Temasek Polytechnic - Knowledge sharing on Social Media >2010

Social Media >2010

© Dillon Lee - Temasek Polytechnic 2010

Agenda

1. SM & it’s impact on global industries2. Best practices with Social Media3. SM: Return on investment (ROI)4. Why should organizations listen & act now

– online monitoring of brand/reputation/chatter

5. Upcoming & future social media trends


WHAT IS SOCIAL MEDIA?© Dillon Lee - Temasek Polytechnic 2010

WHAT IS SOCIAL MEDIA?User Generated Content

Web 2.0Share

Gossip


Chatter

Dangerous

VoiceEmpowerment

Privacy

Word-of-mouth

NEWS

Evil

SOCIAL MEDIA IS EVERYWHERE..

http://theconversationprism.com/

SOCIAL MEDIA IS EVERYWHERE..

EVERYWHERE..


SM & impact on global industries



http://www.wereallfans.com/#/LadyGaga/

http://www.facebook.com/TheGRAMMYs



125,760 Facebook Fans48,776 Twitter Followers1,505,838 combined views on YouTube for “We’re All Fans” campaign videos2,050,699 combined views on Grammy.com for “We’re All Fans” campaign videosThe Grammys were a trending topic on Twitter for more than four days1

26.6m viewers = 35% increase compared to 2009

1Source: Mashable

http://mashable.com/2010/02/01/grammy-awards-ratings/

http://www.wereallfans.com/#/LadyGaga/



http://www.youtube.com/watch?v=N7vMz_bF37g

http://www.refresheverything.com/


Generated USD$6.5m sales using Twitter



http://www.yoursingapore.com/content/traveller/en/experience.html




http://nothinglikeaustralia.com/



Best practices with SM

• Embodied through entire organization• positive + negative = positive? • Infused & Integrated with all other marketing

efforts• Understand your customers/supporters/fans• Use the platforms that best fit your target

market’s profile• Monitor & respond NOW 24/7/365


Image/Video/Audio Sharing

Social Networking

Publishing

Microblogs

Collaborative Tools

http://blogs.starbucks.com

http://mystarbucksidea.force.com/



http://blogs.starbucks.com/blogs/customer/default.aspx

http://www.facebook.com/Starbucks

http://www.youtube.com/starbucks

http://www.linkedin.com/companies/starbucks-coffee-company

http://www.flickr.com/groups/starbucks/

http://twitter.com/starbucks/

http://mystarbucksidea.force.com/ideaSearchResult?s=forums

>388,000 employees globallyMost profitable IT company globallySells hardware & software



Best practices with SM>571,074 fansInteractions CompetitionsMedia (videos)

>31,880 real fansInteractions CompetitionsNews/UpdatesSpecial offers

>1,696 subscribersInteractions News/UpdatesExclusive footage


http://www.nba.com/celtics/

What are your objectives?

How are you going to measure it?


SM: ROI

SM: ROI

• Awareness

• Leads• Sentiments

• No. of fans/followers• Conversations

• Direct traffic to website• Site traffic• Conversion to $sales• Turning sentiments to

customers• No. of ambassador• Type of conversation


Tracking KPIs are easy compared to ROIs


SM: ROI


SM: ROI

Why should we listen & act now


“Brands are unprepared for organized social attacks”

- Jeremy Owyang 2010



Mar 16-17





It’s all about connecting the dots


Scandal in class

Blog post

Facebook protest page

Past scandals surface

Other scandals from Polys surface

Image & reputation of Polys affected

Singapore’s education image affected

START BY LISTENING…Developing a community strategy and practice crises response


Start by listening…


Start by listening…


Sentiments

# of mentions

+ve / -ve

Demographics

http://sm2.techrigy.com/main/trend_charts.aspx

The art of listening..

http://www.ideastorm.com/

http://mystarbucksidea.force.com/

>2010 : Social Media


What’s next?• Integration & cohesive experience across platforms, products and devices

-- Web, mobile, TV, and video -- will become nearly-inseparable• Data crunching – making sense of all the collected data

– Friendship analysis

http://www.businessweek.com/magazine/content/09_22/b4133032575769.htm

>2010 : Social Media


What’s next?• Enterprise Social Media

– Share, discuss at work• Online - Offline Integration will continue• Rise of the mobile platform


Last words…

THANK [email protected]


Technology

Temasek Polytechnic - Knowledge sharing on Social Media >2010