tag:www.econsultancy.com,2008:/topics/social-2 Latest Social content from Econsultancy 2016-04-29T16:16:16+01:00 tag:www.econsultancy.com,2008:BlogPost/67740 2016-04-29T16:16:16+01:00 2016-04-29T16:16:16+01:00 Five things Western brands should know about China's digital landscape Jeff Rajeck <p>The reason for this is that China's commerce and cultural norms are vastly different from those in the West.  </p> <p>Brands that have successfully launched in multiple Western countries may think they know what they are doing when launching in China. It's just another country, right?</p> <p>Unfortunately not. For many reasons, China is unique. Because of these quirks, entering its market requires special attention from Western brands to stand a chance of being successful.</p> <p>To help brand marketers start to think about how to enter China, Econsultancy is publishing quarterly China reports to cover the digital players, trends, and insights about the country.</p> <p>Below are a few key points from our first report, <a href="https://econsultancy.com/reports/the-china-digital-report-q1-2016">The China Digital Report, Q1 2016</a>.</p> <h3>China has the largest single-country presence on the internet</h3> <p>It is well-known that China has the largest population of any country on earth, but what may not be so obvious is that <strong>China now has the largest population on the internet.</strong></p> <p>According to Internet Live Stats, China now has over 720m internet users which is more than 20% of the global total.</p> <p>The nearest competing country is India which, with 462m users, has less than two-thirds of the Chinese internet population.  </p> <p>In third place is the US which now makes up less than 10% of internet users, globally.</p> <p><img src="https://assets.econsultancy.com/images/0007/3897/China_US_global_internet.PNG" alt="" width="764" height="470"></p> <p>China's lead in internet population size is significant as we can now expect digital innovations, especially regarding scale, to originate in China and flow westwards.  </p> <p>This is happening already, to some extent, with WeChat (see below).</p> <h3>China's online population is still growing</h3> <p>Another thing to keep in mind when considering China's presence on the internet is that <strong>only around 50% of the Chinese population is online</strong>.  </p> <p>That is, there are a lot of people in the country who are not yet 'digital' at all.</p> <p>Compare this with the US and other Western nations who achieved that level in the early 2000s and seem to be peaking at around 85-90% penetration.</p> <p>In other words, <strong>China's influence on the internet is on the rise and the Western domination of the internet may be coming to an end.</strong></p> <p><strong><img src="https://assets.econsultancy.com/images/0007/3908/chinese_internet_population.PNG" alt="" width="915" height="504"></strong></p> <p>This is important for brand marketers to note because as more Chinese come online, <strong>the Chinese market will only rise in importance and sophistication</strong>.</p> <p>Western firms, therefore, need to acknowledge that China's digital economy is now on par with the West and, in some cases, may even be ahead.</p> <p>It's prudent, then, for brands to become familiar with how Chinese firms operate in their own market now to prepare for the future.</p> <h3>WeChat is the runaway success story</h3> <p>Many Western sites are blocked by the Great Firewall of China (see our <a href="https://econsultancy.com/blog/67702-digital-in-china-10-things-you-might-not-know">previous China post</a> for details) which means that China has its own version of many digital services.</p> <p>One service in particular, the social network WeChat, has been more successful than all of the others.  </p> <p>WeChat has enjoyed growth rates of around 50% year-over-year in 2014 and 2015 after blistering triple-digit year-over-year growth in 2012 and 2013.</p> <p><img src="https://assets.econsultancy.com/images/0007/3898/wechat_mau_2015.PNG" alt="" width="792" height="467"></p> <p>One reason for this growth is that WeChat continuously innovates its core product, offering new ways for users to integrate the app into their daily lives.</p> <p><img src="https://assets.econsultancy.com/images/0007/3904/things_to_do_on_wechat.PNG" alt="" width="574" height="389"></p> <p>Though it isn't the largest social network in China (QQ has more monthly active users)<strong> WeChat is the fastest-growing social network and the most dominant, culturally.</strong></p> <p>In brief, if your brand is interested in breaking into China, start by <a href="https://econsultancy.com/blog/65279-how-and-why-western-brands-are-experimenting-with-wechat/">researching what you can do on WeChat</a>.</p> <p><strong><img src="https://assets.econsultancy.com/images/0007/3903/wechat.jpg" alt="" width="740" height="540"></strong></p> <h3>Baidu is the 800-pound gorilla of search and more</h3> <p>When reviewing the relative size of search engines in China by visitors, it seems that China has multiple, competing search engines each with significant market share.</p> <p> <img src="https://assets.econsultancy.com/images/0007/3900/china_search_engine_market_share_1.PNG" alt="" width="573" height="436"></p> <p>But when search engines are measured by revenue, a very different picture emerges.</p> <p> <img src="https://assets.econsultancy.com/images/0007/3901/china_search_engine_market_share_by_revenue.PNG" alt="" width="584" height="448"></p> <p>Clealy <strong>Baidu is the search leader in China with more than six times the market share of its largest competitor</strong>, Google China.</p> <p>Another thing to note is that Baidu has an even greater cultural presence in China than Google does in the West.</p> <p>Besides search and other services like maps also offered by Google, <strong>Baidu also operates China's most popular encyclopedia, an ecommerce platform, a gaming platform, and even a food delivery service.</strong></p> <p><img src="https://assets.econsultancy.com/images/0007/3902/Picture1.jpg" alt="" width="450" height="368"></p> <p>According to Andrew Ng, Baidu's chief scientist in Silicon Valley, these additional services exist because, unlike in the West, other companies had not built them.  </p> <p>He states in a <a href="http://fusion.net/story/54528/why-we-should-stop-calling-baidu-the-google-of-china/">recent interview</a>:</p> <blockquote> <p>In the US, we search for a movie ticket and Google or Bing could send you to Fandango and off you go. In China, that website we could send you to, it doesn’t exist. We [Baidu] have to build it ourselves. </p> </blockquote> <p>So for brands who are looking to launch services in China, be sure to check that the market isn't already served by Baidu or another Chinese heavyweight company.</p> <h3>Google and China... it's complicated</h3> <p>Google has a complicated and interesting history with China. Until 2010, Google China was one of the most popular sites in China and had a 29% market share, according to research firm Analysys International. </p> <p>Following a disagreement with the Chinese government about censoring search results in 2010, though, Google effectively pulled out of China.</p> <p>What happened next is slightly confusing. Google relocated to Hong Kong (which, yes, is still China) and has 79% search market share there, <a href="http://gs.statcounter.com/#desktop+mobile+tablet-search_engine-HK-monthly-201408-201508">according to StatCounter</a>.</p> <p>This is possible because Hong Kong effectively has a different government than the one in mainland China.</p> <p><img src="https://assets.econsultancy.com/images/0007/3905/google.cn.PNG" alt="" width="620" height="333"></p> <p>Google.cn, as per the image above, redirects all users to Google.com.hk.  </p> <p>Reports indicate that Google search results are not being censored in Hong Kong and that Google China still has significant revenue from Hong Kong, though still far short of what it was six years ago.