the Power of Soc ia l Inf luencers to drive Brand Awareness & e-Commerce Sales

by Tang Siew WaiChief Executive Officer, ModeFair

• 16 years of combined experience in ICT and e-Commerce industries

• Currently running a new e-Commerce startup, ModeFair, which officially started business operations in Feb 2017

• Previously:• the Country Head (Malaysia & Middle East) of www.reebonz.com ,

the Largest Luxury e-Commerce player in Asia Pacific• the Regional Marketing Director of www.huawei.com for South

Pacific Region (7 countries)

• Held various roles in MNCs covering Biz Development, Marketing, Product Management, Tech etc

• Aims to actively contribute to the growth of e-Commerce in this region

• Feel free to connect at https://www.linkedin.com/in/swtang/or siewwai.tang@modefair.com

QUICK INFO ABOUT SIEW WAI

EFFECTIVE FOR YOU ?

IS CONVENTIONAL

HOW OFTEN DO CONSUMERS RESPOND TO YOUR ADS THESE DAYS ?

ARE THE CONTENTS OF YOUR ADS ENGAGING with the right people ?

DO CONSUMERS TRUST WHAT YOU SAY ABOUT YOUR BRAND ?

ARE THERE MORE EFFECTIVE WAYS TO ENGAGE MY TARGET AUDIENCE ABOUT

MY PRODUCTS?

THERE’S LARGE & GROWING TREND OFPEOPLE SUPPORTING SOCIAL INFLUENCERS

https://www.instagram.com/p/BXCFCyVHmHR/?tagged=modefair

https://www.instagram.com/p/BXCFCyVHmHR/?tagged=modefair

These are all Sales Opportunities

71% of consumers are more likely to make a

purchase based on a social media reference

RELEVANT CONTENTSSome people do not respond to Ads.

A viable way to reach them is to provide content

they want from people they like / admire / support

92% of people trust recommendations from individuals

over brands (even if they don’t know them)

SHAPE PURCHASE DECISIONS

RECOMMENDATIONS

Fans who admire the lifestyle of Influencers

want to be like them

https://www.ion.co/essential-stats-for-influencer-marketing-in-2017https://www.ion.co/11-essential-stats-for-influencer-marketing-in-2016

Sources:

IS THE INFLUENCER MARKETING SPACEBIG ENOUGH IN MALAYSIA ?

18 MilActive Social Media Users

6.5 MilInstagram

Users

http://www.thestar.com.my/tech/tech-news/2016/05/05/facebook-officially-opens-malaysia-office/

http://www.ecommercemilo.com/2016/04/how-many-instagram-users-in-malaysia.html

Sources:

MODEFAIR IS DESIGNED TO ADDRESS THE NEEDSFROM BRANDS + SOCIAL INFLUENCERS + SHOPPERS

• more FOLLOWERS

• more ENDORSEMENTS

• an ASSOCIATION with the Brands they love!

• more SALES REVENUE $$$

• higher BRAND AWARENESS

• an ASSOCIATION with the right

Influencers for marketing

I N F L U E N C E R W A N T S :B R A N D W A N T S : FA N S W A N T :

• to purchase CURATED

PRODUCTS from the

Influencers they

admire / support

www.youtube.com/watch?v=JC5_3WkgUkw&feature=youtu.be

1) Decide on Product(s) to promote

to Influencers

2) Set Campaign Rules

3) Define Targets & Rewards for

Influencers

4) Publish Campaign on MF

Influencer App

B R A N D :

1) Browse Campaigns that are targeted at them

2) Read Campaign Rules; Endorse if suitable

3) Receive Product Sample

4) Wear / Use sample, and come out with

creative post(s) in Social Media

5) Submit Campaign Checklist

I N F L U E N C E R :

1) Assist to design campaigns

2) Deliver Product Sample(s) to Influencers

3) Track Campaign Deliverables

4) Follow up with Influencers

5) Reporting (Campaign Results and e-

Commerce Sales)

B R A N D SMerchants / Distributors / Representatives

S O C I A L I N F L U E N C E R SOpinion Leaders in your Community

E-commerce website

for consumers

CONSUMERS CAN:

• discover products curated by Influencers

• easily purchase products endorsed by Influencers

Exclusive app for

Social Influencer

INFLUENCERS CAN:

• endorse marketing campaigns

• request samples from Brands

• manage their online stores

a SOCIAL E-COMMERCE platform where BRANDS and SOCIAL INFLUENCERS come together and collaborate to share curated products & services. Our SOLUTION

WHY IT ’S GOOD TO CONSIDER STARTING YOURINFLUENCER MARKETING EFFORTS NOW

Establish trust / credibility with your target customers

If a famous person is using your product, it won’t seem like a bad choice. People are more willing to try.

