Non-governmental vs. Social Media

In this week’s blog, I am going to talk about how non-governmental organization using Social Media to create benefits and achieve their mission. According to McKinsey Global institute, social sectors could get benefits based on five functional Social technologies value levers, they are Collect in formation and insights, Mobilize resources, Execute mission, and Organization-wide levers. And in the following blog, it is more focused on World Wide Fund for Nature (WWF) and how they use value levers to execute their mission by educating the public and engaging supporters.


The WWF is an international non-governmental organization working on issues regarding the conservation, research and restoration of the environment. It is the world’s largest independent conservation organization with over 5 million supporters worldwide, working in more than 100 countries, supporting around 1,300 conservation and environmental projects (Source from Wikipedia). Their mission is “to stop the degradation of the planet’s natural environment and to build a future in which humans live in harmony with nature by: conserving the world’s biological diversity; ensuring that the use of renewable natural resources is sustainable; and promoting the reduction of pollution and wasteful consumption.”

Based on the research, WWF has massively integrated social networks within its campaigns and projects. For example, a WWF’s social spot is aiming to share links and sites worldwide to largely keeping in touch with participates and/or supporters, and share their newest information through these SNS. Furthermore, its latest mobile digital campaign “Little Things That Mean the World” has engaged Facebook to promote a new way of supporting WWF in UK.

  • Educate the public

WWF has widely use YouTube to promote its educational campaigns and projects. High click/viewing rate helps these educational video widely spread.  In the example below, the video starts from a cup of latte and trying to educate the public in increasing awareness of using less of our nature resources, as stated in the title, Change the way you think about everything. And it is exactly the magic power of using social media, which influences audiences’ potential awareness and encourage them to change behaviour in the end. Also, it is noticeable that, SNS like YouTube has its wide transmissibility, as a part of important platform of social network in nowadays, people would like to transfer/share anything useful/interesting they think to their friends or family. All these benefits WWF to close to achieve its mission.

  • Engaging supporters

Based on using social technologies, it is possible to engage huge amount of supporters at the shortest and cost efficient manner. For instance, WWF holds a global event “Earth Hour” on an annually basis. It is encouraged people/business/ governments to participate by switching of non-essential power for one hour at the end of each March. In my self-experience, I first noticed this event through a friend’s share link on Facebook. After registered the website of participation, I am now receiving a monthly newsletter via email from WWF Australia about anything news and ongoing event/ votes/ volunteers information. Even though this event has some critical site like “it does not help at all with merely one hour power saving”, this event could still build a huge database of supporters in a very friendly way. Furthermore, they also created the Google+ to share the information regularly, which has more than 126,166 followers.

To conclude, apparently, WWF is a sort of social media master in achieving their mission and goals. Also, they did more than I wrote. Hope you enjoy this reading.

Thanks for any comments.



Risks and Risks Control of SMS

Social Media Sites (SMS) is now widely used in our daily life. However, because of its well recognition, there are more and more legal issues arose aligned with accomplishment of SMS, such as Confidential Information, Wrongful dismissal, Statutory risks, Occupation and organization specific risks and Reputation risk (Malcolm Burrows, 2011). And what is Social Media Policy (SMP)? A SMP is a policy that “supplements a contract of employment to be legally enforceable by an organization on its employees”. A SMP can therefore address most of the risks that have been discussed above. Further, risk matrix also include: Breach of copyright, defamation, false statements/ misleading and deceptive conduct and the tort of passing off etc.

China Merchants Bank (CMB) is one of the biggest bank in Mainland China. Its business operates like other banks are toward personal banking, corporate banking, online banking and electronic banking services.

  • Reputation risk

In recent years, CMB has tried to participate more through SMS, one of the most important is Weibo. Weibo, as explained in the previous blog, is a new platform almost like twitter, which is widely used by Chinese internet users to gather informations from personal/ media channel.  As CMB participate in such SMS, it has a huge reputation risk. this is because SMS like Weibo is a platform that any simple idea could be widely shared. However, these ideas may be positive or negative, it also may be right or even wrong. Under this condition, SMB, acting an important part of people’s daily life, has a very complex relationship with its stakeholder. Any negative side of unsatisfaction of organization would be related to negative judgments and increase the risk to harm the reputation/brand. This risk could from all stakeholders, that is it is possible to be harmed by internal or external.

Relates this risk to SMP, it could be easier to protect organization’s reputation and control/ minimize the possibility through internal management. For example, set specific SMP statement to strict/ prevent any employees’ conduct about sharing any information relates to the work.  Or set-up a anonymity feedback to solve any internal problem and minimize the chance to let anyone speak outside.


  • Loss and disclosure from confidential information

As mentioned, Weibo, for example, is a place to share and gather information. It could be personal, as everyone has his/her own page of messages; it also could be public, because everyone could access your page without leaving any visiting information. Thus, it is possible to say someone from CMB is sharing a personal information like he is processing a business loan to some listing company, but it is accessed by public visitor. On the other day, huge amount of money buying its share and organization got a lost. This information should be part of confidential, and as the result, risk of loss and disclosure from confidential information exists. Huge negative impact occur. So does CMB.

