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SOCIAL MEDIA: HYPE OR BUZZ? THE NEW REALITIES FOR ASIA-PACIFIC RETAILERSSIMON KEMP • we are social • RETAIL ASIA ROUNDTABLE, SINGAPORE, 13 OCTOBER 2011

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SIMON KEMP @ESKIMON

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DIA’SSOCI AL ME AIL RET R OLE IN ACIFIC IN ASIA-P

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3 QUESTIONS: WHAT EXACTLY ARE ‘SOCIAL MEDIA’? WHY ARE SOCIAL MEDIA RELEVANT TO YOU?HOW CAN RETAILERS IN ASIA HARNESS SOCIAL MEDIA?

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3 QUESTIONS: WHAT EXACTLY ARE ‘SOCIAL MEDIA’? WHY ARE SOCIAL MEDIA RELEVANT TO YOU?HOW CAN RETAILERS IN ASIA HARNESS SOCIAL MEDIA?

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“ SOCIAL MEDIA ARE INTERNET-POWERED PLATFORMS THAT MAKE IT EASY FOR INDIVIDUALS, GROUPS OF PEOPLE, AND ORGANISATIONS TO CONVERSE AND PARTICIPATE WITH ONE ANOTHER IN A “ WIDE VARIETY OF SOCIAL ACTIVITIES.

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THE CONCEPT OF SOCIA MEDIA HASEXISTED SINCE THE DAYS OF CAVE PAINTINGS

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BUT THE INTERNET HAS MADE THINGS POSSIBLE ON A WHOLE NEW SCALE

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EARLY ‘INTERNET-ENABLED’ SOCIAL MEDIAINCLUDED BULLETIN BOARD SYSTEMS (BBS)

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THE WEB’S FIRST ‘SOCIAL NETWORK’ –SIXDEGREES.COM – LAUNCHED IN 1997

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NOW IT SEEMS LIKE A NEW SOCIALNETWORK LAUNCHES EVERY WEEK

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BUT IT’S NOT THE NUMBER OF PLATFORMS THATMAKE SOCIAL MEDIA SO IMPORTANT FOR RETAILERS

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3 QUESTIONS: WHAT EXACTLY ARE ‘SOCIAL MEDIA’? WHY ARE SOCIAL MEDIA RELEVANT TO YOU?HOW CAN RETAILERS IN ASIA HARNESS SOCIAL MEDIA?

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WORLWIDE USERS OF SOCIAL MEDIA:1,500,000,000+ SOURCE: SITE-REPORTED FIGURES, WIKIPEDIA

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PROPORTION OF THE WORLD’SPOPULATION WHO USE SOCIAL MEDIA: 22% SOURCE: SITE-REPORTED FIGURES, WIKIPEDIA, UN DATA

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1,338 1,183 800 310 231 193CHINA INDIA FACEBOOK USA INDONESIA BRAZIL SOURCE: FACEBOOK, UN DATA

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800M 700M 600M 500M 400M 300M 200M 100M …AND GROWTH SHOWS NO SIGNS OF SLOWING AUG 2008 NOV 2008 FEB 2009 MAY 2009 AUG 2009 NOV 2009 FEB 2010 MAY 2010 AUG 2010 NOV 2010 FEB 2011 MAY 2011 AUG 2011 SOURCE: FACEBOOK

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NEW USERS JOININGFACEBOOK EVERY DAY:500,000 SOURCE: FACEBOOK

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FACEBOOK 800 M QQ 700 M TWITTER 200 M SINA WEIBO 200 MHABBO HOTEL 200 M VKONTAKTE 135 M GOOGLE+ 50 M SOURCE: SITE-REPORTED FIGURES, WIKIPEDIA

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ASIAN SOCIAL MEDIA USERS:800,000,000+ SOURCE: SITE-REPORTED FIGURES, WIKIPEDIA

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18M 15M CHINA: 531M QZONE SOUTH KOREA: JAPAN: CYWORLD MIXI HONG KONG: INDIA: FACEBOOK FACEBOOK 4M TAIWAN: 9M WRETCH 29M VIETNAM: ZING PHILIPPINES: 15M THAILAND: 11M 25M FACEBOOK FACEBOOK MALAYSIA: 11M INDONESIA: FACEBOOK FACEBOOK ASIA’S FAVOURITE 2.5M 39M SINGAPORE:SOCIAL NETWORKS FACEBOOK BY COUNTRY SOURCE: BURSON MARSTELLER

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REACH

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50%OF FACEBOOK USERS SIGN IN EVERY DAY SOURCE: FACEBOOK

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REACHFREQUENCY

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MINUTES SPENT ON FACEBOOK EACH MONTH:700,000,000,000 SOURCE: FACEBOOK

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( ) THAT EQUATES TO MORE THAN 1 MILLION YEARS ON FACEBOOK EVERY MONTH

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REACHFREQUENCY AFFINITY

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SOCIAL MEDIA ARE REAL-TIMECOMMUNICATION CHANNELS OCT 13

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EACH FACEBOOK FAN IS WORTHUS$3.60 IN ‘EARNED MEDIA’ REACH SOURCE: VITRUE.COM

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REACHFREQUENCY AFFINITYEFFICIENCY

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BUY NOW!

