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

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

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.

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.

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If you plan to start using it, bear in mind what you think you want to use may already be outdated.

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.

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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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.

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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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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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.

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.

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IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54 13

Should you outsource these “engagement” to vendors?

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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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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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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:

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IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54 17

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.

IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54 18

“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

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IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54 19

The power of a (free) tweet Source and © http://articles.washingtonpost.com/2013-01-06/business/36208737_1_npr-staffer-social-media-followers

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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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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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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IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54 23

“How would/might my post relate to a sensitive topic?”

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IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54 24

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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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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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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Still heavily reliant on “traditional” work processes and environments.

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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Image courtesy of Frangue/stock.xchng (w

ww

.sxc.hu)

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IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54 29

Makes key aspects of “social” become harder to pull off. Knowledge Sharing

Horizontal Organization

Work | Life Blending

Knowledge Transfer Serendipity

© 2013 National University of Singapore. All Rights Reserved.

Talent Finding

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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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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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

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Micromanagement Or unwillingness to empower employees. Harmful to employee initiative and capacity for flexibility.

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.

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.

IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54 35

Esme the Guide Dog case

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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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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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”

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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.

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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IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54 41

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.

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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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.

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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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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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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IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54 47

Content is (still)

IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54 48

Audience doesn’t understand or appreciate subtle messaging, so marketers are often forced to use direct messages.

Unsophisticated Audience = Unsophisticated Messaging

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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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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.

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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IBM Charities Get Social Workshop – Improving Social Outcomes Through IT | 26 September 2013 | Singapore of 54 52

At the end of the day, it is all about

Professionalism

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

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