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Pulse Breakfast Series ‘09
Brand Energisers of Social Media
Malaysia
“Social media is like teen sex. Everyone wants to do it. Nobody knows how. When
it’s finally done there is surprise it’s not better.“
Introduction to Social Media
What is Social Media?“Social media
offers new opportuniti
es to activate…
brand enthusias
m.”
“Social Media puts the “public” into PR and the “market” into marketing.
“Social media is not a media. [The key is
to listen, engage, and build
relationships.]
“Social networking is now an essential part of peoples’ daily online
routine, providing a level of engagement and reach
that far exceeds most other content categories.
“Social media is conversation in print –
through blogs, electronic tools like Facebook, Twitter,
and a vast array of other online electronic
platforms.”
Social Media Network
Which Stage Are You At?
Age of Ignorance – Social media is a vague concept.
Age of Silence – Begin to dip toes into social media streams but no follow-up.
Age of Sponsored Conversations – Begin to pro-actively engage influential social media voices in the media ecosystem
Age of Social Web– Actively experimenting with various concepts to ‘socialize’ their brands.
Age of Normalization– Social Media becomes a widely accepted way of branding.
Facebook Evolution
Social Media Scene
Interesting Facts
Most users of Twitter are over 35. Only 10.6% are aged 18-24.
Those aged 35-44 spend on average 20 mins at a time
at Twitter, compared to just 5 mins for younger
users
40% of tweets are ‘pointless babble’
a study found
Interesting FactsMen gravitate more to
transactional sites, such as
those that make gaining
access to news, sports, and financial information
easier.
Women spend more
time on social
networks building
relationships,
communicating with
friends, and making new
friends.
Facebook users are
63% female61% males use LinkedIn
58% females use Friendsters
60% users of Hi5 are females
Social Media in Asia
YOUTH: 76%
belong to at least
ONE online Social
Network
Social Media in Asia
Malaysians are among the top
social networkers in the region and spending more
time social networking
Social Networking in Asian Countries
Country% Reach of Social Networking
Average Minutes Per Visitor
Average Visits Per Visitor
Singapore 74.3 175.6 19.1
South Korea 68.0 277.8 15.1
Malaysia 66.6 181.2 14.2
Hong Kong 62.8 127.7 13.7
India 60.3 110.4 10.4
Japan 50.9 72.8 9.9
Source: GreyReview
Social Media in MalaysiaTop 10 Social Networks in Malaysia
No. Social Network
Alexa Traffic Rank in Malaysia, as of July 28 2009
Google Ad Planner’s Unique Visitors from Malaysia, as of July 28 2009
1 Facebook 3 6,200,000
2 YouTube 4 not available
3 Friendster 8 4,200,000
4 MySpace 11 2,100,000
5 Tagged 12 1,800,000
6 Flickr 29 1,500,000
7 Photobucket 34 1,300,000
8 Twitter 38 750,000
9 Metacafe 48 910,000
10 Ning 82 690,000
Sources: GreyReview
There are about 16 million
Internet users in Malaysia and it is
projected that Malaysian
Internet users will reach 20.4
million by 2012. In March this year, the
number of Facebook users
in Malaysia surpassed the
one million mark.
Social Media in Malaysia
Year
Total Worldwide Twitter Users, Projected by Twitter, Inc.
Estimated Total Twitter Users in Malaysia
2009 25 million 21,657
2010 100 million 86,628
2011 350 million 303,198
2012 750 million 649,710
2013 1 billion 866,280By end of this year, there are more than 20,000 Twitter
users in Malaysia. By 2011, the number of users will swell to more than
300,000 and the half-a-million mark will be crossed in 2012. By end of 2013, there will be an estimated total of 866,280
Twitter users in Malaysia.
Top Malaysian Brands of Social Media Just Plane Thoughts AirAsia Blog | Tony Fernandes CEO Blog | “AirAsia.com Travel Wish List” Facebook Application | AirAsia Facebook Fan Page | AirAsia Air Crew Facebook Group | AirAsiaGroup Enthusiasts Facebook Group | AirAsiaGroup Channel on YouTube | AirAsia Vista Gadget
AstroTV on Twitter | StadiumAstro on Twitter | AstroFootball on Twitter | Stadium Astro Facebook Fan Page | Astro Chinese Programmes Channel on YouTube | Astromalaysia’s Channel on YouTube
DiGi Facebook Group Page | DiGi Telecommunications Facebook Fan | DiGi’s Open Hearts Open Mind Program on Facebook | DiGi D’podCast | DiGi Yellow Coverage on YouTube | DiGi Desktop Agent
Video #1
Case Study #1: AirAsia
Just Plane Thoughts Blog – let’s open upAirAsia is tapping into the power of bloggers with its blog, “Just Plane
Thoughts.” Besides contents posted by 16 AirAsia bloggers,
the site also encourages its readers to post
their travel stories and comments.
