Telling Stories: Social Media Marketing

Telling Stories : Social Media Marketing
Thanyathorn Chatlaong

Sunday, February 3, 2013

Agenda

• Setting the Scene : Why Digital?

• New Marketing Strategy : Going 365

• Inﬂuence of Social Media

• Implications for Marketers: SoLoMo

• Case Studies

• Q&A


Setting the Scene : Why Digital? February 2012


Setting the Scene : Why Digital?

Times have changed the ways we socialize and entertain ourselves


New Way of Getting Around


New Social Life : Internet Over Dating & Friendship


Media Consumption by Type (Jan - Dec 2010)

Amongst teens, Internet, VDO games and Cinema exposure are signiﬁcantly higher and is increasing.


Inﬂuence of the Internet in Thailand

Updated : 20 million internet users in Thailand

4 in 5 consumers go online to research what or where to buy

!"#$ 3 in 4 consumers use Search Engines to research online and 92% prefer
%&'($)*++*,-$./,.+/0$ to use Google
12/$34/$*-3/5-/3$675*-8$34/$
.7594:2/$.5,9/22$ Consumers spend 2x more on Online than on TB and 5x more than Print

At least 3 in 4 digital products are purchased in stores as result of online
research

;*8*3:+$<*=/23>+/$
?,-27)/52

Source: Google


Consumers’ Share of Times

Internet has the highest ‘share of time’
in media consumption behavior and
highest ads recall
and actions thereafter.

Source: Google


But on the Internet, Information is Overloaded!

Traditional Marketing
One-Way Delivery

Easy to not care
High level of noise
EXPENSIVE!


‘YOU’ Control the Information Age. Welcome to Your World!

!"#$%&##'&&() 1$2&3#)4&5#6%)67)89&) =>;2;3#)?6@$;-)A&B$;) 1$2&3#)4&5#6%)67)89&)
*+),"-.)+//0) :&;5)+//<) C;2D;$E%) :&;5)+/*/)

New era in business transparency and engagement
From ‘TRYING TO SELL’ to ‘MAKING CONNECTIONS’
From ‘LARGE CAMPAIGNS’ to ‘SMALL ACTS’
From ‘CONTROLLING OUR IMAGE’ to ‘BEING OURSELVES’
From ‘HARD TO REACH’ to ‘AVAILABLE EVERYWHERE’


ENGAGEMENT : New Marketing Strategy

!"#$%&'(")*+$,'-*.-/0"1$
23415

4%6786!

49,4:84!;4

4!<=<4%4!7
of marketing
49;>?@8A87B


New Marketing Strategy : Going 365 February 2012


Old 360 Marketing Strategy

Step 1 : Identify a brand message that represents the brand values

Step 2 : Produce a TVC to communicate the bran message and
adapt the key visual to print etc.

Step 3 : Buy ads to promote the message across channels

Step 4 : Repeat with a new TVC with a different creative twist on
the brand message


Old 360 Marketing Strategy

As TVC-centric campaign doesn’t really build upon previous campaigns, the brand starts and ends with
zero attention in spite of high ad spend

The old role of the campaign was to
maximize reach and frequency of the
brand message


Who’s Your Target?


Going 365 : New Marketing Strategy

Step 1 : Identify a big social object (lifestyle, interest, or cause) that is
connected with the brand values

Step 2 : Build an online community around the social object

Step 3 : Create a campaign to energize evangelists across channels

Step 4 : Repeat with a connected campaign around the same social object


Going 365 : New Marketing Strategy

From TVC-centric campaign to community-centric
campaign

From inside-out brand message to outside-in social object

From standalone campaigns to a series of campaigns that
build upon each other

From standalone content pieces to permission-based
content streams

From linear ad-supported growth to viral organic growth

From measuring success based on reach and frequency
to participation


Keep Building Your Community

If you’re not building your
communities, then the world is
moving away from you.

