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Cost Effective Social Media
          Marketing Strategies to
                Maximize ROI
                               ...
Agenda

                                  •   Introduction to Social Media
                                  •   Implement...
Introduction to Social Media


Old Model                               New Model
1 to Many                               T...
Introduction to Social Media




• Social Media is about interactions    • Social Media is not just technology
• Social Me...
Introduction to Social Media


    • What companies tend to use it for
              – Market Research
              – Pub...
Introduction to Social Media




                                             Chart Source: Forrester Research Dec 2008
© ...
Introduction to Social Media




                                             Chart Source: Forrester Research Dec 2008
© ...
Introduction to Social Media




                                             Chart Source: Frederic Cavazza
© Copyright 2...
Implementation Process




© Copyright 2009 Tong Hsien-Hui
Implementation Process?



        • No One-Size-Fits-All Strategy
              One-Size-Fits-
        • A poor plan impl...
Implementation Process?


        S                   – Stakeholders, Who are they?
        W                   - Where ar...
Implementation Process




                                  Images
                                            Micro
    ...
Implementation Process


        Success Factors
        • Know your company
        • Know your online community
        ...
Measuring ROI




© Copyright 2009 Tong Hsien-Hui
Measuring ROI


        • Qualitative
                  – Corporate Reputation
                  – Conversations
         ...
Measuring ROI


        Social Media can be Quantified
                  – Number of positive conversations
              ...
Common Problems Faced




© Copyright 2009 Tong Hsien-Hui
Common Problems Faced

        • Internal
                  –     Corporate Structure/Responsibilities
                  –...
What Others are Doing - Skittles




© Copyright 2009 Tong Hsien-Hui
What Others are Doing - Skittles




© Copyright 2009 Tong Hsien-Hui
What Others are Doing - Skittles




© Copyright 2009 Tong Hsien-Hui
What Others are Doing - Skittles




© Copyright 2009 Tong Hsien-Hui
What Others are Doing - Skittles




© Copyright 2009 Tong Hsien-Hui
What Others are Doing – Vodka Absolut




                                                   Interest




© Copyright 2009...
What Others are Doing – Vodka Absolut



                                              Promote




© Copyright 2009 Tong H...
What Others are Doing – Vodka Absolut




                                  Engage




© Copyright 2009 Tong Hsien-Hui
What Others are Doing – Vodka Absolut



                                    Involve/Interact




© Copyright 2009 Tong Hs...
What Others are Doing – Accenture




                                              Podcasts



             Staff Blogs

...
What Others are Doing – IBM




                                            Limited Community




© Copyright 2009 Tong Hs...
What Others are Doing - Dell




© Copyright 2009 Tong Hsien-Hui
What Others are Doing – Starbucks




© Copyright 2009 Tong Hsien-Hui
What Others are Doing – Nike




© Copyright 2009 Tong Hsien-Hui
What Others are Doing – Nike




                                             Connections




© Copyright 2009 Tong Hsien-...
What Others are Doing – Burger King




                                        Controversy




© Copyright 2009 Tong Hsie...
What Others are Doing – Red Bull




© Copyright 2009 Tong Hsien-Hui
What Others are Doing – Red Bull




© Copyright 2009 Tong Hsien-Hui
What Others are Doing – AT & T (?)




                                               Will the real AT&T
                 ...
What Others are Doing – Bank of America




© Copyright 2009 Tong Hsien-Hui
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Implementing a Social Media Strategy

