IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
IBM Chariti...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
This presen...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
1. Adoption...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
Or level of...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
If you’re n...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
Few Competi...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
People also...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
If you inve...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
So look ahe...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
2. Outsourc...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
“We have to...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
PROS
• Lett...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 5413
Should yo...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
Is it a con...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
3. “No Budg...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
• Social me...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 5417
Compared ...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 5418
“The impo...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 5419
The power...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
You can do ...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
4. Sensitiv...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
Cost of Liv...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 5423
“How woul...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 5424
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
Sensitive s...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
5. Knowledg...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
“Social” an...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
Sorry,
it’s...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 5429
Makes key...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
A reluctanc...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
6. Issues i...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
Top-Down Ma...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
Encumbered ...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
Impact
34
“...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 5435
Esme the ...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
Everyone in...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
7. Lack of ...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
7. Lack of ...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
For various...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
Implication...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 5441
1) A bran...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
2) If your ...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
3) Ample ma...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
Don’t just ...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
8. Limited ...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
Poor Writin...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 5447
Content i...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 5448
Audience ...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
In an incre...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
9. Short At...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
13. Short A...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 5452
At the en...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
Social Busi...
IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54
Thank you!
...
Upcoming SlideShare
Loading in...5
×

Challenges in Singapore's Online Culture and Impact on Social Business

891

Published on

Social Business is a global phenomenon but a country's culture is unique. While we eagerly compare and emulate best practices in social business globally, it is vital to understand the characteristics and nature of Singapore's online culture, so as to be better prepared to implement, harness and mitigate its challenges and potential.

Published in: Business, Sports
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
891
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
39
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Challenges in Singapore's Online Culture and Impact on Social Business

  1. 1. 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. 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 2 www.iss.nus.edu.sg
  3. 3. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54 1. Adoption Rate 3 Singapore Online Culture © 2013 National University of Singapore. All Rights Reserved.
  4. 4. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54 Or level of “IT Use” 4 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. 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. 5 If you plan to start using it, bear in mind what you think you want to use may already be outdated.
  6. 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. 6 © 2013 National University of Singapore. All Rights Reserved.
  7. 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. 7 © 2013 National University of Singapore. All Rights Reserved.
  8. 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. 8 Many tools still have untapped potential. E.g. Twitter, Pinterest. © 2013 National University of Singapore. All Rights Reserved.
  9. 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. 9
  10. 10. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54 2. Outsource “IT” mentality Singapore Online Culture 10 © 2013 National University of Singapore. All Rights Reserved.
  11. 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. 11 © 2013 National University of Singapore. All Rights Reserved.
  12. 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. 12 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. 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. 14. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54 Is it a contract or a relationship? 14
  15. 15. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54 3. “No Budget” Singapore Online Culture 15 © 2013 National University of Singapore. All Rights Reserved.
  16. 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” 16 Source: sgentrepreneurs.com Lingering(?) Perceptions: © 2013 National University of Singapore. All Rights Reserved.
  17. 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. 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. 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. 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. 20
  21. 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 21 © 2013 National University of Singapore. All Rights Reserved.
  22. 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. 22 © 2013 National University of Singapore. All Rights Reserved.
  23. 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. 24. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 5424
  25. 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. 25
  26. 26. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54 5. Knowledge Silos Singapore Online Culture 26 © 2013 National University of Singapore. All Rights Reserved.
  27. 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. 27 © 2013 National University of Singapore. All Rights Reserved. Still heavily reliant on “traditional” work processes and environments.
  28. 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. 28 ImagecourtesyofFrangue/stock.xchng(www.sxc.hu) © 2013 National University of Singapore. All Rights Reserved.
  29. 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. 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. 30
  31. 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 31 © 2013 National University of Singapore. All Rights Reserved.
  32. 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. 32 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. 33. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54 Encumbered by the Approval Chain 33 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. 34. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54 Impact 34 “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. 35. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 5435 Esme the Guide Dog case
  36. 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… 36
  37. 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 37 © 2013 National University of Singapore. All Rights Reserved.
  38. 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 38 Not just “management” © 2013 National University of Singapore. All Rights Reserved.
  39. 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. 39 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. 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. 40 © 2013 National University of Singapore. All Rights Reserved.
  41. 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. 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. 42 © 2013 National University of Singapore. All Rights Reserved.
  43. 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. 43 © 2013 National University of Singapore. All Rights Reserved.
  44. 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. 44
  45. 45. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54 8. Limited Writing Finesse Singapore Online Culture 45 © 2013 National University of Singapore. All Rights Reserved.
  46. 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. 46 © 2013 National University of Singapore. All Rights Reserved.
  47. 47. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 5447 Content is (still)
  48. 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. 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”. 49
  50. 50. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54 9. Short Attention Span Singapore Online Culture 50 © 2013 National University of Singapore. All Rights Reserved.
  51. 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? 51
  52. 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. 53. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54 Social Business is… 53 Social Media made PROFESSIONAL
  54. 54. IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54 Thank you! 54 About.me/leonchia www.iss.nus.edu.sg For information on the Online Community Management Course I teach, please visit
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×