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Digital and Social Media in Aesthetics
Marketing

Q-MED Clinic Manager Training Workshop
25 June 2011
Agenda
•  The Changing Landscape of Advertising

•  Challenges & Implications

•  Digital Landscape in Asia

•  Digital Marketing and Social Media: How you can apply
 this to your role
Let’s take a step back
Think about how the way we interact with media and
            entertainment has changed
There’s a shift from pure media consumption
To a culture participation and creation
People talk, share and aggregate
People create, remix and watch
And people do all of that for, with and against brands




    For                  With                Against
We are quickly evolving in the way we
communicate and socialize
Consumers research and talk about brands
heavily online.
Digital and social media accelerates these
conversations…
Marketing is social
      With digital technology, communication
between brands and consumers become bidirectional
Paid media gave us the power to completely
control the story we wanted to tell

                     Brand
                  Communication
The enormous influence of earned media requires
brands to open the conversation to everyone




      Brand
   Conversation




             The Brand and Consumers talk to each other.
Today, what is largely
is said about out of our
    our brand
 control
Social Media: It’s not the same as advertising
•  New medium with different rules
•  You need to understand the rules or get an
   external agency who does
•  Traditional advertising rules will not work
So what does the digital landscape in
Asia look like?
42% of the world’s Internet users are from Asia




Internetworldstats.com, June 2010 data
42% of the world’s Internet users are from Asia




Internetworldstats.com, June 2010 data
Asia Internet Population




Internet World Stats, June 2010
Asia Internet Population




Internet World Stats, June 2010
Asian web audience skews younger




Comscore, January 2011
Hong Kong and Singapore skews older than the
global average




Comscore, March 2011
Median age of Online Users in HK, SG, TW
and KR is between 25 – 44 years old




Hong Kong    Singapore   Taiwan   South Korea
Growth of active users between the age of
35-59 year olds rising dramatically
Growth of active users between the age of
35-59 year olds rising dramatically
Key Online Activities: Asia




Comscore, Jan 2011
Most visited sites in APAC




Comscore: Top Domains, Asia Pacific Jan 2011
Females are equally active online




Comscore, March 2011
In fact, Hong Kong and Singapore have the
largest proportion of women online




Comscore, June 2011
Singapore & Hong Kong: Social Media and
      Search Dominates




Hitwise, June 2011
Taiwan & South Korea: Search Portals and
      Community Networks lead the way


                Taiwan




          South Korea


Hitwise, June 2011
Photo sharing and videos are an integral part of
the digital experience
Photo sharing and videos are an integral part of
the digital experience
Online Video consumption: SG and HK
Online Video consumption: TW and KR
Search: Google leads the pack




Comscore, APAC, July 2010-Jan 2011
Singapore and Hong Kong users are active
searchers
Facebook Penetration in APAC




Socialbakers, Feb 2011
Indonesia has the 2nd largest Facebook user
base in the world
Philippines is the top Facebook market by
     reach




Comscore, June 2011
Japan, Indonesia, Philippines and
     Singapore are top 10 on Twitter by reach




Comscore, June 2011
Digital Marketing Toolkit: Data & Statistics
•  Asian Digital Marketing Yearbook 2011

  ü http://www.asiadigitalmarketingyearbook.com/asia-pacific-digital-
    marketing-yearbook-2011

•  Comscore State of the Internet South East Asia March 2011

  ü http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/
    State_of_the_Internet_Southeast_Asia
•  Internet World Stats

  ü http://www.internetworldstats.com/stats3.htm
Where should we start?
What are your customer touch points online?
                 E-Newsletter
                                                                   Podcast
                                     Branded
                                     content
                                                            Blog
   E-Direct Mailer
                                Search
                                                                   Forums
                                               Mobile App

                                         Microsites
  Social
            Banners
Platforms
                                                                   Website
Objectives: What do you want to achieve?

                        Awareness




            Data
                                         Sales
          acquisition



                         Digital
                        Platform


            Leads
                                        Adoption
          generation



                           Building
                        relationships
Call to Action: What do you want the target
audience to do?
                                         Register for
                                           Events
                    Find our
                   more about
                       our                                     Contact our
                                                               Sales Team
                   products /
                    services



                                                                             Download
          Subscribe                                                              our
           to our
                                                                             marketing
         newsletters
                                                                             collaterals
                                   Call to Action



                                                                        Attend
              Update                                                    Online
            your profile
                                                                       Training



                            Download                    Purchase
                             our Trial                   online
What does Digital encompass?

