social media for retailers - prantik

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May  13th  2013  

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And is social media being used to celebrate this centennial movie event?

You  Bet!  

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In fact ‘digital’ is revolutionizing not just the way movies are made & launched but also���

the way they are distributed & consumed!

Lets  look  at  some  local  examples!  

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Ms.  Shilpa  Krishnan  30  year  old  Singaporean  Brand  Marketer  at  P&G  

 

Passionate  about  film  making!  

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3  Years  ago  she  began  her  independent  film  producAon  company  

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She  began  with  4-­‐5  short    sub-­‐10min  films  3  years  ago…  

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AHer  gaining  some  experience,    in  2011  she  produced  her  1st  feature  film  

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Needless  to  say  her    equipment  was  ‘digital’  

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She  found  her  editor  &  music  director  online  via  Facebook  in  Dubai!  

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&  guess  what  social  media  helped  her  connect  to  a  Bollywood  singer,  who  

kindly  sang  the  Atle  track  for  her  for  free!  

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Her  trailers  were  distributed    via  YouTube  &  Vimeo  

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We,  at  Happy  Marketer  helped    develop  her  web  assets!    

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All  behind-­‐the-­‐scene  sAlls  &    promo  interviews  were  marketed  via  Facebook  

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We  used  digital  &  social  media  markeAng  to  promote  her  screenings  at  The  Art  House  

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The  screening  ‘moments’  &  audience  reviews  very  captured  &  shared  via  digital  channels….  

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Following  the  offline  screening,  the  movie  had  a  global  premiere  via  an  online  

movie  distribuAon  channel!  

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The  global  premiere  screening  news  spread  far  &  wide  across  conAnents  thanks  to  cost-­‐effecAve  social  media!  

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….and  thanks  to  that  Shilpa  &  her  crew  got  covered  by  tradiAonal  media  in  Singapore  

&  overseas!  

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That’s not all folks,���the news spread as from Singapore���

to Bangladesh to Hollywood!

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…and today she has a DVD distribution ���contract from Hollywood as well

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A passionate dream

Budding talent & lots of effort

Digital equipment | social network connectivity���crowd sourcing | digital marketing & launch

7 short films + ���1 x 2 hour feature film

Global media coverage & ���3 International Film Festivals

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Crowdsourced  funding    for  film-­‐making!  

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The power of digital is immense & ���it should not be undermined!

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A  simple  wall  post  image  liked  by  800;    106  comments  &  shared  982  Ames;    

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What do you think���makes digital this powerful & popular?

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We saw how digital influences���the movie making & launching process,���

but how about movie���distribution & consumption?

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But these are all not available in ���Singapore right, so are there���

any homegrown local options?

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Movie streaming with ���crowd-sourced, translated subtitles

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Licensed Bollywood movie streaming integrated with social media

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Not only does it show me which of my friends have watched movies but gives

me incentives to spread the word!

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So is ‘digital & social media’���a competitive threat to���

business?

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Can this potential���competitive threat be converted���

to a ‘competitive advantage’?

You  Bet!  

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For that we need to dig deep���& first understand how and why the���

digital & social revolution is underway!

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What are some of the ���trends you observe?

Off-line & online ���integration Localized

Personalized

Social

Crowd-sourced

Data-driven

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Prantik Mazumdar Partner, Happy Marketer [email protected]

The role & impact of social media marketing

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If I were to ask you, how is Singapore feeling today? Sad? Happy? Ok? What would you say??

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And how was Singapore feeling during the Budget & Valentines month?

Valentines Day!

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Let’s see what are Singaporeans are searching for right now?......

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And what are they tweeting as we speak??

03:14  

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Some fun social & mobile trivia!

1.  What is the mobile penetration of Singapore?

2.  What is the smartphone penetration of Singapore?

3.  What is the most expensive iPhone/iPad app?

4.  How many of you’ll use a mobile device while watching TV?

5.  Which country has the highest per capita usage of Facebook by time?

6.  Which is the fastest growing user segment on Facebook in Singapore?

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We have moved into a���real-time information era

���People are searching & communicating���

through real time, social & location-aware mechanism ���

What sparked this change??

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The advent of Web 2.0 has transformed & revolutionized the Internet…

Web  2.0  encompasses  services  &  applicaAons  that  facilitate  a  two-­‐way  process  to  communicate,  share  and  collaborate  

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Its much more than just Facebook, LinkedIn & Twitter…

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Everyone can be a creator, critic & collector!

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Social media allows the same consumer to be a producer & your brand ambassador too!

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On a lighter note, today we even have a prescribed social media diet;)

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The Internet has democratized���information flow.

