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Marketers, Meet Social Media
An introductory guide
WHAT IS SOCIAL MEDIA?




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“Social media is like teen sex.
Everyone wants to do it. Nobody knows how.
When it’s finally done there is surprise it’s not better.”
                                                                                              Avinash Kaushik, Analytics Evangelist, Google




photo by 1855 Photohtaphy on Flickr.com

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SERIOUSLY,
                                                           WHAT IS SOCIAL MEDIA?




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Social media is an umbrella term – a “combination of
       channels, platforms, communities, content and
       tools that power the phenomenon of peer to peer
       communication or ‘word of mouth’.”
                                                                                                                       OgilvyOne, Can Brands Have a Social Life?, 2008




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  theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
  and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
photo by jonnybaker on Flickr.com
In other words - it’s the many ways in which
                    people express themselves online 24/7.




photo by dhammza on Flickr.com
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   theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
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The
      The Social Media Landscape
     Conversation
     Prism
     By Brian Solis
     & JESS3




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
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WHY SHOULD I CARE?




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Because ~88%
             of Singaporeans
             use the internet
                                                                                  IDA, June 2008
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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.      pho
Because ~70% of Singaporeans use
                      social media
                       OgilvyOne, Can Brands Have a Social Life?, 2008




photo by hsalnat on Flickr.com

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Because 2/3 of the world’s
         internet population visit
         social networks and blogs
         Nielsen, Global Faces & Networked Places, 2009




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
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Because 9.3% of all
          internet time is spent on
          social networks or blogs –
          with this time spent
          growing at 3X the rate of
          overall internet
          participation
           Nielsen, Global Faces & Networked Places, 2009




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Because social networks and blogs are
                                                 the 4th most popular online activity
                                                          – ahead of personal email.
                                                                                                                     Nielsen, Global Faces & Networked Places, 2009




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Because in Singapore social networks and
             blogs are the 3rd most popular online activity
                                      – ahead of all email.
                                                                                                                     comScore, 2009




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Power is moving away from those who own and
                                          manage the media to a new and demanding
                                        generation of consumers - consumers who are
                                       better educated, unwilling to be led, and who
                                        know that in a competitive world they can get
                                                 what they want, when they want it.
                                         The challenge for us in the traditional media is
                                                           Nielsen, Global Faces & Networked Places, 2009
                                              how to engage with this new audience.”

                                                                                                                     Rupert Murdoch, 2009




                  photo by Brendan Canty on Flickr.com
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51% of Singaporeans trust a blog as much
                  as traditional media.
                   Blogging Asia: A windows live report 2009




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
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WHAT CAN SOCIAL MEDIA DO FOR ME?




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Works as a flexible marketing platform
   •       Build Brand Awareness
   •       Acquire new customers
   •       Introduce new products and services
   •       Retain current customers
   •       Conduct marketing / competitor research
   •       Carry out brand promotions, such as contests and coupons
   •       Identify new customer groups to target
   •       Improve current products or services
   •       Identify new product or service opportunities
                                                                                                                     Christine Moorman, “The CMO Survey”, August2009

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24% of Singaporeans said that the online
                      presence of brands “significantly increases
                      their interest” in them. Asia Pacific Digital Marketing Handbook 2008




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
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70% of Singaporeans said they passed
       on viral marketing messages.
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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
                                                                                                                     Asia Pacific Digital Marketing Handbook 2008
CASE STUDIES




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The most successful and innovative digital
        marketing and social media campaign
           ever attempted on a mass scale

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“The campaign was
       not successful simply
       because it got a lot of
       people out to vote. It
              was successful
       because it got a lot of
         people out getting
            others to vote.”
                            Jalali Hartman, Yovia.com CEO,
                                   author of ‘Obamanomics’




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                                                  photo by sofauxboho on Flickr.com
Web Marketing - BarackObama.com




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Social Networks
       Social Networking - MySpace




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
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Social Networks
       Social Networking - Facebook




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
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Specialty Social Networks




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Specialty Social Networks




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Specialty Social Networks




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Specialty Social Networks




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Online File-Sharing Sites




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
2,000,000
         MyBarackObama.com supporters

        5,000,000
        supporters on other social networks
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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
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                                                                                                                     photo by Amanda Mac. on Flickr.com
18.4 million
            Youtube channel views
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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
                                                                                                                     photo by Wavy1 on Flickr.com
$500 million raised online
   from 6.5 million donations
                       of which                           6 million were of $100 or less.




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
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Some Takeaways
   •       Provide website interaction and encourage sharing
   •       Integrate your social media elements together
   •       Identify your brand advocates
   •       Be consistent and committed to what you post
   •       Don’t make your social media elements a copy of your
           website – pivot around a campaign or cause




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Social media is a force to be reckoned with

                            “Word-of-Mouth on Steroids.”




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
                                                                                                                     photo by maksid on Flickr.com
Dave Carroll, a Canadian musician of the Sons of Maxwell band
   A $3,500 Taylor six-string with a snapped neck
  Months of trying to get United Airlines to pay compensation




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
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“United Breaks Guitars”




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
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...within four days of the song going
                                                          online, the gathering thunderclouds of
                                                          bad PR caused United Airlines’ stock price
                                                          to suffer a mid-flight stall, and it plunged
                                                          by 10 per cent, costing shareholders
                                                          $180 million. Which, incidentally, would
                                                          have bought Carroll more than 51,000
                                                          replacement guitars.”

