we are social

SOCIALLY SAVVY
USING SOCIAL MEDIA TO CONNECT WITH RETAIL AUDIENCES
SIMON KEMP • we
are social • TFWA ASIA-PACIFIC, 14 MAY 2012
SIMON KEMP
@ESKIMON
we are social
we are social
LONDON
NEW YORK
PARIS
MUNICH
MILAN
SINGAPORE
SÃO PAULO
we are social
SYDNEY
we are social
</SALES PITCH>
we are social
IDEA
we are social
TODAY’S SESSION
SOCIAL MEDIA IN CONTEXT
BEST-IN-CLASS CASE STUDIES
GUIDING PRINCIPLES
LOOKING TO THE FUTURE
GETTING STARTED TODAY
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we are social
THE CONTEXT
we are social
THE CONCEPT OF SOCIAL MEDIA HAS
EXISTED SINCE THE DAYS OF CAVE PAINTINGS
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BUT THE INTERNET HAS MADE THINGS
POSSIBLE ON A WHOLE NEW SCALE
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“
SOCIAL MEDIA ARE INTERNET-POWERED
PLATFORMS THAT MAKE IT EASY FOR
INDIVIDUALS, GROUPS OF PEOPLE, AND
ORGANISATIONS TO CONVERSE AND
PARTICIPATE WITH ONE ANOTHER IN A
WIDE VARIETY OF SOCIAL ACTIVITIES.
“
we are social
SOCIAL MEDIA USERS WORLDWIDE:
1,600,000,000
we are social
JAN
2012
SOCIAL MEDIA PENETRATION
47%
36%
50%
18%
25%
20%
4%
36%
COMPILED BY @ESKIMON AND @HICAIS AT WE ARE SOCIAL SINGAPORE. FIGURES ARE BASED ON SITE-REPORTED NUMBERS OF REGISTERED USERS FOR THE LARGEST SOCIAL NETWORK
IN EACH COUNTRY, CORRECT AS OF JAN 2012. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT HTTP://WEARESOCIAL.SG, OR CONTACT US ON TWITTER: @WEARESOCIALSG
we are social
FACEBOOK
901 M
QQ
710 M
TWITTER
500 M
TENCENT WEIBO
300 M
SINA WEIBO
300 M
HABBO HOTEL
VKONTAKTE
GOOGLE+
200 M
135 M
100 M
COMPILED BY @ESKIMON AND @HICAIS AT WE ARE SOCIAL SINGAPORE. FIGURES REPRESENT THE LATEST SITE-REPORTED NUMBER OF REGISTERED USERS FOR THE LARGEST SOCIAL
NETWORK IN EACH COUNTRY, AS OF MAY 2012. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT HTTP://WEARESOCIAL.SG, OR CONTACT US ON TWITTER: @WEARESOCIALSG
we are social
MAY
2012
ASIA SOCIAL NETWORKING USERS
CHINA:
QZONE
PAKISTAN:
FACEBOOK
INDIA:
FACEBOOK
46M
1.2M
SRI LANKA:
FACEBOOK
HONG KONG:
FACEBOOK
2.4M
THAILAND:
FACEBOOK
MALAYSIA:
FACEBOOK
30M
SOUTH KOREA:
CYWORLD
JAPAN:
TWITTER
531M
BANGLADESH:
FACEBOOK
6M
25M
14M
7M
3.8M
12M
TAIWAN:
FACEBOOK
27M
PHILIPPINES:
FACEBOOK
VIETNAM:
ZING
12M
2.5M
INDONESIA:
FACEBOOK
SINGAPORE:
FACEBOOK
42M
COMPILED BY @ESKIMON AND @HICAIS AT WE ARE SOCIAL SINGAPORE. FIGURES REPRESENT THE LATEST SITE-REPORTED NUMBER OF REGISTERED USERS FOR THE LARGEST SOCIAL
NETWORK IN EACH COUNTRY, AS OF MAY 2012. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT HTTP://WEARESOCIAL.SG, OR CONTACT US ON TWITTER: @WEARESOCIALSG
we are social
WHAT’S MORE, THE MOBILE INTERNET IS
HELPING TO DRIVE EVEN MORE GROWTH
we are social
JAN
2012
MOBILE PENETRATION
100%
100%
100%
100%
100%
77%
60%
86%
COMPILED BY @ESKIMON AND @HICAIS AT WE ARE SOCIAL SINGAPORE. FIGURES REPRESENT AGGREGATES OF THE NETWORK -REPORTED NUMBER OF SUBSCRIBERS BY COUNTRY AS
REPORTED BY THE ITU, CORRECT AS AT JAN 2012. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT HTTP://WEARESOCIAL.SG, OR CONTACT US ON TWITTER: @WEARESOCIALSG
we are social
NEW USERS JOINING
FACEBOOK EVERY DAY:
500,000
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THAT’S ABOUT 6 NEW USERS
EVERY SECOND
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BY THE END OF 2012, 1 IN EVERY 4 PEOPLE
AROUND THE WORLD WILL BE USING SOCIAL MEDIA
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50%
OF FACEBOOK USERS
LOG IN EVERY SINGLE DAY
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PEOPLE WILL SPEND MORE THAN
8 MILLION YEARS
ON FACEBOOK IN 2012 ALONE
we are social
BUY NOW!