                                          Web Design
                                     (User Experience/Interface)

   Online Advertising                                               Search Engine
  (Banners, Paid Search, Ad
 networks, Content Targeting)                                      Optimization (SEO)


Customer Relationship
                                                                        Web Analytics
    Management                              Digital
    (Email Marketing)



            Social Media                                                Mobile
      (Facebook, Twitter, YouTube)                        (Apps, coupons, QR codes, Augmented
                                                             Reality, Location Based Services)

                                          Viral Marketing
                                (Blogs, Forum Seeding, Influencers)
The Consumer Purchase Funnel
                            Advertising (Online/Offline), Email
     Awareness              Marketing, Viral Marketing, Social
                            Media

    Consideration         Paid Search, SEO, Viral Marketing,
                          Mobile, Social Media


     Preference          Paid Search, SEO, Email Marketing, Viral
                         Marketing, Mobile, Social Media

      Purchase          Website (User Experience), Mobile, Web
                        Analytics

      Retention      CRM, Social Media


      Advocacy      CRM, Viral Marketing, Social Media
Challenges
Challenges
Our Challenges
•  High involvement product/service
•  Social Taboo
•  Invasive
•  Inertia
•  Fear
•  Expectations
•  Lack of or too much information
•  Costs
•  Marketing regulations
How can we use digital to…
•  Sell the product/service?
•  Recreate the sensorial experience of the brand/
 product online?
Key Digital Tenets
•  High level of involvement requires research to be
 done before a decision is made to purchase
 ü Online is the number one source of information

 ü Not enough to just have a website

 ü Users now rely on social networks and user generated
   content (e.g. reviews) to make their choices
Clinics must have a strong presence
online
•  Numerous third party information sources online about the
 brand and product
•  Includes consumer reviews, discussions and even price
 comparison
•  Potential customers have access to this information

•  Essential for the brand and clinics to have a strong voice
 in the online landscape
What do consumers want?
•  Information, Clarity and Ease of Mind
•  They want to:
  ü Hear about the experiences of others
  ü Ask questions and get answers
  ü Be able to imagine what they would look like

  ü Get a step by step explanation of the procedure

  ü Find out if it will be painful/The price?

  ü Know about the time horizon/downtime

•  We need to get them comfortable enough to make a well
 informed decision
Let’s approach this in the following ways…

•  Build a solid foundation – Website/Social Platforms
  ü Consumer education

  ü Provide an information repository via content curation and not just
   aggregation
  ü Open communication / Customer Service

  ü Search Engine Optimization

•  Drive awareness and traffic to digital assets
  ü Online Advertising, Keyword Search

•  Engage existing/potential customers & key influencers
  ü CRM Strategy, Digital seeding, Blogger marketing
Content Creation & Distribution
•  Create customized (localized) branded media and content – Videos &
 Photos
•  Doctor participation and clinic promotions

•  Product seminars and events

•  Document procedure and experience

•  Use well known bloggers as a launch platform

•  Create a compelling reason to keep users coming back

•  Solicit volunteers/Co-creation

•  Build customer database (Email/Social Media)
Digital Marketing Channels
•  Digital/Social Network Platforms
   ü Website, Facebook, Twitter, YouTube, Blogs
•  Viral Marketing
   ü Digital seeding, Blogger outreach
•  Online Advertising/Search Marketing
   ü Banner Ads, Ad Networks, Paid Search, Content Targeting
•  Search Engine Optimization
•  Customer Relationship Management
   ü Database management, Email marketing
•  Website Analytics
   ü  Accountability, Tracking and Optimization
Tying everything together

Paid           Online                                                Facebook
Media        Advertising/               Search (Paid/                  Ads
               Email                       SEO)
                                                 Drive visits to             Drive fan
    Drive traffic                                Website/Blog                acquisition

                    YouTube
                                              Website                    Facebook
Owned               Channel
Media                                                                      Page
                    Twitter                   Blog

                                                      Increase brand
                        Drive traffic                awareness/product
                                                        knowledge

Earned
Media
               Monitor and engage on Discussion Forums . Digital Seeding,
                                   Blogger Outreach
What can we do to move customers away from
purchase inertia?
•  Create an immersive digital experience through pervasive
 storytelling
•  Leverage on technology to create a virtual customized
 trial experience
Humans crave stories and technology constantly
advances the art of story telling and creates new
   experiences that help marketers connect
Digital and Social Media in Aesthetics Marketing
People love to hear and be part of stories
Digital and Social Media in Aesthetics Marketing
Digital and Social Media in Aesthetics Marketing
Digital and Social Media in Aesthetics Marketing
Digital and Social Media in Aesthetics Marketing
Digital and Social Media in Aesthetics Marketing
The Customized Trial Experience
Augmented Reality
Facial Recognition: Stars in You
Facial Recognition: Doggelganger New
Zealand
Vaseline Face Whitening
Questions?
Thank You!

