior according to
contemporary convenAonsin socieAes”
RULES!
Why are rules important?
They provide structure to any organizaAon& set disciplined norms thatdrive behavior and acAons.
But rules are boring &binding!
Yes, hence many do notfollow them naturally!
So, how?!
‘Rules’ aligned tomission statement
CAN?
‘Rules’ Aed to values!
CAN?
‘Rules’ alignedto KPIs & incenAves!
CAN?
Mission Statement
Values
KPIs & incenAves
So, what is MENDAKI’s mission?
To navigate, empower and posiAon the Malay/Muslim community at the forefront of
excellence
Navigate & Connect!
Empower
PosiAon
PosiAon
Inspire Excellence
Showcase Excellence
So, what are MENDAKI’s values?
AkAfKreaAfRealisAkAzam
Bijaksana
‘Keluarga AKRAB’
Be AkAf
KreaAf
KreaAf
RealisAk
Share Bijaksana
& what are some of MENDAKI’s
KPIs?
EducaAonYouth
EmployabilityFundraisingVolunteerism
MENDAKI KPIs
EducaAon
Youth
Employability
Employability
Fundraising
US$28M raised fromsocial media.
90% were below $100contribuAons
FundraisingOver $10M raised via
social media
Volunteerism
www.facebook.com/HappyMarketer@hmarketer