Contenu connexe Similaire à Challenges in Singapore's Online Culture and Impact on Social Business (20) Challenges in Singapore's Online Culture and Impact on Social Business1. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore
Singapore’s Online Culture and Its
Impact on Social Business
Chia Han-Leon
Lecturer, Enterprise Social Business, Institute of Systems Science,
National University of Singapore
© 2013 National University of Singapore. All Rights Reserved.
@leonchia
2. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
This presentation is adapted from “The Singapore Experience” section
from the Online Community Management course I teach. For more
information, please visit
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www.iss.nus.edu.sg
3. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
1. Adoption Rate
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Singapore Online Culture
© 2013 National University of Singapore. All Rights Reserved.
4. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
Or level of “IT Use”
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We tend to be a few years behind in various aspects of
technology implementation, including business, social media
and collaborative platforms.
© 2013 National University of Singapore. All Rights Reserved.
Still limited use of many social media tools in a
professional and/or business context.
5. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
If you’re not using it, you’re already behind.
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If you plan to start using it, bear in mind what you
think you want to use may already be outdated.
6. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
Few Competitors vs Less Presence
Many brands here are not
active on social media, so
there are few competitors.
But even if you are active,
if there is little culture of
use in your industry, there
is less exposure to
developments and
opportunities, overall.
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© 2013 National University of Singapore. All Rights Reserved.
7. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
People also don’t get it.
They may read about successes with newer tools in
bigger, more advanced markets, but they can’t
replicate it here.
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© 2013 National University of Singapore. All Rights Reserved.
8. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
If you invest early, you
may experience a
pioneer’s pain, but you
also have first adopter
advantage and gain the
initiative.
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Many tools still have
untapped potential.
E.g. Twitter, Pinterest.
© 2013 National University of Singapore. All Rights Reserved.
9. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
So look ahead, take a leap of faith, adopt.
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10. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
2. Outsource “IT” mentality
Singapore Online Culture
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© 2013 National University of Singapore. All Rights Reserved.
11. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
“We have to call a tender/ITQ”
Shortage (perceived or real) of
social media skills/experience
leads to companies with
resources to outsource the
online engagement.
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© 2013 National University of Singapore. All Rights Reserved.
12. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
PROS
• Letting the “experts” do the job.
• Don’t have to hire own resources
• Don’t have to give more work to
existing staff.
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CONS
• 3rd party can never fully understand your
customers/engagement.
• Your own long-term investment and learning
about your community may be affected.
• Procurement is a time-consuming process.
© 2013 National University of Singapore. All Rights Reserved.
13. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 5413
Should you outsource these
“engagement” to vendors?
© 2013 National University of Singapore. All Rights Reserved.
14. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
Is it a contract or a relationship?
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15. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
3. “No Budget”
Singapore Online Culture
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16. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
• Social media marketing is an
“extra” and not a necessity
• It is “costly”
• “No time”
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Source: sgentrepreneurs.com
Lingering(?) Perceptions:
© 2013 National University of Singapore. All Rights Reserved.
17. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 5417
Compared to other developed countries, Singapore
spends relatively little on internet advertising.
(Although it’s true we are a very small country/market).
Source: sgentrepreneurs.com
© 2013 National University of Singapore. All Rights Reserved.
18. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 5418
“The importance of 'earned' media* as a form of
engaging with consumers ranks highest as the most-
trusted form of media or advertising by consumers in
Singapore.” – Nielsen
*If you pay to have something distributed, then it's paid media.
If someone else distributes it for you, then it's earned media.
Source: sg.nielsen.com
Fact is, Singaporeans are seeking online opinions and info
© 2013 National University of Singapore. All Rights Reserved.
19. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 5419
The power of a (free) tweet
Source and © http://articles.washingtonpost.com/2013-01-06/business/36208737_1_npr-staffer-social-media-followers
20. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
You can do with as much
or as little as you can afford.
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21. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
4. Sensitive Topics and Issues
Singapore Online Culture
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© 2013 National University of Singapore. All Rights Reserved.
22. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
Cost of Living. Foreigners. Employment.
Race. Transport. Queues. Politics. Policy.
Censorship. Customer Service. ... etc.
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© 2013 National University of Singapore. All Rights Reserved.
23. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 5423
“How would/might my post
relate to a sensitive topic?”
© 2013 National University of Singapore. All Rights Reserved.
24. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 5424
25. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
Sensitive stuff will happen.
They can’t be avoided; but fans do help.
