Write right: How erors is reely kiling you’re credabilty

By John O’Callaghan, JOC Comms

 

Reading the comments section of online news stories and social media posts, I wince and shrug when people confuse “your” and “you’re”, leave out the apostrophe in “haven’t” or use creative phonetic spellings such as “incompatance”.

But I really get incensed when I see very basic errors in spelling, grammar and punctuation in articles, blogs and press releases from professionals who should know better or at least make an effort to do better.

As a communications consultant and former journalist, I’m passionate and sometimes pedantic about good writing.

Yes, language evolves and everyone makes mistakes. But how you write makes a big impression.

The devil is in the details. If your email or story is riddled with basic errors, the reader starts to question how thorough and accurate you’ve been with the rest of the information. Your abilities and credibility suddenly become an issue.

Luckily, there are plenty of tools and courses — many of them online and free — that can help you spot mistakes and improve your writing.

But no technology is perfect and there is no substitute for learning the basics, so here is a primer on how to avoid simple mistakes in whatever you’re writing.

(By the way, this is especially true if you’re getting inked up. It’s advisable to triple-check every last detail before the needle sinks into your flesh. Indeed, knowledge is power in the tattoo parlour.)

English is a particularly tricky language for spelling, with many exceptions to the rules and words that sound the same but are spelled differently.

This is one of my favourite examples about how a rule we all learned at school doesn’t always hold true: “I before E except after C — except when your foreign neighbour Keith receives eight counterfeit beige sleighs from feisty caffeinated weightlifters. Isn’t that weird?”

Spelling can be tough but spell-checkers are built into almost every writing platform, so use them. Just don’t trust them 100 percent and always check the dictionary to make sure.

Here are some pointers to avoid mistakes in spelling and usage that are amazingly common:

Their daughter is studying thereThey’re very proud. (Their shows possession or association. There denotes a place or direction. They’re is a contraction of “they are”.)

Your dog is yoursYou’re his owner. (Your and yours show possession or association. You’re is a contraction of “you are”.)

It’s = it is (“It’s warm outside”)

Its = possessive (“Give the dog its bone”)

Apostrophes are misused all the time. It’s “1970s” (plural for the years in that decade) not“1970’s” (which would be possessive)

To: Describes an action or destination. (“I went to the store”)

Too: Describes an extreme (“It’s too cold to go outside”) or is a synonym for also (“She went to Rome, too”).

Fewer: “There were fewer than 10 people.” (Countable noun)

Less: “You should eat less meat.” (Uncountable noun)

Perhaps it’s just me but lately I’ve noticed many people misusing “who” and “that”.

Who is for people. (“She is someone who never gives up”)

That is for objects or non-human living things. (“This is the dog that chewed your shoe”)

I’ll wrap this up with a dash through punctuation marks — the traffic signals on the road to clarity and understanding. In the writing courses I run, I use an example to show how the placement of a colon and a comma transforms the entire meaning.

An English professor wrote on the board: A woman without her man is nothing. The class was asked to punctuate the sentence.

The men wrote: “A woman, without her man, is nothing.”

The women wrote: “A woman: without her, man is nothing.”

Emoticons and emojis never belong in professional writing. 😡 👎😡 👎😡

Are question marks effective? They can be but use them sparingly.

Exclamation points do not belong in pitches, press releases and presentations!

Double dashes can be very effective – to highlight a point or a list of items – but do not overuse them.

To convey information clearly and cleanly, bullet points are great for:

  • lists
  • action points
  • statistics

Colons are used to set off a list before bullet points or within a sentence. “He had three points to make: this, that and the other thing.”

Personally, I dislike the Oxford comma — “She ate bananas, grapes, and strawberries” — as an unnecessary interruption between “grapes and strawberries”. But I make an exception for the sake of clarity: “She went to the bank and the store, and called her mother after lunch.”

I realise the Oxford comma is a very emotive topic, so that’s enough about that…

The punctuation mark I truly despise is the semicolon, which is used to link two independent clauses that are closely related. But most people don’t know how to use it — or overuse it — so it’s better to use “and” or break the sentence in two.

