To the aspiring marketers

To the aspiring marketers

Dear aspiring marketers, This is an industry that requires you to learn endlessly and behold a clear understanding of your strengths and weaknesses in order to succeed. I hope by sharing my story, you will be inspired on your own journey. I did not embark on my career knowing what I was doing.  Armed with my ignorance and a bank debt from my failed business, I had to do what I was most confident in at that point. Event Management. Fortunately or unfortunately, I was put into a management position…

A Personal Letter my Hero, Mr. Lee Kuan Yew

A Personal Letter my Hero, Mr. Lee Kuan Yew

Dear Mr. Lee Everytime I’m asked who would I invite to dinner, if I could invite any one person in the world, and my answer is always close to home. It’ll be you. I give credit to my history teacher and my father, for allowing me the honor to “know” you on a deeper level despite I’ve never met you up-close. Everytime the teacher shows archived videos of Singapore from our Japanese Occupation Days, to the moments you shouted merdeka, to the tears you gave the country, I teared and…

We are determined by our values & beliefs.

We are determined by our values & beliefs.

I was “sold”. Totally impressed by Michelle Obama’s speech, I began to reflect on how our values and beliefs determine our decisions in everything we do in life. It was never about the knowledge or data or figures. This was a recent struggle I had. When I had to reason with myself over what was right, and what was right for my pocket. The case was clear. I had to go with what was right, because I was brought up that way. There’s no sob story about my life. Not…

Be convincing in the role you play

Be convincing in the role you play

I was at a seminar today and during a sharing session, we were making introductions in groups on what we do for a living and our message to our audience. There was this lady beside me, whose message was funny, ambiguous and led us all to “think” in an erm… obscene manner, which in a humorous light, brought laughter to the table. Hence we made some comments to restructure the Grammar so it would sound more precise. She was then quick to point out that she is a “Professional English Writer”. However, in the whole…

Training : Social Media Marketing & Communications for Enterprise

Training : Social Media Marketing & Communications for Enterprise

I’ve been enduring late nights in the past one month, developing a very exciting social media curriculum for Singapore Media Academy. The 3-day WSQ certified course is heavily subsidised by the Singapore government and targeted at Managers who are interested to learn about the application & integration of social media for enterprises with specifics to marketing and promotion of products and services. WSQ, or otherwise known as the Singapore Workforce Skills Qualifications system is a government initiative by WDA to help the workforce in facilitating upgrading programs that can help them advance…

Pace your social media strategy

Pace your social media strategy

That is of course, if you have one in the first place. There is often confusion in the “strategy” and the “plan”. Let’s think of it this way, do you remember the “forest theory” as stated in the book, Seven habits of highly effective people? Don’t fail to see the forest because of the trees. More often than not, we are so engrossed in trying to “cut down the trees” that we don’t realise we have been bulldozing in the wrong forest all these while. So think of the strategy…

How-to : Social Media for Businesses (Original text from MyPaper Interview)

How-to : Social Media for Businesses (Original text from MyPaper Interview)

The text below are the original replies from my interview with MyPaper. As I think some of the points that are being covered may be useful to some readers, hence I’ve uploaded the original text herein for your reference. Will be translating an English version shortly for the reading pleasure of the larger community. Cheers! 以下是接受《我报》采访时所提供的原文。因为觉得其中有一些内容对于某些读者或许会有所用处于是便全文上载于此供诸位分享。 问:许多新加坡企业都在Facebook和Twitter上,但他们不宜顶了解如何测量其有效性或者如何正确地管理这些账户。您对此有何见解? 答:我首要问这些企业的问题是,“你们为何选择上Facebook或Twitter?”许多企业在踊跃响应社群媒体风潮的号召时都未先设立商业意向或可持续性发展战略。这往往都是注定失败的前兆。若你不先设定目的地,你又怎么会知道应往哪个方向前进呢?社群媒体虽然对大多数企业来说都是一个不错的平台,但是Facebook或Twitter并非是最适合你公司或品牌的最佳平台。在莽撞地投入社群媒体之前,企业都应先采取一些基本的数码景观分析 (digital landscape analysis),制定一套包括了商业意向的营销方案,列出一些意图达成的关键绩效指标才开始进行执行。 问:为什么评估有效性和投资回报率对于在社群媒体上的企业如此重要? 答:基本上,效用与回报率对于任何商业的投资都是重要的评估指标。社群媒体自然也不例外。若企业已经决定要将人力物力投资在这个领域上,那么无论投资的大小,便自然需要相当的回报才能取得利益上的平衡。 问:一间公司应如何评估自己的社群媒体投资回报率?您是否可以针对Facebook和Twitter对此给于更深入的解释? 答:我认为回报必须分为短期和长期来设定。社群媒体真正有价值的并非在于直销,而更多的是在建立与扩展品牌资产上。但是我们必须从短期的观察去不断调整策略才能取得长期的回报。 短期的关键绩效指标可能包括:消费者心理分析 (consumer sentiments)、流量(traffic)、曝光率(impressions)、所获报道(earned coverage)、外来连接(back-links)、跟随者或粉丝数量的增长(increase in followers or fans)、潜在顾客开发流程(lead generation) 等。 长期投资回报率则可以从:品牌资产、销售、整体消费者心理的增长、竞争对手的分析等方面去断定策略的成功与否。企业可在总体的营销时间表上加入以社群媒体所执行的各项活动,讨论的话题或重要事项然后再与同期的销售成绩作个对照,从而了解如何取得真正的有效性。 Facebook在本地来说目前是最受欢迎的社群平台。建立了Fan Page之后,所有的管理员都可以检查由Facebook所提供的Insights。当中会提供你一些基本资料,比如每日的粉丝增长率,媒体资源下载率,地里统计等。它可提供你一些有用的数据,帮助你监察与调整策略的持续性。 而Twitter来说,培养高质量的跟随者相当重要。你的直接影响力,间接影响力与发言的曝光率将是主宰效用的重要指标。 但是无论如何,在社群媒体上最珍贵的并非数据。许多企业都埋头于利用数据统计来决定社群媒体的有效率。其实那不是最准确的。社群媒体更应立志的是将每个消费者都培养成自己的品牌代言人。于是有品质的会话,有影响力的拥护者,积极乐观的消费者心理才是社群媒体真正的魅力。 问:你可以提出3 – 5项企业在探索社群媒体的途中常见的失误吗? 答: 企业一般都不将社群媒体列入全年的营销战略中,而仅把它视为一项短期手段。这是不正确的,社群媒体应是个长期战略。 企业往往都将社群媒体的执行工作交由初级职员或实习生管理。这是大大不可。社群媒体关系到了品牌与产品定位和主要信息,公关危机处理等。而这些一般都不是初级职员所能够完全懂得或承担得起的。因此最好是训练经理级或者聘请一位专门人士代为执行。 在踏上社群媒体平台前没有设立商业意向或关键绩效指标。这点以上谈过了。 公司内部并无官方社群媒体政策(social media policy)。…

Nosing at the Sony Ericsson Media Event

Nosing at the Sony Ericsson Media Event

My dear friends at Waggener Edstrom kindly invited me to the Sony Ericsson Media Event. Not knowing what to expect (although I did smell a new phone), I went to the event held at Marina Bay Sands on the afternoon of 16 June. Sony Ericsson has chosen not to take part in CommunicAsia this year, but to piggyback on the biggest IT exhibition-conference in the region to create a number of fringe events around it. One is this media event, and the other, a showcase by Sony Ericsson’s APAC digital ambassador,…