甜斸世ⅧI∫ ∫N 17﹃ 日-7Ξ ﹃﹄

:言言富冒咠暑堊蝁霤量賞﹉

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announcements such aS the Yot9Tube└UVe HUn9 KUng conteSt, GUU9〡 e

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crc〡eS 〡n HUn9 KUn9 and 刊e、Ⅳ them tU

part｜ c〡 pate 〡n the LG Prada └〡nk ｜aunch

eVent 〡n Sin9apore vvh∥ e thΘ b｜ o99erS

had to S︳ t thrUu9h a cUnVent〡 Una〡 press

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Ⅵ↙ou︴dsoUnbegoneasⅥ↙e∥

MELtN° LA鏚

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toWrite逾扭outf° °銑 beautyand電 raVe︳ .Averagew@@kIypagev:ewsare

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〡seeasi9n︴ ficantchan9e,thePRs、Ⅳi｜ ｜Start toca∥ andSay“ canyouSharethiS

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sa｜ esvo｜ umeofcer走8in productSafter︴ b｜o9ab。 ut t丹 theyevenexperienceout-

of-StUckfUrthefirst t好 ne!

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respectb〡 U9gerSaSnnuchasyovtreatyUur︳ Uya〡 cvstUmerS

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thernarket,theshUpp〡 ngma∥ haStakenthe

｜n｜ t〡 ativetUtryd｜ fferent th｜ n9sand exp︳ Ure

thsnewtoU｜“┬heva〡∪ab｜ eth〡 n9tU〡 earn〡 StUbe〡 n

“Sorne︳narketers th:nktheycou︳ djuStbuya︳:St ordatabaseUfb︳ oggerSand:nv:tethem toanevent.”

thereandexper〡 enceandΠ ndouth。 witcan

he〡 p orcomp︳ ement theex〡 Stngmarketng

mlx,’ shesayS

┬am Ⅵarns that b｜ Ug9er en9a9ement

Shou︳ dbe9〡 VenthesametreatmentaSany

other rnarketn9tUU︳ andnotbeV〡 eWedaSacheapera〡 ternat〡ve SheSaysasubstanta｜

amUuntUfresourceSarerequiredtUUrgan〡 se

suchevents“︳t’S m〡 S〡 ead〡 ng tU Say uSin9 S° c〡 a｜

media︳ ncurSzerocUst t’ SnUtfreΘ !”

Butwhiea9enc〡 eSte∥ yUuthatab︳ o99er

eventShU∪ 〡dbeC。 nducteddfferentyfrUm

a trad︳ t｜ UnaI med︳ a event, Rudi └eung,

an 〡n刊 uΘ nt｜ a〡 b〡U99er and d〡 rector Uf

con┐ municatUn p〡 ann〡 ng fUrA9endaAS〡 a,

SaySSomeUftheeventSheattendedarethesameformatasapreSSconferencebuthe｜ d

inan informa〡 way, Sh° rtUfhand〡 n9 Uuta

press re〡eaSe

However, he 〡s more c° ncerned that

connpan｜ eS are on〡 y tapp｜ n9 thΘ “A” ︳iSt

b｜ U99erS ｜nStead Uf thoSe that are mUst

en9agedwiththe｜ rbrands

LeungsaysmUstb〡。99ers、ⅣhoShUⅥ ed

upfor theNok︳ aN97〡 aunchwerecarry︳ n9

〡PhoneS He Su99estSthat brandS Shou〡 d

cUnSider 9U〡 n9 fUr the most en9a9ed 。

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Carne Senll, 〡nteractive drectUr

As〡 afor Ruder 「︳nn, ar9ueS it’ s a∥ abUut

enga9ement“SUmemarketers think theycUu〡 djuSt

buya︳istUrdatabaseUfb〡 U9gerSand.invte

themtUanevent,” shesaid“丁hey’re not a channe, they are

human”

And don’ t eXpect them to post yUur

press re｜ eaSe Un their b｜ °gs or wr tten

〡ike an advertUra︳ └eUn HU, vˊ ho runS a

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read〡 n9anyoftScUntents“YUu don’ t pitchtU b〡 U99erS, youoffer

themanexperenceto｜ eaveandShareWthreaders,” SenftSays

VVhⅡ e the U〡 d metrics Uf meaSurin9

med〡 a covera9e are baSed Un pubⅡ cation

crcu〡atUn and numberofprΘ sscⅡ ppin9S,

〕U lYlARK匚 T〡 NC, 〢UN6 KUN6 」∪└ㄚ 2。 U9 WWWMARK巨 ┬︳NC,一 ︳NTERAC┬ IV巨 C● M

εUV巨 R S┬ URY

Mo｜〡y Mu〡 Uy, d︳rectUrfUr Edeman HUngKUn9, Says cUmmUn wayS tU meaSureb︳U99eren9agement〡 nc〡 udeWebSitetrafΠ c

