UUM presentation

I have a couple of stories for you.

azleenabdrahim.tumblr.com

One


In 1996, 2 buddies Sabeer Bhatia &

Jack Smith planned to start JavaSoft

nseinasia.tumblr.com

They were so scared that their boss might

read their emails.

So, they created a web-based email platform


and so,

was born.


$300,000 was raised by them from investors.


but Hotmail’s marketing strategy sucks. Billboards &

radio ads didn’t work.



but an idea from investor, Timothy Draper, changed everything


Simply put ‘PS: I love you. Get your free email at Hotmail’ at the bottom of each email


Within hours, Hotmail growth became like this.


Then it goes 3,000 new users per day

Within 6 months, they were up to 1 mil users



There’s a case, Bhatia sent an email to a friend in India

within 3 weeks, Hotmail had 300,000 users there.

When Hotmail was sold to Microsoft 1.5 years later, they

had 12 mil users.

out of 70 mil internet users at that time.


This story is not an anomaly



Many successful brands had done it.

Why did these companies succeed when everyone else failed?


My name is Azleenand I am a Chief Evangelist at NSE

UUM Marketing GradNative, Digital Marketing since

1997


We’re based in Subang Jaya, established

in Sept ’11We have 6 team-members and managing + advising 6 clients only at

one-time.

2014 revenue, RM1.27 Mil


So, today I’m going to cover 2 things

1. What the heck is Digital Marketing2. How to do it right & win the game


And you’re going to take home

1. Insights no one tells you before2. Ideas that’ll make you sleepless tonight3. You’re going to stay 1-year ahead from peers


Most companies find themselves clueless on

the same problem.



They built their company and brand


but no one knows about it.


Say your startup has

an idea

You assemble a team and start building

Your brand


Three month later, you have a service you’re happy releasing


When that day finally comes, you launch and..


..nothing happens


Nothing like the tremendous viral growth you were anticipating

What do you do?


Enter, digital marketing



WTH is digital marketing?

It is a set of online tricks, tactics and best practices to acquire strangers, turn them

from just a visitor into paying customers. And eventually become our biggest fan.

Digital marketing


In simpler words, we take advantage of human behaviors and habits, and make them fall in love with our ‘cheese’. Again and again.

Digital marketing


Most companies will do

three things.



Social MediaGet Customers

Profit

just directly go and talk to her, win her heart and live happily ever after?


When you like that cute girl, do you

You need to do a some homework first. Prepare yourself, set the stage, approach, become friends, create trust, good friends, bf-gf and so on.


No.

When you buy that mobile phone, do you buy it because of the ads or from

the recommendation of someone you

trust?


The key word here is TRUST



How do we win trust via online?


Toilet is calling. Let’s break for

10min


How do we win trust via online?

2nd Story



BrandingWhy-Must-You-Buy-From-Me Contents

Online Awareness

Online Engagement & Trust Creation

Secure A Click

Take Them Offline

AirAsia Is Good At This

Searchable

nseinasia.tumblr.comCustomers

Stranger

Visitor

Frequent VisitorOnline Friend

Fan

Branding

Online Awareness


Secure A Click

Take Them Offline

Searchable

Why-Must-You-Buy-From-Me Contents


In Dec 2, 2001 Tony Fernandes bought Tune Air for RM1. It comes with

RM 11mil debt. It became AirAsia.


Air Asia?


In Dec 2, 2001 Tony Fernandes bought Tune Air for RM1. It comes with

RM 11mil debt. It became AirAsia.

Tony believes everything begins with credibility. Your story and how you want people will remember you.

That is brandingazleenabdrahim.tumblr.com

Credibility lies in:


Name AddressProducts Name

ServicesLogoTagline

Corporate Colour

Experience Technical Capabilities

Face of the Brand

Expectation vs Experience

Design SimplicityAchievement

CultureMessage You’re Telling


Stranger

Visitor


Fan

Branding


..then the content works began

Tony never sell. He just tell.


First he keeps repeating the mantra, again and again.

Short but sweet.

When you write articles, stories, snap pictures, create videos, draw infographics and maybe

jotted down quotes, that is a content.


How to create good contents?

Do it the AirAsia way. They make you think with your hearts and emotions, instead of your head.


Where do they park their contents?




Blog Blog Blog

AirAsia keep their website dynamic + mobile. So does Nescafé




Question.


People trust brands, don’t they?


No.

People doesn’t trust things that do not have a face, nose and a pair of eyes.


So, you need a face for your brand. Else it won’t work!


Stranger

Visitor


Fan

BrandingWhy-Must-You-Buy-From-Me Contents

What is SEO actually?



Google Webmasters Tool

Google will send crawlers to your website. Sniff your content and index them up

How to get on 1st page of Google?

Pay


SEO loves contents. More contents you have, more

SEO love you’re going to get.

AirAsia, they don’t hunt for strangers. So they limit themselves on SEO.

It’s just too expensive.



Stranger

Visitor


Fan

Branding

Searchable



Instead of working on searchability, they work on something that make more sense.


Social media.AirAsia utilize them to acquire followers. So does Tony.


They really understand social media, and how it works



So, they set a trap


By playing with your emotions.

You will quietly say no by following them in Facebook and all.


Same brainwashing contents in all their social media,

and take advantage of your bad habit.


They post more than four times a day, no less than that.


Stranger

Visitor


Fan

Branding

Online Awareness

Searchable



After those posts, what do they do?

They make friends with you


Empowering you to book flights yourselfEncourage you to LIKE, COMMENT and SHAREBe human.Communicate, solve problems via onlineWanting you to win something from them.

Sincerely wanting to be on your side, as friends.


Encourage you to be part of them.

Togetherness


Do friends trust each other?

Of course!


Stranger

Visitor


Fan

Branding

Online Awareness


Searchable



Now, trust is in the air.

You and AirAsia are buddies. BFF.Then what?


Then, this.

They want you to click.

They want you to act!


When that crazy cousin of yours

recommend you a hotel she stayed while she was in Langkawi Island last week,

will you try?

When AirAsia suck in convincing you to go holiday, they always win in..



Stranger

Visitor


Fan

Branding

Online Awareness


Secure A Click

Searchable



The older you get, the calling is getting frequent. Final one. Let’s break for

10min


Stranger

Visitor


Fan

Branding

Online Awareness


Secure A Click

Take Them Offline

Searchable







Today, AirAsia Is The Best Low Cost Airline In The World For 8 Consecutive

Years In A Row*

*Skytrax


Anyone studying marketing here?


If digital marketing a footballer, where

would be the position?


Midfielder


Why Midfielder?


MARKETING,Company

Harmonization Engine

Vision, Mission & Objectives

Products & Backends

CustomerService

Sales


Stranger

Visitor


Fan

Branding

Online Awareness


Secure A Click

Take Them Offline

Searchable

To recap.



In other words,

Build credibility, the foundation of your success starts here.Regularly tell to sell using contents, why must they buy from you.

Be presence in relevant social media networks, stay active.

Communicate with audience, establish friendships. Establish trust.

Get them to act, now! At least get them to follow you.

Take them off from the online world, and buy your stuffs.

Searchability, ensure your contents are easily found.

Stay curious. Read.


My advice to you

What book are you reading?


Please share me your thoughts.


Thank you.