EurekaMoment, Social PR 10 Jul 2017 #EurekaMoment 09: Lead generation in communications Lead generation is a marketing term. It refers to how any sort of marketing activities generates new business 'leads' -… Harold Tor
Social PR 11 Mar 2015 Hope you are not running your Twitter like Turkish Airlines… Major #FAIL. Image after the jump. Harold Tor No Comments
Social PR 07 Nov 2013 The Belgian Railway company tweets! 24 October 2013 was a big day for the Belgian railway company, the NMBS/SNCB. Its first official tweet was sent… Harold Tor No Comments
Content Marketing, Social PR 25 Sep 2013 中国企业投资西方国家必须采取西方的数码营销策略:比利时案例 2010年,中国的吉利汽车(Geely)从美国公司福特(Ford)手中收购了瑞典汽车品牌沃尔沃(Volvo),轰动了欧美国家。一家中国企业竟然有如此雄厚的资金。这意味着, 中国开始从生产经济走向投资经济。 2013年,中国工商银行(ICBC)被美国的福布斯杂志(Forbes)列为第一全球2000最大的上市企业。与此同时,也被英国的The Banker杂志列为全球顶尖1000银行之首。直到今年六月份,它也是世界最大的银行。 中国公司日渐强大,在西方国家的投资额也日渐增长。可是为什么中国的品牌在西方消费者和公司眼里,仍然不能登大雅之堂?西方有句笑话,“Made in China”的东西就是便宜货,即不耐用也不美观。过节送礼千万不能送“Made in China”的东西,要不可丢人了。 难道中国制造的产品真的那么低级吗?中国是全世界最大的工厂,生产的货品种类层出不穷,本人没有资格也无法一一对证。但中国品牌,如果要进军西方市场,确实得改进他们在当地的营销策略和沟通平台。尤其是在网络和社会媒体营销方面,应多向东亚邻国的品牌, 如三星Samsung、索尼Sony、HTC,效仿。 本土化 西欧国家有句俗语: “当身在罗马,罗马人做什么,你就得做什么”。这句话估计流传已久,因为被罗马帝国统治过的国家都有这句。可见西欧国家对本土化的注重。这话的意思可以反复来译:你要是到了另一个国家,行为举止不可异于当地人,要不这是对当地人的不礼貌。相反的,一个外国人到了我们的国家,应当抛弃原有的行为举止,彻底地融入我们的社会, 要不然这是对我们的不敬。 中国公司倘若想夺得西方客户的好评,就得遵守这个文化原则。 我来举个例子:中国工商银行,在比利时开设分行,可是金融界的一大新闻。可是比利时当地人却对这全球最大的银行一无所知。就连侨居比利时的中国人和中国留学生也不知情。当地的媒体也没有特别关注。一看工商银行的网站,就感觉银行完全没有想采取本土化的意愿,原因有: 其一, 网站只有中文简体和英文版,完全没有当地说的荷、法、德语。… Harold Tor No Comments
Social PR 21 Aug 2013 The Internet Never Sleeps: Case Studies of how Airlines Use Social Media and How This reflects on their Brand Image and Degree of Dedication to Customer Care Earlier this month, I wrote about how Finnair and the Helsinki Airport made very good use of social media to… Harold Tor No Comments
Social PR 10 Aug 2013 A prime example of social media marketing: Quality Hunters The travel industry has always been one of the most innovative users of social media marketing. Today, I would like… Harold Tor No Comments
Social Media, Social PR 21 Jun 2013 The Harry-Potterization of Photos: What It Means for Social Media Marketeers When the moving portraits in the Harry Potter movies appeared, people instantly said this would be the future of… Harold Tor No Comments
Social PR 15 Mar 2013 How do you use Twitter? The Case of BPost (Belgium), Swiss Post, Deutsche Post (Germany) and La Poste (France) BPost (Belgium) My doorbell rang this morning, I picked up the parlophone. It was the postwoman: “Harold Tor? Come pick… Harold Tor No Comments
Social PR 10 Jun 2012 Social media marketing: outsource or inhouse? There is no straightforward answer to this question. There are advantages and disadvantages to both. It depends on your sector, your target audience, what you want to achieve and what… Harold Tor No Comments
Social Media, Social PR 03 Jun 2012 5 reasons why you should NOT use social media marketing I am often bemused by these enumerated mantras churned out by marketing gurus. To what extent people exactly believe such mantras is a mystery to me, but it is certain… Harold Tor No Comments