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Post on 22-Jan-2017
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I have a couple of stories for you.
azleenabdrahim.tumblr.com
One
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In 1996, 2 buddies Sabeer Bhatia &
Jack Smith planned to start JavaSoft
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They were so scared that their boss might
read their emails.
So, they created a web-based email platform
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and so,
was born.
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$300,000 was raised by them from investors.
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but Hotmail’s marketing strategy sucks. Billboards &
radio ads didn’t work.
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but an idea from investor, Timothy Draper, changed everything
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Simply put ‘PS: I love you. Get your free email at Hotmail’ at the bottom of each email
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Within hours, Hotmail growth became like this.
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Then it goes 3,000 new users per day
Within 6 months, they were up to 1 mil users
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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.
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This story is not an anomaly
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azleenabdrahim.tumblr.com
Many successful brands had done it.
Why did these companies succeed when everyone else failed?
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My name is Azleenand I am a Chief Evangelist at NSE
UUM Marketing GradNative, Digital Marketing since
1997
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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
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So, today I’m going to cover 2 things
1. What the heck is Digital Marketing2. How to do it right & win the game
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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
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Most companies find themselves clueless on
the same problem.
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They built their company and brand
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but no one knows about it.
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Say your startup has
an idea
You assemble a team and start building
Your brand
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Three month later, you have a service you’re happy releasing
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When that day finally comes, you launch and..
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..nothing happens
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Nothing like the tremendous viral growth you were anticipating
What do you do?
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Enter, digital marketing
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azleenabdrahim.tumblr.com
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
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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
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Most companies will do
three things.
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Social MediaGet Customers
Profit
just directly go and talk to her, win her heart and live happily ever after?
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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.
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No.
When you buy that mobile phone, do you buy it because of the ads or from
the recommendation of someone you
trust?
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The key word here is TRUST
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How do we win trust via online?
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Toilet is calling. Let’s break for
10min
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How do we win trust via online?
2nd Story
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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
Online Engagement & Trust Creation
Secure A Click
Take Them Offline
Searchable
Why-Must-You-Buy-From-Me Contents
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In Dec 2, 2001 Tony Fernandes bought Tune Air for RM1. It comes with
RM 11mil debt. It became AirAsia.
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Air Asia?
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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:
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Name AddressProducts Name
ServicesLogoTagline
Corporate Colour
Experience Technical Capabilities
Face of the Brand
Expectation vs Experience
Design SimplicityAchievement
CultureMessage You’re Telling
nseinasia.tumblr.comCustomers
Stranger
Visitor
Frequent VisitorOnline Friend
Fan
Branding
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..then the content works began
Tony never sell. He just tell.
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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.
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How to create good contents?
Do it the AirAsia way. They make you think with your hearts and emotions, instead of your head.
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Where do they park their contents?
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azleenabdrahim.tumblr.com
Blog Blog Blog
AirAsia keep their website dynamic + mobile. So does Nescafé
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azleenabdrahim.tumblr.com
azleenabdrahim.tumblr.com
Question.
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People trust brands, don’t they?
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No.
People doesn’t trust things that do not have a face, nose and a pair of eyes.
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So, you need a face for your brand. Else it won’t work!
nseinasia.tumblr.comCustomers
Stranger
Visitor
Frequent VisitorOnline Friend
Fan
BrandingWhy-Must-You-Buy-From-Me Contents
What is SEO actually?
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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
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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.
nseinasia.tumblr.com
nseinasia.tumblr.comCustomers
Stranger
Visitor
Frequent VisitorOnline Friend
Fan
Branding
Searchable
Why-Must-You-Buy-From-Me Contents
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Instead of working on searchability, they work on something that make more sense.
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Social media.AirAsia utilize them to acquire followers. So does Tony.
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They really understand social media, and how it works
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So, they set a trap
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By playing with your emotions.
You will quietly say no by following them in Facebook and all.
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Same brainwashing contents in all their social media,
and take advantage of your bad habit.
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They post more than four times a day, no less than that.
nseinasia.tumblr.comCustomers
Stranger
Visitor
Frequent VisitorOnline Friend
Fan
Branding
Online Awareness
Searchable
Why-Must-You-Buy-From-Me Contents
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After those posts, what do they do?
They make friends with you
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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.
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Encourage you to be part of them.
Togetherness
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Do friends trust each other?
Of course!
nseinasia.tumblr.comCustomers
Stranger
Visitor
Frequent VisitorOnline Friend
Fan
Branding
Online Awareness
Online Engagement & Trust Creation
Searchable
Why-Must-You-Buy-From-Me Contents
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Now, trust is in the air.
You and AirAsia are buddies. BFF.Then what?
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Then, this.
They want you to click.
They want you to act!
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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..
azleenabdrahim.tumblr.com
nseinasia.tumblr.comCustomers
Stranger
Visitor
Frequent VisitorOnline Friend
Fan
Branding
Online Awareness
Online Engagement & Trust Creation
Secure A Click
Searchable
Why-Must-You-Buy-From-Me Contents
nseinasia.tumblr.com
The older you get, the calling is getting frequent. Final one. Let’s break for
10min
nseinasia.tumblr.comCustomers
Stranger
Visitor
Frequent VisitorOnline Friend
Fan
Branding
Online Awareness
Online Engagement & Trust Creation
Secure A Click
Take Them Offline
Searchable
Why-Must-You-Buy-From-Me Contents
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Today, AirAsia Is The Best Low Cost Airline In The World For 8 Consecutive
Years In A Row*
*Skytrax
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Anyone studying marketing here?
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If digital marketing a footballer, where
would be the position?
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Midfielder
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Why Midfielder?
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MARKETING,Company
Harmonization Engine
Vision, Mission & Objectives
Products & Backends
CustomerService
Sales
nseinasia.tumblr.comCustomers
Stranger
Visitor
Frequent VisitorOnline Friend
Fan
Branding
Online Awareness
Online Engagement & Trust Creation
Secure A Click
Take Them Offline
Searchable
To recap.
Why-Must-You-Buy-From-Me Contents
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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.
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My advice to you
What book are you reading?
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Please share me your thoughts.
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Thank you.
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