We often see companies who are fixated on driving fan acquisition. But what to do once you’ve gotten a ‘like’?

Join us Tuesday, 14 February as we discuss driving value through social media, not just buzz.

We’ll be kicking off at 2:30pm with a half hour of networking followed by a 1-hour panel discussion starting at 3pm.

Register online here: http://socialmediaweek.org/event/?event_id=1654

We look forward to seeing you!

So, what happened at Facebook Studio Live? Hundreds of agency heads, clients and industry professionals gathered together on a rainy Wednesday afternoon at the trendy space at Carriageworks in Eveleigh. There has always been a cloud of mystery and secrecy that surrounds the Facebook brand, which was evident upon arrival. Small Facebook branded moleskins were handed out and guests not knowing what to expect were ushered into dark auditorium with microkitchens on either side of the room that included unlimited refreshments and snacks, we later learned a staple feature of every Facebook office. The crowd got to hear from superb speakers about the Facebook hacker culture, the evolution of Facebook over the past decade, creative solutions for advertising, and the deepest level of Facebook insights and metrics available to brands with additional ad spend (of course.) My top four key takeaways I took from the day are summarised below:

1) The most successful social campaigns have impact through ALL of the following: connections, engagement, influence, and integration. The best social marketers in the world don’t create campaigns that just have the BIG idea any more, they create social programs that scale in all four categories. How do you do this? It all starts with the standard creative brief and asking two key questions a) What is the key engagement insight? b) What is the social insight?

2) Don’t underestimate the power of the conversation calendar. More and more marketers are fighting for the same short-attention span on Facebook. So, what does this mean for brand pages? Facebook is about creating authentic relationships and creating a community management strategy and conversation calendar that demonstrates the following:

• Understand what motivates social behavior
• Have a clear purpose and authentic voice
• Create many meaningful and light-weight experiences
• Posting is like a dinner party, be a brilliant conversationalist
• Creative is both an art and a science

3) Facebook Studio online offers a fantastic wealth of global information and resources available to all marketers, brands, and agencies. The site aims to celebrate the great work of agencies and marketers and inspire others, while sharing resources to help strengthen existing Facebook campaigns. Take for example the Flair Fashion Tag campaign. This highly innovative and creative Facebook app developed by Belgian agency Duval Guillaume Modem allowed people to easily tag pieces of clothing in photos and share them with friends. All “fashion tags” were then displayed on the Flair Facebook Page and the top submissions were also featured in a magazine, a nice integration between Flair’s offline and online presence. This campaign was one of the first ever to be featured on the site and even earned a Media Lion at Cannes last year.

4) The possibilities for brands on Facebook are boundless. Facebook allows brands to connect with consumers in a digital world with the same authenticity as the real world. According to Mark D’Arcy, Director of Creative Solutions at Facebook, successful Facebook campaigns for brands focus on utility, relevance, caring/sharing, and light-weight design, rather than disruption. If used smartly and strategically, a Facebook brand page is one of the most amazing devices for storytelling and understanding consumer insights.

There are just a few of the takeaways I took away from Sydney’s first ever Facebook Studio Live. I will be sharing more content and key learnings over the next few weeks!

LinkedIn launches Korean language service
LinkedIn, the biggest business SNS devoted to professionals, launched a Korean language service. Already 300,000 of Korean professionals had created profiles on LinkedIn even before its offering in Korean. This new language service will bring better opportunities for Korean users who want to broaden their manpower network throughout the world.
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링크드인, 한국어 제공…전문인력 SNS 겨냥
세계 최대의 전문가용 비즈니스 SNS인 링크드인이 한국어 서비스를 시작했습니다. 한국어 서비스가 시작되기 전에 이미 300,000명의 한국 전문가들이 링크드인에 자신의 프로필을 작성했는데요. 이 새로운 서비스가 전 세계로 인력 네트워크를 확대하려는 한국 이용자들에게 기회를 확대시켜 줄 것으로 기대됩니다.

