Social Media for Retails, Singapore

Social Media Marketing For Retailers

Jointly organised by Happy Marketer & The Retail Academy of Singapore

Social Media Marketing for Retailers

David Liem

Senior Consultant, Happy Marketer

david@happymarketer.com

Past Social Media Trainings

David’s Profile

Our Job is to Create…

Relevance Content

Context

Why Social Media?

http://www.hitwise.com/

1. Go where the fishes are

2. More Business

3. Trust is harder to earn

It allows you show entertain & engage.

http://www.blendtec.com/willitblend/

Results

• 158 million video views

• Sales increased 700% after videos launched

• 375,000 subscribers on YouTube

• Plenty of PR: National TV, radio, internet coverage, Social media marketers awed.

It allows you to share your story.

It gives you a chance to stand out of the crowd.

The results

• 76% jump in traffic

• Outperformed all of its competitors

• 770,000 facebook fans

• 45,000 Twitter followers

• Alexander has his own plush toy

It gives you a chance connect to your customer in a meaningful way.

Social Media Landscape

Your Website

Your Company Blog

• Company voice or individuals?

Web Portal

Pros & Cons

• One sided, users desire alternative views, transparency

• Testimonials go a long way

• Critical for first impressions: usability - how well do you know your customers?

• Is the most credible place for Point of Sale

• B2C

Pros & Cons

• Many businesses have a presence, but no direction/purpose

• Good for branding, not for conversions

• Time Consuming

• 2 Billion videos watched every day

• 516 Million Views – Most Popular Video - Justin Bieber

• 35 hours of videos uploaded ea/ min

• Over 13 million hours of footage uploaded in 2010

• Pros: Viral, engaging educational, funny videos global audience, subcribers

• Cons: Copyright issues, message may backfire

• 4th popular social site - 1.17%

• Microblogging, share info quickly, directly interact, listen

• Pros: easy to use, get ideas and answers quickly, networking, employee empowerment

• Cons: 140 characters, time consuming, narcissistic, boring, service often overwhelmed

Customer Service

• Social networks for professionals

• Pros: Create a customizable business page build network, collaboration, groups, share expertise, research tool, recruiting, connect with other employees

• Cons: Smaller network than Facebook, slow linking process, less conversation

Review Websites

• People love ratings, reviews, top 10 lists

• If you have good ratings show it off

• If it don’t have any, find sites that do, or encourage reviews/feedback

Reviews

Video Reviews

Blog Network Advertising

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.

The current craze

Social Media Case Studies

Haagen-Daz Singapore

Lots of contests and specials

Location-Based Marketing

What is it?

• Multimedia + content to mobile

device dependent on location

What can people do?

What can businesses do?

Types of Attractive Specials

• Friends Special – Check in with 4 friends

• Newbie Special – First time visitors

• Mayor Special – Most visited person

• Loyalty Special – 5th check-in…

• Many more!

Why People Use Geo-Apps

• 7% Coupons

• 4% Badges and passport stamps

• Social Engagement

– 40% “connect with people I know or could meet”

– 21% “find a place liked by people they trust.”

Whitehorse Geolocation survey

What to consider?

• Pros:

– Singapore’s Small Geographical Size,

– hyperlocal targeting by local audience,

– relatively low cost

• Cons:

– May not work in decentralized conditions,

– not mainstream (but might change soon),

– lack of incentives for increased interactions,

– extra training / coordination for (high turnover) ground staff

Online Reputation Tools

Why it’s so important

• Monitor, repair, and manage the status of the business

• Stay in tune / connect with the customer, real time

• Develop marketing ideas

• Learn from the feedback it brings backs to you, whether positive or negative

• Reformat your promotional materials to minimize the effects of a possible reputation threat

Social Media Monitoring

Keyword monitoring

Keyword Popularity Research

Twitter Search

Forum Monitoring

Industry monitoring

Website Popularity

10 Social Media Metrics You Should Be Monitoring

1. & 2. Visitors & Traffic Sources

• Comparison on quantity and quality of traffic to your website

• Web Analytics (Google Analytics, Omniture)

3. Community Size (Fans, Friends, Followers)

4. Membership Increase & active members

5. Leads / Conversions

• Subscriptions

• Sales (direct or affiliate)

• Application use

• Downloads

• Contact forms

5. Leads / Conversions

• Me: “Hey Mr. Customer, do you mind if I ask how did you find me?”

• Client: “Oh yeah! last week I followed your tweet and read your post about the 7 examples of awesome personal brands…”

New Prospects: 8 (6 from Twitter/1

from Facebook/1 from LinkedIn)

New Clients: 4 (3 from Twitter/1 from

LinkedIn).

6. Brand Mentions

7. Mentions by Media Type

8. Sentiment

• And the shift in sentiment over time

9. Comments

• Through Blog, Facebook, Twitter, Social Voting

10. Money Spent (ROI)

• ROI = (revenue - investment) + X / investment * 100

• What is your goal?

