Activating the Social in Media

ADWAVE 2011

Let’s look at the universe of media

BOUGHT MEDIA

Typical corporate media spend. Drives people to Owned Media.

OWNED MEDIA

All media directly owned by the brand. These destinations provide platform to drive marketing messages and tools to create Earned Media.

EARNED MEDIA

First person commentary and comment about the brand posted and shared across variety of venues.

‘Social media’ outlets also support both Bought Media (e.g. ad banners, sem/ppc & etc) and Owned Media (e.g. widgets, apps, etc)

Think you know social media?

Think again.

Are these social media?

How about these?

What is social media?

Any form of media that connects a mass amount of people together and allows them to share information with each other

Will you call THESE social media?

Interactive TV

Newspaper Opinions

Radio Games

Interactive Billboards

It’s not about the TYPE of media

It’s how it’s used to bring people together

Emerging forms of socially-oriented media

Wootfood

The new media landscape How Malaysia is turning social

#6 most visited site

~500,000 users

~300,000+ bloggers

In Malaysia, out of

97% social network users,

79% say the actively

manage their SNS accounts.

Source : Comscore & UM

9.9+ million users

has reached 77.5% amongst Malaysia internet users

Top brands on Facebook

Social keeps traditional media alive

How does this affect you?

Think: SocialDo: Connect

Let’s get chummy!Group assignment

Treasure HuntHow many accounts do you have?

1. Facebook

2. Facebook + MSN

3. Facebook + MSN + Twitter/Friendster

4. Facebook + MSN + Twitter/Friendster + MySpace/Blog

5. Facebook + MSN + Twitter/Friendster + MySpace/Blog + Lowyat/Forum

Form 5 groups – Each group should have at least

3 of #1

5 of #2

3 of #3

2 of #4

2 of #5

The Challenge for the DayDomestic Tourism for Ipoh

Lost World of Tambun

Kellie’s Castle

Gua Tempurung

Kek Lok Tong

A few of Ipoh’s main attractions

Excellent for food

Promote domestic tourism online

Target AudienceAttract more

college/university students to visit during holidays

Use Internet, Magazines and Radio to attract youth

Focused on urban youths (KL, Penang, Johor Bahru)

EtceteraGoals

Increase travel to states (bus tickets/airlines) Increase registration in local hotels/motels Increase buzz online about these states among youth Increase search interest

Money is not a problem, but perception isNothing interesting in IpohToo far and not worth itMelaka is highly preferred, even though distance is

roughly the same (2-3 hour drive)Cost of living is also much lower than Melaka

What you need to doCome up with an idea to attract youths to come

to Ipoh

5 mins Proposal – 25 mins preparationCreative Idea (e.g. Malaysia, Truly Asia, Nothing

like Australia, Your Singapore)Social activation strategy

Connect youths with State / Connect youths with each other

Questions?Speak up or forever hold your peace

Break!5 minutes

S.O.C.I.A.L. 101How to Activate the Social in Media

Begin with the end in mind

SET. O. C. I. A. L.

Why

What

Who

When

Where

How

Understand your Audience

S. Observe. C. I. A. L.

Look now

Look backward Look forward

Consumer Behaviour

Consumer Journey

Issues/Feedback

Past Initiatives

Behaviour Trends

Opportunities

Brand Communities

Brand Noise(Tweets, Mentions, Blogs, News,

Search Results)

Insights

Google.com/alerts

Google.com/adplanner

Google.com/trends

Understand your Audience

S. Observe. C. I. A. L.

What are you missing?

S. O. Compare. I. A. L.

Brand Audit

Competitor Audit

Category Audit

What are you missing?

S. O. Compare. I. A. L.

What are you missing?

S. O. Compare. I. A. L.

Create an idea worth sharing

S. O. C. Ideate. A. L.

Play, Participate, Pass On

Propagate that Idea

S. O. C. I. Activate. L.

Propagate that Idea

S. O. C. I. Activate. L.

Propagate that Idea

S. O. C. I. Activate. L.

Listen, Measure and Improve.

S. O. C. I. A. Learn.

Listen, Measure and Improve.

S. O. C. I. A. Learn.

Facebook Twitter YouTube Blog

Likes Retweets Views Comments

Comments Replies Likes Views

Visits Followers Favourites Likes

Posts added Lists Subscribers Subscribers

Page Views Messages Comments CTR

CTR CTR CTR

Listen, Measure and Improve.

S. O. C. I. A. Learn.

Think Social

Questions?Speak up or forever hold your peace

Get your heads cracking!25 minutes start now

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