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Tag Archives: buzz

Brand Focus #12: Online PR Gone Bad [Paradigm Mall]

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May 31, 2012

| Jan Wong

Online PR have always been a popular topic among marketers and social media enthusiasts and I really don’t blame them because it IS an important topic to address and for some reason, I’ve been bumping into some really bad PR campaigns online lately. Take for an example Mayo Clinic where they posted an article on their blog on ectopic pregnancy right beside an ad for ‘cute little dresses’, the recent outbreak of really bad customer service with KFC Malaysia and more recently, with a newly opened shopping mall in Malaysia (see below). 

What went wrong?

I don’t know about you but I got a shock reading the reply from the management or their supposed social media team. You’ve guessed it right – this immediately turned viral where customers started creating photos, videos and tagging their friends into what they are calling the ‘magical moment’.

3 Things to Learn from this Incident

#1: Speed Matters

If there’s anything I’ve learnt through the years, consumers want to be noticed and wants an answer yesterday (no, this is not a typo). They are not inclined to know that you are on a holiday or whether it is a weekend. To them, social media does not sleep because they aren’t, and they want to hear from you.

#2: Never Fight Fire with Fire

Dealing with customers is tough. And it’s normal. There are days where you just aren’t in the mood and here comes this customer with a complain that drives you up the wall. Stop, take a walk and reply positively. It is never, ever a good thing to be sarcastic, unapologetic or to even outsmart a customer – it’ll just make matters worst.

#3: Never Let the Fire go Wild

A wildfire is the last you want to start online. Sure, mistakes do happen but you must be able to sniff out fire and put them out within the shortest time available. Never let it go unnoticed, thinking that it’ll eventually go away because it won’t. And when it starts going out of hand, things will be harder to fix.

What to do if you can’t seem to keep up?

#1: Bring it Off-Grid

If things go out of hand (or you’re already sniffing fire), try bringing the conversation off-grid – whether it is through email, a phone conversation, a direct message on Twitter or Facebook’s ‘message’ feature with the new Timeline update. Politely request for a change of platform and in most cases, customers do comply as they too want their problem fixed.

#2: Get a Trained Team

While going off-grid may make things better, you don’t really want to get there in the first place. Make sure your team is well trained to handle situations like these. Have a guideline in place spelling out the do’s and don’ts and make sure the guidelines are readily available.

#3: Make Things Clear

If time is out of your hands, you may want to consider announcing your ‘customer service’ hours. While this is not exactly the best way to go about online, this method will be able to set an expectation among your customers by telling them when will you be available to reply accordingly.

Social media platforms have become so important that most businesses today see the need of leveraging on its potential, but there is a greater need to be able to MANAGE these platforms to achieve that potential.

Paradigm Mall is just one of the many examples out there and I would love to hear your experiences on other online PR disasters too!

p.s. The management of Paradigm Mall publicly apologized on their Facebook page a couple of hours after the incident and to that, a job well done!

 Branding, Insights, Marketing, Social Media |  brand focus, business owners, buzz, facebook, malaysia, online, social media, viral |  2 Comments

Brand Focus #11: Interactive Videos As A Social Media Marketing Campaign [Wing Heong]

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January 4, 2012

| Jan Wong

The local dried barbecue meat industry in Malaysia has always been competitive especially when the Lunar New Year is around the corner as it is commonly made as gifts during the festive season. The delicacy producers, however, have been relying on traditional promotional methods over and over again – television commercials, radio commercials, print ads, in-store promotions, roadshows to popular shopping malls, giving out free samples and etc until recent.

The Change

Wing Heong, one of the producers of this delicacy decided to make a change. A change in which was told (after the campaign) that yielded unexpected results and a visible increase in sales – all through a single interactive video (as below) shared primarily on Facebook.

My first reaction was: “Whoa! This is REALLY smart!” and I instantaneously shared it. The thing is, I wasn’t the only one.

Here are three (3) important aspects to learn from this interactive video social campaign:

#1: One size cannot fit all… Know who you’re targeting

The barbecue dried meat has been a delicacy for years especially among the Chinese community during the Lunar New Year. This product has been popular among the older generation and Wing Heong wanted to go beyond that – to also reach the younger (tech savvy) generation of today which led to the development of this campaign. If you would to think about it, a full-fledged digital campaign may not be able to reach their existing (more mature) customers as there’s a digital divide – it was a risk they were willing to take which leads to my next point…

#2: To know them well… And use the right approach

“We came out with the Superhero character called ‘Yok Man’ to represent the new generation and to rebrand Wing Heong so it would be perceived as a young and vibrant brand as opposed to a traditional brand.” – Wilson Pee, creator of the interactive video campaign

Wing Heong took time to understand their audience. They knew they needed to be different from their competitors who were also using digital animation to reach out to the consumers. They created an animated character that was closely representing kungfu legend Yip Man that was made popular in a recent Hong Kong made movie, a movie the local Chinese were able to identify to easily.

On top of that, the fictional storyline is closely knitted to Malaysia and the introduction of another popular local delicacy, the Seremban Siew Pau (baked dumpling) to draw a greater relation with the Malaysian-Chinese target audience.

#3: Drive them home… By giving them something to remember you by

Marketers understand the importance of creating memorability with their consumers. Visuals and content are both important and great but what makes a campaign memorable? With a young and engaging story line in place, the creators of the Wing Heong campaign allowed their target audience to actively interact with the characters itself by punching in commands to assist ‘Yok Man’ in defeating his enemies.

The Results

This interactive video garnered 565,792 views to date, shared over 131,000 times and “Liked” over 243,000 times on Facebook.

