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+

Selecting the Right Social
Media Channels in Hong
Kong
Your Host: Art Lee
+

Learn More @ Pluggedin.hk
n Information

from events – Presentations,
Info share, etc.

n News
n Soon

and Events around town

to Come – B2B Community

www.facebook.com/pluggedin.hk
@pluggedinhk
+
Where to Start
Over 90% of Hong Kong SMEs believe they
should be using Social Media

Image Source: roi360.co.uk
+

What’s Socially Hot in Hong Kong

Image source: memegenerator.net
+

SoLoMoCo
n 

Elements of integrating Social Media, Local Advertising,
Mobile Marketing and Mobile Commerce

n 

Social Tops Globally
n 
n 
n 
n 

57% Trust in companies
50% Change mind

10 Hours/Day

54% Learn about brand
53% Don’t want to be bothered

Social
Email
Multimedia

Data from TNS (www.tns-global.com.hk) Market Research, Info, Business Insights
+

Mobile Revolution
n 

Mobile brings social media into path of purchase
n 
n 
n 
n 

n 

compare prices
review reads
see opinions
30% use for social applications

Location Based Activities - Current Usages
n 
n 
n 
n 
n 

people want convenience for this purpose, not for privacy
restaurants
public transport
find nearby points of interests
friends

main point, want relevance and convenience
Data from TNS (www.tns-global.com.hk) Market Research, Info, Business Insights
+

Privacy an issue?
n 

Privacy is a big grey
area

n 

You have to put
consumer in control, let
them choose and put
ownership on them

n 

Opt-In Privacy

Image source: techwench.com
+

Being an Influencer
"Influence is the power to convene
and to tell a good story." - Jay
Oatway
What is an Influencer
n  affect

choices

n  advertising

message with
psychology to get people to do
things

n  do

they really like

n  do

they really agree

n  internalize

to something and be
like someone or love something
+

What is your social currency?
n 

Very basic in social media and is the social currency and
social capital building

“People try to keep their social capital in balance” – Jay
Oatway

n 

Klout.com for social scoring

Image source: http://www.fastcompany.com/1656066/red-hot-and-blue-hottest-american-brand-not-apple
+

Creating Social Influence Internal
for Brands
1) 

Identify segment top brand
influencers, don't do mass
market

2) 

Measure social actions for
advocacy and referrals.

3) 

Integrate into CRM - find
out who is spending money
on you

4) 

Foster Brand Advocacy may not spend money but
share online

Image source http://www.servantofchaos.com/2008/11/influence-and-p.html
+

Most Asked Questions

Kenneth Kwok – BeeHive Strategy
n 

How many like will we get? How man fans?
n 
n 

n 

Return on investment?
n 

n 

What's the benchmark ?
There is none, hard to track, where patrons are from

Like service and hassle free but most don't buy online

What is social media?
n 

Channel not for transaction but for influence, can’t track
influence

n 

Last attribution is to buy
+

Personal and Professional
n 

Jocelyn Luko Sandstrom,
Personal and
Professional Endeavors

n 

Loves to share the good
stuff…good experiences

n 

Promotes her Non-Profit
enterprise but mostly to
connect with fans
+

For Humanity
n 

Non-Profits don’t budget enough money to use Social Media
or internal team is limited

n 

Issue with whether donations should be use to outsource or
keep in house

n 

Used Social Media effectively at a small level. Mainly for
awareness
+

Travel Share and Fun

n 

TravelerFolio – Eunice
Kohng, Travel Blogger

n 

Did it out of passion,
learned the tools

n 

People like the design of
the blog that’s why they
come back

n 

Lots of travel partners
using her to promote

n 

Singapore’s Top Travel
Blog, Awards
+

Fun, Share and Food
n 

Blogs

n 

Photos

n 

Videos

Digital Assets
tied to a brand
(Hilda Leung,
Author and
Media Chef)
+

Protect your reputation online
“Manage your social presence
religiously” - Rudy Leung
n 

Negative attracts negative

n 

Don’t be one dimensional (bias)

n 

Concepts of Social is really simple:
Honest, Expert, Positive

n 

Try different mobile tools, don’t focus
on A List bloggers, connect with people
who love what they do
+

Pluggedin-terpretation
n 

Jump on the trend wagon, make a few bucks and run

n 

Companies looking for investors for new projects

n 

Looking to make a change, but change will be hard to make
in Hong Kong, but once proven you are golden

n 

The art of Reciprocation

n 

Careful: people behind the scenes do not have enough drive,
passion or patience to see it happen. Will jump ship once
they see an opportunity
+

