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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.

Top guys in content marketing shared their key thoughts via great quotes… I do really like 7 and 9 ! What are your favourite ones?

Content marketing quotes

Content marketing quotes

Content marketing quotes

Content marketing quotes 2

Via: TopRankBlog

This is a very interesting TED talk that shows that you don’t need a perfect English accent to receive a loud series of applauses.

I do really like how Yves Morieux destroys the myth of the big 3: Clarity, Accountability and Measurement

Digital Disruption business models

Digital Disruption business models

  • The Subscription Model (Netflix, Dollar Shave Club, Apple Music) Disrupts through “lock-in” by taking a product or service that is traditionally purchased on an ad hoc basis,  and locking-in repeat custom by charging a subscription fee for continued access to the product/service
  • The Freemium Model (Spotify, LinkedIn, Dropbox) Disrupts through digital sampling, where users pay for a basic service or product with their data or ‘eyeballs’, rather than money, and then charging to upgrade to the full offer.  Works where marginal cost for extra units and distribution are lower than advertising revenue or the sale of personal data
  • The Free Model (Google, Facebook) Disrupts with an ‘if-you’re-not-paying-for-the-product-you-are-the-product’ model that involves selling personal data or ‘advertising eyeballs’ harvested by offering consumers a ‘free’ product or service that captures their data/attention
  • The Marketplace Model (eBay, iTunes, App Store, Uber, AirBnB) Disrupts with the provision of a digital marketplace that brings together buyers and sellers directly, in return for a transaction or placement fee or commission
  • The Access-over-Ownership Model (Zipcar, Peerbuy, AirBnB) Disrupts by providing temporary access to goods and services traditionally only available through purchase. Includes ‘Sharing Economy’ disruptors, which takes a commission from people monetising their assets (home, car, capital) by lending them to ‘borrowers’
  • The Hypermarket Model (Amazon, Apple) Disrupts by ‘brand bombing’ using sheer market power and scale to crush competition, often by selling below cost price
  • The Experience Model (Tesla, Apple) Disrupts by providing a superior experience, for which people are prepared to pay
  • The Pyramid Model (Amazon, Microsoft, Dropbox) Disrupts by recruiting an army of resellers and affiliates who are often paid on a commission-only model
  • The On-Demand Model (Uber, Operator, Taskrabbit) Disrupts by monetising time and selling instant-access at a premium.  Includes taking a commission from people with money but no time who pay for goods and services delivered or fulfilled by people with time but no money
  • The Ecosystem Model (Apple, Google) Disrupts by selling an interlocking and interdependent suite of products and services that increase in value as more are purchased. Creates consumer dependency

What business model does inspire you the most?

When you are looking for ideas on how to improve results after analyzing your analytics, we often get confused as there are thousands of metrics and items to measure. My advice is very simple, focus on those metrics that truly add value to what your business means.

Under this purpose, you can find below the 10 key metrics that every marketer should take into consideration:



Are you planning to create your own brand? Are you trying to understand what is the meaning of colors in marketing and branding? Is your brand perceived as creative, active, balanced? Here is the answer to all your questions

meaning of colors in marketing branding

Our job is not to create content, our job is to create “contentment”…

I feels like contentment could also come from Content + Commitment, doesn’t it?

WeChat and WhatsApp are one of the buzzing platforms this year and in Asia, both are competing for a piece of a potentially profitable cake.

See below an Infographic with the main differences between WeChat vs. WhatsApp

wechat vs whatapp

Bye Bye Permission…

By on March 30, 2015

Social media? I remember that term was born as an evolution of other terms that tried to create a better world with less ads and more permission. Sometimes I wonder what happens to the term that Seth Godin created some years ago… It was back in 2008 (January 31). Please don’t disturb... Did you remember anything about Permission Marketing?

Screen Shot 2015-03-30 at 12.49.45 PM

Everybody working on digital marketing, buzz marketing, viral marketing, Marketing 2.0, Guerrilla Marketing, etc was passionate about the same thing; trying to reach the audience in a more alternative way beyond advertising. Then, online communities were born and few years later social media bounced into the scene. The goal was to create and develop a loyal base of fans who will naturally become advocates. The formula was clear and the first step was all about achieving the permission of those who will give sense to a brand.

Do you like me? Yes, then like my page so you will be able to see my content. This way, both brands and consumers made an agreement: You! brand, I join your community because I like your stuff so you have my permission to delight me… Don’t miss out your opportunity because if I get bored I can unlike you and therefore get back my permission…

Then, the hunger games came to impact reach and brands went from an abundance phase (100%) to a period where reaching more than 100 fans was a milestone for SMBs.

What is nowadays the value of a community? What happens to one of the most famous quotes on marketing history?
“Advertising is the price you pay for not realizing the value of building your passionate tribe”Dr. Mani Sivasubramanian

What’s the point to build a community on Facebook if I can reach my total potential audience by spending few bucks and target them by interest, demographics, etc.?

Why Facebook is focusing everything on Frequency increase again? Wasn’t this part of a far past?

Why should I invest my efforts on building a fan base if only 0% of them see my content?

To sump up, What’s the point to achieve 100% of permission when reach is 0. something?

Bye, bye Permission… Please Disturb me!