Category Archives: Digital

Engagement or SOV in conversations matter most?

In social media analytics, SOV is a very important metric for marketers, even more than the engagement metric. Does quantity still matter over quality? There has to be a shift in this thinking as content (especially crowd-sourced content or free media) is definitely a more important metric. Perhaps more effort is needed – after all it’s a media world (no offense to my media friends) or it’s what board of directors want to see at the end of the day – numbers or return on investment!

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Uber wins social media race ahead of GrabTaxi on #SingaporeGP

by Melissa Chue | Sep 22, 2015 | 7:10am

one, with Sebastian Vettel beating crowd favourites to clinch first place. Conversations peaked at just over 7, 000 mentions at 10pm on 20 September, as fans took to Twitter and Facebook to celebrate Team Ferrari’s win.

  

 
So, who were Formula 1’s winners on social media?

Uber races ahead of GrabTaxi
Not wanting to be left behind, smartphone-based taxi booking rivals Uber and GrabTaxi launched their own Formula 1 promotions, offering users free rides from their fleet of supercars.

According to Digimind Social’s comparison tool, Uber overtook GrabTaxi by 14 per cent for volume of Formula 1 related conversations. Now that’s what we call a neck-and-neck race!

  
  
Judging by how mentions about Uber and GrabTaxi centered around supercars, it’s clear that many were looking forward to catching a ride. The lucky few went on Twitter and Instagram to show off their sweet rides, as well as their appreciation for their favourite car brands.

  
However, while Uber had a larger share of voice, it was GrabTaxi that engaged their community the most during the Formula 1 weekend, consistently trumping their rival in terms of interactions and publications on their social media channels.

  
  
Here’s a look at their best performing post on Instagram, which scored a 44 per cent engagement rate on Digimind Social Analytics:

  

Maroon 5 takes center stage
Likewise, music lovers were in for a treat, as the Grand Prix festivities brought international acts to the stage. American pop rock band Maroon 5 proved to be the most popular, overtaking Pharrell and even Bon Jovi to dominate 40 per cent of conversations about the Formula 1 concerts on social media!

  
Their winning streak continued well after their gig on 19 September, compared to rapper Pharrell, whose mentions dropped by 50 per cent after his performance on 18 September.

  
We suspect that frontman Adam Levine had something to do with it…

  
  
  
Source: http://www.digitalmarket.asia/webdata/uber-wins-social-media-race-ahead-of-grabtaxi-on-singaporegp/

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Melissa Chue

Melissa Chue

Melissa Chue is a marketing executive at Digimind. Digimind is the global social media monitoring and competitive intelligence company that provides businesses with unrivaled insights into their true standing in the market. Digimind’s proven intelligence technology has provided Fortune 500 brands around the world with critical information for their business for more than 15 years. With a customer retention rate of 92% Digimind has more than 100 employees across offices in North America, Europe, Asia and Africa.

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The death of local content programming?

So, when more online steaming networks arrive to our shores, how will the game change for content providers out there? I believe all players will continue to exist and be in business. Only differences will be that we, the consumers will have access to more choices from a variety of content (entertainment to sports to knowledge to financial)… but at the expense of having multiple subscriptions to different content providers – from live TV to on-demand ones. Thus content (especially sports & entertainment) becomes more expensive to have for the consumers. This will shift them to demand only content they wish to have and in real-time – and will further enhance this form of business model for the big players in Asia, namely HBO, Fox and content aggregators like Astro and Singtel. Expect on-demand content to grow further, especially on multi-screens and be more competitively priced. I, for sure am looking forward to it.

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#mavericksindigital: Why Netflix in Asia makes sense
Andy Radovic | Sep 22, 2015 | 9:01am

netflixRecently it was announced that Netflix, a leader in on-demand Internet streaming of entertainment content will finally be making its foray into Asia. In August it entered into a deal with Japan-based SoftBank to offer its fully integrated Netflix experience in that market, after a long to and fro between both companies.

The countries that were announced in their ‘global rollout’ were South Korea, Singapore, Hong Kong and Taiwan. They were a bit hush hush in terms of pricing and exact launch dates at this point, but most people close to the industry are pegging an end of year or quarter one launch in 2016.

This launch comes at a time in Asia when most consumers have grown more accustomed to paying for online subscription services. The music industry is a case in point. Over the past four years we have seen a proliferation of music streaming services enter the region, the likes of iTunes, Deezer, Spotify and more recently Guvera and Apple Music. And of those that are considered medium to heavy users, classified as people who spend more than 20 minutes a day listening to music, they are more than twice as likely to pay for streaming music, according to a research piece from Effective Measure.