However, this could be prevent somehow by implementing SMP. As Borrows said, it is important to let staff who are involved in social media clearly understand legal risks and organizational SMP.  That could help to risk control as well internal organization management.

  • Security risk

I found this particularly apply to banking industry. Banks, always need all sorts of security issue, from “how to access the treasury” to “does anyone else could access the system data”. And even on HR side, they also have such risk relate to security,  like “is there any eavesdropper from outside”? All these security risk may caused from internal and/or external. For example, system security risk could relate to virus from internet, or personal conduct.  And this is more significant aware by organization management team. Thus, SMP and other Privacy Act/ laws could take action against these security risk. For instance, SMP of CMB could generate some binds to let no access of any SMS or similar sites. As the result, it could reduce the risk of getting virus from exploring internet.

There must some more legal risks may generate while relating to SMS. However, this should not be totally prevent by setting a SMP, but it could be minimized by a successful implementation and understand.

Hope you enjoy this reading.


How Lenovo does marketing and supporting?

Have you seen this YouTube before? Did you notice that how many ThinkPads are in the screen?

Well, the fact is that Lenovo ThinkPad is the only laptop permitted on International Space Station.  And as part of IBM’s personal computer division, ThinkPad was acquired by Lenovo at early 2005. But this does not the end of ThinkPad, instead, this is the beginning of reborn. After years of intention, ThinkPad’s sales has been doubled. Also, new innovation appears, such as ThinkPad Helix and ThinkPad Twist. However, the most thing I want to talk about today, is its customer services and marketing & sales.

Marketing and Sales

  • Market research and customer insights. Recently,there is a more targeted approach to Lenovo’s digital marketing decisions and increased its returns. Thank for the Adobe’s marketing cloud, Lenovo received a huge increase on its recent rate of return.  A more targeted data was helping the corporation to decide spending more on digital campaign rather than traditional advertising. These Adobe solutions also let Lenovo well noticed on their current target market and design specific marketing decisions.
  • Marketing communication and interaction. Lenovo’s communication between customers are well structured and well participated through all platforms such as Facebook, Twitters, Weibos (a Chinese twitter, widely used between Chinese internet users), official blogs and forums. These platforms are well established and manage by specific groups of marketing people. For example, on Lenovo’s Australia and New Zealand Facebook page, there are posts on a daily basis. They also promotes their new products, and releases news related to their CEO’s on the Facebook page, for instance, “CEO Sleeping outside” or some new decisions made by board. Further, through these social media platforms, such as Weibo, Twitter and Facebook, customers and people who interests in Lenovo could either chat with each other about their thoughts or sharing experiences. And the most important things I found is that the communication could be not related to any technical issue, but a good connection built.  At the same time, on each webpage, visitors could simply click and enter a short comment card about the web content, layout and ease of use.


  • Social commerce. As one of the largest personal computer vender, Lenovo sold on a world basis operation scale and provide a professional online customized personal computer services. As trying to provide a good user experience, they also has a online based shopping assistant 24/7. Although these are part of customer care, but compare to one of its competitors: Dell, Lenovo’s customer is much supported and cared during online shopping.

Customer Services

  • Customer care. To my point of view, Lenovo’s customer care is more than other similar computer manufacturers. For example, when you check with their online support, either technical support or after sale services, they are all provided in a professional manner. Different divisions of questions have linked to each other if there is anything related, and also the website provides their postal, telephone, and internet contact methods to meet different customer needs.


Maybe Lenovo does more than I mentioned. But they do targeted market and try to meet customer needs, as who said that, the customer is the king.

Thank you for today’s reading, and welcome for any comments.


Enterprise 2.0 is on Fire.

When someone talks about Web 2.0 and its possible implementation, what will you think about its uses for today’s businesses? Yes, it is much critical in nowadays as most of us are just using the Internet, but few of us are acting as a regular blogger or wiki-inputer. Thus, within Enterprise 2.0: The Dawn of Emergent Collaboration, there are six components are introduced to readers, which are Search, Links, Authoring, Tags, Extensions, and Signals (SLATES). Further, it should be noticed that, Wikinomics business models suggests there are four basic principles acts as central concepts of wikinomics of Enterprise. They are Peering, Openness, Sharing, and Acting Globally.

As I have already experimented with some social technology tools. I am here would like to talk about other two companies (based on weekly requirement) which are either using Web 2.0 to achieve their objectives, or applying Enterprise 2.0 principles as an important method.


ASOS first launched in 2000, after 12 years expansion, it is now the third largest online-only retailers in UK. ASOS has over 2000 employees, more than 7 different languages associated websites and two international offices. And its revenue in 2012 was more than £515.72 million! Obviously, ASOS gains a huge success, when we look deeper into its history and try to analysis their features, we could better gain more understanding and learning.

1. Fashion Blog and ASOS Magazine

ASOS runs a fashion blog with articles of celebrities and entertainment. And it should be noticed that ASOS links relevant items within these posts to their retail website. This is similar with Asos Magazine. People could read the magazine online and it is also linked all items to its webpage. Hence, when visitors found anything interesting in the blog, they could directly click these items and found ASOS website to buy it and keep it. Linking seems direct the whole activities and ASOS is particularly doing well in use this technology to gain more potential profits.


