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Welcome to Students Incorporated. I'm your host, Mr. Jason. Join me weekly as my team

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and I produce content that's informative, positive, fun, and uplifting. This podcast

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is created and produced with the help of students from the International Community School of

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Bangkok. Hello and welcome back. I'm joined by co-host Mia and Frank again. In today's

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episode, we have the privilege of talking with Khun Ai, a local industry leader working

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in the social media marketing space. She shares a lot of her insight, best practices, and

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advice on how to use social media effectively, especially if you're a business or an organization.

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So stick around for both segments. But before we get into our first segment, let's hear

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our quote of the day and get some headline news.

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Our quote of the day comes from Chris Brogan, president of New Marketing Labs. He's quoted

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to have said, social media has put the public into PR and the market into marketing. Social

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media is just a platform to share photos with your friends. It is the center to express

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your ideas everywhere. As your marketing team navigates through the users to give the best

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ad, they need to realize who they're best fit for and tailor it to the customer's need.

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And that's our quote of the day. Now onto some headline news with Mia.

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Thank you for our quote of the day, Frank. Now here's some headline news from around

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the world. Our first headline comes from X. X, formerly Twitter, has made it so that non-subscribers

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of X's verified plan can be shown on the app feed. Before, only the subscribed or verified

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members were able to be displayed. Still, the fact that of the 650 million monthly active

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users, only 650,000 verified members will get priority in being shown on the feed. This

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shows that the app is still, in fact, pay to win.

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Our next headline comes from Meta. Meta has a new editing app in the works. It's reported

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to have artificial intelligence to enhance further what the Chinese CapCut can already

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do. It's stated that the app was made to replace CapCut in the same manner that Meta

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is trying to replace TikTok with its Reels feature. As the app's parent company, ByteDance,

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will be banned any day now because of the recently passed bill.

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And finally, our last headline comes from Snap Inc. Snap Inc., the owner of Snapchat,

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and founders Evan Spiegel and Bobby Murphy, have pledged $10 million to the independent

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recovery initiative, Department of Angels, to support fire-impacted areas in Los Angeles.

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The project aims to empower community-led recovery by providing resources and project

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management support. And that's our headline news for this episode.

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Thank you for the quote and the headline news. We welcome our special guest, Kun Ai, to the

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studio today. Mia will get us started.

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Welcome to the show, Kun Ai, and thank you for being here on the podcast with us. So

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could you please introduce yourself and tell us a little bit about what you do?

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Okay, certainly. My name is Aiyapat Wan Kawisan. Actually, you can call me Ai. Ai like A-I,

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but I'm human. Yeah, I'm currently the CEO of the three companies. The first one is Panet

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Digital. It's an official reseller of various platforms such as Line Solutions. And the

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second one is Go Online Agency, a full-funded marketing agency specializing in e-commerce

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and multi-media production, and also the media optimization and influencer management. And

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the last one is Digitory, which focuses on digital marketing training and consulting.

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Whoa, okay. Thank you. So along with that, could you share a little bit about your educational

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background and what led you to start your own company?

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Okay. I graduated from the Faculty of Commerce and Accountancy, majoring in marketing at

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Thammasat University. During my studies, I worked part-time to support myself financially,

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as my family was facing financial difficulty at that time. And I also received help from

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my relatives as well, which motivated me to learn as best as possible. My goal back then

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was very simple. I just want to gain enough knowledge to experience and secure a good

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job, to learn from leading companies, and eventually start my own business. But ever

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since I was a shy, I always wanted to be an entrepreneur. Though I wasn't sure what kind

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of business I want to run, but that curiosity led me to try different things to explore

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my interests. However, one common theme in everything I did was finding ways to generate

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income. So I've always enjoyed the process of making money, which might be one of the

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key reasons I ended up running my own business.

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Definitely. I can relate to being wanted to be an entrepreneur since I was a kid too.

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I didn't know what kind of business I wanted to do. It's just like, I want to make money

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and run my own business. Definitely. So how did you experience marketing, health, and

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how it shaped your entrepreneurial journey?

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Okay. Yeah, marketing has played a crucial role in shaping my own entrepreneurial journey

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because running a business requires a diverse skill set from operations, marketing, sales,

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accounting and human resources as well, all of which vary depending on the type of business,

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right? But however, having a strong foundation of marketing gave me a significant advantage

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in the early stage.

