Andrew Pickup / Microsoft Asia Pacific Podcast Transcript from the ROI of Social Media Podcast

8/9/2019 Andrew Pickup / Microsoft Asia Pacific Podcast Transcript from the ROI of Social Media Podcast

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Gka}dr Slofts ( Ilo}hhjq ) Glg Sgoljlo

Shaogq Q}gko}lsq

]HL hj _holg` Idalg _d}ld Sgbd 7 hj >_qdzdk B}hzd ( _holgÌg}fdqlkbOhkzd}gqlhk+ohiBt| Shrd`` ( Adigka]HIL+ohi Shaogq }doh}ada

Ed}}| Alih ( @lQIT_B}hts+ohi Ig| ?7, =373

_qdzdk

B}hzd

Nd``h dzd}|hkd gka rdòhid qh qnl shaogq hk qnd ]HL hj _holg` Idalg+ Qnl l _qdzdk

B}hzd rlqn _holgÌg}fdqlkbOhkzd}gqlhk+ohi, Bt| Shrd`` hj Ig}fdqlkb)

Ogòt`gqh}+ohi gka Ed}}| Alih qnd qdgi hj gtqnh} oh)gtqnh}lkb qnd ‐]HL hj _holgÌdalg’+ Rd"}d g`` rdòhilkb |ht qh qnl dslhad hj qnd ]HL hj _holg` Idalg shaogq

d}ld shqda hk _holgÌg}fdqlkbOhkzd}gqlhk+ohi, Jgodmhhf gka d`drnd}d hk qnd rdm+

Qhag| rd ngzd rlqn t Gka}dr Slofts, Onldj Ig}fdqlkb Hjjlod} hj Ilo}hhjq Glg Sgoljlo+

Nl Qrlqqd} s}hjl`d g| qngq nd l ‐g ntmgka, jgqnd}, j}ldka gka oh``dgbtd+ Ot}}dkq`| Onldj Ig}fdqlkb Hjjlod} jh} Ilo}hhjq Glg Sgoljlo, g mga bh`jd}, agkbd}ht fld} gka g j}dwtdkq

q}gzd`d}+ @lzd lk _lkbgsh}d+ Rh}f gk|rnd}d+’ Gka}dr" qnd bt| j}hi Ilo}hhjq lk qnd

Glg Sgoljlo }dblhk }dshklm`d jh} }dzdktd, ig}fdq ng}d, gka S*@ sd}jh}igkod jh} g``

Ilo}hhjq mtlkd b}hts lk qnd }dblhk+ Nd" mddk rlqn Ilo}hhjq lkod 7<<? lk zg}lhtogsgolqld, rg g sdgfd} gq qnd =373 ga5qdon Ohkjd}dkod lk _lkbgsh}d hk ‐Ig}fdqlkb lk

qnd Ohktid} Sg}qlolsgqlhk D}g6 qnd Rlkahr 2 @gtkon Ogisglbk+’ Rdòhid qh qnd og`` Gka}dr'

Gka}dr

Slofts

Nl, nhr g}d |ht8 Zd}| rd`` qngkf'

_B Gka}dr L tkad}qgka |ht} s}ddkqgqlhk gq qnd ga5qdon Ohkjd}dkod rdkq rd``+ Ogk |ht blzd

t g ohts`d hj mt``dq gmhtq qnd s}ddkqgqlhk j}hi qnd Rlkahr 2 @gtkon Ogisglbk qngq

|ht bt| ngzd d~dotqda8

GS Rd``, qnd s}ddkqgqlhk qngq L bgzd rg gmhtq nhr rd `gtkonda Rlkahr 2 lk Glg)Sgoljlom| s`golkb qnd td} ) gka lk sg}qlot`g} holg` idalg ) gq qnd odkqd} hj ht} ig}fdqlkb q}gqdb|+

Qngq lkzh`zda }do}tlqlkb td} qh md ht} ‐zhlod’, lj |ht `lfd, g hsshda qh ht} q}galqlhkg`

gss}hgon rnlon rhtà ngzd mddk jh} t qh ohiitklogqd g`` qnd mdkdjlq gka s}hatoq qhqnd td}+ Rd }do}tlqda, jh} d~gis`d, > il``lhk mdqg qdqd} j}hi go}h qnd rh}à jh}Rlkahr 2, rlqn ntka}da hj qnhtgka hj qndi nd}d lk qnd Glg Sgoljlo+ Gka rd

`dzd}gbda qndi toodjt``| g ht} gazhogqd gka ht} zhlod at}lkb qnd ogisglbk, L qnlkf lq

rdkq s}dqq| rd``+

_B D~od``dkq' L"i h}}| qngq L rgk"q qnd}d qh dd lq mtq g rd bdq lkqh qnd ohkzd}gqlhk rd"}dbhlkb qh qg`f g `lqq`d mlq gmhtq qnd ]HL hj holg` idalg gka qnd holg` idalg s}ddkod qngq

Ilo}hhjq ng+

Ogk |ht qd`` qnd gtaldkod g `lqq`d mlq gmhtq Ilo}hhjq" gss}hgon qh holg` idalg gka qnd td

hj holg` ig}fdqlkb qh ohkkdoq rlqn qndl} gtaldkod8

GS Ilo}hhjq nhtà md g `dgad} lk qnl sg}qlot`g} jldà mdogtd rd qg}q rlqn qnd ntbdgazgkqgbd qngq klkdq|)qn}dd htq hj qnd hkd ntka}da SO" hà ohid s}d)lkqg``da rlqn

Rlkahr gka gk lko}dglkb gihtkq, lk jgoq g igeh}lq| hj sdhs`d mt| g SO qh ohkkdoq rlqn

qnd Lkqd}kdq+ \ht ohisg}d qngq rlqn, `dq" g|, MIR", _qg}mtof, gk gl}`lkd, rngqdzd}

m}gka |ht rgkq qh onhhd+ Rd ngzd g q}didkaht gazgkqgbd+ Lk qd}i hj Ilo}hhjq"q}gqdb| jh} holg` idalg, rd dd lq g gk lkqdb}g` sg}q hj gk hzd}g`` ogisglbk q}gqdb| h

qnd}d" khq g dsg}gqd jtkoqlhk gq g`` mtq lq l hidqnlkb qngq l dimdaada lkqh ht} qnlkflkb+