I’M IN’s takeoff for a location-based marketing tool
I’M IN, Korea’s most used LBSNS, is making a new leap for a real-time marketing platform. Owners of small business, brick-and mortar and franchise are now able to promote their store and brand through ‘I’M IN Biz’, which is making a contribution to communication between brand and consumer. 
Read more                          

아임인, 위치기반 마케팅 수단으로 도약하다
한국에서 가장 많이 이용되는 위치기반 서비스 아임인이 실시간 마케팅 플랫폼으로 새롭게 도약하고 있습니다. 소상공인, 소매상, 프랜차이즈 사업가들은 ‘아임인 비즈’를 통해 자신들의 가게나 브랜드를 홍보할 수 있게 되었는데요. 이는 브랜드와 고객 간의 소통을 더욱 활발하게 하는 데 도움을 줄 것으로 기대됩니다.

Mobile SNS seeking for Revenue Model
Mobile based SNS companies are setting out new revenue models. Kakao Talk introduced an advanced emoticon service at additional charge, and I’M IN presented a new business platform called ‘I’M IN Biz’. The outcome of these new models is expected to have a huge effect on app developers from now on.
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모바일 SNS “수익모델 찾아라“
모바일 기반의 SNS업체들이 수익 모델 발굴에 적극 나서고 있다는 소식입니다. 카카오톡은 새로운 이모티콘 서비스를 유료로 내놓았고, ‘아임IN’의 경우 ’아임IN 비즈’라는 플랫폼의 비즈니스 서비스를 선보였는데요. 모바일 기반 SNS를 활용한 수익모델의 성공여부가 앞으로 앱 개발자들에게 많은 영향을 미칠 것으로 보입니다.

Smartphone TV driving out home TV
The combination of TV and social media is changing viewers’ behavior. A recent survey by Motorola Mobility founded that 55% of Korean consumers watch TV through mobile devices when they are out. And of the 55%, 71% answered they use smartphone to watch TV, which refers to the highest percentage among 16 countries that have gone through the survey. 76% of Korean respondents said they watch ‘social TV’ so they can engage with other TV viewers with similar interests through social platforms.
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손 안의 스마트폰TV, 안방TV 몰아낼까?
TV와 소셜미디어의 결합을 통해 소비자의 시청 행태도 변화하고 있습니다. 최근 한 조사에 따르면, 한국 소비자의 55%는 외출시 모바일 기기를 통해 TV를 시청하며, 그 중 71%는 스마트폰으로 TV를 시청한다고 합니다. 이는 16개의 조사 대상국 가운데 가장 높은 비율입니다. 또한 응답자 중 76%가 ‘소셜TV’를 시청하면서 소셜 플랫폼을 통해 비슷한 관심사를 가진 다른 시청자들과 의견을 교환하는 것으로 나타났습니다.

Messenger & SNS apps used most with smartphone
According to a Korean Android smartphone application analyzing site ‘appsooni(www.appsooni.com)’, 5 of 10 most used apps in November turned out to be communication related apps, such as messenger and SNS. Facebook entered into top 10 for the first time as SNS. The average time that one spent on Facebook app was 13 minutes per day, and the average number of access to Facebook app for person was 8 times per day.
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“스마트폰서 메신저·SNS 앱이 가장 많이 쓰여“
국내 안드로이드 스마트폰용 애플리케이션 분석 사이트 ‘앱순이(www.appsooni.com)’에 따르면, 11월 가장 많이 사용한 10개 앱 중 5개가 메신저와 소셜네트워킹서비스(SNS) 등 소통 관련 앱이었다고 합니다. SNS 중에서는 페이스북이 이달 처음으로 10위권에 진입했습니다. 페이스북 앱은 1인당 하루 평균 8회, 13분씩 이용하는 것으로 조사되었네요.

