Day 2 of NSMC 2011 is underway! Damien Cummings and Vaasu Gavarasana opened up the first half of the day. And from the way things are going, tons of great insights are on the way. B2Bento is here to bring you updates of Day 2 straight from the sidelines as they happen.
Digital Marketing Sessions (Day 2)
[Recap from 4:00pm] “Building Towards Social Business – Five Digital Trends to Retain Your Customers”: John Kerr, Regional Digital Director, Edelman Digital Asia Pacific
Who is best-placed to capture the emotion? Technologies get the attention, yet they’re fleeting. Trends, however, develop more slowly and are often timeless.
Focus on trends: today’s biggest trends – Real Time / Social Business
“Social business means doing business in a more connected, participatory and socially responsible fashion. If done correctly, it benefits multiple stakeholders: your customers, employees, advocates, partners, etc.” – David Armano
“Social Media potential goes beyond marketing and campaigns. The future is Social Business.”
2011 APAC Digital Trends to Watch
Best PR program in the world? NAB – “The Break Up”
[Recap from 2:15pm] “Maximizing Search and Social Media Mix”: Wayne Eo, Managing Director, OOm Singapore
Social Media Marketing – Where is SMM Going?
“Social Media Forecast to support 1/3 of Customer Issues in 2011.”
Facebook has taken the world by storm – 750 million users. The average Facebook user has 130 friends. More than 25 billion pieces of content (web links, news stories, blog posts, notes, photo)
Twitter – Twitter’s web platform only accounts for a quarter of its users – 75% use third-party apps. Twitter gets more than 300,000 new users every day. There are currently 110 million users of Twitter’s services.
LinkedIn – There are more than 70 million users worldwide. 80% of companies use LinkedIn as a recruitment tool. LinkedIn receives almost 12 million unique visitors per day. Executives from all Fortune 500 companies are on LinkedIn.
YouTube – still the most powerful video platform on the web today.
Blogs – 77% of internet users read blogs. There are currently 133 million blogs listed. Blogging supports SMO and SEO: 97% more inbound links from companies that blog
Search – 93% of worldwide consumers use search engines to find and access websites. Search has evolved from plain listing to universal search with images + rating.
How social media affects SEO today: Quality over Quantity. Re-tweeting relevance. Facebook Authors. Blogging/Commenting
SEO + Social Media = New Search: Reputation (Link) Building Strategies become crucial. Blogs = Inbound Link increase. User Generated Content
Search and SMO Converge: Facebook, Twitter, LinkedIn, YouTube … feed search. Rise in social media on-site search. Real-time search (Google)
Keyword Strategy: What is the Brand Value Prop? What are we selling? What do you want the audience to say about us?
Social Media Strategy: Determine brand perception. Determine Success – shared content, quality followers, comments, targeted engagement. B2B vs. B2C – different strategies. Plan frequency, content type, target characteristics. Create unique brand proposition. Plan SM buys, viral campaigns.
Key Points on using SM for SEO
[Recap from 1:00pm] “Social Analytics: Measuring What Matters”: Anol Bhattacharya, CEO, GetIT Comms
Social Media touches every facet of Marketing. In this part of the Day 2, B2Bento’s very own Anol tackled fascinating but not so typical metrics parameters such as the gap between brand position versus perception as well as competitive buzz metrics benchmarking.
Brand Perception – Keyword Mapping.
“Branding is a set of keywords in your prospects’ mind.”
Tools of the trade: Depends on your needs and budget. But at least have one. (ex. JamiQ, Meltwater Buzz, Brandtology, Radian 6, ViralHeat, ThoughtBuzz, etc.). Geographic relevance is also critical.
Example of Sentiment Analysis: SingMood – measuring Singapore’s emotion through Twitter.
Competitive Benchmarking – You have to benchmark against competitors.
Example: Video Conferencing (Cisco, Tandberg, Polycom, Avaya, etc.)
“Don’t just jump into the social media bandwagon naively.”
Analysis / Metrics before you start in Social Media
ROI – The Holy Grail: Conversion Metrics: Sales for B2C / eCommerce. Lead Generation for B2B
Social Analytics – Google Analytics
[Recap from 10:45am] “The Digital Transformation: How Marketers Can Transform Their Brands Online”: Vaasu Gavarasana, Digital Evangelist, Asia Pacific, Yahoo!
“Transformation is taking what we know and re-arranging it to have new meaning.”
The Strategic Role of Content – Stimulating Demand and Building Brand Saliency, Online
What is “Scheduled Consumption of Media”? – Traditional media like newspapers, tv, radio, etc. This is the kind of media that we all grew up with. Today this is all changing. Media today is now 24/7/365 and device independent!
“People who are not in the media business are getting into media. Take a look at Amazon.”
“Marketers use media to get messages across.”
Changing Media – Playing Games Together! New Family Time Together!
Since consumers today are “always on”. Are brands “always on”? “Always On” not a key challenge!
Key Challenges for Marketers:
Current Brand Communication Process: media bursts. The interruption model. All of these need to change.
“Digital Marketing today should not be an afterthought.”
Key Consumer Gap: The world of scheduled branded content is limited by supply.
Solution: Re-think the Context of Content.
Brand Content à Integrated Digital Content Strategy: Banners, Microsite and eCommerce, TVCs, Search, Social, Blogs, Articles, Videos
Insights on Content
The Engagement Model
The Digital Landscape today:
Search. Content. Social. The answer should not be OR but ALL. These three should be integrated.
POEM Media – Paid, Owned and Earned Media
[Recap from 9:00am] “Social Media Marketing and Realizing ROI: A Dell Case Study”: Damien Cummings, Online and Social Media Director (Consumer and SMB), Dell
During the early days of social media, Dell had what they referred to as “Dell Hell”. They were performing badly. In 2006, Michael Dell came back and wanted to change things. Dell now has a listening and content strategy as part of it social commerce strategy which revolves around its 5 social media pillars.
Social Media Strategy – 5 Steps to Social Media Leadership
Social Media Listening Command Centre
Example: “Gorilla Glass” on Dell Streak 5 – The “gorilla glass” on Dell Streak tablet phone is breaking. Complaint mentioned Starhub and Dell and highlighted that the “gorilla glass” is not under warranty. Dell and Starhub immediately looked into the case.
4 ways to build fans, likes and connections
Video: User Generated vs Agency Produced
Example: Gadget Unboxing videos (295,217 views) vs. Agency Produced videos(7,429 views) – both Alienware
Social Media has empowered customers. Companies don’t have full control over their brands in social media.
Social Commerce Group Buying via the Dell Swarm brand – Groupon component
Dell Swarm Platform Positioning – Group Buy Focus: S&P and End-of-Life
Next Steps for Dell Swarm: Geo Expansion à Partnerships à Mobile and Social Integration
Twitter: @DellOutlet 1,570,397 followers. $15m+revenue à demand generation tool
Social Transformation: Training all of Dell’s 100,000 employees in social media.
Dell’s 5 Social Media Principles:
“Social Media amplifies people’s opinions. If you want to get best results, identify key positive things and amplify them.”