Here I will leave you with the immortal words of author Kurt Vonnegut in a rant of mine published in the Economist.

Of course, the editors could not resist a little poke of punctuation in the headline…

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Influencers – the turning point: Five reasons why micro-influencers are the future of social media marketing

Pippa Brindley, Director of leading boutique and specialist PR firm, VIM & VIGOUR PR, discusses how Instagram presents new opportunities for communications professionals to leverage their micro-networks.

An influencer is defined as someone that inspires you to think in a way that you wouldn’t usually think, or act in a way that you wouldn’t usually act. As the social media space continues to grow, so does the potential for a brand to reach a wider audience through influencer marketing, endorsements and paid partnerships. Those with more followers have a higher visibility –  and the more exposure the better, right?

Instagram users with over 50,000 followers are qualified as ‘macro influencers’ and we now have a market saturated with these, each attempting to capitalise on a supposed ability to inspire their audience by working with brands to filter into the news feeds of hundreds of thousands. What’s resulted is a space flooded by repetitive, generic user behaviour and a lack of consumer trust. It’s becoming increasingly apparent that no one is actually influenced to do anything aside from close off their networks, increase their privacy settings and live satisfied within a domain of individuals who they legitimately know, respect and trust. We all heard of 2019’s #NoChella – a backlash motivated by fatigue of the content heavy, brand plugging, overpriced annual music festival. And of course, 2017’s Fyre Festival whose engagement with macro influencers had an equally macro impact on consumer confidence.

Igniting a fresh wave of social media engagement, the new aspiration and ultimate status symbol is to be part of close-knit circles and exclusive communities with exposure to products and services available to a privileged few.  With this in mind, the ‘micro influencer’ sector continues to head to the forefront of digital marketing.  Defined as having anything between 2,000 and 50,000 followers, what lacks in numbers is made up for with knowledge – micro influencers work in their relative industry, are passionate about it, and add value to it.  if Instagram were to collapse tomorrow, micro influencers wouldn’t be out of a job.

 

So here are 5 reasons why micro influencers represent the future of social media marketing:

  1. Consistency. From their personality and their page’s visual aesthetic to their expertise and opinion, micro influencers maintain a consistent set of core values, making them stronger and more reliable brand ambassadors. Their influence goes beyond the screen into their professional and personal lives, activity and interactions, providing steady and holistic opportunities to influence in all daily situations.

 

  1. Loyalty. Micro influencers foster a community they care about and work with brands they’re passionate about. They won’t be no-shows at events or only engage with their communities when the camera is rolling – they take pride in supporting individual businesses and building a solid long-term working relationship with them, with a shared vision to succeed.

 

  1. Credibility. Micro influencers have a history of success and authority in their specific field – whether its fashion, art, design or nutrition – they’ll have a portfolio of evidence to prove their integrity and wealth of experience over the millennial and Gen-Z influencers who are still on the lower rungs of the career ladder. In the rise of fake sponsored content posted by aspiring influencers in a bid to fool brands they already have credibility, micro influencers stand out with a firm and existing reputation as thought leaders, and a larger ability to achieve organic success and higher engagement.

 

  1. Relevancy. If your audience can genuinely relate to you, your impact as an influencer is higher. Micro influencers have a more attainable and realistic looking lifestyle – they’re friendly and accessible, two characteristics which make them stand out against the masses of macro influencers posting unrealistic content. For brands, the number of followers is becoming increasingly insignificant – questions have long been raised as to what makes a number of followers credible, are they relevant to the brand, are they real, or even active at all? Ultimately, who actually buys something that’s been recommended to them by a stranger?

 

  1. Affordability. $10,000 for a single post from a top-tier influencer is better invested in a campaign with 10 micro influencers – reaching a more highly engaged, targeted audience. While the big brands seek the next global supermodel for endorsement, overexposure can have detrimental effects, and the smaller businesses have an opportunity to thrive. By working with micro-influencers who closely align with their target market, brands with a smaller budget have a unique opportunity to emerge against the masses in an affordable way.

