13th Jul2010

National Parks: Love Green Messaging

by Dorothy

I was walking along East Coast Park for the SITF Beach Clean Up Day, when I spotted these posters by N Parks.

Love Green by you.

  by you.

At first glance, very cute, nicely done graphics, right down to the psuedo 3D shadows. I only have one issue with all this. The dustbin seems to play a major role in all this, rather than the people who actually contribute to litter. In the second picture, we even see a jogger hurling a piece of trash flippantly onto the pristine beach.

While the message is to “Help keep our parks clean for all to enjoy”, why is the responsibility of doing so left to an inanimate object? All this only points more to a culture that expects, probably even assumes someone will clean up after them.

20th May2010

Upcoming: Social Networking World Forum – Asia (Singapore) 2010 – See you there!

by Dorothy

Social Networking World Forum(SWNF) – Asia …back (and better) for this year! There’s even a ticker on the new look website counting down! Honoured to be one of the media partners for this event. Attended the  SNWF Asia last year, and had a blast, thanks to the great team at Six Degrees. Guess this is one event that’s gaining traction and looking forward especially to the discussions (more Asia-centric case studies please) and sharing by others in the field.


“Brands often struggle with social media and the danger is to view it as just another marketing channel. Many realise it’s a completely different approach to interacting with consumers, building communities, integrating social CRM strategies and more. Much understanding still needs to be undertaken into consumer engagement, and the long term value social media can bring to brands.” commented Ian Johnson, MD Six Degrees Events.

Event Info

Leading Asian brands will be discussing the latest in social media marketing, social CRM, social search, community building and the role social media plays within their organisation. The Social Media World Forum (SMWF) Asia running on the 22/23rd September at Suntec, Singapore (www.socialmedia-forum.com/asia) will showcase the leading social media trends taking place in Asia through a combined conference and exhibition.

The event will examine who the key social media influencers are in the Asian community, and the major trends in the likes of China, Singapore and Indonesia. It will look at how Asian marketers are realising the potential of social media and the role it will play in their future success, along with key emerging social media tracking tools.

Speaker Line up Teaser

• Pooja Arora, Brand Manager, P&G
• Nicki Kenyon, Vice President, Digital Marketing APMEA, MasterCard Worldwide
• Reynold D’Silva, Global Brand Marketing Manager, Unilever
• Blake Chandlee, VP & Commercial Director, EMEA, Facebook
• Damien Cummings, SMB Online Director – Asia Pacific & Japan, Dell
• Lito S. German, Marketing Director, BMW Group Asia
• Argha Sen, Head of Marketing & CRM, Toys R Us
• Fotini Paraskakis, Director of Production, Fremantle Media Asia
• Derek Yeo, Head of Marketing, Tiger Airways

Early Booking Discount Ends 21st Aug 09…As I’m a partner with the event you can receive a 25% discount on delegate passes to Social Media World Forum Asia 2010. All you have to do is quote ‘dorothypoon.com’ when you register. Here’s the registration link. http://www.socialmedia-forum.com/asia/register/conference And this year’s agenda!

Drop me a note / Tweet if you’re going to be there.  🙂 Catch up then!

20th Apr2010

Mobile Marketing Association Forum 2010: Singapore – An alternative Blog Post…

by Dorothy
Spent a couple of days last week at the #MMAF2010 and decided to do a different version of a blog post on the event! So here are my exceedingly Twitter centric slides below… Enjoy! 🙂
Just also wanted to give a very huge shoutout to the great team at Ricecomms for the invite & a wonderfully organized event, you can view their press releases here and here.
Really appreciated the making sure that we had power, internet ( all the essentials for Tweeting/Blogging/list of Tweeps/Speakers & what not….), standardized and clearly communicated #hashtag, and even Tweets that shared relevant links throughout the session.  Great stuff!
07th Sep2009

Brand loyalty and the “demise” or decline of traditional media

by Dorothy

Interesting Correlations

An interesting angle was brought up in a recent conversation, that piqued my interest in the relationship between the general level of brand loyalty and the media channels that exist today. The hypothesis is that with the decline of traditional media (or the ability to target the masses with a few major channels with the same type of content), brand loyalty will continue to drop.

This made me very curious. It is true that a whole myriad of channels exist today, creating all sorts of issues for marketers and advertisers who now face the daunting task of having to allocate limited resources in trying to reach their target consumers. The effect of a campaign then effectively gets diffused, and consumers don’t develop any particular preferences for brands like they did before.

Then again, it is possible that brand loyalty has been subtly replaced by function. I don’t really care what brand a product is, as long as it serves its function. There are some people who belong to this camp anyhow.