</p> <p>To add to this confusing story, it seems that <strong>Google will re-enter mainland China in 2016.</strong></p> <p>The company will only offer the Google app store, Google Play, and will not link to its international Google Play site.</p> <p>Instead, the company aims to consolidate the hundreds of independent Android app stores that have proliferated since it left nearly six years ago.</p> <h3>So...</h3> <p>China offers many benefits for brands who are able to crack the market, but doing so is proving to be quite difficult for many Western companies.</p> <p>To get started, it helps to know that the internet has now reached critical mass in China, that different companies dominate search and social there, and that there are other quirks which are not obvious from a Western perspective.</p> <p>Econsultancy subscribers can read more about China in <a href="https://econsultancy.com/reports/the-china-digital-report-q1-2016">The China Digital Report, Q1 2016</a> and look forward to quarterly updates later this year.</p> tag:www.econsultancy.com,2008:BlogPost/67769 2016-04-21T15:19:06+01:00 2016-04-21T15:19:06+01:00 The rise of Amazon's private labels shows the perils of not owning your data & customers Patricio Robles <p>As <a href="http://www.bloomberg.com/news/articles/2016-04-20/got-a-hot-seller-on-amazon-prepare-for-e-tailer-to-make-one-too">detailed by</a> Bloomberg's Spencer Soper, Amazon's private label brand, AmazonBasics, has grown to more 900 products.</p> <p>And its expansion appears to be driven by insights the mega-retailer has gleaned from its troves of sales data:</p> <blockquote> <p>At first, AmazonBasics - launched in 2009 - focused on batteries, recordable DVDs and such. Then for several years, the house brand 'slept quietly as it retained data about other sellers’ successes', according to the report.</p> <p>But in the past couple of years, AmazonBasics has stepped up the pace, rolling out a range of products that seem perfectly tailored to customer demand.</p> </blockquote> <p>Soper points to Rain Design, maker of a best-selling laptop stand, as an example of Amazon's strategy.</p> <p>Last year, AmazonBasics began selling a similar laptop stand, but at half the price, cutting into Rain Design's sales.</p> <p>Unfortunately for Rain Design, because Amazon's stand doesn't infringe on the company's patent, there isn't much it can do.</p> <p><img src="https://assets.econsultancy.com/images/0007/4156/laptopstand.png" alt="" width="861" height="493"></p> <p>According to Chad Rubin, who runs ecommerce firm Skubana, Amazon "know[s] what people want and they're going to mop it up."</p> <p>By Skubana's count, Amazon is increasingly doing just that, and added nearly 300 products to its AmazonBasics portfolio last year alone.</p> <p>Beyond AmazonBasics, the 800-pound gorilla of online retail has launched a number of private label apparel brands, including Lark &amp; Ro, Scout + Ro, Franklin &amp; Freeman and Franklin Tailored.</p> <p>These are now estimated to sell more tham 1,800 different products, putting Amazon directly in competition with former partners like Gap and Eddie Bauer.</p> <h3>Amazon's advantages</h3> <p>While sellers like Rain Design hope that customer loyalty will help them weather the competition from AmazonBasics, Amazon has a number of major advantages.</p> <p>The biggest: it owns the data.</p> <p>That gives Amazon the ability to identify the ripest opportunities, including those that others don't even know about, and attack them with a level of insight that competitors don't have access to.</p> <p>Amazon also owns the customers and customer experience, making it more difficult for sellers like Rain Design to build the kind of loyalty that might encourage customers to pay significantly more for a product.</p> <p>Finally, Amazon has the wherewithal to experiment and fail quickly. As Soper notes:</p> <blockquote> <p>Amazon's size gives it an advantage over so-called direct-to-consumer startups such as mattress seller Casper and eyewear merchant Warby Parker because Amazon can experiment with one product rather than having to build out an entire line. If an item flops, it's no big deal.</p> </blockquote> <h3>It's not just ecommerce</h3> <p>Of course, Amazon isn't the only company that's seeking to take advantage of ownership and control of data and customers.</p> <p>Publishers are increasingly being pushed to <a href="https://econsultancy.com/blog/67691-content-creators-it-s-time-to-abandon-yourself-to-facebook">abandon themselves to Facebook</a>, which is working to get more and more publishers to publish their content directly on Facebook using <a href="https://econsultancy.com/blog/67544-facebook-to-open-up-instant-articles-what-publishers-need-to-know">Instant Articles</a> and <a href="https://econsultancy.com/blog/67603-what-marketers-need-to-know-about-facebook-s-livestreaming-push">Facebook Live</a>. </p> <p>Other popular social platforms, <a href="https://econsultancy.com/blog/67686-is-pinterest-using-how-to-pins-to-exploit-third-party-content-for-seo-benefit">like Pinterest</a>, are also taking advantage of the willingness of third parties to publish content outside of the channels they own and control.</p> <p>Obviously there's no guarantee that platforms will eventually look to cut out these publishers – Snapchat's <a href="http://digiday.com/publishers/lessons-snapchats-retreat-editorial-content/">retreat from original content</a> reveals numerous challenges in doing this.</p> <p>But the rise of Amazon's private labels and the impact it is having on Amazon sellers like Rain Design serves as a powerful reminder to <em>all</em> companies: if you don't control your data and customers, you can't really control your future.</p> tag:www.econsultancy.com,2008:WebinarEvent/802 2016-04-18T10:02:46+01:00 2016-04-18T10:02:46+01:00 Social: Trends, Data and Best Practice <p>This webinar will be hosted by senior Econsultancy analyst, Lynette Saunders and Michelle Goodall, who specialises in digital transformation, communications, content, community and social media strategies. Michelle has authored Econsultancy’s Social Media Best Practice Guide (soon to be published) and is a trainer for Econsultancy’s Social Media courses. </p> <p>This Social trends webinar will cover:</p> <ul> <li>Social Media channel overview - the trends and developments driving change</li> <li>A broad framework for a Social Media Strategy</li> <li>Organisational challenges - organising for Social Media and typical operating models</li> </ul>   tag:www.econsultancy.com,2008:BlogPost/67733 2016-04-14T15:01:51+01:00 2016-04-14T15:01:51+01:00 The Facebook 'context collapse': how decline in personal sharing might affect brands Patricio Robles <p><a href="http://www.bloomberg.com/news/articles/2016-04-07/facebook-said-to-face-decline-in-people-posting-personal-content">According to The Information</a>, by the middle of 2015, users' sharing of original, personal information had dropped 21% year-over-year, and has declined by 16% so far this year.</p> <p>Facebook says "the overall level of sharing has remained not only strong, but similar to levels in prior years," which means that if The Information's figures are accurate, Facebook users are sharing more non-personal content, like news articles and blogs posts published by third parties.</p> <p>At the same time, industry observers suggest that personal sharing activity has shifted to other platforms, like Snapchat and Instagram, which is owned by Facebook.</p> <p>For brands active on Facebook, this trend is worth noting as it could eventually affect their efforts on the social network.</p> <h3>The good</h3> <p>The good news for brands is that Facebook users are using the service to share non-personal content on a large scale.</p> <p>This bolsters brand content marketing campaigns on Facebook, a good number of which rely on <a href="https://econsultancy.com/blog/67553-what-will-facebook-messenger-ads-mean-for-marketers/">the company's paid ad offerings</a>.