Sunday, September 29, 2013

eLearning

Singapore had her first taste of eLearning back in 2003, during the SARS outbreak, where all students were all quarantined at home for a week. Subsequently, schools started implementing eLearning weeks to prepare students in the case of future emergencies, epidemics or...zombie apocalypses.

The "e" in "eLearning" doesn't stand for emergency, even though it was what seemed like eLearning started out as. Our generation is fortunate enough to be given the opportunity to grow academically with the aid of computers. Whether it is looking for information online or completing assignments, the Internet has been and will continue being a great help. Having said this, eLearning allows us to make use of the vast amount of information available on the Internet to help us with our assignments.

Educators have always put an emphasis on "understanding" and "applying". Since eLearning requires us to use the Internet, it forces us to open new tabs with the simple click of a button and do our research on the given topic. We can then understand the topic by reading the various perspectives that different studies have on it and apply it to our eLearning assignment. This is more useful than flipping the pages of a textbook, which results in students having the same answers. With textbooks, students also tend to apply less and "lift" more, overlooking the importance of "understanding" and "applying".

I attend Human Nutrition (NTR108) classes once a week, which seems insufficient should students want to clarify anything that they have learnt in a previous lesson (the previous week). When classes are held twice to thrice a week, it makes it easier because the content is still relevant the next lesson which is within the week. Because it makes it difficult for us to communicate face-to-face, my NTR108 instructor has started a discussion board where students are free to post or reply to any questions.

There are also folders where we can access videos and additional readings for better understanding. This also makes it easier in the case where she has to go for trainings and won't be able to make it for class. Even though this eLearning platform is not compulsory for all students to take part in, it certainly comes in handy when we are doing our revision (which I am going to start on after this post ends).
 
The future of eLearning shows that the online classroom will be an interactive one, like that of Second Life Education. There are both audio and visuals (in the form of avatars) to enable students and teachers to interact with each other. Students will be less apprehensive about asking or answering questions because they cannot be judged from behind the computer screen. However, this also means that teachers are not able to pick up on the students' non-verbal cues online, causing them to miss out on their uncertainty or doubts that require clarification. Teachers are also unable to keep track of the students' presence – he could be watching TV while in the virtual classroom and his absence would still go unnoticed! Although teachers have found the solution for that (eg: making students answer questions periodically), the system will be more efficient if the teachers and students get to see each other via webcam. I believe that such virtual classrooms are the future of eLearning.

Here's a video on the benefits of eLearning, chock full of little known facts that might intrigue you. So much time, effort and money is put into teaching in a physical classroom and we don't even realise it!


*the aforementioned situations are descriptive of students from Primary school all the way to University, with the emphasis placed on Primary and Secondary school students, who rarely use the Internet for research purposes. 

Sunday, September 22, 2013

eCommerce: Lovemarks

Having made purchases online before (whether it is a product, a hotel room or an air ticket), we all know what draws us to visit an online store. We all have personal preferences and ideas of what we like about an online store, which is what keeps us coming back for more. For me, I like to visit online stores that have clean layouts, easy navigation, and good customer service, such as return policies or live chats where I can post my enquiries. To be a good eCommerce store, one has to fulfill all the aspects of the AIDA model – Attention, Interest, Desire, Action. Let's analyse my favourite local online store, Zalora.

Attention
What is the first thing that catches your eye at an online store? Attention includes imagery and layout. The Zalora layout is minimalistic but we all know that less is more. Zalora makes use of black and white for its font and layout, so that the coloured images of models and other products can stand out against the white background. The colours of the images used are striking and attention grabbing. 


Now compare Zalora to Qoo10. Which would you enjoy browsing?


Even though there are plenty of products for sale at low prices, Qoo10's layout is a mess, and I never know where to begin. Hence, I usually find myself hitting the red button on the top left corner of the page even before I can start shopping.

Interest
The content on the online store must probe the user and make him/her want to find out more. The tricky part is drawing the user to aspects or features that he/she might like. On Zalora's website, we are greeted mainly by the male and female models, who direct us to different departments based on our gender. If not for this, male users (like my boyfriend) might have the misconception that Zalora only sells women's clothing. 


Desire
Desire is fulfilled when the online store is able to link the features and benefits. This seems to be absent in Zalora's home page. Perhaps, they could've added in a phrase that said "Style at a wallet-friendly price, without compromising on quality". Who could turn down cheap, high-quality trends?!

