My second article with Lianhe Zaobao was published on 17 May, 2009 without my knowledge. Luckily I manage to get a copy of it from my colleague. The article provides an overview and introduction of importance of Personal Branding and how it can potentially tap on digital media as a platform. What you read here is a brief take only, which a detailed account would probably not have adequate space on print as I would have wished.

Here’s a brief translation of the article for your reading pleasure.

In the midst of the economic crisis, many people are starting to worry about their rice bowls. Among the many job seekers, how do you make yourself shine from the rest, to become the primary choice for your potential employer? Aside from experience, qualifications and skill sets, have you ever considered about your professional image? If you are working in the field of marketing, then perhaps this article may be able to offer you some fuel for thought.

In the competitive environment today, “packaging” has become a common and essential keyword in our everyday life. Regardless of the things we eat, wear or use, almost every product needs to undergo a process of packaging to attract the interest of the mass consumer. Even enterprise and government agencies are actively packaging themselves and revamping it into a new and refreshing enterprise brand. So to transform itself into an eye-catching brand culture that will fit into the society today.

Most of us have the common impression that branding is a commercial strategy. In actual fact, all of us are unique individuals, with qualities that can evolve into a unique brand. “Branding” is extremely important, especially to those in the creative, advertising, marketing and PR line of work. This is not only limited to the professional knowledge required at work, but how to effectively use it to construct a personal image.

The lightning evolution of technology is gradually changing our social cultures. Social networking, which has become increasing popular in the past few years, comes in timely to create such an effective and free demonstration platform for us. To folks who are considering a shift in career, this platform has also created a channel to transform your professional image. This will allow others to get to know you from a refreshed angle through direct interaction, by repackaging your personal brand.

Following are introduction to some social networking sites that are mandatory to check out.

1.  Linkedin : This is a site designed for professionals, especially those in the field of marketing technology. Currently, it consist of more than 35 million users from over 170 different industries. You can upload your CV with Linkedin, exchange industry news and engage in friendly discussions with people of the same interest. Its network may look to be smaller than Facebook or Myspace, but it is concentrated with industry specialist from around the world. There, you can effectively establish very useful connections and relationships.
    
2. Facebook : I believe everyone is very familiar with Facebook. According to statistics, approximately 19% of Singapore’s population owns a Facebook account each. That is almost 760,000 people logging on to this social network at least once each month. Contents in Facebook are relatively less formal, therefore if you choose to use Facebook as one of your personal branding platforms, then you must be careful to manage the different messages communicated between your professional and private image. We are usually at comfort with our shortcomings in the face of our close friends and family. But this is a very serious taboo. Hence I propose that you consider having two accounts to manage the different nature and needs. Or you could also make use of Facebook’s privacy settings to determine which contents are suitable for what audience.
    
3. Twitter : As compared to the other two social networks above, this is a relatively new social media tool in Singapore. Obama made use of Twitter extensively to reach out to Americans during the Presidential election period. It created a lot of positive responses. Since then, it grew to become a mass media in many parts of United States and Europe. Whether it is getting the latest breaking news or making connections with enterprise celebrities, Twitter has proven to be a very effective tool for these purpose. Through frequent daily tweets (messages sent through Twitter are known as tweets), you can build and establish your professional image and positioning over a long term. It can also increase exposure and attract more readers for your blog.

4. Professional Blog : We definitely cannot ignore the representation of Web 2.0, which is the blog. I recommend that before you publish your professional blog, you first register for a personal domain. This domain could be your name, or a handle that you most commonly use in other social networking sites. The biggest difference between a professional blog and a personal blog is in the selection of contents. A professional blog is an important link to building your personal brand. It enables your followers to better understand your views and analysis on professional topics. This will allow them to further affirm your industrial knowledge and standards.

When managing the many social sites, you should also take note in maintaining a uniform style design. Additional care must be taken in the selection of photographs, colours, handle/name and bio. Having the same personal brand image across would ensure netizens will have no problem identifying and locating you regardless of whichever social site they may be browsing. I propose that you approach it in a witty, friendly yet professional treatment.

Personal branding is a long term image strategy and simply cannot be built only when its needed. Having merely presence on these sites are not adequate. A certain amount of time must be invested daily to expand your online community. Back to the basics, human relationships has always been built on the foundations of sincere communication. And this society rule had never changed with time.

Everybody wants to become a rockstar on the digital sphere. Those who will really shine can only be told with time. Hence, don’t be too hasty with results and expect returns within a short term. Building a personal brand reputation requires first and foremost sincerity and unwavering passion. Only when you understand its true importance then will it open doors for your career. 

Opportunities are only for those whom are prepared. Are you prepared for it?

I will probably try to work on a separate post here that attempts to touch a little further on the topic. This could take awhile considering a very busy month ahead. However, I would be more than happy to discuss this topic with you. Just drop me a buzz at @belindaang on Twitter or beep me any time over my email.

