Creating Product Awareness in the 21st

Century in AsiaWhat Does Social Media Mean for the SME?

Matthew Maloney15/12/2011

Sponsorship of Microvision, USA Literature Review Desktop Research Interviews Case Study Analysis

Research Methodology

Solis (2011): Web is vital to modern marketing because… (a) ‘Never ending fountain of lessons and insight’ (b) Delivers new communication tools (c) Is a distribution channel in itself (d) Allows real time monitoring of responses to marketing

campaigns and advertisements 80% of businesses use social media (MarketingSherpa,

09) Move from broadcast to conversational ethos in modern

marketing

Why Social Media Marketing?

E-Commerce v Retail

Internally: Employee Engagement Social Enterprise

Externally: Customer Engagement Customer Support/Customisation Market Research PR SEO

How Do Businesses Use it?

SME with 750 corporate staff based in Illinois, USA Founded in 1980 – First Facebook Presence in 2010 Digitalised Tupperware business model (Rogers, 01) 50k Likes just 10 days after FB Launch! (No ad

spend) 35% average growth every 2 months (viral) Subsequent ad spend – 11c per new like Targeted Opinion Leaders > Opinion Formers

Case Study: The Pampered Chef

Case Study: The Pampered Chef

In Feb, 2010 50% of Asia’s Internet Population visited a SNP (comscore, 2010)

Australia, Singapore, S. Korea high penetration

150m Facebook Users in Asia (Eskimon, 2011):

SMM in Asia

Singapore 2.5m

Malaysia 11.4

Thailand 11.7

Philippines 26m

Indonesia 39.5m

Social Media Across Asia

$1.7b market, 33% growth in 2010 (Nuttney, 2010) Qzone or QQ leading SNP 87% of Chinese have followed or friended a brand

online 77% believe an online presence makes a brand more

attractive Average Internet user spends more than 2 hours

online everyday Half of China’s social media users are in their 20s 40% of netizens are content creators

SMM in China

By 2015 India will have 3rd largest social networking population in the world

Spend 3 hours p/month on average on SNPs Mobile Access to Internet – 59% of internet

pop Problem 1: Only 8% of pop have access to

internet Problem 2: 13.5 of 40m social networkers

have no bank account

SMM in India

Q3 2010 –Q3 2011: 30% increase in mobile social media usage (Nielsen, 2011)

Location based advertising e.g. QR codes What do they do?

80% read posts69% post status updates50% read posts from organisations

Trend #1: Mobile

Trend #1: Mobile

700m Social Gamers by YE 2010 (Band, 2010)

Symbiotic relationship between social games and social media e.g. Farmville

Socialisation of Console Gaming Gateway to middle Aged Social Networkers Asia $2b social gaming market in 2011

(largest) Social Gamers will buy $6b of virtual goods

by 2013 – moviegoers will buy $2.5b in real goods by 2013

Trend #2: Social Gaming

IT Revolution in Data Storage and Analytics Quantification of Social Media Data Currently companies have social media

teams – Automation of social media coming Future: Marketing Dashboards of Consumer

Data from Social Media (Prodham, 2011)

Future Trend #3: Big Data

Follow the consumer Don’t ignore B2B applications The Humanisation of the Firm (Solis, 2011) Keep track of new metrics Engagement

What Does It Mean for the SME?