The Singapore Marketer (Apr-Jun 2016)

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12 Seven Deadly Sins of Social Media Advertising 16 Social media data analytics that potentially transform retailing businesses 22 Social Referral – It’s time to expand from traditional social media and maximise its effectiveness MCI (P) 129/06/2015 The Official Publication of the Marketing Institute of Singapore, the National Body for Sales and Marketing

Editor’s Note Welcome to another issue of The Singapore Marketer. It also marks the beginning of an augmented role for me as the publication’s new editor. I must give credit to and thank Dean Shams for his devotion and passionate involvement in making The Singapore Marketer more appealing for readers. Marketing techniques are constantly evolving and tools are invariably transforming, all of which will pose ongoing challenges of renewal for marketers to stay relevant in the game. Understandably, there won’t be any room for laid-back marketers.

The core principles of marketing, however, still stands. Know your customers outside-in and your competitors conscientiously are two key fundamental wisdoms that enhance marketing success.

THE SINGAPORE MARKETER

April - June 2016

Editor Mickey Hee Contributing Writers Jacky Tan, Marcus Ho, Wong Woei Fuh, Veronica Lind, Chris J Reed and Eugene Sim MIS EXECUTIVE COUNCIL President Roger Wang 1st Vice President Bhavik Bhatt 2nd Vice President Lee Kwok Weng Honorary Secretary Dean Shams Assistant Honorary Secretary Leonard Zuzarte Honorary Treasurer Paul Lim

How many social applications do you have on your phone? Only Facebook? Then you might be missing out a lot. What does 2016 hold for social media users? We will expect to see new technologies fundamentally changing the way we interact with social media, opening up new and more options to shopping and enabling us to share ever-more vivid, real-time experiences. But new functionality and the widening universe of social options also threaten to leave some users in the dust. If you are currently stressed out about how you are going to pull your social strategy together for next year or balance the time and resources you do have for social marketing, you are not alone. Read about it!

In this issue, we have gathered several social media gurus to shed some light on driving qualified exponential traffic in social media campaigns and provide practical conversion optimisation tips. So if you are keen to grasp some of these for your upcoming Facebook, Instagram or Snapchat campaign, flip through the pages! Some say that you should invest your marketing dollars across all social media platforms while others advise you to shift towards the newer ones. In Jacky Tan’s article, he explained why you should actually go with the latter.

For those who are on multiple social platforms, ensure that you do not have a one-sizefits-all content for everyone as each platform should be created to cater to different sharing preferences of individuals. Marcus Ho listed out the seven deadly sins of Social Media Advertising, one of it is ‘sloth’. Tailor fit your content based on the platform and the message to optimise the effectiveness of your post.

On a final note, The Singapore Marketer is finally available as a complimentary magazine on the Magzter platform. Do share this wonderful news with your friends and fellow colleagues who are always enthusiastic about keeping themselves updated on the latest marketing tips and trends.

Enjoy this issue!

Asst Honorary Treasurer Lydia Neo Co-opted Council Members Alex Lim Freddy Tan Gerry Gabriele Seah Design & Layout Kelvin Wang Production, Advertising & Circulation Joreen Yee joreen.yee@mis.org.sg Publisher Marketing Institute of Singapore 51 Anson Road #03-53 Anson Centre Singapore 079904 Tel: (65) 6327 7572 Fax: (65) 6327 9741 Email: singaporemarketer@mis.org.sg Website: www.mis.org.sg

Mickey Hee

Editor

The Singapore Marketer is a quarterly magazine published by Marketing Institute of Singapore. Tel: (65) 6294 7227 MCI (P) 129/06/2015. Subscription is available upon request; please contact Joreen Yee at joreen.yee@mis.org.sg.

The views expressed in The Singapore Marketer do not necessarily represent those of the Marketing Institute of Singapore. No responsibility is accepted by the Institute or its staff for the accuracy of any statement, opinion, or advice contained in the text or advertisements, and readers are advised to rely on their judgment or enquiries, and to consult their own advisers in making any decisions which would affect their interest. All materials appearing in The Singapore Marketer is copyright. No part of the publication may be reproduced without prior written permission of the Marketing Institute of Singapore. The Marketing Institute of Singapore welcomes contributions and letters. These might be edited for clarity or length. Articles, letters and requests to reproduce articles appearing in The Singapore Marketer should be sent to the Editor, Marketing Institute of Singapore, 51 Anson Road, #03-53 Anson Centre, Singapore 079904 or write to singaporemarketer@mis.org.sg.

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Content Page

03 COVER STORY Are Instagram and Snapchat, the Next BIG Things in Singapore Consumer Market?

A MARKETER’S STORY

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Inteview with Jackson Sim, St. Regis

GURU TALK

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Social Referral – It’s Time to Expand From Traditional Social Media and Maximise its Effectiveness

FOCUS

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7 Deadly Sins of Social Media Advertising

BUSINESS SCHOOL

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FEATURE

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Social Media Data Analytics that Potentially Transform Retailing Businesses

Why are Some Professionals and Businesses Still Not On LinkedIn?

MARKETER@WORK

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Interview with Lucius Young, Unilever

DIGITAL DIGEST

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Online Lead Generation: How SMEs Can Consistently Generate Qualified Leads Online for their Business

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SPOTTED

Cover Story

Are Instagram and Snapchat, the Next BIG Things in Singapore Consumer Market? Âť By Jacky Tan

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Still loving Facebook? Well, this social media platform is already considered “old school� for the new group of young adult consumers (from 13 to early 30s) in Singapore.

If your business is still not in either Instagram or Snapchat, you might be losing an enormous chunk of potential customers. And guess what? This enormous chunk of customers is still increasing at an increasing rate.

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Here are some of the best reasons why you should shift your marketing focus to the newer social media platforms such as Instagram.

#1 Advertising in Facebook is Too

Saturated

We all know you got to advertise in order to reach out to your own Facebook fans. That advertising model might work initially, but as the number of advertisers (your competitors) grows, the paid reach on Facebook will start to decline as well. So, you might have to pay even more to reach out to the same number of people.

In February 2015, Facebook announced that it had reached over 2 million advertisers, which is a 33% increase from 1.5 million advertisers in July 2014. Coupled with the news that young adult consumers are turning away from Facebook (where their parents are) to mobile-friendly social media networks such as Instagram and Snapchat, it seems that the strategy of advertising on Facebook may not be working for some businesses anymore.

