Social media

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WATCH: How a video improved Shilla Duty Free Singapore’s engagement

A Successful Marketing video production for The Shilla Duty Free

The Shilla Duty Free Singapore offers a wide range of products. As it continues to present its brand as a leading distributor of quality, high-end and branded products, The Shilla Duty Free also puts up the name of the brands it offer. And finally, through a marketing video production, success came in an instant.

The Shilla Duty Free’s simple promotion video was viewed by more than 7,000 Facebook users in just a short span of time. On Facebook’s social media analytics tool, the brand hit relatively high engagement for the video as the Likes went up to more than 200 in that brief period. Moreover, the comments generated on the video post were positive, including more inquiries about the products.

Through a video production, many opportunities await. Marketers can now welcome more opportunities in posting Facebook videos directly on the social media site. However, YouTube still stands to be on top of the game in terms of SEO and easier searchablity features. With this, we recommend at IH Digital that you gauge your market well to learn which of the digital video portals best suits your brand’s objectives. As an SEO company, we can help you take your video to places through content marketing strategy including SEO.

As we help you create the best digital marketing strategy for all your brand’s needs, we ensure that your marketing video production will gain you more benefit not just for the product you feature, but also to your brand as a whole.

For more information about marketing video production and the integration of these efforts on different digital channels such as Facebook, Instagram, Google+ and more, please feel free to reach us at marketing@ihdigital.com.

MobileSocial mediaVideo

How Digital Videos Help Content Marketing

Video Advertising Opportunities

Digital videos play significant roles in content marketing today especially this 2015. With the rise of videos in terms of views and engagement, digital marketers apparently perceive rising opportunities with well-planned content marketing videos. In fact, this year is the time seen to have the biggest opportunities in advertising through digital videos. Today’s swift developments in technology and communication are the major contributors to the rise of digital video production, even taking over the large share of traditional TV in display advertising budgets.

Digital video platforms are mounting in terms of use and performance as platform developers foresee how videos will provide digital marketing a crucial break. It is apparently witnessed in the actions of the biggest digital video channel YouTube, which is now taking steps to further improve viewer experience through better video resolutions. While YouTube remains to be on top, Facebook is aggressively entering the video platform competition by targeting video bloggers and convincing them to post their videos directly on Facebook. As we may all have observed, Facebook videos are everywhere on our newsfeeds and seems like many users are now posting directly on the social media site.

Do you have your corporate videos up on any of these channels? These major video platforms and a lot more such as Vine and Instagram are important advertising mediums that you might want to take advantage of to benefit your digital content marketing efforts. Below is IH Digital’s corporate video showcasing the company’s services in a video running for as short as 1 minute and 29 seconds.

Can you imagine how many display images it will take to showcase all of IH Digital’s services? Not to mention the amount of time that your audience will take to absorb all these information. That is the power of a powerful video strategy in content marketing. Messages can be conveyed through videos in a more efficient manner than other display advertising, and can even be maximised through a great strategy to make it appealing to viewers.

Read more: Facebook Videos vs. YouTube

Digital video trends you need to know

Digital mobile video

This year is said to be the best year that will showcase how mobile can become significant to videos. Online users increasingly watching videos through mobile only mean bigger marketing communications and advertising opportunities, and thus higher spending on this medium.

More action through video campaigns

Do digital videos drive more actions? Definitely! In fact, according to a study by the Business Insider, online videos generate three times more clicks on average compared to other advertising formats. This study mainly shows how powerful a content marketing video can become as it can showcase more stories than images and texts, making ads and features more engaging. Moreover, today’s social media marketing and online targeting capabilities are also improving. What can be more efficient in digital marketing when digital videos can share more stories to the right audience?

Below is an example of video developed to increase brand awareness through an interactive game. It is a video contest of the brand PUB Singapore.

Searchable posts

Nobody wants their best shot of marketing videos to get lost in the digital space. Making it searchable is as simple as organising your videos – where to place it and when. Did you know that YouTube is one of the largest search engines in the world? Searching for videos makes it easier when you do it on YouTube. Alternatively, you can also search Google, which of course prioritizes its own channel, YouTube.