</p> <p>If sharing of non-personal content was not being embraced, it's likely that some brands would question the efficacy of their campaigns on the social network and scale back their efforts as a result.</p> <p><em>Branded content goes well on Facebook</em></p> <p><a href="https://www.facebook.com/Econsultancy/"><img src="https://assets.econsultancy.com/images/0007/3935/Screen_Shot_2016-04-14_at_11.31.28.png" alt="econ facebook post" width="500"></a></p> <h3>The bad</h3> <p>While brands almost certainly benefit from users' willingness to share non-personal content, the bad news is that over the long-term, less personal sharing could change user behavior in ways that don't benefit brands.</p> <p>Ultimately, if Facebook's "context collapse" drives more and more personal sharing to other networks, Facebook users might engage less frequently and deeply with the service, over time reducing the value of Facebook sharing activity.</p> <p>Put simply, if a healthy balance between personal and non-personal sharing is lost permanently, Facebook could become less productive a platform for brands.</p> <p><em>Are baby pics becoming more common on Instagram?</em></p> <p><img src="https://assets.econsultancy.com/images/0007/3934/iStock_000081941295_Small.jpg" alt="baby" width="615"></p> <h3>The ugly</h3> <p>Facebook is likely concerned about that balance, and while its efforts to restore it appear to be focused on encouraging more personal sharing, the risk for brands is that Facebook might eventually need to employ stronger tactics to do that.</p> <p>Hypothetically, these tactics could involve changes that favor personal over non-personal content. For example, there's nothing stopping Facebook from tweaking <a href="https://econsultancy.com/blog/7885-the-ultimate-guide-to-the-facebook-edgerank-algorithm">its algorithm</a> to more frequently highlight personal content.</p> <p>Given that many brands already struggle with organic reach and invest considerable sums into paid campaigns to more broadly reach their target audiences on Facebook, any changes that make it even more difficult or costly to stand out on the world's largest social network would not be welcome news for marketers.</p> tag:www.econsultancy.com,2008:BlogPost/67712 2016-04-13T11:35:52+01:00 2016-04-13T11:35:52+01:00 Seven helpful tips for livestreaming success Patricio Robles <h3>1. Pick the right platform</h3> <p>There are a number of popular livestreaming platforms. Celebrities like <a href="https://econsultancy.com/blog/66297-madonna-s-meerkat-fail-shows-the-risks-of-early-adoption">Madonna embraced Meerkat</a>, which has since <a href="http://recode.net/2016/03/04/meerkat-is-ditching-the-livestream-and-chasing-a-video-social-network-instead/">pivoted away from</a> livestreaming.</p> <p>Twitter's Periscope has been employed by <em>The Late Show with Stephen Colbert</em>.</p> <p>And with <a href="https://econsultancy.com/blog/67603-what-marketers-need-to-know-about-facebook-s-livestreaming-push">Facebook's livestreaming push</a>, many brands will no doubt be considering the world's largest social network for their next livestream.</p> <p><img src="https://assets.econsultancy.com/images/0007/2696/Facebook_livestream.png" alt="" width="441" height="178"></p> <p>Already, there is growing differentiation between platforms.</p> <p>Periscope, for example, doesn't officially support archiving, and Facebook, which does, is incentivizing use of Facebook Live by ranking live streams higher in user News Feeds.</p> <p>This means brands will want to be thoughtful about which platforms they adopt.</p> <h3>2. Recognize that personality matters</h3> <p>Livestreaming isn't television, and authenticity is probably a more attractive attribute in the medium than polish is.</p> <p>That means brands don't necessarily want or need established personalities; they may well find success with virtual unknowns.</p> <p>But whoever they put in front of viewers needs to be able to connect with the target audience.</p> <h3>3. Ideas are key</h3> <p>Last week, BuzzFeed broke the record for concurrent viewers on a Facebook livestream.</p> <p><a href="http://www.tubefilter.com/2016/04/08/buzzfeed-live-facebook-video-watermelon/">More than 800,000 viewers</a> accepted the popular digital publisher's call to action: "Watch us explode this watermelon one rubber band at a time!"</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/3818/buzzfeed-blog-flyer.jpg" alt="" width="330" height="330"></p> <p>Replicating BuzzFeed's success won't be easy for brands.</p> <p>After all, most of them will find it hard to relate similar stunts to their wares.</p> <p>But BuzzFeed's record-breaking livestream is a reminder that individuals willing to tune in to a live event are far more likely to do so when lured by the promise of content that's unique, fascinating, engaging or enlightening.</p> <h3>4. Understand that scripting isn't necessary, but preparation is</h3> <p>Livestreamimg doesn't require fully scripted content – in fact, in many cases that will even be undesirable – but brands shouldn't expect to achieve livestreaming success without some preparation to ensure events flow smoothly and keep viewers engaged.</p> <p>Without structure, livestreaming events can quickly become boring, or worse, very quickly, reducing the likelihood a viewer will tune in again.</p> <h3>5. Look for co-creation opportunities</h3> <p>Livestreaming is a great medium for brands to take advantage of <a href="https://econsultancy.com/reports/influencing-the-influencers-the-magic-of-co-created-content">the magic of co-created content</a>.</p> <p>There are numerous opportunities for brands to involve <a href="https://econsultancy.com/reports/the-rise-of-influencers/">influencers</a> in their livestreaming content.</p> <p>For example, Amazon is inviting high-profile guests to co-host episodes of its daily digital fashion show, <a href="https://econsultancy.com/blog/67627-is-amazon-s-style-code-live-this-generation-s-answer-to-the-tv-shopping-channel/">Style Code Live</a>.</p> <h3>6. Get the setup right</h3> <p>While brands using third-party platforms to livestream lack a good deal of control, they should do everything they can to ensure that they're not the source of a technical failure.</p> <p>From selecting the right equipment to ensuring that they have adequate connectivity, nothing should be left to chance and Plans B and C should be established and ready to implement before an important stream begins. </p> <h3>7. Take full advantage of the medium</h3> <p>To fully exploit the livestreaming opportunity, brands should look for ways they can tap the unique attributes of the medium.</p> <p><img src="https://assets.econsultancy.com/images/0007/2790/stylecode2.jpg" alt="" width="615" height="105"></p> <p>Once again, Amazon's Style Code Live provides a good example, as the retail giant allows viewers to interact with guests via live chat.</p> <p>It also created a custom video player that highlights products that are being featured on the show.</p> tag:www.econsultancy.com,2008:BlogPost/67707 2016-04-11T00:01:00+01:00 2016-04-11T00:01:00+01:00 Digital marketing in Asia: Spotlight on Malaysia Jeff Rajeck <p>Through investigating a number of South-East Asia countries, we are revealing which might be of interest to marketers globally. Here, we cover Malaysia.</p> <p>But, first off, <strong>why would a global brand want to be in Malaysia?</strong></p> <p><img src="https://assets.econsultancy.com/images/resized/0007/3620/women_walking-blog-flyer.jpg" alt="" width="470" height="313"></p> <h3>Malaysia is a big, English-speaking market</h3> <p>Malaysia's population is around 30m, according to most recent estimates.</p> <p>And though the country's official lnguage is Malay, <strong>Malaysia's English proficiency is on par with Singapore</strong>, according to the <a href="http://www.ef.sg/epi/.">EF English Proficiency Index</a>.