I had an enjoyable chat over coffee with Anol and Josh from B2Bento last evening. Among other topics, we spoke and debated about how ‘social media’ can be an organisational tool to encourage employees to be advocates of their employer’s brand. I got stumped over a few tough questions, but nothing is more enjoyable than intellectual stimulation.

Among Anol’s many questions, one particularly touched the very foundation of my arguments for enhancing social connectivity in the workplace. Here it is, paraphrased.

Not an easy question to answer. I have argued for leadership figures to lead and implement fundamental changes to encourage open discussion and endorsement of employer’s brand. It is a tall order, as Anol pointed out, because the undertaking seeks to overhaul culture that has probably been ingrained for years within an organisation (especially true in a Singaporean context, many examples of conservative people structures exist). Is there another way in then?

Finding out later that Anol is an Apple fanatic and aficionado was an important discovery (particularly in that moment). The immediate answer then (not the answer, but probably one of many probable answers and solutions) became more apparent to me.

Selling Cool

About a month or so ago, I swallowed my ‘Google boy’ ego, bit the bullet, took a vow of geek celibacy and resolved to remain above the fray:

Technology serves a purpose in making our lives better, so the more of my peers, seniors at work and people in general adopt the smartphone as a tool for learning, the better I will feel. Everyone has the right to access real-time information and knowledge, just as I do, for work or daily life. In any case, I do openly admit that the iPhone is such a usable, intuitive and easy-to-use device. And most certainly not everyone needs a ‘WIFI hotspot’ in their pocket.

But I also realised something that will not keep Apple down or weaken it in the face of competition from the likes of Motorola, Samsung, HTC or any of the other mobile device manufacturer. Simply because…

You can only fight cool with cool.

Let’s face it, Apple is the epitome of cool. No doubt about it. The real hook in their messaging to customers and their admirers is that ’you can be cool’. Anol mentioned a Don Norman’s concept about us wanting to see ourselves in the objects that we own (correct me if I’m wrong). That’s exactly what Apple addresses in its ads. Apple sells you ‘cool’, a state of mind enhanced by how you think others will perceive ‘you’. Here’s a comparative study using video ads. Watch this iPod ad from Apple.

I brought back the iPod ad because it was the beginning of Apple mad love for most ‘non-design’ people that ultimately led to the current obsession with the iPhone. Now contrast that with this Motorola ad for the Droid. “Android 2.1”? “Xenon Flash”? Only the geeks will truly appreciate it. Sterile.

Here’s where Apple triumps again. Nothing in the following video mentions the iPhone (except the end caption). What Apple did was to connect that delicate human moment with the iPhone 4. No hard sell, but gentle tugging at our emotions. Cool.

Now this is my phone. In my opinion, if OS is a winning criteria, quite possibly the most powerful phone in the world right now. However, I’m in no doubt that Google sucks bad at marketing its products (other than their cash cow  aka internet ads) and this video reflects that. This video is all about features, features, features. No ‘you’ or ‘me’ in it.

‘Selling cool’ has certainly helped Apple to maintain its mystique.

So if ‘selling cool’ works for products, can it work in an organisational context? Can companies sell ‘cool’ to their employees?

The Cool Organisation

I say, why not? What’s stopping anyone from internally marketing their company’s brand as ‘cool’? Isn’t communicating the virtues of the company’s brand, in relation to market competitors’, a sure way of keeping employees’ morale up? No one wants to work for a No. 2 or No. 3 brand.

Or am I wrong? Or ‘cool’ is just not feasible in employee relations?

But if you agree that ‘cool’ has its merits in creating employee brand ambassadors, the challenge is then, how do you create a ‘cool’ organisation? How do you create an organisation’s brand that employees will talk about openly and passionately?

Here’s another quick case study on ‘cool’.

Is YOG ‘cool’ enough to be passionate about?

In this CNA article, Zainudin Noordin implied that the Youth Olympic Games is not getting the kind of passionate support that it needs. That what is needed now is people “coming to action” to be passionate about the YOG. After the JJ Lin YOG cheer fiasco, I am sure YOG ‘cool factor’ has lost some of its shine. Is there a fix? Can ‘cool’ be produced on demand?

But most certainly not if someone’s brilliant idea of YOG cool is Ris Low, as in the next video.

What do YOU think? Is ‘cool’ cool enough to change how we perceive our employers’ brands? What will be the stumbling blocks? Is it the type of products or services that will determine ‘cool’? Can management folks appreciate ‘cool’? Do share below with your opinions, I would love to hear from you.

