Political and economic power of social media final-28.1


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Hong Kong Ideas Center
Jan 28 2013

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Political and economic power of social media final-28.1

  2. 2. Social media has become ubiquitous2  How many of you actively use at least one social media everyday?  How much time do you spend on social media?  How many platform do you use it on  PC,tablet, smartphone, smart TV?  Facebook, Twitter, Weibo, Google+, Foursquare?
  3. 3. A networked population3  Household broadband penetration rate - 86.6% (August 2012, OFCA)  Mobile penetration: 222.6% (August 2012, OFCA)  Mobile internet penetration rate [2.5G and 3G/4G mobile subscribers]: 59% (August 2012, OFCA)  54 percent are on social networks, 4 million social network users in HK  100 percent reported some sort of mobile device (many reporting multiple units)
  4. 4. Social Media – a changing force4
  5. 5. Social media is much more than the5 platforms Behaviour Lifestyle Technology Relationships Social Media
  6. 6. Communications landscape Denser, more complex, and more participatory6 Discussion Forums Media sharing Social networking Online media Mobile applications
  7. 7. Rumors are spread quickly7
  8. 8. But eventually truths are exposed8
  9. 9. Social media in business and politics9 Politics Business Build relationship with stakeholders Build relationship with customers and influencers Disseminate information quickly to Respond to market competitors shape public discourse Call for action especially signature Call for action through sales campaign, rally, protest etc. promotion and discounts The need to manage and respond to Manage and respond to crisis crisis
  10. 10. Social media has the power to make a10 leader Source: Barack Obama facebook
  11. 11. 11 Source: Facebook, Tencent Weibo
  12. 12. …and the power to unmake one12 Source: Facebook
  13. 13. …power to bring revolution to the square13 Source: flickr
  14. 14. …and the power to show the voice of people online and offline14 Source: Facebook, Google Trend
  15. 15. 15 Application of social media in politics
  16. 16. Social media and public policy16 Source: Facebook
  17. 17. Engage in public speech and shape the agenda17 Source: Facebook
  18. 18. Disseminate information…18 Source: Facebook
  19. 19. …and call for massive and rapid action19 「D&G門口萬人影相活動」 Source: ODN
  20. 20. Strengthen civil society by articulating and debating20 Source: Facebook, Twitter
  21. 21. Rewriting the rules21 Opinion Traditional Political Government leaders media groups Social Media: medium to influence and empower the civil society
  22. 22. How social media shapes public opinion22 Media production (video, photos, text) Collective action Dissemination and urge for with opinion by change sharing From From ideas to conversations to opinions actions Forming opinion Echo by through influencers via conversation social media Pick up by traditional media (multiply influence)
  23. 23. 23 Mobilization in networked politics Case studies
  24. 24. Stop Express Rail Line campaign (2009-2010)24 Call for action with social media Source: http://maaa-c.blogspot.hk, Facebook
  25. 25. Gather and inform through online media25 Source: 香港獨立媒體
  26. 26. Online mobilization by both supporting and opposing camps26 Source: Facebook
  27. 27. Mobilization via social media27 Source: Facebook
  28. 28. Live broadcast via tweets and photos Re-tweet and tagging (#stopXRL)28 Source: Twitter, Twitpic
  29. 29. Spreading tactical messages via social media29 Source: Wikimedia Commons (by Hkfotopoint), 香港獨立媒體
  30. 30. Anti-nationalist education campaign (2011-2012)30 Source: Facebook
  31. 31. Building exposure and audience31 Source: Facebook
  32. 32. Building alliance32 Source: Facebook
  33. 33. Power of ‘like’ and ‘share’33 Source: Facebook
  34. 34. Generating support from wider public34 Source: Facebook
  35. 35. Mobilization through social network35 Source: Facebook
  36. 36. Power when social media meets traditional media36 Source: Apple Daily, Facebook
  37. 37. Obama’s Q&A session on social media37 Google+ RedditTwitter Source: Twitter, Google+, Reddit
  38. 38. Community’s wisdom – E-Petitions @38 Number 10 UK  View and sign and see Government responses to completed petitions  Aim – enable as many people as possible to make their views known
  39. 39. The White House – We the People online petition39
  40. 40. Request to impeach Obama received an official response from the White House40 ………
  41. 41. Use of social media in publicconsultation Attempt to consult through Facebook: 3-hour ‘forum’ on Facebook《運輸基建.公眾參與前瞻》 Source: Facebook
  42. 42. Use of social media in publicconsultation Act Now campaign 42 Source: Facebook
  43. 43. Use of social media in public43 consultationAttempt to consultvia Facebook:Land supplyconsultation(reclamationoutside VictoriaHarbour) Source: Facebook
  44. 44. Hong Kong Government Social media and Apps44 Source: GovHK
  45. 45. HK Government: Purpose of Using45 Social Media  Online political participation as a trend  Showing ‘openness’ in policy formulation  Raise Governments online presence  Strengthen communications between Govt and citizens (esp. young people)  Participate in online debates to shape public opinion 45
  46. 46. E-engagement46  The need for engagement  Points to consider  What is the purpose?  What are the target audience?
  47. 47. E-engagement47  Points to consider (cont’d)  Are the tools/platforms right for the purpose/audience?  A managed approach for the campaign  Connect to the campaign in the real world  How to measure the results?
  48. 48. Typical Constraints Faced by48 Governments  Balance between transparency and bureaucracy  Mentality toward open government  Lack of guidelines / rules of engagement  But, these concerns are not too different from those of the corporate world
  49. 49. Issues to consider49  Engagement: Genuine or for ‘show’?  Stage in policy formation: early stage or at the end?  Result of engagement: Responsive or ‘black-hole’?
  50. 50. HK Government’s new stance on online strategy to shape public opinion?50 Source: TVB
  51. 51. Social media in business51 Product Marketing Sales Development Customer Business Crisis Service Management Management
  52. 52. Marketing52  The draw: reach, relationship, engaging in conversation, influence by peer Example: Ikea Facebook Showroom (2009)
  53. 53. Product development53  YouTube: new product demonstrations  Twitter: reach larger audience and receive quick feedback  Facebook app: social co-creation with ‘fans’ Example: Crowd-funding for product development
  54. 54. Sales54  Special promotion  Contests  Lucky draw
  55. 55. Customer service55  Resolve disputes  Address issues Source: Facebook
  56. 56. Business management56  Human resources – training, recruitment  Internal communication – instant messaging, video conferencing  Collaboration – cloud storage and real-time collaboration platform
  57. 57. Crisis Management: Executive apology - FedEx57 Source: Youtube
  58. 58. Looking ahead: prospects of social58 media  ‘SoLoMo’: Social, location, mobile  Visual content rules in storytelling  Social in Search  Big data  Business value: From marketing to productivity improvement and process streamlining  C-suite driving social media adoption: From bottom-up to top-down
  59. 59. Where to start?59  Identify your objective  Choose your metrics and tools  Listen  Connect and engage  Act and evolve
  60. 60. Thank you60 Charles Mok Legislative Councillor (Information Technology) charles@charlesmok.hk www.charlesmok.hk Facebook: Charles Mok B Twitter: @charlesmok