「機」匯難縫的「擊」戰!

作者: 關廣智 [白武士有限公司首席顧問]  原稿列於 「突破Channel」 issue 46 June 2014

 

手機文化把我們這「e世代」發揮得淋漓盡致,手機和互聯網已經是我們不能或缺的生活模式,不單是青少年人已完全融入了這模式中,其實任何香港人也無一幸免! 我們需要獨到的智慧和清晰的理解來應用時下的手機程式、社交媒體。由於手機和互聯網的即時性和不分晝夜性,我們沒有選擇地只好常作準備,適時回應。否則其破壞力就比一切的溝通渠道更大更快!後現代的青少年人著重感覺,而感覺只可藉持續的關係來維繫,手機、社交媒體、表情符號絕對不能取締親身接觸,花時間見面、相處、吃飯、「hea」、活動等不能輕視的事情。

自從iPhone 3G 於2008年面世,我們正式進入了「手機時代」(Mobile Age)。至今全球 70 億[1]人口中有68億[2]部手機,而智能手機則大約有15 億[3]之多。Samsung[4] 把Google 研發的 Android 普及至世界的每一角落,甚至從前的手機巨人Nokia[5]也無處容身。因著手機之普及並 3G、4G 通訊的出現,2000年科網熱[6]的理念終於能貫徹實現,而且有過之而無不及。

據通訊管理局2014 年2月份的數字[7],香港流動數據用戶超越1千2百萬,意思是平均每個香港人都擁有超過一個流動上網的帳戶。從Google於2013年8月所發佈的研究報告[8]顯示,香港人利用手機上網的習慣已經為亞洲之冠。

手機和上網已經成為我們生活不能分割的一部分,WhatsApp、Facebook、Instagram、等是我們溝通的主要渠道。用手機打機、看Youtube、「煲劇」、去淘寶、online window shopping等是我們的主要娛樂。牛津字典2013年度詞語[9]之選是Selfie,意思是「自拍」,也是我們生活的必然部份。

以下我列舉了七大範圍是我認為要回應「e世代」決不可少的認知:

  • 表情符號的虛偽

自ICQ、MSN、Line等開始,我們都非常習慣以表情符號來互相對答,或夾雜地對答。無疑這樣的方法真的可以把平面的語句變得立體且生動有趣,可是,包括我自已在內也時常為了敷衍回應而並非真心的表示感受。我大膽斷言地說,表情符號是阻礙我們坦白交心的障礙。我並不是說要杜絕使用表情符號,而是要認真使用。

 

  • 不能觸摸的內心

除了表情符號阻礙我們真心表達感受外,我們用手機日常分享的東西也只流於表面,例如美味的食物、自拍的照片、笑話、是非等。用WhatsApp 來交心是很難的,文字的限際,網絡速度和隱定性也難確保。用Facebook公開內心的感受也是難的,真心回應亦是難的。有時在一些公開的群組中你一言我一句的方式其實非常混亂,很多時候再加上網絡時差就更遭糕,有很多誤會也可能發生呢!關鍵時刻,用電話溝通總比WhatsApp好,見面傾訴總比Facebook好!

 

  • 不為人知的侵犯

有一天,開會後我與一位女同事乘地鐡返回辦公室,偶爾從車箱對方窗子的反射看到一名男子正用手機偷拍坐在我們旁邊的女仕,然後立即再拍我的同事,我用手在他的鏡頭前揮舞,他竟然無動於衷的扮作聚睛地閱讀他的手機……。除此以外,因著手機的個人性,根本瀏覽任何淫褻及不雅內容或是侵權的內容也無人能問津!隱藏的事,好像真的不被人知道!其實電訊公司、網站、瀏覽器通通都記錄了!因為以為人不知,我們也養成隨便侵犯的習慣。

 

  • 侵權正常化

最近,我特意請教一位任職海關的朋友關於一些電視機頂盒的侵權問題,我得出來的結論是賣家和用家都沒有直接明顯違反香港法例,但我們仍然確實助長內容提供者去惡意侵權來謀取利益,產品的廣告也大無私樣地充斥於市場,我們竟集體侵權而不以為意。其實不用機頂盒,我們也不斷於Youtube、優酷、土豆、快播……等大無私樣地在公開場合或私下觀看侵權的電視節目、電影、MTV、球賽……等。我覺得這個現實是不能逆轉的了,因為甚至學校、教會等的侵權行為也非常嚴重。但我們是否就範呢?最低限度我們自已從個人的立場可選擇不故意侵權、專重原創!

 

  • 無限的文化

大約兩年前,電訊公司[10]與用戶閙得熱烘烘的題目是手機「無限上網」的合約不再「無限」……。我們今天的「無限」文化使我們集體放棄節約的美德,我們也不再明白受約束下的管理模式,時間、先後次序、輕重都因無限而失去意思。其實有約束才會付責任,無止境的要求,只會釀成貪念和紀律的問題。上帝造人,生活節湊是有限的,沒有人能7×24不休息!

 

  • 真假未分狂轉載

我們每天都會從WhatsApp、Facebook、SMS、電郵等收到大量的資訊,當中實在有太多偽冒的訊息,有些是惡作劇、有些是詐騙、有些是誤導……。我也曾經一時不慎也是出於熱心地把失實和偏面的消息廣泛傳至我的朋友圈子中,結果被指誤導並斷章取義。所以,我定意只傳有官方網址和查詢電話的內容,未經證實的資訊,再不外傳。作為消息發放者,我們也應盡量提醒收訊者有何方法辨識真偽。

 

  • 感覺主宰一切

後現代人都依賴感覺來看事情,手機和互聯網的平台主要都是以視覺和聽覺來影響我們的感受,當然文字也絕不缺少。視覺感受主要原素是顏色、形狀、構圖、速度……所以我們若要有效傳遞訊息不單要有刺激或精緻的平面設計,也要利用動畫,更要考慮用影片再配合音樂。現今的科技就算藉著手機或數碼相機已經能簡單剪輯成非常吸引的圖片和影片,要觸動人心,我們就要多下點功夫!

 

除了手機外,平板電腦是下一浪的「機」遇,其實各大廠家在過去兩年出了無數款式來爭取市場。今天我們若要好好回應「e世代」就要好好檢視我們的信息內容是否脫穎而出地吸引我們的目標對象。他們是否很容易就可以WhatsApp我們呢?他們是否可以在Facebook見到我們精彩的內容,而且廣泛分享給他們的朋友呢?我們的Youtube影片是否吸引人重覆地瀏覽呢?手機媒體已經是我們溝通和接收資訊主流平台,對青少年人而言更可能是唯一平台,如果我們不能好好地爭取青少年人的「Air Time」,所有其他傳媒和商業機構必然不會錯過。同樣重要的是我們不可忘記Human Touch,握握手、擁抱一下、拍拍肩頭、Hi-Five一下!

 

 

 

 

 


[1] 資料來源:http://www.worldometers.info/world-population

 

[2] 資料來源:http://en.wikipedia.org/wiki/List_of_countries_by_number_of_mobile_phones_in_use

 

[3] 資料來源:http://www.emarketer.com/Article/Smartphone-Users-Worldwide-Will-Total-175-Billion-2014/1010536

 

[4] 參考資料:http://www.samsung.com/hk_en/function/ipredirection/ipredirectionLocalList.do

 

[5] 參考資料:http://www.ft.com/cms/s/0/04112bea-8425-11e3-9903-00144feab7de.html#axzz31zRWYbc3

 

[6] 參考資料:http://en.wikipedia.org/wiki/Dot-com_bubble

 

[7] 資料來源:http://www.ofca.gov.hk/tc/media_focus/data_statistics/key_stat/index.html

 

[8] 資料來源:http://www.metrohk.com.hk/index.php?cmd=detail&id=218041

 

[9] 資料來源:http://blog.oxforddictionaries.com/press-releases/oxford-dictionaries-word-of-the-year-2013/

 

[10] 參考資料:https://hk.news.yahoo.com/數碼通無限上網突-復活-215612977.html

 

Digital Public Relations, are you doing it?

