27th Aug2012

Social Media World Forum 2012

by Dorothy

It seems the entire world, or at least the publishing side, has been rather fixated on the performance of Facebook’s stock prices (or the lack thereof). Nevertheless, there still are many other salient issues related to digital and social media that will be less transient in terms of hype. All this and more at the Social Media World Forum N.America, which will be back this November at the Sentry Centers in NYC!

The cool folk over at Six Degrees have some interesting things planned, with a slightly different format for this year. Apart from the main conference track, there looks to be many other surrounding events for sharing, engagement and networking, with barcamp styled sessions as well. There are also three different agendas for Social media, Social business and Social TV.

Some initial information can be found on the main site. Other useful links for the event info and speakers. There’s still a couple of days left for the first early bird discount on passes, so check out the link on getting passes.

More to come soonish!

28th Aug2011

See you there: Social Media World Forum – New York 2011!

by Dorothy

SNWF New York will be held on the 1-2 November at the Javits Centre, New York, including paid to attend workshop sessions as well a free-to-attend exhibition and Social Media Hub workshop. I’ll be attending thanks to the invitation from the awesome team at Six Degrees and am thoroughly looking forward to checking out the scene here in NYC, having attending several ;great sessions back in Asia.

 

What: SNWF New York + Discount codes to the workshop sessions (in this post)

Who: Some of the world’s leading social media thinkers, including representatives from leading brands like Tumblr, Hershey’s, Twitter, Nasa and many more.

Covering a number of key issues around the social media space, discussions will feature insight on measuring ROI on B2B and B2C social media activities, integrating relevant channels into your marketing strategy, social CRM, building and managing communities, social shopping, geo-location, measuring and managing reputation, how social media is changing customer behaviour and much, much more.

Check out these links for the agenda for the conference, to book your place at this year’s event. You get to save 15% on conference passes by entering the discount code DP15 when registering.

If you’re attending, would love to connect on Linkedin or Twitter.  Drop me a DM if you are! More updates soon after the conference!

P.S: Full registration for SMWF also grants delegates entry to another highly relevant, co-locating event, Apps World N. America, which will explore the rapidly expanding apps market, attracting developers, operators, brands and businesses from around the region.

Here’s the list of the other media partners!

15th Feb2011

Social Media Week – New York; Musings.

by Dorothy

I’ve touched down right smack before Social Media Week New York starts. Jet lag could not keep me away from this. The cold at night, unfortunately occasionally won.

Too many good sessions, too little time, coupled with an inability to divide and clone oneself meant that one had to be selective about the entire week’s events in New York. The level of discussion was amazing, and listening to people who were really into what they did is always highly inspirational.

 

Several themes that surfaced across various talks that were of interest:

 

1. Culture & Digital Identities:

  • Don’t confuse Anonymity with Privacy
  • Mentions of the shift from hiding behind avatars, even in traditionally privacy obsessed cultures such as Japan
  • The question of the impact of culture on adoption?

I love how bits of culture still filter through online. As interactions become increasingly digital, there must be some discount to the 30-70% rule that body language contributes predominantly to non verbal communication. In my work, having a feel of the various digital conversations on the ground also helps – I’ve noticed that posts from India tend to be 2-3 times longer than other regions. Some social media landscapes are much more politically charged than others. We’ve found that there might be higher levels of sarcasm in certain markets than others. A huge bulk of Singaporean netizens might not haVe ReAchEd ThE sAMe MatUriTy LevEl of otheR PlacEs WorXX.~ (Note to self: If someone types like that to you. Run. Do not hesitate.)

Purely digital text conversation is full of nuances. How people behave and participate online is full of nuances. There is all this talk about digital plumage and how people create their identities online, and even how responses might vary to different avatars online (important for all those customer service folk). It’s been 2 years, I am still interested in how research in this field is developing.

The question posed was then, How can brands help people shape their identities, and share? Those who successfully tap into this would become part of the conversation, gain valuable mind space in this attention driven economy.

