the art and science of social media

@alanseng

introducingthe full-stack social media manager

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communicatorsocial media has become a crucial component of the user experience.

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brand voice;social media is becoming the customer’s first point of contact with the brand.

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customer service;why would the customer hold the phone to ask a question when she can tweet at you?

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crisis management;social media never sleeps. crises can break out anytime, even when you’re asleep.

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case study: hmvsocial media manager goes rogue on twitter after being sacked, begins broadcasting sensitive information

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case study: hmvshould companies invest time and resources into social media corporate protocol?

@alanseng

content strategistcaptivate your audience & make them talk about your brand.

@alanseng

content x channel

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invest in few relevant channels. do not try getting a foot in every boat.

timing

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if a tree falls in a forest and no one is around to hear it, does it make a sound?

writing for the reader

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why should the reader care about your content?

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case study: netflixnetflix announces its global expansion to 130 new countries at once

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705,000 fans time published: 4 am

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305,000 fans time published: 2.40 am

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12,600 fans time published: 10 am

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case study: netflixguess who had the highest engagement count?

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case study: netflixwrite for your readers, not for your company.

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social advertisingthe art and science of social media

@alanseng

content is artdesigning pretty things so people would love you.

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analytics is sciencefiguring why people love you and how to make them love you more.

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making social media meaningfulsocial media is data rich and insight poor

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regional outlooksoutheast asia: the exploding goldmine

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only 40% of 623 million people in southeast asia are online259 M internet users (+12% yoy growth)234 M social media users (+11% yoy growth)

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there are more mobile phones than there are human beings623 M population size (+1% yoy growth)776.3 M mobile connections (+4% yoy growth)

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case study: myanmar53.9 M people 5.0 M internet users 7.3 M facebook users 6.1 M mobile social media users

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“this is a country, just a few years ago, had internet penetration rates lower than north korea, and a censorship regime that rivalled mainland china.”

myanmar, 2016

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cost to be connectedaverage cost of smartphone = $100 average cost of 1GB = $3.68

cost of sim card in 2013 = $250 cost of sim card in 2015 = $1.50

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“in myanmar, facebook is the internet.”david madden, founder of phandeeyar innovation lab

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“20 years of consumer internet is all being built at the same time.”david madden, founder of phandeeyar innovation lab

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final thoughtwant to win the hearts of southeast asians and access a billion-dollar market?

learn to win at social media first.