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REACH
FREQUENCY
AFFINITY
EFFICIENCY
CONVERSION
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MARKETING
57%
INTERNAL COLLABORATION AND LEARNING
CUSTOMER SERVICE AND SUPPORT
SALES
R&D
OTHER
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29%
25%
HUMAN RESOURCES
STRATEGY
39%
21%
16%
14%
31%
SOCIAL MEDIA
FOR RETAILERS
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UNIQLO IS ONE OF THE MOST CONSISTENTLY
SUCCESSFUL BRANDS IN SOCIAL MEDIA
we are social
we are social
we are social
DRIVING AWARENESS WITH HUNDREDS
OF THOUSANDS OF CONVERSATIONS
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BEST BUY’S ‘TWELPFORCE’ DELIVERS
VALUABLE CUSTOMER SERVICE VIA TWITTER
we are social
we are social
REDUCING THE COST OF CUSTOMER SERVICE BY
INCENTIVISING EVERY TEAM MEMBER TO PARTICIPATE
we are social
BURBERRY USES SOCIAL MEDIA TO CREATE A
BROAD, CONTINUOUSLY UPDATED ‘LOOK-BOOK’
we are social
we are social
DEEPENING BRAND ENGAGEMENT
WITH AN EXTENDED BRAND PROMISE
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DIESEL USES SOCIAL TO EXTEND A FITTING
ROOM CHECK TO FRIENDS FAR AND WIDE
we are social
we are social
EXTENDS THE SOCIAL ASPECTS OF
SHOPPING TO A WIDER NETWORK
we are social
STARBUCKS’S LOCATION-BASED ACTIVITIES
DRIVE FOOTFALL TO THEIR PHYSICAL STORES
we are social
we are social
DRIVES FREQUENCY BY OFFERING
INCENTIVES FOR REGULAR VISITS
we are social
WALGREENS IS USING ‘SOLOMO’
DEALS TO INCREASE CART SIZE
we are social
we are social
INCREASES CART VALUE BY ENABLING
INDIVIDUALISED, TIMELY CROSS-SELLING
we are social
WHAT CAN WE
LEARN FROM
THESE BRANDS?
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FOCUS ON PEOPLE, NOT TECHNOLOGY
we are social
ADD VALUE TO THE AUDIENCE’S LIFE
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LISTEN TO WHAT PEOPLE
ARE SAYING AND DOING
we are social
BUILD CONVERSATIONS, NOT CAMPAIGNS
we are social
BE IN IT FOR THE LONG TERM
we are social
WHAT’S NEXT
FOR SOCIAL?
we are social
1. MOBILE WILL FUNDAMENTALLY CHANGE THE
WAY PEOPLE AND BRANDS USE THE INTERNET
we are social
SOCIAL
‘SOLOMO’
we are social
2. SEARCH AND SOCIAL WILL CONVERGE
we are social
?!
PEOPLE WILL INCREASINGLY SEEK ANSWERS AND
RECOMMENDATIONS FROM THEIR SOCIAL NETWORKS
we are social
VS!
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3. BRANDS WILL USE SOCIAL MEDIA FOR
CRM RATHER THAN FOR ADVERTISING
we are social
SOCIAL MEDIA LISTENING WILL
BECOME INCREASINGLY IMPORTANT
we are social
WHAT DOES
THIS MEAN
FOR YOU?
we are social
HOW CAN YOU GET STARTED WITH
STRATEGIC SOCIAL MEDIA MARKETING?
we are social
STEP 1: DEFINE YOUR
BUSINESS OBJECTIVES
we are social
STEP 2: MONITOR AND INTERPRET
YOUR AUDIENCE’S CONVERSATIONS
we are social
STEP 3: UNDERSTAND YOUR
AUDIENCE’S MOTIVATIONS
we are social
STEP 4: IDENTIFY HOW YOU CAN ADD
VALUE TO YOUR AUDIENCE’S WORLD
we are social
STEP 5: SELECT
YOUR PLATFORMS
we are social
STEP 6: STRATEGISE YOUR
APPROACH FOR EACH PLATFORM
we are social
STEP 7: TEST,
LISTEN AND LEARN
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STEP 8: RINSE
AND REPEAT
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8
we are social
1: SET YOUR OBJECTIVES
2: MONITOR CONVERSATIONS
3: UNDERSTAND MOTIVATIONS
4: IDENTIFY HOW TO ADD VALUE
5: SELECT YOUR PLATFORMS
6: STRATEGISE YOUR APPROACH
7: TEST, LISTEN AND LEARN
8: RINSE AND REPEAT
we are social
?
( Q&A
we are social
PANEL SESSION )
we are social
SIMON KEMP
MANAGING DIRECTOR, SINGAPORE
@ESKIMON
DJESKI
+65 9146 5356
[email protected]
HTTP://WEARESOCIAL.SG