Thank you to everyone who turned up for Case Study Night and to celebrate Social Media Day with Mashable. Thanks also to the speakers Ms. Chong Lip Wei from Canon Malaysia, Ms. Freda Liu from BFM Radio, Ms. Joanne Kay from Crocs, Mr. KK Chin from MyEG and Mr. Kenny Wong from P1 W1MAX. Our host AdExcel and sponsors Cziplee for the moleskine notebook, Papa John’s Pizza for the 50% discount vouchers and the videos you see below are the wonderful work of our good friends at Integricity/Satoo.tv.

The panel discussion was moderated by Anthony Umann (http://twitter.com/llamasonic).

Colin Charles or @Bytebot on Twitter has summarized the events of the night and you can read his post in full from the following links:
SMCKL #7 notes: Canon, bfm89.9, MyEG, P1 W1MAX
Crocs Malaysia and race based market segmentation

Thanks Colin. With his permission, we are sharing his summary with each video below.

We would like to encourage everyone to continue the conversation in a civil manner and respect that everyone has their own opinions.

Chong Lip Wei from Canon Malaysia

1. You can find them on Twitter at @CanonCameraMsia. They wish they had more followers on Twitter, because in comparison, their Facebook page has quite a lot more followers.
2. They’ve got 4-5 people in the marketing department, and most of the marketing executives are very, very young. One thing that was made clear: the marketing folk at Canon are very, very passionate. Corporate policy denies them from browsing social media sites, so they bring their own laptops, and use DiGi Broadband at work, to get their social media stuff going.
3. Their Facebook strategy has garnered them over 56,000 fans. Find them at their Facebook page. I just visited it, and realised that they have a landing tab (Explore! Canon), so they have invested in Facebook a little. Kudos! To bring traffic, they’ve also decided to engage Canon users: they change their Facebook profile picture on a daily basis. As a reward, you get your avatar, and name displayed on their Facebook page for a day. If you are the monthly winner, you actually get a prize – a printer or a camera! Canon has found this to be a rather successful campaign and it clearly works for them.
4. They also have a presence on YouTube – iLikeCanonCamera. There are commercials, and more. Now with more video on some of the cameras, like the 7D and 5DMkII, they’re also looking at using Vimeo for video.
5. They are going to build a virtual community at: EOS World. They already make use of newsletter blasting. They also mention they have a EOS Buddy Club, but that requires some qualifications (i.e. you have to own some of their upper-end DSLRs). The EOS World is open for all. I learned something new with regards to the Buddy Club – I qualify to join!
6. They do blogger engagement: Brian, aka goldfries, Kim Ong, a blogger called Ah Beng (no link because I couldn’t find it via Google easily), and Namewee.
7. Something they believe in: under-promise, over-deliver

Freda Liu from bfm89.9 (popular radio station)

1. They do their own surveys, so it may be a little different in comparison to what other radio stations that pay external organisations to come up stats do. With over 500+ respondents, they found that 46% of BFM listeners earn more than RM5,000 per month, and over 45% of listeners live in homes with monthly income greater than RM10,000.
2. Their most popular listener age group? 26-30. The next highest are those aged 30-35.
3. They upload all their podcasts to their website. This is true for all their shows. They get over 7,000 podcast downloads, per week! They might be the most successful Malaysian based podcast channel, for what it’s worth.
4. They want to give more personalisation via their website in due time. Currently they tweet at @BFMRadio, about upcoming interviews, interviews released as podcasts, and they do try to ensure they are conversational (true – this is one aspect I like about their account), and they do run contests.

Joanne Kay, Crocs Malaysia

1. They invest heavily in Facebook – they have the regular Crocs Malaysia page, as well as a Crocs Ideas page (which isn’t linked form the main page). They have over 14,652 fans that like their page. Content is largely what’s coming out in the stores, and what’s to become available.
2. There’s some Twitter engagement (@crocsmalaysia), but it does not seem as popular as Facebook (other speakers had similar comments).
3. They’re doing blogger engagement. For the year 2010, they’ve picked five: FeeqSays, Rebecca Saw, Marcky.my, MissyCheerio, and Christopher Tock. These bloggers are known as their “official bloggers”.
4. While the arrangement isn’t made clear with the official bloggers, it is made clear that the official bloggers get free Crocs, in exchange for writing about how Crocs have influence on the daily life of the blogger. Bloggers are basically selling stories, pushing experiences, where their Crocs get involved. I don’t know if there’s a minimum post count/amount of engagement required, or its something you do in passing (which is why I said the arrangement isn’t clear). I do however think that with the proper metrics, story telling and sharing experiences, totally rocks.
5. To engage with their readers, these official bloggers also get to run competitions on a weekly basis, and the rewards are free Crocs for winners. Good, it gets more Crocs out there, especially to the non-believers.

KK Chin, MyEG

1. First up, KK Chin is very funny! MyEG is not a government agency, in fact, they are a public listed company, established in 2001. The reasons they are on social media? “You’re there, we’re there”.
2. They have about 800,000 users in the MyEG database. They process 3,500 road tax renewals daily (this was five months ago); now, at the end of June 2010, they do 7,000 per day! In comparison, JPJ does about 22,000/day. Incidentally, you can also renew your insurance online, and they’re seeing uptake of 120-150 daily renewals.
3. They had a Facebook page, started in November 2009, iwth over 8,000+ fans. However in mid-May 2010, Facebook decided to delete the page. They have no idea why.
4. Their Twitter account started at the same time. They look for words like “myeg”, “road tax”, and “saman”. They will then reply and try to help you! That’s what I call customer service, plus a great customer acquisition strategy. From what I gather, they occasionally also give away free road tax renewals, and more via Twitter/Facebook.
5. MyEG has crazy ad spend on TV, as well as on AMP radio stations. In comparison, they spend close to 8-10% on social media.

Kenny Wong, P1 W1MAX

1. P1 believes they were the first to have a digital-specific customer care team in Malaysia. The team has about 8-9 people to engage on social media!
2. They know being a service provider they do get some flack. They have spent the last 6 months expanding their network, and now believe they will come back on SM a lot more!
3. They help sponsor Project Alpha, and 15Malaysia. 15Malaysia had some interesting stats: over 510,000 downloads, over 3.2 million streamed, over 15 million page views, nearly 94,000 Facebook fans, and over 1,600 Twitter followers. The most popular video (by viewer-ship and being shared) was Potong Saga.
4. P1 harnessed YouTube for their ads at one stage. They had spent their limited budget on creating videos, that there was no more money for buying air-time. YouTube was their free distribution mechanism.
5. Kenny mentioned that if you’re in customer service, working for a telco/ISP< you definitely like pain! You’ll get more brickbats, rather than accolades. Sometimes, the same sort of person will condemn, but they will also complement – its about how much people value and resonate with the brand/service. Remember to take the hits. Laugh at yourself. And do that well.