Douglas White of PRDA Asia presents the 3 trends in impacting social media in 2011. Mobile, China and Service Centres

1. PRDA
Your Total Social Media Solution Provider

2. www.PRDA.Asia

3. Why Social Media
Europe
North America 475,100,000
266,000,000 58% penetration
77% penetration
Asia
825,100,000
21%
penetration
December 2010, Internet World
Stats NA + Europe < Asia
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4. Why social media
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5. PRDA - Trends
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6. PRDA - Trends
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7. PRDA - Trends
Evolution
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8. Mobile
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9. PRDA - Trends
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10. Mobile the new PC
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11. Mobile - China dominates
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12. China
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13. China
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14. China - Travel and Blogging
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15. Evolution
2008
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16. PRDA - Trends
2009
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17. PRDA - Trends
2010
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18. 2011
integration, staffing, advertising and measurement are all
key areas of focus for social media strategists in 2011.
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19. Call centres
Benefits
Cost
Turn key
Quality control
Common business rules
Centralised skill sets
non-core capability
Liability
Customer resistance
Organisation restructuring
Poor linkage to organisation
Talk
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20. Social Media Service Centre - 5 step process
1. Listen
5. Analytics
2. Content
creation
4. Engage
3. Publish
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21. Step 1 - listen
Listening (monitoring) is the most important component of
social media strategy. It is the front line for brand protection
and effectively influencing online conversations.
Listen to:
Who
Where
How
Customer info
Competitor info
Sentiment
Crisis alerts
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22. Step 2 - content creation
Be part of the conversation. Influence and add value. Be
relevant to your fans. With effective listening comes the
knowledge to craft relevant content.
Content:
Relevant
Exciting
Influential
SEO
Colloquial/ local
Shareable
Positive
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23. Step 3 - publish
Content published to branded sites. Using 9 channels and
proper placement brand content has maximum impact. With
effective listening comes the knowledge to place and
participate effectively in conversations.
Publish:
Branded
Multi-channel
Targeted
Multilingual
Country specific
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24. Step 4 - engage
Engagement is unique to social media. Amplify positive
messages. Interact with fans. Manage conversations and
protect the brand. With effective listening comes the
knowledge to enhance fan's brand experience and influence
sentiment.
Engage:
Deep consumer info
Amplify positive
Minimise negative
Q/A
Influence
Community management
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25. Step 5 - analytics and measurement
Business needs results. Analytics along with KPI's can
demonstrate ROI or equivalent media value. Social media
should be an investment that pays dividends
Analytics:
ROI
Brand positioning
Conversion
Share of voice
PR
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26. Review
Social media is big. The skills necessary to manage are not
yet fully determined or readily available. Underestimating is
probably the biggest challenge business will face going
forward.
Consumber behaviour continues to shift
China becomes increasingly distant
End to End 24/7 solutions are necessary
Monitoring
Content creation
Publishing
Engagement
Analytics and measurement
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27. Thank you