Dear Friends,

I hope you had a wonderful and blessed Chinese New Year holidays having  good time with your family and friends!  Here is a drawing from my 6 years old son:

success in 2014.jpg

HSMC I have formally started lecturing at Hang Seng Management College on January 22, 2014 on the topic of “Digital Public Relations” which is supposed to be a new module that other universities have not yet introduced as I was told. We had very successful events being run with PayPal on Jan 16 (about 54 people attended) and Google + Apps King on Jan 22 (about 76 people attended) with unexpected number people showed up.  Thank you all who have come and provided us such great support.  I have uploaded my presentation at the PayPal seminar “Building Consumer Brands Online from Scratch” for those who are interested.
 

 

There are 2 upcoming events that I am sharing insights and I hope to see you there:

  1. Feb 27, 2014: Adams CMO Luncheon “Advancing Brand Growth in China”
  2. Mar 4, 2014: 中小企智營講座系列:中小企客戶開源實例分享

I am very excited to be invited again by HKTDC to speak at their Hong Kong Business Seminar in Kuala Lumpur, Malaysia on March 12, 2014.  My topic is going to be “Hong Kong: The Gateway for Marketing Your Products in China”.  I really look forward to this great opportunity!

When we talk about Digital Public Relations, the most important thing is to know that the major momentum behind DigitalAGE and MobileAGE is from the screens of 4 to 10 inches.  If you cannot conquer using contents that are fitting to this most basic requirement, you will not be successful.  In the Hang Seng Management College Module, I am basically covering the following topics on Digital Public Relations.  Personally, I think we are facing a more difficult task than we were in the previous generation when TV, Newspapers and Magazines were still dominating our mainstream of media channels!

  • Where is your audience?
  • Rethinking the proper channels for Press Releases in DigitalAGE and MobileAGE!
  • Making an impact larger than you thought!
  • Voice Vs Noise in a Viral World?
  • Corporate Communications in a Postmodern Context
  • Negative Responses as a New Normal!
  • Are you really successful with your  Online Reputation?
  • Can you build Corporate Image through Online/Digital Advertising?

I hope to connect with you soon in the coming future to share more insights and learning from our good & bad experiences!

 

Best regards,

Matthew

Matthew Kwan
Principal Consultant
Adams Company Limited

2014 : 7 Most Important Tasks for Online/Mobile/Social Media Marketing Strategy

Dear Friends,

Happy New Year and Wish you a Very Prosperous Year of 2014!
As new year arrived, we see the market is getting very active with different marketing activities. We are excited and honoured to have joint events with PayPal on Jan 16 and Google + Apps King on Jan 22. There are limited seats and feel free to register early.
I am also very honoured to have accepted the invitation of the appointment by Hang Seng Management College staring in January, 2014 as guest lecturer in the School of Communication for their new Module “Digital Public Relations” of Bachelor of Journalism and Communication (Honours) Programme.
Mobile Marketing with the aid of Social Media is the phenomenon that no Marketer can miss in 2013. This is the trend we really have to pay high attention and make things happen beautifully in 2014. There are 7 top priority tasks I can identify that we need to do in the very near future:
1. Is my corporate website Mobile Ready from 4 to 10 inches? i.e. iPhone, Galaxy Note, Galaxy Tab, iPad Air…
2. Are you already advertising on Google/Baidu/Bing (Yahoo) using Mobile Bidding setting?
3. Are you already advertising using location base filter or SMS for mobile devices?
4. Are your online advertisements having location or click-to-call extensions to increase conversion from mobile devices?
5. Are you purposely recruiting “loyal” members in your mobile database for future direct marketing?
6. Are you building a team of mobile customer service on the most popular mobile messaging platforms? i.e. WhatsApp/WeChat
7. Are you getting ready to enable “Online/Offline” integration at your physical shop through mobile devices? e.g. NFC, QR Code…
There are actually a lot of work to be done! All the best!! :D

If you have missed the chance to join HKTDC World SME Expo during the Facebook session (Dec 6, 2013) panel discussion, here is a photo of me speaking together Edmond Wong (Founder of MyDress), Arrow Guo (Head of SMB of Facebook, Greater China and South Asia) and we were interviewed by Francis Fong (Chairman of HKAIM). If you are interested to see more, please feel free to visit our Facebook page. www.facebook.com/adams.news

I look forward to connecting with you more in 2014. Have a great year!

Best regards,

Matthew Kwan
Principal Consultant
Adams Company Limited

Can your Marketing Messages be seen on iPhones & Galaxy Notes?

Dear Business Partners,

Hope you are well!  Are you promoting your products & services on Google, Facebook, YouTube, Weibo, WeChat?  What are you doing to enable your marketing and promotion messages are being seen correctly on iPhones, iPads, Galaxy Notes, Galaxy Tabs….?

I am excited to share with you that my interview by the HKET (香港經濟日報) about “Social Media & Mobile Marketing Strategy” was published on September 23, 2013, we have posted the copy on Adams Slideshare Account and here is the link for it http://www.slideshare.net/adamshk/like-20130923. The full article can also be found on http://column.etnet.com.cn/column-list-EtnetcolB139/25472.htm

If you are interested on how we are approaching the market, we have been very diligently posting our thoughts and strategies on Adams Facebook Fan Page, please “LIKE” us to show your support and appreciation.

Recently, we helped a client to promote their coconut oil product using our consumer online magazine www.ladies.gig.hk, the result was exceptionally overwhelming with a lot of people registering for product samples and we had to re-run for extra quality of products.  In case you may have similar products that are targeting “Ladies” customers, we welcome co-marketing opportunities.  You may reference the coconut oil promotion to come up other innovative ideas.

 

I look forward to connecting with you soon!

 

Best regards,

 

Matthew

Matthew Kwan

Principal Consultant

Adams Company Limited

Have you “Liked” Adams Fan Page? [www.facebook.com/adams.news]

Dear Friends,

Have you “Liked” Adams Facebook Fan Page?  We have been working very hard to put a lot of thoughts of Marketing on our page lately.  We hope you will enjoy the sharings!

We are running our training course of Winning the Consumer Market: Mobile & Social Media Strategy
on September 5, 2013.  There are still limited seats available if you or your friends have not registered yet!

We are in the process are planning to launch a new course on October 17, 2013 “The Secret of Adams Search Engine Strategy Success” for entry level e-Marketers covering topics of how to best leverage Google, Yahoo, Baidu with the tools commonly available in the Market with most cost-effective way.  It will be very thorough and detailed in terms of making comparison of different tools.  For more information, please stay tuned.

I look forward to connecting with you soon!

Best regards,

Matthew Kwan

Principal Consultant
Adams Company Limited

We live in a different world!

By Matthew Kwan, Principal Consultant, Adams (www.adamshk.com)
Jun 22, 2013

We live in a different world of internet and mobile devices. People are connected in a distance through facebook, skype, twitter, weibo, instagram…etc. There seems to be boundless even when you are flying on a plane, climbing in the highest mountain of Himalaya, walking in the hottest dessert of Sahara, diving in the deepest sea of pacific ocean, exploring the coldest weather of the north pole. We are connected, yet distance apart. Feeling maybe connected but human touches can never be replaced by the screens, monitors, iPad, tablet PC’s…etc. There are just too many aspects of life that should not be accomplished by Whatsapp, WeChat, Line, Kakao or any sort. You can never be able to look into somebody’s eye through a webcam, you can n ever be able to hug someone you love via a video call, you can never kiss someone who is dear in your heart of the photos you share.

What is the real point of our world today if you are so connected and so apart. The connection is only able through a paid service by a telecommunication company. Can we connect without paying? Can we connect without a device? Can we connect without a medium? It is our mind. Our mind has no limit, it facilitates us to go wherever in the world, you may send wishes to anyone, anytime, anywhere without a dime. Are we really mindful to the smallest details and feelings? Our mind can never travels far if we never care for the minute details of our surroundings. Can you be mindful when you are tired? Can you be mindful when you are running out of time? Can you be mindful when you don’t care? Time and space and will could be the sheer power behind your mindfulness. Only the ones we really ready for trade off these pricesless entities may experience the joyest satisfaction of the glory a mindful heart may bring. Only love can drive through your mind to act unconditionally.

