An Overview of the Landscape of the most common social media platforms and Social Media Marketing Principles. Recent successful case studies from Asia and the USA have been included.

1. The Social Media Landscape David Liem Happy Marketer, Singapore Hello@HappyMarketer.com Twitter - @hmarketer

2. Factors for Social Media Success Have clear objectives Drive Action / Engagement Email stimulates action ID & manage active users, communities Go where fishes are, social comm. Be relevant Listen to what’s being said, and where Engage and add value to existing conversations Combine Offline & Online Act offline, share online Reference: http://www.slideshare.net/MarkjMcNally/tsb-social-media-kt-ns-feb-2010

3. The Social Media Landscape

4. Your Website

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

7. 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

8. Strengths & Weaknesses Strengths Effective for branding, sparking excitement with product announcements, information gathering from official source Weaknesses May appear ‘one-sided’, glossed over, fake Info may not be as ‘cutting edge’ as 3rd party sites

9. Company Blog Company voice or individuals? Comments enabled?

10. A platform for feedback?

11. Thought Leadership

12. Collaborating with Popular Bloggers

13. Strengths & Weaknesses 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

14. Email

15. Strengths & Weaknesses Strengths Direct to your inbox Fast, repetitive Time consuming Weaknesses Easy to ignore Not personalized Repetitive, ‘spammy’

16. Web / News Portals

17. Topic Specific Portals

18. Product Specific

19. Strengths & Weaknesses 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

22. B2C

24. Facebook on your Website

25. Strengths & Weaknesses 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

26. 131 million users, 55 million on mobile 31 million visit at least once a month

27. Social Networking in China 221 million people have blogs, largely in a diary-style 176 million Chinese connect via social networking system 117 million connect anonymously via bulletin board system Word of mouth is especially influential, since the media is not open. http://smartblogs.com/socialmedia/2010/03/31/social-media-and-china-what-you-need-to-know/

29. Some interesting facts 2 Billion videos watched every day 516 Million Views – Most Popular Video - Justin Bieber 35 hours of videos uploaded each/ min Over 13 million hours of footage uploaded in 2010 It’s a powerful marketing platform

30. Viral Marketing Videos

31. Product Reviews

32. Trade Shows

33. Tutorials

34. Tutorials

35. Est. Thought Leadership

36. Videos with a twist

37. Intrigue your audience

38. Vimeo: Professional Alternative No Ads HD quality video, custom colors

39. Success on YouTube Focus on content, not on viewers A consistent audience needs consistent content. There is only one rule for content……and that is “What do you genuinely enjoy making?”

40. Strengths & Weaknesses Strengths High degree of engagement, realism, more likely to be shared and go ‘viral’ Powerful to shape user sentiment Consistent content rewards consistent viewers Cons Costly (but high quality content almost always works)

42. Posting Company News

43. Customer Service

44. Strengths & Weaknesess 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

46. Increasing your Search Real Estate

47. Strengths & Weaknesses Strengths Thought leaderships, more detailed views on how company thinks, Great for generating new content helps generate leads, networking Search engine visibility Weaknesses Sensitivity of info in slides, More business related, not as engaging

50. Highly Targeted Recruitment

51. Strengths & Weaknesses Strengths Create a customizable business page build network, collaboration, groups, share expertise, research tool, Recruiting tool connect with other employees Weaknesses Smaller network than Facebook, slow linking process, less conversation

52. Review Websites People love ratings, reviews, top 10 lists If you have good ratings show it off If it don’t have any, find sites that do, or encourage reviews/feedback

53. Be Aware of your reviews

54. Reviews

55. Video Reviews

56. User reviews: show it off

57. Strengths & Weaknesses Strengths Critical in comparing / buying phase Customers get a better understanding of your product Useful to understand user’s needs See where you stand with your competitors Weaknesses No control over ratings, comments

58. Deal Websites

59. The current craze

60. Deals websites Effectively boost your brand visibility Groupon: 77 per cent of their users are women Can also tarnish your company’s reputation if deal is misleading.