Social Media Archives - Page 17 of 18

Singapore ﹘ Consumer preferences are perpetually shifting, all the more during the pandemic, and with Singaporeans, the majority – 52% – have expressed that their most preferred mode of brand communication is sales and promotional emails from brands, according to a study by Qualtrics.

This was followed by a desire to learn updates from brands on their response to the pandemic with 48%. Meanwhile, information into products and services came to a close third with 47%, followed by safety and hygiene protocols with 43%, while 41% stated they want receiving brand communications pertaining to reward programs.

At large, the drivers of brand trust among Singaporeans is when they see brands are not taking advantage of a crisis to maximize profits (40%), followed by maintaining reasonable pricing (37%) and taking care of customers (32%) and employees (27%).

Lisa Khatri, research and brand experience lead for Qualtrics said “Being able to identify, understand, and respond to rapidly changing expectations is business-critical during the pandemic, and long after it. The fact that preferences toward the message and the medium have changed and yet the importance of actions remains hugely important reveals brands cannot afford to stand still in how they engage consumers.”

“As we move forward through the pandemic preferences and attitudes will continue to shift. This is why it’s hugely important businesses use technology like Qualtrics to have an “always-on the pulse” of consumer sentiment and behavior tracking. Insights delivered by Qualtrics help identify the lead indicators businesses need to design and deliver the brand communications and experiences people want, and which ultimately cultivate the trust needed to succeed,” added Khatri.

Malaysia – To set up a digital footprint is easy for brands, but to build and keep a high social media engagement – that is another story. Nowadays, almost any business is only knowable through the lens of social media – from retail to food and customer service, and players in the cinema industry aren’t an exception.

In Malaysia, local cinema brand Golden Screen Cinemas (GSC) is getting ahead of the engagement race on Facebook, according to data by Facebook Analytics, extracted by digital marketing agency Webqlo.

Among the three largest cinema brands in the country, GSC has the highest number of page likes with 1.8 million, followed by TGV cinemas at 760K, with MBO cinemas garnering the least number at 580K.

In terms of the overall number of reactions to posts, GSC still retained the top spot with 2.3 million reactions, with TGV’s and MBO’s count lagging with only 320K, and 150K respectively.

Similarly, the findings showed that when each of the brand’s highest engagement posts between the period of January to September 2020 is put side by side in terms of shares, GSC still demonstrated the most promising count.

The cinemas’ posts are often movie trailers, and GSC garnered 50,856 shares when it posted the Birds of Prey trailer. Meanwhile, TGV landed on the second spot with 13,177 shares for posting the Greenland trailer. On the other hand, MBO’s highest engagement post was that of the opening of its Tropicana Gardens location, which when compared to the two, still had the least shares with 2,093.

The highest number of comments to posts was also looked into. Quite different from the previous findings, TGV is now moved to the last spot, gaining only 1,639 comments for its giveaway post in July for the premiere of the film Train to Busan Presents: Peninsula. Meanwhile, GSC still led with 53,847 comments for its welcome back giveaway post that was published in the same month, followed by MBO for its January post on its Cuckoo water purifier giveaway, which gained only 2,059 comments.

Ultimately, findings showed which of the brands’ social media teams is the hardest at work, and although GSC rose to top with a total of 1,299 posts within the period of the findings, it was a close count with MBO which published 1,279 posts, while TGV showed with the least sum at 1,047.

According to Webqlo, compared to the two brands, GSC was the most proactive in boosting its posts, applying it for 32% of its posts which could explain the brand’s higher amount of followers and reach.

All of the Facebook pages of the three cinema brands were opened about the same time 10 years ago.

Mumbai, India – India’s short video platform Chingari and entertainment brand The Q India has formed a joint programming and marketing agreement that will enable content from the brand to be featured in the platform.

The partnership comes as Chingari expands its delivery of content to include short-form video on demand (VOD) together with games and news.

The Q India is a Hindi language channel and VOD provider delivering digital programming from social media stars and leading digital video creators with young Indian consumers as its target, mirroring that of Chingari’s main audience.

The content on the Chingari platform will be offered on an ad-supported basis.