– Change in Revenue

– Number of leads

– Employee Retention or Productivity, cost of training

– Customer engagement, idea generation

– Social Good

Facebook Marketing Tactics

1.Increase Community Size

2.Increase Interactions

Like Blocks

• Good for fan acquisition

• May have high (50% drop off rate)

Give Away’s

Photo or Video Contests

• Varying levels of success

• Women more active with photo-sharing than men (*Pixable study)

• Running a photo or video contest outside of an app : violation of Facebook's Terms

Sweepstakes

Create a Facebook Game

• Can be highly engaging and creative way to boost reputation

• May be costly, and low quality

http://www.facebook.com/AirAsia

Customer Service

How to build your Facebook community

Organically – Keep them busy

http://alexkaris.posterous.com/how-to-build-a-facebook-community

Keep it fresh! Update your page regularly

Be part of the conversation

Shortcut: Buy your community

Facebook Insights

Integrating Facebook with your site

Video Marketing

Why Rich Media Rules

• It genuinely ENGAGES your audience

• Opportunity to present your brand’s personality

• (Quality) Content is King

• Highly likely to be shared (Viral)

http://www.blendtec.com/willitblend/

Success on YouTube

1. Focus on content, not on viewers

2. A consistent audience requires consistent content.

3. There is only one rule for content… …and that is “What do you genuinely enjoy making?”

YouTube Video Statistics

Twitter

Interact with followers

Customer Service

Run Contests

Find people

Reply, Retweet

Search

Social Media Management

Integrating Online & Offline Campaigns

Partnering with Schools

Twitter

• Track # of mentions, exclusive promo codes to track sales

Facebook

• Ran contests, customer service, share photos/videos

• First 1000 fans get a free beer

• Measured post quality (number of interactions/comments), traffic to website

Foursquare

Friendly Website

Implementing Social Media in your Organisation

Who does social media belong to?

Marketing • To increase sales

• To increase traffic to your website

• To increase exposure to your brand

• To launch new products

• To receive feedback and ideas

• To be fully integrated with all marketing programs

Public Relations

• To post the latest company news

• To act as an official source of company information

• To act as a “quick response” to any immediate rumors/news

• To facilitate new relationships with bloggers and media

• To monitor buzz and insights

• To post new job opportunities

http://blogs.imediaconnection.com/blog/2010/08/31/does-social-media-belong-in-pr-or-marketing-divisions/

Hiring a Social Media Specialist?

• Hire a consultant ($1500/m +)

– Can be highly effective, they have all the resources

– Investment isn't too big, because it's temporary

– Be committed once they leave

• Hire a full-time employee

– Marketers at the core

– Must be realistic & money minded

– Can effectively weave business in Social media

– Build social media ‘capital’ in your organisation

http://www.inc.com/guides/2010/08/how-to-hire-a-social-media-specialist_pagen_2.html

Social Media Game Plan

1.Business Objectives

2.Target Audience

3.Social Media Strategies & Tools

Business Objectives

• “I would like to have 500 fans on my facebook page and 150 followers on my twitter account.”

• “I would like to increase the volume of traffic to my website and store by 50% over the next 6 months.”

• “I would like to capture 300 new leads using my “free offer” on my website.”

Target Audience, Needs

Target

• Adults 18-35

• Teachers

• Parents

• Teens 13-18

• Exectives

• Tech Savvy Users

• Tourists

• Fashion tips/advice

• Promotions/Deals

• Product Reviews

• Funky phone accessories

• The latest gadgets

• Unique sightseeing / shopping ideas

How will you build a community of trust?

• Offer regular investment tips, online chat support (through facebook groups)

• Create an ultimate SG teaching guide to classroom management, get teachers to submit their GCP’s

• Produce gadget reviews from everyday users, off the street, random people

• Provide exclusive content for sightseeing events published on facebook page

Social Media Strategies & Tools • Design a Facebook Fan/Group Page, Add

a Fan Page widget on the blog.

• Add a poll function to my facebook page/website

• Set up a twitter account, gather exclusive content to share

• Create a contest & promote it to your Facebook, Twitter, website community

• Build community through Facebook Ads

• Publish content on slideshare, youtube

Social Media Marketing for Retailers

David Liem

Senior Consultant, Happy Marketer

david@happymarketer.com

Social Media for Retails, Singapore

Business

Transcript of Social Media for Retails, Singapore

Retails Projects - KFA

Singapore Gymnastics & New Media Proposal

Retails Furnitures Fixtures POSM

Retails and resturant profile

Singapore Budget 2012 Media Analysis

Retails brands on top of Social Media

Planning & Budgeting for ITC retails

Retails Region Light Beam Angles

Shares Investment Media Kit (Singapore)

Singapore Media Fusion Plan

Ketsaal Retails LLP

Social Media Recap 2011 (Singapore)

NMart Retails Ltd (Network Marketing/MLM)

Retails Marketing WEB

Social Media Training Singapore, Malaysia

organised retails

Grooming for Retails Staff

Opportunities in New Media Singapore

Consumer Behaviour towards “Spencer’s Retails”

Energy performance retails