Social media is distrupting businesses and is empowering customers in ways previously unimaginable. In recent years, organizations have started to be present on social; creative ideas have emerged but only few companies have been able to approach social systemetically and measure their own results. During this session, Marcus Ho (author of the national bestseller Secrets to Facebook Marketing) will reveal The C³ System, the world's first measurable methodology for social media marketing to best engage consumers, build loyalty and create brand advocates.

1. How to
Increase Revenue
and Decrease
Marketing Expenses
Through Social Media Marcus Ho
Director
(Client Leadership)

2. LEARNINGPOINTS
What you will learn
• Get more raving fans and high sharing rate on their social
equities
• Smashing sales records through social media in a short
period of time
• Dominant brand among your industry on social media
• Create a strong TOMA (Top-of-mind awareness) brand
• Specific techniques to measure ROI from social media
• And a lot more...

3. LEARNINGPOINTS
Who will benefit from this?
• Business owners, entrepreneurs, sales & marketing
professionals, managers who are looking to improve results
• If you're frustrated of slow or no results from your social
equities. Or hit a plateau. Don't know how to achieve a
breakthrough.
• If you've just started with social media and don't have a
clear step-by-step blueprint for creating tangible results. Or
you want to avoid all the pitfalls and wasting time and
money on trial & errors...and still not get the results
• If you're doing well but want more; the next level of success
on social media

4. AGENCY PORTFOLIO
Introduction to
Social Media Hub
1

5. ABOUTUS
Who is Social Media Hub?
Social Media Hub establishes
its business of performance
marketing in social and search
marketing.
We also have presence in
Australia, Hong Kong,
Malaysia, Philippines and UAE.
Our vision is to
transform
companies to be
category leaders
and maintain
category
leadership.

6. ABOUTUS
Who Are Our Clients?

7. ABOUTUS
Industry Recognition
Finalist of the
Shorty Awards for
Best Small Social
Media Agency 2013
Marcus Ho, Junior Chamber International’s
Top Ten Outstanding Young People of the
World From Singapore
Runner Up for
Best Social Media
Promotion of Travel
Deals by Travel+Leisure
S SMITTYs Awards
Our Proprietary C3 System Was Proudly
Featured in Singapore Business Review
Homepage Feature by Tech In Asia for the
success behind Qatar Airways Campaign
Finalist of the
MARKies Awards for
Best Use of Social 2013

8. MARCUSHOPROFILE
Marcus HoMarcus Ho

9. 2REASONS
2 Biggest Reasons Why People Fail
On Social Media
• Video campaign with a
funny script that will go
viral!
"If it doesn't sell, it's not creative"
- David Ogilvy
Reason #1:
Too focused
on ideas
• Implement a game on
Facebook Page
• Reaching out to famous
bloggers and influencers

10. 2REASONS
2 Biggest Reasons Why People Fail
On Social Media
"Organize around business functions, not people. Build systems within
each business function. Let systems run the business and people run
the systems. People come and go but the systems remain constant”
Michael Gerber,
E-Myth
"A bad system will beat a
good person every time”
W. Edwards Deming,
Total Quality Management
Reason #2: Lack a step-by-step system to
approach social media

11. 2REASONS
2 Biggest Reasons Why People Fail
On Social Media
Too focused on the hype of social
media and doing all sorts of
c r e a t i v e i d e a s t h a t o t h e r
companies forget that social is just
another platform to communicate
with customers and to grow their
business…
If you apply The C³ System, 3 step process,
you will get major results in a short period of
time

12. Qatar Airways: Sales take off
Over US$1.1 million of
ticket sales from
Facebook in less than 48
hours
TESTIMONIALS

13. Education & Careers: SMU
True Value of Social Media ROI
TESTIMONIALS
0
1190
0
200
400
600
800
1000
1200
1400
2010 2012
Leads
Leads

14. Education & Careers: SMU
True Value of Social Media ROI
TESTIMONIALS
0
101
0
20
40
60
80
100
120
2010 2012
1000 word Business Proposal Submissions
1000 word Business Proposal Submissions

15. Education & Careers: SMU
“… Proved the true value of social media ROI…”
"We realized how social media could be so useful
to us after working with Social Media Hub. Although
they exceeded expectations in the number of likes
and engagement, they didn't just stop there. They
even went on to quantify and tie everything into
our organization's objective and proved the true
value of social media ROI from there.”
Arifin Chia
MarComms, Singapore Management University,
Institute of Innovation and Entrepreneurship (IIE)
TESTIMONIALS

16. METHODOLOGY
The C3 System

17. 1
How To
LISTEN
Using The C3 System

18. To begin, decide on an
objective for your
campaign.
Objectives can be
1. Brand Awareness
2. Sales
3. Consumer Retention
Identify Strategic Objective
THEC3SYSTEM

19. Establish KPIs
THEC3SYSTEM
Next, decide on how to
measure your success
on social media
To do this, establish your
KPIs and social media
metrics.

