digital and social media in aesthetics marketing
Post on 11-Sep-2014
2.569 views
DESCRIPTION
This is a presentation I gave at a Regional Aesthetics Marketing Workshop on how clinics in Asia can leverage on digital and social media to engage consumers and acquire new prospects.TRANSCRIPT
![Page 1: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/1.jpg)
Q-MED Clinic Manager Training Workshop 25 June 2011
Digital and Social Media in Aesthetics Marketing
![Page 2: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/2.jpg)
Agenda • The Changing Landscape of Advertising
• Challenges & Implications
• Digital Landscape in Asia
• Digital Marketing and Social Media: How you can apply this to your role
![Page 3: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/3.jpg)
Let’s take a step back
Think about how the way we interact with media and entertainment has changed
![Page 4: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/4.jpg)
There’s a shift from pure media consumption
![Page 5: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/5.jpg)
To a culture participation and creation
![Page 6: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/6.jpg)
People talk, share and aggregate
![Page 7: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/7.jpg)
People create, remix and watch
![Page 8: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/8.jpg)
And people do all of that for, with and against brands
For With Against
![Page 9: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/9.jpg)
We are quickly evolving in the way we communicate and socialize
![Page 10: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/10.jpg)
Consumers research and talk about brands heavily online.
![Page 11: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/11.jpg)
Digital and social media accelerates these conversations…
![Page 12: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/12.jpg)
Marketing is social With digital technology, communication
between brands and consumers become bidirectional
![Page 13: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/13.jpg)
Brand Communication
Paid media gave us the power to completely control the story we wanted to tell
![Page 14: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/14.jpg)
Brand Conversation
The Brand and Consumers talk to each other.
The enormous influence of earned media requires brands to open the conversation to everyone
![Page 15: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/15.jpg)
is largely out of our control
Today, what is said about
our brand
![Page 16: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/16.jpg)
Social Media: It’s not the same as advertising
• New medium with different rules • You need to understand the rules or get an external agency who does
• Traditional advertising rules will not work
![Page 17: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/17.jpg)
So what does the digital landscape in Asia look like?
![Page 18: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/18.jpg)
42% of the world’s Internet users are from Asia
Internetworldstats.com, June 2010 data
![Page 19: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/19.jpg)
42% of the world’s Internet users are from Asia
Internetworldstats.com, June 2010 data
![Page 20: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/20.jpg)
Asia Internet Population
Internet World Stats, June 2010
![Page 21: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/21.jpg)
Asia Internet Population
Internet World Stats, June 2010
![Page 22: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/22.jpg)
Asian web audience skews younger
Comscore, January 2011
![Page 23: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/23.jpg)
Hong Kong and Singapore skews older than the global average
Comscore, March 2011
![Page 24: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/24.jpg)
Median age of Online Users in HK, SG, TW and KR is between 25 – 44 years old
Hong Kong Taiwan Singapore South Korea
![Page 25: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/25.jpg)
Growth of active users between the age of 35-59 year olds rising dramatically
![Page 26: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/26.jpg)
Growth of active users between the age of 35-59 year olds rising dramatically
![Page 27: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/27.jpg)
Key Online Activities: Asia
Comscore, Jan 2011
![Page 28: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/28.jpg)
Most visited sites in APAC
Comscore: Top Domains, Asia Pacific Jan 2011
![Page 29: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/29.jpg)
Females are equally active online
Comscore, March 2011
![Page 30: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/30.jpg)
In fact, Hong Kong and Singapore have the largest proportion of women online
Comscore, June 2011
![Page 31: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/31.jpg)
Singapore & Hong Kong: Social Media and Search Dominates
Hitwise, June 2011
![Page 32: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/32.jpg)
Taiwan & South Korea: Search Portals and Community Networks lead the way
Hitwise, June 2011
Taiwan
South Korea
![Page 33: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/33.jpg)
Photo sharing and videos are an integral part of the digital experience
![Page 34: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/34.jpg)
Photo sharing and videos are an integral part of the digital experience
![Page 35: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/35.jpg)
Online Video consumption: SG and HK
![Page 36: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/36.jpg)
Online Video consumption: TW and KR
![Page 37: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/37.jpg)
Search: Google leads the pack
Comscore, APAC, July 2010-Jan 2011
![Page 38: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/38.jpg)
Singapore and Hong Kong users are active searchers
![Page 39: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/39.jpg)
Facebook Penetration in APAC
Socialbakers, Feb 2011
![Page 40: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/40.jpg)
Indonesia has the 2nd largest Facebook user base in the world
![Page 41: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/41.jpg)
Philippines is the top Facebook market by reach
Comscore, June 2011
![Page 42: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/42.jpg)
Japan, Indonesia, Philippines and Singapore are top 10 on Twitter by reach
Comscore, June 2011
![Page 43: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/43.jpg)
Digital Marketing Toolkit: Data & Statistics
• Asian Digital Marketing Yearbook 2011
ü http://www.asiadigitalmarketingyearbook.com/asia-pacific-digital-marketing-yearbook-2011
• Comscore State of the Internet South East Asia March 2011
ü http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/State_of_the_Internet_Southeast_Asia
• Internet World Stats
ü http://www.internetworldstats.com/stats3.htm
![Page 44: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/44.jpg)
Where should we start?
![Page 45: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/45.jpg)
What are your customer touch points online?
Social Platforms Banners
E-Newsletter
Search
Microsites
Mobile App
Website
Blog
E-Direct Mailer
Branded content
Podcast
Forums
![Page 46: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/46.jpg)
Objectives: What do you want to achieve?
Digital Platform
Awareness
Sales
Adoption
Building relationships
Leads generation
Data acquisition
![Page 47: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/47.jpg)
Call to Action: What do you want the target audience to do?
