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 opportunitiesM – 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.
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)
- 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.