Sometime in 2006, I started to frequent a Malay barber guy in Race Course Road, close to where I used to live on Petain Road. Operating out of a shop underneath a HDB block, the joint has probably seen better days; it is now sparse and functional. Three of them (all in their 50s) worked out of the same premises and it took me a while to get comfortable with one particular guy. Other than being cheap (SG$8 per trim), a haircut at the barber gets the job done quickly and efficiently, none of the fussiness of the salon and its army of stylists.

My Malay barber’s a quiet man. Apart from pleasantries, Vespa stories and the weather, we hardly got personal. But all the same, my sessions with this guy had been very pleasant. We had a well-established, mutually-beneficial relationship. His colleagues knew that and respected this relationship well to never court me to sit in their chairs, even if the place was swarmed. I was this guy’s regular and loyal customer.

Loyalty is Painful Sometimes

I have loyally continued to patronise this place all these years, even after moving back to my folks in Pasir Ris (briefly before marriage) and now in our matrimonial home (Toa Payoh).

Yesterday, I made a Sunday morning trip to the barber shop for a haircut. I was looking forward to the occasion because a while ago (the Saturday before my convocation on May 22, to be exact), I had gone there wanting a trim. Unfortunately, he did not turned up as per usual and did not answer any calls to his mobile. I waited an hour for him to arrive (I really didn’t mind waiting at all) before reluctantly letting my hair to be trimmed by one of his colleagues. Yesterday, I had wanted to ‘playfully chide’ him for making me wait.

On arrival, I saw his spot remained empty and enquired if he’s late again. The news that greeted me at the door left me stumped and speechless.

My Malay barber guy had passed away on 6 June 2010.

A long-term loyal relationship has ended for good. And there was no opportunity to say goodbye or to express my deep gratitude for all these years.

What Made Our Relationship Great?

Nonetheless, I still needed a haircut yesterday and I received one from the same guy that stood in the last time. In all honesty, I wasn’t terribly thrilled with my haircuts, not that I wanted something fancy (my idea of a haircut is merely getting my hair trimmed to a length that will allow me to style it any way I want later on).

Unfortunately, I did not receive a memorable experience with this guy. It was just not the same.

So what really made the difference? You might say a haircut is a haircut.

Well, the difference is my late Malay barber guy listened. And again and again and again.

From the first time and every time since then, he would ask once before each session what I wanted (despite knowing very well what I wanted), listened to my request and proceeded. If I thought my hair needed a little more trimming (just like my dad’s, my hair burst into life and starts growing wildly the moment I step off the barber’s chair), I would make regular requests (in a single session) to have the sides trimmed to the length I wanted. He would listen, never let out a sigh or complain and gave it to me every time.

I also have a (call it peculiar) belief that buzz machine-cut hair do not grow out well and had insisted on a traditional scissors-cut the very first time I patronised his services. All these years, he remembered that very first request and never gave me a full haircut with a machine (only touch-ups).

The new guy left me disappointed. Crucially, he did not ask what I wanted or listened close enough to what I had to say.

All Great Marketers Listen to Their Customers

First rule of marketing: Give what the customers want. And that is only achievable by listening to what they really want.

That, in essence, is what my late Malay barber did. He asked what I wanted and continued to listen every time. He was a marketing guy in the most simple and effective way. He did not put forth fancy hairstyle ideas or suggest a new hair colour. He did not lavish me with in-store perks or loyalty points. He never called me by my name.

But he listened and listened. And gave me what I really wanted.

Truly a hallmark of any great marketer.

Farewell

I regretted knowing and calling my late Malay barber only as ‘Pakcik’ (Malay for uncle) (I’d love to give you a name here). I probably knew his name at some point but we had gotten on so comfortably, we never did have a need for names. Nonetheless, he’ll be greatly missed.

May God give strength to his family and friends and bless my Malay barber’s soul in the ever-after.

The simple guy who listened and listened and listened.

Being the avid foodies that we are, the wife and I are always on the lookout for new food joints to satisfy our cravings. Our problem is, being Muslims, finding halal establishments in Singapore can be quite a challenge. The halal foodie depends heavily on word-of-mouth recommendations, googling the Web and physical ‘stumbleupons’ to discover new food places (sometimes food blogs such as ‘Yok Makan!’ offers great recommendation). But most times though, halal food places remains top of our Google search list.

