This document provides information about Andrew Chow, a social media consultant. It includes details about his background such as the companies he founded, his education, awards received, areas of expertise, and professional affiliations. It also lists his social media profiles on platforms such as Facebook, LinkedIn, Twitter, Flickr, YouTube, Slideshare, and Podomatic. The document states that Andrew Chow has been featured in over 270 interviews and media features in the past 7 years from both local and international media.

1. Leveraging on
Social Media 247

2. Andrew Chow (Ideasandrew)
 Founded
 Ideamart (S) Pte Ltd since 1994 . Ideas & Concepts since 2002
 Education
 Thames Valley University, UK
 Business Awards
 STB Business Award – Most Innovative Marketing Initiative award 2007
 Spirit of Enterprise 2008
 Successful Entrepreneur 2010
 Spirit of Service 2012
 Certification
 NLP Practitioner
 Certified Life Coach
 Forte
 PR Strategic Counsel, Implementation & Monitoring
 Social Networking / Social Media Strategy
 Brand Management Consultancy
 Personal Branding
 Professional Affiliation
 Asia Professional Speakers – Singapore (APSS)
 Approved NCSS Training Provider
 WDA ACTA-certified

3. Andrew Chow (Ideasandrew)
Social Networking
Facebook - http://www.facebook.com/#!/AndrewChowKokWah
Plaxo http://ideasandrew.myplaxo.com/
Linkedin - http://sg.linkedin.com/in/ideasandrew
Social Media Sharing
Flickr Collection - http://www.flickr.com/photos/ideasandrew/
Youtube Channel - http://www.youtube.com/user/ideasandrew
Slideshare - http://www.slideshare.net/ideasandrew
Podomatic - http://ideasandrew.podomatic.com
Social Blogging / Micro-blogging
Twitter - http://twitter.com/Ideasandrew
Wordpress – www.andrewchow.sg
More than 270 interviews/feature in 7 years from local and international media

4. Course Learning Objectives
 Explore opportunities on Social Media in new internet
age
 Evaluate different key platforms of social media
 Create financial-related content for sharing on social
media
 Manage conversation according to guidelines and
governance
 Grow the social media community and brand
ambassadors

5. Course Outline
 Social Media Landscape of 2013
 Social Media Platforms for Marketing
 Content is King
 Conversation is Queen
 Community is Everyone Else
 How to execute a comprehensive
Social Media Strategy?

6. 1. Social Media Landscape
in 2013
Differentiate the Internet with New Internet
Embracing Social Media Lifestyle

7. Differentiate the old
Internet from New Internet
Social Media Overview

8. Google : Search
(You look for information)
Social Media : Share
(Information look for you)
Social Media Overview

9. Social Media
=
New Internet
=
Live Communication
Social Media Overview

10. o Learn what people are saying about you
o Create buzz for events & campaigns
o Increase brand exposure
o Identify and recruit influencers to spread your message
o Find new opportunities and customers
o Support your products and services
o Improve your search engine visibility
o Gain competitive intelligence
o Get your message out fast
o Retain clients by establishing a personal relationship
o Becomes an industry leader – not a follower
Social Media Overview

12. Old Internet New Internet (Social Media age)
Broadcasting Listening
Business Brand
Campaign Conversation
Comment about others Commend on others
Company-focused Community-focused
Competition Collaboration
Designated time for internet 24 hours / 7 days / 52 weeks
Desktop only Multi-platform
Emails Private Networks
Instruct others Inspire others
It’s about the media It’s about being “social”
Mass Niche
Monitor Measure
Need to log on Always on
Phone call Viber
Posting Listening and Learning
Search Sharing
SMS Whatsapp
Wait for news update Everyone is a media owner

13. Criteria Mass Media Social Media
Power Pitching Engaging
Spinning Conversation
Reporting Sharing
Interviewing Discussion
Influence Press conference Social networking
Campaign Collaboration/Feedback
Authority Authenticity
Advertising Advocate
Reach News User-generated content
Circulation Viral
Database Network
Crisis management Brand building

14. Embracing the
Social Media lifestyle
Social Media Overview

15. Embracing the social media lifestyle
 Be Yourself. Who you are in real life is who you are on
social media
 Be Adventurous. Try everything you possibly can. Adopt
those you are comfortable with.
 Be Social. Making more new friends online before
meeting them offline
 Be Honest. No one knows everything. Everyone makes
mistake. Transparency is the best policy on social media.
 Be Current. Mass Media reports. Social Media reveals.
The real news is on social media.

