Digital and Social Media in Aesthetics Marketing

Q-MED Clinic Manager Training Workshop 25 June 2011

Digital and Social Media in Aesthetics Marketing

Agenda • The Changing Landscape of Advertising

• Challenges & Implications

• Digital Landscape in Asia

• Digital Marketing and Social Media: How you can apply this to your role

Let’s take a step back

Think about how the way we interact with media and entertainment has changed

There’s a shift from pure media consumption

To a culture participation and creation

People talk, share and aggregate

People create, remix and watch

And people do all of that for, with and against brands

For With Against

We are quickly evolving in the way we communicate and socialize

Consumers research and talk about brands heavily online.

Digital and social media accelerates these conversations…

Marketing is social With digital technology, communication

between brands and consumers become bidirectional

Brand Communication

Paid media gave us the power to completely control the story we wanted to tell

Brand Conversation

The Brand and Consumers talk to each other.

The enormous influence of earned media requires brands to open the conversation to everyone

is largely out of our control

Today, what is said about

our brand

Social Media: It’s not the same as advertising

• New medium with different rules • You need to understand the rules or get an external agency who does

• Traditional advertising rules will not work

So what does the digital landscape in Asia look like?

42% of the world’s Internet users are from Asia

Internetworldstats.com, June 2010 data

42% of the world’s Internet users are from Asia

Internetworldstats.com, June 2010 data

Asia Internet Population

Internet World Stats, June 2010

Asia Internet Population

Internet World Stats, June 2010

Asian web audience skews younger

Comscore, January 2011

Hong Kong and Singapore skews older than the global average

Comscore, March 2011

Median age of Online Users in HK, SG, TW and KR is between 25 – 44 years old

Hong Kong Taiwan Singapore South Korea

Growth of active users between the age of 35-59 year olds rising dramatically

Growth of active users between the age of 35-59 year olds rising dramatically

Key Online Activities: Asia

Comscore, Jan 2011

Most visited sites in APAC

Comscore: Top Domains, Asia Pacific Jan 2011

Females are equally active online

Comscore, March 2011

In fact, Hong Kong and Singapore have the largest proportion of women online

Comscore, June 2011

Singapore & Hong Kong: Social Media and Search Dominates

Hitwise, June 2011

Taiwan & South Korea: Search Portals and Community Networks lead the way

Hitwise, June 2011

Taiwan

South Korea

Photo sharing and videos are an integral part of the digital experience

Photo sharing and videos are an integral part of the digital experience

Online Video consumption: SG and HK

Online Video consumption: TW and KR

Search: Google leads the pack

Comscore, APAC, July 2010-Jan 2011

Singapore and Hong Kong users are active searchers

Facebook Penetration in APAC

Socialbakers, Feb 2011

Indonesia has the 2nd largest Facebook user base in the world

Philippines is the top Facebook market by reach

Comscore, June 2011

Japan, Indonesia, Philippines and Singapore are top 10 on Twitter by reach

Comscore, June 2011

Digital Marketing Toolkit: Data & Statistics

•  Asian Digital Marketing Yearbook 2011

ü http://www.asiadigitalmarketingyearbook.com/asia-pacific-digital-marketing-yearbook-2011

•  Comscore State of the Internet South East Asia March 2011

ü http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/State_of_the_Internet_Southeast_Asia

•  Internet World Stats

ü http://www.internetworldstats.com/stats3.htm

Where should we start?

What are your customer touch points online?

Social Platforms Banners

E-Newsletter

Search

Microsites

Mobile App

Website

Blog

E-Direct Mailer

Branded content

Podcast

Forums

Objectives: What do you want to achieve?

Digital Platform

Awareness

Sales

Adoption

Building relationships

Leads generation

Data acquisition

Call to Action: What do you want the target audience to do?

Call to Action

Register for Events

Contact our Sales Team

Download our

marketing collaterals

Attend Online

Training

Purchase online

Download our Trial

Update your profile

Subscribe to our

newsletters

Find our more about

our products / services

What does Digital encompass?

