digital media trends and strategies Oct 2020 (Draft)
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This document discusses trends in digital platforms and social media usage globally and in Singapore. It provides statistics on smartphone ownership, mobile and social media usage. It outlines the key opportunities and challenges of using email for marketing. It also discusses trends in video consumption and social media engagement. The document categorizes different types of social media and provides examples. It explores why organizations use social media and common social media marketing activities.
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digital media trends and strategies Oct 2020 (Draft)
- 1. Global social content strategy and planning
- 3. Source: Hootsuite & WeAreSocial 2020
- 4. Source: Hootsuite & WeAreSocial 2020
- 5. Source: Hootsuite & WeAreSocial 2020
- 6. Source: Hootsuite & WeAreSocial 2020
- 7. 4 Key digital platforms EmailSocial Search Mobile The Art + Science of Digital
- 8. Email - Opportunities • Awareness building • Can be personalized • Content is: – Rich – Detailed • Can be automated • Can be scheduled
- 9. Email - Opportunities • Database dependent: – Clean & updated? – Sizeable? – Relevant? • Over zealous spam filters • Limited frequency • Limited credibility • Low open rates
- 10. Source: Campaign Monitor, 2020
- 11. 52% 18% 15% 9% 6% Worldwide Smartphone Market Share APAC Europe North America Latin America Middle East Mobile - Smartphone
- 12. Source: eIQ, Feb 2017
- 13. Mobile video usage across the world Source: eMarketer, 2019
- 14. Singapore mobile video consumption
- 15. Mobile web or app?
- 16. Internet & social media users 4.3 5.2 22.0 46.0 62.0 50.0 130.0 5.0 6.7 26.0 57.0 67.0 64.0 143.3 0.0 20.0 40.0 60.0 80.0 100.0 120.0 140.0 160.0 Singapore Hong Kong Malaysia Thailand Philippines Vietnam Indonesia Internet Users Social
- 17. The [fragmented] world of social media
- 18. The [fragmented] world of Chinese social media
- 19. Global Social Media Users 2.41B 610M 2.0B 310M Sources: Statista, Business of Apps, Messenger People, 99Firms, TechCrunch, Omnicore, Tech in Asia, 2017 - 2019 330M 214M 1.08B 1.6B 1.6B 1B
- 20. Singapore social media users Sources: Statista & Singstat, Q3 2018 4.0M 1.3M 2.5M 3.9M 1.4M 1.3M 2.4M 4.1M
- 21. Source: GlobalWebIndex, Q1 2018
- 22. Trends Moving Forward • Mobile (Smart Phone) • Videos – 85% of Facebook videos are watched without sound** • Social Media Engagement by companies • Companies on multi-platforms of fragmented social media to reach audience
- 23. Source: Hootsuite & WeAreSocial 2020
- 24. Different types of social media 1. Social Networks 2. Messaging Apps 3. Media Sharing Networks 4. Bookmarking & Content Curation Networks 5. Consumer Review Networks 6. Social Shopping Networks 7. Sharing Economy Networks
- 25. 1. SOCIAL NETWORKS Connect with people What’s the purpose? Egs:
- 26. 2. MESSAGING APPS Send messages and chats What’s the purpose? Egs:
- 27. 3. MEDIA SHARING NETWORKS Share photos, videos, live broadcasts What’s the purpose? Egs:
- 28. 4. BOOKMARKING & CONTENT CURATION NETWORKS Discover, save and share new content What’s the purpose? Egs:
- 29. 5. CONSUMER REVIEW NETWORKS Find and review businesses What’s the purpose? Egs:
- 30. 6. SOCIAL SHOPPING NETWORKS Shop online What’s the purpose? Egs:
- 31. 7. SHARING ECONOMY NETWORKS Trade goods and services What’s the purpose? Egs:
- 32. Singapore social media users - Facebook 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 900,000 1,000,000 20 - 24 25 - 29 30 - 34 35 - 39 40 - 44 45 - 49 50 - 54 55 - 59 60 - 64 >= 65 Social Media Users Social Media Mobile Users Source: Facebook, Oct 2018 Age Size
- 33. Why organizations use social media? Effective Leverage Intimate
- 34. Common activities of social media marketing Source: Buffer, 2016
- 35. How are the various platforms used? Official Behind the scenes Casual Content Language Formal
- 36. Search Do the following task: • List the keywords of choice • Google the keywords • Check if your key destinations are on results of page 1 or 2 • Take note of who else share the coveted results page 1 and 2
- 37. Organic search ranking factors
- 38. SEO checklist • Keywords • Keywords density • Inbound links – Websites – Directories – Partners • Social media links
- 40. Digital Agencies / Services Digital Agencies Professional Services Creative Media Exchanges Performance Public Relations Consultants Strategists CX, UX Auditors Research Channel Services Website Search SEO SEM (Paid) Social Media Influencers Mobile Email Based on industry demand:
- 41. Types of traffic drivers External Earned Paid Internal Owned - Free Cost
- 42. PEOC Paid Media: Digital media channels that a brand pays to utilize. Owned Media: Any platform that a company owns, controls, utilizes to reach its target audiences. Earned Media: Something generated by word of mouth, buzz or a communication ‘going viral’. Converged Media
- 44. What is converged media? • Two of more channels of paid, owned and earned media. • Consistent storyline, look and feel • All channels work in concert, enabling brands to reach customers throughout the customer journey
- 45. Customer’s Journey Source: comScore Device Essentials Jul 2013
- 46. The digital customer lifecycle
- 48. Consumer experience (CX) funnel Awareness Education Consideration Purchase Loyalty Advocacy Social Media
- 49. Mapping some online marketing to CXF layers CXF Layers Online Marketing Activities Awareness • Grow brand awareness • Build online community Education • Establish Thought leadership • Engage customers Consideration • Generate leads • Conduct research • Deploy recommendation engines Purchase • Online tactical offers • Deploy re-targeting campaigns Loyalty • Offer exclusive offers • Deploy rewards programs • Offer customer service Advocacy • Recruit advocates and employees • Manage reputation
