public relations and advertising的八卦，Yahoo名人娛樂都在討論

#HannahEdSuccessfulstories

Sáng sớm nay một bạn Schofans cùng tên có inbox nhắn cảm ơn chị Hoa Dinh và Page Scholarship for Vietnamese students. Bạn ấy mới đi Kuala Lumpur về theo chương trình CIMB Young ASEAN Leaders được tài trợ toàn phần. Cơ hội ra nước ngoài không mất phí là chuyện nhỏ nhưng quan trọng hơn chỉ trong thời gian ngắn Hoa đã làm quen được với rất nhiều bạn bè quốc tế và đã học hỏi được rất nhiều điều bổ ích cho bản thân. Chị tin rằng đây chỉ là bước khởi đầu, chắc chắn bạn ấy sẽ giành được rất nhiều học bổng khác trong tương lai. Cùng chúc mừng Hoa và Schofans nhà mình cùng cố gắng thêm nha. À bật mí là trong đoàn Việt Nam còn có 1 bạn Volunteer của page mình đó. Schofans chịu khó Like, See First page để không bỏ lỡ cơ hội nào ha.

Chị trích lại những bài học mà Hoa nhận được để chia sẻ với mọi người nhé, đặc biệt chú ý phần các ngành nghề và kĩ năng cần thiết trong tương lai ở cuối. Link bài viết: https://www.facebook.com/notes/hoa-nguy%E1%BB%85n/cyal-2018-brief-notes-and-highlighted-moments/10156418943876187/

Related links:
UCTC UKM official fb page: https://www.facebook.com/uctcukm2014/
CIMB Foundation official fb page: https://www.facebook.com/cimbfoundation/
News of CYAL 2018 on BH Online: News- BH Online
Scholarship finding page: Scholarship for Vietnamese students

I. KEY TAKE-AWAY NOTES
Here is the key notes that I found most impressed with, and would like to share to my friends, relations, as well as anyone who want to try practicing to “Think ASEAN”, “Act Sustainably” or just simply understand the importance of and are curious to know more abt the “ Green, prosperous lifestyle of a Smart City”.

1. ASEAN Identity and Unity
Dr. Wahiza Wahi
CITRA, UKM
---
- To drive social changes, it is vital to engage people in the society. There are 2 key indicators:
o Whom to engage.
o How many people to be on board.
- Base of Social Engagement: Emotional Commitment (EC)
o EC caused from shared goals among people.
o To go as a team in a long run, a part from EC, you have to build credibility as well (delivering your responsibilities on time).

2. Think City
Dr. Neil Khor
Programme Director, Southern Region
Think City Bhd
---
- Why City?
o Future trend: the growing population of large cities àmore than 60% of the population will live in cities in 2050. (*)
o Basic elements of societies, where you can create the smallest sustainable ecosystem unit for citizens.
- Smart City: Transformation from conventional cities into smart cities by replacing manual tasks by smart applications.
o How machines have changed the way human work, contact, engage, etc. àneed to evolve and participate in this 4.0 revolution.
o Considering SDGs as the common goals worldwide (previously we had MDGs, but have switched into SDGs since 2015 as MDGs applied primarily to least developed/poor countries, while the new SDG goals set targets that call all countries to action, no matter how developed).
o Recommendation: Using Crystal Ball as a digital platform for analytics and making predictions.
- Smart City Fundamentals:
o Smart Energy
o Smart Mobility
o Smart Water
o Smart Public Services
o Smart Buildings
o Smart Data Center
==> Smart Collaboration:
Planning & Design
Solution Implementation
Operation & Optimization
Business models & Financing
- Smart Digital City: In 4.0 era, digital facets become more essential to evolve conventional cities.
o Low carbon city concept
o E.g. of smart cities: Singapore & Curitiba
- Smart Digital City concepts & Business Impact
o Block chain Technology:
No Third-party Involvement
Trusted transactions
Reduce cost
Transparency
No single point of Failure
Security
Real-time tracking
Unalterable Copied only
o Business Impacts:
Digital Transformation Strategy à[Social Media Mkt & Branding] + [Digital Mkt] + [Brand & Product Mkt] à[Advertising Business Mkt] àGreen Product àGreen Services