Facebook, on the other hand, is different. Facebook videos are mostly seen via newsfeeds liked or shared by friends and pages you follow. But yes, posts are searchable. So make it easy for people to search your posts on the social media site. Headline or caption them with something worth remembering — a unique hashtag or easy-to-remember description, perhaps.

Advertise where all eyes watch

At this time, the largest share of viewers turn to YouTube for videos. Content marketing through this platform gives your brand strong opportunities to reach your audience more effectively. YouTube videos allow advertising on their videos that will be visible to its viewers on the duration of the video clip they are watching.

Engage hard-to-reach market

Digital videos usually appeal to hard-to-reach markets. In a study by Video Brewery and Forbes Insights, 59% of senior executives would rather choose to watch a video than to read a text. Even more interesting are the actions done by these audience. The study continues to point out that around 65% of them click through to visit the vendor’s website, 50% have drawn interest and seek for more information, and some 45% contacts the creator of the video.


As a final note, video marketing is undeniably a powerful content marketing consideration given that all the engagement and responses that videos get from its audience today are remarkable. Indeed, it is sensible to say that using videos in digital marketing is an effective medium to make your brand stand out from the rest. Taking note of the recent studies about digital video marketing, the vast opportunities that videos can gain for your business is impressive. The challenge in today’s video content marketing is targeting precision, quality and proper delivery of message.

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Tiếp cận thị trường Trung Quốc qua WeChat

Truyền thông tiếp thị đến từng cá nhân

Khi mà người dùng mạng xã hội ngày càng thông minh hơn, những online marketers sẽ cần tìm kiếm những chiến thuật truyền thông tiếp thị tinh tế hơn để thu hút sự quan tâm của khách hàng. Để thực hiện được điều này, có 2 nhân tố chắc chắn là yếu tố then chốt: chất lượng nội dung và khả năng tương tác với từng cá nhân khách hàng. Những đối với một số marketer tại Châu Á, có hơn một thách thức nữa đó là tiếp thị sản phẩm và dịch vụ đến thị trường Trung Quốc. Bên cạnh chiến lược truyền thông tiếp thị nội dung cơ bản, các sản phẩm tiếp thị đến Trung Quốc có thể đòi hỏi khắt khe hơn. Điều này là do bởi bạn phải xem xét ứng dụng nào được cho phép và sử dụng phổ biến tại Trung Quốc.

Bạn có đang sự hỏi làm cách nào để thực hiện digital marketing tại Trung Quốc không? 

Nếu bạn đã biết thì ứng dụng messenger WeChat đã có thể giúp rất nhiều marketet giải quyết bài toán truyền thông xã hội. Tất là được gói gọn trong một ứng dụng trên điện thoại di động được hầu hết người Trung Qốc sử dụng và cả những nước khác trên thế giới. Có hàng ngàn lý do để những chuyên viên marketing nên sử dụng ứng dụng chat này để tiếp cận khách hàng Trung Quốc. Một trong số những lý do đó là tìm kiếm người theo dõi tại thị trường này. Ví dụ điển hình là thương hiệu The Shilla Duty Free Singapore đã bắt đầu sử dụng WeChat từ tháng 10,2014. Và đến này, thương hiệu tiếp tục được nhiều người Trung biết đến khi mà ứng dụng WeChat ngày càng được nhiều người sử dụng hơn nữa.

Truyền thông tiếp thị | Thu hút followers trên WeChat

Hãy đọc tiếp dưới đây để biết thêm về WeChat Marketing tại Trung Quốc.

Những tính năng tiếp thị tốt nhất Trung Quốc của WeChat

Tạo phân khúc người dùng 

WeChat có khả năng phân loại followers rất có tổ chức. Mặc dù những ứng dụng messenger hiện nay đều có tính năng thêm liên hệ trong danh bạ vào một nhóm cụ thể, nhưng WeChat đã nâng tầm tính năng này lên thêm một cấp độ mới. Các danh mục được sắp xếp sao cho bạn có thể nhóm những người theo dõi của mình theo giới tính và nhắm mục tiêu danh mục cụ thể đó với đúng thông điệp. Chẳng hạn, những tin nhắn về thời trang sẽ được gửi đến người theo dõi là nữ, còn nước hoa dành cho đàn ông thì sẽ gửi tin cho đối tượng là giới tính nam.

