Over the past two years, the term ‘social media’ has become the talking point of marketers and businesses. Many have wondered on the power of social media and its leverage in reaching out to the sea of customers in the Net but this is no longer a concern in today’s marketing arena and businesses. Statistics and business life examples have shown and proven the power of social media being a dynamic tool to be incorporated in the business strategy and marketing mix to bring the organization to the next height of achievements and returns. But before jumping on to the social media bandwagon, many have failed to plan their moves in using social media strategically and effectively to achieve the expected results. Just as any other business strategy, it is important for a business to strategize and plan every single moves so as to maximum the benefits that social media has to offer. To achieve this, a social media strategy is needed. The participants will be guided through a fundamental understanding of social media and working out their own social media strategy. This seminar topic will cover the following: 1. What is Social Media and Social Network? 2. What are the social networks available today? 3. How to choose the appropriate social networks suitable for my business, product and services? 4. Success Stories – How Others Did It

1. Piecing the Social Media Strategy Puzzle
Rebekah Seragih
Adonai Training & Kreative Media
By AdonaiTraining.com

2. Agenda
Never enter the Social Media ring without a plan…
Item 1 What is Social Media?
Background on what is Social Media and its impact on the business world
Item 2 Everyone’s a Publisher
The Secrets to Social Media success
Item 3 How the Social Web is Organized?
Understand the tactics of each Social Tools , its organization & how they integrate together
Item 4 The Four Pillars of Social Media Strategy
Communication, Collaboration, Education, Entertainment
Item 5 The Process
A simple roadmap to planning & implementing your social media strategy
Item 6 Success Stories
How Others Did It
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3. Background on what is Social Media and its impact on the business world
WHAT IS SOCIAL MEDIA?
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4. What is Social Media?
The Word…”SOCIAL”
We are Social Creatures
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5. What is Social Media?
The Word…Media
Engage an
audience by
telling a
Traditional Media Compelling
News Organizations Story or Sharing
important
How News is Delivered news!
Print, Audio, Video,
Photographs
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6. What is Social Media?
Background on what is Social Media and its impact on the business world
A Powerful Relationship between the Media & Business
MEDIA BUSINESS SOCIAL MEDIA
Advertise their
Products & Services
Gathering People Get Closer to You
and Your Money
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7. What is Social Media?
Conversation has gone international
• Conversations were once at the coffee shop
• Now, conversations are on the International Route
• Information is now readily available and searchable
Most Important
Technology has enabled Sharing
Conversations are Enabled
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8. What is Social Media?
Social Media defined…
Social media refers to activities, practices, and
behaviours among communities of people who
gather online to share information, knowledge,
and opinions using conversation media.
Conversation Media defined…
Conversation media are Web-based applications
that make it possible to create and easily
transmit content in the form of words, pictures,
videos and audios.
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9. The Secrets to Social Media Success
EVERYONE’S A PUBLISHER
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10. Everyone’s a Publisher
The Secrets to Social Media Success
1. Social media is all about enabling conversations
• You cannot control conversations but you can influence them
• Live with the idea that it’s impossible to hide from others and you
cannot stop them from talking about you
2. Social media is about Contents
• No hard core selling on the social media platforms
3. Social media is about Community
• Build Trust and Relationship
• Get Engaged with the Community
4. Social media is about Influence and Referrals
• Now you can sell
• Through an indirect funnel of recommendations
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11. Should I be on the Social Media Bandwagon?
A Social Media Checklist before you embark on Social Media…
11 Steps Social Media Strategy Checklist
Set you asking yourself whether you should be on the social
media bandwagon
Question to Ask: “What is in it for Me”
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12. 11 Steps Social Media Strategy Checklist
Ask yourself, “What’s in it for Me…”
1. What are we trying to accomplish? Are you looking for more leads, more
direct sales, greater brand awareness, conversions, or brand engagement?
Understanding what you're trying to actually do with your social media
presence should be the first step in developing a social media strategy.
2. Why social media? Is your audience there? Do you want to build stronger
relationships with customers and prospects? Tap into online word-of-
mouth channels? Demonstrate that you're down with the kids? You have
a niche audience that's difficult to reach otherwise? The best way to avoid
recklessly jumping on the bandwagon is to examine why the wagon is the
best way to get where you're going before you hop on. Ask yourself: is
spending money on social media going to provide better ROI than other
forms of advertising you could be spending money on?
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13. 11 Steps Social Media Strategy Checklist
Ask yourself, “What’s in it for Me…”
3. What kind of social media will help us best achieve our goals? Do you
need to utilize social networking sites, blogs, real-time updates (e.g.,
Twitter), social news sites, media-sharing sites, review/directory sites,
virtual worlds, or display ads on social media sites? In some respects,
talking about a social media presence is like talking about having an
advertising presence: you must specify what you're doing and where
you're going to place it. Examine the characteristics of the type of social
media you want to have a presence on and how those characteristics fit
what you're trying to accomplish to help choose the ones that will work
best for you.