And the world keeps getting faster.
If you don’t jump on now, you might
be left behind


Inﬂuence of Social Media February 2012


Inﬂuence of Social Media - Distractions in Daily Life


The World of Social Media 2011


Social Media Landscape in Thailand

Facebook
Number of users on Facebook in Thailand: 12,881,800
Penetration of population: 19.40%
Penetration of online population: 73.67%
Highest users by age groups:
18 - 24 33%
25 - 34 31%

Twitter
Estimated number of Twitter users in Thailand:
[Updated Feb 2010 from 720,000 based on no. of people who visited Twitter.com over a 1-
month period from Google]
910,000
About 60% of Twitter users in Thailand access it from mobile phone

Quick Stats:
Estimated 6 million Hi5 users [AIS, Jan 2010]
1 million registered Friendster account [Friendster, Jan 2010]
40 million mobile phone users
12 million mobile internet users


Why Earned Media : Social Spread

Social networking now accounts
for 16% of time spend online -
that’s 1 out of every 6 minutes.

Social networking use has
increased around 25% in the last
year alone.

Facebook consumption saw
growth of 69%.


Dramatic Increase in Social Media Usage During the Flood
!"#$%&'()*+)$,-$./%0)($1+)(+$-(,2$3""4"""$1+)(+$5,$6!"4"""$1+)(+$
/%57%&$8$2,&57$$
! !"#$%&'()(((%*+#$+,-./%0!123%'(&&4%56%1789.$5+76%27%:;)<((%*+#$+,-./%%
! !"#$%'3'%85==576%2>##2+,-./%?%@AB%561$#.+#%C$78%D#C7$#%2E#%F77-%0&3<%
85==576%2>##2+,-./4%
! G(B%7C%H>5I#$%J8#=56#%>#$#%F77-%*9-.2#+%
! K7$#%2E.6%:@;)(((%8#6J76+%7C%LHE.5F77-%0."M3%8#6J76%#"#$/%&3<%+#1+4%

89!#$%&'()*+)$%&$:*');,,<$1+)(+$%&$='5,;)($*>,&)$;(%&?%&?$57)$
&12;)($,-$:*');,,<$1+)(+$%&$.7*%>*&@$5,$,A)($8!$2%>>%,&$B),B>)$
()*'7%&?$8C#$,-$57)$B,B1>*D,&$
! HE.5=.6-%$#M5+2#$#-%7"#$%&3<%85==576%*+#$+%>52E56%:%8762E%0N*M%?%!124%
! HE5+%8.-#%HE.5=.6-%2E#%:$-OC.+2#+2%M$7>56M%17*62$/%C7$%P.1#D77Q%*+#$+%
D#E56-%R$.S5=%.6-%T6-5.%

EFGHEIJ.E=KLM$
• U*$M#%56%87D5=#%+715.=%6#2>7$Q%*+.M#)%2E*+%561$#.+#%56%87D5=#%-.2.%*+.M#%%
• V#.=OJ8#%176+*89J76%7C%56C7$8.J76%D#17856M%E.D52*.=%C7$%176+*8#$+%
• T61$#.+#-%56"7="#8#62%7C%176+*8#$+%56%1762#62%1$#.J76%.6-%-5+2$5D*J76%76%
+715.=%6#2>7$Q56M%9=.W7$8+%
U7*$1#X%R.6MQ7Q%Y7+2%?%K1Z=.21E/OH$5D*6#%T6C7$8.J76%U#$"51#%"5.%Z!KH[%0!12%'&)%'(&&4]%
R.6MQ7Q%Y7+2%%0&%^7")%'(&&4%


A New Level of Connection: Introducing GENERATION C

CONNECTED
Redeﬁning media consumption with the
unique embrace of all things digital.
Generation C is taking their personal
connection - with each other and content -
to new levels, new devices,
and new experiences.

