social media digital branding and marketing - an introduction

Marketers, Meet Social MediaAn introductory guide

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

WHAT IS

SOCIAL MEDIA?

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

“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.”

Avinash

Kaushik, Analytics Evangelist, Google

photo by 1855 Photohtaphy

on Flickr.com

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

SERIOUSLY,WHAT IS SOCIAL MEDIA?

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

Social media is an umbrella term –

a “combination of channels, platforms, communities, content and tools

that power the phenomenon of peer to peer

communication

or ‘word of mouth’.”

photo by jonnybaker

on Flickr.com

OgilvyOne, Can Brands Have a Social Life?, 2008

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

In other words -

it’s the many ways in which people express

themselves online 24/7.

photo by dhammza

on Flickr.com

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

The Social Media LandscapeThe Conversation PrismBy Brian Solis & JESS3

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

WHY SHOULD I CARE?

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

Because ~88% of Singaporeans use the internet

IDA, June 2008

pho

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

Because

~70% of Singaporeans use social mediaOgilvyOne, Can Brands Have a Social Life?, 2008

photo by hsalnat

on Flickr.com

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

Nielsen, Global Faces & Networked Places, 2009

Because

2/3

of the world’s internet population visit social networks and blogs

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

Nielsen, Global Faces & Networked Places, 2009

Because

9.3% of all internet time is spent on social networks or blogs

–

with this time spent growing

at 3X

the rate of

overall internet participation

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

Because social networks and blogs

are the 4th

most popular online activity

–

ahead of personal email.

Nielsen, Global Faces & Networked Places, 2009

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

Because in Singapore

social networks and blogs

are the 3rd most popular online activity

–

ahead of all email.comScore, 2009

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

Nielsen, Global Faces & Networked Places, 2009

Power is moving away from those who own and manage the media to a new and demanding

generation of consumers -

consumers who are better educated, unwilling to be led, and who

know that in a competitive world they can get what they want, when they want it.

The challenge for us in the traditional media is how to engage

with this new audience.”

Rupert Murdoch, 2009

photo by Brendan Canty

on Flickr.com

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

51% of Singaporeans trust a blog

as much as traditional media.Blogging

Asia: A windows live report 2009

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

WHAT CAN SOCIAL MEDIA DO FOR ME?

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

• Build Brand Awareness

• Acquire new customers

• Introduce new products and services

• Retain current customers

• Conduct marketing / competitor research

• Carry out brand promotions, such as contests and coupons

• Identify new customer groups to target

• Improve current products or services

• Identify new product or service opportunities

Christine Moorman, “The CMO Survey”, August2009

Works as a flexible marketing platform

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

24% of Singaporeans said that the online presence of brands “significantly increases their interest”

in them.

Asia Pacific Digital Marketing Handbook 2008

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

70% of Singaporeans said they passed on viral marketing messages.

Asia Pacific Digital Marketing Handbook 2008

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

CASE STUDIES

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

The most successful and innovative digital marketing and social media campaign

ever attempted on a mass scale

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

“The campaign was not successful simply because it got a lot of people out to vote. It

was successful because it got a lot of

people out getting others to vote.”

photo by sofauxboho

on Flickr.com

Jalali

Hartman, Yovia.com

CEO, author of ‘Obamanomics’

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

Web Marketing -

BarackObama.com

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

Social NetworksSocial Networking -

MySpace

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

Social NetworksSocial Networking -

Facebook

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

Specialty Social Networks

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

Specialty Social Networks

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

Specialty Social Networks

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

Specialty Social Networks

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

Online File-Sharing Sites

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

2,000,000 MyBarackObama.com

supporters

5,000,000supporters on other social networks

photo by Amanda Mac. on Flickr.com

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

18.4 million Youtube

channel views

photo by Wavy1 on Flickr.com

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

$500 million raised online

of which 6 million were

of $100 or less.from

6.5 million donations

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

• Provide website interaction and encourage sharing• Integrate your social media elements together• Identify your brand advocates• Be consistent and committed to what you post• Don’t make your social media elements a copy of your

website –

pivot around a campaign or cause

Some Takeaways

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

Social media is a force to be reckoned with

“Word-of-Mouth on Steroids.”

photo by maksid

on Flickr.com

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

A $3,500 Taylor six-string with a snapped neck

Dave Carroll, a Canadian musician of the Sons of Maxwell band

Months of trying to get United Airlines to pay compensation

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

“United Breaks Guitars”

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

...within four days of the song going online, the gathering thunderclouds of bad PR caused United Airlines’

stock price

to suffer a mid-flight stall, and it plunged by 10 per cent, costing shareholders $180 million. Which, incidentally, would have bought Carroll more than 51,000 replacement guitars.”

Chris Ayers, The Times, July 2009

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

The Dell Swarm

photo by lennyjpg

on Flickr.com

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

The more people join the swarm, the lower the price each person will have to pay

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

Incentives• Encourage users to spread the

word –

it’s in their interest to do so!

• Leverage contests, limited-time promotions, coupons, gifts

• Keep your messaging simple, personal and friendly

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

SPECIFIC SOCIAL MEDIA PLATFORMS

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

The world’s most popular social network.

Nielsen, Global Faces & Networked Places, 2009Nielsen, Global Faces & Networked Places, 2009

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

Has an audience of at least 108.3 millionNielsen, Global Faces & Networked Places, 2009

photo by Gaetan

Lee on Flickr.com

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

If Facebook

were a country, it’d be the

8th most populated in the world –

just

ahead of Japan.

Mark Zuckerberg, January 7, 2009

photo by Loren Zemlicka

on Flickr.com

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

Women tend to be more active on Facebook then men.

BIGresearch, June 2009

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

is the average age of a Facebook

user.

BIGresearch, June 2009

37.1

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

Facebook’s

audience is becoming increasingly broad.

Nielsen, Global Faces & Networked Places, 2009

photo by Darwin Bell on Flickr.com

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

Nielsen, Global Faces & Networked Places, 2009

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

Facebook Marketing Tools

•

Facebook

Pages

•

Facebook

Groups

•

Facebook

Applications

•

Facebook

Ads

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

Facebook Pages

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

Facebook Groups

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

Facebook Applications

•

Interactive user experiences –

including games, gift- sharing programs, tools to upload and edit photos, etc.

•

Can be integrated with a website, mobile or desktop application

•

Requires an external location to host the app

•

User interactions can be publicised

on the user’s wall

•

Reports on application usage and demographics are available

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

Facebook Ads

Standard Facebook

Ad

Facebook

Social Ads

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

CREATIVE FACEBOOK EXAMPLES

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

Creativity isn’t limited to original Facebook

applications…

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

Thank You

All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.

Brandcore SingaporeJurn.chan@brandcore.sg

+65 94788507