Not for much longer though. The mobile web will save us all.

Introducing BuUuk: The Mobile Foodie App

Things have gotten easier since we discovered BuUuk for our Android phones (Nexus One FTW BTW). BuUuk is a restaurant guide utility application available for free on the iPhone App Store and also for phones running on Android (get it from Android Market on your phone or click this to dowload .apk file and install). Interestingly, BuUuk is a homegrown, Singapore-made product and has also been featured on CNN Go’s list of ‘11 Crucial iPhone Travel Apps’.

Key Features of BuUuk You Should Know

- BuUuk is a location-aware app. Wherever you are (local or overseas), BuUuk uses your GPS or AGPS location to provide you with Nearby food recommendations. This, I think, is a really cool feature, saves travel time obviously. BuUuk even tells me that I am ‘142m’ away from the Toa Payoh Bus Interchange’s McDonalds outlet (I am at my workdesk at home right now).

- BuUuk currently has a database of restaurants in 50 cities in Asia and Pacific and Middle East (including Seoul, Langkawi, Osaka, Vientiane, etc) Wherever you are, BuUuk will come to you with information.

- BuUuk has both ‘Featured’ (paid listings?) and user-added restaurant listings. You can also add a new discovery to the list. A great way to recommend your favourite chef to friends, family and all foodies out there.

- BuUuk has Best lists. Cuts decision-making time efficiently and more time to enjoy your food.

- BuUuk provides a restaurant page for the food place you are searching for. What’s great here? Cuisine info, contact number, address and directions (running on Google Maps engine). You won’t get lost for sure.

- You can also vote for your favourite foodie hangouts (or find out which joints you should avoid)

- It also looks like BuUuk has an active ‘mobile forum’ section called ‘Ask BuUuk’.

- Here’s the great bit for the wife and I: BuUuk shows if a restaurant is Halal or not. There is also a Categories feature for us to check out all the Halal food joints in Singapore and travel out to these places. ( Other categories are Hawker, German, Filipino and even Dutch among many others.) Note to the Halal Foodie: Please do a quick Google search or ask around to find out if the place is indeed Halal. As a fair bit of the information on BuUuk are user/customer-generated, error in highlighting a place as ‘Halal’ might occur. As with all user-generated recommendations, do a little more search. Start with Google.

My verdict on BuUuk: It is a very promising mobile application with great potential as long as content are fresh and relevant to service users. I would also suggest an editor to audit the restaurant information submitted by users. Nothing biggie there where user-generated content is concerned.

The Age of the Halal Foodies has arrived, rejoice!

Follow BuUuk on Twitter

(Non-marketing folks, perhaps the following might bore you. You may leave if you wish to do so.)

Part II: Why Mobile Marketing Is Important for Business, Big and Small

Can you, the Singaporean food business owner, afford NOT to be on BuUuk?

Here’s an interesting statistic featured in Straits Times yesterday: 80% of ALL phones sold in Singapore in the last 6 months are smartphones.

These are mobile gadgets that allow anyone to access the web any where and everywhere. Consumers have now been freed from the shackles of their desktop to search for content and information wherever they want and whenever they need to. From a personal experience, I have hardly needed to lug my work laptop around or access the web on the desktop computer at home after receiving my Nexus One. The smartphone meets my informational and computing needs adequately.

Where Are Consumers Heading?

Consumers are going to reach out to the nearest businesses they can conveniently reach digitally and those who have taken the effort to market and create presence on the mobile web platform. Those who do will certainly acquire the edge and headstart over others. Consumers are also making specific and targeted search, (such as halal food) and, without online content to optimise search results, businesses might be on the losing end in the long run. With location services such as Foursquare and Gowalla proving extremely popular with the smartphone crowd these days, the consumer retail industry will need to transform itself quickly to cater to these new realities.

No Love for SMS Marketing

Okay, by default, I am going to ignore SMS marketing, be it traditional or interactive. I get irritated by them for interrupting me at the most inconvenient moments. My theory is, advertisers and networks are moving (or jumping in) on the mobile marketing space because traditional advertising has failed. Mobile is just another channel for advertisers to interrupt with noisy commercial messages. I have not seen something I appreciate for ages! (Having said that, markets, such as India or Indonesia, do work and possibly have a need for SMS marketing because of the lack of mobile web infrastructure and slower technologies. Still, no condoning for interruptive tactics from me!)

