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"CSR marketing is a high return investment that brings you more satisfied customer, happier employee , and finally a better community."
SAMSON TONG

CSR Marketing, it #matters more than you think.

by samson tong and EA content team

You’ve just written up the press release about your company employee’s volunteer work and the donation to a charity, or you have just finished off your ESG report in order to meet the ESG requirements, or maybe you were preparing documents to apply for the caring company logo? In any of these situations, you might be wondering if corporate social responsibility marketing is essential to your company and brand, the answer is a definitely “Yes”, here’s why.

Matters to your customer

Multiple published journal have stated that CSR plays an important role in consumer’s decision-making. When you are branding with a heart through CSR marketing, the effectiveness will multiply, organically. Many brands are benefiting from their long-term CSR programs not only because it helps to reinforces companies’ commitment to the communities and the legacy of giving-back, being socially responsible is also what customers generally expect, especially among the millennium generation. Millennial customers have great impact on changes in social responsibility, Toms is indeed a good example.

Matters to your bottomline

Simple logic. People tends to have better re-call rate of your brand where your company invest in the communities. They will say, “this is the company I want to work for or do business with.” CSR marketing not only helps to create good-will culture among employees, it also extend the company’s value to their families and friends.  The positive relation between CSR and employee performance has been proven by many studies, which means employees in socially responsible companies generate better performance than companies that are less socially responsible, whereas CSR activities enhance the employee motivation. After all, studies continue to show that companies are more likely to enjoy competitive advantages, higher brand recognition and reputation, lower employee attrition and better engagement, when they value their employees as individuals and take social responsibility seriously.

One Stone, 3 Birds

Although using CSR as a vessel for a branding strategy has always been challenging, yet the manifestation of good-will will bring you to the reality that you envision: More satisfied customer, happier employee , and finally a better community.  If you do it right, CSR marketing is a high return investment with money spending meaningfully and wisely. More importantly, it matters for a greater good.

CSR Marketing 101

  1. Be authentic and be honest

Rule number one, be authentic and be honest in your brand’s beliefs and commitment to the community. You will gain greater respect if you are genuine.

  1. Values, principle and strategy

It’s vitally important to attach your brand’s beliefs and values to your CSR strategy. Walk through yourself with 4 aspects of CSR: social, economic, environmental and human rights, and work with your management team to build a list of CSR commitments. Prioritize these principles and seed them into your CSR marketing strategy.

  1. Bottom up and top down 

Conduct polls and enquires to gather up interest and collect support from your co-workers. Build the Volunteer team and seek for team leaders.  Always engage your management and you will need them to be determined to commit and support all the way through the campaign.

  1. What reach who and why?

Define your communications goals and narrow down your targeted audience. What do you want to achieve with your message? It’s essential to review and prioritise them. Your programs should be covering co-workers, business partners, Non-profit organizations, stake-holders, volunteers, media, customers and general public, be attentive to the interest and voices from different group while you craft out your CSR campaign.

  1. Give more than money

“Giving hands” offer extra miles than solely making money donation. Good-will would penetrate deeper among both givers and receivers, in a long run. For instance, as a title sponsor of Asia Fencing Championship 2017, Blue Cross Insurance has created a talk-of-the-town integrated marketing campaign which included a Facebook Fund Raising Campaign, AFC Kick-off Ceremony cum Fencing Charity Competition and a series of youth fencing training programs that has benefited nearly 1,000 young people in 2017.

  1. Be transparent and demonstrate the SROI impact 

Craft your CSR campaign into stories and numbers; interview your givers and receivers, have them to share their experience gained from the programs. Life-changing stories always inspire extra brand value. In order to document your CSR achievements effectively, hire an agency to help you record the SROI (social return-of-investment). They can help you to develop KPI in order to track the success of your CSR campaign. Publish and outreach these stories and SRPO reports to media, extend the impact of the campaign to enhance more public awareness.

