Insights – Huntington

Insights

  • Influencer Marketing For STEM Education

    By Carina Chan on February 27 , 2017

    Millennials don’t learn the same way as baby boomers did, and as with change, perhaps education techniques to engage such students should also be tweaked accordingly.

    Although STEM — the academic principles of Science, Technology, Engineering and Math — is high in the cards for Singapore’s future, PM Lee Hsien Loong noted in a speech in 2015 that it is now more challenging to attract students and graduates to study and work in STEM sectors, even as the education system has placed strong emphasis in the subjects for the next 50 years.

    The use of influencer marketing has already been proven in the industry of branding where teaming up with the right influencers can spread your message to thousands in an effective manner, so why not the use of influencers for the STEM agenda?

    According to a Nielsen’s Global Trust in Advertising Survey conducted in 2015, millennials have the highest levels of trust in online and online formats. Another research from a poll conducted by Harris Interactive for The Webby Awards, it showed that nearly seven in 10 millennial social users are at least somewhat influenced to purchase based on friends’ posts. Peer influence is therefore a key factor when marketing to this audience – influence millennials’ peers and you influence them.

    Black Eyed Peas frontman will.i.am is an avid supporter of STEM. In August 2011, will.i.am paired up with Segway founder Dean Kamen to produce a television special called “i.am.FIRST — Science is Rock and Roll.” The special was then followed up with the 20th annual FIRST Championship, a robotics competition for students in kindergarten through 12th grade. The singer also promotes education with his foundation, the i.am scholarship.

    Take Emma Watson as another example. A UN Women Global Goodwill Ambassador, she recently gave a shout-out to a University of Waterloo scholarship programme in 2015 that awarded $288,000 to 24 female STEM students all the way till 2019.

    Now, imagine if global science company 3M or Microsoft tied up with either one of them as an ambassador.

    A much more serious topic as compared to product purchase, the use of influencers as compared to a professional talk on STEM offers the target audience a “lower barrier of entry” for STEM consideration as a study path, and hence career. In addition, notions that STEM is “boring”, and “too technical”, especially for girls, have been hard-wired since a long time ago.

    According to the second edition of the Mastercard Girls in Tech research, 30 percent of the 17 to 19 year-old girls surveyed said they will not choose STEM jobs despite studying STEM subjects.

    Young girls (12-19 years old) still continue to hold the perception that STEM subjects are difficult (39 percent) and that STEM careers are gender-biased. Two in five girls believe that girls are less likely to choose STEM subjects because of a perception that STEM jobs are male-dominated.

    This highlights some deeply held misconceptions by young girls and young women in regards to the study and pursuit of STEM, when in fact, STEM is able to afford women a whole world of opportunities that are currently only being scratched at the surface now.

    We believe that STEM collaborations with influencers is a viable chance for brands in sectors such as education, science and technology to not only drive the STEM conversation, and also help in breaking stereotype barriers.

    With the right influencers on board, brands will be able to reach out to millennials in a more targeted but gentler approach, and possibly translating the engagement into higher students’ affinity with STEM studies, and hence careers.

    On the whole, a win-win situation for brand, the country, and possibly for women as well.

    Banner image: http://jlmgt.org/what-is-stem-education 

  • PROI Worldwide Expands ASEAN Presence; Lena Soh-Ng (Huntington) named Vice-Chair of APAC

    By Huntington Communications on February 17 , 2017

    PrintPROI’s expansion in Thailand adds to Offices in Singapore, Indonesia, The Philippines, Malaysia, Vietnam

    PROI Worldwide expands its presence in ASEAN by adding Midas PR Group in Bangkok, Thailand to its group of agencies in this dynamic sub-region of Asia Pacific. PROI Worldwide, the leading global partnership of independent communications agencies, with 75 agencies across five continents, is the world’s largest partnership of integrated communications agencies with more than 5,000 staff servicing 6,300+ clients worldwide and 2015 net fee income of US$ 702+ million.

    Thailand is one of the most rapidly developing countries in ASEAN and Karin Lohitnavy stated that there is a great need for PR and communications specialists that can both give local companies international exposure and enable international businesses to establish themselves and expand their reach in the local market. “The powerful resources and the expanded international partnership placed at our fingertips within PROI will let Midas PR Group contribute to the globalized marketplace in a meaningful way.”

    About Midas PR Group
    Founded in Bangkok in 2007, Midas PR Group has built a strong reputation for excellence in the local business landscape. The agency’s main areas of expertise include integrated public relations, digital PR, media planning, social media marketing, website creation and design and event management. Over the years, Midas PR Group has worked with both local and international clients from a broad range of industries including technology, hospitality, fashion, online retail, finance and consumer goods. Midas’ diverse and multilingual team consists of eight nationalities, twelve languages are spoken and the team comes from a wide range of professional backgrounds. The Agency’s diversity helps Midas reach very specific target markets and is the main reason for the agency’s success in the demanding world of PR and communications.