Mobile Content for Consumers: Utilisable, Reusable and Shareable

The future of mobile marketing should lie in reusable and consumer-utilisable content. Only by developing content can companies capitalise on effective branding (recall and engagement) and generate long-term customer retention. Like BuUuk. I am a fan. And I am sharing with all of you.

More thoughts and ideas on mobile marketing coming to this blog. Watch this space.

This post was inspired by my 3-day attendance at the Mobile Marketing Association Forum (Asia Pacific) 2010. The Mobile Marketing Association is a global non-profit organisation that is leading the growth and adoption of mobile marketing among businesses globally. I fancy what they are doing to keep it sane and do have a read of their Global Code of Conduct (PDF) for mobile marketers. We are in good hands.

Share your thoughts and comments below on BuUuk, mobile marketing and even better still, the best Halal food joints! Let me start, where to find authentic halal dim sum in Singapore? :P

Credits:

Food image: http://www.flickr.com/photos/laruth/

BuUuk images: www.pcworld.com, iridianstudio.com

Nexus One image: http://www.flickr.com/photos/mackarus

When Jason Parker wrote to ask if he could use an academic work of mine for his Social Media appreciation class at the University of Chicago Graham School of General Studies, I was thrilled. It also dawned upon me that social media is certainly worth all that time and effort.

How did Jason, Adjunct Professor at University of Chicago and Planning Director at Leo Burnett and quite possibly on the exact opposite of the world, discover ‘Role of Social Media in Contemporary Marketing’, an ‘obscure’ literature review I had completed only last September?

Social media.

And how did I make that happen?

Social media.

I had sowed ample digital opportunities where Jason and others could have found this piece of work. And this is how I did it.

Slideshare & Scribd

I had shared this literature review (an extract from the full Final Year Professional Project I had to accomplish for undergrad studies) on Slideshare and Scribd since last September.

Here are the stats, so far:

1257views + 137 downloads on Slideshare

3665 views + 321 downloads on Scribd

Impressive numbers, I guess, for a ‘non-viral’ academic work.

So why did I choose to publish and share my work online? Am I not afraid of it being plagiarised or copied?

The answer is ‘No’. If it isn’t for the openness and the acts of mutual sharing all over the Internet, we’d still be visiting libraries every day, painfully looking for stored manuscripts and hidden knowledge. Or my work would still be languishing in my hard drive, waiting to be ‘nostalgically re-discovered’ a few years down the road. (Technologically, there are restrictions in place on both Slideshare and Scribd to protect your work.)

Jason Parker does it too. See Jason’s slide deck for his first class lecture on Slideshare.

Also, as many people increasingly continue to come online and partake in digital citizenship, I am one who believes that digital personal branding has an increased importance in today’s society and this is the ‘invisible edge’ that is needed to move ahead of the pack. Be it in social circles or, of more importance, for professional opportunities.

Sharing your interests and expertise on social media is one way to do this.

Blog It

I had also blogged about this literature review earlier. I am certain the format of the study (literature review), combined with the timely relevance of the subject matter, had provided enough search engine optimisation (SEO) for my initial blog post to be found. In fact Google searches on ‘literature review social media’ and ‘role of social media in contemporary marketing’ brought up my blog and literature review pretty high on the list. As they say ‘Content is Always King’.

Jason Parker does it too. You can follow Jason on his Social Media Class blog as he updates his class on a regular basis, the social media-way.

Others have also found my work. To date, I have received emails from two current students of Northumbria University in the UK asking for my full project (which I have refused for obvious reasons. School is about effort and interaction, guys). However, I had provided enough ideas and direction for them to accomplish their undergrad tasks.

I have also connected with Susan Schwendener, a fellow communications practitioner, from Jason’s class. The possibilities are endless on social media.

What Price is Social Media Sharing?

I really hope Jason’s Insights and Opportunities in Social Media certificate program class had enjoyed reading the literature review distributed during their Week 1 class. Gives me the chills.

So what did I ask for in return for sharing my intellectual property?

What else but an endorsement in social media currency!

Jason kindly provided me with a LinkedIn endorsement that is viewable by my current and future prospective employers as well as my peers. The permanency and transparency of this and my other LinkedIn endorsements ensures that my professional profile, accomplishments and body of work is as truthful as I present it to be.

Read more about leveraging on LinkedIn for bloggers at Online Media Gazette or how to use LinkedIn to your professional and commercial advantage (via NateRiggs.com)

Acknowledgements

To Jason Parker for extending the opportunity to share what I’ve gained.