3. Sustainability City Plan and Dev. from Industry Perspective
En Ismail Hj Abdullah
President & CEO
International Green Training Centre
---
- Sustainable City Framework:
o Policy Objectives & Planning
o Spatial Data & Indicator Dimensions
o [Urban Form + Economy + Resource Efficiency + Environment + People]
o Climate Change (Low Carbon & Resilience)
o Governance
- Sustainable Cities Index:
o People (Social)
o Planet (Environment)
o Profit (Economic)
(Reference: ARCADIS Sustainable Cities Index)
- ARCADIS Sustainable cities indicators for economic pillar
o Transport infrastructure and traffic congestion
o Ease of doing business
o Tourism volume
o GDP per capita
o Global economy networks ranking
o Broadband connectivity
o Employment rates
- Sum-up notes:
o Sustainable city development requires the participation of all stakeholders in the society, including city councils, citizens and industries players.
o Sustainable city development from industry perspective requires comprehensive assessments of social, economic and environmental costs.

4. Smart City- Issues & Challenges
Prof. Dato’ Dr. K. Sopian
Director
Solar Energy Research Institute (SERI), UKM
Ar. Chan Seong Aun
President
Makaysian Green Building Federation (MGBC)
---
- Strategies to bring renewable into the cities
o Capacity building, awareness & educational programme
o Infrastructure development & Market enhancement programme
o Effective policies & enhancement of financial mechanism
o R&D and industrial interactions (Competitive industries)
- Fyi: CO2 green building index

5. CIMB Sharing- Sustainability
Sieh Luanne, Hussam Sultan
Representatives
CIMB Group
---
- CIMB’s Sustainability Focus across 5 major buckets:
o Sustainable business
o Sustainable action
o Governance & Risk
o Stakeholder Engagement & Advocacy
o Corporate social responsibility (CSR)*
- CIMB has worked on various projects to drive positive impact in the Environmental, Social and Governance (ESG) space.

6. FORWARD Your Leadership Skills for the Workforce of Tomorrow
Tengku Dato’ Sri Zafrul Aziz
CEO
CIMB Group
---
- Situation: The pace of innovation is accelerating àdeveloping trends are causing Disruption

A. Banking Industry
- Banking disrupted by multiple players:
o Challenger banks
o Platform players
o Fintechs
- Bank of the future: Key characteristics
o Embrace technology
o Explore partnership
o Enhance analytics
==> Digitizing the core: Create a holistic & consistent digital multi channel- multi product sales experience across MIST

B. Jobs opportunities
- New opportunities regarding to Digital/ Big data/Architect/ Engineer/ Healthcare, etc. that machines cannot replace.
- Skillsets required in the new age of technology:
o Creative and Innovation
o Leadership
o Emotional Intelligence
o Adaptability
o Problem Solving

<3 Chia sẻ và tag bạn bè mình nếu các em thấy có ích nhé <3

#HannahEd #duhoc #hocbong #sanhocbong #scholarshipforVietnamesestudents

ϟϟ SHOUT 今日主打星 : 台灣 ϟϟ

此次特輯我們介紹了台灣、日本、韓國、中國共16位攝影新進創作者，以下來自台灣 : )

☄ 陳以軒

陳以軒，輔仁大學廣告傳播學系畢業，後於紐約普瑞特藝術學院獲得攝影碩士。他以攝影為創作主體，媒材形式橫跨平面攝影、創作書、錄像、影像裝置，以及行為演出。近期創作多關注在攝影如何處理個人的生命史，以及影像媒介在進行溝通傳達時所產生的模糊與誤謬。

CHEN I-Hsuen earned his BA degree in Advertising & Public Relations from Fu Jen Catholic University, Taipei, Taiwan, and received his MFA in Photography from Pratt Institute, New York, USA. Through photography Chen develops myriad forms of art. Photos, artist books, videos, installations, and performances make up the interdisciplinary body of his work. Chen’s recent projects explore how photography as a mode of production portrays personal life history, and how imagery as a medium of communication generates fallacy and obscurity.

☄ 黃亦晨

黃亦晨，土生土長台北人，在舊金山展開攝影人生，作品多以底片拍攝而成。畢業於舊金山藝術大學攝影系碩士班，回台後，舉辦個展「明日黃花」（2013），目前為自由接案攝影人，作品散見藝術文化媒體及網站。正積極籌備第一本攝影集。

HUANG Sherry was born and raised in Taipei, Taiwan. She has an MFA in Photography from Academy of Art University (AAU), San Francisco, and currently works as a freelance photographer in Taipei. Her solo exhibition “Dead Letter” was held in 2013. Sherry’s work can be found in various art websites and magazines. She is now working on her first photobook.