Social commerce benefits from Mobile
As smartphone users have surpassed 20 million, mobile sales share in social commerce industry is gradually increasing. Top social commerce companies’ mobile sales share are now reaching up to 6-10%, which means that more deals are being made through mobile.
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소셜커머스, 모바일 효과 ’톡톡’
스마트폰 사용자가 2천만 명을 넘어서면서 소셜커머스 업계에서도 모바일을 통한 매출 비중이 점차 증가하고 있다고합니다. 상위 소셜커머스 업체들의 모바일 매출 비중이 6~10%에 이르고 있는 것으로 나타났는데요. 이는 모바일을 통한 거래수가 꾸준히 증가하기 때문으로 보입니다.

www.facebook.com/OgilvyPRSeoul

]]> http://www.asiadigitalmap.com/2012/01/korea-december-social-media-news-update/feed/ 0 http://www.asiadigitalmap.com/2011/11/china-please-post-responsibly-ogilvys-social-media-guidelines/ http://www.asiadigitalmap.com/2011/11/china-please-post-responsibly-ogilvys-social-media-guidelines/#comments Tue, 22 Nov 2011 09:01:31 +0000 Sarah Guldin http://www.asiadigitalmap.com/?p=4957

Social media presents both tremendous opportunities and potential risks for all types of businesses and brands, including our own. To remind staff in China about the importance of posting responsibly and how we can protect ourselves, Ogilvy and our clients from harm we created this cartoon to make policy reading a little less boring. Enjoy!

1) The Consumer-Patient

2) Physicians/Healthcare Providers

Consumers have become increasingly empowered to take their health into their own hands via the Internet, gaining access to vast medical information portals, self-monitoring and self-diagnosis tools, and peer support social networks. In China, for example, 80% of consumers conduct online research before consulting their doctors. In Asia, bringing these tools to mobile phones has been key in increasing access to more reliable health information. This is evidenced by the rise of mobile health apps, which indulge our burgeoning obsession with ‘the quantified self.’ However, it can also be as simple as being able to SMS a network of doctors for answers to pressing questions in real-time.  SMS remains a powerful tool to connect patients and doctors in Asia (See mDhil.com in India and Buddyworks in the Philippines). As questions of trust persist in the healthcare industry, Asians increasingly refer to social networks to confirm or deny rumors or to simply look for the most credible answers. Likewise, social networks serve as a strong source of support for others going through a similar experience.

From the physician’s point of view, they have to now manage this newly empowered patient, who comes to them armed with information and data gathered online. They find they are having to make themselves more accessible via a multiplicity of channels while adhering to established codes of ethics and confidentiality (as often official regulatory guidelines about physicians’ social media conduct are lacking). Indeed doctors are now blogging and on instant messaging services, out to raise awareness as well as their own profile in their field. Eighty percent of Chinese doctors use online resources for general medical news or to stay up to date with clinical information. There has been an absolute explosion in doctors’ social networks. Check out DXY.cn in China for proof, where over 2 million doctors converse, exchange knowledge, and set up professional profiles. These networks are popular in Asia particularly where doctors don’t have access to the multitude of hard copy peer review journals as in the West. They are looking to stay current with research and cross-reference solutions for their patients. Like their patients, doctors are increasingly embracing mobile technologies to facilitate patient care and research.

All the major pharma companies have a social media presence but face intense scrutiny and increasing regulation. So what value can the pharma maker provide to the social media savvy patient/doctor?

• Curate credible and trustworthy medical information. Become a destination for reliable answers for disease management, not just a brochure of products
• Facilitate conversation and support networks. Bring those facing similar challenges together
• Give them useful tools that are relevant to your products and their lives. Breathe branded utility
• Be transparent, open and honest. Display a willingness to exchange information and care
• Gather intelligence from these forums to innovate and spur R&D

Thoughts? Questions? Additional insights? Leave your comment below or email me at lisa.werner@ogilvy.com.

I have the utmost respect for Paul, but strongly disagree with his post. Titled “Social Media Overload”, he states that:

“for those using several [social media] services it’s becoming a tiresome chore”.