4. Are we prepared to let go of control of our brand, at least a little? You
can't participate in social media without being...well...social. And that
means engaging in a conversation with customers. Once you engage in a
conversation, you have to give up control. Is your company willing to do
that?
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14. 11 Steps Social Media Strategy Checklist
Ask yourself, “What’s in it for Me…”
5. Are you prepared and willing to give away quality, relevant and updated
information for free? You won't be able to build a community of followers
if you do not have something to offer to them for free. This information is
the very topic or common interest which draws the crowd in to you and
gather together to converse. But if you are not will give anything or at
least some things away for free, then there is nothing to offer to your
fans. There will be no reason for them to congregate together to converse.
Are you willing to give away some information that is quality, relevant and
updated for free?
6. What will we do to encourage participation? There's nothing more
embarrassing than going to a corporate YouTube channel and seeing that
the viral video it spent tons of money making has just 127 views. Ditto for
going to a company's Twitter feed and seeing that it has all of 11
followers. What are you planning to do to drive people to your social
media presence? And do you have the money to do it?
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15. 11 Steps Social Media Strategy Checklist
Ask yourself, “What’s in it for Me…”
7. Who will maintain our social media presence? Participating in social
media takes a lot of work. You must have something to say and you must
have someone (or a team of people) to say it on a regular basis. It won't
happen unless it becomes part of someone's job. Do you have someone
ready to commit a big chunk of time to maintaining your social media
presence?
8. Do we have the resources to keep this up, or will this be a short
campaign? Similarly, unless you specify that what you're doing has a
limited duration (such as a Twitter feed based on a particular conference),
people will expect you to keep it up. Have you budgeted the resources to
continue your social media presence beyond the fiscal year?
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16. 11 Steps Social Media Strategy Checklist
Ask yourself, “What’s in it for Me…”
9. How does engaging users via social media integrate into our overall
marketing/communications strategy? None of this stuff exists in a
vacuum. It has to be part of a larger marketing/communications strategy.
How does social media fit into what you're trying to do in all your other
channels, and how will you use those channels to support each other?
10. How do we measure success? What constitutes failure? Are you
measuring views, followers, comments, or subscribers? What's the
threshold for your success metrics that takes them into success territory?
What happens if you don't get there?
11. What will we do less of if we're spending resources on social media?
Chances are you have limited dollars. If you spend more money on social
media and other nontraditional forms of marketing, you have to spend
less on something else. How will your overall goals be impacted by taking
money away from other forms of advertising/marketing and moving it
into social media?
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17. How is the Social Web Organized?
THE SOCIAL MEDIA ECOSYSTEM
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18. How the Social Web is Organized?
Understand the tactics of each Social Tools , its organization & how they integrate together
• Every social media ecosystem is created to
serve a purpose, with an objective in mind for
specific groups of online customers, using
various tools
• The Conversation Prism by Brian Solis – has 28
main categories by purposes
• We have 15 main categories:
1. Social Networking 6. Micro blogging 11. Aggregators
2. Publish 7. Livecasting 12. RSS
3. Photo 8. Virtual Worlds 13. Search
4. Audio 9. Gaming 14. Mobile
5. Video 10. Productivity 15. Interpersonal
Applications
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19. How the Social Web is Organized?
4 Sample Categories - Social Networking, Publish, Video
Social Networking Publish Video
• A picture is worth a
• Allows you to share • Online contents you
thousand words
information about present to your target
• Capture & share moments
yourself, your interests, audience
and events with others
your business
All serve 4 primary ways of engaging with your customers:
1. Communication
2. Collaboration Communities
3. Education
4. Entertainment
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20. Who and Where are the Customers?
Identify the various social media ecosystem your customers are in…
WHO GO Follow
• Who are your • Go where the • Follow the Customers
customers? Customers congregate where they go
• Who do you want to • What are the common • You will find another
target? interests that will pot of gold where
• What are the draw them to you? they go with a new
characteristics of your • What are the topics group of community
customers? they talk about? • This will give you ideas
• Build a Social Persona • People group and of the interests that
that they can relate regroup themselves in attract and retain
and converse with – communities them
Engage! • Engage! • Engage!
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21. Who & Where are Your Customers?
Identify the various social media ecosystem your customers are in…
No idea where to start?
SURVEY
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22. Communication, Collaborations, Education, Entertainment
THE FOUR PILLARS
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23. The Four Pillars
Think of your Social Media Strategy as a platform supported by 4 pillars…
Pillar 1 - Communication
• Contents - What are you communicating to your customers?
• Where do I generate/source for the right contents?
• Which particular content triggers the most beneficial action, response or behaviours
from your audience?
• How do you measure the effectiveness of your communication strategy using some
of the social media tools?
