2. outline
A brief history of social media
What is it and why should we care?
Social media in Singapore
A quick look at various social media channels
Case studies
4. A brief history
1971: the first email was delivered
1989: CERN engineers start developing the world wide web
1995: Newsweek headlines disses the internet
5. A brief history
1997: Google opens
2004: Facebook opens
2006: Twitter launches
2009: “Unfriend” was the New Oxford American
Dictionary’s ‘word of the year’
2010: The internet surpassed newspapers as the primary
news source for Americans
6. Today
Over 50% of people have learned about
breaking news via social media rather than
official news sources
46% of people get their news online at least
3x a week
As of 2012, online news revenue has
surpassed print newspaper revenue
Via mashable
32. All consumers want the same
thing too (it’s not complicated)
“an easier
life”
33. Your underlying goal should
be to make life easier for
your consumer.
Make this
guy happy
34. It’s like being in a relationship
Let them…
... Finish your sentences
Be Relevant
Give them conversation starters
Provide high quality content that
consumers want to talk about
Ask questions
41. influencers
! Key influencers in specific fields have an
outsized influence on brand affinity and
purchasing decisions on social platforms. Key
influencers typically have their own blogs,
huge Twitter followings and rarely know their
audiences personally.
43. microblogs
! Microblog- a form of blogging that allows users to
exchange small elements of content such as short
sentences, individual images or video links
! Tweet- a message sent via twitter. 140 characters
long
! Retweet - tweeting something that was posted by
another user
! Hashtag: a way of organising updates for twitter
search engines. Users prefix the message with a
community driven hashtagto enable others to
discover relevant posts
45. 2.7 Mn
Singapore internet users
on social networks
26 mins
Avg time spent per visit per
month
50 times
Visited social media sites in a
month
46. Social media supporting consumer
decision making – participation in past 12
months
Source:
The
Digital
Media
Habits
and
A8tudes
of
Southeast
Asian
Consumers
,October
2011,
47. Key Platforms
Reach
per
month
Avg
Time
Spent
Frequency
of
per
month
Visit
per
month
Facebook
2184
10.2
26
TwiOer
567
2.7
11
Linkedin
369
4.3
3.9
Youtube
1771
16.4
13.2
Wikipedia
976
2.8
5
Blogger
1243
2.4
5.8
Comscore
Dec
2011
67. Integration with Instagam makes it a very popular
medium for brands of a primarily visual nature
Ie. Fashion labels: Topshop and Alexander Mc Queen