“For social media services the key measures of how much time users spend on the site is becoming a game of diminishing returns, people have only so much time in the day or so much inclination to spend a large chunk of their free time online.”

“Social media services are going to have to show some value for the investment in time and the privacy costs incurred by business users, it may well be that many just don’t offer a good enough deal.”

While I think it’s fair that small businesses may be facing some difficulty trying to justify spending time, money and resource on social media, I think it’s much less because “it’s a tiresome chore” – I think they’re just not clear about WHY they’re on social.

I’ve referenced this chart before, but it most clearly reveals just how powerful social media can be on purchase intent. With online reviews second only to word of mouth in purchase influence, there’s a huge opportunity for small business to use social media to build relationships with their customers, get feedback from advocates and detractors, hold special sales for their brand advocates, generate sales leads, manage their reputation, establish themselves as thought leaders, and the list goes on.

They just need to know what they want out of it. Then they need a strategy. Take Shoes of Prey, for example. A start-up business by Michael Fox, Jodie Fox, Mike Knapp and Mark Capps, their website 22Michaels is a “diary of [their] adventures, successes, failures and everything we learn as we attempt to start a business or two”, they have used social media to establish themselves as thought leaders in the space. Smart Company has voted them one of Australia’s 25 top business blogs for two years runing, one of Australia’s top 10 online retailers, 2010′s Hot 30 Under 30, and attended an online retail forum with the Australian government to showcase how smaller business can harness the internet.

Shoes of Prey is an e-retailer that sells custom-made shoes, and they have used their website to ask their consumers what they think of their latest online shoe designer, providing them with unique intelligence around purchase intent as a result of the designer, intent to purchase, ease-of-use and general feedback, which will (presumably)  be taken into consideration for future edits and improvements on the site.

Other small businesses can just look to the current landscape to work out what best practice looks like, what they need for their business, and how to get there. Australian examples include Appliances Online, which has one of the largest and most engaged Facebook pages nationally; Shoes of Prey; Big Brown Box – a retailer with a great Facebook page; 65 degrees – a Melbourne based cafe that has established itself as the 56th most influential food Twitterer in Australia; and more that crop up every day.

In the early days of social media, a cliched adage was that businesses should be on social media because “your customers are going to be talking about you anyway – don’t you at least want to know what they’re saying?” (Channelship has a great article that says pretty much the same thing, titled “If Brands Don’t Listen, Your Facebook Friends Will” by the legendary Brian Solis).

Social media has brought companies and customers closer than ever, and have broken down the walls of communication between the two entities. It’s made companies more approachable, vulnerable and accountable – and has empowered customers to be honest about their experiences, whether positive or negative. Social media allows businesses the “right of response”, allowing them to amplify their customers positive experiences, and solve their negative ones.

And let’s not forget the most obvious avenue for social media use by small business – customer service excellence.

Although Paul says that “people have only so much time in the day or so much inclination to spend a large chunk of their free time online… the value proposition becomes less compelling”, I think the main issue lies more with available resources for small business than a less compelling value proposition.

The case has been made for the value of social media – not to mention the added benefit of how social media marketing is a scaleable effort, depending on the available resources, both in time and money – now it’s just up to businesses to decide how they want to use it.

Don’t start up a Facebook page with weekly competitions and promising customer service support unless you have a community manager that can support that activity. Don’t set up a Twitter account encouraging customer feedback and asking engagement questions if you don’t have the resource available to respond to brand advocates and detractors. Don’t set up a corporate blog that gets updated once every other month.

Look at your business goals and come up with a strategy. Focus on the platforms you need to be on to achieve those goals, and plan on a timeline the tactics you’ll use to get there. Just like any other business marketing strategy, social media requires time, dedication and discipline – but this doesn’t mean that it needs to consume more resource than is allocated.

What do you think? Does social media have a place in your business – and where?

