Singapore Internet Users Spend Longest on Facebook

Experian Social Media Study

Experian Social Media Study

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.

Yes! We Love Promotions in Asia [Survey]

Asian Family Customers Shopping in The Super M...

Image by via Flickr

A recent Nielsen survey about impact of promotion on Asia Pacific shoppers found that shoppers in Vietnam and Malaysia were particularly motivated by promotions, followed by shoppers in China.

Here is a summary of this survey findings:

  • While Vietnamese shoppers are most focused on promotions, they scored among the lowest in terms of price consciousness across the region
  • Shoppers in India (88%) on the other hand, are the most price-conscious in the region, followed by Malaysian (68%) and Singaporean (62%) shoppers
  • Malaysia currently still has the distinction of having the highest proportion of males who say they are the main shoppers for the household (37%), and the Philippines (33%).  China (32%), which saw the highest jump in the proportion of male “main shoppers” from previous levels, also warrants a good re-look
  • Shoppers in India (33%), Hong Kong (30%) and the Philippines (29%) stand out as the most impulsive (i.e., they usually do not plan their shopping trips) shoppers in the region
  • Korean (98%) and Taiwanese (94%) shoppers were the most likely to plan their shopping trips
  • Shoppers in Hong Kong are also the most prolific “top-up” shoppers (followed by Singapore and Indonesia), averaging 10 such trips in a month, almost twice the regional average and more than thrice the monthly frequency of their “main” shopping trips

For retailers targeting Asia Pacific, this is very valuable information needed for developing the most effective digital strategies for each market.

Case Study: Why Negative Publicity Could Help

Last week, I came across a piece of news on Yahoo that a Singapore blogger’s video publicity stunt slammed. Everything started with the appearance of this video on YouTube:

The uploader by the ID of greendude2809 described:

If im not wrong, this is the famous blogger thy-dowager fighting with some girl over some guy outside club… over-reacting sia, leave your dirty laundry at home la, damn WTF LOLz…

which later on was updated:

LOL, confirm liao, its that blogger PEGGY HENG LOR!!!. –

THE BOYFRIEND AND HER just emailed me lo ask me to remove the video, even offer money sia!! HAHAHA part II in my friend’s camera le, wait till he book out from camp, maybe i will upload it up on youtube. what do your think?

I’ll comment on this later; it was just a beginning of the whole story. [Read more...]

Online Analysis: Presidential Election 2011 in Singapore

The Singapore presidential election of 2011 is the fourth Singapore presidential election to be held on 27 August 2011. This would most likely be the first contested election since the 1993 election, and the first multi-candidate presidential race in Singaporean history.

Who is winning? I’m not a big fan of politics. But, as Barack Obama did a great job of winning the presidency utilizing the power of Internet, let’s see which candidate is doing a better job running a great online campaign.

Let’s take a look at online trend analysis.

What Search Trend Says About The Next Singapore President

As search queries represent people’s intention, it can be used to predict the trend; let’s take a look at what Google “says” about who’s winning:

singapore presidential election 2011 trend

Google Trend of "Singapore presidential election 2011"

Tony Tan seems to be leading the race. As Google dominates the search market in Singapore, this trend is quite indicative – he is probably the most talked about candidate. [Read more...]

Is Online Video Marketing Right for Singapore Marketers?

Online video is now a very important part of people’s life and it’s especially true in Singapore. Singapore internet users are more addicted to online video than social networking sites.

comScore today released its April 2010 rankings of the top video properties in Singapore based on data from its comScore Video Metrix service. The report found that 87% of Singapore’s Internet population viewed video online in April, with an average viewer consuming 10.5 hours of 130 videos for a period of 4.9 minutes per video on average.

comScore study also found that that users between 25-44 represented the highest percentage of unique video viewers, who spend less time viewing video and watch fewer videos per viewer than the younger and older age segments.

