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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！
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!
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:
- Is my corporate website Mobile Ready from 4 to 10 inches? i.e. iPhone, Galaxy Note, Galaxy Tab, iPad Air…
- Are you already advertising on Google/Baidu/Bing (Yahoo) using Mobile Bidding setting?
- Are you already advertising using location base filter or SMS for mobile devices?
- Are your online advertisements having location or click-to-call extensions to increase conversion from mobile devices?
- Are you purposely recruiting “loyal” members in your mobile database for future direct marketing?
- Are you building a team of mobile customer service on the most popular mobile messaging platforms? i.e. WhatsApp/WeChat
- Are you getting ready to enable “Online/Offline” integration at your physical shop through mobile devices? e.g. NFC, QR Code…
Saturday, August 13, 2011
Would you dare to share!
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
Friday, July 22, 2011
Think Virally!
Dear Friend,
Hope you are enjoying the hot summer despite the unstable weather in Hong Kong in the last 2 weeks!
It 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 Awareness, Sales 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
Matthew Kwan
Principal Consultant
Adams Company Limited
Sunday, May 1, 2011
China Online Purchase reached RMB498B in 2010. Seize the OPPORTUNITIES NOW!
Copyright © 2011 Matthew Kwan, Principal Consultant, Adams Company Limited (www.adamshk.com)
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.
Friday, April 1, 2011
Mobile Marketing is the way to GO!
Copyright © 2011 Matthew Kwan, Principal Consultant, Adams Company Limited (www.adamshk.com)
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.
Tuesday, November 2, 2010
Adams - Matthew Talks About Baidu Search Marketing
Baidu, Google and Yahoo is definitely the biggest and most powerful search engines in the world. However, companies and marketing professionals must be careful enough to choose the right search engine for the right market for their specific industry as well as their specific target potential customers and audiences. Baidu in China which is the default choice for many people both commercially and personally for searching Chinese websites that are hosted and targeting the mass population of Internet users in China.
Adams - Matthew Talks About e-Marketing
Pricipal Consultant of Adams (www.adamshk.com) - Matthew Kwan Talks About e-Marketing and the best know methods.
Thursday, September 30, 2010
Adams - Matthew Talks About e-Mail Marketing
E-Mail Marketing is an very effective tool, yet very difficult to master in today's environment with so many junk or spam mails bombarding our e-Mail inbox everyday. It is relatively "cheap" to cover a broad base of customers directly. The key success factor to e-Mail Marketing is to send the targeted e-Mail message to the right target audience. Subject line is the very first barrier for any e-Mail to be opened by your potential customers though the design of the message also plays a very important role.
Monday, August 30, 2010
Adams - Matthew Talks About Social Network Marketing
Internet has become the most prominent media for communications in this age. Facebook, Youtube, Twitter, Blogs, ...etc are the best channels in reaching out to people both socially and in business. The success of President Obama's campaign showed us how social media network can be used to disseminate information as well as creating mass awareness at a great speed of time. This is especially true for people of the age between 15 to 50 years old. We are all connected by just "Six Degree of Separation" and this is the key to success for Sales & Marketing professionals to learn and master.
Monday, July 26, 2010
Thursday, June 3, 2010
「網民8秒找不到資料，即走！」
Tuesday, May 18, 2010
D&B Seminar: Expanding Business Through Social Network Marketing 20100318
Matthew Kwan, Principal Consultant of Adams (www.adamshk.com) presentation at D&B (Dun & Bradstreet) event on the topic of Social Network Marketing
Monday, March 15, 2010
Social Media Marketing Basics
By Matthew KwanPrincipal Consultant, Adams Company Limited (www.adamshk.com)
© Copyright. All rights reserved.
Internet has become the most prominent media for communications in this age. Facebook, Youtube, Twitter, Blogs, ...etc are the best channels in reaching out to people both socially and in business. The success of President Obama's campaign showed us how social media network can be used to disseminate information as well as creating mass awareness at a great speed of time. This is especially true for people of the age between 15 to 50 years old. We are all connected by just "Six Degree of Separation" and this is the key to success for Sales & Marketing professionals to learn and master.
The future is "Go Social" even in business. Never before advertising can be interactive and social media is making it possible that Word of Mouth (WOM) is having a new meaning through using the powerful applications and tools provided by the social networks. It is evolving at a great speed and the potential exponential growth of business is out of imagination for any business.
