Thursday, June 30, 2016

Top 10 Tips for Generating More Sales Leads Online


Dear Friend,

Time flies so fast, today is the last day of the first half year of 2016.  It was veeeeeeery exciting 6 months for us.

If you have missed our Digital Bites seminar co-hosted with Google Partners on June 7, here is my presentation: http://www.slideshare.net/adamshk/top-10-tips-for-generating-more-sales-leads-online-20160607



You may also view some of the pictures on https://www.facebook.com/adams.news/photos/?tab=album&album_id=10154223722793490



We have so many exciting seminars and classes lined up in the second half of 2016.  If I have not counted correctly, there are at least 17 events!!!  Here are some highlight:

2016-07-14 Wiser:Creating Success in the Digital Age
2016-07-21 香港青年協會:以社交媒體進行病毒行銷
2016-08-24 香港零售管理協會:提升E-SALES冇難度


Design Thinking
實戰講座 [co-organized with HKSTP]
Challenging Your Thoughts, Advancing Business Seminars with MAC LEUNG

Mac Leung has been an inspiring trainer in the space of Design Thinking as he has a rich background in product design and corporate management.  We are exciting to cooperate with him again this year together with the support of Hong Kong Science & Technology Parks to promote innovation and creativity.  Don't miss this opportunity to get inspired.

講座 1 : Product Design 產品設計思考
http://www.sme.gig.hk/smeworkshop20160715

講座 2. Marketing 市場營銷思考 (12 Aug 2016) 按此報名

講座 3. Service Design 顧客服務設計思考 (9 Sep 2016) 按此報名

講座 4. Management 企業管理思考 (21 Oct 2016) 按此報名

 

解救 Mobile Age 迷思講座 [co-organized with HKSTP]
Smarter Digital Marketing Seminars with MATTHEW KWAN

講座 1 : 數碼營銷至「$低」功略  How can we further LOWER the cost of online advertising?
http://www.sme.gig.hk/smeworkshop20160726

講座 2.贏在搜尋器最前線! [13 Sept, 2016] 
Showing your product, your brand and your company on FIRST page of search results  按此報名

講座 3. 網上「賺盡」方程式! [18 Oct, 2016] 
Formula of earning MORE money from Online Business ] 按此報名

講座 4. 社交媒體生意秘笈 [17 Nov, 2016] 
Why can’t we get more sales through Social Media Marketing?  按此報名

 
I look forward to connecting with you soon again!

Best regards,

Matthew

Matthew Kwan
Principal Consultant
Adams Company Limited
T: +852 2723 9977
E: matthew.kwan@adamshk.com
w: www.adamshk.com   FB: facebook.com/matthew.news




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Tuesday, July 15, 2014

「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

Tuesday, February 18, 2014

Digital Public Relations, are you doing it?

Adams Company Limited (www.adamshk.com

When we talk about Digital Public Relations, the most important thing is toknow that the major momentum behind DigitalAGE and MobileAGE is from thescreens of 4 to 10 inches.  If you cannot conquer using contents that arefitting to this most basic requirement, you will not be successful.  Basically, Digital PR is covering the followingtopics on the following topics.  Personally, I think we are facing amore difficult task than we were in the previous generation when TV, Newspapersand 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?

Tuesday, January 7, 2014

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

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

Saturday, August 13, 2011

Would you dare to share!

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.



Copyright (c) 2011 Matthew Kwan, Principal Consultant
Adams Company Limited
W:www.adamshk.com FB:facebook.com/adams.news