August 25th, 2009 
Dean 
Someone at IAS Portfolio must be drunk when they approved this advertisement that can be seen in most MRT stations in Singapore.
When I first laid eyes on it, I thought, Nice layout, but for a book or flyer not for a billboard. You don’t have to be a marketing genius to know that hardly anyone will be so captivated by the artwork that he will stop read all the words plunked into one big paragraph and then smile and continue on his way into/out of the MRT station.
Seriously! (more…)
August 24th, 2009 Dean 
If your reading was just restricted to social media, you might think that PR had no more role to play in the marketing arena, that the rise of ”trusted peers’ has so marginalized the communication professions that most agencies are now folding their tents and encouraging all their staff to learn a new trade. (more…)
Posted in Social Media, Tips and How-to Articles 
Tags: PR, Public Relations, Social Media 
Comments Off August 20th, 2009 Dean 
Companies are starting to fill ‘new media’ or ‘social media’ positions in their company. However, they need to remember that social media technologies are secondary to meeting business and customer needs.
I have spoken to several people trying to hire ‘experts’ to develop strategies and manage their ongoing social programs for their brand as well as recruiters who said that they have a very hard time trying to hire the right candidates for the job. The common problem I realize in these conversations were: Candidates are wrongly positioning themselves. Therefore, I have put together 3 golden rules when it comes to hiring social media executives. (more…)
August 18th, 2009 Dean 
In an age where cafes are trying very hard to build customer loyalty and get people to hang out at their outlets, one little cafe chain seems thinks that it is not really worth it.
Roderick, my colleague and I, met at Cafe Galilee @ Bedok Library yesterday for a discussion. We each bought drinks and sat down at a table. The discussion went on for about 2 hours plus. Then came along a staff and told us that we can’t sit for too long without ordering more food. Not to say that the drinks are really cheap coffee shop prices. I would understand it if there are limited space and we are actually preventing more customers from patronizing the cafe. But I looked around only to find many more empty tables (!).
August 13th, 2009 Dean 
I have just discovered an instructive lesson for marketers that comes from this study in Psychological Science (via Neuronarrative).
In the study, they found that showing a live example and getting people to relate to it doesn’t have much success when it comes to getting them to do something. Instead, providing someone with a narrative that they can follow, read and mentally envisage works better.
August 5th, 2009 Dean 
Developing a social media program is like building a house: You will need experts that understand the tools as well as leaders that craft it and interns can be a very important part of that team. With many companies dabbling in social technologies, it is easy to assume that social media is the domain of the young. While we talked to our customers, we are also hearing of more companies handing over their social media strategy to interns and in my opinion, I think that’s a bad idea. Using low cost interns can help get the program up to speed in house, but relying on them for strategic corporate communications is nd to be risky.
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