Jereme Wong (COO, clickTRUE)

Integrating Social Media Into Your Marketing Mix

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@jeremewong

Image by Roo Reynolds used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zerega/1366292835

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Companies jumping into Social Media

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Image by Andy Ciordia used with Attribution as directed by Creative Commons http://www.flickr.com/photos/30231516@N00/

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Image by Aaron Berkovich used with Attribution as directed by Creative Commons http://www.flickr.com/photos/14843475@N03/3719067

Without a clear goal, you can get lost easily.

Key Themes

• What is Social Media?

• Rules of Engagement?

• How to Start Social Media Marketing?

• Case Study: Discover Nikon

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Image by Aaron Berkovich used with Attribution as directed by Creative Commons http://www.flickr.com/photos/14843475@N03/3719067

Without a clear goal, you can get lost easily.

clickTRUE Confidential and Proprietary

What is Social Media?

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What is Social Media?

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Social Media… Teen Sex??

What is Social Media?

• ”Social media supports the human need for social interaction with technology, transforming broadcast media monologues (one to many) into social media dialogues (many to many)...”

• It supports the democratization of knowledge and information, transforming people from content consumers into content producers.”

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Brand

What is Social Media?

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Brand

Traditional

Where brand is broadcasting to consumers

Brand

Today

Shift to social media dialogues

What is Social Media?

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• Social networking sites (Facebook, LinkedIn, MySpace…)

• Blogs (WordPress, LiveJournal, Posterous…)

• Microblogging (Twitter, Facebook Status…)

• Social bookmarking (Delicious, StumbleUpon, Digg…)

• Media sharing (Flickr, YouTube, Vimeo…)

• + Podcasts, Virtual worlds….

clickTRUE Confidential and Proprietary

Rules of engagement

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#1. The Right Mindset & Attitude

From top management to ground staff and across departments:

1.Participation

2.Openness

3.Authentic

4.Honest

5.Be Prepared to Apologise!

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#1. The Right Mindset & Attitude (eg.)

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“While we’re sure this was a great deal for customers, it was inadvertent, and we took a big loss (over $1.6 million - ouch) selling so many items so far under cost. However, it was our mistake. We will be honoring all purchases that took place on 6pm.com during our mess up. We apologize to anyone that was confused and/or frustrated during out little hiccup and thank you all for being such great customers. “

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#1. The Right Mindset & Attitude (eg.)

Tiger not only ignored the negative comments, they deleted them and banned those users from posting again!

2. Commitment & Consistency

• Do you have a resource committed to customer service?

• How about upkeeping the blog/newsletter content?

• Are your actions consistent in the online and offline world?

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The reason why Mac users are so loyal: Apple's brand.

2. Commitment & Consistency (eg.)

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the next day…

No Bill Shock??

50% off the bill and a satisfied customer!

3. React Fast & Be Prepared

• Expectation of fast response time

• Discuss internally to agree on workflows and “model” answers

• Go with your gut feel and observe Rule #1

Best Practices:

• Social media is public. Your fans and followers have the right to make negative comments – it’s your company’s job to turn those negative comments around

• If possible, suggest that customers contact you privately to send their email address or phone number for more in-depth discussion

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3. React Fast & Be Prepared

Preparing For Social Media Marketing

• The Right Mindset & Attitude� Participation

� Openness

� Authentic

� Honest

� Be Prepared to Apologise

• Commitment & Consistency

• React Fast & Be Prepared

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clickTRUE Confidential and Proprietary

How to do it?

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How To Start Social Media Marketing

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1.Create a SMM Strategy

• Set your goals

• Understand your assets

• Choose the right tools

• Assign enough resources

• Create a policy and communicate it to everyone

1.Create a SMM Strategy

• Set your goals

• Understand your assets

• Choose the right tools

• Assign enough resources

• Create a policy and communicate it to everyone

How To Start Social Media Marketing

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2. Focus On Dialogs

• Start with your customers

• Ask how you can benefit for your customers

• Listen

• Answer

2. Focus On Dialogs

• Start with your customers

• Ask how you can benefit for your customers

• Listen

• Answer

How To Start Social Media Marketing

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3. Measure

• Setup your measurement tools

• Gain actionable insights

• Re-evaluate your strategy

3. Measure

• Setup your measurement tools

• Gain actionable insights

• Re-evaluate your strategy

How To Start Social Media Marketing

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4. Commit!

It’s a marriage, not a one night stand!

4. Commit!

It’s a marriage, not a one night stand!

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clickTRUE Confidential and Proprietary

DiscoverNikonCase Study

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Discover Nikon

The Challenge

• Nikon wanted a platform to bind photo-enthusiasts together.

• Using this platform, they hope to further engage the community with Nikon’s new products and services.

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Discover Nikon

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The Strategy

• Assess Nikon’s existing assets and resources

• Leverage on Facebook Page to build a growing community

• Devise a series of contests to grow this community

Discover Nikon

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The Impact

• 10,000 of fans within 2 months (purely organic)

• Average of 400 interactions per week on fan page

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Creating a Engagement Strategy via Contest

Discover Nikon Facebook Page

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Microsite & Facebook Fan Page

Discover Nikon Twitter Page Discover Nikon Microsite Discover Nikon Countdown 2010 Contest

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Sample Contest Ran On Facebook

2mins After Launch

6mins After Launch

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Contest Drew 70 Responses

“Some of the fans were

eagerly awaiting by their

Facebook page 15 mins before we

launch our contest! Seeing how the

responses pour in was simply

thrilling!”

“Some of the fans were

eagerly awaiting by their

Facebook page 15 mins before we

launch our contest! Seeing how the

responses pour in was simply

thrilling!”

Samantha, Nikon Asia Marketing

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Measuring Across The Social Media Landscape

2 Months Into Campaign:

A) Very Negative - 351 (8.8%) [-1.0%]B) Negative – 180 (4.5%) [+0.1%]C) Neutral – 1393 (35%) [+1.6%]D) Positive – 386 (9.7%) [-1.1%]E) Very Positive – 1674 (42%) [+0.4%]F) Total Posts – 3984

BONUS: Increase of Organic Search Ranking

New page achieved 1st page

ranking

Why Is The Campaign Successful?

Key Takeaways:

� Client understood what it takes to embrace Social Media Marketing and work closely with us to gain trust of their fans

� Knowing client’s available assets and resources allow us to choose the right social tool and engagement strategy

� clickTRUE’s best practices and intimate understanding of how to leverage various social tool helped to escalate the success of the campaign within a short period

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Ready?

Thank You! @jeremewong