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The Art of Social Media: WhatBusinesses Need to Know
Raja Jesrina Arshad
18th March 21!
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1" S#$%A& M'(%A TR'N(S )S'TT%N* T+' B'ST ,RA$T%$'S %N
S#$%A& M'(%A MARK'T%N*
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Social Media is -oo.in/ in Asia
210 of ace-oo users are fro. Asia3 which isonly less than 4 percent of Asia's population.(source: Uberly)
80 of social .edia users prefer to connect withbrands through ace-oo.(source: Business2Community)
A whopping 440 of B2C companies and 5!0 of B2B companies
To6 Social Media Networs in Asia 7Actie users9
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acuired custo.ers fro. ace-oo. (source: Business2Community
)
;e -ou/ht or wanted to -u=!compared with 4"# of $aceboo% users.(source:All Facebook)
&n a [email protected] s6an3 %nsta/ra.>s aera/edail= .o-ile isitors ju.6ed from (!"""
to ).* million! which is a 4250 leap.(source: Marketing Land
)
Te !edsi"t !esearc 2#$2 study
"ound tat %%& o" Asia'aci"ic leisure
traellers used social media *lat"orms
"or adice and ins*iration regardingtrael destinations+ more than doublethe percentage ,o did te same inte U- and MA.
Source: Burson-Marsteller; Redshift Research 2012
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;0
Social Networin/ is the No 1 #nline Actiit= a.on/st Mala=sians
To6 Social Networs70 of online Mala=sianswho hae actie
810 1! Million sers Monthl=
;0 11 Million sers Monthl=
10 8 Million sers Monthl=
120 2 Million sers Monthl
28 Million
* |+ource, com+core April 2"-2! ielsen +/A 0igital Consumer &nsights 2"-"12"--! bar chart 1 alaysia *0 2"-23base of ( illion
The Aerage alaysians +ocial edia 5ser has2!! friends 6 The highest in the 7orld8
ace-oo3 Coutu-e3 Blo/s ) Twitter aremost popular amongst +ocial etwor%s
2-#2-#22#
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Play :nline ;ames 3+ingle Player0ownload $iles
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K&M: The Must See Social Ma6 $ase Stud=Ta66in/ into the -ehaiors of A,A$ leisure traellersD
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Best ,ractices in Social Media Maretin/Social .edia is an en/a/e.ent tool3 not a -roadcast .ediu.. @ou must get inoled in any conersation you start if you epect it to hae a life.
$lai. =our -rand in eer= new .ediu. that co.esalon/"
But 6la= where =ou find that =our su66orters dwell. @ou don't haeto try to be eerywhere. ;o with big channels that wor% for you,$aceboo%! Twitter! @ouTube! >in%ed&n and ;oogle are hot now.
se each channel for it>s stren/ths ) #6ti.iEe
$onnect =our social .ediu.s.
:n any gien channel! create a place where supporters can clic% andconnect to any of your other social channels! including your mainsite! blog! etc @ou want to ma%e sure they %now they can connectand communicate with you through the medium of their choice.
$onsu.er 'n/a/e.ent across all 6latfor.s.
$aceboo% has the intimacy of close friends. &t's powerful forcommunity building and landing olunteers. Twitter has immediacy.5se it to start conersations about cause news or to engagesupporters with hashtags at lie eentsDetc.
Teach =our su66orters and staff =our cause>s stor=.
People are gonna tal%. And you want them to. 0on't worry about theeact wording of the message, &f you teach eeryone your cause'sstory well! they'll ma%e it their story.
.
Buttons to li%e! faorite and comment should be conenientlylocated on posts! pages and any public content.
'n/a/e influencers on social .edia.