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26. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
5. Knowledge Silos
Singapore Online Culture
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27. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
“Social” and “collaboration” are not really in our DNA.
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© 2013 National University of Singapore. All Rights Reserved.
Still heavily reliant on “traditional” work processes and
environments.
28. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
Sorry,
it’s “confidential”
For various reasons, there is
reluctance to share ideas,
knowledge and opinions,
even for the greater or
shared benefit.
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ImagecourtesyofFrangue/stock.xchng(www.sxc.hu)
© 2013 National University of Singapore. All Rights Reserved.
29. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 5429
Makes key aspects of “social” become harder to
pull off.
Knowledge Sharing
Horizontal Organization
Work | Life Blending
Knowledge TransferSerendipity
© 2013 National University of Singapore. All Rights Reserved.
Talent
Finding
30. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
A reluctance to go “social” externally
also reflects internal culture.
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31. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
6. Issues in Management Culture
Singapore Online Culture
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© 2013 National University of Singapore. All Rights Reserved.
32. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
Top-Down Management
But “social” is inherently egalitarian.
Hierarchy is not.
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Boss
Marketing
Ops Art
PR
Legal
© 2013 National University of Singapore. All Rights Reserved.
Micromanagement
Or unwillingness to empower employees. Harmful to
employee initiative and capacity for flexibility.
33. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
Encumbered by the Approval Chain
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Leads to social media
executives becoming fearful of
taking risks, leaps of faith or
simply to reply to a fan without
management approval.
© 2013 National University of Singapore. All Rights Reserved.
34. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
Impact
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“Over-management”
results in missed
opportunities.
Or worse.
… Social Media is full of opportunities. You have to be
there and you have to be empowered to take them.
© 2013 National University of Singapore. All Rights Reserved.
35. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 5435
Esme the Guide Dog case
36. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
Everyone in a social business needs to get
involved at the same frequency.
But there is…
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37. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
7. Lack of Management Participation
Singapore Online Culture
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38. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
7. Lack of Management Participation
Singapore Online Culture
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Not just “management”
© 2013 National University of Singapore. All Rights Reserved.
39. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
For various reasons,
management often
does not participate in
social media.
They just “manage” it.
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BLOG
• Do not use the tools
• No presence in community
• No opinion or thought
leadership visible to customers.
© 2013 National University of Singapore. All Rights Reserved.
40. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
Implications It’s counter-productive when your
business is trying to be social.
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© 2013 National University of Singapore. All Rights Reserved.
41. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 5441
1) A brand’s leaders may not be visible to
customers
But they will talk about YOU anyway.
© 2013 National University of Singapore. All Rights Reserved.
It may be daunting, but
senior management is
much better off getting
involved. Personal
engagement is greatly
appreciated by
community.
42. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
2) If your boss doesn’t
use social media, it’s
harder to explain how it
works to him/her.
Even if he really wants
to understand.
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© 2013 National University of Singapore. All Rights Reserved.
43. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
3) Ample marketing, “operations” and PR – have brand but no
“face of the brand”, no brand ambassador.
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© 2013 National University of Singapore. All Rights Reserved.
44. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
Don’t just instruct your staff to go social;
lead the way.
The best way to “manage” social
is to participate.
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45. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
8. Limited Writing Finesse
Singapore Online Culture
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© 2013 National University of Singapore. All Rights Reserved.
46. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
Poor Writing Skills
We have 95% literacy rate but limited creative finesse.
People can write, but perhaps not beyond basic reporting.
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© 2013 National University of Singapore. All Rights Reserved.
47. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 5447
Content is (still)
48. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 5448
Audience doesn’t understand or appreciate subtle messaging,
so marketers are often forced to use direct messages.
Unsophisticated Audience = Unsophisticated Messaging
© 2013 National University of Singapore. All Rights Reserved.
49. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
In an increasingly sophisticated online content
landscape, you cannot afford to be “boring”.
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50. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
9. Short Attention Span
Singapore Online Culture
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© 2013 National University of Singapore. All Rights Reserved.
51. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
13. Short Attention Span
It’s been observed that at least in Singapore,
many online crises and complaints are actually
quickly forgotten.
Would you agree?
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52. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 5452
At the end of the day, it is all about
Professionalism
53. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
Social Business is…
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Social Media made PROFESSIONAL
54. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
Thank you!
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About.me/leonchia
www.iss.nus.edu.sg
For information on the
Online Community Management Course
I teach, please visit