20. Establish KPIs
THEC3SYSTEM

21. Set Social Media Monitoring Tools
THEC3SYSTEM
People are talking
about your brand,
products, competitors,
and industry real-time
on social media.
Start listening to what
they are saying before
you embark on
anything.
To do that, you need
to use social media
monitoring tools.

22. Winston Churchill on Listening
THEC3SYSTEM
Winston Churchill
"Courage is what it takes to
stand up and speak; courage
is also what it takes to sit down
and listen."

23. Real-Time Media Monitoring
THEC3SYSTEM

24. 3INFLUENCE
Case Study - OPI
Positive social brand mentions means finding out how many people are
positively talking about your brand online
0
50
100
150
200
250
300
350
400
450
Pre-Purchase Nail Polish
Experience
Collection
Positive
Negative
Neutral

25. 3INFLUENCE
Case Study - OPI
Distribution of Sentiment for Pre-Purchase
Comments about
Pre-Purchase
“Im gonna do my nails , multi
opi nude colors ! #Bored”
@lilMISSDesired1, Twitter
“Loving the new OPI
collection!!! Going to get it
tomorrow”
Janice Yeo, Facebook, Photo
“Damn it. Shud I get China
Glaze or OPI? Cant make up
my effin mind!”
June Ooi, Facebook.com,
Photo
0 200 400 600
Pre-Purchase
Nail Polish
Experience
Collection
Neutral
Negative
Positive

26. 3INFLUENCE
Case Study - OPI
Distribution of Sentiment for Nail
Polish Experience
Comments about Nail Polish
Experience
“why the **** does it take so
long for opi nail polish to dry.
#completePISSOFF”
@momolotfi, Twitter
“Nails are done, and don’t
know why it takes so long to
dry…#yawn #opi
#germanicure”
@ehlubk, Twitter
“Ew, we played around with
OPI Halloween nail varnishes,
and this is what we got… ”
Estelle Lim, Facebook.com,
Photo
0 200 400 600
Pre-Purchase
Nail Polish
Experience
Collection
Neutral
Negative
Positive

27. 3INFLUENCE
Case Study - OPI
Distribution of Sentiment for
Collection
Comments about Collection
“Check out Mariah Carey’s OPI
colours!!!”
Noka Pennsauken, Twitter
“Skyfall nail color!? WOW! Now
that is product placement.
Check out the cool colors all
naned for 007 movies! Its a chick
thing. ;-)”
Lisa Chelenza, Facebook, Link
“Boredom = Holiday Nails
#halloween #nails #essie #OPI
#SinfulColors #candycorn
#bored http://instagr.am/p/RV1-
TQSCSE/”
@Malditalokaaa, Twitter
0 200 400 600
Pre-
Purchase
Nail Polish
Experience
Collection
Neutral
Negative
Positive

28. 2
The C3 System
How To
GROW
Using The C3 System

29. Problems with Growth
PROBLEMSWITHGRWOTH
• Run Facebook Ads, no one or
very few people click on them
• No budget for Facebook Ads
• “Tried everything but can’t
grow my Facebook Page!”
Solution:
3 steps to growth

30. THE C3 SYSTEM
Media BuysG1

31. Beauty & Skincare: Pernod Ricard
“… Exceeded the agreed KPIs by over 100%...”
“I worked with Social Media Hub with the
objective of boosting the awareness of one of
our upcoming product launches. Overall, the
team has exceeded the agreed KPIs by over
100% and turned the whole campaign into an
overwhelming success. Very impressive indeed.”
Maybelline Tan
Brand Manager
Pernod Ricard / Absolut
TESTIMONIALS

32. Media Buys
THEC3SYSTEM
Begin by growing your
social equities through
buying ad spaces on
social media
platforms.
Increase your success
rate by doing A/B
Testing.

33. Buying Facebook Ads
THEC3SYSTEM

34. Buying Facebook Ads
You can even
target on your
competitors’
fans!
THEC3SYSTEM

35. THE C3 SYSTEM
IntegrationG2

36. Integration
THEC3SYSTEM
Ensure that you offline
and online brand
experiences are
aligned and
compliment each
other.
Your offline campaign
should reflect
information on your
online activities and
vice versa.
In doing so, you create
an integrated
campaign.

