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Social Media for Retailers - David
1. Social Media Marketing For Retailers
Retail and
Social Media
David Liem
Cofounder, Happy Marketer
david@happymarketer.com
Jointly organised by Happy Marketer The Retail Academy of Singapore
Social Media Marketing For Retailers
This course is designed for you to
• Understand current trends and behavior in Web-Based,
Mobile and Social Media
• Improve your organization s approach to generating
interest through social media
• Generate ideas for upcoming marketing activities
• Be a non-competitive and confidential
environment for retailers to share ideas and learnings in
social media marketing
Jointly organised by Happy Marketer The Retail Academy of Singapore
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2. Social Media Marketing For Retailers
Happy Marketer.
more business from your website
A little about myself…
Jointly organised by Happy Marketer The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer The Retail Academy of Singapore
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3. Social Media Marketing For Retailers
Jointly organised by Happy Marketer The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer The Retail Academy of Singapore
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4. Social Media Marketing For Retailers
Jointly organised by Happy Marketer The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer The Retail Academy of Singapore
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5. Social Media Marketing For Retailers
Jointly organised by Happy Marketer The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer The Retail Academy of Singapore
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6. Social Media Marketing For Retailers
Jointly organised by Happy Marketer The Retail Academy of Singapore
Social Media Marketing For Retailers
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
Jointly organised by Happy Marketer The Retail Academy of Singapore
Hello@HappyMarketer.com
Hello@happymarketer.com
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7. Social Media Marketing For Retailers
Internet IQ Quiz Time!
Jointly organised by Happy Marketer The Retail Academy of Singapore
Social Media Marketing For Retailers
What letter in the Greek alphabet appears
under Wikipedia’s missing puzzle piece?
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8. Social Media Marketing For Retailers
What are the max number of characters
allowed in a tweet?
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Social Media Marketing For Retailers
What does ‘nom nom’ refer to?
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9. Social Media Marketing For Retailers
Match the website to its founder
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Social Media Marketing For Retailers
Rank these 4 celebrities on Twitter in the
order of most # of followers
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10. Social Media Marketing For Retailers
Rank Facebook in terms of population with
these other countries from biggest to smallest
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Social Media Marketing For Retailers
Rank these top 4 search engines in order of
most used:
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11. Social Media Marketing For Retailers
1 billion
Social Network Users
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Social Media Marketing For Retailers
900 million
Million People on
Earth are on
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12. Social Media Marketing For Retailers
#1
Visited site in Singapore
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Social Media Marketing For Retailers
3
Billion
hours a month watching
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13. Social Media Marketing For Retailers
1.6
Million messages
get sent a day on
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Social Media Marketing For Retailers
2+
Billion mobile phone
subscribers in Asia
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14. Social Media Marketing For Retailers
$
1500
Ave. amount spent online
In Singapore
(ages 18+)
Jointly organised by Happy Marketer The Retail Academy of Singapore
Social Media Marketing For Retailers
Why go into social media?
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15. Social Media Marketing For Retailers
It could be that one thing that sets
you apart from your competitors…
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Social Media Marketing For Retailers
Trust is harder to earn
• How things used to be...
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16. Social Media Marketing For Retailers
How people are actually influenced
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Social Media Marketing For Retailers
Social Media Lessons
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17. Social Media Marketing For Retailers
What comes around goes around…
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Social Media Marketing For Retailers
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Social Media Marketing For Retailers
KFC Malaysia Food Disaster
• Staff filmed food mishandling
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A fast sincere response = fast recovery
• A video apologizing from Director of Operations
• Ensures customers of
Action steps
• Invited to voice
Concerns on facebook
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Not So SMRT: Social Media Marketing For Retailers
A Case Study of Communications Failure
Disruptions not updated by Twitter despite happening during
•
working hours
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Even internal messages were made public
• Public did not take lightly to the internal memo.
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Social Media Marketing For Retailers
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
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Making light of a serious situation...backfires
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Social Media Marketing For Retailers
Personal behavior damages company rep.
