Post on 16-Sep-2014
description
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Retail and ���Social Media David Liem Cofounder, Happy Marketer david@happymarketer.com
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
This course is designed for you to • Understand current trends and behavior in Web-Based,
Mobile and Social Media • Improve your organization’s approach to generating
interest through social media • Generate ideas for upcoming marketing activities • Be a non-competitive and confidential
environment for retailers to share ideas and learnings in social media marketing
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Happy Marketer.���more business from your website
A little about myself…
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore Hello@HappyMarketer.com Hello@happymarketer.com
About Happy Marketer? • Headquartered in Singapore • Provides Strategic Consulting and
Training Services • Focused on bringing market leading
thought leadership in Social Media Marketing to APAC
• Trained over 1500 professionals in less than 2 years
• Yahoo & Google Certified Partners
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Internet IQ Quiz Time!
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
What letter in the Greek alphabet appears under Wikipedia’s missing puzzle piece?
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
What are the max number of characters allowed in a tweet?
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
What does ‘nom nom’ refer to?
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Match the website to its founder
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Rank these 4 celebrities on Twitter in the order of most # of followers
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Rank Facebook in terms of population with these other countries from biggest to smallest
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Rank these top 4 search engines in order of most used:
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
���Social Network Users
> 1 billion
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Million People on Earth are on
900 million
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Visited site in Singapore
#1
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
hours a month watching Billion
3
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Million messages get sent a day on
1.6
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Billion mobile phone subscribers in Asia
2+
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Ave. amount spent online In Singapore (ages 18+)
1500 $
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Why go into social media?
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
It could be that one thing that sets you apart from your competitors…
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Trust is harder to earn • How things used to be...
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
How people are actually influenced
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Lessons
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
What comes around goes around…
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
KFC Malaysia Food Disaster • Staff filmed food mishandling
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
A fast sincere response = fast recovery • A video apologizing from Director of Operations • Ensures customers of ���
Action steps • Invited to voice ���
Concerns on facebook
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Not So SMRT: ���A Case Study of Communications Failure��� • Disruptions not updated by Twitter despite happening during
working hours
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Even internal messages were made public • Public did not take lightly to the internal memo.
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Only at 11pm SMRT Responded • In the absence of information, ‘Trolls’ take over
• Failure to develop communication channel in crisis situation for internal and external parties���
• Failure to listen to public feedback during crisis
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Making light of a serious situation...backfires
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Personal behavior damages company rep.
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
What are the top reasons people ���
Choose your brand?
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
What are the top feelings people ���
experience with your brand
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Your Goals in Social Media:
1. Create Friendships 2. Create a Community 3. Create EMOTION
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Create Friendships
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Create a Community • Behind the Scenes • Read feedback • Keep in touch with what’s ���
happening
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Create Emotion • Personal Point of View
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
15MM+ users
135MM+ users
51MM+ users
15MM+ users
62MM+ users
232MM+ monthly active users
115MM+ subscribers
20MM+ blogs
6MM+ users
800 MM+ monthly active users
230MM+ users 2MM+ users
500K+ users
800MM+ monthly users visit site
Source: Official and Estimated statistics. Facebook, YouTube, Zynga, Twitter, LinkedIn, Groupon, Flickr, Tumblr, Instagram, Foursquare, Pinterest, scvngr, Path, Google+ ��� SlashGear, TechCrunch / Comscore, FastCompany, Oink: TechCrunch, GetGlue, Foodspotting: Soraya Darabi’s LinkedIn
100K+ users
2MM+ users
2MM+ users
1.5MM+ users
EC
We have many tools to choose from...