Call to Action
Register for Events
Contact our Sales Team
Download our
marketing collaterals
Attend Online
Training
Purchase online
Download our Trial
Update your profile
Subscribe to our
newsletters
Find our more about
our products / services
![Page 48: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/48.jpg)
What does Digital encompass?
Digital
Web Design (User Experience/Interface)
Mobile (Apps, coupons, QR codes, Augmented
Reality, Location Based Services)
Customer Relationship Management (Email Marketing)
Search Engine Optimization (SEO)
Viral Marketing (Blogs, Forum Seeding, Influencers)
Online Advertising (Banners, Paid Search, Ad
networks, Content Targeting)
Social Media (Facebook, Twitter, YouTube)
Web Analytics
![Page 49: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/49.jpg)
The Consumer Purchase Funnel
Awareness
Consideration
Preference
Purchase
Retention
Advocacy
Advertising (Online/Offline), Email Marketing, Viral Marketing, Social Media
CRM, Social Media
Website (User Experience), Mobile, Web Analytics
Paid Search, SEO, Email Marketing, Viral Marketing, Mobile, Social Media
Paid Search, SEO, Viral Marketing, Mobile, Social Media
CRM, Viral Marketing, Social Media
![Page 50: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/50.jpg)
Challenges Challenges
![Page 51: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/51.jpg)
Our Challenges • High involvement product/service • Social Taboo • Invasive • Inertia • Fear • Expectations • Lack of or too much information • Costs • Marketing regulations
![Page 52: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/52.jpg)
How can we use digital to… • Sell the product/service? • Recreate the sensorial experience of the brand/product online?
![Page 53: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/53.jpg)
Key Digital Tenets • High level of involvement requires research to be done before a decision is made to purchase ü Online is the number one source of information
ü Not enough to just have a website
ü Users now rely on social networks and user generated content (e.g. reviews) to make their choices
![Page 54: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/54.jpg)
Clinics must have a strong presence online • Numerous third party information sources online about the
brand and product
• Includes consumer reviews, discussions and even price comparison
• Potential customers have access to this information
• Essential for the brand and clinics to have a strong voice in the online landscape
![Page 55: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/55.jpg)
What do consumers want? • Information, Clarity and Ease of Mind • They want to:
ü Hear about the experiences of others
ü Ask questions and get answers ü Be able to imagine what they would look like
ü Get a step by step explanation of the procedure
ü Find out if it will be painful/The price?
ü Know about the time horizon/downtime
• We need to get them comfortable enough to make a well informed decision
![Page 56: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/56.jpg)
Let’s approach this in the following ways…
• Build a solid foundation – Website/Social Platforms ü Consumer education
ü Provide an information repository via content curation and not just aggregation
ü Open communication / Customer Service
ü Search Engine Optimization
• Drive awareness and traffic to digital assets ü Online Advertising, Keyword Search
• Engage existing/potential customers & key influencers ü CRM Strategy, Digital seeding, Blogger marketing
![Page 57: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/57.jpg)
Content Creation & Distribution • Create customized (localized) branded media and content – Videos &
Photos
• Doctor participation and clinic promotions
• Product seminars and events
• Document procedure and experience
• Use well known bloggers as a launch platform
• Create a compelling reason to keep users coming back
• Solicit volunteers/Co-creation
• Build customer database (Email/Social Media)
![Page 58: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/58.jpg)
Digital Marketing Channels
• Digital/Social Network Platforms ü Website, Facebook, Twitter, YouTube, Blogs
• Viral Marketing ü Digital seeding, Blogger outreach
• Online Advertising/Search Marketing ü Banner Ads, Ad Networks, Paid Search, Content Targeting
• Search Engine Optimization • Customer Relationship Management
ü Database management, Email marketing
• Website Analytics ü Accountability, Tracking and Optimization
![Page 59: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/59.jpg)
Tying everything together
Blog
YouTube Channel Owned
Media Facebook
Page
Facebook Ads
Drive fan acquisition
Paid Media Search (Paid/
SEO)
Drive visits to Website/Blog
Earned Media
Drive traffic Increase brand
awareness/product knowledge
Monitor and engage on Discussion Forums . Digital Seeding, Blogger Outreach
Website
Online Advertising/
Drive traffic
![Page 60: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/60.jpg)
What can we do to move customers away from purchase inertia?
• Create an immersive digital experience through pervasive storytelling
• Leverage on technology to create a virtual customized trial experience
![Page 61: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/61.jpg)
Humans crave stories and technology constantly advances the art of story telling and creates new
experiences that help marketers connect
![Page 62: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/62.jpg)
![Page 63: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/63.jpg)
People love to hear and be part of stories
![Page 64: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/64.jpg)
![Page 65: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/65.jpg)
![Page 66: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/66.jpg)
![Page 67: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/67.jpg)
![Page 68: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/68.jpg)
![Page 69: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/69.jpg)
The Customized Trial Experience
![Page 70: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/70.jpg)
Augmented Reality
![Page 71: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/71.jpg)
Facial Recognition: Stars in You
![Page 72: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/72.jpg)
Facial Recognition: Doggelganger New Zealand
![Page 73: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/73.jpg)
Vaseline Face Whitening
![Page 74: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/74.jpg)
Questions?
![Page 75: Digital and Social Media in Aesthetics Marketing](https://reader034.vdocuments.net/reader034/viewer/2022051107/5411d2f48d7f72c5738b4614/html5/thumbnails/75.jpg)
Thank You!
Vincent Teo [email protected] @intersphere (www.twitter.com/intersphere) www.linkedin.com/in/vincentteo