Why give a F*ck about

SOCIAL MEDIA
By : Robin Low
what is… social media?

“Social Media is a group of online media

which has the following characteristics.”

1.Participation
2.Networks
3.Two-way communication
4.Connectivity
5.Open source
Why should you
give a
F*CK?
Facebook usage statistics by country - Dec 31st 2009
Rank Country Number of Facebook users 12 month growth % 6 month growth %
1 USA 101,303,240 140.80% 46.00%
2 UK 22,625,300 51.50% 20.90%
3 Turkey 16,943,780 113.60% 36.80%
4 Indonesia 14,681,580 1536.70% 126%
5 France 14,290,700 117% 32.60%
6 Canada 14,228,460 31% 19%
7 Italy 13,272,760 137.60% 30%

8 Philippines 8,387,560 2046.80% 208.40%

9 Spain 7,701,200 196.70% 33.40%
10 Australia 7,611,920 75.80% 25.70%
11 Argentina 7,387,120 227.50% 50.60%
12 Colombia 7,243,520 99.40% 25.80%
13 Mexico 6,505,040 351.50% 78.50%
14 Chile 5,808,020 39.90% 20.20%
15 Germany 5,799,520 361.90% 84.90%
16 Taiwan 5,490,300 4763% 701%
17 India 5,397,480 403.80% 66.80%

18 Venezuela 4,952,340 164.20% 38.40%

19 Malaysia 3,975,640 367.50% 99.30%
20 Sweden 3,066,180 80.70% 34.10%
 facebook statistics
  Usage vs. Country (Top 10 Countries on Facebook Dec 2009)

120,000,000

100,000,000

80,000,000

Usage 60,000,000

40,000,000

20,000,000

0
USA UK Turkey Indonesia France Canada Italy Philippines Spain Australia
Country

Asia - 10.5% Users, fast growing Market

Singapore > 1.1 million users
http://www.nickburcher.com/2009/03/facebook-usage-statistics-by-country.html
1 in 4 Facebook Users Come
From Asia or the Middle East
internet penetration
internet users
“ AWorld
radical change has occurred in the
of advertising and marketing ”
Consumers are not listening anymore

Interruptive marketing has seen it’s day

Source: http://www.=.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
 The Audience
is creating

Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
 The Audience
is selecting

Time Shift technology

Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
 The Audience
is changing

Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
 advancements of… digital media

“ Consumers control the online environment so

brands need to think about facilitating user-
created actions, not just user-generated
content." Unlike newspapers and TV where the
advertisers are speaking at consumers, the
Internet allows for more back and forth

”
interaction.

Source: http://china.seekingalpha.com/article/30979
 traditional media is dead.
1. Consumers do not trust advertisements.
(They would rather read a review on a blog or a
webpage rather than corporate page)
2. Consumers are immune to interruptive
marketing. (too many mediums, too many ads)
3.Consumers are informed, and
information is readily available.
4. With a global business, it cost too much to
reach out to everyone.
5. With social media, the cost is $0, no external
company needs to be engaged.
 Conversations

…and conversations !
• Markets are conversing
• Markets are getting smarter, more informed, more organized. 
• People in networked markets have know that they get far better information and support
from each other than from vendors.
• The networked market know more than companies do about the products.
• Companies that assume online markets are the same markets used to watch their ads on
TV are kidding themselves.
• Companies that don’t realize their markets are now networked person-to-person, getting
smarter as a results and deeply joined in conversation are missing their best opportunity.
• Companies can now communicate with their markets directly. If they blow it, it could be
their last chance.
• Companies that do not belong to a community of discourse will die.

(http://www.cluetrain.com/#manifesto)
 With or without you…

…the conversations will happen !

•For a better control of your brand, you must participate in the conversations

•Reply to topics you know, share information and build relationships.

•Once you trigger a conversation, do not leave it

 Importance of… social media
1. 2 way communication – allows feedback, comments
2. Generate massive amounts of traffic – get attention and links
3. Viral propagation – Word of Mouth marketing (Invite friends to
promote)
4. Networking – create community / supporters
5. Branding
6. Search engine visibility
7. Low cost / high returns
8. Compliments marketing efforts – use with advertisements and PR
9. Market research / customer feedback
10. Crisis Management – resolve things before they become a crisis
11. New Communication Channel
12. Less effort with community sharing / help
 who should use social media?
• Entrepreneurs
• Large Corporations
• Event Organizers
• Non-profit Organization
• Companies who want international reach
• Artists, Photographers, Musicians…
• People who are interested in real time news.
• …
brand building & management
Social Media is fast becoming an
important tool for managing
your brand. As more people
use the social media platform
to share their opinions, it is
important to engage and
correct any misconception on
your company over the social
media sphere.

Word of mouth is key.