Pillar 2 - Collaboration
• What are the social media tools to use that will foster collaboration between you
and your customers or even your employees/coworkers?
• These are the tools that your customers can use to engage with you. E.g. Wiki –
allows you to collaboratively create and edit content. It is a method of collaboration
and a product of the collaboration.
• Case example – Schwab created a customer advisory community to discuss issues,
share opinions and provide feedback on the products. For 5-15 minutes of mind
sharing per week, they get some benefits in return.
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24. The Four Pillars
Think of your Social Media Strategy as a platform supported by 4 pillars…
Pillar 3 - Education
• Convert your Expertise into Contents
• Find a Need and Meet the Need with a Solution
• Educate your internal and external audiences with relevant and quality materials
• Leverage on your expertise and/or the expertise of your employees
• E.g. Big Tony – a real-life license master plumber – “Big Tony the Plumber”
(www.PlumbingVideoTutorials.com) – YouTube videos
Pillar 4 - Entertainment
• Entertain your audience by finding the attributes of your product or aspects of your
company that others might consider entertaining
• Be careful, entertaining is not equal to funny or offensive jokes. Just respect humour.
• E.g. Kitchen Blenders – YouTube videos
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25. A simple roadmap to planning & implementing your social media strategy
THE PROCESS
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26. The Process
A simple roadmap to planning your social media strategy…
Do a Social Media Determine the Setup your Social
SWOT Analysis Social Media Tools networking sites
Define your Goals Join the
& Objectives for Conversation to Build a Community
Social Media Build Relationships
Determine your Build your Contents Engage with Your
Target Audience – Provide Solutions Community
Create a list of
Research, Research online influencers Analyze, Adapt &
& More Research who are relevant to Improve
your business
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27. How Others Did It….
SUCCESS STORIES
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28. Coffee-Mate
Why stand in line at the coffeehouse when you can Add Your Flavor™ at home?
• Facebook (link)
• Twitter (link) Building
• Website (link) Communities
• Blog (link)
• Collaboration & Crowd sourcing (link)
• Fun (link) – Games, Campaigns,
Competitions, Quiz (link)
• Education (link)
• Offers (link) – Coupons (link)
• Easily Found (link) - Store Locator
• News (link) – What’s New on Products
• Information on Products (link)
• Quality, Relevant, Values (link)
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29. About the Author
Rebekah Seragih
A Business and Marketing Strategist in her own rights, Rebekah has been
offering consultancy advices on business strategy, marketing, training,
operations, crisis management and change management to MNCs,
governments and businesses for more than 15 years. She has been
involved in major international projects amounting more than US$30
million. As the pioneer Strategists in Asia in her field, one of her
achievements is the design and engineering the first touch screen ATM
machine in Asia and implementing it throughout Asia and Europe with one
of the international bank. She has also strategized and designed the world’s
credit card merchant tracking system that resulted in merchant credit card
fraud management.
Rebekah has conducted seminars, workshops and trainings to audience all
over the world which includes corporations, business owners,
governments, and financial institutions. For the past 8 years, she has her
passion in building schools in developing countries for the poor making
education available to the needy and orphans. She is also involved in
selective charity programs round the globe.
Looking to do much more, she has engineered her own holding company
with a special focus on being a social entrepreneur in all the niche business
start--ups under the holding group to make a difference in the lives of
others.
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30. About Adonai
Our Services…Doing What We Do Best
Adonai is a leading training and online media consultancy company in Asia. Led by amateur
professionals, our corporate and public training arm you with the latest knowledge, tools and
skills to make you a success. Our training includes online marketing media, social media,
branding, management, training, professional certification, entrepreneur start-up programs,
and etc.
Our foremost consulting authority on business strategy, social media, digital media, online
space, creative marketing and branding helps Brands & Organizations create customized and
unique social media and business solutions. Our clients range from major brands,
government agencies, business owners, small-to-medium size companies to financial
institutions. Our consulting services include:
• Social Media Strategy & Planning
• Social Media Marketing & Engagement
• Social Media Monitoring
• Contents Generation & Article Writing
• Online Campaign Creation & Management
• Online analytics
• Website and Micro-site development such as corporate blog
• Mobile Application
• Search Engine Optimization (SEO) & SEO Copywriting
We believe your success is our success…
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31. Where to find us…
Connect with us through…
Adonai Training
[E]: contactus@adonaitraining.com
[W]: www.adonaitraining.com
[FB]: www.facebook.com/adonaitraining.sg
Adonai
[TW]: www.twitter.com/adonaitraining
Rebekah Seragih
[E]: rebekah@adonaitraining.com
[W]: www.adonaitraining.com
[FB]: www.facebook.com/RebekahSeragih
[TW]: www.twitter.com/RebekahSeragih
(LI): http://sg.linkedin.com/in/rebekahseragih
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