Nhiều cách để chạy các chương trình khuyến mãi

Bạn có từng nghĩ đến việc tiếp cận khách hàng thông qua một ứng dụng chat? Chính xác thì điều này là hoàn toàn có thể đối với WeChat. Ứng dụng chat trên điện thoại này cho phép bạn tiếp cận khách hàng bằng nhiều cách khác nhau để tối ưu hoá chiến dịch truyền thông xã hội của bạn. Những thẻ cào trực tuyến chẳng hạn. Hay thậm chí là những phiếu giảm giá điện tử chính là cách để bạn có thể tương tác với người theo dõi thông qua các chương trình khuyến mãi của mình. Có rất nhiều cách để thực hiện một khi bạn đã lựa chọn WeChat Marketing là chiến lược truyền thông của thương hiệu.

Truyền thông tiếp thị | Khuyến mãi

Nghiên cứu thị trường đáng tin và có giá trị

Bạn có muốn chứng kiến kết quả phân tích phương tiện truyền thông xã hội của mình tăng vọt tích cực tại thị trường Trung Quốc? Là những marketer trong một xã hội hiện đại, chúng ta nên luôn coi trọng những điều mà thị trường mục tiêu của chúng ta quan tâm nhất. Thông qua WeChat, bạn sẽ có cơ hội trò chuyện một-một với những người theo dõi bạn. Đây là một trong những cách tốt nhất để thực hiện chiến lược truyền thông tiếp thị của bạn. Hơn nữa, bạn cũng có thể sử dụng tính năng Thăm dò ý kiến để thu thập thông tin có ý nghĩa hơn. Với bảng khảo sát trực tiếp này sẽ làm cho dữ liệu và thông tin thị trường của bạn có giá trị hơn. Theo cách này, việc định vị thị trường có thể thậm chí hiệu quả hơn, hiệu quả và đúng đắn.

Phương tiện thanh toán dễ dàng

Người tiêu dùng Trung Quốc hiện đang biến WeChat như một phần trong cuộc sống hàng ngày của họ bằng cách sử dụng chức năng thanh toán của ứng dụng di động. WeChat có thể lưu trữ trong các quỹ và sử dụng nó để trả phí taxi, thực phẩm và thậm chí cả trang phục và phụ kiện thời trang. Điều thú vị hơn là WeChat đang làm việc để tích hợp ứng dụng vào cài đặt ngoại tuyến cho phép sử dụng mã QR để thanh toán, bao gồm thanh toán trên máy bán hàng tự động. Chẳng phải đây là một lợi ích lớn cho thương hiệu của bạn khi thanh toán được thực hiện đơn giản thông qua một phương tiện truyền thông tiếp thị đáng tin cậy? Điều này có nghĩa là nhiều doanh thu có thể được tạo ra cho doanh nghiệp của bạn.truyền thông tiếp thị trên WeChat | Thanh toán trực tuyến

Cải thiện nội dung

Nội dung có tính tương tác cao là chìa khoá thành công của truyền thông tiếp thị. WeChat cho phép bạn thử nghiệm những thể loại nội dung mà bạn có thể muốn chia sẻ. Có hàng loạt dạng post cho bạn lựa chọn như Thăm dò ý kiến, Nhãn dán tuỳ chỉnh, Hình ảnh. Bạn chắc chắn luôn hy vọng nội dung truyền thông tiếp thị thu hút người xem chia sẻ và tiếp nhận phải không nào!

Hãy đọc thêm những bài viết liên quan của chúng tôi để hiểu hơn về truyền thông tiếp thị tại Trung Quốc hoặc liên hệ ngay với chúng tôi để thực hiện chiến dịch marketing trên WeChat, Weibo hay Baidu.

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Tupperware Brands: Social Media Marketing Success

Social media marketing | Content marketing | digital marketing

Background

About Tupperware Poppy n Fiddles Eco Bottle and Campaign

Tupperware Brands is known for its colourful, lightweight and leak-tight liquid bottles. As Tupperware Brands introduces the Poppy n Fiddles line, the brand made sure to make it more than memorable to its audience. In 2014, Poppy n Fiddles made it to the hearts of Tupperware Brands’ audience during its launching campaign.