Although the blog is moderated,
negative customer comments also get
posted.
Case Study #1: AirAsia
With its interesting and
purposeful usage social media
marketing tools, AirAsia are able to engage with
its target audience
effectively.
Facebook Fan Page – latest updates and comments
Case Study #1: AirAsia
Twitter – from “large campaigns” to “small act”
AirAsia twitter page is less
about “selling” and more
“engaging” and, as a result,
through such engagement
people feel more comfortable about the company.
Case Study #1: AirAsia
CEO Blog & Twitter – personal touch
One of the few CEOs with
a blog and twitter, Tony Fernandes’
effort in connecting
with the public
received positive
responses.
Video #2
Case Study #2: DiGi
DiGi’s ‘Love To Save’ campaign in its website managed to circulated
virally through Facebook, Twitter, blogs, and online forums, which attracted 86,615 visits with 589
personal groups created over a 30-day campaign.
Facebook Fan Page – from “selling” to “making connections”
Case Study #2: DiGi
DiGi empowers its employees to monitor
the brand by responding to any
questions regarding the brand on social
media
Twitter – empowering DiGizens
Video #3
Facebook Fan Page – connect with purpose
Case Study #3: KFC Holdings
KFC interact with its customers by
organising contests and at the same time
conducting polls to find out customers’ preferences towards
its products
YouTube – reach the geeks
Case Study #3: KFC Holdings
New product ads are being shown in
YouTube to reach internet-savvy
consumers who are hard to reach by TV.
Facebook Fan Page – connecting with customers
Case Study #4: McDonald’s
Since its introduction, the current fan base is more than 30,000 in
Malaysia. The running of contests for
bloggers also earned McD’s mentions in
blogs.
Case Study #5: Astro
Astro, the subscription-based satellite TV
provider, is the one of Malaysia’s big brand
on Twitter.
Twitter – from “hard to reach” to “available everywhere”
Other Social-Media-Emerging Brands
Return of Investment
Results from social media marketing effort:
Increase in click
through rates Increase
linked traffic flow to its website
Conversion in sales
Barriers to Social Media Adoption68% have
no idea where to
begin with65% think there is no established
way to measure its
effectiveness
Top 2 Barrier
s
Only 33% clients saw
their ad agencies as possessing a
sound knowledge of digital media
How to measure ROI?Fact 1: 84% of social media programs don’t measure
return on investment (ROI) Fact 2: 65% think there is no established way to
measure its effectiveness Fact 3: Businesses want to measure the ROI of their
social media strategies and campaigns, but they don’t know where to start
ROI Equation
Investment Expectation of return
Step 1: Establish a Baseline
Example:
Gauge baseline before starting
or changing social media
strategy
Step 2: Create Activity Timelines
Example:
Step 3: Sales Revenue & TransactionsExample:
Example:
Step 4: Measure Transactional Precursors
Example:
Example:
Example: Compare how these metrics correlate to higher sales, better customer retention,
or whatever your primary markers for
output are.
Using metric tools to measure web metrics
like traffic counts, number of
comments, Twitter followers, Facebook
fans, etc. are an important component when calculating ROI.
Step 5: Overlay All Timelines
activities
transactions
social data
web data
loyalty metrics
etc.
Step 6: Identify Patterns
Before After
Impact
ImpactImpact
No Impact
Uncertain Impact
Example:
Step 7: Prove Relationships
Before After
How was this groupAffected by Social
Media?Example:
Key Learning & Recommendations
Barriers to adoption
Build it, and they will come... NOT
Ensure tools meet literacy of community members
Communicate existence of social media strategies
Ensure the content is interactive, not broadcasting
Educate about contribution and reward useful participation
Barriers to participation
No content
Rhetorical/reporting oriented content
Difficult/hard to navigate interface
No incentives to add content/participate
No follow-up on contributions
Poor or limited notifications on updates or new content
Barriers to sustainability
Single channel strategy (ie: one Social Media tool only or just a few tools used)
Getting rid of Social Media staffing or resources in difficult financial times
Changing needs of the community
Poor conversion of reporting from data aggregated as part of a Social Media strategy
Change of management
What’s Next…
