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Island School Hong Kong

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Transcript

  • 1. DIGITAL CHARITY& A LITTLE BIT MORE…
  • 2. ASIA DIGITAL LANDSCAPE 1BN PEOPLE ONLINE IN ASIA – HALF IN CHINA 46% OF THE WORLD’S TOTAL 623M ACCESS VIA MOBILE HUGE OPPORTUNITY BUT COMPLEX + 000,000s of communities + Across multiple devices and platforms + Across multiple countries, languages and cultures + With diverse behaviours and uses of the internetSource: ADMA 2012 Digital
  • 3. HONG KONG ONLINE LANDSCAPESOURCE: ADMA 2012 YEARBOOK5m+ internet users (~70%penetration)Top Sites (% Reach)Yahoo! [Sites] – 96%Microsoft [Sites incl. Bing] – 83%Google [Sites] – 82%Facebook – 75%
  • 4. SEARCH STILLTRUMPS SOCIAL INHONG KONG FORMOST POPULARACTIVITY ONLINE.YOU’RE MORELIKELY TO REACHYOUR AUDIENCEWITH A GOODSEARCH STRATEGYTHAN A SOCIALONE
  • 5. HONG KONG SOCIALMEDIA LANDSCAPETOP SOCIAL NETWORKINGSITES (REACH%)+ Facebook - 75%+ Weibo – 12%+ Linked In - 8%+ QQ - 7%+ Twitter - 5%USES FOR SOCIAL MEDIA:+ Staying in touch with friends, 23%+ Share content, 5%+ Research for work, 1%+ Networking for work, 0.3%+ To talk about a brand / product, 0.3% Source: ADMA Yearbook 2012
  • 6. FACEBOOK ISWHERE MOSTAUDIENCE ARE AT INSOCIAL. BUT THECHANCES OF THEMTALKING ABOUTYOUR BRAND /PROMOTION AREVERY LOW INDEED.PAID MEDIA ANDCOMPELLINGCONTENT FORFACEBOOK ISIMPERATIVE
  • 7. HONG KONG MOBILE LANDSCAPE 210% MOBILE PHONE PENETRATION, 50 – 60% SMARTPHONE PENETRATION TOP MOBILE TASKS: + Searches – 79% + Emailing – 78% + Reading news – 77% + Weather forecast – 76% + Instant Messaging – 71%Source: ADMA Digital 2012
  • 8. EDM, EPR ANDSEARCH ARE ALLEXTREMELYIMPORTANT FORMOBILE TO REACHYOUR AUDIENCEAND INFORM THEM– DON’T GETFIXATED WITH THELATEST SHINYTECHNIQUES LIKEAPPS.
  • 9. CLICKCLICK TO END CHILD POVERTYA 2005 global campaign to end childpoverty and apply pressure to worldpoliticians.• TVCs banned in many parts of the world for being too political• The ads simply moved online and generated huge free media coverage for being banned• Clear call to action to visit a website to complete a petition• Follow-up campaign to continue to apply pressure to commitments made at G8 summit
  • 10. UNICEF / DULUXOWN A COLOURTo help raise money UNICEFpartnered with Dulux to allow peopleto ‘own a colour’• Each of the 16.7m colours that can be displayed on most computer screen could be bought for a HKD12 donation• You can name your own colour• Buy a colour next to one owned by a celebrity• Over HKD1.2m raised to date
  • 11. MOVEMBERRAISING AWARENESS OF TESTICULAR CANCER