What is Beyond Buzz Marketing?

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April 7, 2011

So, you had an awesome ‘pull’ strategy. Your promotional strategy became the talk of the town. People are responding on a daily basis. Is that it? – to merely generate as many responses at one go? What’s next?

Just a week ago a local hair salon dropped a simple viral bomb in the community where I live – especially for the ladies. They hit the streets distributing ladies-only vouchers that entitles them to have a hair cut by a professional stylist at only RM1, for 1 week only. Yes, only RM1, equivalent to only 33 cents USD – it was definitely a steal and it became the talk of the town almost immediately.

Needless to say, both my mum and sis were drawn to the offer and they decided to make a trip to the salon to give it a shot after making a prior appointment. They walked in, confirmed their appointment and here comes the stylist. Being accustomed to a typical salon’s service, my mum described how she wanted her hair to be layered and was given the reply “your hair is already layered so we do not need to do anything to it”. As for my sis, well, snap-snap-snap and the whole ordeal was done in less than 5 minutes.

What happened here? The salon came up with a great ‘pull’ strategy and managed to get the crowd in. Do you really want to keep your customers in for only 5 minutes? It would have been a great opportunity for them to showcase their professionalism, services, hospitality and etc but they chose to give it away.

What they could have done?

1. A proper welcome would be nice. It doesn’t need to be elaborate but since there was a prior appointment made, perhaps the staffs could standby to greet you and guide you to a (labeled / reserved) seat? That would be a simple, but personalized service.

2. Cease the opportunity for a proper introduction. The objective of the promotion is definitely to generate future repeat customers. A mini tour around the salon, explaining the store’s concept, products, equipments and etc may instill confidence and memorability to your brand.

3. Leave something with the customers as they go. A return voucher, a loyalty card, a picture taken and signed by your hairstylist or anything that reminds them of you.

These small and inexpensive gestures can go a long, long way.

How important are your promotional / viral strategies? Very. A follow-up strategy? Imperative.

How would you react if you were there? What can they do better? Do share them below :)

Quality Over Quantity, Really?

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April 5, 2011

| Jan Wong

With the number of new blogs and social media accounts being setup every single day, it is no wonder why quality is preferred over quantity. After all, visitors prefer quality content over frequency of updates, right? The question is – is that all it is to it?

This has always been a topic amongst bloggers and businesses alike. I know of bloggers that go all out, putting up at least 3 posts a day with the reason of generating more traffic. Nothing wrong with that as long it is working for him. There are also others – businesses, to be exact, that posts only on a weekly basis. Does that make them weaker candidates on social media?

How about status updates on Facebook and on Twitter? Are frequent updates more inclined to be followed or be seen as ‘active’ on the network? Or will an update a day do the trick?

Is Quality ‘IT’?

Sure, quality is very important especially today where everyone can create content. Imagine – with 600 million users on Facebook, 1 update per user produces 600 million updates. That’s some massive content but how many of them are quality content? Quality content allows you to rise above the social media clutter. The usage of words, language proficiency, degree of insight, research and more all contribute to quality content.

One thing from missing from the list of quality content is that you’ll also require to have a quality NETWORK or COMMUNITY. Producing quality content without the right audience renders your hard work useless. With the right network, your content has the potential to gain more eyeballs and spark off even more ideas through discussions.

What About Quantity?

Having that said, let’s come back to the question – is quantity insignificant then? I personally do not think so. Quantity matters, too! Here are 4 simple reasons why:

1. If you’re new to social media, it matters to make yourself visible. Post frequently and consistently to capture attention. Avoid using same sentences in your updates as you do not want to be spammy! Be creative.
2. If you’re a blogger, the total amount of your posts count. This does not mean that you should be posting relentlessly, but your post count should show that you’re consistent and you’re serious. Readers may not find you credible / serious if your last post is 6 months away.
3. If you update Facebook, Twitter or more, your interactions count. You should engage in conversations with your customers and networks – don’t just chat, share ideas and position yourself as both an avid learner AND an expert in your field.
4. If you use Twitter, the number of your followers speak. The number of lists you’re added to also speaks. Most people only follow others that have more followers than how many they are following (i am one of them) because it indirectly suggests that you’re ‘followable material’ and that there is just something about you.

What does this mean?

“Quantity matters in social media. The trick is knowing the right amount to spill.”

Sharing time! What is your take on quantity and quality? Do leave your comments below!

