Having been featured on Timeout, South China Morning Post, Hong Kong Weekend Weekly and also Social Media Week 2012, Rita Suttarno’s opinions hold a fair bit of weight in Hong Kong’s lifestyle blogging scene.
It was only natural for her to be asked to manage her company’s social media.
One of Asia’s largest direct selling companies, QNET has 181k fans on facebook and 13k on Twitter. From Facebook pages & groups, Twitter, Flickr, Youtube, Google+, QNET has more than 20 digital channels in 7 languages.
We interviewed Rita Suttarno, Social Media Manager, to gather the inside story on working in such a dynamic digital environment.
A typical day at work starts with daily meetings with the social media team, which consists of 10 employees across offices globally, and some of them might hold non-communications portfolio, such as customer service or sales.
She shares 3 important keys factors in social media success.
“In social media, you can’t plan too much ahead. Things will change, and you will have to respond to it.”
“Especially if customers are involved, you need to engage fast.”
2. CONTENT - Same, but different
“Use the same content and optimize it for different channels. “
The same message may be presented in a different angle due to cultural differences.
Do you have to localize the content? What works for one market may not work for another market.
3. PASSION & OWNERSHIP
“You need someone passionate to take care of it(social media). You also need to get everyone (including the Management) to be agreeable and involved, in order to build a strong community.”
One key objective of social media for QNET is to communicate their major campaigns, and compliment sales. Some of their major campaigns include the sponsorship of Manchester United vs Swansea match in the Barclays Premier League.
“We want people that are not present to feel like they are at the event.”
To achieve that, they involved their global community in 3 phases.
PHASE 1. Pre-Match: Play on Emotions
“Inviting their fans to be involved by playing off one's emotions associated with watching the game and building pride of being part of the QNET team”
Engaging Content was developed:
- Teaser images circulated on Facebook & Whatsapp (links to images at end of page)
- Infographics (http://www.qnet.net/SwanseaVsManUtd/)
- Blogpost on 10 Favourite Football Theme Songs
PHASE 2. During Match: Live Reporting & Invite Engagement
“We live tweet the match and invited our audience to share their moment of pride when they see our brand on their TV (via twitter, instagram & FB). We shared the best pictures.”
(This meme created by our distributor one of our favorites: https://www.facebook.com/photo.php?fbid=722079307808166&set=a.137652649584171.25855.125701440779292&type=3&theater)
PHASE 3. Post-Match: Showcase and Celebrate
“We collect and post the best pictures from our distributors all over the world into a facebook album.”
· More than 350,000 views
· More than 3800 likes and
· 3600 shares on main FB page
//Ashlyn Julia, Marketing @MynewsdeskAsia
QNET was featured in the recently released Brand Newsroom Whitepaper. Learn how to develop a winning content engagement strategy in “The Rise of the Brand Newsroom”. Download it here.