Friday, August 21, 2009

The return economics

Global recovery has started, says IMF

(WASHINGTON) The global economy is beginning to recover from the worst recession since World War II, one that has left 'deep scars' likely to affect consumers and
businesses for years, said Olivier Blanchard, the chief economist of the International
Monetary Fund (IMF).

'The recovery has started,' Mr Blanchard said in a paper that the Washington-based lender released on Tuesday. 'The crisis has left deep scars, which will affect both supply and demand for many years to come.'

He said that the financial crisis had made Americans more

conscious of 'tail risks' - events that are unlikely to occur but when they do, have devastating consequences.

That means that US consumers are unlikely to return to their free-spending ways, and both the US and its trading partners will have to adjust. Emerging Asian countries, especially China, must play a big role.

'From the point of view of the United States, a decrease in

China's current account surplus would help increase demand
and sustain the US recovery,' he said. 'That would result in
more US imports which would help sustain world recovery.'

Mr Blanchard: Notes that But in order for China to boost domestic demand, it will need to

the crisis has left deep scars provide a stronger social safety net and increase household

which will affect supply and access to credit, which will encourage its consumers to save

demand for years to come less and spend more.

'Both higher Chinese import demand and a higher (yuan) will increase US net exports,' he
said.

The IMF, which has rescued economies from Pakistan to Iceland in the past year, is

advising officials around the world to keep economic stimulus programmes in place no longer than necessary to chart a path to sustainable growth.

In his paper, Mr Blanchard says that the process requires a 'delicate rebalancing act'.
Capital flows to emerging markets 'may not fully come back in the next few years,' he
said. While most economies may expand for the next few quarters, 'growth will not be quite strong enough to reduce unemployment, which is not expected to crest until some
time next year,' he said.

Mr Blanchard cautioned that rising government debt levels, particularly in advanced

economies, mean that fiscal stimulus programmes cannot continue for 'very long' unless private consumption and investment replace public support for growth.

'All this means that we may not go back to the old growth path, that potential output may
be lower than it was before the crisis,' he said in the paper. 'Sustaining the nascent
recovery is likely to require delicate rebalancing acts, both within and across countries.'

A sustained global recovery may hinge on the ability of nations in Asia to boost domestic demand to levels that help US exports, he said.


'The United States was not only at the origin of the crisis, it is central to any world recovery,' he said.

An inability or unwillingness by China, Japan and other Asian economic powers to reduce their current account surpluses may lead to a slower US recovery and political pressure to pump in more fiscal stimulus and borrow more, eventually raising questions about US
inability to trim debt.

'Fiscal deficits might be maintained for too long, leading to issues of debt sustainability, worries about US government bonds and the dollar, and causing large capital flows from the United States,' Mr Blanchard said. 'Dollar depreciation may take place, but in a
disorderly fashion, leading to another episode of instability and high uncertainty, which
could itself derail the recovery.'

In the short term, most countries will see positive economic growth for the next few

quarters, Mr Blanchard said, although it will be probably too tepid to reduce

unemployment, which is not expected to crest until some time next year. -- Bloomberg, Reuters

Friday, August 7, 2009

SPE Networks' viewership spikes

Singapore - SPE Networks has registered viewership growth for the second quarter in a row, for its two landmark channels AXN and Animax across Asia.

Compared to Q1 of 2009, this quarter saw AXN experience strong viewership growth of 19%, with a 25% growth for the 6pm-1am primetime slots. Tthe channel's strategy of targeting the upscale and affluent has resulted in PMEB viewership jump of 13% for the full day and 19% for primetime.

Meanwhile, Animax, Asia's first anime channel brand, also locked in, among its target audience of youth viewers aged 15-24, a 10% viewership increase for the full-day.

"TV viewing will see significant increase especially during challenging economic times. We will build on our success to ensure the momentum continues even as we see the economy possibly turning the corner," Ricky Ow, senior vice president & general manager, SPE Networks - Asia, said in a statement.

Volkswagen goes viral for the love of speed

Volkswagen has rolled out a series of viral videos and launched a minisite today to promote the new generation of Golf GTI targeting performance car lovers.

