Zero Moment of Truth

  In Week 7, we watched and discussed McDonald’s Canada’s “Our Food Your Questions” program. Prof @qkyujinshim taught us about how messages should be self-serving, transparent radically and be real-time relevant. This reminded me of a similar campaign done by McDonald’s Singapore through brand journalism in making their fast food hipster/restaurant worthy.

This video taps on the zero moment of truth as many viewers have already eaten McDonald’s multiple times and the imaginative possibility of constructing their own or following the ‘hacks’ would impact their decision making process when they are choosing between fast food or are looking for an enjoyable experience.

Here’s a similar campaign to the one by McDonald’s Canada, done in Singapore:

IKEA: Traditional Ad. vs. Online Content

In class, we watched an IKEA ad to show the differences between traditional media and digital media. I felt that it was interesting and inspiring for IKEA to make their “makeover ideas” video with elements of traditional media seen in how it builds the brand image.

IKEA subtly communicates that it is a progressive company through treating the gay and african-american couple as any other family unit and couple. This will be received well by customers who are sensitive to such social issues and build more brand affinity as they will see IKEA as a representative of their beliefs and values. 

Social Analytic Provider Exmart CEO visits COMM346

Big data analytic company Exmart collaborates with COMM346.

 

On January 31 and February 1, Exmart Founder and CEO Kazuhiro Gokyu visited and spent time with COMM 346.

 

 

CEO Gokyu presented Exmart’s fascinating ten-year history of specialized data solutions, including data extraction, transformation and utilization, and social listening strategies. He described how such tools are utilized for major global clients such as Daikin. After watching a Channel News Asia documentary video on digital fundraising – featuring CEO Gokyu – the COMM 346 group and its valuable guests participated in a workshop session about data extraction and R analytics.

https://www.channelnewsasia.com/news/video-on-demand/why-it-matters/charity-2-0-9841278

In addition, Exmart’s Shane Low, in charge of both project management and strategic sales, offered a brief introduction of Exmart applications, demos and work assignments. He described how over the previous few months, Exmart had worked with researchers from NTU, NUS and SMU, seeking “to automate much of the data work which is manual and tedious so that researchers can focus on generating key insights and drawing novel inferences.” Shane further explained how important this is to collaboration with clients, and of course, to retaining them.

COMM346 G2’s Josh HO Xian Zheng was one of many who commented that they found the session interesting and that it furthered their “learning about the workings behind social analysis.”

Exmart sees candidates for its internship programs, which benefit students via generous stipends and learning opportunities on various social analytic toolkits. For further details please email Shane Low, shane@exmart.com.sg

 

 

 

COMM346 AY2017-18 has finished all this term’s course-work

COMM346 has finished all this term’s course-work .

Student presentations were held during Weeks 12-13.

 

Corporate executives from OhChaCha and Nine Fresh who are the clients of Alto Marketing – the digital consultancy – visited COMM346 and attended students’ pitch.

OhChaCha executive directors received well the CSR ideas and video viral campaigns.

The Nine Fresh PR manager also indicated high interest in the ample timely and seasonal event ideas suggested by the pitch.

Sanghee Kim, one of the COMM346 alumni, and an Alto founder, represented WingZone and provided valuable feedback to three groups who pitched ideas for WingZone.

Sanghee said “All of our clients are very impressed by the fresh and insightful ideas of each group, and will discuss further on actual incorporations of groups’ ideas into real strategies.”

Thank you to OhChaCha and Nine Fresh for their amazing collaboration with COMM346 this term!

 

Other students’ projects in G1 presented social media strategies for The Coastal Settlement, The Cat Museum, academic research on parasocial relationship through politicians’ use of social media, and a case-study on aviation crisis responses via social media.

Students’ projects in G2 presented hands-on strategies for SPCA, Home Away, The Big Cheese, Suit Yourself, and FoodPanda, as well as academic research on addictive following of online influencers.

COMM 346 successfully finished this term.

Well-deserved kudos to you all! And good luck with your finals!

Discovery project winners

We have seven discovery project winners.

From G1, four students, Marcos, Samantha, Seraphyn and Xue Ling won the prize.

From G2, Khee, Regina, and Myra demonstrated good performance in tracking the organization of interest. Cheryl and Jonas’s project delivery, who are the top opening essay winners, were also outstanding.

All the groups effectively have used the Delivery project  for the investigation of the competitors or role model leader of the industry.

Kudos to you all!

 

Digital Marketing Specialist, Will Carnwath visited COMM346

Will Carnwath lectured for COMM346, illustrating new pressures and extended responsibilities of corporations with regards to digital innovations and changing trends in marketing communications.

In the lecture he shared new trends, specifically, perishable content, visual content dominance, changing editorial algorithms, the demise of the traditional human bylines, and social business initiatives in the B-to-B sector.