16. 2. Social Media Platforms
for Marketing
FaceBook – The King of Social Networking
LinkedIn – The network of connection, recommendation and sharing
Twitter – The Brand Directory of Social Media
Youtube – The Social Coffee shop for Social Commercial
Flickr – The Open Album
Podcast : Personal On-demand Broadcast
Slideshare – The platform to share your knowledge, Sell your expertise
Blog – The corporate dairy every company needs

18. o Fastest growing social network in emerging
countries (China, India, Brazil)
(1100 million members)
o Powerful tools to engage and understand
your audience:
o Brand pages
o Custom applications
o Targeted advertising
o Audience insights/metrics
o Opinion polls
Social Media Platforms

19. o Your brand’s homepage on Facebook.
o Allow you to post photos, videos,
events and other messages.
o Users interact with you by
o Becoming fans
o Commenting on your posts
o Participating in discussions
o Post photos to your page
o Fans see your page updates in their
newsfeed
Social Media Platforms

20. o Contains profiles of Fortune 500 executives
and leading entrepreneurs
o average individual salary on LinkedIn is
$109,000
o On LinkedIn your can:
o Post a profile and resume
o Connect with colleagues
o Share professional recommendations
o Find jobs
o Forums to demonstrate expertise and find
answers
Social Media Platforms

21. o Microblogs are blogs limited to a
sentence or two (about 140 characters)
o People use microblogging to promote
themselves, share content and follow
friends, celebrities and brands
o Companies use it for marketing, public
relations and customer service by giving
their brand a voice within the
community
Social Media Platforms

22. o share timely information
o promote useful content including resources,
contests, deals, etc.
(not just your own)
o personify your brand
o connect with your customers and develop
leads
o build credibility and influence
o listen to consumer buzz
o research competitors
o network and learn from experts in your field
Social Media Platforms

23. o Video sharing sites let you
upload videos and share them
with people.
o They’re a perfect repository for
video blogs, taped seminars,
witty Power Points,
commercials, how-to’s and a
behind-the-scene look at your
organization.
Social Media Platforms

24. o helps you gain exposure and direct
traffic back to your website
o sparks interest without a hard-sell
o videos can be low-fi and cheap to
produce - immediacy and content is
more important than quality.
o videos can be a place to showcase your
leadership in a field, and spread
customer testimonials
Social Media Platforms

25. o A podcast is a series of audio or
video files which is distributed by
syndicated download to your
computer, for use on an MP3
player or computer.
o Podcasts can be simple recordings
of conversations,
presentations, or interviews
o They’re a chance to provide build
an audience around your brand
or message.
Social Media Platforms

26. o A file-sharing site is a series of presentation in PPT,
PDF, Word format which is distributed by syndicated
download to your computer, for use on a presentation
software.
o File-sharing can be simple notes of training, seminar,
conferences, and workshop.
o Excellent tools to share knowledge and thought
leadership
Social Media Platforms

27. o A blog is a website with
regular entries of
commentary or news
o Blogs serve to establish
your company as
transparent, relevant,
active, and expert.
Social Media Platforms

28. o engage in dialogue with your
customers
o improve your search engine
visibility
o promote product launches and
events
o gain expert status by providing
useful tips
Social Media Platforms

29. Learning Activity 1

30. Information Tools
Interviews ________________
Record sound bytes ________________
A good article ________________
Pictures taken from mobile phones ________________
Survey results/insights ________________
Powerpoint presentations ________________
E-book ________________
Several gossips ________________
Some rumours ________________
A Map ________________
The Latest book by your speaker ________________
Video from professionals ________________
A nice online video from a broadcaster ________________
Namecards gathered at your exhibition ________________
Old archived photographs ________________
Past awards received ________________
Marketing brochure ________________
Tradeshow statistics ________________
A good compliment from a visitor ________________
A MOU signing ceremony ________________
Networking session ________________
Announcement to offer a promotional offer ________________
An excel file with worksheets of templates ________________
A report from the media which isn’t accurate ________________
Your CEO keynote address ________________
Your participant wins a free ticket to the conference ________________

31. 3. Content is King

32. Content
Original
Co-created
User-generated

33. | Social Media |
Original
Content
It is all about what YOU think about YOURSELF.