  1. Be Wise in partnership

Pick your Non-profit partners wisely and engage a communication firm that specializes in CSR campaign management. They will help you to save more time on the winding road and gain extra value from your CSR campaign. It is crucial to appoint a professional agency to publish your CSR achievements, so you should be able to avoid being accused of “goodwashing”.

  1. Be innovative and get viral

Call ECHO ASIA team.

How to Sell a Country as a Brand? Singapore said: Passion Made Possible

By daisy lee
project manager – community & content management 

The Singapore Tourism Board (STB) and Singapore Economic Development Board (EDB) joined together on Aug 24, 2017 to launch their revamp campaign “Passion Made Possible”. This campaign is the country’s first unified brand under a new “SG Mark” logo which aims to market Singapore internationally for both tourism and business investor markets via telling stories about Singapore’s ‘heart’ and ‘soul’. Through 7 tourism attraction themes and 100 individuals’ inspiring stories, target audience would learn stories beyond their general understanding of what Singapore is made of. Furthermore, the campaign also aims to build affinity and affiliation to the country amongst local Singaporeans.  Video marketing via social media outlets is the essential way to help achieve that goal.

Singapore Passion Made Possible

Singapore: Passion Made Possible

NEW BOTTLE OLD WINE…?
This is the fourth revamp campaign that “Singapore brand” has been undertaken over the years. The new campaign logo and tagline “Passion Made Possible” positions the campaign with a young, vibrant and inspirational tone of voice. Singapore has been famous of their city’s cleanliness and architecture design, and hence this campaign aims to drive audience attention to different perspective of Singapore and to tell the brand story beyond the “hardware”. Tourism attraction themes and local Singaporeans’ inspiring stories were filmed as a series of documentary stories in order to tell the world what Singapore really stands for and made of.

DID YOU KNOW: Based on the latest statistic from Hubspot, more than 55% internet user watch online videos every day.

SEGMENTED AUDIENCE’s INTERESTS IS THE KEY
As Mr Lionel Yeo, Chief Executive of STB, stated, “With Passion Made Possible, this brand articulates what we stand for as a country and supports the telling of many stories about this destination and its people. It will allow us to build a deeper and more personal connection between Singapore and our fans and friends, even when they are not actively thinking about travel.” In order to create long term effectiveness of this rebranding campaign, STB grouped 7 major “Passion Tribes” to attract different type of travelers: foodie, explorer, collector, socialiser, action seeker, culture shaper and progressor, which allow customized messages delivered to diverse audience.

‘Passion Tribe’ videos showcase various Singapore’s hidden gems which offers new brand image to tourists – especially sophisticated tourists who are seeking aspirational value intentions from their travel experience. Google’s 2016 statistic pointed out that more than 50% of internet users seek for videos related to a product or service before visiting a store or buying the service.

 

CENTER THE MESSAGE AROUND THE STORY, NOT THE SALE
100 Singaporeans’ personal stories is obviously the catch for the campaign and staying with rule number 1 in video marketing by “centring the message around the story and not the sale”, which is vitally essential. Audience can always relate to the persona which offers strong emotive power. The overall impression of a country could be changed subconsciously among audience through these inspiring persona’s stories.

Further hidden message were seeded in some of the persona interviews that Singapore is a place where passionate people can turn possibilities into reality. Potential business investors could easily picture themselves as one of the inspiring persona as they learned from the videos.

singapore passion made possible

Be Inspired

BEYOND VISUAL CHOICES
Beside new logo and series of documentary videos, new website and refined social media platforms were launched together to streamline their overall image among various digital platforms. Tailor-made and localized social media platforms for various target market was created to serve diverse audience interest and tone of voice. A Singapore HK Facebook page was built for Hong Kong audience is a good example how they market the same content in different tone of language (using Cantonese) to suit specific market’s interest.