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REACHFREQUENCY AFFINITY EFFICIENCYCONVERSION

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HOW CAN YOU TURN THIS POTENTIALINTO REAL BUSINESS OPPORTUNITY?

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3 QUESTIONS: WHAT EXACTLY ARE ‘SOCIAL MEDIA’? WHY ARE SOCIAL MEDIA RELEVANT TO MARKETING?HOW CAN RETAILERS IN ASIA HARNESS SOCIAL MEDIA?

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SOME ‘BEST PRACTICE’ SOCIAL MEDIACASE STUDIES FROM THE RETAIL SECTOR

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IKEA’S ‘SOCIAL CATALOGUE’

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OBJECTIVE: RAISE AWARENESS OF A NEW IKEASTORE WITH ALMOST ZERO MEDIA BUDGET

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APPROACH: UPLOAD PHOTOS OF ROOMS IN THE IKEA SHOWROOM TO FACEBOOK, AND LET PEOPLE ‘TAG’ THEMSELVES AGAINST AN ITEM OF FURNITURE FOR THE CHANCE TO WIN IT IN REAL LIFE

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TAG WHEN SOMEONE IS TAGGED IN A PHOTO MORE IMPORTANTLY, THE SIMPLICITY OFON FACEBOOK, THEIR FRIENDS RECEIVE AN THIS COMPETITION, AND THE GENERALUPDATE THAT SHOWS THE PHOTO AND ITS DESIRE FOR ‘FREE STUFF’ MEANT THAT THE ACCOMPANYING STATUS UPDATE ACTIVITY RECEIVED HUGE PR COVERAGE

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NOT ONLY DID THOUSANDS OF PEOPLE HEAR ABOUT MALMÖ’S NEW STORE, IT BECAME THE TALK OF THE TOWN

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UNIQLO’S ‘SOCIAL LOOKBOOK’

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OBJECTIVE: ENGAGE A FASHIONABLE, TECH-SAVVYAUDIENCE WITH THE CHAIN’S NEW RANGE

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APPROACH: REINTERPRET THE SARTORIALIST’S BLOG BY INVITING EVERYDAY PEOPLETO UPLOAD ‘UNIQLOOKS’ – THEIR OWN OUTFITS MADE UP OF UNIQLO ITEMS – ANDENCOURAGE THE PUBLIC TO VOTE FOR THEIR FAVOURITES AMONGST THESE PHOTOS

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THE ACTIVITY HAS PROVEN VERY POPULAR THROUGHOUT THE WORLD, WITH MANY ASIAN COUNTRIES PARTICIPATING TOO

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BY ENCOURAGING FASHIONISTAS TO BY THEN ENABLING OTHERS TO VOTECREATE THEIR OWN LOOKS AND SHARE VIA SOCIAL MEDIA, THE BRAND THEM VIA SOCIAL MEDIA, UNIQLO BROADENED ENAGEMENT TO FRIENDS CREATED A NETWORK OF ENDORSERS AND THEIR SOCIAL NETWORKS

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HUNDREDS OF PHOTOS UPLOADED, AND HUNDREDS OF THOUSANDS OF VOTES IN SINGAPORE ALONE

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BEST BUY’S‘TWELPFORCE’

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OBJECTIVE: REDUCE THE COST OF CUSTOMER SERVICEWHILE SIMULTANEOUSLY EXTENDING ITS REACH

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APPROACH: HARNESS THE COLLECTIVE KNOWLEDGE AND ENTHUSIASM OF THE WHOLE BEST BUY TEAM TO RESPOND TO CUSTOMERS’ QUESTIONS AROUND THE CLOCK VIA A CONSOLIDATED TWITTER ACCOUNT

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APPROACH: ANY MEMBER OF BEST BUY’S TEAM ACROSS THE U.S. THAT HAS REGISTERED TO BE PART OF THE TWELPFORCE CAN OFFER ASSISTANCE TO CUSTOMERS WHO TWEET QUESTIONS TO THE BRAND

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BY TAPPING INTO THE VAST BEST BUY BY HARNESSING THE POWER OF NETWORK, THE BRAND MULTIPLIED TWITTER, BEST BUY REDUCED THE THE LIKELIHOOD OF BEING ABLE TO COST OF DELIVERING ANSWERS WHILE DELIVER CUSTOMERS AN ANSWER ALSO DELIVERING THEM FASTER

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REDUCED CUSTOMERCOMPLAINTS BY 20%USING SOCIAL MEDIA

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DIESEL GOES SOCIALIN THE FITTING ROOM

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APPROACH: CREATE A BOOTH IN THE FITTING ROOM THAT ALLOWS PEOPLE TO TAKE PHOTOS OF THEMSELVES WEARING ITEMS THEY’RE TRYING ON, AND POST THESE PICTURES INSTANTLY TO THEIR OWN FACEBOOK PROFILE IN ORDER TO GET FRIENDS’ OPINIONS AND SUGGESTIONS