The situation of saturated advertisers is not very ideal especially if your business is catered mainly to young adult consumers and many of your competitors may be spending high marketing dollars to reach out to the same limited number of consumers on Facebook.

Cover Story

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The key to Instagram marketing success, therefore, lies strongly on the content of your advertised posts as well as organic posts on Instagram.

#2 Instagram Advertising Model

is Different And Better

Instagram advertising which just started in mid-November 2015, brought new hope to many business advertisers in Singapore as they can reach out to a better and younger consumer audience.

Perhaps the people at Facebook realised that it cannot repeat the history of saturated advertisers’ situation. On the other hand, Instagram advertising model is an entirely different but better ball game as compared to Facebook advertising.

This new ball game of Instagram advertising is that it is largely based on your content that you wish to deliver to the consumers. It is unlike Facebook advertising where you can advertise with the objective to increase Facebook fans such that the more monies you put into Facebook advertisements, the more Facebook fans you will get. Such old method of advertising for followers may impose the problem of saturated advertisers and falling organic reach which Facebook is currently facing.

The key to Instagram marketing success, therefore, lies strongly on the content of your advertised posts as well as organic posts on Instagram. If you have more

consumers who liked your content and then become your followers, there is a likelihood that these consumers will be more loyal to your brand.

This hence makes your social media engagement rate better which will lead your business to better customers conversion rate in the long run. For competitors with high marketing dollars but poor content, they will hence see a lower engagement rate and conversion rate via their Instagram advertising strategy.

In other words, Instagram advertising rewards brands with quality content better.

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A strong content strategy on Instagram goes in sync with your brand direction.

#3 Say Hello to Organic Reach

Again!

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We all know that Facebook restricts the number of organic reach.

Says if you have 10,000 fans on Facebook, perhaps your post can only be reached by about 100 to 300 people organically? As for Instagram and Snapchat, all your followers can see your posts. Hence, the success factor is to have more people to follow you on Instagram or Snapchat. It makes more business sense this way, right?

There are basically two types of followers on social media. The targeted consumer and the nontargeted consumer. It is important to focus on the former when we advertise on Instagram. That is why you need a perfect Instagram content strategy.

A strong content strategy on Instagram goes in sync with your brand direction. Focus on the content which is related to your brand. If your business is in fashion, show content about fashion. If you are into interior furnishing, show content about interior furnishing. Just show the potential customers on Instagram what they want to see and you will get more and more targeted customers. This will further lead to better engagement rate as well as a stronger brand presence on Instagram. Do not show customers content that are not relevant to your brand.

As for Snapchat, your content will disappear within a 24 hour time limit. Therefore, many brands use it as a cross-platform marketing strategy, where they can direct their snapchat followers via their content on Snapchat, to follow their brand on Instagram or vice versa.

Whether you are using Snapchat or Instagram, the organic reach rate for your marketing content will still fare better than Facebook. This helps to make your social media marketing strategy more efficient in a way that you don’t have to spend money to advertise on your followers as they will be able to see your content for free!

Cover Story

#4 Real-Time Updates

#5 Longer Staying Time

Brands on Snapchat provides real-time (10 seconds) video updates such as behind the scenes footages or new product previews. This adds authenticity to the brand, thus making it more personal to the new age consumers, therefore, increases their confidence in your brand.

On Instagram, your posts have longer staying time on your followers’ news feed as compared to Facebook. This will henceforth, increase brand familiarity especially if you are marketing a new product or new business.

So back to the question, “are Instagram and Snapchat, the next BIG things in Singapore consumer market?” Well, the answer is a definite “yes” for Instagram since advertising options are already available and a large group of young adult consumers are already using Instagram actively.

As for Snapchat, in my opinion, it is a fantastic conversation tool where we can create and share interesting bits of content to our

family and friends. But it is still a long way to see some pretty good sales conversion rates for businesses as the demographic for Snapchat is relatively younger and there are fewer success stories compared to Instagram. However, there is no harm trying Snapchat as a business marketing tool, since it is free and the number of young adult Snapchat users is still growing.

In summary, if you are beginning to see some lingering conversion results from your Facebook marketing strategy, perhaps it is time to switch to Instagram. Though there are not much success stories for businesses using Snapchat, there’s no harm trying it. Who knows your business might be one of the first success stories for Snapchat marketing in Singapore?

ABOUT THE WRITER

Jacky Tan is the principal brand strategist of Jack And Chaz Pte Ltd, a boutique content marketing agency in Singapore. He is also a professional marketing writer, brand strategist, speaker as well as published book author of “Social M – How Your Startup Can Take On The Big Boys Today”.

Jacky is contactable at biz@jackchaz.com.

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A Marketer’s Story

Interview with Daniel Heerkens

Director, Digital Marketing Strategy, 2Stallions Daniel Heerkens is a Dutch Entrepreneur who has worked & studied in more than seven countries.

Working previously for FMCG multinationals in The Netherlands, Malaysia & Singapore, he is now the Digital Marketing Strategy Expert at 2Stallions. TSM had a chat with Daniel to get his valuable insights on the digital marketing landscape and its correlation with public relations.

What does your job entail at 2Stallions?

I am in charge of developing, planning and monitoring the digital strategy for MNC and SME business in South East Asia.

I manage and monitor the digital marketing of the business, which means managing all facets of interaction with the client, including Web Development & Design, Content Marketing, SEO, SEM, Social Media Marketing, Email Marketing, Display Advertising and Display Retargeting.

I am a bit of a digital nerd and love analysing web analytics data and interpreting reports for my clients. I have a great team supporting me.

They always keep the client at the fronts of their mind to ensure conversion rates are continually tested and optimised.

My goal is to expand upon our testing culture for the whole business. Besides that, I’m involved in several committees at different Chambers of Commerce as well as Business Associations, where I advise MNCs and SMEs about their digital strategy. I can clearly see that while most businesses seem to understand the power of digital innovation, many have failed to apply it to transform their own business.

We do our best to educate businesses. For example, we ran a Content Marketing workshop based on demand from clients and the tech community. These are small steps to get more awareness for digital innovation, while keeping a low barrier to entry for all business, large or small, to learn and hopefully, implement it in their own business.

We also run events to help the spread of digital innovation. Our recent event #SpeakEasySG, which attracted over a 100 attendees, explored how businesses at different stages of growth approach their digital strategy.