</p> <p>In practice, English is spoken by most people in the country every day so for Western brands with English-speaking marketers, language should not be a problem. </p> <p><img src="https://assets.econsultancy.com/images/resized/0007/3621/kl-blog-flyer.jpg" alt="" width="470" height="264"></p> <h3>Malaysians are well-educated</h3> <p>According to the Malaysian government's <a href="https://www.statistics.gov.my">Labour Force Survey Report</a>, out of 13.5m working Malaysians about one quarter (3.5m) has tertiary education and another 55% has secondary education.</p> <p>This distribution is roughly in-line with European nations <a href="https://data.oecd.org/eduatt/population-with-tertiary-education.htm">according to OECD statistics</a>, so marketers will not be in completely unfamiliar territory.</p> <h3>The country is relatively affluent</h3> <p>Malaysia's GDP per capita on a purchasing power parity (PPP) basis, a rough measure of the spending power of a country's citizens, was US$26,600 in 2014.</p> <p>This is about half of the figure for the US ($56,300) and two-thirds for the UK ($41,200), all according to the <a href="https://www.cia.gov/library/publications/the-world-factbook/fields/2004.html">CIA World Factbook</a>.</p> <p>Though this means they have less disposable income than Westerners, on the whole <strong>Malaysians have much more spending power than other countries in the region</strong> such as Indonesia ($11,300) and Vietnam ($6,300). </p> <p><img src="https://assets.econsultancy.com/images/resized/0007/3622/cosmo-blog-flyer.jpg" alt="" width="470" height="314"></p> <h3>And Malaysians are very digital</h3> <p>Twenty million Malaysians are on the internet, about two-thirds of the population, according to Internet World Stats.</p> <p>But according to a <a href="https://www.itu.int/en/ITU-D/Statistics/Documents/publications/mis2013/MIS2013_without_Annex_4.pdf">2013 report,</a> commissioned by the United Nations’ International Telecommunication Union (ITU), <strong>Malaysia ranked fourth-highest globally for the size of its 'digital native' population</strong>, which is defined as the percentage of youths aged 15 to 24 with at least five years of active internet use.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/3623/youth-blog-flyer.jpg" alt="" width="470" height="312"></p> <p>This means that <strong>Malaysia's internet users are more likely to be young</strong> than those in the UK (25th), neighboring Singapore (12th), or even the USA (6th). </p> <h3>And how would one reach a Malaysian consumer?</h3> <h4>Through Google</h4> <p>Fortunately for most marketers globally, <strong>Malaysian consumers use the same search engine as most do elsewhere, Google.</strong></p> <p>Google's market share in Malaysia is, by most estimates, over 90%. And according to Wordstream, the cost-per-click is 75% less than it is in the USA.</p> <h4>Or Facebook, LinkedIn, and Twitter</h4> <p><strong>Facebook is, by far, the most popular social media network in Malaysia</strong> and the third most popular site, below Google and YouTube.</p> <p>According to estimates from Facebook's own Audience Tool, there are around 17.5m Malaysians on the platform, which us 85% of the Malaysian Internet population.</p> <p><strong>There are 3m Malaysian LinkedIn users</strong> as well, over 20% of its working population.</p> <p>And, according to the Twitter Ad Tool,<strong> there are between 1.3m and 1.9m Malaysian Twitter users</strong> in the country.</p> <h4>And little need to change branding</h4> <p>One interesting thing that many notice when they go to Malaysia is that <strong>Malaysian advertising freely uses both Malay and English</strong>.</p> <p>Many of the brands are the same, and some have added Malay to their messaging...</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/3624/mini-blog-flyer.jpg" alt="" width="470" height="314"></p> <p>...others have just use English...</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/3625/petronas-blog-flyer.jpg" alt="" width="470" height="313"></p> <p>...and some become even more adventurous than they might be in 100% English speaking countries!</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/3626/phuket-blog-flyer.jpg" alt="" width="470" height="353"></p> <h3>So, is there anything else to know?</h3> <h4>Malaysia is ethnically diverse</h4> <p>Malaysia is an ethnically diverse country. According to Malaysian government figures, around two-thirds of the population is Malay, one-quarter Chinese, and 7% of Indian heritage.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/3628/holi-blog-flyer.jpg" alt="" width="470" height="353"></p> <p>Because of this, <strong>Malaysia is also religiously diverse as well</strong>. The country is officially Islamic, but there are also a significant number of Buddhists, Hindus, and Christians as well.</p> <p>With so many strong religious groups, it can be quite easy for brands to miss the mark or downright fail due to a lack of understanding of the local culture.</p> <p>For example, many Western hair products advertise by showing, well, hair. But, <strong>showing hair in an advert goes against the Malay cultural sensitivities.</strong> Many Malaysian women who cover their hair with a headdress (Hijab).</p> <p>Being aware of these issues, however, can benefit brands.</p> <p>Sunsilk, a Unilever shampoo brand, was able to advertise its products while respecting that sensitivity.  </p> <p>Models who represented the spirit of the brand were shown in their Hijab, without any hair showing at all. The campaign is credited with helping Sunsilk grow its market share by 9% in 2013, after a decline in 5% in 2012, as a result.</p> <p><img src="https://assets.econsultancy.com/images/0007/3629/sunsilk.jpg" alt="" width="553" height="205"></p> <h4>Ecommerce is still a small part of the economy, though</h4> <p>Payvision, a global payments solution, reported <strong>in 2014 that less than 1% of purchases in Malaysia were conducted online</strong>. They also projected that this number will only reach 1.4% in 2016.</p> <p>In the same report, however, Payvision also pointed out that <strong>40% of all ecommerce sales in Malaysia are cross-border</strong>, more than almost any other country.  </p> <p>It goes on to say that Malaysians typically buy from American sites such as Amazon, Apple, and eBay, but they do also buy from European and Chinese sites as well.</p> <h4>And there is already competition</h4> <p>Despite the relatively small digital market, there are already some significant digital players in the region.</p> <p>Lazada, the 'Amazon of South-East Asia' is popular in the country as is Zalora, an online fashion retailer.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/3630/lazada-blog-flyer.png" alt="" width="470" height="183"></p> <p>And, according to research carried out by EcommerceMILO, 16 out of 36 of the largest brick-and-morter retail stores in the country have an online presence.</p> <p>So before launching, be sure to check out the competition through EcommerceMilo's <a href="http://www.ecommercemilo.com/2015/03/are-malaysia-top-retailers-doing-ecommerce.html">useful guides to the country's ecommerce landscape</a>.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/3631/top_ecommerce_sites_malaysia-blog-flyer.png" alt="" width="470" height="358"></p> <h3>So...</h3> <p>Malaysia offers a big, well-educated, relatively affluent, and educated market for Western brands wanting to sell more in Asia. </p> <p>Fortunately they also speak English and use a lot of the same online services that people do in the West, so existing digital marketing programs for Western markets should translate quite naturally.</p> <p>But it's important to note that ecommerce is still a very small part of the economy and there are some significant players who are already quite active.</p> <p>Then again, digital allows companies to try a few small experiments before entering a new market and, overall, Malaysia seems to be a relative sensible territory for that.</p> tag:www.econsultancy.com,2008:BlogPost/67594 2016-03-23T00:06:00+00:00 2016-03-23T00:06:00+00:00 Digital marketing in Singapore: 101 Jeff Rajeck <p><em>Bucking global trends, the South-East Asian economy has been growing steadily over the past few years.