d2s2 - jesrina arshad astro

8/13/2019 D2S2 - Jesrina Arshad ASTRO

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The Art of Social Media: WhatBusinesses Need to Know

Raja Jesrina Arshad

18th March 21!


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1" S#$%A& M'(%A TR'N(S )S'TT%N* T+' B'ST ,RA$T%$'S %N

S#$%A& M'(%A MARK'T%N*


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Social Media is -oo.in/ in Asia

210 of ace-oo users are fro. Asia3 which isonly less than 4 percent of Asia's population.(source: Uberly)

80 of social .edia users prefer to connect withbrands through ace-oo.(source: Business2Community)

A whopping 440 of B2C companies and 5!0 of B2B companies

To6 Social Media Networs in Asia 7Actie users9

Presentation Title2 |

acuired custo.ers fro. ace-oo. (source: Business2Community

)

;e -ou/ht or wanted to -u=!compared with 4"# of $aceboo% users.(source:All Facebook)

&n a [email protected] s6an3 %nsta/ra.>s aera/edail= .o-ile isitors ju.6ed from (!"""

to ).* million! which is a 4250 leap.(source: Marketing Land

)

Te !edsi"t !esearc 2#$2 study

"ound tat %%& o" Asia'aci"ic leisure

traellers used social media *lat"orms

"or adice and ins*iration regardingtrael destinations+ more than doublethe percentage ,o did te same inte U- and MA.

Source: Burson-Marsteller; Redshift Research 2012


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;0

Social Networin/ is the No 1 #nline Actiit= a.on/st Mala=sians

To6 Social Networs70 of online Mala=sianswho hae actie

810 1! Million sers Monthl=

;0 11 Million sers Monthl=

10 8 Million sers Monthl=

120 2 Million sers Monthl

28 Million

* |+ource, com+core April 2"-2! ielsen +/A 0igital Consumer &nsights 2"-"12"--! bar chart 1 alaysia *0 2"-23base of ( illion

The Aerage alaysians +ocial edia 5ser has2!! friends 6 The highest in the 7orld8

ace-oo3 Coutu-e3 Blo/s ) Twitter aremost popular amongst +ocial etwor%s

2-#2-#22#

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Play :nline ;ames 3+ingle Player0ownload $iles


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K&M: The Must See Social Ma6 $ase Stud=Ta66in/ into the -ehaiors of A,A$ leisure traellersD



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Best ,ractices in Social Media Maretin/Social .edia is an en/a/e.ent tool3 not a -roadcast .ediu.. @ou must get inoled in any conersation you start if you epect it to hae a life.

$lai. =our -rand in eer= new .ediu. that co.esalon/"

But 6la= where =ou find that =our su66orters dwell. @ou don't haeto try to be eerywhere. ;o with big channels that wor% for you,$aceboo%! Twitter! @ouTube! >in%ed&n and ;oogle are hot now.

se each channel for it>s stren/ths ) #6ti.iEe

$onnect =our social .ediu.s.

:n any gien channel! create a place where supporters can clic% andconnect to any of your other social channels! including your mainsite! blog! etc @ou want to ma%e sure they %now they can connectand communicate with you through the medium of their choice.

$onsu.er 'n/a/e.ent across all 6latfor.s.

$aceboo% has the intimacy of close friends. &t's powerful forcommunity building and landing olunteers. Twitter has immediacy.5se it to start conersations about cause news or to engagesupporters with hashtags at lie eentsDetc.

Teach =our su66orters and staff =our cause>s stor=.

People are gonna tal%. And you want them to. 0on't worry about theeact wording of the message, &f you teach eeryone your cause'sstory well! they'll ma%e it their story.

.

Buttons to li%e! faorite and comment should be conenientlylocated on posts! pages and any public content.

'n/a/e influencers on social .edia.

