Social Media for Retailers - David

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Social Media Marketing For Retailers

Jointly organised by Happy Marketer & The Retail Academy of Singapore

Retail and ��Social Media David Liem Cofounder, Happy Marketer [email protected]



This course is designed for you to •  Understand current trends and behavior in Web-Based,

Mobile and Social Media •  Improve your organization’s approach to generating

interest through social media •  Generate ideas for upcoming marketing activities •  Be a non-competitive and confidential

environment for retailers to share ideas and learnings in social media marketing

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Happy Marketer.��more business from your website

A little about myself…



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Jointly organised by Happy Marketer & The Retail Academy of Singapore [email protected] [email protected]

About Happy Marketer? •  Headquartered in Singapore •  Provides Strategic Consulting and

Training Services •  Focused on bringing market leading

thought leadership in Social Media Marketing to APAC

•  Trained over 1500 professionals in less than 2 years

•  Yahoo & Google Certified Partners

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Internet IQ Quiz Time!



What letter in the Greek alphabet appears under Wikipedia’s missing puzzle piece?

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What are the max number of characters allowed in a tweet?



What does ‘nom nom’ refer to?

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Match the website to its founder



Rank these 4 celebrities on Twitter in the order of most # of followers

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Rank Facebook in terms of population with these other countries from biggest to smallest



Rank these top 4 search engines in order of most used:

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��Social Network Users

> 1 billion



Million People on Earth are on

900 million

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Visited site in Singapore

#1



hours a month watching Billion

3

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Million messages get sent a day on

1.6



Billion mobile phone subscribers in Asia

2+

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Ave. amount spent online In Singapore (ages 18+)

1500 $



Why go into social media?

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It could be that one thing that sets you apart from your competitors…



Trust is harder to earn •  How things used to be...

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How people are actually influenced



Social Media Lessons

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What comes around goes around…



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KFC Malaysia Food Disaster •  Staff filmed food mishandling

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A fast sincere response = fast recovery •  A video apologizing from Director of Operations •  Ensures customers of ��

Action steps •  Invited to voice ��

Concerns on facebook



Not So SMRT: ��A Case Study of Communications Failure�� •  Disruptions not updated by Twitter despite happening during

working hours

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Even internal messages were made public •  Public did not take lightly to the internal memo.



Only at 11pm SMRT Responded •  In the absence of information, ‘Trolls’ take over

•  Failure to develop communication channel in crisis situation for internal and external parties��

•  Failure to listen to public feedback during crisis

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Making light of a serious situation...backfires



Personal behavior damages company rep.

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What are the top reasons people ��

Choose your brand?



What are the top feelings people ��

experience with your brand

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Your Goals in Social Media:

1. Create Friendships 2. Create a Community 3. Create EMOTION



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Create Friendships



Create a Community •  Behind the Scenes •  Read feedback •  Keep in touch with what’s ��

happening

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Create Emotion •  Personal Point of View



15MM+ users

135MM+ users

51MM+ users

15MM+ users

62MM+ users

232MM+ monthly active users

115MM+ subscribers

20MM+ blogs

6MM+ users

800 MM+ monthly active users

230MM+ users 2MM+ users

500K+ users

800MM+ monthly users visit site

Source: Official and Estimated statistics. Facebook, YouTube, Zynga, Twitter, LinkedIn, Groupon, Flickr, Tumblr, Instagram, Foursquare, Pinterest, scvngr, Path, Google+ �� SlashGear, TechCrunch / Comscore, FastCompany, Oink: TechCrunch, GetGlue, Foodspotting: Soraya Darabi’s LinkedIn

100K+ users

2MM+ users

2MM+ users

1.5MM+ users

EC

We have many tools to choose from...

