This slideshare highlights 40 mini case studies of businesses in Singapore that have stood out by implementing creative social media marketing campaigns.
2. YEAR-ON-YEAR-GROWTH
HOW THE DIGITAL WORLD HAS EVOLVED OVER THE PAST 12 MONTHS
TOTAL
POPULATION
ACTIVE
INTERNET USERS
ACTIVE
MEDIA USERS
UNIQUE MOBILE
USERS
ACTIVE MOBILE
SOCIAL USERS
7.357
BILLION
3.175
BILLION
2.206
BILLION
3.734
BILLION
1.925
BILLION
4. SOCIAL NETWORK
MESSENGER / CHAT APP / VOIP
BASED ON ACCOUNTS THAT LOGGED IN AT LEAST ONCE IN THE MOST RECENT
30-DAY REPORTING PERIOD, IN MILLIONS
ACTIVE USERS BY SOCIAL PLATFORM
18. 70%OF MARKETERS PLAN TO INCREASE
THEIR BUDGETS IN SOCIAL MEDIA
MARKETING IN 2016
19. The Internet has
democratized
information flow
Consumers have the
power & choice to
communicate,
discuss, share,
transact through
various
social & location-
aware tools
Brands &
companies need
to innovate
& offer new,
relevant ways to
live, work & play
KEY TAKEAWAYS
20. KEY TAKEAWAYS
1.Mostly anyone who is online is social
2.90% of those on social media use mobile phones to access the platforms
3.At 31%,the 25 –34 year age group is the fastest growing internet user
segment
4.Singapore is a highly social,mobile-driven nation of digital citizens
5.Social Media is‘the’choice platform for news,information,peer reviews,
evaluation and much more!
22. Brand awareness is the extent to
which a brand is recognized by
potential customers, and is correctly
associated with a particular product
credits: wikipedia
23. Measuring brand awareness –
Traditional media
GROSS RATING POINTS (GRP) = REACH X FREQUENCY
Reach : Number of people who see an ad/ commercial
Frequency : Number of times a person sees an ad/commercial
24. Brand Awareness for Facebook can be tracked by Number of Fans and Reach of the page/posts
Measuring brand awareness –
Facebook
26. LEGO’s ‘Fill The Gap’ campaign proved that design &
architecture need not be left to the professionals only
27. Uber shows us how to successfully capitalize on a global
movie blockbuster #GameOfThrones #RideOfThrones
28. Red Bull – 44 million fans. Increased it’s brand awareness over
the years with many high powered partnerships
29. McDonalds – 59 million fans. The largest restaurant chain with
34,480 outlets and a global footprint in 119 countries.
30. Starbucks– 323,342 fans in Singapore plays up its dynamic,
fun appeal to target it’s younger demographics by teaming up
with young influential bloggers
Local Brands
31. Skin Inc. – A local beauty retailer started its roots here 8 years
ago and is now a global brand in more than 20 cities!
32. Love Bonito – Starting out as a 2nd-hand home business of a
student is now a global brand thanks to social media!
33. In summary, for effective brand awareness,
1. DEVELOP YOUR UNIQUE BRAND VOICE
2. HAVE A STRATEGY
3. THINK OUT OF THE BOX. STAND OUT
4. BE CONSISTENT.
35. Brand Engagement is the process
of forming an emotional or
rational attachment between a
person and a brand.
credits: wikipedia
36. Measuring engagement-
Traditional media
Brands can tell if consumers have been engaged when they :-
• Actively participate in a direct call-to-action e.g. call in, submit
a form, fill up a review, enter a lucky draw.
• Call in and inquire about the product or service.
• Make a purchase.
38. Enhance your brand recall & engagement
through partnership with popular digital games!
39. Air Asia ran a Facebook contest to increase awareness of
its new Sydney-KL route and to introduce its new fleet of
Airbus A330s
40. Ford Motors loaned their ‘New’ Fiesta models to members
of the public in exchange for providing honest feedback
about the cars.
41. TACO BELL and OLD SPICE have an online friendly banter.
Guess who won?
42. Local brands
Ben & Jerry’s‘Free Cone Day’is a perfect example that fans love it when
you appreciate them.Plus who doesn’t love a free cone of ice cream!
43. Real time marketing– Salvation army acts quickly on
trending news on the web to broadcast a clever message
for their brand
46. NUS School of Computing ran a ‘Hacking Challenge’ which
saw it’s students engage 30% more with the page as they
tried to pit their skills to unlock cool prizes.
47. The Coffee Bean & Tea Leaf engaged with their fans
with fresh new creative ways such as using emojis
and even their mascot - The Ice Blended Man.
48. In summary, for effective brand engagement
GET CREATIVE
PLAY WITH YOUR CUSTOMERS
TRY SOMETHING NEW
KEEP UP WITH NEW TRENDS
56. Domino Pizza’s ‘Tweet to Order’ Campaign on saw a 30%
increase in sales in just 1 week!Cowabunga we say!
57. Brewerkz – Everyone loves freebies. But Brewerkz
understands that is no price tag for building brand loyalty
Local Brands
58. In summary, for effective Selling
MAKE IT PERSONAL
INVOLVE YOUR FANS IN YOUR PROMOTIONS
DON’T SELL. MAKE THEM WANT TO ‘BUY’
ALWAYS MAINTAIN QUALITY
60. Customer Service is the provision of
service before, during and after a
purchase.
credits: wikipedia
61. Measuring Customer Service:
Traditional Media
Brands are rated on their customer service through :-
• Feedback and reviews
• Return customers
• Word of mouth expressions of their satisfaction on your product or
service
63. Every brand will make a mistake. The
trick is knowing how to recover from
your mistake.
credits: wikipedia
64. Domino’s Pizza, when accused of mishandling pizzas, took strict
action to apologize to customers & launched a campaign
on social media apologizing.
65. Dell opened up a social media command centre and
trained over 25,000 employees in ‘social listening’
66. Best Buy has 4 dedicated channels to attend to
specific queries. Now that’s dedication!
68. BreadTalk remedied its mistake by acting on it quickly
the very next day! Serving up cakes and buns to tired
bystanders in the queue.
69. Customer finds the words ‘Pink Fat Lady’ on her Pizza
Hut receipt and causes an online buzz.
70. KOI fires employee when a customer posts his negative
experience on social media which goes viral
71. In a Survey conducted by American Express on
Social Customer Service, data revealed:
People are likely to tell 27 people about their bad service experiences compared to
just 12 people if they encountered good service.
When faced poor service, more than 60% of customers would give a company 2
chances before they took their business elsewhere
Two in five people vent their frustration about a negative customer experiences on
social media.
Around 7 in 10 consumers avoid businesses with poor service
Around 4 in 5 people in Singapore are wiling to spend an average of 14% more on
service excellence
72. In summary, for effective customer service
Listen. Care. Connect.
Respond quickly
Treat your customers as your brand stewards
If content was king, customer is checkmate!
73. Author: Rachael Shana Jacob | @RachelShana
Get in touch with our social media consultants!
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