Hi...now that we are going to spend the next 45 minutes together, let’s get to know each other a bit more... I head Pi Social Media, a 360 degree social media & digital marketing agency based in Singapore. More info about what we do can be found at www.pisocialmedia.com

I love digital media and sharing insights based on user behavior and our interaction with technology !

You can find me on social media (of course!) @LinkedIn: www.linkedin.com/in/kavitajTwitter: @write2kavitaFacebook: www.facebook.com/kavitajE-mail: kavita@pisocialmedia.com

There’s things within technology that has enabled us to organize and connect, and create in a way that was never imagined before, and that’s the

beauty of it [...] It also brings out our flaws as a culture, and as a society.

– Sascha Lewis. co-founder & CEO, Flavorpill Media

Up to 50% of mobile banner ad clicks are accidental

(GoldSpot Media)

Asia Pacific region

accounts for

52.2% of global

social media users

(Go-Globe)

Active monthly social media users rose 23% across Southeast Asia in a year

(We are Social)

34% users don’t trust banner ads at all

(eMarketer)

THE GOOD

THE BAD THE UGLY

However… ***t happens

10 top reasons WHY

Social Media for Brands is Failing in Asia

#1. Aping the “West”

Where does this stem from ?

1. The ‘play-it-safe’ mindset

2. One-size-fits all theory

3. Outsourcing creativity ( the easy way out )

What would be the preferred approach?

1. Ask if the audiences are similar ?

2. What were the insights of such a campaign ?

3. What can I do to improve this idea, make it simple, zippier and so on!

#2. Jaded consumers no longer respond to bought media

What are the reasons for this ?

1. Digital advertising being treated as traditional media

2. Complete & total ad-fatigue

3. Disconnected campaigns, poor creatives, lack of user

understanding...the list is long.

What would work?

1. Hyperlocal, targeted ads with awesome creatives of course!

2. Work harder for earned media with creative campaigning and

audience connect.

#3. More ‘strategy’, less ‘heart’

What's missing?

1. A genuine connect with the audience.

2. A voice and personality the audience can relate to. Its either too

chirpy or too official.

So how does a brand work around it ?

1. Data alone can only go so far. Go with the gut.

2. Familiarity with the local market, their likes and dislikes make the content human.

3. Humour, warmth, compassion, empathy with causes you believe in always shines through.

Thanks for your interest in our webinar.

To see a video of the full webinar, as well as other webinars from Pi Social Media, head on to:

www.pisocialmedia.com/webinars/videos