Anyone can clic% a button and follow. But most then forget you.&nfluencers! those well1connected power users! hae big networ%s ofaid followers. &dentify yours E nurture them as adocates
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TFRole: Mass Awareness
CouTu-eBite@SiEe &earnin/ 71@!.in9
,u-lication RadioAudio &earnin/ 7G1 .in9
$o.ic Stri6&earnin/ throu/h +u.our
Social *a.es&earnin/ throu/h ,la=&earnin/
throu/hWAC
$+%N*
433 Fiews1!34 Su-scri-ers
!3;3Total TF iewersH
!3niue isitors
2!13ans
I1Trendin/ To6ic
To6 1Risin/ Searches
I1Show
To6 2#n Radio $hartsR
'S&T
S
B'ST ,RA$T%$' $AS' ST(C: #+ MC 'N*&%S+#6ti.iEin/ $onsu.er 'n/a/e.ent Across All 6latfor.s
Readin/
We-site%nteractie &earnin/
Red ButtonSelf Assess.ent
School Worsho6s+ands@#n&ie &earnin/
Mo-ile (eices ace-ooTwitter&earnin/ ia $o..unit=
) $onersations&earnin/#n@the@*o
&ie 'ents&o=alt= Reward
MusicAwareness Builder
MerchandiseBrandin/
1@
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&'ARN%N*
B'C#N(
&'ARN%N*
Re6ort $ardMonitor ,ro/ress
A.-ient#ut@#f@+o.e Tri//er
+ource, ielsen edia =esearch! $aceboo%! Twitter! @outube! ;oogle! web analyticsF Past - minutes reach
Source: "stro 2012
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B'ST ,RA$T%$' $AS' ST(C: #+ MC 'N*&%S+A,,&C%N* S#$%A& M'(%A ''(BA$K %N $#NT'NT
ace-oo ,ollReasons fornot watchin/L
ace-oo ,ollWhat shouldMr" Middletondo for Msia(a=L
$#NT'NT $R'AT%#N &%(%TC
Mae the content creation 6rocess .ore fluid toincor6orate ) eole with feed-ac fro. consu.ers
ace-oo ,ollWhichcele-rit=would =ou lieto see on#M'L
TwitterRetweet if =oue watchedaourite if catchin/ re6eat
Ada6tation ofTF Schedule*au/e of first runaudience s" re6eataudience
$reate
Ada6t&isten
Source: "stro 2012
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B'ST ,RA$T%$' $AS' ST(C: #+ MC 'N*&%S+Social Media %nte/ration ) 'n/a/e.ent %
T7//T15P : T?
G7e curated the best tweets aboutthe show and made them part ofthe content to enhance the show.
G/.g. a cleer tweet about r.iddleton would appear on a sceneof r. iddleton.
>/++:+ ?&A $AC/B::H,
G&ntroduced IA lesson of the dayJ Einited people to guess theanswer. $or those who neededfurther eplanation would get itthrough our $aceboo%.
T:P&CA> C:?/=+AT&:+,
GTwitter helped us engage inconersations that are topical. 7etal%ed about >ee Chong 7ei andPandalela =inong at the :lympics3because :/ had an :lympicsepisode! =amadan and Kari =aya!erde%a! 5P+=! P=! +P etcD
Source: "stro 2012
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>&+T/&; T: C:+5/=+,
G+ocial media was also used tomonitor and listen to whatconsumers are doing. Kashtagsare ery useful to do this.
/LC>5+&?/ C:T/T,
G7e offered eclusie behind thescenes and snea% pee%s only toour social media fans.
G/.g. &nstagram carried the firstimages of Aaron AMiM as thesurprise ;uest star on :/
/;A;/0 C/>/B=&T&/+ E CA+T/B/=+ A+ &$>5/C/=+
GCast embers as well as anycelebrity guest stars wouldspread buMM on :/ encouragingtheir fans to engage with ourshow E tune1in
B'ST ,RA$T%$' $AS' ST(C: #+ MC 'N*&%S+Social Media %nte/ration ) 'n/a/e.ent %%
9
Source: "stro 2012
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B'ST ,RA$T%$' $AS' ST(C: #+ MC 'N*&%S+T+' R'S&TL B'$#M%N* A ,#, $&TR' ,+'N#M'N#N ) A$+%'F%N* +%*+ F%'W'RS+%,D
Bloggers International Celebs..