</em></p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2495/growth-blog-flyer.png" alt="" width="470" height="246"></p> <h3>Demographics</h3> <p>Singapore has a <strong>total population of 5.26m people</strong>, which include approximately 2m people born elsewhere (called expatriates or expats).</p> <p>Unemployment in the country is very low, around 2%, and <strong>the top 25% of earners make more than $100,000 US dollar equivalent per year</strong>.</p> <p>English is the most-widely spoken language in the country and people here are very familiar with Western brands and media. The national sport, some might argue, is English football.</p> <p>So if you're looking for a demographic with buying power and a knowledge of Western culture, Singapore is the place to start.</p> <p>But where can you find them online?</p> <h3>Internet population</h3> <p>The percentage of people in Singapore who are online is among the highest in the world. Over eight in 10 (81%) are on the internet and this number grew by 10% between 2013 and 2014.</p> <p>Also, <strong>Singapore enjoys one of the fastest broadband speeds in the world</strong>. A government-assisted rollout of fibre island-wide is responsible for this rise to the top of the speed charts.</p> <p>According to Akamai Technologies, the content delivery network, Singapore has the fastest peak speeds in the world at 94.8 megabits per second (Mb/s). For average speed, it ranks 10th at 12.5 Mb/s and very few netizens (13%) in Singapore surf at speeds below 4MB/s</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2496/myrepublic-broadband-blog-flyer.jpg" alt="" width="470" height="210"></p> <h3>Mobile internet</h3> <p>4G mobile internet coverage is also among the best in the world. Over 99% of the island has LTE coverage at the street level and mobile users experience average speeds of 38Mb/s (also, apparently, <a href="http://digital.asiaone.com/digital/news/starhub-has-worlds-fastest-4g-lte-network">the world's fastest</a>)</p> <p>Indoor coverage is still in progress, though many foreigners find it surprising that <strong>4G works in tunnels and underground trains.</strong></p> <p>Because of this ubiquitous high-quality <a href="https://econsultancy.com/blog/67595-key-stats-from-facebook-s-state-of-connectivity-report/">internet connectivity</a>, scenes of people starting at their phones is as common, if not more, than elsewhere.</p> <p>So, for those interested in reaching consumers here, a mobile strategy is key.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2497/mobil-blog-flyer.png" alt="" width="470" height="307"></p> <h3>Search</h3> <p>Google is used by at least 90% of people in Singapore, with Yahoo being used by most of the remainder.</p> <p>And according to WordStream, <a href="http://www.wordstream.com/blog/ws/2015/07/06/average-cost-per-click">pay-per-click costs are 58% lower than those in the US</a> on average.</p> <h3>Social media</h3> <p>Facebook is the go-to social network in Singapore, as with most countries,. </p> <p>According to Facebook's<a href="https://www.facebook.com/ads/audience_insights"> Audience Insight Tool</a>, there are<strong> 3.5m monthly active users (MAUs) on Facebook in Singapore.</strong> In a <a href="https://www.facebook.com/business/news/mothers-day-sg-2015">separate blog post</a>, Facebook reiterates this number and adds that there are 2.4m people in the country on Facebook every day.</p> <p>I have previously<a href="https://econsultancy.com/blog/67423-how-to-avoid-bad-marketing-statistics-asia-case-study/"> analyzed their MAU figure</a> and find it a bit high but there is no denying that Facebook dominates the social media landscape.</p> <p>Elsewhere, <a href="https://ads.twitter.com">Twitter for Business </a>indicates that there are <strong>between 350k - 550k English-speaking tweeters</strong> and hardly any Chinese-speaking.</p> <p>LinkedIn claims that there are <strong>1.8m LinkedIn members in Singapore</strong>, which is also probably a bit high as it would be over 50% of the total workforce (3 million) and more than the total of all professionals, managers, executives, and technicians. Still, it is quite common for people to use LinkedIn regularly to network and search for jobs.</p> <p>Other social networks are clearly popular as well, <strong>especially Instagram</strong>, but as figures are based on surveys and estimations, they have to be taken with a grain of salt.</p> <p>As for messaging apps, WhatsApp is certainly more popular than Facebook Messenger or WeChat in Singapore so <strong>being on WhatsApp is pretty much required.</strong></p> <h3>Influencers</h3> <p>Like most countries nowadays, Singapore has its share of local influencers who can help launch a brand, or at the very least give it a boost.</p> <p>Beauty and lifestyle bloggers such as <a href="http://xiaxue.blogspot.sg/">Xiaxue </a>and food bloggers such as <a href="http://ieatishootipost.sg/">ieatishootipost </a>are very well-known throughout Singapore and have sophisticated sites with a loyal following.</p> <p><a href="https://econsultancy.com/reports/the-rise-of-influencers">Hiring influencers has become quite an industry </a>here already, though, and so any brands looking to enter the market would be wise to use one of the agencies, such as Gushcloud or Nuffnag.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2498/banner-blog-flyer.png" alt="" width="470" height="211"></p> <h3>Ecommerce</h3> <p>Ecommerce had a slow start in Singapore, possibly because it is so well-served by existing shopping centres and the fact that offline shopping is a national past-time.</p> <p>Still, in 2015 <a href="http://www.specommerce.com.s3.amazonaws.com/dl/fs/141211_fs_singapore_factsheet.pdf">Singaporeans spent $3.5bn online</a>, according to Singapore Post, a rise of over 25% year-over-year.</p> <p>And, according to Euromonitor, <strong>Singapore and Malaysia are responsible for almost half of the total online retail sales in South-East Asia.</strong></p> <p>Ecommerce sites in Singapore, though, are quite different. Amazon does not have a local site for the country, although they do offer some free shipping deals to Singapore.</p> <p>Instead, companies like Redmart (groceries), Reebonz (luxury), Lazada (electronics), and Zalora (fashion) fill the gap as well as the slightly chaotic local merchant site, Qoo10.</p> <p>Western companies also set up their own sites in Singapore as well. SingPost's new ecommerce company, SP Commerce, manages such solutions for Adidas, Muji, and Calvin Klein.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2499/qoo10-blog-flyer.png" alt="" width="470" height="262"></p> <h3>So where to start?</h3> <p>Marketers who speak English and are familiar with using Facebook and Google for promotion will find it quite easy to get started in Singapore. Locals will largely understand Western cultural references as most people here are familiar with Western media.</p> <p>What might be harder is turning attention into sales. Singaporeans have a strong local culture and many other digital players are already very well-established here.</p> <p>Speaking to a local agency would certainly help, as they can help align your brand with things which resonate with locals. Food, for example, is different in Singapore and very important culturally, so it can be worthwhile to focus research in this area (see image below).</p> <p>You will also see brands establish themselves in Singapore based on their existing marketing messaging, though, and at this crossroads of Asia and the West, that can certainly work as well.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2501/durian_mcflurry-blog-flyer.png" alt="" width="470" height="353"></p> <p><em>Further reading:</em></p> <p><a href="https://econsultancy.com/reports/state-of-email-and-marketing-automation-in-south-east-asia">The State of Email and Marketing Automation in South-East Asia</a></p> tag:www.econsultancy.com,2008:BlogPost/67642 2016-03-14T11:27:59+00:00 2016-03-14T11:27:59+00:00 How brands celebrated International Women’s Day 2016 Chloe McKenna <p>Brands are increasingly building the awareness day into their marketing strategies, with global companies through to SMEs alike posting content and launching campaigns around the theme.