This is the first campaign since McCann took over the business from DDB early this year, which focuses on using online media to reach out to a much wider but targeted audience in car related forums and via the web.

The mini-site, which rolled out today features a number of viral videos themed "For the love of speed" that include the fastest rice cake making chefs from Japan, undress in five seconds, the world's fastest cup stacking champion and minute painter.

The digital campaign that runs on Yahoo and Atnext includes TV spots, ads in newspapers, on outdoor billboard and radio.

Mediacom handle media buying and planning for this campaign.

National Library Board on agency lookout

Singapore - The National Library Board in Singapore has announced a tender looking for an agency to develop an integrated online campaign for its Speak Good English Movement (SGEM).

The concept of the campaign is to engage the target audience of 16 to 40-year-old Singaporeans with a story that plays out on new media. Language content and key messages will be weaved into the story.

The SGEM 2009/10 will be launched this month, celebrating the Movement's 9th anniversary.

The movement was officially launched in 2000 by then Prime Minister Goh Chok Tong. Starting from 2003, the SGEM kicks off annually with a launch followed by year-long programmes and activities at schools, libraries and partner organisations.

Lifestyle Asia expands web offering to Manila

Luxury publishing group Lifestyle Asia has struck a joint venture deal with Manila-based boutique PR and ad agency Thinline to launch its online magazine in the Philippines.

Lifestyle Asia Manila will cover all areas of lifestyle but focus on fashion, wine and dine, and nightlife. The company said it has already received more than 3,000 subscribers from the Philippines.

Manila is currently the fastest developing internet market by percentage with a large English language population that Lifestyle Asia hopes to tap into.

Lifestyle Asia founding partner Sebastian Svensson said the collaboration with Thinline will help to establish a client base and make inroads into Manila's events and nightlife scene.

He said Canon had already signed on as a sponsor for the launch.

The move is part of an expansion plan which kicked off in November last year when the company shifted its focus from a Hong Kong-only title to an Asia-wide offering.

In April last year the company expanded its services to Singapore and in August launched in Bangkok. China is also expected to be on its radar.

Svensson said Hong Kong and Singapore were faring well and said he was confident Manila would take off.

"We have the advantage of first to market," he said.

HPB picks Tribal DDB for digital

Singapore - The Health Promotion Board has appointed Tribal DDB to manage and deliver integrated services for its adult and youth programmes across new media platforms.

The decision comes after a pitch that was called in April this year. The tenure of the contract is said to be for a year.

This also marks the latest win by Tribal DDB, after a slew of new business like Changi Airport Group, ION Orchard, Marriage Central and Uniqlo in the past few months.

"Health programmes require the right mix of grass root marketing and technology to create a better impact. We are thrilled with the appointment and we will be co-creating new channels of communication with the HPB," Jeff Cheong, head of Tribal DDB, said.

DDB and O&M are creative agencies for HPB's youth and adult divisions respectively while Mindshare is its media agency.

Doremus names Choy to lead Hong Kong

Doremus Hong Kong, part of the Omnicom Group, has hired Mary Choy (pictured) as managing director to replace May Song who is taking a "learning sabbatical".

Choy will officially begin her role on 26 August.

She will be responsible for overseeing the company's operations and building new business.

Doremus CEO Carl Anderson said Choy's strong background in financial services and technology plays well to Doremus' strengths in serving these important sectors.

"With her at the helm, Doremus Hong Kong is perfectly poised to help its clients succeed in this challenging market environment," he added.

Choy will report directly to Anderson and Richard Beccle, group managing director Asia Pacific for Doremus.

She was formerly marketing director for Jardine Restaurant Group overseeing the Pizza Hut brand.

Before that, Choy was general manager for JWT and also worked as Asia Pacific director of client services at FCB on the Nortel Networks and Motorola accounts.

Running online events the ADMA way

Regional - As director of marketing & membership for the Australian Direct Marketing Association (ADMA) for the past four years, Eddie Ripard understands the meaning of operating under a tight budget.

One cost-effective avenue Ripard has used to fulfill his new-membership acquisition responsibilities is physical events, online.