Another aspect of culture to take note of – organizational culture. Social media empowers a small number of people to change the culture of an entire organization. Like most change, time is needed, but now, all the tools are at your disposal. This is equally fascinating to me about how a dominant culture usually permeates those from a particular organization.

 

2. A Time Sensitive Idea Economy

One interesting thing about cloning was raised, about how the USA could learn from Chinese innovations. A mature culture will equate to more innovation, and it will not be the first time that copy and paste culture exists.

3. Platforms

 

  • Birth of Hyper relevance- Opengraph, the semantic web. Location based advertising and marketing.
  • Facebook positioning as a company to power the next generation of web.
  • Question: Who’s going to be the open graph of China? Since Facebook is not in china. Ans: Localized versions of Chinese platforms? They have the money and resources.

 

4.  Infrastructure, Government & Politics

Big Government and politics also constantly surfaced.  How people used social media to organize themselves in times of unrest.

  • Social media is now permeating up especially where government is concerned
  • Freedom of Speech – With the law finally catching on to the game and laying down the rules, I’m really not too sure of the extent of this anymore.
  • When mobile lines are cut, should an internet “kill switch” actually exist?
  • When platforms like Twitter are blocked – How to use other tools to mobilize people?

 

We heard first person accounts of how some used public phones to stay anonymous, when the sharing of information became their daily goal when dealing with the situation unfolding in Egypt then.

Infrastructure always plays a huge role in communications (do not get me started about the lack of reception underground in the MTA subways.)

  • In India, even the roadside florists are implementing mobile orders for their businesses. Free Wifi is increasingly common.
  • The Delhi Traffic Police Facebook Fanpage allows citizens to upload traffic offences (hopefully the posters were not committing one themselves when documenting this.)

….and many have never even gone to school.

 

Interesting discussions & amazing people aside, this should be the beginning of a good trip.

 

And now, allow me to indulge in some #iphoneography.

Hues of the Brooklyn Bridge

Brooklyn Bridge

 

Iconic.

NYC,Times Square

 

Advertisement v.s Consumer Sentiments:

Photobucket

 

Horses @ Central Park

Photobucket

 

Flag.

Photobucket

Photobucket

Photobucket

Photobucket

 

NYSE; Wall Street.

new york,NYC

 

 

29th Dec2010

iStrategy: Social Media Conference – Enterprise 2.0 and beyond

by Dorothy

Received an invitation to attend the iStrategy conference early December and I’ll have to say it was a conference with a difference, right from the welcome desk to the conference content itself – great team behind it, insights and sharing all around.

Two general trends that surfaced that were of interest:

 

1. Organizational structure

One of the key things that seemed to come up often was how various corporations and institutions had shaped themselves to adapt, in light of the “social media revolution”. This is sort of a cliche phrase, because social media is not really so much of a revolution anymore, but I believe in varying stages of adoption into the mainstream.

It’s all too common to look outside (what leads can social media bring to my business, what new customers can I engage) that it would be a paradigm shift for most to view it as a very powerful tool for internal stakeholders as well, which brings us to the next point.

2. Enterprise 2.0

Don’t just take my word for it, the good folk over at Mckinsey have also recognized this, and they have data to prove that performance is markedly improved.

A new class of company is emerging—one that uses collaborative Web 2.0 technologies intensively to connect the internal efforts of employees and to extend the organization’s reach to customers, partners, and suppliers. We call this new kind of company the networked enterprise.

Web 2.0 use of these companies is significantly improving their reported performance. In fact, our data show that fully networked enterprises are not only more likely to be market leaders or to be gaining market share but also use management practices that lead to margins higher than those of companies using the Web in more limited ways.

So, how is your organization structured to accommodate/harness social media?