(P.S. written on a paper napkin on a plane going home from U.S.)

Top 5 most important tasks for Marketers in the Year of Snake in 2013!

Dear Friend,

May I wish you a very Happy and Prosperous Year of Snake in 2013!

2013 is a going to be a great year for all of us and there are just so many things we need to do as marketers.  In his 80’s, my father was born in the Year of Snake and he has started to use Android based 9.7 inch Tablet PC last month by dumping his “slow motion” desktop PC.  If you are following what I am trying to say here, we must run faster to catch up the “Mobile Age”.  According to the figure of Office of the Communications Authority in November 2012, there are over 9.9M mobile subscribers in Hong Kong using 2.5G and 3G/4G and similarly in China, there are 420M mobile internet users (74% of total Internet population of 564M) as of end of 2012 as reported by CNNIC

I personally believe, the tipping point is right at this time, the new media of advertising specifically online and mobile phones are going to dominate the market reach by far in this year.  If I had to summarize the top most important tasks we have to complete this year, here is my top 5 list:

  1. Mobile Ready Website: Take a look at your corporate website or promotional site using iPhone, Galaxy Note, Galaxy Tab, mimi iPad, iPad…etc (Yes, I mean all of them as you can never restrict who is using what to access your site!).  If you still have to scratch your fingers and expand the screen to see clearly the texts of your site, you are going to lose to your competition very soon.  Even you may see your site clearly, the second test is to see if you can use your fingers to point at menu items freely without making mistakes!
  2. Customer Mobile Phone Database: WhatsApp and WeChat in Hong Kong and China are taking the market by storm and to certain extend stilling the “air time” of Facebook and Sina Weibo.  My personal estimation that over 80-90%of the working community is using Smartphones.  Hence, you don’t have any choice but communicate with your customers using these means.  But you can’t do it without purposely collecting their mobile phone numbers!  However, you still need to observe the Unsolicited Electronic Messages Ordinance (UEMO) and Guidance on the Collection and Use of Personal Data in Direct Marketing.
  3. Google Mobile Ads: According to the ranking showing on www.alexa.com as of Feb 18, 2013, Google is now No.1 website in Hong Kong and No.5 website in China. This is largely because nearly all most popular mobile devices are pre-installed with Google search apps and functions.  If you are planning to advertise on mobile platforms, Google is the single most ready and available choice you can choose both from Search Engine Marketing (SEM) and Display (banner) Advertising perspectives.  There are special ways in linking your phone numbers and addresses in your Ads to invoking dialing or Google map display that would make your Ads more actionable in your Google Mobiles Ads.
  4. Online Customer Service: Mobility is giving people access to the Internet even more easier than before.  There deemed to be more online enquiries especially during out of office hours if you playing the game right and tactful.  Response time for online customer support is going to be the determining factor for your success in the coming months if not days!
  5. Facebook Sponsored Story Ads?: Facebook is not able to show Social Ads on mobile phones but it is possible to show Sponsored Stories Ads.  So when you create your Ads on Facebook, you must choose to show Social Activities in order to get your Ads through to mobile phones.  Apparently, data is showing that the click-through-rate is comparative higher through sponsored stories than Ads.

There is no time to loose and we must get ready for the mobile challenge as soon as possible.  If you are interested to learn a bit more on this subject, Adams has actually launched a new series of training course in January and it is going to be re-run on April 18, 2013. You can find out the course details on the course page at http://www.adamshk.com/trainings/Winning_the_Consumer_Market_Mobile_and_Social_Media_Course.htm

For other training courses, our China e-Marketing course is scheduled to continue to cooperate with Tradelink in a quarterly fashion in 2013 (next one on March 14, 2013) and the renowned e-Marketing Strategy course is also available regularly (next one on March 21, 2013).  Please feel free to refer them to your friends and other marketers to join for us.

I was honored to have chances to speak at HKTDC events about some of the thoughts on Social Media and Mobile Marketing in Hong Kong and China during November and December of 2012.  Here are some related articles for your reading if you are interested.


I hope the above information is useful for you.  I look forward to connecting with you soon.  Have a great year ahead!


Best regards,

Matthew

Matthew Kwan
Principal Consultant
Adams Company Limited

8.9M Mobile Users in HK. Mobile Marketing is a MUST!!

Dear Friend,

This summer has been SO Exciting! If you are paying attention to the latest market trend, there is a furious WAR of MOBILITY going on out there!! More details later, we have been very busy in August with 4 public events and 1 corporate engagement including:
- 2012-08-16 Tradelink-Adams “Online Developing OBM business in China” at Mira Hotel (16 people from enterprises developing China market)
- 2012-08-22 HKIRC2012 Digital Marketplace – Creating New Online Business Frontiers” at Cyberport (400+ people from SME’ and local enterprises) [see photos]
- 2012-08-23 Adams “Strategy of e-Marketing & Social Media” at Mira Hotel (15 people from enterprises of FMCG/Retails Industry segments)
- 2012-08-30 香港出口商會 “如何利用網絡及社交媒體助你瞄準國內目標客戶?” at HKPC (25+ people from SME’s and local enterprises)
480817_10151322155135101_174031790_n

Our next e-Marketing Training is on Sep 20, 2012, the registration is open now. if you have friends who are interested to join, please feel free to forward this link to them for us (www.adamshk.com/trainings/strategy_of_emarketing_training.htm).

I am excited to inform you that we are in the middle of compiling a brand new website of Adams with most of our updated news showing on www.adams.com.hk (it also works for www.白武士.公司.香港). Did you know it is free to bundle a Chinese domain? I only found out at the HKIRC event on Aug 22, 2012. ;)

Ok, that’s enough for the news of Adams, let’s get back to our main topic of this e-Mail. As marketer, I am very concerned about how to push marketing messages to our target customers. With the rise of Smartphones, namely starting from iPhone, now it is the age of Samsung (at least true for Hong Kong), the mobile internet users are ever increasing at a rate faster we can imagine. According to IDC’s research, “the worldwide smartphone market grew 42.5% year over year in 1Q12, as Samsung overtook Apple for the smartphone leadership position. Vendors shipped 144.9 million Smartphones in 1Q12 compared to 101.7 million units in 1Q11.” (www.idc.com/getdoc.jsp?containerId=prUS23455612)
4526.1529318
We live in an Internet Age, more accurately….we live in a “MOBILE AGE”. In Hong Kong, according to the Office of the Communications Authority, there are nearly 9M 2.5G/3G/4G mobile subscribers as of May, 2012. How can we win on WhatsApp is the very question I am asking myself every day. WHY? WhatsApp has successfully stolen the mass of public who are used to chat on Facebook and to certain extend discussion forums. However, there is no official advertising channel on WhatsApp, advertisers have no formal ways to push their marketing message by using this platform. Well, you can still do it manually but it is going to be difficult and, in Hong Kong, you must also observe the UEMO (Unsolicited Electronic Message Ordinance). I heard in a seminar from WeChat (Product of Tencent, producer of famous “QQ” in China), that they are opening advertising channel on this WhatsApp equivalent product. This is good news to advertiser and who want to penetrate the China Market.
From the same IDC report mentioned above, we see the sales growth of Samsung is overtaking Apple, the wave of “Galaxy” is making a phenomenon success in the market everywhere! Specifically, I think Samsung Galaxy Note is fabulously transforming the market and mobile experience. If you compare its screen resolution, weight, display size, battery life…etc, it is winning by far. It is exactly the reason a lot of non-technical users, including my wife, are enjoying the first time experience of Smartphone in their lives with it! My question to ALL marketers are “are you ready to embrace the market of mobility?”. That is,
- Have you set your SEM (Search Engine Marketing) to include Mobile devices on Google?
- Are your advertisements showing on Google Mobile Network (AdMob)?
- Are your landing pages/mini-sites/corporate websites of your online marketing “Mobile Ready” auto-fitting to iPhone, Galaxy Note, Galaxy Tab, iPad… with “finger-friendly” menu items? [Adams is doing a real testing using the Google mobile site converter on our project www.ladies.gig.hk, it is now mobile ready! :) ]
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- Are you purposely collecting mobile phone numbers of your target customers for promotional channels like SMS, WhatsApp, WeChat, Line, Kakao…etc?