And to Erik Yek, my undergrad tutor and Northumbria facilitator at the Marketing Institute of Singapore, for the guidance and patience.

Here again is the literature review ‘Role of Social Media in Contemporary Marketing’. You may wish to download the PDF for later viewing or scroll through the presentation below.

Tell me what you think in the comments?

I think we have to agree that traditional offline marketing is still a crucial business initiative even in today’s consumer markets. As much as I am a huge advocate of bringing people online and influencing through great online content and virtual social interaction, digital alone will not cut it. Going out there with road shows, direct marketing with flyers and sales promotions are still expected by the buying public, most especially in Singapore (Great Singapore Sale, anyone?)

Which is great for the economy, especially in the current slumpish conditions. But unfortunately, most businesses want to fast track the route to cash. ‘What is the fastest way to push stock and goods?’ ‘Which shopping season will reap the most money for us?’ Hence, the customer neglect.

Segment and predict the market, yes. Understand the market, NO!

Getting Sticky With It

I am writing this post inspired by Penn Olson’s post: 5 Guerilla Marketing Campaigns Captured on Video. How guerilla marketing campaigns work is by capturing your attention momentarily and then leaving an impression of the brand and its message in the mind (however, viral is unpredictable and should not be an objective but a bonus).

In his book, ‘The Tipping Point’, Malcolm Gladwell speaks of The Stickiness Factor, the specific content of a message that renders its impact memorable. Using this concept at value, it shows how easily being top-of-mind can greatly improve your marketing and branding effort. I personally think being ‘sticky’ does not require huge and blatant impacts. It is the quality of the customer’s attention and learning that matters most and this can be attained by a carefully thought-out marketing campaign. One that bridge traditional with digital.

So I now present to you…‘Sticky Marketing’.

The Sticky Route 2 to the End Point is essentially getting into the mind of the buyer before- or post-purchase by redirecting the buyer’s attention to online digital assets such as a website or social portals (Facebook, LinkedIn, etc.) Unlike Route 1, where interaction and intellectual exchange is minimal and where the focus is on closing a sale, Route 2 provides a journey for the customer to further understand the brand and products. A sustained exposure and learning of the brand. Is that not sticky?

Watch how this German guerilla campaign is used to market the brand’s automobile paintwork repair services. A pity they did not provide any info on the ‘sticker’ on getting to the brand online, but I am pretty sure they are Google-ready. (This was in fact a viral video project as part of the brand’s engagement with the readers of its blog):

Now replace the above campaign with any of your offline campaigns, be it a road show or door-to-door direct marketing with flyers. Just remember to promote your web portals or your social media channels (please don’t do this mistake). If you are successful in leading your customers to your online assets, it is a great opportunity for sticky marketing  and not merely simple selling. Long term sustainability is always better than short term profit!

So which route will your business choose? 1 or 2? Do you want to get sticky with your customers? If I got this wrong, please do tell in the comments!

Ps. Warning! Sticky Marketing is not an attempt at intellectualism. Just merely saying it simple :)

WYXXZ7XNUUS5

I am almost finished setting up this blog and happy to welcome you to my new domain!

Why I Went Self-Hosted?

I felt constrained being on the WordPress.com platform at http://groovygenie.wordpress.com, although it is a simple and easy to use blogging platform. The inability to customise themes or add plugins to WordPress.com really felt punishing and suffocated the geek in me. I had to break free!

Web Analytics is Dope

But most importantly, I would like to deepen my learning in web analytics and the only way to do this is to have control over my blog, this blog. I see this as a worthwhile investment, got to walk the talk, baby!

Vanity is Evil

Then again, a really nice URL to call my own is pretty sweet as well! I am using Host Gator for my hosting needs. Highly recommended by tweeples.

Well, things have been going swimmingly well so far, so if anyone need some pointers on setting up your self-hosted WordPress, I am happy to share! Drop me a mail or tweet me anytime.

So I welcome you to the new A GroovyWeb by Isman Tanuri! Do stick around ya’ll!