Deepak Salvi, co-founder, and COO of the Chingari app said that India has evolved from being a consumer of traditional TV content to a creator of digital content.

“We share the ambitions of Q India to create a new and dynamic brand delivering the content that the young Indian audience is looking for on platforms that they can engage with all day every day. As we build our content offering across both [user generated content] and professionally produced content to our fast-growing audience, we are excited to add programming from Q India to the mix,” Salvi said.

Meanwhile, The Q India’s Chief Revenue Officer Krishna Menon commented, “Chingari has proven to be one of the fastest-growing apps in India driving millions of views daily across their platform. We look forward to co-marketing our brands to our respective users and continuing to deliver together great content for [young Indians]. We expect that offering Q India content across yet another major and fast-growing platform will increase our value to the brands and advertisers who we align with”

The Chingari app, which means “spark” in Hindi, was launched in 2018 and saw its user base surge when TikTok was banned in the country earlier in June.

USA – Social media giant Facebook has named a new chief marketing officer, its vice president for analytics Alex Schultz.

Last August, the news on the resignation of then CMO Antonio Lucio made headlines with Lucio making the announcement on a Facebook post, revealing his desire to focus on advocating for diversity and inclusion.

Just like his predecessor, Schultz took to the platform the official announcement. He said that Lucio left a great team behind as well as some huge shoes for him to fill.

“Gracias, Antonio for being a great friend, colleague, creative leader and voice of experience and wisdom for this company. I am sorry to see you go and grateful for your support through this process,” wrote Schultz.

“You have strengthened our ability to tell meaningful, culturally relevant stories with our family of brands. I hope to build on this and bring my experience in segmentation, targeting, and measurement to bear as we work to reach people more meaningfully through our product,” added Schultz.

https://www.facebook.com/alexschultz/posts/10103824175653500

Schultz has been with Facebook’s analytics team since 2007, where he started as an analyst before eventually rising the ladder to become vice president. Prior to Facebook, he was marketing manager for eCommerce platform eBay.

In the post, Schultz took the liberty to make a deep backtrack of his background. He shared that his expertise has been specially built around direct response online marketing and analytics.

“My background is direct response online marketing and analytics. I did that as a hobby at high school, helped pay for college with it,” shared Schultz.

“I have grown up in online marketing and believe deeply in the economic empowerment it can bring, its ability to show people more tailored, relevant, less annoying ads, and the fact it allows us to serve everyone by offering our products for free,” he added.

Schultz also touched on the growing criticism towards technology and stands firm on Facebook’s positive mission.

“I believe deeply in the good Facebook’s products do. We have all seen it through this pandemic as billions of people have connected with family and friends socially online while staying physically apart and slowing the spread of the virus. At the same time, I think scrutiny of any new technology is appropriate and there are ways we can, and should, improve without losing all the good.

In the concluding statement of his post, the new CMO took the opportunity to reveal that he is “openly gay,” to which he said is something that he “couldn’t say” when he moved to America and joined the industry.

“Facebook is the first place I have felt truly safe to be gay and be open about it. I’m really grateful for that and the fact Mark [Zuckerberg] built a company where that was possible. The bar, of course, keeps raising on this but the difference from [15years ago] when I started out to today, is truly remarkable.”

Kuala Lumpur, Malaysia – Despite the global business turmoil brought on by a tumultuous year, digital marketing agency Primal is helping local companies emerge from the COVID-19 gloom with renewed vigor,

As companies continue to battle decreasing economic health and drastic operational changes amid the pandemic, Primal leverages sophisticated digital marketing strategies for businesses of all shapes and sizes using the RADAR method of strategic planning and implementation.

RADAR is an acronym which stands for Research, Analysis, Well-designed, Actionable, and Results. In following the method, the agency provides businesses with a viable and targeted digital marketing strategy.

It first goes into research to understand a brand, then dives into analysis to set the goals of each brand’s campaign. From such information, the agency devises a digital marketing strategy that is well-designed and actionable, then the agency endeavors in campaign monitoring, to measure and quantify results from the campaign for further enhancement of the strategy.

