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…

The Invasion of Digital Media

The Invasion of Digital Media

Hello my friends, the following article was written for the Chinese papers in Singapore but was never published due to sensitivity in comparison between traditional and digital media. Hence I am posting it herein for your reference. Will try to translate an English copy soon for the greater audience. Thanks! 数字媒体的侵略 (September 19, 2009) 许多品牌和商家在经济不景的2009年都纷纷缩紧荷包,减少广告和营销开支。为了迎合消费市场,各家使出了浑身解数,在有限的资源下舒展预算。而其中,把部分营销转移至网络线上成为了普遍的策略。 利用线上平台直接与消费者进行交流不仅省下了透过传统媒体传达信息的广告费用,且能够为品牌树立更亲民的形象定位。在今年初的一项调查显示,24%的新加坡人表示拥有网络存在性的品牌能够“显著地引起他们的兴趣”。 无论是网络广告、数字公关、线上活动等,在费用与持续性上相对之下都比传统管道来得经济一些。亚洲拥有全球41%的网络用户,而本地的宽带网渗透率更超越了102%。在所有本地用户当中,就有74%积极参与社交网络(social network)的交流。是属于全球百分点最高之一的城市。在这种种趋势的推动下,不难理解品牌和商家们为何提高了网上的活动范围而渐渐将视野分散至数字媒体(digital media)。 《宝洁 – 护舒宝》(P&G Whisper) 近来就利用了Facebook社区在本地首次展开数字运动(digital movement),鼓励妇女以正面态度看待生理变化和月经这个羞涩的课题。连同为此运动特别设计的迷你网站(http://www.happyitshere.com),以可爱的插画和轻松的语调,《护舒宝》成功地在一个月之内团结了超过3,000名妇女参与这个社群。此频道大受妇女欢迎,许多人都乐意大方地,毫无忌讳地公开讨论生理状态和经历。这有效地建立了一个妇女们能够寻找共鸣和强系的群体。从短期的分析来看,在全无产品促销与个人利益的推使下,这在本地可以算是相当成功的例子。但是单凭持续对话的这样一个方式是否能够长期引起消费者的兴趣就不晓而知了。或许在强调真实性和诚意的当儿,品牌依然不得以而必须考虑到消费者利益和关注的事项。在整个运动的伸展计划上需要持续的努力和不断植入更多的新元素。 近期也在探索Facebook的企业更包括了《职总平价合作社》(http://www.facebook.com/thatsmyfairprice)。据报道了解,他们在短短3小时内就聚集了超过1,000名粉丝的加入。唯一不同的是,他们积极地利用这个平台进行线上比赛和促销活动。《职总平价合作社》是本地家喻户晓的商家,而目前为止在Facebook上的新加坡用户已超过110万人次。选择大力运用社交网络促进与消费群的关系,并且加强商标信誉是最适当不过了。但是,许多企业都轻视了长远计划和持续性。通常都交由广告、公关或整合营销公司处理,但这只能是短暂之计。品牌和商家必须意识到数字策略应是一项内部政策。需要专门人士的照料才能够在一段延长的时间得到预期的成绩。 另外一间颇有远见的机构便是《星和电信》(Starhub Mobile)。在3间电信公司当中,只有《星和》勇于冒险跳上Twitter(@StarhubCares)这项微博(micro-blogging)服务。他们利用这平台与消费族群建立深远的关系,并同时为公司增添了多一条顾客关系管理频道(customer relationship management channel)。这允许他们在第一时间对于顾客的负面反馈做出直接的回应。也很有可能在长期内减少了危机处理所需的时间和柜台职员的负担。在某种程度上甚至能够为公司减少资源上的开支。但是根据经济报章,The Business Times近期关于Twitter的报道,《第一通信》(MobileOne)似乎对此平台仍心有余悸,目前正在观望状态。除了电信公司以外,有一些其它的企业非常适合运用类似Twitter这种微博平台与顾客直接对话。这包括了零售银行业,旅游业,科技产品等。只是目前还未发现有哪间本地银行愿意做出这样的尝试。 除了以上例子,还有一间值得一提的机构就是《HP惠普公司》。数字媒体在HP并不是一项短期营销手段而是完整地融入在他们的环球商业战略中,成为重要的公关策略之一。HP的每一条产品零售线都拥有自己专署的网络社交平台。各个产品线独自建立有用的线上人脉,透过这些直接管道收集民调,与消费者进行紧密的交流,在产品或营销运动推行时便能够事半功倍,有效地吸引影响者(influencer)的关注并且间接利用口碑行销(word-of-mouth marketing)手段将信息传播开来。其中,《HP改变世界》的企业社会责任(Corporate Social Responsibility)推广活动 是最突出的例子之一。HP展示了整个团体上下对于数字媒体拥有共同认识的重要性。介入社交网络,在数字空间占有一席之地并不是营销部门或公关部门单独承担的责任,而是全体同仁应有的共同努力和意识。 参与种种网络社区的交流,在我看来绝对是利多与弊。我们亚洲社会的商业文化相对较为保守,对许多新茂的科技与手段都更为谨慎。这并没有什么不好的。但当世界因为网络社群变得更整合,消费者的需要越来越高,企业必须不断地以光速求新求变才可能符合这新新人类的苛求。 数字媒体绝对不是一种潮流趋向。我们的日常生活和工作环境早已经和网络世界融为一体。所谓的现实与虚拟不再是两个空间,而是同时平行前进的一个大世界。但是更重要的是,企业必须要了解到无论是哪一个平台,无论是用什么方式,都必须是一个整合战略。根本无须分歧传统媒体和数字媒体的优异。因为这一个大环境里,需要双方的相辅相成才能够有效地将主要信息和项目宗旨进行到底。应从各角度去了解传播信息,而非过于重视一方而忽视了另一个平台的重要性。 回到根本,无论是什么管道,无论世界如何进化,人与人之间需要的是更多细心聆听和真诚对话。而社交网络提供给我们的恰好只是这回到人类基本的平台。 每一个正在蓬勃发展的机构都应将数字战略列入企划考量当中。这不再是短期减少部分营销开支的课题。这种环球趋势将会延续下去。若你不参与,你将会险遭淘汰。 [此文章仅代表作者个人的观点而非所任职机构。]

