1. The C3 System How Brands Achieve
Strategic Objectives
in Social Media
Marcus Ho
Director of Client Leadership
Social Media Hub

2. Marcus Ho
MARCUS HO PROFILE

3. 1st Venture
MARCUS HO PROFILE

4. The Team
INTERNET SUCCESS HUB

5. They’ve Become Category Leaders
INTERNET SUCCESS HUB

6. What is digital?
ISH CASE STUDY
Over US$1.1 million of ticket
sales from Facebook in less
than 48 hours
Full case study: http://bit.ly/smh-freshkon

7. What is digital?
578%
ROI
for
Interna0onal
Cosme0c
Contact
Lenses
ISH CASE STUDY
Brand,
FreshKon
Full case study: http://bit.ly/smh-freshkon

8. What is digital?
ISH CASE STUDY
Over
S$3.6
million
of
savings
for
interna0onal
lingerie
brand,
Wacoal
Case Study coming soon on www.social-mediahub.com.sg

9. 1
The C3 System
L1: Identify Strategic Objectives
L2: Establish Key Performance Indicators
L3: Set Social Media Monitoring Tools

10. THE C3 SYSTEM
L1 Identifying
Strategic
Objectives

11. The C3 System
THE C3 SYSTEM

12. Identify Strategic Objective
To begin, decide on an
objective for your
campaign.
THE C3 SYSTEM
Objectives can be
1. Brand Awareness
2. Sales
3. Consumer Retention

13. Establish KPIs
Next, decide on how to
measure your success
on social media
THE C3 SYSTEM
To do this, establish your
KPIs and social media
metrics.

14. Establish KPIs
THE C3 SYSTEM

15. Social Media ROI
THE C3 SYSTEM
23 Ways to Measure Social Media ROI
www.social-mediahub.com/roi

16. Set Social Media Monitoring Tools
People are talking
about your brand,
products, competitors,
and industry real-time
THE C3 SYSTEM
on social media.
Start listening to what
they are saying before
you embark on
anything.
To do that, you need
to use social media
monitoring tools.

17. Adoption of trends
THE C3 SYSTEM

18. Social Media Analysis Report
THE C3 SYSTEM

19. Social Media Analysis Report
THE C3 SYSTEM

20. Social Media Analysis Report
THE C3 SYSTEM

21. Social Media Analysis Report
THE C3 SYSTEM

22. Social Media Analysis Report
THE C3 SYSTEM

23. 2
The C3 System
G1: Media Buys
G2: Integration
G3: Engage Influencers

24. THE C3 SYSTEM
G1 Media Buys

25. Media Buys
Begin buy growing
your social equities
through buying ad
spaces on social
THE C3 SYSTEM
media platforms.
Increase your success
rate by doing A/B
Testing.

26. Buying Facebook Ads
THE C3 SYSTEM

27. Buying Facebook Ads
You can even
THE C3 SYSTEM
target on your
competitors’
fans!

28. Ads in Specific Communities
THE C3 SYSTEM

29. THE C3 SYSTEM
G2 Integration

30. Integration
Ensure that you offline
and online brand
experiences are
aligned and
THE C3 SYSTEM
compliment each
other.
Your offline campaign
should reflect
information on your
online activities and
vice versa.
In doing so, you create
an integrated
campaign.

31. Online Integration
THE C3 SYSTEM

32. Offline Integration
THE C3 SYSTEM

33. THE C3 SYSTEM
L3 Engage
Influencers

34. Engage Influencers
1. Approach your
brand influencers,
offer them what
they need
THE C3 SYSTEM
2. Engage them to
spread the voice of
your brand
3. Nurture and
maintain
relationships

35. Engage Users
THE C3 SYSTEM

36. Engage Influencers
THE C3 SYSTEM

37. 3
The C3 System
E1: Map Content Strategy
E2: Establish an Engagement Framework
E3: Monetise and Measure

38. THE C3 SYSTEM
E1 Map Content
Strategy

39. Map Content Strategy
Map your
engagement
foundation within 3
areas:
THE C3 SYSTEM
1. Buyer Avatar
2. Brand Persona
3. 100 Topics

40. Buyer Avatar – Learn About Your Audience
THE C3 SYSTEM

41. Brand Persona
“Your brand is what people say you about you when you’re not in the room” –Jeff Bezos
Start documenting down your brand’s characteristics if it was an actual person.
THE C3 SYSTEM

42. 100 Topics
THE C3 SYSTEM
Based on your Social Media Analysis Report, formulate a list of 100
Topics of conversations which your audiences are talking about. From
there, you would be able to produce relevant content for them.