Yours sincerely,

The Groove Master

]]> http://agroovyweb.com/2009/11/19/why-i-moved-to-a-self-hosted-blogging-platform/feed/ 0 http://agroovyweb.com/2009/11/16/dear-condominium-developer-a-little-branding-goes-a-long-long-way/ http://agroovyweb.com/2009/11/16/dear-condominium-developer-a-little-branding-goes-a-long-long-way/#comments Mon, 16 Nov 2009 09:44:26 +0000 Isman Tanuri http://groovygenie.wordpress.com/2009/11/16/dear-condominium-developer-a-little-branding-goes-a-long-long-way/

Here is something I received last Saturday morning, what I termed as ‘Door Spam’, leaflets/flyers stuck on the front door grille. It is a leaflet for a condominium development. Which one? I really can’t say. This is the second time I have received this leaflet. I cringed both times.

Observe for a moment. What is wrong with this leaflet?

Absolutely Zero Product Branding

Somehow, the creator of this leaflet had failed to provide a name for the condominium. Apart from a spot of personal branding for a ‘Mabel Ang’ and ‘artist’s impressions’ images, no other product branding element is visible on this leaflet. Perhaps they had deemed revealing the condominium’s name as none-too-important, or keeping it a mystery will entice prospects to put in a call. Wrong move I say.

Or perhaps the condo was so badly named, they decided not to use it after reading the article on the importance of naming condos and its significance.

Cryptic Copywriting

What exactly is the inspiration behind ‘cryptic’ and ‘ambiguous’ copywriting? There is a neglect to inform prospective clients of the condominium’s actual address but instead, ‘Minutes to Somerset MRT/Orchard/CBD/IR’ and ‘Prime District 9’ are used.  Come on! That can be anywhere on the southern part of this island.

Is it a top-secret, top-end location that is only to be revealed once you are funneled through the sales pipeline? To see if you fit the bill of a likely buyer persona first, someone who is flushed with cash to spare? But why then did this leaflet appear on my HDB door in Toa Payoh!? I see that as a failure in market research and a waste of money and paper it is printed on.

Does the whole thing sounds fishy?

You bet. The credibility factor is non-present in this effort. For a $800k product, this leaflet certainly did not help in providing consumer confidence to anyone that came upon this. I find it intriguing that, if this leaflet really does indeed belongs to the ‘Developer’s Sales Team’, why the secrecy and ambiguousness behind the effort?

Perhaps someone from the real estate industry, or close to it, can provide an explanation for this? I’d love to get to the bottom of this! Leave your comments below!

Bonus section for the marketer in you!

Using Direct Marketing Mailers to Win Online

Direct marketing via mails (physical or electronic) may not be the best form of marketing (it is interruptive after all). But heck, since this method is being regularly employed and money is going to be spent, might as well use the opportunity to provide content or more information to the prospective customer, right?

So how to do this on limited real estate on a piece of flyer?

By bringing them online to your website through a printed URL. As long as there is compelling content and relevant information provided on your website, you can be sure your prospects will be happy to devote time and attention to your efforts. It is also an excellent opportunity to build a database of customers who are willing to listen to you on a regular basis. With the permission you have received, you are now ready to start a direct mail campaign online. I am sure that is more cost effective than printed materials and manpower cost for ‘door or letterbox spamming’.

Provide your social media information to direct your prospects to connect with you. This is your Facebook or Twitter pages. The fastest way to connect with you.

See? Your investment in a leaflet has possibly doubled or tripled! Perhaps Mabel Ang might want to take a leaf out of this :P

Updated 13/11: This post also appears as a guest blog post on Penn Olson.

I was recently reading an early chapter of Al and Laura Ries’ ‘The Origin of Brands’ and was struck by this concept:

The world’s best and long-lasting brands were typically created by a divergence from an existing product category and that these brands continue to survive not because of their ‘share of market’ but for being first in the mind of consumers.

Consider these examples of divergence and its disregard for market size of the day:

• What was the size of the cola market the day Coca Cola was launched?
• What was the market size of Mac users when Apple launched their Apple I system?
• How about the size of the personal computer market the day Microsoft launched their MS-DOS platform?
• And when McDonald first introduced the fast-food hamburger to the American public, what was the size of the fast-food market?

The answer to these questions: Zero.

However, these brands have proven they have what it takes to survive and prosper all these years. So, why is this possible?

The Importance of Mind Share

Because, as Al and Laura Ries stated it, the battle for customers is not in winning a large share of the market (although that is helpful) but rather through the creation of the market by winning over consumers’ minds.

So then, why are many marketers today still obsessed with ‘capturing’ every scrap and morsel of the pie that is ‘the market’ when winning minds has been proven an effective and sustainable business model? I personally believe this is the effect of overly revenue-driven organisations who are ready to sacrifice long-term sustainability for short-term profit gains. I digressed a little.

