Social Media Engagement

Social
Media

Engagement
Training

David
Liem

Partner,
Happy
Marketer
david@happymarketer.com

Hello@happymarketer.com

About Happy Marketer?
• Headquartered in Singapore
• Provides Strategic Consulting and
Training Services
• Focused on bringing market leading
thought leadership in Social Media
Marketing to APAC
• Trained over 1500 professionals in
less than 2 years
• Yahoo & Google Certiﬁed Partners


Happy Marketer.
more business from your website

A little about myself…
David Liem
Senior Consultant, Happy Marketer
david@happymarketer.com

Hello@HappyMarketer.com

David’s Proﬁle


IDK

LOL

OTOT

FTW

BF

BFF4L

BFFLTDDUP

@}--->----

#Fail

Friendzone

Abuden

What’s a MEME?


Social
Network
Users


Million People on
Earth are on


Visited site in Singapore


Billion hours
a month watching


Million messages
get sent a day on


Billion mobile phone
subscribers in Asia


$
Ave. amount spent online
In Singapore
(ages 18+)

How do you spend time on the Internet?
Rank the following according to time spend:
1. Games
2. Social Networks / Blogs
3. Email
4. Search Engines
5. Videos/Movies
6. IM
7. Online Shopping
8. Online Portals: (Yahoo!, MSN)


What does it take to be
successful on
Social Media?


Platforms we used
• Based on Facebook and YouTube since we knew most kept
in touch this way.


We brought out our fun side
• We made sure our videos were funny and entertaining


We educated & brought value to audience


We engaged the community online and off
• Lots of Videos


Created opportunities for get involved


Present at most major events
• Keep in regular (physical) touch with your community


In Essence:

1.Entertain
2.Enlighten
3.Engage


The

Social
Media

Landscape


Your Website


Emerging Web Design Trends
• “Don’t make me think”
• Simple Navigation
• Large Headlines vs lots of text


Socialize Your Website
• Add social media buttons to your home page

• Add a Facebook Like box to your website

• Portal for your social media channels


Strengths & Weaknesses
• Strengths
• Effective for branding, sparking excitement with product
announcements, information gathering from ofﬁcial source

• Weaknesses
• May appear ‘one-sided’, glossed over, fake
• Info may not be as ‘cutting edge’ as 3rd party sites


Collaborating with Popular Bloggers


Strengths
• More content, perspectives for loyal customers, Able to
clarify misunderstandings, search engines visibility, humanizes
brand, collaborate, publishing articles increase brand value,
repeat visitors, feedback
Weaknesses
• Time commitment


Web / News Portals


Shopping Portals


Online Shopping Channels


Topic Speciﬁc Portals


Strengths
• Source of ‘alternative’ views, comments = transparency,
better understanding
• Product reviews / testimonials are powerful to shape
customer sentiment
• Great for PR
Weaknesses
• Lots of clutter / overload of information
• No control over user sentiment


• B2C


• Strengths
• It’s where the fishes are
• Repeat visitors, convenient channel to communicate
• Great for branding, short term engagement
• Weaknesses
• Hard to find direction/purpose, takes time
• Not strong for conversions without significant incentives


Tutorials


Thought Leadership


Activism and Citizen Journalism


Strengths
• High degree of engagement, realism, more likely to be
shared and go ‘viral’
• Powerful to shape user sentiment
• Consistent content rewards consistent viewers
Cons
• Can be Costly (but high quality content almost always
works)


Posting Important Updates


Customer Service


Strengths & Weaknesess
Strengths
• ‘Faster than TV’, cutting edge
• Easy to use, get ideas and answers
• Used by mobile & tablet users
• Share info quickly, directly interact, listen
Weaknesses
• 140 characters, time consuming, narcissistic, boring, service
often overwhelmed, low engagement levels


Reviews


Deal Websites


The current craze


Deals websites
• Effectively boost your brand visibility
• Groupon: 77 per cent of their users are women
• Can also tarnish your company’s reputation if deal is
misleading.


Google +
Strengths
•Friend’s circle makes it easy to share info with the right
group of friends, or colleagues,
•Less invasive / embarrassing adding people
•Group Hangout : video chat with up to 10 people
•Integrates with other Google products
Weaknesses
•Not easy to sort out info on Stream
•Reminiscent in many way of its main competitor: Facebook

Social
Media

Bloopers
&
Disasters


KFC Malaysia Food Disaster
• Staff ﬁlmed food mishandling


A fast sincere response = fast recovery
• A video apologizing from Director of Operations
• Ensures customers of
Action steps
• Invited to voice
Concerns on facebook


Not So SMRT:
A Case Study of Communications Failure
• Disruptions not updated by Twitter despite happening
during working hours


Even internal messages were made public
• Public did not take lightly to
the internal memo.


Only at 11pm SMRT Responded
• In the absence of information, ‘Trolls’ take over

• Failure to develop communication channel in crisis situation
for internal and external parties

• Failure to listen to public feedback during crisis


Leaking internal memo’s
•


Making light of a serious situation...backﬁres


Personal behavior damages company rep.


The
Power

of
Social?

Spreading
harmony
&
brotherhood

The
choice
is
yours
&
the
power
is
in

your
hand

With
great
power
comes
great

responsibility!

And
responsibility
is
underpinned
with
some
rules
&

protocols

Social
Media

Protocol

What
is
protocol?
“Is
a
code
of
behavior
that
delineates

expectaAons
for
social
behavior
according
to

contemporary
convenAons
in
socieAes”

RULES!

Why
are
rules

important?
They
provide
structure
to
any
organizaAon
&
set
disciplined
norms
that
drive
behavior
and
acAons.

But
rules
are
boring
&
binding!
Yes,
hence
many
do
not
follow
them
naturally!

‘Rules’
aligned
to
mission
statement

CAN?

‘Rules’
Aed

to
values!

CAN?

‘Rules’
aligned
to
KPIs
&
incenAves!

CAN?

Mission
Statement

Values

KPIs
&
incenAves

So,
what
is

MENDAKI’s

mission?

To
navigate,
empower

and
posiAon
the
Malay/Muslim

community
at
the
forefront
of

excellence

So,
what
are

MENDAKI’s

values?

‘Keluarga
AKRAB’

AkAf
KreaAf
RealisAk
Azam
Bijaksana

&
what
are
some

of
MENDAKI’s

KPIs?

MENDAKI
KPIs
EducaAon
Youth
Employability
Fundraising
Volunteerism

Fundraising

US$28M
raised
from
social
media.

90%
were
below
$100
contribuAons

Fundraising
Over
$10M

raised
via
social
media

www.facebook.com/HappyMarketer
@hmarketer

Social Media Engagement

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