Do you really want to develop a mobile app on iPhone or Android? My simple answer is NO. You maybe surprised that I would not recommend people to develop mobile apps for your company/brands/products? The reason behind is that it is just too difficult to be successful in terms of downloads and usage. There are research showing over 50% of people would not use more than 3 apps per day and only 30% of people who may use more than 5 apps. In order to win this game is NOT EASY! However, I would suggest you to make sure to include “Widgets” in your mobile apps if you do think you may have chances to win. With Widgets, you can push messages instantly to people’s Smartphone screens without opening your app. It is really useful way to get your message across. The Hong Kong Observatory is a great example!(http://www.hko.gov.hk/myobservatory_e.htm)
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In summary, we do not have time to get ready for this “WAR of MOBILE AGE” as it is already happening. We need to act really swiftly and tactically to win over the competitions. Mobile Commerce is also a key area that we have to pay attention as e-Commerce is so mature in this age!
Have a great weekend and I look forward to connecting with you soon!

Best regards,
Matthew Kwan
Principal Consultant
Adams Company Limited

Time to change: NEW Facebook Timeline! Are you ready?

Dear Friend,

Greetings to you! It was such a nice break during Easter holidays celebrating the resurrection of Jesus Christ. March was a very busy month for us as we were invited to speak at various seminars and training classes including:
- Whaft T&T e-Business “Viral Marketing Seminar” [Viral 宣傳基本法] (Mar 21)
- Brand Development Council “Social Network Explosion” [Like 爆 Social Network] (Mar 27)
- Strategy of e-Marketing & Social Media Training at the Mira Hotel (Mar 28)
- Hong Kong Institute of Accrediting Accounting Technicians “Presentation Skills Workshop” (Mar 29)

After the successful training we co-organized with Tradelink “From OEM to OBM: Selling in China through e-Marketing” Workshop in February, we are excited and going to re-run the training on April 26.

We are seeing strong momentum of Adams most popular e-Marketing & Social Media course, the next scheduled class is on May 31. If you have friends whom maybe interested to attend, please help us to forward this information to them.
class
We have recently launched an interesting facebook campaign of a well-known brand from Germany, Dr Beckmann, about their strong product of “Colour & Dirt Collector” (混色洗衫大挑戰). Do challenge yourself to win the prize of the product!

Starting from April 1, 2012, Facebook is forcing everyone to migrate to the new “Timeline” look, are you ready? If you are interested on the new Mission Control concept behind the new change, I strongly encourage you to view the insightful videos from the New York Conference of Facebook (http://www.facebook.com/business/fmc).

It is great to connect with you again and I look forward to meeting you soon next time! If you are interested to find out more, please do not hesitate to contact us anytime on +852 2723 9977.

Best regards,

Matthew Kwan
Principal Consultant
Adams Company Limited

Enhance Your Customer Experience with Social Media & Mobility

Dear Friend, I hope you had very enjoyable festive holidays during Chinese New Year! May you have a prosperous and great year ahead! I am excited to inform you that our first engagement with Tradelink (www.tradelink-ebiz.com) to offer the first course about “Building OBM Business Online” (中國內銷到外銷 ~ 網上創建OBM營銷策略~) on Feb 16, 2012 has a very good response.  To date, there are already 24 people registered. After seeing the overwhelming response in 2011 on Adams popular e-Marketing & Social Media course, we are re-launching the same series again starting on Feb 29, 2012.  If you have friends whom maybe interested to attend, please help us to forward this information to them. We have recently launched an interesting campaign for Kikkoman on Facebook萬字廚神大挑戰, if you are interested, feel free to test your cooking knowledge! It should be fun! The key challenge of our world today is about attracting the “eye-balls” of our customers.  With overthrowing information and messages pushing to their eyes, what is differentiating your products from others is the question we have to answer.  More and more customers are expecting to get customer care through Facebook, Twitter, Weibo and other social media.  So how ready are you to connect with your customers through Social Media?  Instead of telephone and e-Mail, do you have the dedicated customer service personnel to respond to customers’ needs through Social Media?  But the fundamental question is have you opened these Social Media channels for your customers to contact you?  If not, then you are probably losing the competitive edge in this Internet Age! One great example was how Virgin Australia won over so many customers during Qantas’s crisis with their extensive twitter coverage a couple months ago!  Another great example is to look at how KLM Airline to engage their customers using social media making their trips different (http://www.youtube.com/watch?v=pqHWAE8GDEk). There is another very important area to look into, that is how “mobile-ready” is your customer service.  It means can your customers contact you through their mobile devices including iPhone, Android Phones, iPad, Tablet PC’s and more.  When you visit most of the company websites these days, they are still using resolution suitable for PC viewing.  However, researches are telling us, the number of Internet users are going to grow with mobile users and to surpass the number of PC Internet users in 2013 in China, the largest Internet users country in the world!  Imagine, your customers would never find it user friendly if they have to resize the screen for every page they visit on your website using their mobiles phones.  The likelihood is that they will eventually shifted other competitors who are offering their services and customer care with a mobile device friendly website.  The long term impact is HUGE!! Above are just some basic considerations when you plan to improve your Social Media and Mobility engagement with your customers.  There are other concerns when you are really try to launch your customer support services through these media.  Operationally, how to track your support logs in your customer relationship management system is going to be a challenge as there are not many options that are currently enabled with social media integration.  If you had to develop it in-house, there would be a cost to it and would it be justified?  Nonetheless, these are some issues we need to address quickly as the Internet world is not waiting for us! It is great to connect with you again and I look forward to meeting you soon next time!   If you are interested to find out more, please do not hesitate to contact us anytime on +852 2723 9977 & email: admin@adamshk.com. Best regards, Matthew Kwan

Principal Consultant
Adams Company Limited

Competition is Obvious?

Dear Friend,

I am delighted to let you know that we have already successfully trained more than 100 marketeers from a lot of well known companies in the last few months at the “Adams e-Marketing & Social Media” course.  If you and your colleagues have not joined, do register soon as seats are always running out!

This time, I decide to write to you on the topic of understanding your competition.  With the rise of Internet and Social Media, it is becoming clear that it is the most prominent and highly penetrated media of all time.  There is no other single magazine or newspaper or TV channels has the same coverage as Facebook in the history of mankind.  The critical success factor for “Postmodern” marketing strategy is “how good are you covering the Internet/Social Media with your brand?”.  If you have not started the journey, I am sure the market leaders in your industry has already started their strategy sometime during the last 2 years or earlier.

Let’s assume I am your potential customer and I have some idea, but not a lot, on features and brands of products that I need to buy in your category.  Most probably, I gained these knowledge through TV commercials, magazines, outdoor ads, word of mouth and …etc.  However, I would search the names or keywords that come to my mind first on Google or Yahoo (or Baidu if I am in China).  Then I would call whoever being listed with most attractive or interesting or relevant descriptions on the first page of the search results.  If I am anxious, I would call the suppliers being listed on the paid search results as they often have the most condensed descriptions that may match to my requirements…

What I am trying to illustrate here is that you don’t have any choice today if you are not trying hard to get your online presence prominent, your competitors will.  Other than going to the search engines to find out the competitions, I am pleased to list here again that Adams has a number of ways to help our clients to get a more concrete picture of the reality on the Internet:

1.       Online Survey: Adams has conducted numerous survey for a lot of companies of different industries to get consumer insights, to build up customer database and to push sales.  One of the most successful case is that we have gather 8000 fully completed surveys in 8 hours for an international advertising agency of consumer shopping behavior.

