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Social  Media  Engagement  Training

David  Liem  

Partner,  Happy  Marketer

david@happymarketer.com

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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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David’s Profile

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Cathay is a place where....

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What are the top reasons customers

choose you?

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What are your customers like?

• Internet Habits• Web Savvy• Shopping Habits• Age• What websites do they visit?

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How things used to be...

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The Customer Buying Cycle

Discovery Research Decision

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The Social Customer Cycle

Discovery Research Decision

Sharing Sharing Sharing

Sharing Sharing Sharing

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How people are actually influenced

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Our Goal today is

SharingSharing

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And that can happen by...

1.Making it ‘speak’ to your customer2.Making it easy to interact with3.Making it easy to share

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Pre  Movie Discovery

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Crowd Sourcing Screenings

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Pintrest

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Frequent Video Clips

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Trailers usually create Buzz

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Movie News Creates Buzz

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Identify as many examples in:

1. MRT2. TV3. Radio4. Newspaper 5. Magazines6. Facebook7. YouTube8. Websites9. Friends

10.Pintrest11. Critic Reviews12.IMDB13. Crowd Sourcing14.Search Engines15.Digital Advertising16.Apps17.More?

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Pre  Movie Research

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When do people research movies?

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Pictures

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Behind the Scenes

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Movie Screenings Recaps create interest

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Free Stuff

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Reaching out to interest groups

• Cosplay• Music interests - soundtrack• Art Interest Groups

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Websites

• What review sites are there?

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Apps

• What movie apps are there?

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Research: Feed the Hungry!

• People will be engaged/willing to be engaged provided they get good information and updates about the movie

• Reviews from friends

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How will you feed the hungry?

Shortlist the sites you will share news with your customers

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Pre  Movie Decision

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Why would people choose Cathay?

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Search Engines - What’s your rank?

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Friends - What are they saying?

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How easy is it to buy?

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The Social Customer Cycle

Discovery Research Decision

Sharing Sharing Sharing

Sharing Sharing Sharing

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During

Content Data Monetization

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Enhancing The Experience

• List out does Cathay do right after someone buys a ticket?• How can digital fit enhance this?

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List out Existing Assets

• TV, posters, brochures, website, events

Content

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IDEAS: Live Tweeting & Hashtags

• Designated Tweeting areas

Content

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Checkins: where are they happening?

Content

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Contests / Games Content

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GamesA  TRIBUTE  TO  EARTH  DAY

(April  22,  2010)

         The  theme  for  April  is  Environmental  Awareness.    Cheers  is  launching  an  applicaOon  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  polluOon  and  act  fast.    Thus,  we  named  the  applicaOon  as  the  Cheers  Act  Fast  Challenge.    

Content

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Fun sites Content

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Enhancing the Food Experience

• Make food draw the crowd

Content