Should Influencer relationships be governed?

Should Influencer relationships be governed?

The recent release of the new FTC guidelines for social media has caused much stir in the online community. Although I don’t totally agree, but somehow, I think that is a natural evolution in digital marketing & PR. It is simply a natural extension from offline to online to uphold the most basic principles of honesty in business. Most of us industry professionals do live up to the promotion of transparency and authenticity. However there are cases where makes it hard for these principles to be in place. Well explained…

Personal Branding in the Digital Age

Personal Branding in the Digital Age

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. Personal Branding…

3 Quick Tips on Managing Negative Information

3 Quick Tips on Managing Negative Information

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. Timely : Have a clear internal process on management of a digital crisis within the organisation. Most company…

Lack Of Crisis Management Is A Crisis Unmanaged.

Lack Of Crisis Management Is A Crisis Unmanaged.

Hear hear… After the Domino’s effect, it has become ever more obvious that Crisis Management is one of the most important function of every PR person in a company. In the digital age today, it is almost impossible to take absolute control of every individual and tiny bit of information. Many a times, the bad PR would have found its way into the mass faster then you can say, “SXXX!”. And just in case you missed all the action, Adage gives an overview on the “cheese in the nose” incident…

How companies are using Twitter – Big & Small Ways

How companies are using Twitter – Big & Small Ways

  I was quite pleasantly surprised today. Just a couple of hours ago, I received a tweet from @marcbollinger. And he signed off as GM of Midphase, which is my host. Just this afternoon, I was complaining about my email having problems. Apparently, he did a search for “midphase” and reached out to lend a hand to the customers who are on Twitter. My my… am I impressed. I had been a long time customer of Midphase and have always enjoyed their prompt and polite customer service. However, the hosting…

Getting from 0 to 1000.

Getting from 0 to 1000.

       @paddytan was asking me today, now that everyone is jumping on twitter, has blogging dip in trend? Well, the conversation has prompted me to write this posting.     Twitter celebrated its 3rd Birthday last weekend and I also celebrated my 1000th follower on the same day. 1000 follower may seem like no big deal to many Twitter-celeb (even a cat @sockington has 200,000 followers!) But the journey from 0 to 1000 could potentially be the hardest learning curve for any tweep or aspiring tweeter. How can you, without using a…

REACH out???

REACH out???

I received a letter by post from REACH today. REACH is a movement by the Singapore government to encourage ground feedback on shaping government policies and to engage more Singaporeans in country affairs. But this letter has left me quite baffled. It says, “… Attached is a simple survey form which will take about five minutes to complete. Please update your particulars as well, and send it back to us via EMAIL.” And indeed, attached is a two page survey form. The entire letter package includes a return envelope, a…

Singapore to tap on New media for next General Elections

Singapore to tap on New media for next General Elections

In a recent interview with our PM Lee, he mentioned the party will be looking into exploring the power of new media with the coming General Elections. The article is copied in exact text below : New media for next GE THE Government will leverage on new media in the next General Election, Prime Minister Lee Hsien Loong has said. In an interview with Channel News Asia to be aired on Tuesday night, he noted the growing influence of the Internet on politics, citing the recent United States presidential election…