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22. Social Media Marketing For Retailers
What are the top reasons
people
Choose your brand?
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Social Media Marketing For Retailers
What are the top feelings
people
experience with your
brand
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23. Social Media Marketing For Retailers
Your Goals in Social Media:
1. Create Friendships
2. Create a Community
3. Create EMOTION
Jointly organised by Happy Marketer The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer The Retail Academy of Singapore
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24. Social Media Marketing For Retailers
Create Friendships
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Social Media Marketing For Retailers
Create a Community
• Behind the Scenes
• Read feedback
• Keep in touch with what’s
happening
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25. Social Media Marketing For Retailers
Create Emotion
• Personal Point of View
Jointly organised by Happy Marketer The Retail Academy of Singapore
Social Media Marketing For Retailers
We have many tools to choose from...
800 MM+ monthly active users
15MM+ users
800MM+ monthly users visit site
15MM+ users
232MM+ monthly active users
6MM+ users
230MM+ users
2MM+ users
135MM+ users
2MM+ users
115MM+ subscribers
2MM+ users
62MM+ users
1.5MM+ users
51MM+ users
500K+ users
20MM+ blogs
100K+ users
Source: Official and Estimated statistics. Facebook,YouTube, Zynga, Twitter, LinkedIn, Groupon, Flickr, Tumblr, Instagram, Foursquare, Pinterest, scvngr, Path, Google+
SlashGear, TechCrunch / Comscore, FastCompany, Oink: TechCrunch, GetGlue, Foodspotting: Soraya Darabi’s LinkedIn
EC
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The
Social Media
Landscape
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Social Media Marketing For Retailers
The Corporate Website
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Web Design Tips
• Don t make me think
• Simple and friendly navigation
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Social Media Marketing For Retailers
Friendly design
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Jointly organised by Happy Marketer The Retail Academy of Singapore
Social Media Marketing For Retailers
Socialize Your Website
• Add social media share buttons to your home page
• Add a Facebook Like box to your website
• Portal for your social media channels
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29. Social Media Marketing For Retailers
Strengths Weaknesses
Strengths
• Effective for branding, sparking excitement with product
announcements,
• Information gathering from the official source
Weaknesses
• May appear one-sided , glossed over, fake
• Info may not be as cutting edge as 3rd party sites
Jointly organised by Happy Marketer The Retail Academy of Singapore
Social Media Marketing For Retailers
Facebook
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Timeline for Businesses, Features
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Hello@HappyMarketer.com
Social Media Marketing For Retailers
Jointly organised by Happy Marketer The Retail Academy of Singapore
Hello@HappyMarketer.com
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Behind-the-Scenes, On-the-Ground updates
Jointly organised by Happy Marketer The Retail Academy of Singapore
Hello@HappyMarketer.com
Social Media Marketing For Retailers
Strengths Weaknesses
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
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32. Social Media Marketing For Retailers
YouTube
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Social Media Marketing For Retailers
YouTube
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How it s made videos
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Social Media Marketing For Retailers
Testimonials
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Strengths Weaknesses
Strengths
• High degree of engagement, realism, more likely to be shared and
go viral
• Powerful to shape user sentiment
• Consistent content rewards consistent viewers
Weaknesses
• Costly (but high quality content almost always works)
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Social Media Marketing For Retailers
Pintrest
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Pintrest
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Social Media Marketing For Retailers
Infographics
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Strengths Weaknesses
Strengths
• Fast growing network
• Visually appealing
• Easy to share
Spark initial interest
Weaknesses
• Pictures must be visually appealing to attract attention
• Cluttered
• Lower degree of interactivity between brands and users
Jointly organised by Happy Marketer The Retail Academy of Singapore
Social Media Marketing For Retailers
Your Goals in Social Media:
1. Create EMOTION
2. Create Friendships
3. Create a Community
Jointly organised by Happy Marketer The Retail Academy of Singapore
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Asset Creation
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer The Retail Academy of Singapore
