Staff Reporters
Jul 16, 2015

Why is your social strategy failing?

Campaign’s webinar series is your opportunity to learn from experts—not just from listening but from asking too. The scaling social: Branding beyond image webcast is your chance to get in on a conversation about best practices and how you can breed social success across your company.

Joe Nguyen of comScore and Dennis Owen of Cathay Pacific
Joe Nguyen of comScore and Dennis Owen of Cathay Pacific

On 13 August, in conjunction with Hootsuite, Campaign will bring a panel together to address how social media impacts brand image. We’ll be asking what brands can do on an organisational level to feed social insights into different departments, beyond marketing, to gain more than just ‘likes’ or re-tweets from a social strategy.

From product promotion to crisis management to customer service, social media has changed the way consumers expect to interact with companies. It is both a broadcast and one-to-one brand channel; how you incorporate it into your business will have an effect on how people perceive your brand down the road.

There are aspects to social media that should be familiar to all marketers. In a way, it does work like a billboard, or a passive ad. But it can also work like a research tool, a telemarketing pool or recruitment mechanism. The complexity of social media is that it is all these things, at once. And if you treat a multidimensional object like a flat 2D peg, you’re never going to get it to fit in the organisation; your strategy will keep failing.

To make the most of social media we’ll be speaking with Cathay Pacific’s Dennis Owen. He has been tasked with scaling social across the brand, out of marketing and into operations. He’ll share his experience and philosophy on how a brand with huge public concerns can run successfully in the social media fast lane.

Joining him for a broad Asia perspective will also be Joe Nguyen senior vice president of comScore. With his 20 years of APAC experience, Nguyen regularly consults with brands about social media and helps them understand their multi-platform audiences, know if their advertising is working, and leverage data where they want and need it.   

Hootsuite, the company that has built its business on helping brands take better advantage of social media will also be there to share best practices and practical application of social media.

Don’t miss the opportunity to ask these industry veterans about what works best in Asia. The webinar is live and has a dialog panel for you to pose your own questions. But you don’t have to wait. You can start asking now. Tweet your questions to @CampaignAsia; use the comments on this article page; or email [email protected].

Be sure to let us know if you want us to use your name (and how to pronounce it) or if you wish for your question to remain anonymous.

Social media is not going away and will only wend its way deeper into Asia’s cultural fabric, just as radio and TV before it. If your social strategy is failing, now is the time to ask how to fix it.

Register for the free webinar with Hootsuite, Cathay Pacific and comScore.

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