1. IMPLEMENTING SOCIAL MEDIA
FOR BUSINESS
Andrew Chow

2. ANDREW CHOW
 Founded
 Ideamart (S) Pte Ltd since 1994 . Ideas & Concepts since 2002
 Table For Six since 2008
 Education
 Thames Valley University, UK
 Membership
 SACEOS member 2004
 Business Awards
 STB Business Award – Most Innovative Marketing Initiative award 2007
 Spirit of Enterprise 2008
 Successful Entrepreneur 2010
 Certification
 NLP Practitioner
 Certified Life Coach
 Forte
 PR Strategic Counsel, Implementation & Monitoring
 Social Networking / Social Media Strategy
 Brand Management Consultancy
 Personal Branding
 Professional Affiliation
 Approved NCSS Training Provider
 WDA ACTA-certified

3. SOCIAL MEDIA
 Social Networking
 Facebook - http://www.facebook.com/#!/AndrewChowKokWah
 Plaxo http://ideasandrew.myplaxo.com/
 Linkedin - http://sg.linkedin.com/in/ideasandrew
 Social Media Sharing
 Flickr Collection - http://www.flickr.com/photos/ideasandrew/
 Youtube Channel - http://www.youtube.com/user/ideasandrew
 Slideshare - http://www.slideshare.net/ideasandrew
 Podomatic - http://ideasandrew.podomatic.com
 Social Blogging / Micro-blogging
 Twitter - http://twitter.com/Ideasandrew
 Wordpress – www.andrewchow.sg
 Social Collaboration
 Wikipedia - http://en.wikipedia.org/wiki/User:Ideasandrew
 Meet up - http://www.meetup.com/members/11966314/

4. QUICK RECAP OF
“EXPLORING SOCIAL MEDIA FOR
BUSINESS”

5. CONTENT

6. CONVERSATION

7. COMMUNITY

8. PLATFORMS

9. TOOLS

10. METRICS

11. APPLICATION

12. OVERALL

13. WHY CHANGE?
(WHY IMPLEMENT SOCIAL MEDIA?)

14. The World has changed
New Economy
Thinking “GREEN”
Global Citizenship
Dependency on Technology
Proliferation of media
Choices

15. YOUR COMPANY HAS CHANGED
Outsourcing of jobs
Smaller budget
More accountability
Less fun
More demanding customers
Lower risk tolerance
Everything is moving faster
Small staff strength

16. THE CUSTOMER HAS CHANGED
 More online channel choices
 Comparison shopping
 Less spending power
 Increased mobile communications
 Searching for value
 More prone to others’ opinion
 Less trust in government campaign and
business advertising
 Less loyalty
 More fear
 They talk to each other

17. SOCIAL MEDIA STRATEGY MAP
Workshop Time!

18. 8-STEP STRATEGY MAP

19. SOCIAL MEDIA STRATEGY MAP
Target Audience(s)
Objective(s)
Integration
Culture Change
Capacity
Tools & Tactics
Measurement
Experiment

20. 1. TARGET AUDIENCE(S)
 Who do you want to reach with your
new media efforts to meet your
objective?
 What does your target audience know
or believe about your organization?
 What key points do you want to make
with your audience?
 What new media tools are they
currently using?

21. 2. OBJECTIVE(S)
 What do you want to do?
 Marketing
 Public Relations
 Customer Service
 Monitoring
S.M.A.R.T
 Research
Specific
 Branding Measurable
 New business Attainable
 New Customers Realistic
Time-based

22. 3. INTEGRATION
 How will your new media strategy support and
enhance your existing Internet strategy (if you have
one)?
Website
CRM
Email
Lead/Prospect SEO
Google Analytics

23. 4. CULTURE CHANGE
 How will you get your organization to embrace
your new media strategy? (Training?)
 Can you think of any internal champions (CEO?)
to drive it forward?
 How will you address any fears or concerns?
(who decides what info to be on Social Media?)
 What is the rate of change your company can
tolerate?

