Social media sharing for Vietnam Youth Entrepreneur (vye) 2013

Social Media Sharing for

Viet Youth Entrepreneur 2013By Chandler Nguyen

Monday, August 12, 13

What we hope to Discuss in the next 1 hour



Quick Overview of Social media




Viral marketing principles





Deep dive into facebook in particular





Deep dive into facebook in particular

Q & A


If you could remember one thing today

“When done right, technology enhances the story, it doesn’t replace it”


Before jumping into Social Media Marketing


Let’s recap the marketing brief



Background:



Background:

• who you are? what values you bring to the target audience? Key products & unique selling points, market condition, competitors etc...



Background:


Objectives



Background:


Objectives

Key message



Background:


Objectives

Key message

Target audience



Background:


Objectives

Key message

Target audience

Brand personality on social media


Digital marketing


Digital marketingOwned Media



• Computer screen: Website, Microsite




• Mobile screen: Responsive Design Website, Mobile Native App





• Social media assets: Facebook, You Tube, Google Plus, Linkedin, Twitter, Instagram, Pinterest, Zing Me, Web Tre Tho account, WeChat, Line etc...






Paid Media: Display Media, Search Engine Marketing, Social Media Ads, Mobile ads, Online PR etc...






Paid Media: Display Media, Search Engine Marketing, Social Media Ads, Mobile ads, Online PR etc...

Earned Media: word of mouth, Key influencer outreach, fans, social mentions etc...


What is Social Media?


Social media refers to the means of interactions among people in which they create,

share, and exchange information and ideas in virtual communities and networks.[1] Andreas

Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological

foundations of Web 2.0, and that allow the creation and exchange of user-generated

content."[2] Furthermore, social media depends on mobile and web-based technologies to create

highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content. It introduces substantial and pervasive changes

to communication between organizations, communities, and individuals.[3]


Social media are communication channels between people


However, Social Landscape is complex


However, Social Landscape is complex

And many more


Example: Facebook in Vietnam

User 19,200,000

Online Penetration 60.0%

Population Penetration 22.00%


Twitter (estimated)

User 1,800,000

Online Penetration 5.600%

Population Penetration 2.00%


Every two days now we create as much information as we did

from the dawn of civilization up until

2003.


So how to make our Digital Marketing initiative noticed?

Talked about?


Only 10% of sharing happens online!

Research by kellerfay group


Principles of viral marketing by Jonah Berger



Stepps



Stepps

• Social currency



Stepps

• Social currency

• Triggers



Stepps

• Social currency

• Triggers

• Emotion



Stepps

• Social currency

• Triggers

• Emotion

• Public



Stepps

• Social currency

• Triggers

• Emotion

• Public

• Practical value



Stepps

• Social currency

• Triggers

• Emotion

• Public

• Practical value

• Stories


Who is Jonah Berger?Jonah Berger is the James G. Campbell Assistant Professor of Marketing at the Wharton School at the University of Pennsylvania.

He has published dozens of articles in top-tier academic journals, and popular accounts of his work have appeared in places like The New York Times, The Wall Street Journal, The Washington Post, Science, Harvard Business Review.

“Google Think insight” Jul 2013: From Complacent to Contagious


Social currency


Make people look good in the eyes of others

Inner remark ability

Game mechanics

Insider


Will It Blend - Golf Balls video


http://www.youtube.com/watch?v=MC8Zvl-8ziA

http://www.youtube.com/watch?v=MC8Zvl-8ziA


http://www.snapple.com/real-facts/cap-view





Flash, member only sales - scarcity & exclusivity


Triggers


Top of mind - tip of tongue


Mentos National Night SingaporeMonday, August 12, 13

http://www.youtube.com/watch?v=8jxU89x78ac

http://www.youtube.com/watch?v=8jxU89x78ac

Mentos National Night Video



Listened and plugged into social “Trigger Points”




Singapore National Day





Singapore Birth Rate






Other cue like Firework, parade during the national day, Durian, Ez Link card, Singapore highway abbreviation






Other cue like Firework, parade during the national day, Durian, Ez Link card, Singapore highway abbreviation

you Tube lyric video


Effective triggers?

Frequency of the stimulus

Strength of the link


Emotion


Charlie bit my finger - again ! videoMonday, August 12, 13

http://www.youtube.com/watch?v=_OBlgSz8sSM

http://www.youtube.com/watch?v=_OBlgSz8sSM

United Breaks Guitars videoMonday, August 12, 13

http://www.youtube.com/watch?v=5YGc4zOqozo

http://www.youtube.com/watch?v=5YGc4zOqozo

Parisian Love videoMonday, August 12, 13

http://www.youtube.com/watch?v=nnsSUqgkDwU

http://www.youtube.com/watch?v=nnsSUqgkDwU

High vs low arousal

High arousal Low arousal

PositiveAwe

ExcitementAmusement

(Humor)

Contentment

Negative AngerAnxiety Sadness


Public


Social prof

Monkey see, monkey do


Practical value


Shucking Corn--Clean Ears Every time videoMonday, August 12, 13

http://www.youtube.com/watch?v=YnBF6bv4Oe4

http://www.youtube.com/watch?v=YnBF6bv4Oe4

Stories


dove evolutionMonday, August 12, 13

http://www.youtube.com/watch?v=iYhCn0jf46U

http://www.youtube.com/watch?v=iYhCn0jf46U

No relevancy between tutu prankster and goldenpalace.com


The good news is: anyone could do it!