���

People & Consumers have the���power & choice to communicate, critique, ���

discuss, share, transact through various���social & location-aware mobile tools

Brands & companies need to innovate���& offer new, relevant ways to live, work & play

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A bit about myself…..

Currently a Partner @ Happy Marketer Previously, worked with another digital brand management firm Started my career in the Civil Service – at IESingapore Majored in Comp Engg in NUS & minor in Technopreneurship Had won in the TEC category at���Startup@Singapore in 2004 Love cricket & a believer in social media

www.linkedin.com/in/pranAkmazumdar  @pranmaz      

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Today’s agenda…..

1. The evolution of media & marketing ���2. Are Asia & Sg ready to embrace social media? 3. The role & influence of digital on businesses 4. Social Media ROI – What should you measure? 5. 10 new Facebook launches!

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67  Million  iPads  sold  in    2  years  since  launch!  

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24  years   5  years   3  years  

67  Million  Units  sold  in…..  

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In the last 700 years, since the advent ���of print media, marketing has evolved across many ���

different media and devices and is progressively moving ���towards in-bound, content based, non-intrusive ideas

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Activity 1: Design an marketing campaign for your business across the following channels

•     Print  •     Radio  •     TV  •     Email  •     Mobile  •     Display  •     Social  Media  

One annual mega promotion���to increase the awareness ���

& footfall at your retail outlet

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Today’s agenda…..

1. The evolution of media & marketing ���2. Are Asia & Sg ready to embrace social media? 3. The role & influence of digital on businesses 4. Social Media ROI – What should you measure? 5. 10 new Facebook launches!

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Source:  www.thomascrompton.com  

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Smartphone Penetration in APAC…..

•  Singapore – 70%

•  Australia – 37%

•  Hong Kong – 35% ��� •  USA – 31%

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Mobile Web Trends are rather���unique in Asia

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Mobile Web Usage Trends…..

•  Globally 8.9% of web traffic comes from mobile

•  In Asia, that number stands at 14% ��� - Japan : 47% ��� - Urban China : 43% ��� - Singapore : 35% ��� - HK : 16%

•  In many other Asian countries, most mobile Internet ��� users never use a desktop/PC��� - India : 59% ��� - Indonesia : 44% ��� - Thailand : 32%

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Smartphones, mobile web, mobile apps are transforming our lives!

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Now, lets see how mobile is transforming our habits���

& behaviour on social media?

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The convergence of mobile & social is creating a wave of opportunities in the domains of entertainment, gaming, commerce, deals……

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The convergence of mobile & social is creating a wave of opportunities in the domains of entertainment, gaming, commerce, deals……

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Activity 2: Outline 5 interesting features that a smartphone & iPad app should have for your business?

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Today’s agenda…..

1. The evolution of media & marketing ���2. Are Asia & Sg ready to embrace social media? 3. The role & influence of digital on businesses 4. Social Media ROI – What should you measure? 5. 10 new Facebook launches!

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So where & how exactly does���“digital marketing” fit in & ���

influence marketing?

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Traditionally the consumer decision making process has been linear and simplistic…….

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…but with the advent of digital & social media, the model has evolved to be dynamic…..

Source: McKinsey & HBR 2010

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…and in this new loop model, online marketing helps marketers achieve a good mix of objectives…..

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….and there’s different forms of digital marketing channels & media to cater to the different phases…..

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Brand marketers must distinguish between the different kinds of digital media available & their utilities….

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What are the cool, new, ���relevant Facebook updates?

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Key Features

1. Cover Photo & Profile Photo ���2. Milestones 3. PinPosts & Highlights 4. Private Messages 5. Admin Panel & Analytics

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6 Asian countries in the Global

Top 20

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Singapore’s Facebook Demographic

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Singapore’s Facebook Demographic

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Singapore’s Facebook Demographic

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The largest Singapore FanPage on FB is an Entertainment channel!

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What are some of the other great examples of Fan Pages & ���

social media communities?

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What about local Fanpages?

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Singapore Top 10 Retail & Entertainment Pages Property   Total  Fans   People  Talking  

About  Check-­‐ins  

Marina  Bay  Sands   95114   10640   1,005,486  

ION  Orchard   47228   899   173,120  

313@Somerset   10986   194   95,149  

Orchard  Central   9045   214   975  

City  Square  Mall   8429   52   -­‐  

Tampines  1   8170   281   37,173  

Parkway  Parade   7427   436   38,543  

Cathay  Cineleisure   4898   38   -­‐  

United  Square   4450   42   12,818  

Tiong  Bahru  Plaza   3838   43   17,070  

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Singapore has 2.8 M active ���users on Facebook & yet fan bases &

activities are rather low���in this category!