Socks for Japan

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April 1, 2011

| Jan Wong

In case you’re wondering – this site also reveals part of my happenings in life, injecting a little bit more flavour to the site as a whole; something lighter than the usual information dosage, especially for the weekend :)

The recent earthquake in Japan has caused many to lose their homes and loved ones. Although it was astonishing to see how quickly Japan is able to restore a damaged road in just 6 days, it will definitely take more than that to restore the city’s infrastructure, nuclear reactors and most importantly, the people’s hearts.

Many organizations responded to contribute towards the recovery of Japan and amidst all the monetary contributions, this particular cause caught my attention and both Sarah and I just had to respond to – Socks for Japan.

Yes, you heard that right. Instead of donating cash, this organization will be sending socks to Japan.

Why socks?
Several reasons. Many of the survivors ended up barefoot after fleeing in a hurry. In the disaster zone, feet get wet and then extra cold at night, especially in currently freezing weather. People often forget about socks in favor of more obvious items like blankets and jackets.
Receiving a new, fresh pair of socks provides a moment of comfort. If those socks arrive with a caring note as well, it’s very heartening for survivors. If you’ve ever been stuck in a pair of wet, cold socks or no socks at all, perhaps you remember how soothing it felt to pull on a warm, dry pair. Survivors have already requested socks on TV news.
~ Socks for Japan (http://jasonkelly.com/helpjapan/)

I thought to myself that this is really cool – instead of donating cash in which you do not know how it will be spent / distributed back to the people, sending a pair of socks will directly impact one individual. After all, it didn’t require too much of work so… why not?

my socks for japan | janwong.my All that’s required is to get a pair of new socks, compress and insert them into a zip lock bag along with a personal note and it’s ready to go!

If you’re thinking of doing the same, the dude that is organizing this (Jason) can help in translating your message into Japanese which I did, of course. It will not make sense to put a note that they won’t be able to ~~read~~ decipher.

Behold the socks to be sent to Japan!

My hope is that these socks will be able to touch a life, well, 8 lives in total to show that there are people who care about them when they need it the most.

Have you participated in a unique cause before? Do share them below! :)

How to: Manage Your Time on Social Media?

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March 29, 2011

| Jan Wong

Let’s face it – as many benefits we can draw from social media, social media can also be very distracting. Never mind the plenitude of Facebook games – just spending time on researching, content creation and engaging (i.e. replying) across social media networks can cost one the entire day!

“How much time should I spend on social media? Am I spending too much time on social media?”

Do you ask those questions?

Many do. Small and big companies, groups and individuals alike – you’re not alone. Truth be told, there is never enough time on social media as there are always time for something on it. The trick is to know how much or how little is enough for your business – yes, time management even for social media.

Understanding the Components of Social Media

Social media in general consists of 3 important aspects that both businesses and individuals cannot overlook:

1. Listening

Perhaps one of the most powerful attribute of social media networks as it enabled businesses to find out what the consumer is talking about, their complains and suggestions – something unachievable back then.

I personally prefer to do this at the start of the day. It can comprise of looking at what your competitors are doing, looking up what your fans and followers are talking about, catching up with the latest news in the industry on various sites and etc.

2. Communicating / Engaging

Ah, the essence of social media networks – being social. What good it is if you’re part of a huge community (e.g. Facebook fan page) that does not communicate? This is where you take genuine interest in your followers and fans by talking NOT pitching to them.

This should take the bulk of your time on social media networks. This includes commenting on blogs, replying to messages and also content sharing. Remember, its not just about sharing your content but to share other quality content that you may find – tweet and retweet them, stumble them, like and share them on Facebook! Not only it grants you exposure, it opens up opportunities for you to expand your network within your industry.

I usually do this on the move with my phone – while waiting for the escalator, waiting for food to be served, at a long queue, waiting for a parking bay (some times this alone takes up to 30 mins!) and etc.

3. Content Creation

Creating content has never been easier with the help of blogging tools such as WordPress, Blogger, Tumblr and more. What’s great about creating your own content is that you’re able to position yourself as an industry expert, granting your brand more credibility compared to your competitors.

If writing isn’t exactly up your sleeves, try creating video clips, screen casts, infographics, podcasts or even post pictures of your work (especially for photographers) on networks such as YouTube, Vimeo, Flickr, Deviant Art and etc. Every content you create can be powerful when positioned using the right medium, even greater when combined with the first 2 aspects above!

