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!

02nd Apr2010

Social Media – Moving forward…

by Dorothy

It’s kind of past the season where people throw up new ideas of what the future entails (this seems to happen largely towards the end of the year, because for some reason, the new year seems to trigger the sort of “what’s coming next” type of thoughts. Though if you think about it hard enough, it doesn’t really make sense since every day or any day is a good time to attempt some crystal ball gazing. But I digress.

I was at the HP #futureis event earlier this year, and there were many interesting presentations given by the various folk who shared. And yet, right now, while the whole Facebook, Twitter, Foursquare phenomenon has taken various parts of the world by storm, sometimes it easy to forget that there are many out there who still mainly stick to good old fashioned email, and surfing websites. So what constitutes this whole “social media” concept, anyway? It probably means different things to different people, and just when you think that you’re starting to understand the landscape, it moves again. We’re probably not even scratching the surface of what could possibly be done with all the information we have, and even trying to make sense of the upcoming trends in the scene.

Real time is so Yesterday; Predictive Analytics is the Now <?>

Last year around this time, the chatter was all about the real time phenomenon and how microblogging sites like Twitter could contribute to this. A year later, Twitter still surfaces in conversations, but now we’re looking into something that I’ve recently become very interested in – using past and present data to predict the future. Apparently, Twitter can even predict box office revenues of Hollywood movies, better than some established standards. All this is inherently fascinating to me, and something I’d love to explore more. The end of the research pretty much sums up the importance of this.

At a deeper level, this work shows how social media expresses a collective wisdom which, when properly tapped, can yield an extremely powerful and accurate indicator of future outcomes.

So effectively, this could apply to product launches, electorial campaigns (as the paper highlights) and all sorts of other CRM related issues.

What is Privacy?

On top of that, the definition of privacy continues to evolve as well. I’ll have to say that the behaviours linked to Foursquare still border on stalkerish creepy at times, and other sources like Facebook house such an incredible amount of (mostly accurate and genuine) data about demographics, user interests and the like, it’s seriously hard not to see this as a gold mine for marketers/advertisers. Imagine the conclusions that could be drawn from all this information.

What goes viral? Some good folk at UPenn/Wharton have published some research studying the list of the most emailed articles on the NYtimes that suggests that positive, rather than negative news is more viral (all those in PR can heave a sigh of relief) and that “useful” information is more likely to be shared, given that these could enhance connections with others. That goes for awe (inspiring) stories too. The generalizability of the results is a little suspect, given that it was largely confined to the readers of the NYtimes.com, and those who actually use the email function, but interesting nonetheless.

Share Prices & the Bottomline Another angle that has surfaced recently has been the effort to try and measure some real world impact of social media. We have the entire situation with Nestle and the impact of the Facebook debacle on it’s share prices. Zilch, at least according to this article. My sensing is that this is largely to do with the nature of the conversation. I do not deny it’s importance, but CSR for the most part, has been a tricky component to compute in terms of tangible profits. Perhaps it might have been different, should the issue have centered around an actual product, or service deficit. ROI is a tricky thing to nail down, one simplistic formula would probably not be able to encompass all the variables to be taken into account.

These are just some random musings that have come up… More about some other trends and thoughts on those in the next post! 🙂

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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05th Sep2008

Youth Marketing Forum 2008 – 2Ps:Passion and Presentation

by Dorothy

I was at Day 2 of the Youth Marketing Forum 2008 at Dragonfly on Wednesday, along with Amelia, as part of the youth panel for the interactive breakout session, and a big shout out to Prof Mark Chong for putting our names through for the panel! I suppose many of you are now expecting a post on the hottest trends in youth marketing. I will get around to the cool highlights of the Forum but first, I just want to make some points about the presentations that I witnessed.

As the day went on, it became increasingly apparent that there was a chasm between the quality of the various presentations going on.
There were several categories of presentations that I could detect.
Awesome content + Awesome presenters = Always a joy to watch and learn!
Moderate content + Awesome presenters = Still bearable.
Moderate content + terrible presenters = EPIC FAIL.

How (not) to give a presentation:

  • Sit down and drone on and on about your content.
  • ‘Talk down’ to your audience
  • Read your slides word for word.
  • Read your slides word for word + monotonous android voice.

I think that our local presenters have a long way to go before we can catch up with our other counterparts who are clearly more adept at managing their stage presence and engaging the audience. Nevertheless, I do believe this might be a generational issue as well- the more youthful presenters let their personalities shine through on stage and were a welcome relief from overwhelmingly monotonous deliveries.

This thought just struck me. How many of the presenters were talking about something that they truly believed in, and not just something they had been a part of under the guise of work, or worse, not even been a part of because the work had been done by colleagues?

I am going to post this video of Clinton’s speech at the Democratic Convention, that I found off this post, entitled “Fantastic public speaking“.

Let’s ignore the politics for a while. The main point about Clinton’s speech was that it was touted as the one in which she finally “won people over” without trying to win them over. In other words, they finally could connect and believe in the message that she was bringing across. Some background info: there had been previous issues about Clinton apparently being confusing in her stance, and that translating to a lack of believability while the primaries were going on earlier this year.

It occured to me that a few of the presenters at the marketing conference hardly seemed to care whether or not they were coming across as believable. They were saying the words, but their body language spoke otherwise. They were talking about the ‘cool’ widgets, youth initiatives that their companies were going to implement and invest in. I will take that leap of faith and assume the initiatives were meant to excite people our generation. I saw none that I, nor the other youth panelists sitting around, would have liked to engage in. At one point, it seemed that there was more energy coming from the youths sitting at the back than on stage.

Presenting is not just standing up on stage and delivering the lines you have to, and scurrying off. Trust me, the audience can feel it. It is about sharing, it is about engaging, it is about telling people about something that you have to make your audience believe in. It is about sincerity.

The great presentations that I heard combined the evergreen elements of success in presenting – great sense of humour, great case studies, intelligent points and of course, passion for their subject. My favourite presenters for the day include Rob Campbell and his talk about An Inconvenient Lie, Ban Yinh Kheow from Stickfas, and Graham Perkins who shared about the i in Apple.

A great presentation energizes you like a refreshing drink after a long, tiring run. It wakes your mind up ; it makes you start to think. And question. Some times, it is not even what you present directly that is of the greatest value, but simply because you were able to use what you had just heard to springboard to other ideas.

…more on the forum (and other topics that came up) next!