Social media as integral part of lives


Inﬂuence of Social Media

The idea of ‘friends’ is changing

Inﬂuence shifted from media to individuals

Rise of seamlessly connected multi-taskers

Real time & mobile social

Rise in consumers’ content creation and involvement on digital platforms

Introducing the new consumers’ purchasing journey


Changing Idea of ‘FRIENDS’: expanding social and interest graphs

The interest graph is shifting away attention
from classic ‘friends’
what I ‘like’ who I ‘know’

The future of a truly social web will rely on getting
these two types of graphs to work together
SOCIAL ON SOCIAL


Interest-based network: the long-tail webs are growing

Communities, blogs, etc.
- Nokiagang
- Nokia blogs
- Appreview
- Siamphone forums
- Thaimobilecenter forums
- Flashﬂy
- Pantip: MBK, Gadget
- Other related communities such as
entertainment, gaming communities


Shifting Influence from Media to INDIVIDUALS

Active social media users are influential online... Mega celebrity directly engage with fans. Some
and they also tend to be influential offline. became influential by spreading content online.


Rise of seamlessly CONNECTED multi-taskers
While you’re online, which of the following media channels you read/listen to/watch/use at
the same time?

Accelerating technology adoption
Source: QC6
Base: All respondents - Thailand (rr=505)


Real-time & MOBILE social on the rise

Always-on & On-the-go
1/3 of total active Facebook users access the network via their mobile
Over 50% of total active Twitter users access the site via their mobile


Rise in consumers’ content creation on digital platform
From being most observers, Thai consumers are increasingly involved in the process of content creation and
distribution via online media platforms. This has been particularly apparent during the ﬂood situations.

During the ﬂoods, there was a surge of user-generated content including
tweets, FB updates, blog posts, and VDO posts, which serve as a form of
citizen journalism updating and reporting the situations in real-time, 1st-person
perspective. Many of these posts were via mobile.


Introducing the new consumers’ purchasing journey
The traditional shopping journey: The new purchase journey:

Linear, predictable, analog, brand-controlled

We’ve entered the age of the customers.
Empowered buyers demand a new level
of customers obsession.

Non-linear, multi-channels, digital-ﬁrst

!"#$%&'(')*&'+,-.'/$012('3454607')$&128'9"$':;<<'=>'?&8"#$%&'@16&$0%AB&'


Implications for Marketers: SoLoMo February 2012


Digital Marketing Landscape : Bought, Owned, Earned

Bought or Paid Media
Advertising that is placed and bought by the marketer

Earned Media
Communication about a brand that is not managed by the
marketer

Owned Media
Branded communication that makes a direct connection
between brand and consumers


Digital Marketing Landscape : Bought, Owned, Earned
Today Tomorrow

OWN
MEDIA
OWN
BOUGHT
MEDIA MEDIA

BOUGHT
MEDIA

EARNED
EARNED MEDIA ‘SOCIAL’ as integral part
MEDIA of all media channels


Getting consumers to be SOCIAL about the brand

It’s easy to add a ‘like’ button on our website,
and say now our brand site is ‘social.’
But really, how do we get people liking, sharing, and talking about our brand to their networks?

SOCIAL = SHARED INTEREST = SOCIAL OBJECT
Humans have told stories for as long as we have been
humans...maybe longer.

The medium has change, but we’re still telling stories.

Saying ‘Like me on Facebook’ isn’t a story - it’s asking
a favor from someone who you should be helping


What’s Social Object?

A social object is anything that people are talking about.
Social objects can be physical objects, concepts, web
pages, media assets, or anything else along the
spectrum of completely abstract to extremely concrete.
The key is that people attract some sort of meaning
to it and are therefore able to talk about it.
At that point it can be talked about or shown, and that
coverage or leveraging of the social object has the
potential to be of interest to others.
- Brad Cohen


Build Smart . Use Quality Product

Provide social objects that:

Resonate within your community

Are things that members of your community want to share

Get pushed out by the core of your community into new territory

Attract individuals in that new territory to join the community

Encourage repeat interactions and interactivity rather than a one-time hit


Successful Social Strategy

Tell the right story

Tell it to the right group

Tell it well


Social, Location, Mobile : Social Media Trends 2012

Telling stories : content as marketing strategy

Collaboration & content co-creation

Mobile & real-time social

Atomized & distributed: the fragmenting of content & commerce

Create content for cross-devices consumption

Social search : social media affecting search results

Inﬂuencer marketing redeﬁned

Emergence of social commerce


Telling Stories : Content as Marketing Strategy
Content is currency for the social web

Brand becoming ‘the media’ as marketers are finally beginning to understand how creating blogs or VDOs can
enhance SEO, lead generation, customer relationship management.