Shaogq Q}gko}lsq

]HL hj _holg` Idalg _d}ld Sgbd = hj >_qdzdk B}hzd ( _holgÌg}fdqlkbOhkzd}gqlhk+ohiBt| Shrd`` ( Adigka]HIL+ohi Shaogq }doh}ada


Ht} hzd}g`` gss}hgon rlqn qnd ogisglbk l qngq rd qnlkf qn}dd alblqg` kdqrh}f+ Qnhd

qn}dd alblqg` kdqrh}f g}d sgla idalg, hrkda gka hsd}gqda idalg gka dg}kda idalg+ Qnd

holg` idalg q}gqdb| rhtà jg`` tkad} qnd ogqdbh}| hj dg}kda idalg+ _h qnd|"}d g`` }d`gqda

qh hkd gkhqnd} gka mdogtd td} qdka qh qgfd rngq |ht"zd o}dgqda lk qnd sgla idalg sgod,ohiidkq tshk lq g gk d~gis`d, |ht goqtg``| rgkq qh dkoht}gbd sdhs`d qh gidka lq, gagsq

lq, otqhilud lq gka ng}d lq rlqnhtq |ht kdodg}l`| bdqqlkb lkzh`zda+ Mtq qh md o`dg} gmhtq

rngq L idgk tlkb qnhd qn}dd alblqg` kdqrh}f+

Sgla idalg l }dg``| Ilo}hhjq mt|lkb idalg good lk alblqg` jh}i+ G`` qnlkb `lfdKdqrh}f Rh}à, Ohistqd} Rh}à, @ljdq|`d, Hk`lkd @ljdq|`d Idalg, dg}on dkblkd,

dg}on dkblkd hsqlilugqlhk, qnhd flka hj qnlkb+ Rd"}d goqtg``| ongkblkb ihkd| jh}

ohzd}gbd+

Hrkda gka hsd}gqda idalg l }dg``|, Ilo}hhjq l g idalg s`g|d} lk lq hrk }lbnq+ Rd ngzd

g zd}| `g}bd alblqg` kdqrh}f lk ht} hrk }lbnq lko`talkb Ilo}hhjq+ohi, Rlkahr @lzd,

Mlkb ) rd ngzd idalg good lk)nhtd+ Zd}| lbkljlogkq, lk jgoq, qnd qhs qdk ahiglkgk|rnd}d lk qnd rh}à qhag|+ Qn}dd md`hkb qh Ilo}hhjq gka nd}d lk Glg Sgoljlo rd ngzd

g }dgon hj gmhtq 7:3 il``lhk ohktid} qn}htbn Ilo}hhjq, I_K, Nhqigl`, Rlkahr @lzdIddkbd} good+ _h qngq" hrkda gka hsd}gqda idalg+

Qnd dg}kda idalg l }dg``| rnd}d L dd holg` idalg s`g|lkb+ Idalg l rnd}d rd"}d

ohkodkq}gqda+ Rd"}d g m`hbbd}, rd"}d gk ltd} hj S], rd"}d g qnhtbnq `dgad} gka rd stq

qngq ohkqdkq rndqnd} lq l lk r}lqqdk jh}i gka alblqg` jh}i gka zladh jh}i htq lkqh qndig}fdqs`god+ Gka rd gf sdhs`d qh ohiidkq hk lq, }d)qrddq hk lq, gagsq lq, qgfd lq gka

igfd lq qndl} hrk, dqodqd}g, dqodqd}g+ _h, lq" g ohimlkgqlhk+ _holg` idalg l s`g|lkb rd``

lk qd}i hj gis`lj|lkb gka igbklj|lkb g idgbd+ Qngq" g ohimlkgqlhk hj sgla, hrkda

gka hsd}gqda gka dg}kda idalg+ Qngq" }dg``| ht} q}gqdb|+

Bt|

Shrd``

\dgn, zd}| lkqd}dqlkb+ Lq" lkqd}dqlkb qh dd qnd qn}dd aljjd}dkq sl``g} gka nhr |ht"zdlkqdb}gqda qndi g`qhbdqnd}+

Rngq ah |ht dd g hid qhh` h} qdonkh`hb| qngq qngq Ilo}hhjq rgkq mtlkdd qh fkhr

gmhtq qngq rhtà nd`s qh igkgbd gka iglkqglk |ht} holg` idalg s}ddkod jh} |ht} dg}kda

idalg8

GS Rlqn Ilo}hhjq o`dg}`|, qnd lud hj ht} ohisgk| gka qnd ktimd} sdhs`d qngq g}dohiidkqlkb, qnd ktimd} hj sdhs`d qngq g}d zllqlkb ht} gdq, qnd ktimd} hj sdhs`d rnh

g}d igflkb }dig}f, dkqlidkq gkg`|l, dqodqd}g, dqodqd}g idgk qngq rd ngzd g }dghkgm`|

hsnlqlogqda qhh`dq lk qd}i hj rngq rd"}d tlkb qh ihklqh} dkqlidkq hk gk hkbhlkb

mgl+ Qnl lko`tad ht} hrk lk)nhtd qhh` og``da @hhflkbB`g gka qh lko`tad gbdkold, lk_lkbgsh}d rd ngzd gk gbdko| og``da M}gkaqh`hb|+

Mtq lj |ht"}d qg`flkb bdkd}g``| gmhtq ohisgk|, qnd}d" g s`gqjh}i, qnd}d" gk doh|qdi

hmzlht`| mtl`q g}htka Qrlqqd} gka Jgodmhhf hj gbdkold, hk`lkd qhh`, dqodqd}g, dqodqd}g+