☄ 吳孟真

吳孟真，生於台北，台大社會系畢業，在倫敦大學修習建築史，後轉往藝術領域進修，於2012年自波士頓美術館藝術學校取得藝術碩士學位。她透過創作探討「形式」如何構成認同或普遍的印象，並重新思索攝影術本身的美學條件。作品多取材自日常的環境與生活經驗。使用的媒材包含攝影、裝置和行為藝術。攝影作品近年來曾在台灣和美國多處發表，包括新英格蘭攝影雙年展（2012）、全美攝影展（2011），和TIVAC攝影獎之「評審一選」特展（2014）等。今年獲得文化部的藝術新秀獎助，在台灣舉辦首次個展。

WU Mong-Jane was born in Taipei, Taiwan. Studied sociology and architectural history before she received an MFA from the School of the Museum of Fine Arts, Boston in 2012. Wu uses photography, installation, and performance to explore ideas of form and formalities, and how they constitute identities, stereotypes, and general impressions. Her work has been shown in Taiwan and the United States, including “Photo National 2011”, “New England Photography Biennial” (2012), and “TIVAC Photo Awards Juror’s Choice” (2014). She was recently awarded a New Talent Grant from the Ministry of Culture for her first solo exhibition in Taiwan.

☄ 鄭婷

鄭婷，台北藝術大學美術系畢業，目前於倫敦大學金匠學院習攝影。影像以快拍方式捕捉日常物件和場景的超自然樣貌，構築關於身體與其周遭空間的連結關係。作品曾刊載於《Dazed Digital》，《Neon Magazine》以及《Bloomberg BusinessWeek》，並於倫敦、柏林、冰島、聖保羅、曼谷、上海和台北等地展出。她的夢想是建造一個供藝術家居住的行動樹屋，一起旅行並造訪外星公路。

CHENG Ting earned her BA degree in School of Fine Arts from Taipei National University of the Arts, then went to London to dive into Photography at Goldsmiths College. Building a connection between the body and the space around it, Cheng captures everyday objects and situations in snapshots that seem positively otherworldly. Her works has been featured in a variety of media, such as Dazed Digital, Neon Magazine, and Bloomberg BusinessWeek; She has also exhibited her work internationally, including London, Berlin, Iceland, Sao Paulo, Bangkok, Shanghai, and Taipei. Her dream is to build a mobile treehouse artist residence then travel together with all the artists to visit an Extraterrestrial highway.

▒ 更多 More ▒：www.vopmagazine.com/shout/

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Voices of Photography 攝影之聲
www.vopmagazine.com

Tony Fernandes's top 10 tips for entrepreneurs

1) You don’t need to know everything

I came from the music business. I knew nothing about planes. To all the entrepreneurs out there, you don’t need to know everything about what you want to do. It’s all about the idea, it’s about passion, it’s about implementing it.

2) Just do it!

Don’t let anyone tell you that you can’t do it. You’ve got one life, so you can’t press the rewind button and say ‘I wished I had done that.’

So I recommend to all of you out there, just do it. Live your life to the utmost, be positive. If you fail, at least you have tried.

I have failed miserably at Formula One, but I have no regrets because I got to stand with the greats from Ferrari, McLaren, and others.

3) Passion is a key problem-solver

Dreams do come true. Don’t worry about failure. You have one life, make the most out of it. Nine times out of 10, if you have the passion, you will find a way to work through it.

4) Invest in marketing

If you have the greatest idea in the world, please, please, please put some money on marketing. This is because if you don’t put money on marketing, nobody is going to hear about your great idea.

There are so many great ideas that never took off because of a lack of marketing.

Marketing is not about the dollars, it is also about public relations (PR). In AirAsia, we had no money. So I ran around with a red cap on and said controversial things so that the press would always take a picture of me. That was our marketing in AirAsia’s early days.

We have been through so many issues, and marketing played a key role in overcoming them.

Remember SARS (severe acute respiratory syndrome)? At that time, nobody wanted to fly; we all thought we are going to die.

Everyone cut their advertising, but I told my guys not to cut because this was the best time to build our brand. In fact, we tripled our advertising and everyone looked at me and said, “Are you on drugs?” I said, no, it is the best time because no one else is advertising.

