Tag: blogging

5Cs of Social Media Success

April 23rd, 2008   •   1 comment   

In the world of social media, I believe that there are five Cs which can help to mandate success beyond the initial buzz of just being a part of the blogosphere. They are:
1) Contacts
2) Content
3) Continuity
4) Controversy (this is more debatable)
5) Currency

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Getting Past The Social Media Hype

March 3rd, 2008   •   8 comments   


Courtesy of butler.melvin

This article first appeared in Marketing magazine in February 2008. I thought it would be useful to share it with you here. And yes, I am back to blogging again after a super long hiatus!

By now, every publicist worth his or her salt would have heard of the wonders of new media. Anything imbued with the word 2.0, social media, conversational marketing, blogosphere or peer-to-peer is laden with the Midas touch. Want to access the 80 million blogs around the world?

Just put up something within the next two hours on Blogger, WordPress or Movable Type. Presto! Your blog ranking will hit Technorati’s top 100, and a gazillion citizen journalists will hungrily chew over every sacred word issued from your online altar, propelling you to instant worldwide fame.

Yeah right. If only it is this easy.

After dabbling in various social media platforms for close to three years, I learnt certain principles needed to thrive (or at least survive) in this space.

First, grow your grassroot groups by adopting a bottoms-up approach. A-list bloggers and blogeratis (blog celebrities) have huge readerships. However, are they the right target audiences for your corporate messages? It may be more prudent to cultivate your own niche community of raving fans who are users that endorse your products and services.

Second, do not fire your PR folks. While social media is largely dependent on the efforts of individuals in cultivating bloggers, there is still a huge role for mainstream media. Newspapers, TV, radio and magazines still capture a vast amount of eyeballs and audiences.

Third, be religiously regular in posting content but don’t kill yourself. The online race is a marathon – not a 100 metre sprint! If you are starting a blog, publish posts on a regular basis which your readers are comfortable with. If you are putting up podcasts, ensure that you are able to pipe in compelling content that listeners can appreciate and enjoy. Silence isn’t golden in cyberspace.

Fourth, establish yourself and your company as a thought leader. Blogging, podcasting or videocasting gives one an incredible opportunity to showcase intellectual prowess in the subject matter while gaining fans. Credibility is important so show your stripes in social media spaces.

Fifth, complement your online marcom strategies with offline ones. I am a firm believer that branding and integrated marketing communications should apply in the social media universe. Of course, it doesn’t mean that you have to slap your logo everywhere or embrace the same colour scheme throughout. What it does mean though is that your approach to engaging bloggers should be consistent with your brand values.

Sixth, get your hands dirty, roll up your sleeves, engage in online conversations and blog away. The best way to understand the new digital domain is to become one of them. Mingle freely way before delivering your first “key message”. It is back to Relationships 101 all over again.

Finally, be realistic about what you can or cannot achieve in the new media arena. There are certain topics and subjects that just won’t cut it online, regardless of the amount of cultivation/friendship/bribery that you have done. Be happy with little successes in the initial stages and build on to bigger and better things in time to come.


Sex, Scandal and Sensationalism

December 18th, 2007   •   no comments   


Courtesy of mercer machine

In the age of social media, one particular trend seem to stand out more so than others. And that is our penchant for perversity.

Just look at the leading blog posts and stories in technorati, digg, ping.sg and other blog aggregators. What hits you first and foremost? Most of the leading ones are either about controversy, coitus or corruption. If you have a feel good story, chances are that your efforts will be relegated to the backwaters of the blogosphere.
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Some Tips on Corporate Blogging

November 14th, 2007   •   no comments   

Melvin, Preetam, Ian and I shared our views yesterday afternoon on a panel speaking session on business blogging recently by the Institute of Public Relations Singapore (IPRS). After some time away from social media gatherings, it was quite refreshing to share my thoughts and experiences in corporate blogging once again. The lunch talk was held at Geek Terminal, which seem to be the de facto venue for all things 2.0-ish.

