Developing Brand Ambassadors for Hong Kah Point through Social Media Journalists : Bloggers

The importance of Social Media for Business

Social media brings about a fundamental shift in communications from corporate to peers (social networking)

It’s no longer about brands crafting key messages through public relations or creating a punchline for marketing. It is about social influence and advocate from a 3rd party’s voice that bring about credibility and mindshare.

Developing Social Brand Ambassadors will be a thriving trend in marketing in 2011. It will require a serious budget allocation along with other marketing initiatives.

No longer will any advertisement be complete without the presence of social media platform for crowd sourcing or immediate response.

What are imperative for social media implementation to be successful ?

In order for social implementation to be successful, there are 8 main areas an organisation need to examine before taking the plunge :

  • senior management buy-in
  • social media knowledge level
  • existing customer engagement level
  • competitive insight level
  • staff and resources allocation
  • what are the plans and channels selected
  • the presence of process documentation
  • governance and measurement control

The Story of Heartland Fiesta 2011

Below is the case study of Heartland Fiesta (1-28 May), am initiative by Bole Business Consultancy. ( It’s objective is to bring back the spirit of heartland centres’ vibrancy through Eat, Shop and Play concept. Already into its 3rd year in 2011, it can no loner create the same buzz through traditional media like TV, radio and newspaper advertisement.

Even with the creation of the fan page, there is a need to create awareness through strong advocate (aka. social media celebrities).  This problem is compounded by the fact that many neighbourhood centres in various parts of Singapore are involved. It is a social campaign and needed social celebrities to get involved.

The Neighbourhood  Centres:

  • Toa Payoh Central
  • Bishan Town Centre
  • Teck Whye Neighbourhood Centre
  • Jurong West N5 Neighbourhood Centre (Hong Kah Point)
  • People’s Park
  • Tampines Neighbourhood Centre 4

The beginning of the Journey : Hong Kah Point

Very few Singaporeans even for those living in the West know where is Hong Kah Point. Many thought it is a mall, or a building where the town council is. It is in fact a serious of 10 HDB blocks locating at Jurong West St 51 (Blk 501 – 510). It is also known as “Chinatown of the West”

Selection of social brand ambassadors

The requirement is simple, anyone who lives, eat, play and shop at neighbourhood centres. Social Media is about uniting people with common interest. It is no longer segmenting people based on age, gender, income level or occupation.

The offer - We invited 8 bloggers with a brief summary of Hong Kah Point, 3 weeks before Lunar New Year on Jan 9. To ensure google visibility, we prepare a list of tags to be inserted into their post. Each blogger is given $150 of ang pow to eat, shop and play in Hong Kah Point on 15 Jan from 10am to any time they wish to leave. The mission is to discover the magic and spirit of Hong Kah Point and capture them on blog with pictures, video, montage or even animation. They are free to bring anyone along but the budget to shop remains the same. There will be a competition among them to select the top 3 blog. The criteria is a) Content b) Creativity c) Vote. The prize is cash money :

  • 1st Prize – $300
  • 2nd Prize – $200
  • 3rd Prize – $100

15 Jan, 2011 @ Hong Kah Point Blk 504

On 15 jan, after some briefing with a map, Mr Kelvin Tan, Secretary of the Hong Kah Shop Proprietors’ Association gave out the ang pow to 8 happy bloggers. They are :

Their blogs for the Hong Kah Point Shopping trips are as follows:


Honorable Mention

Google Search

1. On 30 Jan 2011, 10 days after closing of submission

2. On 23 Feb, 30 days after closing of submission

Conclusion :

  • Results
    • The fan base of the page increase 100% in 2 weeks
    • Google ranking improved and stay consistent after one month
    • More than 500 pictures were added.
  • Social Media readiness
    • Senior Management Buy-in – Both the management and staff were supportive of the social campaign
    • Social Media Knowledge - All key staff are administrators of the page
    • Existing customer engagement level – Most micro business owners have yet to catch on the social media fire, but the younger generation living in neighbourhood centres are more aware of Hong Kah Point
    • Competitive insight level – In this case study, there was no competitors of a similar business
    • Staff and resources allocation – Staff planning and consultancy were needed and fund for shopping and prizes were also allocated.
    • What are the plans and channels selected – Only Facebook and Bloggers were engaged this time
    • the presence of process documentation – It is not integrated to other marketing initiatives except for press advertisement
    • governance and measurement control – As this is the pilot initiative, the governance is entirely depended on the discretion of the consultant
  • More projects are under way – those who are bloggers and keen to partcipate in the next shopping.blogging trip, please contact Andrew Chow –
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44 guests invited for 44th celebration of life, friendship and opportunities – Andrew Chow

Business and Pleasure Mixer

These 8 pictures were taken within 3 min and I myself am amazed of the different kind of hand gesture I can create :)

( The left froggy was done by the wonderful staff of Jean Tan from Aago Pte Ltd :D)


I can’t remember the last time i organised a networking event for business friends whom I know for opportunities. I can remember the last time I celebrated my birthday in a party was 23 years ago when I turned 21. I couldn’t decide what to organise and end up doing a hybrid event – Business and Pleasure Mixer on 18 Feb 2011.