Ripard will share his experience utilising virtual events, both with ADMA and in previous roles, and share his 20 years of experience in the services marketing industry in a webinar on 12 August designed to discuss the ins and outs of a successful online event. He will be joined by co-speakers Audrey Williams, research director, ICT, Frost & Sullivan, and Joanne Rigby, marketing director for Asia Pacific with Premiere Global Services.

The three of them will share their knowledge, experiences and insights on current virtual road show trends, strategies for maximising lead generation post event, and tips on what to avoid from personal experiences. The webinar, "Exploring the growth and success of Virtual Events as a cost-effective part of the marketing mix", will take place on 12 August at 11:00am Singapore time.

Tuesday, August 4, 2009

Hong Leong banks on OMD for media


Vietnam - OMD Vietnam has won the Hong Leong Bank media account in Vietnam with some of the credit going to the agency's handling of the business in Malaysia.

"OMD has been our media partner in Malaysia for the past five years and they have
demonstrated an excellent understanding of our business," Teresa Guanzon-Hayward, GM, Corporate Affairs & Public Relations for the Hong Leong Financial Group, said.

"For Vietnam, it is equally important for us to have a media communications specialist who can provide us with valuable in-market information, expert counsel, effective cost-saving strategies on our investments and the ability to extend value-add to our media buys," she said.

OMD won the business following a pitch and now handles Hong Leong's Vietnam-based strategic media communications planning and buying.

Hong Leong Bank is the first and only Malaysian and SE Asian bank to obtain a 100% foreign-owned bank license from the State Bank of Vietnam.

Carrefour picks Magiqads for in-store media


Malaysia - Carrefour has appointed Magiqads to manage and market all in-store media across its chain of 17 outlets in Malaysia.

"This appointment is an opportunity for us to deliver very comprehensive mass communication nationwide," Magiqads CEO Sailendra K, said.

"The one thing all the networks have in common is that they deliver value in terms of linking brands to shoppers at the point of purchase. However all three retail giants offer a different demographic offering, which also makes it possible for us to evaluate clients needs to offer them the best options," he said.

The company also manages media space in Tesco and Jusco Stores outlets across Malaysia.

SmarTone signals a shift in local offering

SmarTone-Vodafone has consolidated its creative business with OgilvyOne as it seeks to reposition itself as a total communications provider.

SmarTone-Vodafone said the company had been sharing project work between JWT and OgilvyOne, but was now working on a more permanent basis with the latter.

OgilvyOne has a five year relationship with the telco company, helping to launch its Home Broadband and residential fixed-line HomePhone+ services.

The news comes as SmarTone-Vodafone today's kick starts the launch of the Vitesse, a netbook with built-in mobile broadband capabilities.

To promote the netbook, SmarTone is looking to new media and said in addition to print and online advertising, social networks like Facebook and Twitter will play a key role. The company will also host a blogger engagement night and is targeting local bloggers and technology editors to trial and review the product.

OgilvyOne was responsible for the creative and Initiative has again taken the lead on media buying and some strategy work.

Sean Rach, managing director of OgilvyOne Worldwide Hong Kong, said SmarTone's latest offering is part of its move towards becoming a challenger brand.

"SmarTone-Vodafone is a challenger brand and management have been very supportive in taking a challenger view of the market," he said.

"What we're trying to show is that there is a credible alternative and that's the core of what we have been working on."

Douglas Li, CEO of SmarTone-Vodafone, said Vitesse represents the new face of mobile broadband and moves the company towards a full service communications offering.

"Our aim is to make lives richer with a full portfolio of products and services, ranging from mobile to mobile broadband and fixed broadband," Li said.

"These are all delivered on our wireless network that boasts superior coverage, greater stability and consistently higher speeds. Our customers will love the difference we are bringing to them that keeps SmarTone-Vodafone ahead of the competition."

HFM sales lead departs for new media project

Hachette Filipacchi group sales director Wendy Ng has left the publishing company to set up her own online business.

Ng left the company in late July to launch a parenting website similar to Baby Kingdom. A new group sales director will join Hachette Filipacchi in mid-August, but the company could not provide details about Ng's replacement.