When the first Bali bomb attack happened, everyone cancelled their flights. I said to the guys, we cannot let the Bali route die. We must continue to fly.

So we came up with ‘Love Bali’ campaign, giving away 10,000 free seats, and it worked. All 10,000 seats were snapped up in like under one minute. And all those who got those seats told all their friends about it on social media. Your best advertisement is your customers.

5) Leverage social media

When Malaysians get a good deal, they will tell the whole world about it. So the 10,000 people who went and had a good time in Bali, told 10,000 people that they had a good time. That was the early gestation of AirAsia’s social media.

We realised the power of social media very early on, so when Facebook and Twitter came up, we latched onto them. We were early adopters. We now have 32 million people on our various social media platforms, and 7 per cent of our business comes directly from social media.

The Bali campaign taught us that our best advertisements are our customers.

6) Don’t be scared of complaints

Complaints are actually free market research. Someone took the effort to write to you to tell you where things went wrong and how they should be improved. These are things that companies pay a lot of money for consultants to tell them that same thing.

So we treat every email preciously.

7) Focus on one image when it comes to branding

During the early days, there was the word ‘AirAsia’ and a logo of a bird in our branding.

If you look at the top brands in the world, there’s only one image that comes to your mind. When I say “Shell,” you think of the Shell logo. When I say “Coca-Cola,” you think of the word ‘Coke’ in italics, and when I say “Nike,” you think of the swoosh.

So, back to our earlier AirAsia brand, we said drop the bird – we felt it was facing the wrong way anyway – and we used ‘AirAsia’ as our logo. Just one image. Why spend double the money to promote two images?

We also dropped the blue and the green colours. I tried very hard not to go with red, because everyone thinks that I want to be Richard Branson [the Virgin Group founder and Fernandes’ former boss] ... but it was the best colour, so we picked red.

So yes, the colour does make a big difference!

8) Go on the ground

What I used to do – although I don’t do this anymore – was that once a month, I would carry bags, I would be a cabin crew [member], and also at the check-in counter.

I did this for two reasons. The first is that you can’t be an effective CEO (chief executive officer) unless you go on the ground to experience the real situation.

Here’s a true story. The baggage handling team told me that they needed belt loaders. I told them, “No, we can’t buy that as it’s too expensive.”

So one day when I was tasked to carry bags, they put me on one of the Indonesia flights. People who fly with us generally bring their house with them, but people who fly to Indonesia bring their neighbour’s house as well!

So there was a lot of bags. I broke my back in the process, and I told my team that they were right and I was wrong, and let’s buy the belt loaders.

If I didn’t do that [go on the ground] and just sat comfortably in the office, I would have made a wrong decision, damaged a lot of bags, and probably started a union.

The second reason [for going on the ground] is that I wanted to look for talent. I wasn’t looking for the talents from Oxford or Cambridge, I was looking for the Grade 3 SPM [O Levels equivalent] kind of guys who needed a second chance.

9) Never underestimate the potential of your staff

I broke all the rules in terms of hiring people. To me, as long as you have a dream, you can do anything.

There was an ex-cabin crew member – she came up to me one day and told me that her dream was to become a pilot. I told her to go for it.

Then she called me up one day and asked if she could take part in the Miss Thailand [beauty pageant], and I told her okay, as long as I get to use her photographs in our marketing materials.

She won the [Miss Universe Thailand] pageant and recently became a captain – so we are the only airline in the world with a Miss Thailand flying with us.

The moral of the story is that we have such a flat structure that she was able to tell me what her dreams were, and we were able to make a raw diamond into a diamond.

Another one of my boys, a baggage handler in Kuching, told me he wanted to become a pilot. I told him to go for it. He passed all the exams ... he had the top marks in the flying academy. Today, he is a captain.

We have many of such stories at AirAsia.

Your biggest assets, besides your ideas, are your people – because at the end of the day, it is the people who will deliver your ideas.

10) Data is king

We have a huge amount of data that we don’t know what to do with it, but everyone else wants our data ... so we figured it must be something very valuable and there must be an opportunity there.

We are investing in a few ventures. We plan to launch our own version of TripAdvisor, a travel dongle, a new YouTube-type of channel and more – data will be playing an essential role in these ventures. Data will be king. —