7. Social 2.0 Pixelmedia Kevin Huang

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  • 1. HKAIM Social 2.0 Workshop Presented by Kevin Huang Pixel Media Sept 24, 2009
  • 2. Introduction
    • Pixel Media is a leading online advertising sales network based in HK with 8 offices in 5 countries established since 2002 and represent various websites for advertising sales on an exclusive basis
    • Major partners include AppleDaily Online, MSN HK, 881903, HKEJ, HKGolden, HKTDC and more
    • Sites with strong social media components include MSN HK (Messenger, Spaces), Facebook, Friendster (Malaysia and Singapore)
    • Our involvement in Social Media is mainly surrounding advertisers and brands and advising them on how to best leverage our partner’s assets (platform, tools, user base) to market their products using social media
  • 3. The State of Online Advertising
  • 4. Despite Recession, Online Ads in Asia = +
  • 5. Advertising on Chinese portals keep growing
  • 6. Online Ad Momentum builds in Asia
  • 7. Online Share of Media – HK Internet’s Share of Overall Media Spends (%)
    • Online <6% of spends.
    • Users spend >30% of media time online
    • BIG DISPARITY and That GAP needs to close
    Source: GroupM Worldwide This Year Next Year Media Forecast 2005 2006 2007 2008f 2009f TV 41.9% 41.6% 41.1% 41.2% 41.0% Radio 2.7% 2.6% 2.7% 2.6% 2.4% Newspapers 31.0% 30.1% 29.5% 29.1% 28.9% Magazines 13.4% 12.8% 13.2% 13.0% 12.9% Outdoor 7.6% 9.0% 8.8% 8.9% 8.8% Cinema - - - - - Interaction 3.4% 3.9% 4.5% 5.2% 5.8%
  • 8. Online Advertising becoming more important in Hong Kong Source: GroupM Interaction 2008 Report
    • 2009 Online Advertising Growth expected to be 25%, double the growth of the average media growth in general
  • 9.
    • Global Average = 15%, US = 17% of media in 2010, Asia = ?
    • Search and Mobile continues to grow quickly
    • Video will takeover as the new “darling” as more professional content are available
    • Social Media usage by consumers not catching up with ad $
  • 10. Where does Social Media Stand today with Consumers?
  • 11. And when online, doing a lot more than they used to
  • 12. Brand Showcases from across Asia
  • 13. HK Advertisers Engaged Via Facebook Apps Canon HK – Pixma Work Smart
  • 14. Ford Fiesta Launch
  • 15. Lucozade Energy Drink
  • 16. Clairol Shampoo
  • 17. Hong Kong PolyU – Speed
  • 18. Results
    • Over 100,000 Fans and Users have engaged with the brands.
    • Brands have generated massive results in terms of user engagement
    • Time was created not bought with potential consumers
  • 19. The McDonald’s HK Hello Kitty WL Messenger Friend
    • Add her at [email_address] to start chatting (Sorry no longer valid)
    • Start chatting with Hello Kitty and collect over 19 Hello Kitty Emoticons
  • 20. Results
    • Over 65,000 users in HK added the Hello Kitty Friend to their WL Messenger list
    • Over 70 Million messages exchanged
    • Now that’s engagement
  • 21. The Shampoo that has more friends than you…. Meet P&G’s Head & Shoulder’s Profile Page on Friendster in Malaysia
  • 22. Meet the Typical Head and Shoulder Consumer Slightly Skew Female, >20, Well Educated and Wants Quality Products
  • 23. Meet all 31,690 of them who have become Fans of H&S and have engaged with it online some way or another
  • 24. Here is Clinique with 13,900 fans
  • 25. With extremely strong engagement online Over 1,972 active postings – CONVERSATIONS on its page. Clinique dedicated a specialist to answer questions online with its fans.
  • 26. Key Take Aways
    • The 3C’s of web 1.0 (Content, Communications, Commerce) are only partly relevant in social media
    • The new 3Cs in social media are:
      • C onnect
      • C onverse
      • C onvert
    • You are building a relationship; don’t expect that they will just come and when they do, Engage them by having continuous dialogs and conversations.
  • 27. Thank You www.facebook.com/kevinhuanghk www.twitter.com/kevinhuanghk