If an average Facebook user has 130 friends, the video and the name ‘Wing Heong’ has potentially reached more than 17 million impressions on the most popular social network in Malaysia. Sure, anyone can create an interactive video and it may garner even more views but what made Wing Heong’s campaign standout wasn’t just the video but the ingredients and groundwork behind it that made it work.

The combination of the above made the character ‘Yok Man’ into an immediate icon simply because the consumers are now able to identify a kungfu legend and an engaging story line to the brand.

 Branding, Insights, Marketing, Social Media |  brand focus, business owners, buzz, malaysia, online, social media, video, viral |  Comment

What is Beyond Buzz Marketing?

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April 7, 2011

| Jan Wong

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 :)

 Insights, Marketing |  buzz, crm, mindset |  2 Comments

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.myAll 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.

socks for japan from malaysia

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! :)

 Personal |  buzz |  4 Comments

How to: Integrate Social Media in Offline Operations

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November 24, 2010

| Jan Wong

“Is online / social media alone the way forward for your business?“

Being a huge believer of the importance of INTEGRATION instead of implementation, my answer to that is NO. Businesses today are too caught up with the ideology of social media but fail to realize the huge potential social media can bring when integrated into traditional marketing efforts.

It is important for businesses to realize that social media integration does not mean that by having social media presence everything will fall into place. If you take a look at same of these real life integrations of social media with Facebook and Twitter, you’ll find that these companies are successful online because they managed to integrate it into existing OFFLINE business operations.

Here are some integration ideas for you to maximize your marketing potential:

#1: EVENTS + SOCIAL MEDIA

5 Ideas on how to enhance your events with social media on MashableHave an event coming up soon? Whether it is an exhibition, launch or a regular meetup / happening, explore how you can spice up your event with available social media tools. You can use Facebook to share photos leading towards the event to build hype and organize giveaways; use Twitter to share real time updates on what’s happening on the scene and behind the scenes, facilitate tweetchats or setup a Twitter wall at the event with a contest mechanism to build followers; rewarding visitors that check in to your venue on Foursquare or even a treasure hunt!

There is a timely article written on Mashable yesterday on this very topic with 5 ideas on how you can enhance your events with social media. Click on the thumbnail to check it out!

#2: ADVERTISING / PROMO + SOCIAL MEDIA

promotion and advertising on social media

You have a new product or service and is wanting some follower / fan love? Facebook can be used to disseminate information regarding your product or to give out demo units; if you have an existing network, identify strong personas and request for them to review your product and service on blogs; use Twitter to it’s fullest potential by sharing exclusive deals or twouchers (vouchers) to start a string of retweets; perhaps the mayor on Foursquare entitled to a VIP-class treatment of your service?

#3: CUSTOMER SERVICE + SOCIAL MEDIA

customer service on twitterI can’t stress the importance and the effectiveness of customer service using social media. The more active channels you make available for your customers and prospects to approach you, the better.

The 2 common mediums are Facebook and Twitter. If you can capitalize on these 2 you should be in the run of something good. Do not leave questions unattended for days, reply to every enquiry within 1-2 hours consistently and your customers will find GREAT value in your service.

One thing to note is that you should never, ever give out inconsistent / inaccurate information on social media as you could cook up a storm in a matter of minutes, especially if you have a huge network.

If you’re feeling adventurous, you can even use Twitter to take orders for your business like Coffee Groundz did!

#4: ON-SITE INTERACTIVITY + SOCIAL MEDIA

Who says social media are only limited to virtual interactions? Coca Cola brought the ‘like’ feature on Facebook to life! Check out the video below to see how it happened:

I agree that this setup can be a little too complicated for some to take on but it sure triggers some simpler ideas. A giant photo tagging wall or a mini wall in front of each exhibitor for visitors to ‘post’ on, the only limit is your imagination :)

Have you come across any interesting social media integrations into real life (offline) operations?

Do share them here!

 Branding, How to, Insights, Marketing, Social Media |  blogs, business owners, buzz, entrepreneurs, facebook, innovation, online, social media, twitter, web 2.0 |  3 Comments

Cats Run Loose at IKEA

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September 11, 2010

| Jan Wong

I was browsing around this morning and managed to stumble across this interesting advert or what they called an ‘experiment’ – to loose 100 cats into an IKEA store in Wembley to “see what happens”. If you happen to love IKEA or cats, then this may be something you want to watch:

From what I can make from the video, the team at IKEA brought their cats from home (100 in total) and released them into the store and let them (the cats) do whatever they want! Watch them burrow into the sofas, screech, jump about and get trapped IN the store!

Definitely an interesting idea to me as you’ll rarely find another furniture store doing the same thing. Fun, unconventional and worth mentioning. Effectiveness? That’s up to you to decide (especially if you’re allergic to cat fur) but the cats do really make cat lovers go ‘awwww’ in this advert – an attraction for them to visit IKEA? Definitely :)

No matter what others may think, with over 150,000 views on YouTube for this video, IKEA has already managed to piqued the interest of many with this simple marketing technique and got their brand out there within less than a day! Ingenious and successfully buzz purr-worthy! After all, doing something unconventional IS one of the secrets in creating buzz.

Speaking of IKEA, I may have to pay them a visit soon to get myself a drawer unit for my work desk.

“Do I want to find a trapped cat in my IKEA drawer? Nah, maybe not..”

 Marketing, Stumble Upons |  100cats, ad, buzz, commercial, england, experiment, IKEA, uk, unconventional, video, wembley |  3 Comments

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