Presentation for Sustainable Cosmetics Summit 2013 in Hong Kong

1. The Power of Social
& Digital Media
David Liem, Cofounder Happy Marketer
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The Power of Social Media & Digital Marketing

2. Today’s Menu – Digital Marketing
Websites
Facebook
Mobile
Google
Display Ads
Instagram
Vine
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News
Maps
Email
The Power of Social Media & Digital Marketing

3. Today’s Agenda
1. Trends in Online Behavior
2. Establishing your Digital Strategy
3. Digital in 2014 and Beyond
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The Power of Social Media & Digital Marketing

4. Happy Marketer.
more business from your website
A little about myself…
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The Power of Social Media Digital Marketing

5. Slide 5
The Power of Social Media Digital Marketing

6. Who We Are
• Digital Marketing Consulting
Training based in Singapore
• Our Mission:
To help businesses connect with
their customers in innovative
and profitable ways.
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The Power of Social Media Digital Marketing

7. Why Us
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The Power of Social Media Digital Marketing

8. Our List Of Services
1.
2.
3.
4.
5.
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Social Media
Search Digital Advertising
Content Digital Assets
Analytics
Marketing Training
The Power of Social Media Digital Marketing

9. We Are Certified For
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The Power of Social Media Digital Marketing

10. Hey there, I’m…
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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

15. What I do at work…
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The Power of Social Media Digital Marketing

16. What I do for fun…
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The Power of Social Media Digital Marketing

17. Trends in Online Behavior
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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

38. What steps would you take if…
1. You were interested to buy a new
compact digital camera?
2. You wanted to hire a wedding planner
in Hong Kong?
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The Power of Social Media Digital Marketing

39. How things used to be...
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The Power of Social Media Digital Marketing

40. The Customer Buying Cycle
Discovery
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Research
Decision
The Power of Social Media Digital Marketing

41. How people are actually influenced
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The Power of Social Media Digital Marketing

42. The Social Customer Buying Cycle
Sharing
Discovery
Sharing
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Sharing
Sharing
Research
Sharing
Decision
Sharing
The Power of Social Media Digital Marketing

43. The Purpose of
Digital Marketing
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The Power of Social Media Digital Marketing

44. Lets bust some myths about Search Marketing!
• SEO is free; SEM costs money
• SEM = Google + Yahoo + Bing
• Offline success helps get you to No.1
• Adwords help SEO ranks
• SEO takes a long time; SEM works right away
• SEM traffic isnt as high quality as SEO traffic
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The Power of Social Media Digital Marketing

45. Most Companies Brand – To Acquire
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The Power of Social Media Digital Marketing

46. Some Companies Make An Effort To Convert
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The Power of Social Media Digital Marketing

47. Very Few Maximize Their Customers
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The Power of Social Media Digital Marketing

48. Very Few Maximize Their Customers
Expensive
Hard To
Measure
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The Power of Social Media Digital Marketing

49. Very Few Maximize Their Customers
Expensive
Hard To
Measure
Usually done once,
but great for results
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The Power of Social Media Digital Marketing

50. Very Few Maximize Their Customers
Expensive
Hard To
Measure
Usually done once,
but great for results
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Done least,
but actually
the highest
ROI activity
The Power of Social Media Digital Marketing

51. When The Purpose Is To Acquire
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The Power of Social Media Digital Marketing

52. When The Purpose Is To Convert
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The Power of Social Media Digital Marketing

53. And When The Purpose Is To Resell
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The Power of Social Media Digital Marketing

54. Let’s Learn By
Looking At
Innovative
Ideas in Digital
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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

56. B2B Marketing - Hubspot
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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

58. Lessons to Learn
1.
2.
3.
4.
Even B2B company’s can be ‘fun’
Education has a strong pull effect
Hubs of information creates repeat visitors
Find ways of ‘helping’ your market with low effort to create stronger relationships
How can I apply these lessons in my business?
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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

62. Lessons to Learn
1.
2.
3.
4.
CLEAR content is king
Make content sharable
Reviews are your friend
Live chat to add to customer experience
How can I apply these lessons in my business?
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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

