Swire taps wwwins for social CRM program

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Hong Kong - Swire Properties has signed on as the first client for wwwins Consulting's social customer relationship marketing (SCRM) platform Astro, to promote its Starstreet precinct.

With social media playing an important role in how entertainment districts like Starstreet and iLoveSoho market their offering, wwwins’ Astro platform has been established to track social media campaigns and help clients manage their social content.

Brandon Cheung, who heads up Astro, said Astro currently uses Facebook and Twitter, as these are the only social networks that offer third party integration. But, as more social networks open their doors, Astro will be integrated accordingly. 

“Today social media can be used in so many different ways by brands, whether it is for awareness, promotion, customer service, or buzz-tracking,” Cheung said.

"There is no single right way to engage. We wanted to develop a system that allowed clients to enter social media at their own pace, yet have the capability to scale up as they’re able to prove the success of their efforts.”

Chris Ryan, managing director of wwwins Consulting Hong Kong, said the idea behind Astro was to make social media an accountable marketing channel.

He said clients that make early investments into the emerging social media spaces are realising a "first-mover advantage in Asia".

"Brands have a huge opportunity to converse with their customers in these spaces, but they just need a way to enter the space with confidence," Ryan said.

"We set out to make it less of a burden on clients' time and resources, as well as make social media an accountable channel like all others in their marketing mix."

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