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How did you get your start as a digital marketer?

I have always had a passion for marketing - or should I say understanding people’s behaviour and how to help them solve their challenges.

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My first experience was with FrieslandCampina (also known as Dutch Lady & Friso in S.E.A), researching why mothers are up trading from mainstream to premium infant formula and what were the underlying reasons for that behaviour. Part of the research indicated that these mothers would surf the web and find relevant information to justify their purchase of more expensive milk for their babies. Their unique behaviour fuelled me to pursue a career in Marketing with an emphasis on Digital.

What has been your biggest challenge?

My biggest challenge and frustration is the lack of action taken by many businesses despite seeing the changing digital landscape.

For example, in the Netherlands, where I’m from, I can clearly see that eCommerce has made a significant impact on our shopping streets. Outside of the top 4 cities in the country, the shopping space is clearly shifting to Digital, with shopping streets becoming emptier and emptier. This change happened

within the last five years. This shows that Digital is rapidly transforming the entire business landscape and if businesses continue to ignore it, they may not be around for very long.

Share with us one campaign you did for 2Stallions with a remarkable result.

Please list three things one/a company should be aware of when embarking on a new digital marketing campaign.

When hiring a digital marketing agency for your digital marketing campaign, you should do a check on the following:

While we run many campaigns, our most recent one sticks out in my mind due to the remarkable result we achieved. We had a client approach us to drive online ticket sales to his event with TWO major challenges:

1. Practice what you preach

• We had only one week to promote the event.

I honestly believe in walking the talk. When a company claims to be an expert in SEO/Content Marketing, don’t just ask them for their portfolio of clients but also for work they do for themselves. It’s like dealing with an interior designer. Would you trust one who doesn’t have a goodlooking showroom to create a great space for you? For digital agencies, have a look at their SEO or traffic before they start on an SEO/SEM campaign for your business. Alexa. com, owned by Amazon, is a simple and effective way to check their site traffic and ranking.

• With eight other similar events happening in the month, there was tough competition for the same demographic.

We took on the challenge and ran the campaign for five days. Our team ran a three-pronged advertising campaign on Facebook and also ran online advertising on search engines to drive traffic to the ticket sales page AND convert these visitors.

In five days, we were able to drive a staggering 2,772 in online ticket purchases.

The client was over the moon as he saved on offline marketing channels, sales and printing costs AND he made an 18X return on investment. Needless to say, we’ve cemented a long-term partnership with this client moving forward.

There is a very low barrier to entry in the digital space, which means there are many digital companies out in the field. You will find a very large spectrum in the quality of the work on offer.

A Marketer’s Story

2. Price shouldn’t always be a reference point Good quality comes with a reasonable price tag, especially when you expect proper development and design to be done.

Don’t expect the world if you are not willing to pay for it. Shortcuts also happen a lot in the Digital Space under the hood, so be smart about it and ask for clear explanations.

A digital agency should be able to answer sufficiently to your questions as to HOW the campaign they are running is effective for your business.

3. Change is the only constant in Digital Digital is changing so fast that even digital companies are continually playing catch up to the latest trends in SEO or Content Marketing. Always make sure you work with an Agency who knows the latest digital innovations that can implement it for your business.

See if they have their own blog, how much traffic their website gets (see trafficestimate.com for reference) and whether they have good references.

Digital has quickly become a crucial component of every marketer’s brand strategy, what are the important elements of synergising public relations and digital efforts?

Synergising public relations and digital efforts is the key to every marketers brand strategy. I have done quite a fair bit of Digital International PR and based on my experience the most important elements are: 1. Be featured on websites with a high thought leadership authority that is ranked well in Google.

These website are seen as the leader in their particular industry and other websites will take their news and put it on their own websites.

2. When these websites feature you, it is crucial to receive a link back to your website. This will drive immediate traffic to your website and it may also improve your website’s ranking on Google for SEO. 3. Analyse your closest competitor in your industry field and see how they are doing in the digital space.

Also study the industry leader in the Digital Space and try to find a substitute product or service you can leverage on.

What is digital one-big-thing that one should be looking forward in the year 2016?

The Digital One-Big-Thing in 2016 is clearly Content Marketing combined with Marketing Automation. Those two elements are crucial in attracting potential leads and converting them into customers. Content Marketing & Marketing Automation are not simply buzzwords but important drivers of businesses online.

What kind of digital marketer would you call yourself?

I think of myself as a ‘roll-up-mysleeve-and-get-dirty’ type of Digital marketer. I am hands-on with clients and strongly believe in explaining concepts to businesses to ensure they understand their investment fully. Our diverse team has excellent technical and design capabilities that synergise to help clients achieve their business objectives online.

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Focus

7 Deadly Sins of

Social Media Advertising » By Marcus Ho Sloth, Envy, Pride, Greed, Wrath, Lust and Gluttony. These are the seven deadly sins of the human heart. Many wise men say that to live a good life, these deadly sins should be avoided at all costs.

As social media also reflects our lives most of the time (if not always), there are also seven deadly sins in social media advertising. We see them on every click of a button or on every swipe of our fingers. We know it is bad, yet we still see people, companies and organisations commit the sins over and over.

What are the seven deadly sins in social media advertising that might cost you money and bad PR?

SOCIAL MEDIA ADVERTISING DEADLY SIN 1: SLOTH Your business has a Facebook Page, a Twitter account, a LinkedIn Page, and Google Plus Page. Not to be outdone, you also have a space in YouTube, Pinterest and Tumblr.

You are even contemplating if you think your business needs to be in Instagram, too. The mistake? Treating all platforms as the same.

Social media platforms were created to cater to different sharing preferences of each individual.

Therefore, the “one size fits all” idea might hurt you in the long run.

How to avoid Sloth: Identify your avatar or your audience. By using social media listening tools, you will be able to identify which platform they use most. Find the best social media platform that is best aligned with your audience’s interests.

Moreover, tailor fit your content based on the platform and the message. Just because autoscheduling tools made your life easy does not mean you can post the same content style for all social media platforms.

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Your business is as good as your last content or contest. So do not rest on your laurels.

SOCIAL MEDIA ADVERTISING DEADLY SIN 2: ENVY

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Do you remember #TheDress?

Also known as “What Colour Is This Dress?”, this viral phenomenon refers to a Tumblr post in which viewers were asked to identify the colour of a dress. When Buzzfeed picked the article, 25 million people have seen the dress. An Internet-wide debate spread in February 2015, and people saw themselves on two different teams: Team Blue and Black and Team White and Gold.