In addition to creating content, brands can also curate content on the social web. Content curation basically
means that - out of all the content you find on the social web - you pass on the most valuable stuff to your
network. A content curator is someone who continually finds, groups, organizes and shares the best and most
relevant content on a specific issue online.

Lynx Sexy Rugby Rules Axe Thailand Facebook Page Garnier Comic Strips


Collaboration & Content Co-Creation
Shared and consumed content become a shared experience

Enabling consumers to publish and share their opinion = important
Enabling personalization
Increasing the points of connection with your customers

Starbucks Make My Frappucino Youtube Life in a Day Project
Starbucks paved their way through social and the creative opportunities that it The ﬁlm was directed by Oscar-winning Kevin Macdonald, who took over 80,000
brings through empowering fans and helping the global community. submissions and 4,500 hours of footage from 192 countries and created a feature-
length documentary reﬂecting people’s lives on the 24th of July, 2010.


Collaboration & Content Co-Creation


Mobile & Real-Time Social
Mobile platform hits critical mass.

Providing linkage between online and offline engagement
Serves as communication tool as point of sales (eg. discounted offers driving foot traffic)
Immediate gratification (instant digital product and content delivery).
Utilize location-based social networks as marketing tools - enable real-time physical retail & service opportunities.
Mobile commerce as emerging trend (transparent pricing, in-apps commerce, etc.)

Trident Interactive Lynx Auto Romeo Honda Jazz Interactive TV Ad
Magazine Ad


Mobile & Real-Time Social

When grocery chain Tesco wanted to expand their
market share in South Korea, they came up with a
brilliant idea.

Because the people in South Korea work long hours they
thought of an efﬁcient way to sell their products. The
Korean subsidiary Home Plus put up billboards in
subway stations with their range of products,
accompanied by QR, or Quick Response codes. All
people had to do now is scan the QR codes with their
cell phone and the groceries were delivered to their
doorsteps.


Atomized & Distributed: The Fragmenting of Content & Commerce

Making the brand an integral and integrated part of their consumers’ everyday lives.

In the most radical future, content will come to consumers - rather than them chasing it - prepare to fragment your corporate
website & let it distribute to the social web via different platforms.


Create content for cross-devices consumptions

‘Connected device’ have contributed to an explosion in digital media consumption.

We’re seeing the rise of the ‘digital omnivores’ - consumers who access content through several touch points during the course
of their daily digital lives. In order to meet the needs of these consumers, advertisers and publishers must learn to navigate this
new landscape so they develop cross-platform strategies to effectively engage their audiences.

Whatsapp Messenger


Social Search : Social Media Affecting Search Results

Social relevance in search results. Increased importance of digital influencer marketing.

Google pushing relevant content from our personal networks to the front of page results, making them more personalized.
Pages that have previously been shared by your networks on Facebook, Twitter, or Google+ rank higher in your own search
results. We will see the importance of digital influencer marketing increased.

Websites, blogs, and other content that’s shared by or
created by your friends

Images are shared by social connection

Relevant articles from Google Reader subscription

Profiles of people you know beneath results for social
sites like Twitter and Flickr

Web content that has been recommended or shared by
others using +1 button


Influencer Marketing Redefined
Discovering social media influencer to reach desired customers.

As social media continues to permeate more aspects of not only the way we interact with digital media but also other channels.
We will see the significance of influencer marketing grew dramatically. Especially with Google social search waiting to permeate
search results with content that will be managed by social influence or relevance to your social networks. Discovering people
who can help you reach your desired customers will become exponentially more effective and important.

Also, broad adoption of ranking tools - Klout, Kled, PeerIndex - as influencer marketing becomes more widely utilized.


Emergence of Social Commerce
Social media has been a game changer for e-commerce strategists.

