By Ralph Szeto, CMRS Digital Soulutions Limited

1. The anatomy
of
social media marketing revisited
Jun 30th, 2010

2. Social media is not new …
Maturing of the Web
more and more sophisticated users under Web 2.0
era
Combination of established and newer technologies
New, collaborative, approach to how the web is
used
A different way of thinking about the Internet …that uses
CGM and evolving technologies

3. Facebook – newer web technology
Blogging

4. Facebook – newer web technology
MSN
(Instant Messenger)

5. Facebook – newer web technology
Emailing

6. Facebook – newer web technology
Flicker/
Picasa
(web album)

7. It comes from two words …
Media
Same as TV, it’s a medium
Connecting brand and customer
Appearing in more than one forms
Social
User engagement
Customer relation
Two/ multiple-ways communication

8. Key characteristics of social media
Digital community
Content generated by users
Engaging customers
Content, comment and
experience sharing
Trans-posting
Interlinking

9. Shifting further
AIDA
Attention  Interest  Desire  Action
AISAS*
Attention  Interest  Search  Action  Share
* Source : Dentsu Inc.

10. Traditional advertising
Brands
talk to
consumers

11. PRODUCT
PACKAGING
DISTRIBUTION
CRM
ADVERTISING
CONSUMER

12. Advertising in digital age
Brands
talk with
consumers

13. PRODUCT
PACKAGING
DISTRIBUTION
CRM
ADVERTISING
CONSUMER

14. Social media is used for …
Connect with customers 75%
Build company/ brand awareness 73%
Keep up with the trend 57%
Manage corporate reputation 24%
Generate sales & revenue 22%
Increase/maintain market share 18%
Manage stakeholder opinions 18%
Manage crisis 12%
Expand customer base 2%
Source : HK2A Ad spend 2010 conducted by Nielsen (Mar 2010)

15. Brand and Audience
Traditional Brand  Audience
Web 1.0 Brand  Audience
Web 2.0 Brand
+ Audience

16. Uniqlo Grid

17. The company
 UNIQLO 优衣库 is a brand of
FAST RETAILING in Japan
 Among the top 10 specialty
apparel retailers in the world
 Stores operating in China,
France, Hong Kong, Japan,
Korea, UK and USA
 “UNIQLO designs,
manufactures, markets and
sells casual wear that can be
worn by anyone, any day …”
www.uniqlo.com

18. UNIQLO grid
For constant change and user contribution
“UNIQLO is under constant change. Get involved and play
on the grid. Experiment with the logo and see your
compositions at UNIQLO stores”
 UNIQLO grid is a campaign to enable users to create
their own UNIQLO logos  customer engagement
www.uniqlo.com/grid

19. UNIQLO grid
Create

20. UNIQLO grid
Share

21. UNIQLO grid
On Mar 25, 2009, Till Jun 22, 2010,
there’re there’re
113,376 people 149,755 people
involved involved
From 121 From 126
countries countries
Have updated the Have updated the
grid 6,426,308 grid 8,187,690
times times

22. Write the future

27. Before rolling out any social
Start
media tactics …
How “social” of target segments ?
Listening to their opinions & perceptions ?
Role of social media amongst overall marketing
mix
Readiness of on-going dialogue content and channels
Sales channels and market shares
Internal resources and staffing

28. Act “SOCIAL”
L Loyalty
A Awareness
I Integration
C Committment
O Organic
S Sales

29. Thank you !
Ralph Szeto
Business Development Director
CMRS Digital Solutions Limited
20/F, Union Park Tower,
168 Electric Road, HK
Tel 2806 1832/ 9100 9567
Fax 2815 3990
Website www.cmrs.com.hk
Email ralphszeto@cmrs.com.hk