 

Social Media and Critical Digital Literacy in India’s General Elections

by Anuradha Rao

The recently-held Indian general elections highlighted the crucial need for critical digital literacy as a key tool to fight fake news and uphold election integrity in a social media-saturated environment. In a commentary published for the National University of Singapore’s Institute of South Asian Studies (ISAS), Dr. Anuradha Rao has noted that critical digital literacy is particularly important at the digital fringes, where marginalisations and technology intersect. Developing human capabilities and smarter citizens is essential in light of the inability of artificial intelligence (AI) and technological solutions to detect and weed out fake news, hate speech, and propaganda on their own.

Social Media and Political Engagement
Social media has increasingly influenced public opinion and discourse in India since the landmark 2014 general elections, which saw the Bharatiya Janata Party (BJP) and Narendra Modi rise to power through the skilful leveraging of new media. Since then, social media has been used by political parties and actors as a regular tool of political communication, not just during, but between, elections as well.
The advent of social media has significantly impacted the nature and type of political communication and democratic engagement in India. The democratisation of (political) communication has also placed citizens at the receiving end of high levels of propaganda, misinformation, and fake news – resulting in increased political polarization, toxic public discourse, and violence.
Within this context, the ECI directives and internet companies’ monitoring of social media content would make cyberspace a more viable space for democratic engagement. However, these efforts need to be supplemented by citizens and civil society efforts as watchdogs, both online and offline.

For example, the ECI’s cVIGIL app provides citizens a means to report model code violations and electoral malpractices in real time, with a fast-track complaint reception and redressal system. Similarly, as technology companies have now realised, the limitations of artificial intelligence (AI) to weed out problematic and dangerous content make the involvement of humans a necessary condition.

The Digital Fringes
In both cases, the role of informed and active citizens is critical for efforts to clean up social media spaces and uphold election integrity. Where this gets tricky in the Indian context is that the success of such initiatives requires critical digital literacy, a crucial ingredient that is sorely lacking among netizens. Whereas media/digital literacy focuses on the effective use of information technology (IT) devices and services, critical digital literacy goes beyond this to instil critical thinking skills about the authenticity of content, and how it is consumed and shared.

Unfortunately, despite – or perhaps because of – the dizzying speed of mobile phone and internet penetration in India, the state (and even the private sector) has lagged behind in implementing critical digital literacy programmes and public awareness campaigns about the dangers of social media. Populations on the digital fringes viz., those with little or no access to new technologies and/or limited skills to use them effectively, are particularly susceptible to falsehoods peddled online.

The location at the digital fringes is not just a matter of technology, but the result of a series of disempowerments–class, caste, gender, age, geography, etc. Those on the digital fringes include the poor, rural populations, women, the disabled, migrants and internally displaced populations, and the elderly. The combination of rapid digital connectivity with little-to-no critical digital literacy is a time bomb, as evidenced in a string of social media-fuelled mob violence and lynchings in 2018.

Critical Digital Literacy and Election Integrity

Spurred into action by these horrific acts and government pressure, internet companies have initiated measures to detect and remove malicious content and tackle inappropriate behaviour and abuse ahead of the upcoming elections. They have also launched critical digital literacy programmes in partnership with government, private institutions, and civil society organisations.

These, and other digital literacy and cyber awareness programmes initiated by Indian corporate and not-for-profit organisations, are critical first lines of defence in tackling fake news and other problematic content. Such initiatives also play an important role by supplementing the efforts of the national digital literacy schemes launched by the government. Although an ambitious and significant step toward increasing rural digital literacy, the programme has suffered from several limitations, and does not include critical digital literacy in its curriculum.
Already there are a handful of fact-checking websites run by committed individuals, such as Alt News, Social Media Hoax Slayer, Check4Spam and Boom that are fighting fake news on a
daily basis. To make a real dent, however, their commendable efforts must be supported by higher journalism standards in the mainstream media, as well as through critical digital literacy programmes implemented on a national scale.

