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the Power of Soc ia l Inf luencers to drive Brand Awareness & e-Commerce Sales
by Tang Siew WaiChief Executive Officer, ModeFair
• 16 years of combined experience in ICT and e-Commerce industries
• Currently running a new e-Commerce startup, ModeFair, which officially started business operations in Feb 2017
• Previously:• the Country Head (Malaysia & Middle East) of www.reebonz.com ,
the Largest Luxury e-Commerce player in Asia Pacific• the Regional Marketing Director of www.huawei.com for South
Pacific Region (7 countries)
• Held various roles in MNCs covering Biz Development, Marketing, Product Management, Tech etc
• Aims to actively contribute to the growth of e-Commerce in this region
• Feel free to connect at https://www.linkedin.com/in/swtang/or [email protected]
QUICK INFO ABOUT SIEW WAI
EFFECTIVE FOR YOU ?
IS CONVENTIONAL
HOW OFTEN DO CONSUMERS RESPOND TO YOUR ADS THESE DAYS ?
ARE THE CONTENTS OF YOUR ADS ENGAGING with the right people ?
DO CONSUMERS TRUST WHAT YOU SAY ABOUT YOUR BRAND ?
ARE THERE MORE EFFECTIVE WAYS TO ENGAGE MY TARGET AUDIENCE ABOUT
MY PRODUCTS?
THERE’S LARGE & GROWING TREND OFPEOPLE SUPPORTING SOCIAL INFLUENCERS
https://www.instagram.com/p/BXCFCyVHmHR/?tagged=modefair
https://www.instagram.com/p/BXCFCyVHmHR/?tagged=modefair
These are all Sales Opportunities
71% of consumers are more likely to make a
purchase based on a social media reference
RELEVANT CONTENTSSome people do not respond to Ads.
A viable way to reach them is to provide content
they want from people they like / admire / support
92% of people trust recommendations from individuals
over brands (even if they don’t know them)
SHAPE PURCHASE DECISIONS
RECOMMENDATIONS
Fans who admire the lifestyle of Influencers
want to be like them
https://www.ion.co/essential-stats-for-influencer-marketing-in-2017https://www.ion.co/11-essential-stats-for-influencer-marketing-in-2016
Sources:
IS THE INFLUENCER MARKETING SPACEBIG ENOUGH IN MALAYSIA ?
18 MilActive Social Media Users
6.5 MilInstagram
Users
http://www.thestar.com.my/tech/tech-news/2016/05/05/facebook-officially-opens-malaysia-office/
http://www.ecommercemilo.com/2016/04/how-many-instagram-users-in-malaysia.html
Sources:
MODEFAIR IS DESIGNED TO ADDRESS THE NEEDSFROM BRANDS + SOCIAL INFLUENCERS + SHOPPERS
• more FOLLOWERS
• more ENDORSEMENTS
• an ASSOCIATION with the Brands they love!
• more SALES REVENUE $$$
• higher BRAND AWARENESS
• an ASSOCIATION with the right
Influencers for marketing
I N F L U E N C E R W A N T S :B R A N D W A N T S : FA N S W A N T :
• to purchase CURATED
PRODUCTS from the
Influencers they
admire / support
www.youtube.com/watch?v=JC5_3WkgUkw&feature=youtu.be
1) Decide on Product(s) to promote
to Influencers
2) Set Campaign Rules
3) Define Targets & Rewards for
Influencers
4) Publish Campaign on MF
Influencer App
B R A N D :
1) Browse Campaigns that are targeted at them
2) Read Campaign Rules; Endorse if suitable
3) Receive Product Sample
4) Wear / Use sample, and come out with
creative post(s) in Social Media
5) Submit Campaign Checklist
I N F L U E N C E R :
1) Assist to design campaigns
2) Deliver Product Sample(s) to Influencers
3) Track Campaign Deliverables
4) Follow up with Influencers
5) Reporting (Campaign Results and e-
Commerce Sales)
B R A N D SMerchants / Distributors / Representatives
S O C I A L I N F L U E N C E R SOpinion Leaders in your Community
E-commerce website
for consumers
CONSUMERS CAN:
• discover products curated by Influencers
• easily purchase products endorsed by Influencers
Exclusive app for
Social Influencer
INFLUENCERS CAN:
• endorse marketing campaigns
• request samples from Brands
• manage their online stores
a SOCIAL E-COMMERCE platform where BRANDS and SOCIAL INFLUENCERS come together and collaborate to share curated products & services. Our SOLUTION
WHY IT ’S GOOD TO CONSIDER STARTING YOURINFLUENCER MARKETING EFFORTS NOW
Establish trust / credibility with your target customers
If a famous person is using your product, it won’t seem like a bad choice. People are more willing to try.
