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Social Media - Making Friends & Influencing People
- 1. makeâ©friends
howâ©toâ©
â©
inïŹuenceâ©peopleâ©
and
BBHâ©AsiaâPaciïŹcâsâ©guideâ©
toâ©harnessingâ©theâ©power â©
ofâ©engagementâ©marke;ng â©
- 3. THEâ©RATIONALEâ©
Socialâ©mediaâ©con;nueâ©toâ©a>ractâ©moreâ©buzzâ©thanâ©aâ©stadiumâ©full
â©ofâ©vuvuzelasâ©ââ©hereâsâ©why:â©
âąâŻ Socialâ©mediaâ©sitesâ©haveâ©moreâ©thanâ©1â©billionâ©usersâ©worldwideâ©1â©
âąâŻ Facebookâ©aloneâ©hasâ©moreâ©thanâ©640â©millionâ©usersâ©2â©
âąâŻ QQâ©isâ©nearlyâ©asâ©big,â©withâ©635â©millionâ©usersâ©inâ©Chinaâ©aloneâ©3â©
âąâŻ Inâ©Marchâ©2011,â©Facebookâ©hasâ©nearlyâ©150â©millionâ©
usersâ©acrossâ©Asia,â©withâ©1.5â©millionâ©newâ©usersâ©
joiningâ©inâ©theâ©pastâ©monthâ©aloneâ©4â©
âąâŻ Consultancyâ©Vitrueâ©calculatedâ©thatâ©eachâ©oneâ©ofâ©aâ©
brandâsâ©fansâ©onâ©Facebookâ©isâ©worthâ©theâ©equivalentâ©
ofâ©US$3.60â©inâ©earnedâ©mediaâ©valueâ©5â©
SOURCES:â©1.â©ESTIMATEâ©BASEDâ©ONâ©REPORTEDâ©USERâ©FIGURESâ©FROMâ©VARIOUSâ©SOCIALâ©NETWORKS;â©2.â©FACEBOOK;â©3.â©TENCENT;â©4.â©SOCIALBAKERS;â©5.â©VITRUE.COMâ©â©
- 6. ENGAGEMENTâ©MARKETINGâ©101â©
1.⯠Startâ©withâ©people,â©notâ©technologyâ©
2.⯠Createâ©conversa@ons,â©notâ©campaignsâ©
3.⯠Useâ©contentâ©toâ©inspireâ©discussionâ©
4.⯠Deliverâ©realâ©valueâ©toâ©audiencesâ©
5.⯠Listenâ©beforeâ©youâ©talkâ©
6.⯠Tellâ©peopleâ©aboutâ©yourâ©eïŹortsâ©
7.⯠Beâ©preparedâ©forâ©awkwardâ©situa@onsâ©
â©
01
8.⯠Beâ©responsiveâ©andâ©adaptâ©asâ©youâ©goâ©
1
9.⯠Takeâ©thingsâ©slowâ©andâ©steadyâ©
10.⯠Beâ©inâ©itâ©forâ©theâ©longâ©termâ©
- 9. 2.â©CONVERSATIONSâ©NOTâ©CAMPAIGNSâ©
Theâ©tradi;onalâ©brandâ©communica;onâ©modelâ©reliesâ©
onâ©a>en;onâgrabbingâ©tac;csâ©toâ©winâ©peopleâsâ©
a>en;on,â©butâ©doesâ©li>leâ©toâ©sustainâ©thatâ©a>en;onâ©
onceâ©theâ©âcampaignââ©isâ©over.â©
However,â©thisâ©leadsâ©toâ©periodsâ©ofâ©diminishedâ©engagement,â©
whenâ©brandsâ©canâ©loseâ©valueâ©andâ©compe;torsâ©canâ©closeâ©in.â©
However,â©byâ©supplemen;ngâ©theseâ©âïŹreworksââ©withâ©
moreâ©in;mateâ©âcampïŹreââ©conversa;ons*,â©brandsâ©â©
canâ©sustainâ©engagementâ©overâ©longerâ©periodsâ©ofâ©â©
;me,â©whileâ©addingâ©addi;onalâ©valueâ©toâ©â©
rela;onshipsâ©withâ©theirâ©audiences.â©
*â©Moreâ©onâ©thisâ©topicâ©fromâ©Johnâ©Willshireâ©(@willsh)â©here: hUp://bit.ly/1sLMjMâ©
- 10. 3.â©CONTENTâ©ASâ©INSPIRATIONâ©
Havingâ©saidâ©that,â©contentâ©isâ©s;llâ©asâ©importantâ©asâ©
ever,â©butâ©itsâ©roleâ©mustâ©evolveâ©toâ©helpâ©usâ©takeâ©
advantageâ©ofâ©newâ©opportuni;es.â©
Itsâ©contribu;onâ©shibsâ©toâ©inspiringâ©conversa;onsâ©ââ©â©
crea;ngâ©âwaterâ©coolerââ©momentsâ©thatâ©giveâ©peopleâ©â©
somethingâ©toâ©talkâ©aboutâ©andâ©enrichâ©theirâ©ownâ©â©
rela;onships.â©
Weâ©canâ©s;llâ©shareâ©contentâ©inâ©tradi;onal,â©massââ©
broadcastâ©channelsâ©whenâ©appropriate;â©theâ©keyâ©
changeâ©isâ©crea;ngâ©thatâ©contentâ©withâ©anâ©endâ©goalâ©â©
ofâ©conversa;onsâ©inâ©mind.â©
- 17. âYouâ©canâtâ©hurryâ©love,
â©
No,â©youâ©justâ©haveâ©toâ©wait;â©
Loveâ©donâtâ©comeâ©easy, â©
Itâsâ©aâ©gameâ©ofâ©giveâ©andâ©takeâ â©
Theâ©Supremesâ©(1966)â©
- 18. 9.â©ONEâ©STEPâ©ATâ©Aâ©TIMEâ©
Fewâ©brandsâ©(ifâ©any)â©willâ©achieveâ©overnightâ©successâ©inâ©socialâ©
media;â©deep,â©meaningfulâ©rela;onshipsâ©takeâ©;meâ©toâ©build.â©
However,â©theâ©rewardsâ©areâ©wellâ©worthâ©theâ©eïŹort.â©
Crucially,â©though,â©weâ©needâ©toâ©takeâ©thingsâ©atâ©aâ©paceâ©
theâ©audienceâ©isâ©comfortableâ©with.â©Some;mes,â©theyâll â©
ini;ateâ©thatâ©rela;onshipâ©forâ©us,â©crea;ngâ©theirâ©ownâ©
brandâ©âfanââ©pages.â©
Otherâ©;mes,â©itâ©mayâ©takeâ©manyâ©monthsâ©toâ©buildâ©theâ©desiredâ©
momentum.â©However,â©thisâ©isâ©aâ©longâtermâ©â©
medium,â©soâ©thatâsâ©ïŹneâ©ââ©providedâ©â©
theâ©audienceâ©perceiveâ©valueâ©inâ©whatâ©â©
youâreâ©doing,â©itâsâ©allâ©worthwhile.â©