    PROI Worldwide’s new slate of Officers for 2017-2020

    • Vice-Chair, Americas Region: Lisa Ross (RBB, Miami)
    • Vice-Chair, APAC Region: Lena Soh-Ng (Huntington, Singapore)
    • Vice-Chair, EMEA Region: Rania Azab (4PR, Egypt)

    About PROI Worldwide
    PROI Worldwide, the world’s largest partnership of integrated independent communications agencies, was founded in Europe in 1970 and has offices in more than 110 cities in 50+ countries. With 75 agencies across five continents, PROI Worldwide is the 6th largest communications partnership in the world with more than 5,000 staff servicing 6,300+ clients worldwide and 2015 net fee income of US$ 702+ million.

    Banner image: http://kaboompics.com/one_foto/693 
  • Beyond AVEs: Measuring PR Efforts Accurately

    By Mavis Ang on February 15 , 2017

    Public Relations as we know it for the past couple of decades is changing. As organisations focus on newer, better, and faster ways to work smarter, there’s a need for its Communication and Public Relations arm to not only manage its reputation, but directly contribute to the company’s objectives as well.

    This boils down to measuring the effectiveness of communication campaigns, and not just based on AVEs. By using the Barcelona Declaration of Measurement Principles outlined by international PR industry, we’ve simplified the framework to best capture how communications practitioners can best analyse and optimise their work.

    Measurement frameworks should cover:

    1. Goal-setting: state specific objectives

    PR campaign goals should mirror organisational objectives. Specific rather than aspirational objectives are recommended for measurement accuracy. For example, “30% increase in brand awareness” instead of “raise brand awareness”.

    2. Channels: evaluate coverage critically

    Analysis should cover traditional and social media in paid, earned, owned and shared channels. This includes influencers if applicable. Evaluate media coverage not only based on the reach, but also which channels are most effective in amplifying interest for the client.

    3. Perception: determine outcome

    It is important to determine the campaign’s outcome based on the targeted audience, through tools such as sentiment surveys. Clients can then understand if their attitudes have changed since the launch of the communications efforts, and if their interests are piqued.

    Also, assess the strategies in detail. For example, do certain key messages garner more engagement in social media? Or does using one spokesperson over the other create more click-throughs into the campaign microsite and sign ups?

    4. Participation: observe impact

    Going back to where this all started – organisational objectives. Work with clients to ensure relevant data that can determine impact of PR activities can be retrieved. Was there a spike in sales referrals, or has attendance at its events increased? Weighing in on communications efforts this way presents an in-depth and honest analysis, enabling the team and client to build more effective campaigns in future.

    Banner image: Dawid Małecki

  • Outlook for brands in 2017

    By He Lin Goh on February 03 , 2017

    Enough has been said about establishing brand personality, and finding ways to rise above the ongoing social media chatter in the last year. And before we all know it, the new year is whizzing by faster than brands can answer the question, “what do consumers want next?’

    Well, we got you covered with the top three trends that will answer the million-dollar question. Go ahead, have a chew on it as these insights are cherry-picked to build brands that matter and win love this year.

    1. Brand Betterment

     Brands that provide consumers with a platform to claim a stake in social conversations and current events, and respond with real action and in real time will stay relevant and win brand love. The social media landscape has allowed brands to reach consumers better, but also left them jaded after the 10,947,856,550th Twitter comment and Facebook video.

    A winner will be one that has the agility to complement online presence with offline campaigns to empower a current sentiment or evoke a movement for the greater good.

    Taking this up a notch, brands that engage in disruptive collaboration to solve a social issue or enable consumers to be better off, will be better, together.

    1. Put a Premium on Authenticity

     Be it Gen X-Y-or-Z, authenticity is king and we don’t need a futurist to predict that the generation after Gen Z also “craves authenticity”. As more brands shift to social media platforms to advertise under the guise of content, the audience is also becoming more discerning of what they consume. Paid influencers – the de-facto point of reference in the past, can only go that far to inform and influence because what is to differentiate their love for brand A from brand B. New tools of storytelling (Snapchat, IG Stories) have also proliferated the demand for ‘authentic’ content.

    Look for that neighbor round the block that raves about his favorite coffee spots all year long, or that employee who has endless rants and tips to share on parenting. They are the content of now. Consumers are looking for peers whom they can trust and relate to, share experiences, and improve their own well-being.

    1. Big Data for the Individual

    Get on to the next frontier of information and make customers’ involvement count. Appetite for information will continue to grow and in 2017, consumers will be looking for real-time information about the products and services they and their peers use. More importantly, they will appreciate a brand that produces information based on their consumption, and thereby customizing the engagement journey.

    It is time to start harnessing the years of data piled up year-on-year, be it sales receipts or the type of customer enquiries / complains that are made. Analyze them by gender, by geography, by last names or any other creative psychographics close to the nature of the brand and there lies interesting facts and information that makes these data on record more valuable than a marketing research report.

    Banner image: https://unsplash.com/photos/78A265wPiO4