Category Archives: Social

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!


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…



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.


Fantastic real-time dynamic Digital OOH use

Digital OOH is not new and especially linking with real-time crowd-sourced photos. Been done to death.

In comes a new way to capture these crowd-sourced content (photos) and push them directly (and dynamically) to any screens, literally! INSTAGRAM, and the Cloud. It’s not an easy platform to manage crowd-source photos or videos but this example demonstrates an efficient and yet effective use of Instagram. More cases to follow from the digital communications world soon, I believe.


Sydney’s art festival uses Instagram for digital signage

DMA News Desk | Sep 22, 2015 | 7:11am

New product ‘doohfa’, which provides off-the-shelf dynamic content for Digital Out Of Home (DOOH) networks, delivered over 2,000 Instagram images to the digital screen in The Living Mall, Central Park Sydney during BEAMS Arts Festival on September 19.

The cloud-based platform was used to curate 317 unique Instagram images of the 478 submitted in the BEAMS Arts Festival Instagram Competition on the night, and integrate them immediately for display on the digital screen in The Living Mall, Central Park Sydney.

“There were nearly 500 Instagram posts with the competition hashtag during the five hour event – well over one post a minute. We used doohfa to curate over 77% for immediate display on The Living Wall. The imagery looked fantastic on the 15 metre digital screen. And it was so interesting to see the festival represented from the perspective of festival-goers, within minutes of the festival unfolding,” said Neice Waddington, doohfa’s Operations Director.

doohfa has been developed to provide DOOH networks a simple way to deliver the benefits of social media integration to their clients, and leverage other advantages of digital display networks.

“This activation delivered nearly 10% more Instagram followers to BEAMS in a 5 hour period, and 35% more Instagram activity around this one hashtag alone. With doohfa, this type of DOOH Instagram activation is now off-the-shelf – it’s easily transferable to other digital screen networks and scalable for more screens,” said Dave Petschack, doohfa’s Managing Director.

doohfa has been developed independently to overlay DOOH network ad scheduling systems to the advantage of both the networks and their advertisers. With doohfa, brands can manage their content across multiple DOOH networks from the one web-based dashboard.

“We were able to curate the Instagram content into dynamic playlists using a tablet from wherever we were during the festival. The content manager wasn’t chained to a desktop, and the digital display tech team didn’t have to lift a finger. doohfa really taps into the immediacy and dynamism of digital display networks,” said Neice Waddington.

doohfa powered the BEAMS Arts Festival Instagram Competition on September 19, 2015 from 5pm to 10pm. Participants posted their festival photos to Instagram and tagged them #BEAMSFESTIVAL then looked out for their entry on the digital screen in The Living Mall, Central Park Sydney during the festival.


– Source:

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).

What you did not know about online PR

[Gary] Simple article explaining what online PR is. Useful to know, courtesy of Ironpaper.

Online PR is very similar to traditional PR in that it’s about influencing people rather than buying placement for brand content. The influence could result in a story in a magazine, newspaper or blog. It could also result in other online pick-up, including social media.

Press - traditional PR vs online PR

Typically when people talk about traditional PR, they are speaking about traditional media: newspapers, TV, radio and magazines. With online PR, traditional media brands may still be a target, but often online PR targets online properties, along with an array of other platforms and networks from search to social. The methodology of online PR has adapted to the platform–forming a need to garner real-time analytics, news, influence, social, search and other signals, alongside wait-n-pray tactics.

Influence who with online PR?

  • Columnists & traditional writers (just like traditional PR)
  • Bloggers: personal & professional
  • Websites & Brand sites
  • Twitter users (based on their followings and interests)
  • Social media users: Facebook, Google Plus, Pinterest, SU, Reddit, etc
  • Awards, Events & Exhibitions
  • Directories, Lists & Organizations
  • Web searchers

The outreach for online PR may be both direct & indirect–from employing hashtags and keywords, alongside email and snail mail. At the heart of both traditional and online PR is story-telling. This is never going away… Story-telling and quality content helps position and pollenate stories for absorption both online and off.

Each PR professional and agency approaches online PR differently. There are a wide variety of tactics and proportions–some favoring search with others favoring online editorial. The disciplines comprising online PR can range from journalism, creative writing and story-telling, sales, media, SEO, social media, community management, customer relations, web design and on and on.