Staying relevant is not easy, as news can go from viral this second to history tomorrow. Amplifying content with news may be effective with some companies with Oreo, but not all do it correctly. Fish & Co. Singapore made this mistake in 2013 when they released their Bombay Fish and Chips promotional advertisement on the day of the Little India riot.

Would you sacrifice your business’ reputation just for jumping on the news bandwagon?

How to avoid Envy:

How to fix Pride:

Before jumping on the bandwagon of newsworthy events or people, ask yourself the following questions:

Your business is as good as your last content or contest. So do not rest on your laurels. Have a particular number of posts in a day and keep track of your social media analytics, such as Facebook’s Insights and Twitter’s Analytics.

Is the news aligned with my brand?

How will my audience react to my amplified content?

Will the news help my audience understand my service or product better?

SOCIAL MEDIA ADVERTISING DEADLY SIN 3: PRIDE Some businesses disregard responses, comments and feedback from their audience. Also, businesses fail to post content regularly thinking that their social media platform will still be visited. After all, they think their business is great.

On the other hand, ignoring responses, comments, and feedback from your audience defeats the purpose of having a social media platform. Keep the conversation going. You can even take a topic to a new level by re-posting it, so create a new conversation.

SOCIAL MEDIA ADVERTISING DEADLY SIN 4: GREED Do you keep on posting just how good your product is and how wonderful it would be if your audience will buy it, especially that it is now on sale? Your service or product is not the be-all-end-all of your social media. Your fans will soon grow tired of seeing the same content over and over again.

Focus

How to fix Greed: Aside from featuring your products, provide engaging content that will connect you to your audience. An editorial calendar will help you produce engaging content.

Moreover, remember the 80-20 Rule: post 80% contagious content and post 20% promotions.

SOCIAL MEDIA ADVERTISING DEADLY SIN 5: WRATH As social media platforms are a way to communicate, it is unavoidable that businesses will also get complaints and negative, even rude, responses. The big mistake for businesses is losing their composure and fighting back.

How to fix Wrath: Responding badly to an already negative or rude comment can be disastrous to your business’ brand value and profit. Have a FrequentlyAsked-Questions (FAQ) ready so you can answer questions immediately and consistently.

Treat each response with professionalism. People who sent complaints are customers that need to be heard. Be careful not to respond negatively to your audience.

SOCIAL MEDIA ADVERTISING DEADLY SIN 6: LUST Do you pay followers to click Like or Follow? This might be worst of all.

It is like giving a lollipop to a kid just to give you a hug.

How to fix Lust: Social media is no longer just in the number of Likes, so stop chasing followers. Instead, give your audience and potential customers what they want. Providing valuable content, as well as strategic ad campaigns will be like your Pied Piper of Hamelin.

SOCIAL MEDIA ADVERTISING DEADLY SIN 7: GLUTTONY Approximately 27 million pieces of content are shared daily. How many of these came from businesses who are just too excited to share many

content in a day? Posting spam messages and using clickbaiting tactics are top turn-offs for your audience.

How to fix Gluttony: Create a social media marketing plan that would let you share diverse range of content and feature your services or products strategically.

Furthermore, ask more engaging questions to your audience instead of using clickbait tactics. Clickbait tactics are a cheap way to get Likes that doesn’t add value to the brand.

Identifying your avatar, having a solid social media marketing plan and editorial plan, providing contagious content, and listening and conversing with your fans will help develop your relationship with your audience in social media. If you are committing these seven deadly sins in social media advertising, it is time to change your ways.

ABOUT THE WRITER

Marcus is the co-founder of SocialMetric – a digital marketing agency that provides marketing solutions and services for financial and real estate organizations. Clients of SocialMetric include Tokio Marine, Great Eastern, Hatten, and many others

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Feature

Social Media Data Analytics that Po te n t i a l l y Tra nsfor m

retailing businesses Âť By Wong Woei Fuh The social media challenges The growth of social network is unstoppable in terms of the numbers of emerging players and active users. Since the launch of Facebook in 2004, other players like Twitter, Tumblr, Instagram and Pinterest joined in the trend of social network explosion. Like other marketing channels, namely, prints, broadcasts or even web portals, understanding the usefulness and effectiveness of each social network could be a time-consuming administrative work, and it became inconclusive whether the messages were disseminated through the wrong social network, or they were badly phrased without understanding the audiences.

in deciding the right social networks simply by looking at the number of active users or the rate of growth in members. It is certain to claim that there is no one-size-fits-all social network in addressing the various marketing needs. As social networks are now at a stage of maturity, digital marketers can leverage a combination of different social networks to engage with sophisticated target audiences for today business environment. Secondly, it is essentially important to have a single platform (as shown in Figure 1) for social media management with utilities to unify, optimise and automate. Such single platform will help to provide a spontaneous analysis of a variety of social media data for marketing decision making ranging from the choice of right social network to the next revised marketing campaign.

An unified platform for social media data analytics The novelty of social media marketing is diminishing, and it raises more questions now about its purpose and effectiveness in better understanding the customer behaviours. Firstly, it became difficult

Figure 1: Single platform

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There is never short of social media management tools in handling different social media data in the market as shown in Figure 2. However, the process of data blending and analysis can be challenging for any software provider in attempting to optimise the unified social media data on single platform with the right machine-learning algorithms for useful business intelligence and customer insights.

There are three analytical challenges in dealing with different social media data on single platform: 1. Imbalanced Datasets It means the number of data samples of one class significantly outnumber the other.

But the minority classes usually represent the most important concept to be machinedlearned. Typically this happened with marketing campaigns that lots more people were not keen in responding, but the other smaller populations were the most important target audiences that needed the most analytical attention. To avoid overlooking the minorities, dynamic sampling method can be applied through re-sampling to artificially balance the datasets. It is about undersampling and over-sampling the majorities and minorities, respectively.

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Figure 2: G2 Crowd GridSM (Image source: www.notey.com/blogs/g2-crowd)

2. Unifying the unstructured data A simple blog post has: the date and time it was posted, the content, the embedded links, author, etc. and they are not structured for ease of analysis. Essentially a new approach that is based on machine-learning is required. The machine-learning approach allows an unified platform of social management to analyse hundreds of variables simultaneously, along with how they interconnect, and to form patterns. It is well-suited to different social media data that meshed together from different sources like Facebook and Twitter as illustrated in Figure 3.

