Monthly Archives: August 2015

Creating a Brand Persona on Social Media

It is not easy being a brand on social media! Here, people care more about connecting with each other than a company or a logo. This makes it challenging for corporates to have an effective communication strategy to shine above the rest. Brands need to create a persona that represents their image, delivers their message and works on social media.

Social media gives brands the chance to develop a personalitybrand persona and style that is more amiable and relevant than a print ad.Establishing a consistent personality helps to humanize your brand, connect emotionally with your audience and take part in conversations naturally. This can go a long way to determine how people perceive you. People will always prefer to buy from a brand that they can relate to better. As you can see, your social media updates are more than just words. If your brand is trusted, your audience will end up doing your marketing for you.

Across board, social media experts agree that following these simple steps will work wonders to your social media communications:

Assess Culture: Look internally at the culture of your brand and find out what makes your brand unique. Even amongst directly competing brands, your audience should be able to tell you apart based on the vibe your brand gives out. This is essentially the personality of your brand.

Assess Audience: Using social media listening tools, you can find out more about your audiences. Once you know how your community speaks and what they care about, you can use their language to connect over topics that are close to their hearts. Chances of them wanting to speak back to you will be higher and more engaging.

Assess Purpose and Value: It is important to be clear about what your brand wants to bring to the conversation with the audience. Why are you on social media in the first place? For building your brand reputation, tackling customer service, subtly selling your products and services or for educating your prospective customers about your ongoing offers.

Assess Brand Voice: Once you have clarity on the above steps, you can start developing a voice for your brand that matches the character of your brand. So you decide if you want to be friendly, quirky, formal, provocative, funny, edgy, authoritative, or informative.

And Remember…

The key takeaways to a killer social media brand strategy are:

  • Focus on the experience and emotions associated with your brand
  • Involve your followers
  • Keep the product messages low key
  • Be Relevant

It might take some time, but all good relationships need hard work, don’t they?

Hands on with Periscope

Within 4 months, Periscope has surpassed 10 million accounts. Twitter’s live video streaming acquisition seems to be sustaining a fair amount of community growth and tech journalism attention. That has attracted the folks in adland, and the eyes of early adopter marketers, who are now scrambling to assess how to leverage this new audience in a fresh paradigm of live video sharing.

Before diving into the question of how and whether your brand should be using Periscope, let’s take a quick look at the current app user experience. The app has been changing quite a bit: according to Periscope’s latest Medium post, the product team’s focus has been on notifications and enhancing the Global Feed experience, where users can find live streaming options by exploring a global map. There are now featured users in the People section, and broadcasts are currently stored and viewable in the user’s profile for a period of time after the broadcast. Users can follow their Twitter friends who are also Periscope users, but there still isn’t a way to follow Facebook friends or Periscope app users from a contact list. Lastly, the broadcasts can now be viewed in a desktop browser, without the need to forcefully download the app.

In short, the app is robust and well designed, but still changing at fast pace. The major hurdles in the user experience are actually on the cellular network side. Data is still expensive in most countries, and network speeds are not constant. Users in locations with advanced 4G networks — but high concentration of tall buildings — face problems in their broadcasts. Video broadcasting is the juggernaut of data consumption, and that has a big effect on most mobile users in developing markets.

Source : Mashable

Source : Mashable

With the app experience still evolving, and network issues still playing an important role, there’s still a bit of time for most brands to consider using Periscope. We see a low hanging fruit opportunity for brands that currently rely on events as part of their marketing mix. Periscope is a quick and easy way to increase ROI in the investments already done in putting these events together. Media and journalism brands are also natural fits. The government sector might be one of the best opportunities of them all.

It is important to highlight that brands with a healthy number of Twitter followers have a start advantage on Periscope. Without in-built connectors to other social networks, Periscope broadcasts are usually found organically on Twitter feeds, and via push notifications.

In summary, have your marketing team download and explore the app. Invite your extended PR and agency team to do the same. Consider using Periscope for internal content sessions (private broadcasts are possible). Provision for free and fast wifi coverage during your brand events, in order to incentivize the use of Periscope. Start following a few featured users, and keep an eye on what type of content they are highlighting. The interesting use cases for Periscope are still being defined, and there hasn’t been any outstanding brand use cases yet. You still might be the first one.

Ian McKee

Ian Mckee

Ian MckeeIan is the Founder of Vocanic. Since starting up Vocanic in 2005, Ian has worked with brands  & organisations like StarHub, SAFRA, Microsoft, MiCA, HPB, Mercedes Benz and many others.

Prior to Vocanic, Ian was MD for Informative Asia Pacific working on word of mouth & influence marketing projects for brands such as Zuji, DBS Bank, HP, Nokia, BP & Mars.

Originally from the UK, Ian has called Singapore home for the last 14 years. Ian holds a BSc (Engineering)/B.Com (Economics) conjoint from Birmingham University.