The company vouchers for RADAR as a unique approach as it is not a rigid set of guidelines, but rather an agile framework that aligns strategic intent with anticipating and evaluating campaign performance.

According to the agency, genuinely successful online marketing is about focusing on what’s important and tangible. A scientific approach like RADAR will ensure that data is collated and analyzed, best practices are followed, market trends are incorporated, and budgets are stuck to and targets are hit.

As with most other developed nations around the world, Malaysia is seeing growth in the online sector, both for leisure and commerce. For marketers, a high volume of traffic represents a golden opportunity. Companies who are leveraging these platforms to reach, engage, and convert customers are poised to win big in the online marketing war.

According to a report by media company We Are Social, the top four dominant social network platforms in Malaysia areYouTube, WhatsApp, Facebook, and Instagram with 93%, 91%, 91%, and 70% usage penetration respectively.

Meanwhile, a Southeast Asia-wide report by digital insights research company DataReportal shows that Malaysia currently has a penetration rate of 80% for online shopping, the third-highest level in Southeast Asia, trailing Indonesia (90%) and Thailand (85%).

“The difference with Primal is that we have an optimized, enthusiastic, creative, and results-driven mentality. We don’t just do the work for clients, but rather empower them with the knowledge, tools, and processes required to effectively harness digital marketing for themselves” said Ronnie Chin, general manager for Primal Malaysia.

“We enable them to create data-driven digital marketing campaigns across social media, SEO, Google Ads, retargeting, and outreach that drive business results,” added Chin.

If you’re in the business of social media marketing, whether independently or as a profession where you are one of the people responsible for a company’s online marketing, it is imperative that you dig deep into what your customers are thinking, where they gather to converse online and what they are talking about because knowing such insights will help build up your social media game and in turn, create a competitive following that could drives sales for your brand.

The thing with extracting audience insights online is that they are only made possible and efficient with the presence of sophisticated martech or social tools. The good news is, a lot of free and affordable analytic tools have continuously been on the rise, making it a sin not to utilize and maximize such tools that are just waiting to be used for the best of your brand. Here are a few reasons why you should start finding the tool of your choice and start leveraging:

1. No technical skills required
This is by far the biggest advantage offered by analytical tools available. You do not need to be a data wizard to use social analytics tools. Commercially-marketed social tools are created to garner buy-ins, thus they are made to become user-friendly.

2. Budget friendly – won’t break the bank
Whether you are a brand marketer just launching a campaign or an agency about to go into a pitch, you don’t need to spend a hefty amount to get the best of analytics tech. Most of the introductory packages of marketing tech provide you with the base level of data for a fraction of the cost. The good thing about the variety of subscriber packages, one can opt to upgrade to more sophisticated versions of tools as one further becomes seasoned on the basics of social data.

3. Relevant sentiment trendline
The best social tools are built on hyperlocal infrastructures with enhanced machine learning to more precisely capture sentiments. Mass market tools that are not optimized for local sources and context will provide you a higher rate of inaccuracy which compromises the quality of your data, so it is important to find a localized source if accuracy is important to you.

4. Trend tracking made easy
Brands can observe trends, track hashtag movement, and measure performance based on interest of the social chatter, engagements and sentiments. Apart from hashtags, keywords are also trackable to measure the popularity of brands and products. Using social tools, you are able to identify the most active channels related to specific brands, products or topics of interest and craft marketing strategies that resonate.

5. Identify your brand’s advocates, influencers and micro-KOL
Correctly identifying top users based on the channels is a nifty feature in some social listening tools. It is an undeniable fact that influencers will make use of their platforms to share thoughts and opinions. When an influencer mentions your brand, don’t gloss over the fact that they’ve mentioned your brand, instead, take some notes and study them. Collaborating with the right influencers or micro KOLs can greatly boost your brand image and reputation.

