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At last, Day 1 of the 2011 National Sales and Marketing Congress has kicked off! The atmosphere here at Carlton Hotel is abuzz with excitement and anticipation. With a great mix of speakers, topics and people, the Digital Marketing Sessions of this year’s NSMC is definitely something worth following.
B2Bento brings you a summary of Day 1, covering hot-off-the-press updates (well, almost) straight from the sidelines.
Digital Marketing Sessions (Day 1)
[Recap from 4:25pm] “Crisis Management on Resolving Online Controversies”: RyanLim, Business Director, Blugrapes
Most brands only take social media crisis management when an actual problem hits them.
Three Major Phases: Pre-Crisis, Crisis Management, Post-Crisis
“Social Media is never the root cause of the problem, it is just an amplifier.”
“The best cases of social media crisis management are those that even consumers are not aware about.”
[Recap from 3:10pm] “Paid Search Advertising – Best Practices Moving Into 2012”: EuGeneAng, CEO, Clickmedia Pte. Ltd.
The Search Landscape
Search is still relevant even in the “Age of Social”. If nobody knows you, how can you engage anyone? With the rise of Social Media, how relevant is Search today?
The ubiquity of search – 86% of people still turn to search engines to find something on the internet. Search still figures very much in consumer path to purchase. Google is still the dominant force especially in SEA. Yahoo is trending down and Microsoft is actually going up.
How much more or less do you expect to spend on paid search in 2011 compared to 2010? Most organizations are going to spend more on paid search according to SEMPO.
Improved Google Paid Search – relevant deep site links, ad extensions like location components, instant call, etc.
SWOT Analysis of Paid Search
Best Practices for 2011 – Objective is to improve ROI from paid search
Moving into 2012
Tap the rise of mobile internet and the rise of local search. “Think Mobile, Think Different.” In mobile, ad position is important (Google set it at a maximum or 3 top ads and 3 bottom ads regardless of device orientation). Optimize mobile landing page – task-oriented, simple site design, one-column layout. People search differently when searching on mobile devices compared to those who are using desktops. Think local search – use click-to-call and location ad extensions.
[Recap from 1:30pm] “Designing a Social Media Brand Strategy”: IanMcKee, CEO, Vocanic
As technology got smaller, cheaper and faster, the amount of information that we share with each other become more influential. Today, traditional media represents the minority in terms how content are reaching consumers. We as individuals rely on the stuff that our friends share in terms of what is interesting to people as consumers.
“If you talked to people the way advertising talked to people, they’d punch you in the face.”
Most of the traditional advertising content so often loses people’s trust because people do not necessarily connect with the messaging.
Media Time vs. As Spend – Companies are spending money in the wrong place. On average, most brands will overspend on traditional marketing as opposed to digital marketing. A Morgan Stanley research shows that there is $50B Global Opportunity in Digital.
Search is a hygiene factor and must be considered in any brand’s digital campaign. Social is also a must. But display advertising is not something that brands should be doing.
“We are going towards an era where traditional advertising is actually going to be bad for your brand.”
Be where the people are: people are spending more time on Facebook and Google. There is a 9% decline every year on traffic on brand pages. Websites need to evolve. The company page still has a role to play but it is just not what people are flocking to now.
Brand Social Engagement – Fortune 500 companies who have strong social media footprint also perform great across the board.
Developing a Brand Strategy for Social Media
What’s the ROI of social media? It depends on what you want to do. Figure out what you want to achieve.
This is the future
Facebook Open Graph – Facebook knows a ton of information about your customers. Social CRM. Social Commerce. Location – represents another data point. “Appification” – Apps on not just phones but other devices like TVs. Businesses need to transform. The consumer has changed. The landscape has changed. Advocacy is the new “marketing gold.”
[Recap from 11:00am] “How will your business be better in a connected world?” – Keynote Speaker: Nick Gibbons, Director Sales, Facebook
Facebook focuses on how people are connected to each other and to brands and advertisers. “We’re here to reinvent how brands and consumers relate to each other.” Facebook has always veered away from traditional “mad men”-era advertising (interruption broadcast methods).
“Social marketing is a relationship platform … building long lasting relationships.”
Nike Football Facebook video – build a relationship with the consumer through the Facebook community.
Extensive and Authentic Targeting – Never before in the history of the world has there been a platform like Facebook. A massive amount of data is available in Facebook which marketers can use to target consumers.
Social Media drives discovery and advocacy
The role of advocacy is to overcome ‘Path to Purchase’ barriers
Facebook is the brand that gets the most criticism from Facebook users.
Connections are happening on a massive scale – there are 840M people on Facebook. Every day: 2B posts are liked and commented on, 500M users log in, 250M photos are uploaded.
Facebook Timeline video – the Timeline will be available SOON!
We build social products – Pages, Ads, Technology
Facebook Huggies Ad – increase exposure of Huggies (in HK). Phenomenal response (100,000 initial likes – multiplied to 7M through the personal networks).
Product Ideation: Social by delivery. Facebook Connect. Social by design – Think about people first then work on the campaign and not the other way around.
[Recap from 9:15am] “The Acceleration of Everything” – Keynote Speaker: JulianPersaud, Managing Director, Google South East Asia
7 years and running at Google. Interesting lessons working in SEA. “45-50 markets but we really focus on 6-7 key markets in SEA”. SEA is an incredibly vibrant area for Google and the company is expanding into the region. Google has 300 people based in Singapore now.
Digital Revolution in Context
The growth is not going to plateau in the next couple of years. Internet users worldwide: 2010 – 1.9B, 2020 – 5B. Mobile subscribers: 2010 – 5B, 2020 – 10B. Digital Information in the world (videos, photos, etc.): 2010 – 800 exabytes, 2020 – 35 zettabytes.
eBay, Farmville, Amazon, YouTube views, iPhone app store – exponential growth. Consumer behavior is changing rapidly.
The Four Be’s
Accelerating into the Future: Four Predictions
Questions we ask ourselves
Google in 2011
“Google is not a conventional company. We do not intend to become one.” – Google Founder’s Letter
“Think big, but start small.” “Continual Innovation.” “Share everything.” “Data drives decisions.” “Be a platform.”
10 Things Google has found to be true
“There are some questions that can’t be answered by Google.”