Conclusion
With the general elections just two weeks away, the thrust on critical digital literacy, particularly for those on the digital fringes, acquires greater urgency. Developing human capabilities and smarter citizens is crucial in light of the inability of AI and technological solutions to detect and weed out fake news, hate speech, and propaganda on their own. The need for collaborative actions – between academia, governments, technology companies, civil society and citizens – to instil critical digital literacy skills goes beyond upholding election integrity to defending the core principles of democracy itself.

. . . . .

Dr Anuradha Rao is an independent researcher and consultant on information and communication technologies for civic and political engagement, digital politics, and smart cities, based in Singapore. She can be contacted at anuradha.rao62@yahoo.com. The author bears full responsibility for the facts cited and opinions expressed in this paper.

Tips For Thai Companies On Engaging An Audience In Vietnam

With recent major inroads by SCC, Nawaplastic Industries, and TCC Holdings, Thai companies continue to ride a wave of investment in Vietnam by expanding sales of Thai products and mergers and acquisitions of Vietnamese companies. However, they may find some surprises among the Vietnamese market. Here are a few things Thai businesses should know about their new Vietnamese customers:

 

  1. Social media is the same, but different

Like Thailand, Vietnam has a large and growing online population, with 55 million people online and approximately 40% of them active on social media. The latter are concentrated in the younger demographics, which are a greater force in relatively young Vietnam (median age 30.5) compared to aging Thailand (median age 37.7). Whether it’s a matter of this age discrepancy or cultural factors, Vietnam’s social media presence is its own thing.

Sure, Facebook is still king, used for everything from advertising to event sharing to fan pages. But Line, while ubiquitous in Thailand, is niche in Vietnam with a penetration of merely 6%. Among chat apps, Japan’s Viber and Vietnam’s homegrown Zalo fare better, especially in suburban and rural markets, since it offers an all-Vietnamese interface and services catered to Vietnamese interests and needs. Other global platforms that are huge in Thailand, particularly Instagram and Twitter, have far less clout in Vietnam.

 

  1. Cash is King

Compared to other countries in Asia, Vietnamese are not big fans of keeping their money on a card, and most purchases are still handled in cash. The trendiest form of online shopping involves ordering products from local Facebook groups, which are shipped by courier and paid for at the door. This means that efforts to offer cash services will be rewarded, while those who fail to implement them may be punished. For a restaurant or hotel, requiring a credit card to book reservations means losing out on customers. And for online sales, COD should always be an option.

The consequences of not meeting this need must be evident to the ride service Uber, which initially relied on its standard credit card and bank transfer payments. Vietnam was the second place in the world where it rolled out cash payments (after India), but by then it may have been too late to catch up, and Uber ultimately ceded the market to its cash-friendly competitor, Grab.

 

  1. The attention you need will cost you

As a result of low salaries among Vietnamese journalists, some measure of “media taken” (direct payment or gift) is expected in return for coverage. This also means you’ll have to work a little harder for consumers’ trust, and you’re better off reaching out to more established media with reputations to maintain.

Traditional outlets like Tuoi Tre and Thanh Nien are solid choices, but digital news media may be even more important. Most young Vietnamese get their news online from sites like VnExpress, Zing.vn, and 24h, which are all three among Vietnam’s top 10 visited sites.

By Derek Wells, an International Relations Associate and Copywriter at EloQ Communications (formerly Vero IMC Vietnam), and Clāra Ly-Le, Managing Director of EloQ Communications. This article was originally posted on EloQ’s blog. For more information on EloQ Communications, please visit www.eloqasia.com.

How To Handle A Crisis Scenario, According To Vietnamese PR Experts

As part of her doctoral dissertation, EloQ’s Managing Director – Clāra Ly-Le – interviewed several public relations experts in Vietnam on the subject of crisis communication. Clāra’s work focuses on social media, but the insights expressed by experts were often applicable regardless of the medium. What follows are some of the most worthwhile pieces of advice she gathered.