Top Video Properties in Singapore Based on Total Videos Viewed April 2010

Singapore Top Video Properties

Online video marketing is not a popular tactic in Singapore; many marketers are no doubt interested, though. “Cost of video production” is a pretty good excuse to stop most companies.

From comScore study, it’s clear that online video is definitely an important channel for marketers to reach consumers. How to create viral video is the real obstacle than money. Check out this viral video from Tic Tac.

What makes a great website?

With the rising awareness of search engine marketing and social media, companies have taken its website more serious than ever. But, what makes a good website?

Search Engine Friendly

When I started building websites years ago with popular open source CMS such as Joomla and wordpress, SEO was not that popular yet. But, creating a search engine friendly (SEF) website became a top priority since.

An SEF website gets more pages indexed in search engines and stands a better chance to attract organic search engine (or keyword driven) traffic. Check out this crash course by Matt Cutts.

Easy to Manage and Collaborate to Publish Content

A great website makes it easy and efficient to publish and organize content, being it newsletter, new products, press release, or content change. Depending on the organization structure, some companies require new or updated content be sent for review before get published. A great website makes it painless and efficient.

Scheduling content to be published sometimes is a very useful feature. Getting prepared early is one advantage; last minute publishing may get interrupted. In addition, different hour of the day or different day of a week could make a big difference for reaching potential customers, especially when your content is synchronized with other channels such as email newsletter, twitter, or facebook page.

Flexible to Produce Landing Page for Online Campaigns

Highly efficient organizations require quick setting up of a landing page for online campaigns, either on search engines, eDM, or social media.

Driving all traffic to homepage is still often seen in markets like Singapore, which is totally wrong. Driving relevant traffic to the most relevant page could not only reduce the bounce rate but also increase the conversation rate. Selecting an existing page is okay; but a serious marketer will always put together a landing page for optimal on-site conversations.

Instead of briefing a web agency for a landing page, a flexible CMS could produce a less clustered and highly concentrated landing page, at least for small scale campaigns.

Simple to Insert Analytics / Javascript Codes

Many digital marketing tracking and analytics tools require placement of a special javascripts in the source code. A good CMS will make this task highly efficient and manageable.

Great Usability

Some of my clients in the past get obsessed with SEO and whenever they change something on the site, they consult me whether it will affect their rankings in the search engines. More often than not, if it’s good for the user, it’s good for search engines. Of course the tricky part is, sometimes it’s hard to tell combining views from different angles whether it’s really good for the user.

What does usability measure? Quality of users’ experience. Ease of learning for new visitors, efficiency of use, and subjective satisfaction. Remember this, the look and feel is not about projection of company ego or anyone’s personal likes or dislikes but about the quality of a user’s experience.

Containing Call-to-actions

A great website must have clearly defined call-to-actions. Depending on the nature of the business, it could be invitation to attend an event, to register an account, to download a whitepaper, to subscribe to newsletter, and etc.

Call-to-actions must be tracked and optimized by using web analytics.

Designed for Different Personas

It’s more advanced usability design for the websites. I’m not an expert in this but I did see improved usability and conversions through persona-based design for some clients in the past.

Persona-based design studies the behavior of current and potential customers by conducting interviews (or analysis under low-budget situations) with them and by analyzing their use of the website for design recommendations.

With High Quality Content and Useful Tools

Many companies try very hard to create content in a way they WANT their potential customers to read regardless of whether it’s useful or not to the visitors.

Take a look at the bounced rate of a web page and you can get a better idea whether the created content only make you feel good or your visitors. If a visitor doesn’t like to read what you published, the time spent will be short with high bounce rate.You can also use heatmap to observe users’ behavior on your site.

Be Interactive

A great website not only provides great content and useful tools to its visitors but also interacts with them. Asking for feedback, making it easy to be reached, allowing comments to be published, …

It may be cool for many people to talk in executive meeting using word like “interactive marketing”; but, it’s a shame if no interactive elements are ever implemented.