Objective

The main objective of the campaign is to achieve a successful social media marketing through the promotion of Tupperware Brands’ new Poppy n Fiddles Eco Bottle range alongside its overall goal to continue to grow Tupperware Brands’ Facebook page fans and engagement.

As it is Tupperware Brands’ passion to give its customers a wonderful experience through its products, the brand wishes to receive positive feedback from its audience through this marketing communications campaign to send an affirmative message to fans and soon-to-be fans on why it is worth to own a Poppy n Fiddles Eco Bottle.

The Game Plan

To attain its objective, Tupperware Brands, through advertising agency IH Digital, launched a social media marketing campaign on Facebook and Instagram called Poppy N Fiddles Malaysia Adventure that ran from 11 August to 26 September 2014.

The mechanics is simple and easy, not to mention that taking part in this campaign is going to be really fun for the audience and fans. The main characters of the campaign, Poppy the Penguin and Fiddles the Frog were introduced to Malaysia through a fun adventure introduction. Executed with a fun and awesome content marketing plan, it is expected to make a hit among the fans of Tupperware Brands in Malaysia. The digital marketing campaign embraces the fans familiarity about Malaysia’s adventure spots to achieve higher interaction, responses and engagement among the fans. Along with the social media marketing campaign is a contest wherein through a simple “selfie” with a Poppy/Fiddles Eco Bottle, fans can win their own Fiddles Eco Bottle. Below are the three easy steps to be part of the campaign:

  1. Take a selfie with either Poppy/Fiddles Eco Bottle, or both.
  2. Post it on your Facebook wall or Instagram with #PoppynFiddles & #lovemyecobottle (Make sure your settings are Public).
  3. Register your details at http://bit.ly/1wB17ZQ

Social media marketing | Content marketing | digital marketing

Result

Fan growth

Throughout the campaign period, fan numbers grew by 12.7%, gaining a total of 22,969 new fans. Moreover, the growth was a constant upward trend on the duration of the campaign.

Page Impression

Through IH Digital’s social media analytics tool, it showed that the social media marketing campaign impact on page impression was overwhelmingly positive, wherein post reach recorded 10,000 per post. In connection, organic posts also recorded to have reached an average of 11,550 users, while paid posts reached an average of 30,804 users.

Social action

On the duration of the content marketing campaign, 14 posts were put up over a span of 7 weeks. On these posts, average social actions reached 700.2, while average reach went up to 17,610 users.

General Summary

The result of the social media marketing campaign was generally positive. From the start of the Poppy N Fiddles Adventure campaign, fans in Malaysia received the content and campaign extremely well. Fans’ and participants’ comments were generally positive as they have enjoyed the journey with the characters, Poppy & Fiddles. Through a well-planned and strategic social media strategy, the contest ended with a total of 156 photo submissions, while Tupper Detective registrations recorded more than 1,300 in just 2 days. All in all, the Total Social Actions ended with 9,803 and the Total Reach with 246,548.

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Eucerin MY: The Power of Videos in Digital Marketing

Background

Eucerin is a dermatologist-recommended brand known for developing skincare products that delivers healthy skin through well-researched facts with scientific basis. Its mission is to provide gentle and effective skincare products that are highly trusted by medical professionals. It offers a line of clinically proven products for cleansing, moisturising, healing and protection.

In 2014, Eucerin Malaysia widely introduced its new product called the Eucerin Soothing Cream through digital marketing, a revolutionary product that gives solution to one of the most common skin problems – redness and itchiness of the skin caused by dryness.

Objective

In conjunction with the introduction of the new product Eucerin Soothing Cream through digital marketing, Eucerin Malaysia aims to regain the brand’s image as an expert in sensitive skin through powerful internet marketing. Along with this objective is to create awareness that Eucerin offers the most complete regime for diseased skin needs through proper education of audience.

To encourage interaction and proper learning among audience and the brand, Eucerin Malaysia seeks to allow skin sensitive users to be able to communicate and seek advice from a dermatologist through the brand. Through this, the brand targets to stimulate viral engagement and active interaction.

Game Plan

To achieve its content marketing goal, Eucerin Malaysia, with the help of IH Digital, implemented a 3-phase digital marketing campaign through different digital channels – Facebook, Google Hangout and finally, YouTube.