Details: My email invitation in a previous post


Venue : Smartspace Singapore - a multidisciplinary co-working space based in Singapore. We aim to provide a zero to launch platform in Singapore for student entrepreneurs, start ups and non-profit organizations by taking care of their work space, office furnishing and business support services for their core business at an affordable cost.

  • 3 distinct zones.
  • Infinite ideas.
  • Infinite SmartSpace.

The gentleman in white is Mr Michael Zhan, the founder of Smartspace Singapore, giving a quick overview of Vision, Mission and future direction of the company. Michael is also a lawyer by training.

Wine : Angels Share Wines Pte Ltd - Angels’ Share Wines specialises in sweet, sparkling and sophisticated wines. Ancient winemakers believe that as wines age in barrels, a magical process occurs. When some of the wine evaporates, an Angel accepts it as her share, and in return, imparts many lovely, sophisticated flavours into the remaining wine.

Theme: Business and Pleasure Mixer

This nice balloon is a gift from my friend - Rachel Lee

Some of my guests captured on photo deserve special mention :

Min Zhen – a wonderful and bubbly up and coming top agent in DTL Property Network Pte Ltd, she can be contacted at She is someone I have known for 8 years and had numerous corporate experiences with leading banks of Singapore.

David Wee – CEO & Founder at Asia Speakers Bureau (ASB), David Wee can tell you how to improve corporate entrepreneurship in the New future, create new space in a crowded market, lead by serving, and let your business achieve the highest level of growth with more vibrant workplace.

Sophia Lim & Rachel Minn Lee, are consulting managers (Executive Search) of Anverson Consulting Pte Ltd

L1 : Eric Chan, Account Manager of Nanyang Tech Pte Ltd which specialises in IT Support, PC Sales/Rental and Trade-in/repair.

L2 : Charlene Ng, Business Manager of Star Fish Net

L3 : Au Yeong Yuen Mun, Strategist in Hospitality Star, a eUniversity.

George Wong – WineMBA, Founder of Wine Lovers’ Club, often described as “God of Wine” by local media. He is one of the most sought after speaker for wine in business and social events.

Gin Wong – A Beauty and Lifestyle Blogger who enjoys and love life at the beautiful moment, staying happy and constantly looking out for beauty remedy with a mixed of FUN and APPRECIATION to gorgeous things around. She is also one of the 3 lucky winners of a bottle of Moscato. Gin is the proud owner 0f Blog – Ginevi

Left : Ezen Ho – Manager of Eroma Marketing, a business for SPA, Beauty and Wellness.

Right : Yvonne Lim – Event Manager of Smartspace Singapore, she is a highly efficient event planner and organiser.

Aaron Koh – Business Development Manager of Taggo Pte Ltd, a social media channel for facebook fan recognition.

Left : Aik Boon, CEO of Crazy Bid, a online auction business. Right : Ellen Shi Min, Founder of Smart Translation, a professional multi-language translation agency.

Left 1 : Ocean Wang, the most under-rated oil painting artist in Singapore. She produced 3 oil on canvas portrait for F1 drivers in 2010 for Charity auction. Yes! she also produced 2 oil paintings of 2 Andrew Chows

Left 2 : Valerie Song, the founder of Match Resources Pte Ltd, which does ‘match great companies with great people’ and naturally ‘great people with great companies’ on a daily basis.

Left 1 : Kim Chua, Team Manager of Walton International Group (S) Pte Ltd

Right 2 : Teck Beng, Director of Performance Leadership.

Right 1 : Kent Chan, Asst Associate Manager of PropNex

Right 1 : Gavin Choo, Business Development Director of Chris Cooper Group. Together we manage the biggest family entertainment show in Singapore – Walking with Dinosaurs in 2010.

Right 2 : Richard Chew, a volunteer in Corporate Communication for Lutheran Community Care Services (LCCS)

Left 2 : Serene Pan, Vice Director of Biz Asia,

Right 1 : Prasanna Srinivasan, the Senior Consultant of Skynapse, a Microsoft Technologies Solutions Provider. His company was the consultant to develop the website of Romancing Singapore.

