Harnessing the Power of Digital & Social Media in Building your Startup

26 Jan 2015

About me

About Me

• Runs Kumeiti via Oncoffeemakers.com

• Head of Communication (GRO)

• Social Media Advisor SIRC@SCCCI

• Lecturer at Temasek Polytechnic

• Speaker at F&B/Digital Marketing events

Our Clients

What is Social Media?

Years to 50 million

38 Years

13 Years

Years to 50 million

Years to 50 million

4 Years

Years to 50 million

3 Years

Facebook in 9 months = 100 million

•Technology speed up adoption rate

•Disruptive compared to previous platform

•Level of intimacy increased

Why?

Why social media?

At this moment –note this:

Social media is a platform

How YOU use it is THE key

To success

What do you want to disrupt to grow?

Using social media

•Social Capital

•Productivity

•Income

•Expenses

Generating Revenue

Word of mouth marketing - how effective is it in reality?

•Making Friends

•Networking

•Networking on social Media

•How LinkedIn can better this social capital

Social Capital

•50 000 additional new connections every few days

•Close to 4000 direct connections

•Close to 17 000 members in a group

•Ability to reach anyone with one message

Social Capital

Sales Volume X Customers X Freq of sales

Increasing sales by effectively marketing to existing customers (channel)

20 000 impression X 3 post X 30 days = 1.8 million impressions

•More connections on LinkedIn because of my network

•More members on LinkedIn group because of members

•1 button push to reach 20 000 people on Facebook

•1.8 million impressions using just mobile

Productivity

Market segmentation - developing targeted marketing strategies based on your consumer behaviour

•Selling Coffee Machine on Facebook

•Peddling consultation on Facebook

•Clinching Training deal on Facebook

•But no post on Facebook about machine, consultation or training

Revenue

•Finding a Niche (targeted content consumption).

•Skill Set + Right Industry = Unique Selling point = competitive advantage

•Competitors find it difficult to compete on my ground

•Success brings on more deals and revenue

Revenue

•$1 million revenue is not $1 profit

•Revenue – expenses = how much you make

•Expenses goes down = profit goes up

•The lesser the expenses, the higher your profit

•Marketing is a big component in the expenses department

Expenses

•1.8 million impressions•5 seconds = S$175

•10 minutes•S$21 000

•261 clicks•S$1/click•S$261

•S$261 X 3 posts X 30 days•=S$23 490

•Our Facebook get what is equivalent to 1.8 million viewership

•Just for that exposure of 10 minutes, we saved S$21 000

•We get about 261 clicks per post, assuming it is about $1 per post, we would have saved S$23 490

•This are expenses we will need to pay if we are not on social media

Expenses

Using social media - designing a social media marketing approach that successfully sell your products and outlets in the most profitable way

•Same type of social media platform

•Same frequency of posts

•Same angle of post, same genre of post

•1 difference: Higher engagement = giving what readers like

How to get more engagement?

•Setting up perimeters

•Tracking post popularity

•Repeating success and discarding non success

•Source and curate for successful post

How to get engaging post?

•Generate Revenue via Social CapitalProductivityIncomeExpenses

•You can all these viaTracking and measuring postGiving readers what they want to read

Summary

Let’s Connect sg.linkedin.com/in/ebenezerheng

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