Hachette Filipacchi publishes titles including ELLE, Paris Match, Car and Driver and Premiere. In Hong Kong, Elle has expanded recently, with the relaunch of Elle.com.hk in February themed "your everyday insight to Style", which updated daily and exclusive stories and videos as well as new channels on Elle celebrity and Elle TV.

The number of unique visitors to the website tripled to nearly 161,800 and page views doubled to more than 1.4 million in three months.

Consumer confidence steady against slow growth

Total retail sales in June hit an estimated $21.1 billion, down 4.8% from June 2008, according to the Census & Statistics department.

The hardest hit category in the past 12 months was the automotive sector, which dropped 15.2%.

Other retail sectors to suffered a decrease include apparel (-10.6%), jewellery & watches (-8.2%), furniture (-6.9%), footwear, clothing accessories (-5.0%), miscellaneous consumer goods (-2.0%) and food, alcoholic drinks and tobacco (-1.4%).

Supermarkets fared a little better posting a 1.2% increase.

A government spokesman said retail sales showed a smaller year-on-year decline in June than in May and the volume of retail sales rebounded mildly in the second quarter from the first quarter.

This indicates that consumer confidence held up firmly in recent months, said the spokesman in a statement.

Caroline Mak (pictured), chairman for the Hong Kong Retail Management Association, advised marketers to strive balance in brand equity marketing and quantifying measurable sales.

She warned marketers there was a danger in cutting brand advertising and going straight to promotional advertising.

The Nut Graph in a jam

11 month old online news portal, The Nut Graph is looking at public donations, funding and exploring different revenue models in a bid to stay afloat following the pull-out of investors.

Jacqueline Ann Surin, co-founder and editor of The Nut Graph said there were "several reasons" why the investors had stopped pumping money into the company since May, which included pressures from the economic recession, although she declined to go into specifics.

"To be fair, the online media business, in both Malaysia and overseas, is still struggling to find a sustainable and profitable business model. Within the current economic climate, it would be unfair to expect any one group of investors to keep on putting in money into such an enterprise with no guaranteed returns on investment," she said.

Currently there are a range of online news portals in Malaysia including the newly launched Malaysian Mirror as well as the established players such as The Star Online, NST Online, Malaysia Today, Agenda Daily and Malaysiakini.

Surin said the current advertising revenue being generated from The Nut Graph was not enough to keep the business sustainable. The company is currently exploring a subscription-based model but it will not be implemented in the immediate future.

"Overriding all these efforts is the need for us to come up with a sustainable business model. We haven't settled on anything yet but are exploring different ideas," she said.

Besides seeking public donations, it has also been applying for grants from foundations as well.

In a letter to readers of The Nut Graph, Surin said investors could no longer fund the independent news site due to certain circumstances and the business could close as a result.

AIA hands media duties to Universal McCann


Hong Kong - American International Assurance has finalised the last piece in its wide-ranging agency review, hiring Universal McCann to run its media buying business.

Universal joins a roster of agencies which includes M&C Saatchi, appointed to handle AIA's corporate advertising, Leo Burnett to run its regional consumer business and wwwins Consulting, which launched AIA's revamped website in late July.

All appointments are part of AIA's re-branding project launched in May this year to unify its brand across the region and distance itself from its disgraced parent company AIG.

AIA, one of the largest life insurers in the region, is looking to list on an Asian stock exchange.

The company has today kick started the first part a brand campaign to run across the region under the tagline of "We are Asia". Hong Kong is the first market to carry the M&C Saatchi advertising.

AIA last month renamed its iconic AIG Tower on Connaught Road to AIA Central.

Newspaper eyes Asia's digital youth

As newspapers go digital to woo a younger segment, Step Max has launched an online version of its Daily7 and Daily10 newspapers with the aim to expand readership among children in Asia.

The Hong Kong-based English language newspapers are written for the local primary and early secondary students between five to 12 years old and hopes to bring the product to children in Mainland China, Malaysia, Taiwan, Japan and Thailand.

The company has hired former South China Morning Post senior sub-editor Melanie Holloway as managing editor for Daily7 and Daily 10.

Simon King, publisher for the childrens' newspapers, said with English as the common language of the world, children are using the internet as one of the many essential tools to their learning.