</p> <p>In this post I’ll run through some of the most impactful campaigns from the day.</p> <h3>Microsoft: #MakeWhatsNext</h3> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Can you name any women inventors? We asked girls who love science this question. <a href="https://twitter.com/hashtag/IWD2016?src=hash">#IWD2016</a> <a href="https://twitter.com/hashtag/MakeWhatsNext?src=hash">#MakeWhatsNext</a><a href="https://t.co/M0EMX00OXx">https://t.co/M0EMX00OXx</a></p> — Microsoft (@Microsoft) <a href="https://twitter.com/Microsoft/status/706849969374777344">March 7, 2016</a> </blockquote> <p>Microsoft marked IWD with the launch of its #MakeWhatsNext campaign video.</p> <p>The video highlights the often undervalued contribution that women inventors have made to science, due to the emphasis often falling on their male counterparts in terms of what children are taught through mainstream school curriculums.</p> <p>Each girl is first asked to name an inventor, which all managed with ease, reeling off names including Thomas Edison, Alexander Bell and Leonardo Di Vinci.</p> <p>They were then asked to repeat the exercise but instead to list female inventors instead, and all struggled to do so explaining that they had only been taught about the men.</p> <p>The campaign coincides with Microsoft’s YouthSpark program which aims to help young people, particularly women, get access to tools and training to empower them through computer science.</p> <h3>Fairy Fair</h3> <p>Fairy released a video aimed at addressing the unequal distribution of who does the household chores between the genders.</p> <p>Opening with the statistic that on average women in the UK spend 117 minutes more doing household chores than men every day, the video interviewed couples about how they share duties such as laundry, cleaning, cooking and ironing with the women lamenting the fact that they end up burdened with the lion's share.</p> <p>Fairy provided them with a bottle of Fairy Liquid, dropping the ‘Y’ as a reminder to the men to help out more. </p> <p><img src="https://assets.econsultancy.com/images/0007/2932/Fairy-Fair.png" alt="" width="712" height="399"></p> <p>The same theme was first explored by Ariel India in its <a href="https://www.youtube.com/watch?v=OD0tlRRzS9M">#Sharetheload campaign</a> earlier this year.</p> <p>Research conducted by BBDO India revealed that 73% of women feel men prefer relaxing over helping with household chores.</p> <p>The ads asked the question ‘Is laundry only a woman’s job?’ and earned significant media coverage in India, also sparking social media conversations and debate.</p> <p>Actions from the campaign included a ‘His &amp; Her’ product being created, a change to the wash care labels of clothes, and in a landmark move Ariel tied up with matrimonial websites (where millions of prospective couples meet) and willingness to ‘Share the load’ was introduced to matchmaking profiles.</p> <p>The result? Millions of men pledged to #sharetheload and contribute to a shift in the mindset of other men across India. </p> <p><iframe src="https://www.youtube.com/embed/wJukf4ifuKs?wmode=transparent" width="615" height="346"></iframe></p> <h3>Google: #OneDayIWill</h3> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Our International Women's Day Doodle celebrates the dreams of women around the world. Share yours using <a href="https://twitter.com/hashtag/OneDayIWill?src=hash">#OneDayIWill</a> <a href="https://t.co/QhNtCNTWgj">pic.twitter.com/QhNtCNTWgj</a></p> — Google UK (@GoogleUK) <a href="https://twitter.com/GoogleUK/status/707104818037465088">March 8, 2016</a> </blockquote> <p>Google’s IWD doodle celebrated the aspirations of women from around the world.</p> <p>The video featured 13 cities around the world, asking 33 girls and women from all walks of life to complete the sentence “One Day I Will…”.</p> <p>From San Francisco and Rio de Janeiro through to Moscow and Cairo, each of the women came from a different location and had a unique perspective and set of ambitions.</p> <p>The doodle included some notable figures including anthropologist Jane Goodall and Nobel Prize Winner Malala Yousafzai through to unknown women who Google described as the “women [who] continue to dream big”. </p> <h3>Oxfam International: Make a pledge</h3> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Today is <a href="https://twitter.com/hashtag/IWD2016?src=hash">#IWD2016</a> here's to the unsung heroes of <a href="https://twitter.com/hashtag/SouthSudan?src=hash">#SouthSudan</a>. Read their messages: <a href="https://t.co/8cHoYgMSlL">https://t.co/8cHoYgMSlL</a> <a href="https://t.co/22qUhurzWm">pic.twitter.com/22qUhurzWm</a></p> — Oxfam International (@Oxfam) <a href="https://twitter.com/Oxfam/status/707147636659363840">March 8, 2016</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">When women are unlimited, poverty is undone. Pledge &amp; make it happen: <a href="https://t.co/BfJ9VIljep">https://t.co/BfJ9VIljep</a> <a href="https://twitter.com/hashtag/womenunlimited?src=hash">#womenunlimited</a> <a href="https://twitter.com/hashtag/IWD16?src=hash">#IWD16</a> <a href="https://t.co/fWKYELGQJz">pic.twitter.com/fWKYELGQJz</a></p> — Oxfam (@oxfamgb) <a href="https://twitter.com/oxfamgb/status/707099841088897024">March 8, 2016</a> </blockquote> <p>Oxfam International shared messages of struggle, inspiration and freedom from women around the world, calling on followers and supporters to make a pledge of support.</p> <p>Via an onsite checklist, users can promise to carry out various actions in the name of advancing female equality, from signing a petition asking David Cameron to lead the fight on wage inequality, through to pledging to buy Fairtrade products in order to support women farmers.</p> <p>The bold campaign saw Oxfam itself pledge ‘that every girl should be able to dream as big as every boy.’</p> <h3>What can we expect from International Women's Day 2017?</h3> <p>While each of the campaigns from 2016’s IWD highlight a positive message of equality, it’s important to remember that it hasn’t been achieved yet.</p> <p>Many of the issues which IWD highlights, from pay and education inequalities through to unequal distribution of the household chores, still effect women from across the world on a daily basis.</p> <p>Content such as that which the BBC shared around the <a href="http://www.bbc.co.uk/news/blogs-trending-35687712">question of oppression among Saudi women</a> and dating app Happn’s <a href="http://www.self.com/trending/2016/03/dating-app-campaigns-for-womens-rights-with-fake-survivor-profiles/">shocking campaign</a> highlighting the prevalence of domestic abuse, are stark reminders that there is still a long way to go before there is complete gender parity globally.</p> <p><img src="https://assets.econsultancy.com/images/0007/2933/IWD-2017.png" alt="" width="744" height="406"></p> <p>For #IWD2017 it’s safe to assume that even more brands will be planning campaigns and <a href="https://econsultancy.com/blog/67530-five-social-media-campaigns-celebrating-women-across-the-globe/">content around the theme of female empowerment</a> internationally.</p> <p>This will help to raise awareness and work to support the UN’s overarching goal of gender equality for all and a <a href="http://www.un.org/en/events/womensday/">‘planet 50-50 by 2030’</a>. </p> tag:www.econsultancy.com,2008:BlogPost/67633 2016-03-09T16:55:00+00:00 2016-03-09T16:55:00+00:00 The social strategy behind Kim Kardashian’s #InternationalWomensDay nude tweets Bola Awoniyi <p>While it is easy to say “that’s fine for Kim, she is a megastar” there are significant lessons that can be learned from a deeper look at Kim K’s marketing campaign series of tweets.