You would still need paid media support to let enough people know about it


Guiding principles when you engage in social media


Listen first and never stop listening



“Seek first to understand, then to be understood.” Habit 5 of the “7 habits of highly effective people”



“Seek first to understand, then to be understood.” Habit 5 of the “7 habits of highly effective people”

“Be a good listener. Encourage people to talk about themselves” Principle 4 of “How to win friends and influence people”


Enterprise Listening Systems

Meltwater Buzz: http://www.meltwater.com

Parature: http://www.parature.com/

Radian6: http://www.parature.com/

Sysomos: Sysomos.com

Vocus: vocus.com

Brandtology

Jami Q

Alterian SM2


http://www.meltwater.com/

http://www.meltwater.com/

http://www.parature.com/




Other tools

Google Alerts (Google Alerts and RSS)

Social Bakers

TrackUr


Action items


Action items

Listen to what people are saying about your brand, your competitors and your industry in general


Action items


Develop the list of keywords/phrases that are related to these topics


Action items


Develop the list of keywords/phrases that are related to these topics

Try a listening tool or simply start using Google Search


Think and Act like your Customers

Do you like to watch TV commercial during the movie time?

Do you like to see banners on websites?


Respond quickly to all bad comments



Think twice before deleting a bad comment: Unless the comment is obscene, politically related, we do NOT delete bad comments from fan.




We have to response to 100% of all of the bad comments





Always RESPONSE publicly and then take the issue private: by having fans to email us, call us, get in touch via private message on Facebook etc... Please note this is to response, not reply.






Prioritise the response based on online preference if we can't response to everyone in time. We could check online presence by the size of their network, their engagement on walls etc...






Prioritise the response based on online preference if we can't response to everyone in time. We could check online presence by the size of their network, their engagement on walls etc...

Consider response with surprise and delight - go the extra miles to delight the customers with bad comments by providing something of value.


Respond to good comments too



What would you do if someone comes to your store, and thank you?



What would you do if someone comes to your store, and thank you?

Get creative with your thank you according to your brand personality


Be authentic & honest



Think less about “putting on a show”, build a strong brand personality & Tone of voice




Develop an authentic voice




Develop an authentic voice

Honesty and Transparency “should” be at the core


Where should you tell customers to like you?



On your website



On your website

On every staff email signature



On your website


On every business card handed out



On your website



On every brochure printed



On your website




On every receipt you hand out



On your website





On packaging



On your website





On packaging

On in-location signage


Facebook fanpage Management


Overall process


Overall processObjectives & KPIs



Set up



Set up

What to post? Content Strategy & content Buckets



Set up


How to get fans?



Set up


How to get fans?

Promotions/engagement activities?



Set up


How to get fans?

Promotions/engagement activities?

How to measure success?


Process

Create

Share

Interact Measure

Optimise


Content strategy

CREATED CURATED


Content that fits with the brand

Content that

people like to engage

with


Content curation


Looking at what is already working on social media


“Nano targeting” Ad


“Nano targeting” AdImagine the TVC, Print Ads with your friend approval on them?



“Friends of Connections Ads”:




Location




Location

Demographic




Location

Demographic

Likes and interests




Location

Demographic

Likes and interests

Birthday




Location

Demographic

Likes and interests

Birthday

Relationship status




Location

Demographic

Likes and interests

Birthday

Relationship status

Language




Location

Demographic

Likes and interests

Birthday

Relationship status

Language

Education and work


Measuring success


Measuring successBrand Awareness



• Number of fans/followers




• Fan growth/month





• Reach: actual reach & Viral uplift






Engagement: Like, Share, Comment, Fan Post, Fan message to Admin







• How many: Total, ratio (per fan)








• Share rate, Comment Rate, Like rate









• Sentiment: positive, negative, neutral










Bottom line:










Bottom line:

• Macro conversion: e commerce sales, multi channel analysis










Bottom line:

• Macro conversion: e commerce sales, multi channel analysis

• Micro conversion: Product enquiry, visits, sign up


Facebook Edgerank

How long ago was the content posted?

Does this user interact with you often?

How interactive are the engagements with this post?


Appendix


TwitterBest use: Consumer Insight, Customer Service, Real Time Communication

General update

@Replies

Direct Message

Twitter conversations are typically much more public

Brand can send message directly to a “follower”


You Tube

Second biggest Search Engine

Content is more important than quality

Short and Sweet (about up to 90 seconds video)

Have fun

Monitoring & Answering comments


Google+

Best use: Drive better search results for your company

Circles: How content is being shared & with Whom?

Hangout: up to 10 people

Personalized Search


Pinterest: Content Curation at its best

Curate video, images, slideshares etc...

Pin boards

Followers & Following

Examples: Go behind the scene, Humanize the brand, crowdsourcing.


Instagram

Best use: bringing your brand to life through photos. Social networking through your phone

Sharing on the go


Linkedin

Best use: Recruitment, Retention, Industry collaboration, B2B Business Development


Reference


Reference

“Made to stick” by Chip Health & Dan Health

“Contagious: Why Things Catch on” by Jonah Berger

“Likeable Social media” by Dave Kerpen


Social media sharing for Vietnam Youth Entrepreneur (vye) 2013

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Transcript of Social media sharing for Vietnam Youth Entrepreneur (vye) 2013