     Vincent Teo


     intersphere@gmail.com


     @intersphere (www.twitter.com/intersphere)


     www.linkedin.com/in/vincentteo

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Digital and Social Media in Aesthetics Marketing

  • 1. Digital and Social Media in Aesthetics Marketing Q-MED Clinic Manager Training Workshop 25 June 2011
  • 2. Agenda •  The Changing Landscape of Advertising •  Challenges & Implications •  Digital Landscape in Asia •  Digital Marketing and Social Media: How you can apply this to your role
  • 3. Let’s take a step back Think about how the way we interact with media and entertainment has changed
  • 4. There’s a shift from pure media consumption
  • 5. To a culture participation and creation
  • 6. People talk, share and aggregate
  • 8. And people do all of that for, with and against brands For With Against
  • 9. We are quickly evolving in the way we communicate and socialize
  • 10. Consumers research and talk about brands heavily online.
  • 11. Digital and social media accelerates these conversations…
  • 12. Marketing is social With digital technology, communication between brands and consumers become bidirectional
  • 13. Paid media gave us the power to completely control the story we wanted to tell Brand Communication
  • 14. The enormous influence of earned media requires brands to open the conversation to everyone Brand Conversation The Brand and Consumers talk to each other.
  • 15. Today, what is largely is said about out of our our brand control
  • 16. Social Media: It’s not the same as advertising •  New medium with different rules •  You need to understand the rules or get an external agency who does •  Traditional advertising rules will not work
  • 17. So what does the digital landscape in Asia look like?
  • 18. 42% of the world’s Internet users are from Asia Internetworldstats.com, June 2010 data
  • 19. 42% of the world’s Internet users are from Asia Internetworldstats.com, June 2010 data
  • 20. Asia Internet Population Internet World Stats, June 2010
  • 21. Asia Internet Population Internet World Stats, June 2010
  • 22. Asian web audience skews younger Comscore, January 2011
  • 23. Hong Kong and Singapore skews older than the global average Comscore, March 2011
  • 24. Median age of Online Users in HK, SG, TW and KR is between 25 – 44 years old Hong Kong Singapore Taiwan South Korea
  • 25. Growth of active users between the age of 35-59 year olds rising dramatically
  • 26. Growth of active users between the age of 35-59 year olds rising dramatically
  • 27. Key Online Activities: Asia Comscore, Jan 2011
  • 28. Most visited sites in APAC Comscore: Top Domains, Asia Pacific Jan 2011
  • 29. Females are equally active online Comscore, March 2011
  • 30. In fact, Hong Kong and Singapore have the largest proportion of women online Comscore, June 2011
  • 31. Singapore & Hong Kong: Social Media and Search Dominates Hitwise, June 2011
  • 32. Taiwan & South Korea: Search Portals and Community Networks lead the way Taiwan South Korea Hitwise, June 2011
  • 33. Photo sharing and videos are an integral part of the digital experience
  • 34. Photo sharing and videos are an integral part of the digital experience
  • 37. Search: Google leads the pack Comscore, APAC, July 2010-Jan 2011
  • 38. Singapore and Hong Kong users are active searchers
  • 39. Facebook Penetration in APAC Socialbakers, Feb 2011
  • 40. Indonesia has the 2nd largest Facebook user base in the world
  • 41. Philippines is the top Facebook market by reach Comscore, June 2011
  • 42. Japan, Indonesia, Philippines and Singapore are top 10 on Twitter by reach Comscore, June 2011
  • 43. Digital Marketing Toolkit: Data & Statistics •  Asian Digital Marketing Yearbook 2011 ü http://www.asiadigitalmarketingyearbook.com/asia-pacific-digital- marketing-yearbook-2011 •  Comscore State of the Internet South East Asia March 2011 ü http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/ State_of_the_Internet_Southeast_Asia •  Internet World Stats ü http://www.internetworldstats.com/stats3.htm
  • 44. Where should we start?
  • 45. What are your customer touch points online? E-Newsletter Podcast Branded content Blog E-Direct Mailer Search Forums Mobile App Microsites Social Banners Platforms Website
  • 46. Objectives: What do you want to achieve? Awareness Data Sales acquisition Digital Platform Leads Adoption generation Building relationships
  • 47. Call to Action: What do you want the target audience to do? Register for Events Find our more about our Contact our Sales Team products / services Download Subscribe our to our marketing newsletters collaterals Call to Action Attend Update Online your profile Training Download Purchase our Trial online