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Since marketing and sales go hand in hand, my background helped me to understand the

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customer needs and how to effectively address them. I also developed a strong presentation

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and communication skill, which were incredibly valuable when I first started. So in the beginning,

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it was just me and I wasn't essentially selling myself as a coach and consultant. Over time,

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as client demand grew, they start asking me to execute a strategy rather than providing

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the guidance. And at that point, I realized that I couldn't handle everything alone.

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So by late 2019, maybe I began forming a team and building a company structure to scale

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my operations. So my marketing expertise not only helped me attract clients, but also allow

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me to position my business effectively in competitive market.

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Yeah, I agree. Because like I think marketing, like it's a very big field and you need so

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many qualities in order to execute it all really well. So yeah, it's nice knowing that

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like in the early stages, you already had a lot of that like experience and you know,

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like inner quality sort of. So that's really good. All right. And what were some of the

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biggest challenges that you faced in those early days of building your business and how

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did you overcome them?

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Yeah, yeah, actually, there's like many challenges like, for example, limited resources, and

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also building credibility, managing everything alone, and hiring the right person, right

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people. Without a big budget, I start as a consultant to generate revenue before scaling

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and gaining client trust was tough since I was no longer back with a company because

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I quit from the company to build my own business. Like I don't have like a big agency. So I

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focus on delivering results and leverage the referrals from the clients. And yeah, handling

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everything myself from marketing, sales, operations, even HR was very overwhelming. Hiring was

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especially challenging since I had no HR team at that time, I don't have a budget to hire

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the HR. So I should be the one to interview every role in my business. So it's quite hard

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because I have to start from writing the job description, find the right job description,

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make it more interesting to attract candidates, interview candidates by myself, and even handle

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the labor law compliance, which is the very hard, like the hardest thing. And also interviewing

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for HR roles to replace me was completely new to me. But over time, I learned and eventually

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built a strong team right now. So these challenges taught me a lot, like adaptability, resilience,

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and leadership as well. So it's shaping how I run business today.

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Definitely like starting from scratch is a hard thing to overcome. But I'm sure that

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there was like a lot of like, you know, character development when you were done with it. So

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as someone who's working in social media marketing, what are some of the misconceptions

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clients have about the industry?

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Yeah, one of the biggest misconceptions clients have about social media marketing is that

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it's just about posting content. Because many people believe that like simply having an

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active person will automatically drive sales. But in reality, this is not. A successful

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strategy involves from data driven decision making, audience targeting, and also continuous

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optimization. Like you have to improve almost every day, almost every day, every hour. Yeah.

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And another common thought is the results happen overnight. While social media can generate

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quick engagement, like building a strong brand and converting followers into customer, it

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takes time. It always takes time and consistency. And the right mix of contents, advertising,

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and community engagement is also important. Clients also tend to assume that the viral

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content equals to business success. But while reality alone doesn't guarantee long term

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growth, the sale growth, so what matters more is to sustain engagement and strategy that

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aligns with the business goal. And lastly, some brands think that they don't need paid

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ads. They don't need to pay money. They post content and that's enough. But you know, nowadays

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organic reach is declining on most platforms. So a well planned paid strategy is very essential

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for scaling and reaching the right audience effectively.

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Oh yeah, yeah, I agree. Cause that's a lot of like misconceptions like, oh, like one

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night and like you're a billionaire. That's not, that's not. Yeah. So one in a million.

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Yeah, it's exactly. It's one in a million. And yeah. All right. Thank you. Now, what

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skills or knowledge did you find helpful as an entrepreneur?

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Yeah, I found that adaptability, strategic thinking. Yeah. And of course, financially

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utilizing were crucial skills because running a business requires wearing multiple hats

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as I mentioned before. So I had to quickly learn and apply everything operations, sales,

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HR and finance, um, alongside with my expertise in, in, in marketing, but sales and negotiation

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skills were especially important in the beginning. Uh, when I had to pitch my service, like close

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the deal and build relationships with clients, um, understand customer psychology and marketing

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trends also helped me like position my business effectively. But another key area was a team

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building. I cannot work alone, right? A team building a leadership. In the early days I

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had too high a trend and manage people by myself. But right now I have a manager already.

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So they manage their team. But yeah, at that time, like I have to learn many things about

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HR, the labor laws, the, like how to build company culture to make it like nowadays that

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we are working together right now. And also managing the cash flow, the, the, the budgeting

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was also critical as a finance, a financial mismanagement is one of the bigot reason why

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like startup fell, right? Yeah. So above all, I think continuous learning and problem solving

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have been the most valuable. The business landscape is always changing, right? So staying

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agile and open to new knowledge has been essential to growth.