Find out more on www.adamshk.com/e-Marketing/social_media.htm
Sunday, February 7, 2010
SEO Vs SEM
By Matthew KwanPrincipal Consultant, Adams Company Limited (www.adamshk.com)
© Copyright. All rights reserved.
Search Engine Marketing (SEM) is a paid advertising whereas Search Engine Optimization (SEO) is a way of optimizing your natural search results to be shown in higher positions of the non-paid area of the results in a page for specific keyword search.
Traditionally, SEO may help companies to get more exposure over their competitions to reach more potential customers when SEM was not so popular. However, for some very competitive industry segments, SEM is playing an important role to help companies to get their marketing message to their target customers faster and easier.
There actually has no strict rule in choosing to use SEM or SEO or both across the board but it is always a matter of budget Vs return!
Find out more on http://www.blogger.com/www.adamshk.com/e-Marketing/sem_seo.htm
Thursday, January 7, 2010
Proactive building your company's web presence
By Matthew KwanPrincipal Consultant, Adams Company Limited (www.adamshk.com)
© Copyright. All rights reserved
Adams Company Limited www.adamshk.comThe Internet is too huge to cover but we still need to make big effort to get as much exposure as possible to let our potential customers to have easier time to find us in this Internet AGE. You need to have a formulated strategy to increase your web presence by proactively explore and register company products and services in most relevant & popular websites which may have high traffic from your target customers. This not only helps search engines like Google, Yahoo and Baidu to be able to find our customers' websites, also the list of search results from assorted websites can actually increase the credibility of their company. This is particularly helpful for companies just started their Internet campaign and strategy to raise their general ranking at a faster pace.
Trading Portals
There are many trading portals or online directories for business and many of them are free of charge for registration. It is just a matter of time and effort in filling in the forms and designing the right marketing messages on these portals or directories. Though in certain case fee maybe required for some very niche industries, it is a relative simple and relevant way to get your company exposed to the right potential customers.
Search Engines Directories
Companies can do quite much by just registering themselves on the famous search engines directories. In general, it is free of charge but just need to wait for the process to complete. However, it is helping so much for their natural or organic search results when it is done.
Find out more on www.adamshk.com/e-Marketing/web_presence.htm
Monday, January 4, 2010
Mastering Search Engine Marketing Basics
By Matthew Kwan
Principal Consultant, Adams Company Limited (www.adamshk.com)
© Copyright. All rights reserved.
Baidu, Google and Yahoo is definitely the biggest and most powerful search engines in the world. However, companies and marketing professionals must be careful enough to choose the right search engine for the right market for their specific industry as well as their specific target potential customers and audiences.
In general, Google is the No. 1 leader of search engine in the world. It has a very sophisticated interface and system (AdWords) that would allow you to uniquely and accurately define your marketing campaigns to reach your target customers across countries and regions. It would also allow you to advertise your text ad or image (banners) and video/animated ads on their extensive partner network of those which already join through AdSense.
However, there are always local kings like Baidu in China which is the default choice for many people both commercially and personally for searching Chinese websites that are hosted and targeting the mass population of Internet users in China. On the other hand, 
Yahoo is especially more prominent than other search engines in certain countries/regions like Hong Kong, Taiwan, Japan...etc.
Find out more on www.adamshk.com/e-Marketing/seo_sem.htm
Principal Consultant, Adams Company Limited (www.adamshk.com)
© Copyright. All rights reserved.
Baidu, Google and Yahoo is definitely the biggest and most powerful search engines in the world. However, companies and marketing professionals must be careful enough to choose the right search engine for the right market for their specific industry as well as their specific target potential customers and audiences.
In general, Google is the No. 1 leader of search engine in the world. It has a very sophisticated interface and system (AdWords) that would allow you to uniquely and accurately define your marketing campaigns to reach your target customers across countries and regions. It would also allow you to advertise your text ad or image (banners) and video/animated ads on their extensive partner network of those which already join through AdSense.
However, there are always local kings like Baidu in China which is the default choice for many people both commercially and personally for searching Chinese websites that are hosted and targeting the mass population of Internet users in China. On the other hand, 
Yahoo is especially more prominent than other search engines in certain countries/regions like Hong Kong, Taiwan, Japan...etc.Find out more on www.adamshk.com/e-Marketing/seo_sem.htm
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