  • 48. What does Digital encompass? Web Design (User Experience/Interface) Online Advertising Search Engine (Banners, Paid Search, Ad networks, Content Targeting) Optimization (SEO) Customer Relationship Web Analytics Management Digital (Email Marketing) Social Media Mobile (Facebook, Twitter, YouTube) (Apps, coupons, QR codes, Augmented Reality, Location Based Services) Viral Marketing (Blogs, Forum Seeding, Influencers)
  • 49. The Consumer Purchase Funnel Advertising (Online/Offline), Email Awareness Marketing, Viral Marketing, Social Media Consideration Paid Search, SEO, Viral Marketing, Mobile, Social Media Preference Paid Search, SEO, Email Marketing, Viral Marketing, Mobile, Social Media Purchase Website (User Experience), Mobile, Web Analytics Retention CRM, Social Media Advocacy CRM, Viral Marketing, Social Media
  • 51. Our Challenges •  High involvement product/service •  Social Taboo •  Invasive •  Inertia •  Fear •  Expectations •  Lack of or too much information •  Costs •  Marketing regulations
  • 52. How can we use digital to… •  Sell the product/service? •  Recreate the sensorial experience of the brand/ product online?
  • 53. Key Digital Tenets •  High level of involvement requires research to be done before a decision is made to purchase ü Online is the number one source of information ü Not enough to just have a website ü Users now rely on social networks and user generated content (e.g. reviews) to make their choices
  • 54. Clinics must have a strong presence online •  Numerous third party information sources online about the brand and product •  Includes consumer reviews, discussions and even price comparison •  Potential customers have access to this information •  Essential for the brand and clinics to have a strong voice in the online landscape
  • 55. What do consumers want? •  Information, Clarity and Ease of Mind •  They want to: ü Hear about the experiences of others ü Ask questions and get answers ü Be able to imagine what they would look like ü Get a step by step explanation of the procedure ü Find out if it will be painful/The price? ü Know about the time horizon/downtime •  We need to get them comfortable enough to make a well informed decision
  • 56. Let’s approach this in the following ways… •  Build a solid foundation – Website/Social Platforms ü Consumer education ü Provide an information repository via content curation and not just aggregation ü Open communication / Customer Service ü Search Engine Optimization •  Drive awareness and traffic to digital assets ü Online Advertising, Keyword Search •  Engage existing/potential customers & key influencers ü CRM Strategy, Digital seeding, Blogger marketing
  • 57. Content Creation & Distribution •  Create customized (localized) branded media and content – Videos & Photos •  Doctor participation and clinic promotions •  Product seminars and events •  Document procedure and experience •  Use well known bloggers as a launch platform •  Create a compelling reason to keep users coming back •  Solicit volunteers/Co-creation •  Build customer database (Email/Social Media)
  • 58. Digital Marketing Channels •  Digital/Social Network Platforms ü Website, Facebook, Twitter, YouTube, Blogs •  Viral Marketing ü Digital seeding, Blogger outreach •  Online Advertising/Search Marketing ü Banner Ads, Ad Networks, Paid Search, Content Targeting •  Search Engine Optimization •  Customer Relationship Management ü Database management, Email marketing •  Website Analytics ü  Accountability, Tracking and Optimization
  • 59. Tying everything together Paid Online Facebook Media Advertising/ Search (Paid/ Ads Email SEO) Drive visits to Drive fan Drive traffic Website/Blog acquisition YouTube Website Facebook Owned Channel Media Page Twitter Blog Increase brand Drive traffic awareness/product knowledge Earned Media Monitor and engage on Discussion Forums . Digital Seeding, Blogger Outreach
  • 60. What can we do to move customers away from purchase inertia? •  Create an immersive digital experience through pervasive storytelling •  Leverage on technology to create a virtual customized trial experience
  • 61. Humans crave stories and technology constantly advances the art of story telling and creates new experiences that help marketers connect
  • 63. People love to hear and be part of stories
  • 69. The Customized Trial Experience
  • 75. Thank You! Vincent Teo intersphere@gmail.com @intersphere (www.twitter.com/intersphere) www.linkedin.com/in/vincentteo