Stephen Hawking published his first post on his verified Weibo account on the morning of 12 April 2016 recalling his deep friendship with China and hoping to share more about his life and work. [Read more…]
Facebook, Twitter and WhatsApp are the most popular digital communication tools nowadays; but, not in China. So how does 618 million China internet users communicate? This post serves as an introduction for that.
Tencent’s success is built on their instant messenger, QQ. In China, it’s very widely used IM with about 800 million active users; between friends, among strangers, and for business purposes. [Read more…]
Facebook is to launch several premium ads products soon to provide brands more ways to advertise to its audience on Facebook, and changing the current Page design to timeline (by end March). This post briefly discusses the changes on Page and ads marketers should be aware.
Previously (and right now), the sponsored story appear on the right-hand side. But, it will appear as a sponsored story on the right-hand side and it can also appear in news feed on both desktop and mobile. All of these placements are on Facebook’s homepage. [Read more…]
Launched in March 2010, the invitation only site Pinterest.com received nearly 11 million total visits during one week last December, almost 40 times the number of total visits versus just six months ago. Stats from ComScore showing that Pinterest had 11.7 million unique monthly visitors in January 2011.
Pinterest.com is growing like crazy; check out this website now if you haven’t. Pinterest is not only surprising of its own traffic growth but also being a referral giant (driving more traffic than Google+ and LinkedIn) and retail sites like ideeli.com has seen increased sales resulted from Pinterest traffic.
But, what makes Pinterest so successful? To understand that, let’s take a look at what Pinterest is from its official introduction:
Pinterest lets you organize and share all the beautiful things you find on the web. People use pinboards to plan their weddings, decorate their homes, and organize their favorite recipes.
Best of all, you can browse pinboards created by other people. Browsing pinboards is a fun way to discover new things and get inspiration from people who share your interests.
People love to browse, organize and share all the beautiful things; Pinterest did nothing but inspire and empower its users to do that. Yes, that’s the secret: Pinterest inspires people. The inspiration connects people to something greater and gives them the courage and power to incarnate their unique talents.
Of course, tactically Pinterest has benefited a lot from its well integration with Twitter and Facebook; but, it’s the inspiration that fueled the word of mouth.
Companies are trying to push their products to consumers via regular advertising or social media campaigns, which may influence the prospective customers; but, it’s not sustaining and will be eventually vanish after which the companies get ready for the next “push”. Yes, this is how most companies get their products sold; but, this doesn’t create great companies or businesses.
Adidas inspires people with “Impossible is nothing”, having motivated millions of people; with Canon, “you can”. When you open a can of Coca-Cola, you actually “open happiness”. At IKEA, you are not buying furnitures as it’s a place you “design your own life”.
If you are one of few who strive to go from “good” to “great”, build and inspire your community, for which social media is a great tool for you.
Getting “likes” on Facebook Page is usually the first thing marketers focus after setting up the Page. But how?
It’s important to first understand why people “like” and “unlike” a Facebook Fan Page and learn from them; experiment, track and optimize channels and tactics you attempt to increase your Page fans.
Learn from the best practices; find out what worked for other companies.
A survey by Lithium and the Chief Marketing Officer Council revealed the top three reasons why marketers believe consumers like their Facebook pages:
And, the top three reasons consumers cited for liking Facebook pages were:
Ad agencies or in-house marketers nowadays talk about engagement all the time, but how you ever asked yourself why engagement matters to brands?
To understand why engagement matters, brands must understand the top engagement elements:
which are also the most important needs consumers have when they reach out to a brand. Now you know why engagement matters to brands. But, how to effectively drive engagement on Facebook? [Read more…]
More often than not, some marketers in this market are quite single-minded with one metric for social media being either the total “Facebook Likes” or “Twitter followers”.
Regardless of the importance of “the reach”, l’m sharing one tool from Wildfire that can help you monitor the reach of your Facebook Page and Twitter account; in addition, you can compare yours with that of your competitors.
You can view comparisons and trends of daily as well as cumulative data with Wildfire Monitor. If you have an account, you can save the comparison and track “the reach” over time.
Measuring the reach in terms of Facebook fans or Twitter followers is no doubt an important metric; but, don’t make it the only one and it’s definitely not the one that matters most.
A recent Experian study found that Singapore Internet users spend the longest on Facebook, with an average of 38 minutes and 46 seconds per session. This study illustrates the importance of Facebook marketing to those who still wait and see.
Facebook is turning from an optional marketing channel to one that marketers shouldn’t miss. However, rushing to the Facebook to promote your products or services without proper strategy and planning will simply cost you a lot more than what you can gain.
Singapore has very good environment for entrepreneurs and in recent years I’ve seen tons of companies offering digital marketing services from search marketing to social media. Some are new; some were previously web design companies or even web hosting companies. Suddenly, every company that has even a little to do with Internet now offers digital marketing. I’m warning you here that you must be careful who you select as your digital agency.
I’ll share more in another post in selecting vendors for marketing; but, at least you should know this: compelling and interactive content that engage the prospective customers is essential for your brand on Facebook.
You can also check out Singapore Facebook user demographic data here.
For marketers who created the first Facebook Page for a brand, the question is now what? If social media is about engagement, Facebook Page needs rich and engagement content.
Depending on demographics of your targeted fans, you want to send your greetings on Facebook Page. Be it simply a “good morning” or “happy father’s day”.
If you don’t have many fans, you don’t want to see too many questions without any response from fans. Closed questions could be a better option. Once you have build up your fan base, “open questions” could get your fans thinking.
People “like” photos and videos; they gets spread faster.
Your latest blog post will auto-post on Facebook Page walls after you import it. Include a photo in your blog post so that a thumbnail will be shown on the wall which is more eye-catching.
Share your event on Facebook Page to encourage more participation.
The key is to add relevant and quality content to your Facebook Page that add value to your fans. More ideas:
Depending on the desired markets, online marketers can target geographically at Facebook Page settings on a country level. In addition, depending on the type of customers you want to engage on Facebook, you may want to specify the targeted age group though you don’t have much choice at the moment:
At China Internet Watch fan page, we just target anyone worldwide.
If you run a local business in one or several countries, you can use the “country restriction” setting. Should you just target worldwide if you are a well known brand in the world? It depends.
Ask yourself where your customers are and what you want to do with your Facebook page. Being a household brand worldwide, targeting worldwide fans makes sense; but, if the fan page is supposed to be used for customer service/support, it becomes an issue. In the case of CRM use on Facebook, you may want to set up different Fan Pages for different regions being managed by different marketers from different offices.
What you can also do when you target worldwide with occasional local promotions is, use the targeting feature when you post wall messages:
You can set “country” and “languages” to target a specific group of fans. If you wonder why you should take all the trouble here instead of mass updating your Page, don’t forget the importance of user experience.
Maintaining a Facebook Fan page with targeted and exclusive content is what keeps your fans.