求Social不是求分數

求學不是求分數?當年想得出這句說話來的人,自己本身也隨時比他/她想勸諭的年輕人,來得更緊張分數。

分數當然不代表全部,但在無可奈何下,分數卻經常成了你想達到某個目標的最基本入場券,說自己不在乎分數的人最虛偽,如果他/她也有好分數在手,我向你保證,他們也一定會拿出來show off。

我又不是做老師的庫斯克,為什麼會突然和大家討論起分數這話題呢?是這樣的,最近在從事社交媒體營銷及公關的行家中,本來大家已喜歡比較你的堂口有多少個粉絲,我的貼圖又有多少個Like,大家的工作,當然就在求分數。

江湖已經多事,幾個月前又多了一名不速之客,這個號稱社交媒體影響指數的平台名為Klout,能夠將你的個人或企業於不同地盤的社交媒體帳戶,一次過來一趟統一評分,得出的所謂Klout Score,就代表你在社交媒體裡,影響力有多高。

列入Klout計算之列的社交媒體平台,主要當然是Twitter、facebook和LinkedIn,其餘的主流平台,譬如Google+、foursquare和YouTube也包括其中。較冷門少許的如Instagram、Tumblr、或Flickr等也有,唯獨欠缺的最大一塊餅,就是微博。

除了你發貼的活躍度外,Klout Score也會算你的粉絲數外,也會分析粉絲對你所發的貼的回應活躍度,當然也會看看其中有多少是懷疑殭屍粉,從而統計出你的社交影響力。

一般普通帳戶的平均分是20左右,有50分以上的,已說明你在社交媒體圈是相當活躍,有60至70分的,大部份都已經是名人或意見領袖級數了。就我觀察,好些國際新聞媒體或知名記者,都平均有超過80分。

我有位本來在線上線下都經常大力推廣Klout的朋友,因最近Klout修改了少許計分基制,分數跌了一大截,轉過頭來,最近便大聲疾呼「Social不是求分數」。

但我有口說人家閒話,轉過頭來,也在因這修改計分基制而感到不快,是的,我也足足消失了起碼10分,現在只有66分,但也比我最喜愛的香港音樂人 @hoccgoomusic 為高,雖然「Social不是求分數」,但我不想扮清高,分數,還是愈高愈好。

(原文刊登於e-Zone,我是本文作者,本網誌版可能略有修改)

The 5Cs of HOCC

這是我較早前在Marketing-Interactive這雜誌發表的文章,澳洲佬老編不知何韻詩是何許人,但此文的網上版出街後,卻獲得了該雜誌網站的最高紀錄的瀏覽量,他興高采烈地向我報捷又讚我寫得好云云,但我告訴她,這其實是拜何韻詩在網絡界的人氣所賜。

寫這篇文的事緣,是因為聽聞何韻詩在某個電視遊戲節目中,不經意地回應了一個有關其性取向的問題,事後除了媒體的爭相報導外,更見到她在雅虎搜尋榜的人氣飆升,我深感何韻詩較早前勞心勞力的Ten Days In The Madhouse,居然也未有獲得媒體如此的廣泛關注,即使我不是她的紛絲,也有點為她感到不值。

於是我便一口氣在信報及這裡發表了兩篇的文章,嘗試以另一個角度,想喚起大家多看清何韻詩的另一面,我亦希望透過何韻詩這個例子,想告訴大家對任何事物也可以嘗試多用不同的角度去看,不要被所謂的大眾媒體牽著鼻子走,人云亦云。

Social Marketing: A Touch Of Celebrity

I don’t think local celebrity Denise Ho aka HOCC will be happy to see her name on the top searched keywords chart this week on Yahoo Hong Kong.

But I do think that’s the way of the entertainment business, people care more about who you are hanging out with or what your sexual orientation is rather than the work you have done.

In fact, HOCC has done tremendous amount of work more than most local singers.

Not only is she running her own music label, an e-commerce website where you purchase her merchandises and music products, a series of charity works (she recruits her fans as volunteers), but also becoming a one-woman marketing machine of her own brand via various social media platforms.

“Ten Days In The Madhouse” is a Music + Documentary + Free Concert + Event + Schools touring seminar project concerning the society’s outcasts initiated by HOCC last December.