And then there is the recent catch phrase, “Stop Campaigning, start committing”…. on modern brand building.

Such are the random thoughts that are floating around…well that, and the fact that I’ve suddenly realized the number of subscribers to this blog has jumped over a 100 to 114 right now according to the feed stats. It’s kind of an honour I suppose, that a certain number of people are actually interested in what you have to say. 🙂

Also, Google still rules the (feed) world because most of you are coming in from some Google platform, one way or another. I suppose this will continue, until RSS cloud somehow muscles in on their territory. The telling paragraph from this link reads :

Now RSSCloud has a posse. Half a million blogs are created each month on WordPress and if Google Reader keeps taking its sweet time checking those blogs for updates instead of turning on support for RSSCloud, it’s going to look slow as molasses.

Trying to figure out exactly what this new offering does ( and wondering how google will counter this), but I’m still not -quite- getting the full picture….

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13th Jun2009

Ad:Tech Singapore Thoughts: #2 Engage the Youth Keynote session

by Dorothy

Just got back from a pretty cool experience speaking at this year’s Ad:tech… the keynote panel on Engage the Youth – a direct dialogue…Starting off with some snapshots of the session!

 

keynote1
It was a pretty lively session, from the responses on Twitter and conversations. Here’s the gang panel in discussion with Graham.

IMAGE_527

Amidst the blinding lights, waiting for the delegates to come back from coffee….

 

So a couple of highlights from the discussion:

Q: What do you like about digital marketing? What do you not like?

I remember saying that the one thing that I really felt didn’t quite “work” was corporate accounts following me on Twitter. I’d probably follow back if I like the brand, but if not…it just feels like going back to the old days of intrusive advertising. If I like the brand, I’d hunt them out.  This point apparently resonated with Jeremy Snyder, in his great summary of what transpired on Day 1.

 

The concept of Friends

… To me, it’s really not about the numbers game. The people who are in the numbers game are SEO/digital marketers on Twitter who follow 10000 random people who vaguely mention a keyword once, and have about 100 followers back (maybe other spammers“digital marketers”  who can help you “get rich quick”).

Someone asked if Gen Y measures success by how many friends you have. I sure don’t. The only people who do are the said people above…and probably the likes of Ashton Kutcher when he was in the CNN Twitter challenge.

 

Digital Identity

The question was whether or not digital identities were an accurate portrayal of ourselves, since marketers were probably using social profiles to try and get a sense of who you are as a person.

My answer : I (and partial mountains of psychology research that I had to trawl through for a past paper) believe that digital identities are not accurate on their own, but they could either be an extension of who we are or an aspect that may not be seen in our offline selves. True, social profiles are completely malleable online, so that people can choose to “create” their own digital identities, but the same can be said of how we pick how we speak, what we wear, how we behave, and where we choose to hang out. Impression management works the same way in real life and the digital channel.

I wish I had a photo taken with Devin and his hot pink glasses. Cool stuff. 😉

 

Advertising

I think that advertising will move towards being invisible in the future, it will become content. Ideally content that people are searching for. If I’m looking online for the best hotel to stay while in a particular country, it says a lot if your brand is mentioned in the top post that search engines return. And no, I’m not talking about the text based ads (which I never really pay attention to anyway because they are not what I’m looking for).

 

Media consumption from different perspectives

Great to have fellow panelist, Devin, from Uni of Texas on the panel, with his statement that no one really reads the newspapers in the States anymore (“You’re throwing your money down the drain advertising there”, to quote him) . He also mentioned how magazines were probably 85% of advertising ( I reiterate the importance of my point about advertising as content in future). TV – no one’s watching. Malik watches TV ..but online. Did that count? he pondered aloud, to the chuckles amongst the audience.


keynote2

 

The very tired argument about traditional v.s new/social media

Daryl & I have recorded some live Ad:tech thoughts on our newest installment of the GennY Podcast. , where we address:

  • the traditional v.s new media issue as mentioned (must there really be a distinction? I’d vote for a wholistic campaign. Just because everyone is increasingly on digital doesn’t mean you stop talking in all other channels altogether.
  • Influencers – do they need to be friends/family? (not really)
  • Reaching out to youth…
  • and finally questioning if youth are really that different?

Thoughts
All in all, it was a fun session. Always too short – its hard to really gleam insights when you’re pressed for time, so I do wish there had been more responses to Graham’s call for questions, both on radio and on the official Ad:tech blog. We’ve got forever now online to really respond. 🙂 Would love to hear in the comments if you have any opinions!