34. “What are some of the
original content of OCBC?”

35. | Social Media |
User-
Generated
Content
It is all about what the PUBLIC think of YOU.

36. English Wikipedia
is ??? X bigger
than
Britannica

37. English Wikipedia
is 40 X bigger
than
Britannica

38. ???? years to watch all videos

39. 1500 years to watch all videos
(2013 – 3513)

40. 6,000,000,000
85% of people on earth
has a photo in Flickr

41. 1,100,000,000
If FACEBOOK is a Country,
It will be the 3rd largest Country In the World
(after China & India)

42. What are the attributes of great
User-generated Content?
 It makes us laugh, cry or think. (Emotional)
 It gets to the point. (Clear and Concise)
 It leaves us wanting more. (Engaging)

43. How do you create user-generated
content?
 Creates a Mind Map. (When clear overview is important)
 Offers Scenario ( when the “Why not?” mindset is needed)
 Draws Predictions ( when the “What if?” feeling is needed)
 Introduces Polls or Surveys.( when social consensus is
needed)
 Generates Infographics. ( when a cheatsheet is needed)
 Gives Motivation and Inspiration ( when inspiration is
needed)
 Encourages Crowd-sourcing ( when ideas and contribution
are needed)

44. Other Ways of Creating
Content on Social Media

45. Curiosity
Content that reveals
SECRET
Content on Social Media

46. Motivation
Content that remind us that
Dreams can come true
Content on Social Media

47. Against All Odds
Content about
David beating Goliath
Content on Social Media

48. Small is Beautiful. Big is Advantage
Content that reminds us that
what we do matters
Content on Social Media

49. Affirmation
Contents that confirms our assumption
Content on Social Media

50. Sensationalism
Content that has unexpected twists
Content on Social Media

51. Feel Good Story
Content that tells us
a great story
Content on Social Media

52. New Discovery
Content that challenges
our assumption
Content on Social Media

53. Transformation
Content that
Inspires us to action
Content on Social Media

54. 4. Conversation is Queen

55. Principles of Good
Conversation

56. Principles of Good Conversation
 Be Social. Not just professional. Share more. Sell less.
 Be Personable, but never Personal.
 Be Transparent, yet discreet.
 Be Respectful. Listen first. Speak later.
 Be Authentic. Saying something is better than saying
nothing.
 Be Fluid. Begins with a topic and end with another.
 Focus on having fun, not just gathering fans.

57. Master Basic Etiquette and
Ethics.

58. Master Basic Etiquette and Ethics
 Profile Picture
 Adding friends/connections
 Engagement level
 Marketing and Promotion
 Handling Comments

59. Developing your
Response Strategy Map

60. How to manage
1001 “What if”?
in any conversation?

62. Keep A Posting Schedule

63. Proposed Format for Posting Schedule
Calendar Topics Platforms Author/Poster
Daily Original Facebook Administrator
Weekly Co-created LinkedIn Director
Monthly Industry-focused Twitter Manager
Company-focused Blog Executive
Department-focused YouTube Others
Product-focused Pinterest
Event-focused Flickr
People-focused Others
Customer-focused
Others

64. Learning Activity 2
Share the pictures with your most interesting title

65. What’s Title?

66. How everyone see the
professional speakers?

67. 5. Community is Everyone Else

68. Organic Community
 Management. __________________________________
 Staff. ________________________________________
 Partners. _____________________________________
 Vendors. _____________________________________
 Principals. ____________________________________
 Distributors. __________________________________
 Sales Leads. ___________________________________
 Others: ______________________________________

69. Extended Community
 Advocators  Inner Circle
 Affluent Market  Leads
 Baby Boomers  Mass Media
 Bloggers  Men
 Competitors  Minorities
 Detractors  Other networks
 Gen Z / Gen Y / Gen Z  Peers
 Government  Thought leaders
 High Net-worth  Under-privileged
Individuals (HNWIs)  Women
 Influencers  Youth

70. Community Growth
Technology

71. Facebook Connect

72. OpenID

73. Social Network (www.socialengine.net)

74. Mobile Web

75. Mass Invite (not Mass Broadcast)

76. Community Growth by
Participation

77. Community Growth by Participation
 Join other groups/platforms
 Create social events
 Create contest with attractive prizes
 Buy fans.
 Source : ________________________________________
 Target: _________________________________________
 Price: ___________________________________________