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
The ���Social Media Landscape
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
The Corporate Website
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Web Design Tips • “Don’t make me think” • Simple and friendly navigation
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Friendly design
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Socialize Your Website • Add social media share buttons to your home page
• Add a Facebook Like box to your website
• Portal for your social media channels
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Strengths & Weaknesses Strengths • Effective for branding, sparking excitement with product announcements, • Information gathering from the official source
Weaknesses • May appear ‘one-sided’, glossed over, fake • Info may not be as ‘cutting edge’ as 3rd party sites
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore Hello@HappyMarketer.com
Timeline for Businesses, Features
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore Hello@HappyMarketer.com
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore Hello@HappyMarketer.com
Behind-the-Scenes, On-the-Ground updates
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Strengths & Weaknesses Strengths • It’s where the fishes are • Repeat visitors, convenient channel to communicate • Great for branding, short term engagement Weaknesses
• Hard to find direction/purpose, takes time • Not strong for conversions without significant incentives
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
YouTube
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
YouTube
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
‘How it’s made’ videos
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Testimonials
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Strengths & Weaknesses Strengths • High degree of engagement, realism, more likely to be shared and go ‘viral’ • Powerful to shape user sentiment • Consistent content rewards consistent viewers��� Weaknesses
• Costly (but high quality content almost always works)
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Pintrest
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Pintrest
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Infographics
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Strengths & Weaknesses Strengths • Fast growing network • Visually appealing • Easy to share Spark initial interest������Weaknesses • Pictures must be visually appealing to attract attention • Cluttered • Lower degree of interactivity between brands and users
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Your Goals in Social Media:
1. Create EMOTION 2. Create Friendships 3. Create a Community
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Asset Creation
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
The 10 Reasons We Share
1. It’s Hilarious 2. It’s Incredible /
Unbelievable 3. It’s Emotional 4. It’s Relevant 5. It makes us Think
6. It’s not covered by mainstream Media
7. It makes me Smile 8. It’s Dramatic 9. It’s Embarrassing 10. It’s Provocative
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
1. It’s Hilarious!
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
2. It’s incredible • Example : Pictures
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Interactive can be incredible too
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
3. It’s Emotional
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
4. It’s Relevant
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
5. Makes us stop and think • Case studies videos
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Interviews
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
6. It isn’t covered by mainstream media • Behind the scenes, demos, exclusive content
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
7. It makes us smile J
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
8. It’s Dramatic
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
9. It’s Embarrassing
• Fashion Fails!
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
10. Provocative (But Safe for Work)
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
The 10 Reasons We Share
1. It’s Hilarious 2. It’s Incredible /
Unbelievable 3. It’s Emotional 4. It’s Relevant 5. It makes us Think
6. It’s not covered by mainstream Media
7. It makes me Smile 8. It’s Dramatic 9. It’s Embarrassing 10. It’s Provocative
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
15 Proven Web Content Recipes
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
#1 – Answer Your Customers’ Questions
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
#2 – Reveal Your Secret Tips & Tricks
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
#3 – Bust An Urban Myth
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
#4 – Write A Case Study
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
#5 – Write A Blog
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
#6 – Write Your Company’s History
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
#7 – Start A Debate
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
#8 – Review of the Year
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
#9 – Report on an Event
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
#10 – Jargon Buster
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
#11 – Review a Book or Product
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
#12 – Build a Top 10 List
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
#13 – Interview an Expert
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
#14 – Write an A to Z
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
#15 – Publish Your Own Surveys
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore Jointly organised by Happy Marketer & The Retail Academy of Singapore
Online ���Reputation Tools
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Why it’s so important • Monitor, repair, and manage the status of the business • Stay in tune / connect with the customer, real time • Develop marketing ideas • Learn from the feedback it brings backs to you, whether
positive or negative • Reformat your promotional materials to minimize the
effects of a possible reputation threat
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Monitoring
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Now that we know how they are feeling, lets see what are they are searching for today??
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Keyword monitoring
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Keyword Popularity Research
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Twitter Search
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Forum Monitoring
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Industry monitoring
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Website Popularity
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
YouTube Video Statistics
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Facebook Insights
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Management
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Competitor Analysis
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Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Social Media Marketing For Retailers
Jointly organised by Happy Marketer & The Retail Academy of Singapore
Research your competitors