Action
What would lead customers to take action would be good customer service, perks and rewards. 
- Customer service 
1) Zalora has a hotline to call when in doubt 
2) They offer 30 days free return. This means that if you're unhappy with your purchase, you can return it and receive your refund, no-questions-asked.
Perks & Benefits: 
1) Free delivery above $30! Who doesn't love free deliveries? And with all that amazing, affordable clothes, it's not hard to spend $30 to enjoy that benefit.
2) Cash on delivery, which saves shoppers the hassle of having to do a fund transfer or having to rummage through their wallets to look for their credit cards, then keying in the never-ending digits.
3) $10 voucher just by signing up for a newsletter. How easy is that!


However, online stores have to go beyond the AIDA model to ensure customer satisfaction. When the markets get competitive, the AIDA model alone will not suffice. Zalora and ASOS, Amazon and eBay, Taobao and Qoo10 – they are all essentially built on the same ideas. What is important is to find something that sets your online store apart from others,
Kevin Roberts, CEO of Saatchi and Saatchi Worldwide has found a formula for this. 
"Lovemarks" is the term coined to inspire "loyalty beyond reason". The strongest connections in life are built on love and we are all affected by emotions. Hence, the same theory is used to increase brand loyalty in customers.
The hallmarks of a lovemark are mystery, sensuality and intimacy


Mystery
Don't reveal everything down to the slightest detail. Leave room for imagination and make customers want to find out more. Take this old Apple II ad for instance.


Neither the appearance of the computer nor its features were revealed in this advertisement. This will leave customers craving for more information and anticipating the launch of the new product. However, if everything was blatantly stated in the advertisement or in the store, there will be no hype. 
In addition, ideas have to constantly be fresh or the relationship between the brand and its customers will become stale, just like in a relationship. How would you like it if your other half wears the same clothes, eats the same things and go to the same places everyday? Online stores have to constantly innovate to come up with not only new products but new marketing techniques as well. 

Sensuality
Sensuality makes use of the five senses.
In an interview with Roberts, he used America's best selling luxury car, the Lexus as an example. He mentioned that sensuality is the signature smell and feel of the buttery leather seats, which is unique to the Lexus. However, what's lacking would be a touch of personalisation in terms of the entertainment system. What should come on when the car's stereo is switched on should be a compilation of songs specially handpicked for the Lexus, not a radio station that is the same in every other car.  
Likewise, what's the image or feel of your online store? Is it interactive? Is there music playing in the background? 

Intimacy
Intimacy is vital to maintain good customer relations. Since eCommerce means that all transactions are done online and store owners are unable to know how customers feel about their product, it is important to keep in touch with the customer base by taking efforts to request for feedback on the products or arrange for a mass meet-up session to get to know your customers. One of my favourite local clothing retailers, Love, Bonito, has an excellent level of customer intimacy. Some events, like those that give highest spending customers a chance to view and purchase the latest collection before their launch dates, are by-invite-only. These events are smaller and more intimate, allowing the owners to speak to their loyal customers and get to know more about them. The owners will then be able to put a face to the people they have been corresponding with online for years.
Then there are larger events such as the annual/bi-annual mega sale (below), where customers can speak to the owners if they wish to. 

(photo credits to Love, Bonito)

Below is a video on the Lovemarks Effect. When a store encompasses mystery, sensuality and intimacy, it becomes irresistible. So what is your Lovemark, and why?

Sunday, September 15, 2013

Social Networking

Social networking is essentially a network of people. After watching the "Social Networking in Plain English" video (http://www.youtube.com/watch?v=6a_KF7TYKVc), it became clear to me as to why social networking sites are of value to each and every one of us. In a nutshell, the video explained that unlike in the real world, where we are unable to see connections between people, social networking sites allow us to see these hidden connections. Forming and maintaining relationships become increasingly easy too. This is especially valuable as I transition from being a student to becoming a working adult. "In life it's not what you know but who you know." A very cliche but true statement that was reiterated in class this week, with regards to social networking. Connections, connections, connections. Where better to seek than social networking sites?



