16. Internet & social media users
4.3
5.2
22.0
46.0
62.0
50.0
130.0
5.0
6.7
26.0
57.0
67.0
64.0
143.3
0.0 20.0 40.0 60.0 80.0 100.0 120.0 140.0 160.0
Singapore
Hong Kong
Malaysia
Thailand
Philippines
Vietnam
Indonesia
Internet Users Social
22. Trends Moving Forward
• Mobile (Smart Phone)
• Videos
– 85% of Facebook videos are watched without
sound**
• Social Media Engagement by companies
• Companies on multi-platforms of fragmented
social media to reach audience
24. Different types of social media
1. Social Networks
2. Messaging Apps
3. Media Sharing Networks
4. Bookmarking & Content Curation Networks
5. Consumer Review Networks
6. Social Shopping Networks
7. Sharing Economy Networks
35. How are the various platforms used?
Official
Behind the scenes
Casual
Content
Language
Formal
36. Search
Do the following task:
• List the keywords of choice
• Google the keywords
• Check if your key destinations are on results of page 1 or 2
• Take note of who else share the coveted results page 1 and 2
40. Digital Agencies / Services
Digital Agencies
Professional
Services
Creative Media
Exchanges Performance
Public
Relations
Consultants
Strategists CX, UX Auditors
Research
Channel
Services
Website Search
SEO SEM (Paid)
Social Media
Influencers
Mobile Email
Based on industry demand:
42. PEOC
Paid Media:
Digital media
channels that a
brand pays to utilize.
Owned Media:
Any platform that a
company owns,
controls, utilizes to
reach its target
audiences.
Earned Media:
Something generated
by word of mouth,
buzz or a
communication ‘going
viral’.
Converged Media
44. What is converged media?
• Two of more channels of paid,
owned and earned media.
• Consistent storyline, look and feel
• All channels work in concert,
enabling brands to reach
customers throughout the
customer journey
50. Strategic vs Tactical Marketing
Strategic Tactical
Purpose Why How
Focus Macro Micro
Timeframe Long term Short term
Activity Plan (Direction) Do (Steps)
51. Map strategy to campaigns/tactics
Three core strategies
• Grow
• Maintain
• Protect
52. Strategy - Profiling your Target Audience (TA)
Geographic
• Region
• Country
• Population
• Climate
Demographic
• Age
• Gender
• Nationality
• Ethnicity
• Occupation
• Income
• Family size
Psychographic
• Lifestyle
• Personality
• Values
• Interests
Behavioral
• Brand loyalty
• Values sought
• User status
• Usage rates
• Occasions
• Readiness to
buy
53. Types of buying roles
• Individual vs panel
• Primary & secondary
54. “Mapping the psychographics
of your target audience will help
refine your social advertising
targeting & your
social media content strategy”
55. Key Opinion Leaders
0% 20% 40% 60% 80% 100%
Solve customer issues
Improve customer satisfaction
Manage brand reputation
Improve sales conversion
Drive lead generation
Support product launches
Increase share of voice
Increase brand awareness
Improve brand sentiments
Reach new audiences
Improve brand advocacy
Source: State of Influence 2018, Altimeter
56.
57. Ideas to collaborate with KOLs
• Product sampling
• Giveaways (for KOLs’ followers)
• Reviews
• Sponsored content
• Guest posts
• Mystery shopping
• Insights panel
• Idea generation
• Talent pool
• Product/service development
• Early warning & detection
58. Global Strategies
• Geographical Segmentation in Social Media
• Regional Social Presence
• Schedule in local time zones & message locally
• Keep up with local news & holidays
• Create a Social Media Content Calendar
• Decide what to standardize, what to
customize region-to-region
• Check in on analytics and strategy by region
59. Geographical Segmentation in Social Media
• How you want your brand seen across the
world.
• Overall marketing strategy for adaptation to
local market.
• Ecommerce strategy.
• Localized promotions to brick-and-mortar
stores.
61. Regional Social Presence
• Post at the right time, with right tone of
language use gets better reach and exposure
for the brand.
• Deliver it with relevant support for other
campaigns in the region, publicizing
promotions.
62. Schedule in local time zones &
message locally
• There are times where the audience reads
your posts and engages with you. Post your
content, especially promotions during these
peak hours.
• Use of “localized” language can build better
connection with the community.
63. Keep up with local news & holidays
• People like companies who are part of the
community. It builds trust.
• Celebrating holidays together, doing gifts-
with-purchase and other holiday promotions
during local holidays.
• Keep up with major news stories, share news
and offer support to show that the company is
part of the community.
64. Create a Social Media Content Calendar
• Develop a weekly or monthly plan based on
experience and incorporate ideas gathered for
content that will engage them.
• Schedule special posts for seasonal holidays.
• Use weekly hashtags.
• Regularly share promotions and deals.
• Plan a regular live session.
• Regular blog content.
• Share testimonial and reviews.
65. Decide what to standardize, what to
customize region-to-region
To Standardize
• branding
• positioning
• social customer care
• benchmarking practices
• commitment to research
To Customize
• demographics
• positioning with regards to
local competition
• language
• cultural preferences
• posting time & frequency
66. Check in on analytics and
strategy by region
• Set different goals in different segments
identified in your social media content
strategy.
• Benchmark against the competition and
market.
• Modify and test different strategies to get
better results in each region. Apply successful
strategies from other regions to test locally.
67. Important Considerations
• Company structure and branding strategy.
• Resource and team.
• Goals on social and how they fit into your
global marketing efforts.
• Competition locally and globally.
68. Things to look out for in 2021
• If your audience is between 16 and 24, TikTok
is showing strong growth with many youths
downloading and using it.
• Stories are the new trend – Facebook Stories
and Whatsapp Stories are getting popular, and
other platforms like YouTube and LinkedIn are
developing stories platforms as well to show
the authentic side of businesses and
influencers
Hinweis der Redaktion
Facebook
Wechat
LinkedIn
Telegram – highly secured that even terrorists use it
Whatsapp
Facebook Messenger
To consider in your marketing mix if you are in the F&B, attractions or hospitality industry
Burpple
Tripadvisor
To consider if this can be an additional distribution point for your product or service?
Think of this as the new classified ads
Gojek
Ryde
Helpling
The bulk of our opinions are formulated way before we even physically encounter or transact with the organization/brand.
Take this typical consumer journey map and notice the user touch points that are primarily online.
Social media, when used correctly will influence decision making process.
Essential ingredient is however credibility.
When there isn’t a salesperson or trusted expert to guide you toward the right decision, reviews are important to social back in shopping