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CUSTOMERS CAN GET OPINIONS DIESEL GAINS FREE EXPOSURE FOR AND OBJECTIVE ADVICE FROM ITS RANGE THANKS TO THE PHOTOSFRIENDS, EVEN IF THEY’RE NOT THAT PEOPLE SHARE TO THEIRACTUALLY SHOPPING TOGETHER FACEBOOK PROFILES

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SUCCESSFULLY INTEGRATED THE REAL-WORLD SOCIAL ASPECT OF SHOPPING INTO DIGITAL SOCIAL NETWORKS

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STARBUCKS’S‘MAYOR OFFERS’

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APPROACH: OFFER DISCOUNTS TO THE PERSON WHO ‘CHECKS IN’ TO EACHBRANCH MOST OFTEN ON FOURSQUARE

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CUSTOMERS GET VALUE IN THE FORM STARBUCKS GETS VALUE IN THEOF POTENTIAL DISCOUNTS, AND THE FORM OF WORD-OF-MOUTH EGO BOOST OF BECOMING ‘MAYOR’ ADVOCACY, AS WELL AS THE ABILITY OF THEIR FAVOURITE STARBUCKS TO IDENTIFY ITS TOP CUSTOMERS

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150,000 CHECK-INS AT USSTARBUCKS OUTLETS PER WEEK

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CONVERTING SOCIALACTIVITY INTO REVENUE

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OBJECTIVE: DRIVE ACTUAL SALES AMONGST AFASHION AND MONEY-SAVVY AUDIENCE

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APPROACH: CREATE A BLOG THAT FOCUSES ON GREAT FASHION TIPS ANDADVICE, AND BRINGS EVERYTHING BACK TO HOW EVERYDAY CUSTOMERS CAN AFFORD THE LOOK BY BUYING DIFFERENT ITEMS FROM TESCO

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APPROACH: EXTEND CREDIBILITY AND REACH BY PARTNERING WITHOTHER INFLUENTIAL BLOGGERS, AND CHALLENGE THEM TO CREATE NEW LOOKS AND WRITE ABOUT THESE ON THEIR OWN PROPERTIES TOO

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APPROACH: MAKE IT STRAIGHTFORWARD FOR PEOPLE TO ENGAGE AND GET EXTRA INSPIRATION BY EXTENDING THE ACTIVITY INTO EVERYDAY ‘QUICK CONSUMPTION’ SOCIAL MEDIA LIKE FACEBOOK AND TWITTER

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GENERATED MORE THAN £2 MILLION IN SALESFROM SOCIAL ACTIVITIES

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LOTS OF GREAT INSPIRATION FROM PREVIOUS ACTIVITIES

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…BUT WHAT DOESTHE FUTURE HOLD?

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3 TRENDS SHAPING THE FUTUREOF SOCIAL MEDIA FOR RETAILERS

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MOBILE DEVICES WILL MAKESOCIAL MEDIA UBIQUITOUS

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MOBILE SOCIAL CONSTANT DYNAMICSEARCH ‘CHECK-INS’ COMMS OFFERS

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¥€$ E-COMMERCE WILLBECOME MORE SOCIAL

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‘COLLECTIVE BUYING POWER’

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SOCIAL ANALYTICS WILL MAKE EVERYTHING ACCOUNTABLE

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IDEASO HOW CAN RETAILERS IN ASIAGET STARTED IN SOCIAL MEDIA?

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8STEPS TOSUCCESS

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STEP 1: DEFINE YOURBUSINESS OBJECTIVES

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STEP 2: MONITOR AND INTERPRETYOUR AUDIENCE’S CONVERSATIONS

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STEP 3: UNDERSTAND YOUR AUDIENCE’S MOTIVATIONS

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STEP 4: IDENTIFY HOW YOU CAN ADDVALUE TO YOUR AUDIENCE’S WORLD

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STEP 5: SELECTYOUR PLATFORMS

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♔♘♗♕♖ STEP 6: STRATEGISE YOUR APPROACH

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STEP 7: TESTAND LEARN

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STEP 8: RINSE AND REPEAT

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8 STEP 1: SET YOUR OBJECTIVES STEP 2: MONITOR CONVERSATIONS STEP 3: UNDERSTAND MOTIVATIONS STEP 4: IDENTIFY HOW TO ADD VALUE STEP 5: SELECT YOUR PLATFORMS STEP 6: STRATEGISE YOUR APPROACH STEP 7: TEST AND LEARN STEP 8: RINSE AND REPEAT

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3 QUESTIONS: WHAT EXACTLY ARE ‘SOCIAL MEDIA’? MM WHY ARE SOCIAL MEDIA RELEVANT TO MARKETING? MMHOW CAN RETAILERS IN ASIA HARNESS SOCIAL MEDIA? MM

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SOCIAL MEDIA:HYPE OR BUZZ?

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SIMON KEMP @ESKIMONSIMON.KEMP@ W E A RE S OCIAL.SG HTTP:// W E A RE S OCIAL.SG