66. Lessons Learned
1.
2.
3.
4.
5.
6.
Create content relevant for today
Get your people involved,
Show the world your team
Show the world your loyal customers
Original visual content has great appeal
Inspirational quotes are highly viral
How can I apply these lessons in my business?
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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

69. Lessons Learned
1. Utilize user generated content for great brand visibility
2. Educational video are a great marketing and branding tool
3. Localize your content
How can I apply these lessons in my business?
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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

71. Lessons Learned
1.
2.
3.
4.
Twitter is a great tool for keep your audience informed on breaking developments
Connect to your customers on common values and issues
Create videos to educate your audience on larger issues
Connect your audience on the larger issues around them and urge them to get
involved.
How can I apply these lessons in my business?
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The Power of Social Media Digital Marketing

72. What is Web Analytics?
Marketing in the Information Age
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The Power of Social Media Digital Marketing

73. A Tree In A Forest …
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The Power of Social Media Digital Marketing

74. Web analytics in a nutshell
“Web analytics is the measurement, collection, analysis and
reporting of internet data…
…for purposes of understanding and optimizing web usage.”
-Digital Analytics Association
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The Power of Social Media Digital Marketing

75. Is it possible to have too much data?
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The Power of Social Media Digital Marketing

76. Analytics isn’t just about data – it’s about insights
In the age of Big Data, it’s easy to focus on one or 2 things. We’re surrounded by
data, so how do we turn it into insights that deliver performance for our clients?
Data
Analysis
Information
Insight
So what can analytics do for us?
What can’t analytics do for us?
1. Provide metrics on our visitors and potential
customers
2. Give us tools to segment and analyze data
3. Help us ask the right questions
1. Report on people’s names, IP addresses, etc.
2. Provide any personal information about our
visitors
3. Find all the answers for us
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The Power of Social Media Digital Marketing

77. Analytics has a come a long way
1 6
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2
5 5
4
The Power of Social Media Digital Marketing

78. The key is to measure business goals, not just clicks.
Ecommerce
Lead
Generation
Phone calls
Mailing
Lists
Information
Ad Serving
Social
Support
Careers
Affiliate
???
???
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The Power of Social Media Digital Marketing

79. Introduction to Google Analytics
The world’s most popular web analytics service
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The Power of Social Media Digital Marketing

80. Google Analytics: the world leader in web analytics.
More than 10M websites now use Google Analytics. In fact, more than 82% of web traffic is
measured by Google Analytics!*
Dashboards
Real-time Data
Custom Reports
Advanced
Segmentation
Path Analysis
*http://w3techs.com/technologies/overview/traffic_analysis/all
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The Power of Social Media Digital Marketing

81. The data you want, the way you want it.
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The Power of Social Media Digital Marketing

82. How do you convince clients to adopt GA?
“Flying Blind”
Customized for
You
“One-Stop Shop”
It’s Free!*
1. Flying blind: without analytics, it’s impossible to optimize marketing performance.
2. Customized for You: sure, the basic setup process is easy; but we can customize Google Analytics to
give you a truly valuable, unique solution!
3. “One-Stop Shop”: Convincing your client to adopt Google Analytics will be much easier if they can
simply use you to get started.
4. Don’t forget to mention: this is enterprise-class web analytics … for free!
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The Power of Social Media Digital Marketing

83. How can you include GA in your agency’s business?
1. Audit Strategy: Before you implement,
find out what your goals should be!
Audit
Strategy
Analysis
Insights
2. Implementation Customization:
Provide clients with an analytics
solution designed just for them!
3. Analysis Insights: Analyze data on an
ongoing basis to generate compelling
insights that improve performance!
Implement
Customize
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4. Repeat Iterate: Goals and priorities
change over time!
The Power of Social Media Digital Marketing

84. Audit Strategy
Learn
Explore
Plan
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• Key business goals
• Marketing strategy
• Unique elements of the site
• Implementation issues
• GA implementation roadmap
The Power of Social Media Digital Marketing

85. Implementation Customization
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The Power of Social Media Digital Marketing