                                                                                                               Chris Ayers, The Times, July 2009




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The Dell Swarm



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                                                                                                                     photo by lennyjpg on Flickr.com
The more people join the swarm,
     the lower the price each person will have to pay
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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
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Incentives
                                                                                    • Encourage users to spread the
                                                                                      word – it’s in their interest to do
                                                                                      so!
                                                                                    • Leverage contests, limited-time
                                                                                      promotions, coupons, gifts
                                                                                    • Keep your messaging simple,
                                                                                      personal and friendly




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SPECIFIC SOCIAL MEDIA PLATFORMS




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
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The world’s most popular
                                                                            social network.
                                                                                                                     Nielsen, Global Faces & Networked Places, 2009
         Nielsen, Global Faces & Networked Places, 2009




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Has an audience of at least 108.3 million
        Nielsen, Global Faces & Networked Places, 2009




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
                                                                                                                     photo by Gaetan Lee on Flickr.com
If Facebook were a
                                                                                                                      country, it’d be the
                                                                                                                     8th most populated
                                                                                                                       in the world – just
                                                                                                                          ahead of Japan.
                                                                                                                      Mark Zuckerberg, January 7, 2009




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
                                                                                                                                   photo by Loren Zemlicka on Flickr.com
Women tend to be more active on
        Facebook then men.




                                                                                                                     BIGresearch, June 2009




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
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37.1
             is the average age
             of a Facebook user.
              BIGresearch, June 2009




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Facebook’s audience is becoming
      increasingly broad.
                                                                                                                     Nielsen, Global Faces & Networked Places, 2009




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
                                                                                                                                              photo by Darwin Bell on Flickr.com
Nielsen, Global Faces & Networked Places, 2009
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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Facebook Marketing Tools

      •        Facebook Pages
      •        Facebook Groups
      •        Facebook Applications
      •        Facebook Ads




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Facebook Pages




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
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Facebook Groups




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Facebook Applications
   • Interactive user experiences – including games, gift-
     sharing programs, tools to upload and edit photos, etc.
   • Can be integrated with a website, mobile or desktop
     application
   • Requires an external location to host the app
   • User interactions can be publicised on the user’s wall
   • Reports on application usage and demographics are
     available


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Facebook Ads

                                                                                                                     Standard Facebook Ad




                                                                                                                       Facebook Social Ads




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
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CREATIVE FACEBOOK EXAMPLES




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Creativity isn’t limited to original
   Facebook applications…




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or
theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Thank You




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
Brandcore Singapore
                                                                         Jurn.chan@brandcore.sg
                                                                                          +65 94788507




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theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore
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Social Media Digital Branding and Marketing - An Introduction