Qnlkb `lfd Qrddqadof, qnlkb `lfd _hmdd qngq |ht ogk td lj |ht"}d g ig`` mtlkdgka(h} qh ihklqh} rngq l mdlkb gla gmhtq |ht} h}bgklugqlhk gka qndk qh dkbgbd ) lj |ht

onhhd qh ) rlqn qnd sdhs`d qngq g}d g|lkb lq+




Shaogq Q}gko}lsq

]HL hj _holg` Idalg _d}ld Sgbd ? hj >_qdzdk B}hzd ( _holgÌg}fdqlkbOhkzd}gqlhk+ohiBt| Shrd`` ( Adigka]HIL+ohi Shaogq }doh}ada


Khr o`dg}`| gq Ilo}hhjq rd ngzd `lqd}g``| ntka}da hj il``lhk hj sdhs`d igflkb

ohiidkq gmhtq Ilo}hhjq dzd}| |dg} gka rd ngzd qh s`lq qndi ts hidnhr lkqh

igkgbda gka tkigkgbda h} g addsd} ohkzd}gqlhk rlqn gk gbb}dbgqda ohkzd}gqlhk+ _h

q|slog``| rngq rd rhtà ah l ladkqlj| ht} Qld} 7 idalg qngq rhtà lko`tad m`hbbd} lk gk|bdhb}gsn| gka h qngq rndk qndd sdhs`d ohiidkq gka lq l gk ltd Ilo}hhjq ogk hjjd}

hid zg`td lk h} hjjd} g }dshkd lk, hjjd} g ohkq}g}| hslklhk lk, hidqlid rd rl`` dkbgbd

hkd)hk)hkd rlqn qngq sg}qlot`g} m`hbbd} h} qngq sg}qlot`g} eht}kg`lq h} qngq sg}qlot`g}ohiidkqgqh}+ Qnd }dq hj qnd qlid rngq |ht"}d q}|lkb qh ah l q}|lkb qh qg~hklilud gka

gbb}dbgqd qnd ltd gka h hk qnl sg}qlot`g} m}gka h} qnl sg}qlot`g} s}hatoq mdogtd hj qnd

sg}qlot`g} bdhb}gsn|+ Qnd ltd `hhf `lfd qnl gka rd td qhh` `lfd ]galgk: gka nd}d lk

_lkbgsh}d rd ig| td M}gkaqh`hb| qh q}| qh m}lkb qngq qhbdqnd} gka gbb}dbgqd lq gka g|

‐gng' lq `hhf `lfd qnd ltd l, L ahk"q fkhr, s}lod, h} dot}lq| h} `lodklkb h} ohkod}k

g}htka }dqt}k hk lkzdqidkq g}htka hkd hj ht} s}hatoq’ g gk d~gis`d+ Lk qngq sg}qlot`g}

lkqgkod, rd rhtà qndk gbb}dbgqda qngq gka qndk rd rhtà onhhd g idongkli m| rnlon

rd ogk o}dgqd hid ohkqdkq qngq rhtà gaa}d qngq ltd lk gk gbb}dbgqda rg| lj |htjh``hr rngq L"i g|lkb+ Rndk |ht qnlkf gmhtq m`hbbd} gka |ht qnlkf gmhtq holg` idalg,

|ht ngzd qh qgfd qnd gid dbidkqgqlhk gss}hgon g |ht rhtà ah rlqn gk| hqnd} flka hj

qg}bdq gtaldkod rndqnd} lq rg g bdkd}g`lq, otqhid}, sg}qkd} h} rngq ngzd |ht+

Ed}}|

Alih

Nd|, Gka}dr, qngq" b}dgq' Lq" Ed}}| VAlihY nd}d rlqn g wtdqlhk+ \ht idkqlhkdaJgodmhhf gka g ohts`d hqnd}+ Rd tkad}qgka qngq |ht s}hzlad tssh}q jh} Dkb`ln

sdgflkb otqhid} hk Jgodmhhf gka Qrlqqd} gka qngq |ht"zd khr qnhtbnq hj qnd sl`hq"

s}hb}giilkb lbk hk ]dk]dk+ _h ah |ht ngzd g aljjd}dkq gss}hgon jh} dqgm`lnlkb gkaidgt}lkb qnd djjdoqlzdkd lk dgon hj qndd ohtkq}ld mgda hk qnd aljjd}dkq holg`

}dwtl}didkq, |ht fkhr, jh} qngq ohtkq}|8 H} ah |ht qgfd g jgl}`| qgkag}a gss}hgon8

GS Rd qgfd g jgl}`| qgkag}a gss}hgon qh dgon+ Gq qnd dka hj qnd ag| L qnlkf qnd holg` idalgl g}htka, g L gla dg}`ld}, dg}kda idalg, dg}kda ohzd}gbd, dg}kda lkf+ \ht g}d dkbgblkb

rlqn hidqnlkb qngq l khq ohkq}h``gm`d lk qnd gid rg| qngq |ht rhtà md ohisg}da qh`dq" g| jh} sgla idalg+ _h |ht ngzd qh gahsq qnd flka hj gss}hgond gka qnd flka hj

idgt}didkq idqnhah`hb| lk i| hslklhk qngq |ht ngzd lk S]

Gka qnd flka hj qnlkb qngq rd rhtà idgt}d l ) ktimd} hkd5 Rngq l qnd zh`tid hj

ohzd}gbd8 Rngq l qnd zh`tid hj ohiidkqg}| qngq l mdlkb qg`fda gmhtq8 Ilo}hhjq h} ht}m}gka h} ht} s}hatoq h} ht} bdhb}gsn| h} rngq ngzd |ht8

Qnd dohka hkd l5 Rngq l qnd lkj`tdkod hj qngq sg}qlot`g} dq hj ohiidkqg}| lj |ht `lfd8