Forgive the speaker's rather monotonous tone – I'm hoping his good points make up for it! Maintaining good relations with others is SO important because you never know where the relationship could take you. Person A's boss might have a job offer which he shares on his Facebook wall. Person B is seeking a job and sees the post. Person B contacts Person A to express his interest, and asks if Person A can link him up with his boss. TA-DAH! The wonders of social network.

From a different perspective, social network can help people look non-run-of-the-mill jobs too. Of course, the more "famous" people have it easier:


Yes, you read right. Singapore's top blogger (one of my personal favourites too), Xiaxue has gotten herself a a year's usage of 3 rental cars just by blogging. Much of her house renovations were sponsored too (sorry to rub it in). Her job here is to write an advertorial in return. Would she have been able to enjoy these perks if not for social networking? No. Advertisers get through to her via her highly influential blog, Twitter and Instagram accounts. (Heck, if not for social media, she would not even have a blog to begin with!)

Social networking has allowed people to connect with "famous" people even though both parties do not know each other in real life. Here's another example:


(Credits: @mydreambag and @yankaykay)

Fans and readers actively patronise blogger KayKay's Instagram store, which sells brand new and pre-loved designer items. Because of the social network that she has formed with her readers, her business on her e-commerce platform has been booming. 

Where has social networking brought you? As for me, I'm lucky enough to have received job offers (albeit rather small-scale ones) thanks to the social network. I am confident that social networking will continue to help me in the future. I'm never giving up on social media!




Sunday, September 8, 2013

Social Media

I admit, I cannot live without social media. I have been immersed in the world of social media ever since I created my first Friendster account. It was living proof of how small the world was, because you could see how you were connected to another person – are you guys 1st degree friends, 2nd degree friends or 3rd? Friendster was a place to "show-off" your popularity through the number of testimonials – not the best competition to have when you're a pre-teen struggling with self-esteem and longing for acceptance. My favourite part of it all? Finally a platform for me to post photos I've taken with my then-3.2megapixel-camera.

At about the same time, I created my first actual blog on Blogger, where I religiously blogged about my daily life in school and had a tag board where friends could talk to me and comment on my posts. Only when I received nasty comments on my tag board did I realise that there were other people, apart from my friends, who were reading my (admittedly, very boring) blog. Of course, 13 year old me was so affected and enraged that I might have had started a tag board war. Even though the internet was fairly new then, these keyboard warriors knew that the internet was a great way to speak their mind and put others down because computer-mediated communication (CMC) meant that their identities were protected (or so they thought, since IP addresses could be traced at that time when everyone was still using a desktop computer – tried and tested).

Along came Facebook and the early adopters hopped onto the new social media bandwagon. As for me, I grew so comfortable with Friendster that I refused to create a Facebook account – you could say that I was amongst one of the few laggards. Social media did not stop there. The novel idea of "micro-blogging" possessed me to create a Twitter account. Back then, our on-the-go-tweets had to be text messaged to a local @tweetSG number (I am SO thankful for internet data). Social media kept getting better. Instagram came about – also the reason why some people have abandoned Twitter, leaving the poor micro-blogging site solely for thoughts and rants. We all love looking at photos because words alone is never sufficient. Especially when it comes to food :P For example:


VS


Instavideos? Even better!
And the hashtags on Instagram help me find people who have same interests as me, allowing me to follow them so that my feed will be updated each time they upload a new photo


Even radio DJs make use of hashtags these days for song requests or to provide visual aid for a certain topic they're discussing on air.


However, with these social media sites, people have become more engrossed in the virtual world than in the real world. Social media has made us more social, yet less social. Using phones at mealtime is a common sight. Instead of talking to our friends when we're out with them, we're seen scrolling through our social media (guilty as charged). Solution:

The future of blogs... 
Over the years, I've witnessed the evolution of the blogosphere. Following that trend, I've moved to so many blogging platforms ever since I started blogging. And some of my blogs are still alive! TA-DAH:





With advertorials and sponsorships, blogs have become a money making platform, to the extent that many people have left their jobs and education to become full-time bloggers or blogshop owners. That is how much social media has changed our way of life. Even though I'm currently enjoying the perks of blogging (sponsorships, freebies), I believe that these benefits will be short-lived. In my opinion, the blogosphere is unsustainable. Their glory years have passed. Blogs will crumble, people will run out of jobs because they've been too reliant on them as a source of income. Now, much less people read blogs, let alone updating their own blogs.
Now let's see what's the next big thing the social media has in store for us.