  • 1. Marketers, Meet Social Media An introductory guide
  • 2. WHAT IS SOCIAL MEDIA? All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 3. “Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done there is surprise it’s not better.” Avinash Kaushik, Analytics Evangelist, Google photo by 1855 Photohtaphy on Flickr.com All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 4. SERIOUSLY, WHAT IS SOCIAL MEDIA? All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 5. Social media is an umbrella term – a “combination of channels, platforms, communities, content and tools that power the phenomenon of peer to peer communication or ‘word of mouth’.” OgilvyOne, Can Brands Have a Social Life?, 2008 All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement. photo by jonnybaker on Flickr.com
  • 6. In other words - it’s the many ways in which people express themselves online 24/7. photo by dhammza on Flickr.com All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 7. The The Social Media Landscape Conversation Prism By Brian Solis & JESS3 All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 8. WHY SHOULD I CARE? All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 9. Because ~88% of Singaporeans use the internet IDA, June 2008 All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement. pho
  • 10. Because ~70% of Singaporeans use social media OgilvyOne, Can Brands Have a Social Life?, 2008 photo by hsalnat on Flickr.com All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 11. Because 2/3 of the world’s internet population visit social networks and blogs Nielsen, Global Faces & Networked Places, 2009 All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 12. Because 9.3% of all internet time is spent on social networks or blogs – with this time spent growing at 3X the rate of overall internet participation Nielsen, Global Faces & Networked Places, 2009 All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 13. Because social networks and blogs are the 4th most popular online activity – ahead of personal email. Nielsen, Global Faces & Networked Places, 2009 All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 14. Because in Singapore social networks and blogs are the 3rd most popular online activity – ahead of all email. comScore, 2009 All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 15. Power is moving away from those who own and manage the media to a new and demanding generation of consumers - consumers who are better educated, unwilling to be led, and who know that in a competitive world they can get what they want, when they want it. The challenge for us in the traditional media is Nielsen, Global Faces & Networked Places, 2009 how to engage with this new audience.” Rupert Murdoch, 2009 photo by Brendan Canty on Flickr.com All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 16. 51% of Singaporeans trust a blog as much as traditional media. Blogging Asia: A windows live report 2009 All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 17. WHAT CAN SOCIAL MEDIA DO FOR ME? All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 18. Works as a flexible marketing platform • Build Brand Awareness • Acquire new customers • Introduce new products and services • Retain current customers • Conduct marketing / competitor research • Carry out brand promotions, such as contests and coupons • Identify new customer groups to target • Improve current products or services • Identify new product or service opportunities Christine Moorman, “The CMO Survey”, August2009 All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 19. 24% of Singaporeans said that the online presence of brands “significantly increases their interest” in them. Asia Pacific Digital Marketing Handbook 2008 All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 20. 70% of Singaporeans said they passed on viral marketing messages. All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement. Asia Pacific Digital Marketing Handbook 2008
  • 21. CASE STUDIES All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 22. The most successful and innovative digital marketing and social media campaign ever attempted on a mass scale All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 23. “The campaign was not successful simply because it got a lot of people out to vote. It was successful because it got a lot of people out getting others to vote.” Jalali Hartman, Yovia.com CEO, author of ‘Obamanomics’ All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement. photo by sofauxboho on Flickr.com
  • 24. Web Marketing - BarackObama.com All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 25. Social Networks Social Networking - MySpace All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 26. Social Networks Social Networking - Facebook All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 27. Specialty Social Networks All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 28. Specialty Social Networks All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 29. Specialty Social Networks All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 30. Specialty Social Networks All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 31. Online File-Sharing Sites All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 32. 2,000,000 MyBarackObama.com supporters 5,000,000 supporters on other social networks All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement. photo by Amanda Mac. on Flickr.com
  • 33. 18.4 million Youtube channel views All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement. photo by Wavy1 on Flickr.com
  • 34. $500 million raised online from 6.5 million donations of which 6 million were of $100 or less. All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 35. Some Takeaways • Provide website interaction and encourage sharing • Integrate your social media elements together • Identify your brand advocates • Be consistent and committed to what you post • Don’t make your social media elements a copy of your website – pivot around a campaign or cause All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 36. Social media is a force to be reckoned with “Word-of-Mouth on Steroids.” All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement. photo by maksid on Flickr.com
  • 37. Dave Carroll, a Canadian musician of the Sons of Maxwell band A $3,500 Taylor six-string with a snapped neck Months of trying to get United Airlines to pay compensation All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 38. “United Breaks Guitars” All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 39. ...within four days of the song going online, the gathering thunderclouds of bad PR caused United Airlines’ stock price to suffer a mid-flight stall, and it plunged by 10 per cent, costing shareholders $180 million. Which, incidentally, would have bought Carroll more than 51,000 replacement guitars.” Chris Ayers, The Times, July 2009 All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 40. The Dell Swarm All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement. photo by lennyjpg on Flickr.com
  • 41. The more people join the swarm, the lower the price each person will have to pay All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 42. Incentives • Encourage users to spread the word – it’s in their interest to do so! • Leverage contests, limited-time promotions, coupons, gifts • Keep your messaging simple, personal and friendly All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 43. SPECIFIC SOCIAL MEDIA PLATFORMS All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 44. All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 45. The world’s most popular social network. Nielsen, Global Faces & Networked Places, 2009 Nielsen, Global Faces & Networked Places, 2009 All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 46. Has an audience of at least 108.3 million Nielsen, Global Faces & Networked Places, 2009 All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement. photo by Gaetan Lee on Flickr.com
  • 47. If Facebook were a country, it’d be the 8th most populated in the world – just ahead of Japan. Mark Zuckerberg, January 7, 2009 All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement. photo by Loren Zemlicka on Flickr.com
  • 48. Women tend to be more active on Facebook then men. BIGresearch, June 2009 All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 49. 37.1 is the average age of a Facebook user. BIGresearch, June 2009 All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 50. Facebook’s audience is becoming increasingly broad. Nielsen, Global Faces & Networked Places, 2009 All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement. photo by Darwin Bell on Flickr.com
  • 51. Nielsen, Global Faces & Networked Places, 2009 All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 52. Facebook Marketing Tools • Facebook Pages • Facebook Groups • Facebook Applications • Facebook Ads All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 53. Facebook Pages All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 54. Facebook Groups All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 55. Facebook Applications • Interactive user experiences – including games, gift- sharing programs, tools to upload and edit photos, etc. • Can be integrated with a website, mobile or desktop application • Requires an external location to host the app • User interactions can be publicised on the user’s wall • Reports on application usage and demographics are available All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 56. Facebook Ads Standard Facebook Ad Facebook Social Ads All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 57. CREATIVE FACEBOOK EXAMPLES All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 58. All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 59. All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 60. All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 61. Creativity isn’t limited to original Facebook applications… All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 62. All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 63. Thank You All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.
  • 64. Brandcore Singapore Jurn.chan@brandcore.sg +65 94788507 All creative concepts and designs shown are the property of BRANDCORE. No part or whole of this proposed design or theme may be reproduced without prior written permission from BRANDCORE. ALL RIGHTS RESERVED both in Singapore and other parts of the world. We reserve the right to bill client accordingly should there be any infringement.