This I consider an ambitious yet respectable project that hasn’t got much attention from the mass media, however, if you are one of the many followers of HOCC in the social media sphere, you would have felt the heat among her supporters.

One of the latest initiatives she did was that she distributed her new song “Old Testament” over the web on the same date with the rest of other mass media channels which used to have the exclusive right or the first priority to air new songs from the artists.

From HOCC’s Facebook Fan Page, she wrote, “Please spread the link from where you can download my new song.  Share it among your peers via Facebook, Twitter, Email, and etc.  There are over 9,000 members in this group and the viral effect can be profound.  This is the era of internet and we should leverage it as much as we can.  We should no longer rely on the mass media to promote our works.  No more insinuation is required.”

The daring effort she has made to connect with her fans and potential audience on web could make most so-called social media gurus feel ashamed.

When I was still working in Yahoo!HK and witnessing the birth of the most populated local blog platform, I already learned how most celebrity blogs actually worked and I realized most of them just consider it as a new “OUT” tray for their press releases.

However, according to a source close to HOCC, I learned that she is 120% dedicated to managing her blog and considering it is an important channel for her to listen and talk to her fans (in marketer’s term, loyal customers).

Therefore, all the posts she has uploaded are written by herself rather than a shadow writer or her assistants. I was curious to ask how she can spend so much time updating her Blog, Twitter, Facebook and YouTube accounts during her hectic working schedule.

The source said she literally considers this is part of her job. Moreover, in the entertainment business, as there is so much idle time between gigs, HOCC always considers such social media activities a good way to kill time and escape from the paparazzi distractions.

Early this month, I wrote an article for Hong Kong Economic Journal about HOCC. At the end of my article, I urged marketers to learn the 5C (Content, Conversation, Community, Collaboration, and Connection)* from HOCC about her social media marketing tactics (I don’t think she is consciously following them).

A friend of mine argued with me that it is easier to say than to do so. At least HOCC doesn’t require multiple layers of approval processes for any of her posts like we do in the industry. She is both the decision maker and content contributor.

However, the point I am trying to make is that jumping into social media is like signing up for a gym membership.  You shouldn’t think that after one year, you will be done.

It will become a continuous effort and you need perseverance to keep doing it.  Of course you (marketer) can hire a personal trainer (a social media consultant or ad agency) to assist you.

But at the end of the day, you will be on your own. A perpetuate commitment and initiative within your company and yourself are more crucial.

Therefore, if you think you are done after a while and stop exercising, think twice, because your shape might end up not only back to ground zero but also fluffier.  It can also be applied to your company’s social media exercise.

*The 5Cs of Social Media Marketing – Lessons from Denise Ho

Content – You don’t need to be a celebrity like HOCC to start a blog, a Facebook Fan Page, a Twitter account or a YouTube channel. The most challenging part is whether you can generate enough interesting content to share with people who have already joined your network. Not just your boring one-way sales pitch but interesting content that can generate further conversation and maintain their attention.

Conversation – If you walk into a party (social network), you would be better off to make more new friends and find someone interesting to talk to.  You wouldn’t just drop by and make an announcement and then boom…gone in 60 seconds. Try to observe the way HOCC interact with her fans whenever she is online. The conversation is not always just about “herself”.

Community – Haven’t your parents told you to do good things for the society? If you want to build a successful brand community, you shouldn’t just focus on your products and services.  Cause marketing is one thing but you can always find different ways contributing to the society while demonstrating what value your brand is stand for.  HOCC recruited like-minded fans to form a community for charity volunteer works.  Does your brand have this brand power to form a community?

Collaboration – People are the media. HOCC invited everyone in the web community to share her new song via different online channels. The challenge is that you can’t just walk into a party and expect everyone is willing to collaborate with you at once.  You have to make friends in advance and build the relationship first.  Marketers might think incentive is crucial to attract netizens for participation. But in fact, most netizens might not be as pragmatic as you think.

Connection – How does your social graph look like?  How well you are connecting with other like-minded personalities or networks?  Are you generous enough to help support others or spread the words for your peers when needed?  How often are you willing to share interesting information unrelated to yourself but your peers?

原文網址:http://www.marketing-interactive.com/news/14215