The closest competitors to Netflix within the region who currently seem to be doing well are services like iFlix in Malaysia, Hooq in Singapore and TBO in China, which Alibaba just recently launched. However, all three of these companies just launched their service in 2015, so none of them doesn’t really have a major first-mover advantage over Netflix. Plus, the brand cache Netflix has alone should be enough to woo users into their camp.

I suppose the real competition for Netflix here would be Linear TV, as it is still the dominant method for how people consume their TV content, particularly local content. And Netflix most likely would not have access to truly local content, putting it at a slight disadvantage at least within the higher age groups within Asia.

However, Netflix will do well particularly among the younger generations who didn’t really even grow up with Linear TV in the first place. This group of digital natives never felt the need to rush home on Wednesday’s at 9 pm to watch their favorite TV show. It was always accessible to them in everyway – across screen, at any time of day, and in any location they are in, like commuting to and from work. These groups of consumers have embraced the Netflix model and love the concept of “original programming”. Particularly the world-class programming Netflix has become famous from, like House of Cards, Orange is the New Black, and Daredevil.

Probably one of biggest areas under threat would be advertising as traditional TV advertising will most likely start to loose its importance while we see the growth of content marketing and other forms of branded and sponsored content initiatives take shape. These will become more critical especially in platforms that allow audiences to skips ads. But we will certainly see a big shift in advertising spend towards areas like online video networks which will clearly be a more effective way to reach Netflix watchers than traditional TV.

I believe the emergence of Netflix in our region is a good move. Good for me personally, as I’ll now have access to all this great content (finally). But good for the industry as well, as it fits nicely with the digital, mobile and youth-centric ecosystem that is Asia.

Andy Radovic is the Regional Director for Digital (APAC) at Maxus Global. He is a strategic digital marketer with 12+ years experience working in the digital media space across a variety of agencies, spanning stints in the U.S., Japan, Korea, and now Singapore. Currently working for Maxus Asia Pacific, part of the GroupM network, the world’s largest media investment management organisation, and media communications and planning arm of parent company WPP. At Maxus, Andy leads regional digital duties for Asia Pacific with a focus on building out the Maxus digital product offering across Asia Pacific focusing on search, social, mobile, digital analytics and e-commerce.

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– Source: http://www.digitalmarket.asia/webdata/mavericksindigital-why-netflix-in-asia-makes-sense/


Digital Landscape in Vietnam (Q2 2015)

Vietnam’s digital landscape is growing and this is a big opportunity for brands.
Internet penetration is 35.6%. The We Are Social / Cimigo reports have shown that more Vietnamese are going online on desktop and mobile, especially youths, and less on TV. 52% of Vietnamese consumers watch video online daily.
Mobile penetration is high at almost 145%. However only about 36% (or about 33 mil) are using smartphones – ie 3G subscribers. Cheaper smartphones in recent years have contributed to this rapid growth.
Chat apps (Zalo is the largest with over 22mil subscribers), online / mobile games (locally produced games are aplenty especially after the Flappy Bird success) and online commerce (e-shopping like Lazada, Tiki, Adayroi & e-bookings like GrabTaxi, Uber) have become popular as a result.
All these new digital channels spell more opportunities for advertisers to reach out to more people.
With online tracking technologies and lots of user data collected from how consumers use digital channels (behavior, interests, location, etc), digital advertising is becoming more important for brands to market their brands more effectively and on an individual basis based on needs.
So there is no denying that if advertisers want to further reach out and convince a bigger target audience beyond TV, then digital (online, social, mobile) is the way to go. Being present in digital alone is not enough. Digital channels allow engagements (2-way interactions) which traditionally TV doesn’t allow. Advertisers should fully take advantage of this.
Media (and creative) agencies should start to play a big role in fulfilling advertisers’ needs to market their products in the most optimal way; and that is through digital channels. After all, most consumers who make purchase decisions “live” online and online is the best place to reach out to them.
This in turn gives rise to opportunities for publishers and ad networks (like Admob, Admicro) to develop more creative digital advertising inventories to suit the different needs of the different advertisers. However, advertisers should be more creative to stand out from the clutter of online ads.
A snapshot of the general consumer’s online journey as follows:

– heard about it / saw on TV

– will go google or Facebook it
(Alternatively, consumers may see our online or mobile advertisements and click on them)
– a click through will land user on the campaign page (website, microsite, mobile site, facebook page, etc)

– user also does research about your product vs competitors… Again Google search.

– user reads in forums for recommendations from peers or others; and user also compares prices / specs / nutrition information etc to find the best

– user finds out where to go and buy

– user goes to retail shop (offline)
** if brands have an online shop, it will be better as users can purchase immediately (from experience, online to offline has high drop outs, and will make your digital ROI low, unless the product is irresistible).