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I definitely agree with psychology. I think understanding like the psychology of the mass,

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you know, like how like they would buy what they would want would take you a long way.

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So looking back, what advice would you give to someone that's starting out in the social

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media marketing industry? Okay. If you're just like, uh, starting in social media marketing,

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my biggest is why is to focus on the fundamental first and stay adaptable and always be data

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driven. Yeah. Because, um, if you master the basic, you like, you learn the consumer psychology,

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as you mentioned that the content strategy, that paid advertising and also data analytics,

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the social media isn't just about the posting, as I mentioned before, it's about driving

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business. Please. So, and you have to also stay updated because the platform and algorithm

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change constantly actually change every day. Like sometime you cannot find this bottom.

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They change, they like, they move. Right. So we have to stay update and follow the industry

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news and expert experience with the new trends and adapt quickly. But yeah, don't forget

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about the data driven because the client care about ROI, right? The return on investment.

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So you have to learn how to track the performance and the metrics as well. And yeah, the industry

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is very competitive, but those who combine creativity and strategy thinking, like the

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strategy thinking will always stand out. I'm going to jump in here, but I've got a couple

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of questions I'd love to find out too, just by hearing all this information. Uh, the first

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one would be kind of on the client side. What are some of the metrics that your clients

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really want to see when they start doing the paid part of their strategy? Okay. But actually

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it depends on the business though, because in online marketing we can track everything.

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Back at a time when we don't have online marketing tools, like we have offline, offline media,

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for example, like out of home or TV, you cannot track the eyeballs like a hundred percent

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accurately. Right. But right now we can track everything through the platform. Starting

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from the upper funnel, for example, you want to target to, um, female who's age between

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18 to 30, for example. Yeah. You can track the, how many people see your advertising

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as an, uh, reach or impressions. And after that, you can also track that they click on

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your advertising or not. And after they click on the advertising, they go to the website.

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We also have the analytics to track like the clicks, right? So you, so you will see like

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how many people jump into your website and then you can track, like you can also track,

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like they look at your product or not. They add to cart or not. They paid or not. So we

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can track in every little funnel. Cool. Okay. Yeah. That's one thing I think that people

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in marketing, uh, obviously really need to think about. It's not just getting the likes

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and the follows, but it's, does it actually move that person into a place where they can

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make a purchase or do an engagement with your business? The other question really quick

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before we jump into our break here with our PSA is now early on as you're starting the

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company, um, obviously a financial part of it is super important, but, um, was there,

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was there a place where you saw investors or was this something where you just kind

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of just went at it by yourself and pulled money from wherever you could find? Is that

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like, is that okay if you share something like that? Yeah, I can, I can share the friendly.

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Uh, I start this business. Actually, I register for the business before I quit the company,

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like two months or three months before I quit from, from, from the company. I, after I graduate,

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I work in digital marketing agency for four years. I plan to stay longer than that because

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I want to, I have a goal to learn everything about the businesses, but yeah, opportunity

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came. I have to leave, like, like I have to, to, to leave. So I leave the company and I

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like look at my bank account to see how many months I can survive if I don't have any income.

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And I saw that, okay, I can survive like six months. So I decided to quit from, from the

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company to, to run my own business. But at first I run, I run it alone. So the job, like

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my, my, my day to day job is to teach people because I have a teaching skill. I mentioned

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that I have to like support myself financially. So when I was in university, I work as a part

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time tutor, a freelance tutor to teach students. And sometimes I didn't teach only students,

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um, some like just, just any worker as well. I teach English, but yeah, I'm not that good

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in English though, but I, but I teach English, English like fundamental. Yeah. I think, I

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still think I'm not that good. Yeah. But, but anyway, I also like some, somehow I got

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a teaching skill. So I start the first, um, first job in my own company as a coach and

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consultant in online marketing because I work in digital marketing agency. And I found that,

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yeah, I generally love it because I'm graduated from, from marketing, right. And I work in

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digital agency. So I, I got the knowledge. Uh, I start this company with zero investment.

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The only investment is my time because I know that I can generate money from my time. I

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have eight hour a day to work. So I'm even start from like, like 1000 baht per hour,

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but now I can make like, yeah, I can share like 20 K baht per hour. Nice. Yeah. Yeah.

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And we do have a lot of like students who are interested in the entrepreneurship journey

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and sometimes they're not sure or don't have an understanding of some of those small details

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because they look at a lot of, Oh, I, if I can be my own boss one day, that's their goal,

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but it's that journey up to that point that can be pretty difficult and sometimes, uh,

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risky at some point in the financial side of it can be super risky. So thank you for

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sharing that by the way. Sure. No problem. All right. That ends our segment one. We're

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going to jump into our PSA announcement and then we will continue with Koon I in our second

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segment. We'll be right back after this announcement.

