social media for retailers - prantik

Hello@happymarketer.com

May 13th 2013

And is social media being used to celebrate this centennial movie event?

You Bet!

In fact ‘digital’ is revolutionizing not just the way movies are made & launched but also��

the way they are distributed & consumed!

Lets look at some local examples!

Ms. Shilpa Krishnan 30 year old Singaporean Brand Marketer at P&G

Passionate about film making!

3 Years ago she began her independent film producAon company

She began with 4-‐5 short sub-‐10min films 3 years ago…

AHer gaining some experience, in 2011 she produced her 1st feature film

Needless to say her equipment was ‘digital’

She found her editor & music director online via Facebook in Dubai!

& guess what social media helped her connect to a Bollywood singer, who

kindly sang the Atle track for her for free!

Her trailers were distributed via YouTube & Vimeo

We, at Happy Marketer helped develop her web assets!

All behind-‐the-‐scene sAlls & promo interviews were marketed via Facebook

We used digital & social media markeAng to promote her screenings at The Art House

The screening ‘moments’ & audience reviews very captured & shared via digital channels….

Following the offline screening, the movie had a global premiere via an online

movie distribuAon channel!

The global premiere screening news spread far & wide across conAnents thanks to cost-‐effecAve social media!

….and thanks to that Shilpa & her crew got covered by tradiAonal media in Singapore

& overseas!

That’s not all folks,��the news spread as from Singapore��

to Bangladesh to Hollywood!

…and today she has a DVD distribution ��contract from Hollywood as well

A passionate dream

Budding talent & lots of effort

Digital equipment | social network connectivity��crowd sourcing | digital marketing & launch

7 short films + ��1 x 2 hour feature film

Global media coverage & ��3 International Film Festivals

Crowdsourced funding for film-‐making!

The power of digital is immense & ��it should not be undermined!

A simple wall post image liked by 800; 106 comments & shared 982 Ames;

What do you think��makes digital this powerful & popular?

We saw how digital influences��the movie making & launching process,��

but how about movie��distribution & consumption?

But these are all not available in ��Singapore right, so are there��

any homegrown local options?

Movie streaming with ��crowd-sourced, translated subtitles

Licensed Bollywood movie streaming integrated with social media

Not only does it show me which of my friends have watched movies but gives

me incentives to spread the word!

So is ‘digital & social media’��a competitive threat to��

business?

Can this potential��competitive threat be converted��

to a ‘competitive advantage’?

You Bet!

For that we need to dig deep��& first understand how and why the��

digital & social revolution is underway!

What are some of the ��trends you observe?

Off-line & online ��integration Localized

Personalized

Social

Crowd-sourced

Data-driven

Prantik Mazumdar Partner, Happy Marketer prantik@happymarketer.com

The role & impact of social media marketing

If I were to ask you, how is Singapore feeling today? Sad? Happy? Ok? What would you say??

And how was Singapore feeling during the Budget & Valentines month?

Valentines Day!

Let’s see what are Singaporeans are searching for right now?......

And what are they tweeting as we speak??

Some fun social & mobile trivia!

1.  What is the mobile penetration of Singapore?

2.  What is the smartphone penetration of Singapore?

3.  What is the most expensive iPhone/iPad app?

4.  How many of you’ll use a mobile device while watching TV?

5.  Which country has the highest per capita usage of Facebook by time?

6.  Which is the fastest growing user segment on Facebook in Singapore?

We have moved into a��real-time information era

��People are searching & communicating��

through real time, social & location-aware mechanism ��

What sparked this change??

The advent of Web 2.0 has transformed & revolutionized the Internet…

Web 2.0 encompasses services & applicaAons that facilitate a two-‐way process to communicate, share and collaborate

Its much more than just Facebook, LinkedIn & Twitter…

Everyone can be a creator, critic & collector!

Social media allows the same consumer to be a producer & your brand ambassador too!

On a lighter note, today we even have a prescribed social media diet;)

The Internet has democratized��information flow.

��

People & Consumers have the��power & choice to communicate, critique, ��

discuss, share, transact through various��social & location-aware mobile tools

Brands & companies need to innovate��& offer new, relevant ways to live, work & play

A bit about myself…..

Currently a Partner @ Happy Marketer Previously, worked with another digital brand management firm Started my career in the Civil Service – at IESingapore Majored in Comp Engg in NUS & minor in Technopreneurship Had won in the TEC category at��Startup@Singapore in 2004 Love cricket & a believer in social media

www.linkedin.com/in/pranAkmazumdar @pranmaz

Today’s agenda…..

1. The evolution of media & marketing ��2. Are Asia & Sg ready to embrace social media? 3. The role & influence of digital on businesses 4. Social Media ROI – What should you measure? 5. 10 new Facebook launches!

67 Million iPads sold in 2 years since launch!

24 years 5 years 3 years

67 Million Units sold in…..

In the last 700 years, since the advent ��of print media, marketing has evolved across many ��

different media and devices and is progressively moving ��towards in-bound, content based, non-intrusive ideas

Activity 1: Design an marketing campaign for your business across the following channels

•  Print •  Radio •  TV •  Email •  Mobile •  Display •  Social Media

One annual mega promotion��to increase the awareness ��

& footfall at your retail outlet

Source: www.thomascrompton.com

Smartphone Penetration in APAC…..