What Determines the Amount of Time Spent?

Now, now.. I wished there was some kind of a success formula to social media: X hours x Y medium = AwesomeResults but there really isn’t. Having that said, I believe what determines the time spent for your social media network truly depends on your GOALS.

Yes, your GOALS – what do you want to achieve out of social media.

From there, you should be able to identify how much time should you spend on Listening, Communicating and Creating Content. For me, I spend about 2-3 hours daily on my networks on a busy day and here’s how I do it on a daily basis:

50% for Communicating and Engaging
25% for Listening
25% for Creating new Content

What do I achieve out of it? I know that as long I stick to my plan, I’ve covered the important aspects of social media, allowing me to achieve my goals AND YET have plenty of time for me to work on my projects with my clients. You can do that too!

Where Can We Go From Here?

1. Find out how much time are you spending on social media
2. Ask yourself: are what you’re doing in line with your goals?
3. Which of the 3 aspects are most important to you?
4. Establish a plan that you can follow on a daily basis encompassing all 3 aspects
5. Evaluate whether the plan works for you from time to time

Do you have a social media plan? I would love to hear what worked (and what did not) for you!

How Long Should Your Company Spend on Social Media in a Day?

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March 22, 2011

| Jan Wong

This question has been popping up quite a lot in my recent conversations with clients and friends alike – how much is too much and how do one estimate accordingly? Some companies swear by 1-hour daily while some go with 24-hours constant monitoring – is that really necessary?

The duration spent on social media defers from one to another and is dependent on 2 simple factors:

#1: The social media tools your company is using

Some tools require more time to monitor (e.g. Facebook and Twitter) compared to others (e.g. blogs) as tools such as Facebook has a lot more interactivity going on as compared to blogs. Also depending on the size of your network, you may need to spend more time replying to posts, @mentions and comments left by your followers or readers.

The more tools you use will definitely take up more time so be selective! Use only those that matters most for your business and concentrate on them first!

#2: What social media is used for (i.e. its intended purpose)

This goes all the way back to your company’s objectives in utilizing social media in the first place. Is it used to disseminate information? Is it used to promote your products / services? It is used to listen to what’s hot and not? It is used to engage with your customers? Is it used to attract new customers? Is it used to obtain feedback? Your reasons will determine how long you would want to spend on social media. If you’re just wanting to disseminate information, chances are, you’ll only need to spend time on content creation while if you’re there to listen to complains, you may want to play a more active role.

Be clear of what you want to achieve with social media networks as you won’t be able to do everything at one go especially if you’re new to it.

Closing Thoughts

As simple as it seems, most companies intend to dive into the sea of social media tools without first understanding what is required and whether it is really necessary. Not every business requires a blog and not every business have to be on Twitter.

Know your goals and no longer you’ll feel that time is never enough on social media. Know why you’re doing it and no longer you’ll feel that the results does not justify your time.

Coming up next: How to manage your time on social media?

How to: Treat Customers as a SOURCE, not Destination

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March 7, 2011

| Jan Wong

Social media opened the door for businesses and companies to reach customers quickly. In fact, some companies found that having a personal connection with their customers eventually led to a longer buying cycle with over a 179% sale conversion. How cool is that? By understanding the difference between customers as a source and destination, we will look at 4 simple but different ways to treat customers as a source for your business.

#1: Get Them Involved

Instead of pushing them the decision (e.g. a product or a service), get them involved! Listen to what they have to say – it can be ideas, feedbacks and suggestions that can improve your initial plans. After all, it makes sense to listen to those that will be buying from you.

How to do it: Most social media tools such as Facebook and Twitter allows an interactive platform for businesses and individuals alike. Create polls, facilitate discussions, run contests – anything to keep that conversation going.

#2: Show Your Face

Not literally, giving a human touch to your business does make a difference. A cold, corporate front does not seem to work well on social media networks. They key here is to communicate, talk to your customers and be genuine to everyone of them.

How to do it: Talk to them – drop them a message, reply their posts, ‘like’ what they are doing, ‘retweet’ their content and etc. Basically to be interested in what they are doing as a friend would do for another on social networks.

#3: Let Them Talk

Sure, we love to hear compliments from our customers but they are times where complains and dissatisfaction happen. Do you delete those messages at sight? NEVER! Let customers have their say and address the situation tactfully. Remember, other customers are watching and deleting it often results in a negative impression.