2.       Social Media/Discussion Forums/Blogs Brand Tracking:  Adams is now offering to our customer to track online behaviors of their target customers on the predefined set of websites including forums, blogs and social media.  This can actually provide a snapshot of the competitive landscape as well as consumer behavior when they come to decide to buy products of your category. E.g. You can have folders of messages collected from the Internet showing positive/negative News, comments, press releases (own & competitors)…

3.       China Top 4 Social Media Trending Report:  Adams is actively working with business partners to provide a very comprehensive view on research data drawn from the top 4 social media in China (Weibo, QQ, RenRen, Kaixin001).  By selection of segment demographics, a insightful report based on the data found on these social media will be generated according to the product category of your choice.  E.g. It is actually possible to find out what are the most talked about brands among 18 to 30 young people for mobile phone in the last 3 years.

If you are interested to find out more, please do not hesitate to contact us anytime on +852 2723 9977 or email: admin@adamshk.com.

Best regards,

Matthew Kwan
Principal Consultant
Adams Company Limited

Company/Brands: Are you REALLY FAMOUS online?

Dear Friend,

Greetings to you!

I feel good writing to you again.  We had 2 very successful classes of Strategy of e-Marketing & Social Media Marketing happened in the last 2 months at the Mira Hotel Hong Kong with overwhelming responses of over 30 people attended each time.  We decided to re-run the training for the third time on Oct 13, 2011 at the Mira again.  Please feel free to forward to your friends who maybe interested for us.

A topic we talk a lot these days is “Are you REALLY FAMOUS online?”  You can be very famous in general and everyone may know your brand or company but yet you can still be NOBODY on the internet!!!  Let me give you a quiz to ask yourself to see how FAMOUS are you really on the internet?  Assuming you are a brand/company focusing China Market or Tourists coming from China?

  1. Can you find your company/brand names on first page of paid advertisements or natural search results of www.Baidu.com when you input them in English and/or Simplified Chinese?
  2. Can you find accounts or pages (公共主頁) of your company/brand names on www.RenRen.com when you input them in English and/or Simplified Chinese?
  3. Can you find accounts or pages (企業版) of your company/brand names on www.Weibo.com when you input them in English and/or Simplified Chinese?
  4. Can you find videos (TVC’s or Product Demos…etc) about your company/brand names on www.Youku.com when you input them in English and/or Simplified Chinese?

What I have listed here are the FOUR of the most important websites in China:

  1. Baidu is No.1 Search Engine in China (Vs. Google in rest of the world)
  2. RenRen is No.1 Social Network in China (Vs. Facebook in rest of the world)
  3. Weibo is No.1 Micro-blogging Network in China (Vs. Twitter in rest of the world)
  4. Youku is No.1 Video Broadcasting Portal in China (Vs. YouTube in rest of the world)

I personally believe, if you are REALLY FAMOUS online, you need to be found at least on these BIG FOUR categories of networks of the specific country where your target customers are located.  For example, in Hong Kong if you are targeting Chinese based customers, we are talking about Yahoo.com.hk, Facebook, Weibo and YouTube.  Obviously, it is not as simple as just appearing on these BIG FOUR websites as we are yet disregarding the collective effects of the blogs and discussion forums!  Nonetheless, it is the most simplest way to start doing a REALITY CHECK!

However, you may argue that it is only applicable for B2C business but not for B2B business!  What would you think if you repeat the same exercise with your competitor’s names and brands, then you find out the results are better than yours?  I think it is fair to consider you just need to compare with companies of your same category!

In the last couple of years Adams has helped different companies to increase their “Online Presence” and “Online Branding“.  It is really a PR activity but we are talking about the media is the internet.  Sometimes, you need to be extremely cautious about what is happening on the internet as your competitors may do very harmful actions to you without notice!!  Hence, you need some mechanism to help you to do the job!

We are happy to tell you that Adams is partnering with companies to conduct market research for our customers to evaluate the “Online Presence” or “Online Branding” of any given company or brand names by gathering the results from the major social media networks, blogs, forums and etc.

By intelligent knowledge database categorization, we are helping customers to define news and messages appearing on the internet are giving them “positive” or “negative” impact.

We are exciting to see this happen as there are no such benchmarking standards available to these dates but the increasing demand for such requirement is high!  The exciting thing is you can also measure your regional presence in Greater China.

We really hope these kind of service may help us all marketeers to have a better way to manage our brands on the internet and be more objectively measuring the success together!

I look forward to connecting with you again soon!

Best regards,

Matthew Kwan
Principal Consultant
Adams Company Limited

Would you dare to share!

Dear Friend,

It was such an exciting and privileged occasion to interact with over 30 Sales & Marketing leaders in different industries at Adams e-Marketing & Social Media Training Course on Aug 4, 2011.  I personally found the contents and case studies are so interesting to generate some very good ideas for our promotion & marketing programs.  With the overwhelming responses, we have decided to re-run the training again on Sep 8, 2011.  If you have friends who maybe interested to attend, please feel free to ask them to register on http://www.adamshk.com/events/course20110908.htm or they may find out a bit more on http://goo.gl/DkfXU .

Today, we are bombarded by promotional e-Mails, overflowing advertisement web banners, unknown Facebook invitations and wall posts… Personal Touch is one of the most important success factors for any e-Marketing and social media campaigns.  In our own experience, by addressing the recipients’ individual names in an e-Mail, the eDM open rate can actually be increased considerably.  However, in order to do this, one needs to diligently collect and update the distribution list on a better eDM platform.  The eDM platform should be good enough to cater multiple languages including Traditional Chinese & Simplified Chinese as well as SMS Text Messaging with programmable follow up actions to create a tailor-made user experience.

In order to win over the e-Marketing & Social Media game, you need to dare to share as a person.  We have seen many e-Campaigns running in the past couple of years, though Think Virally will always be the best way to win, the traditional Word of Mouth (WOM) marketing is the basis for Viral Marketing.  WOM is based on personal relationship and trust, if you cannot build up this personal trust, you will never get very far!

Personal Touch is also about the language you use, in a lot of cases of Social Media Marketing, you really have to use colloquial language to get resonance or echoes from your target audiences.  We often have  arguments and clashes with our clients about using colloquial language versus formal written language, for example, on wall posts of Facebook.  Corporate Communication Managers and PR Managers do not like us as they have very restricted guidelines on the tone of communication.  However, they really have to tune their mindsets and maybe have a new job position open as Social Media Communications Manager to be more socialable!

Responsiveness & interactive conversation is another area of the challenge if you dare to share on Social Media.  The question is do you have dedicated staff to respond to the “happy” problem when your target audiences/customers are really responding to your invitation and comments and how quick can you respond?  A typical answer I give out often is 24 hours at maximum you shall respond to the comments.  Well, you have the choice to do it yourself or to hire some consultants like Adams to do for you.

By the way, we have a new logo created for the Small & Medium Enterprises website (www.sme.gig.hk), there is a new special offer on the free trial of  Photocopier from a well-known brand on the site.  You can get a prize of iPhone 4 if you successfully sign contract as a customer.  Enjoy the chance!

I look forward to connecting with you again soon!

Best regards,

Matthew Kwan
Principal Consultant
Adams Company Limited

Think Virally to Expand your Business!

Dear Friend,

Hope you are enjoying the hot summer despite the unstable weather in Hong Kong in the last 2 weeks!

t has been a great honor for me to have the chance to present at The Entrepreneurs’ Network last week in Hong Kong on the topic of “Think Virally to Expand Your Business!”.  We have an overwhelming crowd of over 50 successful entrepreneurs from different businesses gathered at the event.  It is my belief now that if you want to be winning in this Internet Age, you have to Think Virally!!

Think Virally is not natural to many of us even if we have many years of experience in Sales & Marketing.  However, if we are back to basic, it is only about building a mass network of Word Of Mouth (WOM) marketing.  The question is HOW to build this network.  Facebook is definitely the easiest to access network on the face of the earth with over 500 million users but we are not talking about single way of communication!  So we need to think of ways that you can leverage what existing community you have on it (or any other social network) and try to come up with sales/marketing programs that will attract people to spread the news for you through their own networks of communities.  You really have to think of (marketing) messages that is asking the audience to take action for other people/friends’ sake!  It always has to be Win-Win, nobody is going to take your message to their friends if they are not winning themselves!

