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Marketing Insights:
January 2008
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Event Agenda
Evolution of consumer behaviour to engage today's consumers
Sam Gomez, managing director, Flamingo Asia Pacific
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What’s in this Report?
• Asia Going Online By The Millions
- Youth Leading The Way
- Asian Online Communities, Word of Mouth & What That Means for Brands
• 6 ChangePoint Opportunities
– From Mass Media To Social Media
– From Building Communities To Joining Existing Communities
– From Assuming To Listening
– From Censorship To Engaging & Responding Appropriately
– From Campaign To Ongoing Activity
– From Powerful Influencers To Brand Advocates
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Asia Going Online By the Millions
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Youth Leading the Way
Internet penetration is growing in Asia
with youth in emerging markets
leading the way.
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Asian Online Communities,
Word of Mouth & What That Means
For Brands
Xiaxue is one of Singapore’s popular bloggers
Such is the pull of social media in Asia that 7 out
of the world’s 10 top markets that “rely most on
recommendations from consumers” are in this
region.
(Source: OgilvyOne 2009)
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From Mass Media
To Social Media
“Engagement Marketing is
premised upon transparency,
interactivity, immediacy,
facilitation, engagement, co-
creation, collaboration,
experience and trust – these
words define the migration from
mass media to social media”
The beverage
behemoth decided to
forgo advertising,
during the Super Bowl
(a first since 23 years)
to focus its energy and
money on new media
instead.
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Standard Chartered Uses Facebook
Facebook
page
facilitates
competitio
n
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Standard Chartered Uses Twitter
to participate in community’s
conversations
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Coca-Cola & Eyeka encourages
user-generated content for TV ad
Winning TVC
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From Assuming
To Listening
saxonwhittle said:
“Oh God, please spare us from poor little middle-
class children trying to tout themselves on
Daddy’s/Mummy’s newspaper, so they can follow in
their parent’s footsteps.”
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Club Med’s Observation Approach
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Club Med’s Observation Approach
Even though
there were
negative reviews
on
TripAdvisor.com,
Club Med chose
the observation
approach
because they
have happy
customers to
speak up for
them in the
21 online forum.
Toyota’s Engage & Respond
Approach
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How To Engage & Respond Decide
whether to
suspend
Appropriately Social
media
based on
circumstanc
e
posting
identified no
ye
n s
o Is it Justifiabl
positive? y
Do you unhappy
want to custome
No respond?
response. no r?
no
Monitor site
ye Factuall
for further Bashing yes
s y
comment. & Flaw, wrong?
degradin no rage, no
g joke?
Respond yes Rectify the
others?
with further situation,
useful yes respond &
information act with
Respond
with factual responsible
No solution
response. information
Monitor site
for further
comment.
Conversation response guidelines: Transparent Timely and well-crafted Friendly & respectful
tone Have a point
of view
23 Source: Upstream
Asia
From Campaign
To Ongoing Activity
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Toyota Uses Twitter as a platform
for
ongoing conversation with their
consumers
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From Powerful Influencers
To Brand Advocates
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ClubMed has Jaymee Ong as
powerful brand advocate
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ClubMed has Melody Chen as
powerful brand advocate
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In summary,
Social media engagement has to
be part of the overall
communication strategy, because
consumers have access to
multiple channels with multiple
needs at different stages of their
lives.
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