RSVP via a Facebook Event

Announcements on Facebook and Twitter aside, I created a Facebook Event to invite my guests. With a simple message and a few clicks, I reached out to almost all my friends on FB. That saved me tonnes of time when it comes to finalizing the number of attendees and finding out if my guests were bringing their +1s or not. When planning a wedding, especially when the date draws closer, time is a luxury piece and you don’t get to waste much. So this alone saved me much time.

A mini teaser for the wedding via a Wedding Teaser Photo Album

We took some beautiful wedding portraits to be shown during the wedding. If you knew about it and remember, the photography session caused me to miss the Social Media Summit in HK earlier this year! Aaarrrrgggghhhhh!

Anyway, to create anticipation and excitement a few days before the wedding, we released a few of these pictures on Facebook. It was fun, friends were glued on and excited to view the next picture to be uploaded.

A video to tell our little story

They say a picture is stronger than a thousand words, while I disagree SEO wise, we took it one step further and hired a videographer to make us a video instead, and we loved it. The attendees found it entertaining and we get to keep our sweet sweet memories foerever (unless the video file somehow got lost or corrupted, I hope not!). We then uploaded the video on YouTube for all those who missed it and those who would like to see it again, my wife and I especially.

(The video is the one at the top by the way)

IT ALL REALLY STARTED WITH FACEBOOK

So there you have it, 3 ways I’ve used social media for my wedding. If I can only quote ONE SINGLE example on using social media for a wedding, how about this….. I met my wife on Facebook, how’s that for a social media case study!

Hope you’ve enjoyed this. Have you got similar stories to share? How have you used social media for your wedding? Looking forward to hearing your stories, cheers!

COROLLA…

Now, we’re all bombarded by advertising for the latest and greatest and automotive commercials are among the most common, but it’s not often that we’re captivated by an overweight, balding man promoting a 2000-model Corolla sedan.

COROLLA…

As well as finding the video hilarious I found myself wondering, if my client were the brand featured in this type of content, would I look to promote it via their branded Facebook and Twitter channels?  In Toyota’s case, they have a community of over 65,000 fans on their Australian Facebook page, and an opportunity would exist to share this video on the page whilst asking fans, “What is your favourite feature of your Toyota?”

There are several reasons why this would be a positive move:

• Fans will typically be more interactive with brands who share entertaining and non ‘TV commercial’ style content
• Posing a relevant question that applies to every fan encourages commenting on the update
• Users may well share this content to their own Facebook walls or directly to friends, further driving engagement with the brand page and the featured content

Alternatively, there may be several drawbacks such as:

• Fans ‘unliking’ the page if they did not become a fan of your brand to be shown comedic content
• Contradicting the established brand values. Purchasing a car is a serious decision, and some fans might see this video as immature and disrespectful to the importance of choosing the right vehicle

Personally, I think there’s a great opportunity to have a little fun with your brand and show fans a bit of corporate personality, and this example shows what great content is out there, and that it can be a powerful conversation starter if referenced in the right way.

COROLLA…

So, would you showcase a piece of UGC that prominently featured your brand on the company Facebook and Twitter pages?

It it always important to remember the community who will be viewing this content, and asking the question, ‘Just because I enjoy it, will the majority of fans feel the same way?’

One thing is for sure. Saying ‘Corooollllaaa’ sure is catchy.

The Cantonese term derived for the action of “not honoring the agreed appointment” is specifically phrased “Fong Fei Kei” (direct translation: Let the Airplane Go). Acts of this “Fong Fei Kei” (FFK) culture is often practiced in some Asian Societies; that it has become an expected behavior.

Two brothers here in Malaysia, Eugene Ooi and Eu Veng Ooi have decided to capitalize on this less accepted norm of social conduct by creating a ticket matching service through the power of Twitter and a site cleverly created under the URL http://ffk.me.

All tickets are submitted by registered users of the site and auctioned off to interested buyers. Twitter fits perfectly into the system with its real time abilities to alert followers of the Twitter account @fongfeikei of tickets that are up for grabs.