  • A single digital executive that is cross functional and supports many different teams?
  • A full team dedicated to this purpose? How big is the team? How big should the team be?
  • Who does social media “belong” to?
  • How will the majority of large corporations, mostly still somewhat mirrored after the very top-down hierarchical structure of the military, accommodate or react to the largely bottom-up, non linear values of social media?

These are really thoughts that are just skimming the surface, and I’ll try to share more in some case studies. Strategy has always been an innate interest, and I’m always keen to find out more about how different corporations adapt to new landscapes. What is it that most companies want to achieve, is probably a more important question before anyone can figure out what it is that must be done, to get there.

p.s: There’s a brand new Facebook fanpage I’ve created, please Like it (in support of my first attempt to conquer FBML). Still learning, page will continually evolve!

 

Thanks for reading this, and I’m looking forward to 2011!

11th Sep2010

Of Search and Social

by Dorothy

This morning (and now about a day ago because I sat on posting this), I came across this RWW article that got me thinking about certain things.

Americans spent more time socializing on Facebook than searching with Google for the first time in August, and Yahoo edged out the search giant in monthly traffic, according to new data from marketing research firm comScore.

Information is being created at an amazing speed. The folks over at Youtube quip that “every minute, 24 hours of video is uploaded to YouTube.” But correspondingly, human capacity to process, comprehend and store this cannot possibly mirror this exponential growth. This capacity remains the same, and hopefully all that talk about how the internet is making us stupid is not true.

So what interests me about the RWW article was the intricacies of the nature of interactions on each site/platform as well.

Say Google really delivers the quick and streamlined search results (even before you finish typing..Google Instant anyone?). How does this affect their ad revenue model if it’s working so well and a user skips off(albeit happily) in the few seconds of interaction?

 

When I grow up, I want to be just like (you)?

With Facebook…

– Trying to be Yahoo with the newly rolled out Facebook Answers, which doesn’t seem to have the superior targeting engine that Facebook ads seems to have… because none of the questions have been particularly compelling enough to click on. Not sticky. It is also seemingly mostly perpetuated by USA centric discussions so the lack of local probably is another factor as well.

– Trying to be Foursquare with Facebook Places that nobody in this parts can access without a VPN (seriously..), which I would say has greatly affected my experience naturally.

I’m still logging into Facebook daily though.

I don’t use the Yahoo portal much honestly but their mail interface really works for me over Gmail. I suppose new ways to present old stats will always surface and I suppose part of this is that it’s interesting to have a sexy title that any other company could challenge and (gasp) beat Google at its game. In perspective, it’s really all about how you define “beat” as well. It depends on your purpose. Am I going to stop returning to Google because they can quickly direct me away (incidentally to exactly where I want to go)? No.

Here’s another perspective on the overall picture, since the Comscore data seems to focus largely on the USA  – Google still ranks tops on sites like Alexa, and there are whole lot of other related properties like Youtube, Blogger and etc so collectively it will be interesting to see how each entity fares. If Twitter would not fail whale so often, I wonder if they would move up as well. 

At any rate, I just came across this post here that claims people spend more time on Facebook than on Google‘s sites combined. You will notice I use the word “claims” because I still think everything is too subjective nowadays until there is a unified way to look at things across the board, one site’s claim is only as sound as you make it to be.

 

(Search)

On an aside, Search was one of the topics that happned to be discussed when Mel Carson from Microsoft Advertising came down from the UK. Had a nice cozy chat this week with a couple of other practitioners together with Mel…and interesting that he highlighted his background in SEM.

Search is important and I figure it shapes the way you learn, because in essence, you dictate what your perception on the topic is. Like the case of BP (something that was brought up a couple of weeks back in another setting, so I just wanted to hear opinions on this), and I’m still on the fence about how ethical, or “right” it is for brands to spend on search to have control over the results. And case in point- BP and the oil spill disaster.

During the conversation, Mel shared that it was something like 57 thousand to later 3.6 million that BP spent on Google Adwords. Which is an astonishing jump if you think about it. The stats are also up at this post from Adage.

