Creating product awareness in the 21st century in asia
Transcript of Creating product awareness in the 21st century in asia
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?