Shreeniwas V Iyer

Shreeniwas V Iyer

Shreeniwas V Iyer
Shreeniwas (Shreeni) is CEO at Vocanic where he heads Strategy, Business Development and Operations across all markets. Shreeni was previously CTO at Vocanic between 2010 and 2016. Prior to Vocanic, Shreeni worked at multiple technology product development roles including Trilogy and Yahoo!

Shreeni has over 12 years’ experience in building and operating technology projects, with the recent 6 years in marketing technology including Products, Campaigns or Applications. Shreeni has a Bachelor’s degree in CS from University of Delhi, a Master’s degree in CS from Indian Institute of Technology, Kanpur (IITK) and a Diploma in Business from Symbiosis International University. Originally from India, he has been based in Singapore since 2009.

Chris Drumgoole

Chris Drumgoole

Chris DrumgooleChris is Director of Products where he is responsible for Vocanic’s key products and platforms that play a central role to Vocanic’s social media offerings. Chris is also responsible for project management governance.

Chris is a Project Management Professional (PMP) certified Software Project Manager with 10+ years project management experience in the software outsourcing and social media industries. Chris holds a Bachelors of Science in Engineering degree in Computer Science from the University of Michigan.

André Amaral

André Amaral

André AmaralAndré is the Regional Executive Creative Director of Vocanic. He graduated with a B.A. in Social Communications. After working for JWT, IBM and DM9DDB in Brazil, he subsequently held a couple of creative positions at Wunderman and FCB in Dubai before setting up his own innovation network called Mecenato (mecenato.co).

He has won awards for global clients in creative festivals such as the Webby Awards One Show, New York Festival, Dubai Lynx, Caples Awards, Mena Cristal, El Ojo de Iberoamérica, London Festival, ABP, El Sol, Wave, Young Guns, CCSP and Colunistas Brazil. His work history combines experience in network agencies, design work for Fortune 100 companies, web design shops, contributing editor to local newspaper, account services and NGO web design collaboration.

Marketing communication and brand experience include works for global and regional clients like Coca-Cola, Nike Football, Nivea (Beiersdorf), Emirates Airline, StarHub, NTUC Fairprice, SMRT, KFC, Pizza Hut, L’Oreal, Nikon, Emaar, Intel, Benetton, Mondelez, Pond’s, Unilever, Olay, Gillette, Oreo (Mondelēz), ŠKODA, Fedex, Honda, Hyundai, Land Rover, WWF, and many more.

Shane Crombie

Shane Crombie

ShaneShane Crombie joined Vocanic Indonesia as Country head with 20 years of digital media experience dating back to the beginning of the internet in San Francisco.

Shane has devoted the last 20 years building holistic digital marketing programs while functioning as a trusted adviser to senior corporate decision makers. Beginning at one of the first ever digital agencies, Lot21 (Isobars founding agency) in San Francisco, Shane assisted in crafting the first IAB universal ad package and designed the large rectangle and interstitial ad formats. Shane has also held leadership positions in Los Angeles, New York, Sydney, Shanghai and Beijing for the world’s leading media and creative agencies. He joins Vocanic from Mediacom China where he functioned as national head of digital, overseeing work for Shell, VW, P&G, Starbucks and others.

Vivienne Maguire

Vivienne Maguire

Vivienne MaguireVivienne is the General Manager of Vocanic, Malaysia. She brings with her a wealth of digital marketing experience. She has worked with multinational clients across Asia, Europe and the Middle East, including HSBC, Coca Cola, Renault, Philip Morris, Samsung. She has successfully launched and developed the digital marketing divisions of global advertising and media agencies and independent web development agencies. Her success has been awarded and recognized by the industry where she won the DMA Award for Best Start Up and Independent Grand Prix Award.

Charlie Young

Charlie Young

Charlie Young

Charlie is the General Manager at Vocanic Singapore. Charlie works with the Singapore team to deepen VOCANIC’s client and stakeholder relationships and lead VOCANIC Singapore’s strategy for continued growth in line with their regional strategy. Prior to joining VOCANIC, Charlie was a Manager within Group Digital Life at Singtel and has been a strategic planner at several of the GroupM agencies both in Asia and in the UK. Charlie has experience across a variety of industries from Automotive and corporate communications to FMCG, telcos and tourism. He holds a Masters in Business from Cass Business School London and a Degree in Architecture from University College London.

Nina Jinadasa

Nina Jinadasa

Nina JinadasaNina is the Regional Commercial Director for Vocanic. She has experience with working with a Big 4 accounting firm, Deloitte. Her industry background includes telecommunications, management consulting and branding.

She relocated from Melbourne in 2013, and has been enjoying working and living in Singapore. Nina is a CPA and holds a Bachelor of Commerce degree from Deakin University.