43. 100 Topics
THE C3 SYSTEM

44. THE C3 SYSTEM
E2 Set Up An
Engagement
Framework

45. Set up Engagement Framework
Relationship is King,
Content is Queen.
THE C3 SYSTEM
To accomplish both,
there are 3 facets to
this.

46. Engagement Framework
Daily
Operations
Content
Management
THE C3 SYSTEM
Monthly
Operations
Word-of- Daily
Mouth Operations
Campaigns
Social
Relationships
Management

47. Content Management
“Focus on others, what you can
do to help them. Act like you’re
a new arrival in a cocktail party.
Don’t draw attention to yourself
or your business, but be sure to
THE C3 SYSTEM
be helpful by sharing information
on how to solve their problems”
– Patsi Krakoff
• Share tips and advice based on what
your target audiences wants to know
(tips, inspiring, funny stories, trivias, etc.)
• Push press release and announcements
out via social media
• Content to be prepared every 30-days
through Editorial Calendar
• Social content to drive traffic to other
web properties

48. Content Management Matrix
THE C3 SYSTEM

49. Editorial Calendar
THE C3 SYSTEM

50. Word-of-Mouth Campaigns
Photo/Design Contest Video Contest
How it works: Contest whereby winner(s) How it works: Contest whereby winner
are selected based on judging and/or (s) are selected based on judging and/
voting. or voting.
THE C3 SYSTEM
Essay-based Contest Quiz
How it works: Contest whereby winner How it works: Quiz enabling consumers to
(s) are selected based on judging share their personality with friends.
and/or voting.
Trivia Favorite Picks
How it works: Multiple choice How it works: Promotions enabling
question trivia where consumers can consumers to share their favorite items with
measure their knowledge. friends.
Sweepstakes Others
How it works: Consumers enter a How it works: Let your creative juices
sweepstakes. Winners are randomly flow!
selected.

51. Case Study – Qatar Airways
Voted as World’s Best Airlines by
Skytrax
Primary Objective: To Increase
Sales
THE C3 SYSTEM
Secondary Objective: To reduce
marketing expenses (cost-per-
email)
- 150K+ fans added in
1 month
- 100 free air tickets
giveaway
- Campaign won a
Smittys Award

52. Case Study – FreshKon
Internationally known cosmetic
contact lenses
Primary Objective: To reduce
marketing expenses (cost-per-
THE C3 SYSTEM
activation)
Secondary Objective: To increase
brand awareness
-Product images were
“censored”
- “People Talking
About This” score
increased 354%
- Return on Investment
of 548%

53. Earned Media Click Rate
THE C3 SYSTEM

54. Rate of Sharing by Campaign Type
THE C3 SYSTEM

55. Social Relationships Management
Building advocacy is really all about nurturing your
customers’ relationships and experiences. When
customers seek you out via social, they’re looking for
an opportunity to build an emotional connection.
What does that mean? It means responding promptly
to messages, making an effort to reach out and add
value to these conversations through our proprietary
THE C3 SYSTEM
model
The RSRQ Model:
Reward
Statement
Reflec0on
Ques0on
Reward – Light compliment for their responses
Statement – A short neutral statement on the topic
of conversation
Reflection – Reflecting on the topic of conversation
and steering it to your top topics
Question – Asking a question to continue the
conversation
See this framework in action – http://www.social-
mediahub.com/rsrq

56. Social Relationships Management
THE C3 SYSTEM

57. Social Relationships Management
THE C3 SYSTEM
Positive comments can be responded too!

58. Social Relationships Management
True advocacy isn’t a numbers game. It’s the natural byproduct of developing good
relationships, providing great consistent service, and delivering on your brand promise.
THE C3 SYSTEM
By seeing your top most engaged fans, you would be able Screenshot from Meltwater
to further engage them through your brand advocacy Buzz platform – How engaged
programmes and conversational is each
consumer?

59. THE C3 SYSTEM
E3 Monetise
And
Measure

60. E3: Monetise and Measure
Create actionable
steps that drive
consumers through
your funnels.
THE C3 SYSTEM

61. Social Media ROI
THE C3 SYSTEM

62. Social Media ROI
THE C3 SYSTEM
23 Ways to Measure Social Media ROI
www.social-mediahub.com/roi

63. Thank You!
Marcus Ho
E: marcus@internet-success-hub.com
FB: fb.com/marcuskaho
D: 800-852-3869 (SG Toll Free Number)