</p> <p><em>NB: The links to Kim K’s tweets are probably NSFW. But if you get caught, it’s research right?</em></p> <p>And for further examples of campaigns related to International Women’s Day, check out these posts:</p> <ul> <li><a href="https://econsultancy.com/blog/67626-17-marketing-campaigns-with-a-positive-message-for-women/">17 marketing campaigns with a positive message for women</a></li> <li><a href="https://econsultancy.com/blog/67530-five-social-media-campaigns-celebrating-women-across-the-globe/">Five social media campaigns celebrating women across the globe</a></li> <li><a href="https://econsultancy.com/blog/67393-how-women-s-aid-used-digital-ooh-ads-to-make-327m-people-stop-look/">How Women’s Aid used digital OOH ads to make 327m people stop &amp; look</a></li> </ul> <h3><strong>Step 1: The Nude (Alt title: Get people into the sales funnel)</strong></h3> <p>At 8:11am GMT on 7th March (the day before International Women’s Day), but just after midnight in LA where Kim K was based, the star <a href="https://twitter.com/KimKardashian/status/706754164047667200">tweeted a nude image</a> with the Twitter friendly caption: “When you're like I have nothing to wear LOL”.</p> <p>What ensued was predictable internet pandemonium. Media outlets of the viral variety covered the picture and the reactions that ensued.</p> <p>Shortly afterwards, the thinkpieces on whether this is socially problematic or not began to emerge.</p> <p>Given that social media platforms are the primary holders of our attention in 2016, Twitter and Facebook obliged and also did their part; Twitter provided <a href="https://econsultancy.com/blog/67027-five-reasons-twitter-moments-is-a-good-move/">a Twitter Moment</a> (one of at least three on the star over the 48 period) and Facebook declared her a trending topic, which she still is as of writing.</p> <p><img src="https://assets.econsultancy.com/images/0007/2815/u3Jmsza.png" alt="" width="268" height="502"></p> <p>Facebook’s involvement is particularly important.</p> <p>Given that most digital publishers get the majority of traffic from Facebook, they are incentivised to follow Facebook’s trends, thus more content, more reading, more discussion and the feedback loop rolls on and on.</p> <p>The fact that her tweet was retweeted over 110,000 times misses the point.</p> <p>All of the <a href="https://econsultancy.com/blog/65560-what-s-the-difference-between-paid-owned-and-earned-media/">earned media</a> surrounding her effectively filled up her funnel on the eve of #IWD2016 with aware, captivated observers intrigued to see what happens next. </p> <h3><strong>Step 2: To all my haters (Alt title: From Awareness to consideration)</strong></h3> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Reading my comments like....LOL <a href="https://t.co/hQ4fVu9Aq6">pic.twitter.com/hQ4fVu9Aq6</a></p> — Kim Kardashian West (@KimKardashian) <a href="https://twitter.com/KimKardashian/status/706994100390666240">March 8, 2016</a> </blockquote> <p>16 hours after the initial tweet (Still the eve of #IWD2016), Kim tweeted the above, followed by a series of tweets addressing those that criticised her, including this stinger to Piers Morgan (if you know the back story, then you know).</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">hey <a href="https://twitter.com/piersmorgan">@piersmorgan</a> never offer to buy a married woman clothes. thats on some ashley madison type shit <a href="https://twitter.com/hashtag/forresearch?src=hash">#forresearch</a></p> — Kim Kardashian West (@KimKardashian) <a href="https://twitter.com/KimKardashian/status/707079233810472960">March 8, 2016</a> </blockquote> <p>And Bette Midler, who also called her out for her picture.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">hey <a href="https://twitter.com/BetteMidler">@BetteMidler</a> I really didn't want to bring up how you sent me a gift awhile back trying to be a fake friend then come at me <a href="https://twitter.com/hashtag/dejavu?src=hash">#dejavu</a></p> — Kim Kardashian West (@KimKardashian) <a href="https://twitter.com/KimKardashian/status/707081206173532161">March 8, 2016</a> </blockquote> <p>Which was followed by more internet culture material and finally <a href="https://twitter.com/KimKardashian/status/707089027657150470">another nude picture</a> with the caption “#Liberated”.</p> <p>The resultant effect? The same as before, but now the conversation on whether Kim is liberated and liberating other women has ‘conveniently’ gone well into #IWD2016.</p> <h3><strong>Step 3: Flipping the script (Alt title: Conversion)</strong></h3> <p>Already dominating many timelines and newsfeeds on the afternoon of #IWD2016, Kim posted <a href="https://twitter.com/KimKardashian/status/707343955076190209">this tweet</a>, which linked to an open letter, which so happens to be behind a paywall for premium Kardashian content, which you can access free for seven days.</p> <p>But because the internet is the internet, if you don’t want to give The Kardashian-Jenner clan your details, screenshots are <a href="https://twitter.com/TheAffinityMag/status/707360542189420544/photo/1">readily available via Twitter</a> (NSFW).</p> <p>The overriding message? “I’m empowered by body and sexuality regardless of my past and flaws. If I am cool with it, you should be too. #HappyInternationalWomrnsDay”.</p> <p>And just like that, the open letter framed her positively, challenged people's perceptions and took full advantage of the day being celebrated.</p> <h3><strong>Step 4: Guess who is on Snapchat… (Alt title: Buy/Loyalty/Another Touchpoint to consume Kim)</strong></h3> <p>With such positive sentiment, is there a better time to let the world know that you are the hottest social platform of the moment? </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Snapchat <a href="https://t.co/ofJMSNFqmm">pic.twitter.com/ofJMSNFqmm</a></p> — Kim Kardashian West (@KimKardashian) <a href="https://twitter.com/KimKardashian/status/707457743263821824">March 9, 2016</a> </blockquote> <p>Now to be clear, if Kim didn’t do this and simply posted the above tweet, it probably would have become news in some circles.</p> <p>But the groundwork laid by her tweets and open letter created a much better environment for her to release such a newsworthy event.</p> <p>Given that a Kardashian's overall metric for success is attention, it’s clear that for her this was a success, even if only a handful of people signed-up for a free trial to her platform. </p> <p>No doubt, most brands and celebrities don’t have the means or desire to pull off such a campaign. However, there are some things that every marketer can take going forward:</p> <p><strong>1. Forward plan activities around social trends, especially when they are relevant with brand</strong></p> <p>Whatever your corner of the internet looks like, you can be sure there are at least a handful of trends or #INSERTOCCASIONDay that really resonate with your audience and align with your brand's identity.</p> <p>It only makes sense to milk these occasions for all they are worth.</p> <p>They will be one of the few times where your brand can contribute to the conversation authentically and earnestly.</p> <p>Given that the topic matter should be relatively comfortable to discuss for your brand and audience, you should feel more inclined to take creative license and attempt something a little risky. Not Kim K risky… but risky.</p> <p><strong>2. Create the conversation, rather than just joining in</strong></p> <p>By all means, I am not saying post nude pictures on the internet. Unless it makes sense for your brand of course. </p> <p>On #IWD2016, all sorts of organisations and people created content that was shared and experienced by many. How many did YOU share? How many do you even remember?</p> <p>The key to this point is <a href="https://econsultancy.com/blog/65230-10-very-cool-examples-of-experiential-marketing/">creating an experience that stands out</a>, such that your biggest fans will be willing to engage with it. </p> <p>Whether this is a physical event, or a digital experience, give consumers an experience they will struggle to forget.