MANILA, OCTOBER 24, 2012 – Christel Quek jumpstarts her day scanning online social networks for news – this and coffee make up the daily morning routine of the 22-year-old digital "expert".
We say "expert" because the global social marketing manager of Havas Media is still hungry for learning and attributes her achievements to being "comfortable and passionate" about what she does.
The word "passionate" seems inadequate to describe Quek, who at 22, flies across the world to meet with clients, train staff, give talks and host workshops on thought leadership and social media.
Quek finished Geography at the National University of Singapore (a far cry), but her career in the field of communications started at age sixteen – as a freelance graphic designer, photographer and writer. Currently, aside from her job at the sixth largest communications group in the world, she contributes regularly for The Huffington Post and has written for Social Media Today, Penn Olson and Singtel Innovation Exchange.
Her role as social marketing manager covers business development, thought leadership, and amplifying and establishing meaningful brands.
The latter being her biggest cause.
"The next step for many brands is to engage in meaningful dialogue with the consumers. We are in the business of building trust. We are in the business of engagement. And I firmly believe that even though we can buy media, awareness and trust and influence have to be earned," she shares in an intimate talk with adobo magazine.
Quek believes influencers are integral in social media engagement. "Brand advocacy is the way to go. You have to use your influencers to foster brand advocacy, and turn them into natural spokespersons for your brand."
Asked about whether social media should be integrated in the most basic marketing strategies, she says yes, definitely. "There isn’t even a ‘digital’ strategy now. There is just strategy. It is important because it underscores social behavior. But don’t treat it as a silo. Treat it as behavior from all touch points."
Quek sees opportunities in crises. "Take a step back. Think about it. It’s an opportunity to demonstrate [that] your brand is open, authentic and transparent."
"One thing I would love to see moving forward is [for] the brands to slowly understand that [there] are people ultimately representing the brand. We get too entrenched in the whole marketing business that we forget we are people [too]."
