Archive for the 'social media marketing' Category

The Future of Marketing

Please check out Walter’s recent post on his participation at Verge (OgilvyOne’s Digital Summit). He shares key learnings from Jessica Greenwood’s presentation, which outlined some incisive observations about where marketing is going. One trend is clear, integrated marketing communications campaigns–both horizontal and lateral integration–are the way forward to stand out in an increasingly crowded marketplace and get the attention of jaded consumers.

Singapore2010 – New media to be extensively used in Youth Olympics 2010

Perhaps in recognition of the power of social media to transcend national and geographical boundaries as well as its ability to generate awareness and build excitement, the organizing committee behind Singapore’s successful bid to host the inaugural Youth Olympics in 2010 announced that new media will be extensively used. 

This is what the Straits Times–the country’s state paper–said: “The new media platform will be extensively used to reach out to youths worldwide by developing youth communities and strengthening the connections between young people even before the YOG begins.” (Feb 21, 2008, ST)

Check out the following 2010 social media sites:

Friendster

yog2010_friendster.jpg

Facebook

yog2010_facebook.jpg

Youth.sg 2010 discussion forum

yog2010_youthdotsg.jpg

Social media trends for 2008 by Kami Huyse

‘Tis the season for predictions, and there are many.  But one of the most succint and reflective that I’ve come across is one by San Antonio based new media PR practitioner and blogger Kami Huyse.  Read her post here

On the first trend of the rise of viral videos, I’d have to say that Singapore has had its share.  Most of them, however, have been by “citizen journalists” making social commentary.  On the side of the corporates, the most notorious was the MDA “senior management rap” (an oxymoron, if you ask me).  By and large, companies here have not caught on to this trend.  In fact, when famed British 3D street artist Julian Beever was in Singapore last year at the expense of Nokia, the Singapore office failed to leverage on a new media video campaign to boost the reach of its PR program, unlike Aveeno, whose YouTube campaign garnered significant attention (read my earlier observations here).

kamihuyse1.jpg

Blog Dissonance…

I always enjoy reading Rohit Bhargava’s blog because he consistently delivers insightful, well-considered commentary.  I learn something new each time I visit his blog.

rohit2.jpg

Using the phenomenon where Scott Adams–the creator of Dilbert–as an illustration, Rohit discusses why it is possible for a brand (I loosely consider the Dilbert franchise a brand) to suffer a reduction in following because of its blog.  This happens when the audience sees a brand and its creator as one entity, but realizes through the creator’s blog (where one tends to express oneself more authentically) that his/her personal persona can speak with quite a different voice from the brand, hence the dissonance.

As Rohit explains, Adams sometimes blogs on his views on politics and social issues, which some of the readers (many of whom are drawn to his blog because they expect to hear the more of Dilbert) do not understand or agree with.  And when some of his audience see that the voice of Dilbert is not always consonant with the voice of Scott Adams, they swear never to return.

There are some useful lessons for marketers here.  Please read Rohit’s full commentary for more insights.  I believe it will be worth your while.

Explore Singapore! – An integrated marketing campaign by Singapore’s National Heritage Board

My friend Walter heads the corporate communication and industry promotion division at Singapore’s National Heritage Board, and I thought they have rolled out an interesting, multi-faceted marketing campaign, called Explore Singapore!

The campaign (ongoing till Dec ’07) features a gamut of activities from a sleepover at the Philatelic Museum to a grandparents’ day gentle walk at the Asian Civilizations Museum (which incidentally, is host to a world class exhibition called the Nalanda Trail: Buddhism in India, China, and Southeast Asia).  The face of this campaign is Mark Lee, a controversial choice, but given the objective to bridge the gap between museums–which suffer from the perception of being pursuits for the high-brows and elites–and the masses I think the choice was appropriate.  In fact, one of the activities Lee will be hosting is an open house with taxi drivers at the Singapore Art Museum. 

To extend the reach of the program, NHB has designed a social media component that is well-integrated with the overall campaign.  This is in the form of a photoblogging contest

This is where I will take the liberty of lifting text from Walter’s blog (do you mind, Walter?).  To take part…

___________________

Simply follow these easy steps:

1) Attend an Explore Singapore! event. Take lots of pictures.
2) Blog about it on your blog (remember to post the pictures!)3) Visit the Explore Singapore! Heritage In Pictures webpage. Register your blog post URL there.

4) If approved, your blog post will be posted on the contest listings page.

5) Check back regularly to see if your entry is up. If at first you don’t succeed, try try again.

6) Get your friends to check out your entry by putting this Brag Badge on your blog.

Celebrity photographer Dominic Khoo of www.whatisthesight.com will select the winners, who will receive an exclusive National Heritage Board winners’ certificate to be placed on their blogs.
___________________

New Media Communications Course at SMU

The past couple of days have been really exciting for me.  In collaboration with the Civil Service College, I facilitated a two-day New Media Communications Skills course held at the Singapore Management University.

The partipants, drawn from Singapore’s public service, came from diverse organizations such as the Police, National Parks Board (which incidentally, has started two blogs: Young Gardeners and Gardening Voices), and Central Narcotics Bureau.

This hopefully is a seed of a greater awareness of new media culture in the public service.

Here is a YouTube clip of my class.


Flickr Photos

DSC07473

DSC07471

DSC07430

DSC07428

DSC07426

DSC07424

DSC07421

More Photos

MyBlogLog

div class="mblrr_v">

Recent Readers

View My Profile View My Profile View My Profile View My Profile View My Profile
Add to Technorati Favorites
Add to Google
Add to My Yahoo!