</p> <p><strong>3. Leverage the social web for what it’s worth</strong></p> <p>It is easy to simply read this as “attempt to go viral”. However the aim should be to implement a solid social strategy - virality is then just a happy (albeit unlikely) by-product of your social activity.</p> <p>In many cases, people, events and brands trend after the fact.</p> <p>By understanding the way the social web works Kim was able to control the conversation and create the largest addressable market possible for whatever she was selling.</p> <p>Whether the payoff was her premium subscription product, the perception-altering letter or her new Snapchat account, the previous 48 hour's activities made sure that if you were a potential buyer of any of these, chances are you are going to know.</p> <p>Understanding how to truly take advantage of social requires time, experience, nuance, creativity and the freedom to fail in disastrous fashion.</p> <p>But if social media is going to live up to its potential and replace TV for brand advertising budgets, marketers will need to figure out that the way to command users' attention is as much art as it is science.</p> <blockquote class="twitter-tweet"> <p lang="und" dir="ltr"><a href="https://t.co/1m0QPpLeIV">pic.twitter.com/1m0QPpLeIV</a></p> — Kim Kardashian West (@KimKardashian) <a href="https://twitter.com/KimKardashian/status/707080520937570304">March 8, 2016</a> </blockquote> tag:www.econsultancy.com,2008:BlogPost/67531 2016-02-18T02:13:00+00:00 2016-02-18T02:13:00+00:00 Fake likes, clicks & followers in Asia & what you can do about them Jeff Rajeck <p>Advertising on the web offers huge opportunities for click fraud, and if there is an opportunity to get 'free' money, then we should expect nefarious individuals to exploit it to a great extent.</p> <p><img src="https://assets.econsultancy.com/images/0007/1945/bloomberg.PNG" alt="" width="275" height="282"></p> <p><strong>But social media is supposed to be different.</strong> The social platforms control the distribution of their content, including ads, so we can rest assured that our fans, followers, and (most importantly) ad targets on social media are real people, right?</p> <h3>Well...</h3> <p>There is a lot of concern that many profiles on social media are fake and so the impressions and clicks we are buying are as worthless as a 1-pixel banner ad.</p> <h3>How do we know?</h3> <p>Social media fraud isn't widely reported, but there are a few clues to the extent of the problem.</p> <ul> <li> <strong>Audience numbers don't add up.</strong> In <a href="https://econsultancy.com/blog/67423-how-to-avoid-bad-marketing-statistics-asia-case-study/">another post</a>, I estimated Facebook is over-reporting its reach in Singapore by 22%. A lot of the extra profiles could be fake.</li> <li> <strong>The platforms admit it.</strong> Facebook’s <a href="http://investor.fb.com/secfiling.cfm?filingID=1326801-16-43&amp;CIK=1326801">most recent annual report</a> revealed that 'undesirable' (spam) accounts exist and claimed that they are up to 2% of monthly active users.</li> <li> <strong>Investigative reporters write about it. </strong>The Guardian <a href="http://www.theguardian.com/technology/2013/aug/02/click-farms-appearance-online-popularity">did an investigation</a> into a click farm in Dhaka, Bangladesh in 2013 and more recently in 2015 Doug Bock Clark wrote <a href="http://www.dougbockclark.com/the-bot-bubble.html">a fascinating report</a> on one in the Philippines for New Republic.</li> <li> <strong>You can buy 'likes' yourself. </strong>Search Google for Facebook Likes, Twitter followers, or LinkedIn connections and you will see an active marketplace willing to create fake social profiles for a surprisingly small amount of money. </li> </ul> <p>Each of these corroborate with each other to some extent, so it's almost certain that businesses exist to create fake social profiles on a mass scale.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/1948/fiverr2-blog-flyer.png" alt="" width="470" height="198"></p> <h3>It's worse in Asia</h3> <p>And there is some evidence that the problem is worse in Asian markets.</p> <p>No location-based data has been released by the social platforms but Apsalar, a mobile app tracking solution, <a href="https://apsalar.com/wp-content/uploads/2015/07/APSALAR-FRAUD-INDEX_FINAL.pdf">reports</a> that Hong Kong, India, and Indonesia have the highest incidence of false clicks versus Germany, France, and Italy with the lowest.</p> <p>And Grace Liau, Asia-Pacific GM for Vivaki, a digital ad firm, <a href="http://www.campaignasia.com/Article/405601,Bots+versus+brands+Ad-fraud+warfare+in+APAC.aspx">says</a> "markets like Thailand and India have one-tenth of the actual click-through rate [CTR] that they do 'on paper'."</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/1949/image-blog-flyer.jpg" alt="" width="470" height="334"></p> <h3>Why fake social profiles are a problem for brands</h3> <p>Even though the fake profiles are, in some ways, harmless, the people who activate them are tasked with keeping them 'alive' and away from <a href="http://www.telegraph.co.uk/technology/facebook/11303238/Instagram-culls-millions-of-spammy-accounts.html">the occasional cull by the social networks.</a></p> <p>To do so, the fake profile users will have to log in occasionally, view ads, click on them, like items, etc. all of which cause problems for brands who are advertising on the platform.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/1946/fake-facebook-profile-examp-blog-flyer.jpg" alt="" width="470" height="261"></p> <p>The most obvious problem for brands is that <strong>they are spending money on impressions and clicks that go nowhere</strong>. It's marketing money down the drain that would be better invested elsewhere.</p> <p>But potentially an even bigger problem is that<strong> fake social profiles interfere with metrics</strong>.</p> <p>Brand marketers are constantly asked to deliver ROI reports on a market-by-market basis. And if they are trying to measure success in a market flooded with bots, these metrics will be totally off.</p> <p>Sure, you will get the views and the clicks but the conversions will be far below expectations, and the<strong> meagre results on social media could stop digital advertising or prevent launching in the market.</strong></p> <h3>So, what to do about it?</h3> <p>There are a few things that brand marketers can do to alleviate the effects of fake social profiles.</p> <p><strong>1. Use performance-based metrics.</strong> </p> <p>One way to know for sure that you are not over-delivering to fake profiles is to use metrics which are based on the performance of your brand.</p> <p>Facebook, for example, offers ad pricing on Website Conversions or on Lead Generation.</p> <p><strong>2. Carefully segment your target audience.</strong>  </p> <p>When you buy media on social platforms you are given a wide range of options through which you can segment your audience.  </p> <p>If you do so into meaningful groups, it can be quite obvious when one is bot-ridden and performing poorly and another is a more reasonable benchmark.</p> <p><strong>3. Use your CRM for targeting. </strong></p> <p>Facebook, Twitter, and Google allow you to upload your CRM and target based on actual users.  </p> <p>You can also build look-a-like audiences from your email list which may not be entirely bot-free, but will almost certainly be better than interest or affiliation targeting.</p> <p>Sadly, though, fake profiles seem to be ubiquitous now and the numbers will probably grow as long as people keep purchasing Likes, fans and followers - and we shouldn't expect that to change soon.</p> <p>But if you start with performance-based metrics, carefully segment your target audience, and use your CRM to help refine your audience further, then you can avoid the worst effects of fake social media profiles.</p>