Anyone can clic% a button and follow. But most then forget you.&nfluencers! those well1connected power users! hae big networ%s ofaid followers. &dentify yours E nurture them as adocates


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TFRole: Mass Awareness

CouTu-eBite@SiEe &earnin/ 71@!.in9

,u-lication RadioAudio &earnin/ 7G1 .in9

$o.ic Stri6&earnin/ throu/h +u.our

Social *a.es&earnin/ throu/h ,la=&earnin/

throu/hWAC

$+%N*

433 Fiews1!34 Su-scri-ers

!3;3Total TF iewersH

!3niue isitors

2!13ans

I1Trendin/ To6ic

To6 1Risin/ Searches

I1Show

To6 2#n Radio $hartsR

'S&T

S

B'ST ,RA$T%$' $AS' ST(C: #+ MC 'N*&%S+#6ti.iEin/ $onsu.er 'n/a/e.ent Across All 6latfor.s

Readin/

We-site%nteractie &earnin/

Red ButtonSelf Assess.ent

School Worsho6s+ands@#n&ie &earnin/

Mo-ile (eices ace-ooTwitter&earnin/ ia $o..unit=

) $onersations&earnin/#n@the@*o

&ie 'ents&o=alt= Reward

MusicAwareness Builder

MerchandiseBrandin/

1@

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2@WAC

&'ARN%N*

B'C#N(

&'ARN%N*

Re6ort $ardMonitor ,ro/ress

A.-ient#ut@#f@+o.e Tri//er

+ource, ielsen edia =esearch! $aceboo%! Twitter! @outube! ;oogle! web analyticsF Past - minutes reach

Source: "stro 2012


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B'ST ,RA$T%$' $AS' ST(C: #+ MC 'N*&%S+A,,&C%N* S#$%A& M'(%A ''(BA$K %N $#NT'NT

ace-oo ,ollReasons fornot watchin/L

ace-oo ,ollWhat shouldMr" Middletondo for Msia(a=L

$#NT'NT $R'AT%#N &%(%TC

Mae the content creation 6rocess .ore fluid toincor6orate ) eole with feed-ac fro. consu.ers

ace-oo ,ollWhichcele-rit=would =ou lieto see on#M'L

TwitterRetweet if =oue watchedaourite if catchin/ re6eat

Ada6tation ofTF Schedule*au/e of first runaudience s" re6eataudience

$reate

Ada6t&isten

Source: "stro 2012


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B'ST ,RA$T%$' $AS' ST(C: #+ MC 'N*&%S+Social Media %nte/ration ) 'n/a/e.ent %

T7//T15P : T?

G7e curated the best tweets aboutthe show and made them part ofthe content to enhance the show.

G/.g. a cleer tweet about r.iddleton would appear on a sceneof r. iddleton.

>/++:+ ?&A $AC/B::H,

G&ntroduced IA lesson of the dayJ Einited people to guess theanswer. $or those who neededfurther eplanation would get itthrough our $aceboo%.

T:P&CA> C:?/=+AT&:+,

GTwitter helped us engage inconersations that are topical. 7etal%ed about >ee Chong 7ei andPandalela =inong at the :lympics3because :/ had an :lympicsepisode! =amadan and Kari =aya!erde%a! 5P+=! P=! +P etcD

Source: "stro 2012


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>&+T/&; T: C:+5/=+,

G+ocial media was also used tomonitor and listen to whatconsumers are doing. Kashtagsare ery useful to do this.

/LC>5+&?/ C:T/T,

G7e offered eclusie behind thescenes and snea% pee%s only toour social media fans.

G/.g. &nstagram carried the firstimages of Aaron AMiM as thesurprise ;uest star on :/

/;A;/0 C/>/B=&T&/+ E CA+T/B/=+ A+ &$>5/C/=+

GCast embers as well as anycelebrity guest stars wouldspread buMM on :/ encouragingtheir fans to engage with ourshow E tune1in

B'ST ,RA$T%$' $AS' ST(C: #+ MC 'N*&%S+Social Media %nte/ration ) 'n/a/e.ent %%

9

Source: "stro 2012


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B'ST ,RA$T%$' $AS' ST(C: #+ MC 'N*&%S+T+' R'S&TL B'$#M%N* A ,#, $&TR' ,+'N#M'N#N ) A$+%'F%N* +%*+ F%'W'RS+%,D

Bloggers International Celebs..