Why and How to Get
Social
• 
• 
• 

Do it right the first time
Be consistent
Experiment

Images sources: desertsoapstone.blogspot.hk, tri-n-hawaiian.com, Redtutorials.com
+

Ask Yourself, What is the purpose?
n 

To sell?

n 

To share though leadership?

n 

To boast?

n 

To influence decision/
behavior?
+

Most Active Channels
n 

To connect with Fans

n 

To show thought leadership

n 

To share insights

n 

To connect with industry
influencers

n 

To learn

n 

To get personal

n 

To entertain

n 

To incite opinion and influence
+

Trending B2B
n 

B2B

n 

Leads

n 

Partnerships

n 

Investors

n 

But also scammers

Image source: guardian.co.uk, article.wn.com
+

Trending B2C
1. 

It's huge, and will
probably get even
bigger

2. 

It's a window into what
people think in China

3. 

It's a window into
Chinese government
censorship

4. 

Weibo users are
ingenious at getting
around this censorship

n 

Note: Culturally different
on Weibo

Source: sfgate.com
+

Find the right channel for your
business
n 

Is it a Facebook Group a Linkedin
Group?

n 

Is it a Mobile App?

n 

Is it a Blog?

n 

Is it a Discussion/User Forum?

It’s not easy, it takes time. Have an
expert take care of it for you or
invest your time.

Image source: kterazedigital.com
+

Use and Abuse
How to Use

Trends
n 

Fake Accounts
n  China has a lot more
n  Spamming

n 

n  Influence

People getting hired based
on level of influence

n 

Investors and businesses
looking to create
technology around social
behaviors

n  Sharing

viewpoints,
experiences

n  Connect
n  Incite

globally

and excite

n  Teach, Share, Learn
+

Is this account real?
+

Stop Tagging Me
+

Some
n 

Will people share it?

n 

What is the tipping point?

Becoming Viral, no guarantee

Tools don’t track it

1 in 100 will have some viral
effect

Gangnam style video

n 

Increase engagement

No incentive, no Likes/Shares
Cannot be passive and hope
for movement

n 

Social Media

Not for transaction but for
influence
All about INFLUENCE
+

Incentives: Cash Prizes
+

Get Busy Doing !
or!
Get Busy Losing!

Contact Art Lee at:
Facebook.com/artglee
@artstribe
hkLinkedin.com/in/artglee
artlee@internetmarketingcoach.hk
InternetMarketingCoach.hk

Questions?
Property of Internet Marketing Coach Ltd. Hong Kong.

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Selecting the Right Social Media Channels in Hong Kong