True, we’re mostly alpha users of the tools online and exploring the social media space, but a panel session is not much different from a focus group. Qualitative research has never been about the numbers, but more on insights and trying to find out the reasons why, how people do what they do. We all fall somewhere along the technology adoption curve anyhow, so once you have a clearer picture of that path, you can pretty much predict some possible trends for the population at large.

More Link Love:

Graham’s Pre Ad:tech interview : 28th May : on 93.8 Live on ‘How to Market to Youths’

Some good insights here! Loving the research insight on how the folks at Apple visited a sweet factory before successfully deciding to name their products in yummilicious flavours.

Part 1: Play here: [audio:http://www.dorothypoon.com/audio/938Live%20The%20Living%20Room-1010am%20to11am-28May-How%20To%20Market%20To%20Youth-p1.MP3]
Download Part 1

Part 2:

Play here: [audio:http://www.dorothypoon.com/audio/938Live%20The%20Living%20Room-1010am%20to11am-28May-How%20To%20Market%20To%20Youth-p2.MP3]
Download Part 2

Ritsa’s post has a pretty detailed commentary about the main gist of what transpired, so do check it out. She seems to have a great sense of humour and I am digging the BYT (bright young things) description. But I’ll have to say that Graham is anything but a dinosaur!

Speaker page

My other Ad:tech posts:

Pre Ad:tech thoughts: Web 2.0 & Gen Y: The Other Side of the Story
Ad:Tech Singapore Thoughts: #1 Live event Tweeting…

Next up…a post on Scott Goodstein. You can stay tuned through this blog’s RSS here!

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04th Apr2009

Search Portals v.s Social Networking Sites – A Fight for the Advertising Dollar (& our eyeballs)

by Dorothy

Social Networking sites have gone mainstream, with news of how people are spending more time on SNS than their email, and how Facebook is sending more traffic than Google to some sites.

However, if it is true that there is going to be an expansion of the available domain names, (think .burger, .cola and so on) search is probably going to come back in a big way. It seems rather counterintuitive to introduce such a system on the grounds that we are running out of domain names to register under the current .com .net extensions. There is already a list of other generic top-level domains such as .edu, .info, .jobs, .gov, .travel for example, not counting the country extensions like .uk, .ca, etc.

I cannot imagine having to go manually go through all the possible extensions if I am looking for a particular website, so I’m probably going to head straight for a search giant like Google instead of trying my luck (and wasting my time) with the extension guessing.

On the flip side of the coin…..

here is what was happening last year, when it was predicted that the advertising dollar would shift from SNS and portals.

Portals, Social Networks Lose Share in Razorfish Ad-Spending Study
Digital Shop Says Clients Shifted Dollars to Search, Ad Networks in 2008

“There were a few surprises when digging into the various verticals where Razorfish spent its dollars. Spending on community sites, which include social networks such as Facebook and MySpace, actually went down to 16%, from 19% the year before.Spending on entertainment sites was way up in 2008, to 23% of share from 18%, for two reasons: First, Razorfish finds that people in leisure environments are more open to advertising and the ads appear to convert better, and second, there were many new premium video sites where advertisers could spend their dollars. Said Ms. Baehr: “Hulu didn’t really exist for us in 2007.”



Right now in 2009, FB might be bringing and directing more traffic than Google to certain sites, but in general, I think it remains to be seen how this will play out. This issue is raised here in this article “Is Facebook’s Rise a boon for Google?” as well.

Personally, I am a triffle annoyed at the multitude of advertisements, repackaged as “suggestions”, in the new Facebook layout. FB is trying to be clever in placing your friends’ updates on the homepage on the right, training your eye to tune into the right sidebar area, so that perhaps you’ll make it a habit to glance through on your own profile page, where the Suggestions are. It’s not working. Too much clutter, and I’m on advertisement block out autopilot viewing mode.

I would rather go with Google’s interpretation of suggestions – sites that I actually am looking for, so that I’m getting help for my results even before the typing of the search term is completed. Talk about reading my mind.

FB needs to clean up their act and clean up their interface. It only takes a little nudge (and perhaps a great new platform that takes its users into account) to spark off a mass migration. This is the potential reverse social network effect looming. Then again, maybe FB shouldn’t listen to anyone, since they have never done so, and some good might come out of that.

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11th Mar2009

Strategic Ad Placement

by Dorothy

Strategic Ad Placement - FLV To

It came to my attention that there is an interesting placement of advertisements on the 2Convert.net or formerly Flvto page, where you can convert online videos to MP3s, or songs in high quality as promised on site.

Right next to it, advertisement banners for the HIP campaign in Singapore, the fight against illegal file sharing, ironically, AND links to other competitors in the online video converter segment.

Pretty smart combination of advertisements served, I would say!