Fanny Ling, assistant general manager for Daily7 and Daily10, said the company's business model is currently based on bulk and individual subscriptions from schools.

She said the online version offers a value added service to subscribers and makes it convenient for those that missed the print version of the papers.

Ling added that she is open to opportunities to collaborate with marketers interested in targeting the children's segment.

Founded in 2004, Daily7 and Daily10 targets children between five to 12 featuring a range of subjects, infographics, crosswords and cartoons.

HK under pressure to keep its luxury title

MasterCard Luxury Week Hong Kong is back for a third year and "has never been more relevant" as the territory feels the pressure to keep its title as the luxury hub of Asia.

In this year's China luxury forecast by Albatross and Ruder Finn, Hong Kong is still the preferred luxury brand shopping destination (43.2%) among respondents as their favourite destination to buy luxury items.

However, research showed Shanghai (33.3%) is fast catching up to usurp Hong Kong's luxury crown among respondents from second tier Mainland China cities.

Simon Lock (pictured far right), senior VP & MD for IMG Fashion & Models Asia Pacific, said, "It's essential that the luxury brand community in Hong Kong come together as one to create this event that generates a great reason for consumers around the region to come to Hong Kong shopping".

He explained that fashion events are often focused on an exclusive group of industry insiders but MasterCard Luxury Week Hong Kong creates a direct connection between leading luxury brands and their consumers.

Lock said given the uncertainty related to the global economic climate, luxury retailing has been impacted in the past 12 months but it is slowly gathering momentum.

He said MasterCard Luxury Week is an important asset to the industry and hopes that the event would encourage sales when it kicks off on August 24.

This year, Shanghai Tang will officially open luxury week, which will coincide with the launch of the brand's flagship store on heritage 1881 at Tsim Sha Tsui.

Other brands include Escada, La Perla, Kate Spade, Emanuel Ungaro, Dorian Ho, Derek Lan, Tod's, Betsey Johnson and Thakoon.

Natalie Lockwood, group head, regional marketing for MasterCard Worldwide Asia Pacific, Middle East & Africa, said consumers in Asia continue to evolve in their appreciation of luxury and in these times the focus is especially on quality pieces and experiences.

She added that the event is a celebration of the quality work by major international and local brands aimed at MasterCard holders.

Apart MasterCard, other event sponsors include DHL, Taubman, Quintessentially, Samsung, Godiva, Shu Uemura, Toni& GUy, Absolut Vodka and Pierre Jouet.

Buspak ushers in a new digital platform

Buspak has launched a free Wi-Fi service called Webus that gives advertiser a new digital platform to showcase their products.

The 30 Citibus and New World First "Webuses" offer passengers free internet service through the Wi-Fi enabled devices such as mobile phones and notebooks.

Buspak's group sales director Tony Fung said only Buspak advertisers which pay for the bus body advertising are eligible to register for the Webus service. He described Webus as an value-added service, rather than a individual advertising tool.

"This digitalised advertising is actually an extended platform for advertisers which can showcase their latest products and promotions in the websites, something that body bus advertising could not offer."

He added that the landing page provides a platform for advertisers to showcase their products and hyperlink passengers to their own websites. The hyperlinks will appear randomly so as to make sure passengers will get different information on every journey.

Webuses are easily recognisable by the exterior Webus sticker, interior instruction stickers on octopus tent card, driver's wall and seat back.

Last November, the bus body vendor has trialed the digital bus by collaborating with Sony Ericsson.

Trust returns to business across the globe

Hong Kong - Edelman has released a midyear update of its Trust Barometer, with findings showing that business has stabilised and is recovering in some of the world’s largest markets.

In January this year, the Edelman Trust Barometer recorded the lowest trust levels in more than a decade of tracking.

The midyear report, released to gauge recent actions of government and business, shows that across the US, France, Germany and India, trust in business recorded healthy increases.

China's trust in business to do the right thing dropped 2%, but against the US and European countries was significantly higher.

Right across the midyear survey India and China were the most positive.

In China and India, 96% and 81% say their country is headed in the right direction, compared with 47% of Americans and Germans, 37% of British, and 31% of French.

