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2010年4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, Facebook、YouTube、Twitter (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

By Matthew Kwan

Principal Consultant of Adams (www.adamshk.com)

Copyright © 2010.

You do not need to start up your own company to gain entrepreneurship, and in fact, you need to be an entrepreneur to be successful in business.  Entrepreneurship is an attitude, a mindset, a way of thinking and something you need to internalize.  So, are you an entrepreneur?  Here are some questions you may ask yourself?

1.          Do you enjoy in solving problems and seeing the (desirable/undesirable) results at the end?

2.          Do you enjoy hearing new ideas?

3.          Do you enjoy building new business processes?

4.          Do you enjoy learning how other organizations work?

5.          Do you enjoy thinking win-win proposals?

6.          Do you enjoy working with other (internal & external) parties (departments/companies)?

7.          Do you think negotiation is a way to achieve win-win?

8.          Do you think calculated risk is bearable?

9.          Do you think performance improvement is mandatory?

10.      Do you think alternative route is an answer to a dead end?

If you get mostly “YES” to the above questions, then the chance is that you are already possessing qualities of entrepreneurship.  There are a number of qualities you would look for if you are determined to pursuit entrepreneurship:

1.      Problem Solving Capability – It is a process which you need to go through before you can see desirable results.  You need to be discipline enough to follow the right procedure of thinking if you want to solve problems.  The way to solve big problem is to break your problem into little problems.  Your job is just to solve the little problems one by one and you will solve the big problem at the end!  Problems may evolve but you can always apply the same treatment.

2.      Explorative – We are too easy to get used to the best practices and formal procedures.  New ideas always sound strange at first but if we are open minded enough to compare thoughts, there are always insights from new ideas that we can adopt to make better ideas!

3.      Organization – Operational excellence is built on effective business processes.  However, clear definition of business processes takes thoughtful planning and flawless execution.  The only success factor to this is continuous review and refinement.

4.      Continuous Learning – You can always learn from the successful and disastrous organizations stories to shorten your path of success and help yourself in falling into the same traps.  It is both motivational and gauging to your own business endeavor.

5.      Think Win-Win – Business world is a network of ecosystem, there is no absolute winner in this world.  The way to be successful in your ecosystem is to collaborate.  One very wonderful word is Co-opetition! (Cooperation + Competition)

6.      Teamwork – Working in team(s) is an art!  Not only you need to be fully aware the politics behind of each internal or external team members, you also need to appreciate the strength and weakness of each player before you can built a successful team.  Teamwork is always built on trust but trust will never build in short time!

7.      Objective Driven – How well and clear do you know your objectives?  Without knowing your priorities, you will never know how to trade off.  Return-On-Investment is just a matter of trade off!

8.      Risk Taking – In order to advance, you need to take risk.  Taking calculated risks is a very mature business act.  Without taking risks, organizations will never advance to new heights.

9.      Pursue of Excellence – Complacency is a poison to any growing organization.  Measuring performance and finding ways to improve should always be a responsibility of a professional.

10.  Never Give Up! – You will hit dead ends for sure on your road of success.  Though it may look like running in a maze, by systematical back tracking and learning by mistakes, dawn will always come!

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.

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營銷顧問公司 Adams  (www.adamshk.com) 首席顧問關廣智 坦言，不少網站的設計過於繁複，消費者在找到產品資料前，可能被迫觀看長達數十秒的宣傳片，嚇怕客戶。網民耐性有限，關坦言︰「網民8秒找不到資料，即 走！」他建議網站設計以user friendly為主導。

關廣智以護膚品牌 Olay為例，消費者登入內地網站後，可先看到不同性別及年齡層的明星，如周迅及黃曉明，點擊後輕易找到符合自己的產品系列。

他又建議， 港商可在公司網站設立不同社交網平台的連結，並成立會員制，提高顧客對品牌的忠誠度。

日本品牌Canon近月為了宣傳新產品Canon PIXMA Smart Office，請了葛民輝及中美混血兒Jessica C.擔任代言人，不但有TVC(電視廣告)、地鐵Display Ad等，更把廣告宣傳至網絡，令市場爆光率激增。 網絡宣傳顧問Adams逐一分析他們的網上宣傳策略及技巧。