reach,b〡 Ugv｜ ewership,Ⅱ nkSandnumberUfreSpUnSeposts

GoU9〡ed。eS not baSe 〡tS RU｜ ent re〡 y

on the amUuntof CUvera9e it

rece!ves Hsu says

tS inveStment v凶 th

〡oca｜ b｜U99erS paid

Uff When b︳ UggerS

created Goog｜ eGuru, a22UStr。 n9UnⅡne

cUmmun｜ tyofGoo9〡euSerSandenthus｜ asts

She adds that theSe b︳ og9erS n。 t Un〡 y

proV〡ded va｜ uab〡 Θ feedback Un prUductS

but a｜ SU Served as eVange｜ istsfUrGoUg〡 e

app｜ icatUnS

「Urmer jUurnaⅡ St, turned b｜ U9ger and

ASiaPac刊cdrectUrfUr36Ud〡 9ta｜ in刊uence

HoWeVer,heWarnSb〡 U99eren9a9ement｜SjuStUneUfrnanytactcs〡 n soc〡 a︳ media

“MarketerSdennite〡 yneedasoc〡 a〡 media

strate9y” ∪nⅡ ke buy〡 n9 an ad, Crampton

saysb〡 U99eren9a9ement iSaboutbui｜ d〡 n9

re｜ ationsh〡 psand〡 t’Stmeintensive

A┬eXt 1UU b︳ U99ersurveyre〡eased ︳n

Uuneth〡 SyearShUwedthattheb｜UgUSphere

〡nHon9KUn9haSbecUmemUrema｜nstream,

Ⅵith 6U● o Uf PR executives hav︳ n9 had

cUntactwthb｜o99erS〡 nthe〡 aStSixm。 nthS

Compared to 〡ast year 、Ⅳhen none ofthe

b〡og9erSuSede〡ements ofaSoc｜ a〡 med｜a

rΘ｜eaSe, 33% ofthem Sa〡 d they have this

year

○ther observat〡 UnS frUm the repUrt

ShowSthatTwtteruSe｜ Sveryhi9hamon9〡Uca︳ b︳Ug9erS, part︳ cu〡 ar〡y aS a meansUf cUntact than Uther marketS rank〡 ng it

secondafteremaⅡ

SimUn┬ ay〡 or,mana9｜ n9consu｜tant at

Text 1UUHongKUn9, says

th〡 s means fyU∪ Want to

︳nteract xlVth

or 〡n刊 uence ab｜°99er〡 nHUngKUn9,youneedtUdUmUrethan

〡ustf。 ｜〡。wther

b︳ og“YUu need

to be fUⅡ Uwin9

and en9agin9

Wth them onTxV忙ter”

He addsthat b〡 o99ers

〡n Hon9 KUn9 rank newspapers as their

numbertwUsourceUfinfUrmatonafterUther

b〡 o99erS, NA9h〡 ch Su99ests that traditiona〡

med｜ ahaScUntent thatcan’ t befound on

b〡 U9S Ur Uther SUcia〡 media ︳Uca∥ y ┬ay〡 Ur

saysthis isanUppUrtun︳ tyfUrHUn9 KUn9

buS〡 neSStU ︳a∪ nch authUrtatve cUrporate

b｜U9SaSan｜ n刊 uenc〡 n9channe〡

B〡°99ΘrS 〡n HUn9 KUn9arenUttakin9any chanceS vˊ th marketers who might

conS〡 der b〡 o9ger en9a9ement a passin9

fad A cUmmittee of ｜Uca〡 b｜ o99erS haVe

a｜readyUr9aniSedtWU“ PunchParty” eVentS

thatSaⅥ rnorethan 15Uattendeesateach

event

VVh∥ eyoumi9htSt∥ 9etawayspamm〡 n9

yUurtemp〡 atepress re｜ ease.tUjU∪ rna∥ StS,

the new ru〡es of bIU99er en9a9ementrequre you tU 9et on the radar Uf 〡Uca｜

b〡 og9erS

fUr○ 9〡〡VyPR,┬ hUmaSCramptUn strUn9ybeⅡ eveS 〡n the dec︳ine of media and rSe

Uf SUc｜ a｜ med〡 a 〣e Says there’s a hu9e

demand frUm HUn9 Kon9 marketers fUrb〡Ug9er en9a9ement aStheylnd Va｜ ue 〡n

gU〡 n9direct｜ytUcUnSumersandbypaSSin9

themedia

′撬彳歹霙定忍et苦屌:土劣氍息七t︳｜m忙ed numberofjUurna｜ iStswhUmWerein刊 uencersbutSUcia〡 rned〡ahaSnUwmadethenumberUfin刊 uencΘ rStheycou︳ dreach

Uut tU Sca〡 ab〡e, creatn9 an eSca〡 atin9 Ur“megaphUneeffect”

“n the 2Uth century, peop｜ e pa〡 d

attent on to neⅥ /SpaperS ｜nthe21Stcent∪ ry,

peUp〡 e、小hUdUeSn’ tpayattentiUntUsUc︳ a〡

meda〡 samalUr prUfeSSUnaη aw下 hat’ S

、ⅣherepeUp〡 eareta〡 king,” CramptUnsays

HongKongb︳ oggersweref︳ownt° S:ngaporetoattendLGPrada’ S︳ a● nch.