In another marked contrast to the West, nearly seven out of 10 respondents in India and China rate the reputation of large multinational corporations as good or excellent, compared with 30% of Americans, 29% of Germans, 24% of French, and 13% of British.

Monday, August 3, 2009

Entrepreneur at the Age of 18

ACRA has announced that the legal age to be a local director has been reduced from 21 to 18. This mean entrepreneurship may start as early as university or polytechnic. This is in line with lots of governemnt policies.

I am quite happy this is implemented especially at this economy downturn. We have been taught to look for a stable job and work in a MNC, our education system did not, YES DID NOT, teach us anything about ENTREPRENEURSHIP. Finally someone has spotted the gap in the education system and patch it up with lots of creativity and innovation.

Below is the announcement from ACRA. For more details, please visit www.acra.gov.sg and more information on setting up companies, please visit www.361dc.com

With effect from 1 March 2009, the age at which most contracts* are binding and enforceable against a minor, and the minimum age to be a director of a company or a manager of a limited liability partnership, will be lowered from 21 to 18 years.

With the change, persons 18 years old and above can register a business name, be a company director, and form companies or limited liability partnerships.


*Note:

The exceptions are:

a) contracts for sale, purchase, mortgage, assignment or settlement of any land, other than a contract for a lease of land not exceeding 3 years;

b) contracts for a lease of land for more than 3 years;

c) contracts for sale, transfer or pledge of a minor’s beneficial interest under a trust; and

d) contracts for settlement of any legal proceedings or action in respect of which the minor is, pursuant to any written law, considered to be a person under disability on account of his age, or of any claim from which any such legal proceedings or action may arise.

Sunday, August 2, 2009

Twitter - Not Your Average Social Networking Media


According to the research, conducted on a random sample of about 300,000 Twitter (Twitter) users in May 2009, 25% of Twitter users don’t tweet at all, while 50% of users tweet less than once every 74 hours. Active users, on the other hand, tweet a lot, which makes Twitter a lot more like Wikipedia (Wikipedia) than an average social network (see graph below, courtesy of HBR).

twitter-research-1

Although this may sound strange at first, Twitter really is more like Wikipedia than, say, Facebook (Facebook). Twitter is not so much about connecting with your friends, it’s about broadcasting information. Although it doesn’t necessarily take much creativity to create a tweet, only the most creative users actually persist in tweeting every day over a longer time period.

However, Twitter is also similar to a instant messaging tool, which should have a very different curve, with a larger proportion of users contributing to the number of overall tweets. It seems that Twitter’s micropublishing component is winning over its chatting component.

The Harvard Business Review study reveals another interesting tidbit: men seem to follow men more than women on Twitter. There are more women than men on twitter – approximately 55% of all users are female – but an average man will follow a man in 65% of all cases, while a woman will follow a man in 56% of cases. It’s hard to pull any meaningful conclusions from this anomaly, except one: Twitter is different than other social networks. But you already knew that.

7 Secrets to Tweeting Your Coporate


I enjoy the flurry of tweets and the variety of information my followers share with me. But even though I like the variety, it’s still important for me to feel some sort of connection to the people and companies I follow. On the people side, the way I connect is by getting to know someone’s personality. It’s the same if I’m following a company. Where the person is offering personality, the company is successfully tweeting their corporate culture.

But if all you’re doing is sending out auto-tweets, I’m not sure either of us is getting the full benefit of your presence on Twitter (Twitter). Some people don’t like communicating with a company logo. But when a company offers a pleasant look and feel, and tweets out information of value to customers, then it is possible to connect with them. Here are 7 suggestions (along with some Twitter examples) for establishing a rock-solid corporate culture on Twitter:


1. Share Your History


I’m not talking about chronicling the 42 year history of your firm 140 characters at a time. Although, I guess if you really wanted to, you could. What I mean by share your history is that you should tell the Twitterverse when you make history. For example, if your company is named one of the Top 50 Places to Work or wins an industry award; that’s making history and you should tell the world by tweeting about it.

history-dd

Another historic moment is when an organization grows and expands, especially in the current economic climate. Dunkin’ Donuts did a great job announcing their entry into the Birmingham market.