Please allow me now to theorise and tie Al’s and Laura’s ‘share of mind’ concept to the hottest topic in business and communication these days: social media.

Share of Mind and Its Relevance Today

Statistically, Apple’s iPhone does not command a whimper of market share in the mobile phone category. As of October 2009, the iPhone is estimated to own only 2.5% of the world’s mobile phone market. Surprising? No. It is after all the sole product in Apple’s mobile phone inventory.

But why has the iPhone become so iconic for a product so young (only 2 years old as we speak)?

Was it the first smartphone? No. Nokia’s Communicator first appeared in 1996.

The first touchscreen phone? That honour belongs to LG’s Prada phone in January 2007.

Because in our minds (and certainly in mine too, an iPhone non-lover), the iPhone is foremost in thought when ‘smartphones’ or ‘touchscreen phones’ are mentioned or discussed. Does not that translate into a complete dominance of the consuming mind? Even if I’ll end up never buying an iPhone in my entire life, I will still talk about it and get into conversations about it, would I not? (Can’t remember talking about the Prada phone ever!) By sheer branding genius and the accompanying buzz from its fanatical community of users, Apple has placed the iPhone right on the desktop of our mind, always visible, always conversation-worthy.

So Mind Share is Important, Now What?

For digital natives like me (and million others coming through in the next generational wave), we are gradually getting better at being ‘untouched’ by traditional advertising. We ignore advertising because we can Google it. We search for product information through our friends or within our circle of influence. And with social media channels, we can ask a brand directly for an opinion.

Let me repeat that: ‘we can ask a brand directly for an opinion’. Ponder on that for a moment and recall the last time a brand responded to you directly. You can? Via Twitter? A comment on your blog? Now place that brand in its category, say Starhub, a telco player in Singapore (who has @starhubcares on Twitter), or a brand new pasta restaurant that has responded to your gushes or criticisms of its dinner spread.

Social Media Creates Deeper Mind Share

Don’t these brands seem much more human to you? Much more approachable? Most certainly left an impression, right? And that I say is a fine mind share win! Social media simply helps to deepen these brand-to-customer connections. We, humans, are most likely to favour and navigate towards people or things we are familiar with or have a positive experience with. And thus, it is very likely that our next purchase decisions will be heavily influenced by these recall tendencies.

Here are some of my own personal experiences with Singaporean brands whom I have interacted with on social media channels and who have advertently been gifted a corner of my mind to call their own.

What Competitor?

Rochor Beancurd House has both Facebook and Twitter presence. The man behind these social media profiles is its director, Jason Koh, who maintains regular daily updates and interaction with tweeples. Always ready to respond and comment on issues of the day, I have had my fair share of tweet discussions with Jason, both casual and business.

Now, in my mind at this very present moment, Rochor Beancurd House is THE beancurd establishment in Singapore. Jason has done enough to fill this virtual category as I perceive it and, until a beancurd competitor comes along and starts dabbling in social media and interacting with me, Rochor Beancurd is top spot in this space. A brand name convenient enough in my mind to name-drop when needed.

There Is Always Room for Two, But Get There Soon

When I think of Japanese food, these 2 brands come to mind, Sakae Sushi and Standing Sushi Bar. As part of research, I have been observing Sakae Sushi lately as they engage bloggers in their ‘Sakae Monthly Bloggers Affair’ campaign. Although a little ‘laggy’ with their social media audience, Sakae Sushi nonetheless has a comprehensive approach to connecting with their customers. I was already a foodie fan of theirs but now I am a bigger fan because I know they are sincere in reaching out.

On the boutique end, Standing Sushi Bar is the perfect case study for ‘Social Media for Small Businesses’. Although Howard Lo, the main man and proprietor, said in a blog post ‘I don’t care about that’ in reference to social media marketing, it is really hard to believe. The various use of social media tools for his business is eye-catching and definitely worth emulating for small businesses trying to establish a niche and regular clientele. Here are some Standing Sushi Bar activities that I have observed in the social media space:

• Crowd sourcing to seek opinions on a new in-house menu via Twitter
• Taking enquiries, reservations and even hiring search via Twitter
• Blogging and sharing the Standing Sushi experience
• Coupon promotions and content sharing via Facebook

No other Singaporean Japanese food seller has come under my radar. However, the truth is I am always ready to eat at both Sakae Sushi and Standing Sushi Bar, so there is always room for two in the mind. But before every one else gets on social media, it is always good to stake territorial mind share claims early before it gets too crowded. Then we have to think of the next ‘fad’ in marketing communication :)

Personality First, First in Mind

The Garden Slug must be one of the friendliest Singapore brands on Twitter! Always happy to join in conversations and to make you feel at home on Twitter. For the record, I have not been there and I am not even sure who is behind the Twitter account. But The Garden Slug’s sincere brand personality shines through! It makes me want to have dinner there and to know the person/persons running the brand. That much of my mind has been won over and isn’t this a genuine mind share win through social media?