Through social media marketing efforts on Facebook, the brand shares the most up to date stories about the campaign such as the teaser video and the Facebook application wherein fans can post testimonials and be directed to live chat apps and videos.

digital marketing | content marketing | internet marketing

Through the platform Google+ and Google Hangout, a recorded live chat scheduled every month from May until December 2014, allows fans to enquire and consult about their sensitive skin conditions and Eucerin products. A monthly quiz following the live chat and a section for testimonials are also part of this digital marketing campaign. Even more, participants in the live chat sessions were also able to get free Soothing Care Lotion. These live chat sessions were viewable via YouTube, which link can also be shared via Facebook. Through different platforms coupled with an absolute social media strategy, Eucerin Malaysia’s message was distributed more efficiently.

digital marketing | content marketing | internet marketing

Finally, through several doodling videos, Eucerin Malaysia was able to implement a successful marketing communications move by educating its fans better about skin problem, skin layer, skin cycle, skin types and ultimately, Eucerin products that can best solve these problems. The corporate video marketing strategy was a significant part of the campaign as its main focus is to create awareness through a more effective video marketing approach. The drawing video, that was planned to run a duration between 1 minute to 1.30 minutes, stemmed from the idea of educating audience in a more interesting and interactive way. Below are the doodling videos of Eucerin developed by IH Digital.

Drawing video #1: Posted July 2014

Drawing video #2: Posted September 2014

Drawing video #3: Posted December 2014

Result

The video marketing strategy worked very well for Eucerin Malaysia. In fact, fans have increasingly loved the videos, recording almost double in the number of views in just 4 months. Meanwhile, on the other social media channels such as Facebook, Eucerin Malaysia garnered responses and testimonials that were generally positive for the brand. Interaction such as sharing and liking of the campaign-related posts increased significantly and active communication was apparent.

digital marketing | content marketing | internet marketing

The first doodling video posted in July 2014 recorded 56,504 and counting. By the time the second video went live, the number of views increasingly went up. The September doodling video now has 68,835. And finally, the last video was put up in December 2014. At the time of writing, the latest video records a successful 93,620.

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YouTube vs. Facebook Videos

Picking between the two giants

With the rise of videos as an effective content marketing tool, today’s marketers ask: which channel can be best used to present their brands to their audiences – Facebook video or YouTube?

Search vs. Social

YouTube and Facebook are two media platform giants that have different advantages. Search for the former, being under the umbrella of Google; and social for the latter.

When trying to discover content, we run to Google and simply search for anything through the use of keywords. Being under the umbrella of Google, YouTube holds the edge when it comes to search as Google can simply favour its channels. That said, when users know what to look for, they can simply try to play with keywords and results including YouTube videos can come up that easy. However, the case seems to be changing recently because of social media.

While YouTube remains to be the biggest traffic destination when it comes to videos, Facebook is working to take a larger slice of the pie. In just a short period of time, Facebook videos are seen to be gaining more control in the online video scene. It is not very surprising to know that Facebook will soon take action in turning its attention to videos. As video marketing continues to become popular in the online marketing industry, Facebook’s merger of videos alongside its social media edge is a huge benefit to online marketers and businesses. In today’s case, Facebook feeds the top and recent videos to its users, which makes it possible for people not to turn to search engines just to see the latest and the trending. Through this system, social media gains the momentum when it comes to presenting what’s hot, viral and most viewed. Moreover, let us not forget that YouTube videos are also being viewed through Facebook.

Weighing between the most recent and the permanent content

As marketers, you must carefully study your goals for your digital marketing efforts. Understanding the trade-off between permanence and recency is vital in deciding which channel to place your video as it will measure your video’s ability to hold attention over time. For instance, Facebook Video can help your content gain attention through social media actions such as likes, comments and shares, but it can disappear quickly since recency and social interaction are the only ways to keep your video actively visible on the news feeds. YouTube, on the other hand, can easily be searched even when the video has been posted years back or hasn’t even gained much social actions. The important thing to note on YouTube’s edge in this case is that, your video remains searchable over time and can even gain attention even it is an old content. So in terms of staying power, YouTube takes the lead over Facebook. While if you think you can leave your video’s success on social actions, turn to Facebook. Now, have you decided where to put your brand’s corporate video?