2. Talk Vision and Mission


Kris Dunn, vice president of people for DAXKO, explained to me why Twitter is a great fit for his company. “We’ve got a culture that calls for a lot of communication, so the transparency and immediacy of Twitter fits that. Also, we believe in our team members being active in their professional communities (their profession – marketing, software engineering, etc.), so Twitter fits that as well.”

His point is well taken. People want to be engaged with companies that look engaging. Think about the purpose of your organization. Twitter can be a place to talk about goals, plans and offer a glimpse of what life is like at your place of work.


3. Reveal Industry Insights


Many companies are using Twitter not only as a place to talk about their organization but their industry. For example, looking for the top 10 cruise vacation destinations? Rather than hoping customers find that information via some travel survey, then put two and two together, Princess Cruises smartly tweets that info out and at the same time lets people know they have cruises that take you there.

insights-princess

Another company setting the standard in this area is Pandora Radio. When a piece of legislation that could impact their business was introduced in the U.S. Senate, they turned to Twitter to educate listeners. They regularly updated their followers on the progress of the legislation. And, they thanked their tweeps for the support. (Very important!)


4. Recognize Employees


There are so many ways you can share with Twitterland the things you do from an employee standpoint. Everything from healthcare coverage, to free gyms, and employee orientation can all get the Twitter treatment. But when it comes to tweeting about employees, the leader is really Marriott International.

employees-marriott

First, they very smartly tweet about their company’s commitment to diversity. As a reader, this speaks volumes about what’s important to Marriott as a company. Second, I have been equally impressed with the sensitivity they expressed for their associates and others during the recent tragedy in Jakarta. That puts a very human face on the corporate Twitter account.


5. Profile Customer Successes


Twitter, like many other social networks, is made up of groups of really supportive individuals who want to see positive happenings and big wins with social media.

Jessica Lee, senior employment manager for APCO Worldwide, feels that as Twitter matures we’ll start seeing companies share more of their own and their clients’ successes. “I personally like sharing even the very smallest things – clients wanting to get more involved in social media, or how our own Facebook Fan Page is growing – because it’s exciting to see the growth along with new and different ways of being applied in the business world.”

DAXKO, meanwhile, is combining the popularity of Twittering by their customers with their company user’s conference by setting up a Twitter account for the conference. According to Dunn, they’ll use the site to “live tweet from the conference so our customers that couldn’t attend can follow what’s going on and hopefully get some value out of it.”


6. Be Responsive


Using Twitter for sharing business messages is one thing. But as your culture becomes more defined on Twitter, you might find yourself using it provide customer service. @ComcastCares has raised the bar for addressing customer service matters via Twitter.

responsive-comcast

Much of the success attributed to @ComcastCares is their responsiveness. Dunn agrees. “I think I’d rather have no Twitter account than an account that wasn’t responding to replies or DMs within 5 to 10 minutes. Customers that are savvy enough to use Twitter are going to expect a lot of responsiveness.”

And, it’s not only how fast you respond but how you respond. Lee reminds us that “whether your customer is a consumer of your product or service, or in my case, a potential employee who is interested in working for APCO – the tone should still be conversational and friendly. And ultimately, you want it to be an extension of yourself and a reflection of your organization’s culture.”


7. Ask Questions About the Future


If you’re looking to reach into the mind of consumers, Twitter can be a medium to get real-time information. Just ask a simple question, what are you concerned about?

question-starbucks

Or, what do you want to see in our tweets?

question-marriott

As a consumer, I love it when companies ask me for my opinion. It shows me they care about me and what I have to say. And, I love it even more when I see a company take suggestions and ideas seriously.


Conclusion


So whether it’s an individual talking about their organization or a company tweeting about what makes them special, Twitter can help to define and promote your corporate culture. Even with 140 characters you can say a lot about yourself, your workplace, and what you do.

Use the examples in this post as the starting point for a conversation or training session about Twitter best practices and your corporate culture. By sharing with your team the right way to leverage Twitter, we can all celebrate our successes together. If you know any other good examples of companies using Twitter to share their corporate culture in a positive way, please share them in the comments.