ACCEPT FAULT SINCERELY

If a simple error was made with no apparent victim, it is still good practice to acknowledge and change any false information (without calling too much attention to it). Consider how software companies regularly list bug fixes in their updates, even if they discovered those bugs themselves. When people were harmed, however, things get more complicated, and apologies and recompense become necessary.

One company had a crisis due to milk contamination. According to an expert: “They resolved the root cause because they apologized to the consumers sincerely. At that time the consumers were angry, but later they saw the honesty of the brand. The brand also regularly updated the press even though the information was negative. They regularly reported to the media how many products they had recalled.” It’s this transparency that allowed the company to regain stakeholder trust after a potentially devastating disaster.

Meanwhile, in 2014 a separate drink company found themselves in a bind when a shop owner discovered a dead insect in a sealed drink and demanded money in return for his silence. Rather than take accountability and address the issue, the company offered money then called police on the man before he could take it. This resulted in the story of the insect being amplified by the story of the man’s arrest and imprisonment, creating a major fallout. The company lost control of the message, failed to adequately apologize, and soon faced a consumer boycott that cost them $89 million in losses over the next year.

 

OFFER MEANINGFUL COMPENSATION

Several experts mentioned the response of a certain large electronics company which produced a flagship device whose explosive tendency got it banned from airplanes. They said that it was the company’s thorough and convenient recall offer, with the option of a full refund or exchange, that eased consumers’ minds and allowed them to renew their trust in the company.

“They made mistakes in their technology, but their communication and crisis management were not wrong,” one expert says regarding this case. “If a brand apologizes and aggressively attempts to rectify the problem on a large scale, consumers will not deny it. It takes practical action along with apology to help settle the matter.” It’s important to note that solutions should be offered on a case-by-case basis. “Do not be afraid of wasting money and do not think each case is small,” another expert says. “If many cases come together, they will create a big crisis. We have to deal with each one individually, so people will feel respected.” The expert adds that this approach of respectfully addressing consumer complaints can in fact increase their loyalty following a crisis, as they feel that the brand cares about what they have to say.

 

TAKE PROMPT ACTION

A foreign car company was shown to have defective brakes on one model which created a safety issue, reports an expert. “[The company] apologized to their customers and recalled all the cars to check the issue. The Vietnamese public approved of this action and appreciated that the brand cared about the safety of its customers.”

A separate foreign motorcycle company had a similar issue with defective parts on bikes sold in Vietnam. As another expert relates: “They told all consumers who bought their motorbikes to go to their dealers, who would replace the defective parts free of charge and bear the full cost of repair.”

In each of the above cases, the crisis was diffused by a prompt and thorough response before it could damage the company.

Companies who were less successful at crisis management, the latter expert says, “did not receive positive reactions from the public because they released their apology at the wrong time, and left the problem unsolved too long.”

After a crisis has passed, experts recommend continued corporate social responsibility [CSR] programs to help restore the company’s image.

 

THE THEORY BEHIND THE PR

William Benoit’s influential “image restoration theory” identified five methods by which organizations and individuals attempt to correct their image. These are denial, evasion of responsibility, reduction of offensiveness, corrective action and apology. Benoit states that the best action to take depends on circumstances, but some are more effective than others.

Denial, for instance, is only advisable for the truly innocent. Otherwise it can backfire and cause further damage when the truth is revealed.

If an organization is at fault, most experts agree that a sincere public apology, followed by expression of remorse and regret, should be the first option on the table. Afterwards, corrective action goes a long way. That can mean a number of things, from promises of changed behavior or policy, to removal of offenders, to some form of restitution for those harmed by the company’s actions.

Somewhat predictably, experts also say that such an apology is the least-used strategy among Vietnamese organizations, who tend to ignore crises in the hope that they will fade away on their own. This approach may work for a small incident (and if they are lucky), but in the modern world where information is easy to share online it’s just as likely to fail spectacularly. Surely the ideal is to avoid a crisis entirely, but crises are not always predictable. When they do occur, organizations should be prepared to respond with honesty, dignity, and respect for their stakeholders.