Good news for marketers

Although we try to carefully figure out which is best and more beneficial to our brand, there’s a slightly positive thing that might ease the dilemma of choosing between Facebook video or YouTube. That is, competition between the two video channel giants is actually beneficial to brands that are keen on video production.  Simply put, video content creators can in fact take advantage of the emerging online video developments in each channel. With proper planning and strategy, you can be sure that your video production efforts will be optimised.

Facebook videos are known to be made to grab the users’ attention, so one thing to do is to create teasers for the Facebook page, and connect them to the full length version via the YouTube channel. This, however, is one of Facebook’s biggest downside against YouTube. While Facebook works to convince marketers to post full videos on the social media channel, users can see gaining more potential on YouTube where the content can be monetised. Will Facebook offer a better arrangement to its video content creators than that of YouTube? We can only wait. But until then, try to work around how your brand can get the most out of the competition.

However, if you are more concerned about brand recognition than your video’s record of overall views in each channel, then you could post the same videos on both channels. BuzzFeed does this! Why? Simply because it’s fundamentally more significant to spread your video, gain recognition and increase recommendations in two different channels rather than increase the number of views by staying in just one channel. In the case of BuzzFeed, results have been different, wherein marketing videos on Facebook sometimes result to more views while the same video gathers relatively lower views on YouTube; and sometimes, the other way around when the video is found on YouTube search.

Understand the online video landscape

By understanding your brand and the online video landscape, you will be able to determine which approach is better. Plan and create a strategy to ensure where your video content will fit in and benefit your brand best. As you plan about your next move, try to leverage on these two biggest video platforms to make your social media marketing efforts a success.

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Goldheart Jewelry: First IG Contest A Hit

FOR IMMEDIATE RELEASE

Goldheart Jewelry

Singapore, 16 December 2014 – Goldheart Jewelry shines on as it succeeds in acquiring more followers through its very first contest on Instagram. The brand’s Instagram page followers have increased 78% within barely two weeks’ time. It went up to a total of 690 from the pre-contest count of 386.

Goldheart Jewelry Instagram Contest

Running from 31 October to 14 November, Goldheart Jewelry’s Favourite Pure Love Moment Photo Contest on Instagram was well-received by its audience. In effect, its Instagram page garnered 304 new followers during the contest period. Submitted entries can be viewed via the hashtag search tool.

How the photo contest was implemented was indeed trouble-free for participants. Simply by using the hashtags #favouritepurelovemoment and #goldheartjewelry with a caption in an Instagram couple-themed photo will give participants the chance to take home the posted $500 Goldheart vouchers. The contest, exhibiting clear social media marketing plan, gained vast attention with some participants making use of their previously posted Instagram photos and placing the contest hashtags as comments to join in.

Featuring Inked Fingers’ beautifully presented Pure Love Photo Diary, the contest was implemented in line with Goldheart Jewelry’s launch of the new wedding bands collection, Sainte Pure. Through this photo contest, Goldheart Jewelry has successfully positioned its brand and products as a leader in the Love and Romance segment.

Social media

Holiday Travel: Digital Influence on Traveler Behaviour

Holiday Travel Online Sharing

As the holidays approach, many people, groups and families get ready for their holiday travel. A lot of people are excited as we near to the day we swing to another year. It means holiday – Christmas and New Year celebration, where friends and families come together, bond and travel. It is not surprising that in this modernizing world, social media will become every traveler’s resource when planning about their holiday travel. Why? Because what people need to know are reviews from first-hand experiences in order to ensure that they get the best that they can expect when they travel. On this part of travel decision-making, travel sites with social interaction such as TripAdvisor become very useful for a lot of travelers.

In the next two months, topics about travel will certainly hit the social media world. Your social media friends and contacts will be sharing their travel experiences online. It is therefore brilliant to present your brand in a way that can be of support to this topic. In any part of the world, numerous people will be travelling. And whatever brand you hold, don’t overlook to ride with this trend as people will be searching a lot of it online, not to mention interacting on the social media only to get valuable information.