24. 5. CAPACITY
 Who will implement your organization’s new
media strategy? (not just IT or Marketing)
 How much time do you allocate per week to
your strategy?
 Do you need any outside expertise to help
implement your strategy?
 Will your content updates depend on any other
resource or person?

25. 6. TOOLS AND TACTICS
 What tactics and tools best support your
objectives and match your targeted
audience?
 What tactics and tools do you have the
capacity to implement?

26. 7. MEASUREMENT
 What hard data points or metrics will you use to track
your objectives?
 How often will you track?
 Do you have the systems and tools set up to track
efficiently?

27. 8. EXPERIMENT
 What small piece can you implement first as a pilot
run?
Before After
What did you plan to do? What actually happened
What do you think would be How could your results have
the been improved?
Result?
What did your audience
think?
What will you do differently in
the next run?

28. SOCIAL MEDIA RESPONSE
STRATEGY MAP

30. SOCIAL MEDIA POLICY
AND GUIDELINES
Purpose
Scope
Disclaimer
Personal Use
Values
Internal Moderation

31. SOCIAL MEDIA READINESS
ASSESSMENT

32. SENIOR MANAGEMENT
SUPPORT
 interested in leveraging Social Media as a new marketing
channel
 understands that Social Media is a long term priority
 prepared to contribute to social media content
development
 interested in taking the feedback from customer views
and other data to make changes in the organization
 willing to provide the resources necessary in order to
get the social media program off the ground

33. SOCIAL MEDIA KNOWLEDGE
 which social media channels are available and
which are the best fit for our organization
 solid understanding of how our employees and
executives are currently using Social Media
 read industry-based reports and
benchmarking studies on Social Media
 attended conferences and networked with
colleagues to gain a better understanding of how
they plan on implementation
 joined Social Media peer groups to learn
more about how we can leverage Social Media
 subscribe to Mashable or other Social Media
educational sites

34. CUSTOMER ENGAGEMENT
 Dedicated online community groups exist for our
customer
 a company profile on Social Media networking
sites such as LinkedIn, Facebook, etc.
 Our subscriber list is growing among the various
forms of Social Media currently being used
 regularly contribute to online discussions
 know if our audiences tone is positive, neutral, or
negative on 3rd party sites
 Our audience (customers, prospects, etc)
regularly make comments on our postings

35. COMPETITIVE INSIGHT
 audited our top competitors online strategy,
evaluated their maturity and have a basic idea of
what they are doing with Social Media
 regularly track our competitors (# of Blog
Postings, Comments, Twitter Followers,
Facebook Group Members, etc.)
 monitor competitive social media changes and
updates daily
 provide competitive positioning information to
our product management group
 joined our competitors online community and
networking groups

36. STAFF & RESOURCES
 defined roles and responsibilities for people in
our organization who are involved with Social
Media
 dedicated internal point person to manage our
Social Media program
 consulted with Social Media experts to ensure
our programs success
 an industry thought leader who contributes to
our blog postings
 consulted with our IT department to get their
input on technology selections
 developed and provided a training program to
employees and contractors

37. PLAN & CHANNEL
 created and presented a social media channel map
which highlights how we will use Social Media
 a defined strategy with clear objectives, targets,
initiatives and measures
 analyzed and prioritized our Social Media channel
options and have consensus on which opportunities
pursue first
 evaluated and selected technology solutions for
implementing our Social Media program
 developed a project plan with timelines, deliverables
and milestones
 communicated our Social Media plan to our
employees

38. PROCESS DOCUMENTATION
 incorporated and integrated Social Media into
our normal marketing mix
 developed a calendar for selecting topics and
organizing Social Media communications
 defined the frequency for updating our Social
Media channels
 regularly scheduled meeting to discuss our Social
Media program

39. GOVERNANCE &
MEASUREMENT
 a policy to govern the use of Social Media with
our employees, contractors, prospects and
customers
 a dashboard to report on our top Social Media
metrics
 communicate the results of our Social Media
program to Senior Management on a regular
basis
 documented the Terms of Use and Privacy Policy
for the Social Media applications that we provide