Digital

Web Design (User Experience/Interface)

Mobile (Apps, coupons, QR codes, Augmented

Reality, Location Based Services)

Customer Relationship Management (Email Marketing)

Search Engine Optimization (SEO)

Viral Marketing (Blogs, Forum Seeding, Influencers)

Online Advertising (Banners, Paid Search, Ad

networks, Content Targeting)

Social Media (Facebook, Twitter, YouTube)

Web Analytics

The Consumer Purchase Funnel

Awareness

Consideration

Preference

Purchase

Retention

Advocacy

Advertising (Online/Offline), Email Marketing, Viral Marketing, Social Media

CRM, Social Media

Website (User Experience), Mobile, Web Analytics

Paid Search, SEO, Email Marketing, Viral Marketing, Mobile, Social Media

Paid Search, SEO, Viral Marketing, Mobile, Social Media

CRM, Viral Marketing, Social Media

Challenges Challenges

Our Challenges • High involvement product/service • Social Taboo •  Invasive •  Inertia • Fear • Expectations • Lack of or too much information • Costs • Marketing regulations

How can we use digital to… • Sell the product/service? • Recreate the sensorial experience of the brand/product online?

Key Digital Tenets • High level of involvement requires research to be done before a decision is made to purchase ü Online is the number one source of information

ü Not enough to just have a website

ü Users now rely on social networks and user generated content (e.g. reviews) to make their choices

Clinics must have a strong presence online • Numerous third party information sources online about the

brand and product

•  Includes consumer reviews, discussions and even price comparison

• Potential customers have access to this information

• Essential for the brand and clinics to have a strong voice in the online landscape

What do consumers want? •  Information, Clarity and Ease of Mind • They want to:

ü Hear about the experiences of others

ü Ask questions and get answers ü Be able to imagine what they would look like

ü Get a step by step explanation of the procedure

ü Find out if it will be painful/The price?

ü Know about the time horizon/downtime

• We need to get them comfortable enough to make a well informed decision

Let’s approach this in the following ways…

• Build a solid foundation – Website/Social Platforms ü Consumer education

ü Provide an information repository via content curation and not just aggregation

ü Open communication / Customer Service

ü Search Engine Optimization

• Drive awareness and traffic to digital assets ü Online Advertising, Keyword Search

• Engage existing/potential customers & key influencers ü CRM Strategy, Digital seeding, Blogger marketing

Content Creation & Distribution •  Create customized (localized) branded media and content – Videos &

Photos

•  Doctor participation and clinic promotions

•  Product seminars and events

•  Document procedure and experience

•  Use well known bloggers as a launch platform

•  Create a compelling reason to keep users coming back

•  Solicit volunteers/Co-creation

•  Build customer database (Email/Social Media)

Digital Marketing Channels

• Digital/Social Network Platforms ü Website, Facebook, Twitter, YouTube, Blogs

• Viral Marketing ü Digital seeding, Blogger outreach

• Online Advertising/Search Marketing ü Banner Ads, Ad Networks, Paid Search, Content Targeting

• Search Engine Optimization • Customer Relationship Management

ü Database management, Email marketing

• Website Analytics ü  Accountability, Tracking and Optimization

Tying everything together

Blog

YouTube Channel Owned

Media Facebook

Page

Facebook Ads

Drive fan acquisition

Paid Media Search (Paid/

SEO)

Drive visits to Website/Blog

Earned Media

Drive traffic Increase brand

awareness/product knowledge

Monitor and engage on Discussion Forums . Digital Seeding, Blogger Outreach

Website

Online Advertising/

Email

Drive traffic

Twitter

What can we do to move customers away from purchase inertia?

• Create an immersive digital experience through pervasive storytelling

•  Leverage on technology to create a virtual customized trial experience

Humans crave stories and technology constantly advances the art of story telling and creates new

experiences that help marketers connect

People love to hear and be part of stories

The Customized Trial Experience

Augmented Reality

Facial Recognition: Stars in You

Facial Recognition: Doggelganger New Zealand

Vaseline Face Whitening

Questions?

Thank You!

Vincent Teo intersphere@gmail.com @intersphere (www.twitter.com/intersphere) www.linkedin.com/in/vincentteo