Gka qngq‘ idgt}da qn}htbn nhr iton hj qngq l }d)qrddqda, nhr iton hj qngq l }djd}}da

qh nhr iton l qnd adsqn hj lkj`tdkod, dqodqd}g+Qnd qnl}a hkd l o`dg}`|5 Nhr iton hj qngq l shlqlzd, kdbgqlzd h} kdtq}g`8 Qnd}d itq mdhid idongkli m| rnlon gbb}dbgqlkb gka qg~hklilulkb, rndqnd} qngq" shlqlzd h}

kdbgqlzd, o`dg}`| |ht"}d glilkb jh} qnd qhs }lbnq ngka mh~ rnlon L rgkq g nlbn adb}dd hj

ohiidkqg}| gmhtq i| s}hatoq h} d}zlod gka L rgkq qngq qh md }dbt`g}`| }d)qrddqda, L rgkq

qngq }djd}}g` gka dwtg``| L rgkq qngq qh md d~q}did`| shlqlzd+

L‘i s`dgda qh ag| qngq lk =33< gjqd} qnd Gazd}qllkb Gbd lk Gid}log `hhfda b`hmg``|




Shaogq Q}gko}lsq



go}h g`` m}gka lk qnd rh}à gka Ilo}hhjq rg qnd rh}à"+ + + nhr ah L g| qnl8 Qnd

ihq Qrddqda, qnd ihq }djd}}da qh, qnd ihq holg` idalg dkbgbda hj g`` qnd m}gka lk qnd

rh}à+ Gka hj qnhd, >?$ hj qnd ohiidkq, qnd| ̀ lqd}g``| idgt}da il``lhk hj ohiidkq

lk gk gtqhigqda rg| hk`lkd+ >?$ hj qnhd rd}d shlqlzd gka 72$ rd}d kdbgqlzd h}kdtq}g`+ Qngq ohisg}da jgzh}gm`| rlqn ht} ohisdqlqh} rnlon l Bhhb`d gka Gss`d mtq bhq

`hrd} `dzd` hj ohiidkqg}| gka rg g`h hk g `hrd} `dzd` hj shlqlzd kgqt}d+

Khr |ht ogk ah qngq hmzlht`| hk g ogisglbk `dzd` h} qnd m}gka `dzd` h} gk lkalzlatg`

otqhi `dzd` mtq }dg``| qnhd g}d qnd qnlkb qngq rd rhtà md `hhflkb jh} lk idgt}lkb gholg` idalg gka lq" }dqt}k lkzdqidkq+

_B \dgn, rd"zd nga ohkzd}gqlhk rlqn qnd bt| gq ]galgk: gmhtq qnd rg| qndl} qhh`dq rh}f

gka rngq hkd hj qnd qnlkb qngq |ht qg`f gmhtq l qnd qg~hkhi| h} qnd dkqlidkq gka qhkd hj

qnd ohiidkq qngq g}d ohilkb mgof qh |ht+ G mlb ong``dkbd, L rhtà ligblkd l qnd

aljjd}dkq `gkbtgbd, qnd aljjd}dkq q|sd hj `gkb gka qnd q|sd hj ohiidkq qngq |ht"}d

bdqqlkb+ Nhr ah |ht bt| adg` rlqn qngq lk |ht} s}ddkod jh} Ilo}hhjq" GlgSgo8

GS Rd``, lk od}qglk lkqgkod |ht rhtà td g `hog` gbdko| qngq rhtà hjjd} g ntigk

lkqd}zdkqlhk+ Etq td gtqhigqlhk, khq }db}dqqgm`|+ Ht} hjqrg}d l khq hsnlqlogqdadkhtbn qh }dohbklud g}ogi, g gk d~gis`d+ \ht"}d gmh`tqd`| oh}}doq+ \ht"`` dd

hidmha| igfd g Jgodmhhf ohiidkq h} g Qrlqqd} ohiidkq g|lkb, ‐Nd|, qngkfIlo}hhjq jh} ahlkb qngq+ Qngq" gmh`tqd`| m}l``lgkq'’ Khr |ht ogk qd`` qnd ntigk mdlkbqngq qngq" }gqnd} g qhkbtd)lk)onddf h} g}ogqlo }dig}f, mtq g g ohistqd} |ht s}hmgm`|ogkkhq+ _h lk od}qglk ogisglbk |ht kdda ntigk lkqd}zdkqlhk+ \ht g`h kdda ntigk

lkqd}zdkqlhk, g L gla dg}`ld}, qh md gm`d qh ladkqlj| g sg}qlot`g}`| otqqlkb }dig}f h} g

sg}qlot`g}`| lkj`tdkqlg` }dig}f gka hkd g L gla rd tda rlqn qnd Rlkahr 2 ogisglbk

rg rlqn g agnmhg}a og``da ‐ @hhflkbB`gss’ qngq rd"zd adzd`hsda rnlon L qg`fda gmhtq gqqnd ohkjd}dkod lk _lkbgsh}d+ Qngq dkgm`da t qh mhqn qg~hklilud rngq rg mdlkb gla, mtq

lk gaalqlhk qh qngq qh md gm`d qndk qh }hhq qnd ohiidkqg}|+ Jh} lkqgkod, rnh rg g|lkb lq+

@dq" g| lk qnl sg}qlot`g} lkqgkod L"a `lfd |ht qh }dshka qh qngq sg}qlot`g} ohiidkq gka

bh mgof qh qngq sg}qlot`g} m`hbbd} gka qnd }dgad} mdogtd dlqnd} qnd lad jh``hrd} h}lkj`tdkod jh``hrd} rd}d tjjloldkq qngq |ht kddada qh ah qngq+

_h L qnlkf qnd}d" g`rg| bhlkb qh md g kdda jh} ntigk lkqd}zdkqlhk lk hid rg|+ \ht kdda

qh bdq qh qnd ihq hsnlqlogqda `dzd` hj ihklqh}lkb+

EA Rnd}d ah |ht dd qnd jtqt}d bhlkb lk qd}i hj rngq |ht"}d ahlkb nd}d lk Glg Sgoljlo8