Feature

Figure 3: Machine-Learning Approach

3. Self-learning model through crowdsourcing Crowdsourcing helps to train machine-learning models. The entire concept here is combining human knowledge and expertise with computing to help to improve the next marketing campaigns that neither machines nor humans can do better alone. Through crowdsourcing, machine learning is incredibly scalable, and the model gets better and better all the time.

Combining those technologies, it is now possible to optimise the unified social media data for predictable outcomes at a high degree of accuracy. The self-learning algorithm will provide new sets of marketing campaign parameters for a more precise customer engagement. For example, geotagged short messages from combined social media like Facebook and Twitter can now be utilised to predict customer behaviours through probabilistic models. Marketing campaign parameters like target group, time span (of customer buying behaviour) and number of clicks (or traffic) can now be optimised.

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In 2015, a pilot was carried out with a case study of a restaurant in Canberra, Australia. The objective was helping the restaurant to identify a special promotion at specific time through analysing the social media data at targeted customers. The outcome was: a series of 16 highly targeted social media marketing campaigns with a 5% up of sales in a period of 2 weeks. It demonstrated that by exploiting the social media data, we could effectively optimise the users’ parameters from spatial, temporal and activity aspects to improve each social media marketing campaign and the messaging.

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Many organisations, particularly for the small and medium retailers, do not have the big data and analytics capability to address the range of technology and the strategic requirements to capitalise on their data assets, as shown below.

This explains why media analytics were largely underutilised by organisations in accordance to the recent Deloitte poll as reported by PR Newswire. A single platform that can: unify, optimise and automate the entire social media marketing is one step closer to the ideal integrated marketing communications. More importantly, it helps digital marketers to leverage on predictive analytics of big data (both stored and real-time) to move from a historical view to a forward-looking perspective of the customer.

Opportunity of transforming retailing businesses By combining the mentioned algorithms and technologies onto an unified platform of social media management will literally streamline the marketing campaign process particularly for retailers as illustrated below:

The existing workflow

In an unified platform environment

Figure 4: Existing Workflow vs Unified Platform Environment

Feature

Instead of repeating the multiple steps for each social network with multiple individual analysis, the unified platform is capable to measure, refine and implement each new campaign with improved parameters through the self-learning algorithm. This reduces the amount of manual work by digital marketers and minimises the human error of judging an increasingly complex parameters. More importantly, the social media analytics can help to transform the retailing businesses in many ways, examples:

•

A more personalised service can be offered by retailers through data analytics. Let’s say, cinema can now predict your favourite movie, your favourite location and even your favourite seats, with the tickets that are ready for purchase with one click;

•

Hypermarkets no longer require a big space for shoppers.

Any regular purchase can be predicted and delivered to the home. The entire shop can be converted into a more cosy and personalised showroom for goods that need touch-and-feel by customers; and

•

Integrated marcom is now possible by sending out the right sequential messages to the customers at their different stages of buying: price comparing, product researching, location finding, and final buying

Advances in multiple areas of technolgy are now generating more data, like sensor technology, wearable computing and the Internet of Things (IoT). That means over time more smart data can be included with the social media activity. This will enable digital marketers to predict customers’ behaviours with a higher degree of accuracy. There is no doubt that digital marketing is one of the most vibrant profession that likely transforms the entire retailing businesses.

ABOUT THE WRITER

Woei Fuh, Wong is the VP of Business Development for Ad+Platform. He has decades of experience in technology businesses and now focusing on technology start-up. His expertise is strategising business transformation using technology for better ROI and customers’ experience.

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Social Referral – I t’s ti m e to ex p a n d fro m t radi ti on al soc i a l me d i a a n d ma x i m i se i ts e f fe c t i ve n e s s

» By Veronica Lind

Guru Talk

“The ROI of social media is that your business will still exist in 5 years,” said Erick Qualman, notable author of Digital Library and Socialnomics. I couldn’t agree more.

Social media has exploded in such a manner since it started in its simplest form in 1979 like UseNet which allowed users to communicate through a virtual. Perhaps the Millennials will remember ICQ in the mid-90’s?

Social media has become part of our everyday lives - at home, school and work. In fact, a friend of mine is aggressively using social media to build her personal brand to exploit her career escalation.

For businesses, 90% of customers buy based on recommendations and referrals, as cited by Martin Bailey of WOMM. Referrals from social media have become even more important with it driving more than 31% of referral traffic, according to Forbes.

The use of social media will bring returns as studies show that 85% of consumers say that they will change their buying behaviour in response to social media content, as reported

by The New Community Rules: Marketing on the Social Web. We all seem to know the growing power of social media but not sure how to leverage that power. Let us examine what the real basis of social media is before we discuss how businesses can leverage it for long term success.

Social Media For Communication Social media is a communication tool between two audiences with four main types of communication relationships: (1) Brand to Customer • This is traditional social media, initiated by the brand and generally owned by marketing, in which businesses use a network to publish content and try to engage their audience

Getting The Best Out Of Customer Life Cycle With Social Media As marketers, we help our brands move customers from each stage of the life cycle, from brand awareness to demand generation and onward to sales enablement, customer support and even customer advocacy. (See Figure 1)

(2) Brand to Employee • The purpose is to increase productivity, transparency and collaboration • Operations could own this to communicate with and enable employees (3) Customer to Customer • The main purpose is to mine public conversations across social media to provide insight into how audiences interact and behave, as well as provide information on the conversations which people and competitive brands are having about brands and products • Brand teams may own this to determine share of voice (4) Customer to Brand • This communication is initiated by customers and mostly used for customer support, gathering feedback and helping with purchase activity

Figure 1 - Customer’s Lifecycle with the Brand

a) Social Media for Brand Awareness At this stage, companies tend to publish content just to engage customers with the aim of fostering brand name and driving product and concept recognition. Popular tools include company’s LinkedIn pages, Facebook, Twitter and other social media platforms.

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... social media is used to support sales activities like outreach, engagement or intelligence.

Here, success is measured by the ability to engage the right audience and drive business impact. We recommend that companies, both B2B and B2C, have a strong and consistent brand message that resonates with your customers in both online and offline engagements.