•  Singapore – 70%

•  Australia – 37%

•  Hong Kong – 35% �� •  USA – 31%

Mobile Web Trends are rather��unique in Asia

Mobile Web Usage Trends…..

•  Globally 8.9% of web traffic comes from mobile

•  In Asia, that number stands at 14% �� - Japan : 47% �� - Urban China : 43% �� - Singapore : 35% �� - HK : 16%

•  In many other Asian countries, most mobile Internet �� users never use a desktop/PC�� - India : 59% �� - Indonesia : 44% �� - Thailand : 32%

Smartphones, mobile web, mobile apps are transforming our lives!

Now, lets see how mobile is transforming our habits��

& behaviour on social media?

The convergence of mobile & social is creating a wave of opportunities in the domains of entertainment, gaming, commerce, deals……

Activity 2: Outline 5 interesting features that a smartphone & iPad app should have for your business?

So where & how exactly does��“digital marketing” fit in & ��

influence marketing?

Traditionally the consumer decision making process has been linear and simplistic…….

…but with the advent of digital & social media, the model has evolved to be dynamic…..

Source: McKinsey & HBR 2010

…and in this new loop model, online marketing helps marketers achieve a good mix of objectives…..

….and there’s different forms of digital marketing channels & media to cater to the different phases…..

Brand marketers must distinguish between the different kinds of digital media available & their utilities….

What are the cool, new, ��relevant Facebook updates?

Key Features

1. Cover Photo & Profile Photo ��2. Milestones 3. PinPosts & Highlights 4. Private Messages 5. Admin Panel & Analytics

6 Asian countries in the Global

Top 20

Singapore’s Facebook Demographic

The largest Singapore FanPage on FB is an Entertainment channel!

What are some of the other great examples of Fan Pages & ��

social media communities?

What about local Fanpages?

Singapore Top 10 Retail & Entertainment Pages Property Total Fans People Talking

About Check-‐ins

Marina Bay Sands 95114 10640 1,005,486

ION Orchard 47228 899 173,120

313@Somerset 10986 194 95,149

Orchard Central 9045 214 975

City Square Mall 8429 52 -‐

Tampines 1 8170 281 37,173

Parkway Parade 7427 436 38,543

Cathay Cineleisure 4898 38 -‐

United Square 4450 42 12,818

Tiong Bahru Plaza 3838 43 17,070

Singapore has 2.8 M active ��users on Facebook & yet fan bases &

activities are rather low��in this category!

But does all this Social Media activity actually work & show business results?

So, what should be my ��Social Media Marketing��

Strategy?

Community Setup & Growth

Community Engagement

Community Enticement

Community Participation

Online Monitoring

User-Generated Content

Social Media Marketing Strategy

The activities and events that typically into campaign planning exercises……

•  Facebook Fans Strategy •  Facebook MediaBuy & CPC Advertising •  Online & Traditional PR

•  Facebook Application Contest •  Facebook Wall Content Strategy •  Facebook Photos & Videos

•  Traditional PR Activities •  Promotions & Fan Meetups •  Roadshows & Events

Community Growth

Community Engagement

Community Participation

Brand ��Engagement

September 2009 – September 2010

From Tongue Twisters, Sing-‐a-‐long, Trivia’s…

Wall Strategy (December)

Total likes 680 (average 7) Overall highest – 70 likes

Total comments 720 (average 8) Overall highest – 63 comments

A TRIBUTE TO EARTH DAY (April 22, 2010)

The theme for April is Environmental Awareness. Cheers is launching an applicaôn that serves as an awareness on how to maintain the balance of a pond’s eco-‐system which will make healthy water for fish and other living community in a pond. An ECO FRIENDLY FUN ACTIVITY for users keep the balance in the eco-‐system to stop water polluôn and act fast. Thus, we named the applicaôn as the Cheers Act Fast Challenge.

Go Wild Over Football w/ Cheers

June 1 to July 9, 2010 Extended ^ll July 12th

Wall ac^vity just for the fans…

World Cup Finals (July 11/12 SGT)

SPAIN scored the 1st and only goal of the World Cup 2010 at 4:57 am. 14 people was up, some cheered some wept using our wall…

Trivia on Video

Photo Tagging

June 2010 interacôn went to > 100 interacôns. March’s highest interacôn was 65.

Avg. interac^on would be 35 per month.

March 2010

Month InteracAon Comments Like June 496 249 241 May 373 162 205 April 365 190 170 March 500 296 193

Customer ��Service

Promotion & Contests

Social ��Commerce

Activity 4: Outline & discuss 5 ways that you can leverage on digital technology & social media to improve a customers experience

Live-tweeting?

Hashtag-based��contests?

Check-in contests��& promos?

iPad integration ��with luxury seats?

Customized pre-roll��ads?

The Offline vs. Online battle?

How do I split my spends?

Source: Mashable

Hello@happymarketer.com Source: Economist

Which one takes the lead��& ��

How do we synergize both?

Offline marketing boosts��online effect by 40%

What prompts users to search online��for a particular product/service? •  TV ads – 44% •  Word of Mouth – 41% •  Print ads – 35% •  Radio – 23% •  Billboard – 13%

Source: eConsultancy & iProspect

Activity 5: Outline & discuss 5 ways that you can create interesting offline-online integrated campaigns for your business that can help you monetize your business better?

social media for retailers - prantik

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