The session got off pretty well and I enjoyed the animated exchanges between the panellists and the floor. Some of the key lessons which I shared were as follows:

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Death of Blogging?

August 2nd, 2007   •   10 comments   


Are blogs destined for the grave? (courtesy of Rusty Russ)

Here is an extension of Steve Rubel’s thoughts on whether our obsession with newer and more summarised all-in-one platforms may lead to the demise of the beloved blog. As usual, he gives a no-holds-barred analysis of the situation coupled with his usual whimsical touch.

“Earlier this week we chatted – here and on Twitter – about Shiny Object Syndrome (SOS). Our appetite for new technologies and channels is certainly insatiable, but it points to a larger trend.
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Are We Chasing Bright Shiny Objects?

July 21st, 2007   •   9 comments   

Read this brilliant post by Steve Rubel of Micro Persuasion fame. The main thrust of his post is that it still all boils down to understanding good old human behaviour as opposed to simply chasing the latest, greatest and coolest out there in the planet.

Quoting from him:

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Blogout was a Blast!

May 24th, 2007   •   16 comments   

Blogout
Blogging singer Genie sharing what tickles her fancy at Blogout

Just came back from Blogout which was a big social media bash at Geek Terminal attended by (who else) 2.0 geeks and celeb bloggers galore! The night was certainly interesting, with a veritable who’s who in the blogging scene making their appearances including Tomorrow.sg’s founder James Seng, STOMP’s editor Jennifer Lewis, Ping.sg’s creator Uzyn, Moblog’s originator Yoke Chin, Global Voices’ Preetam Rai, Kevin Lim of Theory Is The Reason and lots more members of the blogerati.

I certainly had fun moderating the panel discussion which talked about “A New Voice”, though it did go a little chaotic at times. My conclusion was that the crowd seemed to have more fun chatting with each other! Well, I guess that’s the spirit of the whole 2.0 movement, where EVERYBODY participates in the conversation. It’s “All Star Anything Goes” (for those old enough to remember that celebrity slugfest).

A special treat for the evening was having upcoming blogging singer Genie treating us to a music video of hers, hottest mummy contestant eastcoastlife sharing what makes her so special, and also hearing from celebrity STOMP blogger Joe Augustin. Nice to also know that we have upcoming technopreneurs in Singapore making their mark in the web 2.0 universe. Finally, it was great to meet Veron, DK and Dr Leslie Tay of I Eat I Shoot I Post fame, all big-time bloggers in their own right.

Special kudos go to Estee for the fabulous organising and professional emceeing of this event, as well as other digital movers like Ming Yeow, Su Yuen, Swathi, Chern Jie and all the other hardworking folks at The Digital Movement who made this possible.


The Right Stuff for Blogging

May 20th, 2007   •   17 comments   

After a brief hiatus, I am back to my favourite subject which is blogging. In the true tradition of a marketer, ad man and publicist, I have coined my latest post as the “Rs” of blogging.

What makes a blogger effective? I believe there are a few basic “Rs” to take note of.

Relationships

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Best Blogger? You Got To Be Kidding!

April 10th, 2007   •   14 comments   

Apparently, I was (faint) according to the cool folks at the Digital Movement. They apparently liked my 5 parter on Nexus 2007 so much that they have given me a free T-shirt for Best Coverage Award. Wow!

Party T-Shirt

Thanks for the cool accolade folks. I really appreciate it and I think that you guys are doing a swell job too. Keep it up! The future is bright for Singapore 2.0!

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The Future of the Web – an Egalitarian Paradise?

March 30th, 2007   •   4 comments   

P1090449

The third session at Nexus 2007, “The Future of the Web”, was led by a fascinating presentation by Andreas Weigend, former Chief Scientist of Amazon.com. He spoke about Chris Anderson’s Long Tail (Wired magazine, Oct 2004) as well as the following futures:

Future of the individual – From e-business to me-business, and from eco-system to ego-system.
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