Are you a Singaporean startup? These slides will help you kickstart your marketing and get at least 1 customer in 30 days.

1. Social Media for
Start-ups

2. Which is you?
OR

3. WHERE
WHAT
WHEN
?

4. Who’s your customer?
• Age
• Gender
• Marital Status
• Education level
• Occupation
• Location
Demographics

5. Who’s your customer?
• 25 - 35
• Female
• Married
• Tertiary
• Mothers
• Singapore
Demographics

6. PROFITABLE LOYAL FUN
Who’s your CORE customer?
InterestsDemographics Mindset

7. Who’s your CORE customer?
My customer, Sally, 33 is a SAHM of 2 young children (2
and 5 yo). She digitally savvy and stays connected with
friends through Instagram and Facebook. She loves
cooking and discovering new recipes – her family is her
priority and she always ensures they eat well.

8. WHERE
WHAT
WHEN

9. “WHEN

10. Exposure
Familiarity
Confidence
Consideration
Action

11. “WHERE

12. Know your Digital Channels
Search
Right time, right pace,
right moment. – passive
marketing in time of
‘need’
Display
Brand conditioning,
recall, affinity creation
Content
Subtle marketing, to be
less salesy but more
beneficial. Used in
confidence building.
Video
Using sight, sound and
motion to evoke
emotions.
Native
Advertorial blending
into content. Content X
Ad
Social
Paid, Earned or
Engaged. Sponsored
Post VS Buzz created
VS Content created

13. Search Engine Marketing (SEM)

14. Search Engine Optimization (SEO)

15. SEM vs SEO
◎ Time Frame & Speed
◎ Credibility & Branding
◎ Cost

16. USER vs PLACEMENT

17. VIDEO

18. VIDEO
NATIVE

20. Exposure
Familiarity
Confidence
Consideration
Action
Social
Search
Display
Content
Video
Native

21. “WHAT

22. The average person sees over 3,000 advertising messages every day…

23. But how much are these messages
Seen?
Trusted?

24. ONLY 14% TRUST ADS

25. TRADITIONAL MARKETING &
ADVERTISING
ADVERTISING CLUTTER
MEDIA FRAGMENTATION
CONSUMERS TUNED OUT
LESS EFFECTIVE
MORE EXPENSIVE
LESS TRUSTED

26. 26
69 % INTERESTED IN AD
BLOCKING TECHNOLOGIES

27. But realistically - who do you trust more?
Brands OR People

28. 28
92% PREFER WOM
RECOMMENDATION

29. The power has shifted to the consumer…
…people trust people - not marketers or adverts

30. The Anatomy of a Recommendation…
WHO said WHAT

31. WHO SAYS IT?
1 2 3 4
SALES TEAM PRODUCT SPECIALISTS MARKETING C-LEVEL
Trained artist. Experts. Advertisements. Authority.

32. CREATIVITY
WHAT NEEDS TO BE SAID?
LANGUAGE
Good English? Out of the box?
2 3
PASSION
Or a good understanding of your
product?
1

33. It all comes down to
trust…

34. GOOD CONTENT IS
ABOUT TRUST
Hearing something from someone
you know is 6X more effective than
from someone unfamiliar. It is
+35% likelier to convert a cold
contact to an interested buyer; and
they naturally see more value, and
are less likely to haggle on price.
Source: Nielsen Global Survey of Consumer Confidence & Spending
Intentions , Q1 2016

35. HOW DO WE BUILD
TRUST
88%
AUTHENTICITY
96%
WHO SAYS IT
FAMILIARITY
WHAT’S BEING SAID

36. WHO SAYS IT?
WHAT NEEDS TO BE SAID?
You Your happy/loyal customers
Product Benefits
People your Potential Customers Know
Whatever your Potential Customers
Chooses to Believe

37. So what can we do as marketers to enhance word
of mouth conversations?
• Give people something that’s worth talking about
• Provide tools that make it easier for people to share their opinions
• Empower your customers and employees so they become your advocates
• Be transparent (and nice)

38. But what makes people
talk?

39. Some Types of Word of Mouth Marketing
Buzz Marketing
Using high-profile entertainment or news to get people to talk about your brand

40. Viral Marketing
Creating entertaining or informative messages that are designed to be passed
along in an exponential fashion, often electronically or by email.

41. Community Marketing
Forming or supporting niche communities that are likely to share interests about the
brand - providing tools, content, and information to support those communities.

42. Influencer Marketing
Identifying key communities and opinion leaders who are likely to talk about
products and have the ability to influence the opinions of others.

43. Conversation Creation
Interesting or fun advertising, emails, catch phrases, entertainment, or promotions
designed to start word of mouth activity.

44. Brand Blogging
Creating blogs and participating in the blogosphere, in the spirit of open, transparent
communications; sharing information of value that the blog community may talk
about.

45. Referral Programs
Creating tools that enable satisfied customers to refer their friends.

46. WHERE
WHAT
WHEN
?

47. “TRENDS TO LOOKOUT

48. #1

49. Self Discover & Trust
THE HIGHEST FORM OF VALUE.

50. #2

52. #3

53. WHERE
WHAT
WHEN
?

55. “
KOBE helps businesses
advertise through everyday
influencers instead of ads.
“

56. How does Kobe work?
CREATE
Describe Your Customer
INVITE
Micro-influencers matched
COMPLETE
Approve the Word Of Mouth

57. RELEVANT.
PRECISE
MATCHING.
Social media users are
matched to business
by demographics &
psychographic using
deep social profiling
and our technologies.

58. OUTCOME DRIVEN.
PERFORMANCE.
Social media users are
priced Democratically
with Predictive Impact on
Trusted Outreach and
Trusted Engagement

59. EVERYDAY SOCIAL
MEDIA USERS
HIGHER SOCIAL TRUST
THAN “CELEBRITIES”, COST
LESSER AND ARE A
HUGELY UNDERUTILIZED
ASSET

60. 2,500 users
and counting
IN SINGAPORE
8m outreach
And a lot of more counting
4 awards, 6 media
In 6 months

61. hello!
Drop me an email at
www.getkobe.com