Asia Travel Trends

A reason to keep your brand’s social media presence in Asia is becoming more obvious around the world today. Based on the findings of ITB World Travel Trends Report, “Asia continues to be the driving force in international tourism.” Interestingly, as Asians become huge contributors to the travel market globally, most Asians also prefer to make their holiday travel within their own continent. Asia becoming the most popular destination around the world will only be followed by Europe and North America. Furthermore, growth is seen to continue in Asia. IPK International predicts that in the coming year (2015), Asian citizens will make above-average number of trips that can possibly outnumber other nations in terms of outbound travel market.

The Social Media Effect

Travel is becoming even more social these days. Travel bloggers are the biggest influencers on travelers’ behaviours. They can be social voices about travel brands and ideas! As people become more skilled in online research, online users are taking extra steps to use social media as a tool to get information about travel destinations, tips and reviews. Social media is becoming an integral part of travel planning. This month, as the holidays near, people around the world is expected to flood the online sphere with holiday topics and of course, holiday travel content.

Using social media platforms such as Facebook, Twitter, Instagram and YouTube can be beneficial to your brand and your audience as well. As a marketer, you must make more use of social media in trying to influence audience’s behaviour towards travel. These days, many people are busy trying to consider options for their holiday travel destination. These people turn to the Internet to search, read reviews and be inspired through videos and images. This will be the perfect time to grab the online users’ attention and shift them to your brand through content. Travel and leisure brands have the best opportunity this holiday season!

Social media and online users are becoming smarter in selecting worthy-to-read content. Time is also becoming a big factor in today’s browsing experience among online users. That said, it is apparent that your market is more likely to search for valuable content. For instance, they can easily distinguish user-generated and professionally made videos. What you need to ensure as a marketer is giving out pleasing and valuable holiday travel information, and a smooth online experience to online users.

Digital Consultancy and TrainingSocial media

Crisis Management: A Digital Checklist

Crisis management is imperative

Reputation is a top priority in every business. It is therefore a need more than merely a support to understand the information about crisis management before any marketing action takes place.

Today’s advancing technology leaves every brand extremely open to criticisms. Be it minor issue or immense, digital crisis should be dealt with properly. So what if your brand is faced with an extreme criticism that may have started from a single influencer and rapidly growing to be very negatively noticeable for your brand? What must marketers keep in mind in today’s advancing marketing moves? Two things: First is to skillfully know how to handle a challenge to your brand’s reputation in the digital world; and second is even better — to adeptly avoid crisis all the time. Here are the things that you can’t miss to put into action when handling an ensuing online crisis:

Communicate with the influencer privately

People say you can’t please everybody. True enough! But because you are trying to sell your brand’s products and services, you need to try to achieve zero crises; or else, this can lead to an uncontrollable hit on your brand’s reputation that will sooner or later hurt your business. So best thing to do is find the root of the growing feedback and start communicating privately through a private message to address their issue. Tip: Make sure to make a genuine approach. You wouldn’t want to make the crisis worse.

Get rid of the gaps

This is the center of crisis management. Communicate well and respond. Don’t leave gray areas unresolved among your audience. Customers ask because they look forward to something. Leaving them wondering about your product or service may reflect your brand negatively. There’s nothing wrong in saying your apologies when you did something wrong. It makes your customers more at ease to know that you understand their issue.

Respond swiftly

Stop everything and put digital crisis in your Urgent task list. Issues need to be resolved quickly. For customers, time is more than gold (especially for those who are terribly furious). You need to let your customers know that your concern for them is never vanishing. So update them, communicate with concern and respond to their queries as soon as possible.

Be genuine and transparent

People online are more clever than you think. Keep in mind that in times of crisis, people can have more reasons to think negatively about your brand’s reputation. Don’t allow this to happen. Being transparent about the situation will make things better. Admit your fault and thoughtfully respond to your customers. Tip: Treat them as part of your growing brand’s family, not merely a customer.

Always keep a crisis management team ready

Panic won’t help. Never ever lose control in digital crisis situations Better yet, always ensure that your crisis management team is in place to act on the situation quickly.

Community management experience is crucial

Your community manager will be the voice representing your brand. How they deal with crisis on the social media, especially in executing quick actions and responses, will weigh big in times of crisis. Get a professional, a good communicator and someone who understands your brand by heart to do these crisis management things for you.