BP’s increase underscores how important Google has become for reputation management, and in the battle for public opinion. In the wake of the spill, Google was a natural first stop for people seeking information, and BP bought up dozens of keywords associated with the disaster such as “oil spill,” “leak,” “top kill” and “live feed” as it vied for clicks with news stories, images of oiled wildlife and plaintiff attorneys trolling for clients.

“Google has become the remote control for the world; it’s the first stop, not TV,” said Will Margiloff, CEO of Innovation Interactive, a unit of Denstu. “More than any other media, that messaging is requested; people are seeking BP’s answers out as opposed to waiting to be told.”

Clearly there are implications for PR, Crisis and Reputation Management, since this is just another arsenal that can be utilized. Not one of the more discussed strategies, since most people are typically more focused on the tangible responses (Did the CEO apologize? Did they have a press release?..etc). It’s pretty much impossible to try and control social media (people are going to share what they want to anyway), but the public can’t read what they can’t find if you’re going to manipulate search results that way. So at least some of the traffic can be redirected that way.

And just to document the thoughts from another conversation, I think Greenpeace are actually one of the world’s most successful creative agencies or filmmakers or storytellers if you think about it. If I ran an agency I would be hiring someone like their creatives for projects. It is exceedingly difficult to defeat a machine powered by passion. Some of the content they produce, or the way they can mobilize the masses is just nothing short of amazing compared to some of the other “official” creative advertising.

The mind is an interesting thing. Sometimes just starting to think about a single topic can lead onto so much more. Short of titling all future blog posts “random thoughts of the day (date)” etc I haven’t quite found a way to address this when trying to consolidate certain thoughts.

This has been a good week of conversations, I seriously hope this continues!


Other previous Search/Social related posts

Social Media Sticky Behaviors – Google & Facebook

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

20th Aug2010

Hello from New York!

by Dorothy

It’s been a couple of days in New York. Great ideas, great conversations being circulated so I’ll probably put all of the thoughts down when I’m back in Singapore.

Given that the heatwave of Summer is probably over, the weather has been incredibly agreeable with me, save for the sauna that is the Subway. I am loving the Summer outfits and feel of the city; quite a stark contrast to the all black or mostly bundled up crowd and rainy, wet streets from the past few visits in Winter and Spring.

Times Square continues to be a full blown assault on the senses. There is really no other way to try and describe this sensory overload – sights, smells, the weekend rush, the PRE-weekend rush, or should I say, perpetual rush…and the very suspect smoke steaming from the underground.

 

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There is the juxtaposition of big branded billboards, and odd billboard like the below…which someone definitely needs to explain to me.

IMG_9332

DO I GET RESULTS? DO I HAVE A BILLBOARD IN TIMES SQUARE?

 

There’s people everywhere right up till late night, dining al fresco, even the solitary old man on the corner table with a chess set all laid out, waiting for an opponent to sit down to game with him. Times Square is swarming with tourists like ants and there are a couple of new interactive billboards from AE and F21.

 

Social Media

….is more prevalent in New York than it is in Singapore, even compared to a mere 2 years ago, there are perceptible differences.

Very cool – AE plants your mug shot on their space when you make a purchase, and F21 simulates a leggy model taking a picture of the street below, which is, in fact an actual real-time shot of the current crowd. This then animates into a Polaroid snapshot, real-time used in a great way there. There are also the love tweets on F21 related content.

 

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I missed my 24/7 internet so, and only periodically had access to things like Foursquare specials from American Eagle at Jersey Gardens. (Public Wifi, FTW!)

IMG_0456

 

New York is inspiring, even in the strangest of places. It can be overwhelming at first, downright antagonistic in the winter, but every time that I’ve been back it just gets better and better. For some strange reasons.

 

I still believe that where you are defines who you are to some extent, but it has been a while since I’ve let a place change me. I hear constant calls, still.

But the funny thing is this is also the first time I am here; there; but also home.