Saturday, August 1, 2009

HAPPY 44th BIRTHDAY SINGAPORE




The Singapore Armed Forces (SAF) commemorated SAF Day at a parade held at the SAFTI Military Institute this evening. Officiated by President S R Nathan, the parade was attended by more than 3000 SAF regulars, Operationally Ready National Servicemen (NSmen) and full-time National Servicemen. Deputy Prime Minister and Minister for Defence Teo Chee Hean, Minister for Education and Second Minister for Defence Ng Eng Hen, and Minister of State for Defence Koo Tsai Kee were also present at the parade. Chief of Defence Force, Lieutenant-General Desmond Kuek, led the SAF personnel in reciting the SAF pledge to reaffirm their loyalty to the nation and their commitment to the defence of Singapore. A minute of silence was also observed in remembrance of Singapore's sons and daughters who had lost their lives in the line of duty.

President Nathan presented the State Colours to this year's Best Combat Unit, the 1st Commando Battalion. DPM Teo presented the Best Unit and Best NS Unit awards to 22 SAF units. At the post-parade reception, DPM Teo also presented the SAF NSmen of the Year awards to 12 NSmen.

Over 850 NSmen from 180 companies and their employers also reaffirmed their commitment to the defence of Singapore at the SAF Day combined rededication ceremonies held at four locations around Singapore earlier today. DPM Teo officiated at the first rededication ceremony held at the Singapore Chinese Orchestra Concert Hall. The other three rededication ceremonies were officiated by Minister for Transport and Second Minister for Foreign Affairs Raymond Lim, Minister (Prime Minister's Office) Lim Boon Heng, and Minister for Finance Tharman Shanmugaratnam.

Kosmo apologises over salacious reporting

alaysia – Less than one week after the unflattering report from Kosmo newspaper suggesting that Yasmin Ahmad "had duped everyone and had attempted to hide who she really was", the newspaper has issued an apology.
In fact, such was the outcry for the initial report that Facebook fan pages of Yasmin Ahmad were full of comments encouraging members to boycott the newspaper.

The original article was reported on Sunday and yesterday the paper was forced into an apology.

In a recent press statement by president of the Association of Accredited Advertising Agents Malaysia (4As), Datuk Vincent Lee, he said, “Yasmin is extraordinary because she taught us to see beyond race and creed. Her unassailable insights into humanity and mastery of her craft make her a force of nature. She showed us how to be romantic comedians, and how film directors can unite the nation as one, and how to be extraordinary whilst at the same time, raising the industry’s gold standards.”

Marketers: adapt or risk failure

Hong Kong - There may be a rebound on the horizon for the current recession or as Microsoft CEO Steve Ballmer says, there's going to be a "fundamental economic reset" which would require marketers to revisit their target audience and marketing communications.

Based on results from Media Atlas between Q4 2008 and Q1 2009, Steve Garton (pictured), global head for Synovate media research, observed that financially pressed consumers are exiting the target audience to drive many categories more upscale.

He said this posed key issues for marketers to re-think their current target audience, the company's brand health and changing consumer media habits as well as what marketers should do about their marketing communications.

Garton said there is a loss of momentum in consumer spending such as in retirement plans between the period of Q3 2008 and Q1 2009, which dropped from 26.3% to 23.1%.

Demand for jewellery that costs $4,000 per item also decreased from 28% to 26% and those between 15 to 64 years old that were spending on jewellery was down from 32% to 25%.

Garton said the results showed jewellery is no longer an essential item to purchase.

In skincare, spending has taken a hit, down from 57% to 51% but the core audience that remained actually spent more from $709 to $752 with similar observation in perfume, cologne and air travel categories.

Garton said in areas where ownership is not dependent on short-term purchase cycles or people don't want to sacrifice yet, is holding steady.

While insurance spending has gone down overall from 59% to 55%, either because consumers let it lapse or not renew their policies, mean spending has gone up in higher income brackets.

Garton said in a backdrop of different purchasing triggers emerging, a shift in media use and marketing budget cuts, marketers should now take a hard look at what they should be doing differently.

"Any marketer who is not staying close to his changing target audience risks going out of business," he added.