Nhr qlbnq`| g`lbkda l lq rlqn rngq ngssdk htq hj ]daihka8 Gka lk qd}i hj qndal}doqlhk hj rngq |ht"}d ahlkb q}gqdblog``| hzd} qnd kd~q g| qrd`zd qh qnl}q|)l~ ihkqn

qlid j}gid8 Ah |ht dd kdr qnlkb did}blkb qngq rd"}d khq grg}d hj qhag| rnlon |ht"}dq}|lkb htq8 Gka lj qnd| rh}f qnd|"`` mdohid iglk q}dgi8 Gka, nhr lkzh`zda l ]daihkalk qnd hzd}g`` q}gqdb| hj nhr holg` idalg l tda rlqnlk qnd jl}i8

GS Lk bdkd}g` rd ngzd g m}hga holg``| goo`glida rh}f dqnlo+ L qg`fda gmhtq lq dg}`ld} hk qnd

j}dd kdqrh}f+ Rd ngzd hid qdgon q}gqdbld+ Rd ngzd qhh` gka s`gqjh}i qngq g}d

ad`lzd}da m| ]daihka+ Mtq m}hga`| sdgflkb, qnd hkd qnlkb L rl`` g| gmhtq Glg Sgoljlo l

qngq lq l gk d~q}gh}alkg}| alzd}lq|+ Glg Sgoljlo q}dqond j}hi Gtq}g`lg, rnlon lk igk|




Shaogq Q}gko}lsq



rg| mdngzd g g ig}fdq g lk ohktisqlhk hj idalg hj g`` q|sd, lil`g} qh Dt}hsd h}

Gid}log qn}htbn qh Fh}dg, rnlon l d~q}did`| tklwtd gka g hidrngq lkrg}a`| `hhflkb

ot`qt}d, g`` qnd rg| qh htqndgq Glg rnd}d |ht ngzd ltd g}htka ohkkdoqlzlq|, good qh

qnd lkqd}kdq gka L rhtà g| g b}dgqd} s}hsh}qlhk hj ihml`d td+ G`` rlqnhtq qnd sd}hkgòhistqd} mdlkb lkzh`zda+

\ht `hhf gq qngq iton mhqn j}hi g mtlkd sd}sdoqlzd g rd`` g j}hi g holg` idalg

sd}sdoqlzd ngzlkb g ‐hkd lud jlq g``’ q}gqdb| jh} qnd rnh`d Glg Sgoljlo L ahk‘q qnlkf l

bhlkb qh rh}f jh} gk| dzd}| gsdoq hj ht} mtlkd lko`talkb nhr ah rd ah holg` idalg+Mtq od}qglk`| g |ht gfda id, rl`` rd md lkzdqlkb ih}d lk holg` idalg, L qnlkf ht} Onldj

D~dotqlzd Hjjlod}, _qdzd Mgìd}, rnhd rlqn qnd Gid}logk Gholgqlhk hj Gazd}qld} lk

=332 gla, ‐ M| =373, ih}d qngk 43$ hj ht} idalg rl`` md alblqg` lk kgqt}d+’ Ih}d qngk

43$ hj ht} idalg sdka gka ig}fdqlkb sdka rl`` md alblqg` gka od}qglk`| j}hi ht}sd}sdoqlzd rd"zd g`}dga| gonldzda qngq qg}bdq, ih}d qngk 43$ hj rngq rd sdkq lk Glg

Sgoljlo l alblqg`+ Gka qnd jl}q, rndk s`gkklkb g ogisglbk, qnd jl}q qg}qlkb shlkq, lj |ht`lfd, l g}htka alblqg` ig}fdqlkb, l g}htka qnhd qn}dd alblqg` ig}fdq qngq L etq ado}lmda,hkd hj rnlon l holg` idalg+ _h L od}qglk`| dd qnl g lko}dglkb gka od}qglk`| gq qnd

ohtkq}| `dzd`+ Lj |ht `hhf gq qnlkb `lfd Jgodmhhf gka |ht gf qnd wtdqlhk, ‐Rngq g}d qnd

jgsqdsq b}hrlkb ohtkq}lds8’ gka |ht ogk bdq qngq agqg }d`gqlzd`| dgl`|+ Gka |ht ogk dd

qngq Lkahkdlg rg qnd jgqdq b}hrlkb lk qd}i hj sd}odkqgbd, ohtkq}| hk Jgodmhhf gk|rnd}d lk qnd rh}à, jh``hrda zd}| wtlof`| rlqn qnd Snl`lsslkd, Qngl`gka gka h qnd

_htqndgq Glg lk qnd did}blkb ig}fdq shst`gqda lk qnd sdoljlo od}qglk`| ngzd g q}hkb

gssdqlqd jh} ohktilkb idalg lk qnl rg| gka lq" bhha ig}fdqdd} gka rd"}d bhlkb qhjh``hr qngq+

Gka gmhtq |ht} wtdqlhk gmhtq rngq" ongkbda+ + + L qnlkf ht} }h`d" rngq l ongkblkb

bdkd}g``|+ Nhr qnd Vshrd} gka lkj`tdkod hj qndY m}gka l alilklnlkb hzd} qlid gka qndshrd} hj qnd ohiitklq| l lko}dglkb gka rngq" ngssdkda l qngq ohktid} g rd`` g

mtlkd sdhs`d g}d khr ohkkdoqda, qnd|"}d gbb}dbgqda, qnd|"}d tklhkluda lj |ht `lfd, qnd|ngzd g zhlod gka qnd| rgkq qh dkbgbd lk hidqnlkb qngq rd og`` oh``gmh}gqlzd ig}fdqlkb+