Users may also tweet @fongfeikei to inquire for specific tickets which will be RT-ed to other followers. Or to sell you tickets/ promote your events.

At least through this service, there is some hope of salvaging some of the lost investment from a person who has already declined your invitation with a questionable excuse.

As a previous beta tester, ffk has managed to turn around a large amount of glum into some relief for folks who have no idea what they can do with potentially under-utilized tickets. Pretty neat idea eh?

I’d personally like to see a mobile app come out of this. Do you think something like FFK has potential in your country?

As an AsiaDigitalMap reader and an Asia’s social media landscape savvy person, you must have heard about these huge Chinese “BBS” where buzz, fame, memes born and die. These forums are powerful way to communicate and a true piece of the Chinese digital culture, hence the tight control by the government.

Taiwan has a mixed usage of Social Network. People can be Facebook (11m users of a 17m netizens, +9000% growths between January 2009 and January 2011) or Youtube heavy users but also be fond of local platform such as Wretch.cc (Yahoo owned, still the 3^rd most visited website in Taiwan. Weibo’s Taiwan page is heavily inspired by Wretch’s one), Pixnet or PPT.cc

Taiwan’s BBS (to be differentiated with “Forums”) really are unique as they are Telnet based social network and, as incredible as it sounds like, this largely technology savvy population still use a network protocol that has been developed in 1969, 43 years ago! These BBS are only accessible with special software ( such as PCMan for Windows or Nally for OSX) via a command line style interface:

High School and university students mainly compose BBS population, they spend their time on PPT.cc, the largest BBS of its kind in the world with 1.5m registered users and about 40 000 posts are created everyday listed in different “Boards”  encompassing vast ranges of topics that go from gossiping, make-up tips, news, products/brands test advices, romance issues, music or artist discussion…etc.

Here is a short list of the most famous boards on PTT.cc :

• Gossiping (Mainly about politicians, social events, or gossips. It’s the most famous board on PTT.cc, simultaneous board surfer online is at least 12,000.)
• Joke
• Sex
• StupidClown (Share stupid things in your life)
• Movie
• Food
• Beauty (Talk about handsome boys and beautiful girls)
• e-shopping (Share e-shopping experiences)
• BuyTogether
• WOW (Talk about the online game-WOW)

The very interesting thing with Taiwan’s BBS is that despite their prehistoric interface, they’ve included all the modern Social Media ingredients and features, way before the words “Social Media” was even mainstream:

• “Journalists” was and are still crawling BBS for sensational news
• Brands tracked and monitored what is being said about one of a products and sometime don’t hesitate to openly or secretly interact with users.
• People are asking questions and expect crowdsourced answers, in the very same way how Quora is operating now
• People post advices, tips, tests and reviews of products, ideas, places, travels…etc
• Some people are become “experts”, “influencers” and their advices can be followed but hundreds or thousands of people.

BBS is facing a tough competition from “modern” forums such as Mobile01 or Facebook, the traffic is certainly not as strong as it has been in 2007 when only Wretch.cc (which started as a Telnet BBS itself) was the uncontested leader in the Taiwanese market, but a brand must not completely overlook its power and they must be included in most of social media strategy targeting a Taiwanese audience.

The difficulty here is that, due to the archaic nature of the system, it’s very difficult (but not impossible) to use modern listening tools such as Radian6 or K-Matrix, researches on these platforms can be performed but on one board in the same time and with a lots of restrictions.

If you are interested to take a look at this very specific social network, please follow these steps (mind that you cannot use “mouse click” on PTT, keyboard is the only way you interact with this board. You can use ↑↓→←to surf on PTT and all the boards are in Chinese, no English one available on PTT.cc.

• Step1: Download the software (PCMan for Windows, Nally for OSX)
• Step2: Type the URL of the BBS (here is “ptt.cc”)

• Step3:  Enter “new” to register a new account

• Step4: Then you can use it