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

[email protected]

mailto:[email protected]



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.



The

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



Apps



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



Goals

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.youtube.com/watch?v=s2XLZsiCBsA&feature=related



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

Needs

• 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

[email protected]

mailto:[email protected]

Social Media for Retails, Singapore

Business

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