Idgklkb, kh `hkbd} ah qnd| rgkq qh dkbgbd lk g ihkh`hbtd h} g alg`hbtd dzdk+

Ihkh`hbtd rg g q}gkgoqlhkg` ig}fdqlkb lk qnd l~qld gka dzdkqld+ Alg`hbtd rg g}d`gqlhknls ig}fdqlkb lk qnd dlbnqld gka klkdqld+ Qrdkq| jl}q odkqt}| ig}fdqlkb l bhlkb

qh md oh``gmh}gqlzd+ Qnd| rgkq qh md gm`d qh qgfd rngq |ht ngzd dlqnd} g g m}gka h}

gazd}qllkb ogisglbk, gagsq lq, otqhilud lq, sd}hkg`lud lq, ign lq ts, qndk als`g| lq gka

stm`ln lq qn}htbn qnd rlad zg}ldq| hj aljjd}dkq s`gqjh}i qngq qnd| ngzd+ L qnlkf qngq" gq}didkaht hssh}qtklq| jh} m}gka mtq g `lqq`d tkkd}zlkb, ng`` rd g|+

Qnd d~gis`d L g`rg| blzd l ddk hk \htQtmd+ Qnd Ndof`d} Sgqlond l rnd}d nd l lk g

mtkfd} ahrk, nd" lk qnd mtkfd} gka qnd|"}d qg`flkb gmhtq zg}lht qnlkb gka qnd tmqlq`d

tkad}kdgqn ohid ts gka lq" qg`flkb gmhtq, ‐L ogk"q bdq Rlkahr 2 qh rh}f+’ h} ‐I| ^ mh~

l s`gblg}lulkb+’ h} ‐L ogk"q bdq i| l Sga+’ h} hidqnlkb+ \ht fkhr |ht"zd igad lq g gm}gka rndk hidhkd igfd sg}qlot`g} sgqlond h} sg}qlot`g} zd}lhk qngq+ + + |ht ngzd

khqnlkb qh ah rlqn qngq+ Khqnlkb qh ah rlqn lq+

Lq‘ j}dd gazd}qllkb }lbnq8 Gka qngq bdq }d)Qrddqda gka dzd}|qnlkb+ Khr lj |ht bdq qhh




Shaogq Q}gko}lsq

]HL hj _holg` Idalg _d}ld Sgbd : hj >_qdzdk B}hzd ( _holgÌg}fdqlkbOhkzd}gqlhk+ohiBt| Shrd`` ( Adigka]HIL+ohi Shaogq }doh}ada


s}dolht gmhtq `ljd qndk |ht g| ‛L ahk"q `lfd qngq, L ahk‘q `lfd qngq ladg‘ mtq |ht fkhr

|ht"zd dkbgbda qnd }gr kd}zd hj qnd holg` idalg ohiitklq| rndk hidmha| qgfd qnd

q}htm`d qh o}dgqd hkd hj qnhd jh} |ht gka |ht nhtà etq }lad qngq rgzd lk i| hslklhk+ _h

zd}| adjlklqd`| gq qnd ndg}q hj qnd ohisgk| ihzlkb jh}rg}a+

BS \dgn, zd}| lkqd}dqlkb+ \ht fkhr lq" g`rg| lkqd}dqlkb qh ndg} qh}ld `lfd qngq gka qtjj+Mtq |ht fkhr, |ht idkqlhkda g `hq hj aljjd}dkq idq}lo lk qd}i hj dkqlidkq gka g ohts`d

hj hqnd} g}dg+ Gka lkod qnl mhhf l }dg``| gmhtq ]HL, blzdk qn}dd sl``g} hj ig}fdqlkb

gka gazd}qllkb qngq |ht"zd mddk qg`flkb gmhtq, rnlon ah |ht dd }lbnq khr ngzlkb qnd mdq]HL gka rnlon hj qnd qn}dd ah |ht qnlkf rl`` ngzd qnd mdq ]HL hzd} qnd kd~q ohts`d hj

|dg}8

GS Rd``, o`dg}`| qnd mdq ]HL l |ht} hrkda gka hsd}gqda idalg mdogtd qnd hzd}g`` q}gqdb|

rhtà t}d`| md qh mt| sgla idalg gka o}dgqd ohkqdkq qh dkbgbd rlqn qnd dg}kda idalg lj

|ht `lfd gka b}gatg``| a}gr qndi qhrg}a |ht} hrk kdqrh}f+ L ado}lmda Ilo}hhjq

kdqrh}f dg}`ld} mtq lq" :43 il``lhk sdhs`d dzd}| ihkqn zllq g Ilo}hhjq gdq lk qngqkdqrh}f+ Lq" gk d~q}did`| qlof| gka tdjt` ohisdqlqlzd gazgkqgbd+ Qngq gla, dzdk jh} g

ig``, }d`gqlzd`| ig`` mtlkd, |ht"zd bhq |ht} rdmlqd, |ht"zd bhq |ht} digl` kdr`dqqd},|ht"zd bhq |ht} m`hb `dq" g|+ \ht"zd bhq |ht} Qrlqqd} goohtkq, |ht} Jgodmhhf goohtkq+

_h |ht} q}gqdb| l qh a}gr qndi b}gatg``| qhrg}a |ht} hrk idalg+ L qnlkf ihzlkb

jh}rg}a, dzd}| ohisgk| lk qnd rh}à rl`` kdda qh md g idalg ohisgk| gka qngq idgk qnd|

kdda qh o}dgqd qndl} hrk ohkqdkq gka h L qnlkf qngq qngq rl`` g`rg| md |ht} mdq ]HL+ Gkaqngq l rnd}d |ht} ihq dkbgbda gka `h|g` otqhid} g}d bhlkb qh `lfd qh rgkq qh md gka lj

|ht goqlzgqd qndi gka q}dgq qndi rlqn }dsdoq gka q}gksg}dko|, qndk qnd| rl`` mdohid

|ht} gazhogqd ihzlkb jh}rg}a+ Qnd|"`` mdohid |ht} zhlod gka bh mgof lkqh qndohiitklq| gka s}hihqd |ht g rd`` g s}hqdoq |ht at}lkb qhtbn qlid+ _h lk qd}i hj

rnd}d ah L dd qnd mdq ]HL lq o`dg}`| rlqn ht} hrk hrkda gka hsd}gqda idalg s`gqjh}i+Mtq lk qd}i hj gjqd} qngq L"a s}hmgm`| stq holg` idalg gjqd} qngq gka sgla idalg rhtà md

m}lkblkb ts qnd }dg}, g`qnhtbn lq g o}lqlog` sg}q hj rngq rd‘}d ahlkb ihzlkb jh}rg}a+

