ViewPoint.Orange » Marketing Tips

TED video offers reasons why people like Apple products

Yuki Chow* — Tue, 20 Apr 2010 16:16:44 +0000

Simon Sinek has a simple but powerful model for inspirational leadership all starting with a golden circle and the question “Why?” His examples include Apple, Martin Luther King, and the Wright brothers — and as a counterpoint Tivo, which (until a recent court victory that tripled its stock price) appeared to be struggling.

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Asking a little goes a long way!

Yuki Chow* — Mon, 29 Mar 2010 02:56:01 +0000

Most American families all got a brochure from the Census Bureau within the past two weeks. Have you ever wondered why does the Census Bureau send letters telling people that they are going to be receiving their census form in the mail? Commerce Secretary Gary Locke told Jon Stewart on The Dail y Show “past research has shown that if we send this advanced mailing, we can actually increase the response rate the percentage of households sending back the census form by six percent to twelve percent.”

In a similar vein, study has shown that by asking potential voters to predict whether they will vote on an election and to provide a reason for their prediction, participation rate could be increase 20% to 25%.

So what’s actually driving the drastic increase? Based on my recent interesting read of <Yes! 50 scientifically proven ways to be persuasive>, there are two important psychological steps involved in the success of this technique. First of all, when people are asked to predict whether they’ll engage in a socially desirable behavior in the future, they feel compelled to say yes because that’s the socially appropriate thing to say. Secondly, after most of these people have publicly state that they’ll perform the socially desirable behavior, they’ll be motivated to behave consistently with the commitment they just made.

What lessons can we draw from this human factor that can be effectively employed in our lives?

If you plan on joining a charity run for a nonprofit, start by asking your friends, family and co-workers whether they think they’ll donate
If you manage a restaurant or doctor’s office, having your receptionist ASK instead of TELL when taking a reservation. Simply by changing “Please call if you have to cancel,” to “Will you please call if you have to cancel?” I ensure you the no-show rate would drop significantly!
If you are designing a nonprofit/corporate responsibility website where voting mechanism is the center piece, make sure to cement those potential voters’ commitment by making it voluntary, active and publicly declared to others.

Small and easy changes to our messages and to our requests can be made vastly more persuasive, just remember: asking a little goes a long way!

© Yuki Chow* for ViewPoint.Orange, 2010. | Permalink | No comment | Add to del.icio.us
Post tags: book review, Census, Jon Stewart, nonprofit

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Life lessons from an advertising man

Yuki Chow* — Mon, 08 Mar 2010 23:50:58 +0000

How many problems in life can be solved by TINKERING the PERCEPTION rather than the tedious hard-working messy business of trying to change reality? LOL – isn’t this the main purpose behind all advertising & marketing? Don’t miss Rory Sutherland’s fantastic marketing solutions via TED talk. Check out discussions and comments here.

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Why you need a social media landing page – Key benefits and examples

Yuki Chow* — Wed, 03 Mar 2010 20:27:26 +0000

A social media landing page is a hub on the brand.com site that highlights all the social media platforms the brand is on. Similar to other landing pages, it’s a page tailored for a specific user group that is indexed by search engines. However, unlike landing pages for paid search or display banners, a social media landing page (SMLP) offers very different calls-to-action. They typically include the usual suspects such as engaging the brand, joining the community, and reaching out to other social platforms, which place more emphasize on social conversion instead of traditional sales conversion.

So what are the juicy benefits of SMLP?

Pulling segmented social channels together to increase awareness and exposure
Adding legitimacy to help differentiate the brand-owned pages & user generated pages
Sending more traffic to the brand website (Facebook Fan Page can be positioned as the “hub” if traffic is not a concern)
Allowing brands to track the number of social media visitors from various channels
Giving the tech-savvy social media users more context around the brand’s approach to social media and engagement policy
Enabling more creative display of the brand’s social media assets and content

With the key benefits in mind, a well designed SMLP can effectively integrate the brand’s social media assets into the corporate website. Below are some examples of brand’s SMLP with quick assessments-

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Read the rest of Why you need a social media landing page – Key benefits and examples (765 words)

© Yuki Chow* for ViewPoint.Orange, 2010. | Permalink | 2 comments | Add to del.icio.us
Post tags: Assessment, AT&T, BestBuy, Jeep, Landing Page, Microsoft, SMLP, social media hub

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2009 in sOcial media: a creative videO wraP-uP

Yuki Chow* — Tue, 12 Jan 2010 19:33:38 +0000

If you have 9 minutes to chillax, don’t miss this creative video.

