PASIÓN POR EL MARKETING

This is a summary of the report State of Social Media in South-East Asia developed by E-Consultancy

– Among the four countries surveyed, Indonesia will witness the highest average increase in social media budgets (27%), with organisations based in the other countries increasing their investment by less than a quarter on average.

– There’s evidence that in many cases investment in social media is being shifted away from other marketing budgets generally, with around half of marketers in Indonesia (50%) and Singapore (44%) saying that’s the case.

– The vast majority of South-East Asian marketers expect ‘increased use of mobile by consumers’ to have a significant impact over the next 12 months.
– As part of their overriding strategy for social media, three-quarters of organisations based in Malaysia and the Philippines feel the ‘need to improve’ their abilities for ‘engaging customers in dialogue’.

– South-East Asian companies are most likely to integrate social media activity with their search engine optimisation (SEO) and email marketing efforts.

– In Malaysia and Singapore, ‘lack of resources’ is the most commonly cited barrier, with nearly three in five (56% and 57% respectively) organisations saying that this prevents them from engaging in social media activity more effectively. ‘Company culture’ is a top barrier for half of Indonesian companies.

– For many organisations, ‘engagement (number of followers, comments, time spent, etc.)’ is the deepest level of social media impact that they can track.

– Organisations based in Indonesia and Singapore are most likely to have larger dedicated social media teams in place, with 47% and 24% respectively indicating that these consist of more than five persons.

Real Time Marketing is the new big thing in comms, advertising and social media. Here below is a great example run by GolinHarris Singapore (My current agency) for the launch of the new Pleasure Pop-Up Store in Clarke Quay a couple of weeks ago. Visitors could design their very own Magnum ice cream and enjoy Magnum inspired cocktails and desserts in a stylish lounge setting. The event also introduced two new flavours never tasted before (Pink (Champagne) and Black (Expresso))

The great idea here is the real time Dashboard (Twitter + Instagram) which defined the color of the Magnum dress depending on what was buzzing more on both social channels, the Pink (#makeitpink) or the Black (#makeitblack).

Great job team!

I’m happy to announce my new adventure in Singapore. Since the 3rd of June I’ve joined GolinHarris (IPG group) as a Senior Digital Manager.

A part of GolinHarris, IPG group is home of key agencies like Draftfcb, McCann, Lowe, Jack Morton, Webber or FutureBrand.

I will be working for Unliver Ice Cream and Hair Care portfolio (Cornetto, Magnum, Share Happy, Tony&Guy, Clear and Lux), Panasonic, helping the healthcare practice and New Business.

Here is my amazing team!

Digital team GolinHarris Singapore

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Juan is Senior Digital Manager with responsibility for digital strategy planning and execution and support for clients based in Singapore and potentially across the region.

As well as helping with the strategy for clients, he provides operational support and advice clients to take the most optimal direction for their digital and social media activities. Juan always thinks ahead and is up-to-date to inspire the team and build trust among clients.

Prior to joining GH in June 2013, he has spent the last 7 years developing digital marketing strategies and viral concepts for global brands around Europe and Asia. His portfolio of experience covers Consumer, Fashion, Personal Care brands as well as Business to Business digital initiatives.

He is experienced in bringing outside-the-box ideas, integrating social media within client’s overall marketing strategy and coaching marketers to understand the power of new media.

Spending in Asia-Pacific e-commerce (B2C) is about to surpass North America.

In 2012, sales grew by 21.1% to EUR 740 billion in global revenues for the first time in history, according to new estimates from eMarketer. This consultancy also has advanced a further increase of 18.3% for the 2013 in which, for the first time, the Asia-Pacific bloc will overtake North America to become the number one market for B2C e-commerce sales.

Ecommerce Asia pacific

This new future hegemony in Asia-Pacific is explained by the rapid increase in the presence of several eastern countries in the top five in B2C online trade worldwide.

Via> MarketingDirecto

Over 73% of Taiwanese men think that grooming is just about cleanness, preferring a clean-shaven look over any type of beard and stubbles. In order to increase penetration of Philips grooming kits, Phillipis created the “Low-tech Augmented Reality Mugs” to spark their interest and elevate any possible look they may have after grooming. Let’s attract them from too focusing on hair. From hair to beard.

