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As a marketer you might have seen a lot of social media campaign planning guides but they are either incomplete or not compelling enough. Checking one of my favourite blogs I’ve just found this one that looks very interesting and relevant for me.

Social media campaign guide

Social media campaign guide

1- Pre-campaign planning
a) Channel investigation
b) Building audience
c) Evaluating other campaigns
d) Create your Hashtag

2- Define your campaign goals and metrics

3- Targeting – who you are going to target and how

4- Map out your funnels

5- Create your content and build your editorial calendar

6- Get all your tracking in place – goals, URL builder, etc.

7- Campaign Launch

8- Optimization – assess and adjust

9- Evaluate at the end of project

For full detail check the original post here

Introduction to WeChat

By on December 11, 2015

Wechat is China’s leading social media platform and it’s used by 2x more people than the population of the US!

WeChat is really a swiss army knife in China and it is THE go to platform for most clients that are looking to expand within China.

Thanks to Nicolas and Minhua in Golin Shanghai for putting this together!

What is the reality when we compare Snapchat versus Facebook, Twitter, Instagram?

Snapchat has grown really, really fast in terms of number of users. This is a great thing; however it seems the platform has not yet a clear strategy for revenue drive.


Emojis have been part of our communication behavior for a while. I feel now it’s the perfect moment to incorporate and integrate them into our overall digital and social strategy. See below some facts and reasons why we should embrace this format.

Why to use emojis and marketing

Why Emojis are a great format to communicate?

-> According to Swyft Media, 41.5 billion messages and 6 billion emoticons or stickers are sent around the world every day on mobile messaging apps. “When we offer mobile app users the imagery of their favorite brands, they don’t see it as advertising,” noted Evan Wray, co-founder of Swyft Media. “They see it as self-expression.”

-> Many brands are doing it already: Check the articles below:
- Taco Bell:
Compilation of 2014 campaigns
10 Brands Opting to Show instead of Tell

-> iPhones added new ones in the new OS version

-> Emojis are comely used by Millennials when communicating to each other

-> It’s more native than apps. “We didn’t go create our own app because people use the emojis natively already,” explained Taco Bell rep Ashley Sioson. “We want it to be a natural tie-in to how the user already uses emojis.”

-> It’s more native than apps. “We didn’t go create our own app because people use the emojis natively already,” explained Taco Bell rep Ashley Sioson. “We want it to be a natural tie-in to how the user already uses emojis.”

Do you have any more reasons why to use Emojis for your brand?

Why to invest in Instagram

By on November 2, 2015

Are you still throwing your ad dollars on Facebook without getting a decent ROI? I would suggest to start focusing on its little brother Instagram

Why to invest in Instagram

Everybody knows what Shopify is and indeed how they changed the ecommerce industry some years ago. Until here everything looks ok and good for them; however, I’ve been receiving some emails lately that will clearly show you why brands must be careful with email automation..

Shopify crisis Screen Shot 2015-10-02 at 10.55.01 AM

After receiving appealing emails from a trusted authority on eCommerce you realised the story is quite different. Apparently, these emails are showing and being sent as the forum threads have lots of comments…. Shopify Scam

Yeah, well, apparently quantity doesn’t always mean quality

Shopify scam

This is Twitter’s real and key  competitive advantage,  nothing else…

What the is Future for ECommerce is one of the questions many marketers are asking themselves. Here below you can find an Infographic with some of the key trends:


Digital Insights Associate Job Description

(Local Singapore candidates only)

For every great communications campaign, there is a killer insight on which assembles the building blocks to an award winning idea.

That insight and trend analysis comes from you; from the attention to detail and thought processes you have employed to understand consumers and answer our client’s brief.


Your Motivation

You are curious about the world and how different consumers think and react to communication messages across different industries; perhaps it may be understanding the emotional connection to ice-cream, the affinity to luxury apparel or barriers parents face in making choices for their family.

You want to be recognised for the insights you uncover that lead to award winning work and you want to have a career that allows you to continue to explore your passion for insights and analytics as you learn in the role.

Your Skills

Research Understanding

You understand what best in class research looks like and you’re able to formulate conclusions and generate actionable insights from both primary data sources (interviews, surveys, observations, ethnographic and other original research) and secondary sources (such as published academic papers and market research, media coverage and trend reports).

Digital Platform Experience

You are not scared of data crunching and are able to compile relevant research from native platforms like Google, Facebook or Twitter and through third-party platforms like Radian6, Digimind or Sprinklr. You’ll also have no hesitation in running a paid campaign on key platforms.

The platforms you already understand and have experience in will set you off to a flying start and those you don’t know, you’ll have no hesitation in learning and mastering.

Effective Time Management

You’ll work across many clients with demanding deadlines and you will plan your time effectively to prioritse and maintain the quality required for both short-term campaigns and regular reporting assignments required by our clients.

Our commitment

Unlike other agencies, we changed our operating model to focus on communities of specialists, which means you’ll belong to the Explorer community; the experts in research, analytics and planning.

You’ll be mentored by a senior Explorer analyst and you’ll have access to a suite of analytics tools, processes and global best practice which comes from our worldwide Explorer community and training programme. You’ll be learning as fast as you can take it in.

You’ll be based in our Singapore office, will have a solid understanding of the Singapore local market first and foremost. Experience of regional campaigns or research is preferred.

Minimum experience needed:
1 year in an analytics or research role (agency or client)
1 year of digital platform experience (reporting or campaign management) AND direct academic experience in research methodologies and techniques

Earliest available date:  (We are looking for someone to join the team ASAP)

Contact information:

Juan Sanchez Bonet (me :-) )
Explorer community Lead

About Golin

We’re a creative communications firm with deep roots in the region and a simple ambition – to do great work worthy of awe and action. With a heritage in public relations our focus today is integrating digital, social and traditional media to help B2B and B2C companies across the corporate, consumer, health and technology sectors stand out in Asian markets and star on the global stage.

Learn more at

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.