social media for marketing

1. Integrating Social Media Into Your
Marketing Mix
Jereme Wong (COO, clickTRUE)
@jeremewong
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2. Image by Roo Reynolds used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zerega/1366292835
Companies jumping into
Social Media
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3. Image by Andy Ciordia used with Attribution as directed by Creative Commons http://www.flickr.com/photos/30231516@N00/
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4. Image by Aaron Berkovich used with Attribution as directed by Creative Commons http://www.flickr.com/photos/14843475@N03/3719067
Without a clear goal, you can
get lost easily.
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5. Key Themes
• What is Social Media?
• Rules of Engagement?
• How to Start Social Media Marketing?
• Case Study: Discover Nikon
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6. Image by Aaron Berkovich used with Attribution as directed by Creative Commons http://www.flickr.com/photos/14843475@N03/3719067
Without a clear goal, you can
get lost easily.
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7. What is Social Media?
clickTRUE Confidential and Proprietary 7

8. What is Social Media?
Social Media… Teen Sex??
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9. What is Social Media?
• ”Social media supports the human need for social interaction with
technology, transforming broadcast media monologues (one to
many) into social media dialogues (many to many)...”
• It supports the democratization of knowledge and information,
transforming people from content consumers into content
producers.”
Brand
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10. What is Social Media?
Traditional Today
Brand
Brand
Where brand is broadcasting to Shift to social media dialogues
consumers
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11. What is Social Media?
• Social networking sites (Facebook, LinkedIn, MySpace…)
• Blogs (WordPress, LiveJournal, Posterous…)
• Microblogging (Twitter, Facebook Status…)
• Social bookmarking (Delicious, StumbleUpon, Digg…)
• Media sharing (Flickr, YouTube, Vimeo…)
• + Podcasts, Virtual worlds….
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12. Rules of engagement
clickTRUE Confidential and Proprietary 12

13. #1. The Right Mindset & Attitude
From top management to ground
staff and across departments:
1.Participation
2.Openness
3.Authentic
4.Honest
5.Be Prepared to Apologise!
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14. #1. The Right Mindset & Attitude (eg.)
“While we’re sure this was a great deal for customers, it was inadvertent, and we took a big loss (over $1.6
million - ouch) selling so many items so far under cost. However, it was our mistake. We will be honoring all
purchases that took place on 6pm.com during our mess up. We apologize to anyone that was confused and/or
frustrated during out little hiccup and thank you all for being such great customers. “
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15. #1. The Right Mindset & Attitude (eg.)
Tiger not only ignored the negative comments, they deleted them
and banned those users from posting again!
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16. 2. Commitment & Consistency
• Do you have a resource committed to customer service?
• How about upkeeping the blog/newsletter content?
• Are your actions consistent in the online and offline world?
The reason why Mac users are so loyal: Apple' brand.
s
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17. 2. Commitment & Consistency (eg.)
the next day…
No Bill Shock??
50% off the bill and a satisfied customer!
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18. 3. React Fast & Be Prepared
• Expectation of fast response time
• Discuss internally to agree on workflows and “model” answers
• Go with your gut feel and observe Rule #1
Best Practices:
• Social media is public. Your fans and followers have the right to
make negative comments – it’s your company’s job to turn those
negative comments around
• If possible, suggest that customers contact you privately to send
their email address or phone number for more in-depth discussion
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19. 3. React Fast & Be Prepared
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20. Preparing For Social Media Marketing
• The Right Mindset & Attitude
Participation
Openness
Authentic
Honest
Be Prepared to Apologise
• Commitment & Consistency
• React Fast & Be Prepared
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21. How to do it?
clickTRUE Confidential and Proprietary 21

22. How To Start Social Media Marketing
1.Create a SMM Strategy
• Set your goals
• Understand your assets
• Choose the right tools
• Assign enough resources
• Create a policy and communicate
it to everyone
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23. How To Start Social Media Marketing
2. Focus On Dialogs
• Start with your customers
• Ask how you can benefit for your
customers
• Listen
• Answer
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24. How To Start Social Media Marketing
3. Measure
• Setup your measurement tools
• Gain actionable insights
• Re-evaluate your strategy
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25. How To Start Social Media Marketing
4. Commit!
It’s a marriage, not a one night stand!
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27. DiscoverNikon
Case Study
clickTRUE Confidential and Proprietary 27

28. Discover Nikon
The Challenge
• Nikon wanted a platform to bind photo-enthusiasts together.
• Using this platform, they hope to further engage the community with
Nikon’s new products and services.
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29. Discover Nikon
The Strategy
• Assess Nikon’s existing assets and resources
• Leverage on Facebook Page to build a growing community
• Devise a series of contests to grow this community
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30. Discover Nikon
The Impact
• 10,000 of fans within 2 months (purely organic)
• Average of 400 interactions per week on fan page
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31. Creating a Engagement Strategy via Contest
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32. Microsite & Facebook Fan Page
Discover Nikon CountdownPage Contest
Discover Nikon Facebook 2010
Discover Nikon Microsite
Discover Nikon Twitter Page
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33. Sample Contest Ran On Facebook
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34. 2mins After Launch

35. 6mins After Launch

36. Contest Drew 70 Responses
“Some of the fans were
eagerly awaiting by their
Facebook page 15 mins before we
launch our contest! Seeing how the
responses pour in was simply
thrilling!”
Samantha, Nikon Asia Marketing
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37. Measuring Across The Social Media Landscape
2 Months Into Campaign:
A) Very Negative - 351 (8.8%) [-1.0%]
B) Negative – 180 (4.5%) [+0.1%]
C) Neutral – 1393 (35%) [+1.6%]
D) Positive – 386 (9.7%) [-1.1%]
E) Very Positive – 1674 (42%) [+0.4%]
F) Total Posts – 3984
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38. BONUS: Increase of Organic Search Ranking
New page
achieved 1st page
ranking

39. Why Is The Campaign Successful?
Key Takeaways:
Client understood what it takes to embrace Social Media Marketing
and work closely with us to gain trust of their fans
Knowing client’s available assets and resources allow us to choose
the right social tool and engagement strategy
clickTRUE’s best practices and intimate understanding of how to
leverage various social tool helped to escalate the success of the
campaign within a short period
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40. Ready?
Thank You!
@jeremewong
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