#h M= 'n/lishhas s6ared anationwide

.oe.ent tos6ea -etter

'n/lish"

The -rand isnow 6art of

6o6ular lin/o )culture"

Letters to the Editor..Thousands pledged to improve

their English

On Hot ListsTrending on Twitter

On the streets!

In Pasaralams!

Copied b

pirates!


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2" S#$%A& M'(%A %M,#RTAN$'

B'C#N( MARK'T%N*


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Social Media Be=ond Maretin/Companies need to start embracing social media tools 1including internal networ%s E real1time chats and wi%is1for usesthat go way beyond the familiar applications for mar%eting and community building.

%nternal Networin/ tools 3allow %nowledge sharing between different teams E+treamline internal communication

Sales tea.s cultiatin/ leads and monitoring the sales funnel ia social channels %.6roe.ent of custo.er serice ,redict uture Bu=in/

Tools ) Trainin/ are needed to analyMe the huge amounts of data flowing infrom social media and how they then lin% to all the other touch points consumers

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hae with your brand, 1 $rom Comments


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!" M'ASR%N* S$$'SSS%N* ''$T%F' M'TR%$S

AN( TRA$K%N*


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Social Media Maretin/ Measure.ent

easuring +ocial ar%eting =:&is a fie1step process,

eryone likes to be /liked.0 But "or

com*anies using social media to aciee

real1 tangible1 measurable results1 te

real uestion is1 /3o, does tis gro, mybusiness40

-. 0&+C:?/=@

2. &T/=ACT&:

*. T=A+ACT&:

4. /0:=+//T

. APP&; E C:==/>AT&:

Presentation Title-4 |

Ma66in/ )$orrelation


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Ste6 1: (iscoer= Closely monitor conersations about your brand and interests similar to your

brand offerings

Presentation Title- |


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Ste6 2: %nteraction ow youNe heard your customers! /ngage with them.

- Proide Coupons


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Ste6 !: Transaction 7#6tional9 @ouNe loc%ed in their interest. ow direct them to purchasein% them to a transactional page 3website

- Create a social media E mobile application that allows for

ease of transaction on a campaign basis 3special deals


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Ste6 5: 'ndorse.ent &dentify E +egment Adocates who will influence different groups of

customers to gain interest in E purchase


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Ste6 : Ma66in/ ) $orrelation irstl=: Correlate business outcomes with +ocial

edia Actiity

Secondl=: Based on learnings! +et businessoutcome benchmar%s for future social mediaactiities

Presentation Title-9 |


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Ste6 : Ma66in/ ) $orrelation Kow to Correlate business outcomes with +ocial edia +tatistics E Actiity

Business #utco.es:-. &ncrease in Brand Perception


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$ase Stud=: (ell ;rowing numbers of global organiMations are building multimillion1

dollar .ission control centers for social .edia: monitoring and

responding to the torrent of social commentary and Rueries floodingin ia $aceboo%! Twitter and other channels

0ell's social media ground control and command center in =ound=oc%! Teas! has a total of 4 e.6lo=ees .onitorin/ socialconersations fro. around the /lo-e! 3+ource, =ead7rite7eb

+canning ace-oo3 Twitter and other networ%s! the team processes23 dail= social .edia eents a-out ('&& in 11 differentlan/ua/es3 responding to most Rueries and complaints within 24hours.

Presentation Title2- |

Bac% in 0ecember! 0ell reported that offers from its 0ell :utlet Twitter Account has boo)ed more than *+ million in

re%enue attributable to its &itter posts( &t might sound li%e a small percentage for a company that boo%s O-(B inreenue annually6but a nice number howeer! especially in a dreary economy.

The :utcomeQ

Source: C 2012


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Ke= Taeawa=s:

0etermine your business goals supported by social media strategy E efforts

&nest in +ocial edia C= tools

/ngagement is Hey to =:&

Confident! socially1engaged eecuties E employees are central to your success

5ltimately! there are far too many ariables to limit social media to a single fied point. @ou canNt pinpoint when acertain customer decided to ma%e this switch either.

7hat you should do instead is focus on findin/ out what =ou hae learned fro. =our custo.ers and stren/then =our-rand 6erce6tion ) satisfaction 7i.6roe on =our offerin/s ) thus oerall senti.ent9



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Twitter: OJess6in-err=

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