#passionmadepossible #singapore #videomarketing #passiontribe #echoasiabuzz

 

BEHIND THE SCENE

 

By samson tong & echo asia content team  ENGLISH 

今時今日,Facebook營銷早已不是新鮮事,營銷者都紛紛希望可以透過Facebook這個平台令自己的品牌或者活動可以與更多的受眾互動或獲得更多的「讃好」。Facebook營銷的致勝關鍵在於「內容」。近年,眼看不少營銷者都想盡新招數來吸引受眾,用「Facebook直播」作宣傳更成為「新寵」。但有節目,就真的有收視?有時只得零零星星的收看率原因又何在呢?究竟你是未能善用「Facebook直播」,還是你的「Facebook直播」內容未能帶動到理想的宣傳效果呢? 聯絡我們

 

DID YOU KNOW? 你知道不知道?
早前,根據Facebook公佈數據指出,觀看「直播視頻」的用戶數量比觀看「上載視頻」的用戶數量高出三倍多。

1. 黃金直播時間
何時進行「直播」才是最佳的黃金時段?「直播」在哪個段時間播出才是與受眾互動的最佳時機?答案可能是早上10點半例會後,沖杯「回魂咖啡」的小息時間;也可能是下午4點的下午茶時分;或是晚上10點半過後,臨睡前玩Facebook的片刻? 「直播」的播出時間絕對是值得好好思考和研究的課題,確定播出時間前,應該仔細考慮「直播」的目的和受眾在這個方面習慣和喜好是如何。

 

2. #一條好題 #吸睛標籤
除了選對合適的播放時間,你需要有一個「最強大腦」做帖子(Feed)的內容創作者。無論直播的內容如何精彩,但在短短幾秒內,觀眾往往只能透過一條鬼馬生動的帖題或是吸睛的內容標籤(Hashtag #)來獲取該「直播」的大意,從而決定自己的「去留」。所以必須確保「直播」帖子的題目能夠生動地「預告」影片內容。

 

3. 回應他們的存在感, 回應他們的存在感 ,再回應他們的存在感
「Facebook直播」的初衷是希望用家可以即時互動分享,所以當利用「Facebook直播」進行品牌營銷時也不要忘記時刻和受眾互動。最有效的方法是讓觀眾有「存在感」,例如當有新觀眾進入和收看「直播」時,主播主動和觀眾打招呼、引導觀眾問問題、鼓勵他們一同將影片實時分享出去,這些小技巧都有助於推高直播的「自然散佈」(Organic Reach)。

 

4. 有得睇又有得玩
除了保持和觀眾即時互動外,亦不妨考慮在「直播節目」中加插一些有獎互動遊戲環節,令觀眾「有得睇又有得玩」,更可以配合「直播」的前期宣傳讓更多受眾知道,從而吸引更多的人觀看「直播節目」。

5. 提高「直播」的自然散佈率
最有效的方式是「即時分享」,你可以邀請相關的專頁、團體、群組,甚至是身邊的同事和朋友即時收看和分享「直播」影片,從而獲得更多關注。當影片的「互動率」(Engagement Rate)越高,該影片被Facebook重新派送出去的機會就越高,那麼影片的收視就會越好。

 

6. 錦上添「花」
你可以考慮邀請受觀眾歡迎的特別嘉賓/ 業界的KOL作客節目,當然不少得的是你要讓他們充分發揮,並且配合主播和觀眾一起互動,必要時還可以配合一些有趣的道具吸引觀眾目光。

7. 贏在Visual上
視覺上取勝是關鍵,「直播」的內容和宣傳feed固然重要,但是一個「吸睛」的背景或一個有動感的拍攝環境也可以令你的「直播」增色不少?想象一下,用背景吸引到來收看「直播」的觀眾,應該也會對節目很感興趣吧。

 

8. 幾長最好?
根據我們以往的「直播」經驗,每個直播的最佳時長大概是15至25分鐘。如果你所需要推廣的內容很豐富、需要更多的時間,不妨可以考慮分不同小節進行「直播」,或者在「直播」後製作「回顧內容」帖子作補充。

 

