SNS in China

Scarlett Lok shares her knowledge about SNS in China in CampaignAsia.  A good quick read!

1. For every one global social network site, there is an equivalent (and most likely a few copies) in China. Below are some comparisons of global or US social networks vs. China:

• Facebook and MySpace - China has Renren, Kaixin, QQ, 51.com and Douban
• YouTube - China has YouKu, Tudou, 56.com
• Twitter - China has Weibo, Baidu, QQ
• Foursquare - China has Jiepang

2. User interface (UI) and/ or experience is a whole new ball game in China. Although most of China's social networking sites are copies of their western counterparts, the UI seems to be lost in translation. There seems to be an adverse feeling towards 'white space' on Chinese web pages. If you surf the web in China, you will see what I mean.
3. Analytics is a luxury. All reported web statistics should be taken with a grain of salt. There are limited and/ or no neutral third-party research firms or tools that provides statistics for most of the SNS sites. Most SNS sites don't have open APIs, hence all user profile information is self-reported. In addition, most SNS sites have what they call 'site ambassadors'. For example, if a brand is short on 'fans' for a campaign, no worries. You can employ these site ambassadors to help recruit or boost your numbers.
4. A greater need for quality of content on the web. In China, everyone is tweeting, but technically it should be 'weiboing'. According to NPR, there are over 30 million bloggers in China. I also recently read a statistic that states that almost 90 per cent of online users in China are registered to at least one BBS site. Therefore, as a marketer and as a brand, quality versus quantity is even more critical. Providing the right content in the right context in this massively noisy space is essential to a brand's success.
5. Be open-minded and be prepared to learn something new everyday. Be bold, try and test new things, but do be disciplined in your approach. Given that best practices are lacking in China, you should use what you've learned from more developed markets as a foundation – a guide to help you set the framework. Then, get ready to adjust your plans. This is China, after all. And this is digital – everything is changing and at sonic speed. This month, the hottest thing is Weibo, but by next month, who knows what will be the next 'it' thing. A framework is important, but flexibility is key

Getting head hunted – how to get considered for roles that aren’t advertised.

Getting head hunted – how to get considered for roles that aren’t advertised.

7/8ths of an iceberg is below the water.  This fraction also holds true for the job market in Asia, with about only 1/8^th of roles advertised and visible, while the rest lay hidden, only known by a handful of head hunters. So, if you haven’t been called by your “friendly local neighborhood head-hunter”, here are some actions to take to get inside scoop, on the top jobs in the market. 

1.      Social Media: I bet your clients are all demanding a presence.  Do you have one? Some fantastic sites are out there that are a head hunters dream. If you’re not on linkedin.com, then get on the bandwagon; a very professional site that will add value to your own personal contacts and allow you to be seen without looking like you are about to “jump-ship” from your employer!  Facebook groups and twitter are obvious places to get your name out into the market and the attention of head hunters.

2.      Google yourself: Put your first and last name in Google.  I’m sure you’ve done it before.  But does it paint a picture of you that you want to be known for?  Do you even come up on the first page of results?  If not, your digital footprint (although it may be helping you with privacy) is getting you no closer to the 7/8ths of hidden jobs!  Head hunters WILL Google you at some stage in the process.

3.      Blog: Many of the strongest candidates in the market author a blog.  An excellent way to keep yourself in the social media world and a chance for your industry expertise and opinion, help give the impression of you as a “taste maker” in the industry. 

4.      Get quoted: Volunteer to be a press point of contact.  Meet editors and journalists whenever you can.  Get them turning to you when they need a “quote” for an article they are looking to publish.  Make yourself available for such activities in the Press and when you commit to helping out with penning a story – do it NOW!  Show them they can come to you and feel safe in the fact you will get the request to them on time!  Good head hunters should be reading multiple trade sites and if you are networking with the right ones, you will be read and you will be head hunted!

5.      Relationship building and reciprocation:  The best candidates I have are the ones that also put the effort in to build “our relationship”.  If you have chosen to work with a head hunter, cultivate the relationship. Open up your network bit-by-bit, till you are very comfortable with your head hunter contacting people you recommend anonymously or with using your name as a referral.  Call them, every quarter, just to let them know you are about and if you can be of any help to them.  It certainly can be a case of “I’ll show you mine, if you show me yours”.  A great head hunter will want to share with you the latest information they uncover.  Providing your head hunter with advice and news will put you at the top of their mind for when that juice role opens up!  Friends want to help friends, and with 9 years of recruiting, I now count some of my original candidates as my closest friends!

6.      Honesty is the best policy:  Great head hunters will handle your personal information with the strictest confidentiality.  They won’t release your details randomly and they truly will try to match you with the clients and roles they see are the best fit.  Show the same respect.  We love the job of helping our clients, candidates and of course ourselves to experience a win-win-win solution.  We cherish our reputations as much as you do.  We seek the BEST solution for our client available. When working with a head hunter and going out to their client, don’t do it to gain leverage for your current position (i.e. to get a raise), and don’t “forget” to mention you are near offer with another client, or in fact your salary really isn’t THAT high.  Give feedback honestly and quickly after meeting their client.  Your actions could have a negative effect on their relationship with their client.  So, be honest with your feelings about the role, don’t leave the head hunter guessing.  Just because you say “No” to this opportunity, a great working relationship with the head hunter, will mean they continue to present you the best opportunities in the market to you first.  A final point to note, the truly great head hunter is working with key hiring executives – Country CEO’s, Regional MDs, Global CEO’s.  They are working with them for a reason; they have gained the respect of their client through their results and reputation.  They will be listened to by their client about the candidate – the good, the bad and the ugly!

Published (although edited here):


http://www.campaignjobs.asia/article/304606/advertising-getting-head-hunted/

Avoid Click Fraud In Mobile Marketing Campaigns

When online advertising first appeared with the advent of  the "banner" ad explosion, click fraud was rampant!  Before working in the industry, consulting with some major agencies and  direct to clients, the stories I heard of campaign results being "helped" with abnormal click rates was quite disturbing!  Now we have a massive mobile advertising market growing across the globe.  Click fraud on mobiles has also seen double digit growth over the last couple of years.  Here is a good piece on how to help avoid click fraud in your mobile marketing campaigns!


http://www.clickz.asia/2010-11-09/how-to-avoid-click-fraud-in-mobile-marketing-campaigns/