Poring over Facebook and Twitter may be the pastime of most people, but for Kevin On, these social media can serve as tools to help companies reach their tech-savvy target customers.
As leader of the digital-influence practice team at Ogilvy Public Relations Worldwide in Hong Kong, On is exploring potential digital applications in social media marketing. The industry has duly taken note, with On named “Young Professional of the Year” at the Hong Kong PR Professionals Association awards in April.
What is digital-influence practice?
It is social media marketing using word-of-mouth and electronic technology. It originated from Ogilvy’s headquarters in the United States. We help clients develop social media-focused and digital marketing strategies. We have expanded our scope to cover mobile phones and apps [for various mobile devices].
How is this integrated into your marketing campaigns?
The digital-influence team works closely with Ogilvy One – the online visual marketing arm and the advertising arm. We develop holistic integrated digital communication solutions for individual clients.
To help clients maximise their return on investment, for instance, a Facebook campaign can incorporate some media placements and an outdoor advertising campaign.
All of us are involved in identifying the ultimate core communication objectives to help expand clients’ businesses.
What are your main tasks?
I update my clients on the latest social media technological innovations. I also help them identify the applications of these innovations to improve customer awareness and enhance the image of their brands.
We are essentially public relations consultants who have the technical knowledge and skills to advise our clients on new social media technological innovations.
We are also responsible for deepening the digital knowledge skills of Ogilvy’s account staff. The objective is that they will become digital consultants themselves.
Have the honours you have won affected your career?
The selection process for the “Young Professional of the Year” award was intensive. All the contestants were interviewed by a panel of judges consisting of prominent local PR professionals. Throughout