A supporter can easily sway

opinions and view of their
followers for their cause.
 “I believe in the bloggers and their ideas.
They are my friends and will tell me the truth, unlike
advertisements.
”

Source: http://china.seekingalpha.com/article/30979
The “satisfaction effect”

Source: http://www.churchofthecustomer.com
 “ Engagement is all about
making it relevant to the consumer.
”
James Speros, Chief marketing officer, Ernst & Young
The new paradigm

Attention Engagement
 the ultimate goal
Brand community!
• Build a non-marketing community outreach to deliver a voice for your
organization

• Use the buzz power

• Reach people where they regroup

• Leverage on word of mouth

 observations
• As the number of channels increase,
overall engagement increases at a
faster rate.
• Engagement differs by industry.
• Financial performance correlates with
engagement.
• It Provides ” Multiple Communication
Touch Points” (More touch points can present a ripple effect, inducing viral
marketing, boosting brand recognition and driving sales volume.)

http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005
 best practices
• Listen to public
• Deputize people throughout the
organization
• Understand how each channel provides a
different dimension of engagement
• Centralize coordination
• Find champions who can explain and
mitigate risk.
• Be in it for the long haul
http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005
 best practices (cont.)

• Pick channels carefully.

• Spread engagement to employees beyond
the social media team.
• Open the platform to anyone and everyone.
Encourage employees to tap into social
media to get work done
• Engage in new channels where people
already are
• Support engagement as an extension of the
company culture.

http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005
 best practices (cont.)

• Be conversational from the start.

• Make social media part of the job, just
like email
• Modularize and synchronize content
across channels
• To scale engagement, make social
media part of everyone’s job.
• Emphasize quality, not just quantity.
http://jeffbullas.com/2009/07/21/report-reveals15-best-practices-of-social-media-implemented-by-the-top-100-brands/#comment-2005
 measuring ROI

“A direct result of not tying activity to an end game, the

ability to know what it is we want to measure before we
engage. Doing so, allows us to define a strategy and a
tactical plan to support activity that helps us reach our
goals and objectives.”

-- Brian Solis, author and principal of the FurtureWorks agency

 what are you using social media for?

• Communication with friends -- chat

• Update status and know friends’ statuses.
• Share photos and videos
• Get updated with latest information
 Everyone is on the internet

Today, nearly everyone is on the Internet. You can

meet CEOs, entrepreneurs, recruiters and many
other folks online.
Due to advancements in social technologies, more
people are connected and more companies are
getting online and searching online for suitable
candidates or consultants.
Top talents will receive the most visibility and
everyone else will sink to the bottom.
 beat the competition
Leveraging on Social Media for personal branding gives you
an edge over the competition for jobs and opportunities.

Many recruiters are already checking the candidate’s profile

online before granting an interview.

Landing your dream job, you probably need

recommendations and introductions, knowing more people
through online networking helps.

Discover your true passion, even if you have a job, showing

your true passion may land you in a department or a new job
doing exactly what you love, making it a great match for you.
 gen Y

“ Gen Y are seen as the ‘ID Generation,

standing for the entitlement ‘I
Deserve.’ They are seen as not being
good employees because they are
not reliable and that they are not
going to be loyal to any employer.

”
Gen Ys must be able to sell their
strengths as well as personality traits.

-- Robin Ryan, author, career coach, and national speaker

 personal branding
You are not special. You are not a beautiful or unique
snowflake. You are the same decaying organic matter as
everything else. – Tyler Durden, Fight Club.

Social media tools are becoming mandatory for career success. They

are free advertising and give you the ability to connect directly with hir
ing managers, entrepreneurs and recruiters, instead of applying for jo
bs through job boards, which are black holes. 
Your digital assets — blog, podcast, and social networking profiles —
are your online identity and how people discover and connect with yo
u. 
You have the ability to leverage one or all of these social media tools i
n order to present a positive image and be recruited for a position that
aligns with your passion. 
-- Dan Schawbel (HOW TO: Leverage Social Media for Career Success)
 weak ties
Weak Ties: Defined
weak ties (acquaintances,
not close friends) enable
reaching populations and
audiences that are not
accessible via strong ties.
 weak ties (cont)

• Weak ties can be powerful, but

Challenging to build across cultures,
languages, and preferred sites

• Weak ties are powerful because

they can give you what close friends
and community often cannot (e.g.,
different ideas, connections,
resources, models, etc)
 how can social media help?
• Networking - getting to know more people
in the industry you want to work in.
• Share ideas – let people know who you
are and what’s in your mind.
• Get news – learn insights about the
industry you work in.
• Get noticed – good products needs good
marketing to sell well, so do you.
 a necessity for you?
I hear a lot of people complaining about their jobs on buses
and trains, but few have taken action to change that.

If you feel the following emotions:

• Your job is not challenging enough.
• No real personal growth in the current position.
• A lot of your other skills and talents are not used.
• Can do a better job in other positions.
• Get so tired after work that you cannot enjoy your social life.

The least you could do is to figure out what you are good
in and what you like doing. Then write about it and try to
get noticed.
do you have a personal brand?
Everyone can gain from personal branding.

• Meet contacts to land your dream job

• Get leads and earn more commissions for
your sales job.
• Act as your own CEO, by posting your own
vision, thoughts and ideas on blogs.
• Leverage on your network to know more
people and gain more influence.
• Brand yourself as an expert or a leader in
your field.
 challenges faced (asian culture)
• Uniformity – does not want to stand out
• Does not like sharing information
• One track mind and resistant to change
• Lack knowledge management
• Lack empowerment (Bureaucratic)
• Does not like to be corrected
• Risk Adverse
 jump on the social media bandwagon

now!
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