 

This post was published by EloQ Communications, Vietnam, and written by Clāra Ly-Le, Managing Director  of EloQ Communications. It was originally posted on EloQ’s blog here.

For more information on EloQ Communications, please visit www.eloqasia.com.

Building your Confidence, Assertiveness&Influence

By Emanuela Giangregorio MPRCA

Communications professionals are expected to model great interpersonal skills.  We are not all naturally confident and assertive, and often find it difficult to say “no” or get others on board with our ideas.   The good news is that these skills are all learnable through awareness and practice.   No matter where you are on the confidence scale, below are Three Confidence Boosting Practices…

 

  1. Practice High Self Esteem

“Low self-esteem is like driving through life with your handbrake on.” – Maxwell Maltz

Self-limiting beliefs and self-doubt are the biggest confidence killers. They are rooted in fear of failure, and a disproportionate perception about the consequences of failure.  Are you aware of your inner voice?  What is the running commentary that goes on inside your head? What sorts of things do you say to yourself ? The first step to practicing having a high self-esteem is developing your self-awareness and knowing when your thoughts are empowering and when they are disempowering.  I don’t know anyone who can truly say they feel empowered when they say things to themselves like “I’m not good enough” or “They probably won’t like me”.  These are examples of limiting thoughts that lead to limiting self-beliefs that lead to low confidence.  Next time you have a limiting thought, dismiss it as you would swipe a boring news article on your smartphone.  Then replace it with an empowering affirmation, like “I am confident because I am competent.”

 

  1. Practice Positivity

“Choose to be optimistic; it feels better” – Dalai Lama XIV

If you think about the people you really like to spend time with, it’s likely they are all optimistic positive people in their outlook.  An outlook is the way a person chooses to interpret their experience.  Having a positive outlook is easy when things go well.  The best time to practice positivity is when things are tough.  Now, “tough times” means different things to different people.  I’ve seen a woman reduced to tears because she broke her finger nail minutes before she had to go out.  I’ve seen a senior executive complaining to his team about how the Compliance Department are a “useless waste of space” because they raised quality issues in his department.   I’ve also seen a manager, who knew her job would be redundant in 3 months and had to train others to do her job before she left, say to her team “everything happens for the best; you’ll see that this restructure will benefit the business and give you opportunities that you never had before, so embrace it.”  Negativity leads to unnecessary misery.  Why be miserable?   This doesn’t mean you should accept everything and not complain when you are dissatisfied. However, when you complain from a mental state of positivity, you are likely to see far greater collaboration than when you are projecting from a place of negativity.

 

  1. Practice Visualising

“Visualization is daydreaming with a purpose.” – Bo Bennett

If you feel you’re lacking in confidence, practice visualising a version of yourself that is confident.  To do this, choose a time of day when you have 5 minutes to yourself and can sit comfortably with your eyes closed.  Take a deep breath in and let it out slowly.  Do this two more times.  Now, imagine yourself in a work place or social scenario where you would love to exude confidence and assertiveness.  See yourself in that scenario.  Pay attention to what you look like, what you’re wearing, your body language and what you’re saying.  Now magnify that image of yourself. See yourself in this movie as a highly confident personFEEL how proud you are to be that person.  All the time, breathing deeply in and out.  See how others are responding to this confident version of you. Open your eyes and pay attention to how you feel.  Do this for 5 minutes each day, for 21days in a row, and notice the difference.

In conclusion, if you are able to interact with others confidently in a variety of situations, you will not only be more successful but your life will be enriched too.  Would you like to learn more and be coached on techniques to unlock your ability to positively influence others with confidence?  Attend my course  “Building your Confidence, Assertiveness and Influence”  through PRCA SEA.

After this course you will have an increased self-awareness, and will benefit from the opportunity to understand and practice some confidence, assertiveness and influencing techniques that work.    With ongoing practice, these skills can become second nature.  This will reduce your anxiety, help you become more effective in delivering successful outcomes and greatly improve your working relationships.

