Digital and Social Media in Aesthetics Marketing
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The document focuses on the evolution of digital and social media in aesthetics marketing, discussing the shift from traditional advertising to interactive brand-consumer communication. It highlights the significant online presence in Asia, particularly among younger demographics, and offers strategies for clinics to effectively engage with potential customers through digital channels. Key takeaways include the importance of creating a strong online presence, utilizing social media for customer interactions, and developing tailored content to attract and retain users.
Digital and Social Media in Aesthetics Marketing
- 1. Digital and Social Media in Aesthetics Marketing Q-MED Clinic Manager Training Workshop 25 June 2011
- 2. Agenda • The Changing Landscape of Advertising • Challenges & Implications • Digital Landscape in Asia • Digital Marketing and Social Media: How you can apply this to your role
- 3. Let’s take a step back Think about how the way we interact with media and entertainment has changed
- 4. There’s a shift from pure media consumption
- 5. To a culture participation and creation
- 6. People talk, share and aggregate
- 7. People create, remix and watch
- 8. And people do all of that for, with and against brands For With Against
- 9. We are quickly evolving in the way we communicate and socialize
- 10. Consumers research and talk about brands heavily online.
- 11. Digital and social media accelerates these conversations…
- 12. Marketing is social With digital technology, communication between brands and consumers become bidirectional
- 13. Paid media gave us the power to completely control the story we wanted to tell Brand Communication
- 14. The enormous influence of earned media requires brands to open the conversation to everyone Brand Conversation The Brand and Consumers talk to each other.
- 15. Today, what is largely is said about out of our our brand control
- 16. Social Media: It’s not the same as advertising • New medium with different rules • You need to understand the rules or get an external agency who does • Traditional advertising rules will not work
- 17. So what does the digital landscape in Asia look like?
- 18. 42% of the world’s Internet users are from Asia Internetworldstats.com, June 2010 data
- 19. 42% of the world’s Internet users are from Asia Internetworldstats.com, June 2010 data
- 20. Asia Internet Population Internet World Stats, June 2010
- 21. Asia Internet Population Internet World Stats, June 2010
- 22. Asian web audience skews younger Comscore, January 2011
- 23. Hong Kong and Singapore skews older than the global average Comscore, March 2011
- 24. Median age of Online Users in HK, SG, TW and KR is between 25 – 44 years old Hong Kong Singapore Taiwan South Korea
- 25. Growth of active users between the age of 35-59 year olds rising dramatically
- 26. Growth of active users between the age of 35-59 year olds rising dramatically
- 27. Key Online Activities: Asia Comscore, Jan 2011
- 28. Most visited sites in APAC Comscore: Top Domains, Asia Pacific Jan 2011
- 29. Females are equally active online Comscore, March 2011
- 30. In fact, Hong Kong and Singapore have the largest proportion of women online Comscore, June 2011
- 31. Singapore & Hong Kong: Social Media and Search Dominates Hitwise, June 2011
- 32. Taiwan & South Korea: Search Portals and Community Networks lead the way Taiwan South Korea Hitwise, June 2011
- 33. Photo sharing and videos are an integral part of the digital experience
- 34. Photo sharing and videos are an integral part of the digital experience
- 35. Online Video consumption: SG and HK
- 36. Online Video consumption: TW and KR
- 37. Search: Google leads the pack Comscore, APAC, July 2010-Jan 2011
- 38. Singapore and Hong Kong users are active searchers
- 39. Facebook Penetration in APAC Socialbakers, Feb 2011
- 40. Indonesia has the 2nd largest Facebook user base in the world
- 41. Philippines is the top Facebook market by reach Comscore, June 2011
- 42. Japan, Indonesia, Philippines and Singapore are top 10 on Twitter by reach Comscore, June 2011
- 43. Digital Marketing Toolkit: Data & Statistics • Asian Digital Marketing Yearbook 2011 ü http://www.asiadigitalmarketingyearbook.com/asia-pacific-digital- marketing-yearbook-2011 • Comscore State of the Internet South East Asia March 2011 ü http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/ State_of_the_Internet_Southeast_Asia • Internet World Stats ü http://www.internetworldstats.com/stats3.htm
- 44. Where should we start?