9. 如何提高追看性?
就像電視劇一樣,我們也可以設計「直播」續集,創作一個系列節目,能預告節目內容的同時,也可以讓觀眾期待下一次的節目。當然,你也需要有策略性地編排節目的內容把觀眾留住和吸引更多的觀眾。

 

10. 添食的藝術
有好的節目內容和強大的文案,也需要有好的宣傳策略。宣傳不應該止在「直播」前,如果「直播」的收視和表演不錯,更應該在「直播」結束後乘勝追擊,撥一點廣告預算進行Facebook宣傳,這樣應該可以讓更多的人能觀看到你的錄影「直播」。

以上資訊雖未強大如「葵花寶典」,但我們也絕對不是紙上談兵,這些都是我們經驗之談,希望以上貼士可以幫到大家,有用的話也歡迎大家分享給更多的業內朋友。如果對做「Facebook直播」有任何問題,歡迎隨時與我們聯絡和探討。

Happy Social Content Marketing^^

ECHO ASIA CONTENT TEAM

TOP 10 TIPS TO BOOST YOUR FACEBOOK LIVE

By samson tong & echo asia content team  中文版 

You know how challenging it is to get your Facebook content being more engaging with your fans or even earn a few more likes. And, now you also have done your Facebook Live for your event or product showcase yet with only a few dozen of viewers.  Need some help in social content management? Email us for more collaboration opportunity.

 

DID YOU KNOW? 
Facebook unveiled that users spend 3x more time on average watching live videos compare to normal videos.

1. Timing is everything, isn’t it? 
Think clearly about what is the best time for you to host your Facecbook Live?  When is the best time for your audience to engage this live video?  Is it morning at 1030 when they are off from their first meeting and getting their second cup of coffee, or is it 4pm when they are actually working on their online shopping during their tea break, or is it 1030pm where everyone has finished their TV time and look for some fun stuff online before bed?  Think clearly what your are promoting and when is the best time for your content.

 

2. Killer Copy and Hashtag
You need a creative header and hashtag to attract random viewers to come into the Live. Make sure your copy reflects the Live content theme and so you can retain these viewers. 

 

3. Engage Your Audience
Greet them when they come in and let them know it is important to stay tuned.  Welcome your viewers to ask questions. Answer them immediately when they ask through comments.  Ask them to share this Live to their friends in order to get more organic reach.

 

4. Run a Giveaway
Run a contest, giveaway and other fans interactive events at a certain said time during the Live (you can promote this in-advance), that this can make fans more excited and drive more new fans coming in.

5. Get the Live shared as much as possible
You can ask similar pages or groups to share your Live in advance. Ask your Facebook friends to share and ask your fans to share even during the Live.  The more they share, the more organic push from Facebook you shall receive.

 

6. Guest and Props
Invite a guest(s) / KOL(s) to your Live and let them be part of the show. Don’t forget yourneed some good props prepared in advance in order to attract viewers’ attention. 

Facebook Live in Space with Mark Zuckerberg

7. Visually Engagement
You either choose a visually engaged background or to choose to offer a moving background (i.e. a shop tour-around) for you fans.  Try not to bore them off, please. 

 

8. Broadcast Timing
From our experience, the best board-casting duration in Hong Kong is 15-25 minutes per episode.  If you have more that is needed to be said, you can always break down the content into episodes or offer post-live content feeds.

 

9. Create a Series
Why not? Fans like “Series” and expect to watch something new and exciting content next time. Think strategically of how to breakdown your content into episode.

 

10. Promote your Live event, countdown to the event  
Do your homework properly.  Make sure to promote you Live before and after. If this was a good Live with good organic views and shares, then it is worth to put some dollars to give it a boost after the Live which shall give you more reach and engagement to your page – from our experience.  

That’s all. Hope this help and please share this with your friend if you find this useful.  You are most welcome to call us for help if needed. 

Happy Social Content Marketing^^

ECHO ASIA CONTENT TEAM

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