78. Manage it! (www.eventbrite.com)

79. Update it! (www.slideshare.net)

80. Quiz It ! (www.proprofs.com)

81. Answer It! (www.quora.com)

82. Are you Pinterested?
(www.pinterest.com)

83. Lead generation! – QR Code

84. Go Live! – www.ustream.com

85. Who’s Talking? –
www.socialmention.com

86. Share Locations! –
www.foursquare.com

87. Make it Official! –
www.wikipedia.com

88. Moment of Truth –
www.feedbackfarm.com

89. Memory Lane – www.animoto.com

90. Submit the Story! – www.mashable.com

91. Follow up Meeting – www.meetup.com

92. Write a book! – www.smashwords.com

93. Summary:
1. Social Media Landscape
2. Social Media Platforms for Marketing
3. Content is King
4. Conversation is Queen
5. Community is Everyone else
Social Customer Service

94. o Experiment personally
before professionally
o Try a variety of social
media tools
o Be yourself, make some
friends, and share

95. o Find where your audience is participating
and indentify the influencers
o Read industry blogs (including comments)
o Google your company name & your
competition
o Find tools that can help you listen

96. o Tap into the wisdom of the crowd to access a wider talent pool
and gain customer insight
o Companies that use crowd sourcing include:
o Starbucks (MyStarbucks)
o Dell (Ideastorm)
o DuPont
o Netflix
o Wikipedia
o iStockphoto.com
o Threadless.com
o Mechanical Turk (Amazon)

97. o Avoid puffery
(people will ignore it)
o Avoid evasion and lying
(people won’t ignore it)
o Companies have watched their biggest screw-
up's rise to the top 10 of a Google search
o Admit your mistakes right away

98. Share your content
 Don’t be afraid to share. Corporations, like people,
need to share information to get the value out of social
media
 Make your content easy to share
 Incorporate tools that promote sharing:
 Share This, RSS feeds, Email a friend

99. Be personable and act like a person
 Don't shout. Don't broadcast. Don’t
brag.
 Speak like yourself – not a corporate
marketing shill or press secretary
 Personify your brand – give people
something they can relate to.

100. Contribute in a meaningful way
Social Customer Service

101. See criticism as an opportunity
 Don’t try to delete or remove
criticism (it will just make it worse)
 Listen to your detractors
 Admit your shortcomings
 Work openly towards an
explanation and legitimate solution

103. Be proactive
 Don’t wait until you have a
campaign to launch - start
planning and listening now
 Build relationships so they’re
ready when you need them

104. Accept you can’t do it all yourself
 You need buy in from everyone in
the organization
 Convince your CEO that social
media is relevant to your organization
 Get your communications team
together, discuss the options, then
divide and conquer

105.  Coordinate comments internally
 Tweet & Retweet, @mention, etc

106. Experiment with more Social Media

107. Summary
1. Experiment with social media
2. Listen
3. Be transparent & honest
4. Share your content
5. Be personable and act like a person
6. Contribute in a meaningful way
7. See criticism as an opportunity
8. Be proactive
9. Accept you can’t do it all yourself
10. Develop other Advocates within your network
11. Experiment with more Social Media

108. Group Exercise:
What are the reasons most companies
do not have active social media
presence?

109. 6. Executing a Comprehensive
Social Media Strategy

110. Social Media Strategy Map
 1. Target Audience
 2. Objective
 3. Content
 4. Platform
 5. Conversation
 6. Collaboration/Integration
 7. Readiness Assessment
 8. Culture Change
 9. Technology Trend (Capacity, Tools & Tactics)
 10. Measurement

111. 1. Target Audience
 Who do you want to reach with your
new media efforts to meet your
objective?
 What does your target audience know
or believe about your organization?
 What key points do you want to make
with your audience?
 What new media tools are they
currently using?