In addition to touching on digital trends and its implications for corporate communication, the guest lecture session covered real-world case studies to provide practical insights and lessons learned.

In the follow-up Q and A session Will shared with students regarding the projection of future trends and possible organic reach of the corporate content and some other interesting topics for further discussion.

Will’s expertise focuses on corporate reputation, investor relations, and crisis—with a particular focus on the use of digital strategies to engage with a broad range of stakeholders—and he co-leads Brunswick’s Business and Society practice for Asia. He is a former senior investment banker, with over 10 years in corporate finance at Nomura and Piper Jaffray, where he focused on healthcare and industrials in the investment banking group. Before moving to Singapore to establish a new office, he spent three years as Chief of Staff to the Chairman of Brunswick in London, working with him on the largest and highest profile international client accounts and deals. Will graduated from St. Andrews University with a degree in physiology.

Thank you so much, Will, for sharing your valuable insights with COMM 346!

A marketing guru crossing from analogue and digital helped enlighten our class.

Mr. Chee Yue, the director of XYZ Wave Private Limited, shared in-depth industry insights with COMM 346.
Mr. Chee Yue is the trusted partner of agencies, brands and MNCs in Asia, charting and navigating the digital transformation of their business, marketing and customer engagement since 2000 with the last five years focusing on technological innovation and the adoption of emerging technologies.
He shared how marketing and PR has transformed messages and formats in the digital era, with the focus on interactivity and value propositions of the brand, based on his more than 20 years of experience as a marketing expert.
Thank you, Mr. Chee Yue!

Are influencers a dying medium?

I came across this interesting opinion piece on influencers, which was inspired by the controversial wedding of influencer Melissa Koh. I found it to be quite thought provoking and relevant to what we recently discussed in class, and it’s definitely worth a read.

It’s quite a long piece, so for those of you who are time poor, here’s the TL;DR:

  • Many brands believe that the use of influencers are equivalent to word-of-mouth, and that consumers will blindly believe what is said
  • Authenticity and transparency are two factors which should be highly prized by brands and consumers alike, however, sometimes brands fail to see this
  • There are guidelines by the Advertising Standards Authority of Singapore, in aims to increase transparency, and in turn, authenticity; However, these are not being adhered to
  • Engagement in the long-run is built on trust and transparency
  • Brands should evaluate which influencers they work with carefully

All that being said, in the end it’s up for consumers to ultimately decide – after all we have the power.

giphy

What do you think? Is it time to say goodbye to influencers?

Synthesio workshop at COMM346

Steven Zheng, the Regional Account Manager of Synthesio, APAC, along with his colleagues, Henry Chow and Kimly Anaissa, spoke about social listening (13, 14 September).  The workshop session was very informative and enlightening for the students as the presenters walked through all the demos and helped students get practical strategies for effective social media listening for their group project.

 

Everyone had fun and gained a better understanding of this global-scale social media tool.

Synthesio kindly offers two weeks of access to the account for each and every group in COMM 346.

If students want an extension of the access, they can ask Prof. Kyu for extra account for their own research.

Thank you so much Synthesio! And we hope this collaboration will continue for the mutual benefit of both academics and industries through sharing insights and knowledge in this digital world.

PS. Please share your feedback or queries regarding building dashboard etc., if any, via the comment thread attached to this posting. Thanks!

#DeleteUber, Why?

A former Uber employee’s disturbing claims of workplace sexism reignite calls to #deleteUber

https://www.recode.net/2017/2/20/14666572/uber-sexism-susan-fowler-delete-uber

One of our group projects looks at UBER as their choice of organization. So this news regarding their gender discrimination issue grabs my attention.

This issue came as moral issues regarding UBER, and its impact is getting increasingly bigger. And the criticism  seems to spread like a wildfire.
Uber is IT technology that looks smart and innovative. This kind of image and human values are are heavily related to “silicon valley liberal mainstream,” yet this sexism issue appears to clearly hurt their image and ignite a massive boycott,  which has disrupted their business.

Uber is not the only IT tech company who has faced this kind of criticism and boycotting. In its early days, Google also faced a similar sexism issue with the revelation of an internal document by an anonymous staff member .

A Google employee inflames a debate about sexism and free speech

https://www.economist.com/news/business/21726078-sacked-james-damore-has-become-hero-alt-right-google-employee-inflames-debate-about

How do you think this ethical consumerism, especially regarding gender sensitivity, could be managed on social media and through effective engagement with the public?

What kind of follow-up messages should be heard by the consumers?

What makes this kind of issue one of moral inequity and social injustice beyond mere gender politics?

Hope to see your thoughts and comments! Any thoughts would be welcomed.

Kyu

deleteuber.PNG