Social commerce has arrived with the mass adoption by the consumer of social media outlets such as Facebook. Social
commerce has merged the act of socializing and sharing with the act of making informed purchases. Social commerce allows
companies to anticipate, personalize and energize the shopping experience in new ways and beneﬁts from the complex
interconnections of social relationships to create new demand generating techniques. The power has shifted to the consumers
and as a result companies can now have a more meaningful communication with their consumers.

IKEA Youtube Store personalizing the Levis friend store
showroom with users’ Facebook data


Measuring ROIs

34#5&4$+'1"*67'6*)8*9.$'8"1:&1)*$6"'
• "#$%&''()*'!+!,-(./'!
!
/0*1"$"22' • 0*-(*&!#&1(2!30"!4,5,!)$6#(726)*8!!
!

-$.*.")"$#'9$+";'&8%)9<*%&$'=0"529#">' -$.*.")"$#'9$+";'
• 9('(:)%'!!
! • D)?*.&!%2:&!!
! &8%)9<*%&$'=?&69*@')"+9*>'
• 52;&!<(&='!! • >%2E.!')?%.&'!!
! ! • H2*!*?#I&%!!
!
-$.*.")"$#' • >(#&!'$&*1!! • F&@=)%1'!!$&%G)%#2*.&!
! ! • H&&1I2./!A!.)##&*:'!!
!
• 5)$?-2%!$2;&!!
!
• ,-(./!1&*'(:@!
!

(")*$+',"$' ?*@"2'&88&1#4$9#A'."$"1*%&$'
• 3&'&%<26)*'!A!.)*:2.:'!!
!

B&A*@#A'
• 3&$&2:!<('(:'!!
!
!"#"$%&$' • BC#2;27(*&!A!BC#2(-!)$&*!%2:&!
!

C$61")"$#*@'&:'5429$"22'D''
642#&)"1'E*@4"2'


Different Ways to Market Your Mobile Applications

1. Press release
2. Lite or demo versions
3. In-app advertisings
4. Mobile & mobile search advertising
5. Reviews
6. Version updates
7. Reaching new target audience
8. Social media [word of mouth marketing]


Marketing Your Mobile Application : Pre-Launch

Pre-Launch : Hype Early

1. ‘Coming soon’ page on app website
2. Exclusive trial by collecting emails prior to launch
3. Create teaser VDO explaining the app
4. Release newsletter to targeted websites & communities
5. Maintain hype via social networking platform


Marketing Your Mobile Application : Launch

Launch Big

1. More elaborate version of website with screen shots
2. Send out email newsletter
3. Write blog posts and spread them in your networks
4. Find new venues to exhibit your app eg. review websites
5. Giveaway promo key on Twitter
6. Serve new content on your website and let it spread
7. Cross-platform media promote eg. live event, radio, etc.
8. Throw a contest or giveaway on your website
9. Reach out to larger websites


Earned Media Touch Points Planning : Sample

Paid Advertising
1. Mobile advertising, in-app advertising, mobile search advertising
2. Influencer marketing

Owned Platform
1. Application official websites: information, activities, and other content
2. Facebook page, Twitter account, etc.

Earned Media [Seeding]
1. Strategic communities eg. siamphone, thaimobilecenter, flashfly, nokiagang,
whatphone, pantip, etc.
2. VDO content eg. youtube, sanook, kapook, yenta4, clipmass, mthai, atcoud
3. Social bookmarks eg. Thaidigg, Thaizad, Monojung, Thailanddigg, Zikr, Thaipr
4. Youth communities eg. exteen, dek-d, sanook, kapook, etc
5. Entertainment websites eg. siamha, postjung, yenta4, teenee, zubzip, etc.
6. Game communities eg. Game-mun, modxtoy, thaigaming, etc.


Thank You
Contact:
Tchatlaong@gmail.com
www.facebook.com/pear.chatlaong
www.twitter.com/thanyathornc
www.mashingup.wordpress.com


Telling Stories: Social Media Marketing

Recomendados

Recomendados

Mais conteúdo relacionado

Semelhante a Telling Stories: Social Media Marketing

Semelhante a Telling Stories: Social Media Marketing (20)

Último

Último (20)

Telling Stories: Social Media Marketing