why traditional marketing is not enough
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Let Techsailor explain how we help businesses and brands go beyond "marketing" and implement our 5-step engagement process.TRANSCRIPT
www.techsailor.comEngaging Your Customers Online
Why Traditional Marketing IsNot Enough
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Traditional Marketing
Getting attention and telling
people who you areLook Here!
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Traditional Marketing
Average person is bombarded by
300–3000 ads
a day!
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Traditional Marketing
How many of those do you
Remember?
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Customer Engagement5-step process
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Customer Engagement5-step process
Unless there's permission or social
relevance, customers tend to regard marketing and
advertising as spam.
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Customer Engagement5-step process
Social acceptance and importance creates
emotional ties and thus lock-in for your
customers to your business.
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Customer Engagement5-step process
Conversations is one of the easiest way of
expressing sincerity and genuine interest while allowing you to harvest
their valuableideas and feedback.
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Customer Engagement5-step process
If you don’t know who your true fans are, then chances are, your marketing dollar is not spent on rewarding the people who truly believes in your brand and product.
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Customer Engagement5-step process
Customers that are truly engaged will co-create contents and messages
with the brand, increasing ownership and
evangelism at thesame time.
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Applying Online Customer Engagement
Long-termEngagement
Short-term Awareness
Turning any website into an Online Customer Engagement Tool
1 Customer Community
Login using Facebook
All on one website
Pull external photos, videos, or
blogs
Points system to build loyalty
Analytics to identify evangelists
Different modules to tap on consumer’s minimalist behavior
Easy sharing to other social
networks
Techsailor Community Connect
1. Permission – Login using existing user account
Users can login using their existing logins
2. Significance and Belonging – Product Innovation
Users submit their ideas…
2. Significance and Belonging – Product Innovation
…. vote and comment on them
3. Dialogue – Support Forums
Forums helps to generate dialogues….
3. Dialogue – Support Forums
… and making sure no thread goes unanswered
4. Fans and Evangelist – Backend Analytics
4. Fans and Evangelist – Backend Analytics
4. Fans and Evangelist – Backend Analytics
5. Co-Create – Videos, Photos, Blogs
TSCC also supports contents from these platforms
Wrigley’s China – Teens community to generate participation & ideas
N.E.Mation 5 – Nation-wide Video Competition
HelloAsia – Community for local Japanese expats
Visit Sri Lanka 2011 Campaign
Leveraging on other platforms
2 Social Media Services
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Granular demographic targeting
Many different ads options- Classic ads
- Fan page ads
- Video fan ads
- etc
Weekly ads report
Choose your target crowd - reach out to 400 million users worldwide or just the 2 million residing in Singapore
1. Permission - Social Ads
Social ads help to draw in exceptional traffic for your marketing budget.
Sample Ad
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2. Significance and Belonging - Facebook Apps
Facebook Application helps to reinforce brand, create conversations and trust.
Compelling application design
Multiple feeds to engage your users
Activity pages
Invite friends page
5 brand related pages
Included: Basic application analytics
Expose your brand to the largest social network with 400 million users worldwide. Make them remember & talk about your brand.
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3. Dialogue - Twitter Ads & Management
Short, attention-grabbing sentences are your new marketing weapons
CPM model
Network of influential twitterers
Twitter ads
2000 followers300 creative tweets / month
Twitter account management
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4. Fans & Evangelism - Analytics and Buzz Monitoring
Facebook Insights
Buzz Analysis
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5. Co-create – Endless Possibilities
Sri Lanka Tourism Integrated Engagement Campaign
3. Case Study
Sri Lanka Tourism Integrated Online Engagement Campaign
Internal External
The Strategy
External Social Media Platform
Microsite
Internal Campaign Efforts
T-shirt Design Competition
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1. Permission
By allowing users to login using their Facebook account, users are giving us the permission to access their existing profile
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2. Significance and Belonging
Having a point and reward system promotes healthy competition which spurs users to continue sharing
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3. Dialogue
Prospective visitors may get to interact with high-profile Sri Lankans to foster more dialogue and conversations
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3. Dialogue
Using creative tweets and contents, our Twitter account generated 7 million impressions from 9,000 followers
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4. Fans and Evangelism
Using the Travel Personality Quiz Facebook Apps, we made it fun for people to share with their friends.
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5. Co-create
150 t-shirt designs submitted
42,000 Flickr photos shared
890 Youtube videos shared
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28 million Impressions
5,100 Conversations
3,100 Itineraries created
42,000 Flickr photos shared
890 Youtube videos shared
9,000 Twitter followers
100,000 Emails sent54,000 New users reached through friends
Results3-month campaign
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The Opportunities
4. Why Asia?
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Portion of Internet users who have published blogs, web pages, articles, stories, videos or audio/content on social technologies
Source: Forrester Research
Asians enjoy co-creation
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Source: TNS/Media Magazine
Asians value trusted engagement
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43% of all internet users are from Asia
Asians are Online
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What does effective engagement mean to brands?
Staying Relevant!
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Why Techsailor?
• Engagement focused (leveraging on consumer’s minimalist behavior)
• Asia focused with strong understanding of local market
• Technologically superior (product + service)
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Brands on our online customer engagement solutions
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Thank you
Singapore
156 Macpherson Road, #08-01, Singapore 348528Tel: +65 6748 8522Fax: +65 6836 4963
Malaysia
Lot 2-1A, Support Services, Technology Park Malaysia, Lebuhraya Puchong-Sg. Besi, Bukit Jalil, 57000 Kuala Lumpur, Malaysia. Tel: +60 38994 1750 / 1751Fax: +60 32297 5390
China
中国广东省广州市天河区黄埔大道中207 号海景花园 C 栋 1801邮编： 510665 电话 : +86 020 8567 0704传真 : +86 020 8567 0704