Great and smart Idea!

If you are a marketer in Asia, you will surely be looking for stats, facts and figures about Social media, Digital and Mobile Marketing in Asia. We have good news! We are Social has just released it popular and great study about it!

Find here the main highlights of the Digital, Social Media and Mobile marketing in Asia:

– There are now well over 1 billion internet users around Asia;
– At least 811 million of these people use social media;
– 50% of the world’s social media users are in Asia;
– More than 10 million new people in Asia join Facebook every month;
– Asia is home to more than 3 billion mobile subscriptions.

Impressive!

See below the whole report.

Happy to share it!

In Spain, there is a cool initiative called “El Armario de la Tele” (The TV closet) which is basically a website where you can buy any clothes you see on the TV. I did really like the idea because the conexion between online and offline experiences. Now, it’s China, as expected, who take the idea an creates a better concept by integrating the online shopping with video streaming.

Tmall shooping video streaming

Tha brand behind this cool inniative is Tmall.com who by using a dynamic image recognition technique, this video shopping service can associate goods in a video with a matched commodity in Tmall.com, and then give access for browsing or placing an order. If fails to find an exact match, it will offer alternates.

Tmall bra sales

The only problem I see is the fact that users are redirected to a new page instead of having the opportunity to proceed with the buy directly on the video or at least on the same page,

To see more, click here and visit the Tmall online store

What do you think about this idea? Will it represent how online shopping experience will be in the future?

If you are working or doing social media, digital or mobile across Asia you must be happy to access to this interesting research. I hope you enjoy it!

Some of the facts and figures are pretty crazy to be honest. Will be Asia the next big thing or is it already? You decide 🙂

Qzone Versus Facebook in Asia

How many of you have this experience: Arriving to work in the morning and presenting to your boss a new and strategic social media campaign?

YOU– Good morning sir, I have the big idea for a new Social media campaign!

BOSS– Social, what?

YOU– Yeah, social media, our target audience lives there! The ability to target is amazing, we can engage with customers, easily and share content directly with the people who buy our products. Plus, it’s cool.

BOSS– Sorry, but we are a company not a rock band.

YOU– Mmmm.

BOSS– Please, get back to work! Basically, bosses are looking for 3 things, profit, numbers and advantages. Therefore, you should switch your arguments from “cool” to ROI and statistics.

How to convince your boss to use social media

What about starting your pitch with some interesting facts and figures by using the AIDA (Attention, Interest, Desire and Action) model to get his ATTENTION.
I always use the old “Did you know” trick. Hey boss, Did you know that:

– 78% of consumers trust peer recommendations, only 14% trust advertisements (Nielsen).

– In 60 seconds, 695,000 status updates, 79,364 wall posts and 510,040 comments are published on Social Networking site Facebook (go-gulf.com 2011)

– 177 million tweets are sent per day in the world (Buysellads 2011)

– If Facebook were a country, it would be the world’s 3rd largest and 2x the size of the U.S. population (Facebook and world population data)

– While the TV took 13 years to reach an audience of 500 million users, Facebook reach 100 million in 9 months (Socialnomics 2010).

Once you got his attention, keep giving him more stats and numbers but now focus on profit and ROI. It is time to hold his INTEREST. Let’s provide him with some social media data that applies to the business world.

– Social media now influences brand perceptions, purchase decisions of 38 Million in U.S (Businesswire 2011)

– Companies like Dell makes $6.5m from Twitter sales (Guardian.co.uk)

– Businesses such us MTV, Starbucks, Coca Cola, Oreo and Converse are engaging with more than 20 millions of users every day (Socialnakers 2011).

– Top social game apps earn the reach of TVs top-rated shows, the engagement of an addictive game and the popular culture impact of a Rock and Hollywood stature (#Socialgaming Astech SF 2011)

– In the near future we will no longer search for products and services they will find us via social media (Socialnomics 2010)

Now it is time to surprise your boss and use arguments related to the endless possibility to measure everything and know exactly what the return on investment is. Besides, it is time to answer the question, But how about in our target markets? Let’s make your boss DESIRE!