The Potential of Podcasts in Vietnam

In April last year, Google tweaked their search algorithms so that podcasts – internet-based talk shows – now appear alongside text, image, and video results. If the message wasn’t already clear, it should be: podcasts are big, and more international brands are taking advantage of their rise to expand their reach. With podcast ad spending expected to reach $534 million by 2020, it’s increasingly evident that advertisers worldwide have realized the vast potential of engaging with podcast audiences.

Awareness of podcasts is also growing in Vietnam, and with it comes the potential for a more direct form of engagement with a brand’s target audience. The booming Vietnamese start-up culture and surplus of tech-savvy millennials are pushing non-traditional means of doing business and receiving information, and podcasts are among their new frontiers.

THE BRAND-HOST CONNECTION

Podcast hosts often speak directly to listeners, creating the sense that fans know them personally. This lends itself to an important characteristic of podcast advertising: rather than taking a break to air pre-made ads, podcast hosts tend to read out advertisements themselves. Thus the ads feel more like part of the show, creating an association between positive feelings audiences have for the show and their feelings about the product, and likely playing a part in the fact that 77% of podcast audiences choose not to skip the ads.

Due to this close association between host and advertising, when brands choose to promote themselves on a podcast they should make sure its host has the appropriate character and tone to communicate their desired message in a way that feels genuine. Those brands which have significant social media followings can leverage their knowledge of their followers’ content preferences to engage (and even cross-promote) podcasts which meet similar needs.

Podcasts tend to attract a certain highly desirable but challenging audience segment. They are inclined to be educated and affluent, and they spend more in consumer categories such as travel, tech, entertainment, and transport. 58.2% of listeners are university graduates, and students are twice as likely as non-students to be podcast fans, so the audience of a given podcast often spans generations. These audiences also tend to be active listeners who choose content based on their interests, an enthusiasm brands can tap into by promoting themselves on podcasts based around their industry or reflecting their desired image.

The Vietnamese YouTube star who goes by ‘Dang HNN’ has introduced his audience from YouTube to his podcast series which features him narrating various books, positioning himself as both content provider and curator. Currently sitting on iTunes Store Vietnam’s top 50 shows, the podcast is streamed alongside a multitude of international (generally English-language) business, lifestyle, and educational shows. By expanding into podcasting, Dang HNN has increased his potential fanbase and given his existing fans a new way to connect with him, while opening the door for new kinds of sponsorship.

 

THE POTENTIAL FOR THOUGHT LEADERSHIP

Asia Pacific markets have seen a sharp uptick in online presence in recent years. Millennial audiences in the region are increasingly made up of information-driven individuals. As traditional forms of media lose sway, these autodidacts often turn to non-traditional media – including podcasts – to learn more about the world. Brands can tap into this interest by sponsoring platforms for valuable information and perspectives from a range of credible sources, such as industry insiders and high-profile guest speakers.

Those brands which create an association between themselves and the content people seek can carve out a space among otherwise challenging demographics. Dao Chi Anh, founder and CEO of KAfe Group, Inc., has done just that. The Hanoi-based entrepreneur, who runs both a trendy café and an online store, has created her own podcast series that discusses her pursuit of success and happiness along the journey of building her brand, thereby tapping into an audience of educated and entrepreneurial individuals. This is a subject of interest far beyond fans of her café, but it also drives brand awareness for KAfe Group and attaches a relatable human face to its business.

Whether designed to entertain, generate conversation, or inform, the podcast medium in Vietnam is full of untapped potential waiting to be harnessed. For those companies whose target audiences are likely podcast listeners, this is a great time to explore opportunities with advertising and content creation in the podcast realm.

This post was published by EloQ Communications, Vietnam, and written by Jesse Ward, a Strategy and Relationship Executive at EloQ Communications. It was originally posted on EloQ’s blog here.

For more information on EloQ Communications, please visit www.eloqasia.com.

 

AI & PR – A Future to Embrace, Not to Fear

2019 Edelman Trust Barometer (Singapore)

Managing Presentation Anxiety