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The 10 Reasons We Share
1. It’s Hilarious
6. It’s not covered by
2. It’s Incredible / mainstream Media
Unbelievable
7. It makes me Smile
3. It’s Emotional
8. It’s Dramatic
4. It’s Relevant
9. It’s Embarrassing
5. It makes us Think
10. It’s Provocative
Jointly organised by Happy Marketer The Retail Academy of Singapore
Social Media Marketing For Retailers
1. It’s Hilarious!
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Jointly organised by Happy Marketer The Retail Academy of Singapore
Social Media Marketing For Retailers
2. It’s incredible
• Example : Pictures
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Interactive can be incredible too
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Social Media Marketing For Retailers
3. It’s Emotional
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Jointly organised by Happy Marketer The Retail Academy of Singapore
Social Media Marketing For Retailers
4. It’s Relevant
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Social Media Marketing For Retailers
5. Makes us stop and think
• Case studies videos
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Interviews
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Social Media Marketing For Retailers
6. It isn’t covered by mainstream media
• Behind the scenes, demos, exclusive content
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Jointly organised by Happy Marketer The Retail Academy of Singapore
Social Media Marketing For Retailers
7. It makes us smile J
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Social Media Marketing For Retailers
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8. It’s Dramatic
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Social Media Marketing For Retailers
• Fashion Fails!
9. It’s Embarrassing
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Jointly organised by Happy Marketer The Retail Academy of Singapore
Social Media Marketing For Retailers
10. Provocative (But Safe for Work)
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48. Social Media Marketing For Retailers
The 10 Reasons We Share
1. It’s Hilarious
6. It’s not covered by
2. It’s Incredible / mainstream Media
Unbelievable
7. It makes me Smile
3. It’s Emotional
8. It’s Dramatic
4. It’s Relevant
9. It’s Embarrassing
5. It makes us Think
10. It’s Provocative
Jointly organised by Happy Marketer The Retail Academy of Singapore
Social Media Marketing For Retailers
15 Proven Web Content
Recipes
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#1 – Answer Your Customers’ Questions
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Social Media Marketing For Retailers
#2 – Reveal Your Secret Tips Tricks
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#3 – Bust An Urban Myth
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Social Media Marketing For Retailers
#4 – Write A Case Study
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#5 – Write A Blog
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Social Media Marketing For Retailers
#6 – Write Your Company’s History
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#7 – Start A Debate
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Social Media Marketing For Retailers
#8 – Review of the Year
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#9 – Report on an Event
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Social Media Marketing For Retailers
#10 – Jargon Buster
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#11 – Review a Book or Product
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Social Media Marketing For Retailers
#12 – Build a Top 10 List
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#13 – Interview an Expert
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Social Media Marketing For Retailers
#14 – Write an A to Z
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#15 – Publish Your Own
Surveys
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Social Media Marketing For Retailers
Online
Reputation Tools
Jointly organised by Happy Marketer TheThe Retail AcademySingapore
Jointly organised by Happy Marketer Retail Academy of of Singapore
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Jointly organised by Happy Marketer The Retail Academy of Singapore
Social Media Marketing For Retailers
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
Jointly organised by Happy Marketer The Retail Academy of Singapore
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Social Media Monitoring
Jointly organised by Happy Marketer The Retail Academy of Singapore
Now
that
we
know
how
they
are
feeling,
lets
see
what
are
they
are
searching
for
today??
Social Media Marketing For Retailers
Jointly organised by Happy Marketer The Retail Academy of Singapore
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Keyword monitoring
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Social Media Marketing For Retailers
Keyword Popularity Research
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Social Media Marketing For Retailers
Twitter Search
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Forum Monitoring
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Social Media Marketing For Retailers
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Industry monitoring
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Social Media Marketing For Retailers
Website Popularity
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YouTube Video Statistics
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Social Media Marketing For Retailers
Facebook Insights
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Social Media Management
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Social Media Marketing For Retailers
Competitor Analysis
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Research your competitors
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