Archives for the month of: April, 2012

Pinterest is the latest Social Graph, a concept that Mark Zuckerberg founded in 2008.  The idea of the Social Graph is to analyze users’ content sharing and interactions with each other.  Pinterest has garnered immense popularity over the past months with individuals and businesses alike.  Pinterest is also popular overseas and in China.  By allowing users to focus on spreading their interests instead of enabling just another social network, Pinterest is an ideal social media tool for marketing and branding. Businesses can use Pinterest to showcase their products, develop a stronger brand, and establish rapport with their customers.

Smoyz, an Israeli digital agency, has gone beyond just having a company Pinterest account, by developing an entire campaign based on this Social Graph.  The agency studied the pins of 50 women and created personalized items for each woman.  The response to this campaign was immense:  the 50 women brought in 2,284 interactions and 694, 853 impressions.  This feedback was possible because Pinterest is all about spreading and sharing interests.

Another innovative use of Pinterest comes from China, where companies create Pinterest clones– sites that provide the same service as Pinterest but with different names.  Two of these companies, Mogujie.com and Melishuo.com, allow users to pin proucts only from the site Taobao.com, China’s largest eCommerce site.  Even though users have only one site to “pin” from, both these Pinterest clones are a success.

Currently, Pinterest is the ideal platform for sharing interests.  Companies can optimize their use of Pinterest to increase traffic to their site and to build a wider audience.

For more on how to differentiate your brand with social media.

Our very own Sai Pradhan, Managing Director of Trufflepig Search in Hong Kong was interviewed and featured in a story featuring Hong Kong’s ‘Digital Dreamers’–the digital and social media entrepreneurs making a deep impact in the Asia Pacific’s digital scene.

Sai is focused on recruitment of social media-savvy communications and marketing talent for client organizations.  Prior to her appointment to head the Hong Kong office, she was an Associate in the corporate communications and marketing speciality practice at Los Angeles-based Berkhemer Clayton, retained executive search consultants.  Previously with public relations agencies Ruder Finn and Fenton Communications, she has worked with a range of clients and industries, handling messaging, branding, positioning, corporate social responsibility, and media relations.

 Photo Credit: TimeOut.com.hk

A few highlights from Sai’s conversation with TimeOut Hong Kong:

How do you find your candidates?
If it’s a Hong Kong position, there are four or five names I can name off the top of my head, mainly because I’m so ingrained with the social media community here.

Describe the ideal candidate.
The ideal candidate in Asia is someone who can speak multiple languages, so if it’s a position in China it would be a bit silly to go with someone who only speaks English.The placements I’ve done have been 90 percent expat, but I don’t want to classify because it’s such a blurry line.


Is the salary which clients offer here on par with other cities in the world?
Of course, but you need to take into account that people don’t pay so much tax here, so base salaries are a little lower. In general, social media jobs tend to be a bit overpaid, that’s what I have been finding; just a little more than your average PR job.

Why is that?
I think perhaps people based in Asia feel less need to educate themselves on it than their counterparts elsewhere.

How educated do you need to be to succeed?
I’ve seen a lot of people just take it upon themselves to become the digital or socialmedia person within their company, but If you don’t understand whatever is applicable to your role, like brand messaging, then you’re going to be quite lost.


But isn’t it true that Hong Kong is far behind other world cities?

 


Complete Interview at TimeOut HK’s website

For more on Sai’s take on social media in China

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