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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! 🙂

21st Feb2010

Social Media Sticky Behaviors – Google & Facebook

by Dorothy

One of the great things about digital is that it really helps to crystallize certain behaviors. This means visible, predictive intelligence online. One of the most sticky platforms still remains the ubiquitous Facebook, while Google is practically synonymous with search. While they both started off as very distinct entities, it seems that FB has evolved enough to actually start moving into the Search space.

Games

Ever contemplate disabling or deactivating your Facebook account? You know what is top of mind of users when they worry aloud in the FAQ section of FB about losing their data from Farmville (or any other FB game, really!). This, instead of losing all their friends and contacts. This was a few months ago, when Farmville concerns were right at the top of the discussion topics.

It will be interesting when the games and virtual goods segment in FB grows. The question then is how this will translate in markets like South Korea, where there is an entire virtual economy flourishing. It is also a market where other global players such as Myspace, Youtube and even Google have either had to bow out or simply be content with a smaller pie of the market share. Will FB finally have enough clout to go against the likes of Cyworld?

Another question is what happens when (and if?) app revenues surpass that of Facebook?

Zynga (creator of Farmville, Mafia Wars and etc) which has 230 million monthly active users was reported to have revenues of $200 million in 2009. The WSJ says Facebook revenues could hit $710 million in 2010, so there’s still some distance between the two figures. Still, if a fair percentage of return visits are due to the addictive FB games, it remains to be seen if the gap will narrow.

Facebook: Your One stop Internet Destination

You’ve seen the stats. Early 2009, Zuckerberg quipped the most overused quotable line about how “If Facebook were a country, it would be the eighth most populated in the world, just ahead of Japan, Russia and Nigeria.”

Then, he was talking about 150 million people. It is now 2010. Techcrunch reports that Facebook now has something along the lines of about 350 million registered users, with over 175 million of them logging in daily.

That’s a whole lot of visits, a whole lot of eyeballs, a whole lot of power.

Enough power to simply change the FB layout AGAIN without word or warning. I hated it, but have since gotten used to it, since there wasn’t anything much I could really do about it (deja vu?). Everyone seems to have gotten used to the fact that we are all experimental guinea pigs, sigh and get on with our lives. And we  still keep going back to the site.

And now, FB has its sights on Google, who apparently has 800 million visitors.

“According to Web measurement firm Compete Inc., Facebook has passed search-engine giant Google to become the top source for traffic to major portals like Yahoo and MSN, and is among the leaders for other types of sites.” – Source: SF Gate

You can also read more about how FB could kill Google here. The gist is that FB and Google are complementary for now (since FB is leading all those eyeballs to Google), at least, until unique visits for FB surpass that of Google. Microsoft last cut a (non exclusive)deal with FB in the last quarter of 2009 to include real time search results from status updates, but it remains unclear where FB may run with the search pie.

What are these sites to you?

Interestingly, at least for now, Google seems to resonate more with users in terms of the serious stuff – maps, translators, finance info, useful software like chrome/earth.. versus more of a slant towards entertainment and games on Facebook.

Many people still use the Google search bar as a place to type in URLs like Facebook.com (for reasons I can never fathom.. why they can’t type it directly into the actual URL bar is beyond me).

These results below do feature a bit on the importance of mobile as well – with the mobile related and FB lite mentions.

I’m still curious as to how all this will play out and how people will respond to all/any of these changes online… What will keep people coming back for repeat visits?  Also,  with all the talk on privacy and merging of identities on various platforms,  something to explore in future posts!

25th Oct2009

Edelman partnered with Brandtology Digital Brand Index (APAC) finally launched!

by Dorothy

Apologies for the radio silence here the past period, it has been absolutely insane the last few weeks but I have a good excuse. 🙂

So one of the projects I’ve been working on….the APAC Digital Brand Index!
Edelman, together with Brandtology (where I work) have just released a APAC Digital Brand Index spanning across the major markets in the region. To quote John, “8 markets, 800,000 posts, 233 tech brands…” and then some <!>

Please show the team some love if you can because while this may come under the umbrella project of the DBI, multi-market projects really could be mini projects on their own (as is often the case). A full story can be found on the Edelman & Brandtology main sites. (This is where you get the media goodies like fact sheets & media releases, so I suggest you check it out!) and more on John’s site here.