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But does all this Social Media activity actually work & show business results?

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So, what should be my ���Social Media Marketing���

Strategy?

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Community Setup & Growth

Community Engagement

Community Enticement

Community Participation

Online Monitoring

User-Generated Content

Social Media Marketing Strategy

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The activities and events that typically into campaign planning exercises……

•  Facebook Fans Strategy •  Facebook MediaBuy & CPC Advertising •  Online & Traditional PR

•  Facebook Application Contest •  Facebook Wall Content Strategy •  Facebook Photos & Videos

•  Traditional PR Activities •  Promotions & Fan Meetups •  Roadshows & Events

Community Growth

Community Engagement

Community Participation

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Brand ���Engagement

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September 2009 – September 2010

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From  Tongue  Twisters,    Sing-­‐a-­‐long,  Trivia’s…  

Wall  Strategy  (December)  

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Total  likes  680  (average  7)  Overall  highest  –  70  likes  

Total  comments  720  (average  8)  Overall  highest  –  63  comments  

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A  TRIBUTE  TO  EARTH  DAY  (April  22,  2010)  

           The  theme  for  April  is  Environmental  Awareness.    Cheers  is  launching  an  applica^on  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  pollu^on  and  act  fast.    Thus,  we  named  the  applica^on  as  the  Cheers  Act  Fast  Challenge.      

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Go  Wild  Over  Football    w/  Cheers  

 June  1  to  July  9,  2010  Extended  ^ll  July  12th  

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Wall  ac^vity  just  for  the  fans…  

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World  Cup  Finals    (July  11/12  SGT)  

SPAIN  scored  the  1st  and  only  goal  of  the  World  Cup  2010  at  4:57  am.      14  people  was  up,  some  cheered  some  wept  using  our  wall…  

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Trivia  on  Video  

Photo  Tagging  

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June  2010  interac^on  went  to    >  100  interac^ons.    March’s  highest  interac^on  was  65.      

Avg.  interac^on  would  be  35  per  month.  

March  2010  

Month   InteracAon     Comments   Like    June   496   249   241    May   373   162   205    April   365   190   170      March   500   296   193  

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Customer ���Service

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Promotion & Contests

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Social ���Commerce

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Activity 4: Outline & discuss 5 ways that you can leverage on digital technology & social media to improve a customers experience

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Live-tweeting?

Hashtag-based���contests?

Check-in contests���& promos?

iPad integration ���with luxury seats?

Customized pre-roll���ads?

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The Offline vs. Online battle?

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How do I split my spends?

Source: Mashable

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Which one takes the lead���& ���

How do we synergize both?

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Offline marketing boosts���online effect by 40%

What prompts users to search online���for a particular product/service? •  TV ads – 44% •  Word of Mouth – 41% •  Print ads – 35% •  Radio – 23% •  Billboard – 13%

Source: eConsultancy & iProspect

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Activity 5: Outline & discuss 5 ways that you can create interesting offline-online integrated campaigns for your business that can help you monetize your business better?

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Sponsored���2nd screens?

Promoted���Memorabilia?

Pre-movie launch ���parties for Fans?

Exclusive���Sneak Previews as social���

media rewards?

Post-movie���hang out F&B bars?

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Today’s agenda…..

1. The evolution of media & marketing ���2. Are Asia & Sg ready to embrace social media? 3. The role & influence of digital on cinema, leisure & ��� entertainment marketing 4. Social Media ROI – What should you measure? 5. 10 new Facebook launches!

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There needs to be a balance Between quantitative &

Qualitative metrics!

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Activity 6: Think of 3 creative ideas where you can use digital & social media data to monitor & add value to your customers

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Today’s agenda…..

1. The evolution of media & marketing ���2. Are Asia & Sg ready to embrace social media? 3. The role & influence of digital on cinema, leisure & ��� entertainment marketing 4. Social Media ROI – What should you measure? 5. 10 new Facebook launches!

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Come 31st March 2012, ���Facebook introduced the ���

Timeline

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Post its IPO, Facebook is���working even harder ���

to roll out more marketing���features for brands!

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Timeline  for  Mobile  

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Promoted  Posts  

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Faster  &  Lighter  NaAve  iOS  App  

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Facebook  Mobile  Ads  

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Facebook  AdExchange  

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Phone  &  Email  Targeted  Ads  

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Page  Post  Targeted  Enhanced  

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Scheduled,  Unpublished,  Editable  Posts  

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Sponsored  Search  Results  

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LogOut  Page  Ads  

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So, what are the steps���in creating a Facebook���

Fan Page?

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Hope you’ve enjoyed the session.���For anything else���

just drop me a tweet @pranmaz

Or call me at +6590695123