AppsMediaSocial media

Cebu Pacific Japan: Soaring Beyond the Digital Borders

Social media planning and engagement has truly come full circle across the most diverse of industries, particularly in airline businesses. With the need to immediately connect to target audiences, airline companies demand competitive digital media exposure to ensure return of investments. Such is the story of Cebu Pacific Japan – a success story worthy of telling.

Cebu Pacific Air is one of the most renowned airline companies in the Philippines, offering comfortable, convenient budget trips to and from the Philippines. Initially focusing on domestic flights before venturing international, this year it has expanded its reach to Japan with three destinations – Osaka, Nagoya and Tokyo. This expansion meant that Cebu Pacific had to target local Japanese travelers and Filipino residents in Japan, necessitating considerable digital presence to effectively establish brand awareness in these key markets.

 Digital Polaris

In lieu of the need for proper digital positioning and exposure, IH Digital serves as Cebu Pacific Air’s guiding light to properly strategise its digital efforts and ensure that all aspects are executed properly. Exhaustive research, aided with strategic execution, resulted to a highly successful online campaign. To this date, Cebu Pacific Japan continues to move further on the right direction with its digital efforts.

 Beyond the Benchmark

Effective targeting and positioning of Cebu Pacific Japan in the Digital space has led to a solid online presence with its dynamic online audience from social media platforms and even in search engines. IH Digital’s proprietary analytics tool, the iAnalytics, proved that the campaigns for Cebu Pac Japan have been working well above the industry standards.

 Bottom-line: Increased ROI

Statistics is nothing without significant conversions, which makes Cebu Pacific Japan a true success story in terms of harnessing the power of digital media and advertising. IH Digital’s continuous collaboration with Cebu Pacific Air has resulted to increased conversion as well as website transactions, through close monitoring and thorough research.

The Future is Flying High

Given the encouraging response of the Japanese audience to Cebu Pacific Japan’s engagement efforts and consistently outstanding media conversion rates, We can confidently forecast a sunny future for Cebu Pacific Air in terms of overall revenue and presence in the Japanese market, despite being fairly new in the market and with some competitive high fliers.

IH Digital has been working hand in hand with Cebu Pacific for its exposure in Japan – keeping an eagle’s eye on exploring more potent opportunities for the airline while maintaining a strong connection with its budget-seeking and practical audience. As its digital efforts hover above the rest, Cebu Pacific Air continues to soar high like flying on a clear summer sky: a match made in heaven.

Visit Cebu Pacific Japan Facebook page for more information.

MediaSocial media

Panasonic Singapore: A Better World Through Social Media

Content Marketing: Spot Who's Wearing Red with Honda MalaysiaLearn how Honda Malaysia creates an stimulating Facebook App as a content marketing tool to enhance user experience

A purpose-driven social media contest

Small things truly make a big difference. This is how Panasonic Singapore applies its philosophy of contributing to society through social media. Known to many, most of Panasonic products are eco-friendly, which are labelled ECONAVI. This time, through its campaign called iPledge & My Moment, Panasonic has once again shown its commitment to the environment by inviting people’s support and participation.

The Facebook app has its main features divided into 2 – iPledge Contest and My Moment Contest. In the iPledge Contest feature, Panasonic’s audience can largely contribute to the society by making a simple pledge for the environment and sharing it with their friends through Facebook, Twitter or Instagram. Panasonic Singapore’s iPledge Contest is currently running its second year as an app. In as easy as sharing a pledge for the environment, participants can instantly stand a chance to win special prizes. On the other hand, My Moment is another feature that basically ties in with the event Straits Times Run at the Hub 2014, wherein Panasonic holds main sponsorship. Similar to the iPledge feature, My Moment gives participants a chance to get hold of special prizes.

With IH Digital’s expertise, the Facebook app was created with a strategic plan following a specific purpose – which is to drive the interest of people towards the brand through social media. And at the same time, make it an easy and enjoyable experience to the users.

The campaign started 28 September and will end 31 October. While it’s up, take a tour around the application and see how this can be effective for your brand too.

Panasonic Singapore’s iPledge & My Moment app was developed by IH Digital.

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