How to do it: Respond within the shortest time possible. Apologizing works in most situations. Provide a short explanation and also request if the customer would like to talk further with a person-in-charge either by phone / email / etc.

#4: Be Transparent

Show them what’s behind the scenes! Nah, you do not need to reveal your secrets but you can always keep your customers engaged by showing them what usually happens in your business. It can be pictures of product sketches or even videos on how to make a donut (if you’re in the donut business).

How to do it: The goal is to keep your customers updated with the latest happenings of your business. Look for opportunities to share them as these ‘backstage’ details often engage customers.

A Daily Race Against Time

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March 5, 2011

| Jan Wong

In case you’re wondering – this site also reveals part of my happenings in life, injecting a little bit more flavour to the site as a whole; something lighter than the usual information dosage, especially for the weekend :)

It has been a really busy week and it would seem that it will only get busier all year long! It has already been almost a month since I started lecturing part time and it has been fun thus far (except for the preparation of exam papers). Somehow attending classes as a student seemed like a drag but it is the other way round when given the opportunity to share – or maybe it’s just me – the opportunity to share with the students, future entrepreneurs, is really something :)

The project for the largest chocolate retailer in Malaysia just went full swing! We are now in the midst of compiling photos of yummy chocolates to first work on the website. The website is usually the first apparent change for a online positioning project after thorough investigation and discussions with the company’s stakeholders. Websites today should be compatible with all modern browsers, mobile devices and for a chocolate business – pictures, pictures and more pictures!

With over 300 different types of chocolate, it’s gonna take some time to have them all up. Fancy a Hot Chilli Dark Chocolate, anyone?

A couple of projects were also launched in the past week including the 2nd Malaysia’s Online Fashion Entrepreneurs’ Weekend! Going beyond last year’s success, MOFEW 2011 is gearing up for twice the size, twice the fun and twice the exposure – once again being the largest gathering of online fashion entrepreneurs in Malaysia to highlight the online fashion scene and the people behind the industry. Check out the promotional video:

To think of it, it is only the beginning of March – a whooping 9 more months to end 2011 with a big bang! It’s definitely a busy year with more projects in the pipeline but it’s gonna be great!

What have you been up to? :)

Are Customers A Source or Destination?

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February 21, 2011

| Jan Wong

Every business loves customers. They want customers to come back again and again using various promotional campaigns, customer relationship management tools, loyalty programs and more but it just won’t seem to work for some.

Ever wondered why?

Ask yourself: Are your customers a source or destination?

Customers: As a Destination

Traditionally, customers are treated as the destination. It is where businesses want their products / services to land up with – in the hands of their customers, destination. It is where businesses want their brand message to hit – in the minds of their customers, destination. It is where business want response for their campaigns – the participation of their customers, destination.. you get the point.

Businesses that see customers as a destination usually develops a one-way relationship with them, in spite of wanting to build a (two-way) relationship with them.

Customers: As a Source

So, what about treating customers as the source instead? It makes all the difference. It is where businesses take time to listen to their customers – their source of feedback. It is where businesses takes into consideration their customers’ requirements – their source of ideas and innovation. It is where businesses respond to their customers positively – because they know they are the source for their business.

Businesses that see customers as a source creates a two-way relationship with them. A relationship that allows co-creation and co-promotion to take place, allows the growth of fan base and ultimately, the growth of the business itself.

Are your customers a source or destination to your business? You can make the difference!

Next: How to treat customers as a destination, not a source!

Why Local Online Marketing Is Just As Important

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February 16, 2011

| Jan Wong

Are you ready to have a Local Business with a Global Advantage?

With the growth of the Internet, mobile web and social media networks, it is no wonder why businesses today are wanting to be online for maximum brand presence and exposure. Nothing wrong with that, but through the course of talking to various clients, it would seem that most businesses are so engrossed in getting GLOBAL exposure, neglecting the potential LOCALLY.

Now, I understand that businesses (especially small businesses) are in the game to make big sales and going into international waters but if you neglect your local audience, chances are, you may not make it internationally as well.

Why is it so?

#1: You’re in for HUGE Competition

It is important to understand that if you’re going global, you need to be even more aware of your competitors. Of course, you may have identified a niche market here and there but you’ll still have to compete your way up to gain web traffic and fans, not to forget the climb up the SEO rankings.