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At students incorporated, we believe in the power of connection. Just like this episode

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to connect, grab a cup of simple coffee because great things happen when people come together.

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And we are back with our second part. While we still have Koon I in the studio, we have

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some more questions for her. Mia will get us started again.

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So Koon I, could you share the different businesses that you are a part of right now?

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Okay, sure. Right now I'm actively involved in three business as I mentioned before. The

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first one is Panit Digital is an official reseller of various digital platforms, including

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Line Solutions, like Line official account, to help businesses integrate and optimize

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their digital tools easier. The second one is Go Online Agency. This is a full funnel

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marketing agency offering services like e-commerce, multimedia production, media buying, optimization

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and influencer marketing, like helping brands to scale effectively. And the last one, actually

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this is the first one that I work for, is Digitory, a digital marketing training and

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consulting firm focusing on equipping business and individuals with the skill and knowledge

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to succeed in the digital landscape. So we provide private class for companies and also

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online courses for individuals. The reason I run these three businesses is that I start

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by selling educational and consulting services through Digitory. As my clients grew and scaled

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their business, many found that they couldn't manage everything on their own, just like

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me. So that's when they start looking for support, they're looking for an agency to

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handle execution. So with Go Online Agency team, I was able to seamlessly continue supporting

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them with a full service marketing team. So this ecosystem allows a single client to progress

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through multiple services, maximize both their growth and my ability to support them at different

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stages. So aside from these businesses, I'm also an influencer who shares content about

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Korea as well, from like travel and culture to lifestyle and trends like K-pop, K-beauty,

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K-culture. Because it's something I'm truly passionate about, it's a space where I can

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connect with people and share my experience in an authentic way.

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Definitely. So like, that's like a lot of businesses, like you handle that by yourself,

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you wouldn't be able to handle all three businesses, right? Okay. So how do you like tailor your

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approach to each client's specific needs? Is that why you have like three businesses

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too? Yeah. The first thing I focus on is staying constantly informed about the trends and the

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shift in the business world. Because my clients come from incredibly diverse industries, ranging

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from FMCG products in the retail stores to luxury items like yachts, like supercar, real

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estate, home elevators, and even construction, hospitals, clinic, hotel, schools as well.

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So if I were to list them all, it would take a day, right? So because of the diversity,

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I need to deeply understand each business before offering recommendations. That means

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studying their revenue model, like B2B or B2C, identifying their core customers and

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mapping out their customer journey is very important. For example, a B2B construction

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firm selling to developers requires a completely different like marketing approach than the

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B2C skincare brand or cosmetic that's selling directly to the consumer. So the way their

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consumer make decisions, the platforms that they engage with and the messaging, like the

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message that resonates them are entirely different. So my job is to ensure that I see the right

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marketing tools and strategy that align with the specific business model and the target

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audience. By taking this personalized research-driven approach, I can provide a practical and effective

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solution that helps my client achieve their goal. Yeah, so it's like very personalized,

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right? Yeah, very like tele-made. Oh, okay. Thank you. And you know, like, as you said,

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like the business world, like it's changing every day, right? And you were also just talking

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about how it's really good to like adapt and to be agile. So what do you think is the biggest

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shift or trend happening right now in the digital marketing world? And how should companies

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adapt to that? Okay, sure. Right now, one of the biggest shifts in digital marketing

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is the, I mentioned it already, the declining in organic reach is becoming more challenging

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to get content noticed because there's so much content being produced nowadays, right?

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Even me, I can produce like 10 posts a day. So there will be a lot of content on the platform

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and the platform are limiting the organic visibility. So trends can emerge and disappear

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in the blink of an eye, right? So if you are not staying on top of things, you could easily

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miss out on valuable opportunities. So you need to be like stay update. And to adapt,

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to adapt, the business need to stay update and constantly find new ways to communicate

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with their audience as well. Because sometimes you communicate like in the single message

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all the time, the audience will get bored, right? So you need to find like something

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else to talk with your customer. So it's required flexibility in responding to changing trends.

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And at the same time, it's very important to not overlook the power of paid ads. Relying

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solely on the organic reach is no longer enough because the paid ads are essential to reach

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the, like the target audience effectively. And to make them work, you need to stay update

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on the ad tools as well and the algorithm as well. So to summarize, my advice is to

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keep learning and stay updated. Whether it's the new content strategy, the tools, the advertising

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platform, the digital landscape is evolve, like evolving constantly and those who adapt

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are the one who success.