Getting around ad-blockers to reach your audiences

Your target customers will more likely notice the User-Generated Content via Social Posts (IG, FB etc)

BOOST SEO

The more people mention your brand on social media, the more popular and relevant you will be on Google and other search engines

1

2 3

EVEN AMAZON.COM IS GETTING INTOTHE INFLUENCER MARKETING GAME

… BUT PLEASE DON’T JUMP INTOINFLUENCER MARKETING STRAIGHT AWAY

UNDERTANDING BRAND INFLUENCERS,BRAND ADVOCATES & BRAND LOYALISTS

PROFILE BUSINESS GOAL AUDIENCEPRODUCT

KNOWLEDGEMOTIVATION

BrandINFLUENCER

Famous in Social Media / Blogger / Celebrity

Boost Brand Awareness, Build Trust + Association

Broad(fans / followers)

Low(unless he/she is an expert)

Association with Brand they like, Personal Satisfaction, $$$

BrandADVOCATE

Satisfied CustomerSpread the benefits of certain products

Limited (among friends)

Medium(speaks from positive experience)

Help friends & family

BrandLOYALIST

Die-hard Fan / Extreme Brand Lover

Build a community / fan club

Like-minded individuals

High(speaks from the heart, loyalist)

Become key community member, Social Recognition

Brands get access to a strong network of Social Influencersplus hassle-free fulfilment of e-commerce orders

S O C I A LI N F L U E N C E R S

O N L I N ES H O P P E R S

B R A N D S

Social Influencers get to collaborate with the Brands they likeplus earn Rewards and Passive Income from e-commerce sales

Online Shoppers get to purchase curated products from the Influencers they admire / support

HOW DOES MODEFAIR FIT IN?

OUR VALUE PROPOSITION

OUR COLLABORATION WITH BRANDS + INFLUENCERS

The salon has 300+ extra followers on the night She posted her hair makeover experience.

https://www.instagram.com/p/BRiHAupFMhv/?tagged=modefair

https://www.instagram.com/p/BXF0hBCn6J8/?tagged=modefair

https://www.instagram.com/p/BS0fc2qFuBL/?tagged=modefair

https://www.instagram.com/p/BU9ntlaFHwN/?tagged=modefair

Good Influencers who can produce interesting short videos may get lots of video views

https://www.instagram.com/p/BT6GUMXgDMZ/?tagged=modefair

modefair.shop/idzham_ismail

https://www.modefair.com/store/idzham_ismail/Travel_Pillow___Upgrade_To_Sleeping_Class

SOME WILL PUT LINKS FOR FANS TO BUY OR REPLY TO DM

https://www.instagram.com/p/BSxP1DIltEa/?tagged=modefair

SOME people WILL google the brand / PRODUCT.Some will buy it from the influencer’s store @ modefair

SOME INFLUENCERS WILL POST MULTIPLE PHOTOS TO SHOW THE PRODUCT

https://www.instagram.com/p/BWCi3B4Aum5/?tagged=modefair

We deliver value for both local & international brands

https://www.instagram.com/p/BR5lhWRAf7l/?tagged=modefair

https://www.instagram.com/p/BTx7VKRg556/?tagged=modefair

We are collaborating on some exclusive products with our brand partners as well

https://www.instagram.com/explore/tags/modefair/

Do check out the #modefair posts by our SOCIAL influencers

#modefair

Beware of “insta-fakers” IF YOU’RE REACHING OUT YOURSELF

LIKES, FOLLOWERS, IMPRESSIONS (on blogs) can all be bought. Do a thorough check and read comments

LIKES & NUMBER OF FOLLOWERS ISN’T EVERYTHING

“micro-influencers” with targeted and engaged audiences, can often provide a much better rate of engagement for a brand.

Avoid putting ALL your eggs in influencer marketing

Spread your budget across all the other marketing channels that “may” work for you as well

DON’T FORCE INFLUENCERS TO SAY “TECHNICAL” THINGS

The Influencer’s Social Post may look like a “paid ad” and it will be deleted after some time. If fans are genuinely interested, they will find out more./

THINGS TO WATCH OUTWHEN YOU DO INFLUENCER MARKETING

HERE’S A BIT MORE INFO ABOUT MODEFAIR( i f y o u ’ r e i nte r e s te d to c o l l a b o ra te )

MODEFAIR INFLUENCER MOBILE APP

S O C I A L I N F LU E N C E R O N L I N E S TO R E S

USER-FRIENDLY MERCHANT DASHBOARD

I N F LU E N C E R S B R A N D PA R T N E R S

www.modefair.com/shop/list www.modefair.com/shop/allBrands

More than 120++ influencers (and growing…) More than 160++ brands (and growing…)

NOTES: ModeFair officially started our business operations in Feb 2017

All the Influencers listed at www.modefair.com have activated their online stores to curate products they like to sell online

SOME NEWS COVERAGE ABOUT MODEFAIR

http://www.thesundaily.my/news/2017/05/22/social-network

https://www.digitalnewsasia.com/startups/modefair-takes-e-commerce-whole-new-social-level

https://vulcanpost.com/613481/modefair-malaysia-startup-influencer-marketing/

www.theedgemarkets.com/article/venture-niche-ecommerce-platform-harnesses-power-social-influencers

http://www.enterpriseitnews.com.my/monetising-social-influence/

C R E AT I N G A M O D E FA I R C A M PA I G N I S

SUPER EASY!

S T E P 0 1

Provide info on Product/Service

you wish to promote

S T E P 0 2

Craft Campaign Rules & To-Do List

S T E P 0 3

Define targets & Rewards for

Influencers

D O N E

Done! You can now live

your campaign!

NOTE: Our friendly Relationship Manager will provide assistance to ensure our Brand Partners maximize the

potential of their investments for each campaign.

FEEL FREE TO CONTACT US ATpartners@modefa i r.com

THANK YOU!