Technology As Innovator

Assignment 1: promotion and expectation management using social media

Requirements

Chan Than San is a Vietnamese model working in East & South East Asia region. He has a Xanga site, a Yahoo! 360 site, a MySpace account and at least 2 Facebook accounts which he maintains manually himself. In 2010, his modeling career is rocketing it consumes most of his time and his manager wants him to fully focus on his main task as a model.

Suppose you are hired to be the Social Media Manager for Chan Than San.

1. How will you get to know him both professionally and personally? Detail all assumptions made.
2. How do you plan for the transition from he to you on the current accounts? Also clarify the legal and ethics issues relating to account management.
3. How do you manage expectation in communities in which the language used is not comprehensible to you? For example, you speak English and Vietnamese and want to see what Indonesian fans say about him - of course they use Indonesian.
4. Which media will you use to promote him? Why?
5. How do you manage the community? Detail all assumptions made.
6. How do you deal with criticism, negative responses, flaming, spamming, trolling from the communities both within and out of your management? Detail all assumptions made.
7. How do you collaborate with his manager, stylists, event manager, photographers and fan club coordinator?
8. How will you do SEO on his fansite (if any)?
9. Who do you expect to report to? Detail all assumptions made.
10. Think of a case when conflict of interest arise. Detail that case. Propose solutions you want to take in order to tackle the conflict.
11. Where do you see yourself in the next 3 years in your career?

What the…?

What is this joke about?

No this is not a joke. I’m serious.

This is a piece of career orientation I’m giving for the enthusiasts in the social media industry - if you care enough.

Social Media gives a platform on which new business opportunities are built. What businesses? Every single kind of business you can name.

In social media, there are not only the product implementers (creators), the advertisers (trader), the analysts (observers), the investors (angels), the users (clients). There is also the role of the consultant.

Consultants are ones who utilize knowledge and reputation influence to assist the business growth. Financially, this role helps generate revenues, and adds another link in the cashflow of this industry. These are also people who spread the words, standardize the concepts, educate users and businesses.

Where are these people in Vietnam? I can see Nguyen Viet Hai from i360 and Do Quang Tu. I know some others who are doing jobs very close to this role.

Are you interested? Think about it. And I hope you have been inspired.

Trivia

Do you wonder why I chose this particular person to write about, not another more well-known Vietnamese celeb? The reason is that he is not known only within Vietnam, but in other adjacent countries as well. The regional opportunities and challenges if working with this person are interesting to raise. The second thing is that he is using some social media properties including Xanga & Slides, apart from the default-in-Vietnamese Yahoo! 360 + Flickr, which should intrigue/interest the social media experts. This is similar to the buzz in the social media world about Britney Spears on Twitter.

I’ve heard about a fansite for Hoang Thuy Linh being developed by several young social media initiators. This could be a great opportunity for experiment with new media interactions. It will be interesting to see how a fansite built by the 2.0 people will differentiate itself from other sites.

What do you think?

1. New Yahoo! Profile launched.

2. I started surfing the web rather late in 2001. Yahoo! Profile has always been there in the same address profiles.yahoo.com - that means it should have always been there in the last decade without people’s notice

3. Compared to the old profile, new profile only adds Feeds, Guestbook and reorganizes the profile.

4. Yahoo! Profile is NOT a social-networking site.

5. Yahoo! Profile is another step in their Open Strategy, but how useful is it to users? Users do NOT think like roll-then-scale-then-integrate-then-sell strategists do. Don’t challenge their patience.

Conclusions

• Don’t bother comparing Yahoo! Profile with 360 or 360plus or the late Mash, they’re not the same.
• Don’t bother dragging Facebook or Blogger here, it’d only make a not-funny-at-all joke.
• Yahoo!’s hints are but hints, promises are but promises, buzzes are but buzzes. No hit created.

1. 360plus started off in April 26, 2008.
2. Reaction was very weak. None, yes, none, of my 360 friends moved to 360plus. Even the non-tech users lost their confidence in Yahoo! products. When they saw the buggy 360plus, they even backed off farther.
3. Later on we learned that 360plus Vietnam was the product for Vietnam. What was meant to replace 360 is Yahoo! Universal Profile.
4. With no old friend on 360plus, I made friends with some a few new people though. However, it was neither an information goldmine nor a communication platform I was looking for. The community there was filled with spams, unthoughtful and inconsiderate bloats from younger users, despite some very nice efforts to guide the new users. I lost my patience after around 500 entries.
5. I tried to come up with around 20 suggestions for features for the 360plus team before quitting nevertheless.
6. Not until early September did they introduce a data migration tool from 360 to 360plus. What flabbergasted me was that the tool looks like it bases on public RSS feed from 360 to import to 360plus, which means the 360plus team has limited access to the 360 global database. Where is inter-department collaboration inside Yahoo!?
7. But I’m sorry it was too late I was not even trying the tool out. I have backed up entries I want to keep to my Window Live Spaces blog, manually.
8. Many of my friends on 360 have moved to Facebook.
9. Will 360plus Vietnam hit the 2 million cap that 360 did in Vietnam?

Addendum

Yahoo! shut down their “social network experiment” Mash just a few days before. Generally people agreed with this decision, Mash was too weak even for a marginal project to last.