Online PR efforts will be seen directly by potential customers or the consumer market. The forms and structure those communications take may vary, but they include social media and distributed releases–along with various forms of online story-telling. Online press releases may direct small amounts of traffic to a brand or corporate website, but it is recommended to not confuse online press releases with quality back links used by Google for PageRank and ranking improvements. Typically those distributed releases are displayed as search results, which consumers may find for medium and long tail queries.

Online PR Channels

Aside from traditional PR channels and relationships, these online channels may be of great use to marketers.

  • Industry websites
  • Niche or topical websites
  • Blogs
  • Influential social media accounts
  • Media-sharing websites & social networks, including Youtube and Flickr
  • Forums: Topic-focused, industry-related and niche
  • Wikis
  • Twitter feeds
  • Google Plus: events, hangouts and other groups
  • Linkedin: news and groups
  • Social media & bookmarking websites
  • Personal blogs with niche audiences

Press Release Distribution Options

  • Vocus
  • PRNewswire
  • Business Wire
  • Marketwire
  • Cision
  • PRWeb
  • VMS

Posted on June 2, 2013

[Digital Sharing] – how email works

Have you ever thought about how email works – i.e. how it goes through from your computer and to the recipient? Check out this Google site – The Story of Send (, if you have not seen it.

The journey shown here is a simple animation, and can be an example of a product demo execution. 🙂 Do spend about 10 mins and let me know what you think of this…

[Digital Sharing] – Save the Voice Talents (Beyond Radio Advertising)

In the digital space, we see traditional mediums slowly gaining less traction. However, we all can agree that radio is still an important medium to reach out to consumers. Well, the young don’t really listen to the radio these days (thanks to Mr. Jobs and his certain iPod music player creation)… so, there has to be new innovative ways to continue getting into the consumers’ ears (literally).

With the launch of Siri on iPhone 4s and soon, Majel on the Android devices – voice activation or voice recognition is gaining popularity worldwide and soon, in Asia too! Brands can take advantage of this technology and be innovative in getting their presence to the consumers!

Here’s a quote which I picked up from an article, and I find this very interesting:

 “An advertisement on the radio could potentially ‘talk’ to your mobile phone and remind you of promotions when you’re near the store, provide more information or give special discounts.”

Here’s an example on how the future can be. Tell me what you think!

: New Google Phone Service Whispers Targeted Ads Directly Into Users’ Ears [link]

– In your conversation with friends, keywords that are spoken will trigger “ads” to be played within the same conversation

– Other things Google has done are – ads in your ringtone and ads in your GPS app!

Finally, here’s a question for you… have you tried the Google’s Voice Search for Desktop? Go to, click on the microphone icon and speak up! You can try that on your mobile phone too… Have some fun with it!













This is the future – voice-activated ads! Beware, as I may come hijack your phone conversations one day…

[Digital Sharing] – Christmas is coming

Heineken: Super Social Christmas Tree (

How about saying Merry Christmas in a big way – socially, of course? Here’s Heineken’s Super Social Christmas Tree, which is a BIG digital art installation (11 meters tall, with 48 huge LCD screens stacked together). To get your greetings up there, just go to the Facebook App and create your own Christmas greeting to your friends. If your greeting message is selected, you will see your message on this Super Social Christmas Tree in Clarke Quay, Singapore (17-26 Dec). Even if you can’t go there, you can get a recording of the tree. I think it is gonna be a cool Christmas tree…

This example shows how to integrated social media with on-ground activation.











XmasOnWheels: Live Christmas Card Installation (

This example showcases how we use Online to send a physical greeting card (well, who sends physical greeting cards anymore?)

The idea is for Swedish Post (Posten). Christmas cards started in Sweden back in 1900s, with the first designs by Jenny Nystrom. Posten took these traditional Christmas card designs and created a Christmas Card On Wheels website ( – where visitors can view live Christmas scenes that replicate the card designs. Visitors get to control a live camera that is mounted on wheels & tracks, to move around the various scenes, and also take photos of any scene and send as real Christmas cards to friends and family. Visitors can take as many photos in different variations as they wish, and they can also decide what happens in this live surrounding by being the driver of this “camera train”. It’s a simple idea to continue the tradition of sending Christmas cards in this current digital world.








Merry Christmas, everyone! Happy holidays.