We have seen many different successful and famous brands are putting a lot of efforts on social media these days but they are not really thinking virally.  A lot of the campaigns we see today are still at the pre-social media stage of just using social media as merely another advertising channel but nothing else!  In the last 2 years, Adams has collaborated with different clients to build Facebook campaigns to reach favorable results based only on one single idea,Viral Effectiveness.  If it is Viral Effective, it will help you to grow Brand AwarenessSales and Customer Database at an exponential rate!  For example, we helped a sportswear chain during FIFA World Cup period to create a game for people to tag friends on Facebook to form football team to get prize/gift/discount at their chain stores.  Imagine the Multiplying Effect of forming just a team of 7 people and the 7 people to form another 7 teams…!  I think, by now, you should have got my point if you want to be successful in your sales & marketing campaigns, then you have to Think Virally to Expand Your Business!

Three weeks ago, we launched a training course called “Strategy of e-Marketing & Social Media Marketing” which to be held at the beautiful and modern hotel The Mira Hotel Hong Kong.  The response was overwhelming and the class was full within the first few days of registration and we had to arrange a bigger room to accommodate all the attendees.  Hence, we decided to arrange one more additional class on September 8, 2011 at The Mira Hotel Hong Kong again.  If you or your friends are interested, please feel free to register on http://www.adamshk.com/events/course20110908.htm.


I am not sure how many of you are having problem in managing the post 80’s employees, CAPITAL is collaborating with McDonald’s, Sony Computer…to come up with a wonderful 2-day course to cover how to motivate and manage post 80’s employees on July 29-30.   In the last few days of registration, you may enjoy 5% discount by registering through Adams on http://adamshk.com/events/capital20110729.htm


Finally, I have written another article on “Giving up is a way to gain!” for a professional institution in Hong Kong which you can find it on our slideshare page http://www.slideshare.net/adamshk.  A number of the prioritization and planning skills covered in the article are the essence of what I have learnt throughout my career!   Hope you will enjoy it.

Thank you for your continued support and I look forward to connecting with you soon!

Best regards,

Matthew Kwan

Principal Consultant
Adams Company Limited

Giving up is a way to gain!

By Matthew Kwan - Copyright © 2011

Principal consultant of Adams Company Limited (www.adamshk.com)

Would you ever consider giving up to be a smart move? To give up sounds so negative, but it could well be the result of a very strategic thinking process. If you have watched the movie 127 Hours, you will understand what I saying. This real story is about a mountain climber who was trapped in no man’s land but who got himself rescued by his own sheer determination and courage in cutting his own arm off…

You can be experienced and skillful in certain business but this does not guarantee your work will be free of mistakes and risks. The macroeconomic environment is out of anybody’s control. We have seen a number of crises in the last 15 years including the Asian financial crisis in 1997, the burst of the dot-com bubble in 2000 and the global financial and economic crisis which started in late 2008. Few people were able to predict these events. If you have personally experienced these most terrifying moments, you can understand that blindly holding on one particular stock which is no longer valuable can cost you more than giving it up altogether!

So, how can we be smarter by giving up the right things at the right moment? The answer is to exercise a prioritization and continuous review process. Prioritization is the best way of strategic planning as well as budgeting. However, we need a continuous review process to ensure we are on the right track as well as looking out for potential risks and macro environmental changes.

There are different tools for prioritization. The following are some of my favorites:

1. Weighting table

By far, I think this is one of the simplest kinds of prioritization tool as it is so easy to adapt and expand to multiple dimensions, if you know how. The idea is first to list your options in no particular sequence. By giving a score to each option in accordance with its level of importance within an area of interest, you can instantly sort out your priorities. If there are multiple interests, then we can do the same exercise by allocating the percentage weighting to each interest area, making a total of 100 percent. There’s no limit to the number of areas of interest but the more there are, the less significant they are. I suggest that the maximum number of areas of interest should not exceed five.

weightingtable

2. Zero-based budgeting

I learnt this great tool during my good old days of working at Intel. It is particularly useful when you have to draw a clear line during your business planning due to a limited budget.Provided that you already know your priority list (which you could achieve by using taking the results from the weighting table exercise)you can then draw up a budget per item on the list. Next, you just need to draw a line on the priority list when you hit the limited budget amount. When you move the line to a bigger or smaller budgetto see the impact on the potential return-on-investment (ROI), you will be amazed to see the huge variance of ROI in certain cases.

zbb


3. Management by objectives (MBO)

Peter Drucker, father of management theory, came up with this wonderful tool in 1954. It has been adopted by countless corporations all over the world as a management and performance review process for many business matters. The simple idea is to assign a priority to the list of objectives for a given project or person. Hence, the focus for time and effort should be applied according to the relative priority. Though it sounds simple, I personally think it requires a great deal of discipline to make it work.

4. Boston matrix

This is a very nice way of segmenting your business lines or products. It shows you which really have relatively better market growth and market share potential as a bigger picture in terms of the four dimensions of the matrix: Star, Cash Cow, Dogs and Problem Child. By plotting your products quantitatively on the matrix, clear actions (both positive and corrective) can be easily identified in most cases. Of course the ideal situation is to make a bigger segment of your products into Stars!

boston_matrix


Matthew Kwan is a Principal Consultant of Adams Company Limited (www.adamshk.com) and is responsible for business consulting and enterprise training. He is an entrepreneur, author, speaker, lecturer and consultant working with enterprises and organizations in the commercial and Christian communities. He served for many years in multi-national companies including Intel, JP Morgan and Jardine, and has broad experience in sales & marketing and management in multicultural and international settings.

 

Social Media: Business or Not??

Dear Friend,

Greetings to you!
I am so glad to share with you that we had a very successful event with Wisers Information Limited (Wisers) earlier this month on the topic of “Brand Formula through Social Media”. The event wasFULL HOUSEin a room packed with160 peoplecoming mainly from companies ofBanking &Finance, Government & NGO’s and Marketing Professionals. I was thrilled to speak alongside with domain experts from Greenpeace, Ogilvy andWisers. If you are interested to view my presentation, please feel free to check it out onhttp://www.slideshare.net/adamshk/adams-wisers-social-media-seminar-20110602
Facebook

So, do you think you can get businessthrough your Facebook Account or Facebook Fan Page or Facebook Groups or Facebook Social Ad? If I have lost you on these terms, you definitely need to get yourself educated on the differences, otherwise you will not be very successful to promote your company/products/services using Facebook. Why am I pinpointing on Facebook? It is because there are more than3 Million registered users using Facebook in Hong Kong which is about 75% of the total Internet population in Hong Kong. This is a serious matter as there isno single advertising media have this kind of direct reachon a personal basis than Facebook in Hong Kong and in the world. There are actually more than 500 Million Facebook users in the World which contribute to more than 25% of the worldwide Internet population. The most important success factor is to ensure there is element of “Viral Effective”. Majority ofAdams’larger projects in the last 2 years are all related to Facebook and we alwaysthink Virallyto bring pivotal results for our customers.  You may read more on our methodology and philosophy onhttp://www.adamshk.com/e-Marketing/social_media.htm

Twitter
Are you really ready to engage with the customers and do business? According to a article onwww.mad.co.uk, Dell managed to make over US$6.5 Million sales throughTwitter alone by end of 2009 and US President Obama is having over 8M followers on Twitter alone. However, Twitter is not so popular in Hong Kong as it does not offer Traditional Chinese interface butAdamsis recommending customersto use Twitter as a connector to multiple Social Media. There are actually a number of way of doing it if you know the right tools. It is highly effective for disseminating your company and product news to multiple channels.