If you like reading about the most important tweets in 2009, you’ll also enjoy this cartoon artist’s creation.

© Yuki Chow* for ViewPoint.Orange, 2010. | Permalink | No comment | Add to del.icio.us
Post tags: AR, foursquare, tech, Tips

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8 Key takeaways frOm Seth GOdin’s “Tribes”

Yuki Chow* — Sat, 02 Jan 2010 03:25:34 +0000

Second time reading the “Tribes” after almost a year. It’s still a quick inspirational read just like the first time. This book is more about the “why” less about the “how” & “what.” Despite all the rants & criticism, I’d still recommend it to all the social media enthusiasts especially those who intend to lead new movements in their organizations. The eight takeaways below are simple concepts that I found worth spreading…

Management≠ Leadership

Management is about manipulating resources to get a known job done. Managers know exactly what they need to deliver and they are given resources to do it at low cost. Managers manage a process they’ve seen before, and they react to the outside world, striving to make that process as fast as cheap as possible. Great leaders create movements by empowering the tribe to communicate. They establish the foundation for people to make connections, as opposed to commanding people to follow them.

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Read the rest of 8 Key takeaways frOm Seth GOdin’s “Tribes” (514 words)

© Yuki Chow* for ViewPoint.Orange, 2010. | Permalink | No comment | Add to del.icio.us
Post tags: book review, leadership

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TOP 20 consumer trends tO watch in 2010

Yuki Chow* — Wed, 30 Dec 2009 02:37:01 +0000

Trends via TrendHunter.com.

A Must Watch Forecast by TrendHunter, these top 20 Consumer Trends shall keep all the designer, marketer-types going back for more.

20. Tangible Personalization – Last year, we saw personalization entering the phyical realm with personalized bobbleheads, custom dresses and crafts. This year, the credit crunch is accelerating this trend with a shift away from luxury products and a desire for personalized gifts.

19. Unservice Forward – Thinking businesses are getting customers to service themselves. From nightclubs and pubs where you serve your own beer to self-serve hotels, unservice not only saves you money, it lets customers get a sense of independence and creative control.

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Read the rest of TOP 20 consumer trends tO watch in 2010 (835 words)

© Yuki Chow* for ViewPoint.Orange, 2009. | Permalink | One comment | Add to del.icio.us
Post tags: behavior adoption, crowdsource, design, tech

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DO yOu sPeak sOcial?

Yuki Chow* — Mon, 20 Jul 2009 02:59:45 +0000

WOMMA: Do You Speak Social?

View more presentations from Antony Mayfield.

Composed and presented by our own social media guru -

Antony Mayfield =)

© Yuki Chow* for ViewPoint.Orange, 2009. | Permalink | No comment | Add to del.icio.us
Post tags: behavior adoption, WOMMA

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KudOs tO HSBC – PersOnalized in-flight mags

Yuki Chow* — Fri, 26 Jun 2009 06:17:31 +0000

Started in December 08, global banking giant HSBC started offering passengers at Heathrow’s Terminal 1 a chance to select magazine articles on topics they’re interested in and have them bound into a hardback form they can take on their flight, according to Springwise. The concept was pretty simple: as travelers enter the enclosure, they are handed a hardback magazine cover. They can then pick and choose from a large selection of loose-leaf articles arranged on the kiosk’s shelves. When they’re done, a staff member at the ‘binding bar’ neatly binds them into the cover to create a personal magazine.

Although this pilot marketing campaign was HSBC trying to promote its Premier banking package, it was definitely a laudable initiative heading in the right direction. As the world becoming more personalized – companies realize they would have to provide customized experience one way or the other. They might not be in charge of the content production, but there is an increasing demand in customization and curation that’s waiting to be fulfilled.

I sincerely hope such perks will roll out to other places around the world in the near future.

Website: www.hsbc.com
Contact: www.hsbc.com/1/2/contact-us

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Time is up! Agency model is broken!

Yuki Chow* — Tue, 12 May 2009 23:17:13 +0000

The Future of Advertising. WTF?

View more documents from David Armano.

© Yuki Chow* for ViewPoint.Orange, 2009. | Permalink | No comment | Add to del.icio.us
Post tags: behavior adoption, experiment, Twitter

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