37. Online Integration
THEC3SYSTEM

38. Offline Integration
THEC3SYSTEM

39. THE C3 SYSTEM
Engage
Influencers
G3

40. Engage Influencers
THEC3SYSTEM
1. Approach your
brand influencers,
offer them what
they need
2. Engage them to
spread the voice of
your brand
3. Nurture and
maintain
relationships

41. Influencer Services: Freshkon
“…Increase in visitors & page views…”
“… Through the expertise and dedicated work of
Social Media Hub, we dominated the 1st page of
Google with multiple keyword rankings within 1
month.
We are very impressed with their service, and also
experienced an increase in visitors & page views
to our website"
Adele Tan
Senior Brand Manager, Oculus Private Limited
FreshKon® Cosmetic Contact Lenses
TESTIMONIALS

42. Influencers
THEC3SYSTEM

43. 3
The C3 System
How To
ENGAGE
Using The C3 System

44. Problems with Engagement
THEC3SYSTEM
• Got some likes on content
published, but no one is
commenting or sharing
• Don't know how to monetise
the fans and drive sales
through content
• No time to produce content
or to look at social media
sites everyday

45. Problems with enagement
THEC3SYSTEM
“Yesterday home-runs will
not win today's games”
Babe Ruth
Similarly, you CAN’T use
traditional marketing
tactics on social media.

46. THE C3 SYSTEM
Map Content
Strategy
E1

47. Map Content Strategy
THEC3SYSTEM
Map your
engagement
foundation within 3
areas:
1. Buyer Avatar
2. Brand Persona
3. 100 Topics

48. Buyer Avatar – Learn About Your Audience
THEC3SYSTEM

49. Brand Persona
THEC3SYSTEM
“Your brand is what people say you about you when you’re not in the room” –
Jeff Bezos
Start documenting down your brand’s characteristics if it was an actual person.

50. 100 Topics
Based on your Social Media Analysis Report, formulate a list of 100
Topics of conversations which your audiences are talking about. From
there, you would be able to produce relevant content for them.
THEC3SYSTEM

51. 100 Topics
THEC3SYSTEM

52. THE C3 SYSTEM
Set Up An
Engagement
Framework
E2

53. Set up Engagement Framework
THEC3SYSTEM
Relationship is King,
Content is Queen.
To accomplish both,
there are 3 facets to
this.

54. Engagement Framework
Social
Relationships
Management
Word-of-
Mouth
Campaigns
Content
Management
Daily
Operations
Monthly
Operations
Daily
Operations
THEC3SYSTEM

55. Dassault Systèmes SolidWorks Corp.
Savings of S$743,000 in
media acquisition costs.
SOCIALMEDIARESULTS

56. Beauty & Skincare: Nuline
“…Overwhelming response that server crashed…”
Social Media Hub has been a great partner in
achieving our online objectives and we value
their insight and input.
We have seen an quantifiable boost in awareness
for both our brands. In fact, during one of the
campaigns, we received such overwhelming
response that our web server crashed briefly. It
was such a great success and it is now being
featured in a global case study for other countries
to adapt.
Wendee Lee
Managing Director of Nuline Products
TESTIMONIALS

57. Wacoal
Over S$3,600,000
of savings for
international lingerie
brand, Wacoal
SOCIALMEDIARESULTS

58. Beauty & Skincare: Wacoal
“…High response in 1st week surpassed expectations…”
Social Media Hub helped us revamp and
launch new initiatives for our Facebook Page
and the high response in the first week alone
surpasses our expectation! No regrets working
with Social Media Hub. Keep up the good work!
Mikki
Marketing Manager of Wacoal Singapore
TESTIMONIALS

59. Content Management:
Focus on adding value to customer’s lives
THEC3SYSTEM
Advise Warn Amuse
Inspire Amaze

60. Content Management:
Focus on adding value to customer’s lives
THEC3SYSTEM
Unite Trending News Engaging
Give Greeting

61. Editorial Calendar
THEC3SYSTEM

62. Engagement Framework
Social
Relationships
Management
Word-of-
Mouth
Campaigns
Content
Management
Daily
Operations
Monthly
Operations
Daily
Operations
THEC3SYSTEM