YouTube

Do you know Hong Kong is one of the highest visit location of YouTube? Do you know you can actually post Video advertisements (Traditionally only available on  TV) right next to videos of your target customers when they search for interested topics? It can be so targeted and relevant and effective but we do not see a lot of these advertisements yet in Hong Kong. Are you aware that we live inpost-modern age that people enjoy watch videos than purely reading textsHave you opened you YouTube channel for your company yet, showing demos, advertisements, testimonials, events….to create a prominent online presence? What I am trying to say here is that a lot of companies are lacking behind onusing YouTube tactically and effectivelyThe potential results can be exponential if you are doing it right. Adams has started helping customer to place their TVC’s on YouTube for quite sometime and the ROI’s are very clear.
China
Earlier,www.renren.com(人人網) has merged withwww.kaixin.comto form the largest Social Media Network in China. On May 4, 2011, RenRen.com has become the first ever Social Media Network beinglisted on New York Stock Exchange raising US$743.4 millionwith highest trading price at US$21.93 on the first day of trading. There are many business implications with its huge growth potentials. If you are planning to reach customers in China, then you really have to understand Sina’s Weibo (microblogging site equivalent to Twitter), Youku.com and Tudu.com (Video Broadcasting sites equivalent to YouTube), Baidu Tieba (China’s largest discussion forum) and a whole bunch of other Social Media Network sites. The competitions are furious and extremely exciting. However, the cost of exploration is not small at all! Adams is actively helping customers to use the most relevant and prominent social media in China to create most effective online presence and awareness.
Summary
Ultimately, we are living in an Internet Age, people tend to find you through Search Engines and Social Media than anything else. We are talking about Online PR and Online Branding exercise here.  It is exactly the same as you would do it in the old days, you need to manage your public facing communications to get the best branding, perception and awareness. If you do not act now, it is going to be too late as your competitors are out there looking for ways to penetrate the market any minute NOW using Social Media. We see a lot of companies have started their effort in testing the effect of Social Media Marketing but we also see too many cases that the companies are not having a clear strategy! If you would like to understand more how to plan your Social Media Marketing Strategy for your special business, please do not hesitate andcontact us on+852 27239977oremail usatadmin@adamshk.com.
Best regards,
Matthew
Matthew Kwan
Principal Consultant
Adams Company Limited

China Online Purchase reached RMB498B in 2010. Seize the OPPORTUNITIES NOW!

Copyright © 2011 Matthew Kwan, Principal Consultant, Adams Company Limited (www.adamshk.com)

According CNNIC (www.cnnic.cn 中國互聯網路訊息中心) report released in January 2011, China’s Internet users reached to 457M users (of 1.8B in the world) by end of 2010.  In addition, www.news.cn (新華網) on May 4, 2011 is reporting that the total purchase online in China in 2010 is RMB498B and 70% of the deals are done on www.taoboa.com (淘寶網).

 

Did these figures impress you??  There is a very huge market in China and you can actually reach target customers with very targeted approach which traditional media cannot provide you.  You can select by age, sex, education background, job titles, interests, living standards…etc according to the demographics available from different websites and organizations databases.  You can use multi-levels communications available online including emails, text messages, display advertisements, social media and etc to reach your most wanted customers.

At the same time, there are just so many opportunities with the ever rising number of tourists from China that you can really attract them to come to your shops in Hong Kong through many innovative channels including shopping tours and coupons mailing.

The ecosystems and players in China is very different from Hong Kong and rest of the world.  Hence, you really need to pick the right tools and channels extremely carefully.  Otherwise, you may end up spending a lot of money without any result by the scale of this big country.  Adams has been working extremely to line up many excellent channels for companies to develop their China market, here are a few options you may consider:

Baidu Search Engine

Adams is helping customers to publicize their company, products, brands, services using the No.1 search engine in China, Baidu.  Other than advertising, we are also help our customers to create an online presence on Baidu related products including Baike (Wiki), ZhiDao (Knowledge), TieBa (Forum), KongJian (Blog) and etc  which are proofed to be very effective.  The daily budget for advertising is as low as RMB 50 per day.

D&B Direct Marketing for China

Adams is partnering of D&B Hong Kong, one of the largest customer database companies in the world over 100 years history, to provide very detailed and comprehensive both consumer and business database service that you can reach your customers in China by direct mailing, e-mails, SMS, MMS.

China Post Direct Mailing

Adams is helping customers to sort out most relevant target audience as specific as province, city, area, street, estate by the characteristics of the posting behavior to uniquely identify your customers.

China Online/Internet Payment

Adams is engaging the most popular internet payment gateways in China and methods that customers collect money and payment at ease and to receive payments over the Internet from China directly to banks in Hong Kong with peace of mind.  The one time setup charge is as low as HK$3000.

China Toll Free Direct Call Number

Adams is a partner of the ONLY official distributor of the China Toll Free Direct Call number company in Hong Kong that can provide a PRC telephone number that can be routed to Hong Kong and anywhere in the world.  This can certainly increase your accessibility and customer service level to your customers in China.

If you are interested of any of the above services that help you to grow and develop your market in China, please feel free to contact us anytime on +852 2723 9977 or admin@adamshk.com.  Alternatively, please visit: www.adamshk.com/e-Marketing/china.htm or more information.

Copyright © 2011 Matthew Kwan, Principal Consultant, Adams Company Limited (www.adamshk.com)

According CNNIC (www.cnnic.cn 中國互聯網路訊息中心) report released in January 2011, China’s Internet users reached to 457M users (of 1.8B in the world) by end of 2010.  In addition, www.news.cn (新華網) on May 4, 2011 is reporting that the total purchase online in China in 2010 is RMB498B and 70% of the deals are done on www.taoboa.com (淘寶網).

 

Did these figures impress you??  There is a very huge market in China and you can actually reach target customers with very targeted approach which traditional media cannot provide you.  You can select by age, sex, education background, job titles, interests, living standards…etc according to the demographics available from different websites and organizations databases.  You can use multi-levels communications available online including emails, text messages, display advertisements, social media and etc to reach your most wanted customers.

At the same time, there are just so many opportunities with the ever rising number of tourists from China that you can really attract them to come to your shops in Hong Kong through many innovative channels including shopping tours and coupons mailing.

The ecosystems and players in China is very different from Hong Kong and rest of the world.  Hence, you really need to pick the right tools and channels extremely carefully.  Otherwise, you may end up spending a lot of money without any result by the scale of this big country.  Adams has been working extremely to line up many excellent channels for companies to develop their China market, here are a few options you may consider:

Baidu Search Engine

Adams is helping customers to publicize their company, products, brands, services using the No.1 search engine in China, Baidu.  Other than advertising, we are also help our customers to create an online presence on Baidu related products including Baike (Wiki), ZhiDao (Knowledge), TieBa (Forum), KongJian (Blog) and etc  which are proofed to be very effective.  The daily budget for advertising is as low as RMB 50 per day.

D&B Direct Marketing for China

Adams is partnering of D&B Hong Kong, one of the largest customer database companies in the world over 100 years history, to provide very detailed and comprehensive both consumer and business database service that you can reach your customers in China by direct mailing, e-mails, SMS, MMS.

China Post Direct Mailing

Adams is helping customers to sort out most relevant target audience as specific as province, city, area, street, estate by the characteristics of the posting behavior to uniquely identify your customers.

China Online/Internet Payment

Adams is engaging the most popular internet payment gateways in China and methods that customers collect money and payment at ease and to receive payments over the Internet from China directly to banks in Hong Kong with peace of mind.  The one time setup charge is as low as HK$3000.

China Toll Free Direct Call Number

Adams is a partner of the ONLY official distributor of the China Toll Free Direct Call number company in Hong Kong that can provide a PRC telephone number that can be routed to Hong Kong and anywhere in the world.  This can certainly increase your accessibility and customer service level to your customers in China.

If you are interested of any of the above services that help you to grow and develop your market in China, please feel free to contact us anytime on +852 2723 9977 or admin@adamshk.com.  Alternatively, please visit: www.adamshk.com/e-Marketing/china.htm or more information.

Mobile Marketing is the way to GO!

Copyright © 2011 Matthew Kwan, Principal Consultant, Adams Company Limited (www.adamshk.com)

mobileWe see exciting trend in mobile marketingand there are many opportunities in promoting your services and products through this new channel and media.  We now partner with various mobile coupon websites to let you upload your promotional items for as less as $1500 per item for mobile phones (iPhone, Android, Nokia…etc) to download.

On the same trend, we also offer customers to advertise on Google network to show their promotional messages and advertisements onmobile ready websites.  The coverage is huge and very targeted which you may choose nature of websites, gender and age of the audience and etc.