40. SOCIAL MEDIA READINESS ASSESSMENT
 Weighting
 different category means differently to different
companies
 Total = 100%
 Assessment
 5 – strongly agree
 1 – strongly disagree
 Score
 Category = % of Weighting x Assessment
 Overall = Total of 8 categories

41. SME INFOCOMM RESOURCE CENTRE
SOCIAL MEDIA COMPETENCY ROADMAP
Seminars, Training and Consultation
Readiness General
Assessment
Seminars (2)
SIRC
Job Functions Industry Consultation
(3) (3) (1)

42. SOCIAL MEDIA COMPETENCY ROADMAP
 General
 Basic Course : Exploring Social Media for Business
 Duration : 1 day
 Outline :
 Overview of Social Media
 Basic platforms
 Advanced platforms
 Current Application of Social Media

43. SOCIAL MEDIA COMPETENCY ROADMAP
 General
 Intermediate Course : Implementing Social Media for
business
 Duration : 1 day
 Outline :
 Social Media Strategy Map
 Social Media Response Map
 Social Media Guidelines and Policy
 Social Media Risk Assessment

44. SOCIAL MEDIA COMPETENCY ROADMAP
 Industry
 Master Class: Social Media for B2B Business
 Duration : 1 day
 Outline :
 Defining Your B2B Social Media Strategy
 16 best practices of corporate blogging for B2B
 13 Corporate Marketing lessons

45. SOCIAL MEDIA COMPETENCY ROADMAP
 Industry
 Master Class: Social Media for Retail Business
 Food & Beverage, Retail, FMCG, Heartland Micro-
business
 Duration : 1 day
 Outline :
 Case studies of Success Retailers on Social Media
 Loyalty programs through Facebook application
 Working alongside with “Groupon” systems
 Location-based marketing (Foursquare)
 Leveraging on customers’ social network
 Develop social network and mobile apps
 Managing conversational marketing
 Creating user-generated content

46. SOCIAL MEDIA COMPETENCY ROADMAP
 Industry
 Master Class: Social Media for Hospitality Industry
 Hotels, Attraction, Integrated resorts, Travel, MICE
 Duration : 1 day
 Outline :
 Create original customer story
 Harassing content from other online sources
 personalising corporate social media accounts
 Embracing the social media culture
 Integrate social media into online booking
 Conversion of positive feedback into guest blogging
 Develop social brand ambassadors through existing
loyalty programs

47. SOCIAL MEDIA COMPETENCY ROADMAP
 Job Functions
 Master Class: Social Media Public Relations & Crisis
Management
 Duration : 1 day
 Outline :
 Developing positive relationship with journalists on social
media
 Master the art of creative pitching
 Using social media as an alternative to press release
 Overview of crisis management
 10 Most commonly asked questions
 Establish the SOP by experience
 Nurturing of brand ambassadors for social media

48. SOCIAL MEDIA COMPETENCY ROADMAP
 Job Function
 Master Class: Branding & Customer Service via Social
Media
 Duration : 1 day
 Outline :
 How social media help your brand audit
 Platforms and style of conversation to consolidate your
position
 Brand communication : an organisation responsibility on
social media
 Integrating customer service into social media marketing
 Customer Service Case Studies
 Best practices of online Customer Service
 The future of customer service on social media

49. SOCIAL MEDIA COMPETENCY ROADMAP
 Job Function
 Master Class: Managing Social Media impact for HR
Professional
 Duration : 1 day
 Outline :
 Developing company usage policy
 Use Linkedin for recruitment
 Using Slideshare and proprofs for training and
development
 Internal communication as a branding tool
 Crafting job description for social media role

50. UPCOMING COURSES
 3 Oct : Exploring Social Media Strategy
 12 Oct : Social Media for B2B
 31 Oct : Implementing Social Media Strategy
 1 Nov : Exploring Social Media Strategy
 22 Nov : Implementing Social Media Strategy
 28 Nov : Social Media for Retail

51. WHAT DO WE HAVE FOR YOU
TODAY?
Book : 88 Essential Secrets
DVD : Master the Art of
Managing the Media
Pre Order : Social Media 247

52. Q&A
Thanks you very much