the art and science of social media
TRANSCRIPT
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the art and science of social media
@alanseng
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introducingthe full-stack social media manager
@alanseng
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communicatorsocial media has become a crucial component of the user experience.
@alanseng
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brand voice;social media is becoming the customer’s first point of contact with the brand.
@alanseng
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customer service;why would the customer hold the phone to ask a question when she can tweet at you?
@alanseng
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crisis management;social media never sleeps. crises can break out anytime, even when you’re asleep.
@alanseng
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case study: hmvsocial media manager goes rogue on twitter after being sacked, begins broadcasting sensitive information
@alanseng
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@alanseng
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case study: hmvshould companies invest time and resources into social media corporate protocol?
@alanseng
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content strategistcaptivate your audience & make them talk about your brand.
@alanseng
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content x channel
@alanseng
invest in few relevant channels. do not try getting a foot in every boat.
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timing
@alanseng
if a tree falls in a forest and no one is around to hear it, does it make a sound?
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writing for the reader
@alanseng
why should the reader care about your content?
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@alanseng
case study: netflixnetflix announces its global expansion to 130 new countries at once
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@alanseng
705,000 fans time published: 4 am
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@alanseng
305,000 fans time published: 2.40 am
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@alanseng
12,600 fans time published: 10 am
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@alanseng
case study: netflixguess who had the highest engagement count?
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@alanseng
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@alanseng
case study: netflixwrite for your readers, not for your company.
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@alanseng
social advertisingthe art and science of social media
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@alanseng
content is artdesigning pretty things so people would love you.
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@alanseng
analytics is sciencefiguring why people love you and how to make them love you more.
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@alanseng
making social media meaningfulsocial media is data rich and insight poor
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@alanseng
regional outlooksoutheast asia: the exploding goldmine
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@alanseng
only 40% of 623 million people in southeast asia are online259 M internet users (+12% yoy growth)234 M social media users (+11% yoy growth)
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@alanseng
there are more mobile phones than there are human beings623 M population size (+1% yoy growth)776.3 M mobile connections (+4% yoy growth)
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@alanseng
case study: myanmar53.9 M people 5.0 M internet users 7.3 M facebook users 6.1 M mobile social media users
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@alanseng
“this is a country, just a few years ago, had internet penetration rates lower than north korea, and a censorship regime that rivalled mainland china.”
myanmar, 2016
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@alanseng
cost to be connectedaverage cost of smartphone = $100 average cost of 1GB = $3.68
cost of sim card in 2013 = $250 cost of sim card in 2015 = $1.50
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@alanseng
“in myanmar, facebook is the internet.”david madden, founder of phandeeyar innovation lab
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@alanseng
“20 years of consumer internet is all being built at the same time.”david madden, founder of phandeeyar innovation lab
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@alanseng
final thoughtwant to win the hearts of southeast asians and access a billion-dollar market?
learn to win at social media first.