MENDAKI Social Media Training - Day 2, Part 1

Social Media
Engagement
Training
David Liem
Partner, Happy Marketer
david@happymarketer.com

Hello@happymarketer.com

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


Happy Marketer.
more business from your website

A little about myself…
David Liem
Senior Consultant, Happy Marketer
david@happymarketer.com

Hello@HappyMarketer.com

David’s Profile


IDK
Rachit@HappyMarketer.com

LOL

OTOT

FTW

BF

BFF4L

BFFLTDDUP

#Fail

Abuden

The Slow Death of Linear Thought
• In the past linear, one-way thinking worked well
• Because of limited communication channels, the only thing companies
could focus on was getting more eyeballs


Internet Influences On Multiple Levels


Much More Choice for Consumers
• Now consumers make
decisions based on …
– Finding alternatives through
search engines
– Opinions of their friends from
social networking
– Peer reviews through twitter and
other websites
– User generated content through
YouTube and blogs


Uses of the Internet


Fish where the fishes are


Disconnect between Advertisers & Users


Brands Ignoring Internet Behavior?

1.7%
Ad spend online

45%
Time online


Social Media Landscape


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


Every 60 Seconds … (1)


Every 60 Seconds … (2)


The Corporate Website


Emerging Web Design Trends
• “Don’t make me think”
• Simple Navigation
• Large Headlines vs lots of text


Socialize Your Website
• Add social media buttons to your home page

• Add a Facebook Like box to your website

• Portal for your social media channels


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


Facebook


Timeline for Businesses, Features


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


Twitter


Posting Company News


Posting Important Updates


Customer Service


Strengths
•‘Faster than TV’, cutting edge
•Easy to use, get ideas and answers
•Used by mobile & tablet users
•Share info quickly, directly interact, listen

Weaknesses
•140 characters, time consuming, narcissistic, boring, service often
overwhelmed, low engagement levels


YouTube


Tutorials


Activism and Citizen Journalism


Testimonials


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)


Collaborating with Popular Bloggers


Strengths
•More content, perspectives for loyal customers, Able to clarify
misunderstandings, search engines visibility, humanizes brand,
collaborate, publishing articles increase brand value, repeat visitors,
feedback
Weaknesses
•Time commitment


Web / News Portals


Topic Specific Portals


Strengths
•Source of ‘alternative’ views, comments = transparency, better
understanding
•Product reviews / testimonials are powerful to shape customer
sentiment
•Great for PR
Weaknesses
•Lots of clutter / overload of information
•No control over user sentiment


Pintrest


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


Social Media
Bloopers & Disasters


KFC Malaysia Food Disaster
• Staff filmed food mishandling


A fast sincere response = fast recovery
• A video apologizing from Director of Operations
• Ensures customers of
Action steps
• Invited to voice
Concerns on facebook


Not So SMRT:
A Case Study of Communications Failure
• Disruptions not updated by Twitter despite happening
during working hours


Even internal messages were made public
• Public did not take lightly to
the internal memo.


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


Leaking internal memo’s
•


Making light of a serious situation...backfires


Personal behavior damages company rep.


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MENDAKI Social Media Training - Day 2, Part 1