"소셜미디어에서 브랜드 만들기": Booth Techcon 2021 Day 1

Brand Building on Social Platforms

 

강연자: (모두 Booth Alum)

- Sarita Singh ('07): Director of Global Business Group at Facebook

- Shobhna Upadhyaya ('11): Senior Director of Business Operations at LinkedIn

 

Linkedin for 5 yrs. 

컨설팅에서 일함. 맥킨지. 부스. URS. 

 

Sarita 

FB Southeast Asia & emerging market 

HP 에서 일함. 

 

what happened in the past years?

- COVID, pandemic. Ensure the safety & well being in the company 

- work from home. 

- digital advertising industry 

 

Impact was very deep. 

insights : rapid digitalization. 5 years digitalization achieved in last 9 months 

Digital marketing --> find, acquire, serve new customers 

 

how do you plan your business?

- forecasting : historical trends, forward looking trends. 

- not in line with expectation. constantly updating models was the key.

- uncertainty in the panic. plans change instantly. 

regular communications. Trends & behaviors - fundamentally changing

 

being flexible, agile is impt 

 

ads business 

- how companies build brands? 

- changes in ways companies messaging differently? leveraging differnetly of the platform? 

- major change: 3 main elements 

 

1) new ways of commerce initiative 

- Asia - conversational commerce 

Most growth. How do you engage in sales platform? 

bring structure? 

 

2) digital shopfronts 

- don't have the website. 

- digital shopfronts allow customers to visit the shops 

 

3) measurement of analytics 

- value of marketing money spent 

 

Linkedin?

1) B2B platform. 

- what the brands are communicating about

more as a 'part of community'. 

impact of pandemic, unfairness, topics of discrimination and gender 

workplace topics. diversity, inclusion, belonging. 

employee wellbeing, mental health. 

 

- how ?

engaging personal formats : video. user story. 

live events ..

<-> text based contents : few years ago 

 

What new social platform is coming up?

- clubhouse 

... 

 

Trends?

- depends: depending where you are- 

dominated by fb blue.

Instagram : Japan,

Whattsapp: India, Indonesia 

 

How they using it?

- connection?

- community?

- commerce? 

 

more users come to platform + hours, types of engagement change 

 

- hyperlocal social platform: nextdoor 

 

Companies adopt more remote working 

Online learning 

 

Q&A 

- Analyst -> marketing -> operation & strategy -> sales 

- consulting -> recommendation & analysis. never got chance to see actual impact. 

Mapped to align business. Ad business for more than 5 yrs. 

Details and depth of business. 

 

Learned at Booth?

- what class should we pay extra attention to? 

- new venture challenge. 

- immediately impactful: negotiations! (Life Skills)

- how you build your networks in organizations: where does the power exist?

 

understanding your target is the first step 

 

“Are there specific industries (ie fashion) that have increased ad-spending on Facebook/LinkedIn over the past year? ”

- Linkedin: most of focus is about B2B. tech industry 

- econ, cpg, retail, edutech 

- fintech 

tech as a disruptor to traditional industry 

 

emerging 

- related to edutech, health tech.

anything lifestyle related. 

- astrava 

- tech is now extending other parts of industry 

- well-being, mental health. 

 

networking changes?

- lack of in-person events

- alternate tools.

- virtual environment: introverts are more comfortable. 

- it's about building authentic relationship and finding your people.