- 45. What are your customer touch points online? E-Newsletter Podcast Branded content Blog E-Direct Mailer Search Forums Mobile App Microsites Social Banners Platforms Website
- 46. Objectives: What do you want to achieve? Awareness Data Sales acquisition Digital Platform Leads Adoption generation Building relationships
- 47. Call to Action: What do you want the target audience to do? Register for Events Find our more about our Contact our Sales Team products / services Download Subscribe our to our marketing newsletters collaterals Call to Action Attend Update Online your profile Training Download Purchase our Trial online
- 48. What does Digital encompass? Web Design (User Experience/Interface) Online Advertising Search Engine (Banners, Paid Search, Ad networks, Content Targeting) Optimization (SEO) Customer Relationship Web Analytics Management Digital (Email Marketing) Social Media Mobile (Facebook, Twitter, YouTube) (Apps, coupons, QR codes, Augmented Reality, Location Based Services) Viral Marketing (Blogs, Forum Seeding, Influencers)
- 49. The Consumer Purchase Funnel Advertising (Online/Offline), Email Awareness Marketing, Viral Marketing, Social Media Consideration Paid Search, SEO, Viral Marketing, Mobile, Social Media Preference Paid Search, SEO, Email Marketing, Viral Marketing, Mobile, Social Media Purchase Website (User Experience), Mobile, Web Analytics Retention CRM, Social Media Advocacy CRM, Viral Marketing, Social Media
- 51. Our Challenges • High involvement product/service • Social Taboo • Invasive • Inertia • Fear • Expectations • Lack of or too much information • Costs • Marketing regulations
- 52. How can we use digital to… • Sell the product/service? • Recreate the sensorial experience of the brand/ product online?
- 53. Key Digital Tenets • High level of involvement requires research to be done before a decision is made to purchase ü Online is the number one source of information ü Not enough to just have a website ü Users now rely on social networks and user generated content (e.g. reviews) to make their choices
- 54. Clinics must have a strong presence online • Numerous third party information sources online about the brand and product • Includes consumer reviews, discussions and even price comparison • Potential customers have access to this information • Essential for the brand and clinics to have a strong voice in the online landscape
- 55. What do consumers want? • Information, Clarity and Ease of Mind • They want to: ü Hear about the experiences of others ü Ask questions and get answers ü Be able to imagine what they would look like ü Get a step by step explanation of the procedure ü Find out if it will be painful/The price? ü Know about the time horizon/downtime • We need to get them comfortable enough to make a well informed decision
- 56. Let’s approach this in the following ways… • Build a solid foundation – Website/Social Platforms ü Consumer education ü Provide an information repository via content curation and not just aggregation ü Open communication / Customer Service ü Search Engine Optimization • Drive awareness and traffic to digital assets ü Online Advertising, Keyword Search • Engage existing/potential customers & key influencers ü CRM Strategy, Digital seeding, Blogger marketing
- 57. Content Creation & Distribution • Create customized (localized) branded media and content – Videos & Photos • Doctor participation and clinic promotions • Product seminars and events • Document procedure and experience • Use well known bloggers as a launch platform • Create a compelling reason to keep users coming back • Solicit volunteers/Co-creation • Build customer database (Email/Social Media)
- 58. Digital Marketing Channels • Digital/Social Network Platforms ü Website, Facebook, Twitter, YouTube, Blogs • Viral Marketing ü Digital seeding, Blogger outreach • Online Advertising/Search Marketing ü Banner Ads, Ad Networks, Paid Search, Content Targeting • Search Engine Optimization • Customer Relationship Management ü Database management, Email marketing • Website Analytics ü Accountability, Tracking and Optimization
- 59. Tying everything together Paid Online Facebook Media Advertising/ Search (Paid/ Ads Email SEO) Drive visits to Drive fan Drive traffic Website/Blog acquisition YouTube Website Facebook Owned Channel Media Page Twitter Blog Increase brand Drive traffic awareness/product knowledge Earned Media Monitor and engage on Discussion Forums . Digital Seeding, Blogger Outreach
- 60. What can we do to move customers away from purchase inertia? • Create an immersive digital experience through pervasive storytelling • Leverage on technology to create a virtual customized trial experience
- 61. Humans crave stories and technology constantly advances the art of story telling and creates new experiences that help marketers connect
- 63. People love to hear and be part of stories
- 69. The Customized Trial Experience
- 71. Facial Recognition: Stars in You
- 72. Facial Recognition: Doggelganger New Zealand
- 74. Questions?
- 75. Thank You! Vincent Teo [email protected] @intersphere (www.twitter.com/intersphere) www.linkedin.com/in/vincentteo