#h M= 'n/lishhas s6ared anationwide
.oe.ent tos6ea -etter
'n/lish"
The -rand isnow 6art of
6o6ular lin/o )culture"
Letters to the Editor..Thousands pledged to improve
their English
On Hot ListsTrending on Twitter
On the streets!
In Pasaralams!
Copied b
pirates!
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2" S#$%A& M'(%A %M,#RTAN$'
B'C#N( MARK'T%N*
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Social Media Be=ond Maretin/Companies need to start embracing social media tools 1including internal networ%s E real1time chats and wi%is1for usesthat go way beyond the familiar applications for mar%eting and community building.
%nternal Networin/ tools 3allow %nowledge sharing between different teams E+treamline internal communication
Sales tea.s cultiatin/ leads and monitoring the sales funnel ia social channels %.6roe.ent of custo.er serice ,redict uture Bu=in/
Tools ) Trainin/ are needed to analyMe the huge amounts of data flowing infrom social media and how they then lin% to all the other touch points consumers
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hae with your brand, 1 $rom Comments
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!" M'ASR%N* S$$'SSS%N* ''$T%F' M'TR%$S
AN( TRA$K%N*
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Social Media Maretin/ Measure.ent
easuring +ocial ar%eting =:&is a fie1step process,
eryone likes to be /liked.0 But "or
com*anies using social media to aciee
real1 tangible1 measurable results1 te
real uestion is1 /3o, does tis gro, mybusiness40
-. 0&+C:?/=@
2. &T/=ACT&:
*. T=A+ACT&:
4. /0:=+//T
. APP&; E C:==/>AT&:
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Ma66in/ )$orrelation
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Ste6 1: (iscoer= Closely monitor conersations about your brand and interests similar to your
brand offerings
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Ste6 2: %nteraction ow youNe heard your customers! /ngage with them.
- Proide Coupons
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Ste6 !: Transaction 7#6tional9 @ouNe loc%ed in their interest. ow direct them to purchasein% them to a transactional page 3website
- Create a social media E mobile application that allows for
ease of transaction on a campaign basis 3special deals
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Ste6 5: 'ndorse.ent &dentify E +egment Adocates who will influence different groups of
customers to gain interest in E purchase
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Ste6 : Ma66in/ ) $orrelation irstl=: Correlate business outcomes with +ocial
edia Actiity
Secondl=: Based on learnings! +et businessoutcome benchmar%s for future social mediaactiities
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Ste6 : Ma66in/ ) $orrelation Kow to Correlate business outcomes with +ocial edia +tatistics E Actiity
Business #utco.es:-. &ncrease in Brand Perception
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$ase Stud=: (ell ;rowing numbers of global organiMations are building multimillion1
dollar .ission control centers for social .edia: monitoring and
responding to the torrent of social commentary and Rueries floodingin ia $aceboo%! Twitter and other channels
0ell's social media ground control and command center in =ound=oc%! Teas! has a total of 4 e.6lo=ees .onitorin/ socialconersations fro. around the /lo-e! 3+ource, =ead7rite7eb
+canning ace-oo3 Twitter and other networ%s! the team processes23 dail= social .edia eents a-out ('&& in 11 differentlan/ua/es3 responding to most Rueries and complaints within 24hours.
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Bac% in 0ecember! 0ell reported that offers from its 0ell :utlet Twitter Account has boo)ed more than *+ million in
re%enue attributable to its &itter posts( &t might sound li%e a small percentage for a company that boo%s O-(B inreenue annually6but a nice number howeer! especially in a dreary economy.
The :utcomeQ
Source: C 2012
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Ke= Taeawa=s:
0etermine your business goals supported by social media strategy E efforts
&nest in +ocial edia C= tools
/ngagement is Hey to =:&
Confident! socially1engaged eecuties E employees are central to your success
5ltimately! there are far too many ariables to limit social media to a single fied point. @ou canNt pinpoint when acertain customer decided to ma%e this switch either.
7hat you should do instead is focus on findin/ out what =ou hae learned fro. =our custo.ers and stren/then =our-rand 6erce6tion ) satisfaction 7i.6roe on =our offerin/s ) thus oerall senti.ent9
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Twitter: OJess6in-err=