Nazran Ahmad, is the producer of SUPER, dealing with events, productions and design. Nazran has helped me to co-organise many social events for singles including Dating@Sea in 2007

Douglas Quek, the Account Manager of Signetique IT Pte Ltd

Anita Ho, Programme Manager of Asian Women’s Welfare Association (AWWA)

Right 2 : Rina Neoh, Co-Founder and Director of Mercatus Capital

Lady at centre : Jean Tan, a lawyer by training but a Brand Consultant in practise. She is the managing director of Aago Pte Ltd.
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I gave out 20 copies of my book in final draft. “Romancing the Media” is a business book written for the SME by the SME, equipping business owners with management skills and social media strategy.

The winners of Moscato : Aaron, Gin and Kent

Proudly sponsored by Angels Share Wines Pte Ltd

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Bloggers share their hearts about their heartlander place in Singapore – Hong Kah Point

The posts from our bloggers to encourage their followers to soak in the spirit of Lunar New Year 2011 at Hong Kah Point is out! It is located at Blk 501 – 508 at Jurong West St 51.

This is a pilot project to encourage business association of all heartland centres to engage younger generation in heartland areas to rediscover the magic, fun and memories in their estates.

It will eventually lead up to Heartland Fiesta 2011 (1 Apr – 15 May).

Read about how :

The gentlemen :

1. Aussie Pete -  A Pictorial – I Left My Heart In The Heartlands – Hong Kah Point

2. Darren Ng - My Heartland – A Portrait of Hong Kah Point

3. William Tan -Hong Kah Point- The Little Chinatown in the West

4. Shaun Owyong -My Heartland Fiesta 2011- HONG KAH POINT!

The ladies :

1. Christine Ng - Girl Next Door + Panty Guide

2. Lingyi – Hong Kah Point is Hot!

3. Valentine – Eat, Shop and Play at Hong Kah Point this Chinese New Year 2011

4. Gin Wong –

The official page of MyHeartLand –

Please look for your favourite blogger’s link and vote for them by “like”

The top 3 winning bloggers will be announced by 30 Jan. They stand to win a total ang pow of $600 in cash!.

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Walking with Dinosaurs – A Small step for Andrew, A Big Leap in using Social Brand Ambassadors

Who says “Walking with Dinosaurs” is just for children? The adults love them just as much especially when they stand 9m tall with heads almost touching the ceiling of the Singapore Indoor Stadium. On 1 Dec, 4000 people were among the very first group to watch the international acclaimed theatrical production – Walking with Dinosaurs. It was here in Singapore for 20 shows in 12 days (2 days break)

It is also the first time, a international company has budget for social media brand management and my company was awarded to manage the social campaign for 3 months. My allotment was 200 tickets, about 5% of the entire stadium on the very first night. 40% of them were given to charity (yes, I believe we are blessed to be a blessing to others).

Some of the VIPs created many wonderful user-generated content which help to promote Walking with Dinosaurs. The show ended just last weekend will be in Hong Kong from 22 Dec – 2 Jan.

This is the first time I have activated so many social brand ambassadors and the result has been great! Social business should leverage on social media for effective marketing and positioning.

It was such a good show that even our Prime Minister Lee and wife went on 11/12 to watch it

My VIP list on 1 Dec includes:

1. Merry Riana and family (check out her youtube video on Walking with Dinosaurs)

2. Magicbabe, JC Sum and Adeline

3. My good friend and great portrait artist Ocean and family

4. Joe Augustin and family

5. Aaron and family

6. Valerie Song and family

7. Samson and family

8. Annie Chan and friend

9. Estelle and friends ( Check out her home-made “promotional” video)

10. Willy Foo and friends (check out Willy’s wonderful pictures on Walking with Dinosaurs which I think is one of the best)

11. Karen Goh and family

12. Jenny Liew and family

13. Ellian and family

14. Gladys Chung and partner

15. Sharon Tan and partner

16. Valentine Low

17. Felicia Wang

18. Gavin Choo

19. Gin Wong (check out her blog)

20 Danny Pang & Family

21. Sebestian and girlfriend

22. Eric Feng and friend

23. James Leong (my NLP instructor) and family

24. Simon Foo and family

25. Cris Lu and her mother

26. Timothy and family + relatives

27. Last but not least my mother


1. Bole Business Consultancy (proud owner of


1. Staff and client of Young Women Christian Association

2. Staff and client of Student Care Services

3. Staff and client of Lutheran Community Care Services + 2 lucky draw winners from 19 Nov Golf event.

4. Staff and client of Singapore After Care Association

5. Staff and client of WINGS

6. Staff and client of Restroom Association of Singapore

7. Staff and client of B Well

Here are some of them captured on pictures


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