Who is the Most Popular Social Networking Website in Singapore

Friendster claims they are No. 1 social networking website in Singapore:

…today announced that it is the #1 social network in Singapore, and almost twice the size of any other social network in the country. Friendster is almost 2 times bigger than Facebook and more than 7 1/2 times bigger than MySpace in Singapore — according to the third party, well-known Internet measurement company, comScore.

Read the whole press release here. Google Trends verifies the finding:

singapore social network traffic

Be careful, friendster; Facebook is catching up. Users on Facebook are more mature; you need to be careful with which social network you should employ for marketing and advertising. Is it good for you? The same rule applies here: test, test, and test.

[Oct 1, 2009] Update: according to Hitwise, the popular Singapore social networking and forum sites are:

  1. Facebook
  2. YouTube
  3. Singapore HardwareZone Community
  4. Twitter
  5. Plurk
  6. LiveJournal
  8. Friendster
  9. Tumblr
  10. Tagged

How To Have Your Brand Loved? A Lesson From MobileOne

Never take customer service separate from your marketing efforts as it is essential part of your marketing campaigns.

m1 campaign

I chanced upon a post from a local NUS student’s blog; it shared his experience with M1 (one of telecom operator in Singapore) and the reason he “fell in love” with the brand though the online shop didn’t please him and he was “a little skeptical” about M1′s “You Deserve Better” campaign. Here are the takeaways:

  • Reply quickly to customers’ inquiries; “within the same working day” is recommended.
  • Listen carefully to what the customer has to say and be nice and polite.

Thanks to their quick and efficient customer service, I solved my problem within a day. Now, when they tell me “you deserve better” and that they listen, I really believe…Thanks M1!

Remember: If the customer service isn’t managed properly, it is not only ONE customer you are going to lose.

Digital Marketing Resources for Week Jun-2

Search Engine Marketing

  • Robots Exclusion Protocol for Yahoo!, Google and Microsoft [Yahoo Search Blog]
    The following are all the major REP features currently implemented by Google, Microsoft and Yahoo!. Each of these directives can be specified to be applicable for all crawlers or for specific crawlers by targeting them to specific user-agents, which is how any crawler identifies itself.
  • Google AdWords Editor [Google]
    Version 6.0 offers new and updated features to help you edit your AdWords campaigns faster and more effectively.
  • Bad SEO Techniques That Will Hurt Your Google Rankings [Search Engine Journal]
    “As you begin to move onto more advanced SEO topics, you will undoubtedly uncover some techniques that sound like a good idea, but are really just dumb.”
  • 26 Mistakes That Cost You [Search Engine People]
    “Here are the most common mistakes that I see when we take over a Small Business PPC Campaign.”

Social Media Marketing

Email Marketing

Web Analytics

Marketing Research

  • Internet Advertising Revenues Estimated to Pass $21 Billion in 2007 [IAB]
    According to the IAB’s recent Internet Advertising Report, online ad revenues in the US reached $21.2 billion in 2007. This is an increase of 26% for the year.
  • Paperless Coupon Usage on the Rise [Experian]
    According to the Hitwise data, U.S. consumer searches on the term “coupons” has increased 48% comparing to searches for the week ending 3/22/08 versus 3/24/2007.
  • Mobile Social Networks Embraced by Millenials [InStat]
    Blogging, photo and video sharing, location-based socialization services, games, SMS, and IM will eventually be combined to afford the mobile user the entire social networking experience from a handset application, the high-tech market research firm says.
  • Mobile Web 2.0: Gen Y embraces mobile social networks [Computer World]
    People born between the years 1981 and 2000, or “millenials,” are leading the move to mobile social networks and Mobile Web 2.0, which includes cell phone-based blogging, multimedia sharing, location-based socialization services, gaming and chat, according to new research.
  • Is MSN Messenger An Effective Media for All Singapore Advertisers?
    1.6 billion messages are sent out from instant messengers monthly, as Singaporeans spend hours online at work and at home. Does it mean you should advertise on IM?

Case Study