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b) Social Media for Demand Generation B2B companies are now leveraging social media platforms to generate pipeline and sales. This is a trend that many social media platforms have recognised and are now offering advertising on their platforms for this purpose. Yes, businesses now have to pay to play on social media platforms.

With the need to expand, marketers now need to understand where their brand’s customers play in social media and why they use social media, to target and engage them effectively with sincere and inspiring content that fit their needs and preferences.

Through this, brands can talk to their customers and not at them.

Using POE (paid, owned, earned) campaigns, marketers can target buyers with offers and promotions, driving them to websites or stores.

In fact, according to PR Newswire, 89% of consumers conduct their research using search engines which makes social media engagements so important. c) Social Media for Sales Enablement Once the customers have been engaged and are interested in the brand’s products or services, they need to get their questions answered or make their purchase. I am sure your sales people are trained to manage enquiries and make the sale. Some companies have used social media as a sales enablement tool where the brand communicates with its employees, informing them of latest offers, products, arm them with the latest sales tools and run sales contest. In this instance, social media is used to support sales activities like outreach, engagement or intelligence.

The goals and successes are measured by improving contributing factors like sales velocity, increased engagement, post-sales enablement, increased productivity and employee satisfaction. There are a number of tools like Google Hangouts and Reachable, designed to help with internal processes, communication and collaboration. d) Social Media for Customer Support Several companies like Dell, Domino’s, Best Buy, American Airlines and some universities are using social media to manage customer support, mitigate risks and attending to queries. Online communities like Zendesk, Desk. com, and AutoDesk utilise social media for customer support and customer success. The BI Intelligence report showed how companies are interacting more effectively and serving customers better with a focus on social media, and recreating themselves to be more customer-centric in the process.

Guru Talk

Customer satisfaction measures the goals and successes, response level metrics (e.g. response rate, response time, etc.) and impacts on other customer support functions like phone support, resolution time and overall support volume. e) Social Media for Customer Advocacy According to Wikipedia, Customer Advocacy is a specialised form of customer service in which companies focus on what is best for the customer. It is a change in the company’s culture that is supported by customer-focused customer service and marketing techniques.

A study by Wharton School of Business says 83% of satisfied customers are willing to refer

products and services. But only 29% actually do. So if you are not getting enough business from existing customers or referrals from them, then marketers and their communications colleagues should work together using social media to amplify the brand, incentivize customers and grow the base.

Research and planning are required to determine how customers amplify the brand and drive results, then improve campaigns to drive new business and from existing business.

Tools like Influitive and Crowdtappers are used to build a network of advocates that a brand can incentivize and mobilize on social media to spread positive word-ofmouth, support brand initiatives and campaigns, and amplify the brand message.

According to Forbes, 81% of consumers who receive a recommendation from a contact on their social media sites have purchased a product that was recommended to them. Nearly 93% of social media users have either made or received a recommendation for a product or service. So it is important to think how social media can work in your favour.

Marketers Make Social Better For Businesses Social Media can bring high value when it is done right. Savvy marketers who will be valued by their businesses are the ones who truly understand the four communication relationships and have the abilities to leverage social media to drive customers along the brand’s life cycle. It is a win-win situation for both the marketer and the brand.

ABOUT THE WRITER

Veronica Lind has a solid track record in helping small businesses, large organisations and higher education institutions create multiplier effects in their business growth. She heads up Vermilion Marketing, in Australia.

Veronica will be facilitating workshops on driving business value through applied creative marketing, social media and digital channels on March 2016 in Singapore.

See www.vermilionmarketingau.com for more details.

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Business School

Why are some professionals and businesses still not on

linkedin?

» By Chris J Reed

Given the nature of my business, it comes as no surprise that I am a strong advocate of LinkedIn. It’s one of the fastest evolving forms of social media, with lots of room for growth, and is still the number one medium for professionals and B2B to connect. According to PR Newswire, those rolling out new PR and marketing strategies in 2016 are asked to focus more on LinkedIn. Even people on Wall Street are asking you to bank on the world’s largest professional network, as opposed to Facebook because LinkedIn “is a rare hybrid animal: a social media stock with stability.”

It is easy to see why. As reported by thedrum.com, LinkedIn is looking to staying relevant for B2B marketers and its goal of being a true media company and a business hub. Those in the know (about 79% of them) agree that LinkedIn is effective for lead generation, thanks to its two-pronged approach through content (Pulse and Elevate) and dissemination; putting this in front of the right, targeted audience (connections and Sales Navigator).

This makes it effective when it comes to monetising your brand on LinkedIn. Yet why are so many businesses and professionals still not jumping on the LinkedIn bandwagon? The answer that sends most people through my door is simple – they don’t know how to start. Here are three top tips for building both your personal brand and your business.

If you’re a professional…

Whether you’re looking for a new job, or wish to be seen as an industry leader, you can’t go wrong by putting the following into practice.

1) Start writing Blogs – LinkedIn provides you with one of the easiest ways to become a content creator through blogs. You’re able to provide insights on your leadership, your business, the industry as a whole and anything else you wish to have a voice on. You can educate your audience, position yourself as an innovative leader and more. In doing so, you’re representing your brand (be it personal or company) and putting your best foot forward with credibility.

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Regularly sharing and posting industry news and opinions among your groups often lead to discussions, and you never know when it could be a discussion with the right person.

2) Join Groups and Start Discussions – Many forget that LinkedIn is still a social media. It’s not just another job hunting site like Monster or Jobstreet; it’s about making the right connections. You can do this by joining groups that are either within your (targeted) industry, with people you wish to connect with, share overlapping business interests in or even all of the above. Regularly sharing and posting industry news and opinions among your groups often lead to discussions, and you never know when it could be a discussion with the right person.

3) Get on Sales Navigator and get Connected to the Right People – Speaking of making connections, it is recommended that you get on Sales Navigator, particularly if you’re looking for lead generation.

Sales Navigator allows you to fine-tune your target audience, so you don’t just connect to the world and hope you get in touch with the right person. Sales Navigator allows you to set parameters on people of interest. For example, if you’re interested in connecting with Creative Directors within the advertising space in Singapore to pitch your 3D rendering service, you can do so with greater accuracy.

Business School

If you’re a company brand...

As mentioned earlier, companies who know how to optimise LinkedIn are often able to monetise it. If you’re unsure of where to start, the list below will guide you.