– The majority of social networks provide you with a specific insights and analytics module to help you find out the number of impressions, likes, comments, top content and campaigns, etc. achieved (Facebook Insights).

– We can easily tag each campaign and check the results on our website’s analytics software. Besides, we also can differentiate between the traffic and sales generated by our marketing actions and the results achieved as a consequence of word of mouth (Organic buzz).

– Metrics like cost per 1000 impressions, cost per click or per lead cost lower than on the Internet and surely than our traditional marketing actions. Moreover, we can move forward by including new KPI’s such us engagement rate or share of voice that are more relevant and more directly related to our business profit goals.

– On social networks we are able to connect with millions of users who are potentially interested about our brand and product. Social networks are like a marketplace where brands can straightforwardly engage with customers and prospects.

– Consumers are now content producers, they now create content and talk about our brand without us having to spend any dollar. Now, we have to focus on telling something relevant (story-telling) and interesting rather than on choosing the media mix where we want to publish standard articles and spend a large part of our budget.

– On social media, we can also implement listening programs and get valuable and real feedback from consumers and fans directly in order to improve our new products or test our next campaign.

And yes, our target audiences are on social media!

– 50.8 percent of the total online population in the Asia-Pacific (excluding China) region visited a social networking site in 2010, reaching a total of 240.3 million visitors (Comscore – World Metrix 2010).

– Asia’s Twitter domination is reflected by the fact that it now accounts for nearly two fifths (37%) of the world tweets, more so than North America (with 31% of the total tweets) (ADMA yearbook 2011)

– Social media’s impact on consumer purchasing decision process is increasing, with online product reviews now being the third most trusted source of information amongst Asia Pacific’s consumers, after family and friends (Nielsen 2010).

As you should know, the last step is creating a powerful call to ACTION. Now is the moment to research about some killer examples and campaigns and learn from them. Case studies are the best way to show your boss that everything is possible and affordable in social media:

– “Old Spice Responses” is one of the fastest-growing online video campaigns of all time. They basically answered the questions and ideas from the social media users through customized videos and they had actually gotten more than 6 million views for their video.

– My Starbucks Idea – Starbucks has their own version of social network where customers are asked to share their ideas on anything related to Starbucks. The site gives users the ability to see what others are suggesting, vote on ideas and check out the results. This site is a brilliant and important aspect of Starbucks social media strategy. Users who are part of this network feel that they have some role in the decision making process of the company and it makes them feel like they are a part of it.

– Toyota has achieved more than 10 thousand fans in less than a week (and after 1 month they’ve already reached more than 60K fans) for its Facebook page focused on introducing the new Hybrid solution (Hybrid Synergy Drive) in the Asia Pacific region. The cost is clearly lower than using traditional media and the message is more powerful because fans are learning, interacting and getting involved directly with the content and the brand.

Don’t forget that doing marketing on social media requires a strategic thinking as well. It is time to develop your own Social Influence System.

Finally, my last advice is you should try to adapt all those data to your specific market by for example changing from Asia to your target countries or the case studies for some deployed on your particular industry.

What do you think now? Are you going to your boss’s office to have a chat with him about social media? My last word is YOU should!

This article was published on Campaign Asia.

I’m sure most of you have already watched this video (2 years old) but I just knew about it this morning thanks to my presence at the Amcham Leadership Dialogue 2011 at the Regent Hotel in Singapore.

It has been Deborah Henretta (Group President Asia, Procter & Gamble) through an amazing speaking about leadership in Asia ( I really loved her idea – “Winning in Asia is winning WITH Asia”) who has opened my mind about this subject. Congratulations!

“Rise of the Rest is a term coined by Fareed Zakaria on the post-American world. It is not a world marked by American decline, but the rise of everybody else. The rise of China and India are the most obvious signs, but the Gulf countries are also remaking themselves beyond hydrocarbons and so on. China and India are big but they are not the whole story”

There is only one thing I didn’t agree with and it is that so often we use the term “Western Countries” when referring actually to US and “Asian Countries” to mean China. We have to understand the huge diversity there is actually in Europe (Put an Spaniard, a German, a British an a Bulgarian together and you will see 🙂 ) and of course in Asia.

Are you really ready for the future coming up?