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All right. So with the world adapting and the client's definition of success constantly

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changing too, how do you then measure success for your clients?

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Yeah, measuring success depends on the client specific business and the objective set at

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the beginning. For example, if the goal is to build awareness, we focus on reach and

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impression from ads. Like we just want to make sure that people see your advertising.

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But if the goal is to drive self, we can track online sales through e-commerce website because

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we have the tools to track. So we can track even the return on ad spend or ROS, we call

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it low apps. This allows us to quickly determine which apps are driving sales and adjust the

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budget accordingly. So for offline sales is a bit tricky. Like we rely on Ligura communication

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with the client to get updates from the sale performance. There's no tool to track from

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online to offline like a hundred percent accuracy. But ultimately the key is every campaign,

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like online campaign is measurable right now and we can track performance to ensure that

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we are hitting the right targets.

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Yeah. So with that, there's like specific numbers, right? Yeah. So then it's very easy

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to like data. Yeah. Okay. All right. Thank you. So I have a two part question next. So

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the first one is, is there a particular success story from one of your clients that stands

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out to you that you can share?

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Yeah, sure. One success story that stand out is with a client in the pent retail industry.

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They initially came to us for consulting. They at that time, they had six physical store

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locations and were not leveraging the online market. Right. So after working together and

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helping them grow, they reached a point where they could no longer manage everything by

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their own, right? On their own. So our team stepped into handle their paid ads. Over the

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past four years, the business has expanded to 18 store locations already and their sales

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have increased by like several hundred percent. Additionally, they launched an online store

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for B2C customer and implement the B2B system for contractor and painters to easily like

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reorder. And this transformation led us to submit their case to Google Thailand. And

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in 2023, we won the best in client success award from Google ads to create a significant

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impact on client business. And is a great example of how a strong partnership, not only

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client and agency, but we work as a partner and the right digital marketing strategy can

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really help our business grow.

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Wow. Oh, wow. I think we should hire you for this podcast. That's crazy. So like six stores

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to 18 stores, like three times. Yeah, that's crazy. You're good. Oh my god. Yes. Wow.

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Amazing. Congrats on the award. And all right. The second part of the question is, is there

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a specific social media platform that usually outperforms others? To be honest, no. It depends

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on the business and the customer. As I always mentioned that understand customer is very

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important because for example, the B2B construction firm, the marketing will not going to work

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on TikTok, you know, because the construction, the nature of the customer, they will go to

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like, like, for example, you want to build a house, you will not go to TikTok to search

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like how can I build a house or like to find a contractor. Right. So you would go to Google,

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right. To search, to search for the contractor and to see, to check their credibility as

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well. Right. So in this case, Google is the one that outperform. But in another case,

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for example, cosmetic, yeah, some might search on Google, but yeah, of course they will,

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they will go to YouTube to see the, the, the inference or review or sometime you can see

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that on TikTok or Instagram as well. So I cannot say that which one is good or not.

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Like which, which one is the best is depends on the industry and it depends on the business.

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So that is the reason why I say that it always tailor made like one by one in every plan

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that I recommend to the client. All right. Now for our final question. So now what advice

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would you give to businesses looking to improve their social media footprint? My advice is

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to understand your customers and deliver content that address their pain points, like focusing

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on offering value through educational content and work on building a community around your

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brand to attract new customer. Don't overlook the paid ads. That is very important, but

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you need to choose the right platforms where you can target your customers, like where

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the customer are active to make sure that you are spending your advertising budget wisely

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and remember that success of your business online depends entirely on your customers.

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And yet again, we get some good and practical advice. So thank you again for joining the

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show and sharing a lot of your experience and knowledge with us for free, I might add

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about social media marketing. And so we hope our audience was able to learn a lot about

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this world of social media marketing. As we end this episode, we want to thank again,

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KUN AI for joining us. We also want to thank this episode sponsor, Simple Coffee for the

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message that great things can happen when people come together, especially when it's

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over a great cup of coffee. Okay, stay tuned for our next episode as we discuss the topic

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of design thinking as it relates to problem solving, and we'll be utilizing a brainstorming

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technique known as worst idea. And as always, this podcast would not be possible without

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the hard work and support of our international student production team. All music and sound

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effects are courtesy of pixabay.com, a vibrant community of creatives sharing copyright free

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images, videos and music. And we are signing off until next time. We are students incorporated

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because your voice matters.