#2: Logistics

This is really simple but many tend to look over this matter. Is your business capable of shipping globally when sales happen? If so, great! But most of the time the answer I receive is “we will see if we can accommodate the request when it happens – we’ll leave it as that for now”. Do you really want to put all the effort to finally get some results, only to react when it happens?

Don’t get me wrong – I’m not against your business going global, but am suggesting that you may also want to start off being a champion locally, first. Why?

#1: Sandbox

You can first test your operations / system / procedures to see if they are too complicated to follow, or if there are any loop holes BEFORE going global. This may in return save you time, money and effort since the problem is still within local reach. After all, this can be considered as a “beta” phase to your business.

#2: Champion of the Pond

When it comes to online marketing, having a niche (the pond) makes it all the easier, what more if it’s localized. For example, “Advertising Firms in Malaysia” would probably be easier than “Advertising Firms” when it comes to online positioning locally. Start off by getting a foothold in your geographic location, then slowly expand when the time is right. By doing so, you’re also…

#3: Gathering of Supporters

This is important if you’re intending of going global in the long run and social media networks makes it all the easier. Blog comments, Facebook wall posts, Tweets and even tips / recommendations on Four Square allows real people to post real feedbacks about your business and CAN influence prospects’ buying decision. I don’t know about you but if it will make a whole lot of difference to me if I see a product / brand that has a huge fan base with feedback as opposed to none, especially if the business is not based locally.

#4: Additional Visibility

Being visible to your local customers can grant you even more visibility, especially when you’re already the champion in the pond and with a strong fan base! Imagine online reviews or even offline write-ups on local media – all these gives you additional exposure AND lands credibility to your business.

Start looking inwards and you’ll be on your way there! I’ll be happy to hear your thoughts on this topic, too!

An Interesting Beginning to 2011: Positioning for Opportunities

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February 9, 2011

| Jan Wong

In case you’re wondering – this site also reveals part of my happenings in life, injecting a little bit more flavour to the site as a whole; something lighter than the usual information dosage :)

I know it has only been a month into the new year but 2011 has been great (and really busy) for me. There are tons of exciting projects lined up this year including online consultancy projects, branding events and more!

Openminds Resources have also recently secured a consultancy project with one of Malaysia’s largest chocolate retailers / manufacturers which is really exciting to the team as it also allows us to get an exclusive insight to the chocolate industry in Malaysia and not to forget, delicious chocolate tours. I will also be sharing updates on this project, granting you – awesome readers insight as we take on this project on online positioning, marketing and social media.

Interestingly, I was also offered an opportunity to be a part time lecturer at one of Malaysia’s top IT universities – Asia Pacific University College of Technology & Innovation (APIIT / UCTI). This is definitely an interesting experience as I too, graduated from the very same university.

Standing and sharing in front of the students is an humbling experience and yet another learning curve! I actually look forward to the classes as this will also give me the opportunity to connect with the students and to hopefully inspire them to be future entrepreneurs and leaders as they inspire me to take on new heights.

What About You?

I hope it has been an awesome beginning for you! If you’re on the look out for a start-out point, here are 3 simple ways you can create your own beginnings!

#1: Position Yourself for Opportunities!

They often say “be at the right place at the right time”. Easier said than done, but you can always position yourself in situations that opportunities can come. It may be taking on a leadership role, participating in networking sessions, attending conferences, taking up new responsibilities or even standing in for your colleague at work – opportunities often come in ways we don’t expect it to. The trick is to POSITION ourselves to run into those opportunities.

#2: Talk Opportunities!

Do you have something that you’re absolutely passionate about? Whether it is keeping up with the latest technology updates or getting a promotion at work, you need to talk about it. Not just talk, but talk to the right people – the more the merrier. Make yourself available to these opportunities. Some people create blogs so that they can talk and share about their passion and blogs are a powerful way to express yourself and get noticed… even by your boss!

#3: Push Your Limits!

I’m sure there are times where you simply feel powerless or already at your limit. Your creative juices stopped flowing and you’re stagnant at where you’re at. At times like these comes BIG opportunity! Instead of focusing on your limitations, identify what exactly is putting a cap on your limits and work towards removing them! When this happens, new opportunities are opened to you and you’re ready for greater heights!

Moving Forward

Opportunities come and go and it is often up to us on how we make the most out of them. For those of you that are celebrating the Lunar New Year, this site is now in red in conjunction with this joyous celebration!

May 2011 be filled with great opportunities, good health and endless blessings!