Getting around ad-blockers to reach your audiences
Your target customers will more likely notice the User-Generated Content via Social Posts (IG, FB etc)
BOOST SEO
The more people mention your brand on social media, the more popular and relevant you will be on Google and other search engines
1
2 3
EVEN AMAZON.COM IS GETTING INTOTHE INFLUENCER MARKETING GAME
… BUT PLEASE DON’T JUMP INTOINFLUENCER MARKETING STRAIGHT AWAY
UNDERTANDING BRAND INFLUENCERS,BRAND ADVOCATES & BRAND LOYALISTS
PROFILE BUSINESS GOAL AUDIENCEPRODUCT
KNOWLEDGEMOTIVATION
BrandINFLUENCER
Famous in Social Media / Blogger / Celebrity
Boost Brand Awareness, Build Trust + Association
Broad(fans / followers)
Low(unless he/she is an expert)
Association with Brand they like, Personal Satisfaction, $$$
BrandADVOCATE
Satisfied CustomerSpread the benefits of certain products
Limited (among friends)
Medium(speaks from positive experience)
Help friends & family
BrandLOYALIST
Die-hard Fan / Extreme Brand Lover
Build a community / fan club
Like-minded individuals
High(speaks from the heart, loyalist)
Become key community member, Social Recognition
Brands get access to a strong network of Social Influencersplus hassle-free fulfilment of e-commerce orders
S O C I A LI N F L U E N C E R S
O N L I N ES H O P P E R S
B R A N D S
Social Influencers get to collaborate with the Brands they likeplus earn Rewards and Passive Income from e-commerce sales
Online Shoppers get to purchase curated products from the Influencers they admire / support
HOW DOES MODEFAIR FIT IN?
OUR VALUE PROPOSITION
OUR COLLABORATION WITH BRANDS + INFLUENCERS
The salon has 300+ extra followers on the night She posted her hair makeover experience.
https://www.instagram.com/p/BRiHAupFMhv/?tagged=modefair
https://www.instagram.com/p/BXF0hBCn6J8/?tagged=modefair
https://www.instagram.com/p/BS0fc2qFuBL/?tagged=modefair
https://www.instagram.com/p/BU9ntlaFHwN/?tagged=modefair
Good Influencers who can produce interesting short videos may get lots of video views
https://www.instagram.com/p/BT6GUMXgDMZ/?tagged=modefair
modefair.shop/idzham_ismail
https://www.modefair.com/store/idzham_ismail/Travel_Pillow___Upgrade_To_Sleeping_Class
SOME WILL PUT LINKS FOR FANS TO BUY OR REPLY TO DM
https://www.instagram.com/p/BSxP1DIltEa/?tagged=modefair
SOME people WILL google the brand / PRODUCT.Some will buy it from the influencer’s store @ modefair
SOME INFLUENCERS WILL POST MULTIPLE PHOTOS TO SHOW THE PRODUCT
https://www.instagram.com/p/BWCi3B4Aum5/?tagged=modefair
We deliver value for both local & international brands
https://www.instagram.com/p/BR5lhWRAf7l/?tagged=modefair
https://www.instagram.com/p/BTx7VKRg556/?tagged=modefair
We are collaborating on some exclusive products with our brand partners as well
https://www.instagram.com/explore/tags/modefair/
Do check out the #modefair posts by our SOCIAL influencers
#modefair
Beware of “insta-fakers” IF YOU’RE REACHING OUT YOURSELF
LIKES, FOLLOWERS, IMPRESSIONS (on blogs) can all be bought. Do a thorough check and read comments
LIKES & NUMBER OF FOLLOWERS ISN’T EVERYTHING
“micro-influencers” with targeted and engaged audiences, can often provide a much better rate of engagement for a brand.
Avoid putting ALL your eggs in influencer marketing
Spread your budget across all the other marketing channels that “may” work for you as well
DON’T FORCE INFLUENCERS TO SAY “TECHNICAL” THINGS
The Influencer’s Social Post may look like a “paid ad” and it will be deleted after some time. If fans are genuinely interested, they will find out more./
THINGS TO WATCH OUTWHEN YOU DO INFLUENCER MARKETING
HERE’S A BIT MORE INFO ABOUT MODEFAIR( i f y o u ’ r e i nte r e s te d to c o l l a b o ra te )
MODEFAIR INFLUENCER MOBILE APP
S O C I A L I N F LU E N C E R O N L I N E S TO R E S
USER-FRIENDLY MERCHANT DASHBOARD
I N F LU E N C E R S B R A N D PA R T N E R S
www.modefair.com/shop/list www.modefair.com/shop/allBrands
More than 120++ influencers (and growing…) More than 160++ brands (and growing…)
NOTES: ModeFair officially started our business operations in Feb 2017
All the Influencers listed at www.modefair.com have activated their online stores to curate products they like to sell online
SOME NEWS COVERAGE ABOUT MODEFAIR
http://www.thesundaily.my/news/2017/05/22/social-network
https://www.digitalnewsasia.com/startups/modefair-takes-e-commerce-whole-new-social-level
https://vulcanpost.com/613481/modefair-malaysia-startup-influencer-marketing/
www.theedgemarkets.com/article/venture-niche-ecommerce-platform-harnesses-power-social-influencers
http://www.enterpriseitnews.com.my/monetising-social-influence/
C R E AT I N G A M O D E FA I R C A M PA I G N I S
SUPER EASY!
S T E P 0 1
Provide info on Product/Service
you wish to promote
S T E P 0 2
Craft Campaign Rules & To-Do List
S T E P 0 3
Define targets & Rewards for
Influencers
D O N E
Done! You can now live
your campaign!
NOTE: Our friendly Relationship Manager will provide assistance to ensure our Brand Partners maximize the
potential of their investments for each campaign.
FEEL FREE TO CONTACT US ATpartners@modefa i r.com
THANK YOU!