1) Start a Company Page – Ensure that when you’re setting up your company page, you use relevant images pertaining to your company, and that you make it as attractive as possible. We’re all essentially visual creatures, and images that speak to us are more likely to get a click. Once you have set up your page and like how it looks, it’s time to ensure that you populate it regularly with updates on your company, the business or industry news.

2) Go beyond the main page and build Showcase pages – The main page is not the only one you should have. Showcase pages not only allow you to have a wider reach, it helps you divide up your content into more relevant and specific topics, thus also optimising your SEO in a way. For example, if your company is XYZ, your Showcase pages can be Products by XYZ, Services by XYZ, XYZ in the News or Events with XYZ. All these depends on the nature of your business of course, and every company will have different things to “showcase.”

3) Focus on your content – As with your personal brand, the key word here is content. Always ensure that you regularly post updates and share it with your personal connections and groups. It is important because there is no point in creating or having good content, without disseminating it to the right audience. You should also get your team involved in your strategy so they can share it across their networks too.

Good news for Job Seekers Of course, there are those who look to LinkedIn for its most basic purpose – job search. If you’re one of those that fall into this category, you’ll be glad to know that LinkedIn has jumped on data analytics to make it easier for job seekers to find information about the company that’s looking to hire. This is good news for job seekers as it allows you to do easily research and ensure that the job you seek, has a corporate culture that’s also the right fit for you.

The list above is just a few simple steps you can try out to see a difference in your LinkedIn rankings and garner some results or interest.

ABOUT THE WRITER

Chris J Reed is an official LinkedIn Power Profile and has one of the world’s most viewed LinkedIn profiles with over 30,000 followers. He is also a serial entrepreneur having created marketing businesses in both Europe and now in Asia Pacific with Black Marketing - enabling LinkedIn for you.

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Digital Digest

Online Lead Generation:

How SMEs can consistently generate qualified leads online for their business » By Eugene Sim For small and medium enterprise (SMEs) in Singapore, the changing online landscape has proven to be a little more challenging for the average business owner.

With the emergence of new online marketplaces, social networks and platforms over the past few years, SMEs are faced with more choices of where they can allocate their online ad budget. On top of the existing channels of Google, Email and Facebook, business owners are also introduced to WeChat, Instagram, Pinterest, YouTube, mobile applications.

At the same time, SMEs who are have been running paid advertising campaigns such as those on Google Adwords have noticed that their

cost per clicks (CPC) are inexorably creeping up, as more competitors are hopping onboard to capture the lowlying fruits of intent based searches.

SMEs and many business owners are still trying to find a working model for getting positive returns on their online marketing.

Taking the example of an interior design company, a quick search on Google reveals that the current CPC for “interior design” related keywords is around $5. This roughly translates to approximately 200 clicks for a $1000 budget, which may yield zero enquiries or leads. It is an understated fact - most SMEs do not run online campaigns for awareness, impressions or views.

Any ad budget invested has to bring a return, typically in sales or, at least, qualified enquiries.

So how can SMEs leverage on online marketing to create a consistent and predictable pipeline of quality leads for their business?

Below are five key steps that SMEs can follow to improve their online conversions.

The scenario above is playing out across different sectors among

1. Drive targeted traffic through Paid Advertising Most SMEs do not have the luxury of allocating ad budget across multiple platforms and networks.

Don’t get bogged down doing too many things at once. For SMEs who

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... paid advertising gives businesses an immediate volume of targeted traffic to their website for awareness, conversion and ultimately sales.

want to start generating leads online, the key is to test it quick and scale up fast with paid advertising. Paid advertising includes advertising on Google, Facebook, Yahoo, or any other advertising network on a costper-click (CPC) basis.

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While non-paid avenues such as search engine optimisation (SEO) or content marketing are important in the long run, paid advertising gives businesses an immediate volume of targeted traffic to their website for awareness, conversion and ultimately sales.

In Singapore, the two main channels of paid advertising would be Google and Facebook. Traffic from Google Adwords is typically more targeted as it comes from intentbased searches. However, Google’s CPC may be more prohibitive for SMEs particularly in competitive segments. Facebook is more popular with B2C businesses, particularly those targeting the mass-market segment. At the same time, Facebook current cost-per-click (CPC) is at a much affordable range compared to Google Adwords

2. Review your existing campaigns If you are already on Google Adwords, review your results to see which keywords are bringing in the clicks. You can do so in the search terms report within your Google Adwords admin panel. Chances are, you may be paying for some irrelevant keywords due to the setup of your campaign. E.g. a web design company might be getting clicks for ‘web design job openings’ from job seekers instead of potential clients. You may have to add in ‘negative’ keywords to ensure that you are not paying for irrelevant variants of the keywords you are looking for.

Figure 1: Search Terms Report in Google Adwords

Digital Digest

If you are on a limited budget, go for Google search network and disable Google display network advertisements . Visitors from Google search network are usually higher on intent, and they tend to convert better.

3. Determine what a conversion or qualified lead means for your business Figuring out what your end point is in the online lead generation cycle is one of the most important steps in building an online sales pipeline for your business.

If you run a business selling training courses, you would want to get sign ups for your upcoming preview seminars. If you run a bridal studio, you would want the contact details of couples who are getting married within the next 12 months and searching for their wedding gown.

For most SMEs, online lead generation would entail getting the essential contact details of prospects that are interested in their products or services. At this stage, the online lead generation process would then continue in the traditional offline sales process.

4. Deploy a landing page to capture leads Most SME business owners or marketers drive paid traffic (i.e. from Google or Facebook) to their website by default. Up to 70% of visitors that go to your website leave within the first three seconds. Typically this is due to a poorly designed website that is not optimised for lead capture, amongst other reasons. The loss in traffic can be stemmed, by deploying a landing page for visitors coming from paid advertising.

A landing page is a simple webpage with only one objective of conversion or lead capture. Typically the landing page articulates the value proposition of the product or service, as well as the offer or a lead magnet if there is any. The eventual goal is usually to lead the visitor to submit their particulars (i.e. name, email address, contact number) for a follow-up. Additional fields can also be included in the lead capture form (i.e. age, income level, etc.).

For instance, an interior design firm might want to capture leads with the following fields: name, email address, contact number, property type (which may be a proxy for budget size), and expected date of renovation (a proxy of time frame).

