digital, social media marketing - for startups101 – singapore
TRANSCRIPT
Who’s your customer?
• Age
• Gender
• Marital Status
• Education level
• Occupation
• Location
Demographics
Who’s your customer?
• 25 - 35
• Female
• Married
• Tertiary
• Mothers
• Singapore
Demographics
PROFITABLE LOYAL FUN
Who’s your CORE customer?
InterestsDemographics Mindset
Who’s your CORE customer?
My customer, Sally, 33 is a SAHM of 2 young children (2 and 5 yo). She digitally savvy and stays connected with
friends through Instagram and Facebook. She loves cooking and discovering new recipes – her family is her
priority and she always ensures they eat well.
Know your Digital Channels
SearchRight time, right pace, right moment. – passive marketing in time of ‘need’
DisplayBrand conditioning, recall, affinity creation
ContentSubtle marketing, to be less salesy but more beneficial. Used in confidence building.
VideoUsing sight, sound and motion to evoke emotions.
NativeAdvertorial blending into content. Content X Ad
SocialPaid, Earned or Engaged. Sponsored Post VS Buzz created VS Content created
Exposure
Familiarity
Confidence
Consideration
Action
Social
Search
Display
Content
Video
Native
TRADITIONAL MARKETING &
ADVERTISING
ADVERTISING CLUTTER
MEDIA FRAGMENTATION
CONSUMERS TUNED OUT
LESS EFFECTIVE
MORE EXPENSIVE
LESS TRUSTED
The power has shifted to the consumer…
…people trust people - not marketers or adverts
WHO SAYS IT?
1 2 3 4
SALES TEAM PRODUCT SPECIALISTS MARKETING C-LEVEL
Trained artist. Experts. Advertisements. Authority.
CREATIVITY
WHAT NEEDS TO BE SAID?
LANGUAGE
Good English? Out of the box?
2 3
PASSION
Or a good understanding of your product?
1
GOOD CONTENT IS
ABOUT TRUST
Hearing something from someone
you know is 6X more effective than
from someone unfamiliar. It is
+35% likelier to convert a cold
contact to an interested buyer; and
they naturally see more value, and
are less likely to haggle on price.
Source: Nielsen Global Survey of Consumer Confidence & Spending
Intentions , Q1 2016
HOW DO WE BUILD TRUST
88%
AUTHENTICITY
96%WHO SAYS IT
FAMILIARITY
WHAT’S BEING SAID
WHO SAYS IT?
WHAT NEEDS TO BE SAID?
You Your happy/loyal customers
Product Benefits
People your Potential Customers Know
Whatever your Potential Customers Chooses to Believe
So what can we do as marketers to enhance word of mouth conversations?
• Give people something that’s worth talking about
• Provide tools that make it easier for people to share their opinions
• Empower your customers and employees so they become your advocates
• Be transparent (and nice)
Some Types of Word of Mouth Marketing
Buzz Marketing Using high-profile entertainment or news to get people to talk about your brand
Viral Marketing
Creating entertaining or informative messages that are designed to be passed along in an exponential fashion, often electronically or by email.
Community Marketing
Forming or supporting niche communities that are likely to share interests about the brand - providing tools, content, and information to support those communities.
Influencer Marketing
Identifying key communities and opinion leaders who are likely to talk about products and have the ability to influence the opinions of others.
Conversation Creation
Interesting or fun advertising, emails, catch phrases, entertainment, or promotions designed to start word of mouth activity.
Brand Blogging
Creating blogs and participating in the blogosphere, in the spirit of open, transparent communications; sharing information of value that the blog community may talk about.
Referral Programs
Creating tools that enable satisfied customers to refer their friends.
“KOBE helps businesses
advertise through everyday influencers instead of ads.
“
How does Kobe work?
CREATEDescribe Your Customer
INVITE Micro-influencers matched
COMPLETEApprove the Word Of Mouth
RELEVANT.
PRECISE
MATCHING.
Social media users are matched to business by demographics & psychographic using deep social profiling and our technologies.
OUTCOME DRIVEN.
PERFORMANCE.
Social media users are priced Democratically with Predictive Impact on Trusted Outreach and Trusted Engagement
EVERYDAY SOCIAL
MEDIA USERS
HIGHER SOCIAL TRUST THAN “CELEBRITIES”, COST LESSER AND ARE A HUGELY UNDERUTILIZED ASSET
2,500 usersand counting
IN SINGAPORE
8m outreachAnd a lot of more counting
4 awards, 6 mediaIn 6 months