There’s been some nice coverage so far, from online sites in Malaysia, India, China (post in chinese), more India, Australia, to publications like Marketing-interactive.com. I’ve heard the team from China had some great respones from the media session too!
And of course, there are scribd documents, youtube videos all over ( you don’t have to look too hard.)

It is pretty interesting to watch how the news grows. The Google bots are clearly doing their job. Early Friday morning, a Google search returned some 3-4 relevant hits top of page, but that has changed significantly now for any of the major search terms one might use to hunt this down. Search also turns up hits from Facebook pages pretty well too.

Across other spaces, the word is alive on Twitter…. it’s nice to see the multi lingual comments coming in.



I think some of the main findings are already nicely summarized in the various fact sheets on the Edelman site, but of course there are a whole lot more that the data set could provide. Off the top of my head:

  • Online behavioural patterns of APAC netizens… ( 8 countries so far, 2 more coming out). This is for the psychology buff inside me somewhere. I’d really like to see if there are patterns of posting. Weekends are generally less buzzy (people apparently don’t post when they’re not at work?), with conversations happening mostly during weekdays. I can see all those questions about productivity popping up already!
  • Behavioural patterns in different channels – Twitter, unsurprisingly ranks pretty highly in terms of activity and mentions of Brands in the DBI. Part of me thinks that this is largely due to the ease and low effort needed to do an update (aka people are lazy. Easier to post on Twitter than write a full blog post).
    If you’re holding a smartphone, armed with the great Twitter applications and a mobile data plan, it’s easy to make a habit out of Twitter. Instead of calling up our best friend to rant about the lousy brand experience you’d just had, the whole world is now your audience. Clearly, we are seeing signs of that happening, given the number of rants that seem to originate from Twitter.
  • Virality of a Brand – is a certain brand name confined within a select few channels? and why? What’s the difference between a brand that enjoys a lot of buzz within a limited number of channels, as compared to one that is widely disscussed across multiple platforms, but in less depth.
    As a brand, which would you rather be and why? Is this what people call “reach”?
    Does mere reach ( my brand is discussed by 100000 people but each of them only talks about me once ) mean more than longevity in conversation ( my brand is discussed continually by 100 people, across a period of months )?
  • Between a brand and an iconic product – The Singapore data shows Singtel topping the list of mentions. This is probably correlated somewhat with the fact that they still (at this moment in time anyway) have a monopoly on the iphone market. It’s interesting that probably Apple is not mentioned as a brand itself much, but it’s hugely successful line of products – the iPhone, iMac, Macbook, MBPs, MacOS etc would probably generate a huge amount of conversations. Maybe Apple is an aspirational brand, but i personally hate the iPhone because I can’t type on it (yes, seriously). How does brand loyalty feature then, and does it even matter anymore? Would you place product function over the brand, or do you like to convince yourself that this is so?
  • Influencers – What is the difference between an online influencer who owns a blog, and say, someone who’s really active on Twitter? In a forum? In which forum? And how would you qualify this? Microblogging and forums clearly win hands down in terms of activity, as compared to blogs (Again, back to the fact that blogging is hard work!).

Endless questions of why, how, etc and I could really go on and on…

But really, if you’re a slice and dice data wizard, it would be cool to find out what else I could have missed! Any major angles?

If you’re a practioner in Communications/PR/Marketing, it would be great to hear what matters in your daily projects, what are the kinds of metrics and measurements that are important to you and why? How would any of these feature in your social media/digital strategies?
PM me or drop a comment here! I’m decidedly curious. 🙂

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