  • 1. + Selecting the Right Social Media Channels in Hong Kong Your Host: Art Lee
  • 2. + Learn More @ Pluggedin.hk n Information from events – Presentations, Info share, etc. n News n Soon and Events around town to Come – B2B Community www.facebook.com/pluggedin.hk @pluggedinhk
  • 3. + Where to Start Over 90% of Hong Kong SMEs believe they should be using Social Media Image Source: roi360.co.uk
  • 4. + What’s Socially Hot in Hong Kong Image source: memegenerator.net
  • 5. + SoLoMoCo n  Elements of integrating Social Media, Local Advertising, Mobile Marketing and Mobile Commerce n  Social Tops Globally n  n  n  n  57% Trust in companies 50% Change mind 10 Hours/Day 54% Learn about brand 53% Don’t want to be bothered Social Email Multimedia Data from TNS (www.tns-global.com.hk) Market Research, Info, Business Insights
  • 6. + Mobile Revolution n  Mobile brings social media into path of purchase n  n  n  n  n  compare prices review reads see opinions 30% use for social applications Location Based Activities - Current Usages n  n  n  n  n  people want convenience for this purpose, not for privacy restaurants public transport find nearby points of interests friends main point, want relevance and convenience Data from TNS (www.tns-global.com.hk) Market Research, Info, Business Insights
  • 7. + Privacy an issue? n  Privacy is a big grey area n  You have to put consumer in control, let them choose and put ownership on them n  Opt-In Privacy Image source: techwench.com
  • 8. + Being an Influencer "Influence is the power to convene and to tell a good story." - Jay Oatway What is an Influencer n  affect choices n  advertising message with psychology to get people to do things n  do they really like n  do they really agree n  internalize to something and be like someone or love something
  • 9. + What is your social currency? n  Very basic in social media and is the social currency and social capital building “People try to keep their social capital in balance” – Jay Oatway n  Klout.com for social scoring Image source: http://www.fastcompany.com/1656066/red-hot-and-blue-hottest-american-brand-not-apple
  • 10. + Creating Social Influence Internal for Brands 1)  Identify segment top brand influencers, don't do mass market 2)  Measure social actions for advocacy and referrals. 3)  Integrate into CRM - find out who is spending money on you 4)  Foster Brand Advocacy may not spend money but share online Image source http://www.servantofchaos.com/2008/11/influence-and-p.html
  • 11. + Most Asked Questions Kenneth Kwok – BeeHive Strategy n  How many like will we get? How man fans? n  n  n  Return on investment? n  n  What's the benchmark ? There is none, hard to track, where patrons are from Like service and hassle free but most don't buy online What is social media? n  Channel not for transaction but for influence, can’t track influence n  Last attribution is to buy
  • 12. + Personal and Professional n  Jocelyn Luko Sandstrom, Personal and Professional Endeavors n  Loves to share the good stuff…good experiences n  Promotes her Non-Profit enterprise but mostly to connect with fans
  • 13. + For Humanity n  Non-Profits don’t budget enough money to use Social Media or internal team is limited n  Issue with whether donations should be use to outsource or keep in house n  Used Social Media effectively at a small level. Mainly for awareness
  • 14. + Travel Share and Fun n  TravelerFolio – Eunice Kohng, Travel Blogger n  Did it out of passion, learned the tools n  People like the design of the blog that’s why they come back n  Lots of travel partners using her to promote n  Singapore’s Top Travel Blog, Awards
  • 15. + Fun, Share and Food n  Blogs n  Photos n  Videos Digital Assets tied to a brand (Hilda Leung, Author and Media Chef)
  • 16. + Protect your reputation online “Manage your social presence religiously” - Rudy Leung n  Negative attracts negative n  Don’t be one dimensional (bias) n  Concepts of Social is really simple: Honest, Expert, Positive n  Try different mobile tools, don’t focus on A List bloggers, connect with people who love what they do
  • 17. + Pluggedin-terpretation n  Jump on the trend wagon, make a few bucks and run n  Companies looking for investors for new projects n  Looking to make a change, but change will be hard to make in Hong Kong, but once proven you are golden n  The art of Reciprocation n  Careful: people behind the scenes do not have enough drive, passion or patience to see it happen. Will jump ship once they see an opportunity
  • 18. + Why and How to Get Social •  •  •  Do it right the first time Be consistent Experiment Images sources: desertsoapstone.blogspot.hk, tri-n-hawaiian.com, Redtutorials.com
  • 19. + Ask Yourself, What is the purpose? n  To sell? n  To share though leadership? n  To boast? n  To influence decision/ behavior?
  • 20. + Most Active Channels n  To connect with Fans n  To show thought leadership n  To share insights n  To connect with industry influencers n  To learn n  To get personal n  To entertain n  To incite opinion and influence
  • 22. + Trending B2C 1.  It's huge, and will probably get even bigger 2.  It's a window into what people think in China 3.  It's a window into Chinese government censorship 4.  Weibo users are ingenious at getting around this censorship n  Note: Culturally different on Weibo Source: sfgate.com
  • 23. + Find the right channel for your business n  Is it a Facebook Group a Linkedin Group? n  Is it a Mobile App? n  Is it a Blog? n  Is it a Discussion/User Forum? It’s not easy, it takes time. Have an expert take care of it for you or invest your time. Image source: kterazedigital.com
  • 24. + Use and Abuse How to Use Trends n  Fake Accounts n  China has a lot more n  Spamming n  n  Influence People getting hired based on level of influence n  Investors and businesses looking to create technology around social behaviors n  Sharing viewpoints, experiences n  Connect n  Incite globally and excite n  Teach, Share, Learn
  • 27. + Some n  Will people share it? n  What is the tipping point? Becoming Viral, no guarantee Tools don’t track it 1 in 100 will have some viral effect Gangnam style video n  Increase engagement No incentive, no Likes/Shares Cannot be passive and hope for movement n  Social Media Not for transaction but for influence All about INFLUENCE
  • 29. + Get Busy Doing ! or! Get Busy Losing! Contact Art Lee at: Facebook.com/artglee @artstribe hkLinkedin.com/in/artglee artlee@internetmarketingcoach.hk InternetMarketingCoach.hk Questions? Property of Internet Marketing Coach Ltd. Hong Kong.