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Start up singapore - social media

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This was for a presentation that I conducted for Startup@Singapore in NUS on 16 October 2010. It's a quick summary of what works and what does not plus some guidelines on making social media work harder for you.

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Making sense of the changes and opportunities in the fast lane of Social Media. By Kestrel Lee http://sg.linkedin.com/in/kestrellee
 
 
 
 
How 3 brands have done it with my agency ,[object Object],[object Object],[object Object]
Table of contents ,[object Object],[object Object],[object Object],[object Object],[object Object]
What is social media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
““ social media” soon will be called just plain “media,” and the world will accept that the power to publish or broadcast to large audiences has passed irrevocably from a select few to virtually everyone. It is common wisdom these days that marketers no longer own their brands—the audience does. ” The netsize guide 2010
Why do you need social media ,[object Object],[object Object],[object Object],[object Object]
Do it because your business wants to ,[object Object],[object Object],[object Object]
Do it because your target audience consumes social media in various ways
Do it when your brand needs 24/7 exposure Website / Facebook page Banner Only 2 persons out of 1000 will click on the banner i.e. 0.2% click-through rate.
Do it when your brand needs 24/7 exposure Website / Facebook page Banner Only 2 persons out of 1000 will click on the banner i.e. 0.2% click-through rate. Search engines Blogs Forums Social Networks IM Content 24/7 online presence to drive sales, website visits and spark brand conversations.
Do it before someone else do it for you ,[object Object],[object Object]
… someone else do it for you ,[object Object],[object Object]
Good example: Starbucks ,[object Object],[object Object]
Good example: Starbucks ,[object Object],[object Object],[object Object],[object Object]
Bad example: Jinkela ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Good example: Umbra & Beds.sg ,[object Object],[object Object]
Bad example: Skittles http://www.skittles.com/
Bad example: Skittles http://www.skittles.com/ ,[object Object],[object Object],[object Object],[object Object],[object Object]
How should you do it: approach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How you should do it: s ocial media tactics ,[object Object],[object Object],[object Object],[object Object],[object Object]
1. Publicising the campaign via blogs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
1. Publicising the campaign via blogs This is the end result you should try to achieve.
1. Publicising the campaign via blogs This blogger campaign gained 2500 entries with a $4000 budget. http://loveguru2009.spaces.live.com
1. Publicising the campaign via blogs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
2. Publicity via online postings & classified ads
3. Publicity via partner sites i.e. banners, press releases, text links ,[object Object],[object Object],[object Object]
Collaborated with Singapore’s most famous F&B blogger on hi s Facebook page (with 5252 fans)
3. Publicity via partner sites via banners
3. Publicity via partner sites via banners ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
4. Spreading and tagging pictures, videos and user-generated content ,[object Object],[object Object],[object Object],[object Object]
4. Spreading content via user-generated content (UGC) campaigns ,[object Object],http://homepage.mac.com/traazil/movies/toyrama.htm http://www.youtube.com/watch?v=kogGY6pI2sY
4. Spreading content via user-generated content (UGC) campaigns ,[object Object]
4. Spreading content via user-generated content (UGC) campaigns ,[object Object],[object Object],[object Object],[object Object],[object Object]
Optional reads: Facebook and blogs
Why do a Facebook fan page? Create a profile, then a page. Ask friends to add your page A. Set - up B. Build Traffic/Traffic Add and personalise applications on the page Upload a pic or logo for the page leading to a website Encourage members to post links on the wall and submit pics C. Build/Aggregate Content Create discussions as a tab subsection on the page Create a flashy banner along the side bar that promotes a contest YouTube Box to embed videos from any video sharing sites Profile HTML for adding tracking or design coding (downloadable) Blog RSS Feed Reader (downloadable)
Why do a Facebook fan page? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Why do a blog, not a website? ,[object Object],[object Object],[object Object]
Do your homework before creating a blog ,[object Object],[object Object],[object Object]
Because you may get it in the face ,[object Object],[object Object],[object Object],[object Object],[object Object]
Creating a blog: Considerations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The End

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Start up singapore - social media

  • 1. Making sense of the changes and opportunities in the fast lane of Social Media. By Kestrel Lee http://sg.linkedin.com/in/kestrellee
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  • 9. ““ social media” soon will be called just plain “media,” and the world will accept that the power to publish or broadcast to large audiences has passed irrevocably from a select few to virtually everyone. It is common wisdom these days that marketers no longer own their brands—the audience does. ” The netsize guide 2010
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  • 12. Do it because your target audience consumes social media in various ways
  • 13. Do it when your brand needs 24/7 exposure Website / Facebook page Banner Only 2 persons out of 1000 will click on the banner i.e. 0.2% click-through rate.
  • 14. Do it when your brand needs 24/7 exposure Website / Facebook page Banner Only 2 persons out of 1000 will click on the banner i.e. 0.2% click-through rate. Search engines Blogs Forums Social Networks IM Content 24/7 online presence to drive sales, website visits and spark brand conversations.
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  • 21. Bad example: Skittles http://www.skittles.com/
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  • 26. 1. Publicising the campaign via blogs This is the end result you should try to achieve.
  • 27. 1. Publicising the campaign via blogs This blogger campaign gained 2500 entries with a $4000 budget. http://loveguru2009.spaces.live.com
  • 28.
  • 29. 2. Publicity via online postings & classified ads
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  • 31. Collaborated with Singapore’s most famous F&B blogger on hi s Facebook page (with 5252 fans)
  • 32. 3. Publicity via partner sites via banners
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  • 39. Why do a Facebook fan page? Create a profile, then a page. Ask friends to add your page A. Set - up B. Build Traffic/Traffic Add and personalise applications on the page Upload a pic or logo for the page leading to a website Encourage members to post links on the wall and submit pics C. Build/Aggregate Content Create discussions as a tab subsection on the page Create a flashy banner along the side bar that promotes a contest YouTube Box to embed videos from any video sharing sites Profile HTML for adding tracking or design coding (downloadable) Blog RSS Feed Reader (downloadable)
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