2. ASOS mobile, iphone and ipad app

It is important that an internet based website could follow up all new welcomed technologies to enhance its consumer experience. Up-to-dated Information Technology boosts user experience in a dramatic way, a good adaption is the key for an organization to control the target market under Enterprise 2.0 environment.

3. ASOS Life community

The site contains posts from members of employees, and a help forum that let customers to answer each other’s questions. In addition, it also permits them to submit suggestions for site improvements in a submission cart and they can rate each other’s suggestions as well. This is such more than an openness principle for ASOS to hearing others, and adoption of authoring also encourage people to be involved.


I would like to say Pinterest is a SNS of “photo bookmark”. Maybe not everyone are using Pinterest, so a little introduce of this first. Well, every user has their own pinboards, which can share with others and manage. While they found something freshly through a website and want to record on their pinboard, they could “pin it”, or they could “repin it” from others’ pinboard to theirs. During these activities, the original website of the image is stored along with it, so viewers could easily to access original website simply by a click.

Pinterest was found on 2010, and according to Reuters, till Feb 2013, there are more than 48.7 million users globally. And at the 2012 Webby Awards, Pinterest won best social media app and best functioning visual design.

So, what are the specials that push them to make such well attention? Well, as observed, it is important that easy functions attract large groups of people. Users can choose to share others’ images or make their own pin, it is much welcomed today that an image could be “re-traced” and original information (original website ) stored. Thus, it is quite pleased to find that people act globally and really enjoy this simple “pin” function. Further, all those “pin” and “re-pin” activities are supported by linking, tagging, and also do recommendations supported by extensions, which makes simple function generates larger attractions.


At last, these two examples of organization let me think that Enterprise 2.0 is not just technology or principle, it should be also recognized as engagement. When both organizer and users are engaging into Enterprise 2.0 through sorts of technology of social media, they could be well played in helping business doing much smoother under today’s Internet environment.  They are not compulsories, but they are essentials or shortcuts to hit better performance. So, maybe we can say that, Enterprise 2.0 is significant and should be noticed as fire which is ligten worldwide.

on fire

Ps, I would like to introduce one of ANDREW MCAFEE’s blog posts, which I found is quite helpful to think deeper. The post is related to SLATES’s last component, called The Signal Core.

Thanks for reading,


Weekly blog strategy for Enterprise 2.0

Hi everyone, here is my first post for this blog. As mentioned in the About page, here is a free area that you can insert your ideas, whatever like or dislike through the comment. All suggestions will be fully welcomed.


In order to doing well in Enterprise 2.0 blogging, there are some special “strategies” I may apply:

  1. Be confidence – English is not my first language, but I think many people have the similar situation. However, everything I am trying to express and share here is based on my research and personal experiences. I am not such a celebrity could be so popular, but there should be a confidential foundation to do blogging.
  2. Trying harder – Yes, a good blog needs containing useful information. If you could not come up with useful tips at moment, then try harder. Maybe read more and think more, or talk with others, discuss some ideas with peers and make these ideas stronger.
  3. Visit others’ blog – The fun of blogging I think is to share. Visiting others’ blog could share thoughts and exchange ideas. On the other hand, visiting could promote your own blog to others, and increase the visiting quantity.


Further, I would like to introduce a video about how to produce a website with WordPress 3.5:

It is critical to apply anything you want to a blog, sometimes, due to technical issue or something limits. Thus, fully understanding and implement functions that a platform already has is quite important. Besides, all these updates could help users to increase visitors’ reading experience and help bloggers to improve their blogs’ status.


There is one of popular blogs I always visit: MICHELLEPHAN.COM. I have to say Michelle’s success has many factors, and many years later over 4 million of followers subscribe her updates. In her websites, consistently updated daily blog is of the key factors that driven many followers. Even these updates are revision of previous years’ one, but still keep updating and shows her improvement in either content and post production.

She also promotes her blog, twitter, Facebook and video channel anywhere. While the appearance of “Instagram”, she took a chance to update frequently and soon enjoy this new fashionable platform to increase her influence.

Thus, at least two things I want to sum up for a self-reminder. Firstly, keep doing and show your improvement. There is nobody that could be a innate pro-blogger, all I need is to keep trying to do better. Second, follow the technical trend and well use them to promote. Maybe this is the hardest part as you have to speak in/ before somewhere new or someone who is not used to be included in your communities. But, you know what, everything has its all new beginning. After this, maybe I could enjoy this experience and implement these experience in the future studying and working.


Tired of reading? Lest’s have a bit of rest, enjoy some cutest animals on the planet.

panda lazy panda

(all these pictures are from Google Image.)

I love pandas, not only because they are one of national treasures form China, and their charming naivety. Seems they have kind of silly looking, don’t they?

And if anyone interesting in Panda Alive? Please click here.


BTW, if anyone would like to share-link with me, please feel free to contact, I am looking forward to do that. And here is my Facebook page.

Appreciate your reading!