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The ��Social Media Landscape



The Corporate Website

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Web Design Tips •  “Don’t make me think” •  Simple and friendly navigation



Friendly design

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Socialize Your Website •  Add social media share buttons to your home page

•  Add a Facebook Like box to your website

•  Portal for your social media channels

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Strengths & Weaknesses Strengths • Effective for branding, sparking excitement with product announcements, • Information gathering from the official source

Weaknesses • May appear ‘one-sided’, glossed over, fake • Info may not be as ‘cutting edge’ as 3rd party sites



Facebook

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Jointly organised by Happy Marketer & The Retail Academy of Singapore [email protected]

Timeline for Businesses, Features



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Behind-the-Scenes, On-the-Ground updates



Strengths & Weaknesses Strengths • It’s where the fishes are • Repeat visitors, convenient channel to communicate • Great for branding, short term engagement Weaknesses

• Hard to find direction/purpose, takes time • Not strong for conversions without significant incentives

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YouTube



YouTube

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‘How it’s made’ videos



Testimonials

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Strengths & Weaknesses Strengths • High degree of engagement, realism, more likely to be shared and go ‘viral’ • Powerful to shape user sentiment • Consistent content rewards consistent viewers�� Weaknesses

• Costly (but high quality content almost always works)



Pintrest

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Pintrest



Infographics

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Strengths & Weaknesses Strengths • Fast growing network • Visually appealing • Easy to share Spark initial interest��Weaknesses • Pictures must be visually appealing to attract attention • Cluttered • Lower degree of interactivity between brands and users



Your Goals in Social Media:

1. Create EMOTION 2. Create Friendships 3. Create a Community

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Asset Creation



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The 10 Reasons We Share

1.  It’s Hilarious 2.  It’s Incredible /

Unbelievable 3.  It’s Emotional 4.  It’s Relevant 5.  It makes us Think

6.  It’s not covered by mainstream Media

7.  It makes me Smile 8.  It’s Dramatic 9.  It’s Embarrassing 10. It’s Provocative



1. It’s Hilarious!

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2. It’s incredible •  Example : Pictures

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Interactive can be incredible too



3. It’s Emotional

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4. It’s Relevant

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5. Makes us stop and think •  Case studies videos

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Interviews



6. It isn’t covered by mainstream media •  Behind the scenes, demos, exclusive content

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7. It makes us smile J

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8. It’s Dramatic



9. It’s Embarrassing

•  Fashion Fails!

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10. Provocative (But Safe for Work)

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The 10 Reasons We Share

1.  It’s Hilarious 2.  It’s Incredible /

Unbelievable 3.  It’s Emotional 4.  It’s Relevant 5.  It makes us Think

6.  It’s not covered by mainstream Media

7.  It makes me Smile 8.  It’s Dramatic 9.  It’s Embarrassing 10. It’s Provocative



15 Proven Web Content Recipes

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#1 – Answer Your Customers’ Questions



#2 – Reveal Your Secret Tips & Tricks

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#3 – Bust An Urban Myth



#4 – Write A Case Study

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#5 – Write A Blog



#6 – Write Your Company’s History

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#7 – Start A Debate



#8 – Review of the Year

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#9 – Report on an Event



#10 – Jargon Buster

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#11 – Review a Book or Product



#12 – Build a Top 10 List

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#13 – Interview an Expert



#14 – Write an A to Z

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#15 – Publish Your Own Surveys


Jointly organised by Happy Marketer & The Retail Academy of Singapore Jointly organised by Happy Marketer & The Retail Academy of Singapore

Online ��Reputation Tools

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Why it’s so important •  Monitor, repair, and manage the status of the business •  Stay in tune / connect with the customer, real time •  Develop marketing ideas •  Learn from the feedback it brings backs to you, whether

positive or negative •  Reformat your promotional materials to minimize the

effects of a possible reputation threat

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Social Media Monitoring



Now that we know how they are feeling, lets see what are they are searching for today??

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Keyword monitoring





Keyword Popularity Research

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Twitter Search

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Forum Monitoring





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Industry monitoring





Website Popularity

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YouTube Video Statistics



Facebook Insights

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Social Media Management





Competitor Analysis

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Research your competitors