That is not all that won me over. Go ahead and read The Garden Slug’s blog. Unpretentious and chock-full of social content, a delight and a respite from all-too-typical, stiff-backed corporate portals and blogs. In particular, I am smittened by this line on their Careers’ page ‘We are an indie startup and we do things a little differently at times’. Refreshing!

So at any time when I am in Telok Kurau and looking for a meal or some Ugly Salmon Cakes, I am pretty sure which ‘indie startup’ will come first to mind.

Be a Pioneer and Seek Minds

Penn Olson is not a retail or consumer brand, but nonetheless, a Singaporean brand worth mentioning. Founded in july 2009 by two students from Singapore Management University, Penn Olson.

I was recently reading an early chapter of Al and Laura Ries’ ‘The Origin of Brands’ and was struck by this concept:

The world’s best and long-lasting brands were typically created by a divergence from an existing product category and that these brands continue to survive not because of their ‘share of market’ but for being first in the mind of consumers.

Consider these examples of divergence and its disregard for market size of the day:

• What was the size of the cola market the day Coca Cola was launched?
• What was the market size of Mac users when Apple launched their Apple I system?
• How about the size of the personal computer market the day Microsoft launched their MS-DOS platform?
• And when McDonald first introduced the fast-food hamburger to the American public, what was the size of the fast-food market?

The answer to these questions: Zero.

However, these brands have proven they have what it takes to survive and prosper all these years. So, why is this possible?

The Importance of Mind Share

Because, as Al and Laura Ries stated it, the battle for customers is not in winning a large share of the market (although that is helpful) but rather through the creation of the market by winning over consumers’ minds.

So then, why are many marketers today still obsessed with ‘capturing’ every scrap and morsel of the pie that is ‘the market’ when winning minds has been proven an effective and sustainable business model? I personally believe this is the effect of overly revenue-driven organisations who are ready to sacrifice long-term sustainability for short-term profit gains. I digressed a little.

Please allow me now to theorise and tie Al’s and Laura’s ‘share of mind’ concept to the hottest topic in business and communication these days: social media.

Share of Mind and Its Relevance Today

Statistically, Apple’s iPhone does not command a whimper of market share in the mobile phone category. As of October 2009, the iPhone is estimated to own only 2.5% of the world’s mobile phone market. Surprising? No. It is after all the sole product in Apple’s mobile phone inventory.

But why has the iPhone become so iconic for a product so young (only 2 years old as we speak)?

Was it the first smartphone? No. Nokia’s Communicator first appeared in 1996.

The first touchscreen phone? That honour belongs to LG’s Prada phone in January 2007.

Because in our minds (and certainly in mine too, an iPhone non-lover), the iPhone is foremost in thought when ‘smartphones’ or ‘touchscreen phones’ are mentioned or discussed. Does not that translate into a complete dominance of the consuming mind? Even if I’ll end up never buying an iPhone in my entire life, I will still talk about it and get into conversations about it, would I not? (Can’t remember talking about the Prada phone ever!) By sheer branding genius and the accompanying buzz from its fanatical community of users, Apple has placed the iPhone right on the desktop of our mind, always visible, always conversation-worthy.

So Mind Share is Important, Now What?

For digital natives like me (and million others coming through in the next generational wave), we are gradually getting better at being ‘untouched’ by traditional advertising. We ignore advertising because we can Google it. We search for product information through our friends or within our circle of influence. And with social media channels, we can ask a brand directly for an opinion.

Let me repeat that: ‘we can ask a brand directly for an opinion’. Ponder on that for a moment and recall the last time a brand responded to you directly. You can? Via Twitter? A comment on your blog? Now place that brand in its category, say Starhub, a telco player in Singapore (who has @starhubcares on Twitter), or a brand new pasta restaurant that has responded to your gushes or criticisms of its dinner spread.

Socia