63. Word-of-Mouth Campaigns
Photo/Design Contest
How it works: Contest whereby winner(s)
are selected based on judging and/or
voting.
Video Contest
How it works: Contest whereby winner
(s) are selected based on judging and/
or voting.
Essay-based Contest
How it works: Contest whereby winner
(s) are selected based on judging
and/or voting.
Quiz
How it works: Quiz enabling consumers to
share their personality with friends.
Trivia
How it works: Multiple choice
question trivia where consumers can
measure their knowledge.
Favorite Picks
How it works: Promotions enabling
consumers to share their favorite items with
friends.
Sweepstakes
How it works: Consumers enter a
sweepstakes. Winners are randomly
selected.
Others
How it works: Let your creative juices
flow!
THEC3SYSTEM

64. Case Study – Qatar Airways
- 150K+ fans added in
1 month
- 100 free air tickets
giveaway
- Campaign won a
Smittys Award
Voted as World’s Best Airlines by
Skytrax
Primary Objective: To Increase
Sales
Secondary Objective: To reduce
marketing expenses (cost-per-
email)
THEC3SYSTEM

65. Case Study – FreshKon
-Product images were
“censored”
- “People Talking
About This” score
increased 354%
- Return on Investment
of 548%
Internationally known cosmetic
contact lenses
Primary Objective: To reduce
marketing expenses (cost-per-
activation)
Secondary Objective: To increase
brand awareness
THEC3SYSTEM

66. Earned Media Click Rate
THEC3SYSTEM

67. Engagement Framework
Social
Relationships
Management
Word-of-
Mouth
Campaigns
Content
Management
Daily
Operations
Monthly
Operations
Daily
Operations
THEC3SYSTEM

68. Social Relationships Management
Building advocacy is really all about nurturing your
customers’ relationships and experiences. When
customers seek you out via social, they’re looking for
an opportunity to build an emotional connection.
What does that mean? It means responding promptly
to messages, making an effort to reach out and add
value to these conversations through our proprietary
model
The RSRQ Model:
Reward – Light compliment for their responses
Statement – A short neutral statement on the topic
of conversation
Reflection – Reflecting on the topic of conversation
and steering it to your top topics
Question – Asking a question to continue the
conversation
See this framework in action – http://www.social-
mediahub.com/rsrq
Reward
Statement
Reflec.on
Ques.on
THEC3SYSTEM

69. Social Relationships Management
THEC3SYSTEM

70. Social Relationships Management
Positive comments can be responded too!
THEC3SYSTEM

71. Social Relationships Management
True advocacy isn’t a numbers game. It’s the natural byproduct of developing good
relationships, providing great consistent service, and delivering on your brand promise.
By seeing your top most engaged fans, you would be able
to further engage them through your brand advocacy
programmes
Screenshot from Meltwater
Buzz platform – How engaged
and conversational is each
consumer?
THEC3SYSTEM

72. THE C3 SYSTEM
Monetise
And
Measure
E3

73. E3: Monetise and Measure
THEC3SYSTEM
Create actionable
steps that drive
consumers through
your funnels.

74. Establish KPIs
METHODOLOGY

75. Education & Careers: Jobstreet
“…Calculate ROI with a quantifiable method…”
“Thanks to Social Media Hub, we understand the
true value of social media. Yes, we got a lot of
likes and a very high engagement rate that
boosted our brand awareness in a very
quantifiable method.
But the amazing team even added more value
and calculated the actual Return on Investments
that we received from our social media
campaigns and the results were phenomenal.”
Cindy Lau
Senior Marketing Executive
JobStreet.com Singapore
TESTIMONIALS

76. Education & Careers: Mages Institute of Excellence Pte Ltd
“…Got the value for every cent spent…”
"Initially, I had my reservations on outsourcing the social
media marketing, but having gone through the
experience with Social Media Hub, we were amazed!
Not only could we utilize the power of social media, my
team also learnt proactive customer service solutions
from the Social Media Hub team. It have been a very
positive experience working with Social Media Hub and
we believe that we got the value for every cent spent
on the project."
Neeru Bahl,
Director
Mages Institute of Excellence Pte Ltd
TESTIMONIALS

77. Home & Living: Home-Fix
“…Showed us the Dollars and Cents of ROI”
“… The team quantified the value of
each like, and showed us the dollars
and cents of ROI we got from our social
media campaign.”
Gordon Lee
Marketing Manager of Home-Fix D.I.Y. Pte Ltd
TESTIMONIALS

78. Thank You!
Marcus Ho
E: Marcus@internet-success-hub.com
D: 6315 4384 EXT 702
H: 93210312