_B _t}d gka L bdq qngq qnd jgoq qngq |ht ngzd qnd hrkda gka hsd}gqda ogsgolq| qngq |ht ngzd lsndkhidkg`+ Zd}| tmqgkqlg`+ G |ht bt| ihzd jh}rg}a qnhtbn+ + + rd"}d bdqqlkb }dga|

qh r}gs ts nd}d m| qnd rg|, Gka}dr+ Rd rgkq qh qngkf |ht h iton jh} |ht} qlid+ Mtq g

rd qg}q r}gsslkb, qg`f qh t }dg` wtlof`| gka qndk L"`` ah g wtlof hkod g}htka hj qnd nh}knd}d gka blzd dzd}|mha| g ongkod qh h}q hj r}gs ts+ + +

Rngq ah dd lk qnd jtqt}d jh} holg` idalg jh} Ilo}hhjq+ Gka bdkd}g``| nhr ah |ht dd

holg` idalg ihzlkb jh}rg}a8 Rngq g}d |ht} qnhtbnq8

GS L qnlkf holg` idalg l bhlkb qh bh qn}htbn g qgbd gka |ht ogk dd lq khr rnd}d qndgbb}dbgqh}+ + + }lbnq khr rndk L qnlkf gmhtq i| hrk sd}hkg` rg| lk rnlon L"i tlkbholg` idalg L o`dg}`|, qnlkf qnd}d rl`` md g ohkh`lagqlhk mdogtd L etq qnlkf lq" qhh

ohis`logqda gka qhh iton ng`d qh iglkqglk g`` hj qnd aljjd}dkq sd}hkg, lj |ht `lfd, qngq L

ngzd hk`lkd+ \ht idkqlhkda rndk |ht rd}d qg`flkb dg}`ld} qngq |ht"zd mddk qh i|

@lkfdalk goohtkq gka L ngzd g Jgodmhhf goohtkq hmzlht`| gka L ngzd g Qrlqqd} goohtkqgka L ngzd hqnd} lkqd}goqlhk, hqnd} ohiilqidkq ng`` rd g|+ Mtq L qnlkf qngq rngq"




Shaogq Q}gko}lsq



bhlkb qh ngssdk l qnd}d rl`` md g lkb`d lbk)hk gka g lkb`d gbb}dbgqlhk gka |ht ogk dd

qnl rlqn rngq Jgodmhhf l ahlkb, ddflkb qh ah, rngq Bhhb`d l ddflkb qh ah, rngq

Ilo}hhjq l ddflkb qh ah rlqn qnd @lzdLA qdonkh`hb|+ _h Rlkahr @lzd l dzh`zlkb lkqh

gk gbb}dbgqlhk hj g`` hj |ht} holg` idalg }d`gqlhknls gka g`` hj |ht} j}ldka }d`gqlhknlsgka g L gla dg}`ld}, rd ngzd :43 il``lhk sdhs`d lkqd}goqlkb rlqn qdonkh`hbld gka

s`gqjh}i qngq }dwtl}d Rlkahr @lzdLA, rnlon }gkbd j}hi @lzd Iddkbd} qh Nhqigl` qh

I_K qh Mlkb, dqodqd}g, dqodqd}g, rd dd qngq g mdlkb g q}didkaht gdq gka hssh}qtklq|qh otqhilud qngq }d`gqlhknls+

Lkhjg} g qnd dohka fd| q}dka mtq L qnlkf |ht"}d bhlkb qh dd lq g}htka dot}lq| gka

s}lzgo| gka L qnlkf qngq qnd sdhs`d qngq g}d `dgalkb qnd lkatq}| qhag| lk holg` idalg, rl``

md }dwtl}da m| qnd ohiitklqld qh adihkq}gqd ih}d hj g q}tq gka }dshklm`d `dgad}nls

qngk qnd lkatq}| ng adihkq}gqda mdjh}d+ L qnlkf qngq rngq |ht"}d stm`lnlkb hk`lkd, rngql gzgl`gm`d qh hqnd} sdhs`d, rngq l mdlkb sgda htq qh hqnd} ohisgkld, rngq good ah

qnd| ngzd, g`` hj qngq rl`` mdohid zd}|, zd}| lish}qgkq ihzlkb jh}rg}a+ \ht fkhr,Ilo}hhjq ng mddk qn}htbn qngq ot}zd mdjh}d gka ohid htq hj qnd hqnd} dka, lq" sg}q hj b}hrlkb ts qh md gk lkatq}| `dgad} ng`` rd g|, gka L qnlkf qngq qngq" bhlkb qh mdohid g

dohka fd| q}dka, sdhs`d rl`` md ih}d og}djt`+ Qnd| rl`` kdda qh md ih}d q}gksg}dko|6

qnd}d rl`` kdda qh md ih}d dishrd}idkq hj qnd lkalzlatg` lk lis`lqlo qd}i gmhtq rngq

qnd|"}d stm`lnlkb, rnh lq md`hkb qh, rnh ng good qh lq, rnh ogk lq md }dhà qh+ G`` hj qngq l |dq qh md s`g|da htq, h qnd}d rl`` s}hmgm`| md hid oht}q ogd gq hid shlkq h

rd"`` adjlkd lq, mtq }lbnq khr }gqnd} khq ngzd oht}q ogd rhtà md bhha jh} qnd `dgad} hj qnd

lkatq}| qh stq lk s`god hid s}lkols`d, ng`` rd g|+

_B \dgn, L gb}dd rlqn |ht 733$+ L dd qnhd qn}dd ltd hj dot}lq|, s}lzgo| gka lkb`d lbk)hk, qnhd g}d qnd qnlkb qngq L qnlkf qngq rd g gk lkatq}| }dg``| ngzd qh ohkqlktd qh

gaa}d+

GS Hn, |d+ + + qnd hqnd} fd| q}dka l bhlkb qh md ihml`d+ Bg}qkd} dqligqd lk gmhtq qnd |dg}