6. Heat map
Some tools also have heat maps which helps you to visualize which geographical area gets the most attention from users using channels with location tracking enabled such as Twitter. It highlights the areas and locations to display contents relevant to your searched keywords or hashtags. Heat maps enable brands to expand the market by inferring analysis on audience based on geographic segmentation which helps to identify potential locations for new outlets

7. Knowing which third party pages you can leverage amplifies your marketing
Most social tools can assist in identifying top websites that have been promoted and advertised in relation to the topic of your query. Since audiences already engage with these third party channels, you may collaborate for beneficial growth and advertise to leverage them for more exposure. For this purpose, having the local sources where natives are active will improve your results even more.

This article is brought to you by Wisesight.

United States – Movie streaming app Netflix has launched on September 10 its global campaign “One Story Away” and with it, adds a categorization feature on the app which classifies movies and documentaries according to the experiences and memories they inspire into viewers.

For example, Bill Gates’ three-episode documentary, Michelle Obama’s memoir-based program, and Michael Jordan’s The Last Dance are all grouped into the collection “One Story Away From Meeting Your Heroes.” And there are a whole other “One Story Away” collections on the app.

The collections, since yesterday, have been available for browsing, in tandem with the release of the campaign at large, according to a blog post by Vice President for Brand Eric Pallotta.

Under one “One Story Away” collection, users can now easily find content that makes them feel like a teen again. Another grouping has gathered movies and shows that stimulate in viewers the value of standing up for something, while comic type and mellow genre movies have also been rounded up for each of its special “One Story Away” collection.

The inception of the campaign is mainly attributed to the platform’s celebration of the power of storytelling.

“The TV shows and films we watch bring out all sorts of different emotions, give us perspectives we’ve never seen before and even make us feel closer to each other,” wrote Pallota.

He shared that it was a couple of years ago when he heard the phrase “we’re only one story away” from a colleague in a hallway, where the thought has stuck with him ever since, knowing that it would resurface one day into something valuable.

“These words perfectly encapsulate the passion for storytelling that lies at the heart of what Netflix – and the creators we work with all over the world – are trying to bring to our members,” Pallota said.

Netflix has released a short video ad on its YouTube channel, the first in the campaign, where throughout the video shows the proverbial moving line or streaming indicator that appears at the bottom of every movie watched, simultaneously progressing from start to finish as the ad plays along.

A consistent voice-over of the phrase “Maybe you don’t know what it’s like…” is played, enumerating different examples of unlived experiences, where at the end, is capped off with the campaign’s message, “but that’s exactly what makes a story worth watching.”

Pallota said, “People have very different tastes and moods. But no matter who you are or where you are, we’re all only one story away from seeing, feeling, and connecting more.”

Singapore – Insurance company AIA Singapore has announced that it will be offering a complimentary insurance plan called AIA #ShareTheLove, specifically dedicated to essential workers, where beneficiaries will be nominated through Facebook or Instagram.

The company said that the new insurance plan is part of its efforts to pay tribute to essential workers. The plan will cover COVID-19 and 21 infectious diseases including dengue fever.

The nomination started yesterday, September 9, where members of the public may nominate a family member or a friend provided that the individual is an essential worker and a Singapore resident.

Those who wish to nominate will be asked to post a photo or video of the essential worker on their Facebook or Instagram page and include a message of appreciation with at least 100 words with a focus on the person’s story of resilience and why the insurance is the best gift for him or her. According to the mechanics, the post, in order to qualify must be set to public, must tag AIA Singapore’s social media accounts, and should include the hashtags #ShareTheLove and #AIASG.

Once a story is selected, AIA will be giving the free insurance to both the person who submitted the story and the nominee.

The initiative is part of a regional AIA #ShareTheLove movement taking place across Asia. The movement also saw the implementation of other assistance programs such as AIA representatives’ pledge to donate a portion of their policy sales towards the company’s adopted charities.

AIA Singapore Chief Customer and Digital Officer Melita Teo said, “These workers have put the communities’ needs above their own health and wellbeing. Aside from COVID-19, the exposure to infectious diseases is not over even after ending their work, as dengue cases continue to plague homes. By engaging the help of the community at large, we hope to play a part in bringing more of these amazing stories of resilience to light and paying tribute to our essential workforce. This is a little gesture of appreciation for the sacrifices that they have and continue to make as we deal with this crisis.”

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