策略一：設計互動網站 利用趣味性吸引人流

產品的網頁(http://www.canon.com.hk/smart)以smart home為題，把網頁設計成一個家，生動又巧妙地加入了宣傳產品的資料和其特性，把資訊軟滲透於潛在顧客中，相比只有文字的網頁來得有效。網頁更加入了遊戲元素，例如上傳自己”戔鬼”相片，參加比賽，更有機會獲得獎品，激發瀏覽者的興趣和互動性。

策略二：有獎遊戲 吸納更多潛在顧客

遊戲中加入facebook 連結，把自制有趣的圖片與身邊的朋友分享，成為話題之一，務求更多人可以留意到Canon的遊戲，令爆光率十倍甚至百倍增加。

策略三： 網路廣告 無處不再

為了吸引人進入網站，Canon 在最多香港人看的網站yahoo使用搜索引擎，利用以上點擊收費的廣告，比傳統廣告更容易量度廣告成效及控制成本。Canon 更於瀏覽量極高的網站(Apple daily online,. MSN, Uwants，facebook等)刊登banner ad，令產品在目標顧客的網路上無處不再。

品牌策略建議

一個成功的網站，最終的目的是可以做到增加銷售、建立品牌、吸納潛在顧客的資料(電郵地址)。Canon 這個網站在建立品牌方面都能吸引較“潮“的年輕一代，這方面都是成功的。

吸納更多潛在顧客

網站上有“收取電子報“的功能，是有效收取顧客資料的做法，可惜功能未見明顯，建議可以用明顯的字體顏色突出功能。另外，“轉寄給朋友“透過轉寄，可以取得其他潛在顧客的電郵，吸納大量潛在顧客，建議多利用此功能，在不同的子頁中加插功能，方便顧客可以容易把網站宣揚開去。

喚起顧客行動 增加銷售

Canon 網站在網上、網下的宣傳活動已製造了一定的awareness(知名度)，但網站的設計都以遊戲和產品的資訊為主，欠缺了Call to Action(喚起行動) 的元素，網站未能喚起顧客即時購買的行動，建議可以利用“下載優惠劵“以優惠價吸引欲購買產品的顧客。

要成功在網絡上突圍而出，可以參考多些各大、小品牌的宣傳策略，Adams 日後會與你們分享最新的市場策略。如有任何查詢，可致電：2723 9977

By Matthew Kwan © Copyright.  All rights reserved.  Principal Consultant, Adams Company Limited  (www.adamshk.com)

So what is the ultimate measurement for your e-Marketing campaigns?  The most important thing to remember is that we live in a business world and the most basic measurement unit is always down to dollar amount.  However, it is very difficult to always just measure by money for your success.  My proposal is to objectively measure the “Cost Per Action”, CPA.  By actions, we mean:

• 1. no. of sales deals
• 2. no. of subscriptions
• 3. no. of enquiries (by phone, email, online form…etc)
• 4. no. of forward to friends
• 5. no of sharings to social networks
• 6.  …etc

If by channel/media cost per action (CPA) can be broken down, that is perfect but the real world is not that simple as your results may come from different online sources or even from your traditional marketing media.    Marketing professionals have to be realistic and measure the overall spending versus the actions happened during the campaign period. This exercise is extremely important for your planning of the next e-Campaign.  It should serve as the basis for your channel/media selection.

In the past, Facebook did not automatically give out a short cut link to your account or page. However, now you can create your own shortcut called “username” to allow people to type in a unique link for your account or page. It is an excellent way to give you especially your company a better branding in general.

e.g. www.facebook.com/adamshk

The way to apply the username is very simple. Once you have a published/online page or account, you can just type www.facebook.com/username to register. 

However, it may take a day or two before the chosen username is approved to use and you are not supposed to change the name in future. Hence, you must get the name right the first time though I think you may have once chance to change!

By having the username defined, it is an excellent way to invite other people to visit you/your page with ease!

如果你計劃耍於中國網上宣傳你的產品或公司，百度指數就是你必然參考的網頁 http://index.baidu.com.

百度指數能準確地給你分析你所關注的業務在中國的市場需求和地區的分佈，而且內中的資訊都是最新鮮的數據。其中特別當你採用關鍵字搜尋來作為廣告的途徑，百度指數更可給你提供相關的關鍵字建議以至達到最有效的成效。