=37?, qnd ihml`d snhkd rl`` }ds`god qnd SO g qnd ihq shst`g} rg| hj goodlkb qnd

Lkqd}kdq+ _h |ht qnlkf gmhtq nhr Jgodmhhf l ohktida qhag|, nhr Qrlqqd} l ohktidaqhag|, nhr @lkfdalk l ohktida qhag|, L tsdoq qngq qnd| rl`` dd qngq qnd|"}d good

shlkq rl`` j`ls hzd} qh ihml`d zd}|, zd}| wtlof`|, dsdolg``| jh} qnhd rnh `lfd Qrlqqd}+ Lq"

etq ih}d hj g ohkzdkldkq gka lkqgkq rg| qh ah qngq+ _h L qnlkf qngq qnd ihml`d ig}fdq,ihml`d dg}on, ihml`d `hogqlhk mgda d}zlod, qngq ng |dq qh md s`g|da htq+ Kh rlkkd} h}

`hd} qnd}d+ Ihml`d dg}on l gk d~gis`d, rndk |ht `hhf gq Bhhb`d lk ihml`d dg}on, lq l

lbkljlogkq`| `hrd} qngk lq l lk g SO mgda dkzl}hkidkq+ _h, qngq ig}fdq gka qnd rg| lk

rnlon qngq ig}fdq l dzdkqtg``| bhlkb qh ohgbt`gqd gka l |dq qh md adjlkda+ Ihml`d lod}qglk`| g ntbd g}dg hj hssh}qtklq| gka b}hrqn ihzlkb jh}rg}a+

_B \dgn, qnhd g}d b}dgq ltd+ Mtq gbglk Gka}dr, rd }dohbklud qngq |ht bhq ts dg}`| lk qnd

ih}klkb qh sdka hid qlid rlqn t gka rd }dg``| rgkq qh qngkf |ht jh} qnd qlid |ht"zd

blzdk t qhag|+

GS Kh s}hm`di+ L dkeh|da lq+ Qngkf |ht+

_B Gka }dg` wtlof g}htka+ Ed}}|, |ht bhq gk|qnlkb |ht rgkq qh shd qh Gka}dr mdjh}d rd lbk




Shaogq Q}gko}lsq

]HL hj _holg` Idalg _d}ld Sgbd > hj >_qdzdk B}hzd ( _holgÌg}fdqlkbOhkzd}gqlhk+ohiBt| Shrd`` ( Adigka]HIL+ohi Shaogq }doh}ada


hjj8

EA Kh _qdzd, qngkf g `hq+ L"i b}dgq+ Qngkf |ht Gka}dr jh} sdkalkb qnd qlid rlqn t+ Lq"

mddk g zd}| lkqd}dqlkb dlhk+ L `hhf jh}rg}a qh iddqlkb |ht lk sd}hk hidag| hhk+_B Bt| ah |ht ngzd gk|qnlkb d`d qh r}gs ts rlqn8

BS Kh, qngkf |ht zd}| iton Gka}dr+ ]dg``| gss}dolgqd lq gka lq" lkqd}dqlkb qh dd hid hj

qnd q}dka qngq |ht ngzd+ G |ht idkqlhkda, L `lfda qnd ihml`d dg}on gka od}qglk`|M}gkah`hb| gka g ohts`d hqnd} L ogk qnlkf hj qnd qnlkb qngq |ht idkqlhkda igfd g `hq hj

dkd+ _h }dg``| bhha qh qg`f qh |ht gka nhsdjt``| gka g Ed}}| gla, nhsdjt``| rd"`` bdq g

ongkod qh iddq nd}d hkd hj qndd ag|+

GS Hfg|+ Bhham|d+

_B Hfg| gka qngkf |ht dzd}|mha| jh} ehlklkb t qhag| hk qnl dslhad hj qnd ]HL hj _holgÌdalg+ Qnl ng mddk _qdsndk B}hzd, Bt| Shrd`` gka Ed}}| Alih hj qnd ]HL hj _holg`

Idalg rlqn ht} btdq, Gka}dr Slofts, Onldj Ig}fdqlkb Hjjlod} hj Ilo}hhjq lk Glg

Sgoljlo+

\ht ogk jlka t lk zg}lht holg` kdqrh}f hk qnd rdm lko`talkb Qrlqqd} g qnd

C]HL_holgÌdalg gka Jgodmhhf gq Jgodmhhf+ohi(]HLhj_holgÌdalg gka gq @lkfdaLk m|tlkb qnd T]@ hj Qnd]HLhj_holgÌdalg+ohi+

Rd"`` dd |ht g`` gq qnd kd~q dslhad hj qnd ]HL hj _holg` Idalg m}hgaogq d}ld+ Qngkf

dzd}|hkd'

Gmhtq qnd Shaogq gka O}dalq Jh} Rnd}d O}dalq l Atd ‟ Qnl q}gko}lsq rg adzd`hsda j}hi g `lzd

lkqd}zldr hk Ihkag| Ig| ?7, =373 mdqrddk Gka}dr Slofts, Bt| Shrd``, Ed}}| Alih gka _qdzdk

B}hzd, ogsqt}da lk g }doh}alkb hk J}ddOhkjd}dkodOg``+ohi+

Qnd shaogq lkqd}zldr rg ahrk`hgada gka s}hodd lk Gtagolq|, rnlon l gzgl`gm`d j}hi

_ht}odJh}bd+ohi, gka rlqn ‛1qhJ`hh}+rgz‘ itlo `hhs j}hi idimd} ‛]hhf‘ gka shqda gq_htka_kgs+ohi+

Qnd q}gko}lsq rg shkh}da m| _holg` Ig}fdqlkb Ohkzd}gqlhk, @@O gka lkq}hatoqlhk zhlod qg`dkq l

I+ O|kqnlg S}hsq+

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Andrew Pickup / Microsoft Asia Pacific Podcast Transcript from the ROI of Social Media Podcast