Figure 2: Example of a landing page (Image taken from: thelandingpagecourse.com)

A landing page guides the visitor to the ‘conversion’ that the business is expecting and removes all other distractions towards this goal. SMEs can deploy their own landing pages quickly via third-party landing page tools such as LeadPages, Landerapp or Unbounce. These softwares offer a drag-and-drop interface for easy landing page creation and AB split testing.

What kind of conversion rates can we expect? This really depends a host of factors including the industry, the company, the offer, etc. In our own experience, we found that the average landing page conversion rate was around 2.1%. The top 10% of landing pages in each industry perform 3-5 times better than the average landing pages. The top landing pages have compelling, unique offers that help them stand out from the crowd.

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It is also as important to track enquiries from phone calls coming from your landing page.

5. Track what works and what doesn’t

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Once your paid advertising campaign is driving targeted traffic to your landing page, it is time to monitor the results and improve on them. For each email enquiry that comes in, you would want to track where the lead came from (e.g. Google or Facebook) and from which campaign or keyword.

Based on the volume and quality of leads that are coming in, SMEs can readjust their advertising budget across the different channels accordingly to maximize the number of leads they are receiving and lower their overall cost per lead.

It is also as important to track enquiries from phone calls coming from your landing page. For some industries, it is more common for prospects to call in rather than to send in an email enquiry. There are multiple call tracking services available online which can be integrated to your paid advertising campaigns. With call tracking, businesses can attribute each call to the source and pinpoint which of their online campaigns are working.

Figure 3: Screenshot of call tracking dashboard

Digital Digest

For SMEs looking to extract more value out of their online campaigns, they may also consider setting up online marketing dashboards to monitor and manage their online lead generation campaigns. Google Analytics is one way for SMEs to do this cost effectively. The key statistics of concern are: number of leads received, cost per click, cost per lead, and cost per sales. With these figures in place, it is a straightforward matter of reducing cost per lead and cost per sales for each sales obtained.

Figure 4: Screenshot of online marketing dashboard

Conclusion Online marketing is still a very viable lead generation channel for SMEs despite the rising costs of paid advertising.

In fact, it is one of the most cost-effective ways of lead generation compared to traditional offline marketing. SMEs who are already marketing online should re-evaluate their online lead generation process as shared above. SMEs who have not started marketing online may wish to follow the steps outlined above and start getting a consistent flow of leads online which are qualified and cost effective.

ABOUT THE WRITER

Eugene Sim is the director of Conversion Hub Marketing - a SPH Associate Company and Singapore’s leading lead generation company. Conversion Hub helps businesses to generate qualified and cost effective leads consistently through its Ask Alvin Lead Generation System.

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Interview with

Lucius Young

Global Digital & PR Manager of Brand Development at Unilever Lucius Young leads the development and deployment of the Lux at Unilever. He has raised the bar for Lux’s digital efforts, significantly increasing the brand’s visibility not just on digital channels, but also within Unilever globally. In this interview, Lucius shares his tips on the ‘must dos’ when embarking on a digital marketing journey.

36 Describe your job. What is your typical day like?

I’m very proud to be part of Lux, a billion Euro brand with 90 years of heritage. As part of the global team, I am responsible for all things Digital & PR. My job starts with the strategy development, success measurement, budget planning and the appointment of the right agency support. Local market cascades, alignment and deployment follows as this is where both the vision and ambition of the brand comes to life.

Campaign support and asset creation takes up a huge part of my time, but I have a good team and amazing agency support from Sapient Nitro and Golin. Sometimes they feel more like extended colleagues.

What drew you into digital marketing field?

I’ve always been a geek, I’m not afraid to mess around with stuff and get my hands dirty to learn.

The very spirit of risk adverseness, change embracement and the thirst for knowledge is usually what draws people into the digital field.

Marketer @ Work

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They need to know who are your consumers, what are their digital consumption habits and is digital really the best channel to connect with them?

Which digital and social marketing channels do you see as being most important for your particular industry?

Please list three things one/a company should be aware of when embarking on a new digital marketing campaign.

At this moment in FMCG, there are two fundamental digital channels we need to get right. Firstly, we need to use Facebook for reach and awareness. Secondly, embark on Search because the internet is usually the first place consumers seek product information and as such ensuring a digital presence is fundamental

They need to know who are your consumers, what are their digital consumption habits and is digital really the best channel to connect with them? They also have to determine at the start what your objective is for digital as a channel, and how can it compliment your other activities. Lastly, my final piece of advice is, not to invest everything into the development of the digital asset, even if it is the most amazing digital asset in the world. Ensuring that it reaches your consumer is more important.

Marketer @ Work

How can one integrate PR and Digital in their marketing plan?

Please share a PR & Digital campaign embarked by Unilever with optimal result.

Don’t integrate, make it clear that it should be part of the deliverables right from the start. As the client, we are in a unique and unbiased position to see how the different channels proposed by the various agencies marries together. One of my favorite Lux campaigns is our recent white space launch in the Philippines.

Together with the local team we had the Philippines wake up to a full Lux takeover filled with flowers and fragrances; a 48-hour nationwide launch which had amazing synergy amongst media, digital & PR.

What is digital one-big-thing that one should be looking forward in the year 2016?

Definitely the millennials entering the creative agencies and filling up client roles. As the first true digital generation, we should start seeing some pretty interesting ideas and marketing executions. It’s very similar to how only millennials get Snapchat and everyone else thinks it’s strange.

What advice do you have for aspiring digital marketers?

If you intend to be on the client side, don’t just focus on digital, make an effort to have a holistic understanding of every communications channel. We marketers always talk about the divide between traditional and digital, we must not forget that consumer experiences everything holistically.

What kind of digital marketer would you call yourself?

I’m a marketer that believes in the importance of a consumer-first approach.

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SPOTTED

Marketing guru talk: Strategic Digital Marketing: Which Is the Right Social Media?

21 Jan 2016 410 North Bridge Road, Marketing Institute of Singapore

Networking session prior to the talk.

Mr Wong Woei Fuh, Vice President of Business Development, ad+platform, sharing sharing his insights on strategic digital marketing.

40 Marketing guru talk: Engaging your Target Audience through Video Storytelling 25 February 2016 410 North Bridge Road, Marketing Institute of Singapore

Mark Laudi, Managing Director, Hong Bao Media (Holdings) Pte Ltd, imparting his knowledge on video storytelling.

Mark responded to a question from the floor.

WE’RE GOING DIGITAL! You may download a digital copy of The Singapore Marketer on www.magzter.com.

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