Your comments and inputs are greatly appreciated.

Many companies are wary about joining the social media because they have no idea how to manage negative information and news. A digital crisis can come like a typhoon and most companies are not armed for it. Although it would probably take an entire book to explain how companies can best deal with the digital sphere.

I have summarised 3 most important points here to helping your company manage negative information and feedback.

1. Timely : Have a clear internal process on management of a digital crisis within the organisation. Most company have no idea if the PR people or Marketing folks, Corporate Communications, GM or MD should make the decision. Hence have this thought process clearly drawn out. Make the approval and clearance channels as minimal as possible to assure shortest response time. Remember, time is often the deciding factor to all crisis management especially online.
    
2. Transparency : Maintain a policy of transparency. I understand this may be hard for many companies to embrace. But there is NO way one can dictate all the information distributed online. And attempting to do so will only give a bad name. I recommend that all negative comments be taken in positively. Engage active commenting users to gain insight to the issue and credit them for the efforts. Such successful examples include AsiaAir, who transformed negative publicity into loyal customers and a long-memory of good word.
    
3. Consistency : Consistently gather statistics, observe and listen to conversations in order to understand ground sentiments. Digital strategies should be frequently relooked and adjusted accordingly to meet organization’s objectives as well as ground demands and expectations

Lastly, note that a digital strategy for any company is never one person’s work. It requires the like-mindedness and joint effort of every single member of the company. Encourage the culture, not attempt to deminish or control it. However, draft a clear social media guideline for your staff so that certain professsional ethics will still be met and expectations managed.

My virgin marketing article on Lianhe Zaobao, zbWeekly on 3 May 2009. In case you hadn’t seen the ad prior to reading this article, you can view it on youtube. The article gives an overview on the success and failure of this campaign attempt. I have translated a copy in English for your reading pleasure.

I believe everyone has already seen the ad, “The Funeral”, which was greatly hyped recently. The first time I saw it was on Facebook. When it touched on the words, “In the end… it’s these small things that you remember. Little imperfections, that make them perfect.” tears filled my eyes with warmth in my heart and a smile on my face.

The effectiveness of a creative ad.

It is rather rare for Singapore to produce an ad of such technical visual quality and rich content. It is indeed even harder to find one that is able to touch the hearts of the general audience in a short 3 minutes clip. MCYS seem to have gained approval and positive critics again after its success with “Family”. But is creative success a true sucess?

It is a very successful advertisement to a certain extend. Creatives of such is an unprecedented attempt in Singapore. Tapping on topics of taboo and controversy has always been the killer strategy for “buzz marketing”. And using themes to do with death is one of the 6 main strategies as suggested by Mark Hughes in his best seller marketing book, BuzzMarketing. The other strategies include “the unusual, the outrageous, the hilarious, the remarkable & the secrets“.

You can easily locate about 137 blog entries if you do a simple search for the topic on Google Blogger. The contest that “The Funeral” organised on Facebook also attracted many fans participation. Everyone uploaded photos with their loved ones accompanied with proclaims of love. This ad has also become the talking point at the dinner table.

Will the young compromise with an imperfect partner?

Those whom were the most influenced (or should I say most active in commentary) are the younger audience, aged between 16 to 30. But when the ad has passed and forgotten, will this fickle-minded group give up the pursue for perfection and compromise with the reality of imperfection? That might not be the case.

Although both “Family” and “The Funeral” has received much positive feedback, but it cannot exist as a holistic marketing strategy on its own. Actually, the theme of “Beautifully Imperfect” has much room for further development. Upon capturing the attention and becoming a public topic, MCYS should further on the theme, thread it together and strengthen through-the-line marketing efforts, to effectively imprint the key messaging into hearts of the single men and women. The slogan should also be more outstanding so to establish it as a top-of-mind recall. And hopefully people will cease to indulge in a Hollywood-style fairytale when making the considerations for a lifelong partner.

Agency did not make the best of it

Through the website of the family campaign, thinkfamily.sg, which is also the URL shown towards the end of the ad. It is easy to observe that the key messaging and concept design was not carried through. The blog and forum topics in the website are also not directly related to the campaign, as though it was not meant to be built on the same communications frequency. Also, I have yet to see any spin-offs from the current TV ad.

If not dealt with care, this successful million-dollar ad could risk to become yet another trending topic to be forgotten in time. A set of complete and successful marketing strategy should strike the iron while it’s hot and repeatedly enhance the key message so it will grow to find a common ground with the people. To achieve maximum results, the following tv ads should also be edited into a shorter version for people to remember it vividly. Just like the ”Stop at 2″ birth control campaign the government executed in the 70s. Although the overly successful campaign led to the problems of a declining birth rate after.

In any event, “The Funeral” has deeply touched me and given me a hope that I may too have my own family one day. I hope MCYS will make better use of the success of this ad to further strengthen the publicity stint. And perhaps this one perfect funeral could turn into many more perfect weddings in the near future.