86. Analysis Insights: Which email produced better ROI?
Visits
Day
Month
20,000
$0.15
$3,000
$90,000
20,000
$0.13
$2,600
$78,000
Difference:
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Value/Visit
$12,000
The Power of Social Media Digital Marketing

87. Analysis Insights: Which keywords are most effective?
Insight:
There’s lower traffic for “late night pizza san francisco,” but it has a much
higher conversion rate!
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The Power of Social Media Digital Marketing

88. Repeat Iterate
Deliver Insights
Evaluate Changing
Needs
Adjust Strategy
Implementation
Deliver Insights
Google Analytics work can become a revenue stream
by integrating it with Google AdWords work!
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The Power of Social Media Digital Marketing

89. Increase Your Revenue Manage Clients More Effectively
Whether or not you’re looking to GA as a new revenue stream for your agency, GA will help you
manage your clients more effectively and more efficiently.
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The Power of Social Media Digital Marketing

90. Where can I apply GA for my Biz and my Clients?
Audit
Strategy
Analysis
Insights
Repeat
Iterate
Implement
Customize
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The Power of Social Media Digital Marketing

91. How can I sign up?
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The Power of Social Media Digital Marketing

92. Next steps:
http://www.google.com/analytics/learn/index.html
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The Power of Social Media Digital Marketing

93. Going Beyond Data
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The Power of Social Media Digital Marketing

94. Driving Action – 3 Steps
Measure
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Analyze
4
Improve
The Power of Social Media Digital Marketing

95. Plan Your Activities According To Purpose
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The Power of Social Media Digital Marketing

96. Activity – Write out your Digital Plan
• Write down ideas for each phase in your digital plan
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The Power of Social Media Digital Marketing

97. What works in Digital today?
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The Power of Social Media Digital Marketing

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The Power of Social Media Digital Marketing

99. Mac Cosmetics - Interactive Video
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The Power of Social Media Digital Marketing

100. Sephora - Effective Web Design
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The Power of Social Media Digital Marketing

101. Johnson Johnson (China): ‘Pump It Forward’
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The Power of Social Media Digital Marketing

102. Cadbury’s Not So Sweet
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The Power of Social Media Digital Marketing

103. Kotex Hong Kong : Softness Surprise
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The Power of Social Media Digital Marketing

104. Visit Scotland – Three – Dancing Pony
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The Power of Social Media Digital Marketing

105. Digital in 2014 and Beyond
What to look out for in Digital Marketing?
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The Power of Social Media Digital Marketing

106. Online Value Proposition (OVP) is increasingly
important
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The Power of Social Media Digital Marketing

107. Use of Attribution Models to access media effectiveness
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The Power of Social Media Digital Marketing

108. Content will be more in-depth, detailed, and diverse
• More channels
• More insight
• More original and customized content
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The Power of Social Media Digital Marketing

109. Mobile Performance and Compatibility will be critical
•
•
•
•
•
Responsive Design
Fast loading
Easy to navigate
Easy to read
Update often
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The Power of Social Media Digital Marketing

110. Visual content will become increasingly important
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The Power of Social Media Digital Marketing

111. Distributed thinking , not destination thinking
• Have your content on multiple sites, partner sites, news sites, blogs, social media
networks
• Think about getting your message as far as you can
• Your brand’s home isn’t your website, it’s where your content lies.
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The Power of Social Media Digital Marketing

112. Story Centric Campaigns
• Have a campaign around a cause or a group of people rather than a singular message
• Story campaigns can be told over a longer period of time
• Your customers can relate and connect to stories easier than a marketing message
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The Power of Social Media Digital Marketing

113. In a Nut Shell
1.
2.
3.
4.
5.
6.
7.
More investment in Brand Online Value Proposition (OVP)
Use of Attribution Models to access media effectiveness
Content will be more in-depth, detailed, and diverse
Mobile Performance and Compatibility will be critical
Visual content will become increasingly important
Distributed thinking , not destination thinking
Story Centric Campaigns
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The Power of Social Media Digital Marketing

114. www.happymarketer.com
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The Power of Social Media Digital Marketing