112. 2. Objective
 What do you want to do?
 Marketing
 Public Relations
 Customer Service
 Monitoring
 Research S.M.A.R.T
 Branding Specific
 New business Measurable
 New Customers Attainable
Realistic
Time-based

113. 3. Content

114. 4. Platforms

115. 5. Conversation Starter

116. 6. Integration
 How will your new media strategy support and enhance
your existing Internet strategy (if you have one)?
Website
CRM
Email
Lead/Prospect SEO
Google Analytics

117. 7. Social Media Readiness Assessment

118. Senior Management Support
 interested in leveraging Social Media as a new marketing
channel
 understands that Social Media is a long term priority
 prepared to contribute to social media content
development
 interested in taking the feedback from customer
views and other data to make changes in the organization
 willing to provide the resources necessary in order
to get the social media program off the ground

119. Social Media Knowledge
 which social media channels are available and which are the
best fit for our organization
 solid understanding of how our employees and executives
are currently using Social Media
 read industry-based reports and benchmarking studies on
Social Media
 attended conferences and networked with colleagues to
gain a better understanding of how they plan on
implementation
 joined Social Media peer groups to learn more about how
we can leverage Social Media
 subscribe to Mashable or other Social Media educational
sites

120. Customer Engagement
 Dedicated online community groups exist for our
customer
 a company profile on Social Media networking sites such
as LinkedIn, Facebook, etc.
 Our subscriber list is growing among the various forms of
Social Media currently being used
 regularly contribute to online discussions
 know if our audiences tone is positive, neutral, or
negative on 3rd party sites
 Our audience (customers, prospects, etc) regularly make
comments on our postings

121. Competitive Insight
 audited our top competitors online strategy, evaluated
their maturity and have a basic idea of what they are
doing with Social Media
 regularly track our competitors (# of Blog Postings,
Comments, Twitter Followers, Facebook Group Members,
etc.)
 monitor competitive social media changes and updates
daily
 provide competitive positioning information to our
product management group
 joined our competitors online community and
networking groups

122. Staff & Resources
 defined roles and responsibilities for people in our
organization who are involved with Social Media
 dedicated internal point person to manage our Social
Media program
 consulted with Social Media experts to ensure our
programs success
 an industry thought leader who contributes to our blog
postings
 consulted with our IT department to get their input on
technology selections
 developed and provided a training program to employees
and contractors

123. Plan & Channel
 created and presented a social media channel map which
highlights how we will use Social Media
 a defined strategy with clear objectives, targets, initiatives
and measures
 analyzed and prioritized our Social Media channel options
and have consensus on which opportunities pursue first
 evaluated and selected technology solutions for
implementing our Social Media program
 developed a project plan with timelines, deliverables and
milestones
 communicated our Social Media plan to our employees

124. Process Documentation
 incorporated and integrated Social Media into our normal
marketing mix
 developed a calendar for selecting topics and organizing
Social Media communications
 defined the frequency for updating our Social Media
channels
 regularly scheduled meeting to discuss our Social Media
program

125. Governance & Measurement
 a policy to govern the use of Social Media with our
employees, contractors, prospects and customers
 a dashboard to report on our top Social Media metrics
 communicate the results of our Social Media program to
Senior Management on a regular basis
 documented the Terms of Use and Privacy Policy for the
Social Media applications that we provide

126. 8. Culture Change
 How will you get your organization to embrace
your new media strategy? (Training?)
 Can you think of any internal champions
(CEO?) to drive it forward?
 How will you address any fears or concerns?
(who decides what info to be on Social Media?)
 What is the rate of change your company can
tolerate?

127. 9. Technology Trend vs Capacity
 Who will implement your organization’s
new media strategy? (not just IT or
Marketing)
 How much time do you allocate per week
to your strategy?
 Do you need any outside expertise to help
implement your strategy?
 Will your content updates depend on any
other resource or person?

128. 10. Measurement
Reach Engagement & Influence
 Website visits / views  Sentiment of reviews
 volume of reviews and comments
and comments  Brand affinity
 Incoming links
 Commenter
authority/influence
Action & Insight
 Time spent
 Sales inquiries
 Favourites / Friends / Fans
 New business
 Customer satisfaction  Viral forwards
and loyalty  Number of downloads
 Marketing efficiency

129. What’s Next?
Social Media Knowledge Base

130. Mashable – www.mashable.com

131. www.socialmediaexaminer.com

132. www.socialmediatoday.com

133. www.socialmediab2b.com

134. • Questions & Answers
• Key Takeaways for Myself?
• What will I start doing tomorrow?
• Group Project!

135. Thank you !

136. Others Platforms
& Monitoring
Article Submission and Crowd Sourcing Tools
Social Media Monitoring
Social Media Aggregation
Social Media Measurement
Social Media Community Growth Tools
Social Media Knowledge Base