- 50. Strategic vs Tactical Marketing Strategic Tactical Purpose Why How Focus Macro Micro Timeframe Long term Short term Activity Plan (Direction) Do (Steps)
- 51. Map strategy to campaigns/tactics Three core strategies • Grow • Maintain • Protect
- 52. Strategy - Profiling your Target Audience (TA) Geographic • Region • Country • Population • Climate Demographic • Age • Gender • Nationality • Ethnicity • Occupation • Income • Family size Psychographic • Lifestyle • Personality • Values • Interests Behavioral • Brand loyalty • Values sought • User status • Usage rates • Occasions • Readiness to buy
- 53. Types of buying roles • Individual vs panel • Primary & secondary
- 54. “Mapping the psychographics of your target audience will help refine your social advertising targeting & your social media content strategy”
- 55. Key Opinion Leaders 0% 20% 40% 60% 80% 100% Solve customer issues Improve customer satisfaction Manage brand reputation Improve sales conversion Drive lead generation Support product launches Increase share of voice Increase brand awareness Improve brand sentiments Reach new audiences Improve brand advocacy Source: State of Influence 2018, Altimeter
- 57. Ideas to collaborate with KOLs • Product sampling • Giveaways (for KOLs’ followers) • Reviews • Sponsored content • Guest posts • Mystery shopping • Insights panel • Idea generation • Talent pool • Product/service development • Early warning & detection
- 58. Global Strategies • Geographical Segmentation in Social Media • Regional Social Presence • Schedule in local time zones & message locally • Keep up with local news & holidays • Create a Social Media Content Calendar • Decide what to standardize, what to customize region-to-region • Check in on analytics and strategy by region
- 59. Geographical Segmentation in Social Media • How you want your brand seen across the world. • Overall marketing strategy for adaptation to local market. • Ecommerce strategy. • Localized promotions to brick-and-mortar stores.
- 60. Regional Social Presence • Localized content gets more interactions
- 61. Regional Social Presence • Post at the right time, with right tone of language use gets better reach and exposure for the brand. • Deliver it with relevant support for other campaigns in the region, publicizing promotions.
- 62. Schedule in local time zones & message locally • There are times where the audience reads your posts and engages with you. Post your content, especially promotions during these peak hours. • Use of “localized” language can build better connection with the community.
- 63. Keep up with local news & holidays • People like companies who are part of the community. It builds trust. • Celebrating holidays together, doing gifts- with-purchase and other holiday promotions during local holidays. • Keep up with major news stories, share news and offer support to show that the company is part of the community.
- 64. Create a Social Media Content Calendar • Develop a weekly or monthly plan based on experience and incorporate ideas gathered for content that will engage them. • Schedule special posts for seasonal holidays. • Use weekly hashtags. • Regularly share promotions and deals. • Plan a regular live session. • Regular blog content. • Share testimonial and reviews.
- 65. Decide what to standardize, what to customize region-to-region To Standardize • branding • positioning • social customer care • benchmarking practices • commitment to research To Customize • demographics • positioning with regards to local competition • language • cultural preferences • posting time & frequency
- 66. Check in on analytics and strategy by region • Set different goals in different segments identified in your social media content strategy. • Benchmark against the competition and market. • Modify and test different strategies to get better results in each region. Apply successful strategies from other regions to test locally.
- 67. Important Considerations • Company structure and branding strategy. • Resource and team. • Goals on social and how they fit into your global marketing efforts. • Competition locally and globally.
- 68. Things to look out for in 2021 • If your audience is between 16 and 24, TikTok is showing strong growth with many youths downloading and using it. • Stories are the new trend – Facebook Stories and Whatsapp Stories are getting popular, and other platforms like YouTube and LinkedIn are developing stories platforms as well to show the authentic side of businesses and influencers
Editor's Notes
- #26: Facebook Wechat LinkedIn
- #27: Telegram – highly secured that even terrorists use it Whatsapp Facebook Messenger
- #28: Instagram Tumblr Youtube TikTok - https://www.youtube.com/watch?v=sed_Hbb5dmw
- #29: Pinterest – Flipboard
- #30: To consider in your marketing mix if you are in the F&B, attractions or hospitality industry Burpple Tripadvisor
- #31: To consider if this can be an additional distribution point for your product or service? Think of this as the new classified ads
- #32: Gojek Ryde Helpling
- #48: The bulk of our opinions are formulated way before we even physically encounter or transact with the organization/brand. Take this typical consumer journey map and notice the user touch points that are primarily online. Social media, when used correctly will influence decision making process. Essential ingredient is however credibility.
- #65: When there isn’t a salesperson or trusted expert to guide you toward the right decision, reviews are important to social back in shopping