  1. 1. Cost Effective Social Media Marketing Strategies to Maximize ROI Hsien- Tong Hsien-Hui VP, Marketing and New Media 8th April 2009 @ Marketing Institute of Singapore © Copyright 2009 Tong Hsien-Hui
  2. 2. Agenda • Introduction to Social Media • Implementation Process ? • Measuring ROI • Common Problems Faced • What Others Are Doing © Copyright 2009 Tong Hsien-Hui
  3. 3. Introduction to Social Media Old Model New Model 1 to Many The Multiplier © Copyright 2009 Tong Hsien-Hui
  4. 4. Introduction to Social Media • Social Media is about interactions • Social Media is not just technology • Social Media is about each • Social Media is not a short term individual project • Social Media provides a canvas for • Social Media is not something you your creativity give an intern to do • Social Media provides an outlet • Social Media is not a channel to for you to show the world what blast your packaged ads you can do • Social Media will not work without • Social Media is about EGO YOUR participation © Copyright 2009 Tong Hsien-Hui
  5. 5. Introduction to Social Media • What companies tend to use it for – Market Research – Public Relations/Marketing/Online Voice – Branding – Product Development – Customer Service – Promotions – Presence © Copyright 2009 Tong Hsien-Hui
  6. 6. Introduction to Social Media Chart Source: Forrester Research Dec 2008 © Copyright 2009 Tong Hsien-Hui
  7. 7. Introduction to Social Media Chart Source: Forrester Research Dec 2008 © Copyright 2009 Tong Hsien-Hui
  8. 8. Introduction to Social Media Chart Source: Frederic Cavazza © Copyright 2009 Tong Hsien-Hui
  9. 9. Implementation Process © Copyright 2009 Tong Hsien-Hui
  10. 10. Implementation Process? • No One-Size-Fits-All Strategy One-Size-Fits- • A poor plan implemented well is often better than a good plan implemented poorly • This is a long term business initiative © Copyright 2009 Tong Hsien-Hui
  11. 11. Implementation Process? S – Stakeholders, Who are they? W - Where are they? Objective(s) O - Objective(s) P - Planning - Community, Conversation, Context, Content E - Execute - Monitor M © Copyright 2009 Tong Hsien-Hui
  12. 12. Implementation Process Images Micro Webpage Blog Content Creator RSS Blog Platform Video Bookmark © Copyright 2009 Tong Hsien-Hui
  13. 13. Implementation Process Success Factors • Know your company • Know your online community • Interesting content – Innovative (Controversy is a subset) – Funny – ‘Cool’ Cool’ • Informative and accurate content • Frequent updates/changes/ replies • Honesty and Acknowledgement • Give “strokes” judiciously but frequently strokes” • Be consistent © Copyright 2009 Tong Hsien-Hui
  14. 14. Measuring ROI © Copyright 2009 Tong Hsien-Hui
  15. 15. Measuring ROI • Qualitative – Corporate Reputation – Conversations – Customer Relationships • Quantitative – Related Sales – Traffic – SEO Ranking – Benchmark vs Competitors and Partners © Copyright 2009 Tong Hsien-Hui
  16. 16. Measuring ROI Social Media can be Quantified – Number of positive conversations – Number of new qualified subscribers – New sales – New qualified leads – Number of new product changes suggested through this channel © Copyright 2009 Tong Hsien-Hui
  17. 17. Common Problems Faced © Copyright 2009 Tong Hsien-Hui
  18. 18. Common Problems Faced • Internal – Corporate Structure/Responsibilities – Response time – Loss of traditional one way communication channel – de- Change from centralized control to de-centralized control – Consistent pricing and message is needed • External – Target audience may not be online – Unless they are engaged, community often dies from lack of interaction – People engage with people, not with companies – Everyone sees you….investors, competitors, customers, you… busybodies… busybodies….. – A few people can dominate the conversation….and influence conversation… the tide of opinion © Copyright 2009 Tong Hsien-Hui
  19. 19. What Others are Doing - Skittles © Copyright 2009 Tong Hsien-Hui
  20. 20. What Others are Doing - Skittles © Copyright 2009 Tong Hsien-Hui
  21. 21. What Others are Doing - Skittles © Copyright 2009 Tong Hsien-Hui
  22. 22. What Others are Doing - Skittles © Copyright 2009 Tong Hsien-Hui
  23. 23. What Others are Doing - Skittles © Copyright 2009 Tong Hsien-Hui
  24. 24. What Others are Doing – Vodka Absolut Interest © Copyright 2009 Tong Hsien-Hui
  25. 25. What Others are Doing – Vodka Absolut Promote © Copyright 2009 Tong Hsien-Hui
  26. 26. What Others are Doing – Vodka Absolut Engage © Copyright 2009 Tong Hsien-Hui
  27. 27. What Others are Doing – Vodka Absolut Involve/Interact © Copyright 2009 Tong Hsien-Hui
  28. 28. What Others are Doing – Accenture Podcasts Staff Blogs © Copyright 2009 Tong Hsien-Hui
  29. 29. What Others are Doing – IBM Limited Community © Copyright 2009 Tong Hsien-Hui
  30. 30. What Others are Doing - Dell © Copyright 2009 Tong Hsien-Hui
  31. 31. What Others are Doing – Starbucks © Copyright 2009 Tong Hsien-Hui
  32. 32. What Others are Doing – Nike © Copyright 2009 Tong Hsien-Hui
  33. 33. What Others are Doing – Nike Connections © Copyright 2009 Tong Hsien-Hui
  34. 34. What Others are Doing – Burger King Controversy © Copyright 2009 Tong Hsien-Hui
  35. 35. What Others are Doing – Red Bull © Copyright 2009 Tong Hsien-Hui
  36. 36. What Others are Doing – Red Bull © Copyright 2009 Tong Hsien-Hui
  37. 37. What Others are Doing – AT & T (?) Will the real AT&T stand up © Copyright 2009 Tong Hsien-Hui
  38. 38. What Others are Doing – Bank of America © Copyright 2009 Tong Hsien-Hui
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How to implement a social media strategy and measure ROI

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