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digital media trends and strategies Oct 2020 (Draft)

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digital media trends and strategies Oct 2020 (Draft)

  1. 1. Global social content strategy and planning
  2. 2. Trends and Research
  3. 3. Source: Hootsuite & WeAreSocial 2020
  4. 4. Source: Hootsuite & WeAreSocial 2020
  5. 5. Source: Hootsuite & WeAreSocial 2020
  6. 6. Source: Hootsuite & WeAreSocial 2020
  7. 7. 4 Key digital platforms EmailSocial Search Mobile The Art + Science of Digital
  8. 8. Email - Opportunities • Awareness building • Can be personalized • Content is: – Rich – Detailed • Can be automated • Can be scheduled
  9. 9. Email - Opportunities • Database dependent: – Clean & updated? – Sizeable? – Relevant? • Over zealous spam filters • Limited frequency • Limited credibility • Low open rates
  10. 10. Source: Campaign Monitor, 2020
  11. 11. 52% 18% 15% 9% 6% Worldwide Smartphone Market Share APAC Europe North America Latin America Middle East Mobile - Smartphone
  12. 12. Source: eIQ, Feb 2017
  13. 13. Mobile video usage across the world Source: eMarketer, 2019
  14. 14. Singapore mobile video consumption
  15. 15. Mobile web or app?
  16. 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
  17. 17. The [fragmented] world of social media
  18. 18. The [fragmented] world of Chinese social media
  19. 19. Global Social Media Users 2.41B 610M 2.0B 310M Sources: Statista, Business of Apps, Messenger People, 99Firms, TechCrunch, Omnicore, Tech in Asia, 2017 - 2019 330M 214M 1.08B 1.6B 1.6B 1B
  20. 20. Singapore social media users Sources: Statista & Singstat, Q3 2018 4.0M 1.3M 2.5M 3.9M 1.4M 1.3M 2.4M 4.1M
  21. 21. Source: GlobalWebIndex, Q1 2018
  22. 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
  23. 23. Source: Hootsuite & WeAreSocial 2020
  24. 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
  25. 25. 1. SOCIAL NETWORKS Connect with people What’s the purpose? Egs:
  26. 26. 2. MESSAGING APPS Send messages and chats What’s the purpose? Egs:
  27. 27. 3. MEDIA SHARING NETWORKS Share photos, videos, live broadcasts What’s the purpose? Egs:
  28. 28. 4. BOOKMARKING & CONTENT CURATION NETWORKS Discover, save and share new content What’s the purpose? Egs:
  29. 29. 5. CONSUMER REVIEW NETWORKS Find and review businesses What’s the purpose? Egs:
  30. 30. 6. SOCIAL SHOPPING NETWORKS Shop online What’s the purpose? Egs:
  31. 31. 7. SHARING ECONOMY NETWORKS Trade goods and services What’s the purpose? Egs:
  32. 32. Singapore social media users - Facebook 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 900,000 1,000,000 20 - 24 25 - 29 30 - 34 35 - 39 40 - 44 45 - 49 50 - 54 55 - 59 60 - 64 >= 65 Social Media Users Social Media Mobile Users Source: Facebook, Oct 2018 Age Size
  33. 33. Why organizations use social media? Effective Leverage Intimate
  34. 34. Common activities of social media marketing Source: Buffer, 2016
  35. 35. How are the various platforms used? Official Behind the scenes Casual Content Language Formal
  36. 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
  37. 37. Organic search ranking factors
  38. 38. SEO checklist • Keywords • Keywords density • Inbound links – Websites – Directories – Partners • Social media links
  39. 39. Digital Marketing Digital Marketing
  40. 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:
  41. 41. Types of traffic drivers External Earned Paid Internal Owned - Free Cost
  42. 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
  43. 43. PEOC Converged Media
  44. 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
  45. 45. Customer’s Journey Source: comScore Device Essentials Jul 2013
  46. 46. The digital customer lifecycle
  47. 47. The Consumer Journey
  48. 48. Consumer experience (CX) funnel Awareness Education Consideration Purchase Loyalty Advocacy Social Media
  49. 49. Mapping some online marketing to CXF layers CXF Layers Online Marketing Activities Awareness • Grow brand awareness • Build online community Education • Establish Thought leadership • Engage customers Consideration • Generate leads • Conduct research • Deploy recommendation engines Purchase • Online tactical offers • Deploy re-targeting campaigns Loyalty • Offer exclusive offers • Deploy rewards programs • Offer customer service Advocacy • Recruit advocates and employees • Manage reputation
  50. 50. Strategic vs Tactical Marketing Strategic Tactical Purpose Why How Focus Macro Micro Timeframe Long term Short term Activity Plan (Direction) Do (Steps)
  51. 51. Map strategy to campaigns/tactics Three core strategies • Grow • Maintain • Protect
  52. 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. 53. Types of buying roles • Individual vs panel • Primary & secondary
  54. 54. “Mapping the psychographics of your target audience will help refine your social advertising targeting & your social media content strategy”
  55. 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. 56. 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
  57. 57. 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
  58. 58. 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.
  59. 59. Regional Social Presence • Localized content gets more interactions
  60. 60. 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.
  61. 61. 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.
  62. 62. 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.
  63. 63. 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.
  64. 64. 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
  65. 65. 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.
  66. 66. 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.
  67. 67. 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
  • Instagram
    Tumblr Youtube
    TikTok - https://www.youtube.com/watch?v=sed_Hbb5dmw
  • Pinterest –
    Flipboard
  • 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

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