Author Archives: Emily Tan

Social business, what works and what doesn’t

IBM: Corporations are increasingly working social into businessCompanies want to use social approaches to create meaningful business value, yet nearly three-quarters of survey respondents said they were underprepared for the required cultural changes, according to IBM’s latest study.

Despite the long journey ahead, corporations are keen as they recognise that top-line growth for successful social business users can improve between 3 and 11%, while productivity can be increased by between 2 and 12%, according to a study by the McKinsey Global Institute.

As a result, many have taken steps toward implementing social practices, with 46 % of companies surveyed having made investments in social business in 2012, while 62 % indicated they were going to increase their expenditures in the next three years. This potential for growth has agencies, consultancies and large tech firms like IBM and Salesforce jockeying for a piece of the business. Read more on Social business, what works and what doesn’t…

Big business: Social media grows up

Call it social maturity or social CRM, social media is no longer the new kid in marketing but has become a core part of corporate business strategy. Conversations around social media have shifted. Once the domain of the pimply kid wedged in the corner between marketing and IT, it now has a seat at the directors’ table and a space on the CIO or CTO’s agenda.

Factors driving this conversation centre around the shifting power balance between companies and their consumers, agree both Forrester and IBM. By ingraining social media into CRM management, companies are better able to navigate this chance, says IBM’s regional executive, Lotus collaboration portofolio for Southeast Asia, Christopher Blake. Read more on Big business: Social media grows up…

Branded content: A game-changer for brands

Branded content: A game-changer for brands

Branded content is driving a whole new marketing model, which calls for a more integrated approach in the region’s hyper-connected markets. We know well that Asia-Pacific leads the world in terms of digital device penetration, broadband speeds and the sheer growth of connected consumers. We call this ‘hyper-connectivity’.

We have over one billion online users, growing at a rate of 10 per cent a year. That’s 100 million new users every year ready to connect and share content with colleagues, families and friends. Read more on Branded content: A game-changer for brands…

Three myths of social media ROI

Dr Walter Carl presenting at SMM Asia 2012Three major misunderstandings about social media ROI are undermining the use of social media by brands, according to Walter Carl, chief research officer and founder of US-based research firm ChatThreads, who spoke last Friday at Social Media Matters Asia 2012.

Read more on Three myths of social media ROI…

Where does new arrival Branch fit in the social-media landscape?

Branch co-founders (L-R) Agrawal, Güngör and MillerAlthough the public-invite launch of Branch was met with much excitement in tech-land a few weeks ago, thanks to the involvement of Twitter founders Biz Stone and Evan Williams, the platform faces an uphill battle for adoption and has unclear implications for brands.

Described as a means for “high quality public discourse”, Branch allows users to invite curated groups of people to discuss issues in which they are knowledgeable. The aim of the service is both to provide a new platform for dialogue on the web and to organize conversation threads on platforms like Twitter. Read more on Where does new arrival Branch fit in the social-media landscape?…

Advertising campaigns must be ‘social by design’

Philips' Semangat2011 campaign used Twitter to drive salesSocial media should no longer merely be an extension of a ‘traditional’ advertising campaign; campaigns must be ‘social by design’ from the start, according to a report by the Asian Federation of Advertising Agencies (AFAA) and Warc.

Read more on Advertising campaigns must be ‘social by design’…

CEOs need social media, but many fear it, says study

CEOs are in the uncomfortable position of having to rely on the counsel of less-experienced, Gen Y advisorsThe world’s CEOs believe that in the next five years social media will push past websites, call centres and channel partners to become the No. 2 way to engage customers (after face-to-face communications), according to IBM’s latest Global CEO study.

This opinion varied widely across industries with over 70 per cent of CEOs in education, telecommunications and retail expecting social media to be a key channel for customer engagement but only 34 per cent of CEOs in industrial products thinking likewise.

“We’re approaching the stage when almost everyone will have to figure out how to use it to conduct business successfully,” a US CEO from the financial markets told IBM. Read more on CEOs need social media, but many fear it, says study…

Making Facebook marketing work

Making Facebook marketing workFor years, marketers have been aimlessly chasing fans on Facebook, but it’s time to step up and start driving real business results, a report by Forrester Research has advised.

According to the paper, marketers are failing to use the platform to its full potential because often, in the rush to start a Facebook page, marketers overlook setting clear objectives for the page. This lack of focus means fans may not get any real value from “liking” the brand. Read more on Making Facebook marketing work…

Read more on Making Facebook marketing work…

Will the rumoured Facebook ‘Buffy’ phone,succeed?

While rumours of the “official” Facebook phone have been in the wind for years, the tech industry seems convinced it is being built by HTC. But can this new entry, codenamed “Buffy”, be a success?

Read more on Will the rumoured Facebook ‘Buffy’ phone,succeed?…

CMOs unprepared to handle digital data explosion

While most of the world’s top marketing executives acknowledge a critical shift in the way they engage with their customers, many question their organisations’ ability to manage the change, a study by IBM has found.

The IBM Global CMO Study is the technology giant’s first study of CMOs, and the 15th in the ongoing series of C-suite studies developed by the IBM Institute for Business Value. The study conducted face-to-face interviews with over 1,700 CMOs between February and June 2011. Read more on CMOs unprepared to handle digital data explosion…