Relationship between brands and customers has evolved. Engagement is not enough.

Jeffrey Rayport

FleishmanHillard’s True Magazine ran an interview with E-commerce and marketing guru Jeffrey Rayport (video interview).

‘There is way too much product and not enough demand and not enough customers to go around, we see an increasingly empowered customer” say Jeffrey Rayport.

Very true, gone are the days where brands just talk and tell, it needs to walk the talk, it needs to show and behave – putting the customer at the top of the pedestal. Brands need to connect. That said, not an easy task.

As a start, lets begin by really understanding what the customers really wants and how we can fulfil that particular need. Once you have the trust, the purchase (and your brand) becomes emotion and that is a key differentiator (otherwise you are known as a product)




#GivingTuesdaySG – PR Awards 2014 GOLD Winner (Best Use of Social Media for PR)

PR Awards Singapore 2014 - Jon Chin Best use of Social Media


A great win by the team for our client: National Volunteer & Philanthropy Centre.

Online coverage of #GivingTuesdaySG reached over 877,364 people in Singapore, with over 1,977,347 total impacts made through social media. The hashtag #GivingTuesdaySG trended on Twitter, with a total of 785 tweets made on the day.

In addition to the buzz created on social media, #GivingTuesdaySG was covered in local publications such as The Straits Times, AsiaOne, Cosmopolitan and TimeOut Singapore as well as global publications such as the Huffington Post and Yahoo!

The collective efforts of partners, donors and advocates helped fuel a marked increase in charitable giving in Singapore. In the month of December, online donation portal SGGives received over S$4 million, compared to S$3 million from 2012 (an increase of over 30% year on year). S$560,000 was donated on the last day of the year, a 42% increase in total donations received on the same day in 2012.

Great team effort! A simple video created by the team.


Facebook surpasses Google so what does this mean?

Figures by Comscore shows that Facebook has surpassed Google in terms of “time spent”, “visits” etc. This spells good news for Facebook and not so good news for Google  (kind of like a Prisoner’s dilemma’s situation) BUT wait. I feel, its different (in a way).

My view is people will continue searching and when they search in Google (or other search engines) they have an INTENT – they are hunting for information to act on (or digest). They know what they are searching for and marketers can capitalize on that very intent by having landing pages or content that answers their search and thus convert them.

On the other hand, in social networks (e.g. Facebook), people go there to socialize, get information – spook on what their mates are doing. Sure they may post on their status seeking assurances about a particular product but their intent is rather different as when they search online. When they search using a search engine, they will prowl through forums to see reviews and then act on the reviews. However on Facebook, they just tend to take a back approach to have fun. So their motivation to go to each platform is different I argue. So how does one convert in this situation?

On a slightly related note, in communities of interest such as forums and such – commerce can work very well because they are bonded by communities of interest and by engaging in say group buy – its a very natural extension of being in a community whereas social network not so per se, as the last thing they want is to have ads shoved up their face in a social setting.

On this note, I foresee in the year 2011 and beyond, we will be seeing a fair bit of group buying going on (especially on communities of interest) and gaining further traction – its not new I must – its has also been going on but I feel that it will grow bigger…

What are your views?

P.S. I tend to see forums as communities of interest bonded by a love for a brand or a hobby whereas Facebook on the other hand is a social friend network.


Klout Influence as an analytics tool

I’m sure many of you have heard of Klout score – its a measure of your online twitter influence and now it covers Facebook as well (less than the business page you are managing).

Its a pretty decent tool to measure influence – simple and pleasing to the eye (read: easily understandable) – the latter a plus point when you present to clients. I’ve used it in various aspects to measure the engagement and influence level of a campaign – didnt use Klout per se but its method of scoring i.e the scale from 1 to 10 and it settles pretty well.

An interesting measure is the influence metric – it measure the type of “people” you are attracting in twitter.

My personal influence is as below and I found it rather “convincing” – my intent is to share and learn from other in a defined community that I am interested in. Looks like it works (in a way).

What are your thoughts on Klout? How do you find it?

Keen to hear.


McDonalds joins online gaming and seeks to engage 70 million people

Online gaming has no doubt grown over the years. Think Farmville, My Cafe, Mobster and all. These games had people’s logging in their Facebook accounts and iPhone just to ensure that their items they have cooked does not expire.

This is evident that games play a role in many people’s life. And now McDonalds sees this as an opportunity and decides to enter this space. They created a “1 day campaign” online game on Farmville whereby players will be able to grow their farm twice as fast with all the McDonalds rewards.

Looks like marketers – you want their attention and grow your brand affinity – one of the ways are online gaming. Leverage them. Interesting space here and I am of the view it has alot of potential. Other than communicate on social space, the other activity is to have fun i.e. play games.

The question now is hmm…how does it read into my business objective? Dont get carried away by all these crazes – ultimately as a brand owner – you need to answer that very question. By having this game, how does it serve my business objective?



Google Adwords Certification Program

Google replaced its GAP certification program with the Google Adwords Certification Program and gave agencies 6 months to retake the exam.

From an agency’s point of view, I personally feel that cert is of less “value” as they have reduced the entry requirements – the total ad spent has been reduced significantly. So in a way, this program is easier to achieve for companies in its quest to get the Google Partner Certificate.

Nevertheless, I still had to take the exam to ensure that I am properly trained and have the experience :)

Ok I passed the exam and I am individually certified. Woohoo! Always nice to have additional certificates hanging around, especially from Google. :)

There you go. (For verification: Google Certification Program Verification)

Jon Chin Google Certification Program