HKQAA arranged an introduction seminar on “Bloggers’
Recommended Shop Award (網絡紅人 KOL 推薦商店)” on 1st Aug 2017.
Recently, social media is dominated and their influence power even greater
than traditional media (like TV and newspaper).
Bloggers’ word of mouth is more trust by customers than advertisement. Therefore, HKQAA would like to establish a
platform and asked some professional bloggers in different discipline to evaluate
and comment local shops in the scheme for their improvement and promotion
propose. Since HKQAA has strong
experience on “Mystery Shopping Programme”, it could be easier to extend to the
Bloggers’ Recommended Shop Award. In the
beginning, Mr. Edmond Fung (GM, Training Service and Market Research) introduced
the background of the award.
KOL (網絡紅人) means
Key Opinion Leader was appeared in Hong Kong in 2015 after Facebook started. The exposure of the word “KOL” has increased
sharply in the first half year of 2017! Moreover, there were different type of
KOLs included beauty, technology, fashion, food and restaurant, child, exercise,
etc.
What are the benefits to join this
award? Mr. Edmond Fung explained as
following four key points.
i) Mark
for the excellence customer service and establishing word of mouth
ii) Bloggers
sharing their good experience would be the best promotion path
iii) Mystery Shopping assessment has repositioned and
connected with social media for sharing that is the opportunity for sales and
marketing
iv) The
articles from bloggers provided successful cases that could be used as internal
training material.
The
awardee would be grant the mark named “Bloggers’ Choice” (網絡紅人推薦商店) for their promotion
use. Moreover, Bloggers would share their
articles in their own social media paths. 
Then Mr. Edmond Fung told us about the award
criteria named “W.I.S.D.O.M” below:
W – Welcome your customer
I – Initiate your customer’s needs
S – Serve your customer
D – Delight your customer
O – Optimize business opportunities
M – Meticulous appearance and environment
The award scheme includes two rounds. Each round is last for at least three
months. Three bloggers would be selected
by HKQAA and matching the service type of participated company in each
round. If and only if the average mark achieve 75%,
the participated company pass the minimum criteria and got the “Bloggers’
Choice” mark. The deadline is on 31 March 2018. HKQAA would select 20
participated companies which have the highest mark for the ceremony in HKQAA
symposium in May 2018.
Q&A session
i) The
assessment marks include two parts. The first
part is based on WISDOM (70%) and the second part is based on blogger’s
satisfaction (30%)
ii) HKQAA
blogger selection criteria are (i) number of followers (at least 10000), (ii) past articles (positive
wording) and (iii) Political neutrality
iii) Cost for the 1st award is HK$8880 (Original cost is HK$10200)
Some
suggestions
-
Prepare award promotion video
-
Winner post into the HKQAA
website with bloggers’ comment
-
How to detect the review number
and transfer rate efficiency?
-
Any award promotion plan such
as connection with different business associations and media, etc.
Reference:
HKQAA Bloggers' Recommended Shop Award - http://www.hkqaa.org/en_srservice.php?catid=5
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