In the last few months, we have actively working with major telecom carriers in Hong Kong to help our customers to do targeted & location based SMS text messages to selected customer segment. For example, sending text messages to people with mobile phone bill over HK$500 with International Roaming record who uses Blackberries Phones and office location is in Central.Copyright © 2011 Matthew Kwan, Principal Consultant, Adams Company Limited (www.adamshk.com)

mobileWe see exciting trend in mobile marketingand there are many opportunities in promoting your services and products through this new channel and media.  We now partner with various mobile coupon websites to let you upload your promotional items for as less as $1500 per item for mobile phones (iPhone, Android, Nokia…etc) to download.

On the same trend, we also offer customers to advertise on Google network to show their promotional messages and advertisements onmobile ready websites.  The coverage is huge and very targeted which you may choose nature of websites, gender and age of the audience and etc.

In the last few months, we have actively working with major telecom carriers in Hong Kong to help our customers to do targeted & location based SMS text messages to selected customer segment. For example, sending text messages to people with mobile phone bill over HK$500 with International Roaming record who uses Blackberries Phones and office location is in Central.

Leaders Are All Fools!

Leadership

Leadership

By Matthew Kwan

Principal Consultant of Adams (www.adamshk.com)

Copyright © 2010.

 

 

Too many of us are under the illusion that people who are in leading positions are leaders.  In my own mind, they are just positional leaders and NOT true leaders at all!  In a lot of cases, these positional leaders are not even possessing the basic qualities of a leader.

 

So who are true leaders?  What leadership is about?  A lot of great authors have already written extensively on this topic.  Jack Welch, former CEO of GE, once replied in a TV programme to a MBA student that “Leaders are those who do the right things…”  I would agree very much from a 50 thousand feet level.  However, I would like to address this topic from a different angle.

 

Leadership, in a business context or any context, is not about the position you hold but the way you act.  We are not talking about your skills and knowledge but how you would react in a given circumstance and environment.  Even a fresh graduate, straight out from college, without any real working experience can be a true leader.  It is not a matter of qualifications as certificates would not help you to become a true leader.   However, I think all successful and respectful leaders are fools and a lot of them are foolishly making extra effort, believing in big and difficult to achieve visions, lowering themselves for the good of the whole, and as well as sacrificing personal belongings to reach new grounds.  In summary these sounds like foolish acts are:

 

1. Running Extra Miles

You will only be a follower if you are not running ahead of the game.  In order to be ahead of the game, it means you need to run not only an extra mile but breaking away from your own competitions.  Even though you are breaking away, it does not mean your competitors may not catch you and overtake you in due time.  So there is no easy way out, you just need to keep running if you want to stay in your leadership position!  I would like to share a mindset I often talk about “you can only know what I know yesterday but not tomorrow as I am moving forward all the time!”

 

2. Seeing Great Visions

Leadership is about leading team, group, department, organization…etc.  However, you can never lead without a vision.  Given any point in time, your vision must be clear enough to lead you towards the right direction with clear outcomes and at the same time being shared with your team.  You cannot be a true leader if your team cannot see what you see!  Though it is a very difficult and sometime painful process, you do not have a choice but to share your visions!

 

3. Being Noble

It is nearly impossible to be a great leader without integrity.  Your followers will only choose to follow you if you are respectful and noble.  Humility is often a function of nobleness.  It sounds very strange in our world today but it works perfectly in many ways!  A noble leader is someone with integrity and who is willing to trade off personal benefits for the sake of the followers and others.  The end result is your followers will follow you unconditionally in return.  I guaranteed you the joy of this if you dare to try!

 

4. Sacrificing Time, Money, Family, Relationships, Life…

Scientists are excellent examples of leaders that do not have positions (…well, until they get recognized and rewarded!).  They generally work very hard and very concentrate in their fields of research with most people thinking they are crazy and wasting time.  Yet they are all leaders in their own fields and often they are sacrificing personal time, money, family and relationships in order to breakthrough and reach new grounds.  True leaders must be prepared to sacrifice if you believe in your visions.  In some extreme cases, you may even be threatened to sacrifice life as your followers and oppositions are reluctant to follow when you are trying so hard to make changes for the good but damaging their personal interests!  Are you really willing?

 

 

 

About the Author

Matthew Kwan is Principal Consultant of Adams Company Limited (www.adamshk.com) responsible for business consulting and enterprise training.  He is an entrepreneur, author, speaker, lecturer, consultant working with enterprises and organizations in both commercial and Christian communities.  He served many years in multi-national companies including Intel, JP Morgan, Jardines with broad experience of Sales & Marketing and Management in multicultural and international settings.

 

藉社交網站威力,開拓無限市場潛力!

Social Media

Social Media

 

關廣智 (www.adamshk.com 首席顧問) Copyright 2010.


互聯網已成為我們生活的一部份,據相關統計數字於2009年尾顯示,全球用戶逾18億,而中國亦高居榜首,截至20104月份互聯網用戶已超4億。Six Degree of Separation, 奧巴馬的競選宣傳策略, FacebookYouTubeTwitter (或微博) …等等的社交網站 (Social Media/Networks) 不斷創造市場新驚喜。面對這最具潛力又龐大的宣傳廣告平台,市務人員刻不容緩,不能忽視! 如何借力打力,開拓無限市場潛力,發展超然商機創造力呢?最重要有以下幾方面:

1.了解你的目標客戶於社交網站上的特性:

- 那些社交網站是他們經常流連呢?

- 那些是他們最有興趣的群組呢?

2.清楚你於社交網站上可達到的目的

- 究竟是建立人際網絡還是可以硬銷呢?

- 究竟是建立形象還是還是廣發消息?

3.利用社交網站的互動工具達到最大擴張效果

- 上載內容於社交網站時有沒有同時發佈於其他社交網站呢?

- 你的網頁和社交網站上有沒有互動地embed 不同的社交網站上的內容呢?

- 你的網站有沒有充分利用社交網站的分享功能呢?

4.恆久發放資訊保持曝光機會

- 要吸引你的跟隨者,資訊必然要新鮮、相關

- 要建立群體,就要準時和定期回應回覆

社交網站的威力在乎你所傳遞訊息的滲透力,如果你的跟隨者越來越多,你的長遠利益也必然顯著。雖然社交網站的爆發力可以非常強大,但並非頓時必然可見,所以要發揮得淋漓盡致就只得努力嘗試,把握最

Social Media

Social Media

 

關廣智 (www.adamshk.com 首席顧問) Copyright 2010.


互聯網已成為我們生活的一部份,據相關統計數字於2009年尾顯示,全球用戶逾18億,而中國亦高居榜首,截至20104月份互聯網用戶已超4億。Six Degree of Separation, 奧巴馬的競選宣傳策略, FacebookYouTubeTwitter (或微博) …等等的社交網站 (Social Media/Networks) 不斷創造市場新驚喜。面對這最具潛力又龐大的宣傳廣告平台,市務人員刻不容緩,不能忽視! 如何借力打力,開拓無限市場潛力,發展超然商機創造力呢?最重要有以下幾方面:

1.了解你的目標客戶於社交網站上的特性:

- 那些社交網站是他們經常流連呢?

- 那些是他們最有興趣的群組呢?

2.清楚你於社交網站上可達到的目的

- 究竟是建立人際網絡還是可以硬銷呢?

- 究竟是建立形象還是還是廣發消息?

3.利用社交網站的互動工具達到最大擴張效果

- 上載內容於社交網站時有沒有同時發佈於其他社交網站呢?

- 你的網頁和社交網站上有沒有互動地embed 不同的社交網站上的內容呢?

- 你的網站有沒有充分利用社交網站的分享功能呢?

4.恆久發放資訊保持曝光機會

- 要吸引你的跟隨者,資訊必然要新鮮、相關

- 要建立群體,就要準時和定期回應回覆

社交網站的威力在乎你所傳遞訊息的滲透力,如果你的跟隨者越來越多,你的長遠利益也必然顯著。雖然社交網站的爆發力可以非常強大,但並非頓時必然可見,所以要發揮得淋漓盡致就只得努力嘗試,把握最