On another note, it is high time that the Itunes store started selling music here, instead of just applications. As mentioned in my recent post about piracy, there is the current problem of not companies not providing the content that people were willing to pay money for.

Of course I would love to support my favourite artistes, I’m just not too sure how much of this actually acrues to them and not the intermediaries, but that is another issue altogether.

I believe that most of Gen Y have no issues with purchasing their content legally, following the rules officially laid out. Subscription based, pay per download, it really doesn’t matter which model.

Just make it easy and affordable for them us.

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04th Mar2009

Media Economics ….& Piracy

by Dorothy

Here is an article that I came across some time ago.

The Problem of Media Economics: Value Equations Have Radically Changed

“It seems that most media companies still haven’t figured out how to adapt to or even understand the changes to the fundamental exchange of value in media.

Some of that stems from a failure to understand legacy media economics.

People ask why no one wants to pay for news anymore, referencing the decline in newspaper circulation, when in fact that misrepresents the value equation. People were paying for newsPAPERS, which contained a lot more than news, and they were also paying for newspaper delivery, which is a service.

….It’s not that no one wants to pay for music or movies, it’s that increasingly we want to pay for content when, where, and however we want. We’re willing to pay for the convenience of video on demand, but the service isn’t always being offered. Digital technology has put content producers in the services business, but they don’t yet fully understand that value exchange.

New business models for media require entirely new exchanges of value — it’s not about finding new ways to balance the old equation.”

It’s interesting to read the author’s take on this issue, because people have focused largely on the death of traditional media, when perhaps they should be focusing on the dearth of companies that should be working to deliver content on demand in the most cost effective and efficient way.

The Craigslist example where the author had been looking for someone to rent their room out to, and was “able to achieve for free on Craigslist what they couldn’t achieve by spending money in the newspaper” is also rather telling. The question is, Is the Freemium model, or even, Free, model sustainable in the long run? Then again, content has always been used as bait for eyeballs in advertising.

The internet has changed a lot of the ways that processes and services can be monetized. For benefits that accrue to end users, think about postage. Telegrams, airmail, shipping costs all used to come into play before the arrival of the web and suddenly, email made communication (almost) free, easy, and much faster to boot. Of course, the illegal side of free (aka piracy) has the the people in the software and music industry tossing in their sleep, but that is another issue altogether.

pirate

On that note, I blogged about the Pirate’s Dilemma book last year, and you should check it out if you haven’t. Youth culture, trends, innovation and “piracy as a business model”, that’s what this book promises. The author also informs you why the book is relevant to people from all walks of life(and not just the suits from Hollywood and the music labels). Other stuff also ties in nicely with the economic thread running through this post- the author weaves his own background and training in the said field and you can read snippets about his thoughts on the book here.

Enjoy!

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23rd Feb2009

World Wide Rave Updates: The Video (+ Making of Ebook)

by Dorothy

Updates on the World Wide Rave that I mentioned a couple of weeks ago!

David has a video up (and a free E book on how it was made) which you can find over at his post.
I’m psyched that the panorama I created is a part of the video, and it was really fun travelling vicariously through the various shots/clips from around the world. Really loving the extra element of including all the possible conversational spaces on Web2.0 that were featured too.

I’ll leave you with the video.

02nd Feb2009

World Wide Rave: Singapore!

by Dorothy

World Wide Rave: Esplanade Singapore

Here is my interpretation and addition to the World Wide Rave for David Meerman Scott‘s book!

It is like a Where the hell is Matt?, just involving a whole lot more different people (and less potentially embarrassing for those with two left feet). Very sticky idea, very cool.

Welcome to Singapore, folks worldwide!

From the left, the Singapore Flyer, the red mass that is the River Hong Bao 2009, the construction is the imminent Integrated Resort (Marina Bay) , the Central Business District (CBD) of Singapore, and all ravers are standing on the pavement of the Esplanade.

Wee bit of a cloudy day, but the hazy background probably brings out the vibrancy of the poster better, so it’s all good! By sheer coincidence almost everyone holding the poster is wearing colours that match the poster. The idea was to get a whole different bunch of folks from different cultural backgrounds and have them in a single shot..we are a multicultural city, after all!

Thanks to ZW for helping out with the photos! A shout out also to our prof, Micheal Netzley, who heads the Digital Media Across Asia class at the Singapore Management University and finding this cool project for us to work on.

P.S. This is the LAST time in a long time I will attempt to manually stitch a panorama together. I went there without a clue as to how it would happen, armed only with an idea. Okay, actually I had many ideas, but this was the one that won out! 🙂

…Rave on!

Other places where conversations on this are happening:

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